A STUDY ON CONSUMER SATISFACTION TOWARDS

JOHNSON & JOHNSON’S BABY PRODUCT WITH SPECIAL

REFERENCE TO TIRUPPUR CITY
A project report in partial fulfillment of the requirements
For the award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION

Of
BHARATHIAR UNIVERSITY

Submitted by
INDHUMATHI
( Register No :1825F0291 )

Under the Guidance of

Dr.S.DEVI,MBA.,M.Phil.,Ph.D.,
Head of the Department

DEPARTMENT OF MANAGEMENT AND RESEARCH

SREE AMMAN ARTS AND SCIENCE COLLEGE
(Affiliated to Bharathiar university, Coimbatore)
ERODE – 638102.

2018 – 2021
DECLARATION
 DECLARATION

I, INDHUMATHI, hereby solemnly declare that the project entitled “A STUDY

ON CONSUMER SATISFACTION TOWARDS JOHNSON & JOHNSON’S BABY
PRODUCT WITH SPECIAL REFERENCE TO TIRUPPUR CITY” is a bonafide
work done by me intended for submission before the BHARATHIAR UNIVERSITY ,
in partial fulfillment of the requirement for the award of the degree of BACHELOR OF
BUSINESS ADMINISTRATION.

Place : CHITTODE
Date :

Signature of the candidate

INDHUMATHI
( Register No :1825F0291 )
CERTIFICATE
 CERTIFICATE

SREE AMMAN INSTITUTE OF MANAGEMENT AND RESEARCH

CHITTODE, ERODE – 638 102

This is to certify that this project report entitled “A STUDY ON CONSUMER

SATISFACTION TOWARDS JOHNSON & JOHNSON’S BABY PRODUCT WITH
SPECIAL REFERENCE TO TIRUPPUR CITY” is a bonafide work done by

INDHUMATHI
(Register No: 1825F0291)

During the academic year 2018- 2021, in partial fulfillment of the requirements for the

Award of the degree of BACHELOR OF BUSINESS ADMINISTRATION OF

BHARATHIAR UNIVERSITY, COIMBATORE.

SIGNATURE OF THE GUIDE HEAD OF THE DEPARTMENT

Submitted for the Viva voice Examination held on ___________________

Internal Examiner External Examiner

ACKNOWLEDGMENT
 ACKNOWLEDGEMENT

I owe a deep sense of gratitude forever to the Lord Almighty for blessing me with

abundance of help thought various sources and whose grace was the moving spirit behind my effort

in making this project a reality.

My sincere thanks to Bharathiar University, Coimbatore, for providing me a chance to

undertake the project work.

I am very much thankful to Tmt.T.JAYALAKSHMI,M.A.,Correspondent,Sree

Amman Institutions, Erode & Coimbatore and Mr.T.BALAKUMAR, B.E.,Managing

Director, Sree Amman Institutions, Erode & Coimbatore.

I would like to express my sincere thanks to Dr.V.RAJESH,MSW.,MBA.,Ph.D.,

Principal, Sree Amman Arts and Science college, Erode for having given me the opportunity to

pursue the research work.

I express my sincere thanks to Dr.S.DEVI,MBA.,M.Phil.,Ph.D., Head of the Department

of management and research, Sree Amman Arts and Science college, Erode for having

provided the necessary facilities to undergo this project work.

I am ever grateful to my learned and distinguished guide Dr.S.DEVI,MBA.,M.Phil.,Ph.D.,

Head of the Department of management and research, Sree Amman Arts and Science college,

Erode, with whom , I have the unique privilege, of associating for the constant encouragement,

constructive comments on my work , stimulating idea, and invaluable guidance his has been offering me

from the conception to the completion of this work . I sincerely thank my guide .
CONTENTS
 CONTENT

S. No Particular Page No.

LIST OF TABLE

LIST OF CHART

I INTRODUCTION AND DESIGN OF STUDY 1

II REVIEW OF LITERATURE 6

III DATA ANALYSIS AND INTERPRETATION 12

IV FINDINGS, SUGGESTIONS 44

V CONCLUSION 46

BIBLIOGRAPHY
 LIST OF TABLES

Table No. Title Page No.

1 12
RESPONDENTS BASED ON GENDER
2 14
RESPONDENTS BASED ON AGE
3 16
RESPONDENTS BASED ON EDUCATION
4 18
RESPONDENTS BASED ON OCCUPATION
5 20
RESPONDENTS BASED ON MONTHLY INCOME

6 22
RESPONDENTS BASED ON NUMBER OF CHILDRENS

7 24
RESPONDENTS BASED ON USAGE OF PRODUCTS

8 26
RESPONDENTS BASED ON BABY LOTION
9 28
RESPONDENTS BASED ON BABY SHAMPOO
10 30
RESPONDENTS BASED ON BABY CREAM
11 32
RESPONDENT BASED ON BABY WASH

12 34
RESPONDENTS BASED ON BABY POWDER
13 36
RESPONDENTS BASED ON BABY EAR & NOSE
CARE
14 38
RESPONDENTS BASED ON BABY CLEANING
CLOTH
15 40
RESPONDENTS BASED ON BABY OIL

16 42
RESPONDENTS BASED ON BABY SOAP
 LIST OF CHARTS

Chart No. Title Page No.

1 RESPONDENTS BASED ON GENDER 13

2 RESPONDENTS BASED ON AGE 15

3 RESPONDENTS BASED ON EDUCATION 17

4 RESPONDENTS BASED ON OCCUPATION 19

5 RESPONDENTS BASED ON MONTHLY INCOME 21

6 RESPONDENTS BASED ON NUMBER OF CHILDRENS 23

7 RESPONDENTS BASED ON USAGE OF PRODUCTS 25

8 RESPONDENTS BASED ON BABY LOTION 27

9 RESPONDENTS BASED ON BABY SHAMPOO 29

10 RESPONDENTS BASED ON BABY CREAM 31

11 RESPONDENT BASED ON BABY WASH 33

12 RESPONDENTS BASED ON BABY POWDER 35

13 RESPONDENTS BASED ON BABY EAR & NOSE 37

CARE

14 RESPONDENTS BASED ON BABY CLEANING 39

CLOTH

15 RESPONDENTS BASED ON BABY OIL 41

16 RESPONDENTS BASED ON BABY SOAP 43

 CHAPTER-I
INTRODUCTION
 CHAPTER I

INTRODUCTION & DESIGN OF THE STUDY

1.1 INTRODUCTION
A market-focused, or customer-focused, organization first determines what its potential
customer’s desire, and then builds the product or service. Marketing theory and practice is justified in
the belief that customers use a product/service because they have a need, or because a
product/service provides a perceived benefit.

Two major factors of marketing are the recruitment of new customer(acquisition) and the
retention and expansion of relationships with existing customers (base management).

Once a marketer has converted the prospective buyer, base management marketing take over.
The process for base management shifts the marketer to building a relationship, nurturing the links,
enhancing the benefits that sold the buyer in the first place, and improving the products/service
continuously to protect the business from competitive encroachments.

Marketing is the wide range of activities involved in making sure that you are continuing to
meet the needs of your customers and are getting value in return.

Marketing analysis includes finding out what groups of potential customers exist, what group
of customers you prefer to serve, what their needs are, what products or services you might develop
to meet their needs, how the customers might prefer to use the products and services, what your
competitors are doing, what pricing you should use and how you should distribute products and
services to your target market. Various methods of market research are used to find out information
about markets, target markets and their needs, competitors etc. Marketing also includes ongoing
promotions, which can include advertising, public relations, sales and customer service

1
1.2 DEFINITION OF THE MARKETING
Initially, marketing environment was largely described as seller market demand and was
invariably greater than supply. Most of our business enterprise are still having selling concept which
is product oriented. A change is taking place in the marketing environment at rapid speed and many
consumer oriented marketing companies beginning to realize the presence of competition and
marketing. In the modern marketing ‘consumer is the king’. So the producer’s fate is decided by the
action of the consumer. That is, by either buying the product or rejecting it. So a producer tries hard
to gain competitive efficiency over the other by adopting new technologies in production and cost
reduction measures.

Children are the most crucial resource of a country. These future citizen can contribute
substantially to the social and economic development of a country. But to achieve this one must pay
proper attention to the children. So this research is undertaken to know whether the proper attention
is given to the quality of goods and services provide to them

2
1.3 OBJECTIVES OF THE STUDY

• To find the consumer awareness of Johnson & Johnson’s baby product.

• To find preference of Johnson & Johnson’s baby product.

• To know out using the consumer satisfaction towards Johnson & Johnson’s baby
product.

• A study about the social economic factor of Johnson &Johnson’sbabyproduct in

Tiruppur city

• To get the suggestions of Johnson & Johnson’s babyproduct.

3
1.4 SCOPE OF THE STUDY

Marketing is the crucial and most important activity for the development of a product or
brand, especially in the case of baby care products. Because consumer are more conscious while
buying baby care products. Now in the marketing field johnson & johnson’s product faces
various competition. So in this context the study is significant to know consumers preference,
expectations and attitude, and how well they get satisfied with the service provided by johnson &
johnson’s baby product.

4
 1.5 Research methodology
The research design for the study is descriptive and analytical in nature. The presentstudy is
conducted to evaluate the customers attitude towards Johnson & Johnson’s baby product. Descriptive
research is intended to report what has happened and what is happening.

Area of study

For the purpose of knowing the consumer’s satisfaction towards Johnson & Johnson’s baby
soap peoples from the tiruppur district are selected. The attitude of peoples from tiruppur district
is only considered.

Sample frame work

The sample unit comprise of different types of consumer who are potential user of Johnson
& Johnson’s baby product.A sample of 50 respondents of tiruppur district .

Period of study

The period of study is December 2020 to Febrary2021.

Collection of data

The collection of data is considered to be one of the important aspect in the research
methodology. There are two types of data collection methods are used for the study: Primary data
and secondary data. Primary data are collected through questionnaire and the secondary data are
collected from research paper published on website.

Primary data

The primary data is the data that is collected a fresh for the first time and that is original in
nature.primary data will be collected use of interviews ith the respondents through of structure
questionnaire.
Secondary data
Secondary data were collected for the study from the leading journals,magazines and
website.

5
 CHAPTER-II
REVIEW OF LITERATURE
 CHAPTER II

REVIEW OF LITERATURE

Introduction:

Generally ,a researcher conducts and surveys literature in order to review the present status
of a particular research topic. From the survey of literature, a researcher is able to know the
quantum of work all ready done in a research topic so far not touched , or at to be under taken .
The over view of literature at the national or a an international level is to be researched with the
help of research report , articles , books , and other materials .

This study contribute to literature by focusing on evaluation of costumer attitude towards

Johnson and Johnson’s baby products. The aim of literature is to justify , rational of an ensuring
research study , provides an overview of historical perspectives and to bring to the light the
research trends and problems.

Daniles and Jane(2012)

A marketing strategies with in the baby product industry, the study ofbaby product market
can be very congested with many different brands depending on the product and it can be hard
for a consumer to distinguish between the multiple brands. Marketer need to assist consumer
trough the distraction of all the various brands and led the consumer to their particular brand.

Nagel and Andrea(1998)

Nagal and Andrea,reported that Johnson baby care brand is launching Johnson’s soft
,anadult line of body lotions and body washes specifically for mothers in responds to Johnson’s
research which found that this demographic still seeks a trusted skin care brand. The product
consists of four variants. The items will be merchandised exclusively in the adult skin care aisle.

Sloan and pal(2011)

Sloan and Pal, done a study on Helene Curtis industries Inc.’s entry into the baby
caremarket in U.S. The company will launch the Suave Baby Care, a line of lotions and other
products for babies. An estimated $20 million marketing and advertising campaign will support

6
 the product launch. Besides shampoos, powders, lotions, oil, and baby bath, the line will include
baby wipes.

Carton and Barbara(2000)

Carton and Barbara, reported that a growing number of Americans are using
expensivecosmetics for their children. Use of imported powders, herbal lotions and other high-
end toiletries; French line Mustela offering sensitive skin care for children; Phenomenon of older
parents who are spending more on infants;
Appeal of European brands
.
Febrina Fitriyanti Tambunan (2003)
Febrina Fitriyanti Tambunan, the study reveals that address various perception
towardbaby formula it is recommended that health and nutrition practitioners become more
actively involved with the training of health professionals,particularly those engaged in delivery
of infant services at primary care level,and in turn encouraged health professionals to engaged
more with media primary care level and in turn encourage health professionals to engage more
with me

Bittar and Christine(2002)

Bitter and Christine, revealed that Johnson & Johnson’s will launch skin-care products
thatare aimed at young adults and baby boomers in the U.S as of June 2, 2003. Information on the
two sub-brands under the Neutrogena line of products; Update on the product launches from
Procter & Gamble (p&g), Unilever and L’Oreal to address the competition for skin-care product
in the U.S market; comparison between the sales of P&G and Neutrogena in the overall total
skin-care category in the U.S; Total value of the budget allotted by Johnson & Johnson on media,
for the Neutrogena franchise in 2002.

7
Yeomacha (2014)
Yeomacha,Baby care production both in price and quality. Therefore,it is
immenselynecessary for both products and dealers to see that competitive efficiency of products
is kept high. Producers have to act on production, pricing ,promotion and distribution according
to consumer preferences. Dealers have got the responsibility in this direction in the promotion
and distribution in their areas. Regular market research will help in ascertaining the preference
and acting accordingly in the field of production , distribution etc. Consumer orientation of
marketing is immensely necessary for creating and maintaining the brand image in the minds.

Corporate responsibility and consistently ranks at the top of Harris Interactive’s National
Corporate Reputation Survey.

The corporation’s headquarters is located in New Brunswick, New Jersey, United States. Its
consumer division is located in Skillman, New Jersey. The corporation includes some 230
subsidiary companies with operation in over 57 countries. Its products are sold in over 175
countries.

Johnson & Johnson’s brands include numerous household names of medications and first aid
supplies. Among its they’ll-known non consumer product are the Band -Aid Brand line of
bandages, Tylenol medications, Johnson’s Baby products, Neutropenia skin and beauty products,
Clean and clear facial wash and Acuvue contact lenses.

8
HISTORY OF THE COMPANY

Robert Wood Johnson, inspired by a speech by antisepsis advocate Joseph Lister,joined

brothers James Wood Johnson and Edward Mead Johnson to create a line of ready-to -use
surgical dressings in 1885.The company produced its first products in 1886 and incorporated in
1887.

Robert Wood Johnson served as the first president of the company. He worked to improve
sanitary practices in the nineteenth century, and lent his name to a hospital in New Brunswick,
New Jersey. Upon his death in 1910, he was succeeded in the presidency by his brother James
Wood Johnson until 1932, and then by his son, Robert Wood Johnson II. Jamie Johnson, great-
grandson of the founder, made a documentary called Born Rich about the experience of growing
up as the heir to one of the world’s greatest fortunes.

Current members of the board of directors of Johnson & Johnson’s are:

Mary Sue Coleman,James G.Cullen, Dominic Caruso, Michael M.E. Johns, Ann Dibble
Jordan, Arnold G. Langbo, Susan L. Lindquist, Leo F. Mullin, William Perez, Steven S.
Reinemund, David Satcher, and Willian C. Weldon.

Sandi Peterson has served as Group Worldwide chairman since 2012.

On top of Alex Gorsky and Sandi Peterson, current members of Executive Committees of
Johnson & Johnson are:

Dominic Caruso, Peter Fasolo, Paul Stoffels, and Michael Sneed.

General Robert Wood Johnson’s, who guided Johnson from a small , family owned business
to a worldwide enterprise, had a very perceptive view of a corporation’s responsibilities beyond
the manufacturing and marketing of products.

As early as 1935, in a pamphlet titled TRY REALITY, he urged his fellow industrialists to
embrace what he termed ‘’a new industrial philosophy.’’ Johnson’s defined this as the
corporation’s responsibility to customers, employees, and the community and stock holder.

But it was not until eight year later, in 1943 that Johnson’s brought a first published the
Johnson and Johnson Credo, a one page document outlining this responsibilities in greater

9
details. Johnson’s saw to it that the Credo was embraced by his company, and he urged his
management to applied it as part of there every day business philosophy.

The Credo , seen by business leader and the media as being farsighted, received wide public
attention and acclaim. Putting costumer first and stockholder last, was a refreshing approach to
the management of business. But it should be noted that Johnson was a practical minded business
man. He believed that by putting the costumer first the business will be well served, and it was.

The Corporation has drown heavily on the strength of the Credo for guidance through the
years , and at no time was this more evident that during the TYLENOL crises of 1982 and 1986,
then the McNeil consumer & specialty Pharmaceuticals(now McNeil Consumer Health care )
product was adult created with cyanide. With Johnson and Johnson’s good name and reputation
at stake, company managers and employees made countless decisions that they are inspired by
the Credo philosophy. The company’s reputation was preserved and the TYLENOL
acetaminophen business was regained.

All money the Red Cross receives from the sale of these products to consumers is reinvested
in its humanitarian programs and services. “For a multi-billion dollar company to claim that the
Red Cross violated a criminal statute that was created to protect the humanitarian mission of the
Red Cross - simple so that J&J can make more money - is obscene,” said Mark Everson, the chief
executive of the charity.

JNJ statement “J&J has great respect for the relief work of ARC and over the decades has
consistently supported the organization through cash donations, product donationOver the year,
some of the language of the Credo has been updated and new areas recognizing the environment
and the balance between work and family have been added. But the spirit of the document
remains the same today as when it was first written.

When Robert Wood Johnson wrote and then institutionalized the Credo within Johnson &
Johnson, he never suggested perfection. But its principles have become a constant goal, as well as
inspiration, for all who are part of the Johnson & Johnson Family of Companies

More than 60 years after it was first introduced, the Credo continues to guide the destiny of
the world’s largest and most diversified health care company.

10
 August of 2007, Johnson & Johnson filed a lawsuit against the American Red Cross (ARC),
demanding that the charity halt the use of the Red Cross symbol on products it sells to t\\ohe
public, although the company insists it has no issue with the charity’s use of the mark fornon-
profit purposes. The suit also asks for the destruction of all currently existing non-Johnson &
Johnson Red Cross Emblem bearing products and demands the American Red Cross pay punitive
damagesand J&J’s legal fees.

Since 2004, the Red Cross has worked with several licensing partners to create first aid,
preparedness and related products that bear the Red Cross ems and employee volunteering. ...
After more than a century of strong cooperation in the use of the Red Cross trademark, with both
organizationrespecting the legal boundaries for each other ‘unique legal rights, they theirs very
disappointed to find that the American Red Cross started a campaign to license the trademark ...
For the past several months, J&J has attempted to resolve this issue through cooperation and
discussion with the ARC, and recently offered mediation ,to no avail.”

11
 CHAPTER III

ANALYSIS AND INTERPRETATION

Table No 3.1

Classification of respondents based on gender

Gender No of respondents Percentage(%)

Male 10 20

Female 40 80

Total 50 100

Source:Primary data

The above data refers that the total respondents based on gender 20% of the male,80% of
the emale respondents.

The majority of respondents belongs to category of female 80%.

12
 Chart No 3.1

Classificationof respondents based on gender

20%

80%

13
 Table No 3.2

Classification of respondents based on age

Sl no Age No of respondents Percent(%)

1 Up to 18 0 0

2 18 to 25 14 28

3 26 to 36 36 72

4 36 to 50 0 0

5 above50 0 0

6 Total 50 100

Source : primary data

The above data refers that the respondents belongs to the categoryof age 18 to 25 are 28%,26
to 36 are 72%.

The majority of respondents belongs to 26 to 36 category is 72%.

14
Chart No 3.2

15
 Chart No 3.3

Classification of respondents based on education

Education qualification No of respondents Per cent

Up to plus two 12 24.0

Degree 21 42.0

PG 10 20.0

Others 7 14.0

Total 50 100.0

Source : primary data

As to educational qualification majority of the respondents (42 per cent) had

degree holdes.
Only 14 per cent of the respondents belongs to others ( other professional
education).

16
 % of respondents

17
Chart No 3.3
 Table No 3.4

Classification of respondents based on occupation

Occpation No of respondents Percent(%)

Agriculture 4 8

Government 10 20

Business/private 12 24

Self employment 9 18

Others 15 30

Total 50 100

Source:Primary data.

The above data that the refers 8% respondents elongs to the category of agriculture,20%
government,24% of business,18% of self employed,30% Others.
The majority of respondents belongs to category of 30% others

18
Chart No 3.4

19
 Table No 3.5

Classification of respondents based on Monthly income

Monthly Income No of respondents Percent

Up to 5000 15 30

5001 to10000 11 22

10001 to 20000 7 14

Above 20000 17 34

Total 50 100

Source: primary data

The above data refers that the 100% of respondents belongs to the category of up to
5000 30%, 5001 to 10000 22%,10001 to 20000 14%,above 20000 34%.

20
Chart No 3.5

21
 Table No 3.6

Classification of respondents based on number of childrens

No of children No of respondents Percent

0 10 20

1 34 68

2 6 12

Total 100 100

Source : primary source

The majority of the respondents (64 per cent) have only one child below two years
and only 12 per cent of the respondents have two children below two years.

22
Chart No 3.6

23
 Table No 3.7
Classification of respondents based on usage of products

Yes No
Product (in per cent) (in per cent)
Baby shampoo 64 36
Baby wash 30 70
Baby powder 98 2
Baby oil 98 2
Baby soap 96 4
Baby cream 72 28
Baby cleansing cloth 4 96
Ear & Nose care 18 82

Source:Primarydata

Most of the customers use baby powder and baby oil compared to other products (98
per cent), followed by 96 per cent customers use baby soap.84 per cent of customers using baby
lotion.only 18 per cent of customers using Ear & Nose care and 4 per cent of customers using baby
cleansing cloth.

24
25
 Table No 3.8.1

Usage o product

Classification of respondents based on baby lotion

Months No of Respondents Percent

0-5 8 16

6-10 12 24

11-15 16 38

16-20 6 12

21-25 7 14

Above 25 1 2

Total 50 100

Source:Primary data

The above data that the refers 100% of respondents belongs to the category of 0-5 16%, 6-
10 24% ,11-15 38%, 16-20 12%, 21-25 14%, above 25%.
The majority of the respondents belongs to the category of 38%

26
Chart No 3.8.1

27
 Table No 3.8.2

Classification of respondents based on baby shampoo

Months No of respondents Percentage

0-5 17 34
6-10 6 12
11-15 17 34
16-20 4 8
21-25 5 10
Above 25 1 2
Total 50 100

Source:Primary data

The above data that the refers 100% of respondents belongs to the category of 0-5
34%, 6-10 12% ,11-15 34%, 16-20 8%, 21-25 10%, above 2%.
The majority of the respondents belongs to the category of 0-5 and 11-15 34%.

28
Chart NO 3.8.2

29
 Table No 3.8.3
Classification of respondents based on baby cream

Months No Of Respondents Percentage

15 30
0-5
6 12
6-10
18 36
11-15
6 12
16-20
5 10
21-25
50 100
Total

Source:Primary data

The above data that the refers 100% of respondents belongs to the category of 0-5
30%, 6-10 12% ,11-15 36%, 16-20 10%.
The majority of the respondents belongs to the category of 11-15 36%.

30
Chart No 3.8.3

31
 Table No 3.8.4

Classification of respondent based on baby wash

Months Frequency Percent

0-5 39 78

6-10 2 4

11-15 7 14

16-20 1 2

21-25 1 2

Total
50 100

Source :Primary data

The above data that the refers 100% of respondents belongs to the category of 0-5
78%, 6-10 4% ,11-15 14%, 16-20 2%.
The majority of the respondents belongs to the category of 0-5 78%.

32
Chart No 3.8.4

33
 Table No 3.8.5

Classification of respondents based on baby powder

Months No of respondents Percentage

0-5 5 10

6-10 3 6

11-15 18 36

16-20 10 20

21-25 14 28

Total 50 100

Source:Primary data

The above data that the refers 100% of respondents belongs to the category of 0-5
10%, 6-10 6% ,11-15 36%, 16-20 20%,21-25 28%.
The majority of the respondents belongs to the category of 11-15 36%.

34
Chart No 3.8.5

35
 Table No 3.8.6

Classification of respondents based on baby ear & nose care

Months No of respondents Percentage

0-5 45 90

6-10 1 2

11-15 1 2

16-20 1 2

21-25 2 4

Total 50 100

Source:Primary data

The above data that the refers 100% of respondents belongs to the category of 0-5
90%, 6-10 2% ,11-15 2%, 16-20 2%,21-25 4%.
The majority of the respondents belongs to the category of 0-5 90%.

36
Chart No 3.8.6

37
 Table no 3.8.7

Classification of respondents based on baby cleaning cloth

Months No Of Respondents Percentage

0-5 47 94

6-10 1 2

11-15 2 4

Total 50 100

Source:Primary data

The above data that the refers 100% respondents of belongs to the
category of 0-5 94%,6-10 2%,11-15 4%.

The majority of the respondents of the category of 0-5 94%.

38
Chart No 3.8.7

39
 Table No 3.8.8

Classification of respondents based on baby oil

Months No Of Respondents Percentage

0-5 15 30

6-10 12 24

11-15 11 22

16-20 9 18

21-25 3 6

Total 50 100

Source:Primary data

The above data that the refers 100% respondents of belongs to the
category of 0-5 30%,6-10 24%,11-15 22%,16-20 18%,21-25 6%.

The majority of the respondents of the category of 0-5 30%.

40
Chart No 3.8.8

41
 Table No 3.8.9

Classification of respondents based on baby soap

Months No Of Respondents Percentage(%)

0-5 4 8

6-10 4 8

11-15 18 36

16-20 11 22

21-25 13 26

Total 50 100
Source:Primary data

The above data that the refers 100% respondents of belongs to the
category of 0-5 8%,6-10 8%,11-15 36%,16-20 22%,21-25 26%.

The majority of the respondents of the category of 11-15 36%.

42
Chart No 3.8.9

43
 CHAPTER IV

FINDINGS, SUGGESTIONS AND CONCLUSION

FINDINGS

Majority of the respondents(80 per cent) belongs were female belongs to 26 to 36 age
group(72 per cent) qualified with degree(42 per cent) belongs to house wives(30 per cent)
category with family income above 20000.

Majority of the respondent(68 per cent) have only one child.

Most of the respondents are use baby powder, baby oil and baby soap.

Advertisement are the major source of information to purchase johnson & johnson’s baby
products.

Tele marketing/mobile marketing is the major mode of advertisement used to acquire

information about products. Based on education qualification wise there is no significant
difference among the users in relation to the mode of advertisement used-internet and
telemarketing/mobile marketing.

The most influencing attribute that made the respondents to use johnson & johnson’s baby
products are brand image.the mean variation of all the attribute is statistically significant in the
output of Friedman Test. This indicates the variation in the influencing attribute among the users.

Product is the most important motivating factor among the marketing mix element to
purchase the products. There is significance difference in the element of marketing mix element
motivating among the users.

44
SUGGESTIONS

on the basis of result of the study ,the following recommendations are made:

1.Consumer Awareness:

The study reveals that the consumer are aware of johnson &johnson’s baby products
through advertisement particularly through internet and tele marketing/mobile marketing. Hence
the manufacture have to consider this fact and utilize this source very effectively because it
involves high cost then when compared to other media of advertisement.

2.Brand Image:

It is found from the study that the consumers exclusively prefer to buy johnson &
johnson’s baby products. This reveals that Johnson & johnson’s has established its brand image
which will have a vital influence on consumers. In this context, it is important to know that the
management should adopt continued effort in retaining the brand image.

3.Pricing:

Through customers are satisfied with the quality, package,and its content, they are satisfied
with price. Though the pricing is cost based, it is important that comparing with the competitors it
is better to make it as customer based.

4.Suitability Of Products:

The study reveals that the baby products of johnson & johnson’s are more suitable to the
babies of customers than other brands. This shows that the manufactures has identified right
production technology and thus are able to win the confidence of customers.

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 CONCLUSION

Conclusion

Even in baby products there are many brands available in the market, yet johnson
&Johnson’s is able to position its product rightly. The success of johnson & johnson’s may be due
to almost all the products that the children use are manufactured, besides other important factors
like quality,taste etc, it is essential that due to the growing needs of children and increasing

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