A STUDY ON CUSTOMER SATISFACTION TOWARDS RESPECT TO

GREEN MARKETING AND GREEN PRODUCTS, IN HOSUR.

A project report submitted to Periyar University in partial fulfillment of the requirement

for the award of the
MASTER OF COMMERCE (M.COM)

Submitted by
R SATHYAMOORTHI
Reg NO. C22PG188COM017

Under the Guidance of

Mrs. ELAVARASI M.COM., M.Phil., Ph.D

Department of commerce Govt. Arts & Science College

Hosur-635 110

MASTER OF COMMERCE APRIL - 2024

1
 CERTIFICATE

This is to certify that the project report entitled to the Periyar University,
Salem in partial fulfillment of the requirement for the award of the Degree of Master of
Commerce is a record of beneficed project work carried out by R SATHYAMOORTHI
under my supervision and guidance. No part of this project work has been submitted for the
award of any degree, diploma, fellowship or other similar titles or prizes and that the work
has not been published in part or full in any scientific or popular journals or magazines.

Date:
Place:

Signature of the Head of department: Signature of supervisor

Date of Viva-Voce exam:

Internal Examiner: External Examiner:

2
 DECLARATION
R SATHYAMOORTHI, hereby declare that this project "A STUDY ON
CUSTOMER SATISFACTION TOWARDS RESPECT TO GREEN
MARKETING AND GREEN PRODUCTS, IN HOSUR submitted to the Periyar
University, Salem in Partial fulfilment of the requirements for the award of the
Degree of MASTER OF COMMERCE is a record of summer project work done by
me during April - 2024 under the supervision and guidance of Government Arts and
Science College, Hosur and it has not formed the basis for the award of any
Degree/Diploma Associate ship / Fellowship or other similar title to any candidate to
any University

Date :
Place : Signature of the student

I certify that the declaration made above by the candidate is true.

Signature of the Guide

3
 BONAFIDE CERTIFICATE

Certified that this project report titled A STUDY ON CUSTOMER

SATISFACTION TOWARDS RESPECT TO GREEN MARKETING AND GREEN
PRODUCTS, IN HOSUR is the bonafide work of R SATHYAMOORTHI (Reg. No:
C22PG188COM017 ) who carried out the research under my supervision. Certified further,
that to the best of my knowledge the work reported here is does not form part of any other
project report or dissertation on the basis of which a degree or award was conferred on an
earlier occasion on this or any other candidate.

Viva-Voce exam held on : Head of the Department

Internal Examiner External Examiner

4
 CERTIFICATE

This is to certify that the project report entitled to the Periyar University.
Salem in partial fulfilment of the requirement for the award of the Degree of Master of
Commerce is a record of beneficed project work carried out by R SATHYAMOORTHI
(Reg. No: C22PG188COM017 ) under my supervision and guidance. No part of this
project work has been submitted for the award of any degree, diploma, fellowship or other
similar titles or prizes and that the work has not been published in part or full in any
scientific or popular journals or magazines.

Date :
Place :

Signature of the Head of department: Signature of supervisor

Date of Viva-Voce exam:

Internal Examiner: External Examiner.

5
 ACKNOWLEDGEMENT

At the outset, thank the God Almighty for giving me the wisdom to complete this project
work successfully. Beside am indebted to a few people who have contributed a lot towards
the completion of this project

First, would like to express my sincere thanks to the principal of this college for giving me
an opportunity to do this project and has been generous in providing all necessary facilities
in carrying out the project.

I convey my deep since of gratitude to the head of the Department of Commerce for
helping guidance and giving due encouragement in the process of completing my research
work at all stages. I sincerely record my thanks to all members of staff of Commerce
Department of Govt. Arts & Science College, Hosur.

With immense pleasure and satisfaction, I express my heart-felt thanks to my

project Guide Mrs.ELAVARASI M.COM.,M.Phil.,Ph.D who is graciously spared
much of his valuable time to provide all possible help, encouragement, valuable
suggestions and guidance for the successful completion of this projectreport.

Last but the least take this opportunity to thank my family and friends for being with me
all through the project work.

Date :
Place : Signature of the student

6
 PAGE
SL .NO CONTENT NO

LIST OF TABLES
LIST OF CHARTS

CHAPTER 1 INTRODUCTION 1-5

6-10
CHAPTER 2 REVIEW OF LITERATURE

11-13
CHAPTER 3 CONCEPTUAL FRAMEWORK

14-32
CHAPTER 4 DATA ANALYSIS AND INTERPRETATION

33-36
CHAPTER 5 FINDINGS, SUGGESTIONS AND CONCLUSION

37
BIBLOGRAPHY

38-40
ANNEXURE

7
 LIST OF TABLES
PAGE
SL.NO TITLE
NO

1 GENDER WISE CLASSIFICATION

2 CUSTOMERS AGE

3 CUSTOMERS ANNUAL INCOME

4 CUSTOMERS EDUCTIONAL DETAILS

5 PEOPLE THOSE WHO ARE AWARE OF GREEN PRODUCT

SOURCES6 OF CUSTOMERS WHO HAVE BROUGHT ANY GREEN PRODUCT

7 PEOPLE ON WHAT MAKES THEM TO BUY A GREEN PRODUCT

ATEGORIES OF
8 PEOPLE WHERE THEY CAME TO KNOW ABOUT GREEN MARKET
CATEGORIES OF PEOPLE WHO BELIEVE GREEN PRODUCTS OVER
9 PRICED
PERCENTAGE OF PEOPLE THOSE WHO ARE WILLING TO PAY FOR
10 GREEN MARKET
CATEGORIES OF PEOPLE SAYING THAT GREEN MARKETING IS
11 MORE
EFFECTIVE THAN REGULAR MARKETING
CATEGORIES OF PEOPLE WHO ARE WILLING TO PAY FOR
12 GREENPRODUCTS
WHICH MARKETING ELEMENTS STRONGLY INFLUENCE BUYING
13 BEHAVIOUR OF GREEN PRODUCT
CATEGORIES OF PEOPLE WHO CONSIDER TO USE GREEN
14 PRODUCTS IN
FUTURE
CATEGORIES OF PEOPLE WHO WILLING TO RECOMMEND GREEN
15 PRODUCTS TO FRIENDS & RELATIVES
DO YOU THINK GOVERNMENT SHOULD TAKE INTIATIVE IN
16 MAKING
COMPANIES TO GO GREEN

17 IF YOU USE GREEN PRODUCTS WHAT IS YOUR MOTIVE

8
 WHAT IS THE MAIN REASON THAT MAKES YOU WILLING TO PAY MORE FOR
18 THE GREEN PRODUCT
CATEGORIES OF PEOPLE WHO THINKS GREEN PRODUCTS HELPING
19 TO
SAVE RESOURCES AND MANAGE WASTE

LIST OF CHARTS
PAGE
SL.NO TITLE
NO

1 GENDER WISE CLASSIFICATION

2 CUSTOMERS AGE

3 CUSTOMERS ANNUAL INCOME

4 CUSTOMERS EDUCTIONAL DETAILS

5 PEOPLE THOSE WHO ARE AWARE OF GREEN PRODUCT

SOURCES
6 OF CUSTOMERS WHO HAVE BROUGHT ANY GREEN PRODUCT

7 PEOPLE ON WHAT MAKES THEM TO BUY A GREEN PRODUCT

CATEGORIES OF PEOPLE WHERE THEY CAME TO KNOW ABOUT
8 GREEN MARKET
CATEGORIES OF PEOPLE WHO BELIEVE GREEN PRODUCTS OVER
9 PRICED
PERCENTAGE OF PEOPLE THOSE WHO ARE WILLING TO PAY FOR
10 GREEN MARKET
CATEGORIES OF PEOPLE SAYING THAT GREEN MARKETING
11 IS MORE EFFECTIVE THAN REGULAR MARKETING
CATEGORIES OF PEOPLE WHO ARE WILLING TO PAY FOR
12 GREENPRODUCTS
WHICH MARKETING ELEMENTS STRONGLY INFLUENCE BUYING
13 BEHAVIOUR OF GREEN PRODUCT
CATEGORIES OF PEOPLE WHO CONSIDER TO USE GREEN
14 PRODUCTS IN FUTURE
CATEGORIES OF PEOPLE WHO WILLING TO RECOMMEND
15 GREEN PRODUCTS TO FRIENDS & RELATIVES

16 DO YOU THINK GOVERNMENT SHOULD TAKE INTIATIVE IN MAKING

9
 COMPANIES TO GO GREEN

17 IF YOU USE GREEN PRODUCTS WHAT IS YOUR MOTIVE

WHAT IS THE MAIN REASON THAT MAKES YOU WILLING TO PAY MORE FOR
18 THE GREEN PRODUCT
CATEGORIES OF PEOPLE WHO THINKS GREEN PRODUCTS
19 HELPING TO SAVE RESOURCES AND MANAGE WASTE

10
 CHAPTER 1 INTRODUCTON

• INTRODUCTION

Corporate environmentalism or green management emerged in the 1990s and

became popular internationally in the 2000s.Corporate social responsibility and green
management are becoming major topics of discussion in this century. Duringthe last four
decades, satisfaction has been considered as oneof the most important theoretical as well
as practical issues for most marketers and consumer researchers. Satisfaction referred to a
consumers’ judgement that a product or service feature or the product or service itself,
was providing a pleasurable level of consumption related fulfilment, including levels of
under or over fulfilment.

In order to keep up with the changing business environment and consumer

needs, many organisations around the globe have been forced to adopt green marketing
practices for social responsibility issues. Preserving the environment has become the
necessity of any competitive organisation in the global market. Green marketing is the
company’s effort to design, promote, price and distribute products in a manner which
promotes environmental protection. It includes all the activities designed to generate and
facilitate any exchanges intended to satisfy human needs or wants, such that the
satisfaction of these needs and wants occurs, with minimal detrimental impact on the
natural environment.
Environmental pollution increased rapidly throughout the industrialization period
leading to a great reaction which was born against products hazardous to the
environment. When the hazardous contents of a product became one of the factors

11
 influencing the purchase decisions of consumers, businesses started to manufacture
environmentally friendly or in other words green product policies.

Statement of problem
The purpose of the study is to find out the level of satisfaction towards the
environmental concern products. The main aim isto find out how the consumer behaves
when they are about to purchase eco-friendly product. Are they looking for the products
which are creating any problem to the environment? And also to find out the level of
satisfaction of consumers towards green marketing.

Scope of study
The current study is formed to identify the level of satisfaction towards
green marketing and green products. Scope of study is limited to sample of 50 people
residing in Hosur. The entire population is not considered.

Significance of study
Organizations perceive environmental marketing to be an opportunity that
can be used to achieve its objectives and have a moral obligation to be more socially
responsible. So this study will try to evaluate the level of satisfaction towards green
products and green marketing.

Objectives of study
• To find the customers willingness to buy green products.
• To bring out the factors influencing the purchase of greenproducts.
• To find the level of satisfaction of green products and greenmarketing.

Research design

12
 It is a well-established fact that any research has to be validated based on the
systematic collection and analysing thedata. For this study survey method is adopted to
collect the primary information from the people residing in Hosur usinga set of
questionnaire. The primary data is collected from 50 people residing in Hosur and the
secondary data is collected from internet and books.

Nature of study
For this descriptive and analytical research methods is used. The main
objective of descriptive and analytical studies is to depict accuracy.

Nature of data
Primary data and secondary data is used.

Sources of data
The primary source of data is through a questionnaire. The secondary data is
collected by referring the internet information and other textbooks are used for the
study.

Sample design
A sample design is a definite plan for obtaining a sample from a given
population. It refers to the technique or the procedure adopted in selecting items for the
sampling design.
Nature of population
The nature of population is finite.

Sample unit
Sample unit represent people residing in Hosur District.

13
 Method of sampling
The method used for sampling here is convenient sampling. The data is
collected through a questionnaire. Samples are selected from people residing in Hosur.
Size of sample

A sample of 50 people residing in Hosur has been consideredfor this study.

Tools for analysis

The tools for analysis used on this study are bar diagrams, percentage
analysis, pie charts and tabular representation of data.

Limitations

• The study is limited to 50 people.

• The interpretation is based on assumption that therespondents has given the correct
information.

Chapterization

• Introduction
• Review of literature
• Conceptual framework
• Data analysis and interpretation
• Findings , suggestions and conclusion

14
 CHAPTER 2 REVIEW OF LITERATURE

Review of related literature

A literature review or narrative review is a type of review article. A

literature review is a scholarly paper, which includes the current knowledge including
substantive findings, as well as theoretical and methodological contribution to a
particular topic. Literature reviews are secondary sources, and do not report new or
original experimental work. Most often associated with academic oriented literature,
such reviews are found in academic journals, and are not to be confused with book
reviews that may also appear in the same publication. Literature reviews are a basic for
research in nearly every academic field.

El Diefa. M & Fontb. X (2010) explores the determinants of greenmarketing practices

in the Red Sea hotel sector in Egypt. The model assesses green marketing practices
against the personal and organizational values of the marketing managers, together
with a range of organizational and demographic variables expected to influence hotels'
environmental behaviour. From a valid sample of 89 marketing managers responsible
for 194 hotels, it was found that organizational contextual variables, and in particular
targeting Western tourists, being affiliated to an international hotel chain and the
marketers' own demographics, including age, academic subject studied and gender,
were the best predictors of more proactive green marketing. Personal

15
environmental values did not explain the pro-environmental behaviour of marketers,
and the organizational environmental values that had explained part of their ethical
behaviour had resulted from voluntarism rather than utilitarian orconformance- based
values. Government policies also appeared to be ineffective determinants.

Sundeepa S (2011) analysis that Green or Environmental Marketing consists of all

activities designed to generate and facilitate any exchanges intended to satisfy human
needs or wants, such that the satisfaction of these needs and wants occurs with minimal
detrimental impact on the natural environment. Final consumers and industrial buyers
also have the ability to pressure organizations to integrate the environment into their
corporate culture and thus ensure that all organizations minimize the detrimental
environmental impact of their activities. An environmentally committed organization
may not only produce goods that have reduced their detrimental impact on the
environment, these may also be able to pressurize their suppliers to behave in a more
environmentally “responsible” fashion. It is suggested that a firm to promote increased
use of Green Marketing.

Hardeep (2011) analysis that Green marketing is considered the most essential part of
development in business process now a days. According to Henion “Green Marketing is
defined as the implementation of marketing programs directed at the environmentally
conscious market segment.” Keeping in mind all the points related to environment
protection, the role of green marketing is expected to be observed at all levels of
business process in this world of internationalization. Main emphasis has been made on
analysis of the concept and need of green marketing in business process so as to make
our environment human friendly. As society becomes more concerned with the natural
environment, business organizations have begun to modify their working in an attempt

16
to increase greenery to the maximum possible. Questionnaires, market survey and
personal interviews with marketing professionals and environment research scholars are
conducted. There is utmost need to create awareness, implement and follow green
marketing as much as possible in today's business world of innovative technologies.

Polonsky et al (2009) examines the inclusion of sustainability into marketing activities

of the top Australian firms. Almost half of organizations (46%) did not integrate
sustainability or environmental issues into their mission statement. Of those that did
include sustainability in their mission, few then integrated environmental issues into
other areas of their

activities, as reported on their corporate web sites. It is suggested that while

sustainability is frequently talked about within organizations as being important, it does
not necessarily translate in to a strategic integration across activities. Firms might
therefore be using environmental issues tactically, which could unfortunately resultin
superficial attempts at becoming environmentally sustainable.

Savale K.T, et al (2003) analysis that Green marketing is not going to be an easy
concept, the firm has to plan and then carry out research to find out how feasible it is
going to be. Green marketing has to evolve since it is still at its infancy stage. Adoption
of Green marketing may not be easy in the short run, but in the long run it will
definitely have a positive impact on thefirm. Government and Social organizations may
compel all the organization to practice Green Marketing for sustainable development.
Customers too will be ready to pay premium price for green products. A smart marketer
is one who not only convinces the consumer, but also involves him in marketing his
product. Green marketing should not be considered as just one more approach to
marketing, but has to be pursued with much greater vigour as it has societal and

17
 environmental dimensions. Marketers also have the responsibility to make the
stakeholders aware about the need and the advantages of green products. The green
marketers will have full support of the Government, and the consumers also will not
mind paying more for a cleaner and greener environment.

Rakhsha and Majidazar (2011) evaluated the effect of green marketing mix on
satisfaction and loyalty of the customers and consumers of the East Azarbaijan Pegah
Dairy Company located in Tabriz, Iran. It was concluded that green marketing mix has
significant effect on consumer satisfaction. It was also concludedthat consumers'
satisfaction has significant effect on their loyalty.By considering the effect of green
marketing mix upon consumers' and customers' satisfaction and the effect of such
satisfaction upon their loyalty, it can be assumed that companies can create competitive
advantage in their organization through taking steps in making the green marketing as
the part of their overall marketing strategy.

Yazdanifard & Mercy (2011) have approached" The impact of Green Marketing on
Customer satisfaction and Environmental safety". Green revolution, going green,
environmental protection, sustainable life style, sustainable development, protecting our
earth and many more has become a natural phenomenon in our everyday life. As a
result, this paper can be used by researchers who need to find out the impact of green
marketing on customer satisfaction and environmental safety.

Chang & Fong (2010) have examined the relationship between Green product quality,
green corporate image, green customer satisfaction, and green customer loyalty. The
empirical results show that (1) green product quality is positively associated with green
customer satisfaction and green customer loyalty; (2) green corporate image is

18
positively associated with green customer satisfaction and green customer loyalty; and
(3) green customer satisfaction is positively associated with green customer loyalty. The
results indicate that green product quality could bring about green customer satisfaction
and green customer loyalty. Additionally, green corporate image contributes to green
customer satisfaction and green customer loyalty.

Prakash (2002) has followed the study green marketing, public policy and managerial
strategies. Green marketing subsumes greening products as well as greening firms. In
addition to manipulating the 4Ps (product, price, place and promotion) of the traditional
marketing mix, it requires a careful understanding of public policy processes. The
mentioned paper focuses primarily on promoting products by employing claims about
their environmental attributes or about firms that manufacture and/or sell them.
Secondarily, it focuses on product and pricing issues. Drawing on multiple literatures, it
examines issues such aswhat needs to be greened (products, systems or processes), why
consumers purchase/do not purchase green products and how firms should think about
information disclosure strategies on environmental claims.

Chang and Fong, 2010 Behavioural loyalty was articulated as the purchase and usage
behaviour displayed by customers in their historical purchasing and use of a brand and
the competing brands. Attitudinal loyalty was normally reflected by an emotional bond
with a brand and strong customer preferences for the brand. Situational loyalty
depended on the shopping and purchasing situation. Although, all three types of loyalty
have a role to play in marketing, most firms would prefer customer loyalty to be
attitudinal.

19
 CHAPTER 3

CONCEPTUAL FRAMEWORK

Introduction

Customer satisfaction (often abbreviated as CSAT) 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. Customer satisfaction is "the number of customers, or
percentage of total customers, whose reported experience with a firm, its products, or its
services (ratings)exceeds specified satisfaction goals." Customers play an important role
and are essential in keeping a product or service relevant so it is in the best interest of
the business to ensure customer satisfaction, and build customer loyalty. A customer's
expectations about a product tell us how he or she anticipates how that product will
perform. Consumers may have various "types" of expectations when forming opinions
about a product's anticipated performance. Perceived product performance is considered
as animportant construct due to its ability to allow making comparisons with the
expectations faction, and build customer loyalty.

Customer satisfaction is an ambiguous and abstract concept and the actual

manifestation of the state of satisfaction will vary from person to person and
product/service to product/service. The state of satisfaction depends on a number of
both psychological and physical variables which correlate with satisfaction behaviours
such as return and recommend rate. The level of satisfaction can also vary depending
on other options the customer may have and other products against which the

20
 customer can compare theorganization's products. How you measure it varies from
business to business. Some maybase it entirely on retention and repeat customers, while
others may create a numerical value based on data and/or customer feedback.
Regardless, it measures, rates, and attempts to manage how happy your customers are
with you, your products,and your brand as a whole.

Thus, researcher considers that customer expectations and needs are a

psychological foundation of customer satisfaction; customer satisfaction depends on the
difference between their actual experience and the expectations. In theory, meet or
exceed customer expectations, the customer will satisfied or relatively satisfied, on the
contrary, consumers feel general, dissatisfied or very dissatisfied. If customer
complaints are properly handled, company will achieve customer satisfaction.

Definitions
Philip Kotler defines customer satisfaction as a 'person's feeling of pleasure
or disappointment, which resulted from comparing a product's perceived performance
or outcome against his/herexpectations'.

According to English business dictionary, customer satisfaction isthe degree

of satisfaction provided by the goods or services of a company as measured by the
number of repeat customers.

Customer satisfaction theory

Introduction of 4Cs：consumer,cost,convenience，communication

Consumer – The principle of four C’s of marketing states that yourcustomer

should be your prime focus. Unlike the traditional marketing mix where the primary
focus is on Products, in the 4 C’s model, the primary focus is on the customer. Thus the
companies which follow this model believe in making products which satisfy their

21
customers. They are generally ready to offer customizable products and because they
have a general set of target customers, this principle is only applicable for smaller
market segments and not for mass markets. For mass markets, the traditional marketing
mix can be used.

Cost – Cost is equivalent to Pricing in the traditional marketing mix. Cost is

a very important consideration during consumer decision making and hence in the 4 C’s
principle, the cost variable is given special attention. The 4 C’s model generally plans
on thebasis of Customers and not products. And hence they have to plan the cost of the
product on the basis of their customer. If you are targeting a SEC A segment, then the
costing of the product needs to be premium to have proper psychological positioning.
On the other hand, if your product is for the SEC B and SEC C classes, then it needs to
have a lower costing. Thus over here, costing of the product depends on the customer.

Communication – The concept of communication remains same for both, the

traditional marketing mix as well as for the 4 C’s of marketing. Off course, the
marketing communications for a company following the 4 C’s of marketing is
completely different as it needs a completely different Segmentation, targeting and
positioning. As said before, the 4 C’s of marketing are generally used for Niche
products. The media vehicles used for marketing communications for a mass product
and that for a niche product are different. A niche marketing company might use more
of BTL rather than ATL whereas in a mass marketing company, ATL communications
are very important.

Convenience – Convenience is equivalent of distribution or placement of the

traditional marketing mix. When you have a niche customer base, the convenience of
the customer in acquiring your product plays a critical role. Take a niche product like

22
 Heavy machinery as an example or even products like television and air conditioners.
What if the companies who sell these products do not give you delivery and
installation. You willnot buy the product as you won’t be ready to pick up the machine
and install it yourself. You will be looking out for your own convenience. Thus
convenient, like distribution, plays a critical role. The customer will not buy your
product if it is not convenient to him. All in all, the traditional marketing mix model
helps a company define its strategy more efficiently. However, the 4 C’s model,
although not much different, really helps if you are a customer oriented firm

Advantages of Customer satisfaction theory

Four Cs Theory was proposed by U.S. marketing expert Robert F.Lauterborn

in 1990. It based on customer demand, re-set the four basic elements of marketing
mix: consumer, cost, convenience and communication. It stressed that companies
should focus on customer satisfaction first, then try to reduce customer purchase costs,
and the convenience of buying process and marketing communication. It has great
progress and development compared with 4P theory. It attaches to customer-

oriented, the pursuit of customer satisfaction as the goal. It is actually

important in current situation that consumers play an initiative role. Tourism product is
a kind of service products, with its own feature. Namely: integrated, invisible,
synchronization, non-metastatic, vulnerability and heterogeneity. Customers spend
time, money and effort to obtain a travel experience, and feeling, and this feeling and
experience is as individual as the person. Therefore, it is an emotional spending. In
addition, the tourism product is easy to copy, tour companies difficult to use difference
strategies. In this situation, the customer satisfaction is very important for the tourism
industry. So, this research will focus on customer satisfaction.

23
Limitations of Customer satisfaction theory
From the practical application of business and market development trends,
4C theory also has inadequate: First, 4Cs theory is consumer-oriented, focusing on
looking for consumer demand, to meet consumer demand, but there is competition-
oriented in market, enterprises can not only see the demand, butalso pay an attention to
competitors. In order to win in fierce market competition, company should analysis own
strengths andweaknesses in the competition and take the appropriatestrategy. Secondly,
under the guidance of the 4C theory, companies often ignore the long-term profits. So
how combine consumer demandand corporate’s long-term profit is a big problem to be
solved. In this research, we focus on search customer need, pivotal needin different age,
use cost rational and improve customer satisfaction. We will combine customer
satisfaction and company’s long-term profits

FACTORS INFLUENCING MORDERN CUSTOMER SATISFACTION

The three major factors that affect modern customer satisfaction are
customer understanding, service, and technology Customer Understanding Having a
number of options for each product or service will goa long way. Items in different
colours or flavour variants might notseem like much, but in one market study article
they found that the

However, too many product choices may overwhelm customers and result in
“choice overload”, which may result in no purchases being made at all. It’s important to
hit the right balance between having too many choices and none at all. Personalized
service means giving customers individual attention. Employees who address buyers by
name and remember which product theyenjoyed are some ways to incorporate
personalization in the buying process. Basedon an article published by Epsilon,
Service

24
 Convenience is an essential component to making a positive experience.
Timely service and ease-of-use are factors that influence where consumers go, what
they buy, and who they engage with. When problems occur, consumers rarely see
product quality. Instead, they think about the poor experience surrounding it. This is
why customers value companies that understand them, solve their problems, and
anticipate their needs before they even think about it. Take for instance Southwest
Airlines, who has a team of Proactive Customer Service employees working with 14
other airline departments to ensure safe and highly-satisfactory experiences for every
customer. Part of building a customer’s trust is always meeting what they need
according to their expectations. Your business should only promise what it can deliver.
Technology
Technology has become a necessary aspect of operating a business in an
ever-developing modern world. Your products and services should be readily available
to your customers on their preferred channel, without any barriers or difficulties. It
should also be clear to your consumers that they can reach out to you on these
platforms whenever they have questions or need assistance. Navigating your site or app
should be straightforward and simple enough that all kinds of users can easily browse
your store. Difficult platforms cause frustration and loss of potential clients. You can
include efficient keyword

search filters and other solutions that can guide buyers to identify the product they need.

IMPOTANCE OF CUSTOMER SATISFACTION

Customer retention refers to the strategy a businessimplements to retain its
existing customers over a certain period of time. High retention rates indicate that your
organization consistentlyand competently addresses the needs of your clients. The
value of having loyal clients is that they are more likely to spend as HYPERLINK
"https://www.campaigncreators.com/blog/customer-retention-101"much HYPERLINK
"https://www.campaigncreators.com/blog/customer-retention-101"as five times more
on your products and services than first- timebuyers, says a blog article from
campaigncreators.com. Themore satisfied your clients are with your service quality, the
more theyare likely to stay and do business with you.
In a competitive environment, factors such as strong client loyaltyand customer
satisfaction will make your brand stand out. With excellent product offerings and a
good handle on what your clients need, you can differentiate your brand from the rest.
Youalso create future value by forming communities around your brand. Communities
of business advocates co-

25
create your brand – think Yelp or Trip Advisor, where a dedicatedcustomer base
propels the brand forward with their reviews.

CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

Introduction
For carrying out any study the important aspect that researcher need to look
after in relation to any research is with respect to findings of research based upon the
objectives of study. On the basis of this aspectappropriate analysis has been undertaken
in order to achieve the conclusion of research has been used in order to undertake aspect
suchas bar and pie charts. Thus, complete analysis in relation to this research is shown
below.
Gender wise classification

Table 4.1

SL NO. Gender No of respondents Percentage (%)

1 MALE 25 50
2 FEMALE 25 50
TOTAL 50 100

Interpretation: In the total number of respondents 50% are male and 50%are
female

Source: Primary CHART 4.1

Customers Age

26
 Table 4.2

No of
SL NO Opinion Percentage (%)
respondents
1 15 – 20 09 18
2 20 – 30 12 24
3 30 Above 29 58
Total 50 100

Interpretation: This table shows that 58% of customers are postgraduate.24% of

them are undergraduate. 18% of them are secondary level
Source: Primary CHART 4.2

Customers annual income

Table 4.3

No of
SL NO Opinion Percentage (%)
respondents
Less than
1 15 30
10,000
2 50,000-1 lakh 28 56
3 1 lakh-5 lakh 02 4

4 More than 5lakh 05 10

27
 Total 50 100

Interpretation: This table reveals that most of the customers (56%)

are50,000-1 lakh. 30% of them are less than 10,000. 10% of them are morethan
5 lakhs. 4% of them are between 1 lakh- 5 lakh.

Source: Primary CHART 4.3

Customers education details

Table 4.4

SL No of
Opinion Percentage (%)
NO respondents
1 10th 24 48
2 12th 16 32
3 Degree 10 20
Total 50 100

Interpretation: This table shows that 48% of customers responds yes.32%of

them comes under category no. 20% of them comes under the category alittle.

28
Source: Primary data
CHART 4.4

People those who are aware of green product

Table 4.5

SL No of
Opinion Percentage (%)
NO respondents
Consumer are being aware of
1 28 56
green market
Company increasing its
2 07 14
competitive Edge
Company attempt to
3 address society’s new 15 30
concern
Total 50 100

Interpretation: This table shows that 56% of customers responds yes.30%of

them comes under category no. 14% of them comes under the category maybe.

Source: Primary data

CHART 4.5

Sources of customers who have brought any green product

Table 4.6

SL Opinion No of
Percentage (%)
NO respondents
1 Yes 32 64
2 No 18 36

29
 Total 50 100

Interpretation:64% of the customers agrees with yes. 36% of customers

agree with no.

Source: Primary data

CHART 4.6

People on what makes them to buy a green product

Table 4.7

SL Opinion No of
Percentage (%)
NO respondents
1 Product features 10 20
2 Packaging 13 26
3 Environmental issues 15 30
4 Promotion compaings 12 24
Total 50 100

Interpretation: 20% of the customers says that they buy for product features.
26% of them says packaging. 30%of them says that environmental issue. 24%
says that promotion campaigns.

Source: Primary data

30
 CHART 4.7

people where they came to know about green market Table 4.8

SL Opinion No of Percentage
(%)
NO Respondents
1 News Paper 12 24
2 Magazines 18 36
3 Advertisement 11 22
4 Internet 09 18
50 100

Interpretation: 36% of the customers agrees with magazines. 24% of customers

agree with television. 22% of the customers agrees with newspaper and
remaining 18% agrees with others.
Source: Primary CHART
4.8
CHART 4.8

31
Categories of people who believe green products over priced

Table 4.9

SL NO No of
Opinion Percentage (%)
respondents

1 Strongly Agree 26 52
2 Agree 14 28
3 Neutral 07 14
4 Disagree 03 06
5 Strongly Disagree 0 0
Total 50 100

Intrepreation:This table shows that 52% of the customers says always. 28% of them
says usually.14% ofthem says that sometimes. 16% says that rarely and 0%says that
never.

Source: Primary data

CHART 4.9

Percentage of people those who are willing to pay for green product

Table 4.10

SL NO No of
Opinion Percentage (%)
responden ts
1 B/W 1%-10% 10 20
2 B/W 11%-20% 11 22
3 B/W 21%-30% 16 32
4 More than 30% 13 26
32
 Total 50 100

Interpretation:32% of the customers are between 21%-30%. 26% of

customers are more than30%. 22% of the customers are in between 1

Source: Primary
CHART 4.10

Categories of people saying that green marketing is more effective than

regular marketing

Table 4.11
SL
Opinion No of respondents Percentage (%)
NO
1 Agree 37 74
2 Disagree 13 26
Total 50 100

33
Interpretation: This table shows that 74% of them agree green market is more
effective than regular marketing and 26% of then disagree.

Source: Primary
dataCHART 4.11

Categories of people who are willing to pay for green products

Table 4.12

No of
SL
Opinion Percentage (%)
NO
respondents
1 Once a year 15 30
2 Once a month 28 56
3 Once a week 02 4

4 Regular when 05 10
needed
Total 50 100

Interpretation: This table reveals that most of the customers (56%) are 30% of
them are 10% of them are 4% of them 10%.

Source: Primary
CHART 4.12

34
 5

Which marketing elements strongly influence buying behaviour of Green

Product

Table 4.13

SL NO Opinion No of respondents Percentag e(%)

1 Product 10 20
2 Package 11 22
3 Place 16 32
4 Promotion 13 26
Total 50 100

Interpretation: 20% of the customers are for product. 22% of customers are
for package, 32% of the customers are for place, 26% for Promoton.

35
Source: Primary
CHART 4.13

Categories of people who consider to use green products in future

Table 4.14

SL No of
Opinion Percentage (%)
NO respondents

1 Intend to consider 15 30
Consider using
2 28 56
sometimes
3 Not to all 2 4
Consider using
4 05 10
Always
Total 50 100

Interpretation:30% of the customers says that intend to consider. 56% of them says
sometimes.4% of them says that no. 10% says that using always.
36
Source: Primary
CHART 4.14

Categories of people who willing to recommend green products to friends & relatives

Table 4.15

SL No of
Response Percentage (%)
NO respondents

1 Very much Willing 0 0

2 Unwilling 0 0
3 Neutral 12 24
4 Willing 12 24
Very much
5 26 52
Unwilling
Total 50 100

Interpretation:0% of the customers says very much willing, 0% of them says

unwilling. 24% of them says that neutral. 0% says that willing and 0% saysthat
very much unwilling.

37
Source: Primary
CHART 4.15

Do You think Government should take intiative in making companies

to go green
Table 4.16

SL No of
Opinion Percentage (%)
NO respondents
1 Strongly Disagree 01 02
2 Disagree 0 0
3 Neutral 05 10
4 Agree 16 32
5 Strongly Agree 28 56
Total 50 100

Interpretation:02% of the customers says strongly disagree. 0% of them

disagree.5% of them says that neutral.16% says that agree and 28% saysthat
strongly Agree.

Source: Primary
CHART 4.16

38
If you use green products what is your Motive
Table 4.17

SL No of
Opinion Percentage (%)
NO respondents

1 Concern for Health 14 28

Concern for
2 10 20
Status
Concern for the
3 07 14
environment

4
To use better
quality products 19 38
Total 50 100

Interpretation: This table shows that 28% of customers concern for

health.20% of them comes under status. 14% of them comesunder the
category of environment, 38% to use better quality products

Source: Primary
CHART 4.17

39
What is the main reason that makes you willing to pay more for the Green
Product
Table 4.18

SL NO No of
Opinion Percentage (%)
respondents

Enhance a
1 26 52
qualityof life
Environment
2 protection 14 28
responsibility
Potential increace of
3 product 07 14
value
Getting high level of
4 03 06
satisfaction
Total 50 100

Interpretation:52% of the customers says Quality. 28% of them says environment

protection.14% ofthem says that value of product. 06% says that sarisfaction.
Source: Primary data

CHART 4.18

Categories of people thinks green products helping to save resources and manage waste
Table 4.19

40
 SL
Opinion No of respondents Percentage (%)
NO
1 Yes 37 74
2 No 13 26
Total 50 100
Interpretation: This table shows that 74% of them says yes and 26 % is no.

Source: Primary
CHART 4.19

41
 CHAPTER 5

FINDINGS, SUGGESTIONS AND CONCLUSION

FINDINGS
• Most of the customers are aware of the green products.
• 36% of respondents agrees with magazines as their source ofinformation
about the green products.
• Only 18% of respondents use green products regularly.
• More than half of the respondents bought green products recently.
• Most of the respondents considers environmental aspects beforebuying a
product.
• Majority of the customers considers green products are moreexpensive
than non-green products.
• The study says reveals that people’s decision is affected by the price of the green
products.
• Half of the consumers agrees that the quality of green products arebetter than
non-green products.
• Most of the customers are ready to switch to green products if theywere
available in local stores.
10.32% of respondents says that the product, price, place, promotion and packaging influence
the buying behaviour.

42
• The study says that majority of consumers agrees that green marketingis
more effective than regular marketing.
• Majority of respondents consider deterioration of environment is aserious issue
and green products can contribute in saving the environment.

SUGGESTIONS
• Improve awareness about green products and their effectiveness.
• Green products should be priced according to its quality.
• There should not be more price difference between standard product and green
product.
• The products used should be chemical-free and sustainable with non- toxic
ingredients.
• Green Marketing idea should be supported and environmental initiatives should be
taken by making donations or taking actions that assist a localenvironmental cause.
• Using local vendors and suppliers is a very green business practice because you are
reducing the impact of carbon emissions on the environment by having local
delivery of product and supplies.
• Green product’s quality should be better than standard products.

CONCLUSION
Green Marketing is rising in its popularity and becoming a widespread research
area. Green Marketing had been prevalently researched in developed countries for
decades but only drawing interest from developing nations in the recent past.
Therefore, green marketing is a tool now used by many companies to increase their

43
competitive advantage as people is presently very concerned about environmental
issues. In the time apply in green marketing; the companies have to comply with the
consumers’ needs and wants. Consumers want to recognize themselves with
companies that are green complaint and are willing to pay more for a greener life
style. For this reason, green marketing is not only an environmental protection tool
but also a marketing strategy. This is to give them knowledge on how to promote
the green product the green product effectively by clearly presenting the main
message to the consumers.

44
 BIBLIOGRAPHY

BIBLIOGRAPHY
• Saxena R P & Khandelwal P. K. 2009. Green marketing: a challenge or an
opportunity in the global environment. Global Studies Journal vol 2, no. 3, pp.59-
73.
• Yasmin Begum R Nadaf & Shamshuddin M. Nadaf, IMPACT: InternationalJournal
of Research in Green marketing.
• Cherian J & Jacob J (2012) Green marketing: A study of consumers attitude towards
environment friendly products, Asian social sciences 8(12), 117-126, Retrieved
from EBSCO host.
• Collins-Chobanian S (2001). A Proposal for Environmental Labels: Informing
Consumers of the Real cost of consumption. Journal of social philosophy, 32(3),
334-356. Retrieved form EBSCO host.
• Hartman P & Apaolaza V (2008), Virtual Nature Experiences as Emotional benefits
in Green Product Consumption: The marketing role of environmental attitudes.
Environment and Behaviour, 40(6), 818-842.
• Luke T (1998), The (Un) wise (Ab) use of Nature: Environmentalism as Globalized
Consumerism. Alternatives: Global, Local, Political, 23(2), 175-212. Retrieved from
JSTOR.
• Mitman G (1999) Reel Nature, Cambridge, MA: Hardvard University Press.
• Hu H H (2012). The Effectiveness of Environmental Advertising. Cornell Hospitality
Quartely 53(2) 154-164.

45
APPENDIX

46
 QUESTIONNAIRE

1. Name of Respondent

2. Gender
A) Male B) Female

3.Age
A) 15-20 B) 20-25 C) 25-30 D) 30 and Above

4.Education Level
A) 10th B)12th C) Degree D) Post Degree

• Monthly income
A) Less then10000 B) 10001 to 20000
C) 20001 to 30000 D) More then 30000

•Why do our think green market is in headlines now days?

•Consumer are being aware of green market
•Company increasing its competitive Edge
•Company attempt to address society’s new concern

•Have you brought any green product?

A) Yes B) No

•What makes you by a green product

A) Product features B) Packaging
C) Environmental issues D) Promotion compaings
47
 • From where you came to know about green market?
A) Newspaper B) Magazines
C) Advertisement D) Internet

• Do you believe green products over priced

A) Strongly agree B) Agree C) Neutral
D) Disagree E) Strongly Disagree

• Indicate the percentage you are willing to pay the Green product
A) Before willing 1%-10% B) Before willing 11%-20%
C) Before willing 21%-30% D) More then30%

• In your opinion green marketing is more effective than regular

marketing
A) Agree B) Disagree

• How frequently do you by green marketing?

A) Once a week B) Once a month
C) Once a year D) Regular when needed

• Which marketing elements strongly influence your buying behaviour of

Green Product
A) Product B) Package C) Place D) Promotion

• If you don’t use Green products will you consider using green products
in the future
A) Intend to consider B) Not to all
C) Consider using sometimes D) Consider using always

48
• How would you express your willingness to recommend green products

to friends and relatives

A) Very much unwilling B) Unwilling C) Neutral
D) Willing E) Very much willing

• Do you think Government should take inactive in making companies to go

green
A) Strongly disagree B) Disagree C) Neutral

D) Agree E) Strongly agree

• If you use green products what is your Motive

A) Concern for health B) Concern for Status
C) Concern for the environment D) To use better quality products

• What is the main reason that makes you Willing to pay more for the
Green Product
• Enhance a quality of life
• Environmental Protection responsibility
• Potential increase of product value
• Getting high level of satisfaction

• Do you green products are helping to save resource and Manage Waste
A) Yes B) No

49