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[2]
[3]
[4]
 TABLE OF CONTENTS

CHAPTER PAGE
CONTENTS
NO: NO:

LIST OF TABLES 6

LIST OF FIGURES 8

CHAPTER 1 INTRODUCTION 10-18

CHAPTER 2 REVIEW OF LITERATURE 19-22

CHAPTER 3 CONCEPTUAL FRAMEWORK 23-28

CHAPTER 4 DATA ANALYSIS AND INTERPRETATION 29-51

CHAPTER 5 FINDINGS, SUGGESTIONS AND CONCLUSION 52-55

BIBLIOGRAPHY 56-57

ANNEXURE 58-62

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 LIST OF TABLES

TABLE NO: TITLE PAGE NO:

4.1 Table showing result of age group 30

Table showing gender wise classification of male and

4.2 31
female users of green products
Table showing educational qualification of customers of
4.3 32
green products

4.4 Table showing customers occupation of green products 33

4.5 Table showing family monthly income of customers 34

4.6 Table showing marital status of customers 35

Table showing customers dwelling place of green

4.7 36
products
Table showing people those who are aware of green
4.8 37
products
Table showing people around you aware of green
4.9 38
products
Table showing sources of customers who are aware of
4.10 39
green products

4.11 Table showing people who used green products before 40

Table showing categories of people who bought green

4.12 41
products recently
Table showing people who thinks features and
4.13 42
information of green product available while buying

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 Table showing people who consider green products are
4.14 42
more expensive than non-green products
Table showing people who are willing to pay for green
4.15 43
products
Table showing people whose decision is effected by the
4.16 44
price of green product
Table showing people who recommend green products
4.17 45
based on quality
Table showing people who to switch to green products
4.18 46
as per availability in local stores
Table showing people who prefer to buy branded
4.19 47
products which they used before
Table showing elements which strongly influence
4.20 48
buying behaviour of green products
Table showing people saying that green marketing is
4.21 49
more effective than regular marketing
Table showing green product can contribute in saving
4.22 50
environment

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 LIST OF CHARTS

FIGURE PAGE
TITLE
NO: NO:

4.1 Figure showing result of age group 31

Figure showing gender wise classification of male and

4.2 32
female users of green products
Figure showing educational qualification of customers
4.3 33
of green products

4.4 Figure showing customers occupation of green products 34

4.5 Figure showing family monthly income of customers 35

4.6 Figure showing marital status of customers 36

Figure showing customers dwelling place of green

4.7 37
products
Figure showing people those who are aware of green
4.8 38
products
Figure showing people around you aware of green
4.9 39
products
Figure showing sources of customers who are aware of
4.10 40
green products

4.11 Figure showing people who used green products before 41

Figure showing categories of people who bought green

4.12 41
products recently
Figure showing people who thinks features and
4.13 42
information of green product available while buying

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 Figure showing people who consider green products are
4.14 43
more expensive than non-green products
Figure showing people who are willing to pay for green
4.15 44
products
Figure showing people whose decision is effected by the
4.16 45
price of green product
Figure showing people who recommend green products
4.17 46
based on quality
Figure showing people who to switch to green products
4.18 47
as per availability in local stores
Figure showing people who prefer to buy branded
4.19 48
products which they used before
Figure showing elements which strongly influence
4.20 49
buying behaviour of green products
Figure showing people saying that green marketing is
4.21 50
more effective than regular marketing
Figure showing green product can contribute in saving
4.22 51
environment

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 CHAPTER 1
INTRODUCTION

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1.1 Introduction
About Dindigul District:
Dindigul district was carved out of the composite Madurai District on 15.9.1985 and the first
District Collector was Thiru.M.Madhavan Nambiar, I.A.S. Dindigul District had the names of
Dindigul Anna , Quaid-e-Milleth and Mannar Thirumalai.
Dindigul, which was under the rule of the famous Muslim Monarch, Tippusultan, has a glorious
past. The historical Rock Fort of this district was constructed by the famous Naik King
Muthukrishnappa Naicker. It is located between 10° 05’ and 10° 09’ North Latitude and 77° 30’
and 78° 20’ East Longitude.
This district is bound by Erode, Coimbatore, Karur and Trichy districts on the North, by Sivaganga
and Tiruchi District on the East, by Madurai district on the South and by Theni and Coimbatore
Districts and Kerala State on the West. It is spread over on area of 6266.64 Sq. Km. It comprises
of 3 Revenue Divisions, 10 Taluks and 14 Panchayat Unions, according to 2001 Census, its
population is 19,23,014.
For a long time, Dindigul town has been associated with Iron locks, Iron safe of good quality and
durability. A lock manufacturing unit under co-operative sector is functioning here. Another
industry for which Dindigul is noted is Leather Tanning.
This district is having a flourishing handloom industry at Chinnalapatti, which is located at 11 Km
away from Dindigul on the Madurai-Dindigul road. Art –Silk saris and Sungudi saris produced in
Chinnalapatti are famous throughout India. More than 1000 families are engaged in this Industry.
Dindigul city which is an important wholesale market for Onion and Groundnut has the network
of inter-district roads connecting Coimbatore, Erode, Tiruchi, Karur, Madurai and Sivaganga
District.
Educationally, Dindigul is a well developed and popular city. It has got many High and Higher
Secondary Schools to its credit. St.Marry’s Higher Secondary School, a well disciplined Institution
is one of the oldest institutions in this city. This district has the credit of having two Universities,
viz, Mother Theresa University for Women at Kodaikanal and Gandhigram Rural Deemed
University at Gandhigram. Also a number of Engineering Colleges, Arts & Science Colleges,
Polytechnics, ITIs are available through-out the district.

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This district is privileged to have one of the “Six Celebrated Hill Abodes of “Lord Muruga” at
Palani Hills, where the famous Dhandayuthapani Temple is situated on the hilly rock at a height
of about 450 mts.
Thousands of pilgrims come down to this holy temple every day particularly during festival days,
like “Thaipoosam, Adi-kiruthigai, Panguni Uthiram, Sura-samharam, Vaikasi-visagam and
monthly Karthigai”. Provision of three Electric Winches and Rope Car are unique features of this
temple. It facilitates the aged, children and the disabled to reach the temple in 8 minutes. The
income of the temple which is the largest in the State is growing year by year.
Besides this famous Murugan Temple, there is also another Murugan temple at Thirumalaikeni,
25 Km. away from Dindigul town which is becoming a growing pilgrim Centre. Abirami Amman
temple in Dindigul town and Raja Kaliamman Temple at Thethupatti 20 km away from Dindigul
are the other important Temples which attract thousand of pilgrims.
Kodaikanal, a popular Summer Resort, located at an altitude of 2133 meters in the Western Ghats
is the “Princess of Hill Stations”. A notable feature of this Hillock is “Kurunji” flowers blooming
once in 12 years . Next blooming in the year 2018.
Peranai and Sirumalai are the two fine picnic spots of this district. There are Nine dams viz, Palar
Porundalar, Varathamanathi, Kuthiraiaru in Palani Block, Parappalar and Nanganchiar in
Oddanchatram Block, Maruthanathi, Kamarajar Sagar in Athoor Block, Mavoor in Nilakottai
Block, Kudaganar in Vedasandur Block augment irrigation facilities to agricultural fields in this
district. Nilakkottai town is famous for Brass Vessels and Jewelry. Nilakottai Taluk is famous for
the growing and marketing of flowers and Grapes. Oddanchatram is a noted market Centre for
vegetables. Batlagundu is an important market Centre for Tomato. Pattiveeranpatti in Batlagundu
Block is famous for Cardamom and Coffee curing enterprises.
Green products:
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. During the last four decades, satisfaction has been
considered as one of the most important theoretical as well as practical issues for most marketers
and consumer researchers. Satisfaction referred to a consumer’s judgement that a product or
service feature of the product or service itself, was providing a pleasurable level of consumption
related fulfilment, including levels of under or over fulfilment.

[12]
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 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 influencing the purchase decisions of consumers,
businesses started to manufacture environmentally friendly or in other words green product
policies.
Green products are products which are biodegradable, non-toxic and eco-friendly. Majority of the
products are made up of glasses, cans or papers. The rates of environmental issues have increased
and it has raised the people's concerns. This concern then made the demand of green products
increased and has led to the emergence of a new marketing philosophy, known as green marketing.
There is an increased number of green products in the market, the advantages and disadvantages
of green products have become more pronounced. These advantages and disadvantages are
influencing a consumer's willingness to buy or not to buy green products. Besides that, advantages
give us a notion of why there is a demand for green products and why sellers are willing to sell
green products. People have become more willing to pay more for green products due to the fact
that people have conscious about the environment issues. Green products can be stated as having
less of an impact on the environment and are less damaging to human health than conventional
products, and hence are also called as sustainable or eco-friendly products.
Green products are produced from recycled components (i.e., the decomposition of residues of
food and food products instead of chemical fertilizers) are manufactured in a more energy-
conservative way, or are supplied to the market with more environmentally friendly way. The
reasons that made sellers willing to sell green products not just because of they can made
profitability from the sales of green products but also can fulfil their social responsibility towards
the society at the same time. From the last decade onwards, people became more concerned about

[13]
their health as a result of which they are using more of green products. So, people are becoming
more aware about the concept of environment and health consciousness.
Green product is concerned it has been an experiment for academicians and practitioners and the
corporate marketing world alike. As the consumer and society become more concerned with the
natural environment, the businesses have started to modify their behaviour in an effort to address
consumer's "NEW" anxieties regarding greenness.
Green products that are presumed to be environmentally safe. Green products is also known as
environmental safe products or sustainable products. Divergent aspect of green products includes
ecology safer products, recyclable and biodegradable packing, energy efficient & better pollution
controls. Green products includes packing made from recycle paper, phosphate-free detergents,
refilling containers for cleaning products and bottle using less plastic. Environmental issues have
gained importance in business as well as in public life throughout the world. It is not like that a
few leaders of different countries or few big renowned business houses are concerned about the
day to day deterioration of oxygen level in our atmosphere but every common citizen of our
country and the world is concerned about this common threat of global warming.
Green Marketing:
Green marketing can be defined as the effort by a company to design, promote, price and distribute
products in a manner which promotes environmental protection (Polansky, & Rosenberger, 2001).
It has also defined as 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 occur with
minimal harmful impact on the natural environment. 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. There are self-initiated projects as well as Non-Governmental
Organizations that were formed for environmental purpose. For example, there is The
Environmental Trust of Kenya that was formed in 1997, with the purpose of empowering local
communities on environmental issues. The organization also organizes clean-up activities along
the Kenyan Coast. Many companies have realized the importance of the environment and have
clearly been captured in their strategic plans. Chandaria Industries has a Strategic Business Unit
that converts waste paper into a reusable product (Kalama, 2007). The obvious assumption of
green marketing is that potential consumers will view a product or service's "greenness" as a

[14]
benefit and base their buying decision accordingly. The not-so-obvious assumption of green
marketing is that consumers will be willing to pay more for green products than they would for a
less-green comparable alternative product - an assumption that has not been proven conclusively.
While green marketing is growing greatly as increasing numbers of consumers are willing to back
their environmental consciousness with their shillings, it can be dangerous. The public tends to be
skeptical of green claims to begin with and companies can seriously damage their brands and their
sales if a green claim is discovered to be false or contradicted by a company's other products or
practices. Presenting a product or service as green when it's not is called green washing.
Green marketing is an emerging marketing strategy that includes a wide variety of tasks and
activities like Fairtrade practices, product modification, production process and packaging that are
eco-friendly (Mishra & Sharma, 2012). Green marketing consists of an extensive range of
activities like production process, change in product, packaging change even change in advertising.

American marketing explains green marketing as the product marketing is presumed to be

environmental friendly (Yazdanifard & Mercy, 2011). There are numerous meanings interconnect
and contradict, yet it’s not easy to define green marketing; example of this can be the presence of
changing environmental and social and retail definitions attached to this term (Mishra & Sharma,
2012).

The objective of green marketing is to satisfy the needs and desires of the customers and keep the
company responsible in maintaining long term social and environmental gains that I could earn
through effective green marketing (Szuster, 2008). Our whole economy is affected by green
marketing, it just not only provides environmental protection but also generate job opportunities
and construct a new market (Yazdanifard& Mercy, 2011). Growing concerns of humanity by firms
can be satisfied by adopting strategies that are resource supportive and environmental friendly in
entire steps of the value chain of the firm (Johri & Sahasakmontri, 1998).

Marketers have realized the need and value of green marketing due to pubic concerns over the
environmental decline in the past years. The purpose of this research is to investigate the
environmental problems facing the world today for sustaining development (Kinoti, 2011).
Organizations just not need regulatory compliance for green marketing, they had to go forward to
include theoretical tools like pollution prevention, product stewardship and corporate
responsibility (Chang & Fong, 2010). There is a misconception about green marketing, majority

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of people take its definition critically, though explaining green marketing is not an easy task. There
are various types of terminologies used in defining green marketing including environmental
marketing and ecological marketing but in this article, the term green marketing will be used
(Kinoti, 2011). Green marketing is rapidly growing and is expected to get bigger in the years to
come (Dangelico & Pujari, 2010).

Typically, people think that green marketing is only related to advertising and promotion of
product having characteristics of the environment. Terms like Phosphate Free, Recyclable,
Refillable, and Ozone safe and friendly to the environment are the effects customers most regularly
relate with green marketing. In general, green marketing is a broader term that can be practically
applied to industrial goods and services (Kinoti, 2011).

Green marketing includes the concept of planning, development and promotion of environment –
friendly products or services to satisfy the needs of ultimate customers for quality, quantity,
optimum price and service, without having a negative effect on the usage or its users. It is a fact
that both marketers and consumers are increasingly becoming aware of the need to switch over
green products and services. The move from the existing marketing methods to green marketing
may appear to be expensive in the short term, but it will absolutely prove to be crucial and
beneficial, and cost effective in the long run. Green marketing strategy reaps multiple benefits like
increased revenue, reduced costs, new product development, risk mitigation, environment
protection, global safety and enhanced brand reputation. Green marketing is needed to address
environmental issues which influence all human society and natural atmosphere.

There are several reasons that may cause this discrepancy. One of the reasons is demographic
variables which include age group, gender, education level, income level, and the presence of
children in household. Firstly, age group is one of the determinants which will affect the
consumer’s consumption of organic products. In many countries especially Japan and United State,
elder citizens tend buy and consume more organic products if compared to young citizens. Besides
that, gender plays a prominent role as well. Many surveys find out that women tend to consume
more organic products than men. This may due to females feel more responsible for the health of
the family than males. They believe that consuming organic products is healthier and better for
their family than consuming conventional foods. Third factor would be the education level of
consumers.

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In general, organic products are usually being offered at a higher price. Thus, only those with
higher income would be able to afford for the higher price and tend to consume more organic
products. It claims that families with children focus on health more than others. Next, non-
demographic variables such as willingness to pay, taste, nutritional value, environmental concern
and organic certification would also affect consumer decision while purchasing organic products.

Firstly, willingness to pay is one of the main factors that will affect the consumption of organic
products. Some of the studies discovered that consumer willing to pay higher price if they get more
information about the products. Such information includes background of the products,
characteristic, feature, and safety of the products.

Finally, throughout this research, it was referring to the main factors that are influencing consumer
buying intention toward organic products.

1.2 Statement of the problem

The purpose of the study is to find out the level of satisfaction towards the environmental concern
products. The main aim is to 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
1.3 Objectives of the study
i. To find the customer’s willingness to buy green products.
ii. To bring out the factors influencing the purchase of green Products.
iii. To find the level of satisfaction of green products and green marketing.
iv. To segment the respondents based on the Green Purchase Behaviour dimensions
1.4 Scope of the study
Urbanisation in cities is found to be a major cause for environmental pollution and eventually there
is an increased awakening in the cities about the importance of eco-friendly behaviour. The study
was confined to the city of Dindigul located in the state of Tamil Nadu in India. The sample was
selected from this place and was restricted to a number of 61 respondents. The scope of this
research was restricted to all consumer goods considered to be eco-friendly in nature.
1.5 Research design

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It is a well-established fact that any research has to be validated based on the systematic collection
and analysing the data. For this study survey method is adopted to collect the primary information
from the people residing in Dindigul using a set of questionnaire. The primary data is collected
from 61 people residing in Dindigul and the secondary data is collected from Internet and books.
1.6 Nature of study
For this descriptive and analytical research methods is used. The main objective of descriptive and
analytical studies is to depict accuracy.
1.6.1 Nature of data
Primary data and secondary data is used.
1.6.2 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.
1.7 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.
1.7.1 Nature of population
The nature of population is finite
1.7.2 Sample unit
Sample unit represent people residing in Dindigul District.
1.7.3 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 Dindigul.
1.7.4 Size of sample
A sample of 61 people residing in Dindigul has been considered for this study.
1.8 Tools for analysis
The tools for analysis used on this study are bar diagrams, percentage analysis, pie charts and
tabular representation of data.

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 CHAPTER 2
REVIEW OF LITERATURE

[19]
 Review of the 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.

NJ Chang, CM Fong, (2010) Previous studies have paid much attention on product quality,
corporate image, customer satisfaction, and customer loyalty, but none have explored them about
green innovation or environmental management aspects. This study wants to fill this research gap.
Therefore, this study proposes the rare and novel constructs respectively–green customer
satisfaction and green customer loyalty and provides a research framework to explore the
relationships among green product quality, green corporate image, green customer satisfaction,
and green customer loyalty. With the use of a questionnaire survey, consumers who had
experienced purchasing green or environmental products were identified as the subjects of this
study. 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 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.

U Makhdoomi, U Nazir, (2016) There has been a rapid growth in economy with the increase in
the consumption across the world. This over consumption has resulted in the deterioration of the
environment. The consequences of this environmental degradation has resulted in pollution, global
warming etc. which has become a cause of public concern which in turn lead to the green
movement for the preservation of environment. The purpose of this paper was to understand the
variables affecting the consumer buying behaviour of green products. The study revealed the
demographic factors don’t influence the purchasing behaviour of green products. A consumer’s
purchase behaviour depends on the consumer’s level of satisfaction towards the product.

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Purchasing behaviour and customer satisfaction is mostly influenced by the attributes of the green
products.

M Shaheen, N Ahmad, H Shaheen, M Adnan (2017) The research study was carried out to
examine the influencing behaviour of green product quality and green brand image on green
customer satisfaction. This study directed the investigation on the issue regarding greenism and its
impact on green customer satisfaction and aimed the results of following questions such as how
does green environment influences green customer satisfaction? And determine the effect of green
product quality on green customer satisfaction? For the collection of response, the instrument used
was questionnaire with the format of Likert scale. The sample size of the population was about
300 participants from which 212 were responded effectively. After the preparation of results the
tables consisting descriptive and other statistical were taken for analysis and then regression,
ANOVA and correlation analysis were assembled. Results indicated that there is a positive relation
between green product quality and green customer satisfaction and same is true in the case of green
brand image and green customer satisfaction. However green product quality is having stronger
relationship with green customer satisfaction.

V Sima, IG Gheorghe, (2019) This chapter aimed to identify those factors that determine the
green consumer satisfaction, having as the emerging point the consumer behaviour definition and
the sustainable development concept. The authors propose a new approach of the dimensions of
the evaluation model for customer satisfaction including a new one, called The Green Dimension.
An important goal was identifying the drivers of the consumer purchasing. The authors identified
three main areas of the green dimension of customer satisfaction. They are related to Company,
Product/service, and Price. Then some considerations regarding an integrated approach of strategic
mix from a ‘green' perspective have been presented. According to research from Boston
Consulting Group, in order to obtain a Green Advantage, companies should enhance their strategic
mix taking into considerations green planning, green processes, green product, and green
promotion. The authors added two more elements, namely people and eco-efficiency, resulting
“The Green Strategy Mix”.

S Cachero-Martínez, (2020) The pandemic caused by COVID-19 has changed the mindset of
many consumers. They are increasingly aware of the risks of not caring for the planet. Before the
pandemic, there was a perceived increase in collective environmental concern and sustainability,

[21]
but COVID-19 has further accelerated this process and motivated more people to assume this
responsibility. Thus, the health crisis could trigger the consumption of organic foods, which are
foods produced through environmentally friendly agricultural methods and that have not been
artificially altered. It is essential for retailers to know how these consumers of organic foods behave
in order to try to modify their strategies. In this context, the objective of this research is to analyse
the relationship between attitude, satisfaction, trust, purchase and word-of-mouth (WOM)
intentions towards organic products. The results of a survey administered a survey to a sample of
195 consumers show that trust is influenced by satisfaction and attitude. In relation to the
behavioural variables, satisfaction is the variable that has the greatest influence on purchase
intentions and WOM intentions. In addition, a moderating effect of environmental concern is
observed on the proposed relationships.

[22]
 CHAPTER 3

CONCEPTUAL FRAMEWORK

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3.1 Customer Satisfaction

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 an important 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 customer can compare the organization's products.

How you measure it varies from business to business. Some may base 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.

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3.2 Definitions

Phillip 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/her
expectations'.

According to English business dictionary, customer satisfaction is the degree of satisfaction

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

3.3 Customer satisfaction theory

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

Consumer - The principle of four C's of marketing states that your customer 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 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 the basis 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

[25]
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 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 will not 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.

3.3.2 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.

3.3.3 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

[26]
meet consumer demand, but there is competition oriented in market, enterprises can not only see
the demand, but also pay an attention to competitors. In order to win in fierce market competition,
company should analysis own strengths and weaknesses in the competition and take the
appropriate strategy. Secondly, under the guidance of the 4C theory, companies often ignore the
long-term profits. So how combine consumer demand and corporate's long-term profit is a big
problem to be solved. In this research, we focus on search customer need, pivotal need in different
age, use cost rational and improve customer satisfaction. We will combine customer satisfaction
and company's long-term profits.

3.4 Factors Influencing Modern 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 go a long way. Items in different
colours or flavour variants might not seem like much, but in one market study article they found
that the more choices a customer has, the more they will feel they have control over the buying
process. 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 they
enjoyed are some ways to incorporate personalization in the buying process. Based on an article
published by Epsilon, 80% of consumers are more likely to make a purchase when a brand offers
a personalized experience - so personalization efforts are a worthwhile investment.

Service

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

[27]
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.

3.5 Importance of Customer satisfaction

Customer retention refers to the strategy a business implements to retain its existing customers
over a certain period of time. High retention rates indicate that your organization consistently and
competently addresses the needs of your clients. The value of having loyal clients is that they are
more likely to spend as much as five times more on your products and services than first-time
buyers, says a blog article from campaigncreators.com. The more satisfied your clients are with
your service quality, the more they are likely to stay and do business with you. In a competitive
environment, factors such as strong client loyalty and 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. You also create future value by forming communities around
your brand. Communities of business advocates co-create your brand think Yelp or Trip Advisor,
where a dedicated customer base propels the brand forward with their reviews and ratings.

[28]
 CHAPTER 4
DATA ANALYSIS AND
INTERPRETATION

[29]
Introduction

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

Age wise classification

Table 4.1

Response No of respondents Percentage (%)

18-25 28 45.9
26-35 9 14.8
36-45 9 14.8
Above 45 8 13.1
Below 18 7 11.5
Total 61 100

Source: Primary data

From the above table it is understood that the highest percentage in response of green products are
from 18-25 age group.

[30]
Figure 4.1

Gender wise classification

Table 4.2

Response No of respondents Percentage (%)

Male 26 42.6
Female 35 57.4
Total 61 100

Source: Primary data

From above table it is understood that female users are more than male users of green product.
There are 57.4% of Female users and 42.6% of Male users.

[31]
Figure 4.2

Customers educational qualification

Table 4.3

Response No of respondents Percentage (%)

Below Higher Secondary 6 9.8
Higher Secondary 13 21.3
Graduate 33 54.1
Post Graduate 9 14.8
Total 61 100

Source: Primary data

From the above table it is understood that 54.1% of customers are Graduate. 14.8% of them are
post graduate. 21.3% of them higher secondary.9.8% of them below higher secondary.

[32]
Figure 4.3

Customer Occupation

Table 4.4

Response No of respondents Percentage (%)

Businessmen 2 3.3
Employee 17 27.9
Professional 5 8.2
Students 26 42.6
Others 11 18
Total 61 100

Source: Primary data

From the above table it is understood that 42.6% of customers are students. 27.9% of them are
employee. 18% of them others. 8.2% of them professional. Only 3.3% of them businessmen.

[33]
Figure 4.4

Customers Family Monthly Income

Table 4.5

Response No of respondents Percentage (%)

10,000 and Below 30 49.2
10,001 – 30,000 16 26.2
Above 30,000 15 24.6
Total 61 100

Source: Primary data

From the above table it is understood that 49.2% of customers have a monthly income below Rs
10,000. 26.2% of them have a monthly income between Rs 10,001- 30,000. 24.6% of them are
above Rs 30,000.

[34]
Figure 4.5

Customer Marital Status

Table 4.6

Response No of respondents Percentage (%)

Married 28 45.9
Unmarried 33 54.1
Total 61 100

Source: Primary data

From the above table it is understood that 54.1% of customers are unmarried users which is more
than the married users 45.9%.

[35]
Figure 4.6

Customers Dwelling Place

Table 4.7

Response No of respondents Percentage (%)

Urban 18 29.5
Semi Urban 3 4.9
Rural 40 65.6
Total 61 100

Source: Primary data

From the above table it is understood that 65.6% of customers are from rural areas and 29.5% of
them are from urban areas and Only 4.9% of them are from semi urban areas.

[36]
Figure 4.7

People those who are aware of green product

Table 4.8

Response No of respondents Percentage (%)

Yes 27 44.3
No 9 14.8
A little 25 41
Total 61 100

Source: Primary data

From the above table it is understood that 44.3% of customers responds yes. 14.8% of them comes
under category no. 41% of them comes under category a little for the awareness about green
products.

[37]
Figure 4.8

people around you aware of green products

Table 4.9
Response No of respondents Percentage (%)
Yes 21 34.4
No 9 14.8
Maybe 31 50.8
Total 61 100

Source: Primary data

From the above table it is understood that 50.8% of customer maybe aware of green products and
34.4% of them comes under category yes while 14.8% of them comes under category no.

[38]
Figure 4.9

Sources of customers who are aware of green product

Table 4.10
Response No of respondents Percentage (%)
Television 18 29.5
Magazines 3 4.9
Newspaper 9 14.8
Others 31 50.8
Total 61 100

Source: Primary data

From the above table it is understood that 50.8% of customers agrees with advertising through
other method, 29.5% of customers agrees with television. 14.8% of customers agrees with
newspaper and remaining 4.9% agrees with magazines.

[39]
Figure 4.10

People who used green products before

Table 4.11
Response No of respondents Percentage (%)
Never 9 14.8
Rarely 8 13.1
Sometimes 26 42.6
Often 6 9.8
Always 12 19.7
Total 61 100

Source: Primary data

From the above table it is understood that 42.6% of the customers uses green products sometimes
and 19.7% of them uses green products always and 14.8% says that never use green products and
13.1% says that they use green product rarely and 9.8% of them uses often.

[40]
Figure 4.11

Categories of people who bought green products recently

Table 4.12
Response No of respondents Percentage (%)
Yes 25 41
No 36 59
Total 61 100

Source: Primary data

From the above table it is understood that 41% of them bought green product recently and 59% of
them not bought recently.
Figure 4.12

[41]
Categories of people who thinks features and information of green product
available while buying
Table 4.13
Response No of respondents Percentage (%)
Yes 10 16.4
No 20 32.8
A little 31 50.8
Total 61 100

Source: Primary data

From the above table it is understood that 16.4% of customers responded yes and 32.8% of them
comes under category no while 50.8% of them comes under category a little.
Figure 4.13

Categories of people who consider green products are more expensive than non-
green product
Table 4.14
Response No of respondents Percentage (%)
Yes 35 57.4
No 26 42.6
Total 61 100

Source: Primary data

From the above table it is understood that 57.4% of the respondents consider green products are
expensive and 42.6% of them thinks that it is not expensive.
[42]
Figure 4.14

Categories of people who are willing to pay for green products

Table 4.15
Response No of respondents Percentage (%)
Never 7 11.5
Rarely 12 19.7
Sometimes 22 36
Often 7 11.5
Always 13 21.3
Total 61 100

Source: Primary data

From the above table it is understood that 11.5% of the customers say that they never willing to
pay more for green products and 19.7% of them says they rarely pay more for green products and
36% of them says that sometimes they pay more for green products and 11.5% says that pay more
for green products often and 21.3% says that always pay more for green products

[43]
Figure 4.15

Categories of people whose decision is effected by the price of green product

Table 4.16
Response No of respondents Percentage (%)
Never 7 11.5
Rarely 4 6.6
Sometimes 33 54.1
Often 5 8.2
Always 12 19.7
Total 61 100

Source: Primary data

From the above table it is understood that 11.5% of the customers says it never affect my decision
and 6.6% of them says it rarely affect my decision. 54.1% of them says that sometimes it affects
my decision and 8.2% says that it often affect my decision and 19.7% says that it always affects
my decision.

[44]
Figure 4.16

Categories of people who recommend green products based on quality

Table 4.17
Response No of respondents Percentage (%)
Never 5 8.2
Rarely 9 14.8
Sometimes 19 31.1
Often 7 11.5
Always 21 34.4
Total 61 100

Source: Primary data

From the above table it is understood that 34.4% of the customers says that they always
recommend green products based on quality and 31.1% of them says that they recommend
sometimes only and 14.8% of them says that they rarely recommend and 11.5% says that they
often recommend and 8.2% says that they never recommend.

[45]
Figure 4.17

Categories of people who to switch to green products as per availability in local

stores
Table 4.18
Response No of respondents Percentage (%)
Never 6 9.8
Maybe 35 57.4
Definitely 20 32.8
Total 61 100

Source: Primary data

From the above table it is understood that 57.4% of customers responds that they maybe switch to
green products if available at my local stores and 32.8% of them comes under category that they
definitely switch to green products if available at my local stores and 9.8% of them comes under
category that they never switch to green products if available in my local stores.

[46]
Figure 4.18

Categories of people who prefer to buy branded products which they used
before
Table 4.19
Response No of respondents Percentage (%)
Never 5 8.2
Rarely 12 19.7
Sometimes 27 44.3
Often 7 11.5
Always 10 16.4
Total 61 100

Source: Primary data

From the above table it is understood that 44.3% of the customers says sometimes prefer to buy
branded products which they used before and 19.7% of them says rarely prefer to buy branded
products which they used before and 16.4% of them says that always prefer to buy branded
products which they used before and 11.5% says often prefer to buy branded products which they
used before and 8.2% says that never prefer to buy branded products which they used before.

[47]
Figure 4.19

Elements which strongly influence buying behaviour of green products

Table 4.20
Response No of respondents Percentage (%)
Product 14 23
Packaging 4 6.6
Place 7 11.5
Promotion 10 16.4
All of the above 26 42.6
Total 61 100

Source: Primary data

From the above table it is understood that 42.6% of the customers says that all of the above
elements mentioned in the above table strongly influence buying behaviour of green products and
16.4% of them says promotion strongly influence buying behaviour of green products and 11.5%
of them says that place strongly influence buying behaviour of green products and 23% says that
product strongly influence buying behaviour of green products and 6.6% says that packaging
strongly influence buying behaviour of green products.

[48]
Figure 4.20

Categories of people saying that green marketing is more effective than regular
marketing
Table 4.21
Response No of respondents Percentage (%)
Agree 44 72.1
Disagree 17 27.9
Total 61 100

Source: Primary data

From the above table it is understood that 72.1% of them agree green market is more effective than
regular marketing while 27.9% of then disagree.

[49]
Figure 4.21

Categories of people who consider deterioration of environment is a serious

issue and green product can contribute in saving environment

Table 4.22

Response No of respondents Percentage (%)

Yes 34 55.7
No 6 9.8
Maybe 21 34.4
Total 61 100

Source: Primary data

From the above table it is understood that 55.7% of customers responds yes green product can
contribute in saving environment and 34.4% of them comes under category maybe green product
can contribute in saving environment and 9.8% of them comes under the category no.

[50]
Figure 4.22

[51]
 CHAPTER 5
FINDINGS, SUGGESTIONS
AND CONCLUSION

[52]
Findings

➢ Most of the customers are aware of the green products.

➢ Only 20% of respondents use green products regularly.
➢ More than half of the respondents bought green products recently.
➢ Most of the respondents considers environmental aspects before buying a product.
➢ Majority of the customers considers green products are more expensive 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 are better than non-green
products.
➢ Most of the respondents are ready to switch to green products if they were available in
local stores.
➢ 41.7% of respondents says that the product, price, place, promotion and packaging
influence the buying behaviour.
➢ The study says that majority of consumers agrees that green marketing is more effective
than regular marketing.
➢ Majority of respondents consider deterioration of environment is a serious issue and green
products can contribute in saving the environment.

[53]
Suggestion

In relevance with the findings of this project analysis in fourth chapter, suggestion for the project
is given in the following points

❖ The government has to 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 local environmental 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.
❖ Need to spread the awareness about green products to the consumers through
Advertisements, Newspapers etc.
❖ Need to reduce the cost price of the green product which may help to improve the
purchasing power of the consumers.
❖ It is suggested that consumers make a promise by themselves to strictly avoid the use of
plastic bags for shopping and better to bring recyclable and reusable bags for shopping.
❖ Consumers must deny receiving plastic bags from the retailers or any other marketers.
❖ Completely eat or use products without waste like food items, medicines, fruits and
vegetables, cosmetics and other products.

It is suggested that consumers are asked to buy eco labelled green products for their use like star
labelled electronic home appliances, green icon labelled products such as papers, garments and
other products.

[54]
Conclusion

This study mainly focused on customers' satisfaction towards green products in Dindigul district.
For this, 61 customers have selected to examining the satisfaction towards green products both
ends. It is the right time to need for shifting the consumers to green products and their attitude
should need to change to utilize the green products owing to less environment pollution. In today's
scenario, customers are beginning to realize their role and responsibilities towards the friendly
nature environment. In this polluted environment, it is not happening suddenly, but it has to be
happening. From the study, most of the respondents are satisfied with availability of the Green
products in the market, durability of the product and Offers and discounts of the green products.

[55]
BIBLIOGRAPHY

[56]
Bibliography
✓ Cachero-Martinez, S. (2020). Consumer behaviour towards organic products: The
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Management, 13(12), 330.
✓ Chang, N. J., & Fong, C. M. (2010). Green product quality, green corporate image, green
customer satisfaction, and green customer loyalty. African journal of business
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✓ Sima, V., & Gheorghe, I. G. (2019). Customer satisfaction in the consumption of green
products. In Green Business: Concepts, Methodologies, Tools, and Applications (pp.
1161-1194). IGI Global.
✓ Shaheen, M., Ahmad, N., Shaheen, H., & Adnan, M. (2017). GREEN PRODUCT
QUALITY AND GREEN BRAND IMAGE AS PREDICTORS OF GREEN CUSTOMER
SATISFACTION. MESSAGE FROM THE FOUNDER OF PAKISTAN, 318.
✓ Makhdoomi, U., & Nazir, U. (2016). Consumers purchase behaviour towards green
products. Journal of consumer marketing, 16(6), 558-575.
✓ http://dspace.christcollegeijk.edu.in:8080/jspui/bitstream/123456789/1142/18/CCASBB
AR19.pdf
✓ https://core.ac.uk/download/pdf/234694229.pdf
✓ https://ijcrt.org/papers/IJCRT22A6578.pdf
✓ https://www.researchgate.net/publication/355048688_Consumer_Satisfaction_towards_G
reen_Products_Empirical_Insights_from_Romania
✓ http://www.journalaquaticscience.com/article_132477_76b5193e3e29081e595aeb46a788
fa51.pdf
✓ http://journal.iujharkhand.edu.in/June-2021/A-study-on-customers-satisfaction-towards-
purchasing-green-products.html
✓ https://www.slideshare.net/lindasimon1/a-study-on-customer-satisfaction-level-on-green-
products-with-special-reference-to-dindigul-city
✓ https://www.studocu.com/in/document/university-of-calicut/bachelor-of-business-
administration/project-model/41716272
✓ https://www.academia.edu/29448601/Green_Marketing_Practices_and_Customer_Satisfa
ction_A_Study_of_Hotels_Industry_In_Wennappuwa_Divisional_Secretariat

[57]
APPENDIX

[58]
 QUESTIONNAIRE

Hello, I'm Narmadha, as a part of my B.Com course I'm conducting a project to analyse " A
STUDY ON CUSTOMER SATISFACTION WITH REFERENCE TO GREEN PRODUCTS IN
DINDIGUL “

I would request you to kindly fill the questionnaire as it is used for academic purpose only

Personal Information’s

Name:

Age: i Below 18 ii 18-25 iii 26-35 iv 36-45 v Above 45

Gender: i Male ii Female

Educational Qualification: i Below Higher Secondary ii Higher Secondary iii Graduate

iv Post Graduate
Occupation: i Businessman ii Employee iii Professional iv Students
v Others
Family Monthly Income: i 10,000 and Below ii 10,001 – 30,000 iii Above 30,000

Marital Status: i Married ii Unmarried

Is Your Spouse Working: i Yes ii No

Nature of Spouse Occupation: i Employee ii Business iii Profession iv Housewife

Dwelling Place: i Rural ii Urban iii Semi Urban

Read the following statements and please state your answer.

1. Are you aware of green products or eco-friendly products?

o Yes
o No
o A little

[59]
2. Are people around you aware of green products?

o Yes
o No
o Maybe

3. How you became aware of green products?

o Television
o Magazines
o Newspaper
o Others

4. I have used green products before?

o Never
o Rarely
o Sometimes
o Often
o Always

5. Have you bought any green products recently?

o Yes
o No

6. Do you think there is enough information about the 'Green' when you buy the product?

o Yes
o No
o A little

7. I believe that green products are more expensive than non-green products

o Yes
o No

8. I am willing to pay more for green products

[60]
 o Never
o Rarely
o Sometimes
o Often
o Always

9. I believe price of the green product effect my decision to purchase them

o Never
o Rarely
o Sometimes
o Often
o Always

10. I would recommend green products based on quality to my friends

o Never
o Rarely
o Sometimes
o Often
o Always

11. I would switch to green products if they were more available at my local stores

o Never
o Maybe
o Definitely

12. I am more likely to buy a certain green product because it has a brand name I have used in the
past

o Never
o Rarely
o Sometimes
o Often
o Always

[61]
13. Which marketing element strongly influences your buying behaviour of green products

o Product
o Packaging
o Place
o Promotion
o All of the above

14. In your opinion green marketing is more effective than regular marketing

o Agree
o Disagree

15. Do you think, deterioration of environment is a serious issue and green products can contribute
in saving the environment

o Yes
o Maybe
o No

[62]