A

PROJECT REPORT

ON

“CUSTOMER SATISFACTION TOWARDS AMWAY IN SURAT CITY”

SUBMITTED IN

PARTIAL FULFILMENT FOR

THE DEGREE OF

BACHELOR OF BUSINESS ADMINISTRATION

(BBA)

SUBMITTED BY

MANSI K. SAKHRELIYA

ROLL NO.: T-11

PROJECT GUIDE

DR. HURMAZ D. PATEL

UDHNA CITIZEN COMMERCE COLLEGE&

S.P.B. COLLEGE OF BUSINESS ADMINISTRATION&

SMT. DIWALIBEN HARJIBHAI GONDALIA COLLEGE OF BCA & I.T.

SURAT

2020-21
 DECLARATION

I, the undersigned, Mansi k. Sakhreliya here by, declare that this dissertation titled
“Customer Satisfaction towards Amway in Surat city” is an original and bonafide work
carried out under the guidance of Dr. Hurmaz D. Patel, Assistant Professor, UCCC &
SPBCBA & SDHCGBCA&IT College, Udhna, Surat.

The empirical findings in this report are based on the primary data collected and any
information / data taken from any source is duly acknowledged.

This report is not submitted to any other institute, for any other either, for any degree or
diploma.

__________________________

(Signature of the researcher)

Miss. Mansi k. Sakhreliya Date:

BBA Roll No.: t-10 Place: Surat

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 ACKNOWLEDGEMENT

The satisfaction and euphoria that accompany the successful completion of any
task would be incomplete without the mention of the Leaders, whose constant
guidance and encouragement crown all the efforts with success.

I am highly obliged to the Veer Narmad South Gujarat University for arranging
the programme of practical training in Bachelor of Business Administration
in such a manner.

It is my privilege to express my deep sense of gratitude to Dr.Hurmaz D. Patel for

his efforts, guidance, valuable comments and suggestions for making this
project report. He helped me to complete my report on the practical study and
gave contribution to improve and expand my practical knowledge.

Finally, I express my intense gratitude to my parents whose blessings has

helped me translate my efforts into fruitful achievemen t.

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 Date:

CERTIFICATE

This is to certify that Mansi k. Sakhreliya has prepared the Project Report entitled “Customer
Satisfaction towards Amway in Surat city” under my guidance & supervision.

This project embodies the result of her work and is of the standard expected of a candidate
for the successful completion of Bachelor of Business Administration Degree. The project
report of this study may be sent for further evaluation.

Date:

Place: SURAT

________________ __________________ _______________

Faculty Guide Vice Principal Principal

Dr. Hurmaz D. Patel Dr. Daisy Sheby Thekkanal Dr. Mehul P. Desai

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 INDEX

Sr No. Topic Page No.

I DECLARATION i

II ACKNOWLEDGEMENT ii

III CERTIFICATE-II (From College) iii

INDEX

IV List of Tables (Titles to be given) iv

List of Graphs (Titles to be given)

Introduction 11

1.1. Introduction of Project 12

1.2. Objective of the Project 14

1.3. Literature Review 15

1
1.4. Research Methodology 19

1.5. Scope of the Study 25

1.6. Importance of the Study 26

1.7. Limitation of the Study 26

Conceptual Framework 27

2 2.1. Industry Profile 28

2.2. Company Profile 38

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 2.3. Core Concepts 50

Data Presentation & Analysis

3 3.1. Introduction 52

3.2. Presentation of Secondary Data 53

4 Findings & Conclusions 82

5 Suggestions & Recommendations 85

6 Bibliography 87

7 Annexure 89

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 TABULAR INDEX
TABLE CONTENTS PAGE NO.
NO.

3.1 Tabular representation of Genders 53

3.2 Tabular representation of Age Groups 54

3.3 Tabular representation of Occupation of respondents 55

3.4 Tabular representation of whether respondents uses 56

Amway product.

3.5 Tabular representation of respondent on Amway 57

productliterature

3.6 Tabular representation of respondents came to know 58

about Amway product.

3.7 Tabular representation of respondents on easily 59

accessible of Amway product.

3.8 Tabular representation of opinion on price of Amway 60

product by respondent.
3.9 Tabular representation of satisfaction of respondents with 61
Amway product.

3.10 Tabular representation of frequently buying Amway 62

product by Respondent.

3.11 Tabular representation of use of different product of 63

Amway product.

3.12 Tabular representation of factors influenced to buy Amway 64

productby respondents.

3.13 Tabular representation of respondents uses Amway 65

product from how many years.

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3.14 Tabular representation of respondent’s experiences about 66
Amway product.

3.15 Tabular representation of respondent’sexperiences on 67

benefits associated with Amway product.

3.16 Tabular representation of respondent’s experiences on 68

benefits associated with Amway product.

3.17 Tabular representation of respondent’s satisfaction toward 69

Amway product.

➢ 3.17.1 Price
➢ 3.17.2 Quality
➢ 3.17.3 Packaging
➢ 3.17.4 Quantity
➢ 3.17.5 Customer service
3.18 Tabular representation of respondent’s experiences for 75
reason to purchase Amway product.

➢ 3.18.1 Reasonable price

➢ 3.18.2 Good Quality
➢ 3.18.3 Health benefits
➢ 3.18.4 Availability
➢ 3.18.5 Brand image
3.19 Tabular representation of respondent whether they would 81
suggest Amway product.

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 GRAPHICAL INDEX
FIGURE CONTENTS PAGE NO.
NO.
3.1 Tabular representation of Genders 53

3.2 Tabular representation of Age Groups 54

3.3 Tabular representation of Occupation of respondents 55

3.4 Tabular representation of whether respondents uses 56

Amway product.
3.5 Tabular representation of respondent on Amway 57
productliterature
3.6 Tabular representation of respondents came to know 58
about Amway product.
3.7 Tabular representation of respondents on easily 59
accessible of Amway product.
3.8 Tabular representation of opinion on price of Amway 60
product by respondent.
3.9 Tabular representation of satisfaction of respondents 61
with Amway product.
3.10 Tabular representation of frequently buying Amway 62
product by Respondent.
3.11 Tabular representation of use of different product of 63
Amway product.
3.12 Tabular representation of factors influenced to buy 64
Amway product by respondents.
3.13 Tabular representation of respondents uses Amway 65
product from how many years.
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3.14 Tabular representation of respondent’s experiences 66
about Amway product.
3.15 Tabular representation of respondent’s experiences on 67
benefits associated with Amway product.
3.16 Tabular representation of respondent’s experiences on 68
benefits associated with Amway product.
3.17 Tabular representation of respondent’s satisfaction 69
toward Amway product.

➢ 3.17.1 Price
➢ 3.17.2 Quality
➢ 3.17.3 Packaging
➢ 3.17.4 Quantity
➢ 3.17.5 Customer service
3.18 Tabular representation of respondent’s experiences for 75
reason to purchase Amway product.

➢ 3.18.1 Reasonable price

➢ 3.18.2 Good Quality
➢ 3.18.3 Health benefits
➢ 3.18.4 Availability
➢ 3.18.5 Brand image
3.19 Tabular representation of respondent whether they 81
would suggest Amway product.

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1. INTRODUCTION

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1.1 INTRODUCTION OF PROJECT

Customer satisfaction measures how well the expectations of a customer concerning a product or
service provided by your company have been met.

Customer satisfaction is an abstract concept and involves such factors as the quality of the
product, the quality of the service provided, the atmosphere of the location where the product or
service is purchased, and the price of the product or service. Business often uses customer
satisfaction. India with a population of more the 100crores is potentially one of the largest
consumer markets in the world. With urbanization and development of economy, brand identity,
living style, suggestion and interests of the people changes according to the advance nation.
Marketing is about winning this new environment. It is about understanding what consumer’s
wants supplying it’s more efficiently and more conveniently.

The consumer market may be identified as the market for product and services that are purchased
by individuals as household for their personal consumption. Pharma is a typical consumer product
purchased by the individual primarily for their good health and also for physical fitness and beauty.
Different types of Pharma medicine are available in the market and more or less content of all
drugs are same. The market of drugs or medicine is facing a cutthroat competition and many
companies are floating in the market with their products with different brand names. In such a kind
of situation different factors which influence to the people choice for Ayurveda medicines are
mainly doctors prescription, availability at chemist shop, suggestion of chemist, efficiency, quality,
images. So, marketing is both philosophy and technology. It is technology because it suggests
ways and means for effective production and distribution of goods and services in the market to
give maximum satisfaction to the consumer. The marketing manager is responsible for both,
determining and suitability of goods and services presented by the company to the market, and
also determining about potential market and make better relation with the retailer. In this regard
the marketing management with have to apply to marketing technology in the conceptual
philosophy of system. It is the process of system analysis in the marketing Management for
effective research and can be defined as “Systematic objective and exhaustive Study of tasks
relevant to any problem in the field or marketing”

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FACTORS AFFECTING CUSTOMER SATISFACTION

Customer satisfaction is overall impression of customer about the supplier and the products and
services delivered by the supplier. Following are the important factors they could affect customer
satisfaction:

• Department wise capability of supplier.

• Technology and engineering or re-engineering aspects of products and services.
• Type and quality of response provide by the supplier.
• Supplier’s capability to commit on deadlines and how efficiently they are met.
• Customer service provided by the supplier.
• Complaint management.
• Cost, quality performance and efficiency of the product.
• Supplier’s personal facets like etiquettes and friendliness.
• Supplier’s ability to manage whole customer lifecycle.
• Compatible and hassle free function and operation.
The above factors could be widely classified under two categories i.e. supplier behaviour and
performance of product and services. The supplier’s behaviour mostly depends on the behaviour
of its senior subordinates, managers and internal and employees. All the functional activities like
customer response, direct product and maintenance services, complaint, management etc. are the
factors that rely on how skilful and trained the internal and human resources of the supplier are.
The second category is regarding all the product and services. This depends on the capability of
supplier to how to nurture the products and services efficiently and how skilled the employees are.
It’s all about how the skills are implemented to demonstrate engineering, re-engineering and
technological aspects of the product and services. The quality and efficaciousness of the product
is also an important factor that enables compatible and hassle free function and operation. This
bears to lower maintenance and higher life of the product which is highly admired by customer. If
the product is having some problem or compatibility issues and requires frequent maintenance
and support than the customer could get irritated and possibilities of sudden divert is there which
lead to supplier’s financial loss. In the same way if the product is expecting huge amount of
financial and manual resources then customers could get a feeling of dissatisfaction and worry.
However, if these aspects are handled efficiently by giving class services and dealing with
complaint effectively then dissatisfied customer could be converted into long time satisfied
customer and retaining then becomes easy.

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1.2 OBJECTIVES

• New products are often successful if they provide better solutions to the consumers
problems and needs.

• To optimize consumer convenience and value through enhanced product differentiation.

• To study the consumer’s behaviour towards the amway products.

• To analyses the quality of the product in the company.

• To study measure satisfaction level of the consumer.

• To study which factors affecting consumer to purchase decision.

• To identify the need of consumer from the Amway product.

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1.3 literature review:

The review of literature plays a vital role in providing an insight into the research problem. It helps
a researcher to identify the research gap and develop a meaningful hypothesis. It gives the idea of
how the subject of the study could be analyzed. The researcher reviewed the available literature
on agricultural credit by the public sector commercial banks and farmers attitude such credits.
Various studies have already been made in respect of agricultural credit. The finding of the studies
in this regard are critically reviewed by the researcher and they are furnished in this section.

Robin Croft and Helen Woodruff (1996):

on the basis on their research it is included that with the help of six strategic goal Amway network
marketing is by no means uniquely suited to the Japanese retail market. In some cases, like cost,
capital, control, and coverage network marketing has some advantages over conventional
channels.

Outcome

In many region advantage of Marketing Channel Display the Product cost, control , capital and
help in covering the market.

Anne T. Coughlan and Kent Grayson, (1998): In this paper, researcher develops, analyze, and
calibrate a dynamic decision model of the growth of retail NMO. It shows how compensation and
other model parameters affect distributor’s point of view to have a good compensation and
incentives plans to remain in the business and earn reasonable profit.

Researcher concludes that the three distinguished categories that are lovers, haters of Amway
and those who are neutral or ambivalent towards Amway are clearly defined. The lovers and
ambivalent are potential members to develop the business through dream building of members
and conducting program for developing positive attitude towards the business and the company.

Outcome

In this Market Many People have different mind set for the product some People like the Product
Nd Some Hates The Product. Through the Study Of attitude We come To know.

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DRUCKER (1973): “marketing strategy as seen as process consisting of analysing environmental,
market competitive and business factors affecting the corporation and its business units,
identifying market to opportunities and threats and forcasting future trends in business area of
interest for the enterprise, and participating in setting objectives and formulating corporate and
business unit stratergies. Selecting market target strategies for the product-markets in each
business unit, estabilishing marketing objectives as well as developing, implementing and
managing the marketing program positioning strategies in order to meet market target needs.’’

Outcome

Marketing strategies help to Establish the product in The market. It’s select a market for selling a
product of the company and Capture the market According To Their product Unit. Due to this
Topic we know the attitude about the product.

Pratralekha Bhattacharya and Krishna Kumar Mehta3, 2000:

Say in their research paper Socialization in Network marketing organizations: is it cult behaviour?
in the journal of Socio-Economics as under: Network marketing organizations like Amway have
been successful in recent times. The average distributors associated to this network marketing
organization earn very little money. Today 70 percent of direct sales revenues are generated by
network marketing organizations.

Network marketing organizations differ from traditional firms which don’t have any type of sales
store and their distributor’s not only sales product but also recruit other responsibilities. These
distributors recruit and sales among their friends, relatives and acquaintances. Network marketing
organization distributors social lives revolve primarily around parties, meetings, rallies, brand
building seminars. Nu Skin annual convention in March. They gathered 13000 distributors in 1998
that came from Japan, Taiwan, Hong Kong, Korea, Thailand and Philippines Apart from these
national and international affairs, there are various local 18 meetings, parties and picnics
organized under the network marketing organization banner .

Outcome

Due to This we learn the power of network marketing because their is no store of Amway Product
70 percent of product are sold Due to Heavy Marketing and Positive attitude cane From The
customer.

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Michael G Pratt4, 2000: Explains in his research article ‘’The Good, the Bad and the Ambivalent:
Managing Identification among Amway distributors’’ in Cornell University Johnson Graduate
School, Michael G Pratt 2000 focused on The IBOs (Distributors) of Amway, a Network Marketing
Organization (NMO) practices and process involved in managing IBOs identification. How
organization attempts, succeed and fail to change and how members view themselves in relation
to the organization. Amway IBOs have been found to exhibit both strong positive and negative
relationship with other people. Amway provides equal opportunity to all people regardless of
background, nationality or other differences-to further their own achieving through personal effort
and initiatives.

Outcome

In this They write amway product equal provides opportunities to all people . They never see the
Background of the customer every is available for everyone.

Lawrence B. Chonko, Thomas R. Wotruba and Terry W. Loe6,2002:

Explains in their research paper Direct Selling Ethics at the Top: An Industry Audit and Status
Report‟ in the journal of Personal Selling and Sales Management as:Ethics is important in direct
selling organization. If ethics are not followed by sales people, it will contribute to loss to bottom
line and indirectly lose customer. Self regulation by industry has become an important strategy in
improving the ethical environment. This study audits the direct selling industries and their code of
ethics as it complies with the Federal Sentencing Guideline(FSG) and establishes a benchmark
against which subsequent ethics research in thdirect selling industry can be compared.

Outcome

Company Should Follow some Ethics For Selling Its Product. If the company sales manager fail 19
to Follow the Ethics it will contribute loss To the Company.

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John R. Sparks and Joseph A.Schenk13, 2006:

Reveals in their research paper ‘’Socialization Communication, Organizational Citizenship

Behaviors and Sales in a Multilevel Marketing organization’’ in the journal of Personal Selling and
Sales Management.

Multilevel marketing organizations (MLMs) are rapidly growing but often controversial businesses
that account for about 75 percent of retail goods and services sold through direct selling channels,
the Direct Selling Association (2004) claims. In 2003, MLMs produced over $22 billion in sales,
with an overall membership of just fewer than 11 million people. Moreover, during the past 10
years, the industry has enjoyed average annual sales growth of approximately 7 percent.
Accompanying this growth is an ever expanding range of goods and services sold through MLMs
which includes household’s cleaners (Amway), nutritional supplements (Shaklee), cosmetics
(Mary Kay) and cooking accessories (Pampered Chef). Sparks and Schenk describe MLMs as
network of member distributors whose earning come both from selling products and recruiting new
members. According to Peterson and Wotruba MLMs fall under the more general category of
direct selling organization means any face to face selling activity away from a fixed retail location.

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1.4 RESEARCH METHODOLOGY

❖ Definition of Research

Business research is the process to find out unknown variables related to business decisions

or to find out so far unknown relationships between known and unknown variables.

❖ Research Design
• The controlling plan for a marketing research study in which the methods and procedures for
collecting and analysing the information is to be collected is known as Research Design or A
Framework or plan for a study that guides the collection and analysis of the data.
• I preferred 100 respondents as sample size in Surat City.

❖ Research Methods

I preferred interviewing and filling of the questionnaire to ensure and encourage frank responses
to the questions. While framing the questionnaire I tried to list series of questions, which can
provide me the needed information. For study purpose I also keep in the mind the respondent
understand capability, ability to recall the information and his/her experience limits.

❖ Descriptive Research

• A research design in which the major emphasis is on determining the frequency with which
something occurs.

• For example: How often use Amway product in a given month.

• The focus of descriptive research is to provide an accurate descriptive for something this is
occurring.

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❖ Primary Sources

Primary data do not exist in records and publications. The researcher has to gather primary data
which is fresh, for the specific study undertaken by him.

Marketing Researchers are interested in primary data about demographic, socio economic
characteristics, purchasing buying behaviour, preference, easily accessibility, influencing factor,
problems, duration of use, and satisfaction.

The primary data was collected through questionnaires. They were filled using the primary data
collection method by the researcher.

Primary data is a data which have been collected originally for the first time. In other words,
primary data may be outcome of an original statistical inquiry, measurement of facts or a count
that is undertaken for the first time.

For instance, data of population census is primary. Primary data being fresh from the fields of
investigation is very often referred to as raw data. In the collection of primary data, a good deal of
time, energy and money are required.

The following are the method of collecting primary data :

• Collection directly by personal investigation.

• Collection directly by oral investigation.

• Collection by questionnaire and schedules.

• Collection from statistical reports of correspondents and from local sources.

• Experiment.

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❖ Secondary Sources

Secondary data is data that has already had been collected and examined earlier by other
investigators. Secondary data can either be published or unpublished data.

The following are the method of collecting secondary data:

Book, diary, annual scripts, letter, magazine, internet etc. are the secondary or documentary
source. The researcher for this dissertation has decided to use primary source as questionnaire
and secondary sources as books and internet for data collection.

❖ Other secondary sources :

• Publication of the central, state or local government.

• Publication of foreign government.

• Technical and trade journals.

• Books, magazines and newspapers.

• General library research sources.

Tools of data collection:

a) Questionnaire and observation was used as tool for primary source of data collection

b) Internet was used as tool for secondary source of data collection.

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❖ SOURCES OF DATA COLLECTION:

A. Primary Sources:

The primary data is collected by approaching the individuals with a Questionnaire and was filled
after making them understand the use of the information. This was done to make sure that the
information provided is true and unbiased. And close ended questions are used while conducting
the survey.

The Techniques which I used to collect these data are as follows:-

• Survey

• Questionnaire

B. Secondary Sources:

Secondary research is a means to reprocess and reuse collected information as an indication for
betterments of the service or product.

• Www.amwaygloble.com
• Websites

The data in my project is collected through the following methods:

• Through questionnaire

Sample Size:

I used 100 respondents for my research report.

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❖ Method of Data Collection:

For getting the results of my research I used Primary sources. Primary sources include method of
personal survey and telephonic survey, which I have used. I have used questionnaire that is under
primary data.

A questionnaire is a type of statistical survey handed out in paper form usually to a specific
demographic in order to provide better service or goods.

• Questionnaire have advantages over some other type of surveys in that they are cheap, do not
require as much effort from questioner as verbal or telephone surveys, and often have
standardized answers that make it simple to compile data. However such standardized answers
may frustrate users. Questionnaire are also sharply limited by the fact that respondent must be
able to read the questions and respond to them. Thus, for some demographic groups conducting a
survey by questionnaire may not be practical.

• A questionnaire consists of many types of questions, like open- ended questions, close- ended
questions. In this report generally close ended questions are asked.

• The method was discussed questioning. In this research topic I would apply majority close ended
questions in research questionnaire.

• Each person was asked a set of question in given order and answer is limited to the list of
alternative. The study is descriptive in nature.

Why questionnaire method was adopted? Reason is mentioned below:

• It is versatile.

• Ideas related to problem and solution can be found by asking the people involved in various
industries.

• Knowledge, opinions and intention of people involved can be easily found.

• It is usually faster and cheaper than other methods.

• In involves control over the data gathering activities as compare to other method

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Process of Research:

ORIGIN AND FORMULATION OF RESEARCH

DESIGN

FORMULATION OF RESEARCH DESIGN

SELECTOIN OF SOURCES OF DATA

DECISION OF DATA COLLECTION TECHNOQUES

SAMPLING DECISIONS

FIELD-WORK TO COLLECT DATA

CHECKING, EDITING, CLASSIFICATION &

TABULATION OF DATA

ANALYSIS OF DATA

PREPARATIONS OF RESEARCH REPORTS

ACTIONS ON THE BASIS OF RESEARCH REPORTS

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1.5 SCOPE OF STUDY

➢ The scope of study is limited up to surat city.

➢ The scope of study is limited due to time and money constraints.
➢ The scope of study is limited due to limited sample size, i.e,100
➢ The study was on the effect of sales promotion on consumer-based brand equity of only
three categories of product, etc. convenience product, shopping products and specialty
products and the researcher did not undertake an in-depth analysis of specific brands.
➢ The study examined the effect of sales promotion on consumer-based brand equity among
goods only and hence did not cover services. Hence the results cannot be generalized.
➢ The study was only on a homogeneous population, viz, students and teachers and
therefore cannot be generalized across heterogeneous groups.
➢ The demographic variable’s influence on the effect of sales promotion on consumer-based
equity was not included in the study.
➢ The study was conducted on a simulated environment and not on a real life situation.
Therefore results need not reflect the real life situation.

1.6 Importance of the study

➢ This project report and survey is very helpful for knowing the of consumer satisfaction of
Amway products.
➢ This study plays important role for to know which product of Amway satisfied consumer.
➢ This survey helps to know the improvement suggestion from consumer Amway products.
➢ This helps researcher to know which product production may improve.

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1.7 limitation of the study:

➢ While analysis the primary data human error may occurred.

➢ The time for the study is very limited.
➢ Whatever the data available in the books and internet are the limited source of information
for the customer satisfaction of Amway product.
➢ Time is a major limitation; extensive study was not possible mainly due to time constrain.
➢ The study is confined to Coimbatore city only.
➢ The Sample Size taken for the study is limited only to 150 Respondents.
➢ The respondent’s views and opinions may hold good for the time being and may vary in the
future.

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2. CONCEPTUAL

FRAMEWORK

P a g e | 27
2.1 INDUSTRY
PROFILE

P a g e | 28
2.1 INDUSTRY PROFILE:

The cosmetics and beauty market in India has observed continued and sustained growth over the
years due to a beauty conscious female population and the emergence of the metrosexual male.
Several other factors such as surging disposable income, rising awareness levels towards
maintaining prolonged beauty, evolving lifestyle, changes in the taste and preference, emergence
of online shopping model, and development of the distribution channel have continued to further
bolster the demand and supply of the products. I am sure that this Conference will deliberate on all
issues relating to beauty industry in India. I also extend my heartiest thanks to all the stakeholders
for lending their support to this Conference. I would also like to thank our Knowledge Partner
“Tech Sci Research” for its wonderful efforts in putting up this comprehensive report on
Cosmeceuticals, Cosmetics & Personal Care Industry. I also acknowledge the efforts put in by
Anuj Mathur and his team members Payal Swami, Anshul Gupta & Vipin Panthri for organizing this
Conference. I not only wish this Conference a great success but also assume that ASSOCHAM
shall continue to organize such programs for larger public benefits with a great degree of
excellence.

Skin care:

Women in India are becoming more conscious about their skin, not only in terms of colour but also
in terms of radiance, reduced wrinkles, etc., to look young and bright, and thereby increasing
demand for various types of skin care products. Many companies have also started to conduct
online media campaigns targeting specific audience for their products. Similar trends are catching
on in rural India as well as small cities. The professional skin care products are witnessing
significant growth as many consumers ar 21 reaching out to therapy centers, spas and
dermatologists for skin treatment procedures. Some of the most prominent professional skincare
products include anti-wrinkle, anti-blemishing, and anti-tanning solutions. Moreover, growing trend
towards clean and flawless skin becoming fashionable is also driving Indian consumers to opt for
latest skincare products.

Oral Care Products:

Oral care is the third largest segment in cosmeceutical, cosmetics & personal care market. There
is a growing trend towards using traditional oral care products. Thus, companies like Colgate are

P a g e | 29
launching products based on natural ingredient such as salt, charcoal, etc. Other factors driving
this segment include aggressive promotional and marketing activities by oral care companies.
Increasing visibility of these products in commercial advertisements, newspapers and television is
boosting their popularity, result ingin higher adoption.

Home care:

Companies in the Home Care Providers industry primarily provide services in the home. These
services may be medical or nonmedical and include skilled nursing care, personal care,
homemaker and companion services, physical therapy and medical social services.
This industry also includes in-home hospice care providers. The national average rate for at-home
non-medical care is about $27, so you could make up to $50,000 per year or more – depending on
how much you charge for your services. ... As your business grows, your expenses will go up, but
so will your profits! Home care includes any professional support services that allow a person to
live safely in their home. In-home care services can help someone who is aging and needs
assistance to live independently; is managing chronic health issues; is recovering from a medical
setback; or has special needs or a disability.

Cosmetics:

The cosmetics market in India is expected to exhibit strong growth over the forecast period. Huge
and growing youth population is among the major factors boosting growth in this category.
Interesting new marketing tactics such as Loreal offering business strategy games for students is
a growing trend. This platform allows the user to run their own virtual cosmetics company. These
advertising strategies are expected to fuel demand in the cosmetics market, targeted at specific
age groups. There is also a growing trend towards organic and natural cosmetics.

Nutrition and Wellness:

Nutrition and Wellness is a course that develops skills related to proper nutrition and the concept
of overall wellness. It includes instruction in nutrition, exercise and diet, healthy food choices, meal
preparation, and components for a healthy lifestyle. A healthy diet throughout life promotes healthy
pregnancy outcomes, supports normal growth, development and ageing, helps to maintain a

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healthy body weight, and reduces the risk of chronic disease leading to overall health and well-
being.

Brief Introduction:

The Indian Cosmetic is defined as skin care, hair care, colour cosmetic, fragrances and oral care
segments which are estimated at $ 2. 5 billion in 2008 and is expected to grow at 7, according to
an analysis of the sector. Today herbal cosmetic industry is driving growth in the beauty of Indian
and is expected to grow at a rate of 7 'more people as chemical products favourable to organic
ones. The emphasis of herbal cosmetic has been on the spectacular growth of the herbal and
ayurvedic beauty products business as conveyed by beauty expert Shahnaz Hussain who first
introduced the concept of ayurvedic cosmetic to the world when it launched its product way back
in 1970. 22 The Indian cosmetic industry has emerged as one of the unique industries holding line
potential for further growth. In 2009, the cosmetic industry registered sales of INR 356. 6 billion
(US $ 1 billion) despite the global economic recession. Indian cosmetic industry has been, driven
by improved purchasing power and rising fashion consciousness of the Indian population and
industry spends readily on promotional activities to increase consumer awareness and develop
their products. According to a new research report. The Indian cosmetic industry is expected to
witness impressive growth rates in the near future for rising beauty concerns of both men and
women. Today the industry holds promising growth prospects for both existing and new players.
The base line is that there is a rise in variety of products offered by industry players in the country.
The companies have started going for rural expansion and are offering specialized products to
generate revenue from all the comers of the country. Improvement and strengthening of the Indian
economy in the coming years will also be the way for the Indian cosmetic market over the forecast
period and develop the cosmetic industry. The Indian cosmetic market which is traditionally a
stronghold of a major Indian player like Lakeme and Ponds has been a lot of foreign entrants to
the market within the last decade. Indian is a very price sensitive market and the cosmetic and
personal care product companies, especially the new entrants have to work out new innovative
strategies to suit Indian preferences and budgets on a hood and establish a niche market for them.

P a g e | 31
TOP 10 COMPETITORS OF AMWAY

1. Oriflame:

Oriflame Holding AG is a Multi-level marketing company that sells primarily beauty and personal
care products. Oriflame are operating within the direct selling industry and was founded 1967 in
Sweden by the brothers Jonas af Jochnick, Robert af Jochnick and Bengt Hellsten. The head
office of Oriflame is located in Schaffhausen, Switzerland with a registered office in Stockholm,
Sweden. Oriflame Holding AG was traded on the Nasdaq Stockholm Exchange until being delisted
on 17 July 2019.

2. Herbalife Nutrition:

Herbalife Nutrition is a global multi-level marketing (MLM) corporation that develops and sells
dietary supplements. The company was founded by Mark Hughes in 1980, and it employs an
estimated 8,900 people worldwide. The business is incorporated in the Cayman Islands, with its

P a g e | 32
corporate headquarters located in Los Angeles, California. The company operates in 94 countries
through a network of approximately 4.5 million independent distributors and members. Their
products have been reported to cause liver damage. The company has been criticized by, among
others, hedge fund manager Bill Ackman of Pershing Square Capital, who claimed that Herbalife
operates a "sophisticated pyramid scheme" after taking a $1 billion short position in Herbalife
stock. Herbalife agreed to "fundamentally restructure" its business, in the US but not worldwide,
and pay a $200 million fine as part of a 2016 settlement with the U.S. Federal Trade Commission
(FTC) following accusations of it being a pyramid scheme. In November 2017, Ackman's hedge
fund closed out its short position in Herbalife.

3. Qnet:

Qnet Ltd, formerly known as QuestNet, GoldQuest, and QI Limited, is a Hong Kong-based multi-
level marketing (MLM) company owned by the QI Group. The company's products include energy,
weight management, nutrition, personal care, home care and fashion accessories on an e-
commerce platform. It operates legally in some countries, but has been charged with Ponzi
scheme and multi-level marketing in countries such as India. The government of India and the
Telecom Regulatory Authority of India banned the site in India after a protest spread in Bangalore.
Qnet's operations tend to be franchised out to local companies, thus allowing the head office to
earn while relieving it of liability and responsibility from local and national cases of fraud.

4. New Avon:

P a g e | 33
Avon Products, Inc. or simply known as Avon, is a direct sales company in beauty, household, and
personal care categories. Avon had annual sales of $5.57 billion worldwide in 2019. It is the
fourteenth-largest beauty company and, with 6.4 million representatives, is the second largest
direct-selling enterprise in the world (after Amway). The company's CEO is Angela Cretu, who was
appointed to the position in January 2020. In May 2019, the Brazilian company Natura & Co
announced its intent to acquire Avon; the deal closed in January 2020. Its ownership accounts for
a 76% stake.

5. Forever Living:

Forever Living Products International, Inc. (FLPI) is an American privately held multi-level
marketing (MLM) company based in Scottsdale, Arizona, which manufactures and markets aloe
vera-based drinks and bee-derived cosmetics, dietary supplements, and Personal Care
Products.The Company was founded in 1978 by CEO Rex Maughan. After acquiring the company
Aloe Vera of America by the 1990s, the company reported a network of 9.3 million distributors and
revenue of $1.7 billion in 2010 and in 2006 they reported having 4,100 employees.

6. Nu Skin:

P a g e | 34
Nu Skin Enterprises is an American multilevel marketing company that develops and sells
personal care products and dietary supplements under its Nu Skin and Pharmanex brands. Nu
Skin was founded in 1984 in Provo, Utah. The company originated in the United States and began
its first foreign operation in Canada in 1990.

One year later, the company began operations in Asia with the opening of Hong Kong. In 1996,
the company listed on the New York Stock Exchange. The company markets its products in 54
markets through a network of approximately 1.2 million independent distributors. In January 2014,
the Chinese government announced that it was investigating Nu Skin following a People's Daily
newspaper report calling it a "suspected illegal pyramid scheme."

In 2016, Nu Skin agreed to pay a $47 million settlement for operating a pyramid scheme after
being sued by China in a Utah federal court. Nu Skin was also forced to pay another $750,000 for
bribing a top Chinese official with funds from Nu Skin's charitable division after a U.S. Securities
and Exchange Commission probe.

7. Mary Kay:

Mary Kay Inc. is an American privately owned multi-level marketing company. According to Direct
Selling News, Mary Kay was the sixth largest network marketing company in the world in 2018,
with a wholesale volume of US$3.25 billion. Mary Kay is based in Addison, Texas. The company
was founded by Mary Kay Ash in 1963. Richard Rogers, Ash's son, is the chairman, and David
Holl is president and was named CEO in 2006.

P a g e | 35
8. Shaklee:

Shaklee Corporation is an American manufacturer and multi-level marketing distributor of natural

nutrition supplements, weight-management products, beauty products, and household products.
The company is based in Pleasanton, California with global operations in Canada, China,
Indonesia, Japan, Malaysia, and Taiwan.

9. Melaleuca:

Melaleuca is a genus of nearly 300 species of plants in the myrtle family, Myrtaceae, commonly
known as paperbarks, honey-myrtles or tea-trees (although the last name is also applied to
species of Leptospermum). They range in size from small shrubs that rarely grow to more than 16
m (52 ft) high, to trees up to 35 m (115 ft). Their flowers generally occur in groups, forming a
"head" or "spike" resembling a brush used for cleaning bottles, containing up to 80 individual
flowers. Melaleucas are an important food source for nectarivorous insects, birds, and mammals.

P a g e | 36
Many are popular garden plants, either for their attractive flowers or as dense screens and a few
have economic value for producing fencing and oils such as "tea tree" oil. Most melaleucas are
endemic to Australia, with a few also occurring in Malesia. Seven are endemic to New Caledonia,
and one is found only on (Australia's) Lord Howe Island. Melaleucas are found in a wide variety of
habitats. Many are adapted for life in swamps and boggy places, while others thrive in the poorest
of sandy soils or on the edge of saltpans. Some have a wide distribution and are common, whilst
others are rare and endangered. Land clearing, exotic myrtle rust, and especially draining and
clearing of swamps threaten many species.

10. Natura & Cosmetics:

Natura & Co is a Brazilian global personal care cosmetics group headquartered in São Paulo. The
Natura & Co Group currently includes Natura Cosméticos, Aesop, The Body Shop and Avon. The
Group is present in 73 countries across all continents except Antarctica. Natura Cosméticos, is the
parent company and was founded in 1969 by Luiz Seabra, and became a public company listed
on São Paulo Stock Exchange in 2004. Currently the company is the largest Brazilian cosmetics
company by revenue. In May 2019 Natura & Co announced that it had entered into definitive
agreement to acquire Avon Products, Inc. The transaction was approved by Brazilian regulations
authorities in the beginning of November 2019 and was completed in January 2020, making
Natura & Co the 4th largest pure-play beauty company in the world.

P a g e | 37
2.2 COMPANY
PROFILE

P a g e | 38
2.2 COMPANY PROFILE:

Amway

Type Private

Industry Multi-level marketing

Founded November 9, 1959 (61 years ago)

Headquarters Ada, Michigan, united states

Area served Worldwide

Key people Steve van andel (co. chairman)

Doug DeVos (co. chairman)
Milind pant (CEO)

Products Amway home, Glister, G&H, Nutrilite, Artistry, Amway

queen, eSpring, Atmosphere, XS Energy.

Revenue US$ 8.4 billion (2019)

Number of 16000+
employees

Website WWW.amwayglobal.com

P a g e | 39
❖ Amway Company

In 1959 Amway was established by Jay Van Andel and Richard De Vos in America. Amway
means American Way an abbreviation used for Amway. It is one of the world’s largest and most
successful direct selling companies.

In company’s portfolio there are number of products which tested in research and development
department of the company regularly. All these products were sales by train salespeople of the
company which is known as Independent Business Owners of the Amway. The product includes
health care, beauty care, home care and personal care. The company’s existent in more than
eighty countries with many products as per the requirement of the country. Amway doing the
business in different way with help of think global and act local from last forty years. The company
also launched the attitude range of skincare products with extra benefits in moisturizers, face wash
and sun screen lotions. The company has signed brand ambassador of Bollywood actress Diya
Mirza for their products at first time. The company has planned to hire some research scientist to
set up research and development in the country for better production and to maintain quality of the
product.

P a g e | 40
❖ Significance of the Study:

Now-a-days, many varieties of toothpaste, protein powder, hair oil, and toilet soap are available in
the market. Many numbers of companies provide various products with varying features. So, the
users are not in a position to identify and select a specific brand. Some product may be harmful for
the health of the consumers, at the same time all the products are not harmful for the consumer’s
health. In the process of taking a buying decision, the nature of the product plays a very important
role. Generally, the consumer’s goods are classified into two categories as durable and
nondurable goods. The usage period of non-durable goods is very short. The consumers have to
consider various aspects, which influence the decision before buying the goods. They have to
consider various factors such as quality, price, colour, brand image, attractive package, free offers
and the like. In the year 1992-93, Indian economy was welcome by the foreign companies, to
market their products in India. By the time many multilevel marketing business are introduced in
India. But Amway is introduced in India in the year 1995. It has been spreaded all over the world
including India. Amway products are playing major role in the life of the consumers. It also
provides employment opportunities, providing healthy products to the society. Amway India is the
country’s leading direct selling FMCG Company which manufactures and sells world class
consumer products. Its business opportunity and all its products are covered 100 per cent money
back guarantee. If the consumer is not completely satisfied with the product the consumer can
return it for a refund. By comparing the MNCs companies’ product Amway products has taken the
first place. Because of the product quality, price, quantity, brand image, attractive package and the
like. Hence the researcher has taken up this project with the consumer attitude towards Amway
products.

P a g e | 41
❖ History of Amway:

The founder of the company worked together in different small enterprises since their childhood
and so they decided to share their experiences, knowledge and expertise in the business. They
started in 1949 and introduced Nutrilite as a direct selling method. After that in 1959 they founded
Amway with main idea of the earlier company’s sales plan. In this business and method there is
low risk and open to everybody, no area limit and no income limit for the hard workers at initially
very low investment to start the business. The only condition is that they have to spend time and
effort in this business. In this period company started developing and selling their own products
with good quality. The company’s first product is liquid organic cleaner which got the tremendous
response from the market.

In 1960 they decided to expand their market in different part of world with more products including
detergents, personal care products with women’s likely products to groom themselves. By the end
of these decades the company in United States and Canada increases the network of people to
sale their exclusive products. To meet the demand of the product they have manufactured more
than 200 products in Ada, where more than 650 people were employed.

In 1970s Amway think to overseas expansion to Australia, Europe and in Asia. For that Amway
production facility has to continuously grow. In 1980s it is observed that the company’s sales
continuously rising. For that new plants for the production have to plan to meet the demand of the
people. As far as environmental is concerned the company was recognized as a corporate leader
in promoting education and environmental awareness and received United Nations award
regarding environmental program.

In 1990s a new generation of leader’s is son of founders started looking after the company and
became a chairman and president of day to day affairs of the company. In this period company
saw a great expansion, first half of the decade sales got pacing. The new sales peoples were
joined the company indifferent countries to start their business with Amway.

The Amway Today

The company having worldwide sales forces around 3 million working with more than 100
countries with the support of around thirteen thousand employees. Worldwide company having
one hundred and sixty distributor centre’s with help of offices in different countries. The scientist

P a g e | 42
team is also developing good quality products which are the strength of the company and having
granted patents.

Awards & Recognition

The company received many types of awards from different organization and agencies. The
awards given in the field of education, corporate social responsibility, environment, citizenship,
outstanding services, community services, blood donation, visually impaired children.

❖ Amway in India:

In India Company established in the year 1995, but started commercially in 1998. The company
headquartered in New Delhi to control the business in India. The company generated employment
with help of logistics, delivery peoples, office staff and others. The company appointed more than
four Lakh sales representatives to sales their products in India with handsome commission.
Amway is also providing training to their salespeople or distributors to help them and do the
business successfully.Amway is also providing training to their salespeople or distributors to help
them and do the business successfully.

National Presence:

From last ten to twelve years, company spread his network in India. In India company having more
than hundred and twenty-five offices and having different warehouses with central warehouses to
take care the distribution process in time. For the distribution and home delivery purpose, the
logistic partners were appointed for the smooth function of availability of the product.

Manufacturing:

The company is doing heavy investment in India to capture the Indian Market. The company
manufactured maximum product in the country with the help of third-party manufactures.

Products:

The company offers more than eighty products in its portfolio in different category like personal
care, home care, nutritional, cosmetics, insurance and agriculture. With some exceptional cases,
P a g e | 43
all the products and bottles are manufactured in India with world class quality. At the same time
company is also giving hundred percent money back guarantee to the consumers. In this case if,
any consumer is not satisfied with product, company will return the money with used products to
the customers. The product of Amway product is environmentally friendly and there is no harm to
consume the products.

The product range of Amway:-

▪ Home care products

• Soft cleaner

• Dishwashing liquid

• Multipurpose cleaner

• Laundry detergent

• Dispenser squeeze bottle

• Home mini wipes

• Car wash liquid

• Fruit & veggie wash

• Zoom concentrate

• Silicone glaze auto polis

P a g e | 44
▪ Personal care products

• Glister

• Shower gel

• Shaving form
• Face wash

• Hair cream

• Tooth brush

• Deodorant

• Body wash gel

• Shampoo

• Conditioner

• Body lotion

• Whitening cream

• Hair mask

• Hair oil

• Hand sanitizer

• Moisturizing soap

• Persona talk

P a g e | 45
▪ Nutrition and wellness

• Bilberry with lutein

• Kids chewable natural C

• Coenzyme Q10 citrus

• Milk thistle plus

• Ch balance

• Ginseng cherry plus

• Natural B with yeast

• Green tea

• Cherry iron

• Protein choco

• Salmon omega-3 softgel

• Energy drink mojito

▪ Health care products

P a g e | 46
 • Nutrilite salmon omega-3

• Healthvit cenvitan women 50+

• Garlic

• Protein powder

• Brahmi

• Ashwagandha

• Tulsi

• Fiber

• Daily

● Agriculture

• APSA-80

Always dilute APSA-80 when applying for irrigation; especially in over top applications. Wet
the ground with a solution of 160 ml (eight capfuls) of APSA in at least 80 liters of water / acre
prior to irrigation. For spray irrigation, may be injected into the spray equipment during initial
phase.

▪ Beauty care Products

P a g e | 47
• Lipstick travel pack
• Moisturiser
• Nail paint
• Matte lipstick
• Herbal facial kit
• Face scrub
• Face wash
• Blusher duo
• Be bright day cream
• Be bright night cream
• Kajal eyeliner pencil
• Compact powder
• Eye shadow
• Body lotion
• Foot cream

P a g e | 48
P a g e | 49
2.3 Core
Concept

P a g e | 50
❖ Introduction

Marketing requires co-ordination, planning, implementation of campaigns and employs with the
appropriate skills to ensure marketing success. Marketing objectives, goals and targets have to be
monitored and met, competitor strategies analysed, anticipated and exceeded. Through effective
use of market and marketing research an organization should be able to identify the needs and
wants of the customer and try to deliver benefits that will enhance or add to the customer lifestyle,
while at the same time ensuring that the satisfaction of these needs results in a healthy turnover
for the organization. A customer is the recipient of a good, service, product, or idea obtain from a
seller, vendor, or supplier for the monetary or other valuable consideration.

❖ Customer satisfaction:

It is a term frequently used in marketing. It is a measure how and services supplied by a company
meet or surpass customer expectation. Customer satisfaction is defined as the “the number of
customer, or percentage of total customers, whose exported experience with a firm, its products,
or is services exceeds specified satisfaction is seen as a key differentiator and increasingly has
become a key element of business strategy. Within organization, customer satisfaction rating can
have powerful effects. They focus employees on the importance of fulfilling customer’s
expectations. Furthermore, when these ratings dip, they warn of problems that can affect sales
and profitability.

Research gap:

Many researchers have made studies on Amway products. Research on Amway products was
worth rating carefully analysis and critical enquiry an attempt has made to study the consumer
preference of Amway products. There are a number of products and they are playing a vital role in
satisfying the thirst and needs of an individual consumers. By making an attempt to study the
consumer preferences, a number of inferences can be found so that extends of satisfaction can
also be desired. Brand preference of products may vary from group to group and also from
individual persons.

P a g e | 51
3. Data
Analysis

P a g e | 52
3.1 Respondent’s Gender: -

SR NO. PARTICULAR NO. OF RESPONDENT

1 MALE 32

2 FEMALE 68

TOTAL 100

GENDER

32%
MALE
FEMALE

68%

Figure 3.1 RESPONDENT’S GENDER

ANALYSIS
32 were people are male.

68 were people are female.

Interpretation

Thus, above table indicates that majority of people have 75% female are used Himalaya product.

P a g e | 53
3.2Respondent’s AGE: -

SR NO. PARTICULAR NO. OF RESPONDENT

1 10-20 15
2 21-30 27
3 31-40 40
4 ABOVE 40 18
TOTAL 100

AGE

18% 15%

10-20
21-30

27% 31-40
ABOVE 40
40%

Figure 3.2 RESPONDENT’s AGE

ANALYSIS
From that it was found that: -
• 10to 20 year age group 15 people were used Amway product.

• 21 to 30 year age group 27 people were used Amway product.

• 31 to 40 year age group 40 people were used Amway product.

• 40 to above year age group 33 people were used Amway product.

INTERPRETATION
Thus, above table indicates that majority of people have 31 to 40 year age group.
P a g e | 54
3.3 Respondent’s OCCUPATION: -

SR NO. PARTICULAR NO. OF RESPONDENT

1 STUDENT 25
2 EMPLOYEE 29
3 BUSINESS 31
4 OTHER 15
TOTAL 100

OCCUPATION

15%
25%
STUDENT
EMPLOYEE
BUSINESS
31%
OTHER
29%

Figure 3.3 RESPONDENT’s OCCUPATION

ANALYSIS

25 percent of respondent are student who use Amway product.

29 percent of respondent are employee who use Amway product.

31 percent of respondent are business who use Amway product.

15 percent of respondent are from other occupation who use Amway product.

INTERPRETATION

Thus, above table indicates that majority of people have their own business who use Amway
product.

P a g e | 55
3.4 Do you use Amway products?

SR NO. PARTICULAR NO. OF RESPONDENT

1 YES 100

2 NO 0

TOTAL 100

NO. OF RESPONDENT

0%

YES
NO
100%

Figure 3.4 Respondent’s use Amway Product

ANALYSIS

➢ 100 people used Amway product.

INTERPRETATION

Thus, above table indicates that majority of 100% people used Amway product.

P a g e | 56
3.5 Why do you like Amway product literature?

SR NO. PARTICULAR NO. OF RESPONDENT

1 EASY TO UNDERSTAND 30

2 HIGHLYKNOWLEDGEABLE 18

3 EASILY AVAILABLE 17

4 ALL OF THE ABOVE 35

TOTAL 100

NO. OF RESPONDANT

35

30

18 17

EASY TO UNDERSTAND HIGHLY KNOWLEDGEABLE EASILY AVAILABLE ALL OF THE ABOVE

3.5 Respondent’s Product Literature

ANALYSIS

➢ 30 people purchasing product because of easy to understand.

➢ 18 people purchasing product because of highly knowledgeable.

➢ 17 people purchasing product because of easily available.

➢ 35 people purchasing product because of all of above reasons.

INTERPRETATION

Thus, above table indicates that majority of people have 35% purchase product because of all of
the above reason.

P a g e | 57
3.6 How did you come to know about Amway product?

SR NO. PARTICULAR NO. OF RESPONDENT

1 TV COMMERCIAL 10

2 WORD OF MOUTH 50

3 SOCIAL MEDIA 16

4 PRINT ADS 24

TOTAL 100

50
45
40
NO. OF RESPONDENT

35
30
25
20
15
10
5
0
TV COMMERCIAL WORD OF MOUTH SOCIAL MEDIA PRINT ADS

Figure 3.6 Know about product

ANALYSIS

➢ 10 people come to know about Himalaya product by the TV commercials.

➢ 50 people come to know about Himalaya product by the word of mouth.
➢ 16 people come to know about Himalaya product by the printads.
➢ 24 people come to know about Himalaya product by the social media.

INTERPRETATION

Thus, above table indicates that majority of people 50% come to know about Amway product by
word of mouth.

P a g e | 58
3.7 Is Amway product is easily accessible?

SR NO. PARTICULAR NO. OF RESPONDENT

1 YES 70

2 NO 30

TOTAL 100

NO. OF RESPONDENT

30%
YES
NO

70%

Figure 3.7 Accessible of product

ANALYSIS

➢ 70 percent of respondent found product is easily accessible.

➢ 30 percent of respondent found product is not accessible

INTERPRETATION

Thus, above table indicates that majority of 70% people found that Amway product are easily
accessible.

P a g e | 59
3.8 What is your opinion concerning the price of product
Amway?

SR NO. PARTICULAR NO. OF RESPONDENT

1 CHEAP 10

2 AFFORDABLE 53

3 EXPENSIVE 28
4 VERY EXPENSIVE 9

TOTAL 100

NO. OF RESPONDENT

9% 10%

CHEAP
28%
AFFORDABLE
53% EXPENSIVE
VERY EXPENSIVE

3.8 Opinion on Amway product price

ANALYSIS

➢ 10 people found Amway product are cheaper.

➢ 53 people found Amway product are affordable
➢ 28 people found Amway product are expensive
➢ 09 people found Amway product are very expensive.

INTERPRETATION

Thus, above table indicates that majority of people 53% found that Amway product are affordable.

P a g e | 60
3.9 Are you satisfied with using Amway product?

SR NO. PARTICULAR NO. OF RESPONDENT

1 YES 80

2 NO 20

NO. OF RESPONDENT

20%

YES
NO

80%

3.9 Satisfied with Amway product

ANALYSIS

➢ 80 percent of respondent are satisfied with the Amway product

➢ 20 percent of respondent are not satisfied with the Amway product.

INTERPRETATION

Thus, above table indicates that majority of 80% people are satisfied with the Amway product.

P a g e | 61
3.10 How frequently do you buy Amway products?

SR NO. PARTICULAR NO. OF RESPONDENT

1 ONCE A WEEK 18
2 MORE THAN ONCE 43
3 EVERY FEW MONTH 24
4 ONCE A YEAR 15

TOTAL 100

43
NO. OF RESPONDENT

24

18
15

ONCE A WEEK MORE THAN ONCE EVERY FEW MONTH ONCE A YEAR

3.10 Respondent’s frequently Buy

ANALYSIS

➢ 18 people buy Amway product once a week.

➢ 43 people buy Amway product more than once.
➢ 24 people buy Amway product every few Month.
➢ 15 people buy Amway product once a year.

INTERPRETATION

Thus, above table indicates that majority of people 43% buy Amway product more than once.

P a g e | 62
3.11 Since how many years you are using Amway products?

SR NO. PARTICULAR NO. OF RESPONDENT

1 Last 1year 15

2 2-3year 33

3 3-5year 26

4 More than 5year 26

TOTAL 100

33

26 26

15

Last 1year 2-3year 3-5year More than 5year

3.11 Respondent using Amway product in year

ANALYSIS
➢ 15 people were used last 1 year.

➢ 33 people were used 2-3 year.

➢ 26 people were used 3-5 year.

➢ 26 people were used more than 5 year.

INTERPRETATION

Thus, above table indicates that majority of 33% people have used Amway products 2 to 3 years.

P a g e | 63
3.12 Which of the Amway product you generally use?

SR NO. PARTICULAR NO. OF RESPONDENT

1 Home care products 22
2 personal care products 39
3 Health care products 33
4 Other 6
TOTAL 100

NO. OF RESPONDENT
45
40
35
30
25
20 39
33
15
10 22

5
6
0
Home care products personal care products Health care products Other

3.12 respondent uses different Amway product

ANALYSIS

➢ 22 people found to be using home care product.

➢ 39 people found to be using personal care product
➢ 33 people found to be using health care product.
➢ 06 people found to be using other Amway product.

INTERPRETATION

Thus, above table indicates that majority of people 39% found to be using personal care product of
Amway.

P a g e | 64
3.13 Which factor influenced you to buy Amway products?

SR NO. PARTICULAR NO. OF RESPONDENT

1 Price 10
2 Quality 62
3 Service 13
4 Company image 15
TOTAL 100

NO. OF RESPONDENT

15% 10%
Price
13% Quality
Service
Company image
62%

Figure 3. 9 Respondent’s influenced by Amway product

ANALYSIS

➢ 10 people were influenced by price.

➢ 62 people were influenced by quality.
➢ 13 people were influenced by service.
➢ 15 people were influenced by company image.

INTERPRETATION

Thus, above table indicates that majority of 62% people are influenced by quality of Amway
product.

P a g e | 65
3.14 How would you rate your experience of using Amway?

SR NO. PARTICULAR NO. OF RESPONDENT

1 Excellent 20
2 Good 24
3 Average 21
4 Poor 23
5 Very Poor 12
TOTAL 100

NO. OF RESPONDENT

12% 20%
Excellent
23% Good
24% Average

21% Poor
Very Poor

Figure 3.14 experiences of respondent’s

ANALYSIS

➢ 20 people had excellent experience of using Amway product.

➢ 24 people had good experience of using Amway product.
➢ 21 people had average experience of using Amway product.
➢ 23 people had poor experience of using Amway product.
➢ 12 people had very poor experience of using Amway product.

INTERPRETATION

Thus, above table indicates that majority of 24% people had good experience with Amway
product.

P a g e | 66
3.15Are you happy about the benefits associated with the
product?

SR NO. PARTICULAR NO. OF RESPONDENT

1 Excellent 10
2 Good 15
3 Average 42
4 Poor 21
5 Very Poor 12
TOTAL 100

NO. OF RESPONDENT

45
40
35
30
25
42
20
15
21
10 15
10 12
5
0
EXCELLENT GOOD AVERAGE POOR VERY POOR

Figure 3.15 Benefits associated with Amway product

ANALYSIS

➢ 10 people had excellent opinion on benefits associated with Amway product.

➢ 15 people had good opinion on benefits associated with Amway product.
➢ 42 people had average opinion on benefits associated with Amway product.
➢ 21 people had poor opinion on benefits associated with Amway product.
➢ 12 people had very poor opinion on benefits associated with Amway product.

INTERPRETATION

Thus, above table indicates that majority of 42% people had good opinion on benefits associated
with Amway product.

P a g e | 67
3.16What is your opinion about the discount offer which
given by Amway?

SR NO. PARTICULAR NO. OF RESPONDENT

1 Excellent 6
2 Good 12
3 Average 40
4 Poor 20
5 Very Poor 22
TOTAL 100

NO. OF RESPONDENT

6% EXCELLENT
22% 12%
GOOD
AVERAGE
20% POOR
40% VERY POOR

Figure 3.16discount offers by Amway product

ANALYSIS

➢ 06 people had excellent opinion on discount offers by Amway product.

➢ 12 people had good opinion on discount offers by Amway product.
➢ 40 people had average opinion on discount offers by Amway product.
➢ 20 people had poor opinion on discount offers by Amway product.
➢ 22 people had very poor opinion on discount offers by Amway product.

INTERPRETATION

Thus, above table indicates that majority of 40% people had average opinion on discount offers by
Amway product.

P a g e | 68
3.17 How satisfied are you with the Himalaya the products
for the following characteristics?

HIGHLY
HIGHLY SATISFIED SATISFIED NEUTRAL DISSATIFIED
DISSATISFIED

PRICE 17 29 31 13 10
QUALITY 34 27 20 15 4

PACKAGING 23 33 19 15 10

QUANTITY 19 25 23 18 15

CUSTOMER
15 40 17 16 12
SERVICE

NO. OF RESPONDENT
40

34 33
31
29
27
25
23 23
19 20 19
17 17 18
15 15 15 16 15
13 12
10 10
4
HIGHLY
HIGHLY SATISFIED SATISFIED NEUTRAL DISSATIFIED
DISSATISFIED
PRICE 17 29 31 13 10
QUALITY 34 27 20 15 4
PACKAGING 23 33 19 15 10
QUANTITY 19 25 23 18 15
CUSTOMER SERVICE 15 40 17 16 12

PRICE QUALITY PACKAGING QUANTITY CUSTOMER SERVICE

P a g e | 69
 A. PRICE
SR NO. PARTICULAR FI WI FIWI
1 HIGHLY SATISFIED 17 5 85
2 SATISFIED 29 4 116
3 NEUTRAL 31 3 93
4 DISSATISFIED 13 2 26

5 HIGHLY DISSATISFIED 10 1 10

TOTAL 100 330

WAM=ΣFIWI/ΣFI

= 330/100

=3.3

HIGHLY PRICE HIGHLY

DISSATISFIED
SATISFIED
10%
17%
DISSATIFIED
13%

SATISFIED
29%
NEUTRAL
31%

Figure 3.17.1 PRICE

INTERPRETATION: -

Thus, above table indicates that majority of people 31 percent are neutral.

P a g e | 70
 B. QUALITY

SR NO. PARTICULAR FI WI FIWI

1 HIGHLY SATISFIED 34 5 170
2 SATISFIED 27 4 108
3 NEUTRAL 20 3 60
4 DISSATISFIED 15 2 30
HIGHLY
5 4 1 4
DISSATISFIED
TOTAL 100 372

WAM=ΣFIWI/ΣFI

= 372/100

=3.72

QUALITY
35

30

25

20

15

10

0
HIGHLY SATISFIED SATISFIED NEUTRAL DISSATIFIED HIGHLY
DISSATISFIED

3.17.2 QUALITY

INTERPRETATION: -

Thus, above table indicates that majority of people 34 percent are highly satisfied.

P a g e | 71
 C. PACKAGING

SR
PARTICULAR FI WI FIWI
NO.
1 HIGHLY SATISFIED 23 5 115
2 SATISFIED 33 4 132
3 NEUTRAL 19 3 57
4 DISSATISFIED 15 2 30
HIGHLY
5 10 1 10
DISSATISFIED
TOTAL 100 344

WAM=ΣFIWI/ΣFI

= 344/100

=3.44

PACKAGING

10%
23% HIGHLY SATISFIED
15% SATISFIED
NEUTRAL
DISSATIFIED
19%
33% HIGHLY DISSATISFIED

3.17.3PACKAGING

INTERPRETATION: -

Thus, above table indicates that majority of people 33 percent are satisfied.

P a g e | 72
 D. QUANTITY

SR NO. PARTICULAR FI WI FIWI

1 HIGHLY SATISFIED 19 5 95
2 SATISFIED 25 4 100
3 NEUTRAL 23 3 69
4 DISSATISFIED 18 2 36
HIGHLY
5 15 1 15
DISSATISFIED
TOTAL 100 315

WAM=ΣFIWI/ΣFI

= 315/100

=3.15

QUANTITY
30

25
25
23
20
19
18
15
15
10

0
HIGHLY SATISFIED SATISFIED NEUTRAL DISSATIFIED HIGHLY DISSATISFIED
.

317.4 QUANTITY

INTERPRETATION: -

Thus, above table indicates that majority of people 25 percent are satisfied.

P a g e | 73
 E. CUSTOMER SERVICE

SR NO. PARTICULAR FI WI FIWI

1 HIGHLY SATISFIED 15 5 75
2 SATISFIED 40 4 160
3 NEUTRAL 17 3 51
4 DISSATISFIED 16 2 32

5 HIGHLY DISSATISFIED 12 1 12

TOTAL 100 330

WAM=ΣFIWI/ΣFI

= 330/100

=3.3

CUSTOMER SERVICE

12 15

16

40
17

HIGHLY SATISFIED SATISFIED NEUTRAL DISSATIFIED HIGHLY DISSATISFIED

3.17.5 CUSTOMER SERVICE

INTERPRETATION: -

Thus, above table indicates that majority of people 40 percent are satisfied.

P a g e | 74
3.18 Please express how much do you agree or disagree
with respect to reasons for purchasing Amway products?

STRONGLY AGREE AGREE NEUTRAL DISAGREE STRONGLY DISAGREE

REASONABLE PRICE 20 15 30 18 17

GOOD QUALITY 40 25 15 10 10

HEALTH BENEFITS 45 20 17 8 10

AVAILABILITY 55 18 10 9 8

BRAND IMAGE 30 25 20 13 12

60

50

40

30

20

10

0
STRONGLY AGREE NEUTRAL DISAGREE STRONGLY
AGREE DISAGREE
REASONABLE PRICE 20 15 30 18 17
GOOD QUALITY 40 25 15 10 10
HEALTH BENEFITS 45 20 17 8 10
AVAILABILITY 55 18 10 9 8
BRAND IMAGE 30 25 20 13 12

REASONABLE PRICE GOOD QUALITY HEALTH BENEFITS AVAILABILITY BRAND IMAGE

P a g e | 75
 A. REASONABLE PRICE

SR
PARTICULAR FI WI FIWI
NO.
1 STRONGLY AGREE 20 5 100
2 AGREE 15 4 60
3 NEUTRAL 30 3 90
4 DISAGREE 18 2 36
STRONGLY
5 17 1 17
DISAGREE
TOTAL 100 303

WAM=ΣFIWI/ΣFI

= 303/100

=3.03

REASONABLE PRICE

30

25

20
30
15
20 18
10 17
15
5

0
STRONGLY AGREE NEUTRAL DISAGREE STRONGLY
AGREE DISAGREE

3.18.1 REASONABLE PRICE

INTERPRETATION: -

Thus, above table indicates that majority of people 30 percent are neutral.

P a g e | 76
 B. GOOD QUALITY

SR NO. PARTICULAR FI WI FIWI

1 STRONGLY AGREE 40 5 200
2 AGREE 25 4 100
3 NEUTRAL 15 3 45
4 DISAGREE 10 2 20

STRONGLY
5 10 1 10
DISAGREE

TOTAL 100 375

WAM=ΣFIWI/ΣFI

= 375/100

=3.75

GOOD QUALITY

10%
10%
40% STRONGLY AGREE

15% AGREE
NEUTRAL
DISAGREE
25%
STRONGLY DISAGREE

3.18.2 GOOD QUALITY

INTERPRETATION: -

Thus, above table indicates that majority of people 40 percent are strongly agree.

P a g e | 77
 C. HEALTH BENEFITS
SR NO. PARTICULAR FI WI FIWI
1 STRONGLY AGREE 45 5 225
2 AGREE 20 4 80
3 NEUTRAL 17 3 51
4 DISAGREE 8 2 16

5 STRONGLY DISAGREE 10 1 10

TOTAL 100 382

WAM=ΣFIWI/ΣFI

= 382/100

=3.82

HEALTH BENEFITS
50
45
45
40
35
30
25
20
20
15 17
10
10
5 8
0
STRONGLY AGREE AGREE NEUTRAL DISAGREE STRONGLY DISAGREE

3.18.3 HEALTH BENEFITS

INTERPRETATION: -

Thus, above table indicates that majority of people 45percent are strongly agree.

P a g e | 78
 D. AVAIBILITY
SR NO. PARTICULAR FI WI FIWI
1 STRONGLY AGREE 55 5 275
2 AGREE 18 4 72
3 NEUTRAL 10 3 30
4 DISAGREE 9 2 18

STRONGLY
5 8 1 8
DISAGREE

TOTAL 100 403

WAM=ΣFIWI/ΣFI

= 403/100

=4.03

AVAILABILITY
STRONGLY AGREE AGREE NEUTRAL DISAGREE STRONGLY DISAGREE

8%

9%

10%

55%

18%

3.18.4 AVAIBILITY

INTERPRETATION: -

Thus, above table indicates that majority of people 55percent are strongly agree.

P a g e | 79
 E. BRAND IMAGE

SR NO. PARTICULAR FI WI FIWI

1 STRONGLY AGREE 30 5 150
2 AGREE 25 4 100
3 NEUTRAL 20 3 60
4 DISAGREE 13 2 26

STRONGLY
5 12 1 12
DISAGREE

TOTAL 100 348

WAM=ΣFIWI/ΣFI

= 348/100

=3.48

BRAND IMAGE
30

25

20

15

10

0
STRONGLY AGREE AGREE NEUTRAL DISAGREE STRONGLY
DISAGREE

3.18.5 BRAND IMAGE

INTERPRETATION: -

Thus, above table indicates that majority of people 30 percent are strongly agree.

P a g e | 80
3.19 Would you suggest Amway Product to Other?

SR NO. PARTICULAR NO. OF RESPONDENT

1 YES 85

2 NO 15

NO. OF RESPONDENT

15%

YES
NO
85%

3.19 Recommendation

ANALYSIS

➢ 85 percent of respondent would likely to suggest the Amway product

➢ 15 percent of respondent would not likely to suggest the Amway product.

INTERPRETATION

Thus, above table indicates that majority of 85% people would likely to recommends to use the
Amway product.

P a g e | 81
 4. FINDINGS
AND
CONLUSIONS

P a g e | 82
FINDINGS:

➢ 95% people uses Amway product.

➢ 15% are between age 10-20 who uses Amway product.
➢ 27% are between age 21-30 who uses Amway product.
➢ 40% are between age 31-40 who uses Amway product.
➢ 18% are between age above 40 who uses Amway product.
➢ 25% of respondent are student who use Amway product.
➢ 29% of respondent are employee who use Amway product.
➢ 31% of respondent are business who use Amway product.
➢ 15% of respondent are from other occupation who use Amway product.
➢ 30% people purchasing product because of easy to understand.
➢ 18% people purchasing product because of highly knowledgeable.
➢ 17% people purchasing product because of easily available.
➢ 35% people purchasing product because of all of above reasons.
➢ 10% people come to know about Amway product by the TV commercials.
➢ 50% people come to know about Amway product by the word of mouth.
➢ 16% people come to know about Amway product by the print ads.
➢ 24% people come to know about Amway product by the social media.
➢ 70% percent of respondent found product is easily accessible.
➢ 10% people found Amway product are cheaper.
➢ 53% people found Amway product are affordable.
➢ 28% people found Amway product are expensive.
➢ 09% people found Amway product are very expensive.
➢ 80% percent of respondent are satisfied with the Amway product
➢ 18% people buy Amway product once a week.
➢ 43% people buy Amway product more than once.
➢ 24% people buy Amway product every few Month.
➢ 15% people buy Amway product once a year.
➢ 15% people were used last 1 year.
➢ 33% people were used 2-3 year.
➢ 26% people were used 3-5 year.
➢ 26% people were used more than 5 year.
➢ 22% people found to be using home care product.
➢ 39%people found to be using personal care product.
P a g e | 83
 ➢ 33% people found to be using health care product.
➢ 06% people found to be using other Amway product.
➢ 10% people were influenced by price.
➢ 62% people were influenced by quality.
➢ 13% people were influenced by service.
➢ 15% people were influenced by company image.
➢ 10% people had excellent opinion on benefits associated with Amway product.
➢ 15% people had good opinion on benefits associated with Amway product.
➢ 42% people had average opinion on benefits associated with Amway product.
➢ 21% people had poor opinion on benefits associated with Amway product.
➢ 12% people had very poor opinion on benefits associated with Amway product.
➢ 06% people had excellent opinion on discount offers by Amway product.
➢ 12% people had good opinion on discount offers by Amway product.
➢ 40% people had average opinion on discount offers by Amway product.
➢ 20% people had poor opinion on discount offers by Amway product.
➢ 22% people had very poor opinion on discount offers by Amway product.
➢ 85% percent of respondent would likely to suggest the Amway product
➢ Amway is the very popular company among the customers.
➢ People are highly satisfied with the Amway’sproducts.
➢ Customers prefer Amway’s product more because of their qualities.
➢ Amway is the clear market leader across all age groups and income levels.

CONCLUSIONS
➢ Company has aims to create a brand image in the mind of customers.
➢ The company adopts mass advertising media & Brand ambassador to promote their
product.
➢ Most of the customers generally prefer Amway home care and personal care product.
➢ Company has opened new service centre in metro & other cities.

P a g e | 84
 5. SUGGESTION
& RECOMMENDATION

P a g e | 85
SUGGESTIONS

➢ Amway should concentrate on the rural areas and make their management proper by giving

employment to the educated people.

➢ The company should distribute magazines, house journals to the consumers to aware them

about new schemes and offers.

➢ New promotional strategies should be company, like personal, kirana, and retail services

etc.

➢ The company should start taking feedback from consumers about their product through the

way of prescribed form.

P a g e | 86
BIBLOGRAPHY

P a g e | 87
BIBLOGRAPHY

Websites:

➢ www.amway.com
➢ www.google.com

Books

➢ Modern marketing (Philip Kotler)

➢ Services marketing (S. M. Jha)
➢ Research methodology (William zikmud)
➢ Brochure of Amway.

Magazines:

➢ Business today
➢ Business world

P a g e | 88
ANNEXURE

P a g e | 89
 “Customer satisfaction towards Amway products”

I am Mansi k. Sakhreliya, a final year student at SPB College of Business Administration; I am conducting a
Survey to study of Surat Customer buying Amway products. I am conducting the survey on “Customer
satisfaction towards Amway in Surat city”. The information collected from the survey is purely academic &
industrial purpose. The information collected would be kept strictly confidential. Therefore, may I request you
to spare 8-10 minutes to fill the questionnaire. Your contribution will contribute to the growing of knowledge,
and I will be thankful to you for filling the questionnaire.

Survey questionnaire

NAME:

GENDER: Male( ) Female ()

AGE:

 8 -15

 16-30

 31-40

 40 above

OCCUPATION:

 STUDENT
 EMPLOYEES
 BUSINESS
 OTHERS

P a g e | 90
1. Do you use Amwayproducts?

 Yes
 No

2. Why do you like Amway productliterature?

 Easy tounderstand
 Highlyknowledgeable
 Easilyavailable
 All of the above

3. How did you come to know about Amway product?

 TV commercials
 Word of mouth
 Printads
 Socialmedia

4. Is Amway product is easilyaccessible?

 Yes
 No

5. What is your opinion concerning the price of productAmway?

 Cheap
 Affordable
 Expensive
 VeryExpensive

6. Are you satisfied with using Amwayproduct?

 Yes
 No

P a g e | 91
7. How frequently do you buy Amwayproducts?
 Once aweek
 More thanonce
 Every fewmonth
 Yearly

8. Which of the Amway product you generallyuse?

 Home care Products

 Personal care Products
 Health care Products
 Other

9. Which factor influenced you to buy Amwayproducts?

 Price
 Quality
 Service
 Companyimage

10. Since how many year you are using Amwayproducts?

 Last1year
 2-3year
 3-5year
 More than5year

11. How would you rate your experience of usingAmway?

 Excellent
 Good
 Average
 Poor
 VeryPoor

P a g e | 92
12. Are you happy about the benefits associated with theproduct?
 Excellent
 Good
 Average
 Poor
 VeryPoor

13. What is your opinion about the discount offer which given byAmway?
 Excellent
 Good
 Average
 Poor
 VeryPoor

14.How satisfied are you with the Amway products for the following
characteristics: -

Highly Dissatisfied Not Satisfied High

satisfied Satisfied satisfied

Price

Quality

Packaging

Quantity

Customer
service

P a g e | 93
15. Please express how much do you agree or disagree with respect to reasons
for purchasing Amway products, where (1 is strongly disagree, 2 is disagree, 3 is
natural, 4 is agree, 5 is stronglyagree)

Reasons for STRONGLY AGREE NEUTRAL DISAGREE STRONGLY

purchasing AGREE DISAGREE
Amway
products

Reasonable
price

Good quality
Health
benefits

Availability

Brand image

16. Would you suggest Amway Product toOther?

 Yes
 No

P a g e | 94
THANK YOU

P a g e | 95