CHAPTER 1

OBJECTIVES

OBJECTIVE OF THE STUDY

.

To study the factor affecting consumer perception of Wipro Personal Care Products.

To study the consumer loyalty towards Personal Care Products.

To study the drawback in Wipro Personal Care Products.

To suggest necessary improvement which should be brought in Wipro Personal Care

Products.

CHAPTER 2
INTRODUCTION

INTRODUCTION
In every company Sales and customer perception is essential in organizations that determine
how good is product in market .The ability to build relationships with customers, persuade
them to make purchases and generate repeat business is at the heart of selling. Sales is a
component of a company's marketing and promotions..
Selling is generally one of the most persuasive forms of promotion a company has.
Persuading prospects to make purchases is a common objective of sales. This is accomplished
by salespeople who genuinely take interest in prospects, listen to their needs and make honest
product or service recommendations that best match. Sellers can look prospects in the eye,
use verbal and nonverbal communication, and thoroughly explain the benefits of given
solutions..
This report includes consumer perception while choosing a personal care products of wipro
consumer care .
This project more emphasizes on factor such as price , promotion , advertisement which
influence customer to decide which products is suitable to consume by customer

The

products of wipro consumer care focus in this projects are

Santoor (a Toilet soap brand with extensions in talcum powder, Handwash, Facewash,
Body Lotion, Baby Soap and Shampoo)

Chandrika soap, Glucovita Glucose powder, Northwest Switches, Enchanteur (a

female toiletry brand),

Romano (a male toiletry brand), Bio Essence (a skincare brand) and Yardley (a luxury
toiletry brand).

CHAPTER 3
COMPANY
PROFILE

COMPANY PROFILE
Wipro Consumer Care and Lighting, (WCCLG) a Business Unit of Wipro Limited, has a
profitable presence in the branded retail market of toilet soaps, hair care soaps, baby care
products and lighting products. It is also a leader in institutional lighting in specified
segments like software, pharma and retail.

Over the past few decades, WCCLG has seen consistent growth both in terms of presence in
number of categories and growth within categories its already present in. From a purely
Vanaspati company WCCLG has moved to having a vast plethora of brands spanning across
categories. WCCLG is one of the few companies that believe in constantly improvising its
current brand portfolio along with entering newer categories.

Background and inception of the company

Wipro was set up in the backdrop of the small town of Amalner in Maharashtra in 1945.
Primarily an oil factory, the chief products. Primarily an oil factory, the chief products were
sunflower vanaspathi and 787 laundry soap (a byproduct of the vanaspathi operations). The
company was called western India products limited, with a modest presence in Maharashtra
and Madhyapradesh.

In the 1970s Wipro embarked on an ambitious phase of expansion and diversification. It was
in the early eighties that Wipro made its foray into the consumer care products. Wipro, an
organization which gives prominent importance to adopting technologies to suit the
environment in which it carries on its business. Inspiration, experimenting and converting
ideas into reality has been the culture of Wipro which results in getting the best output. Wipro
has laid great emphasis on Quality and Research by undertaking Six Sigma projects. Wipro
gives prior importance to the customer than organization with a human face remains
unchanged over a period of time.
Azim H Premji who is awarded as Best ethical person started the organization with
Vanaspathi production and followed by Toilet soap manufacturing unit.
Wipro consumer care and lighting has a profitable presence in the branded retail
market of toilet soaps, hair care soaps, baby care products and lighting products. It is also a
leader in institutional lighting in specified segments like software, pharma and retail.
They have been one of the fastest growing FMCG companies as reflected by the
organizational performance in the last three years. They have grown both organically and
through acquisitions.
Their growth has been lead by growth in toilet soaps (led by Santoor), domestic and
institutional lighting and their recent foray into modular furniture. They have also gained
from new launches in fabric wash and the wellness segment.
In India, the growth rates of the segments they operate in have averaged around 14%,
while they have grown at twice the market growth rates in the last three years.

Vision, Mission and Quality policy

Winning is about making customers successful. Winning is about making all stakeholders
successful. In business, Winning is not about Winning against but its Winning With.

Intensity to Win is the burning desire to stretch and challenge our limits. It is the desire to
realize and expand our potential. Its about continuous innovation and striving to be better
every time. Its about excelling in everything we do. Its about multiplying forces as a team.
7

No one wins 100% of the time, but those who have the Intensity to Win, win more often than
not.
VISION

Wipro is built on a foundation of Values. The values form the essence of their culture. The
values are a guide to their behavior. With 75,000 people across 29 countries, its the values
that ties them together that is what makes Wipro,They call their values the Spirit of Wipro.
The spirit of Wipro is deeply rooted in their history and in what they are, and at the
same time is soaring with their aspirations. Each Wiproite is expected to live the Spirit of
Wipro- manifest it in thought and action.

Spirit of Wipro
Intensity to win
Make customers successful
Team, Innovate, Excel

Act with Sensitivity

Respect for the individual
Thoughtful and responsible

Unyielding Integrity
Delivering on commitments
Honesty and fairness in action

The spirit of wipro is an invisible synthesis of all three statements. It means manifesting
intensity to win, acting with sensitivity and being unyielding on integrity all the time.
8

Mission
Quality has always been a strong part of Wipros proposition. Wipro boasts of many
pioneering achievements in quality journey. Quality is focused on not only in the product or
service that touches its customers, but also on internal processes and as an enabler facilitating
on going business transformation to meet dynamic market challenges

Quality policy
Their quality policy shall be:
1. To sustain a competitive edge in quality through continuous assessment of
customers expectations and needs.
2. To pursue excellence in all aspects of production operation
3. To promote a culture of conforming to specifications and requirements.
4. To involve people at all levels in the pursuit of excellence.
5. To spread a culture of excellence to all the vendors.

Ownership Pattern
Wipro Limited is a public listed company. The shares outstanding as of June 2006 are
1,43,19,92,871 equity shares. The shares beneficially owned by the directors include the
equity shares owned by their family members to which such directors disclaim beneficial
ownership. The number of shares beneficially owned includes equity shares, equity shares
underlying ADSs.

Azim H Premji who is also the chairman and managing director holds the majority share
holding of 81.09% of Wipro Ltd. The non promoters holding comprising of Institutions like
mutual funds, banks, insurance companies, foreign institutional investors and corporate
bodies make up 5.13% and individuals hold the remaining 13.78%

CHAPTER 4
LITERATURE
REVIEW

10

Literature Review
Consumer Perception
Consumers can evaluate a product along several levels. Its basic characteristics are inherent
to the generic version of the product and are defined as the fundamental advantages it can
offer to a customer. Generic products can be made distinct by adding value through extra
features, such as quality or performance enhancements. The final level of consumer
perception involves augmented properties, which offer less tangible benefits, such as
customer assistance, maintenance services, training, or appealing payment options. In terms
of competition with other products and companies, consumers greatly value these added
benefits when making a purchasing decision, making it important for manufacturers to
understand the notion of a total package when marketing to their customers. For example,
when manufacturing automotive parts, a high-performing product will provide the customer
base with basic benefits, while adding spare parts, technical assistance, and skill training will
offer enhanced properties to create a total package with increased appeal to consumers.

Factors to be consider while keeping in mind customer perception

Although a consumer's perception of a product or service is at least partially based on his
actual experience with the good, a significant amount of market research suggests that a
consumer's view of a product is also conditioned by a variety of other factors. factors of price
and quality to less tangible factors such a consumer's view of the manufacturer's reputation,
experience with service and the quality of packaging and branding, a number of complex and
interrelated psychological factors determine a consumer's perception of goods and service

Price

Price has a complex effect on consumer perception. On the one hand, consumers
appreciate a bargain and are often likely to favor an economically-priced item. On the other,
consumers often perceive very inexpensive items as cheap and discardable, ultimately
damaging a consumer's view of a product even if the product remains the same and the
consumer is benefited from a price reduction. Especially sophisticated or skeptical consumers
are even prone to distrust a product that is considerably cheaper than the alternatives. As a
result, price should be part of a comprehensive marketing plan, where even inexpensive

11

products are depicted as favorable alternatives with similar levels of quality to the
competition, with a price that is somewhat lower but still comparable with other possibilities.

Quality

Of course, the actual quality of a product is a vital part of a consumer's perception of a

good or service. Quality can describe any attribute in a set of characteristics that satisfy or
disappoint a consumer, including usability, reliability and durability. Marketing can influence
a consumer's perception of quality, but, in the end, and particularly with non-durable goods, a
consumer's actual experience with a product will determine his perception of quality. Outside
the realm of mass communication, word of mouth regarding quality also travels very quickly.

Service Quality

Even in the case of goods that exhibit numerous flaws, excellent service quality can
often overshadow a negative experience with the product itself. If a consumer feels that he
receives exceptional attention when encountering a problem with a product, that consumer is
somewhat more likely to trust the brand or product knowing that the manufacturer or retailer
provides a prompt and effective response to problems. Humans are social animals and their
consumer behavior is often determined by the social relationships that surround a product,
including interactions with customer service representatives.

Packaging and Branding

Packaging and branding have a huge effect on consumer perceptions, particularly at

the point of purchase. Especially when a consumers are purchasing a type of product for the
first time, the way the product is presented can wholly determine their perception of the item.
Packaging and branding, of course, cover everything from the attractiveness and display
quality of an item to the attributes of a product the manufacturer chooses to highlight.
Depending on the type of product and market, different branding messages from tough and
reliable to fine and luxurious can be appropriate and effective.

12

Reputation

A product's reputation is built up over time and is usually a combination of actual

experience with the product, word-of-mouth recommendations and marketing campaigns that
attempt to establish a status or shared view of the product or brand. A consumer's perception
of a product's reputation, moreover, is not only determined by the product's brand identity and
manufacturer but by the whole chain of distribution. Even if a consumer trusts a product's
manufacturer, for example, that consumer may change his mind about the product upon
seeing it available in a retailer he associates with cheap, defective products.

SOME OTHER VARIABLES OF MARKETING

Customer Variables

Number of customers

Location of the customers

Purchasing power of the customers .Buying behaviour

Habits of purchase

Personality traits and attitudes

Lifestyles and needs

Brand awareness and brand loyalty

Competition Variables

Structure of the industry

Nature and intensity of the competition, Buyer's market or the Seller's market? Or
moderately competitive?

Number of competitors, their size, capacity and territory of operation.

Products and services offered by the competitors.

Competitor's sales level in each market segment/product

13

Competitor's strengths and weaknesses -in products, costs, logistics, channel, sales
force, promotion and marketing organization

Competition from substitute products

Trade Variables

Structure of the trade

Type of intermediaries, their number and strength

Trade practices

Services provided by the trade

Motives and attitudes of the intermediaries

Extent of sophistication of the trade

Environment Variables

Level of technology

Government regulation on products, prices, distribution. Etc

Controls on trade practices

Economic conditions in the country

Geography and climate

Culture and traditions

Law and politics

Attitudes of the public and the media

14

WIPRO CARES

15

CHAPTER 5
RESEARCH
METHODOLOGY

16

RESEARCH METHODOLOGY

RESEARCH TYPE : Exploratory Research

SAMPLING PLAN
SAMPLE SIZE

: 60 CUSTOMER ( Out of which 50 Respondents said that they used

Wipro Personal Care Products and Rest 10 do not use )

SAMPLE AREA

SOUTH WEST DELHI ( Dwarka )

DATA COLLECTION
Data Sources
Primary Data :
The methods which are adopted for collecting primary data for the purpose of this project
report are as follows:Data through questionnaire- A questionnaire has been prepared and filled by the
customer by doing market survey.
Personal interviews - A direct personal interview of several users will be taken. Their
views will be taken regarding the quality of the products which satisfy them by fulfilling
their requirements.
Secondary Data :
Sources through which secondary data for this project report are collected by journals,
magazines and internet.

INSTRUMENT USED Pie chart are used to represent the data & tables are used
to classify the data .

17

Tools For Data Collection

A carefully planned structured questionnaire was designed to collect data from A
consumer .
Sampling
Sampling is one of the major tools for marketing research , which isconnected with
collecting , analyzing and interpreting data .
Sampling Technique
The technique following is Simple random sampling
Simple Random Sampling
It is a subset of individuals ( a sample) chosen from a larger (population).Each
individual is chosen randomly and entirely by chance , such that each individual has
the same probability of being chosen at any stage during the sampling process
Limitation of the study :

The case study pertains to only one branch of wipro company due to the
limitation of time frame

The sample size of 50 might not represent the perception of whole population

This study is restricted to customer only

18

CHAPTER 6
DATA ANALYSIS

19

DATA ANALYSIS
1

Consumption of Wipro Personal Care Products.

PARTICULAR

NO. OF RESPONDENT

CONSUMPTION %

YES

50

84 %

NO

10

16 .66%

Consumption of Wipro Personal Care Products By Respondent.

NO; 17%

YES; 83%

INTREPRETATION: Above chart depicts that ratio of consuming Wipro Personal Care
Products is highest

20

2 . Gender Wise preference of Wipro Personal Care Products.

PARTICULAR

NO. OF RESPONDENT

USAGE

Male

16 %

Female

42

84 %

GENDER WISE PREFERENCE OF WIPRO PERSONAL CARE PRODUCTS

Male ; 16%

Female; 84%

INTERPRETATION : Above Pie Chart depicts that Female prefer Wipro Personal Care
Products More than Male .

21

3. Preference of Wipro Personal Care Products according to age.

Age-limit

NO. OF RESPONDENT

PERCENTAGE

20-30

20

40 %

30-40

15

30 %

40-50

16 %

Above 50

14 %

AGE WISE PREFERENCE OF PERSONAL CARE PRODUCTS.

Above 50; 14%
20-30; 40%

40-50; 16%

30-40; 30%

INTERPRETATION : Wipro Personal Care Products are mostly preferred in the age
group of 20 30 .

4. Preferred categories of Wipro Personal care Products.

22

PARTICULAR

NO. OF RESPONDENT

PERCENTAGE

Soaps

18

36%

Baby care products

16 %

Tioletries

17

34 %

Others

14 %

PREFERRED CATEGORIES OF WIPRO PERSONAL CARE PRODUCTS

Others; 14%
Soaps; 36%
Tioletries; 34%
Baby care products; 16%

INTERPRETATION : Above chart depicts that Mostly Respondent consume soap of

Wipro Personal Care Products .

5. Factor affecting market share of Wipro Personal Care Products .

23

PARTICULARS

NO OF RESPONDENT

MARKET SHARE

BRAND

15

30 %

PACKAGING

21

42 %

QUALITY

16 %

PRICE

12 %

FACTOR AFFECTING MARKET SHARE

PRICE; 12%
QUALITY; 16%

BRAND; 30%

PACKAGING; 42%

INTERPRETATION : Above Chart Depicts that Packaging is the factor which affect
market share of Wipro personal Care Products

6 . Promotional tools of Wipro Personal Care Products & its impact ,

PARTICULARS

PROMOTIONAL TOOLS

PERCENTAGE

DISCOUNT PRICE

14

28 %

PROMOTIONAL

18

36 %

STRONG

10

20%
24

ADVERTISEMENT
OTHER

16 %

PROMOTIONAL TOOLS
OTHER ; 16%

DISCOUNT PRICE; 28%

STRONG ADVERTISEMENT ; 20%

PROMOTIONAL ; 36%

INTREPRETATION: Most of the respondents feel that due to its Promotional Activities
Wipro Care Product is More in Demand

7.Factor affecting satisfaction level of customer with Wipro Personal Care Products.
PARTICULARS

SATISFACTION LEVEL

PERCENTAGE

EXPENSIVE

18 %

BRAND IMAGE

15

30 %

QUALITY

20

40 %

AFTER SALES SERVICES

12 %

25

SATISFACTION LEVEL

AFTER SALES SERVICES; 12% EXPENSIVE ; 18%

QUALITY; 40%
BRAND IMAGE; 30%

INTERPRETATION :

Above chart depict that most of the respondents satisfaction level is build due to its
Brand Image and Quality in Market.

Where as After Sale Service and expensive made personal care products satisfaction
low

8.SATISFACTION OF RESPONDENTS TOWARDS WIPRO PERSONAL

CARE PRODUCTS .

PARTICULARS

NO

OF PERCENTAGE

RESPONDENTS
Highly Satisfied

30

60 %

Satisfied

10

20%

Unsatisfied

10

20%
26

NO . OF RESPONDENTS
Unsatisfied; 20%

Satisfied; 20%

Highly Satisfied; 60%

INTERPRETATION : Above chart depict that customer are highly satisfied with Wipro
Personal Care Products

8 .Reason

behind Purchasing Wipro Personal Care product.

PARTICULARS
ADVERTISEMENT
QUALITY
CELEBRITY
OTHERS

RESPONDENT
30
10
5
5

27

PERCENATAGE%
60 %
20 %
10 %
10 %

REASON OF PURCHASING
Others; 10%
Quailty ; 20%
Celebrity; 10%

Advertisement ; 60%

INTREPRETATION:

Above Chart depicts that consumer buy Wipro Personal Care Products due to it
Advertisement .

Celebrity and quality is equally important to purchase this products

28

9 . Location preferred by consumer to purchase wipro personal care products .

Places

No of Consumer

Percentage

Malls

20

40 %

Super market

10

20 %

Traditional shop

20

40 %

LOCATION PREFERRED BY RESPONDENTS

Traditional shop; 40%

Malls ; 40%

Super market; 20%

INTERPRETATION: Above Chart depicts that most of the consumer prefer to

purchase Personal Care Products from Malls .

29

10. Limitation of Wipro personal Care Products

PARTICULARS

RESPONDENTS

PERCENTAGE

COSTLY

20

40%

AVAILABILITY
PRODUCTS

OF 20

40%

CHANNEL
DISTRIBUTION

OF 10

20 %

LIMITATION OF WIPRO PERSONAL CARE PRODCUTS

CHANNEL OF DISTRIBUTION; 20%
COSTLY ; 40%

AVAILABILITY OF PRODUCTS; 40%

INTERPRETATION : Above chart depicts that consumer are facing issue with
Availability of products of Wipro Personal Care Products .

30

CHAPTER 7
FINDINGS OF
THE STUDY

31

FINDINGS

Ratio of consuming Wipro personal care products is more.

Wipro personal care products are preferred in the age group of 20-30.

Soap is mostly consume by customer when they choose Wipro personal care products

Packaging plays a great role in affecting market share of Wipro personal Care
Products

Promotional activities also play greater role in Wipro personal care product to reach
its demands

Most of the customers are highly satisfied with Wipro personal care products

Brand image is the factors which affect satisfaction level of customer

Customer purchase Wipro personal care products due to its quality

Mostly preferred to purchase Wipro personal care products from mall.

Customer face problem due to its less availability of products in market due to high
demand

32

CHAPTER 8
CONCLUSION

33

CONCLUSION

In todays dynamic and competitive business environment, marketers should

understand the changing perceptions and needs of consumers.

As the competition is so tough that marketers keeps on increasing customer

expectations by providing them better quality products. Once consumer experience a
particular set of level, he/she dose not want to move below that level.

The personal care product market has low involvement purchase decision.

The consumers are not brand loyal. They keep on changing their brands frequently.

Fragrance and freshness are two most important attributes for the soap. So the
manufactures should lay their main emphasis on these two attributes. Some soap is
not doing well because they dont possess these qualities in their soaps. We can take
the example of Denim, which is unsuccessful soap, as it does not fulfill these two
essentialities.

Price is another important attribute as the market looks for the value for money.
People are price conscious. Not much people go for the premium range.

The consumers also consider foam and deodorant. Consumers have a psychology
towards foam. The foam gives a feeling of cleaning the body well. Lot of people
doesnt like lifebuoy, because it doesnt generate foam. Now a days people are also
looking for deodorant in the soap. The flow of lot of deodorant sprays has also
encouraged the peoples to look for deodorant in the soaps.

Apart from these attributes we find that promotional schemes are very important in
catching the attention of consumers.

It has been revealed during the survey that advertisement plays an important role in
positioning of personal care products. It helps in creating brand awareness among the
consumers. This is advertisement, which makes consumers aware of free offers and
discounted price.

34

CHAPTER 9
RECOMMENDATIONS

35

RECOMMENDATIONS
On the basis of above findings, a few recommendations can be put forward:
1. It is necessary to have a high level of advertisement during the phase when a consumer
actually purchases a personal care product. For instance during the last week of the
month, just before purchase of monthly quota of their personal care products in most
houses. Such a pulsed advertisement would be sufficient.
2. In order to attract a consumer through advertisements, it is benefits that have to be
highlighted in the advertisements. This is necessary because consumers do not go through
an extensive evaluation process for personal care products.
3. Any promotional scheme is to be displayed at the point of purchase prominently rather
than through advertisements.

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