“A STUDY ON CUSTOMER SATISFACTION OF LEVER

AYUSH PRODUCTS WITH SPECIAL REFERENCE TO

KARUR DISTRICT”

A Project Report submitted to the BHARATHIDASAN UNIVERSITY,

TIRUCHIRAPPALLI
In partial fulfillment of the requirement for the award of the degree of
MASTER OF COMMERCE (CA)

Submitted by

S. INDHUMATHI
(REG.NO: P 21264353)

Under the Supervision and guidance of

MR.S.REVATHI, M.Com(CA)., M.Phil., PGDCA.,

Assistant Professor, Department of Commerce (CA)

DEPARTMENT OF COMMERCE (COMPUTER APPLICATIONS)

ANNAI WOMEN’S COLLEGE

(Arts and Science)

(Affiliated to Bharathidasan University, TIRUCHIRAPPALLI-620024)

TNPL ROAD, PUNNAMCHATHRAM, KARUR - 639136

MARCH--2023

1
CERTIFICATE

2
 CERTIFICATE

This is to certify that the project report entitled “A STUDY ON CUSTOMER

SATISFACTION WITH LEVER AYUSH PRODUCTS WITH SPECIAL
REFERENCE TO KARUR DISTRICT” submitted to the Bharathidasan University
in partial fulfillment of the requirement for the award of the degree of MASTER OF
COMMERCE WITH COMPUTER APPLICATIONS is a record of original
Research work done by S. INDHUMATHI (REG.NO. P 21264353) during the
period of the study in Annai Women’s College (Arts and Science) Karur, under the
guidance and supervision and the project report has not formed the basis for the
award of any degree/diploma/Associate/ Fellow or similar title to any University.

SIGNATURE OF THE HOD SIGNATURE OF THE GUIDE

Viva-Voice Examination held on

INTERNAL EXAMINER EXTERNAL EXAMINER

3
DECLARATION

4
 DECLARATION

I hereby declare that the project Report entitled “A STUDY ON CUSTOMER

SATISFACTION WITH LEVER AYUSH PRODUCTS WITH SPECIAL
REFERENCE TO KARUR DISTRICT” submitted to the Bharathidasan University
in partial fulfillment of the requirement for the award of the degree of Master of
Commerce With Computer Applications is a record of original Research work done
by me under the Supervision and Guidance of Ms.S.Revathi, M.Com(CA)., M.Phil.,
PGDCA., Assistant Professor, department of commerce(CA), Annai Women’s
College (Arts and Science) Punnamchatram, karur and it has not formed the basis for
the award of any degree /diploma / Associate / Fellow or similar title to any candidate of
any University.

Place: Karur SIGNATURE OF THE CANDIDATE

Date:

5
ACKNOWLEDGEMENT

6
 ACKNOWLEDGEMENT

It gives me great pleasure to acknowledge with gratitude personalities, without

whose help the completion of the work would not be been possible.

I express my Profound sense of Gratitude and indebtedness to the management

Specially Thiru.P.Thangaraju Chairman, Dr.K.Muthukumar Ms.,M.Ch.,
(plastic surgeon) Secretary, Thiru.N.Kandasamy Treasurer, and the all
trustee of Annai Sri Aurobindo Educational Trust extending the facilities
needed to this project.

I render my heartiest thanks to Dr.I.SARUMATHI M.Com.,M.Phil., Ph.D.,

MBM., MBA., NET.,Principal, Annai Women’s college (Arts and Science),
for having given me this fine opportunity to do the project.

I am ever grateful to Mrs. R. SUBHASHREE M.Com., M.Phil., B.Ed., Head

of the Department of Commerce (Computer Application), Annai Women’s
College (Arts and Science) Karur, for her encouraging and valuable support
and encouragement.

I have great Pleasure in conveying my hearty and sincere thanks to my guide

Ms. S. REVATHI, M.com(CA)., M.Phil., PGDCA., Assistant Professor,
Annai Women’s College (Arts and Science) karur, for her valuable guidance
unfailing courtesy and hospitality throughout the period of the study. She has
been ever willing to spare time for sharing her knowledge through discussions.

I express my sincere thanks to my faculty members of Department of

Commerce with Computer Applications who extended their help to complete
our project.

Above all I would like to thank God, almighty has been of great inspiration
who throughout stand by me in my entire project including completing this
successful work of mine.

Last but not least, I profoundly thank and express my gratefulness to all my
friends for the kind help rendered by them. I extend my affectionate thanks to
my parents who have been pillars of strength and source of constant support
throughout my life.

S. INDHUMATHI

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CONTENTS

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 TABLES OF CONTENTS

CHAPTER NO. CONTENTS PAGE NO:

LIST OF TABLES

LIST OF FIGURES

CHAPTER 1 INTRODUCTION 16 – 26

CHAPTER 2 REVIEW OF LITERATURE 27 – 33

INDUSTRY AND COMPANY

CHAPTER 3 34 – 56
PROFILE

DATA ANALYSIS AND

CHAPTER 4 57 – 79
INTERPRETATION

FINDINGS, SUGGESTIONS
CHAPTER 5 80 – 87
& CONCLUSION

BIBLIOGRAPHY
88 – 90

ANNEXURE 91 – 97

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LIST OF TABLES

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 LIST OF TABLES
4.15 Table showing the result of quality of the product 73
TABLE
TITLE PAGE NO:
NO:
4.16 Table showing the result of preferring Lever Ayush 74
products over the other products
Table showing gender wise classification of male and
4.1 Table showing 58
4.17 female users ofwhether any changes are to be made
Lever Ayush 75
to this product or not
4.2
4.18 Tableshowing
Table showingthe
result of of
result ageoverall
group performance of the 59
76
Lever Ayush products
Tableshowing
Table showingthe
theresult
response of rate
of the the respondents who
of appearance of use
4.3
4.19 60
77
LeverAyush
Lever Ayushproducts
products at least once

4.20 Table
Tableshowing
showingwhether
the resulttheofLever Ayush
various products
products are
generally 78
4.4 made with natural ingredients as said in ad 62
used by respondents
4.21 Table showing the result of recommendation of Lever 79
Table products
Ayush showing the amount spent for Lever
to others
4.5 63
Ayush products

Table showing the reasons for preferring Lever

4.6 64
Ayush products

4.7 Table showing the result of frequency in purchase 65

4.8 Table showing the result of the prices of Lever Ayush 66

products is reasonable or not
Table showing the result of the source from which
4.9 67
the customers came to know about the products

4.10 Table showing the result of the reason for preferring 68

Lever Ayush products

4.11 Table showing whether the Lever Ayush products 69

had any side effects or not
Table showing the result of how many years
4.12 70
the respondents are using Lever Ayush
products
Table showing the degree of satisfaction of
4.13 71
the products

Table showing the attractive attribute of Lever Ayush

4.14 72
products

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12
LIST OF CHARTS

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 LIST OF CHARTS

FIGURE
TITLE PAGE NO:
NO:

Figure showing gender wise classification of male and

4.1 59
female users of Lever Ayush

4.2 Figure showing result of age group 60

Figure showing the response of the respondents who use

4.3 61
Lever Ayush products at least once

Figure showing the result of various products generally

4.4 62
used by respondents

Figure showing the amount spent for Lever

4.5 63
Ayush products

Figure showing the reasons for preferring Lever

4.6 64
Ayush products

4.7 Figure showing the result of frequency in purchase 65

4.8 Figure showing the result of the prices of Lever 66

Ayush products is reasonable or not
Figure showing the result of the source from which the
4.9 67
customers came to know about the products

4.10 Figure showing the result of the reason for preferring 68

Lever Ayush products

4.11 Figure showing whether the Lever Ayush products 69

had any side effects or not

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 Figure showing the result of how many years the
4.12 70
respondents are using Lever Ayush products

4.13 Figure showing the degree of satisfaction of the products 71

Figure showing the attractive attribute of Lever Ayush

4.14 72
products

4.15 Figure showing the result of quality of the product 73

4.16 Figure showing the result of preferring Lever 74

Ayush products over the other products

4.17 Figure showing whether any changes are to be made 75

to this product or not

4.18 Figure showing the result of overall performance of the 76

Lever Ayush products

4.19 Figure showing the result of the rate of appearance 77

of Lever Ayush products

4.20 Figure showing whether the Lever Ayush products 78

are made with natural ingredients as said in ad

4.21 Figure showing the result of recommendation of Lever 79

Ayush products to others

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 CHAPTER I
INTRODUCTION

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1.1 Introduction

It's not easy to recognise and satisfy the customer’s needs,

expectations, and habit’s knowing they don't guarantee success on the
market, because consumer behaviour is not rational. The existence of many
companies on the market is conditioned with a number of satisfied
customers. Customers are the key factor for the existence and company
development on the market. It is obvious then, that firms, which want to
face competition, need to provide valuable and unique terms to their
customers that will satisfy their needs. This satisfaction includes not only
the feelings associated with the purchasing process, but also the atmosphere
before and after execution of purchases. So Customer satisfaction is the
backbone of any industry. It’s the customer that can bring prosperity and
success to the organisation. So it’s important to satisfy the myriads needs of
the customers as they are treated as the king of the market.

Our hectic lifestyles affect us. Increasing stress levels, lack of

sleep and other modern style habits have a severe impact on skin and hair.
So people prefer natural food, herbal medicines and natural curing practices
for healthy life. The usage of herbal cosmetic has been increased to many
folds in personal care system and there is great demand for the herbal
cosmetics.

Lever Ayush is a Hindustan Unilever Ltd company that produces

several herbal and natural products for personal care, hair care, skin care,
bath and body care, oral care. It’s launched in 2001, and failed to perform
because the Ayurvedic market was relatively small though growing at a
steady pace. It is formulated with 5000 years of Ayurvedic wisdom to solve
modern day beauty problems. It carefully curates a range of beauty
products made with recipes prescribed in the ancient granthas to help solve

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the modern day beauty problems. Lever Ayush is an acronym for

Ayurveda, Yoga, Naturopathy, Unani, Siddha and Homeopathy. These
are the six
Indian systems of medicine. It strives to make lives better by providing
natural solutions to common problems of the skin, hair and teeth. At Lever
ayush, we bring to you an exclusive range of products based on the divine
science of Ayurveda. With our deep-rooted belief-system and knowledge in
Ayurveda, we strive to make lives better by providing natural solutions to
common problems of the skin, hair and teeth.

Modern healthcare facilities are highly professional in nature, but

are not easily available to poor people and have many side effects and are very
costly. Introduction of AYUSH therapies in prevention of disease, treatment
of subclinical conditions and chronic ailments can add a new dimension to
healthcare system.

Better management and prevention of many lifestyle disorders like

diabetes and hypertension with AYUSH system has now opened a new horizon
in the healthcare system. Potentials of alternative medicines in rejuvenation,
antiaging, sexual disorders and cosmetology has been underutilized. AYUSH
can help in mental healthcare in a much more holistic way than its modern
counterpart.

Well-orderedness is a lifestyle; do not think of it as a chore.

Aesthetic homes were never about showing off money, they were always
about the extra effort you put into having your home full of clever storage
solutions and hyper- neat drawers, and pleasing decor. The scented candles
and chic coffee tables are optional, make do with whatever you have.

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MARKET:
A market is a place where commodities are bought and sold at retail or
wholesales prices in economics, however the term “market” does not refer to a
particular place as such but it refers to a market for a commodity or commodities.
The market is an arrangement whereby buyers and sellers come in close
contract directly or indirectly to sell and buy goods is described as market. It does
not refer only to a fixed location. It refers to the whole area of operation of
demand and supply. Markets may be physically identifiable.

MARKETING:
A Marketing is a customer or group of customers. Marketing on the other
hand is management process responsible for identifying anticipating and
satisfying customer needs profitably marketing more than any other business
function deals with customers. Building customer relationships based on customer
value and satisfaction is at the heart of modern marketing.

DEFINITION:
According to theorist, RUSTOM S. DAVAR the term ‘ marketing
management’ means the discovering of the consumers needs. Converting them
into the products or service and the activity of transforming the product or services
to the ultimate consumer, so that needs of specific categories or groups of the
customers.

CONSUMER:
Consumer is one that buys goods for consumption and not for resale or
commercial purpose the consumer is an individual who pays some amount of
money for the thing required to consume goods and services. As such consumers
play a vital role in the economic system of a capitalist economy.

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CONSUMER SATISFACTION:
Consumer satisfaction is defined as a measurement that determines
how happy customers are with a company’s products services and capability
customer satisfaction information including surveys and ratings can help a
company determine how to best improve or changes its products and services
Customer satisfaction is a term frequently used in marketing it is a
measure of how products and services supplied by a company meet or surpass
customer expectation.

CONSUMER BEHAVIOUR:
The study of consumer behaviour enables marketers to understand
and predict consumer behaviour in the market place. It is concerned not only
with why when where how often they buy it consumer research is the
methodology used to study consumer behaviour and takes place of every phase
of the consumption process before during and after the purchase.

BENEFITS OF LEVER AYUSH PRODUCTS:

1. Effective skin cleanser:
It is highly effective in cleansing the pores in such a way that the
once, whiteheads and blackheads are all scrubbed of without leaving
any marks or side effects. This soap can eradicate the pools of oil that
tend to accumulate on the oily skin.
2. Provides hydration:
A dehydrated skin can be a cause for serious concern. Excessive
dryness causes the water content of the skin to dry up completely.
Lever Ayush so approves to be on excellent product for keeping the
skin hydrated.
3. Lever Ayush Soap is a natural moisturizer:
It is a manufactured in such a way that it works like a moisturizer for
the oily skin can become very sensitive and has lots of blemishes and
dryness if one uses any product carelessly.
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WEAKNESSES:
1. More identified with soap by consumers
2. Contradiction from other products
3. Objectification
4. Criticism of hypocrisy
5. Contradictory in nature
6. Focusing in real beauty rather than their product.

OPPORTUNITIES:
1. Population expanding at a rapid rate
2. Consumers are become more quality conscious
3. Customer base is increasing with effective marketing
4. Body soap is another area where they can make huge profits.

THREATS:
1. Political and economic factors
2. Partials government policies
3. High rate of competition
4. Local and global competition.

LIMITATIONS OF STUDY:

 The study is limited to karur town with 120 respondents

 The respondents response my have bias, which may not give a true
picture about choose research project.
 The sampling unit chosen is the respondents who are consuming lever
Ayush soaps in karur the survey result may very in other lovations,
based on their preference.

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Statement of the problem

There are different varieties of the products available in the

market. Most consumers prefer high quality products with minimal price.
The competition is severe for manufacturers. So here we study how much
satisfied their customers are when they prefer the Lever Ayush products.

Lever Ayush product which goal is to connect people with them.

It has different products that includes Healthcare, medicines, nurtitions and
cosmetics. Lever Ayush sell their products at the best fair rates in the
market.

People satisfied with the quality and performance of lever ayush

products like toothpaste, soap, face wash etc.. External factors like size,
shape, intensity and status are also good. But, there are some issues and
problems related to Lever Ayush products.

Ayurveda is the biotic and chemical free way. Some people use
ayurvedic practices to maintain health, reduce stress and improve flexibility,
strength and stamina with practices like yoga and meditation can be. A daily
used product of ayurvedic products are soap, shampoo, hair oil, face wash,
face cream.

Nowadays, people are heavily rely on modern healthcare

system. But in addition to this, if a person uses AYUSH therapies for
maintenance of his health then his health-related misery will be cut
down to a drastic extent; in this regard, government and other
institutions must promote a holistic way in treatment of diseases and
maintenance of health. All traditional medicinal systems should be
popularized. Each patient should be separately evaluated to decide which
therapy will be best-suited to him or her. Pediatric, geriatric and
gynecology patients deserve a sager treatment through AYUSH.

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1.1 Significance of study

The need of the study is to understand the level of the customer

satisfaction towards Lever Ayush products. It evaluates the attitude of
customers and preferring the product that how aware the customers.

These products provide long lasting freshness, healthy gums and

whiter teeth. We use the most potent ingredients that are highly beneficial to
the skin, hair and teeth. The goodness of authentic Ayurveda has been used
to formulate products that address our most worrying beauty problems.

Plus:

 Affordable and Easily Available Everywhere.

 Endorsed by Arya Vaidya Salai.
 Products are gentle and effective.
 Do not cause skin irritations.

Cons:

 No disclosure of full ingredients. So it’s not completely chemical free.

 Some may have an aversion to some of its fragrances.

1.2 Scope of study

In an attempt to investigate the customer preference and

satisfaction towards Lever Ayush products, the study has been covered
Lever Ayush consumers of Urban and Rural areas, both educated and
uneducated people. The company has to analysis their customers fulfillment
towards their products or services provided by them.

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This was felt in order to give increased attention to these systems

in the presence of a strong counterpart in the form of allopathic system of
medicine which lead to an “architectural correction” in the health service
envisaged by National Rural Health Mission (NRHM). Before the initiation
of NRHM most of these systems including workforces, therapeutics and
principles were limited to their own field with few exceptions in some
states, as health in India is a state issue. This took a reverse turn after the
initiation of NRHM and the AYUSH systems were brought into the
mainstream health care.

1.4 Objectives of the study

● Strengthen implementation of national health programs.

● To study the awareness of the respondent about Lever Ayush

products.

● To know about the demographic and socio economic

outline towards LEVER AYUSH products by the customer.
● To find the factors influencing the purchase of Lever Ayush products.

● To study consumer opinion towards the Lever Ayush products.

● To examine the level of satisfaction with Lever Ayush products.

● Choice of the treatment system to the patients.

● Strengthen facility functionally

1.5 Research Design

1.5.1 Nature of study

Study is descriptive as well as analytical.

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1.5.2 Nature of data

For this study both primary and secondary data are used.

1.5.3 Sources of data

The primary data are mainly collected from 50 customers using structured
questionnaires.

Secondary data are mainly collected from the various published Sources
of information such as books, journals, and websites relating to Ayush
products.

1.5.4 METHOD OF DATA COLLECTION

Questionnaire method is used to collect the data from the respondents.

Sample Design
1.6.1 Nature of data

Here the population is customers of Lever Ayush products. Therefore

population is infinite.
1.6.2 Sample unit

Lever Ayush users of Irinjalakuda municipality

1.6.3 Method of sampling

Convenience sampling methods are adopted for this study.

1.6.4 Size of sample

The sample size for the proposed study is 50 customers of Lever Ayush
products.
1.6 Tool for analysis

Percentages, comparative study, charts, tables and graphs

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1.7 Limitation of the study

● Only 50 respondents are selected for the study.

● Study has been conducted through a very short span of time.

● Respondent’s bias is a major limitation to the study.

● Due to the covid-19 pandemic direct data collection were not possible.

1.8 Chapterization

The project is organized into mainly 5 chapters;

● Chapter 1 – Introduction

This chapter deals with the introduction to the study.

● Chapter 2 - Review of Literature

This chapter deals with reviewing the literature for the study.

● Chapter 3 – Industry profile and company profile

This chapter deals with industry and company profile of the study

● Chapter 4 - Data Analysis and Interpretation

Analysis and discussion is to be done in this chapter.

● Chapter 5 - Findings, Suggestions and Conclusion

This chapter deals with findings, conclusions and suggestions.

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 CHAPTER II

REVIEW OF LITERATURE

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2. Review of Literature

This chapter deals with the basic concepts on customer satisfaction by

analysing earlier studies on this topic. It helps to know the background of the topic
and also helpful in assessing the limitations of the study.

2.1 Conceptual Review

Customer satisfaction is the measure of how the needs and responses are
collaborated and delivered to excel customer’s expectations. It is the major
outcome of the marketing activity. Hence it is important for all the
organisations to meet all the customer expectations and identify that they satisfy
customers. Consumer satisfaction has therefore become the key operational
goal for many organisations. They have invested heavily in improving
performance in areas that make a strong contribution to consumer satisfaction,
such as quality and customer service.

The word satisfaction comes from the Latin words Satis (enough) and
facere (to do or make). These words suggest the true meaning of satisfaction,
which is fulfilment. Increasing customer satisfaction and customer retention
generates more profits, positive word of mouth, and lower marketing
expenditures. Organisations are now using customer satisfaction data to
determine service quality in order to increase customer retention. Many
Empirical studies have documented that customer satisfaction culminates in
higher customer loyalty, increased market share, and profitability. Therefore,
consumer satisfaction is essential to any business.

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2.2 Empirical Review

Sthapit and Shakya (2010), the present study on Patanjali herbal-based products,
mostly consumer goods, whereas mobile phone sets are shopping goods. Based on the
review of empirical studies, the present study has summarized and identified eight
main factors as those that affect buyers’ brand preference while making their purchase
decisions in case of the Patanjali brand products. They are: price, quality, availability,
varieties,packaging, and brand awareness, brand name/value and health
consciousness.
Vanessa Apaolaza-Ibáñez, Patrick Hartmann, Sandra Diehl and Ralf Terlutter,
(2011), conducted on a sample of 355 women aged 18 to 60, selected through random
sampling (random street interviews) and establishing an age quota (50% between 18
and 35 years, 50% between 36 and 60 years). The study focused on anti-aging and
bodyfirming/body-shaping creams, a relatively new category of cosmetic products
where there are indeed no observable short-term effects, while advertising claims refer
to medium and longer-term beneficial outcomes. The feeling of worry and/or guilt as
a consequence of dissatisfaction with one‟s appearance and the perception of not
doing enough to improve may be the combined result of the exposure to attractive
women in advertising.
Sowmya N (2012), the present study reveals the preferences of consumers for herbal
products, mainly due to increased consciousness about the harmful side effects of
chemical cosmetics. The formulation of herbal cosmetic products includes addition of
various natural additives like oils, natural colour, fragrances and parts of plants like
leaves, flowers etc by specific formulation methods. However, herbal cosmetics are
not considered under the preview of drugs and regulations of Food and Drug
Administrations. Therefore, strict guidelines have to be followed for the successful
production of a quality herbal cosmetic. Among them are proper botanical
identification, phytochemical screening, and standardization.

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Indira Priyadarshini & Thilagavathi (2016) the factors investigated are
affecting consumers‟ satisfaction on personal care products of HUL. It was
revealed that ponds, fair&lovely, Lakme, Dove, Hamam, Close-up, and Axe
are used brands of the products. Analysis of study in HUL personal care Products
provides satisfaction to the consumers in the way of quality, price and
availability of the products. It has also observed that there is no significant
relationship between selected variables and level of satisfaction of consumers.

Chandralekha & Hamsalakshmi (2016) studied consumer awareness and

factors affecting life that have particular favourites for Ayurvedic and herbal
products. It turns out that customers are aware of advertising and are satisfied
with the quality and price of the products. They acquire the products for the
reason that they are chemically free and unadulterated products in life. Every
one of the consumers is conscious of the goods, superiority and price of
products.

Priteshkumar (2013) examined the various factors affecting rural consumers

buying behaviour towards HUL products. There are many factors like price of
the products, assortment of the products, resource of the products information,
advertisement which plays an important role in rural purchasing decisions.
Most consumers are blissful through the particular products of HUL and an
additional amount is preferred to them in the same price as a favourable
promotional plan.

Kim & Lee (2011) authenticated the importance and cost of customer
satisfaction embracing word-of-mouth communication, purchase intentions, and
complaining behaviour. Kim and Lee encouraged manufacturers, based on their
findings, to expand or build on tangibles and responsiveness for the enhancement
of customer satisfaction and behavioural intentions to boost revenues or
earnings to mitigate product costs.

30
 Nagasimha Kanagal (2006) in his article entitled, “Role of Relationship
Marketing in Competitive Marketing Strategy” has pointed out that relationship
as a focus on marketing aids in the understanding of consumer needs and wants
which is useful to implement profitable exchanges. Relationship marketing is a
tool of furthering the customer understanding and interactive processes.

Jung Chae Suh (2006) wrote a paper titled “When Brand Attitudes Affect the
Customer Satisfaction-Loyalty Relation: The Moderating Role of Product
Involvement”. They investigated the moderating role of product involvement in
the customer satisfaction-loyalty relation. Structural equation modelling shows
that customer satisfaction has both direct and indirect effects on loyalty,
whereas advertising attitudes and corporate image have only indirect effects
through their mediating influence on brand attitudes. Furthermore, product
involvement decreases the direct effects of satisfaction on brand attitudes and
loyalty, but it increases the indirect effects of advertising attitudes and corporate
image.

Sherlaker S.A (2005) “says that the term consumer is a superior of the
marketing the customer and consumer are satisfied only on quality products”.

Keller (2003) mentions that “if the customer is satisfied with the brand then it
results in brand loyalty”. For example, a consumer may recognise a brand but
be unable to recall it.

Ashish Bhave (2002) in the article entitled, “Customer Satisfaction

Measurement” have found that the opinion that customer’s perception towards
service and quality of a product determines the success of that product or
service in the market. With better understanding of customer’s perceptions, a
firm can identify their own strengths and weaknesses in comparison with their
competitors. Major attributes that influence customer satisfaction are product
quality, packing, delivery commitments, price, responsiveness and ability to
resolve complaints and overall communication, accessibility and attitude failing
short creates dissatisfaction. Customer loyalty is an important strategic
objective for all organisations.

31
Assaari and Karia (2000) in their paper titled, “Churn Management towards
Customer Satisfaction, A Case of cellular operations in Malaysia” have viewed
that customer satisfaction and customer service have been critical factors of the
cellular industry, Cellular service providers need to ensure about the technology
that provides customer service best in the industry. It is stated that investment in
people and in technology helps in providing best customer service for today and
for the future. One common ground that most carriers and customers agree on is
that good customer service can have a key impact on how a customer views the
firm's services and company.
Sthapit and Shakya (2010), the present study on Patanjali herbal-based
products, mostly consumer goods, whereas mobile phone sets are shopping
goods. Based on the review of empirical studies, the present study has
summarized and identified eight main factors as those that affect buyers’ brand
preference while making their purchase decisions in case of the Patanjali brand
products. They are: price, quality, availability, varieties,packaging, and brand
awareness, brand name/value and health consciousness.
John William, A.Chelladurai, T.Rajesh (February 2016) identified the
strategies implemented by the new entrants like Himalaya personal care and the
level of customer satisfaction further the study portrays the awareness and the
customer loyalty. The study helps to identified the factors influencing the
customer satisfaction in the modern world like purpose, spending power,
awareness so on and the emerging business scenario from the customer side are
observed and analyzed.
Dr. A. RadhaKrishnan, Radhika.k (July 2018) this study concerned with
analysis of “Customer Satisfaction towards Himalaya products in Cuddalore
Town”. In a survey method of study conducted among 100 sample respondents
in order to analyses the customer satisfaction towards quality, price and
quantity consumption of Himalaya product. Many of them consume the
Himalaya product because of it’s an herbal product and also it has good quality.
All people know about Himalaya product but price discount must be said that in
television then it has varieties of product but more than customer are known

32
about the baby skin care. So the producer should understand what is exactly
expected from him by the consumers it facilitates to increase its sale as much.
A. Saravanakumar, Santosh Kumar Bojan (2018) the study reveals that the
people now are not considering the cosmetics as luxury, most of the customers
feel that there are more chemicals in cosmetics, which cause many side effects,
and started switching over to herbal based cosmetics. Many respondents feel
that there is more chemical combinations in the herbal cosmetics, which can be
reduce by the manufactures, so that it would increase its usage by the
customers. This study enables the manufactures to know the need and
preference of the customers which can be implemented by them to improve
their products.

Dr. P. Anitha, V. Ruba (2018) Living healthy is the wish of each and every
human being in the world. Recently there is much news which is not positive
with regard to the products that we use both internally and externally. The
study reveals that majority of the consumers are satisfied with the Patanjali
products and the variables namely marital status, period of usage, amount
spent, and suggestion to purchase are associated with the level of satisfaction
on Patanjali products.
Dr. M. Rajarajan, (2016), It is to examine the customer’s behaviour of herbal
cosmetic products because customer behaviour is a very complicated field of
study. There are many factors, which affect the behaviour of customers which
purchasing, using and evaluating the products. They are changes is fashion,
technology and so on, different types of user’s skin, changes in customer
attitude and so on. The first problem is the change in fashion, technology and
so on. Modernity first makes its headway in urban areas. Not only economic &
technological advancements find their place primarily in cities, but also new
trends in fashion and personal health.

33
 CHAPTER III

INDUSTRY AND COMPANY

PROFILE

34
2. Industry and Company Profile

Industry profiles are in-depth documents that give insight into an industry,
where it came from, and where it appears to be going. Company profile refers
to company’s track record. So this chapter contains the profile of Hindustan
Unilever Ltd and its one of the main brands Lever Ayush.

2.1 Hindustan Unilever Ltd

History

Hindustan Unilever Ltd is also known as HUL is India’s largest FMCG sector
company with all types of products like food, beverages, cleaning agents,
personal care products, water purifiers, and fast moving consumer goods.
Hindustan Unilever Ltd (HUL) is also India’s largest fast moving consumer
goods company with a heritage of over 87 years in India and touched the lives
of two out of three Indians. HUL works to create a better future every day and
helps people feel good, look good and get more out of life with brand’s and
services that are good for them and good for others. HUL is a subsidiary of
Unilever, one of the world’s leading suppliers of fast moving consumer goods
with strong local roots in more than 100 countries across the globe. And it’s
headquartered in Mumbai, India. The company has 18000 employees and has
net income of rupees 6738 crore in 2019-2020.

35
Lever Ayush started its journey as a brand under the Hindustan Unilever Limited.
HUL was founded in the year 1933. Since then it changed its name many times due to
several conglomerate tie-ups. The earlier name of HUL was Hindustan Lever Limited
which acted from 1956 to 2007. Lever Ayush started on as a brand manufacturing the
Ayurvedic products for different therapies. During the initial days, the Lever Ayush
products were not available in the market. It was exclusively found in the therapy
centers of Ayush.

36
37
38
Hindustan Unilever Ltd was incorporated on 17th October 1933 as Lever
Brothers India Ltd. The Company is in the fast-moving consumer goods (FMCG)
business comprising primarily into four business segments such as home care
personal care foods and refreshments. In the summer of 1888, visitors to the
Kolkata harbour noticed crates full of Sunlight soap bars, embossed with the
words "Made in England by Lever Brothers". It began an era of marketing
branded Fast Moving Consumer Goods (FMCG). Soon after followed
Lifebuoyin1895 and other famous brands like Pears, Lux and Vim. Vanaspati was
launched in 1918 and the famous Dalda brand came to the market in 1937. In
1931 Unilever set up its first Indian subsidiary, Hindustan Vanaspati
Manufacturing Company, followed by Lever Brothers India Limited in 1933and
United Traders Limited in 1935. These three companies merged to form HUL
inNovember 1956.

The erstwhile Brooke Bond’s presence in India dates back to 1900, the company
had launched Red Label tea in the country in 1903. In 1912, Brooke Bond & Co.
India Limited was formed. Brooke Bond joined the Unilever fold in 1984
through an international acquisition. Unilever acquired Lipton in 1972and in 1977
Lipton Tea (India) Limited was incorporated. Pond’s (India) Limited had been
present in India since 1947. It joined the Unilever fold through an international
acquisition of Chesebrough Pond's USA in 1986. In one of the mostvisible and
talked about events of India's corporate history, the erstwhile Tata OilMills
Company (TOMCO) mergedwith HUL, April 1, 1993. In 1996, HUL and yet
another Tata company, Lakme Limited, formed a 50:50 joint venture, Lakme
Unilever Limited to market Lakme's market leading cosmetics and other
appropriate products of both the companies. Subsequently in 1998, Lakme
Limited sold its brands to HUL and divested its 50% stake in the joint venture to
the company. In 2007, the Company name was formally changed to Hindustan
Unilever Limited after receiving the approval of shareholders during the 74th
AGM on18 May 2007.

39
HUL completes 87 years of corporate existence in India on October 17th, 2020.
Unilever manufactures and sells products under more than 1,000 brand names
worldwide. Two billion people use them on any given day. Here is a selection of
top brands, available in many countries, along with the stories behind them. With
over 35 brands spanning 20 distinct categories such as soaps,detergents, shampoos,
skin care, toothpastes, deodorants, cosmetics, tea, Coffee, packaged foods, ice
cream, and water purifiers, the Company is a part of the everyday life of millions
of consumers across India. Its portfolio includes leading household brands such as Lux,
Lifebuoy, Surf Excel, Rin, Wheel, Glow Lovely, Ponds, Vaseline, Lakme, Dove,
Clinic Plus, Sunsilk, Pepsodent, Closeup, Axe, Brooke Bond, Bru, Knorr, Kissan,
Kwality Wall’s and Pureit. It has Home & Personal care products, and also food
and Water Purifier available. According to Brand Equity, HUL has the largest
number of brands in most trusted brands list. Sixteen of HUL's brands featured in AC-
Nielsen Brand Equity list of 100 most trusted brands in 2008 in an annual survey.
Products of HEIL are Annapurna, Ayush, Axe, Breeze, Bru, Brooke bond, Clinic,
Dove, Glow Lovely, Hamam, Liril, Lux, Pears, Ponds, Pepsodent, Pureit, Rexona,
Rin, Sunlight, Surf excel, Vaseline, and Wheel.

Product mix of Hindustan Unilever Limited

1. Home and personal care

 Personal wash :
Lux
Dove
Pears
Rin

40
  Laundry :
Surf excel
Rin
Wheel
Rexona
 Skin care :
Glow & lovely
Ponds
Vaseline
 Hair care :
Sunsilk
Clinic plus
 Oral care :
Pepsodent
Close-up

2. Beverages

 Tea :
Brooke bond
Lipton
 Coffee :
Bru
Sunrise
Nescafe
Tata Grand Coffee

41
 2.2 Lever Ayush

History

The fast-growing Lever Ayush brand was relaunched two years ago to competewith
rivals like Patanjali, which has leveraged its Ayurveda based products to become a
consumer goods powerhouse in about a decade. AYUSH is an acronym for Ayurveda,
Yoga and Naturopathy, Unani, Siddha and Homeopathy and are the six Indian
systems of medicine prevalent and practiced in India and some of the neighbouring
Asian countries with very few exceptions in some of the developed countries.
Generally, the revenue that Lever Ayush gains are decent and that is the main
reason it is able to sustain in the market this way. The customers get well
influenced by the style of message that Lever Ayush delivers to the customers. The
base of the customers improves as they come to know about the 5000-year-old
history of Ayurveda.

Lever Ayush was launched in 2001, failed to perform because the Ayurvedic
market was relatively small and growing at a steady pace. Ayush wasfirst registered
as a brand by Jayalakshmi Oil & Chemical Industries in 1987 andthe trademark was
sold to HUL in 2001 when it started selling the natural beautyand spa product range.
However, HUL separately applied to register Lever Ayush plus Therapy in 2007
and Lever Ayush Device in 2017. Lever Ayush started on as a brand manufacturing
the Ayurvedic products for different therapies. During the initial days, the Lever
Ayush products were not available in the market. It was exclusively found in the
therapy centers of Ayush. Now it'sreadily available in the market and customers can
easily buy it whenever they need.

42
Lever Ayush brings to the customers an exclusive range of products based on
the divine science of Ayurveda. With their deep-rooted belief system and
knowledge in Ayurveda Ayush strive to make lives better by providing natural
solutions to common problems of the skin, hair and teeth

Hair Care: From hair fall to dry scalp, their hair care range consists of
products that solve everyday hair problems. Prepared with rich properties of
Ayurvedic ingredients like Bhringaraj, Shikakai, Neem and Fenugreek, our
products cleanseand nourish the hair, making it strong and healthy.

Skin Care: Skin care range includes products made with authentic ingredients
like Saffron and Turmeric, which are known to have high medicinal values in
Ayurveda.

43
Bath and Body: Ayurvedic ingredients like Saffron, Lemongrass, Cow’s Ghee
and Turmeric are rich in medicinal properties. Many ranges of bath and body
care products have been formulated with these ingredients known to purify,
moisturize and naturally protect skin.

Oral Care: Solve dental problems with our range of oral care products made
withthe goodness of Ayurvedic ingredients such as Clove Oil, Cardamom and
Rock Salt. These products provide long lasting freshness, healthy gums and
whiter teeth.

They use the most potent ingredients that are highly beneficial to the skin, hair
and teeth. The goodness of authentic Ayurveda has been used to formulate
products that address customer’s most worrying beauty problems.

44
Lever Ayush products list

1. Skin care

 Lever Ayush natural fairness saffron face cream

 Lever Ayush anti marks turmeric face cream
 Lever Ayush anti pimple turmeric face wash
 Lever Ayush natural fairness saffron face wash
 Lever Ayush intense moisturising cow’s ghee body lotion
 Lever Ayush natural fairness saffron body lotion

2. Bath and body care

 Lever Ayush moisturising cow’s ghee soap

 Lever Ayush natural fairness saffron soap
 Lever Ayush purifying turmeric soap
 Lever Ayush purifying turmeric hand wash
 Lever Ayush cool and fresh lemon grass hand wash

45
3. Hair care

 Lever Ayush anti dandruff neem shampoo

 Lever Ayush anti damage fenugreek shampoo
 Lever Ayush anti dandruff neem conditioner
 Lever Ayush anti hair fall bhringaraj shampoo
 Lever Ayush thick and long growth shikakai shampoo

4. Oral care

 Lever Ayush whitening toothpaste with rock salt

 Lever Ayush freshness gel cardamom toothpaste
 Lever Ayush anti cavity clove oil toothpaste

46
 There are some outstanding marketing strategies that Lever Ayush has taken that helped it to
prosper in a prominent manner. Some detailed information about the strategies is given
below:

 Organic Products: Every product of Lever Ayush is made out of some organic
extracts of different natural things. The brand thus takes on the marketing
strategy of projecting the obvious importance of Ayurved.

 Benefits of Ayurvedic Formulas: There are several Ayurvedic formulas used

while making the products of Lever Ayush. So, the brand makes a keen
measure to make the customers understand about the medical importance of the
Ayurvedic formulas. It also projects the facts about the ancient history of
Ayurved. As per the claims made by the band, the formulas are taken from the
ancient books known as the ‘Granthas’ in Sanskrit.

 Tie-up with AVP: One of the leading marketing strategies of Lever- Ayush is
that of its tie-up with Arya Vida Pharmacy. This is an institution that deals with
perfect experimentations with the Ayurvedic formulas. They are always eager to
make unique products with the help of natural ingredients. Effectiveness is
always kept in mind when any formula is made.

 Versatile Products of Lever Ayush: The brand Lever Ayush has some of the
most common yet important commodities that act as vital necessities for the
customer. The marketing strategy of Lever Ayush is enriched because it makes
these products that the customers can regularly use.

The types of products that the brand makes are mentioned below in a nutshell. You can
see why the band is able to sustain its presence in the market.

 Skin Care Products: The skin-care products are made by the brand is
manufactured with natural elements like Turmeric and Saffron. The customers
are
47
 attracted towards these products as they already know about the health benefits of
saffron and turmeric but cannot use it in an indigenous manner.

 Hair Care: There are numerous ingredients from nature that can be applied to the
hair. As a marketing strategy, Lever Ayush chose to manufacture the products with
the help of Bhringraj, Fenugreek, Shikakai, and Neem. The customer’s awareness
helps here also. They know about these natural things but get very less
accessibility. Thus, the manufactured product gets good exposure among the
customers.

 Oral Care: No modern customers use anything other than toothpaste in the
present day. The marketing strategy which Lever Ayush deploys, in this case, is
the uniqueness. The brand manufactures toothpaste that is made with rock salt,
clove oil, and cardamom. The customers get moved by the claim of fresh breath
and healthier gums as per done by the company. Moreover, the toothpaste is
marketed in a way that the customers get assured about it giving whiter teeth.

 Body and Bath: Body and bath products made by Lever Ayush are marketed with
the strategy of projecting the medicinal value of the products made with it.
Ingredients like lemongrass, turmeric, and saffron are used here also. The
customers are assured about the fact that they can get total purified and
moisturized while using these products.

 Affordable prices of the products: Nearly all the products available under the
brand name of Lever Ayush are having the most affordable prices. This is another
most important marketing strategy that the customers get attracted to when it
comes to Lever Ayush.

48
AREA OF THE STUDY

49
 DISTRICT AT A GLANCE

Karur District is a district located along the Kaveri and Amaravathi rivers in the
Indian State of Tamil Nadu. The main town in Karur District is the city of Karur, which is
also the district headquarters. The district had a population of 1,064,493 with a sex-ratio of
1,015 females for every 1,000 males. Karur is one fo the oldest towns in Tamilnadu and has
played a very significant role in the histroy and culture of the Tamils. Its histroy dates back
over 2000 years, and has been a flourishing trading center even in the early Sangam days.

In the ancient and medieval times, the area was ruled bu the Cheras, Gangas and
Cholas. Karur was the capital of Cheras. The Pasupatheesvarar Temple sung by
Thirugnanasambhandar, in Karur was built by the Chola Kings in the 7th Century. Later the
Kayakers followed by Tipu sultan also ruled Karur. The British added Karur to their
Possessions after destroying the Karur Fort during therir war against Tipu Sultan in 1783.
There is a memorial at Rayanur near Karur for the warriors who lost their lives in the fight
against the British in the Anglo-Mysore Wars. Thereafter Karur became part of British India
and was first part of Coimbatore District and later Tiruchirappalli District.

50
GEOGRAPHY AND CLIMATE

With headquarters at Karur, it is the centrally located district of Tamil Nadu. It is

bounded by Namakkal district in the north, Dindigul in the south, Tiruchirappalli district on
the east and Erode & Tiruppur districts on the west. The average temperature in Karur is
28.7 °C or 83.7 °F. The temperature ranges from a maximum of 39 °C (102.2 °F) to a
minimum of 17 °C (62.6 °F). Like the rest of the state, April to June are the hottest months
and December to January are the coolest. The average temperatures vary during the year by
5.9 °C or 10.6 °F.

DEMOGRAPHICS

According to 2011 census, Karur district had a population of 1,076,588 with a

sex-ration of 1,015 females for every 1,000 males, much above the national average of 929.
A total of 102,731 were under the age of six, constituting 52,969 males, and 49,762 females.
Scheduled Castes and Scheduled Tribes accounted for 20.8% and .05% of the population
respectively. The average literacy of the district was 68.3%, compared to the national
average of 72.99%. The district had a taotal of 287,095 households. There were a total of
543,298 workers, comprising 83,800 cultivators, 182,639 main agricultural labourers, 10,162
in house hold industries, 231,906 other workers, 34,791 marginal workers, 2,072 marginal
cultivators, 18,198 marginal agricultural labourers, 1,178 marginal workers in household
industries and 13,343 other marginal workers.

ECONOMY
AGRICULTURE

Karur District is a part of cauvery delta region and utilization of land area in
the district is up to 44.59%. 4.76% of the land area remains as other uncultivated land.
2.74% is forest area in Karur District. Black soil is the predominant soil type in this
district accounting for 35.51% followed by laterite soil for 23.85%.

51
 The remaining 20.31% is sandy, coastal and alluvium soil. The main crops are
paddy, banana, sugarcane, beetle leaf, grams & pulses, tapioca, Kora grass, groundnuts,
oilseeds, tropical vegetables, and flowers, and medicinal herbs.

HOME TEXTILES

Karur is famous for its home textiles. Karur has a niche in five major product
groups – bed linens, Kitchen linens, toilet linens, table linens and wall hangings. Overall
Karur generates around Rs. 6000 crores in foreign exchange through direct and indirect
exports. Allied industries like ginning and spinning mills, dyeing factories, weaving etc.,
employs around 4,50,000 people in and around karur. On the international textile map,
karur has become synonymous with hand loom made-ups first as Tiruppur in the hosiery
product. The weaving industry came to karur from kerala and has earned a reputation for
its high quality hand-loom products today. Hand loom exports from karur began on a
modest scale with just 15 exporters in 1975 and today karur has thousands of exports and
the products are supplied to world leading chain stores like Walmart, Target, IKEA,
Ahlens etc.

On the international textile map, karur has become synonymous with handloom
“made-ups” as Tirupur in the hosiery product. The weaving industry came to Karur from
Kerala and has earned a reputation for its high quality handloom products today. Exports
of handlooms from karur began on a modest scale with just 15 exporters in 1975 and
today karur has hundreds of exporters. The handloom products being exported have been
broadly classified under three heads – Kitchen, bathroom and bedroom furnishing items.
Some of the handloom made-ups exported from karur are Bedspreads, Towels, Floor rugs,
Tea towels, napkins, Aprons, Kitschen towels, Pot holders Plate mats, Bath Mats, Tea
mats, Curtains, Pillow, Quill covers, Shower curtains etc., The Products are exported to
Europe, U.S.A., Japan, Canada, Australia, Singapore, South Korea, South Africa and the
Scandinavian countries among others.

52
 The handloom industry in karur generates nearly an annual turnover of Rs.2000
crores (400 million dollars a year) through direct and indirect exports of textile goods. The
development of export as a major trade has led to the enormous growth of other allied
industries like handloom and power loom weaving units, dyeing and bleaching units,
tailoring, packaging units etc. The handloom and its allied industries provide direct and
indirect employment to over two lakh persons.

53
PAPER

TNPL MILL

Tamil Nadu News Print and Papers Ltd., better known as TNPL the country’s
largest non-wood based paper maker was established in the early 80’s at Pugalur near
Karur. It is acknowledged as the world leader in the technology for manufacture of news
print from bagasse which became operational from January 1996. The Productions of
news print and paper have been raised from 90000 tonnes to 180000 tonnes per annum.
It is the most Modern paper mill in the country with an unique bagasse handling and
pulping system, multifuel boilers, mechanized finishing section and a sophisticated R&D
Center. The TNPL’s 6.8 meters wide paper machine from the U.K designed for maximum,
operational since 1985, producing quality news print and printing and writing paper.
TNPL produces 230,000 tons of printing & writing paper and consumes 1 million tonnes
of bagnasse every year.

TNPL is promoted by the Government of Tamil Nadu with loan assistance from
the World Bank. TNPL is the largest producer of bagasse based paper in the world and
The 2nd largest paper producer in Asia.

54
BUS BODY BUILDING

Karur District is very famous for its Bus Body building industry. In and around
Karur, there are several small and large industries catering the need within Tamil Nadu as
also outside the state. Karur is a renowed centre for bus building industries. This is a unique
feature of Karur and almost 95% of south Indian bus bodies are being built here. The total
business is estimated to be around Rs.2750 crore per annum. There are more than 200
Builders in the district and they are making more than 3500 buses per year, including
government buses of some states like Karnataka, Tamil Nadu etc.

55
CHETTINAD CEMENT

Chettinad Cement Corporation Ltd was formed 1962 to cater to growing demands
of cement in the country. The manufacturing unit located at Puliyur, Karur District, in
Tamilnadu commenced production in April 1968. Apart from cement, the Chettinad House
is today engaged in activities as diverse as granite, engineering, silica, garnet, information
technology, steel & textile trading, horse hreeding, plantations, shipping, transportation,
stevedoring, clearing and forwarding and logistics having combined turnover of Rs.8500
million. Karur is also home to Chettinad Cements has an installed production capacity of
6,00,000 tons per annum, with another 1.1millions tons expansion in the pipeline.

56
SUGAR MILL

India is the world’s largest producer of sugar. Parry’s pioneered sugar production
in India. In 1842, the company ser up India’s first sugar factory at Vandipalayam. Since
then, they have maintained the edge in the industry through advanced technologies. At
Pugalur, Karur the company has one it’s manufacturing units apart from Nellikuppam,
Pettaivaithalai and Pudukkottai. The factory at Pugalur has a capacity of 4000 TCD. It has a
capacity of 4000 TCD per year. It’s also seting a 22 MW co-generation power plant, with
TNPL.

57
 CHAPTER IV

DATA ANALYSIS

AND

INTERPRETATION

58
4. Data Analysis and Interpretation

This chapter deals the reviews and analysis of data that are collected through
questionnaires and interpretation of data. This is the core part of this project.
The data is represented by graphical forms and also shown in percentage. This
helps us to interpret the data easily.

Table 4.1 showing gender wise classification of male and female users of
Lever Ayush

Response No. of respondents Percentage of respondents

Male 4 4

Female 96 96

Total 100 100

Source: Primary data

From the above table it is understood that female users are more than male users
of Lever Ayush products. There are 96% of Female users and 4% of male
users.

59
Figure 4.1 showing gender wise classification of male and female users of
Lever Ayush

120
96
100

80

60

40

20
4
0
Male Female

Table 4.2 showing the result of age group

Response No. of respondents Percentage of respondents

Below 20 39 68

20-30 11 18

30-40 15 4

40 above 35 10

Total 100 100

Source: Primary data

60
From the above figure 68% of the respondents are below 20 ages. 18% come
under 20-30. 4% of the respondents are under the 30-40 age groups.10% of the
respondents are under the 40 above. So we can clearly see that majority of the
youngsters below the age of 20 uses the Lever Ayush products the most

Figure 4.2 showing the results of age group

70

60

50

40 68

30

20
18
10 10
4
0
Below 20 20-30 30-40 40 above

Table 4.3 showing the response of the respondents who use Lever Ayush
products at least once

Response No. of respondents Percentage of respondents

Yes 41 78

No 59 22

Total 100 100

Source: Primary data

61
From the above table indicates that 78% of the respondents are using the Lever
Ayush products at least once. 22% of the people are not using any of Lever
Ayush products.

Figure 4.3 showing the response of the respondents who use Lever Ayush
products at least once

No 22

Yes 78

0 10 20 30 40 50 60 70 80 90

62
Table 4.4 showing the result of the products generally used by the
respondents

Response No. of respondents percentage of respondents

Soap 17 34

Shampoo 12 24

Oral care products 17 34

Oil 19 2

Face wash 35 6

Total 100 100

Source: Primary data

The above table indicates the products generally used by the respondents. Most
of the respondents are using soap and oral care products from Lever Ayush
products (34%). 24% respondents are using Lever Ayush shampoo. 6% of them
use face wash. Only 2% respondents are using oil

Figure 4.4 showing the result of the products generally used by the
respondents

34 34
35
30
24
25
20
15
10 6
2
5
0
Soap Shampoo Oral care Oil Face wash
products

63
Table 4.5 showing the amount spent for Lever Ayush products

Response No. of respondents Percentage of respondents

Below 200 31 72

200-300 14 20

300-400 32 6

Above 400 23 2

Total 100 100

Source: Primary data

The above table indicates the amount spent for Lever Ayush products. 72 % of
the respondents spend below 200. 20% respondents spend 200-300 for the
product. 6% of respondents spend 300-400. And only 2% of the respondents
spend above 400 for the product.

Figure 4.5 showing the amount spent for Lever Ayush products

Above 5002

300-5006

200-300 20

Below 200 72

0 10 20 30 40 50 60 70 80

64
Table 4.6 showing the reasons for preferring Lever Ayush products

Response No. of respondents Percentage of respondents

Price 36 2

Quality 23 46

Availability 19 22

Variety 22 30

Total 100 100

Source: Primary data

The above table indicates the reason for buying Lever Ayush products. 46% of
the respondents agree that quality is the main reason for buying the product. 30%
respondents agree that variety is the influencing factor. 22% agree that
availability of product is the influencing factor. And 2% of the respondents
agree with price is the reasonable for buying the product.

Figure 4.6 showing the reasons for preferring Lever Ayush products

30
Price
Quality
46
Availabiity
Variety

22

65
Table 4.7 showing the result of frequency in purchase

Response No. of respondents Percentage of respondents

Once in 15 days 45 10

Once in a month 10 20

Once in 2 month 26 42

Once in a year 19 28

Total 100 100

Source: Primary data

The above table indicates the frequency of purchase of Lever Ayush products.
42% respondents are purchasing the products once in 2 months. 28% respondents
are purchasing once in a year. 20% of them purchase the products once in a year.
And only 10% of the respondents are purchasing the products once in15 days.

Figure 4.7 showing the result of frequency in purchase

50
40
30
20
10
0
Once in 15
Once in a
days Once in 2
month
month Once in a
year

66
Table 4.8 showing the result of the prices of Lever Ayush products are
reasonable or not

Response No. of respondents Percentage of respondents

Yes 40 80

No 60 20

Total 100 100

Source: Primary data

From the above table indicates the prices of the Lever Ayush products are fair or
not.80% of the respondent’s response that the prices of the products are not fair.
Only 20% of respondents agree that the prices are fair.

Figure 4.8 showing the result of the prices of Lever Ayush products are
reasonable or not

78

80

70

60

50

40
22
30

20

10

Yes No

67
Table 4.9 showing the result of the source from which the customers came
to know about the products

Response No. of respondents Percentage of respondents

Advertisement 37 72

Family 15 18

Self-exploration 29 4

Friends 19 6

Total 100 100

Source: Primary data

From the above table 72% of the respondents who came to know about the
products are from advertisements.18% of the respondents source is from family.
6% of them came to know about the products from self-exploration. 4 % of the
respondent’s source is their friends.

Figure 4.9 showing the result of the source from which the customers came
to know about the products

Friends6

Self-exploration4

Family 18

Advertisemen 72
t
0 10 20 30 40 50 60 70 80

68
Table 4.10 showing the result of the reason for preferring Lever Ayush
products

Responses No. of respondents Percentage of respondents

Convenient 26 52

Affordable 45 16

Chemical free 21 36

Ingredients 8 2

Total 100 100

Source: Primary data

From the above table 52% of the respondents prefer the products because it is
convenient. 36% of the respondent’s reason to prefer the products is chemical
free. 16% of the respondent’s choose the product because it is affordable for
them. 2% of them prefer the product's ingredients.

Figure 4.10 showing the result of the reason for preferring Lever Ayush
products

60

50

40

30 52
20 36

10 16
2
0
Convenient Affordable Chemical free Ingredient
s

69
Table 4.11 showing whether the Lever Ayush product had any side effects
or not

Response No. of respondents Percentage of respondents

No 47 94

Yes 53 6

Total 100 100

Source: Primary data

From the above table indicates that the Lever Ayush products have side effects
or not. 94% of the respondent responses there are no side effects. And 6% of
the respondent’s responses that there are side effects for the using of Lever
Ayush products.

Figure 4.11 showing the result of the product had any side effects or not.

100 94
90
80
70
60
50
40
30
20
6
10
0 No Yes

70
Table 4.12 showing the result of how many years the respondents are using
Lever Ayush products

Response No. of respondents Percentage of respondents

Less than 1 year 40 80

2-3 year 5 12

3-4 year 21 4

More than 5 year 34 4

Total 100 100

Source: Primary data

From the above table indicates that 80% of respondents have been using the
Lever Ayush products less than 1 year.12% of the respondents have been using
the products 2-3 years.4% of them using the products 3-4 years. And 4% of the
respondents have used the products for more than 5 year.

Figure 4.12 showing the result of how many years the respondents are
using Lever Ayush products

44
12

Less than 1 year

2-3 year
3-4 year
80
more than 5year

71
Table 4.13 showing the degree of satisfaction of Lever Ayush products
Response No. of respondent Percentage of respondent
Response No. of respondents Percentage of respondents
Affordable price 36 16
Strongly agree 9 8
Easily available 24 40
Agree 27 48
Quality 11 4
Neutral 20 40
Brand image 19 38
Disagree 16 2
Ayurvedic 10 2
Strongly disagree 28 2
Total 100 100
Total 100 100

Source: Primary data

From the above table it is evident that 48% of the respondents agree that they
are satisfied with Lever Ayush products. 40% of the respondents can’t say how
they are satisfied. So they are neutral with Lever Ayush products. 8% of them
are strongly satisfied with Lever Ayush products. 2% of them are not satisfied
with the product. And 2% of the respondents strongly dissatisfied with the
products.

Figure 4.13 showing the degree of satisfaction of Lever Ayush products

50
40

30
48
20 40

10
8
2 2
0
Strongly Agree Neutral Disgree Strongly
agree disagree

72
Table 4.14 showing the attractive attribute of Lever Ayush product

Source: Primary data

From the above table 40% of the respondents choose Lever Ayush products
because it is easily available. 38% of the respondents say that brand image. 16%
of them choose it because it’s affordable. 4% choose the product for its quality.
2% respondents choose because it’s Ayurvedic, and contains natural ingredients.

Figure 4.14 showing the attractive attribute of Lever Ayush products

2
16

Affordable price
38
Easily available
Quality
Brand image
Ayurvedic
40
4

73
Table 4.15 showing the result of quality of the product

Response No. of respondents Percentage of respondents

Strongly agree 9 12

Agree 14 38

Neutral 23 16

Disagree 19 10

Strongly disagree 35 24

Total 100 100

Source: Primary data

From the above table 38% of the respondents agree that Lever Ayush products
are good quality. 10% of them can’t say the quality of product. 24% of the
respondents strongly agree with its good quality of product.

Figure 4.15 showing the result of quality of the product

24

38
10
16 strongly disagree
40
35 Disagree
30
25 Neutral
20 12
15 Agree
10
5 Strongly agree
0
1

Strongly agree Agree Neutral

Disagree strongly disagree

74
Table 4.16 showing the result of preferring Lever Ayush products over the
other products

Response No. of respondents Percentage of respondents

Packaging 5 14

Brand name 33 44

Quality 10 20

High customer rating 11 6

Others 4 16

Total 100 100

Source: Primary data

From the above table indicates that 44% of the respondents prefer Ayush
products because of its brand name, 20% prefer the quality of products, and
16% of them prefer it because it’s other matters. 14% prefer it because it’s
packaging. 6% of the respondents choose for its high customer rating.

Figure 4.16 showing the result of preferring Lever Ayush products over
the other products

other 16
s

High customer 6
rating

Quality 20

Brandnam 44
e

Packaging 14

0 10 20 30 40 50

75
Table 4.17 showing whether any changes are to be made to Lever Ayush
products or not

Response No. of respondents Percentage of respondents

Yes 55 80

No 45 20

Total 100 100

Source: Primary data

From the above 80% of the respondents choose that there is nothing to change.
20% of them choose no.

Figure 4.17 showing whether any changes are to be made to Lever Ayush
products or not

22%

78%

Yes No

76
Table 4.18 showing the result of overall performance of the Lever Ayush
products

Response No. of respondents Percentage of respondents

Very good 4 12

Good 33 24

Average 15 16

Bad 32 2

Very bad 15 46

Total 100 100

Source: Primary data

From the above data 66% of the respondent’s response had good performance.
26% of them respond that it has average performance.8% of the respondent’s
response that the product has very good performance.

Figure 4.18 showing the result of overall performance of the Lever Ayush
products.

12%

very good
46% good
24% average
bad
very bad

2% 16%

77
Table 4.19 showing the result of the rate of appearance of Lever Ayush
products

Responses No. of respondents Percentage of respondents

Very good 6 12

Good 28 24

Average 9 16

Bad 23 2

Very bad 34 46

Total 100 100

Source: Primary data

From the above 24% of the respondents rate good for the appearance of Lever
Ayush products. 16% of them rate average for the products. The 12% rate is very
good for the appearance. 2% of them rate badly for the appearance of the
products.

Figure 4.19 showing the result of the rate of appearance of Lever Ayush
products

50
45
40
35
30
25
20
15
10
5
0
ve r y g o o d
g oo d
a ve r a g e
ba d
ve r y ba d

78
79
Table 4.20 showing whether the Lever Ayush products are made with
natural ingredients as said in advertisement

Response No. of respondent Percentage of respondent

Strongly agree 5 6

Agree 17 34

Neutral 31 48

Disagree 19 10

Strongly disagree 28 2

Total 100 100

Source: Primary data

From the above table 48% of the respondent’s responses were neutral. 34% of
the respondent’s response agrees that the products are made with natural
ingredients. 6% strongly agrees and 10% disagrees. 2% of the respondents
strongly disagree that the Lever Ayush products are made with natural
ingredients.

Figure 4.20 showing result of whether the Lever Ayush products are made
with natural ingredients as said in advertisement

48
50
40 34

30
20 10
6
10 2

0
Strongly Agree Neutral Disagree strongly
agree disagre
e

80
Table 4.21 showing the result of recommendation of Lever Ayush products
to others

Response No. of respondents Percentage of respondents

Yes 39 78

No 61 22

Total 100 100

Source: Primary data

From the above data 78% of the respondents would like to recommend the Lever
Ayush products to others. 22% of the respondents wouldn’t like to recommend
Lever Ayush products to others.

Figure 4.21 showing the result of recommendation of Lever Ayush

products to others

22
No

78
Yes

81
 CHAPTER V

FINDINGS, SUGGESTIONS

AND

CONCLUSION

82
4. Findings, suggestions and conclusions

In the previous chapter we collected data were collected from 50 respondents

and interpreted that data. This chapter deals with the findings, suggestions, and
conclusion of the customer satisfaction of the Lever Ayush products.

4.1 Findings of the study

● It is found out that 96% are female users. And 4% of the respondents are

male.

● Most of the respondents are in the age group of 10-20.

● 78% of the respondents are using Lever Ayush products.

● Most of the respondents are using soap and oral care products.

● Most of the people are not ready to spend above 200 for the Lever

Ayush products. Even if the quality is good.

● It is found that 46% of the respondent’s main reason for buying Lever

Ayush products is its quality.

● It is found out that most of the respondents frequency in purchasing is

once in 2 months.

● About 80% of the respondents are satisfied with the prices of Lever Ayush

products.

● Most of the respondents have come to know about Lever Ayush

products through advertisements in social media.

● Most of the respondents' reason for buying Lever Ayush products is that

it's convenient.

83
84
● 94% of the respondents did not have any side effects while using

Lever Ayush products.

● Most of them are using the Lever Ayush products less than 1 year.

● Most of the respondents are satisfied with the product.

● It was found that 40% of the respondents are buying Lever

Ayush products because it’s easily available.

● Most of them agree with the quality of the products.

● It was found that most of them buy Lever Ayush products over the other

products because of its brand name.

● 80% of the respondents don’t want anything to change about the products.

● Most of the respondents rate the overall performance of the Lever Ayush

products is good.

● It was found that 70% of the respondents rate the packaging of the

products is good.

● 48% of the respondents are neutral regarding the products are made

with natural ingredients. While 34% of them agree that the products are

made with natural ingredients.

● Most of the respondents want to recommend Lever Ayush products to

others.

● Majority 46.67% of the respondents are buying this product frequently.

● Majority 91.11% of the respondents are aware about Ayush brand.

● Majority 45.19% of the respondents are buy ayush product.

85
● Majority 45.19% of the respondents are answers the price of ayush

products are average.

● Majority 65.19% of the respondents are satisfied about the products.

● Majority 38.52% of the respondents are buy these products in super

market

● Majority 47.70% of the respondents are use these products from 6

months

● Majority 57.04% of the respondents are selected Himalaya as its

competitor.

● Majority 88.89% of the respondents are never face any problems.

● Majority 39.26% of the respondents are needed improvement in fair

price
● Majority 93.33% of the respondents are recommended to their friends.

● Majority 56.20% of the respondents monthly income are below 20,000.

● Majority 57.78% of the respondents are from rural area

● Majority 61.48% of the respondents are under graduate level.

● Majority 83.70% of the respondents are from nuclear family

● Majority 76.30% of the respondents are unmarried.

● Majority 57.71% of the respondents are between 18-21 years of age

● Majority 61.48% of the respondents are female.

● Majority 62.22% of the respondents are prefer ayurvedic products.

86
4.2 Suggestions.

● The study is based on 50 respondents. So increasing the sample size

will increase the reliability of the study.
● Issues related to the side effects of the products to be corrected
effectively.
● Advertisement to be required for Lever Ayush products.
● The prices of the products should be reasonable to the customers.
● Retail selling is required to increase the selling.
● Increasing the quality of the products should be attracting more
customers.
● Quantity of Lever Ayush products to be increased with the
prevailing price rate.
● The company should provide more discounts for the products to
increase the number of customers.
● Demonstration of the Lever Ayush products is the best way for
promotional measures.
● The Lever Ayush products should be easily available to the
customers nearest shops.
● Packaging of the products should be more attractive.

● Personal care products should pay more attention to male segments,

as result of the study proves that male shop less in compare to
female. So company should decide policies and strategies to attract
more number of people in this segment in future

● Can consider other age groups like children-baby care products.

87
88
4.1 Conclusion

Every company aims to maintain the long term relationship with

customers and the business organization. In order to acquire the potential
customer’s needs and demands should be acknowledged also customer
satisfaction has great impact on the entire business operations. Customers
predict the value of the products before purchasing at the point of purchase
and and purchasing.

This study is concerned with the analysis of “Customer Satisfaction

with Lever Ayush products”. The main aim of the study is that the customers
are satisfied with the Lever Ayush products or not. I have collected data
primarily. For this study sample size 50 is taken in order to analyse the
customer satisfaction towards quality, price and consumption of Lever
Ayush products. In this study all people knew about Hindustan Unilever
products. So many people are using Lever Ayush products because of its
brand name Many of the respondents are using the product because of its
brand name, quality, and availability. The price should be reduced in order
to increase the customers. I found that most of the users are female users
compared to male. And the current users are satisfied with the performance
of Lever Ayush products.

The study gives the knowledge of the various view and their
association with customer satisfaction. It based through questionnaire
pattern for the research and findings. This study results the customer
satisfaction in the following factors (price, quality,variety, loyalty, location).

89
 Lever ayush sells its products with a very high quality. Many like
likes to adopt towards Lever ayush because of quality and promoting
quotation as ‘Ayurveda’ and ‘health and safety’, it works very effectively
for promotion. It has a reasonable price. On considering this study, it can be
concluded that lever ayush product have gained significant place in the
market.Today, HUL is one of Indian’s largest exporters of branded fast
moving consumer goods. It has been recognized by the government of india
as a golden super star trading house.

Lever Ayush soap has high penetration in urban & semi-urban

areas. It enjoy sound financial position & high profits from their sector. The
demand for this product very much vulnerable in terms of pricing. Unilever
India is providing lever Ayush at a price which is affordable to most of the
people in the country.

Beauty soap is an uprising product in India as a greater portion of

the population, both male and female, are now getting more beauty
conscious. Customers are the king of the market, superior in an organization
and goose laying eggs. Cutomer’s satisfaction plays a significant role in
modern marketing era. Soap is a important product for the day to day
consumption of the customers.

90
91
92
BIBLIOGRAPHY

93
Bibliography

Books

Sontakki, D. (2006). Marketing Management. New Delhi: Kalyani

publishers. Tyagi, C., & Arun, K. (2004). Consumer Behaviour. New
Delhi: Atlantic Publishers.
Journals

Suh, J., & Youjae, Y. (2006). When Brand Attitudes Affect the Customer
Satisfaction-Loyalty Relation: The Moderating Role of Product Involvement. Journal
Of Consumer Psychology, 16(2). doi: 10.1207/s15327663jcp1602_5

Kanagal, N. (2006). Role of Relationship of Marketing in Competitive Marketing

Strategy.
Journal Of Management And Research, Pp 1-30.

E, C., & R, H. (2016). A study on customer awareness and satisfaction of selected

ayurvedic and herbal products. International Journal Of Advanced Research And
Development, 1(8).

KL, K. (2003). Brand synthesis: The multi dimensionality of brand knowledge.

Journal Of Consumer Research, 29(4).

Kim, & Lee. (2011). customer satisfaction using low cost carriers. Tourism
Management, 32(2). doi: 10.1016

Indirapriyadharshini, B., & Thilagavathi, M. (2016). Consumer Satisfaction on

Personal care Products of Hindustan Uniliver Ltd. International Journal Of
Management Sciences And Business Research, 5(12). doi: 10.5281

Priteshkumar Y, S. (2013). A study on rural marketing strategy- with special

emphasis on selected customer preferences for Hindustan Uniliver Ltd. Paripex-
Indian Journal Of Research,2(2).

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Assaari, M., & Karia, N. (2000). Churn Management towards Customer
Satisfaction: A case of cellular operations in Malaysia. International Conference On
E-Commerce: Emerging Trends In E- Commerce, Pp 21-23.

Ashish, B. (2002). Customer Satisfaction Measurement. Quality And Productive Journal.

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Websites

https://shodhganga.inflibnet.in

https://www.hul.co.in

https://www.researchgate.net

https://en.m.wikipedia.org/wiki/HindustanUniliver

https://www.academia.edu

https://advancedjournal.com

95
APPENDIX

96
 “A STUDY ON CUSTOMER SATISFACTION OF LEVER
AYUSH PRODUCTS WITH SPECIAL REFERENCE TO
KARUR DISTRICT’’

Questionnaire of customer satisfaction of Lever Ayush products.

1. Name:

2. Age:

◻ 10-20 ◻ 30-40

◻ 20-30 ◻ 40 above

3. Gender

◻ Male

◻ Female

4. Marital Status

◻ Married

◻ Unmarried

5. Are you aware of Lever Ayush products?

◻ Yes

◻ No

97
6. Have you ever used any Lever Ayush products?

◻ Yes

◻ No

7. Educational qualification

◻ School Level

◻ Under graduate

◻ Post graduate

◻ Other

8. Family Monthly Income

◻ Below 10,000

◻ 10,000 – 20,000

◻ 20,000 – 30,000

◻ Above 30,000

9. Occupation

◻ Student

◻ Professional

◻ Business

◻ Homemaker

98
10. What product do you generally use?

◻ Oil

◻ Shampoo ◻ Face wash

◻ Oral care products

11. How much money do you spend for buying Lever Ayush products?

◻ Below 200 ◻ 300-500

◻ 200-300 ◻ Above 500

12. What is the main reason for using Lever Ayush products?

Price ◻ Variety

Quality ◻ Availability

13. Frequency of purchasing Lever Ayush products?

Once in 15 days ◻ Once in 2 month

Once in a month ◻ Once in a year

14. Do you think the price of the Lever Ayush products are fair or not?

◻ Yes

◻ No

99
15. Do you think the price of the Lever Ayush products are fair or not?

◻ Yes

◻ No

16. How do you come to know about this product?

◻ Advertisements ◻ Self exploration

◻ Family ◻ Friends

17. What is the reason that you prefer Lever Ayush products?

◻ Chemical free

◻ Ingredient

Convenient

Affordable

18. Is this product having any side effects?

◻ Yes

◻ No

100
19. How many years have you been using Lever Ayush products?

◻ Less than 1 year ◻ 3-4 year

◻ 2-3 year ◻ More than 5 year

20. Do you agree that you are satisfied with Lever Ayush products?

◻ Strongly agree ◻ Disagree

◻ Strongly disagree

◻ Neutral

21. What is the main advantage of Lever Ayush products?

Affordable price ◻ Brand image

Easily available ◻ Ayurvedic

22. Is the Lever Ayush products high quality?

◻ Strongly agree ◻ Disagree ◻ Strongly disagree

◻ Neutral

23. Why do you prefer Lever Ayush products over the other products?

◻ High customer rating

◻ Brand name ◻ others

◻ Quality

101
24. Is there anything that you want to change about this product?

◻ Yes

◻ No

25. Overall performance of Lever Ayush products?

◻ Very good ◻ Bad ◻ Very bad

◻ Average

26. Please state how much would you rate the appearance of the products?

◻ Very good ◻ Bad ◻ Very bad

◻ Average

27. Do you agree that Lever Ayush products are made with natural
ingredients?

◻Strongly agree ◻ Disagree

◻Agree ◻ Strongly disagree

◻ Neutral

28. Would you like to recommend this product to others?

◻ Yes

◻ No

63

102