Project on Cinthol Soap

CONTENTS

Chapter No. Title Page No

Chapter 1 Introduction of the Project 1

1.1 Introduction 2

1.2 About the project 3

1.3 Objective of the Study 14

1.4 Scope & Limitations of the study 15

Chapter 2 Research Methodology 16

Chapter 3 Review of Literature 20

Chapter 4 Analysis &Interpretation Of Data 28

Chapter 5 Findings & Suggestions 45

Chapter 6 Conclusion 50

Bibliography 52

Appendix 53

1

LIST OF TABLES

TABLE NO TITLE PAGE NO

4.1

Age Distribution of the Respondents

29

4.2 Gender Distribution of theRespondents

30

4.3 Occupation of the

Respondents 31

4.4 Income of the respondents

32

4.5 Usage of the soap 33

4.6 Customer requirements

34

4.7 Customer consumption 35

4.8 Features in cinthol soapLiked by customers

36

4.9 Period of consuming cinthol soap

37

4.10 Preference on using cinthol soap

38

4.11 Analysing cinthol soap as a face wash

39

2

4.12 Type of cinthol soap used by customer

40

4.13 Comparison of cinthol soap with other brands

41

4.14 Customer behaviour on Changing of product

42

4.15 Customer reaction on offer

43

4.16 Customers opinion about cinthol soap

44

3

CHAPTER - 1

INTRODUCTION

4

INTRODUCTION

The early 1900s was a heady time. A single man had sparked the desire

of Indians to be free from colonial rule. Sentiments and tempers ran in

tandem. Religious fervour was at its peak. Ardeshir Godrej, a lawyer by

profession and a man steeped in principles and ideology, made a telling

contribution. He created India's first toilet soap made from

indigenously available vegetable oils instead of imported animal fats.

This move won the support of the leaders of the Indian Independence

Movement. Socially, too, a vegetable oil based soap made more sense

since it factored in religious sentiments.

The mantle passed on to his nephew, Dr. Burjor Godrej, who was

himself a qualified mechanical engineer, with a prestigious doctorate in

technical chemistry. At that time scientists were frustrated by the fact

that while germ-killing ingredients were effective in antiseptics they

were unsuitable for use in soaps. The discovery of Hexachlorophene

changed all that. The chemical proved to be stable when used in the

manufacture of soaps. This led to the birth and launch of Cinthol

Deodorant & Complexion soap on Independence Day of 1952. Enriched

5

with a unique fougere perfume the reception that the soap received was

truly phenomenal.

Over the first three decades of its existence, the brand took the platform

of protection from body odour. But the markets were gradually

changing. In 1986, in an attempt to modernise the image, 'New Cinthol'

soap was launched with a new-look packaging, shape and advertising,

using celebrities like Vinod Khanna and Imran Khan. The

communication campaigns developed strong, confident and active

associations with Cinthol- attributes that went on to become an essential

part of the brand imagery.

In 1989, in an attempt to capture a share of the lime soap market,

Cinthol Lime was launched. The attempt to capture a segment of this

developing market was a resounding success: it grabbed 8% market

share in six months. In 1992, Cinthol Cologne was launched to extend

the brand franchise into a modern and new fragrance.

By 1993, Godrej realised that it had to re-jig the brands to keep pace

with the changing environment. The three variants that had been

launched post 1986 were brought under the Cinthol International

umbrella – Cinthol International Spice,Cinthol International Lime and

Cinthol International Cologne.

A complete positioning overhaul was undertaken between 1993 and

1995. Shah Rukh Khan became the brand's new icon. His panache

matched the brand's new platform: revitalising and re-energising. With

the launch of Cinthol Fresh in 1995, the brand was extended into the

popular segment as the first popular segment lime soap. It was a

runaway success. It was redefined as a family soap with the famous

'Tan taaza, man taaza' campaign in 2000. 2004 saw the launch of the

6

new variant Cinthol Deo Soap, with the baseline ‘Get Ready Get Close’

to communicate its positioning. It addresses the need for effective body

odour removal through the unique proposition of deodorant in a soap.

Product Today in the market, Cinthol has three distinct variants, borne

out of market needs and consumer studies. Cinthol Deodorant &

Complexion soap continues to operate in the 'healthy skin' category.

The soap offers numerous 'do-good' benefits such as total and complete

skin protection.

Cinthol Lime Fresh is a strong player in the 'freshness' category. The

lime extract provides deep cleansing properties and the excellent long-

lasting lime fragrance keeps one feeling fresh.

Cinthol Deo Soap is the latest offering from the Godrej stables. This

new soap-on-the-block is aimed at satisfying a latent problem:

hesitation to get close because of body odour. It has a unique long

lasting deo formula that prevents body odour all day long. It comes in

two exciting fragrances: Cologne and Spice that keep the user feeling

fresh all day.

Each of these sub-brands has helped extend the durability and

youthfulness of the mother brand.

7

Recent Developments Leveraging Cinthol's brand equity, Godrej Consumer Products

Ltd. has forayed into other categories including Talcum Powders

(Cinthol International Deodorant Talc and Cinthol Freshness Talc) and

Deo Spray (Cinthol International Perfumed Deodorant). Also, in

keeping with its tradition of providing modern, convenience products to

discerning consumers, the company has launched Cinthol Hand

Sanitizers.

Sanitizers fulfil the needs of health conscious consumers on the move.

Available in sandal, lime, spice and cologne variants, they ensure germ-

free hands, without having to use soap, water or towel. The product was

launched in August 2000 in West Asia. In 2003, the sanitizers were

exported to the Far East, when the SARS outbreak increased consumer

concerns about hygiene.

Promotion Cinthol has been closely identified with innovation, which

reflects in its promotions was the first soap to come up with the

consumer offer: Buy 3 Get 1 Free.

Cinthol advertising has always had a strong impact, with all the

elements being carefully chosen to reflect aspects intrinsic to the brand.

No wonder then, the commercials featuring Vinod Khanna, Imran

Khan etc. during the 1980s and early 1990s are vividly recalled even

today.

8

In his heydays, Imran Khan's star power was unquestionable. The

charisma of the young, handsome Pathan – the heartthrob of a million

girls – splashing water and using Cinthol International soap quickly

rubbed off on the brand. The energy and confidence that the film

exuded were closely connected to the properties of the soap. Through

the clutter, Cinthol rose in the desirability index.

The Vinod Khanna film was shot when the actor was at his peak. The

commercial showing the star riding a horse on the beach exuding vigour

and confidence with the waves of the sea in the background depicted an

innate, natural freshness. Vinod Khanna and Cinthol proved to be a

perfect match. Even today, years after the commercials have been

withdrawn, they continue to be recalled. The latest advertising

campaigns continue to build on the Cinthol legacy.

The Montage film for Cinthol Deodorant & Complexion soap targets

audiences in the priority markets of South India. This is one soap that

has appealed to different age groups of both sexes. The current

advertising reinforces this bond and the fact that Cinthol has provided

skin protection over the years.

The 'Taazgi ka tarana' commercial for Cinthol Lime Fresh is based on

the key insight that a bath is more than just a cleansing process. It is the

time when they rejuvenate themselves. The ad promotes the latest

baseline of the brand ‘Get Ready’ depicting the transformation of a

woman in her bath.

9

The Cinthol Deo Soap commercial has the protagonist joining his

friends for a game of tug of war after work. He has no hesitation in

getting close to them even at the end of a working day. This is because

his Cinthol Deo Soap keeps body odour at bay all day long, leaving him

confident and smelling great.

Brand Values Ever since its launch in 1952, Cinthol has been the perfect

embodiment of the expression 'confidence personified'. All the

campaigns for different variants have captured the subtle changes in the

brand values without straying away from the brand essence:

Confidence and Freshness. These core values have a strong appeal and

relevance to both sexes. Hence over the last couple of years, Cinthol has

been repositioned on a unisex platform to target both men and women.

It has always closely monitored consumer behaviour, changing attitudes

and has tweaked the positioning to suit these emerging needs. All of this

has resulted in a brand that has not aged but grown into an active,

vibrant and energetic personality.

After 52 years, Cinthol, remarkably still evokes a very high degree of

trust and respect.

10

Cinthol- the super brand Cinthol, the flagship brand of Godrej Consumer Products Ltd., is now

recognised as a Superbrand by the Superbrands Council, U.K.

The criteria for winning this prestigious award were:

Perceived brand image

Brand mind share

Consumer goodwill

Consumer loyalty

Trust and emotional bonding with the brand

Cinthol, with its rich heritage of more than five decades, has been

extremely successful in creating a niche in the consumer’s mind.

Superbrands India had identified 101 Indian brands from 700 entries

across 98 sectors for inclusion in the first ever "Indian Consumer

Superbrands 2004".

Today, despite the presence of global corporations, the Cinthol brand

has carved out a consumer base of more than 17 million users. The soap

market in India is determined to be of the order of Rs. 41.75 billion and

Cinthol commands a turnover of Rs 1.05 billion with a market share of

2.5% by value.

When needs change, brands need to change as well, to remain

contemporary and desirable. Cinthol has kept pace with evolving

markets. It has reinvented and rejigged its portfolio without

compromising on its core values.

11

Today in the market, Cinthol has three distinct variants, borne out of

market needs and consumer studies. Cinthol Deodorant & Complexion

soap continues to operate in the 'healthy skin' category.

The soap offers numerous 'do-good' benefits such as total and complete

skin protection.

Cinthol Fresh is a strong player in the 'freshness' category. The lime

extract provides deep cleansing properties and the excellent long-lasting

lime fragrance keeps one feeling fresh.

Cinthol Deo Soap is the latest offering from the Godrej stables. This

new soap-on-the-block is aimed at satisfying a latent problem:

hesitation to get close because of body odour. It has a unique long

lasting deo formula that prevents body odour all day long. It comes in

four exciting fragrances:

1. Deo Cologne,

2. Deo Sport

3. Deo Classic

4. Fresh

Each of these sub-brands has helped extend the durability and

youthfulness of the mother brand.

12

OBJECTIVE

To study the attitude and perception of “cinthol soap” users.

To examine the customer’s level of satisfaction towards “cinthol

soap”.

13

SCOPE & LIMITATIONSSCOPE:

The present study is focused on studying the customer’s

attitude and the level of satisfaction towards cinthol soap.

LIMITATIONS:

The present study suffers from respondent bias.

The present study is limited to study only the customer’s

preference of cinthol soap due to brand switching and soap

noodles ( high inflation & fluctuating inflation rates).

14

The sampling method used for the present study was

convenience sampling method, therefore generaliabilty is

hindered.

The data collected through the questionnaire were self

reported and therefore, subject to the limitations of that

process.

CHAPTER - 2

RESEARCH

15

METHODOLOGY

RESEARCH METHODOLOGY

RESEARCH DESIGN:

A research design is purely and simply the frame work or plan

for

Study that guides the collections and analysis of the data.

The research design adopted for the present study is

EXPLORATORY RESEARCH DESIGN

The exploratory study is particularly helpful in breaking broad

and vague problem into smaller, more precise sub-

problem statements, hopefully in the form of specific hypothesis.

16

SAMPLING:

Sampling can be defined as” the selection of some part of an

aggregate or totality on the basis of which a judgment or inference

about the aggregate or totality is made”

SAMPLE SIZE:

Sample size refers to the few items taken from the

population. The items selected by the researchers are called as Sample

Size.

The sample size for the present study is 100 respondents.

TARGET SAMPLE:

The Target sample for the study includes students and

working professionals.

SAMPLING METHOD – CONVENIENCE SAMPLING:

When the population elements are selected for inclusion in

the sample based on the ease of access, it can be called

“CONVENIENCE-SAMPLING METHOD”.

Sampling method for the present study adopted is

convenience-sampling method.

SOURCES OF DATA:

17

PRIMARY DATA

SECONDARY DATA

PRIMARY DATA:

Primary data are those data, which are collected a

fresh and for the first time, and thus happen to be original.

Primary data foe the present study was collected by

preparing a well-structured questionnaire. Questionnaires were

distributed to the customers and responses were received from the

customers.

Questionnaire is the term that refers to self-administered

process whereby the respondents himself or herself reads the questions

and record his or her answers without the assistance of an interviewer.

SECONDARY DATA:

Secondary data are those data, which are collected by

someone and which have already been passed through the statistical

process. Secondary data for this study were collected from websites,

Newspapers and from Textbooks, Magazines.

18

CHAPTER - 3

19

REVIEW OF

LITERATURE

REVIEW OF LITERATURE:

“Advertisers must recognize that an industrial or business buyer is not

necessarily a rational buyer. Emotional appeals are equally important

that is, make the buyer feel good about buying the product. These

emotional aspects of industrial advertising should not ignored, even

though rational motives will usually dominates the industrial buying

process”

20

“New products, special sale, colour brouchures, new packaging styles

etc, may cause the consumer to give attention to stimuli in an immediate

sense"

“Learning is the name given to changes in an individuals behaviour

arising from experienced”.

"A Non rational buyer does not plan his buying it is equally logical to

assume that this buying the product and specially a specific brand that

is either appealing or available.

"Money, Variety, Acquisitiveness, Rivalry, Color, Adornment,

Cleanliness, Compainship, Collecting, Amusement, Sensual

Gratification, Construction, Aggradisment. Mental culture, affection,

social Achievements, Ambitions, inhabitness. Reverence, Romance,

Aesthetic tastes, sex, limitations;, Curiousity, self preservation,

Sympathy, Gratitude, patriotism and so on”

“Various models have been built but basically consumer behaviour can

be explained by two approaches: on approach proposed by behaviorists

who view behaviour as a response to a given stimulus. Their basic

concern is to know how organisms respond to stimuli without being

concerned with why they respond in a particular way. At the other end

of spectrum is the “Cognitive approach” “Which assumes the buyer to

be legally, intelligent, rational and utility oriented. This explains lie

'why' and 'how' of the purchasing process, the theories of buyer

21

behaviour have been classified in to two brand categories: (I) Rational

of substantive (ii). Emotional or non substantive"

"At any given time a person may be face4d with a number of motives,

but that he probably cannot act all of them at the same time. Therefore,

each person has a hierarchy of motives, with the motives arranged in

ascending order according to their importance. The most urgent motive

is acted upon first. Motives representing wants and desires, lower in

hierarchy, remain unsatisfied at least temporarily."

"A buyer is emotional created, that is the buyer buys on impulse he does

not have enough information about the products and does not make any

efforts towards economic evaluation of the products usefulness, some of

the basic foundations of impulsive buying behaviour."

"The behavior that consumers display in search for, purchasing. Using

and evaluating products, services and ideas which they expect will

satisfy their needs "

"A belief is a descriptive thought that a person holds about something.

The belief may be based upon knowledge, opinion or faith , Attitudes

are relatively enduring organisation of feeling, beliefs and behaviour

tendencies towards other person, group, ideas or object".

“Of the dozen of categories of human action working, sleeping, chatting,

breathing, buying and so forth the one of primary importance to the

marketer is buying”

22

“Buyer behaviour is all psychological, social and physical behaviour of

potential customers as they become aware of, evaluate, purchase,

consume, and tell of other people about products and services.".

"Many students have concentrated on finding the common factors that

more or less determine the buying pattern of consumers."

"The characteristic of the buyer himself there are other external

elements that exert some degree of influence on the buyer".

"The system of individual attitudes behaviour and values that an

individual exhibits and that set him a part from others".

Customer Satisfaction - Definition:

Customer satisfaction is a term used to describe a scenario when an

exchange meets the needs and expectations of a user. It captures the

provision of goods or services that fulfill the customer's expectations in

terms of quality and service in relation to the price paid. Customer

satisfaction, as a business term, can also be used to measure how the

supply of products or services surpasses customer expectations.

23

Customer satisfaction refers to the extent to which customers are

happy with the products and services provided by a business. Customer

satisfaction levels can be measured using survey techniques and

questionnaires. Gaining high levels of customer satisfaction is very

important to a business because satisfied customers are most likely to be

loyal and to make repeated orders and to use a wide range of services

offered by a business.

The need to satisfy customer for success in any commercial

enterprises is very obvious. The income of all commercial enterprises is

derived from the payments received for the products and services to its

external customers. Customers are the sole reason for the existence of

commercial establishments.

Since sales are the most important goal of any commercial

enterprise, it becomes necessary to satisfy customers. For customer

satisfaction it is necessary to establish and maintain certain important

characteristics like:

a. Quality

b. Fair prices

c. Good customer handling skills

d. Efficient delivery

e. Serious consideration of consumer complaints.

Satisfaction is the feeling of pleasure or disappointment attained from

comparing a products perceived performance (outcome) in relation to

his or her expectations. If the performance falls short of expectations,

24

the customer is dissatisfied. If the performance matches the

expectations, the customer is satisfied. If the performance exceeds

expectations, the customer is highly satisfied or delighted.

The three important areas in order to satisfy home buyers and watch

customer satisfaction ratings go up: deliver homes 100% complete at

closing, close on time, and provide responsive warranty service. NAHB

Research Center surveys* indicate that if consistently follow all three

rules, the company will have loyal customers for life. Miss one, and

overall customer satisfaction levels plummet.

When customers sign the contract, they are 100% satisfied that

they are buying the best home for the money or they would have bought

elsewhere. From this point forward, maintaining 100% levels of

customer satisfaction depends entirely on how well you deliver.

Deliver the Home 100% Complete.

Nothing says "quality control" to home buyers like a final

inspection with no punch-list items. Customers expecting a sizable list

are truly impressed. They feel their builder has acted in their best

interest to protect them. They enter the warranty period confident that

there will be little or no problems to fix.

Kennedy Community Development, 1997 National Housing

Quality Award winner, performs a 600-point inspection one week

before closing. All items, without exception, must be fixed prior to the

25

customer's final inspection. Kennedy’s satisfaction ratings are

consistently in the high 90% range.

Deliver on Time

Delaying a closing date can be a crisis for your home buyer. Sales

contracts that give you rights to deliver anytime within a year are

meaningless at ensuring Customer satisfaction. If the buyer believes you

are responsible, imagine what kind of referrals they are giving.

T. W. Lewis builds in the Phoenix area where scarcity of trade

contractors can upset closing dates. When customers sign a sales

contract, they are given a range of expected closing dates. Six weeks

before closing, after construction progresses through several of the

scarce trades, a firm closing date is set. Using this method, customers

are prepared to remain flexible so that a crisis is avoided.

Responsive Warranty Service

Customers make most home buyer referrals during their

warranty period. Therefore, it is extremely important to maintain, or

even improve, customer satisfaction levels during this time. When

callbacks occur, remedy the situation promptly to show you accept

responsibility thereby maintaining customer’s confidence. Each

callback is a customer satisfaction "moment of truth" that has lasting

effects.

26

CHAPTER - 4

ANALYSIS &

27

INTERPRETATION OF

DATA

Data Analysis

1.Age- % analysis

GROUP NO.OF RESPONDENTS

IN %

15-25 35

25-35 40

>35 25

28

INFERENCE:

From the above table it is inferred that 35% respondents

are of age between 15-25 and 40% respondents are of age between 25-35

and only 25% of the respondents are age >35.

AGE

35%

40%

25%

15-25

25-35

>35

2.Gender -% Analysis

GENDER NO.OF RESPONDENTS

In %

Male 65

Female 35

INFERENCE:

29

From the above table it is inferred that 65% of respondents

are male and 35% of respondents are female.

GENDER

65%

35%

Male

Female

3. Occupation - % Analysis

INFERENCE:

GROUP NO.OF RESPONDENTS

in %

Self employed 15

Student 50

Employed 30

Others 5

30

From the above it is inferred that 50% respondents are Students

and 15% and 30% respondents are self employed and employed

respectively.

OCCUPATION

15%

50%

30%

5%

Self employed

Student

Employed

Others

4. Income of the Respondent’s % Analysis :

GROUP NO OF RESPONDENTS

IN %

< 5000 23

5000-10000 56

> 10000 21

INFERENCE:

31

From the above table it is inferred that 23% of the

respondents are < 5000 and 56% of the respondents are 5000-10000 and

21% of the respondents are > 10000.

INCOME

23%

56%

21%

< 5000

5000-10000

> 10000

5. Customer use the cinthol soap

GROUP NO.OF

RESPONDENTS

in %

yes 75

no 25

INFERENCE:

32

From the above table it is inferred that 75% of

respondents use and 25% of respondents does not use the product.

USE OF SOAPS

75%

25%

yes

no

6. Number of soaps where customer require for a month

GROUP NO.OF

RESPONDENTS

in %

1-2 36

2-3 57

> 3 7

INFERENCE:

33

From the above table it is inferred that 36% of respondents buy 1-2 and 57% of respondents buy 2-3 and only 7% of respondents buy >3 soaps.

PURCHASE OF SOAP

36%

57%

7%

1-2

2-3

> 3

7. Kind of bath soap where customer consume it.


IN %

Foamy 10

Thick lather 14

Transparent 2

Coloured 29

Medical 45

INFERENCE:

34

From the above table it is inferred that 10% respondents use

foamy and 14% of respondents use thick lather and 2% respondents use

transparent and 29% of respondents use coloured and 45% respondents

use medical soap.

KIND OF BATH SOAP USE

10%

14%

2%

29%

45%

Foamy

Thick lather

Transparent

Coloured

Medical

8. Identifying the special feature where customer like in cinthol soap


IN %

Perfume 3

Colour 2

Lather 10

Long lasting 29

Suits for skin 56

INFERENCE :

35

From the above table it is inferred that 3% of respondents like perfume and 2% of respondents like colour and 10% of respondents like lather and 29% of respondents like long lasting and 56% of respondents like because it suits for skin.

FEATURES

3%

2%

10%

29%56%

Perfume

Colour

Lather

Long lasting

Suits for skin

9. Analyse the period of consuming the cinthol soap


IN %

< 1 year 25

1 year – 5 years 55

> 5 years 20

INFERENCE:

36

From the above table it is inferred that 25% of respondents are

consuming < 1year and 55% of respondents are consuming 1year-

5years and 20% of respondents are consuming >5years.

CONSUMING THE PRODUCT

25%

55%

20%

< 1 year

1 year – 5 years

> 5 years

10. Customer preference on usage of cinthol soap


IN %

Company image 20

Advertisement 13

Past experience 9

Good quality 45

Others 23

37

INFERENCE:

From the table it is inferred that 20% of the respondents are

company image and 13% of the respondents are advertisement and 9%

of the respondents are past experience and 45% of the respondents are

good quality and 23% of the respondents are others.

PREFERENCE OF CINTHOL SOAP

18%

12%

8%

41%

21%

Company image

Advertisement

Past experience

Good quality

Others

11. Is Cinthol soap is good for face wash.


IN %

Yes 83

No 17

INFERENCE:

38

From the above table it is inferred that 83% of the respondents are

accepting as a good face wash and 17% of the respondents are not

accepting.

FACE WASH

83%

17%

Yes

No

12. Analyse type of cinthol soap which customer use


IN %

Cinthol deodarant&complexion 67

Cinthol lime fresh 23

Cinthol deo 10

INFERENCE:

39

From the above it is inferred that 67% of the respondents are

cinthol deodarant &complexion and 23% of the respondents are cinthol

lime fresh and 10% are of the respondents are cinthol deo.

TYPE OF CINTHOL SOAP

67%

23%

10%

Cinthol deodarant&complexion

Cinthol lime fresh

Cinthol deo

13. Comparison of cinthol soap with other brands


IN %

Quality 43

Quantity 28

Price 29

INFERENCE:

40


quality and 28% of the respondents are quantity and 29% of the

respondents are price of the brand.

DIFFERENCE OF BRANDS

43%

28%

29%

Quality

Quantity

Price

14. Analyse the customers behaviour on changing from one

brand of soap to another


IN %

Yes 92

No 8

INFERENCE:

41

From the above table it is inferred that 92 % of the respondents

will change and 8% of the respondents will not change the brands.

CHANGE OF BRANDS

92%

8%

Yes

No

15. If company provides offer, customer’s reaction on this

Product


IN %

Yes 87

No 13

INFERENCE:

42

From the above table it is inferred that 87% of the respondents will

consume and 13% of the respondents will not consume the product.

CUSTOMERS REACTION ON GIVING OFFERS

87%

13%

Yes

No

16. customers opinion about cinthol soap


IN %

Excellent 57

Very good 25

Good 15

Poor 3

INFERENCE:

43


excellent and 25% of the respondents are very good and 15% of the

respondents are good and 3% of the respondents are poor.

OPINION OF THE CUSTOMERS

57%25%

15%

3%

Excellent

Very good

Good

Poor

44

CHAPTER - 5

FINDINGS &

SUGGESTIONS

45

FINDINGS


are of age between 15-25 and 40% respondents are of age

between 25-35 and only 25% of the respondents are age >35.


are male and 35% of respondents are female.

From the above it is inferred that 50% respondents are

Students and 15% and 30% respondents are self employed

and employed respectively.


respondents are < 5000 and 56% of the respondents are

5000-10000 and 21% of the respondents are > 10000.


use and 25% of respondents does not use the product.


buy 1-2 and 57% of respondents buy 2-3 and only 7% of

respondents buy >3 soaps.

46


use foamy and 14% of respondents use thick lather and 2%

respondents use transparent and 29% of respondents use

coloured and 45% respondents use medical soap.


like perfume and 2% of respondents like colour and 10% of

respondents like lather and 29% of respondents like long

lasting and 56% of respondents like because it suits for

skin.


are consuming < 1year and 55% of respondents are

consuming 1year-5years and 20% of respondents are

consuming >5years.

From the table it is inferred that 20% of the respondents

are company image and 13% of the respondents are

advertisement and 9% of the respondents are past

experience and 45% of the respondents are good quality

and 23% of the respondents are others.


respondents are accepting as a good face wash and 17% of

the respondents are not accepting.

47

From the above it is inferred that 67% of the respondents

are cinthol deodarant &complexion and 23% of the

respondents are cinthol lime fresh and 10% are of the

respondents are cinthol deo.


respondents are quality and 28% of the respondents are

quantity and 29% of the respondents are price of the brand.

From the above table it is inferred that 92 % of the

respondents will change and 8% of the respondents will not

change the brands.


respondents will consume and 13% of the respondents will

not consume the product.


respondents are excellent and 25% of the respondents are

very good and 15% of the respondents are good and 3% of

the respondents are poor.

48

SUGGESTIONS

From this study it was found that they can provide more offers

and gifts so that customers would have more interest to purchase the

product.

It is suggested that the company can maintain price of soap and

also they can increase the formula of fair complexion and glow and

freshness for both male and female customers.

It is suggested that they cannot use the animal fats instead of that

they can use natural fats like palm oil.

49

CHAPTER - 6

CONCLUSION

50

CONCLUSION

The concept of marketing is essentially a concept of

customer orientation. For a long time it has been preached by all,

including Mahatma Gandhi, that the customer is king. It is implied that

organizations have to provide services to their customer’s and that too

without any obligation.

Since the present study reveals that, the customer’s opinion

towards the price and quantity has to be reset, the organization has to

understand and respond, the customer need, which in turn leads to

organization success in today’s competitive environment.

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BIBLIOGRAPHY 1. Kothari, C.R., “Research Methodology Methods and Techniques”,

New Delhi, Vishwa Prakash, Second Edition, Twenty Third

Reprint,1999.

2. Rajan Saxena, “Marketing Management”, New Delhi,

The Mc Graw-Hill Companies, Third Edition; Fifth reprint 2007.

3. Sturdy, Andrew, Grugulis, Irena and Willmott, Hugh,

“Customer Service.

Empowerment and Entrapment”. New York plagrave, 2001.

4. Wheelan Thomas L & Hunger David J, Strategic Management &

Business Policy: Entering 21 Century Global Society, Sixth

Edition, Addision –Wesley, 1998.

5. Websites:

www.google.com

www.godrejgrou.com

www.globalgodrej.com

http://cinthol.com

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http://cinthol.com/

http://www.globalgodrej.com/

http://www.godrejgrou.com/

http://www.google.com/

A STUDY ON CUSTOMER’S

PREFERENCE TOWARDS “CINTHOL SOAP”

1. Name (optical) :

2. Age : 15-25 25-35 >35

3.Gender : Male Female

4.Occupation : self employed students employed others

5.Income : < 5000 5000-10000 > 5000

6.Do you cinthol soap ?

a) yes b) no.

7.How many soaps do you require for a month ?

a) 1-2 b) 2-3 c) > 3.

8.Which kind of bath soap do you use ?

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a)foamy b)thick lather c) transparent d) coloured

e)medical.

9.What special feature do you like in cinthol soap?

a)perfume b)colour c)lather d)long lasting

e)suits for skin.

10. How long you have been consuming the cinthol soap ?

a)< 1 year b) 1 year- 5 years c)> 5 years.

11.Why do you use cinthol soap ?

a)company image b)advertisement c)past experience d)good quality

e)others.

12.Is cinthol soap is good for face wash?

a)yes b)no.

13.What type of cinthol soap, do you use?

a)cinthol deodarant&complexion b)cinthol lime fresh

c)cinthol deo.

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14.How cinthol soap is different from others?

a)quality b)quantity c)price.

15.Do you change from one brand to another brand?

a)yes b)no.

16.If company provides an offer, will you purchase the product?

a)yes b)no.

17.Give your opinion about cinthol soap?

a)excellent b)good c)very good d)poor.

THANK YOU

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Documents

Project on Cinthol Soap