A

Summer Internship Project Report

At

‘A STUDY ON THE CONSUMERS SATISFACTION

TOWARDS ARIEL DETERGENT POWDER’
Sr. Particulars
INDEX
Sr. Particulars
No.
No
Part I : General Information
Part II : Information of Research Study
1. FMCG Industry Overview
1 Background of the study
2 Overview of Khimji Ramdas
2 Review of Literature
India Private Limited
3 Objective of the study

3 Product and Service of KRIPL 4 Research methodology

5 Data analysis & interpretation
4 SWOT Analysis of KRIPL

6 Result & Finding

7 Suggestion & conclusion
8 Limitation of the study
9 Bibliography
 FMCG INDUSTRY OVERVIEW
FMCG stands for Fast Moving Consumer
Goods: also referred as a CPG (Consumer
Packaged Goods), Non-durable Consumer
Goods.

Fast Moving Consumer Goods is mainly

of two types:

1. Highly perishable.

2. Highly non-perishable
CHARACTERISTICS OF FMCGS
1. From the consumers' perspective:
•Frequent purchase
•Low involvement (little or no effort to choose the item|--
products with strong brand loyalty are exceptions to this.)
•Low price
2. From the marketers' angle:
•High volumes
•Extensive distribution networks
•High stock
OVERVIEW OF KHIMJI RAMDAS PRIVATE LIMITED
Established in 1870
Initially started with voyage business
By Khimji Ramdas a son of Ramdas Thackersay
Headquartered in Muscat(capital of Oman)
Operating in 40 businesses (with 4 clusters:
Infrastructure, Consumer Products, Projects &
Logistics, Lifestyle)
In India head office in Ahmedabad, Gujarat for its
consumer Products business cluster.
 Family business is being handled by KR’s sixth
generation
PRODUCT AND SERVICE OF KRIPL
INFRASTRUCTURE: PROJECTS & LOGISTICS:
Construction Solutions Travel & Tourism
Hospitality Infrastructure Insurance Services
Health Infrastructure Shipping
Marine Solutions Multimodal Logistics (Limited, 2020)
Transport Solutions
Environmental Services (Limited, 2020) LIFESTYLE CLUSTER
Hospitality
CONSUMER PRODUCTS: Lifestyle Distribution & Retail
FMCG Distribution Watches & Jewellery Retail
Grocery Retail Fashion Retail
Services-Catering & Laundry
Healthcare & Beauty
India & UAE–FMCG Distribution (Limited,
2020)
SWOT ANALYSIS OF KRIPL(in reference
of their collaboration with P&G)

Strength Weakness Opportunities Threats

System and data Retention of Threats of other
Distribution can be competitors to
maintenance employees.
extended more in overtake P&G.
Trained employees Low motivation
entire Gujarat as well Many big retail
Distribution of employees.
as other state of India. players are
process. All guidelines are
FMCG has potential directly get the
Strong and sound provided by
to grow higher as it stock from P&G,
infrastructure. partner firms like
contains many this give a tough
eg; warehouses, area P&G, Keloggs etc.
inevitable goods for competition to
wise offices. hence KR cannot
our daily life K.R.
implement its own
changes.
BACKGROUND OF THE STUDY

Consumers has their varied needs which may fulfilled by or in

some cases it may not be fulfilled exact to their expectations,
On the basis of this consumers create some attitudes towards
the brands. Some brands are known for its quality, some are
for its result, some are for innovative features all these factors
satisfies the consumers according to their level of preference
to particular factors and we will try for the same to analyze in
this study called consumers satisfaction towards Ariel
detergent powder.
 REVIEW OF LITERATURE
Author name Year Title finding

PRITAM 2019 “The Impact of Service Quality on Customers predict the

CHATTOPADHYAY Customer Satisfaction and Customer value of the products
Loyalty With Reference To Service before purchasing, at
Marketing Context” the point of purchase
and after purchasing,
that means their
satisfaction may vary
accordingly
MR. GOWTHAM 2020 “A study on customer satisfaction on The customers are
AASHIRWAD Wavestech”
KUMAR
satisfied with the
price reduction and
extension of
warranty &
guarantee period of
the product and
services.
DR. T. A. 2016 “consumers’ satisfaction towards The company should take
TAMILSEL
VI, S.
home appliances with special steps to improve after
GOMATHIP reference to led television in service. Consumers are
RIYA Coimbatore city” ready to pay reasonable
cost to the products which
has good qualities and
features, so companies
should make themselves
ready to give the best
product and satisfy the end
users.

ALAKA 2015 “consumer satisfaction: with Customers likes best value

SAMANTAR
AY
special reference to detergent items in any price and so
powder” the business has to create
most advanced technology
for their goods to
manufacture.
OBJECTIVE OF THE STUDY
To know the brand awareness of Ariel detergent powder.
To know consumers rating with reference to Quality of Ariel
detergent powder.
To know consumers rating with reference to the Value of
money of Ariel detergent powder.
To determine the consumers linkage with Ariel detergent
powder in reference to the factors of buying decisions.
To know about consumer retension with Ariel detergent
powder.
RESEARCH METHODOLOGY
SR. NO. PARTICULARS TYPES

1 Research Design Descriptive

2 Research Method Qualitative
3 Types of data Qualitative(Interval)
4 Source of data Primary, Secondary
5 Data Collection Digital Questionnaire(Google
Form)

6 Data analysis tool Pie, Bar Chart

7 Sample size 102
8 Population Customer visited at reliance
smart bazaar, Rajkot

9 Statistical test Chi-square test of indipendence

DATA ANALYSIS & INTERPRETATION
1. Residence of respondents
NO. OF RESPONDENTS

11%
URBAN
SEMI-URBAN
25% RURAL

64%

INTERPRETETION: It is observed from the above data & graph that 65% of
the respondents are lives in urban area, 25% of the respondents are lives in semi-
urban area and remaining 11% of the respondents are lives in rural area.
 2. Gender

NO. OF RESPONDENTS

51% 49% FEMALE

MALE

INTERPRETETION: It is observed from the above data & graph that 49%
of the respondents are female and remaining 51% of the respondents are
male.
 3. Age of respondents.(in Years)

NO. OF RESPONDENTS
17% 1%

46% 10-25
25-40
40-55
OLDER THAN 55

36%

INTERPRETETION: It is observed from the above data & graph that 46% of
the respondents are between the age group of 10-25, 36% of the respondents are
between the age group of 25-40, 17% of the respondents are between the age
group of 0-55 and there is 1% respondents found older than 55 out of total
respondents
 4. Education of Respondents

NO. OF RRESPONDENTS

19% 22%
6%
UNDERGRADUATE
GRADUATE
POSTGRADUATE
ABOVE MASTER

54%

INTERPRETETION: It is observed from the above data & graph

that 21% of the respondents are undergraduate, 54% of the
respondents are graduate, 19% of the respondents are postgraduate
and the remaining 6% are lives above masters.
 5. How would you rate the quality of Ariel detergent powder?
40

35 NO.OF RESPONDENTS
30

25

20

15
35% 32%
10 22%
5
8%
0 3%
VERY BAD BAD NEUTRAL GOOD VERY GOOD

INTERPRETETION: It s observed from the above data & graphs that 32% of the
respondents anwer that the quality of the products is very good, 35% of the respondents
response that the quality of the products is good, 22% of the respondents response that the
quality of the products is neutral, 8% of the respondents response that the quality of the
products is bad, and 3% of the respondents response that the quality of the products is very
bad.
 6. How would you rate the value for money of the Ariel
detergent powder ?
NO. OF RESPONDENTS

32.40%
28.40%
24.50%
11.80%
2.90%
HIGHLY DISSAT- DISSATISFIED NEUTRAL SATIESFIED HIGHLY SATIESFIED
ISFIED

Data Interpretation: It is observed from the above data & graphs that 32.40%
of the respondents are highly satisfied, 24.50% of the respondents are satisfied,
28.40% of the respondents are neutral, 11.80% of the respondents are
dissatisfied and 2.90% of the respondents are dissatisfied with value for the
money of the products.
 7. Based on the benefits received by you, how likely are you to recommend
this product to your friends and family ? 

NO .OF RESPONDENTS
35.30%
26.50% 28.40%

4.00% 5.90%

NOT LIKELY SOMEWHAT NEUTRAL LIKELY MOST LIKELY

LIKELY

INTERPRETETION: It is observed from the above data & graphs that 28.40% of
the respondents are very likely, 35.30% of the respondents are likely, 26.50% of the
respondents are neutral, 5.90% of the respondents are somewhat likely and 4% of
the respondents are not likely to recommend this product to your friends and family.
8. How happy are you with the benefits received by the use of Ariel
detergent powder ?  
NO. OF RESPONDENTS
32.50% 35.30%
24.50%

5.90%
2.00%
VERY SAD SAD NEUTRAL HAPPY VERY HAPPY

INTERPRETETION: It is observed from the above data & graphs that 35.30%
of the respondents are very happy, 32.50% of the respondents are happy,
24.50% of the respondents are neutral, 5.90% of the respondents are sad and
2% of the respondents are very sad with the benefits received by the use of Ariel
detergent powder.
 9. How satisfied are you with the use of Ariel detergent Powder? 

NO. OF RESPONDENTS
33.30%
27.50% 28.40%

8.80%
2.00%
HIGHLY DISSTIFIED DIS SATISFIED NEUTRAL SATISFIED HIGHLY SATISFIED

INTERPRETETION: It is observed from the above data & graphs that

28.40% of the respondents are highly satisfied, 33.30% of the respondents are
satisfied, 27.50% of the respondents are neutral, 8.80% of the respondents are
dissatisfied and 2% of the respondents are dissatisfied with the use of Ariel
detergent Powder.
10. Based on your experience with our Ariel detergent powder, would you
buy it again ?
NO. OF RESPONDENTS
YES NO

12%

88%

INTERPRETETION: It is observed from the above data & graph that 88%
of the respondents would you buy it again, 12% of the respondents would
not you buy it again based on their experience with Ariel detergent powder
11. how much are you satisfied with the following feature of ariel
detergent by using it ? 
highly satisfied satisfied neutral dissatisfied highly dissatisfied

49

40 41 41
39

31
28
24
21
19 18
17 16 17
15 14
12 13
11 11
8 8
6 5
3

Quality packaging desing result price fragrance

HYPOTHESIS FRAMING [HO &HA]
 

HO: Customers are highly satisfied by using ariel

diteregent.
Ha: Customers are highly dissatisfied by using ariel
diteregent
HYPOTHESIS TESTING
Step-1 define hypothesis
HO: customers are highly dissatisfied by using ariel detergent.
Ha: customers are highly satisfied by using ariel detergent.
Step-2 state alpha
Significance level α=0.05
Step-3 calculate degree of freedom
Df=(r-1)×(c-1)
=(5-1)×(5-1)
=16
Step-4 decision rule
if χ2 is greater than table value, reject null hypothesis
table value= 26.29
step-5 calculation

Calculated value=83.79
Step-6 state result
Here calculated value is greater than table value
Step-7 conclusion
From the hypothesis analysis have find that calculated value 83.79 is
greater than tabular value. So we reject the null hypothesis and accept the
alternative hypothesis that is customers are satisfied or highly satisfied with
ariel detergent powder provided by company.
 RESULT & FINDING
From the hypothesis analysis we have find that calculated value
83.79 is greater than tabular value. So we reject the null hypothesis and
accept the alternative hypothesis that is customers are satisfied or
highly satisfied with ariel detergent powder.
 LIMITATION OF THE STUDY
The Survey was restricted to Kurnool City only.
Time was the major constraint.
The result obtained in the project cannot be
generalized at all times in all the areas
and among all the users of Ariel Detergent.
 Many of the respondents were not willing to fill the
questionnaire.
 Some people were not willing to respond and few
of them who responded were in
hurry hence the active participation was lacking.
 REFERENCES
• Philip kotler, Marketing Management, 11th edition, prentice hall of
India Pvt Ltd.
• Philip kotler & Armstrong, Principles of Marketing, 9th Edition,
Pearson Education
Pvt. Ltd.
• G.C. Beri, Marketing Research 3rd edition, Me Milan India Ltd.
• C.R. Kothari, Research Methodology.
WEBSITES:
www.pg.com
www.pg.co.m
www.managmentparadise.com
www.wikipedia.com
THANK YOU