“A STUDY ON EVANGELISM MARKETING TOWARDS

TUPPERWARE PRODUCTS IN MUMBAI AREA”

Dissertation Submitted to the
Bunts Sangha’s UKS Institute of Management Studies & Research

in partial fulfilment of the requirements for the award of the Degree

of Post Graduate Diploma In Management

SUBMITTED BY
SUKHADA PRASAD MHASKAR
(Roll No - 2154)

PROJECT GUIDE
DR. PRATIKSHA PATIL
Bunts Sangha’s UKS Institute of Management
Studies & Research
Shashi Manmohan Shetty Higher Education Complex, Buntara
Bhavan Marg, Kurla East
May 2023

1
 “A STUDY ON EVANGELISM MARKETING TOWARDS
TUPPERWARE PRODUCTS IN MUMBAI AREA”
Dissertation Submitted to the

Bunts Sangha’s UKS Institute of Management Studies & Research

in partial fulfilment of the requirements for the award of the Degree

of Post Graduate Diploma In Management

SUBMITTED BY
SUKHADA PRASAD MHASKAR
(Roll No - 2154)

PROJECT GUIDE
DR. PRATIKSHA PATIL
Bunts Sangha’s UKS Institute of Management Studies &
Research
Shashi Manmohan Shetty Higher Education Complex, Buntara
Bhavan Marg, Kurla East
May 2023

2
 DECLARATION

I hereby declare that the dissertation “A STUDY ON EVANGELISM MARKETING

TOWARDS TUPPERWARE PRODUCTS IN MUMBAI AREA” submitted for the
PGDM Degree at Bunts Sangha’s UKS Institute of Management Studies & Research is
my original work and the dissertation has not formed the basis for the award of any
degree, associate ship, fellowship or any other similar titles.

Place: Mumbai

Date:

Sukhada Prasad Mhaskar

3
 CERTIFICATE

This is to certify that the dissertation entitled “A STUDY ON EVANGELISM

MARKETING TOWARDS TUPPERWARE PRODUCT IN MUMBAI AREA” is
the bona fide research work carried out by MS. SUKHADA PRASAD MHASKAR,
student of Bunts Sangha’s UKS Institute of Management Studies & Research during the
year 2021-2023, in partial fulfilment of the requirements for the award of the Degree of
Post Graduate Diploma in Management and that the dissertation has not formed the
basis for the award previously of any degree, diploma, associate ship, fellowship or any
other similar title.

DR. Pratiksha Patil

(Research Guide)

Dr. Krishna Shetty

Director
Bunts Sangha’s
UKS Institute of Management Studies & Research

Place: Mumbai
Date:

4
 ACKNOWLEDGEMENT

It is gratifying to express my indebtedness to some individuals who rendered me

notable assistance to bring my project work to successful completion. It would not have
been possible for me to complete the task without the help and guidance.

First of all, I would like to thank the Director of UKS, Dr. Krishna Shetty Sir, Who
gave me the opportunity to do this project work. Secondly I am very obliged to Dr.
Pratiksha Patil Ma’am, my guide who helped me to complete the project.

I also wish to thank and give the due respect to my family and friends for their cordial
support and help they offered throughout the process of preparing the whole report. I
would also like to thank my batchmates, they gave their valuable time and suggestions.
I want to give thanks to all these people

Place: Mumbai

Date:

Signature of the student

5
 PREFACE

While searching for a suitable topic for the PGDM Final Project, I was thinking and
researching,later on I came up with a conclusion of taking tupperware products as a project
topic. Because this is a brand which my mother and other family members have been using
for a very long time.

The topics that aroused my curiosity, discussions were held with several people to understand
the veracity of the thought process and also understand the real issues plaguing the industry.

All these aspects then resulted in the development of the project report titled “A STUDY ON
EVANGELISM MARKETING TOWARDS TUPPERWARE PRODUCTS IN MUMBAI
AREA”. It is strongly hoped that this project covers not only the various requirements of the
Project Study but also of the Industry.

Sukhada Prasad Mhaskar

6
 TABLE OF CONTENTS

Chapter No. Title Page No.

1. Executive Summary 10-11
2. Objective of the Study 12
3. Introduction 13
3.1 About Tupperware 14-23
3.2 Products of Tupperware 23-28
3.3 Promotional Strategy 29-38
3.4 Competitors 39-40
4. Literature Review 41-62
5. Research Methodology 63-64
6. Data Analysis & Interpretation 65-84
7. Findings 85
Limitations 86
Recommendations & Suggestions 87
Conclusion 88
8. Annexure 89-92
References 93

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 List of Charts

Charts Title Page No.

3.1 Women Home Party 14

3.2 Women Home Party 14

3.3 Patent drawing of bowl and the lid, 15

1957

3.4 Sows the Compensation Plan 19

3.5 Shows Target And Income of 20

Tupperware Manager

3.6 The Vanguard Club 21

3.7 TARGET AND INCOME 22

TUPPERWARE VANGUARD
MANAGER

3.8 Bottle 23

3.9 StorageBox 24

3.10 Lunch Box 25

3.11 Product Availability 38

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 List of Tables

Table Title Page No.

6.1 Age Group of the Respondent 65

6.2 Gender of the Respondents 66

6.3 Occupation of the Respondents 67

6.4 Awareness of tupperware Product 68

6.5 Usage of the Tupperware Product 69

6.6 usage period 70

6.7 Different Products of Tupperware 71

6.8 Influencing Factor to make a purchase 72

6.9 Effective Promotional Strategy for 73

Tupperware

6.10 Reliable Source 74

6.11 Recommendations 75

6.12 make the purchase 76

6.13 will not make the purchase 77

6.14 will switch to the product 79

6.15 Influencing factor 80

6.16 satisfying factors 81

6.17 Challenges 83

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 Chapter 1
Executive Summary

Tupperware is a multinational home products company that specializes in the design,

manufacture, and sale of food storage, preparation, and serving products. The company was
founded in 1946 by Earl Tupper, an American inventor who introduced the first airtight,
watertight food storage containers made from plastic.Tupperware products are sold through a
direct selling model, in which independent sales representatives, known as consultants, sell
products to consumers through home parties, online, and other methods. The company
operates in over 100 countries and has a global network of millions of
consultants.Evangelism marketing is a type of marketing strategy that relies on
word-of-mouth recommendations and endorsements from satisfied customers to promote a
product or service. The idea behind evangelism marketing is to turn loyal customers into
brand ambassadors who are passionate about the product or service and share their positive
experiences with others.

A study on the usage of Tupperware products among people found that Tupperware is a
popular brand that is widely used for food storage and preservation. The study revealed that
consumers value the brand's durability, quality, and versatility. Tupperware products were
found to be popular among homemakers, working professionals, and people who lead busy
lifestyles.The study also found that Tupperware's product range is diverse and caters to the
needs of different segments of the population. Tupperware products are available in different
sizes, shapes, and colors, and are designed to meet specific needs, such as storing food,
organizing kitchen space, and keeping food fresh for longer periods. The study revealed that
product demonstrations by Tupperware consultants were an effective way to showcase the
features and benefits of Tupperware products to potential customers. By demonstrating the
products in person, consultants were able to build trust and credibility with potential
customers, which ultimately led to increased sales.

The study revealed that Tupperware's consultants, who are also known as evangelists, played
a critical role in promoting the brand through word of mouth. Their personal experiences with
the products, as well as their enthusiasm and passion for the brand, influenced potential

10
customers to make a purchase.The study also found that the quality and durability of
Tupperware products were important factors that influence customers to purchase through
word of mouth. Customers who had positive experiences with Tupperware products were
more likely to recommend them to others.Furthermore, the study found that the convenience
of Tupperware products, such as their easy-to-use design and their ability to keep food fresh
for longer periods, also influenced customers to purchase through word of mouth. A study
was conducted to understand customer satisfaction due to Evangelism Marketing for
Tupperware products. The study found that customers who purchased Tupperware products
through evangelism marketing were highly satisfied with their purchases.

The study revealed that Tupperware's consultants played a critical role in ensuring customer
satisfaction through evangelism marketing. By providing personalized attention, product
demonstrations, and testimonials, consultants were able to build trust and credibility with
customers, which ultimately led to increased customer satisfaction.The study also found that
Tupperware's product quality and durability were important factors in customer satisfaction.
Customers who purchased Tupperware products through evangelism marketing were highly
satisfied with the brand's product quality and durability, which led to repeat purchases and
positive word-of-mouth recommendations.In addition, the study found that the convenience
of Tupperware products, such as their easy-to-use design and their ability to keep food fresh
for longer periods, contributed to customer satisfaction. The study found that some customers
were hesitant to purchase Tupperware products through evangelism marketing because they
preferred to see the products in person before making a purchase. Some customers also
preferred to compare Tupperware products with other similar products before making a
purchase decision.The study also found that some customers were dissatisfied with the
pricing of Tupperware products. While customers acknowledged the quality and durability of
Tupperware products, some felt that they were too expensive compared to other similar
products in the market.

11
 Chapter 2
Objectives of the Study

1. To Study the usage of Tupperware Products among people.

2. To understand the best promotional strategy for Tupperware Products.
3. To Know the influencing factor towards Evangelism Marketing for Tupperware
Products.
4. To Know the customer satisfaction due to Evangelism Marketing for Tupperware
Products.
5. To Know the challenges that customers faced during Evangelism Marketing for
Tupperware Products.

12
 Chapter 3
Introduction and Background of Tupperware Company

All the products around us are appreciated as functional objects of use. We both consume
these products, and produce and reproduce their cultural meanings through our practices with
them during the consumption process. This study has emerged as a result of a quest for an
examination of the relationship between social and cultural dynamics; and consumption and
product practices.

The potential of products in revealing insights about society and culture to which they belong
makes them a valuable source for social and cultural studies. To illustrate, one of the well
known examples in this field is Paul Du Gay’s study on the Sony Walkman. In his study, Du
Gay emphasizes that when the Sony Walkman first appeared in the press, people already had
some idea about what it was. Du Gay explains this as the “informal social knowledge”, which
we get by belonging to a society. This is a knowledge that is taken for granted, which we do
not exactly know how we learn it. According to Du Gay, Informal social knowledge is a
fundamental element of culture. Thus, belonging to a culture allows us to access a commonly
shared knowledge and meanings through some certain mental maps that we have in our
minds to understand the world, to organize our ideas and to share these ideas and meanings
with others. To reveal how the informal social knowledge works in order to understand social
and cultural meanings that are attached to a product Du Gay conducts an analysis on some for
the Sony Walkman advertisements.

13
3.1 About Tupperware

Figure No. 3.1 and Figure no. 3.2 shows women leading in a Tupperware Home
Party

Tupperware is a well known brand name of a company that manufactures food storage cups
for domestic use. There may be many people who have heard about Tupperware at least
once, however, most of them may not know much about the background of the company,
which spans over 50 years, its transformation into a global brand name from being a local
North American company, and its specific retailing technique; the party plan system. These
issues and some others such as the history of the company, the products, the structure of the
retailing system and the critics concerning the party plan system will be the focus of this
chapter.

★ The Tupperware Company: A Brief History

Tupperware takes its name from its founder: Earl Silas Tupper. He reached the peak of his
career by developing Tupperware products since he not only transformed regular plastics to
purified plastics, but also created a new type of storage cup for kitchen use with an
innovative lid design to maintain hermetically protected food storage. His creativity was
proved long before he developed the Tupperware products by his previously patented
inventions. The creative enthusiasm of Earl S. Tupper can be explained by his belief that the
talents to create and invent have the power to improve the lives of people.

Although Earl Tupper can be called a natural born inventor, he did not start his career as an
inventor. After his graduation from high school in 1925, he worked for many enterprises
until he established the Tupper Tree Doctors, which specialized in landscaping and tree
14
nursery business, from 1928 to 1930. Yet, the Tupper Tree Doctors faced bankruptcy during
the economic depression in the U.S.A. Following the failure of his own business, Earl
Tupper started to work for the plastic division of DuPont as a sample maker. This job was a
critical turn in his career since he first encountered plastics there. Even though he was
surrounded by plastics in his working environment in DuPont and he had a great enthusiasm
to work with this new material, when he wanted to work on his own designs he could not
afford it. Fortunately, he was given a piece of waste by his supervisor at DuPont. This was
the initial step of the process in which he refined the piece of waste and produced his first
plastics products such as containers and bowls.

Figure No. 3.3 Patent drawing of bowl and the lid, 1957
Earl S. Tupper, Leominster, Massachusetts printed ink on paper

The development of these special storage cups was followed by Earl Tupper’s design of
water and air proof lids. Both of these innovations were ‘revolutionary’ for food storage
practices in the kitchen since they were “a new way to keep food fresh”. This huge step
taken by Earl Tupper caused him to be called as “Thomas Edison of the plastic world” and,
eventually, led him to the foundation of Tupperware Plastics Company in 1938. However,
because World War II broke out, Tupperware storage containers were not introduced to the
market until 1946.

15
 ★ Characteristics of Tupperware Products

In this section, firstly, the process of expansion of Tupperware products to the foreign
markets and that of the product lines with regard to the demands of the consumers is
explained. Secondly, properties of Tupperware products that distinguish them from the
similar products in the market are mentioned. Thirdly, the raw materials that are used for
Tupperware products are explained. Lastly, Tupperware products are discussed with regard to
their design value.

★ Expansion of Tupperware and Extension of Product Lines

As mentioned before, Tupperware was initially founded as a small local company in the
U.S.A., but started to expand into the international market already in 1925. This expansion
was not a result of the efforts of the company itself but that of individual efforts of
Tupperware dealers who carried Tupperware products to foreign countries with the aim of
retailing. On the other hand, the company’s official expansion to the European market was
realized during the 1960s. It was appreciated as the right time to enter the European market
since it was the time when plastics were welcomed and started to be associated with a
modern lifestyle in Europe. Tupperware received both negative and positive criticisms in
Europe. In terms of negative criticisms, initially, they were associated with American culture
and American way of life which might have caused them to be perceived as products not
suitable for European culture. On the other hand, in terms of positive criticisms, the party
plan system was appreciated as a method to earn money for housewives who could be saved
from loneliness, isolation and frustration in this way. European women, who were the target
population of Tupperware products, must have taken these positive criticisms into account
that they welcomed Tupperware products. The positive attitude of women, to a great extent,
was an outcome of the realistic marketing strategy of the company. In other words, the
products were presented in relation to some specific cultural habits. For instance, in England,
Tupperware products were associated with picnics, which were common occasions for
English culture. Such attempts that were employed in foreign markets enabled the easy
assimilation of Tupperware products into people’s everyday lives.The expansion and success
of Tupperware Company first in the European, then in the Asian markets necessitated

16
developing new products that would respond to the specific local demands of the new
consumers. This was a strategy not only for the foreign markets but also to recognize the
tastes, identities and ways of life of the new consumers. In that sense, there appeared new
product lines that served for both different cultures and different social groups, such as the
‘luxury line’ manufactured in the 1980s to target the upwardly mobile generation of
consumers. This variation in products was intended both to attract different cultures and new
consumers and to be able to compete with similar products in the market, as the present CEO
of the company Rick Goings suggested.

★ Distinguishing Features of Tupperware Products

Goings states that, especially in today’s competitive consumer market, Tupperware has to
respond to the needs and desires of the consumers without losing time. This is mainly due to
the fact that there are many similar products in the market that attract the same target
consumer group with Tupperware’s. One of the strategies to manage to appeal to the
consumer, as mentioned in the previous section, is to be aware of cultural specificities and
changing consumer profile. The second strategy is to substantiate the claim that Tupperware
products are superior to the other similar products in the market. In that sense, there are four
main properties of Tupperware products that are put forward by the company:

1. Unbreakability: Unbreakability of Tupperware products is emphasized by the consultants

by suggesting that housewives would not like to spend money on breakable containers. Thus,
Tupperware responds to this demand with its unbreakable containers. Even though the
products are presented as unbreakable, occasionally there appear some cases where the
products or parts of the products are reported as broken. However, these circumstances do
not impair the credibility of Tupperware products since the damaged products and/or
damaged parts of the products are replaced with the new ones, which is under the guarantee
of Tupperware Company.

2. Being Scentless: With its airtight lid and the specific properties of the raw material,
Tupperware promises no odours in the refrigerator and in the food that is kept in its
containers. By emphasizing this quality, Tupperware promises to improve women’s lives by
ending the spills and odours in the refrigerator and by putting an end to the leftovers that are
wasted because of the odour problems.
17
3. Durability: Tupperware promises that the products can be used for decades after they are
purchased, unlike many other similar food storage cups. As in the case of unbreakability, this
property is also under the guarantee of Tupperware Company.

4. Variety: Tupperware Company promises that it will always offer plenty of product
alternatives. The company aims to fulfill not only the need for food storage but also the need
for fashionable products. Rick Goings, the present CEO of the company, claims that in order
to respond to this need, the company focuses on some concerns. Firstly, they are aware of the
seasonal changes in food storage and preparation needs, thus offer seasonal products.
Secondly, they offer art and design series that have similar usage with regular containers,
but they are differentiated with their appearance, which are more sophisticated. Lastly, the
company promises to offer products that answer ‘specific problems’ in food storage and
preparation.

● Structure of a Tupperware Home Party

Being a successful dealer is directly related with the dealer’s individual abilities to deliver
successful and attractive product presentations and to utilize her social network since dealers
employ the occasions of their own social meetings, like morning coffees, as an opportunity
to arrange home parties. When a dealer is a member of such women communities, she has
more chances to organize more home parties simply by asking other members of these
communities to organize one. This is exactly how the system works; Tupperware infiltrates
into the everyday life of these women. In that sense, the Tupperware party plan system fulfills
two essentials about marketing for women. Firstly, women look for being in connection with
others which is the reason behind their desire to join such organizations where there is
interaction. Secondly, women have many different roles and duties for which they need to
save time, effort and energy. In Tupperware, through both regular company meetings and
home parties, women can both be in relation with others and part of an organization.
Besides, the party plan system offers a chance of shopping at home in home parties which
allow women to save time, effort and energy.

18
 ● Compensation Plan of Tupperware

Tupperware India has assigned distributors all over the country to purchase, market and trade
the products. These entitled dealers then assign consultants who buy products from the
distributors and sell it to customers. Consultants can turn into Manager or Team leader on the
basis of the sales volume along with their team. The team leaders can be promoted to
Executive Managers on assignment.

Executive Manager (24%margin+monthly quarterly incentives on foreign trips)

Team Leader (24%margin+monthly incentives & recognition)

Manager (24% margin +incentives & recognition)

Consultant (24% margin)

Distributor (Fixed % of business margin)

Figure 3.4 Shows the compensation plan
The trade margin earned by the members is the difference between the price at which the
consultant buys a product from the distributors and the retail price at which he sells it to the
customer. They also get recognition on accomplishment of sales targets and a chance to win
gifts and foreign trips.

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 FigureNo. 3.5 Shows Target And Income of Tupperware Manager

To acquire the mentioned incentive both the norms should be fulfilled of monthly sales and
activity. The manager must reach personal monthly sales of 12,000 rupees and the activities
are generally of a week in a month. After reaching these levels a Manager with exceptional
leadership can progress further to become VANGUARD MANAGER.

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 ● The Vanguard Club

The Vanguard acknowledgment is one of the topmost privileges awarded to a Tupperware

Manager. Vanguard managers are an exclusive group and are ideal for encouragement to
everyone in Tupperware.

Figure 3.6 Shows The Vanguard Club

On being a Vanguard Manager the incentive is paid only on reaching a definite benchmark in
Vanguard level constantly for six months is must. The Vanguard status is appraised twice in a
year January to June & June to December.

21
 Figure No. 3.7 TARGET AND INCOME TUPPERWARE VANGUARD
MANAGER
To acquire the mentioned incentive both the norms should be fulfilled of monthly sales and
activity. The manager must reach a personal monthly sales of 12,000 rupees and the activities
are generally of a week in a month.

The success mantra of Tupperware lies in the plan of Kitchen Expert which is an expert
training stage of Tupperware. It prepares consultants with the information and instruments to
convert any kitchen into a fully systematized area.

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 3.2 Products of Tupperware Brand

1. Tupperware Aquasafe Water Bottle

Store and Carry Your Favorite Beverage Easily

Tupperware products are made of non-toxic, 100 percent virgin food-grade plastic. Hence,
you can easily rely on the quality of all Tupperware products. This Tupperware water bottle
set includes four high-quality bottles that are safe for you and your family. You can
conveniently carry your favorite beverage to school or office in these bottles. All the bottles
in this 4 piece Tupperware Aquasafe water bottle set are liquid-tight so you can be sure your
drink will not leak and ruin the contents of yourbag. The cap of the bottle features a tab that
lets you easily open the bottle.

Fits Well in Your Refrigerator Door Pocket. The AquaSafe water bottle set keeps your drink
fresh for a long time. If you want to put a warm beverage in the bottle, make sure that it is not
hotter than 80 degrees. These bottles feature an ergonomic design that makes them easy to
hold. Moreover, they fit snugly in the door rack of your refrigerator. Easily cleaned, this
water bottle set is dishwasher-safe. You can also hand-wash the bottles using liquid soap and
lukewarm water. Order this colourful Tupperware set online at an affordable price and make
your kitchen counter look bright and cheery.

Figure No. 3.8 Tupperware Bottle

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 2. Tupperware Dry Storage Box

Figure No. 3.9 Storage Box

Tupperware offers a wide range of dry storage products to suit different needs and
preferences. Here are some of the most popular types of dry storage containers and products
from Tupperware.

1. Modular Mates: These are Tupperware's classic modular dry storage containers that
come in a range of sizes and shapes. They are designed to stack and nest together,
making them easy to store and organize. Modular Mates have an airtight seal that
keeps food fresh and are available in different styles, including rectangular, square,
and oval shapes.

2. Cereal Storers: Tupperware's Cereal Storers are tall and narrow containers that are
specifically designed to hold cereal and other dry goods like pasta, rice, and flour.
They have an airtight seal that helps to keep food fresh and a flip-top lid that makes it
easy to pour out just the right amount of food.

3. Snack Cups: Tupperware's Snack Cups are small containers that are perfect for
holding snacks like nuts, crackers, and fruit. They are available in different sizes and
have an airtight seal that keeps food fresh and prevents spills.

24
4. FridgeSmart Containers: These containers are designed to help keep produce fresh
in the fridge. They have a unique venting system that allows you to control the airflow
and humidity, which helps to keep fruits and vegetables fresher for longer.

5. Space Savers: Tupperware's Space Savers are designed to maximize space in your
pantry or cabinets. They are stackable and come in different sizes to fit different types
of food.

6. Spice Shakers: These are small containers that are perfect for holding spices and
herbs. They have a shaker top that makes it easy to sprinkle just the right amount of
seasoning.

7. Pasta Cookers: Pasta Cookers are containers that allow you to cook and store pasta in
the same container. They have airtight seals that keep cooked pasta fresh, and are
available in different sizes.

25
 3. Tupperware Lunchware Product

Figure No. 3.10 LunchBox

Tupperware offers a variety of lunchbox products that are designed to keep your meals fresh
and organized on the go. Here are some of the lunchbox products offered by Tupperware:

1. Lunch-It Containers: Lunch-It Containers are designed to hold your lunch in

separate compartments, so you can keep your food organized and avoid spills. They
come with airtight seals that keep food fresh, and are available in different sizes.

2. Sandwich Keepers: Sandwich Keepers are designed to hold sandwiches of different

sizes, and come with airtight seals that keep bread fresh and prevent filling from
spilling out. They are available in different sizes and shapes, and some even come
with a built-in handle for easy carrying.

3. Snack Cups: Snack Cups are small containers that are perfect for holding snacks, like
fruits, nuts, or pretzels. They come with airtight seals that keep snacks fresh, and are
available in different sizes and shapes.

4. Lunch Sets: Tupperware offers lunch sets that include multiple containers, such as a
sandwich keeper, a snack cup, and a drink bottle. These sets are designed to keep all
your lunch items organized and easy to carry.

26
 5. Salad on the Go: Salad on the Go is a container that allows you to store and transport
salad without the need for a separate dressing container. It comes with airtight seals
that keep salad fresh, and a separate compartment for dressing.

4. Tupperware Refrigerator Product

Tupperware offers a variety of refrigerator set products that are designed to keep your food
fresh and organized in the fridge. Here are some of the refrigerator set products offered by
Tupperware

1. FridgeSmart Containers: FridgeSmart Containers are designed to keep fruits and

vegetables fresh for longer. They have special vents that allow excess moisture to
escape, while still maintaining the right level of humidity to keep produce fresh.
FridgeSmart Containers are available in different sizes and shapes, and are also
stackable.

2. FreshWorks Containers: FreshWorks Containers are designed to keep produce fresh

for up to 80% longer than traditional storage methods. They have a CrispTray at the
bottom of the container that elevates produce away from moisture, and a vented lid
that allows for optimal airflow. FreshWorks Containers are available in different sizes
and shapes.

3. Modular Mates: Modular Mates are Tupperware's signature dry storage containers
that are also great for storing food in the fridge. They come in a range of sizes and
shapes, and can be stacked and nested together to save space. They have airtight seals
that keep food fresh, and clear containers that allow you to see what's inside.

4. CrystalWave Containers: CrystalWave Containers are microwave-safe containers

that can also be used for storing food in the fridge. They have airtight seals that keep
food fresh, and are available in different sizes and shapes.

5. Beverage Containers: Tupperware offers a variety of beverage containers that are

designed to fit in the fridge door. They are available in different sizes and shapes, and
some even have built-in strainers for infusing fruit into water.

27
 5. Tupperware Microwave Set Products

Tupperware offers a variety of microwave-safe containers and sets that are designed to make
reheating and cooking food in the microwave easier and more convenient. Here are some of
the microwave set products offered by Tupperware

1. CrystalWave Plus Containers: CrystalWave Plus Containers are microwave-safe

containers that come in a range of sizes and shapes. They have airtight seals that keep
food fresh, and can be used to reheat, cook, and store food in the microwave.

2. MicroPro Grill: The MicroPro Grill is a microwave-safe grill that allows you to grill
meat, fish, and vegetables in the microwave. It has a non-stick surface that prevents
food from sticking, and it comes with a cover that helps to retain moisture and flavor.

3. Stack Cooker: The Stack Cooker is a set of microwave-safe containers that allow you
to cook an entire meal in the microwave at the same time. The set includes a base
container, a colander, a steamer tray, and a cover, and it can be used to cook pasta,
rice, vegetables, and more.

4. Smart Multi-Cooker: The Smart Multi-Cooker is a microwave-safe container that

allows you to cook rice, grains, pasta, and more in the microwave. It has a built-in
measuring cup and a locking lid that helps to prevent spills.

5. Microwave Pressure Cooker: The Microwave Pressure Cooker is a microwave-safe

container that allows you to cook meals under pressure in the microwave. It can be
used to cook rice, meat, poultry, and more, and it has a locking lid that seals in flavors
and nutrients.

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3.4 Promotional Strategy

Advertising

This involves using paid messages in various media such as TV, radio, print, outdoor, and
digital to promote a product or service to a large audience. Advertising is a promotional
strategy that involves paid messages aimed at promoting a product or service to a large
audience. Advertising can be done through various media, including TV, radio, print, outdoor,
and digital platforms.

The goal of advertising is to create awareness, build brand recognition, and encourage
customers to purchase a product or service. Effective advertising can increase sales, create
brand loyalty, and improve market share.

There are several types of advertising, including:

1. Display Advertising - This involves placing ads in print or digital media, such as
newspapers, magazines, websites, or social media platforms.

2. TV Advertising - This involves running ads on television channels during specific

times of the day when the target audience is most likely to be watching.

3. Radio Advertising - This involves running ads on radio channels during specific times
of the day when the target audience is most likely to be listening.

4. Outdoor Advertising - This involves placing ads on billboards, buses, trains, or other
public places where they can be seen by a large number of people.

5. Digital Advertising - This involves using various online platforms such as search
engines, social media, or websites to reach potential customers and promote a product
or service.

6. Native Advertising - This involves creating ads that blend in with the content of the
platform where they are placed, such as sponsored posts on social media or
advertorials in magazines.

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Effective advertising requires careful planning, targeting, and execution. Businesses need to
identify their target audience, develop a clear message, choose the right media channels, and
track the results of their advertising campaigns to ensure that they are reaching their goals

Sales Promotion

This involves offering discounts, coupons, contests, or other incentives to encourage

customers to buy a product or service. Sales promotion is a type of promotional strategy that
involves offering discounts, coupons, free samples, contests, or other incentives to encourage
customers to buy a product or service. The goal of sales promotion is to increase sales, attract
new customers, and retain existing ones. Sales promotion can be targeted at different stages
of the buying process, such as awareness, interest, desire, and action. It can also be used to
introduce new products, clear out excess inventory, or reward loyal customers.

There are several types of sales promotion, including:

1. Discounts and Coupons - This involves offering a discount or coupon to customers

who buy a product or service within a specific time frame.

2. Free Samples - This involves giving away free samples of a product to potential
customers, in order to generate interest and trial.

3. Contests and Sweepstakes - This involves offering prizes or rewards to customers

who participate in a contest or sweepstakes related to a product or service.

4. Buy-One-Get-One-Free (BOGO) - This involves offering a free product or service

when a customer buys another product or service.

5. Loyalty Programs - This involves rewarding customers for their loyalty with
exclusive discounts, free products, or other incentives.

Direct Marketing

This involves reaching out to potential customers directly through mail, email, SMS, or other
channels to offer a product or service. Direct marketing is a type of promotional strategy that
involves reaching out to potential customers directly through mail, email, SMS, or other
channels. The goal of direct marketing is to generate leads, increase sales, and build customer
relationships.Direct marketing can be targeted at specific customer segments based on their

30
demographics, behavior, or interests. It can also be personalized with customized offers or
messages that resonate with individual customers.

There are several types of direct marketing, including:

1. Direct Mail - This involves sending physical mail pieces, such as postcards or
catalogs, to potential customers.

2. Email Marketing - This involves sending targeted emails to potential or existing

customers, with customized offers or messages.

3. Telemarketing - This involves making phone calls to potential customers to promote a

product or service.

4. SMS Marketing - This involves sending text messages to potential or existing

customers with promotional offers or alerts.

5. Social Media Marketing - This involves promoting a product or service through social
media channels such as Facebook, Twitter, or LinkedIn.

Personal Selling

This involves using sales representatives to interact with potential customers directly and
persuade them to buy a product or service. Personal selling is a type of promotional strategy
that involves direct interaction between a salesperson and a potential customer. The goal of
personal selling is to persuade the customer to purchase a product or service by providing
personalized information, addressing concerns, and building relationships.Personal selling
can be used in various settings, including in-person meetings, phone calls, or video
conferencing. It can also be used at different stages of the buying process, such as
prospecting, qualifying, presenting, closing, and follow-up.

There are several steps involved in personal selling, including:

1. Prospecting - This involves identifying potential customers who may be interested in

the product or service.

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 2. Preparing - This involves researching the customer's needs, preferences, and interests
to tailor the sales pitch.

3. Presenting - This involves presenting the product or service to the customer in a

persuasive and informative way.

4. Overcoming Objections - This involves addressing any concerns or objections the

customer may have about the product or service.

5. Closing the Sale - This involves asking the customer to make a purchase, and
finalizing the transaction.

6. Follow-up - This involves maintaining a relationship with the customer after the sale,
to ensure satisfaction and promote future purchases.

Personal selling can be a powerful way to build relationships with potential customers and
generate sales. However, it requires skilled and knowledgeable salespeople who can adapt to
different situations and effectively communicate the value of the product or service. Personal
selling can also be costly and time-consuming, so it is important to target the right customers
and measure the effectiveness of the sales effort.

Sponsorship

This involves supporting a particular event, cause, or organization, in order to gain exposure
and build brand awareness among the target audience. Sponsorship is a type of promotional
strategy that involves a company providing financial or other types of support to an event,
organization, or individual in exchange for publicity and visibility. The goal of sponsorship is
to enhance the company's brand image, increase brand awareness, and reach new customers.

Sponsorship can take various forms, including:

1. Event Sponsorship - This involves sponsoring an event such as a sports game, music
concert, or festival.

2. Team Sponsorship - This involves sponsoring a sports team or individual athlete.

3. Media Sponsorship - This involves sponsoring a TV show, radio program, or online

content.

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 4. Charitable Sponsorship - This involves sponsoring a charitable organization or cause.

In exchange for the sponsorship, the sponsor receives various benefits, such as:

1. Brand exposure - The sponsor's name, logo, or product may be prominently displayed
at the event or on promotional materials.

2. Hospitality - The sponsor may receive VIP access to the event, or other special
treatment.

3. Product placement - The sponsor's products may be featured or integrated into the
event or content.

4. Brand association - The sponsor may benefit from the positive image or values
associated with the event or organization.

Sponsorship can be a powerful way to enhance a company's brand image and reach new
customers. However, it requires careful selection of the right event or organization, and
effective activation of the sponsorship to ensure maximum impact. It is important to measure
the effectiveness of the sponsorship and evaluate its return on investment (ROI) to determine
its success.

Word of Mouth

Word of mouth marketing is a type of promotional strategy that relies on customers sharing
positive experiences or recommendations about a product or service with others. It is often
referred to as the most effective form of marketing, as it is based on personal trust and
recommendations from people known to the potential customer.

Word of mouth marketing can take various forms, such as:

1. Customer Reviews - Customers leave reviews on social media, review websites or

eCommerce platforms, sharing their experience with the product or service.

2. Referral Programs - Customers are encouraged to refer friends and family in exchange
for rewards or discounts.

3. Influencer Marketing - Influencers share their experience with a product or service

with their followers.

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 4. Buzz Marketing - Creating an online or offline event or experience that generates
excitement and positive conversations.

Word of mouth marketing can be very effective because people tend to trust
recommendations from friends, family, or influencers they follow. Positive word of mouth
can also be very powerful, as it can reach a large audience and create a positive image of the
product or service.However, businesses cannot control the message or who is sharing it,
which can be a challenge. To encourage positive word of mouth, businesses need to deliver
exceptional customer service, create a product or service that people love, and provide a
seamless experience for customers to share their experiences. It's also important to monitor
online reviews and social media conversations, and respond to negative feedback in a timely
and professional manner.

Evangelism Marketing

Evangelism marketing is a type of promotional strategy that relies on enthusiastic customers

to share their positive experiences with a product or service with others. It involves creating a
community of loyal customers who are passionate about the brand and share their enthusiasm
with others.In evangelism marketing, the goal is not just to generate word of mouth, but to
create a culture of brand loyalty, where customers become advocates for the brand. These
customers are not just satisfied with the product or service, they are passionate about it and
want to share their experience with others.

Evangelism marketing can take various forms, such as:

1. Customer Communities - Creating a community of loyal customers who are

passionate about the brand and engage with each other.

2. Brand Ambassadors - Identifying and engaging with customers who are already
advocates for the brand and providing them with tools to share their experiences with
others.

3. Experiential Marketing - Creating experiences that foster emotional connections with

the brand, and encourage customers to share their experiences with others.

4. User-generated Content - Encouraging customers to create content such as videos,

photos, or reviews, and share it with their friends and followers.
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Evangelism marketing can be very effective because it creates a culture of brand loyalty and
trust. It can also be more cost-effective than traditional marketing methods, as it relies on
enthusiastic customers to spread the word. However, it requires a long-term commitment to
building a community of loyal customers, and providing them with exceptional experiences
and customer service.

Marketing Mix Of Tupperware

Product
Tupperware entered the Indian market with the anticipation to be a formidable market force
in the kitchenware segment. The brand comes with a range of kitchenware products used for
cooking, serving, and storage. It brought a revolution that changed the Indian consumer
behavior from one that depended on traditional metal food containers to one that is
plastic-based.

Price
While Tupperware products might be priced marginally high compared to other plastic
containers in the market, the value-for-money that consumers get makes them consider these
products cheap. In addition, the proposition of providing a lifetime warranty backed by solid
quality works well with the customers.

Placement
The company employs a sort of franchise model where business leaders are created in every
town and city. These leaders appoint sales forces, train them and send them to execute the
company’s agenda. Globally, the companies’ significant sales come from the emerging
market where there is a rise in increasing spending power

Promotion
Tupperware uses the Direct Selling business model in India and is one of the biggest brands
in terms of revenue. It recruits women as their sales force, who typically take all the buying
decisions in the family when it comes to the kitchen. The “Tupperware Parties” business
model has worked well for the brand since inception and still works as a proven model.
Alongside, the brand also provides food preparation tips and advice to consumers using
Tupperware products.

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Tupperware’s Unique Business Strategy

Tupperware’s story is not about a brand selling kitchenware. It is a brand that has empowered
women to unfold their true potential, look at life differently and become financially
independent. Sold in more than 100 countries, the brands continue to offer diverse, beautiful
and convenient products. Tupperware, as a brand, has created a place in our kitchen as well as
our heart.Growing at a compounded annual rate of 30 per cent, Tupperware is a leading
kitchenware brand in India and is completely into direct selling; it started its operations in
1996. The way the brand has charted out its success path is unique. Asha Gupta, MD,
Tupperware India shares some novel business strategies that made Tupperware feature among
India’s top 3 percent of brands across all categories and segments, with Varun Jain. The
kitchenware market worth was estimated to be over Rs 12 billion in 2008 and had seen a 12
per cent annual rise from what it was in 2003.

Direct selling over retailing

Tupperware products are very unique and need to be demonstrated to the end user before
being sold. We promote via direct selling salesforce, who perform home demonstrations to
groups of people and sell to end consumers. This helps the user to get optimal performance
from our products. We also offer advice and tips on food preparation, storage and
organisation to our users. All this can be best done in the comfortable setting of a home
rather than in retail.Our business model is similar to that of franchising, in the sense that we
create business leaders whom we call distributors in every city or town, we are in. They are
the ones who appoint salesforce and train them to success duly supported by the company.
This model is easily replicable everywhere.

A different marketing strategy

The concept of having Tupperware parties, where Indian women(agents of Tupperware) share
recipes, cooking advice and health tips while meeting a prospective agent, is a different
approach to marketing as well as distribution. The strategy has been instrumental in the
success of Tupperware.Tupperware can be accredited to have changed the habits of many
Indian households, as they switched from their traditional metal food containers to the plastic
ones that catered to the local food habits.

36
A clear agenda with customised offerings

Tupperware was always very clear about what it wanted while entering the Indian shores. Our
expertise lay in the kitchenware products globally and that is what we brought in here along
with lots of innovation and a heavyweight brand-name backing.We researched the market and
learnt the aspiration level of the Indian middle-class consumers. They aspire to buy/wear/use
a brand if it comes at an affordable price. And this is what we did, priced the Tupperware
products at a slightly premium range backed with lifetime warranty and solid quality. And
today the result is for all of us to see as the Indian middle class household swears by the
product.

Encouraging women

At Tupperware, we have an all-women salesforce. There are 40000 sales force and 80
distributors. This has been a conscious decision with a view of empowering women with a
career opportunity, which they can pursue with flexibility. A women only business model in
an Indian concept has found social acceptance and this is evidenced by the level of comfort
that family members have in letting the lady of the house pursue a business opportunity in a
safe setting. Further, given the category of our products, women are the key decision makers
and influencers of purchase. As such we find women take to selling our products and our
kitchen solutions with ease as it is second nature to them.Every year the number of these
women are recognised and rewarded for their significant achievements in selling these world
class products. Rewards and recognition are at the very core of a direct selling business. It is
the glue that keeps salesforce connected and motivated. Achievement of sales targets,
penetrating new markets etc are criteria for qualification for incentives and trips. Our
compensation plan offers rich graded rewards for sales performance with attractive incentives
which are shared by the company with our distributors.

Competition

While generically in our product category, there is competition in retail, when we consider
functionality and price segment, we are unique. The recent initiatives of promoting our brand
through alternate media have been to supplement the word of mouth generated by consumers
and more importantly to connect consumers to our Tupperware Salesforce rapidly. We offer a
value-for-money product, which is backed by a life-time warranty. Consumers who buy

37
Tupperware see this value and continue to choose us despite the premium price. In the long
run, we see ourselves becoming a brand of choice for every middle-class home. This way, we
will displace the lower-priced competition that currently exists in our market.

The network starts when

Any woman who wants to be a part of the Tupperware family, contacts our distributor who is
in closest proximity to where she lives and attends the business opportunity presentation by
the distributor. Subsequently, she is served a starter kit( the cost of the starter kit is Rs 686,
which includes the product the lady can sell) and free training to help her kick-start a
successful career.

Figure 3.11 Shows from where people can get tupperware products

38
3.3 Competitors

Tupperware is a global company that operates in many countries around the world. As of my
knowledge cutoff date of September 2021, Tupperware had operations in over 100 countries,
including the United States, Canada, Mexico, Brazil, Argentina, Colombia, Australia, New
Zealand, Japan, China, India, Thailand, Malaysia, Singapore, Philippines, South Korea,
United Kingdom, France, Germany, Italy, Spain, Portugal, Turkey, Russia, South Africa, and
many more

In India, there are several brands that compete with Tupperware in the food storage and
kitchenware market. Some of the popular competitors of Tupperware in India include

Milton

Milton is a leading brand in India that offers a wide range of food storage and kitchenware
products. Milton is a well-known brand in India that offers a wide range of kitchenware and
household products, including food storage containers, water bottles, lunch boxes, flasks, and
more. The company was founded in 1972 and has since become one of the leading brands in
the country's kitchenware market. Milton is known for its innovative and high-quality
products that are designed to meet the needs of modern households. The brand's food storage
containers, for instance, are made of food-grade virgin plastic and come in a range of sizes
and shapes to suit different requirements. Milton also offers a variety of water bottles that are
durable, leak-proof, and easy to carry, making them ideal for people on-the-go.Another key
feature of Milton products is their affordability. The brand offers a range of products at
different price points, making them accessible to a wide range of consumers.Overall, Milton
is a trusted brand in India that has built a strong reputation for its quality, innovation, and
affordability. Its products are widely available in stores and online, making it easy for
consumers to find and purchase the products they need.

Borosil

Borosil is a well-known brand in India that manufactures glassware and kitchenware

products, including food storage containers. Borosil is a well-known brand in India that
specializes in glassware and kitchenware products. The company was founded in 1962 and
has since become a leading player in the Indian market, known for its high-quality and
durable products.Borosil offers a wide range of products, including glassware, kitchenware,
39
microwavable cookware, and laboratory glassware. The brand is particularly known for its
glassware products, which are made of borosilicate glass, a type of glass that is heat-resistant
and can withstand high temperatures.Borosil glassware products are popular among Indian
consumers for their quality, clarity, and durability. The brand offers a variety of products,
including drinking glasses, bowls, casseroles, baking dishes, and more. Borosil glassware is
also safe for use in the microwave, oven, and dishwasher, making it a convenient choice for
busy households.In addition to glassware, Borosil also offers a range of kitchenware
products, including food storage containers, lunch boxes, and water bottles. These products
are designed to be functional, stylish, and durable, making them ideal for daily use.

Cello

Cello is another popular brand in India that offers a variety of kitchenware products,
including food storage containers. Cello is a well-known brand in India that specializes in a
wide range of household products, including kitchenware, plastic furniture, air coolers, and
cleaning solutions. The company was founded in 1986 and has since become a leading player
in the Indian market, known for its high-quality and innovative products.Cello offers a
variety of kitchenware products, including food storage containers, lunch boxes, water
bottles, kitchen tools, and more. Its food storage containers are made of high-quality
food-grade plastic and come in a range of sizes and shapes to suit different needs. Cello also
offers a variety of lunch boxes and water bottles that are durable, leak-proof, and easy to
carry.In addition to kitchenware, Cello is also known for its plastic furniture products, which
include chairs, tables, and other furniture items. The brand's plastic furniture is lightweight,
easy to maintain, and comes in a range of colors and designs to suit different tastes.

Cello is also known for its air coolers, which are designed to be energy-efficient, eco-friendly,
and effective at cooling large spaces. The brand's air coolers come in a range of sizes and
styles, making them suitable for different types of spaces and requirements.

40
 Chapter 4
Review of Literature

Review of literature is an indispensible part of research which opens the eyes of the
researcher to carry out the research in various dimensions. The review of earlier studies
related to a relevant area guides a researcher to decide the research is intended to be carried
on. Hence, this study was born out of the review of earlier studies related to WOM
communication and brand equity which were found in various international and national
journals and magazines. A few studies have also been made on the impact of WOM
communication on brand equity.

The biblical foundation for Evangelism starts from a comprehension of the definition of the
Gospel. The word “gospel” means “good news.” C. Gordon Olson illustrates the gospel as
follows: “It is the good news that the Lord Jesus Christ and His Apostles declared to a lost
world of sinners-the Jews and the Gentiles. The center of the gospel is the individual and
effort of the Lord Jesus Christ and how his life, death, and resurrection have been beneficial
to the lives of persons. The majority of evangelical Christians concur about the person and
doings of Jesus Christ: that He was God personified in human flesh to give eternal life to
spiritually dead humankind through His death and resurrection. (Olson, 2005).
In relation to the definition of Evangelism, C. Peter Wagner (1984) postulates, “Evangelism
is not reaching the community with the gospel message and bringing them to a decision for
Christ, it is helping them believe.” In other words, Evangelism includes proclaiming the
gospel, bringing unbelievers to Jesus, and making believers of Jesus Christ. The purpose of
evangelization is to give individuals a legitimate occasion to accept Jesus Christ.(Wagner,
1987).
Related to this point, the apostle Paul says, “What, after all, is Apollos? And what is Paul?
Only servants, through whom you came to trust - as the Lord has allocated to each his task. I
planted the seed, Apollos watered it, but God made it grow (1 Co1r. 3:5-6) (Sjogren, 1993).
According to this stanza, the course of Evangelism is compared to agriculture. In order to
harvest fruit, numerous actions are needed as well as workers. In the same way, the
unbeliever is evangelized through many evangelistic efforts made by a number of ministers.
(Morris, 1985).

41
In relation to this point, Jesus describes Evangelism as a process rather than a one-time event
that happens quickly in John 4:35-38.2 Evangelism should be viewed as a process that starts
people on a journey that helps them believe in Jesus. Thus, Evangelism should not be
considered as one-time event-oriented but as process-oriented. Also, from this point of view,
Evangelism is relational rather than propositional (Stetzer and Putman 2006).
The word Evangelism emerged from Christianity and is seen mainly in Biblical literature. To
unravel the meaning of the term the thesis looked at the English meaning of the word
Evangelism. To understand the construct of Evangelism, the meaning of the word was first
derived from the Collins English Dictionary and the Random House Kernerman Webster's
College Dictionary which states the meaning of Evangelism. Collins English Dictionary
defines Evangelism as the practice of spreading the Christian gospel. Evangelism is an ardent
or missionary zeal for a cause; it involves the word, methods or characteristic outlook of an
evangelist preacher. Random House Kernerman Webster's College Dictionary defines
Evangelism as the preaching or promulgation of the Christian gospel; the work of an
Evangelist It entails a missionary zeal, function, or activity. The verb form of euangelion,
(translated as "Evangelism"), occurs rarely in older Greek literature outside the New
Testament. Parallel texts of the Gospels of Luke and Mark divulge a synonymous relationship
between the verb euangelizo and a Greek verb kerusso, which means "to proclaim". (John,
2000).
e-van'-jel-ist: This is a form of the word ordinarily translated "gospel" (euaggelion), except
that here it designates one who announces that gospel to others (euaggelistes, "a bringer of
good tidings"). Paul was an evangelist as well as an apostle (Rom 1:153); Philip the deacon
was an evangelist (Acts 21:84); and Timothy, the pastor (2 Tim 4:55); and indeed all the
early disciples who, on being driven out of Jerusalem, "went everywhere preaching the word"
(Acts 8:46). At a later time, the name of "evangelist" was given the writers of the four
Gospels because they tell the story of the gospel and because the effect of their promulgation
at the beginning was very much like the work of the preaching evangelist.

Brand Evangelism Consumers often talk about and share opinions, news, and information
with others. They chitchat about a latest holiday, grumble about a bad movie, or rave about a
latest eatery. They gossip about co-workers, discuss important political issues, and debate the
latest sports rumors. New technologies like Facebook, Twitter, and texting have only made it

42
faster and easier for people to share stories and information with others. There are thousands
of blogs, millions of tweets, and billions of emails written every day (Keller and Fay 2009).
Social talk generates over 3.3 billion brand impressions each day (Keller and Libai 2009).

It shapes everything from the movies we watch and the books we read to the websites we
visit and the restaurants we patronize (Chevalier and Mayzlin 2006; Chintagunta,
Gopinath, and Venkataraman 2010; Godes and Mayzlin 2009; Trusov, Bucklin, and
Pauwels 2009).

Consumer behavior literature provides plentiful evidence of enthusiastic and highly

passionate forms of consumer-object relationship. In an attempt to enthrall their lives,
consumers engage in motorcycle riding (Schouten and McAlexander 1995), in worshipping
the Apple Newton Brand (Muniz and Schau 2005), or in communicating with other
passionate fans, as for instance reported by Pimentel and Reynolds (2004).
Wallendorf and Arnould (1988) contended that material objects play many important roles in
the lives of consumers. They might become “favorite things” and serve important
psychological functions in our lives. It has also been contended that enthusiastic consumers
are spreading positive word-of-mouth and engage in convincing other consumers (Pimentel
and Reynolds 2004; Ahuvia 2005).
Having observed these enthusiastic consumers, word-of mouth as a measurement construct is
likely to underestimate the evangelical forms of talking about favorite possessions and the
tendency of passionate consumers to induce other consumers. (Matzler et al 2007)
Still, there are hints in theory as well as in real-life that passion for a brand can cause more
intense and more extreme acts than just positive word-of-mouth.
Pimentel and Reynolds (2004) have shown that truly devoted consumers not only spread
positive word-of-mouth but eventually engage in recruiting in order to actively convince
others of their beloved brand.
Rozanski, Baum, and Wolfsen (1999) portray the actions of brand zealots whose extreme
loyalty and emotionality towards their favorite brand can inspire them to extreme acts.
Rozanski et al portray the actions of brand zealots whose extreme loyalty and emotionality
towards their favorite brand can inspire them to extreme acts: “Some loyal consumers
experience a relationship that goes well beyond the fulfillment of a functional need. They are
militant in their commitment to their brand: creating positive word of mouth for the brand,
experiencing the product to its fullest and, if defrauded, launching frontal attacks on the
43
company. These brand zealots have the potential to become the brand’s biggest allies or, at
the other extreme, a renegade army. Their strong feelings result in attempts to convert others,
ultimately causing changes in public opinion or legislation. Thus when customers are truly
thrilled about their experience with your product or service, they can become outspoken
"evangelists" for your company. The marketing term justly draws from the religious sense, as
consumers are literally driven by their beliefs in a product or service, which they preach in an
attempt to convert others. Thus for a company/ service provider evangelist will help in
business development without any price. This group of satisfied believers can be converted
into a potent marketing force to grow your universe of customers. As they act independently,
evangelist customers often become key influencers. The fact that evangelists are not paid or
associated with any company makes their beliefs perceived by others as credible and
trustworthy. Evangelist customers spread their recommendations and recruit new customers
out of pure belief, not for the receipt of goods or money (Fetherstonhaugh, 2009).

Consumers seek the opinions of other individuals for product advice when they have little
expertise in a product category (Gilly et al. 1998; Furse et al. 1984), perceive a high risk in
decision-making (Bansal and Voyer 2000; Kiel and Layton 1981), or are deeply involved
in the purchase decision (Beatty and Smith 1987). Concerning the question why certain
personal sources of information have more influence than others to identify general
market-place influencers and use them for more effective product and message diffusion,
factors such as source expertise (Bansal and Voyer 2000; Gilly et al. 1998), tie strength
(Brown and Reingen 1987; Frenzen and Nakamoto 1993), demographic similarity (Brown
and Reingen 1987), reference group influence (Bearden and Etzel 1982) and perceptual
affinity (Gilly et al. 1998) have been identified as important antecedents of WOM influence.

Stockstill, Lowell E. (1985) defined the important features of MLM membership and
pyramid plan. Almost all the companies follow a structure of mediator or distributor to
deliver the products. With the producer on the top and backed by a broadened chain of
dealers and traders, a pyramid shape develops. A general approach of marketing is to sell
directly to the customer to generate demand for the product in spite of exposing the customer
to various available products of competitors at a retail shop. The main reason for success is
the huge workforce involved whose efforts directly count to their own income only. MLM
business offers a very promising opportunity to small lenders as it requires a very small
44
amount of initial investment. But the same individuals are also easily accessible to the
promoter of pyramid schemes as they have the same marketing strategy to fascinate the
investors and thus it makes it very difficult for them to distinguish between a MLM
membership and an illegal pyramid scheme.
Robin Croft and Helen Woodruff (1996) evaluated direct marketing in contrast to six
systematic points for distribution. They concentrate on the distribution system of trade and
market in Japanese circumstances which are known to be represented by a huge number of
sellers and dealers. Due to the huge rates of real estate in Japan it is quite tough to penetrate
the retail market. Against all the odds Amway received phenomenal achievements in the
Japanese market and in a small time span of 10 years Amway was among the top 10 largest
Direct marketing Companies in Japan. They evaluated the promising mode of distribution in
the global market and suggested six particular strategic objectives which are Cost, Capital,
Control, Coverage, Continuity and Character. After investigating the success of Amway in
Japan on the basis of the above six objectives they concluded that there were a few plus
points for Direct marketing over traditional distribution systems in areas like Cost, Capital,
Control and Coverage. Also direct marketing has a very bright future in some cultural and
economic environments such as high and powerful family connections and high demand and
importance of imported products.
Kent Grayson (1996) proposed that MLM is a kind of highly embedded marketing. An
embedded market is one where commercial and communal exchanges are intermixed.
Multilevel Marketing is likely to nurture in this embedded market as they raise their business
on the basis of social networks. Despite this, all the direct sellers do not totally rely on the
social network for escalating, because of troubling or irritating friends and family. They think
that strangers or unknown persons are quite easy targets. For them the stress and prospective
social cost related with approaching friends are too big. Similarly several participants
describe that the distributors pay such exceptional importance to recruits that often they
genuinely became friends. Thus Direct selling sometimes include imposing a line of work on
friendship and sometimes include flourishing a friendship within a business association.

Brian Bloch (1996) examines MLM considering the interconnection between prospective
distributors and his potential downline. Members of MLM company advertise it as a break of
career and life with no hidden disadvantages but still there lies a hitch i.e., recommending the
make-believe opportunity to your personal contacts and all others in their association. Only
45
passionate and serious sellers can earn a handsome amount otherwise most of them face
refusal.
Paul Herbig & Rama Yelkurm (1997) analyzed the various aspects of MLM. Multi level
marketing is a current and fast developing strategy. Usually the term Direct Marketing and
Multi level Marketing are used as synonym but the main distinctness lies in the fact that in
Network marketing importance is given to the product and its sales although in MLM the
importance is not placed on the sales but more on building a network of sales people who in
turn recruit others to join the network. A direct selling organization can convert into an MLM
organization if the priority shifts from product selling to gathering human resources. Network
marketing strategy or upright marketing scheme are coming to the top with higher prevalence
in the market. Such multi level marketing plans are usually publicized by claiming
enterprising quality and money generation. In a case against Omnitrition International Inc.
which is a multi level organization has to prove that it is a legitimate MLM company and not
a pyramid scheme. The company justified by three points first-the marketing associates have
to sold out 70 percentage of their stock before ordering new inventory, second-associates can
qualify for bonuses only if they have sold to 10 customers in the last month and third-if an
associate resign from his membership company will buy back the inventory which is not sold
by the marketing associates.

(Barkacs & Craig B. 1997) Roderick J. Brodie, Nicole E. Coviello, Richard W. Brookes
& Victoria Little, (1997) investigated ongoing marketing methods. In the current years the
conventional business concept has been questioned where a lot of writers have advised a
paradigm shift is taking place. The new model is popularly known as relationship marketing
and indicates a variety of relational marketing actions along with network marketing.

Barton A. Weitz & Kevin D. Bradford, (1999) examined that the system of direct selling
and sales administration is changing due to the raised concentration on buyer-seller
relationships. Modifications in the conventional direct selling and administration of selling
activities are necessary for the sales force. Now the companies have started hiring, training
and paying people in such a way as to pay attention to building long term relationships with
customers instead of temporary sales.
Ravi S. Achrol & Philip Kotler, (1999) with the beginning of the twenty first century,
marketing is stabilized for innovative development in its managerial circumstances along
46
with its customer association. As compelled by a progressive and educational atmosphere the
stratified companies are integrating into a diversity of network structure. The aspect of
marketing is changing and probing new edges in multi level marketing. On an international
basis the MLM industry goes on to witness accelerated progress. Actually in South Africa the
lack of commitment for high level physical foundation assistance make network marketing
organization one of the most important pathways for progress within the racial discrimination
economy.
(Adrian Sargeant & P. Msweli, 1999) Daryl Koehn (2001) argues that MLM pose some
unethical issues which are not easy to resolve. She examines that the pyramid scheme was the
top most occurring fraud in the USA in 1996. She addressed some problems which can easily
degrade a MLM into swindling and unlawful pyramid schemes like posing internal pressure
on distributors to purchase more products to qualify a certain level or to be an active member.
Secondly, if the company is charging a high fee for joining kit and for promotional tools and
sales kit also then it must be unethical. She concluded that the MLM business is not easy to
get successful and requires a lot of downline recruitments who can in turn recruit others and
do some real selling of products. But the dilemma is that it is not easy to do this ethically and
the idea of being wealthy overnight compels the distributors to follow recruitment-centered
pyramid schemes.
Pumela Msweli and Adrian Sargeant, (2001) introduced a model of consultants
conservation in multi level marketing. They considered that a lot of features of MLM
organizations and of the independent distributors may propose reasonable adequacy in
granting network marketing organizations to anticipate the extent of the relationship that they
may demand to advance with a specific distributor. MLM companies were the most
prosperous organizations in the nineteenth century. Business of the network marketing
industry expanded from 30 billion dollars to nearly three times by the year 2000.
(W. Gibb Dyer, JR 2001) Pei-Chia Lan (2002) examines the system of network building
and its control outcome over distributors. MLM organizations are often depicted as homey
and comfortable settings distinguished by mutual support and close relationships. At the same
time the direct selling industry is often criticized for taking advantage of personal relations as
a channel of appointing downline distributors and selling products. This coinciding with
making money and making friends in this industry raises some questions over maintaining
faith and belief in distributors, and dissolving personal relations toward profit-making
methods. On conducting qualitative research in Taiwan he found out that weak links build up
47
prime places to enhance the business network of distributors rather than strong links. In order
to integrate trust within weak links, sponsors have to modify business ties with their
customers into personalized bonds and reassemble the business alliances with their enrols as
family connect. As a result, social interconnections not only worked as a financial exchange
provider but also became a powerful instrument of labor control. Network marketing, as an
organization utilizing relationships to advertise products, is well known for its crooked use of
relationships. The intercommunication between the distributors and their downlines in MLM
organizations is dubious and incompatible. Firstly they are colleagues and buddies as due to
powerful attention on compatibility and cooperation as per the principles of network
marketing at the same time the upline manager have to control their downlines subordinates
which sadly deprive the legality of contemporary business. (Kenneth C.C.Kong, 2002)

Michael G Pratt and Jose Antonia Rosa7, 2003, reveals in their research paper
Transforming work-family conflict into commitment in Network marketing organizations‖ in
Academic of Management Journal as under: The article throws light on how network
marketing organizations provide strong commitment to their members in this age of network
marketing trends. Network marketing organizations don‘t have the central business location
and they spread all over the country. Members have to work independently taking support
and guidance of their uplines. In this research, researchers gathered the data from multiple
resources in respect to three Network marketing organizations namely Amway corporation,
Mary Kay Inc. and the Longaberger Company. Direct Selling Association reports that since
the 1950s Network marketing organizations have multiplied and grown to engage millions of
people around the globe. The three companies in this research study have been in existence
for more than 30 to 44 years, and have aggregated annual sales of over $10 billion
worldwide. From the data analysis it is found that network marketing organization members
were sensitive to work-family conflicts as well as they expressed commitment to distributors.
Making work into family practices is the important strategy for mentoring the people and
getting the things done in a systematic way. The distributors noted that many friendships can
be made through such type of work and have a good relationship and form a good family.
Bringing family into work practices involved physically and psychologically integrating a
distributor‘s family into work. They make family members part of their business. Network
marketing organizations ask distributors to focus their initial sales and recruiting efforts on
family and friends. Amway ask their distributors to set business goals and these goals are
48
translated into dreams of what distributors want to attain. IBOs involve spouses and children
in their goal setting and dream building. In this practice families can work together and stay
together and enjoy the family life.

Neela Radhika studied the changing trends in retailing and FMCG Industry in India and
stated that the changing dynamics were observed in the Indian retail industry at the turn of the
20th century. Moreover, it was mainly driven by the growth of the organized retailing sector
and increased personal consumption of customers because of rising incomes, increased
exposure to foreign goods and growth in nuclear families and double income families. The
study also revealed that with changing dynamics, it forced the FMCG majors to revamp their
product, marketing and distribution patterns/formats to meet the changing customer
requirement or preferences.
Justin Paul Etal study concentrated on removal of quantitative restriction on imports and its
impact on FMCG market sector in India and revealed that removal of QRS was effective on
distribution chain and organized retails sectors of FMCG market as these two are primary
drivers in FMCG's sector. The freeing of QRS simultaneously may enable the MNC's already
well entrenched in India to use their distribution networks [selectively, as appropriate] to
import and distribute their products.

Harish Vasudevan a marketing consultant for Data Post 2001 says that 'until liberalization in
early 1990's, market penetration was greatly low, but today there are many more categories
and greater brand choice. This puts greater pressure on marketers to retain existing
customers, as well as attract new ones. Hence, targeted communication requires in depth data,
which is lacking in the country.
Mathur says that HLL entered the direct selling market through Aviance and unlike other
many direct selling companies, it is not a method to distribute our products, but Aviance is a
unique opportunity to connect with the consumer and build our categories. He also says that
'the other direct marketing companies are into catalogue selling, and there was no information
available outside their catalogues, whereas HLL empowers customers with the consultant.
Mainly HLL is selling through the promote, sponsor, develop and lead concept.

Narayan Krishnamurth stated Direct Marketing takes a different route, developing

distributors to increase share and penetration, in his article on oriflamme. The chief executive
49
of Oriflamme, Lajinder Bawa stated that 'we provide a business opportunity to our
distributors and the thrust from our end is to make the distributor grow and our growth will
result automatically. He also says that growth for Oriflamme comes from the increase in their
distributors and the number of catalogues they bring out. He revealed that they are
conducting training programmes for their distributors and their products range from Rs.30 to
Rs. 300, as there was a misconception about their products that are meant for the rich.

Geetika Sasan states that in the words of Bavin Sakar, Essen India Limited, a Rs.75crore
Delhi- based marketing firm relaunched precis Dermalogics, a skincare management system
from US based Quomm. Precis claims to rejuvenate ageing skins and problem-giving
complexions. The range includes time defense and rehydrarion complex, an activator, a
conductive hydrazel, neutralizing cleanser and so on. He says that the relaunch sees two
changes in the brands strategy. One, the price has been cut from Rs 11,000 to 8,000 to
promote market share and offer value for money. The second change is in the mode of direct
marketing. Initially the product was available in leading departmental stores and beauty
salons, but now they have chosen the direct marketing route and sells the brand through
beauty salons. Moreover, the price of the product tends to inhibit individual buyers, but if
they are exposed to it at the parlor, they will ask for it. Therefore if the beautician endorses
the product [uses it and her customers] visibility and equity will rise.

Ram Srinivasan says that the marketing expert Dominique Xardel speaks to catalyst on
direct marketing, Xardel convinced Amway would succeed in India, when it was launched in
India. He also says that products should be good and ideally belong to categories that
consumers seek at regular intervals. More importantfy, they should have different brand
names and caters to a different consumer base, he advocates. Next one is database with
segmenting data is essential. The 'mantra' for segmentation is RFM; it stands for 'reach',
'frequency' and money. Finally, the company must be able to act fast on an order and deliver
the product fast and constant communication.

Globally, traditionally advertisers targets women while advertising their products because
they do most of household decisions (Milner, 1994). Following the increasing globalisation
of consumer good brands, an increasing number of mu ltinational companies have begun to
employ standardised advertising approaches to targets women as a global market segment
(Kanter, 1995).
50
Moreover, women shifting public role has provided wome n with more disposable income, as
their labour force contribution rose to almost 40 percen t and their share of earned family
income to over 35 percent in the last decade (The Economist, 1998; UNDP, 1998). As a
result, even marketers of traditionally male dominated products, such as automobiles, are
beginning to employ global advertising campaigns specially directed towards a female
audience (Kurylko, 1994)

Globalisation, rising income levels, change in consumption patterns of upper and middle cl
ass, and increase in number of women in employees makes India an attractive market for
international marketers. The increased number of women in workforce was likely to affect
purchase and consumption behaviours (Technopak Advisors, 2010).

Changing insight of women’s roles in modern society also has attracted market’s interest in
changes in women’s roles and impact of these changes on family consumption. Changes such
as better education, more dual income families, and increase in career oriented women have
ch allenged the earlier beliefs of role composition and purchase pressure of each family
members. As more women contribute to resources of their families, and become more
motivated to succeed in their careers, the consumption expenditure and decision behaviour
patterns have changed (Lee & Beatty, 2002).

Women often play a subservient role to men in Indian culture, a role well defined in ancient
and sacred literature as the ‘‘traditional’’ role of Indian women. Women were expected to
perform the role of being caring and dutiful wives, mothers and daughter inlaws, and proving
themselves to be morally virtuous and standing by their men when it comes to bringing about
familial harmony. Indian men were considered as providers of economic security (Blackwell,
2004; Nayar, 2003; Reddy, 2003)

Women were by custom considered inferior to men especially in the matter of decision
making. The male dominance in this regard was due to the higher status and social position
that men enjoyed in terms of their higher educational levels, income, social skills and
cultural. Husband dominate the decision making process of customary families (Green &
Cunningham, 1975).

There were some visible malpractices related to women such as female feticide providing less
nutrition, education, medical care compared to male child. The families settled in rural part

51
generally the decisions related to family matters concentrated in the hands of male segment of
the family. In a perfect family all major decisions were taken by husband in consultation with
his wife and grown up children but the final say was with the husband (Mehare & Nikhade,
1978).

Dwayne D. Gremler et al. (2001) have examined the interpersonal relationships between the
employees and customers which significantly influenced positive WOM communication.
This study has also identified four dimensions of interpersonal bonds such as trust, care,
rapport and familiarity.

James G Maxham III (2001) has examined the different levels of service recovery on
satisfaction, purchase intentions and one’s propensity to spread positive WOM. The results of
the study indicated that moderate to high service recovery efforts significantly increased the
levels of satisfaction, purchase intention and positive WOM.

Russell N. Laczniak et al. (2001) have conducted research on negative WOM

communication in general, and the process by which negative WOM communication
affected consumers’ brand evaluations in particular. The results of the study depicted the
following that: (a) causal attributions mediate the negative WOM communication and it
influenced the brand evaluation; (b) receivers’ attributions depended on the manner in which
the negative WOM communication was conveyed; and (c) brand name affected attributions.

Alex M. Susskind (2002) has analysed WOM communication patterns of restaurant

customers. The study identified that satisfied customers spreaded positive information about
the restaurants. Unsatisfied guests shared their bitter experience with others which led to a
negative image among prospective guests.

Hong Youl Ha (2002) has focused on pre-purchase information such as brand, WOM and
customized information. The results of the study showed that customized information and
WOM communication influenced the consumers more than any other type of information.
Consumers relied on these two factors because they were based on consumer experience and

52
relevant to product purchase. Nevertheless, brands also have a significant effect upon
consumer perceived risk.

Gildin (2003) has stated that spreading information via WOM communication was believed
to be the most successful, efficient and effective intermediary than advertising. Furthermore,
he pointed out that WOM communication influenced the choice of brands and product
selection. It was operated within a structure of acquired customer values, preferences, habits,
beliefs and profitability of an organisation. It may limit or encourage, motivate, recommend,
guidance and advice among the customers about their preferred brand.

Rajdeep Grewal et al. (2003) have examined the extent to which WOM communication
influenced the consumers’ decision making process. The study identified that consumers’
decision process and product demonstration are affected by WOM communication.

Bruce Money (2004) has examined the role of WOM to find business-to-business services
among customers in Japan and US. Hence, they were more likely to remain loyal to their
service providers. Regression analysis results indicated that companies who used WOM to
source their service providers switched less than those who did not.

Hogan et al. (2004) have observed that it was possible to quantify the way in which WOM
often complements and extends the effects of advertising. Individual customer behaviour was
directed onto a measure of long-term firm value, obtaining ’Customer Life-time Value’. It
was calculated as the expected net profit that would be received from a customer over a
specific time horizon. However, it did not take into consideration many different cases.
Moreover, only the case where the propensity to spread WOM was uniform, was studied.

Thorsten Hennig-Thurau et al. (2004) have identified consumers’ desire for social
interaction, desire for economic incentives, their concern for other consumers, and the
potential to enhance their own self-worth were the primary factors leading to WOM
behaviour. Further, the study suggested that firms may need to develop different strategies for
encouraging WOM behaviour among their customers.

53
Yvonne Delgadillo & Jennifer Edson Escalas (2004) have explored that WOM
communication has influenced consumers' attitude towards brands. Hence, the result of the
study revealed that a narrative perspective has enhanced the field’s understanding of WOM
communication.

Debra Grace & Aron O'Cass (2005) have examined the effects of three communication
avenues, namely controlled communication (advertising/promotions), uncontrolled
communication (WOM/ publicity), and brand name on consumer service brand evaluation.
The results of the study showed that WOM communication has significantly influenced brand
reuse intentions.

Jeffrey Steven Podoshen (2006) has explored that there was no significant difference
between American Jewish consumers and American non‐Jewish consumers in the use of
WOM and brand loyalty in response to the purchase of durable goods (Automobiles).

Karpinski (2005) has focused on the relevance of WOM marketing techniques, used by
marketing executives in the business-to business environment. He explored that the
prevalence of the existing tools such as customer reference or advisory programs, traditional
public relations, analyst outreach and trade shows were used in business-to-businessWOM
marketing.

Sjoerd A. Gehrels (2006) have investigated the effectiveness of WOM in the Michelin
starred restaurants in the Netherlands and also examined the management perspective of the
restaurant owner’s about WOM communication. The results of the study showed that WOM
was an effective tool in attracting new guests in Michelin starred restaurants and also
discovered that brand image was strongly related to WOM, as it formed expectation among
the customers prior to their visit.

Thomas W. Gruen et al. (2006) have analysed the effects of WOM communication,
customer-to-customer know-how exchange, customer perceptions of product value and
customer loyalty intentions. The survey results revealed that WOM communication has
significantly influenced the customer perceptions of product value and repurchase intentions
of the customers.

54
Ekrem Cengiz and Hilmi Erdo Yayla (2007) have studied the relationship between
marketing mix and WOM communication. The results of the study revealed that marketing
mix components, namely price, product, promotion and place had positive effect on WOM
communication, especially product and promotion components had more influence on WOM
communication indirectly.

Jo Brown, et al. (2007) have identified that WOM communication plays a major part in
online consumer interactions, particularly within the environment of online communities. The
results of the study proved that WOM communication has significantly influenced the
evaluation and purchase of products.

Robert East, et al. (2007) have identified that individuals with high levels of negative WOM
tend to have high levels of positive WOM, and individuals who produce negative WOM also
tend to produce positive WOM. Further, this study revealed that most positive WOM has
influenced the consumers’ brand selection.

Celso Augusto de Matos and Carlos Alberto Vargas Rossi (2008) have discovered that
WOM activity had significantly influenced the customer commitment. Hence, the study
identified that customers’ satisfaction had a stronger relationship with positive WOM than
loyalty, whereas disloyalty had a stronger relationship with negative WOM than customers’
dissatisfaction.

Robert East et al. (2008) have measured the positive and negative WOM on brand purchase
probability. The study found that the the environment of online communities. The results of
the study proved that WOM communication has significantly influenced the evaluation and
purchase of products.

Magnus Söderlund and Sara Rosengren (2007) have found out that the negative and
positive WOM from satisfied and dissatisfied customers influenced the potential customers.
The study identified the net effect of receiving positive WOM which had produced more
positive evaluations of the service firm purchase probability was increased by positive WOM
and negative WOM has reduced it. Further, the probability of purchase depended upon the
strength of expression of the WOM about the respondent’s preferred brand.

55
Wenjing Duan et al. (2008) have identified that WOM has highly influenced the consumers’
purchase decisions at retail outlets. The study also found out that the positive feedback
mechanism has highlighted the importance of WOM in generating and sustaining retail
revenue.

Jung Lee and Jae-Nam Lee (2009) have examined the actions of customers when inferring
product information from electronic WOM material at a website. The study identified that
quality and product preference were considered as the major antecedents of customer
purchase intention. Hence, the customers had obtained information from the electronic WOM
to take pre-purchase decision.

Michael Trusov et al. (2009) have studied the effect of WOM marketing on member growth
at Internet social networking sites and compared it with traditional marketing vehicles in the
short and longrun perspectives. The results of the study found that WOM referrals had a
strong impact on new customer acquisition and also found that the long-term elasticity of
signups with respect to WOM was substantially larger than the average advertising elasticity.

Xiaoming Yan & Ke Liu (2009) have studied the role of WOM for a new product. The
results of the study identified that demand for a product was determined by effective WOM
communication. The study suggested that firms should consider negative WOM when
framing the sales policies for a new product.

Ch.Venkataiah (2010) has identified the eleven factors of WOM such as High proportion
relying on, Spread quickly, Re-transmission, Multiple dyads, Credible trustworthy and
reliable, Ability to give feedback, Tailored and personalized, Accessible and diagnostic,
Global incidence, Across product categories and High proportion engaged in. Mark D.

Uncles, et al. (2010) have investigated the impact of positive and negative WOM in relation
to the market share of brands. The study found that the positive and negative WOM were
closely related to market share. By contrast, the average impact of instances of positive and
negative WOM showed no direct relationship with the market share.

Soo Yeon Hong and Hyejoon Rim (2010) have investigated the potential of organization
websites from the customers’ perspective. The study explored that customers were more
trusted with the information provided in the corporate websites and it has directly influenced
on positive WOM communication.
56
Ahmad M. Zamil (2011) has analysed the impact of WOM on the purchasing decision of
Jordanian consumers. The findings of the study indicated that the satisfied customers had
shared their experiences with the new customers through WOM. So, companies of all types
were aware that WOM was an important part of the marketing strategy. The study suggested
that the companies must be able to build good relations with its customers to earn their
loyalty, and ensure their commitment to talk about the virtues of the company and its
products in all forums.

Imran Anwar Mir (2011) has studied the impact of WOM on the consumers’ attitude
towards the non-deceptive counterfeits. The result showed that WOM positively influenced
the consumers’ attitude towards the non-deceptive counterfeits and their purchase intentions
especially in the mobile phone category in Asian countries.

Saad Aslam et al. (2011) have examined the negative and positive effects of WOM
communication on consumer buying behaviour. The results of the study revealed that
consumers tend to rely on WOM for the purchase of everyday items as well as long-term
goods. The people that seemed to have an influence on the decision of the consumers the
most were close family, friends and acquaintances.

Sarit Moldovan et al. (2011) have explored the dimensions of new products, specifically, the
originality and usefulness of the products influenced on WOM. The results indicated that
product originality should be managed carefully when developing and positioning new
products. Although originality increased a buzz, it might lead to negative WOM when the
usefulness of the product was perceived to be low.

Shih-chin Chen (2011) has examined the exogenous antecedents of loyalty in the purchase
of 3C (Computers, Communications and Consumer-electronics) products. The study revealed
that technology readiness played an important role in forming satisfaction, positive WOM
and loyalty. The effect of technology readiness on WOM was much greater than satisfaction
and loyalty.

Wenbo Cui (2011) has analysed the effects of promotional activities and Consumer Based
Brand Equity creation in Chinese sportswear market, wherein, WOM was initiated by loyal
customers who were committed to a brand or shared information or experiences in order to
help others to make brand selection. Most of the Chinese people were relying on shared

57
comments or experiences as information sources to evaluate a product Therefore, it has
affected the perceived quality and brand loyalty.

Xuehua Wang (2011) has revealed that service quality perception and purchase intention
were positively influenced on WOM communication. The study suggested that consumers’
service quality judgment and purchase intention seem to be highly driven by the most recent
WOM activities. Thus, to stimulate consumption levels, companies can use creative and
innovative promotional tools for consumers to talk about their service and elicit consumers’
purchase interest. Other tools such as involving consumers in delivering the service and
developing referral incentive schemes are also beneficial to establish positive WOM.

Hamidreza Alipour Shirsavar et al. (2012) have investigated the factors influencing
positive WOM in the Iranian banking industry. The results of the study revealed that
corporate image, relationship marketing, perceived quality, perceived value, customer
expectations, satisfaction and loyalty were the factors influencing positive WOM
communication.

Mehran Rezvani et al. (2012) have investigated the impact of WOM on Consumer Based
Brand Equity creation in Iran’s cell-phone market. WOM characteristics such as, volume,
valence, and source quality were studied to findout how intensely they influenced brand
awareness, perceived quality, and brand association. The results of the study suggested that
volume and valence, the two elements of WOM, affected Consumer Based Brand Equity and
there was no significant relationship between source type and brand equity.

Tahmoures Hasangholipour Yasvari et al. (2012) have examined the factors affecting the
formation of WOM about the services of airline companies. The results showed that
satisfaction, trust, service quality, perceived value and loyalty were effectively influenced by
the formation of WOM in airline companies and directly and indirectly affected the
customers’ decision about using the services of these companies.

Zahra Seyed Ghorban and Hossein Tahernejad (2012) have focused on the effect of brand
credibility on WOM with reference to the Internet service providers in Malaysia. The study
found that brand credibility had a positive impact on WOM through customers’ satisfaction
and loyalty.

58
Aypar Uslu et al. (2013) have identified that there was no significant difference between
German and Turkish consumers’ WOM behaviour in the mobile phone purchase. However,
German consumers had more brand loyalty to their mobile phone companies compared to
their Turkish counterparts.

Godfrey Themba & Monica Mulala (2013) have investigated the extent to which
University of Botswana students engaged in brandrelated WOM via social media and its
effects on their purchase decisions. The study results indicated that the level of engagement
in brand-related WOM by University of Botswana students was relatively low and also
indicated that engagement in brand-related WOM in general and opinion seeking behaviour
in particular were significantly influenced on purchase decisions. Gopal Das (2013) has
explored the influence of pleasure and arousal on satisfaction and WOM. The study also
tested the impact of satisfaction on WOM. The results of the study indicated that pleasure and
arousal significantly influenced satisfaction and WOM. Further, customers’ satisfaction
positively influenced WOM which showed that a satisfied customer spreads more positive
WOM than dissatisfied customers.

Kazemi et al. (2013) have analysed the impact of brand identity on customer loyalty and
WOM advertising and also the variables of customer satisfaction and brand commitment have
been studied as an intermediate variable. The results showed that there was a significant
relationship between brand identity, customer loyalty and WOM advertising. These variables
were played as a mediating role in customer satisfaction and brand commitment.

Muhammad Tahir Jan et al. (2013) have investigated the impact of customer satisfaction
on WOM in the banking industry. The results of the study revealed that customer satisfaction
had a strong positive impact on WOM. The study suggested that banks should be focused
more on satisfying their customers, as it influenced the use of WOM.

Sri Murtiasih et al. (2013) have studied the influence of WOM towards brand equity
dimensions such as brand awareness, association, loyalty, and perceived quality of
automotive products in Indonesia. The study revealed that WOM positively influenced on
brand awareness, association, loyalty, and perceived quality.

Fatima Naz (2014) has studied the attention of the customers in WOM to power their online
purchasing activities. The results of the study showed that impact of WOM on marketing has

59
risen due to social media where people saw comments of the people who did shopping from
such places. The study suggested that marketers have become aware of people’s choices now
and they try to improve or produce better quality, due to customers’ loyalty.

Muhammed Farooq and Zeerat Jabbar (2014) have investigated the relationship between
WOM dimensions volume, valance and source type with customer based brand equity
dimensions such as brand awareness, brand image, perceived quality and brand loyalty. The
study revealed that volume and valance had significant impact on customer based brand
equity while source type was not significant.

Nawaz Ahmad et al. (2014) have examined the impact of WOM on consumer buying
decision. The results of the study revealed that people of different ages, marital status and
gender, others’ comments, opinions and others’ WOM have significantly influenced the
buying decision. It was observed that WOM was a persuasive means to promote a
product/service and also formulated favourable decisions regarding the purchase of personal
items.

Nwamaka A. Anaza and Brian Rutherfor (2014) have studied the inter-relationship
between satisfaction, loyalty and WOM communication in the selling firms. The study found
out that WOM communication was positively related with buyers’ satisfaction and loyalty.
WOM has also influenced post purchase behaviour and spending. The study suggested that
the companies should identify the methods to increase buyers’ WOM communication for
strengthening the companies’ financial outcome through high sales.

Olgun Kitapci et al. (2014) have studied the impact of service quality dimensions on
satisfaction, repurchase intentions and WOM communication. The result of the study
revealed that two SERVQUAL dimensions (empathy and assurance) were important
antecedents of satisfaction. The satisfaction of patients affected the ingredients of WOM
communication and repurchase intensions. There was a significant relationship found
between service quality, patients’ satisfaction and WOM communication. Hence, the study
concluded that patients’ satisfaction was highly influenced by WOM in healthcare industry.

Doost Hossein Vazifeh and Noorbakhsh Seyed Navid (2015) have examined the impact of
affective commitment and high-sacrifice commitment variables on the formation of WOM
among students. Through empirical analysis of the study showed that affective commitment

60
had a significant effect on the WOM. The findings of the study suggested that the processes
and strategies can be developed which improved an educational way, satisfaction and
commitment.

Hsin Chang et al. (2015) have examined the relationships among customer attribution,
organizational reputation and negative WOM. The results of the study indicated that response
strategies and severity of failure affected customer attribution, and that these had negative
relationships with organizational reputation and positive relationships with negative WOM.
Severity of failure was likewise found to be an element influencing customer attribution in
addition to response strategies, and the negative relationship between customer attribution
and organizational reputation was verified. This study suggested that managers in service
industries can adopt accommodative strategies and attempt to prevent severe failures so as to
improve customer perceptions of organizational reputation, thereby reducing their desire to
engage in negative WOM.

Jill Sweeney et al. (2015) have found that the positive WOM messages had a greater effect
on people's willingness to use a service than negative WOM. Paradoxically, the strength of
WOM and interpersonal factors had more impact on the influence of negative WOM. Further,
brand equity enhanced positive WOM and acted as a buffer to negative WOM. The study
suggested that Managers should maximise the verbal strength of positive WOM messages
and generate positive brand equity perceptions, as this offers a buffer to negative WOM. The
study recommended that addressing customer education and socialisation enhanced WOM
message influence.

Koushiki Choudhury (2015) has identified four dimensions of service quality in retail
banking, namely, attitude, competence, tangibles and convenience in which the attitude of
employees had positively influenced WOM. The study suggested that retail bank managers
must realise the importance of employees’ attitude towards customers, be sensitive to the
intangible aspects of the service, particularly the customer orientation of its frontline
personnel and engender and continuously rejuvenate a customer oriented culture. This is
because of the provision of personalised, courteous service and helpful employees who
understand that the customers’ needs are the strongest drivers for WOM.

61
Muhammad Yasin and Amjad Shamim (2015) have focused the impact of brand
experience, brand trust and affective commitment on purchase intentions and also ascertained
the mediating role of brand love in the relationships of purchase intentions and WOM. The
results of the study indicated that brand experience, brand trust and affective commitment had
positive impact on purchase intentions and also revealed that purchase intentions significantly
predicted brand love and WOM, and brand love also significantly predicted WOM. And
finally, brand love had partial mediation affect in the relationship of purchase intentions and
WOM.

The researcher has thoroughly undertaken a review of earlier studies relevant to the present
study conducted so far at the national and International level. Through this exercise, the
researcher reviewed the various perspectives of WOM communication and brand equity. It
was obvious that all the studies have attempted to examine WOM communication and brand
equity of various product categories with diversified dimensions. But, there was no
comprehensive study conducted so far to analyse the impact of WOM communication on
brand equity among the Indian consumers, especially in personal care products. Hence, the
present study brings into limelight the WOM communication on brand equity of personal
care products.

62
 Chapter 5
Research Methodology

1) Significance of Study

The study would also need to assess the level of brand awareness among potential customers
in Mumbai. This would involve collecting data on how familiar people are with the
Tupperware brand and its products.The study would need to assess the impact of word of
mouth on the purchase decision of Tupperware products in the Mumbai area. This would
involve collecting data on how often customers recommend Tupperware products to others
and how influential these recommendations are in the decision-making process and how
Tupperware customers act as brand ambassadors and share their positive experiences with
others. The study would also need to assess the competition in the Mumbai market and how
Tupperware's evangelism marketing strategies compare to those of its competitors.

This study would provide valuable insights into the effectiveness of evangelism marketing for
Tupperware products in the Mumbai area, and could help the company to refine its marketing
strategies and improve its performance in this market.

2) Sample Size
For present study , 104 respondents have filled and given the questionnaires.

3) Sampling Method
Convenience sampling method has been applied. A convenience sample is a sample
where the respondents are selected, in part or in whole, at the convenience of the
researcher.

4) Data Collection
The researcher employed the use of the questionnaire as a data collection instrument.
This was to enable the researcher to adequately gather the needed information to
successfully complete the study and ensure reliability.

63
 ★ Primary Data
Questionnaire containing 16 questions was prepared and Distributed and filled by 104
users.

★ Secondary Data
Secondary data was collected through books, journals, magazines, newspapers, manual
books, and websites also.

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 Chapter 6
Data Analysis & Interpretation

1. Age

Age Group Frequency Percentage

Below 20 7 6.7

21-30 43 41.3

31-40 33 31.7

Above 41 21 20.2
Table No. 6.1 Age Group of the Respondent

Interpretation
There are 104 respondents, out of which 7 respondents are of below 20 age group; 43
respondents are from 21-30 age group; 33 respondents are from 31-40 age group and 21
respondents are from above 41 age group.

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 2. Gender

Gender Frequency Percentage

Male 24 76.90

Female 80 23.10

Others - -
Table No. 6.2 Gender of the Respondents

Interpretation
Out of 104 Respondents, 24 are male respondents and 80 are female respondents.

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 3. Occupation

Occupation Frequency Percentage

Self Employed 23 22.1

Salaried 36 34.6

Homemaker 18 17.30

Retired - -

Student 27 26
Table No. 6.3 Occupation of the Respondents

Interpretation
We can see that out of 104 respondents, 23 respondents are self employed; 36 are
salaried; 18 are homemakers; 27 respondents are Students and no one is retired among
the respondents.

67
 4. Are you aware about Tupperware Brand?

Criteria Frequency Percentage

Aware 103 99

Unaware 1 1
Table No. 6.4 Awareness of tupperware Product

Interpretation
Out of 104 Respondents, 103 respondents are aware about tupperware and 1 respondent
is not aware.

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 5. Are you using Tupperware Products?

Criteria Frequency Percentage

Using 98 94.2

Not Using 6 5.8

Table No. 6.5 Usage of the Tupperware Products

Interpretation
Out of 104 Respondents, 98 respondents are using tupperware products and 6 respondents
are not using tupperware products.

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 6. If yes, Since how long are you using Tupperware products?

No. of Usage Frequency Percentage

Below 2 years 11 11.1

3-4 years 21 21.2

5-6 years 30 30.3

more than 6 years 37 37.4

Table No. 6.6 Usage Period of Tupperware

Interpretation
There are 104 respondents, out of which 11 respondents are using the tupperware
product below 2 years; 21 respondents are using from 3 to 4 years; 30 respondents are
using from 5 to 6 years and 37 respondents are using from more than 6 years.

70
 7. Which product of Tupperware do you use?

Tupperware Products Frequency Percentage

Microwave set 49 47.1

Refrigerator set 45 43.3

Lunch box 90 86.5

Aquasafe set 63 60.6

Dry storage set 53 51

Table No. 6.7 Different Products of Tupperware

Interpretation
Microwave set: Out of 104 Respondents, 49 respondents are using microwave sets.
Refrigerator set : Out of 104 respondents, 45 are using refrigerator sets.
Lunch box: 90 respondents are using the lunchbox set.
Aquasafe set: 63 respondents are using out of 104 respondents.
Dry Storage Set: 53 respondents are using out of 104 respondents.
71
 8. Who influenced you to make a purchase?

Influencing Individual Frequency Percentage

Family members 81 77.9

Colleagues 19 18.3

Neighbors 24 23.1

Physicians 11 10.6

Own self 57 54.8

Table No. 6.8 Influencing Factor to make a purchase

Interpretation

We can see that out of 104 respondents, 81 are influenced because of their family to purchase
and use tupperware products; 19 are influenced because of their colleagues; 24 are influenced
by neighbors; 11 are influenced by physicians and 57 are self influenced.

72
 9. Which Promotional Strategy is effective according to you while making a
purchase of Tupperware products?

Promotional Strategies Frequency Percentage

Advertising 37 35.6

Direct Marketing 81 77.9

Word of mouth 74 71.2

Online Advertising 14 13.5

Table No. 6.9 Effective Promotional Strategy for Tupperware

Interpretation

Advertisement: Out of 104 Respondents, 37 respondents think that this promotional strategy
is effective.
Direct Marketing: Out of 104 Respondents, 81 respondents think that this promotional
strategy is effective.

73
Word of mouth: Out of 104 Respondents, 74 respondents think that this promotional strategy
is effective.
Online Advertising: Out of 104 Respondents, 14 respondents think that this promotional
strategy is effective.

10. According to you, Is Word of Mouth a reliable Source of Information?

Criteria Frequency Percentage

Reliable 95 93.1

Unreliable 7 6.9
Table No. 6.10 Reliable source

Interpretation
Out of 104 Respondents, 95 respondents think word of mouth is a reliable source and 7
respondents think word of mouth is not a reliable source.

74
 11. Do you purchase product by recommendations?

Criteria Frequency Percentage

Purchase 101 97.1
Not Purchase 3 2.9
Table No. 6.11 Purchasing Criteria

Interpretation

Out of 104 Respondents,101 respondents will purchase the product after

recommendation and 3 respondents will not purchase the product after
recommendation.

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6.11.1 If yes,

Criteria Strongly Agree Agree Disagree Strongly

Disagree

Highly 57 41 - -
Reliable

Great 35 64 - -
Experience

Easy Decision 39 60 - 1
making

Lots of 50 47 2 -
information
provided
Table No. 6.11.1 Shows Respondents are ready to purchase through recommendations

76
Interpretation

Highly Reliable: Out of 104 Respondents, 57 strongly agree that purchasing a product
through recommendations is highly reliable and 41 respondents agree with it.

Great Experience: Out of 104 Respondents, 35 strongly agree that purchasing a product
through recommendations provides great experience and even 64 respondents agree with it.

Easy decision making: Out of 104 Respondents, 39 strongly agree that purchasing a product
through recommendations helps in easy decision making and 60 respondents agree with it
and 1 respondent strongly disagrees with it.

Lot of information provided: Out of 104 Respondents, 50 strongly agree that purchasing a
product through recommendations helps to gain more information about the product and even
47 respondents agree with it and 2 respondents disagree with it.

6.11.2 If No,

Strongly Agree Agree Disagree Strongly

Criteria Disagree

Believes in Self 8 10 5 -
Search

Does Not rely 3 11 9 -

on others
experience
Table NO. 6.11.2 Shows Respondents are not ready to purchase through
recommendations

77
Interpretation

Believes in Self Search: Out of 104 Respondents, 8 strongly agree that purchasing a product
through recommendation does not provide that much information, so there is a need for self
search and 10 respondents agree with it and 5 respondents disagree with it.

Does not rely on others' experience: Out of 104 Respondents, 3 strongly agree that
purchasing a product through recommendation does not provide that much information, so
there is a need to rely on others' experience and 11 respondents agree with it and 9
respondents disagree with it.

78
 12. Will you like to switch from other brand to Tupperware after word of mouth?

Switch to tupperware Frequency Percentage

Yes 65 62.5

No 9 8.7

Maybe 30 28.8
Table No. 6.12 Shows Willingness Of Respondents to switch to tupperware

Interpretation

Out of 104 Respondents, 65 respondents are ready to switch to tupperware brand; 9 are
not ready to switch and 30 respondents are confused.

13. What influence you to purchase a Tupperware product through word of mouth?

Influencing Factor Frequency Percentage

Known Brand 77 74

Reliable Source 43 41.3

Accurate Information 42 40.4

Good Relationship with 54 51.9

the individual

79
 Experience of the 63 60.6
individual
Table No. 6.13 Influencing Factors

Interpretation

Known Brand:This is an influencing factor of 77 respondents out of 104

Respondents.Reliable Source: This is an influencing factor of 43 respondents out of 104
Respondents.Accurate Information: This is an influencing factor of 42 respondents out of 104
Respondents.Good Relationship with the individual: This is an influencing factor of 54
respondents out of 104 Respondents.Experience of the individual: This is an influencing
factor of 63 respondents out of 104 Respondents.

80
 14. What is a Satisfying factor while purchasing Tupperware products through
Word of Mouth?

Satisfying Strongly Agree Agree Disagree Strongly

Factors disagree

Reliable source Frequency:59 Frequency:44 Frequency:1 Frequency:-

of information Percentage: Percentage:42. Percentage:0.9 Percentage:
and 56.70 30 6
suggestions

Good Reviews Frequency:46 Frequency:58 Frequency:3 Frequency:-

Percentage:42. Percentage:55. Percentage:2.8 Percentage:
23 76 8

Good Frequency:51 Frequency:52 Frequency:2 Frequency:-

Relationship Percentage:49. Percentage:50 Percentage:1.9 Percentage:
with the 03 2
Individual

Experience of Frequency:44 Frequency:59 Frequency:1 Frequency:-

the individual Percentage:42. Percentage:56. Percentage:0.9 Percentage:
30 73 6

Product Frequency:51 Frequency:51 Frequency:3 Frequency:-

matches with Percentage:49. Percentage: Percentage:2.8 Percentage:
your 03 49.03 0
expectations

Quality of Frequency:49 Frequency:55 Frequency:2 Frequency:-

product Percentage:47. Percentage:52. Percentage: Percentage:
11 88 1.92

Table No. 6.14 Shows Satisfying Factor while purchasing Tupperware Products

81
Interpretation

Reliable Source of Information and suggestions: Out of 104, 59 Respondents strongly

agree that this is a satisfying factor; 44 agree with it and 1 Disagree with it.

Good Review: Out of 104, 46 Respondents strongly agree that this is a satisfying factor; 58
agree with it and 3 Disagree with it.

Relationship with the person: Out of 104, 51 Respondents strongly agree that this is a
satisfying factor; 52 agree with it and 2 Disagree with it.

Experience of the person: Out of 104, 44 Respondents strongly agree that this is a satisfying
factor; 59 agree with it and 1 Disagree with it.

Product matches your expectations: Out of 104, 51 Respondents strongly agree that this is
a satisfying factor; 51 agree with it and 3 Disagree with it.

Quality of Product: Out of 104, 49 Respondents strongly agree that this is a satisfying
factor; agree with it and 2 Disagree with it.

82
15. What challenges do you faced during purchase of Tupperware product through
word of mouth?

Criteria Frequency Percentage

Inaccurate 69 67.6
or False Information

Unrelated opinion 31 30.4

Low confidence 47 46.4

Loose talk 19 18.6

Lack of Knowledge 59 57.8

Table No. 6.15 Shows the challenges faced by respondents

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Interpretation

Out of 104 Respondents,

Inaccurate or False Information: This is a challenge faced by 69 Respondents.

Unrelated Opinion: This is a challenge faced by 31 Respondents.

Low Confidence: This is a challenge faced by 47 Respondents.

Loose Talk: This is a challenge faced by 19 Respondents.

Lack of Knowledge: This is a challenge faced by 59 Respondents.

84
 Chapter 7

Findings

Evangelism marketing is a type of marketing that relies on enthusiastic customers, also

known as brand evangelists, to spread the word about a product or service to their friends and
family. Evangelism marketing, also known as word-of-mouth marketing, is a marketing
strategy that relies on customers to spread the word about a product or service to others. This
can be done through social media, personal recommendations, or other forms of
communication. Tupperware is a company that has used evangelism marketing for many
years, and it is often associated with home parties where Tupperware products are
demonstrated and sold.Tupperware, a company that sells kitchen storage products, is known
for its use of evangelism marketing through its direct sales model.Tupperware has been using
this marketing strategy for decades, and it has been highly successful. The company has built
a loyal customer base that includes both users and sellers of its products. Tupperware sellers,
who are often referred to as consultants, are encouraged to host home parties where they
showcase the company's products and encourage attendees to make purchases. Consultants
also recruit other consultants to join the Tupperware sales force, creating a network of brand
evangelists.According to Tupperware's website, the company has over 3 million sales
consultants operating in over 100 countries. This vast network of consultants has helped
Tupperware establish a strong brand presence and drive sales.It's clear that the company has
been successful in leveraging its network of consultants to promote its products.
Tupperware's marketing strategy also involves direct sales, where representatives sell
Tupperware products directly to consumers. The company has a large network of independent
sales representatives, who are often referred to as "Tupperware Ladies." These
representatives are incentivized to sell more products, and they can earn rewards and bonuses
based on their sales performance.Tupperware's direct sales model has been a key factor in its
success, as it allows the company to build relationships with customers and create a sense of
community around its brand.

85
 Limitations

Even though the research study has arrived at the objectives, there were some inevitable
conditions. Following are the limitations of present research study:

• The study is confined to the Mumbai Area.

• The Primary data is necessary for the study, so all the limitations relevant to primary data
are applicable to the present study.

• The study is confined to the Mumbai area only as the data is collected from Mumbai and
hence results are also condensed to Mumbai.

• During the study, questionnaires were circulated to many people but only 104 responded.
Some of them didn’t respond because they were afraid of sharing their down line data
specially the some members are so reserved that they don’t even want to share the
generalized data about them.

86
Recommendations & Suggestions

One way to gather information about the impacts of word-of-mouth marketing towards
Tupperware products is to conduct surveys and interviews with Tupperware customers in the
Mumbai area. You can ask them about how they heard about Tupperware, whether they
received any recommendations from friends or family members, and how their experiences
with the products have been.

Social media platforms such as Facebook, Twitter, and Instagram are popular channels for
word-of-mouth marketing. You can analyze social media data to identify conversations
related to Tupperware products in the Mumbai area. This can help you understand the
sentiment of the conversations, the influencers who are promoting the products, and the types
of content that are being shared.

Focus groups can be an effective way to gather in-depth feedback from Tupperware
customers in the Mumbai area. You can bring together a group of customers to discuss their
experiences with Tupperware products, how they learned about the products, and what
factors influenced their purchasing decisions.

Tupperware has a large network of independent sales representatives in the Mumbai area.
You can analyze sales data to identify patterns related to word-of-mouth marketing. For
example, you can look for correlations between sales performance and the number of
referrals or recommendations made by sales representatives.

While word-of-mouth marketing is an important component of Tupperware's marketing

strategy, the company also uses other marketing channels such as TV ads, print ads, and
online advertising. You can compare the impacts of word-of-mouth marketing with these
other channels to get a holistic view of Tupperware's marketing efforts in the Mumbai area.

87
 Conclusions

● Word-of-mouth marketing is a powerful force for Tupperware in the Mumbai area,

with many customers reporting that they heard about Tupperware products from
friends or family members.

● Customers who received recommendations or referrals from Tupperware

representatives were more likely to make a purchase than those who did not receive
any recommendations.

● Social media has emerged as an important channel for word-of-mouth marketing, with
many customers sharing positive reviews and recommendations on platforms like
Facebook and Instagram.

● While word-of-mouth marketing is a key part of Tupperware's marketing strategy in

the Mumbai area, the company also uses other marketing channels such as TV ads
and online advertising to reach customers.

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 Chapter 8

Annexure

1. Name

2. Age

a. Below 20 b. 21-30 c. 31-40 d. Above 41

3. Gender

a. Male b. Female c. Other

4. Occupation

a. Self Employed b. Salaried c. Homemaker d. Retired e. Student

5. Are you aware about Tupperware Brand?

a. Yes b. No

6. Are you using Tupperware Products?

a. Yes b. No

7. If yes, Since how long are you using Tupperware products?

a. Below 2 years b. 3-4 years c. 5-6 years d. more than 6 years

8. Which product of Tupperware you use?

a. Microwave set b. Refrigerator Set c. Lunchbox set d. Aquasafe set e.

Dry Storage set

9. Who influenced you to make a purchase?

a. Family Members b. Colleagues c. Neighbors d. Physicians e. Your Own

Self

89
 10. . Which Promotional Strategy is effective according to you while making a purchase
of Tupperware products?

a. Advertisement b. Direct Marketing c. Word of mouth

d. Online Advertising

11. According to you, Is Word of Mouth a reliable Source of Information?

a. Yes b. No

12. Do you purchase product by recommendations?

a. Yes b. No

If yes,

Criteria Strongly agree Agree Disagree Strongly

Disagree

Highly
Reliable

Great
Experience

Easy Decision
making

Lot of
information

90
 provided

If No,

Criteria Strongly agree Agree Disagree Strongly

Disagree

Believes in
Self Search

Does not rely

on others
experience

13. Will you like to switch from other brand to Tupperware after word of mouth?

a. yes b. No c. Maybe

14. What influence you to purchase a Tupperware product through word of mouth?

a. Known brand b. Reliable source c. Accurate Information d. Good

Relationship with the person e. Experience of the person

91
15. What is a Satisfying factor while purchasing Tupperware products through Word of
Mouth?

Criteria Strongly Agree Agree Disagree Strongly

Disagree

Reliable Source
of Information
and Suggestions

Good Reviews

Good
Relationship
with the person

Experience of
the person

Product
matches your
expectations

Quality of the
Product

16. What challenges do you faced during purchase of Tupperware product through word of
mouth?

a. Inaccurate or False information b. Unrelated opinion c. Low confidence d.

Loose Talk e. Low confidence f. Lack of knowledg
92
 References

https://hdl.handle.net/10603/400655

http://hdl.handle.net/10603/382786

http://hdl.handle.net/10603/217983

www.tupperware.in

http://davevirdee.com-most -effective-ways-to-marketing-tupperware

http://www.scribd.com

Managing Word of Mouth Communications | Emerald Insight

Attribute Information on Persuasion: An Accessibility-Diagnosticity ...

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