INTRODUCTIONThe consumer market is the total of all the goods and services purchased in a given period by all the inhabitance of a given country (or) a section there of for the satisfaction of their consumption needs the consumer market actually consist of four components. • • • • People Purchasing power Need for a specific product and Willing to fill the need with a given product Meaning & definition The consumer orientation is the fundamental aspects of marketing management concept under this orientation; market related problems are analyzed as “consumer problem”. More involves bringing together of two group viz., seller and consumers. According to American marketing association, “consumer goods are designed for use by ultimate consumer (or) households and in such form that they can be used without commercial processing”. The knowledge and sophistication of consumer vary according to whether the goods are industrial (or) consumer goods. Peter F.Drcker was apt in saying. “it is the consumer what a business is…………….” What the customer thinks. He is buying, what is considers value is decisive it determines. What a business, what it produces and whether it will prosper”.-2 1 The manufacture must keep a constant touch with the customer. He must plan his production and distribution to suit the customer’s convenience rather than his own. Very often, the consumer is not an individual at all about a whole family. Customer (or) consumer is the central them of our marketing system, for a product to sell at all with (or) without advertising if must satisfy-same needs for the behavior of the consumer. Buying motivate than prompts the buyer to by a product may be fear, desire, for money, vanity, pride, fashion, possession, sex (or) romance affection (or) comport. Five alternative philosophies can guide organizations on carrying out their marketing activity. The production concept holds that consumers will factor products that are affordable and available and therefore management major task is improve production and destruction at efficiency and bringing down prices. The products concepts holds that a favor quality products that are reasonable price and there for title promotional efforts is required. The selling concept holds that the main task of the company is determined. What a chosen set of customer needs, wants and preference are and to adopt the company to deliver the desired satisfaction. The social marketing concepts holds that the main task of the company is to generate customer satisfaction and long run consumer and social well being as the key to organizational goals and responsibilities. Consumer behaviour Consumer behaviour may be defined as that behaviour exhibited by people in planning, purchasing and using economic goods and services. 2 Is a part of human behaviour and can’t be separated from it. Fait the consumer behaviour is a subset of human behaviour. This does not mean all human behaviour refers to the total process by which individual interest with their environment consumer behaviour is the consuming (or) using goods (or) services. Consumer behaviour results from individual and environmental influences consumer often purchases the goods and services, which they want, other to accept. Behaviour is therefore determined by the individual’s psychological makeup and the influence of others. Thus, behaviour is the result of interaction of the consumer personal influence and pressures extorted upon them by outside forces in the environment. Buying behaviour is the process by which individual decide whether, what, where, how and from whom to purchase goods and services. Understanding buyer behaviour is essential in marketing and planning programmers. Why we study consumer behaviour As consumer, we benefit from insights into our own conception related decisions, what we buy. The study of consumer behaviour enables to become better that is wise, consumer. As marketers and future marketers, it is important for us to recognize why and how individuals make their consumptions decisions so that we can make better strategic marketing decisions. 3 Consumer behaviour was a relatively new field of study in the mid-to-late 1960s. The new disciplined borrowed heavily from concepts developed in other scientific disciplines such as psychology, sociology, social psychology anthropology and economics. Why of fields of consumer behaviour developed There are a number of reasons why the study of consumer behaviour developed as a separate marketing disciple. The size of the consumer marketing this country was Vast and constantly expending consumer preferences were changing and becoming highly diversified. Even in industrial markets where always more homogeneous than to consumer markets, buyers were exhibiting diversified preferences and less predictable purchase behavior. To better meet the needs of specific groups of consumer, most marketers adopted a policy of market segmentation. Which called for the division of their total potential markets into smaller? Homogeneous segments for which they could design specific product and (or) promotional campaigns. Indeed a major too many international marketing efforts has been the general lack of familiarity with the needs. Preferences and consumption habits of consumer in foreign markets. Marketers now use cross-cultural consumer research studies as the basic for product development and promotional strategies to meet the needs of target foreign consumers. Developing of the marketing concept The field of consumer behaviour is rooted in the marketing concept, a marketing strategy that evolved in the 1950s. After marketers passed through 4 a series of marketing approaches referred to as the production concept the product concept, and the selling concept. Consumer needs and wants become the firm’s primary focus. This consumer oriented marketing philosophy came to be known as the marketing concept. They key assumption underlined the marketing concept is that to be successful a company must determine the needs and want of specific target markets, and deliver the competition. The marketing concept is based on the premise that marketer should make what in call sell, instead of trying to sell what it has make. Factors influencing brand reference The following factors are influencing the consumer buying 1. Cultural factors Cultural factor have broad cost and deepest influence of consumer behaviour we will look at the role played by the buyer’s culture subculture and social class. (i) Culture Culture is the most fundamental determinant of a person’s want and behaviour. (ii) Sub culture Each culture contains smaller group of sub culture that provides more specific, identified and socialization of these members there 5 home. (iii) Social class Social class is relatively homogenous and during in a society. interest and behaviour. (ii) Family Member of buyer’s family can exercise a storing influence on the buyer’s preference. their influence on buyers’ preference can be 6 . Social classes show distinct product and brand preferences in such as clothing. Social factors A consumers behaviour is also influenced by social factors is also influenced by social factors such as the influenced preference group. In countries where parents continue to live with their children. family and social role and startup.. Marketing try to identify the preference group of their target customer and they are significantly influenced all persons attitude and selfconcept and they create pressure for conformity that may affect person actual product and brand choices. which are hierarchy ordered and whose members share similar values. viz. leisure activities and automobiles. (i) Preference groups A person’s behaviour is strongly influenced by groups that have a direct (or) indirect influence on the person’s antitheses or behaviour. furnishing.are four types of sub culture. 1. National group and groups depending on geographical areas. (iv)Life style 7 . People often chose products to communicate their role and status 1. occupation.substantial. notably the buyers age state in life cycle. and self-concept. (i) Age stage in life cycle People change goods and services these by over their lifetime consumption are the shaped by the stage of family life style. personality. A more direct influence on every body’s behaviour in one’s family procreation namely One’s spouse and children (iii) Role and Status The person’s position in each group in which he participates can be defined in terms of roles and status. (iii)Occupation A person’s consumption pattern is also influenced by occupation marketers try to identify the occupation groups that have above average interest in their product and services. Personal factors A buyer’s decision is also influenced by his or personal characteristics. (ii)Income level A person’s income level will directly affect the product choice marketers of income sensitive goods pay continues attention of trends in personal income and savings and illustrated. life style. economic circumstances. commercial and advertisement From a marketing perceptive consumer. organize and interprets stimuli of into a meaningful and coherent picture of the world. interest and opinions. (v)Personality and self concept By personality we means the persons distinguishing psychological that lead to relatives consistent and enduring responses to his to her own environment strong correlations extend between certain strong personality type and product or brand choice A. feelings and action tendencies towards some object or idea. Motivation Motivation can be described as the driving force with individual that impels them to action. This driving force is produced by a stage of tension that exists as the result of unfulfilled needs. B. Beliefs and attitudes Through acting and learning people acquire beliefs and attitudes.A person’s life style or his palters of living in this world as expressed in his activities. Example of stimuli includes product package. names. Perception Perception can be defined as the process by which and individual selects. 8 . An attitude describes persons enduring favorable or unfavorable cognitive evaluation. in turn influence buying behaviour. A belief is a descriptive through of a personal holds about something. life style attempt to profile and whole person’s pattern of acting in the world. brand. learning is the process by which individuals acquire the purchases and consumption knowledge and experience they apply to future related behaviour. C. PROFILE OF THE COMPANY HINDUSTAN UNILEVER Hindustan Unilever Limited (abbreviated to HUL) (BSE: HUL) formerly Hindustan Lever Limited. is India’s largest consumer products company and has an annual turnover of Rs 13. Sixteen of HUL’s brands featured in AC Nielsen – Brand Equity list of 100 Most Trusted Branded Annual Survey (2008) [3]. and United Traders Ltd. HUL has the largest number of brands in the Most Trusted Brands List.000 people. Hindustan Unilever was rated as the most respected company in India for the past 25 years by Business World.000 crores (calendar year 2007) [1] . Tea. Detergents and shampoos amongst others with over 700 million Indian consumers using its products. Hindustan Vanaspathi Mfg Co. According to Brand Equity. It is headquartered in Mumbai. one of India’s leading business magazines [2] . Hindustan Unilever distribution covers over 1 million retails outlets across India directly and its products are available in over 6. Ltd. India and has an employee strength of over 15. It was formed in 1933 as Lever Brothers India Limited and came into begin in 1956 as Hindustan Lever Limited through a merger of Lever Brothers. It is a company that has and in the consistently had the largest number of brands in the Top 50 and in the Top 10 (with 4 brands). The company was renamed in late June 2007 to “Hindustan Unilever Limited”.000 employees and contributes for indirect employment of over 52. It has over 35 brands. HUL is the market leader in Indian consumer products with presence in over 20 customer categories such as Soaps. The rating was based on a compilation of the magazine’s annual survey of India’s Most Reputed Companies over the past 25 years.3 million outlets 9 . In 2007. Breeze. Pireit Water Purifier. [Who?] It’s leadership building potential was recognized when it was ranked 4 th in the 10 . The Anglo – Dutch company Unilever owns a majority stake (52%) in Hindustan Unilever Limited. Brands The company has a distribution channel of 6. Pespondent and Close Up toothpaste and brushes. Pond’s talc’s and creams. Modern Bread and Axe deo sprays. Some of its brands include Kwality Wall’s ice cream. Rexona.3 million outlets and owns 35 major Indian Brands [5] . Lipton tea. Kissan squashes and jams. Leadership HUS has produced many business leaders for corporate India. Two out of three Indians use the company’s products and HUL products have the largest consumer reach being available in over 80 percent of consumer homes across India. Brookbond tea. Vaseline loations. It has 39 factories in the country. Liril. Fair & Lovely creams. and Surf. Moti soaps. Sun silk and Dove shampoos. nearly 80% of the retail outlets in India. i. Clinic Plus. Clinic All Clear.in India. Lifebuoy. Rexona. Vim dish wash bar. Lux. Rin and Wheel laundry detergents.e. Annapurna salt and Atta. HUL was one of the eight Indian companies to be featured on the Forbes list of World’s Most Reputed companies in 2007. Hamam. Ala bleach and Domex disinfectant. It is referred to as a ‘CEO Factory’ in the Indian press for the same reason. Bru Coffee. Lakme beauty products. and personal care with brands that help people well. Rin . Knorr–Annapurna. Close Up Laklme. which incorporates latest technology in all its operations. compressing about 4. hygiene. branded staples. Lifebuoy. HUL’s brands . touching the lives of two out of three Indians with over 20 distinct categories in Home & Personal Care Products and Foods & Beverages. Pond’s Sunsilk. We meet everyday needs for neutrino. tea. P&G and Nokia ranking ahead of HUL in the ability to produce leaders with such regularity. [6][7][8] Mission Unilever’s mission is to add Vitality to life. it has been recognized as a Golden Super Star Trading House by the Government of India. Lux. coffee. detergents. about 250 million consumers. covering 6. Clinic Plus. The operations involve over 2. Pespondent .13718 crores. HUL is also one of the country’s largest exporters. The 11 . They endow the company with a scale of combined volumes of about 4 million tones and sales of nearly a Rs.Hewitt Global Leadership Survey 2007 with only GE. Surf Excel.3 million retail outlets reaching the enters urban population. They are manufactured over 40 factories across India. look good and get more out of life.000 redistribution stockiest. ice cream and culinary products. personal products.. Present Stature Hindustan Unilever Limited (HUL) is India’s largest Fast Moving Consumer Goods Company. BrookBond. Kissan. Wheel Fair & Lovely. Kwality Wall’s – are household names across the country and span many categories – soaps. HUL has traditionally been a company. HUL’s distribution network.000 suppliers and associates. Shakthi also includes health and hygiene education through the Shakthi Vani Programme.000 villages. Through the consistent application of this commitment and a center of ethical business conduct. that spirit of innovation has continued through the organization’s history. HURC and the Global Technology Centers in India have over 200 highly-qualified scientists and Technologists. and creating access to relevant information through the Shakthi community portal. GODREJ COMPANY PROFILE Started in 1987 as a locks manufacturing company the godrej group is today one of the most accomplished diversified business houses in India. By the end of 2010. HUL is creating micro – enterprise opportunities for rural women. reaching out to 135. and now has facilities in Mumbai and Bangalore. The program now covers 15 states in India and has over 45. A Godrej’ success has been driven by the company’s commitment to delivering innovation and excellence. many with post – doctoral experience acquired in the US and Europe.000 Shakthi entrepreneurs covering 500. Godrej because the first company in the world to develop the technology to manufacture soap with vegetable oil. The company’s pursuit of excellence is equally well established and enduring.000 villages and directly reaching to 150 million rural consumers. In 2001. Shakthi.Hindustan Unilever Research Centre (HURC) was set up in 1958. the company embarked on an ambitious programme. In the 1944. Through Shakthi. touching the lives of over 600 million people. thereby improving their livelihood and the standard of living in rural communities. Godrej has craned an unparalleled reputation of trust and reliability.000 women entrepreneurs in its fold. Today Godrej is delivering consumers exciting innovation across spectrum of business. In 1930. 12 . Shakthi aims to have 100. a workforce a approximately 18. With a annual sales in excess of $1 billion.000 and strong diversified portfolio. The group has more recently entered the real estate and information technology sectors. Today Godrej is a leading manufacturer of goods and provider of services in a multitude of categories home appliances. Descriptive research design Descriptive research design is one the at simply describes something such as demo graphic characteristic of consumer who use products.’s I here adopted this descriptive research design in collecting and analyzing data. occupation. and recognizes that the company must continue to earn this trust. For example. Sample techniques 13 .Mumbai docks blast. The godrej group stands in a strong position today. A recent estimate suggested that 350 million people across Indian us Godrej products. Godrej safes were the only security equipment whose contents to expect from every product bearing the Godrej’s brand name. consumer. In consumer survey. This translates to the organization delivering outstanding quality and value in everything it does. and management views these as avenues for enormous growth. consumer products. The descriptive study is typically guided by an initial hypothesis. Godrej management understands that the company’s greatest asset is the trust and faith that consumers have reposed in it. RESEARCH METHODOLOGY Methodology A research design is purely and simply the framework (or) plan for a study that guides the collection and analysis of the data. income and so on would from a description study. sex. Godrej’ ethical visionary practices have allowed the company to successfully expend into a number of businesses. Godrej has proven its ability to deliver strong financial performance. an investigation of trends in consumption of Cinthol and Lifebuoy with respects of socioeconomic characteristic such as age. durables. and agro products to name a few. In the typical structured 14 . Secondary Data The research has used secondary data from company profile. We have adopted the structured undistinguished questionnaire. Sample size The total sample consists of 100 respondents who are living in and around Dharmapuri town. questions are presented in exactly the same words in the same order to all respondents. The researcher has both primary and secondary data for this research. Primary data Secondary data Primary Data Primary Data are those data. ii. In the structured undistinguished questionnaires. magazines. Here the data are first handed original data collected from the people in Dharmapuri Town.I have adopted convenience-sampling technique in our survey. Sources of Data Collection. Data Collection Method Data collection method is an act of collecting relevant and adequate required for the research from the sample size. industry profile from internet. ii. i. journals and newspapers. the sampling units are chosen primarily in accordance with the investigation convenience. i. which is collected newly for a particular purpose. Questionnaire design There are four types of questionnaire design in which. In this method. question in which responses of the subject are limited to the stated alternative. objectives of the study. suggestions and topic for future research. scope of the study. This is accomplished by employing fixed alternative. the questions as well as the responses standardize.undistinguished questionnaire. The Second Chapter shows the profile of the company The third chapter focuses on data analysis and interpretation The last chapter deals with findings. Statement of the problem & limitation of the study. such a questionnaire facilitate easy administration tabulations and analysis. 15 . Chapter scheme (or) Cauterization The first chapter deals with introduction. OBJECTIVES OF THE STUDY 1.e. 2. 16 . To know the awareness of the product. 4. I. 5. To study the comparative analysis between Cinthol and lifebuoy. To study the consumer behaviour. 3.. Reason for selection the particular brand. the residents of Dharmapuri are interviewed for our survey. SCOPE OF THE STUDY The study converts the Dharmapuri town. Identify the advertisement effectiveness. Consumer view about the quality and quantity of the product can be known. the preference and problem of the consumer can be met.From the study. 2. 17 . Since the period of study is short the sample size is restricted only 100 people 3. The study is limited to the capacity and willingness of the employee answer question approximately. Lack of time is also one of the reasons for restricting the study to conferred area and sampling. LIMITATION OF STUDY 1. This study helps to me known the factor that influence the consumer to buy the product and also helps to known about brand awareness the necessary charge in product factors a that the consumer feed can be looked into. it is not surprising to find the there is a divergence in theoretical acceptation and to some extent in research methodology between the positive approach and the strategic management perspective was largely positive in their approach. Consumption station as unique nonreplicable interpretive seek to find 18 .STATEMENT OF PROBLEM Consumer research is the methodology used to study consumer behaviour Give the fact that there are two major theoretical perspectives concerning the study of consumer behaviour. lends to be qualitative and based on small samples. although they tend to view each. on the other hand. The research done by interpreter it’s. number of question are restricted 4. working. 1958. Created problems during the time of research. sleeping. “Of a dozen of categories of human action.. Hashandsor wives makes the purchase decision” Journal of marketing. chatting. Time limitation 2. Study limited to surveying only 100 respondents 3. October. This survey result only applicable for Dharmapuri town REVIEW OF LITERATURE Introduction:The main purpose of this chapter is to provide the review of literature relating to this study along with research methodologies. Consumer’ point of view only takes in to account 5. Limited of the study 1. which is depicting the way in which the entire study has been made. 19 . P 151 – 158.H. breathing. E.common patterns of operative values. Due to time limitation. meaning and behaviour across consumption situation. buying and so forth the one of the primary importance to the marketer in buying” 1 ➢ Wholgast. collecting amusement. variety. Lean G and Lesline Lazar knue. Curiosity. but that he probably cannot act all of them at the same time. service and ideas which they expect in satisfy their needs”. 5 ➢ Sciffman. may be faced with number of motives. acquisitiveness. sympathy.G.H. construction. with the motives arranged in ascending order according to their importance. self preservation. social achievements.“Buyer behaviors in all psychological social and physical behaviour of potential customers on they become aware of evaluate. lower in hierarchy. remain unsatisfied at least temporarily”. Therefore. each person has a hierarchy of motives. Romance. Aesthetic tastes. Fredrick F. gratitude. purchase consume and tell other people about the products and service” 2 ➢ manager. marketing for cleanliness. Maslow A. 1974. companionship. comfort. Consumer Behaviour prentice hall 4 – 1978. “Reverence. The most urgent motives is acted upon the first motives representing wants and desire. aggrandizement. 20 . sales center craft P 171. adornment. P 80 – 85. “The behaviour that consumer displaying search for purchasing using and evaluating products. limitations.Motiration and personality Webster. “At any given time a person. affections. Money. 3 ➢ 1958. inhibitiveness. mental clubface. patriotism and so on” 4 ➢ Carter M. sensual gratification. rivalry. ambitions. Sex. Their basic concern is to know how organisms respond to stimuli without being concerned with why they respond in a particular way. Alfred R.81.Consumer behaviour fundamentals and strategies west publishing company p. Executive’s avocation in marketing words worth publishing p. the theories of buyer behaviour have been classified into two brand categories. Emotional or substantive ➢ Philip kotler. it is equally logical to assume that this buying the product and specially a specific brand is random 21 . This explains the ‘why’ and ‘how’ of the purchasing process. Planning and Control prentice hall pp 78. a. The buyer buys on the impulse to doesn’t have enough information about the products and does not make any effects towards economic evaluations of the products usefulness.“Many students have concentrated on finding the common factor that more or less determines the buying pattern of consumers. “A buyer is emption ally created i. Terrel G.14 1984 “Various models have been built basically.75 1996 “A non – rational buyer does not plan his buying. ➢ Oxenfeldt. ➢ Willians. some of the basic foundation of impulsive buying behaviour”. At the other end of spectrum is the ‘cognitive approach’ that assumes the buyer to be highly intelligent rational and utility oriented.e. consumer behaviour can be explained by two approaches: and approach proposed by behaviorists who view behaviour as response to a given stimulus. Marketing management.1976. Rational or substantive b. Analysis. the theory of stochastic preference and brand a witching. emotional appeals are equally importance 22 . ➢ Block. ➢ Bass France M. journal of marketing research Vol II p 1. John Willish Winter Jr. 1976 “The system or individual attitudes behaviour & values that an individual exhibits and that set him apart from others” ➢ Willioasn. Carl and E Kenneth. p 406. This means that the buyer is not looking for a particular brand but picks up the brand that in either appealing or available. day don press. Roering. tersely.93 “A belief in a descriptive though that person holds about something. Essentials of consumer behaviour. ➢ Throndike. This is probabilistic switching behaviour.or probabilistic. J. cit p. op. 1982 “Learning in the name given to change in an individual’s behaviour arising from experience. ideas or object”.20 Feb 1974 “The characteristic of the buyer himself there are other external element that excerpts some degree of influence on the buyer. The belief may be based upon knowledge opinion or faith. group.I. Ziegler advertising Mc Grow hill chapter 11. and sherliyn k. beliefs and behaviour tendencies towards other person. Edward L. ➢ Weight. Attitudes are relatively enduring organization of feelings. The law of effect in selected briefing from connectionist’s psychology “Advertisements must recognize that an individual or business buyer is not necessarily a rational buyer. Leslie Lazer kanuk. so that a meaningful picture finally emerges. P 97. ➢ Assael Henry consumer behaviour and marketing action. P 548. ➢ Bettman Jamco R. 17 DATA ANALYSIS AND INTERPRETATION Once statistical data and other material have through together and edited. ➢ A Recent News Paper article:- “Fulfill the needs of the target audience in ways that improve society of a whole. 1981 “New products’ special. the final stages of analysis. many cause the consumer to give an attention to stimuli in an immediate sense”.that it makes the buyer feel good about buying the product. goods should not be ignored. survey data has clear tabulated. These emotional aspects of Industrial. colour. ➢ Leon G. while fulfilling the objectives of the organization. even though rational motives will usually dominate the industrial buying process”. 23 . Kent publishing Co. consumer behavior Ed sixth (1998) P. Schiffmas. brochure packing styles etc.An information procession Theory of consumer choice addition wasley. then the message these days the word”. and interpretation involves identifying the trend and relationship fitting all the reports items of the data into patterns. 1979 “If the medium is the message. The information derived from the Consumer behaviour survey helps to know why people choose the particular brand.Marketing research on Consumer behaviour is a practical exercise leading to specific decision and actions. 1. regarding the Consumer behaviour towards the product. Product development and brand promotion and other aspects can be successfully accomplished. Only through the analysis and interpretation of the information required through the surveys. what. Why they using the product? Through Consumer survey we can provide answers to who. How do they use the product? 3. where and when they type questions in marketing “why” in marketing research refers to Consumers general in behaviour. Such as survey provides reliable answers to questions like. Market survey is advantages in the sense that it helps to identifying how the product can be modified to give it the strongest possible competitive advantages. What sort of people the user age? 2. TABLE 1 SEX RATIO SEX Male Female Total No. Of Respondents 45 55 100 Percentage 45 55 100 24 . CHART 1 SEX RATIO TABLE 2 AGE WISE AGE Below 20 21 to 30 No. Of Respondents 35 39 Percentage (%) 35 39 25 .Source: Primary Data:The above table 1% shoes that percentage of the sex ratio 55% of the respondents an under female category and the 45% of the respondents an female for totally 100 respondents. CHART NO 2 AGE WISE TABLE 3 26 .31 to 40 Above 41 Total 14 12 100 14 12 100 Source: Primary Data The above table 2 shows that the age wise Classification of total respondents 39% of the respondents under the group of 21 – 30 and 35% of the respondents under the group of below 20 and 14% of the respondents under the group 31 – 40 and 12% of the respondents u under the group of above 41. Of Respondents 6 17 48 22 7 100 Percentage 6 17 48 22 7 100 The above table 3 show that the Educational Qualification wise classification of the total respondents 48% of the respondents under the group of UG and 22% of the respondents under the group of PG and 17% of the respondents under the group of bellow HSC and 7% of the respondents under the group of other and 6% of the respondents under the group of illiterate. CHART 3 EDUCATION QUALIFICATON 27 .EDUCATION QUALIFICATON Qualification Illiterate Below HSC UG PG Other Total Source: Primary Data INTERPRETATIONS:- No. Services Private Services Business Other Total Source: Primary Data No. Of Respondents 41 17 21 14 7 100 Percentage (%) 41 17 21 14 7 100 The above table 4 shows that the occupation wise classification of the total respondents 41% of the respondents under the group of student and. 28 . 21% of the respondents under the group of Private pervade and 17% of the respondents under the group of Govt.TABLE 4 OCCUPATION Occupation Student Govt. Services and the 14% of the respondents under the group of business and the 7% of the respondents under the group of other. Of Respondents 25 24 19 32 100 Percentage (%) 25 24 19 32 100 Source: Primary Data The above table 5 shows that the income wise classification of the total respondents 32% of the respondents under the group of above 7001 and 25% of the respondents under the group of below 3000 and 24% of the 29 .CHART 4 OCCUPATION TABLE 5 INCOME Income Below 3000 3001 – 5000 5001 – 7000 Above 7001 Total No. Of Respondents 45 22 15 Percentage (%) 45 22 15 30 . CHART 5 INCOME TABLE 6 SOAP USING Soap Cinthol Lifebuoy Lux No.respondents under the group of 3001 to 400 and the 19% of the respondents under the group of 5001 to 7000. Hamam Total 18 100 18 100 Source: Primary Data The above table 6 shows that the soap using wise classification of the total respondents 45% of the respondents under the group of Cinthol using respondents and 22% of the respondents under the group of Lifebuoy using respondents and the 15% of the respondents under the group of Lux and 18% of the respondents under the group of Hamam CHART NO 6 SOAP USING TABLE 3.7 PERIOD OF USING SOAP No. Of Respondents 33 Percentage (%) 33 . Of Period Respondents Bellow 2 10 Year 31 Percentage (%) 10 No. CHART 3.7 PERIOD OF USING SOAP 32 .7 shows that the period of using soap wise classification of the total respondents 35% of the respondents under the above 9 Years Cinthol user and 14% of the respondents under the 6 to 8 Years Lifebuoy users and 10% of the respondents under the below 2 years Lifebuoy users and 28% of the respondents under the 3 to 5 years Lifebuoy users and 33% of the respondents under the below 2 years & 3 to 5 years Cinthol users and the 25% of the respondents under the 6 to 8 years Cinthol users.3 to 5 Years 6 to 8 Years Above 9 28 30 35 28 30 35 28 25 28 25 14 100 Years Total Source: Primary Data 100 14 100 100 The above table 3. TABLE 8 SELECTING CINTHOL SOAP Reason Reasonable Price Medicine quality Flavor Easy availability Advertisement Attractive Package Other Total No. Of Respondents 18 40 23 9 6 4 Percentage 18 40 23 9 6 4 0 100 0 100 Source: Primary Data The above table 8 shows that the selling soap wise classification of the total respondents 40% of the respondents under the medicine quality and 23% of the respondents under the group of Flavor and 18% of the respondents under the group of Reasonable price and 9% of the respondents under the group of easy availability and 4% attractive package. CHART 8 SELECTING CINTHOL SOAP 33 . Of Respondents 10 25 35 15 10 Percentage 10 25 35 15 10 5 100 5 100 Source: Primary Data The above table 9 shows that the selecting Lifebuoy soap wise classification of the total respondents 35% of the respondents under the group of Flavor and 25% of the respondents under the medicine quality and 10% of the respondents under the group of Reasonable price and 15% of the respondents under the group of easy availability & advertisement. 34 .TABLE 9 SELECTING LIFEBUOY SOAP Reason Reasonable Price Medicine quality Flavor Easy availability Advertisement Attractive Package Other Total No. effective 35 .CHART 9 SELECTING LIFEBUOY SOAP TABLE 10 ADVERTISEMENT OF CINTHOL TO LIFEBUOY Feel Effective Good Non – effective No idea Total No. Of Respondents 39 47 7 12 100 Percentage 39 47 7 12 100 Source: Primary Data:The above table 10 shows that the advertisement of Cinthol to Lifebuoy wise classification of the total respondents 47% of the respondents under the group of good and 39% of the respondents under the group of effective and 12% of the respondents under the group of no ides and 7% of the respondents under the group of non. 11 shows that the advertisement of Cinthol to Lifebuoy wise classification of the total respondents 25% of the respondents 36 .11 ADVERTISEMENT OF LIFEBUOY AND CINTHOL Feel Effective Good Non – effective No idea Total No.CHART 10 ADVERTISEMENT OF CINTHOL TO LIFEBUOY TABLE 3. Of Respondents 25 35 Percentage 25 35 25 15 100 25 15 100 Source: Primary Data The above table 3. 12 OFFERS ISSUED AT THE CINTHOL COMPANY Monthly Income Yes No Total No.under the group of effective and 35% of the respondents under the group of good.11 ADVERTISEMENT OF LIFEBUOY AND CINTHOL TABLE 3. Of Respondents 67 Percentage (%) 67 33 100 33 100 Source: Primary Data 37 .25% of the respondents under the non – efective and 15% of the respondents under the No idea. CHART 3. Of Respondents Percentage (%) 38 .12 shows that the offers issued the Cinthol company wise classification of the total respondents 67% of the respondents under the group of yes and 33% of the respondents under the group of no.The above table 3. CHART 3.13 OFFERS ISSUED AT THE LIFEBUOY COMPANY Monthly Income No.12 OFFERS ISSUED AT THE CINTHOL COMPANY TABLE 3. CHART 3.Yes No Total 77 23 100 77 23 100 Source: Primary Data The above table 3.13 shows that the offers issued the Lifebuoy company wise classification of the total respondents 77% of the respondents under the group of yes and 23% of the respondents under the group of no.13 OFFERS ISSUED AT THE LIFEBUOY COMPANY 39 . No.TABLE 3. Of Respondents 45 35 8 12 100 Percentage (%) 45 35 8 12 100 CHART3.14 AVAILABILITY O CINTHOL SOAP Feel Highly satisfied Satisfied No satisfied No idea Total Source: Primary Data The above table 3. 14 AVAILABILITY O CINTHOL SOAP 40 .14 shows that the availability of Cinthol soap wise classification of the total respondents 45% of the respondents under the group of highly satisfied and 35% of the respondents under the group of satisfied and 12% of the respondents under the group of no idea and 8% of the respondents no satisfied. TABLE 3. No.% of the respondents under the group of satisfied and 30% of the respondents under the group of highly satisfied.15 shows that the availability of Lifebuoy soap wise classification of the total respondents 40. 15% of the respondents under the no satisfied and 15% of the respondents under the no idea. Of Respondents 40 30 15 Percentage (%) 40 30 15 15 100 15 100 41 .15 AVAILABILITY O LIFEBUOY SOAP Feel Highly satisfied Satisfied No satisfied No idea Total Source: Primary Data The above table 3. 16 PACKING STYLE OF CINTHOL SOAP Feel Nice Good Better Bad Total Source: Primary Data The above table 3. Of Respondents 30 33 30 7 100 Percentage (%) 30 33 30 7 100 .15 AVAILABILITY OF LIFEBUOY SOAP TABLE 3.16 shows that the packing style of Cinthol soap wise classification of the total respondents 33% of the respondents under the group of good and 30% of the respondents under the group of nice and 30% 42 No.CHART 3. CHART 16 PACKING STYLE OF CINTHOL SOAP TABLE 3. Of Respondents 45 35 15 Percentage (%) 45 35 15 5 100 5 100 43 .of the respondents under the group of better and the 7% of the respondents bad.17 PACKING STYLE OF LIFEBUOY SOAP Feel Nice Good Better Bad Total No. 18 RANK SATISFACTION PRICE 44 . CHART 3. 15% of the respondents under the group of better and 5% of the respondents under the group of bad.Source: Primary Data The above table 3.17 shows that the packing style of Lifebuoy soap wise classification of the total respondents 45% of the respondents under the group of nice and 35% of the respondents under the group of good.17 PACKING STYLE OF LIFEBUOY SOAP TABLE 3. 18 shows that the rank satisfaction price wise classification of the total respondents 100% of the respondents under the group of highly satisfied Lifebuoy respondents and 42% of the respondents under the group of highly satisfied Cinthol respondents and 41% of the respondents under the group of satisfied Cinthol respondents and 6% of the respondents under the group of satisfied Lifebuoy respondents and the 11% of the respondents under the group of dissatisfied Cinthol respondents. Of Percentage No. Of Respondents (%) Respondents 42 41 6 42 41 6 38 35 Percentage (%) 38 35 12 15 100 12 15 100 11 100 11 100 Source: Primary Data The above table 3.18 RANK SATISFACTION PRICE 45 .Period Highly Satisfied Satisfied Dissatisfied Highly Dissatisfied Total No. CHART NO 3. Of Lifebuoy Respondents 61 28 11 100 Percentage (%) 61 28 11 100 Rank Highly Satisfied Satisfied Dissatisfied Total 35 0 100 100 Source: Primary Data Inference:The above table 3.19 RANK SATISFACTION QUALITY No. None of the respondents under the group of dissatisfied with Cinthol and the 11% of the respondents under the group of dissatisfied with lifebuoy. 46 . Of Cinthol Respondents 65 35 0 Percentage (%) 65 No.TABLE 3.19 shows that the rank satisfied quality wise classification of the total respondents 61% of the respondents under the group of highly satisfied Lifebuoy respondents and 65% of the respondents under the group of highly satisfied Cinthol respondents and 35% of the respondents under the group of satisfied Cinthol respondents and the 28% of the respondents under the group of satisfied lifebuoy respondents. 20 RANK SATISFACTION FLAVOUR No. Of Percentage Lifebuoy (%) Respondents 52 37 11 100 52 37 11 100 Rank Percentage (%) Highly Satisfied Satisfied Dissatisfied Total 48 42 10 100 10 100 Source: Primary Data The above table 3.20 shows that the rank satisfaction flavor wise classification of the total respondents 52% of the respondents under the group of highly satisfied with Lifebuoy and 48% of the respondents under the 47 . Of Cinthol Respondents 48 42 No.19 RANK SATISFACTION QUALITY TABLE 3.CHART 3. Of lifebuoy Respondents Percentage (%) 38 Rank Highly Satisfied 38 48 . CHART 3.20 RANK SATISFACTION FLAVOUR TABLE 3. Of Cinthol Respondents 36 Percentage (%) 36 No.group of highly satisfied Cinthol respondents and 42% of the respondents under the group of satisfied Cinthol respondents and 37% of the respondents under the group of satisfied Lifebuoy respondents and 11% of the respondents under the group of dissatisfied Lifebuoy respondents and the 10% of the respondents under the group of dissatisfied Cinthol respondents.21 RANK SATISFACTION FRESHNESS No. 21 RANK SATISFACTION FRESHNESS 49 .Satisfied Dissatisfied Total 48 16 100 48 16 100 42 20 100 42 20 100 Source: Primary Data Inference: The above table 3. CHART 3.21 shows that the rank satisfaction freshness wise classification of the total respondents 42% of the respondents under the group of satisfied lifebuoy respondents and 48% of the respondents under the group of satisfied Cinthol respondents and 36% of the respondents under the group of highly satisfied Cinthol respondents and 38% of the respondents under the group of highly satisfied Lifebuoy respondents and 16% of the respondents under the group of dissatisfied Cinthol respondents and the 20% of the respondents under the group dissatisfied Lifebuoy respondents. 22 shows that the rank satisfaction availability wise classification of the total respondents 42% of the respondents under the group of highly satisfied Cinthol respondents and 58% of the respondents under the group of satisfied Cinthol respondents.TABLE 3. 10% of the respondents under the group of dissatisfied Cinthol respondents and 55% of the respondents under the group of highly satisfied Lifebuoy respondents and 33% of the respondents under the group of satisfied Lifebuoy respondents. 12% of the respondents under the group of dissatisfied Lifebuoy respondents. of Cinthol Respondents 42 Percentage (%) 42 58 No. of Lifebuoy Respondents 55 33 12 100 Percentage (%) 55 33 12 100 Rank Highly Satisfied Satisfied Dissatisfied Total 58 10 100 10 100 Source: Primary Data From the above table 3. 50 .22 RANK SATISFACTION AVAILABILITY No. of Cinthol Respondents 42 Percentage (%) 42 40 18 No. of Lifebuoy Respondents 48 35 17 100 Percentage (%) 48 35 17 100 Rank Highly Satisfied Satisfied Dissatisfied Total 40 18 100 100 Source: Primary Data From the above table 3.22 RANK SATISFACTION AVAILABILITY TABLE 3.23 shows that the rank satisfaction color wise classification of the total respondents 48% of the respondents under the group of highly satisfied Lifebuoy respondents and 42% of the respondents under the group of highly satisfied Cinthol respondents and 35% of the respondents under the group of satisfied Lifebuoy respondents and 40% of 51 .23 RANK SATISFACTION COLOR No.CHART 3. A comparative study on consumer behaviour towards and Lifebuoy. 52 . CHART 3. The Findings are as follows.the respondents under the group of satisfied Cinthol respondents and 18% of the respondents under the group of dissatisfied Cinthol respondents and the 17% of the respondents under the group of dissatisfied with Lifebuoy.23 RANK SATISFACTION COLOR CHAPTER – IV FINDINGS Findings: ➢ The study conducted under the title. interpreted the following and result after a deep analysis of the data collected. ➢ Most of the respondents having Cinthol Soap category. ➢ The study on the basis of age group. ➢ The study on the basis of education qualification 48% of the respondents of UG. ➢ The most of the respondents told that the Cinthol soap used by the period of more fears. among the respondents female is highest. ➢ The study on the basis occupation. 53 . ➢ Most of the respondents say about the good advertisement for Cinthol Soap. Amount of the 48 respondents of UG. ➢ Lass respondents having Lifebuoy Soap ➢ The study on the Basic of Lifebuoy Soap selecting respondents 38. ➢ The study on the basis of education qualification. Among the 100 respondents 41% of the respondents fall under student. Among the 100 respondents 39% of the respondents fall under 21 – 30 age group. Lifebuoy ➢ In the classification of respondents made under sex wise.Cinthol ➢ In the classification of respondents made under sex wise. Among the respondents female is highest. ➢ Maximum of the respondent’s preference by the Cinthol Soap.09% of the flavor. Most of the respondents are told that the package of Cinthol is nice compare to Lifebuoy 54 . There for discount of offer may be provided to consumer Most of the respondents are told that advertisement of Cinthol soap satisfied and effective compare to Lifebuoy.➢ Most of the respondents say about effective advertisement for Lifebuoy Soap. There should compare the quality to the Lifebuoy. Most of respondents felt that price of Lifebuoy soap is high compare to Cinthol soap. SUGGESTIONS Respondents who have used Lifebuoy are less reason is low quality compare to Cinthol. As a result. Even though the consumer behaviour concept looks very compel. consumers. CONCLUSION The study reveals in total about how the consumer where reacted towards cinthol and lifebuoy bath soap. Most of them viewed that the quality was excellent. and readers to know more about the feelings of the users towards cinthol and lifebuoy bath soap. Most of the respondents are told that the freshness of Cinthol is satisfied compared to Lifebuoy soap. An inn has been found with help of percentage the relationship among many attributes of the product and feelings of respondents. 55 . this study has attempt at its best to reveal more about that. Most of the respondents are felt that the availability and color of Cinthol and Lifebuoy soaps are satisfied. Most of the respondents are felt that the flavor of Cinthol and Lifebuoy soap are satisfied. which will ultimately helpful to the manufacturer. the market segment of cinthol and lifebuoy can be widened. 1 9 9 6 . and Sherilyn K Ziegler advertising. 1976.H. Consumer behaviour. Webstar.BIBLIOGRAPHY Wholgast.. E x e cu t i v e s a v o c a t i o n i n m a r k e t i n g w o r d s w o r t h p u b l i sh i n g P .H. 1947 P. Fredrick F. Consumer behaviour. Analysis. Fundamentals and strategies west publishing company. Carter. 1982. 56 .G. Terrel G. Maslow A. Sales Conter Crafi PIII Sciffman. Bass Frank M. Marketing for Manager. Wight. October 1958. John Wills L. Philip Kotler. Mc Grow Hill chapter II. 80 – 85. 7 5 . Winter Jr. Feb 1974. O x e n f e l d t . Leon G and Lesline Lazar Knuk. Williams. The theory of stochastic preference and brand switching journal of marketing research vol II P – 20. “Do Hashandor wives make the purchase decisions” Journal of marketing. 1982. PP. E. PP 151 – 158. Marketing Mgt. planning and control pretice hall PP 74 – 81. P 14. A l f r e d R . Motivation and Personality 1954. M. Name of the Respondent 2. Edward L. Carl E and Kenneth. Block. m P 548. Roering. Henry. 406. The law of effect in selected bruiting from connections – Psychology. Assael. 1981. Educational qualification (a) Illiterate [ ] (c) UG ] 5.I. Sex (a) Male [ ] 3. Williams. Age (b) Female [ ] (a) Below 20 [ ] 31 – 40 (b) 21 – 30 ] [ [ ] 41 and above [ ] 4. Throndike. terrel g. J. 1976. A study on consumer behavior towards with special reference to Cinthol and Lifebuoy in Dharmapuri Town. Kent Publishing Co. Occupation (a) Student [ ] (b) Govt [ ] Private [ ] [ (b) HSC [ ] PG ] [ Other [ ] 57 . Essentials of consumer behaviour. Drydan press. 1. cit P 93. Consumer behaviour and marketing action. Op. P. What is the reason for buying it? (a) Reasonable price [ ] (b) Medicine quality [ ] [ (c) Flavor [ ] (f) Attractive packing [ ] (d) Easy availability [ (e) Advertisement ] ] (g) Other [ ] 11. Status the overall performance level of Cinthol & Lifebuoy (a) Good [ ] (b) Fair [ ] 58 .(c) Business [ ] 6. How long are you using these brands (a) Below 2 years [ ] (c) 6 to 8 years [ ] (b) 3 to 5 years [ ] (c) above 9 years [ ] 8. Monthly Income (a) Below 200 [ ] (c) 5001 to 7000 [ ] (d) Others [ ] (b) 2001 to 5000 [ ] (d) 7001 and above [ ] 7. Have seen any Advertisement of Cinthol & Lifebuoy? (a) Yes [ ] (b) No [ ] If yes through which media (a) News paper [ ] (c) Television [ ] (b) Magazines [ ] (c) Banners ] [ (c) Others [ ] 10. Which one you are using as a bath soap? (a) Cinthol [ ] (c) Lux [ ] (b) Lifebuoy[ ] (d) Hamam [ ] 9. How often do you purchase if (a) Daily [ ] (b) Once in a week [ ] (d) One in a month [ ] (b) 75 gm [ ] (e) 100 gm [ ] (c) 80 gm [ ] (f) 108 gm [ ] (c) fortnightly [ ] 14. Which quantity Cinthol & Lifebuoy do you purchase? (a) 35gm [ ] (d) 90 gm [ ] 13.(c) Poor [ ] (d) Bad [ ] 12. Rank your opinion about the following Facilities? Satisfaction Factor (a) Price (b) Quality (c) Flavor (d) Freshness (e) Availability (f) Colour 15. Would you like to give any suggestion towards Lifebuoy and Cinthol? ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ Highly Satisfaction Satisfied Not satisfied Thank you 59 .