INTRODUCTION TO THE

TOPIC

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 INTRODUCTION

Use of Nivea is not latest trend, it has its roots deep within the annals of history.

The word cosmetic has been given this modern name lately. Through regular and

formal use of Nivea has gained momentum now, it has been in some form or other

since a long time.

To cite an example of the long usage of cosmetic, the Nivea depict had found its

origin in China in the 4th century BC.

Indian too has not remained far behind in the development and frequent usage of

Nivea. Household utility like haldi, chandan, basan uptoon have been used

centuries to preserve the natural beauty of skin. The reason for their usage was

adequate availability of pure material, apt knowledge of natural formulation and

virtually zeros effects.

The Nivea industry, which started glowing in the early 1990s, is expanding

exponentially. With more women and men becoming conscious of their and

willing to spend on their grooming, this industry has been growing at 20-25

percent the last few years. No wonder then that the shelves are stocked with a

plethora of products and brands, targeted at various segments, catering to the

various needs of customers. The enormous growth in this segment has not only
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attracted many MNCs but also provided space for many Indian companies to foray

or expand their product range.

GROWTH TRENDS AND PROSPECTS :

An ORG-Marg study reveals that while most FMCG products were affected by the

general slowdown, this segment witnessed relatively good growth in volume and

value 2001. Not only have more people started using Nivea, they are also willing to

pay more to look and feel good. The penetration rate is higher in the skin-care

segment compared to lipsticks. While volume growth has remained low, at 3

percent, in the case of lipsticks, much of the value growth ha come from price rises.

This not only means that Customers are willing to spend the extra bit to look

and feel good, but also indicates the constant up gradation from mass to

premium products. Though mass products still constitute a major portion of the

market, a certain segment is obviously ready to upgrade to the next category as

disposable incomes rise. Increased media exposure, the willingness to spend

more on personal care, consciousness about looks, and advertisements and

promotions targeting various Customer segments are some reasons for these

trends in consumption and penetration. The growth trends definitely send

positive signals about the industry prospects. With numerous players fighting

for market share, is the industry really big enough and the growth high enough

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to accommodate all the players? What makes a player tick and create a niche for itself

in the market? These questions need to be pondered upon before jumping to

conclusions about the industry's prospects.

Value growth Value growth Price growth

% % %

Skin Care 11 8 5

Lipsticks 13 3 3

COSMETIC PRODUCTS OF NIVEA

Though most players see huge opportunity in this industry, what would actually

work wonders for the players is strong brand promotion, good distribution

network, constant innovation and quality improvement, the ability to provide a

variety of products and introduce affordable products without compromising on

quality.

Nivea are still seen as elitist products and may be the last thing on an

average Indian Customer's mind. Though the low penetration levels for most

cosmetic products suggest much potential, the market for cosmetic products

may remain a niche market, accessed by a small proportion of the Customers.

Despite the tall claims, the actual growth prospects would be limited to this

extent.

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From the investment perspective, though many big listed companies have a

presence in the various sub-segments of the industry, HLL is the only listed

company that has a visible presence across all segments. Being a diversified

large company, the turnover from this segment may be too small for HLL to

affect investment decisions. As to the recent entrants such as Dabur and Dr.

Morepen, it may be a while before their financials reflect the dynamics of this

industry. The other listed players are Emami and J.L. Morison (India). Despite

their good financial track records, investing in these stocks may be highly risky

for a retail investor as low traded volumes and equity base characterize the

stocks.

NIVEA

The cosmetic segment primarily comprises of colour Nivea (Face, eye, lip

and nail care products), perfumes, talcum powder and deodorants. All these are

very small segments. Talcum powder is the most popular cosmetic product in

India. This market is estimated at Rs.3.5 bn and is yet growing at 10-12% in pa.

Awareness is very high at 80% with a penetration of 45.4% in urban areas and

25.2% in rural areas. Pond's dominates the talcum market with a 70% share

following by Johnson & Johnson, which has a 15% market share.

Attar and alcoholic perfumes each account for 50% of the fragrance market

estimated at Rs. 3 bn. In the alcoholic perfumes market, 1/3rd represnted b an

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unorganized, with the balance largely imported. The June 98 budget halvd

duties to 50R Lakme ha a minor presence in the segment. Perception of damage to

skin on account of chemical ingredients restricts usage of face care products. The

nail polish market is the largest at Rs.25-30%.

Deodorants have a very negligible presence in the Indian market an estimated of

Rs. 0.3 bn. Wordwide, deodorants is the largest market followed by skin care,

shampoos and toothpaste. HLL has launched a couple of products in this

segment.

MARKET SEGMENTATION

The Indian market can be segmented in terms of product category and price.

Again oral care, hair care shampoos & oils, skin care, soaps and distribution

network may divide the product categories. s

ORAL CARE

The oral care market can be segregated into toothpaste (60%), toothpowder

(23%) and toothbrushes (17%). While 60% of toothpaste is sold on the family

platform, around 35% is sold on cosmetic propositions. On the other hand,

while toothpowder accounts for 52% of the market, red toothpowder accounts

for 40% and black toothpowder accounts 8%. The penetration level of

toothpaste/powder in urban areas 3 X that in the rural areas. Traditional

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materials such as neem and tobacoo are popular for cleaning in the rural areas,

Frequency of usage for toothpaste is only 1.5 times among other Customers,

compared with 2 times in the developed world. Per gm in Tahiland.

Given the low per capita consumption and penetration rates, toothpaste demand is

mainly being driven by the overall market growth of 8-10.The rural segment is also

tooth powder growth.

HAIRCAREOILS

The hair oil market is huge, valued at Rs.6 bn. Due to the varied consumption

habits of Customers across the country, where coconut oil and edible oil are

interchange used, the size of the market is likely to be higher than estimated.

More importantly, the market is growing at an impressive 6-7% in volume terms

despite the high penetration level.

Usage of hair oil is a typical Indian habit with 50% of the population out of

which some perceive that massaging the head with hair oil has a cooling impact. The

penetration of hair oil is fairly high at around 87% and evenly distributed among

the urban and rural areas.

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HAIR CARE SHAMPOOS

The shampoo market in India is valued at Rs.4.5 bn with the penetration level at

13% only. The market is expected to increase due to lower duties and

aggressive marketing by players Shampoo is also available in a sachet, which is

affordable and makes up to 40% of the total shampoo sale.

The Indian shampoo market is characterized by a twin benefit platform;

cosmetic and antidandruff. It is basically an upper middle class product, as more than

50% of the Customers use ordinary toilet soap for washing hair.

While the awareness level is high, the penetration level is very low even in the

metros, which is only 30%. Urban markets account for 80% of the total

shampoo market; the penetration level is rapidly increasing due to decline in excise

duty, which was 120% in 1993 to 30% currently.

SKINCARE

The skin care market is at a very nascent stage with basic requirements of the

Customers being protecting the skin from cold and dryness in winter, and

improving fairness of the skin. Most of the product categories are niche

segments.

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While the awareness rate is high in both urban areas accounting for 60R and

rural areas accounting for 30% the penetration level is low for both. This is

because of apprehensions that usage of skin care products may benefit in the long

run due to the chemical contents. Many households prefer to use traditional and

natural home made products.

Since the market is at a very nascent stage with very low penetration levels, the

growth rates are expected to be higher at 24-255 over the next five years. New

players such as Avon and Oriflame have entered the market with the natural

ingredient benefit platform, which could further spur growth.

SOAPS

The product categories can be classified into three segments; premium (Lux,

Dove), popular (Nirma, Cinthol), and economy (Nirma Bath, Lifebuoy). The

price differential between the premium and economy segments is about 2X. The

popular and economy segments account for about 4/5ths of the entire market for

soaps.

Penetration of toilet soaps is high at 88.6%. However per capita consumption

levels remain low India's per capita consumption of soap at 460 gms per annum is

lower than that of Brazil at 1,100 gms per annum.

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DISTRIBUTION NETWORK :

Soaps are available in 5 ml retail outlets in India, 3.75 m of which are in the rural

areas. Therefore availability of these products is not a problems 75% of India's

population is in the rural areas; hence about 50% of the soaps are sold in the rural

markets.

PRICE SEMENTATION

Price is common basis for segmenting the Nivea market. The market segments

formed accordingly now describe:

POPULAR SEGMENT

The sector is divided into two distinct segments-the premium segment catering

mostly to urban higher/upper middle class and the popular segment with prices as

low as 25%-30% of the premium segment , catering to mass segments in urban

and rural markets. The premium segment is less price sensitive and more brand

conscious.

ECONONY SEGMENT

India's rural markets have been a lot of activity in the last few years. Since

penetration levels are pretty high in most categories, future growth can come only

deeper rural penetration. FMCG majors are aggressively looking at rural India since

it accounts for 70% of the total Indian households.

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GROWTH

High Customer awareness and penetration levels will enable the market to grow at

an average 8-10% per annum with slightly higher growth in the rural areas.

Higher penetration stems from popularity of low-cost detergents. Hence, besides

increase in per capita consumption, there is tremendous scope for movement up the

value chain.

HLL, Nirma and P&G are the major players in the market with 40%, 30% and 12%

share, respectively. While HLL dominates the premium segment, Nirma is the

leader in the popular segment.

CUSTOMER

The term Customer is often used to describe two different kinds of consuming

entities; the personal Customer and the organizational Customer.

The personal Customer buys goods and services for is or her own (e. g. soap,

shampoo etc.) for use of the household (e.g.TV VCR or car) or as a gift for a

friend (e.g. bike, camera etc.). In each of these cases, individual who are

referred to as end uses or ultimate Customers buys the goods for final use.

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The organizational Customer buys goods and services in order to run their

organization. Manufacturing companies buy raw material etc. to manufacture and

sell their own products. Institutions buy the material they need to maintain

themselves.

UNDERSTANDING CUSTOMEROLOGY IMAGE SELLING

Whenever a Customer purchase a product, he is not just buying a brand. He is also

buying an image that is associated with the brand. Every marketer, and

marketing company, operates with the sole objective of crafting an array of

image, and reinforcing this diverse image in a contextual framework that is

relevant to the target segment. In ensures that the company is able to bring the

brand so close to the Customer that the brand creates a special place for itself in the

Customer's mind

Imagery is everything. When a Customer parts with money to purchase a

product, it is actually a response to the image that a particular band of the

product has cotnrived in his mind. This image, when confronted by a need state

translated itself into a purchase decision. During this period, the Customer is

creating a relationship with the brand which, depending on is consumption

experience, determines the future-buying pattern of the Customer. A series of

good repeat purchase experience gives you a local customer.

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CUSTOMEROLOGY

Once that real understanding of a brand's drives through an identification of the

unique associative image in obtained, in then becomes the task of the brand

Customerology to craft relevant fit for the brand into the Customer-selected

image. From this fit an image is interpreted into a social and vocational set that is

consonance with the Customer's image and the image of the brand through the

medium of an image solution.

Having identified the image solution, the next task is to deliver it through the

variables of marketing like packaging, pricing, distribution, merchandising,

promotion and advertising. The most important aspect of Customerology, and

image solution, is that they never dormant. Imagery, being everything is

constantly changing, so do the image solutions. Thus, these image solutions are

a function of listening to the Customer. They involves constant listening to

check if a brand's drivers are changing, if the Customer's image is changing and

id the image of the brand is being molded according to the changing situation.

So, the correct practice of Customerology implies the creation of market

listening post, which is constantly receiving Customer feedback and passing it

to the brand Customerlogist who, in turn, interprets it for the creation of new

image solution. If the listening stops, the solutions are no longer the result of

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Customer understanding, but merely the products of the experiential biases of the

solution creators.

CUSTOMER SATISFACTION

Customer Satisfaction is the study of individual, individual in a group as whole

while the individual decides to spend his/her time, effort and money on

consumption related items. Customer Satisfaction refer to the behavior that

Customer displays in searching for, purchasing using, evaluating and isposing

of products and services that they expect will satisfy their needs.

They study of Customer Satisfaction is the study of how individual make decision

to spend their available resources viz. Time, money and effort on they buy from,

where they buy it, how often they buy it and how often they use it.

Take the case of Customer durable e.g. the T.V. set. What features they look for?

What is the reason for buying particular T.V. Set? How likely are they to replace

their old models when new models with added features become available?

The answer to such question can only be found through Customer research that

provide. TV manufacture with important product scheduling, design

modification and opting final strategy.

Although this study focuses on how and why Customers make decision to buy

T.V Customer behavior and considers the uses Customers make of the good
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they buy and then subsequent equations. For example, a buyer may experience

dissatisfaction to friend, and in turn influence his friend future TV purchase

decision or may vow never to buy same brand or model again, prescribing his own

future selection decisions. Each of these possible consequences of Customer

post purchase strategies into their promotional campaigns.

NEED OF CUSTOMER SATISFACTION STUDY

For marketers, it is important for us to decide to whom to direct the promotional

efforts by recognizing why and how individuals make their consumption

decisions. If marketers understand Customer behavior they are able to predict how

Customer are likely to react to various informational and environmental cues, and

able to shape their marketing strategies accordingly.

The initial thrust of Customer research was from a managerial perspective;

marketing manager wanted to know the specific causes of Customer behavoir.

They also wanted to know how people receive, store and use consumption

related information, so that they could design marketing strategies to influence

consumption decisions. They regarded the Customer behavior discipline as an

applied marketing science; if they could predict Customer behavior, they could

influence it.

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DEVELOPMENT OF THE FIELDS OF CUSTOMER SATISFACTION

There are a number of reasons why the study of Customer behavior developed as

separate marketing discipline. Marketing had long noted that Customer did not

always act or react as marketing theory would suggest. The size of the

Customer market in this country highly diversified. Even in industrial markets,

where needs of good and services are always homogeneous than in Customer

markets, buyers are exhibiting diversified preferences and less predictable

purchase behavior.

To better meet the needs of specific groups of Customers, most marketers

adopted a policy of market segmentation, which called of the division of their

total potential markets into smaller, homogeneous segment for which they could

design specific products or promotional campaigns. To try to improve the new

product success rate to try to ensure Customer acceptance marketers make

determined efforts to learn everything they could about their perspective

Customer i.e. their needs, preference, changing life style. Research into

Customer behavior provided them with necessary insights to develop new

products and services and to design persuasive promotional strategies.

The growth of Customer movement created an urgent need to understands how

Customers make consumption decision e.g. in order to identify sources of

Customer confusion and deception, Customer advocates sought to discover

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perceive and interpret various marketing and promotional information i.e.

promotional appeals, package labels, warranties etc.

Most of organizations have recognized that need to market globally to achieve

major economics of scale. Marketers now use cross cultural Customer research

studies as the basis for product development and promotional strategies to meet the

needs of targeted Customers.

FACTORS INCLUENCING BUYING SATISFACTION

PSYCHOLOGICAL FACTORS

Diversity in human behavior often causes us to look the fact that people are

really very much alike. Psychologists and Customer behavior agree that most

people tend to experience the same kinds of needs and motives, they simply

express these motives in different ways. For, this reason an understanding of

human psychology is very important to market place. The human psychology is

major factors that influence the buying behavior of the Customer. Under the

psychological factors the following points are taken into consideration

HUMAN NEEDS

MOTIVATION

PRECEPTION

LEARNIGN

ATTITUDE
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HUMAN NEEDS

Very individual has some needs some are innate, others acquired. Every person

made purchase according to his needs e.g. purchase of food to satisfy need to

hunger, purchase of car to satisfy ego needs.

As far as the purchase of T.V. is concerned, it has become the needs of every

individual besides he belongs to any income group or social class.

MOTIVATION

Motivation is a driving force towards some object or condition or a driving

force some object or condition e.g. a person may be impelled towards a hotel to

satisfy his hunger need and away purchase a C.T.V.

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COMPANY PROFILE

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About us :

The NIVEA FamilyTrusted, loved and always reliable – For more

than 100 years
When NIVEA Creme was launched in 1911 it revolutionized skin care as the first stable oil-and-water-
based cream in the world. Today, although the NIVEA family has grown considerably, it is no less
innovative. Read more about the present-day product ranges here

You will find NIVEA in almost every household. Here you can learn more interesting facts about the
history of the brand and where the name NIVEA comes from.

We are Skin Care

At Beiersdorf we have been caring about skin for more than 130 years. Throughout our history we have

built trust by staying close to our consumers and developing innovative skin care brands that are tailored

to their needs. We work as one global team, with one focus: making people feel good in their skin.

Everywhere. Every day. As we head into the future, we want to become the number one skin care

company in the world.

Skin Care is Everything to us

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

Making people feel good in their skin means different things to different people. That’s why,

across our three global skin care brands – NIVEA, Eucerin, and La Prairie – we cater for all

sorts of needs and operate across different markets: mass market, dermocosmetics, and

premium.

Mass Market

NIVEA, our iconic brand, is one of the world’s largest skin care brands. It stands for values

like trust, security, family, and reliable care for all skin types and is available in about 200

countries around the world.

Find out more

Dermo cosmetics

Eucerin is synonymous with innovative medical skin care and is trusted by dermatologists and

consumers across the globe. This high-quality product range is among the world’s leading

dermocosmetics brands and is sold in pharmacies in over 60 countries.

Find out more

Premium

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La Prairie, our anti-aging luxury skin care brand, is based on the latest scientific findings as

well as over 50 years of research expertise. The products are sold in selected retail outlets in

over 90 countries.

Find out more

We have two Business SegmentsWe are a global company with more than 150 affiliates

worldwide. Our business is divided in two segments:

Our Consumer Business Segment

Here we concentrate on the international skin and body care markets, which are the main focus

of our business. Our innovative, high-quality skin and body care products are trusted by

millions of consumers every day. By staying close to our consumers, and our markets, we can

ensure that our international brand portfolio stays relevant and our innovations meet the

individual needs and wishes of consumers, both globally and regionally.

Find out more about our strategy

Our tesa Business Segment

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Our Business Segment tesa has always been part of our Group but, since 2001, has operated as

an independent unit. tesa is among the world’s leading manufacturers of self-adhesive product

solutions for industrial customers and consumers. Not only is tesa synonymous with superior

technology and reliable, high quality products but our business strategy is focused on

innovative thinking, meaning we continuously strive to develop effective solutions for our

customers.

To NIVEA Creme History

Reliability and quality – these are our most important values. Sustainability therefore plays an

important role for NIVEA.

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FACIAL CLEANSING

Beautiful skin needs not only sufficient nourishment, but must also be thoroughly cleansed

mornings and evenings. Whether you prefer to use facial wash gels, lotions, milk or cleansing

foam is up to you – and your skin type. Your beauty routine should furthermore also include a

clarifying facial toner and eye make-up remover.

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Cleansing products for normal and combination skin

You should ideally wash your face twice daily with a face wash gel from

NIVEA. A gel cleanses reliably and helps to maintain the natural moisture

balance of the skin. For normal or combination skin, a cleansing mousse may

also be worth considering for removing make-up and clarifying the skin. It not

only cleanses thoroughly but is also gentle on the skin. The light foam has a

delightfully fresh fragrance, is easy to apply and leaves the skin feeling

nourished after rinsing. If you have more of a combination skin, a wash & scrub

is your best choice for daily facial cleansing. Facial scrubs reduce excess sebum

without disturbing the skin’s balance. The exfoliating particles cleanse the pores

and help to reduce blemishes in the long run – this effectively prevents new

blemishes from forming.

Facial cleansing for dry and sensitive skin

Gentle cleansing is paramount for dry and sensitive skin. Your cleansing

products must be gentle on the skin, provide adequate moisture and should not

irritate your skin. Find out more about cleansing products for sensitive skin from

NIVEA: a cleansing fluid dissolves make-up & mascara and provides the skin

with moisture. The latest fluids of this type are based on innovative micellar

technology. With this technology, make-up and dirt particles are trapped and

removed without any rubbing. By using this gentle facial cleansing method, you

reduce redness, relieve feelings of tightness and combat dry areas. A cleansing

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milk is also recommended for dry and sensitive skin. Since they usually have a

very gentle formula, the skin’s natural balance is maintained and impurities are

efficiently removed. And what if you’re in a hurry? Then practical cleansing

wipes are just what you need.

Blemished skin: Maintain and clarify with appropriate facial cleansing products

A scrub with fine exfoliating granules is recommended for cleansing blemished

skin. Exfoliation removes dead skin cells and stimulates cell renewal and

circulation. From the cleansing stage onwards, you will obtain a brighter and

more even skin tone. If you wear make-up to hide blemished skin, cleansing is

even more important. After cleansing, a clarifying treatment is important – here

your best option is a facial toner. This helps to restore balance to the skin,

removes the last remnants of dirt and make-up and ensures that skin is optimally

prepared to receive other care products. For this, you simply need to pour a few

drops of toner on a cotton wool pad, with which you then gently dab your skin.

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SKIN CARE TIPS: YOUR WAY TO A RADIANT COMPLEXION

If you want to take optimal care of your skin, you have to know what type of skin you have

and what is really good for your skin. At NIVEA we have been doing skin care research for

over 100 years. Here you will find numerous articles that will help you get to know your skin

even better so that you can take really good care of it.

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33
Check out NIVEA’s latest highlights

Are you interested in finding something new and different? Come and take a look at our highlights

section. Inside you’ll find numerous items and advice pieces to help you discover your new look.

We’re here to help you find and decide on the products that are best for you and your unique needs

and preferences. Whether you’re looking for the latest tips for improving the health and strength of

your hair, or searching for ways to keep your skin soft and glowing, we’ll make sure you can do so

with ease and brevity. Are you searching for a great gift idea? Get inspired by our highlighted products

or ideas and discover ways that you can help your friends and family with their own body care

essentials.

Discover great ways to manage all your body care needs

When it comes to finding the latest and greatest topics and items, we’ve got you covered right here.

Our top expert articles and informational tutorials are here to help you get the cosmetic and hygienic

results you’ve been searching for. Choosing the right article or product for you is super quick and

easy. Simply apply our navigation filters – conveniently located right here at the top of the page – and

sort through our selection by topic, item type or other characteristics. Here at NIVEA we’re proud to

provide you with only high-quality items and ingredients. In addition, we’re also thrilled to offer our

expert advice, guides, walkthroughs and other informational pieces. Let us help you find what you’re

looking for.

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We try our hardest to make things simple for you

Taking care of our customers and fans is our top priority. As such, we at NIVEA believe you’ll really

enjoy the items and articles we’ve highlighted. They contain only the latest products and information

and are well suited to tackling your needs – whether haircare, skincare, sun safety, or other topics to

help you maintain and enhance your natural beauty. We not only offer products and care information –

we’ll also help you to determine your own skin or hair types. It’s hard to select the proper products or

techniques if you aren’t aware of what you’re working with. That’s why we’re here to ensure that you

do. So go take a look!

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WHY USE NIVEA CREME?

NIVEA Creme is a classic, every day, multi-purpose creme which treats damaged and dry skin,
leaving it healthy and soft. Having maintained it's rich texture and comforting fragrance for over 100
years, the little blue tin brings back childhood memories. It has remained an unchanged part of your
skin-care routine, just proves that it is the best moisturiser for dry skin.

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OBJECTIVE OF THE STUDY

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 OBJECTIVE OF THE STUDY

Objectives are the route map of any research. Without setting objectives any

research would be meaningless and all the efforts of the researcher will go in vain.

The objectives of this project titled "Customer Satisfaction regarding purchase

of Nivea" were:

1) Finding major factors that influence the purchase decision of Customers

to purchase Nivea.

2) To find out the variety of Nivea, the women and students prefer most.

3) To determine the brands

4) To find out the expenditures of Nivea.

5) Determining the sources from where the women get the information

about Nivea.

6) To assess the customer perception regarding Nivea

7) Whether they are influenced and inspired by the ads.

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RESEARCH METHODOLOGY

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 RESEARCH METHODOLOGY

Problem Formulation:

It has normally observed that most of the marketers are spectacle about

Customers in India. Each company tries to provide more information about their

products for Customers. Very few companies are really providing information

according to the requirement of Customers. They look for bargaining and lack of

proper advertisement about products.

Thus being a MBA student I felt, I should study the effectiveness of information of the

product of cosmetic Customers in depth. Another side of coin is that cosmetic

market in India is growing rapidly and enormous untapped potential lies there. Thus

also motivated me for selecting my topic of study as "Customer Satisfaction regarding

Cosmetic in Gomti Nagar, Aminabad, Nakkhas, Hazratganj, Yahiaganj, Chowk

Market".

Research Methodology:

Market research methodology is as old as the marketing is without which it is

almost impossible to reach at any tangible decision. Although various methods are

adopted to undertake this activity but the goal is almost same i.e. to reach on a final

decision or solution of the problem.

There is a very famous quote "if you are confident of doing something, half of

the work is done". And confidence comes when you have a proper framework

40
for the particular job . Hence to carry out any work of necessary to chalk out a

framework.

To carry out the research project, we first define the research methodology that is

to be used for the research.

Research Methodology is the way of systematically solving the research

problem. It may be understood as a science of studying how research is done

scientifically. In it we study the various steps that are generally adopted during

the course of research along with the logic behind them. It is necessary for the

research to know not only the research methods but also the methodology.

The purpose of the research is to discover the answers to the questions through the

application of scientific procedures. Though each research study has its own

scientific objectives, we may think of research objective as falling in to a

number of following broad groupings:

1) To gain familiarity with a phenomenon or to achieve new insights into it.

2) To portray accurately the characteristics of particular individual situation.

3) To determine the frequency with which something occurs or with which

it associates with something else.

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Nature of the project:

The project assigned to me was the "Customer Satisfaction regarding

Cosmetic in Gomti Nagar, Aminabad, Nakkhas, Hazratganj, Yahiaganj, Chowk

Market ". The Customers survey was conducted in

Gomti Nagar area. Data is collected people who are living in

area Gomti Nagar Market, Aminabad Market, Nakkhas Market, Hazratganj Market,

Yahiaganj Market, Chowk Market, Charbagh Market, Alambagh Market, Ganesh Ganj

Market.

Survey Planning:

Planning is the most essential part for a successful survey. A right approach has to be

decided before heading forward keeping in mind the objective.

Due consideration has to be given at this stage towards:

1) Purpose of the survey

2) Scope of the survey

3) Units of the data collection

4) Sources of data

5) Techniques of data collection

6) Degree of accuracy desired

7) Miscellaneous consideration

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SAMPLING PLAN:

Sample Size

Customer (100)

Survey Methodology

Collection of Data:

This is the first step of the process. It forms the foundation for the whole of

statistical analysis. Faulty data can lead to unreliable conclusions so most care is

required while collecting the data.

Nature of data collection:

Primary Sources of data : Interview and Questionnaire

Secondary sources of data : Internet and Magazines

Area Covered : Gomti Nagar, Aminabad, Nakhas, Hazratganj, Yahiyaganj,

Chowk, Charbagh
Instrumental Survey
: Questionnaire
Types of Questions
: Close Ended/Open Ended

b) Organizing the date:

Collected data are meaningless unless presented in a proper manner to make

them useful in decision making. The data obtained is edited, classified

and put in as tabulated form to make it understandable.

43
c) Presentation:

After collecting and analyzing the data, it is ready for presentation. There

are different modes of presentation including charts, diagrams and graphs

etc. The main purpose of presentation is to put the collected data into an easy

readable form. In the present project report data has been graphically

presented by pie diagrams.

Analysis of data:

Having gathered the data, the researcher has to proceed towards drawing

conclusion by logical inference. At this stage, the data is in a tabulated

form and requires to be interpreted. With SPSS Software to analysis the data.

Thus, analysis involves the refinement and manipulation of data. It basically

involves.

Bringing the raw data in to measured data.

Summarizing the data.

Applying analytical methods to manipulated the data so that their interrelations and

quantitative meaning become evident.

Tools of Analysis: Questionnaire (Bar Diagram).

44
e) Interpretation:

Interpretation means to bring out the meaning of data or convert into

information. The climax of the research process is approached as one

prepares to draw conclusion for the data analyzed. The whole

investigation culminates reaches in drawing inference that leads to

conclusion. This phase calls for a high degree of interpretative skill both

quantitative and logical.

45
DATA ANALYSIS

46
Q1. COSMETIC USED:

Type Students Non-Working Working

Branded 40 8 24

Local 14 6 8

Interpretation:

Students
40 respondents used Branded
14 respondents used Local

Non-Working
8 respondents used Branded
6 respondents used Local

Working
24 respondents used Branded
8 respondents used Local

47
Q2. PERCEPTION ABOUT NIVEA

Type Students Non-Working Working

Luxury 10 6 2

Necessity 36 24 10

Both 8 2 2

Interpretation:

Students
10 respondents used Luxury
36 respondents used Necessity
8 respondents used Both
Non-Working
6 respondents used Luxury
24 respondents used Necessity
2 respondents used Both
Working
2 respondents used Luxury
10 respondents used Necessity
2 respondents used Both

48
Q3. FACTORS BEHIND BUYING DECISION

Type Students Non-Working Working

Brand 40 8 8

Price 48 12 5

Quality 24 4 10

Packaging 6 2 4

Ease of Use 14 6 2

Availability 20 4 2

Interpretation:

Students
40 respondents said Brand, 48 respondents said Price, 24 respondents said Quality, 6 respondents said
Packaging, 14 respondents said Ease of Use, and 20 respondents said Availability
Non-Working
8 respondents said Brand, 12 respondents said Price, 4 respondents said Quality, 2 respondents said Packaging,
2 respondents said Ease of Use, and 4 respondents said Availability
Working
8 respondents said Brand, 5 respondents said Price, 10 respondents said Quality, 4 respondents said Packaging,
2 respondents said Ease of Use, and 2 respondents said Availability

49
Q4. SOURCE OF INFORMATION

Type Students Non-Working Working

Beautician 34 10 6

Doctors 8 4 0

Shop-keepers 4 2 0

Friends 48 16 8

Media 30 24 12

Interpretation:

Students
34 respondents said Beautician, 8 respondents said Doctors, 4 respondents said Shop-keepers, 48 respondents
said Friends, 30 respondents said Media.
Non-Working
10 respondents said Beautician, 4 respondents said Doctors, 2 respondents said Shop-keepers, 16 respondents
said Friends, 24 respondents said Media.
Working
6 respondents said Beautician, 8 respondents said Friends, 12 respondents said Media.

50
Q5. OUTLETS FOR PURCHASE

Type Students Non-Working Working

General Stores 46 10 6

Exclusive Cosmetic 4 4 0

Beauty Parlours 28 2 0

Cosmetic Stores 14 16 8

Interpretation:

Students
34 respondents said Beautician, 8 respondents said Doctors, 4 respondents said Shop-keepers, 48 respondents
said Friends, 30 respondents said Media.
Non-Working
10 respondents said Beautician, 4 respondents said Doctors, 2 respondents said Shop-keepers, 16 respondents
said Friends, 24 respondents said Media.
Working
6 respondents said Beautician, 8 respondents said Friends, 12 respondents said Media.

51
Q6. EXPENDITURE ON NIVEA

Type Students Non-Working Working

General Stores 46 10 6

Exclusive Cosmetic 4 4 0

Beauty Parlours 28 2 0

Cosmetic Stores 14 16 8

Interpretation:

Students
34 respondents said General stores, 8 respondents said Exclusive Cosmetic, 4 respondents said Exclusive
Cosmetic, 48 respondents said Beauty Parlous, 30 respondents said Cosmetic Stores.
Non-Working
10 respondents said General stores, 4 respondents said Exclusive Cosmetic, 2 respondents said Exclusive
Cosmetic, 16 respondents said Beauty Parlous, 30 respondents said Cosmetic Stores.
Working
6 respondents said General stores, and 8 respondents said Cosmetic Stores.

52
Q7. EXPENDITURE ON NIVEA

Type Students Non-Working Working

Help 46 10 6

Not Help 4 4 0

Interpretation:

Students
Most of the respondents are helped in expenditure of Nivea.
Non-Working
Most of the respondents are helped in expenditure of Nivea.
Working
Most of the respondents are helped in expenditure of Nivea.

53
Q8. TYPE OF NIVEA

Type Students Non-Working Working

Herbal 40 22 10

Non Herbal 14 10 4

Interpretation:

Students
Mostly Herbal products
Non-Working
Mostly Herbal Products
Working
Mostly Herbal Products

54
Q9. BRAND SWITCHING

Attitude Students Non-Working Working

Change 34 22 10

Not Change 20 10 4

Interpretation:

Students
Most of the respondent said Change attitude
Non-Working
Most of the respondent said Change attitude.
Working
Most of the respondent said Change attitude.

55
Q10. SAME BRAND FOR ALL EXISTING PRODUCT CATEGORY

Response Students Non-Working Working

Yes 10 10 2

No 44 22 12

Interpretation:

Students
Most of the respondent said brand for all existing products.
Non-Working
Most of the respondent said brand for all existing products..
Working
Most of the respondent said brand for all existing products..

56
FINDINGS

57
 FINDINGS

 In the present scenario, all the females use Nivea. However the

number of Nivea used varies. The highest response is being shown by

working women, next by students and least by non-working women.

Nearly, all the females use branded products.

 Nivea are generally used for improving there looks and personality.

Using Nivea gives them psychological satisfaction and give to their

body.

 Nivea now a days has become a necessity for all the females.

 Nivea are purchased keeping in mind the brand name, price and

quality. Packaging and ease of use do not hold much significance. This is

true for all the three categories.

 Friends and media play a very important role in making females aware of

Nivea.

 Nivea are generally purchased from general stores by all the three

categories of females.

 Working women spend more on Nivea on an average than

housewives and student.

58
 Nivea have after effect though their frequency is very les. But to

satisfy their short term need they are being used.

 Advertisements play a role in helping customer decide on specific brand

of Nivea. Students and working women influenced more.

 Working women buy Nivea in medium size, student in small sie and

working women in large in size.

 There is trend to use herbal Nivea. Due to the awareness, the ill-

effects are being considered while buying them.

 Customer while purchasing Nivea are not brand loyal.

 No brand as such is providing all the popular products in Nivea.

 Duplicity although very less is being experienced which result in brand

switching.

 Creating variety of Nivea of a particular brand creates a healthy

impression in the mind of customers to a considerable extent.

 Price of Nivea is found to be consummate with the utility it offers.

59
CONCLUSION

60
 CONCLUSION

Marketers should try to create brand loyalty by special changes in

product.

They should try to generate positive word of mouth by delivering quality

products.

Duplicity should be checked as per standards.

Proper attention should be given to make Nivea free of aftereffects.

For the promotion purposes, more attention to be given to general and

cosmetic store.

As media plays an important role. TV and magazines should be properly

exploited.

Celebrities and beauty consultants should be included in advertisements for

making them more effective.

61
BIBLIOGRAPHY

62
 BIBLIOGRAPHY

BOOKS

Kotler P., (2012), "Marketing Management", Preentice Hall.

MAGAZINE

Advertising and marketing

Reader Digest

WEBSITES

www.nivea.com

www.en.wikipedia.org

63
ANNEXURE

64
 CUSTOMER SATISFACTION AS REGARDS NIVEA

1) Do you use Nivea? (Yes/No)

if yes, then please specify their name below

2) Which Nivea do you use?

 Branded ( )

 Local ( )

3) Reasons for buying and using Nivea are

 To improve your personality. ( )

 Social influences ( )

 Fashion and status symbol ( )

 Health point of view ( )

 Psychological satisfaction ( )

65
4) What is your opinion about Nivea?

 Luxury ( )

 Necessity ( )

 Both ( )

5) What factors do you consider while purchasing Nivea?

 Brand ( )

 Price ( )

 Quality ( )

 Packaging ( )

 Ease of use ( )

 Availability ( )

66
6) What are the sources that make you aware of Nivea?

 Beauticians ( )

 Doctors ( )

 Shopkeepers ( )

 Friends ( )

 Media ( )

7) From where do you purchase Nivea?

 General stores ( )

 Exclusive Nivea stores ( )

 Beauty parlors ( )

 Nivea stores ( )

67
8) How much on an average do you spend on Nivea?

 0-50 ( )

 50-100 ( )

 100-150 ( )

 150-200 ( )

 More ( )

9) Do you think Nivea advertisements help you to decide on type

and specific brand of Nivea? If yes recall.

10) What type of Nivea do you like to buy?

A) Herbal ( )

B) Non Herbal ( )

68
11) Do you regularly use the same brand of Nivea or change the bran

frequently? If yes, then reasons for changing.

 Prince change ( )

 New brand introduction ( )

 Product improvement ( )

 Package changes ( )

 Advertising intensity ( )

 Any other ( )

12) Do you use the same brand of Nivea for all the existing product

categories in Nivea? (Yes/No)

69
13) Have you eve experienced any inferiority/duplicity in Nivea you have

purchased. If yes, how has that influenced your buying Satisfaction?

 Brand switching ( )

 Category switching ( )

 Brand loyal ( )

 Any other ( )

14) Does variety of Nivea of a particular brand create a healthy

impression on your mind about the quality of Nivea?

(Yes/No)

15) Does all your family members use same brand/ type of Nivea

 Same ( )

 Different ( )

16) Do you think that the price of Nivea in general is consummate with

the utility they offer?

(Yes/No)

70