Consumer Buying Behaviour _5_

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					                             A
                     PROJECT REPORT
                             On


“Consumer Buying Behaviour Towards Hindustan Unilever Ltd
  Products (Special Reference To Personal Care Products)”


                        SUBMITTED TO
               PUNJAB TECHNICAL UNIVERSITY,

                         JALANDHAR



      IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE
                    AWARD OF DEGREE OF
          MASTER OF BUSINESS ADMINISTRATION (MBA)




                              i
                                      CERTIFICATE

This is to certify that the project report entitled “A study on consumer buying behaviour
towards    Hindustan       Unilever    Ltd.   (special   reference    to     personal       care
products)”submitted by Mr .naresh is a bonafide piece of work conducted under my direct
supervision and guidance. No part of this work has been submitted for any other degree of
any other university. The data sources have been duly acknowledged. It may be considered
for evaluation in partial fulfillment of the requirement for the award of degree of Master of
Business Administration.




Date:                                                                      Project Guide:
                                                                           Dr.S R Taneja




                                              ii
                                        PREFACE


MBA is a stepping-stone to the management carrier and to develop good manager is
necessary that the theoretical must be supplement with exposure to the real environment.
Theoretical knowledge just provides the base and it’s not sufficient to produce a goon
manager that’s why the practical knowledge is needed
                 Therefore the research project is an essential requirement for the students of
MBA. This research project not only helps the students to utilize his skills properly and learn
field realities but also provides a change to the organization to find out talent among the
budding manager is very beginning.
       In accordance with requirement of MBA course I have done my major project on the
topic is “A study on consumer buying behaviour towards Hindustan Unilever Ltd
(special reference to personal care products)”.
       There are many competitors in the FMCG sector so knowing the buying behaviour of
the consumers is very important to compete in the Market . This provides insights into the
customer behavior.




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                                ACKNOWLEDGEMENT



I would like this opportunity in expressing my deepest gratitude to all those persons who in
one way or another helped me in making my endeavours a success. Words are not sufficient
to reflect my thankfulness and respect to all those persons for their significant contribution in
the completion of my project.


I extend my sincere gratitude to my guide Mr. S.R Taneja for his constant encouragement,
support and valuable guidance through out the project. I also wish to thank all other faculty
members, my friends and all respondents who rendered their precious time for contributing
their skills and to fill the questionnaire, which made my project more appealing and
attractive.




                                                                         KUSHALDEEP




                                               3
                   TABLE OF CONTENTS


                         PARTICULARS                    PAGE
                                                         NO.
Certificate                                               1
Preface                                                   2
Acknowledgement                                           3
Introduction                                           5-27
    • Introduction to Hindustan Unilever Limited
   •   Introduction to the Polices of HUL
   •   Introduction to Personal Care Products of HUL
   •   Consumer behavior
Introduction to study

Review of Literature                                   28-31
Need ,Scope and Objectives of study                    32-33
Research Methodology                                   34-36
Data Analysis and Interpretation                       37-56
Findings                                               57-58
Conclusion and Suggestions                             59-60
Questionnaire                                          61-63
References                                             64-65




                              4
                    Introduction to Hindustan Unilever Limited




Hindustan Unilever Limited (abbreviated to HUL), formerly Hindustan Lever Limited is
India's largest consumer products company and was formed in 1933 as Lever Brothers India
Limited. It is currently headquartered in Mumbai, India and its 41,000 employees are headed
by Harish Manwani, the non-executive chairman of the board. HUL is the market leader in
Indian products such as tea, soaps, detergents, as its products have become daily household
name in India. The Anglo-Dutch company Unilever owns a majority stake in Hindustan
Unilever Limited.

The company was renamed in late June 2007 "Hindustan Unilever Limited".

In the summer of 1888, visitors to the Kolkata harbour noticed crates full of Sunlight soap
bars, embossed with the words "Made in England by Lever Brothers". With it began an era of
marketing branded Fast Moving Consumer Goods (FMCG).

Soon after followed Lifebuoy in 1895 and other famous brands like Pears, Lux and Vim.
Vanaspati was launched in 1918 and the famous Dalda brand came to the market in 1937.

In 1931, Unilever set up its first Indian subsidiary, Hindustan Vanaspati Manufacturing
Company, followed by Lever Brothers India Limited (1933) and United Traders Limited
(1935). These three companies merged to form HUL in November 1956; HUL offered 10%
of its equity to the Indian public, being the first among the foreign subsidiaries to do so.
Unilever now holds 52.10% equity in the company. The rest of the shareholding is
distributed among about 360,675 individual shareholders and financial institutions.

The erstwhile Brooke Bond's presence in India dates back to 1900. By 1903, the company
had launched Red Label tea in the country. In 1912, Brooke Bond & Co. India Limited was
formed. Brooke Bond joined the Unilever fold in 1984 through an international acquisition.
The erstwhile Lipton's links with India were forged in 1898. Unilever acquired Lipton in
1972, and in 1977 Lipton Tea (India) Limited was incorporated.




                                              5
Pond's (India) Limited had been present in India since 1947. It joined the Unilever fold
through an international acquisition of Chesebrough Pond's USA in 1986.

Since the very early years, HUL has vigorously responded to the stimulus of economic
growth. The growth process has been accompanied by judicious diversification, always in
line with Indian opinions and aspirations.

The liberalisation of the Indian economy, started in 1991, clearly marked an inflexion in
HUL's and the Group's growth curve. Removal of the regulatory framework allowed the
company to explore every single product and opportunity segment, without any constraints
on production capacity.

Simultaneously, deregulation permitted alliances, acquisitions and mergers. In one of the
most visible and talked about events of India's corporate history, the erstwhile Tata Oil Mills
Company (TOMCO) merged with HUL, effective from April 1, 1993. In 1995, HUL and yet
another Tata company, Lakme Limited, formed a 50:50 joint venture, Lakme Unilever
Limited, to market Lakme's market-leading cosmetics and other appropriate products of both
the companies. Subsequently in 1998, Lakme Limited sold its brands to HUL and divested its
50% stake in the joint venture to the company.

HUL formed a 50:50 joint venture with the US-based Kimberly Clark Corporation in 1994,
Kimberly-Clark Lever Ltd, which markets Huggies Diapers and Kotex Sanitary Pads. HUL
has also set up a subsidiary in Nepal, Unilever Nepal Limited (UNL), and its factory
represents the largest manufacturing investment in the Himalayan kingdom. The UNL
factory manufactures HUL's products like Soaps, Detergents and Personal Products both for
the domestic market and exports to India.

The 1990s also witnessed a string of crucial mergers, acquisitions and alliances on the Foods
and Beverages front. In 1992, the erstwhile Brooke Bond acquired Kothari General Foods,
with significant interests in Instant Coffee. In 1993, it acquired the Kissan business from the
UB Group and the Dollops Icecream business from Cadbury India. As a measure of
backward integration, Tea Estates and Doom Dooma, two plantation companies of Unilever,
were merged with Brooke Bond. Then in July 1993, Brooke Bond India and Lipton India
merged to form Brooke Bond Lipton India Limited (BBLIL), enabling greater focus and
ensuring synergy in the traditional Beverages business. 1994 witnessed BBLIL launching the

                                              6
Wall's range of Frozen Desserts. By the end of the year, the company entered into a strategic
alliance with the Kwality Icecream Group families and in 1995 the Milkfood 100% Icecream
marketing and distribution rights too were acquired.

Finally, BBLIL merged with HUL, with effect from January 1, 1996. The internal
restructuring culminated in the merger of Pond's (India) Limited (PIL) with HUL in 1998.
The two companies had significant overlaps in Personal Products, Speciality Chemicals and
Exports businesses, besides a common distribution system since 1993 for Personal Products.
The two also had a common management pool and a technology base. The amalgamation
was done to ensure for the Group, benefits from scale economies both in domestic and export
markets and enable it to fund investments required for aggressively building new categories.

In January 2000, in a historic step, the government decided to award 74 per cent equity in
Modern Foods to HUL, thereby beginning the divestment of government equity in public
sector undertakings (PSU) to private sector partners. HUL's entry into Bread is a strategic
extension of the company's wheat business. In 2002, HUL acquired the government's
remaining stake in Modern Foods.

In 2003, HUL acquired the Cooked Shrimp and Pasteurised Crabmeat business of the
Amalgam Group of Companies, a leader in value added Marine Products exports.

Present stature

Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods
Company, touching the lives of two out of three Indians with over 20 distinct categories in
Home & Personal Care Products and Foods & Beverages. They endow the company with a
scale of combined volumes of about 4 million tonnes and sales of nearly Rs.13718 crores.

HUL is also one of the country's largest exporters; it has been recognised as a Golden Super
Star Trading House by the Government of India. The mission that inspires HUL's over
15,000 employees, including over 1,300 managers, is to "add vitality to life." HUL meets
everyday needs for nutrition, hygiene, and personal care with brands that help people feel
good, look good and get more out of life. It is a mission HUL shares with its parent company,
Unilever, which holds 52.10% of the equity. The rest of the shareholding is distributed
among 360,675 individual shareholders and financial institutions.


                                              7
HUL's brands - like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely, Pond's, Sunsilk,
Clinic Plus, Pepsodent, Close-up, Lakme, Brooke Bond, Kissan, Knorr-Annapurna, Kwality
Wall's – are household names across the country and span many categories - soaps,
detergents, personal products, tea, coffee, branded staples, ice cream and culinary products.
They are manufactured over 40 factories across India. The operations involve over 2,000
suppliers and associates. HUL's distribution network, comprising about 4,000 redistribution
stockists, covering 6.3 million retail outlets reaching the entire urban population, and about
250 million rural consumers.

HUL has traditionally been a company, which incorporates latest technology in all its
operations. The Hindustan Unilever Research Centre (HURC) was set up in 1958, and now
has facilities in Mumbai and Bangalore. HURC and the Global Technology Centres in India
have over 200 highly qualified scientists and technologists, many with post-doctoral
experience acquired in the US and Europe.

HUL believes that an organisation's worth is also in the service it renders to the community.
HUL is focusing on health & hygiene education, women empowerment, and water
management. It is also involved in education and rehabilitation of special or underprivileged
children, care for the destitute and HIV-positive, and rural development. HUL has also
responded in case of national calamities / adversities and contributes through various welfare
measures, most recent being the village built by HUL in earthquake affected Gujarat, and
relief & rehabilitation after the Tsunami caused devastation in South India. In 2001, the
company embarked on an ambitious programme, Shakti. Through Shakti, HUL is creating
micro-enterprise opportunities for rural women, thereby improving their livelihood and the
standard of living in rural communities. Shakti also includes health and hygiene education
through the Shakti Vani Programme, and creating access to relevant information through the
iShakti community portal. The program now covers 15 states in India and has over 45,000
women entrepreneurs in its fold, reaching out to 135,000 villages and directly reaching to
150 million rural consumers. By the end of 2010, Shakti aims to have 100,000 Shakti
entrepreneurs covering 500,000 villages, touching the lives of over 600 million people.

HUL is also running a rural health programme – Lifebuoy Swasthya Chetana. The
programme endeavours to induce adoption of hygienic practices among rural Indians and
aims to bring down the incidence of diarrhoea. It has already touched 84.6 million people in


                                              8
approximately 43890 villages of 8 states. The vision is to make a billion Indians feel safe and
secure.

If Hindustan Unilever straddles the Indian corporate world, it is because of being single-
minded in identifying itself with Indian aspirations and needs in every walk of life.
( http://en.wikipedia.org/wiki/ Hindustan_Unilever )


Policies of Hindustan Lever Ltd.


Quality is fundamental to HUL Business Success
Unilever’s mission is to meet everyday needs for nutrition, hygiene and personal care with
brands that help people feel good, look good and get more out of life. And a key requirement
is building in the quality expectations of our consumers into our products.
To win consumers’ confidence and loyalty, they need to consistently deliver branded
products of excellent quality. They understand the different needs of our consumers and
customers and strive to develop and deliver superior brands to ensure that they’re the
preferred choice. And by applying consistently high standards, they are able to do things
right     first   time,   cut   waste,    reduce     costs    and    drive    profitability.
Their Quality Policy describes the principles that everyone in Unilever follows, wherever
they are in the world, to ensure that they are recognized and trusted for their integrity, the
quality of our brands and products, and the high standards we set.




Principles of the Quality Policy :


Putting the safety of our products and our consumers first.
They have stringent mandatory quality standards in place against which compliance is
verified through regular audits and self assessments. These standards ensure design,
manufacture and supply products that are safe, of excellent quality, and conform to the
relevant industry and regulatory standards in the countries in which they operate.
Comprehensive management procedures are in place to mitigate risks and to protect their
consumers and markets.


Putting consumers and customers at the heart of our business

                                              9
They actively engage our consumers and customers, translating their needs and requirements
into their products and services, thus creating consumer value wherever they position their
products.    This      is   at    the   very     heart    of    our     innovation     process.


Quality is a shared responsibility
Quality and consumer safety is the responsibility of every Unilever employee and Unilever
demonstrates visible and consistent leadership to meet this policy. The drive for quality, in all
that they do, is a passion reflected in our brand development, manufacturing and customer
service processes and is also expected of our business partners. We partner with stakeholders
to provide leadership, promote transparency and share best practice. And we’ve forged
effective working relationships with
suppliers and contract manufacturers.


Building and maintaining excellent systems to ensure the quality and safety of our
products
We’re proactively and continuously developing our systems and processes to ensure quality
and safety throughout the whole value chain, and we’re setting a benchmark for the business.
We provide appropriate training and resources, and will ensure that we deliver our quality
objectives and targets. We regularly measure and improve our performance using both
internal and external measures.
We actively promote our Quality Policy and have a quality assurance organisation in place
to ensure consistency and visibility of quality standards, processes and performance
indicators across all Unilever businesses at all levels, and to anticipate
and develop future quality capability requirements.( http://www.hul.co.in/ knowus /
quality_policy.asp )




Code of business :


Introduction
Unilever has earned a reputation for conducting its business with integrity and with respect
for the interests of those our activities can affect. This reputation is an asset,just as our people
an our brands.


                                                10
Our first priority is to be a successful business and that means investing for growth and
balancing short term and long term interests. It also means caring about our consumers,
employees and shareholders, our business partners and the world in which we live.
To succeed requires the highest standards of behaviour from all of us. The general principles
contained in this Code set out those standards. More detailed guidance tailored to the needs
of different countries and companies will build on these principles as appropriate, but will
not include any standards less rigorous than those contained in this Code.
We want this Code to be more than a collection of high sounding statements. It must have
practical value in our day to day business and each one of us must follow these principles in
the spirit as well as the letter.


Standard of Conduct
We conduct our operations with honesty, integrity and openness, and with respect for the
human rights and interests of our employees.
We shall similarly respect the legitimate interests of those with whom we have relationships.




Obeying the Law
Unilever companies and our employees are required to comply with the laws and regulations
of the countries in which we operate.


Employees
Unilever is committed to diversity in a working environment where there is mutual trust and
respect and where everyone feels responsible for the performance and reputation of our
company.
We will recruit, employ and promote employees on the sole basis of the qualifications and
abilities needed for the work to be performed.
We are committed to safe and healthy working conditions for all employees. We will not use
any form of forced, compulsory or child labour.
We are committed to working with employees to develop and enhance each individual's
skills and capabilities.
We respect the dignity of the individual and the right of employees to freedom of association.




                                               11
We will maintain good communications with employees through company based information
and consultation procedures.


Consumers
Unilever is committed to providing branded products and services which consistently offer
value in terms of price and quality, and which are safe for their intended use. Products and
services will be accurately and properly labelled, advertised and communicated.


Shareholders
Unilever will conduct its operations in accordance with internationally accepted principles of
good corporate governance. We will provide timely, regular and reliable information on our
activities,   structure,   financial   situation   and   performance   to   all   shareholders.


Business Partners
Unilever is committed to establishing mutually beneficial relations with our suppliers,
customers and business partners.
In our business dealings we expect our business partners to adhere to business principles
consistent with our own
.
Public Activities
Unilever companies are encouraged to promote and defend their legitimate business interests.
Unilever will co-operate with governments and other organisations, both directly and through
bodies such as trade associations, in the development of proposed legislation and other
regulations which may affect legitimate business interests.
Unilever neither supports political parties nor contributes to the funds of groups whose
activities are calculated to promote party interests.


Community Involvement
Unilever strives to be a trusted corporate citizen and, as an integral part of society, to fulfill
our responsibilities to the societies and communities in which we operate.


The Environment




                                                   12
Unilever is committed to making continuous improvements in the management of our
environmental impact and to the longer-term goal of developing a sustainable business.
Unilever will work in partnership with others to promote environmental care, increase
understanding of environmental issues and disseminate good practice
.
Innovation
In our scientific innovation to meet consumer needs we will respect the concerns of our
consumers and of society. We will work on the basis of sound science applying rigorous
standards of product safety.


Competition
Unilever believes in vigorous yet fair competition and supports the development of
appropriate competition laws. Unilever companies and employees will conduct their
operations in accordance with the principles of fair competition and all applicable
regulations.


Business Integrity
Unilever does not give or receive whether directly or indirectly bribes or other improper
advantages for business or financial gain. No employee may offer give or receive any gift or
payment which is, or may be construed as being, a bribe. Any demand for, or offer of, a bribe
must         be      rejected      immediately       and    reported      to    management.
Unilever accounting records and supporting documents must accurately describe and reflect
the nature of the underlying transactions. No undisclosed or unrecorded account, fund or
asset will be established or maintained.
 Conflicts of Interests
All Unilever employees are expected to avoid personal activities and financial interests
which        could      conflict     with    their     responsibilities    to   the   company.
Unilever employees must not seek gain for themselves or others through misuse of their
positions.


Compliance – Monitoring – Reporting
Compliance with these principles is an essential element in our business success. The
Unilever Board is responsible for ensuring these principles are applied throughout Unilever.


                                                 13
The Group Chief Executive is responsible for implementing these principles and is supported
in this by the Corporate Code Committee comprising the General Counsel, the Joint
Secretaries, the Chief Auditor, the SVP HR, the SVP Communications and the Corporate
Code    Officer,      who    presents     quarterly      reports    to      the     Unilever   Executive.
Day to day responsibility is delegated to all senior management of the regions, categories,
functions and operating companies. They are responsible for implementing these principles,
if necessary through more detailed guidance tailored to local needs, and are supported in this
by Regional Code Committees comprising the Regional General Counsel together with
representatives       from       all          relevant       functions        and        categories.
Assurance of compliance is given and monitored each year. Compliance with the Code is
subject to review by the Board supported by the Corporate Responsibility and Reputation
Committee       and   for    financial    and      accounting      issues     the    Audit     Committee.
Any breaches of the Code must be reported in accordance with the procedures specified by
the General Counsel. The Board of Unilever will not criticise management for any loss of
business resulting from adherence to these principles and other mandatory policies and
instructions.


The Board of Unilever expects employees to bring to their attention, or to that of senior
management,        any      breach       or      suspected      breach        of      these     principles.
Provision has been made for employees to be able to report in confidence and no employee
will suffer as a consequence of doing so. ( http:// www.hul.co.in / knowus
/code_bus_principles.asp )


Research & Development And Technology:

A significant source of strength for your Company has been its business culture that
recognizes technology-driven innovation as the best foundation for a sustainable business.
This recognition, and the consequent commitments, has contributed to create, and deliver to
the consumers, superior value. These are reflected in Company’s products, which are clearly
differentiated from its competitors’, and its processes that consistently deliver more with less
expenditure. This tradition continued through 2002, producing several significant
technological contributions from R&D to business.




                                                    14
Overall, significant focus was brought to the creation of scientific and proprietary
knowledge, cutting across categories, with rigor and relevance for efficient delivery to
business. New “ways of working” processes, which
should serve to improve substantially our ability to discover, develop, design and deliver,
have been implemented. These measures are expected to contribute discontinuously to the
quality   and   quantity    of   the   output     from   R&D      in   2003    and    beyond.
( www.hul_ar_2k3%20.pdf )



                              Introduction to the Project

Personal Care Products of Hindustan Lever Limited

   a. Personal Wash

   b. Skin care

   c. Hair Care

   d. Oral Care

   e. Deodrants

   f. Ayurvedic Personal and Health Care



Personal Wash:

Lux

Since 1929, Lux in step with the changing trends and evolving beauty needs of the
consumers, offers an exciting range of soaps and Body Washes with unique elements to
make bathing time more pleasurable. One can choose from a range of skincare benefits like
firming, fairness and moisturising. Lux stands for the promise of beauty and glamour as one
of India's most trusted personal care brands. Lux Believes in passion for beauty .It continues
to be a favourite with generations of users for the experience of a sensuous and luxurious
bath. Lux believes that femininity shouldn’t be denied. Since its launch in India in the year
1929, Lux has offered a range of soaps in different sensuous colours and world class
fragrances. Lux is a beauty soap of film stars, Lux recognized the need for a compelling
message about beauty that would resonate with women of today.


                                             15
Lux has recently launched its two fruit extract variants – New Lux Strawberry & Cream and
Lux Peach & Cream contain a blend of succulent fruits & luscious Chantilly cream that melts
down into your skin making it soft and smooth. (http:// www.hul.co.in /brands /lux.asp)

Lifebuoy

Lifebuoy’s vision is, “Making a billion Indians feel safe and secure by meeting all their
health and hygiene needs”.

True to its vision, the world's largest selling soap, offers a compelling health benefit to the
entire family. Launched in 1895, Lifebuoy, for over 100 years, has been synonymous with
health and value. The honest & hard working soap, with its distinctive perfume and popular
jingle, has carried the Lifebuoy message of health across the length and breadth of the
country.

The relaunch of the soap in 2002, 2004 & again in 2006 have been turning points in its
history. The new mix includes a new formulation and a repositioning to make it more
relevant to both new and existing consumers.

Lifebuoy is now in a superior formulation offering a new health fragrance and a
contemporary shape. The new formulation offers a significantly superior bathing experience
and skin feel. This new mix has registered conclusive and clear preference among existing
and new users. Apart from Lifebuoy total, it has also strongly built its other core variants like
Lifebuoy deofresh – targeted at freshness, Lifebuoy nature – containing all the goodness of
nature and Lifebuoy care – for sensitive skin. Lifebuoy also offers specific health benefits
through specialised product formats like Lifebuoy HandWash & Lifebuoy Clearskin, which
provides treatment and protection against acne. (http:// www.hul.co.in /brands /lifebuoy.asp)

Liril

For 28 years, freshness has been clearly identified with one name – Liril
Liril expressions have always set trends whether it is a bathing beauty in a waterfall or "Oof
Yu Maa!" The energy and excitement levels associated with the brand have to be experienced
to be believed with changing times. Liril has donned many avatars; Presently, Liril Soft Aloe
Vera & Lime, Liril Icy Cool and Liril Orange splash are making waves. (http://
www.hul.co.in /brands /liril.asp)

Hamam



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Launched in 1934, Hamam has always been a reliable option for consumers over years.The
brand has withstood the test of time and has given the consumers the confidence and
assurance of being a soap that is safe on skin.

Hamam is manufactured in the most modern soap plants world-class quality control system.
Hamam contains polyols, which are known to be good moisturizers. Hamam also contains
Aloe Vera, Tulsi and Neem extracts. Hamam soap is made from a blend of vegetable oils.
The optimum grade of Palm oil and coconut oil is mixed in the right proportion to give a
soap that is lasting, gives lather which is stable and can effectively remove oil, dirt from the
surface of the skin.
( http:// www.hul.co.in /brands /hamam.asp)

Breeze

Breeze Scent Magic is the soap which fulfills the aspirations of women of rural India. Breeze
has offered them 'beauty at an affordable price', making them look and feel beautiful.
Breeze comes in 4 exotic fragrances – Rose, Sandal, Lime and Rajnigandha. All this at a very
affordable price for the masses. ( http:// www.hul.co.in /brands /breeze.asp)

Dove

Dove soap, which was launched by Unilever in 1957, has been available in India since 1995.
It provides a refreshingly real alternative for women who recognize that beauty is not simply
about how you look, it is about how you feel.

The skin's natural pH is slightly acidic 5.5-6. Ordinary soaps tend to be alkaline, with pH
higher than 9. Dove is formulated to be pH neutral (pH between 6.5 and 7.5) and to be mild
on skin. This makes it suitable for all skin types for all seasons. While Dove soap bar is
widely available across the country, Dove Body Wash is available in select outlets.
Globally, Dove has been extended to many other countries. Since the 1980s, for example,
Unilever has launched a moisturising body-wash, deodorants, body lotions, facial cleansers
and shampoos and conditioners, providing a comprehensive range of solutions to bring out
true inner beauty. ( http:// www.hul.co.in /brands /dove.asp )

Pears

Introduced in India in 1902, Pears soap has no equal. It is gentle enough, even for baby's
skin.



                                                  17
Pears is manufactured like any other soap, but unlike in conventional soaps, the glycerine is
retained within the soap. That is the cause if its unique transparency.After manufacturing, the
soap is mellowed under controlled conditions over weeks. At the end of this maturing
process, it is individually polished and packed in cartons. TodayPears is available in three
variants - the traditional amber variant, a green variant for oil control and a blue variant for
germ protection. ( http:// www.hul.co.in /brands /pears.asp )


Rexona
Rexona is one of India's pioneer brands in family soaps. Launched in 1947, it was positioned
as a natural skin care soap to give silky, glowing skin. The brand has been constantly
improved to keep up with expectation of the consumers.

The ingredients of Coconut Oils and the benefit of glowing skin has been heritage of the
brand over the years.
In 2005, the brand was relaunched with a new modern look and packaging and contains
coconut and cucumber. ( http:// www.hul.co.in /brands /rexona.asp )

Skin care:



Fair & Lovely

A woman's passion for beauty is universal and catering to this strong need is Fair & Lovely.
Based on a revolutionary breakthrough in skin lightening technology, Fair & Lovely was
launched in 1978.

The Hindustan Lever Research Centre (it is among the largest research establishments in
India's private sector, including pharmaceutical companies, with facilities in Mumbai and
Bangalore) deployed technology, based on pioneering research in the science of skin
lightening to develop Fair & Lovely. The formulation is patented. Its formulation acts safely
and gently with the natural renewal process of the skin, making complexion fairer over a
period of six weeks.

Fair & Lovely is formulated with optimum levels of UV sunscreens and Niacinamide that is
known to control dispersion of melanin in the skin. It is a patented and proprietary
formulation, which has been in the market for 25 years. Niacinamide (Vitamin B3) is a
water-soluble vitamin and is widely distributed in cereals, fruits and vegetables - and its use

                                              18
in cosmetic formulations has been known for various end benefits. The UV components of
the formulation are scientifically chosen and used at optimum levels to provide wide
spectrum protection against UV rays of the sun. Specifically, this patented formulation offers
a high UVA protection, which is more relevant to Asian skin than plain SPF protection
creams sold in the West. All the active ingredients in the Fair & Lovely formulation function
synergistically to lighten skin colour through a process that is natural, reversible and totally
safe. The brand today offers a substantive range of products, including Ayurvedic Fair &
Lovely Fairness cream, Fair & Lovely Anti-Marks cream, Fair & Lovely Oil control Fairness
Gel, Fair & Lovely for Deep Skin and Fair & Lovely Fairness Soap. The latest has been the
Perfect Radiance, a complete range of 12 premium skincare solutions from Fair & Lovely.
(http:// www.hul.co.in /brands/fairnlovely.asp )



Pond's

Pond's has been synonymous with skin care in India since 1947. The impressive track record
of Pond's began when Theron T Pond, a pharmacist from Utica New York, introduced
'Pond's Golden Treasure' in 1846, a witch-hazel based wonder product. In 1914, Pond's Cold
Cream and Vanishing Cream marked the brand's evolution to a beauty icon. In 1955 Pond's
Extract Company merged with Chesebrough Manufacturing and in 1987 Unilever purchased
Chesebrough-Pond's. By this time the Pond's brand had built up a powerful international
presence.
From one man in a tiny home-made laboratory, to today's state of the art R&D facilities led
from Bangkok, Mumbai, New York and Tokyo, the Pond's promise has remained the same
across 58 countries - to deliver products that make a real difference to women's skin and the
way they live their lives. (http:// www.hul.co.in /brands /ponds.asp )

Vaseline

Vaseline is a trusted brand worldwide associated with daily skin care and healthy skin for the
entire family. Vaseline has been keeping skin healthy since 1870.

The Vaseline philosophy:

The need for Vaseline is based on real skin facts. We believe our skin is amazing. It protects
us, heals itself, connects us to the world, transmits emotions. And this amazing skin needs to
be looked after. We believe nobody knows skin, and how to keep it at its healthy best, better


                                              19
than Vaseline. Which is why we make products that maintain our skin condition at its best
and enhance its natural health.

Vaseline Petroleum Jelly I.P.:

Vaseline Petroleum Jelly is a mixture of Mineral oils, Paraffin and microcrystalline waxes,
that when blended together, create something remarkable- it literally melts into   your
        body, protecting      the     skin   from    within.Vaseline petroleum Jelly serves
two functions. First it helps keep the outside world out – it protects skin from effects of
weather and exposure. Second it acts like a sealant to keep the inside world in, thereby acting
as a barrier to the natural water loss from our skin. So Skin that is dry and chapped is
protected from drying elements, enabling skin softening moisture to build up naturally from
inside the skin itself.



VaselineTotal Moisture Body Lotion:

Beneath the surface, your skin is 90% water, enabling it to act as a moisture and nutrient
reserve. So keeping your skin well hydrated is critical to your well-being.
Unfortunately however, our body tends to lose moisture throughout the day. Bathing, casual
contact, washing, sitting in the AC for too long, seasonal changes, all robs the body of its
moisture. Vaseline Total Moisture is a fast-absorbing lotion enriched with Soya and Oat
protein that are known to nourish the skin from deep inside while Vitamin E feeds your skin
with the nutrient that is essential to keep it glowing. Together they result in healthy looking
skin.

Vaseline Aloe Cool and Fresh Body Lotion:
With the goodness of Cucumber and Aloe Vera, this light moisturising body lotion is
especially made to meet your skin needs in summer. Cucumber is a surprising beauty secret
for the skin with its hydrating, cooling and soothing properties. Aloe Vera on the other hand,
is an unparalleled moisturiser and cell rejuvenator which is excellent for dry skin. Together,
these two ingredients can keep your skin looking and feeling its healthiest best. (http://
www.hul.co.in /brands /Vaseline.asp )

Hair care:

Sunsilk



                                              20
Launched in 1964, Sunsilk is the largest beauty shampoo brand in the country. Positioned as
the 'Hair Expert', Sunsilk has identified different hair needs and offers the consumer a
shampoo that gives her the desired results.
The benefits are more compelling and relevant since the variants are harmonised in terms of
the product mix - fragrance, colour and ingredients are all well linked to cue the overall
synergy.
The range comes in premium packaging and design.
The accent is on "It knows you, and hence knows exactly what your hair needs". (http://
www.hul.co.in /brands /sunsilk.asp )



Clinic

Clinic Plus Health shampoo was launched in India in the year 1987. It is India's largest
selling shampoo, offering the five most important hair health benefits: strengthens weak hair,
prevents hair breakage, softens rough dry hair, shine for thick and healthy hair, and contains
anti-dandruff ingredient.
The franchise also includes Clinic All Clear Total, first introduced in 1996. It is a dual
shampoo – it not only fights the last dandruff flake, but also adds back lost nutrients to make
hair healthy and beautiful. Clinic All Clear Total is a dandruff solution for everyday use.
(http:// www.hul.co.in /brands /clinicallclear.asp )

Oral care:

Pepsodent

Pepsodent, launched in 1993, was the first toothpaste with a unique anti-bacterial agent to
address the consumer need of checking germs even hours after brushing. Pepsodent packs
included a Germ Indicator in February-May 2002, which allowed consumers to see the
efficacy in fighting germs for themselves. As a follow-up, in October 2002, Pepsodent
offered Dental Insurance to all its consumers to demonstrate the confidence the company has
in the technical superiority of the product. Pepsodent connects directly with kids and their
parents. Pepsodent has always worked in the direction of an overall awareness of dental
health. The relaunch campaign in October 2003 widened the context to "sweet and sticky"
food and leveraged the truth that children do not rinse their mouths every time they eat,
demonstrating that this makes their teeth vulnerable to germ attack.


                                               21
Pepsodent's most recent campaign aims at educating consumers on the need for germ
protection through the night. Pepsodent also includes a range of toothbrushes. (http://
www.hul.co.in /brands /pepsodent.asp )

Closeup

Closeup is the original youth brand of India. The first brand targeting youth in the oral care
market, with an edgy and youthful image which stays relevant till date. Ever since its launch
in 1975, Closeup has broken every rule in the book on how toothpastes should behave!
Closeup was the first gel toothpaste to be launched in India and has led the gel toothpaste
segment ever since. In 2004, Closeup was re-launched with a bang. And this time it was
packed with the power of Vitamin Fluoride System – a powerful mix of Vitamins, Fluoride,
Mouthwash and Micro whiteners, the perfect combination of ingredients for fresher breath
and stronger, whiter teeth. Closeup became the first Gel toothpaste with Fluoride in the
Indian Market!
The brand umbrella also includes Closeup Lemon Mint, gel toothpaste with the whitening
benefits of lemon.The latest entry in the Closeup stable is Closeup Milk Calcium –
revolutionary new toothpaste with the goodness of milk calcium in an industry-first core-in-
sheath format, with white milk calcium nutrient on the inside and a refreshing blue gel on the
outside.( http:// www.hul.co.in /brands /close_up.asp )

Deodorant

Axe
Axe, the deodorant that is considered cool, fashionable and stylish by young men was
launched in India in 1999. Available in more than 60 countries around the world, it is a world
leader in male toiletries. Axe has a mix that is completely harmonised globally – from its
proposition and communication to the product, as available on the shelf. Axe is available in
five fragrances: Java, Pulse, Dimension, Voodoo and Phoenix. Axe has become the leading
male deodorant brand in India within just one year of its launch. Consumers associate a
lifestyle of cool clubs, cool music and cool fashion with Axe. The youth view it as an icon
which introduces many 'firsts' to their world of music and dance – like the first "World's
Longest Dance Party" and the first ever 'Axe Voodoo Island Party'. (http:// www.hul.co.in
/brands /axe_magnet.asp )

Rexona



                                              22
Rexona    was     the   first   Deodorant    to    be   launched    in   India    in   1995.
It is the only deodorant in the Indian market that promises 24 hour protection from Body
        Odour. Rexona has ingredients that combine body odour protection and cosmetic
values which are proven to work in challenging situations. (http:// www.hul.co.in /brands
/rexona_deo.asp ).




Ayurvedic Personal and Health Care

Ayush

Ayush was launched in 2002. With Ayush HLL brings to you a range of Ayurvedic Health
Care & Personal Care Products with a superior sensory experience, scientifically tested and
proven functionality and international standards of quality and safety, for a uniquely
pleasurable and holistic Ayurvedic experience.

For the first time, the eternal truths of Ayurveda and the rigours of modern science have been
combined. The Ayurvedic purity of Ayush's formulation is endorsed by Arya Vaidya
Pharmacy, Coimbatore.

The Ayush range comprises shampoos, hair oil, skin cream, soap and nutritional
supplements.
The Ayush Therapy Centres provide personalised service and advice in positive health and
stress relief, aches and pain relief, skin and hair care and weight loss consultation. ( http://
www.hul.co.in /brands /ayush_range.asp )




                                              23
Consumer behavior:

Consumer behavior is the study of how people buy, what they buy, when they buy and why
they buy. It blends elements from psychology, sociology, sociopsychology, anthropology and
economics. It attempts to understand the buyer decision processes/buyer decision making
process, both individually and in groups. It studies characteristics of individual consumers
such as demographics, psychographics, and behavioural variables in an attempt to understand
people's wants. It also tries to assess influences on the consumer from groups such as family,
friends, reference groups, and society in general.Belch and Belch define consumer behavior
as 'the process and activities people engage in when searching for, selecting, purchasing,
using, evaluating, and disposing of products and services so as to satisfy their needs and
desires'.

Basic model of consumer decision making

Table 1.1 : Basic model of consumer decision making

Stage                 Brief description

                      The consumer perceives a need and becomes
Problem recognition                                                          Motivation
                      motivated to solve a problem.

Information search The consumer searches for information required to Perception

                                             24
                         make a purchase decision

Information                                                                  Attitude
                         The consumer compares various brands and products
evaluation                                                                   formation

Decision                 The consumer decides which brand to purchase        Integration

Post-purchase
                         The consumer evaluates their purchase decision      Learning
evaluation
Source: www.wikepedia.org/consumer behaviour

Problem Recognition : Problem recognition is that result when there is a difference between
       one's desired state and one's actual state. Consumers are motivated to address this
       discrepancy and therefore they commence the buying process.

Sources of problem recognition include:

   •      An item is out of stock

   •      Dissatisfaction with a current product or service

   •      Consumer needs and wants

   •      Related products/purchases

   •      Marketer-induced

   •      New products

The relevant internal psychological process that is associated with problem recognition is
motivation. A motive is a factor that compels action. Belch and Belch (2007) provide an
explanation of motivation based on Maslow's hierarchy of needs and Freud's psychoanalytic
theory.

Information Search

Once the consumer has recognised a problem, they search for information on products and
services that can solve that problem. Belch and Belch (2007) explain that consumers
undertake both an internal (memory) and an external search.

Sources of information include:

   •      Personal sources

   •      Commercial sources


                                                25
   •   Public sources

   •   Personal experience

The relevant internal psychological process that is associated with information search is
perception. Perception is defined as 'the process by which an individual receives, selects,
organises, and interprets information to create a meaningful picture of the world'

The selective perception process Stage Description Selective exposure consumers select
which promotional messages they will expose themselves to. Selective attention consumers
select which promotional messages they will pay attention to Selective comprehension
consumer interpret messages in line with their beliefs, attitudes, motives and experiences
Selective retention consumers remember messages that are more meaningful or important to
them

You should consider the implications of this process on the development of an effective
promotional strategy. First, which sources of information are more effective for the brand
and second, what type of message and media strategy will increase the likelihood that
consumers are exposed to our message, that they will pay attention to the message, that they
will understand the message, and remember our message.

Information evaluation

At this time the consumer compares the brands and products that are in their evoked set. How
can the marketing organization increase the likelihood that their brand is part of the
consumer's evoked (consideration) set? Consumers evaluate alternatives in terms of the
functional and psychological benefits that they offer. The marketing organization needs to
understand what benefits consumers are seeking and therefore which attributes are most
important in terms of making a decision.

The relevant internal psychological process that is associated with the alternative evaluation
stage is attitude formation. Belch and Belch (2007, p.117) note that attitudes are 'learned
predispositions' towards an object. Attitudes comprise both cognitive and affective elements -
that is both what you think and how you feel about something. The multi-attribute attitude
model explains how consumers evaluate alternatives on a range of attributes. Belch and
Belch (2007) identify a number of strategies that can be used to influence the process
(attitude change strategies). Finally, there are a range of ways that consumers apply criteria to
make decisions. Belch and Belch (2007) explain how information is integrated and how


                                               26
decision rules are made including the use of heuristics. The marketing organisation should
know how consumers evaluate alternatives on salient or important attributes and make their
buying.

Purchase decision

Once the alternatives have been evaluated, the consumer is ready to make a purchase
decision. Sometimes purchase intention does not result in an actual purchase. The marketing
organization must facilitate the consumer to act on their purchase intention. The provision of
credit or payment terms may encourage purchase, or a sales promotion such as the
opportunity to receive a premium or enter a competition may provide an incentive to buy
now. The relevant internal psychological process that is associated with purchase decision is
integration.

Postpurchase evaluation

The EKB model was further developed by Rice (1993) which suggested there should be a
feedback loop, Foxall (2005) further suggests the important of the post purchase evaulation
and that the post purchase evaluation is key due to its influences on future purchase patterns.

Internal influences

Consumer behavior is influenced by: demographics, psychographics (lifestyle), personality,
motivation, knowledge, attitudes, beliefs, and feelings.

External influences

Consumer behavior is influenced by: culture, ethnicity, family, social class, reference groups,
and market mix factors. (http://wikipedia.org/wiki/Consumer_behaviour).




                                              27
                                   Review of Literature

Reviews are on the consumer behaviour on the various fast moving consumer goods which
includes consumer satisfaction, perception, loyalty , buying intention etc. it also revealed that
advertisement effect, income effect on the purchase of fast moving consumer goods.

Mitchell et. al. (1994), studied the perceived risk in consumer decision-making process
Tests this assumption in a study of 180 breakfast cereal shoppers, half of whom were
interviewed prior to purchase and half immediately after. The results showed that risk
perceptions and risk-reducing strategy usefulness did vary between the two states. The
differences were not large, but were sufficient to allow rejection of the proposed null
hypothesis and to cast doubt on the assumptions made in many studies.

Ataman et.al.(2003),studied the relationship between the sales volume of a firm and its
brand image. Consumers self-perception and perception of brand image, with respect to
congruency models, have a strong influence on their behavior in the marketplace. Therefore
it is expected that the fluctuations in image attributes will explain the fluctuations in sales
figures. In order to test this hypothesis, consecutive surveys were carried out from 231
respondents, on a monthly basis to collect image data. Factor analysis was performed on the
image attributes over time and three main image factors were attained. To determine the net
effect of image attributes on sales, multiple regression analysis was performed, using the
time series data, and all three image factors were found to be significant in the model.

Shoham et.al.(2003), revealed that consumer compulsive buying is an important area of
inquiry in consumer behavior research. The importance of studying compulsive buying,
stems, in part, from its nature as a negative aspect of consumer behavior. Specifically,
exploring negative consumption phenomena could provide modified or new perspectives for
the study of positive consumption behaviors. Moreover, research on negative facets of
consumption is useful because it can potentially contribute to society’s wellbeing, an
important criterion for usefulness of any research. This paper builds on earlier papers to
propose a model of compulsivity antecedents. Gender, consumers’ tendency to make
unplanned purchases, and their tendency to buy products not on shopping lists, serve to
predict compulsive tendencies in a sample of 435 Israeli consumers. The findings suggest
that these antecedents affect compulsive tendencies.

                                               28
Ahmed et. al. (2004), said that In the 1970s, the early marketing activities of Hindustan-
Lever in India tended to focus upon the urban middle class and elite. Meanwhile, an Indian
entrepreneur produced and marketed a detergent, Nirma, targeting the poor rural sector. By
1977, Nirma was the second largest volume seller in the country. The paper suggests that the
common description of the bottom-of-pyramid market segment as the disorganised sector can
have a psychological impact on marketing strategy formulation, over and above the real
effects of absent infrastructures. The classic Nirma story helps us to re-frame and re-describe
prospects for serving this market segment. For example, it can be a base-camp from which an
MNC can launch a very effective attack upon all levels of the pyramid.

Dupre et. al.(2004), revealed that despite massive efforts of suppliers and retailers in the
fast-moving-consumer-goods (FMCG) channel to adopt the efficient consumer response
(ECR) practices, many of the expected benefits have not been realized. This study examines
the history and implementation practices of ECR in the USA and in Germany and presents
conceptual models that compare the likely outcomes when ECR-based category management
practices are initiated either by the supplier or by the retailer channel partner. A series of
interviews conducted with 43 industry experts. The study found that how a strategic
competitive advantage can be realized through the combination of both supplier and retailer
views and expertise in category management practices. suggests ways to overcome barriers to
implementation of category management plan.

Fandos et.al.(2006), examine the influence of the perceived quality of a protected
designation of origin (PDO) product on consumer loyalty and buying intentions. It examines
the relationships between intrinsic and extrinsic quality attributes, loyalty and buying
intention. Information was obtained from an initial qualitative approach based on a group
dynamic to allow the development of scales to quantify the different concepts. Personal
interviews were then conducted with 251 consumers based on a structured questionnaire. The
study reveals the existence of a positive and significant relationship between the extrinsic
attributes of a traditional food product and loyalty expressed by consumers. It also shows that
the perceived quality associated with the intrinsic attributes of the product has a positive and
significant influence on buying intentions

Teng et al. (2007), conducted research to show how the dual mediation model has been used
to explain consumer responses toward an ad and a brand. This study attempts to incorporate


                                              29
ad affect and competition into the framework and examine the effects of advertising on
consumers' attitudes and purchase intentions in multiple-ad and multiple-brand environments.
A total of 165 usable data (54 percent female, mean age=36.2) were collected from an
experiment conducted in North America. The findings revealed that the higher level of
affective responses to a focal ad significantly leads to a higher evaluation of that ad. It also
indicated that information about a competing ad and brand is processed comparatively and
that evaluations of the competing ad and brand negatively influence evaluations of a focal ad
and brand. The study says that an ad affect is an important determinant in the formation of ad
attitude and it can be incorporated into the dual mediation model to explain the effects of
advertising on consumer behavior

Celebi (2007), conducted a research to examine the credibility of advertising including a
promotional endorser (APE) and publicity including a promotional endorser (PPE); to
compare the credibility of advertising across the different demographic segments; and to
explore the important factors affecting consumers' shopping considerations of new fast
moving consumer goods (FMCGs) in Turkey. The data was gathered by a telephone survey
from a sample of 717 of which 348 respondents wanted to participate from three of Turkey's
largest cities, Istanbul, Ankara, and Izmir. The systematic sampling was exercised to select
the sample. Chi-square and t-tests were computed and the results of them were significant at
0.05 level. It found that advertising was more credible by the participants with higher
income. Respondents' shopping decisions of new FMCGs were affected by price and quality
more than the other factors. Consumers tended to rely on publicity more than advertising;
more than APE; and more than PPE. They also tended to count PPE more credible than APE.
The findings suggest that it would be appropriate for advertising managers, who wish to
market to Turkey, to consider recipients' income levels in regard to the credibility of
advertising for new FMCGs. It is also important to note for international companies that
price and quality play a major role on Turkish consumers' shopping decisions of new FMCGs
among the other factors including experiments, organizational trust, and word-of-mouth.

Sehrawet et.al.(2007), conducted a study which aims to establish whether the residential
background of consumers has a varying influence on their buying decisions. A survey of
1090 urban and rural respondents was carried out of which 523 were rural and 567 were
urban. The gathered data were analysed by applying counts, percentages, means, and analysis
of variance. Rural residents found that packaging is more helpful in buying, that better


                                              30
packaging contains a better product and that they are more influenced by the ease of storing a
package than their urban counterparts. Ease of carriage, package weight, simplicity,
transparency and similarity of packaging have comparatively less impact on purchase
decisions of rural consumers than urban ones. However, rural consumers are more critical
about packaging as they strongly consider that it contributes to misleading buyers and is also
an environmental hazard

Zokaei et al (2007), studied to further define and explore the demarcation between supply
chain effectiveness and supply chain efficiency. A case-study research method is adopted to
discuss an approach for the improvement of supply chain effectiveness, i.e. Supply Chain
Kano-QFD. “Supply Chain Kano-QFD” is an integrative method which helps drive
effectiveness by focusing on how the various supply chain members might jointly develop
innovative solutions to create unique, individualized sources of consumer value. It proposed
that “Supply Chain Kano-QFD” technique can be deployed to engage the capabilities and
enthusiasm of the firms along the chain to enhance the value of the final consumable.

Hlavinka et. al. (2007),    examined how consumer packaged goods (CPG) companies are
harnessing the power of loyalty marketing to improve their sales and branding effectiveness.
The paper cites examples of CPG loyalty efforts from Procter & Gamble, Tazo Tea, Huggies
diapers, Moet Hennessey, Maker's Mark, Purina dog food and others, it outlines two primary
models that CPG marketers are pursuing, each with their own approaches, levels of
investment and possible outcomes. The paper explores the many obstacles CPG marketers
must overcome if they desire to shift from mass advertising to a more customer-centric
marketing model and cites examples of successes and failures from a variety of
organizations. It suggest specific ideas for improving the effectiveness of their private label
credit card program.
Majority of the researches revealed on the consumer buying behaviour which includes
consumer satisfaction, perception, loyalty , buying intention of the fast moving consumer
goods as a whole and on the marketing strategies of the products of Hindustan unilever ltd.
No research have been conducted on the consumer behaviour towards the Hindustan
Unilever Ltd. and no research have been conducted on the personal care products of
Hindustan Unilever Ltd.




                                              31
                       NEED AND SCOPE OF THE STUDY


NEED
Research gap has been identified that previous researches only done on the brand loyalty,
consumer behaviour of various products or on the marketing strategies of the products of
Hindustan unilever ltd. Basic researches are found on the marketing strategies of Hindustan
unilever ltd .Hindustan unilever ltd has variety of products, so need is to identify the
consumer buying behaviour which include consumer preference, consumer satisfaction,
brand loyalty regarding personal care products of Hindustan unilever ltd.


SCOPE
Data analysis of the study represents the analysis and interpretation of various questions
asked by consumer who purchase personal care products of Hindustan Unilever ltd. The
scope of the study is limited to consumer in Bathinda city only.




                                              32
                     OBJECTIVES OF THE STUDY



 To check the preference of consumer regarding Hindustan unilever products
   (personal care products ).
 To check the factors responsible for preferring Hindustan unilever products.
 To study the media through which consumers get awareness about Hindustan
   unilever products.
 To identify the frequency of purchase of personal care products of Hindustan
   unilever products.
 To identify the satisfaction level regarding Hindustan unilever products (personal
   care products).
 To check the brand loyalty of the consumer of personal care products of
   Hindustan unilever products.




                                     33
                            RESEARCH METHODOLOGY


Research methodology is a way to systematically solve the research problem. The research
methodology includes the various methods and techniques for conducting a research.


Defining the Research Problem and Objectives: It is said, “A problem well defined is
“Half solved”. The first step in research methodology is to define the problem and deciding
the research objective. The objective of my study is to know the consumer buying behaviour
of personal care products of Hindustan Unilever Ltd.


 1. Research Design: Research Design is a blueprint or framework for conducting
       marketing research project. It specifies the details of the procedures necessary for
       obtaining the information needed to structure and solve marketing research problem.
       The research design used in this study is descriptive research.


 2. Sampling design: Sampling can be defined as the section of some part of an aggregate
    or totality on the basis of which judgment or an inference about aggregate or totality is
    made. The steps involved in sampling design are as follows:
   •    Universe:
    Theoretical universe: Consumers of personal care products of Hindustan Unilever
        Ltd all over the world.
    Accessible universe: Consumers of personal care products of Hindustan Unilever Ltd
        in India.
   •    Sampling Frame: The sources of information are retailers, friends and relatives.
        •                         Sampling unit: Sampling unit of this study was individuals
        who are using the personal care products of Hindustan Unilever Ltd. including
        students, housewives, businessmen and professional.
   •    Sampling size: Sampling size is the total number of units which covered in our
        study. The sample size of this study is 200 restricted to the Bathinda city.
   •    Sampling Technique: Sampling Technique used in this study is Non-Probabilistic
        Convenient Sampling. It is that type of sampling where the researcher selects the
        sample according to his or her convenience.


                                                34
3. Data Collection and Analysis: Data can be collected in two ways:
    a) Data collection:
        Primary data: Primary data are those, which are collected a fresh and for the
    first time and thus happen to be original in character. It is the backbone of any study.
    Primary data was obtained from personal interview of respondents with the help of
    widely used and well-known method of survey, through a well-structured
    questionnaire.
    Secondary data: Secondary data are those which have already been collected by
    someone else and which have already been passed through the statistical process. In
    this case one is not confronted with the problems that are usually associated with the
    collection of original data. Secondary data either be published data or unpublished
    data. Secondary data was collect from the internet only.

    Research instrument: Research instrument is that with the help of which we collect
    the data from respondents. The questionnaire of this research consists of multiple
    choices, close ended and questions.

    b) Tools of Presentation and analysis:

    Tools of Presentation: The tool of presentation is tables and figures for present the
    data.
    Tools of Analysis: The tools of analysis which is used for analysis the data is
    percentage




                                          35
                     LIMITATIONS OF THE STUDY


 The paucity of time and resources was the major constraints.
 The sample size was limited.
 The sample was taken from the population residing in Bathinda only, so the results
   are not applicable to whole of India.
 Non co-operation of some respondents has also affected the research results.
 Being an opinion survey a lot of subjectivity is involved in the study.
 The possibility of respondents being biased cannot be ruled out.
 The limited knowledge of the respondents regarding the topic may hamper the true
   conclusion of the study.




                                           36
                 DATA ANALYSIS AND INTERPRETATION


   Demographic Table


   Table 5.1: Demographic Table of the respondents
Particulars               No. of respondents         Percentage
Age
  Less than 20                        12                          6
  20-30                               84                          42
  30-40                               69                      34.5
  Above 40                            35                      17.5
Income
  Less than 1.5 lakhs                 89                      44.5
  1.5 lakhs – 2.5 lakhs               37                      18.5
  2.5 lakhs – 3.5 lakhs               57                      28.5
  Above 3.5 lakhs                     17                          8.5
Occupation
  Student                             59                      29.5
  Housewives                          30                          15
  Professional                        47                      23.5
  Businessmen                         64                          32




                                           37
1. Usage of the catagories of personal care products of Hindustan Unilever Ltd.
                 Table 5.2: Usage of the catagories of personal care products
   Categories                    No. of respondents            Percentage
   Soaps                         190                           24
   Skin care                     183                           24
   Oral care                     155                           20
   Hair care                     146                           19
   Deodorant                     102                           13
   Total                         776                           100

             Figure 5.1: Usage of the categories of personal care products




                   13%                             Soaps
                                     24%
           19%                                     Skin care
                                                   Oral care
                                                   Hair care
                  20%                 24%
                                                   Deodorant




   Analysis and interpretation:
   It is clear from the above data that 24% of the respondents used the soaps, 24% used
   the skin care products, 20% use oral care products, 19% use the hair care products
   and 13 % use the deodorant of Hindustan Unilever Ltd.
   It is analyzed that most of the respondents used the soaps and skin care products of
   Hindustan Unilever Ltd.




   2). Preference of consumer regarding various categories of personal care
   products of Hindustan Unilever Ltd.


                                            38
    A. Preference of consumer regarding Soaps
             Table 5.3: Preference of consumer regarding Soaps
Soaps                     No. of respondant           Percentage

Lux                       171                         35

Lifebuoy                  105                         21

Dove                      72                          15

Pears                     69                          14

Breeze                    23                          5

Liril                     17                          3

Rexona                    13                          3

Hamam                     10                          2

None                      10                          2

Total                     490                         100




             Figure 5.2 Preference of consumer regarding Soaps


                                  39
                                                 Lux
                                                 Lifebuoy
              3% 2%2%                            Dove
         5% 3%
                                    35%
   14%                                           P ears
                                                 B reez e
                                                 Liril
      15%
                           21%                   Rex ona
                                                 Ham am
                                                 None




Analysis and interpretation:
It is clear from the above data that 35% of the respondents preferred Lux, 21% of the
respondents preferred Lifebuoy, 15% of the respondents preferred Dove, 14% of the
respondents preferred Pears, 5% of the respondents preferred Breeze, 3% of the
respondents preferred Liril, 3% of the respondents preferred Rexona, 2% of the
respondents preferred Hamam, 2% of the respondents preferred none from all the
soaps of Hindustan Unilever Ltd.
It is analyzed that most of the respondents preferred Lux and Lifebuoy of Hindustan
Unilever Ltd.




         B. Preference of consumer regarding Skin care products
          Table 5.4: Preference of consumer regarding Skin care products

                                      40
Skin care products                No. of respondant               Percentage

Vaseline                          125                             41

Ponds                             103                             33

Fair and Lovely                   66                              21

None                              17                              5

Total                             311                             100


                  Figure 5.3: Preference of consumer regarding Skin care product




                                        5%            Vaseline
                            21%
                                              41%     Ponds
                                                      Fair and Lovely
                                  33%                 None




        Analysis and interpretation:
        It is clear from the above data that 41% of the respondents preferred Vaseline
        regarding Skin care products, 33% of the respondents preferred Ponds regarding Skin
        care products, 21% of the respondents preferred Fair and Lovely regarding Skin care
        products, 5% of the respondents preferred None from all the Skin care products of
        Hindustan Unilever Ltd.
        It is analyzed that most of the respondents preferred Vaseline and Ponds regarding
        Skin care products of Hindustan Unilever Ltd.


                       C. Preference of consumer regarding Hair care products
                      Table 5.5: Preference of consumer regarding Hair care products

                                               41
Hair care products              No. of respondents             Percentage
Sunsilk                         141                            47
Clinic                          79                             26
Dove                            27                             18
None                            54                             9
Total                           301                            100

              Figure 5.4: Preference of consumer regarding Hair care products




                      18%
                                                     Sunsilk
                 9%                         47%      Clinic
                                                     Dove
                                                     None
                      26%




      Analysis and interpretation:
      It is clear from the above data that 47% of the respondents preferred Sunsilk
      regarding Hair care products, 26% of the respondents preferred Clinic regarding Hair
      care products, 18% of the respondents preferred Dove regarding Hair care products
      and 9 % of the respondents preferred None from all the Hair care products of
      Hindustan Unilever Ltd.
      It is analyzed that most of the respondents preferred Sunsilk regarding Hair care
      products of Hindustan Unilever Ltd.




          D. Preference of consumer regarding Oral care products
              Table 5.6: Preference of consumer regarding Oral care products
Oral care products              No. of respondents             Percentage

                                            42
Pepsodent                        131                              53
Closeup                          72                               29
None                             45                               18
Total                            248                              100


              Figure 5.5: Preference of consumer regarding Oral care products




                        18%
                                                      Pepsodent
                                                      Closeup
                                            53%
                  29%                                 None




      Analysis and interpretation:
      It is clear from the above data that 53% of the respondents preferred Pepsodent
      regarding Oral care products, 26% of the respondents preferred Closeup regarding
      Oral care products, 18% of the respondents preferred None from all the Oral care
      products of Hindustan Unilever Ltd.
      It is analyzed that most of the respondents preferred Pepsodent regarding Oral care
      products of Hindustan Unilever Ltd.




            E. Preference of consumer regarding Deodrants
                        Table 5.7: Preference of consumer regarding Deodrants
Deodrants                        No. of respondents               Percentage
Rexona                           58                               29

                                             43
Axe                               44                            22
None                              98                            49
Total                             200                           100

                        Table 5.6: Preference of consumer regarding Deodrants




                                          29%
                                                       Rexona
              49%
                                                       Axe
                                                       None
                                        22%




        Analysis and interpretation:
        It is clear from the above data that 29 % of the respondents preferred Rexona
        regarding Deodorant , 22% of the respondents preferred Axe regarding Deodorant
        and 49% of the respondents preferred None from all the Deodorant of Hindustan
        Unilever Ltd.
        It is analyzed that mostly respondents preferred None from all the Deodorant of
        Hindustan Unilever Ltd.




   3). Media through which consumers aware about personal care products of
   Hindustan Unilever Ltd.
Table 5.8: Media through which consumers aware about personal care products of HUL
Media                             No. of respondents            Percentage
T.V.                              188                           46
Retailers                         66                            16

                                                44
Newspapers                      64                                 16
Friends/relatives               46                                 11
Magazines                       28                                 7
Hoardings                       16                                 4
Total                           408                                100

Figure 5.7: Media through which consumers aware about personal care products of HUL




                                                  T.V.
                     7% 4%                        Retailers
               11%
                                       46%        News papers
                                                  Friends /relatives
               16%
                                                  Magazines
                      16%
                                                  Hoardings




Analysis and interpretation:
It is clear from the above data that 46 % of the respondents aware from the T.V., 16 % of the
respondents aware from the Retailers, 16 % of the respondents aware from the Newspapers,
11 % of the respondents aware from the Friends/relatives, 7% of the respondents aware from
the Magazines, 4 % of the respondents aware from the Hoardings about the personal care
product of Hindustan Unilever Ltd.
It is analyzed that mostly respondents aware from the T.V. about the personal care product of
Hindustan Unilever Ltd.


   4). Frequency of the purchase of personal care products of Hindustan Unilever Ltd.
   by consumers.
           Table 5.9 Frequency of the purchase of personal care products of HUL
Frequency of Purchase          No. of respondents                  Percentage
                                             45
Monthly                          94                                   47
Weekly                           58                                   29
Daily                            26                                   13
Fortnightly                      22                                   11
Total                            200                                  100

          Figure 5.8 Frequency of the purchase of personal care products of HUL




                       11%
                                                        Monthly
                13%
                                             47%        Weekly
                                                        Daily
                   29%                                  Fortnightly




Analysis and interpretation:
It is clear from the above data that 47 % of the respondents purchase monthly, 29% of the
respondents purchase weekly, 13% of the respondents purchase daily, 11 % of the
respondents purchase Fortnightly the personal care products of Hindustan Unilever Ltd.




   5). Factors which affects on the purchase of personal care products of Hindustan
   Unilever Ltd.
              Table 5.10: Factors affecting on the purchase of personal care products
 Sr     Particulars      5             4           3            2           1          Summated
 no.                     Strongly      Agree       Neutral      Disagree    Strongly   score
                         agree                                              disagree
 5.1    Quality          104           90          2            4           0          894
 5.2    Variety          98            90          10           0           2          882
 5.3    Availability     70            110         16           4           0          846
 5.4    Advertising      92            72          20           6           0          820
 5.5    Reasonable       58            95          26           19          2          788


                                                   46
           price
    5.6    Scheme              24       102        56      18          0           732
    5.7    Retailer            40       80         42      28          10          712
           suggestion
           for preferred
           products
    5.8    Discount            32       74         54      20          0           658



Range1


5                          4                 3            2                 1
Strongly agree             Agree             Neutral      Disagree          Strongly
                                                                            disagree

Score=200*5=1000           (Strongly Agree)
Score=200*4=800            (Agree)
Score=200*3=600            (Neutral)
Score=200*2=400            (Disagree)
Score=200*1=200            (Strongly Agree)




     Analysis and Interpretation:
     a) Quality is a factor, which cannot be ignored, and almost all the respondents strongly
          agreed that they consider this factor on the purchase of personal care products of
          Hindustan Unilever Ltd.
     b) Variety is a factor where almost all the respondents strongly agreed that they consider
          this factor on the purchase of personal care products of Hindustan Unilever Ltd.
     c) Availability is a factor where almost all the respondents strongly agreed that they
          consider this factor on the purchase of personal care products of Hindustan Unilever
          Ltd.
     d) Advertising is a factor where almost all the respondents strongly agreed that they
          consider this factor on the purchase of personal care products of Hindustan Unilever
          Ltd.

                                                   47
   e) Majority agree that personal care products of Hindustan Unilever Ltd. are of
       reasonable price.
   f) Scheme is a factor where majority of the respondents agreed that they consider this
       factor while purchasing personal care products of Hindustan Unilever Ltd.
   g) The analysis shows that most of the respondents agree that they consider Retailer
       suggestion for preferred products while purchasing personal care products of
       Hindustan Unilever Ltd.
   h) Discount is a factor where majority of the respondents agreed that they consider this
       factor while purchasing personal care products of Hindustan Unilever Ltd.




6). Place of the purchase of personal care products of Hindustan Unilever Ltd.
              Table 5.11: Place of the purchase of personal care products of HUL
Place                            No. of respondents           Percentage
Kiryana/ Convenient Store        24                           12
Department Store                 72                           36
Both                             104                          52
Total                            200                          100

                Figure 5.9: Place of the purchase of personal care products of HUL




                                             48
                            12%
                                          Kiryana Store
                                          Department Store
             52%
                                  36%     Both




Analysis and interpretation:
It is clear from the above data that 12 % of the respondents purchase from Kiryana /
Convenient Store, 36 % of the respondents purchase from Department Store, 52 % of the
respondents purchase from both Kiryana / Convenient Store and Department Store the
personal care products of Hindustan Unilever Ltd.
It is analyzed that mostly respondents purchase from both Kiryana / Convenient Store and
Department Store the personal care products of Hindustan Unilever Ltd.




7). Usage of other companies products with products of Hindustan Unilever Ltd.
   Table 5.12: Usage of other companies products with products of HUL
Usage                          No. of respondents             Percentage
Yes                            192                            96
No                             8                              4
Total                          200                            100

   Figure 5.10: Usage of other companies products with products of HUL




                                            49
                                4%

                                                         Yes
                                                         No

                                     96%




   Table 5.13: Competitors products purchase by respondents
Companies                       No. of respondents             Percentage
Colgate and Pamolive            120                            37
Proctor and Gamble              108                            34
Dabur                           40                             13
ITC                             32                             10
Others                          20                             6
Total                           320                            100




   Figure 5.11: Competitors products purchase by respondents



                                                      Colgate and
                                                      Pamolive
                            6%                        Proctor and
                    10%
                                                      Gamble
                                           37%
              13%
                                                      Dabur

                                                      ITC
                          34%

                                                      Others




                                                 50
Analysis and interpretation:
It is clear from above data that 96 % of the respondents are using the personal care products
of other companies which includes Colgate and Pamolive 37% , Proctor and Gamble 33%,
Dabur 13% , ITC 10%, others 7% and 4% of the respondents are not using the personal care
products of other companies,
It is analyzed that mostly respondents are using the personal care products of other
companies along with the personal care products of Hindustan Unilever Ltd.




8). Reason behind the non-purchase of non-preferred products of products of
Hindustan Unilever Ltd.
Table 5.14: Reason behind the non-purchase of non-preferred products of products of
Hindustan Unilever Ltd.
Reasons                       No. of respondents               Percentage
High price                    108                              30
Non-awareness                 61                               16
Low quality                   52                               14
Less advertisement            51                               14
Retailer    suggestion    for 41                               11
preferred products
Less variety                   34                              9
Non-availability               24                              6

                                             51
Total                                  371                             100

Figure 5.12: Reason behind the non-purchase of non-preferred products of products of
Hindustan Unilever Ltd.



                              9%         6%
                                                           30%
                      11%


                       14%                                16%
                                         14%
                          High price
                          Non-awareness
                          Low quality
                          Less advertisement
                          Retailer suggestion for preferred products
                          Less variety
                          Non-availability




Analysis and interpretation:
It is clear from the above data that 30 % of the respondents said High price as a reason
behind the non-purchase of non-preferred products of Hindustan Unilever ltd., 16 % of the
respondents said Non-awareness , 14 % of the respondents said Low quality , 14 % of the
respondents said Less advertisement , 11 % of the respondents said Retailer suggestion for
preferred products 9 % of the respondents said Less variety and 6 % of the respondents said
Non-availability as a reason behind the non-purchase of non-preferred products of Hindustan
Unilever Ltd.
It is analyzed that mostly respondents said High price as a reason behind the non-purchase of
non-preferred products of Hindustan Unilever Ltd.




                                                        52
9). Brand loyalty among the consumers towards the personal care products of
Hindustan Uniliver Ltd.
Table 5.15: Brand loyalty among the consumers towards the personal care products of
Hindustan Uniliver Ltd.
Product category              No. of respondents             Percentage
Soaps                         179                            47
Oral care                     68                             18
Skin care                     59                             15
Hair care                     54                             14
Deodorant                     24                             6
Total                         384                            100

Figure 5.13: Brand loyalty among the consumers towards the personal care products of
Hindustan Uniliver Ltd.




                                           53
                             6%                Soaps
                 14%
                                               Oral care
                                      47%
                                               Skin care
               15%                             Hair care
                       18%                     Deodorant




Analysis and interpretation:
It is clear from the above data that 47 % of the respondents are brand loyal towards the soaps,
18 % of the respondents are brand loyal towards the Oral care products, 15 % of the
respondents are brand loyal towards the Skin care products, 14 % of the respondents are
brand loyal towards the Hair care products, 6 % of the respondents are brand loyal towards
the Deodorant of the personal care products of Hindustan Uniliver Ltd.It is analyzed that
mostly respondents are brand loyal towards the soaps of the personal care products of
Hindustan Uniliver Ltd.


10). Satisfaction on the usage of personal care products of Hindustan Uniliver Ltd.
Table 5.16: Satisfaction on the usage of personal care products of HUL
Satisfaction                      No. of respondents             Percentage
Yes                               181                            90
No                                19                             10
Total                             200                            100



Figure 5.14: Satisfaction on the usage of personal care products of HUL




                                              54
                              10%

                                                          Yes
                                                          No

                                        90%




Analysis and interpretation:
It is clear from above data that 90 % of the respondents are satisfied on the usage of personal
care products of Hindustan Uniliver Ltd. and 90 % of the respondents are not satisfied on the
usage of personal care products of Hindustan Uniliver Ltd.
It is analyzed that mostly respondents are satisfied on the usage of personal care products of
Hindustan Uniliver Ltd.




11). Shifting to another brand by consumers
                     Table 5.17: Shifting to another brand by consumers
Shift                           No. of respondents              Percentage
Yes                             29                              15
No                              171                             85
Total                           200                             100

                    Figure 5.15: Shifting to another brand by consumers




                                              55
                                     15%

                                                        Yes
                                                        No

                      85%




Analysis and interpretation:
It is clear from above data that 15 % of the respondents wanted to shift to another brand and
15 % of the respondents did not want to shift to another brand.
It is analyzed that mostly respondents did not want to shift to another brand.




                                              56
                             FINDINGS OF THE STUDY


1) All of the respondents are the consumer of personal care products of Hindustan
   Unilever Ltd.
2) Mostly respondents used the soaps and skin care products of Hindustan Unilever Ltd.
3) Most of the respondents preferred Lux and Lifebuoy in Soaps category of Hindustan
   Unilever Ltd.
4) Respondents preferred Vaseline and Ponds regarding Skin care products of Hindustan
   Unilever Ltd.
5) Maximum respondents preferred Sunsilk regarding Hair care products of Hindustan
   Unilever Ltd.
6) Pepsodent is the most preferred product regarding Oral care products of Hindustan
   Unilever Ltd.
7) Mostly respondents preferred None from all the Deodorant Rexona and Axe of
   Hindustan Unilever Ltd.
8) Maximum respondents aware from the T.V. about the personal care product of
   Hindustan Unilever Ltd.
9) Mostly respondents purchase monthly personal care products of Hindustan Unilever
   Ltd.
10) Quality is a factor, which cannot be ignored, and almost all the respondents strongly
   agreed that they consider this factor on the purchase of personal care products of
   Hindustan Unilever Ltd.
11) Variety is a factor where almost all the respondents strongly agreed that they consider
   this factor on the purchase of personal care products of Hindustan Unilever Ltd.
12) Availability is a factor where almost all the respondents strongly agreed that they
   consider this factor on the purchase of personal care products of Hindustan Unilever
   Ltd.
13) Advertising is a factor where almost all the respondents strongly agreed that they
   consider this factor on the purchase of personal care products of Hindustan Unilever
   Ltd.
14) Majority agree that personal care products of Hindustan Unilever Ltd. are of
   reasonable price.




                                          57
15) Scheme is a factor where majority of the respondents agreed that they consider this
   factor while purchasing personal care products of Hindustan Unilever Ltd.
16) The analysis shows that most of the respondents agree that they consider Retailer
   suggestion for preferred products while purchasing personal care products of
   Hindustan Unilever Ltd.
17) Discount is a factor where majority of the respondents agreed that they consider this
   factor while purchasing personal care products of Hindustan Unilever Ltd.
18) Mostly respondents purchase from both Kiryana / Convenient Store and Department
   Store the personal care products of Hindustan Unilever Ltd.
19) Mostly respondents are using the personal care products of other companies along
   with the personal care products of Hindustan Unilever Ltd.
20) High price is the main reason behind the non-purchase of non-preferred products of
   Hindustan Unilever Ltd.
21) Mostly respondents are brand loyal towards the soaps of the personal care products of
   Hindustan Uniliver Ltd.
22) Mostly respondents are satisfied on the usage of personal care products of Hindustan
   Uniliver Ltd.
23) A high percentage of respondents did not want to shift to another brand.




                                          58
                                    CONCLUSION
After studying the consumer buying behaviour regarding the various personal care products
of Hindustan Unilever Ltd. consumer behaviour is identified. Mostly consumers used the
soaps and skin care products which include Lux and Lifebuoy, Vaseline and Ponds
respectively. Respondents mostly aware from the T.V. about the personal care products.
Quality, Variety, Availability and Advertising are the most preferring factors for purchase the
personal care products of Hindustan Unilever Ltd. Consumers are brand loyal towards the
soaps. The retailer suggestion also affected the purchasing of personal care products. Today
low priced competition present in all categories so without studying consumer behaviour we
cannot survive. And     counterfeit products are available in rural areas so company should
take steps so that consumer is aware about all the various personal care products of
Hindustan Unilever Ltd.




                                              59
                               SUGGESTIONS


1. Hindustan Unilever Ltd. should focus on all the brand of personal care products. The
   main focus is to increase the brand image of products like Breeze, Liril, Hamam and
   Rexona.
2. Consumers are not fully aware about all the personal care products of Hindustan
   Unilever Ltd. So Hindustan Unilever Ltd. should advertise the less aware products
   like Rexona soap, Hamam soap, dove shampoo etc. so that consumer should fully
   aware about all the personal care products.
3. Very less consumer are using products like breeze, clinic so the quality of these
   products should increase to increase the sales.
4. People also preferred products on the retailer suggestions. So steps should be taken to
   promote retailers. Retailer should be given more credit time and credit facility. They
   should be given incentives, gifts on the large sale volume and selling of less aware
   products.
5. Some products of personal care products like deodorants, dove, pears etc. are not
   purchased by the consumers due to high price, so price should be reduced of these
   products by Hindustan Unilever Ltd.
6. Consumers are also using the products of other companies like Colgate and Pamolive,
   Proctor and Gamble, Dabur etc. so steps should be taken so that consumers become
   brand loyal to the Hindustan Unilever Ltd. products.
7. Consumer mostly prefer small sachets and product in small size so products like
   Rexona deodorant, Axe deodorant, Dove soap, Pears soap etc. should be launch in
   small packages.
8. Innovative strategies are used to increase the sale of the personal care products of
   Hindustan Unilever Ltd. like Vaseline crack cream, sachets, and anti-ageing products.
9. The packaging of the personal care products should be more attractive.




                                          60
                                        Questionnaire:



Dear Respondent,
        I student of CHITKARA INSTITUTE OF ENGINEERING AND TECHNOLOGY,
a student of MBA conducting a survey on “Consumer buying behaviour towards
Hindustan Unilever Ltd products (special reference to personal care products)”. Kindly
extend your co-operation in filling up this questionnaire and enable me in doing my research
successfully. The information provided by you shall be used only for academic purpose.
Please fill in the correct information to help us understand the customer preferences.
I hereby take this opportunity to seek your valuable opinion to the subject.


Personal Details
NAME:
AGE:
INCOME:
OCCUPATION:


1) Which of the categories in Hindustan Unilever Ltd are you using?
     Soaps [ ]     Skin care [ ]    Hair care [ ]        Oral care [ ]    Deodrant [ ]


2) What do you prefer regarding HUL (personal care products)?
     A) Soaps
        Lux      []     Breeze [ ]       Lifebuoy [ ]          Dove [ ]      Liril [ ]
        Hamam [ ]         Pears    []     Rexona [ ]           None [ ]
     B) Skin care
        Fair and lovely     []          Ponds       []                   Vaseline [ ]
        None [ ]
     C) Hair care
        Sunsilk natural     []          Clinic       []         Dove shampoo        []
        None [ ]
       D) Deodrant
         Axe                []              Rexona [ ]                      None [ ]


                                                    61
     E) Oral care
        Pepsodent          []              Close up      []              None [ ]
     F) Others               ____________________________________




3) From where you are aware about the product that it is of HUL?
      Hoardings [ ]             Magazines [ ]            Retailers [ ]
      Newspaper [ ]             T.V. [ ]                 Friends/ Relatives [ ]


4) How frequently you purchase the products of Hindustan Unilever Ltd.?
      Daily [ ]         Weekly [ ]     Fortnightly [ ]           Monthly [ ]


5) What are the factors that affect on the purchase of HUL (personal care products)?


  Factors                 Strongly    Agree     Neutral       Disagree     Strongly
                          Agree                                            Disagree
  Reasonable price
  Quality
  Availability
  Scheme
  Discount
  Retailer suggestion
  Advertising
  Variety


6) Where do you generally purchase from?
      Kiryana / Convenient store [ ]            Department store [ ]
      Both [ ]




7) Are you using other company’s products along with HUL products?
      Yes [ ]                                   No [ ]


      If yes tick company/companies…

                                                62
      Proctor & Gamble      []          Colgate & Pamolive [ ]               ITC Ltd. [ ]
      Dabur     []        Others__________________


8) What are the reasons behind the non-purchase of non-preferred brands of HUL?
      Non-awareness [ ]             Low Quality [ ]         Non-availability [ ]
      Less advertisement [ ]         High price        []     Less variety       []
      Retailers suggestion for preferred products [ ]


9) Which of the products of HUL are you brand loyal to?
      Soaps      [ ] Skin care [ ]       Hair care [ ] Oral care         [ ] Deodrant       []


10) Are you satisfied on the usage of HUL (personal care products)?
      Yes       []   No        []
Specify Reasons_____________________________________________


11) Do you want to shift to another brand?
      Yes [ ]                  No [ ]
If yes, then reasons for shifting__________________________________


                                                                                      SIGNATURE
THANK YOU FOR YOUR VALUABLE TIME.




                                          REFERENCES




                                                  63
Ahmed, P and et. al. (2004). Hindustan Lever Limited and marketing to the poorest of the
poor. International Journal of Entrepreneurship and InnovationManagement, 4(5): 495-311.

Ataman, B and Ulengin, B (2003). A note on the effect of brand image on sales. Journal of
Product and Brand Management, 12(4): 237-250.

Celebi, I S (2007). The credibility of advertising vs publicity for new FMCGs in Turkey.
Corporate Communication: An International Journal, 12(2):161-176.

Dupre, K and Gruen, T W (2004). The use of category management practices to obtain a
sustainable competitive advantage in the fast-moving-consumer-goods industry. Journal of
Business and Industrial Marketing,19(7): 444-459.

Fandos, C and Flavian, C (2006). Intrinsic and extrinsic quality attributes, loyalty and buying
intention: an analysis for a PDO product. British Food Journal, 108(8) :646-662.

Hlavinka, K and Gomez, L (2007). The total package: loyalty
       marketing in the world of consumer packaged goods (CPG).
       Journal of Consumer Marketing,24(1): 48-56.

Mitchell, V and Boustani, P (1994). A Preliminary Investigation into Pre- and Post-Purchase
Risk Perception and Reduction. European Journal of Marketing, 28(1): 56-71.

Sehrawet, M and Kundu, S C (2007). Buying behaviour of rural and urban consumers in
India: the impact of packaging. International Journal of consumer studies, 31(6):630-638.

Shoham, A and Brencic, M (2003). Compulsive buying behavior. Journal of Consumer
Marketing, 20(2): 128-138.




Teng, L and et. al. (2007). The effects of multiple-ads and multiple-brands on consumer
attitude and purchase behavior. Journal of Consumer Marketing, 20(2): 128-138.




                                              64
Zokaei, K and Hines, P (2007). Achieving consumer focus in supply chains. International
Journal of Physical Distribution and Logistic Management, 37(3): 223-247.

Hi,


We are looking for suitable candidates for the post of Relationship Manager's in ICICI
Securities                                                                                                          Ltd.


Following             are                the             details            of          the              Opening’s:


Position                      :                         Relationship                        Manager
Location                      :                         Chandigarh                      &                       Ludhiana
Age                   :                        21                     to                      30                   Years
CTC            :                  RM                :              1.80             +              Incentives
Qualification : Graduation / MBA / MBA Fresher[2009 Pass Out Result Awaited Is Ok]
Experience : Graduation + 1yr OR MBA + 0 [2009 Pass Out Result Awaited Is Ok]
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Applicant are requested to walk-in according to the below given interview details:




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Interview Venue : ICICI Securities Ltd, Sco 62, Sec – 47C, CHANDIGARH, PUNJAB,

                                                             65
Pin                           Code                                  :                             160047


Ludhiana                      :                     Tuesday,                        14th                    July                  09
Address : ICICI Securities Ltd, 830/5, Doogrey Road, Model Town, LUDHIANA, PUNJAB
Pin                           Code                                  :                             141002




Timing                 :                 10                 am                  to                 4               pm


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Regards
Rohin                                                                                                                          Dhar
ICICI                                                        Securities                                                          Ltd
09988841416




                                                                 66

				
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pages:67