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A study on customer

satisfaction towards
Tupperware bottles



Tupperware is the name of a home products line that includes preparation,

storage, containment, and serving products for the kitchen and home. In 1942, Earl
Tupper developed his first bell shaped container but the brand products were first
introduced to the public in 1948.

Tupperware develops, manufactures, and internationally distributes its

products as a wholly owned subsidiary of its parent company Tupperware Brands.
It is marketed by means of approximately 1.9 million direct salespeople on

Tupperware was developed in 1946 by Earl Silas Tupper (1907–83)

in Leominster, Massachusetts. He developed plastic containers used in households
to contain food and keep it airtight. The once-patented "burping seal" is a famous
aspect of Tupperware, which distinguished it from competitors. Earl Tupper
invented the plastic for Tupperware already in 1938, but the product only worked
with the emergence of the sale through presentation in a party setting. In 1949,
Tupper seal introduced 'Wonderlier Bowl' that gave a start to a revolutionary range
of kitchen utensils.

Tupperware pioneered the direct marketing strategy made famous by

the Tupperware party. The Tupperware Party allowed for women of the 1950s to
work and enjoy the benefits of earning an income without completely taking away
the independence granted to women during the Second World War when women
first began entering the labor market, all the while keeping their focus in the
domestic domain. The "Party" model builds on characteristics generally developed
by being a housewife (e.g., party planning, hosting a party, sociable relations with
friends and neighbors) and created an alternative choice for women who either
needed or wanted to work. Brownie Wise, a divorcee who did not have any prior
sales training, realized Tupperware's potential as a fun commodity. She realized,
however, that she had to be creative and therefore started to throw these
Tupperware parties.

Brownie Wise (1913–92), a former sales representative of Stanley

Home Products, developed the strategy. Tupper was so impressed that Brownie
Wise was made vice president of marketing in 1951. Wise soon created
Tupperware Parties Inc. During the early 1950s, Tupperware's sales and popularity
exploded, thanks in large part to Wise's influence among women who sold
Tupperware, and some of the famous "jubilees" celebrating the success of
Tupperware ladies at lavish and outlandishly themed parties. Tupperware was
known—at a time when women came back from working during World War
II only to be told to "go back to the kitchen"—as a method of empowering women,
and giving them a toehold in the postwar business world.

The tradition of Tupperware's "Jubilee" style events continues to

this day, with reward top-selling and top-recruiting individuals, teams, and

Company Profile
Sector: Consumer Discretionary

Industry: Home & Office Products

Sub-Industry: Home & Office Furnishings

Tupperware Brands Corporation is a portfolio of global direct

selling companies which sell products across multiple brands
and categories through an independent sales force. The
Company's product brands and categories include food
preparation, storage, and serving solutions for the kitchen and
home. Tupperware Brands Corp also sells beauty and personal
care products

In 1958, Earl Tupper fired Brownie Wise over general

difference of opinion in the Tupperware business operation.
Officially, Tupper objected to the expenses incurred by the
jubilee and other similar celebrations of Tupperware. However,
the real reason was that Tupper had been approached by several
companies interested in buying him out; he felt that he would
not be able to sell with a woman in an executive
position. Rexall bought Tupperware in 1958.
Tupperware spread to Europe in 1960 when Mila Pond hosted a
Tupperware party in Weybridge, England, and subsequently
around the world. At the time, a strict dress code was required
for Tupperware ladies, with skirts and stockings (tights) worn at
all times, and white gloves often accompanying the outfit. A
technique called "carrot calling" helped promote the parties:
representatives would travel door to door in a neighborhood and
ask housewives to "run an experiment" in which carrots would
be placed in a Tupperware container and compared with
"anything that you would ordinarily leave it in"; it would often
result in the scheduling of a Tupperware party.

Rexall sold its namesake drugstores in 1977, and renamed itself

Dart Industries. Dart merged with Kraftco to form Dart & Kraft.
The company demerged, with the former Dart assets named
Premark International. Tupperware Brands was spun off from
Premark in 1996; Premark was acquired by Illinois Tool
Works three years later.

In 2003, Tupperware closed down operations in the UK and

Ireland, citing customer dissatisfaction with their direct sales
model.[13] There has been limited importer-distribution since
then. The company announced a formal relaunch in the UK in
mid-2011, and recruited UK staff, but in December the relaunch
was cancelled.

Tupperware is now sold in almost 100 countries, after peaking at

more than a hundred after 1996.
(Store and Carry Your Favorite Beverage Easily)

Tupperware products are made of non-toxic, 100 percent virgin

food-grade plastic. Hence, you can easily rely on the quality of
all Tupperware products. This Tupperware water bottle set
includes four high-quality bottles that are safe for you and your
family. You can conveniently carry your favorite beverage to
school or office in these bottles. All the bottles in this 4 piece
Tupperware Aqua Safe water bottle set are liquid-tight so you
can be sure your drink will not leak and ruin the contents of your
bag. The cap of the bottle features a tab that lets you easily seal
and open the bottle.

Fits Well in Your Refrigerator Door Pocket. The

Aqua Safe water bottle set keeps your drink fresh for long. If
you want to put a warm beverage in the bottle, make sure that it
is not hotter than 80 degrees. These bottles feature an ergonomic
design that makes them easy to hold. Moreover, they fit snugly
in the door rack of your refrigerator. Easily cleaned, this water
bottle set is dishwasher-safe. You can also hand-wash the bottles
using liquid soap and lukewarm water. Order this colourful
Tupperware set online at an affordable price and make your
kitchen counter look bright and cheery.

 Brand: Tupperware
 Colour: Multicolour
 Includes: Four bottles
 Cap with a tab on the spout
 Keeps your beverages fresh for long
 Liquid-tight container, prevents leakage
 Quantity: 1L
From the Manufacturer

Tupperware Advantage

 World Standards

All Tupperware products are made from safe, non-toxic, non-

carcinogenic materials; thus they do not release harmful
chemicals to food or liquid contents. Materials & Additives
used exceed US Food & Drug Administration (FDA) & Japan
Polyolefin Hygienic Association standards. What it means is
that you can use with peace of mind every time!

 Innovative Design

Tupperware products are designed to inspire. Unlike ordinary

plastic products, many Tupperware products have won
worldwide awards such as Industrial Design Excellence
Awards, Reddot Award, IF Seal Award and numerous others.
Indeed, one can use Tupperware with pride!

 Color Safe

One can enjoy the attractiveness of Tupperware Products in

fabulous trendy colors and be assured that colorants used are
all registered on the French Positive List, Circular Letter No.
176 (the most stringent in the world). It also complies with
Council of Europe Committee of Ministers Resolution AP
(89) 1 requirements.

 Microwave Safe

Where Tupperware products are indicated for microwave

used, Tupperware uses materials strictly meant for microwave
use & adhere with the following bodies: USA -Toxic
Substances Control Act Inventory (TSCA), Canada -
Domestic Substances List (DSL), Europe - European
Inventory of Existing Chemical Substances (EINECS),
Australia - Australia Inventory of Chemical Substances
(AICS), Korea - Korean Existing Chemical List (KECL),
Japan - Japanese Inventory (ENCS)

 Top Quality and Finishing

All products have passed stringent tests and are built to last.
Its design and smooth finishing make Tupperware products a
delight to hold and use for any occasion. The high quality and
standards are reflected in its typical single product mould
costing over USD$100,000, a sum equivalent to 7 mid-sized

 Environment Friendly

Tupperware plays its role in saving Mother Earth from further

pollution and degradation as its products are designed for long
term use. On the other hand, plastic bags and bottles,
Styrofoam containers and PET bottles are not made for
repeated use, and thus adds to the mountain of garbage.

Caring for Your Tupperware

Tupperware products are tested to ensure that they are a safe,

non-toxic, attractive and durable alternative to other home
storage products. With a little care, you can keep your
Tupperware looking as good as new.

 Cleaning and Storing: Wash and rinse Tupperware with

liquid soap and lukewarm water. Store without seals to keep
them fresh. Do not soak polycarbonate range in detergent or
 Hot Food and Beverages: Cool beverages before applying in
the seal. Cool hot food or liquids containing fat (cooking
oil/grease, curries, soups, sauces) before placing them in the
containers can withstand temperature upto 80°C
 Tight Seals: Place the seal in warm water for few minutes.
Dry thoroughly, then apply to container while still warm.
 Stain Removal: Use baking soda paste. It's ideal for removing
stains and stickiness.
 Preventing Cuts and Scratches: Avoid the use of abrasive
scrubbers and washing powders.
 Removing Unpleasant Odours: A piece of charcoal or moist
newspaper, stuffed into the container and left sealed for 12
hours in the fridge (before washing and rinsing the product
thoroughly) should get rid of unpleasant odours.
 Liquid Storage: Only products with classic round seal are
liquid-tight and can be kept in any position. Place containers
with any other type of seal in upright position.
How to Use Your Tupperware Seals

Modular Mates

To Seal: Align projection on seal with indentation on container

and press seal groove over container. Press and slide thumbs
under the seal as you lift.

Microwave Seal

To Reheat: Open steam release cap and use in microwave for 3


To Store: Closing the steam release cap ensures an alright

container for storing in the refrigerator.

To Open: Hold container in place, lift tab and peel-off seal.

Breathing Seal

To Seal: Place seal groove over container rim. Press down on

one corner. Slide thumbs over top of seal edge to opposite

To Open: Lift seal at one corner. Then lift other three corners,
one at a time.
Classic Round Seal

To Seal: With hands close to you, press seal groove over

container and move thumbs and fingers around top to the seal
edge. Press center to seal and lift tab slightly to expel air.

To Open: Hold container in place, lift tab and peel-off seal.

Instant Seal

To Seal: Place seal groove over container rim. Press center to

seal firmly with thumb.

To Open: While pressing center with thumb, place finger tips

under seal edge, lift and remove.

It is no longer enough to satisfy customers. You must delight

Satisfaction is a person feeling of pleasure or

disappointment resulting from comparing the products received
performance is in relation to his or her expectations.

As this definition makes clear satisfaction is a function of

received performance and expectations. With the performance
falls sharp expectations, the customer is dissatisfied. If the
performance exceeds expectations, the customer is highly
satisfied or delighted. Mini companies are aiming for high
satisfactions because customers who are just satisfied still find it
easy to switch when a better offer comes along.

Those who are highly satisfied are much less ready to

switch. High satisfactions or delights create an emotional brand
with the brand. Not just rational performance the result is high
customer loyalty Xeroxes senior managers believes that a very
satisfied or delighted customer is worth tenth times as much to
the company as a satisfied customer. A very satisfied customer
is likely to stay with Xerox many more years and buy more than
a satisfied customer.

A customer’s decision to be loyal or to defect is the some

of many small encounters with the company. Consulting from
forum corporation says that in order for all this small encounters
to add up to customers loyalty, companies need to create a
“branded customer experience” in addition to customer value
expectations and satisfactions companies need to monitor their
competitors performance in this areas. For example a company
was pleased to find 80% of his customers said they were

Then the CEO found out that its leading competitors

attended a 90% customer satisfaction score. He was further
dismayed when he learned that this competitor was aiming to
reach a 95% satisfaction score.

Although the customer centered firm seeks to create high

customer satisfaction, its main goal is not to maximize customer
satisfaction. If the company increases customer satisfaction by
lowering its prices or increasing its services, the result may be
lower profits. The company might be able to increase its
profitability by means other than increased satisfaction (for
example, by improving manufacturing processes are investing
more in R & B), also the company has many stake holders
including employers, dealers, suppliers and stock holders.
Spending more to increase customer satisfaction might divert
funds from increasing the satisfaction of other partners.
Ultimately the company must operate on philosophy that it is
trying to deliver faction to other stake holders within the
constraints of its total resources.

Customer Satisfaction Service

Studied show that although customers are dissatisfied with

one out of every 4 purchases. Less than 5% of dissatisfied
customers will complain. Most customers will buy less or switch
suppliers. Complaint levels are thus not a good measure of
customer satisfaction. Responsive company measure customer
satisfaction directly by conducting periodic service, they sent
questionnaires or make telephone calls to a random sample of
recent customers. While collecting customer satisfaction data, it
is also useful to ask additional questions to measure repurchase
intention, this will normally be high if the customer’s
satisfaction is high. It is also useful to measure the likelihood or
willingness to recommend the company and brand to others. A
high positive word-of-mouth score indicates that the company is
producing high customer satisfaction.

Defining Customer Satisfaction

Over 35 years above PETER DRUCKER observed that a
company’s first task is to create customers. But today’s
customer’s faces a vast vary of product and brand choices,
prices and suppliers.

The key to customer retention is Customer Satisfaction. A

highly satisfied customer:

 Stay loyal longer.

 Buys more as the company introduces new products and
upgrade existing products.
 Talks favorably about the company and its products.
 Pays less attention to competing brands and advertising
and is less sensitive to price.
 Offers products or services and ideas to the company.
 Costs less to serve than new customers because
transactions are reutilized.

Thus a company would be wise to measure customer

satisfaction regularly. The company could phone recent buyers
and inquire how many are highly satisfied, satisfied, indifferent
and dissatisfied.

Consumer Satisfaction

Today in the consumer driven economy, all firms are engaged in

a rat race to attract customers and build a long-term relationship
with their loyal customers. The key to customers’ loyalty is
through customer satisfaction. A satisfied customer will act as a
spoke person of the company’s product, and bring in more
buyers. There is the Pareto principle or the 80/20 rules; it says
80 percent of one thing comes from 20 percent of another. That
is to say a small percentage of loyal customers will lend a large
weight to the company’s sales.
So marketers have to ensure customers value
satisfaction. For this they have to ensure:

 Products are developed to meet consumer

 Brands are positioned so as to convey distinctiveness.

 Communications are used to convey to consumer to

experience that goes on using a value added product.
 Delivery to reinforce the promptness in making
available to the consumers a value added product.
 Relationships are built to offer lifetime customer
value to enable the consumer to experience value

All the efforts of the marketers at trying to understand

buying motives, organizing buying behavior and working out
suitable promotional strategy to suit the consumer behavior
are to ensure consumer satisfaction. In today’s competitive
environment, where companies are adopting various methods
to whom the prospective consumers, marketers have to make
all efforts to understand all the complexities which go into the
buying behavior and frame marketing programs suitable to the
target market.
Geographically diverse
business Price is too high
Workaholic staff
Tupper ware brands
Quality product and

Have interesting promotion competitors
New entrance
Research and methodology

 To know about the brands that the consumers are loyal.

 To know the special attribute that makes them use of

Tupperware bottles .

 To know consumer satisfaction regarding, price, quality

and availability of the product.

 To know whether consumers know all other products of

tupper ware .

 To know consumers opinion regarding promotional

activities and brand image of Tupperware bottles .

 To determine up to what extent the tupperware bottles

has satisfied the consumer.

 The services rendered by dealer should be determined.

Vision is what firm or a person would ultimately like to become.
Aspirations, expressed as a corporate mission statement, should
lead to an end, otherwise they are waste. That end is the vision
of an organization or individual. Therefore , a vision, express the
position that a firm would like to attain or achieve in the distant

Vision of Tupperware:
To be the premier global direct seller of premium, innovative

Mission is defined as “an enduring statement of purpose that
distinguishes one organization from other similar
organizations.”The mission is the purpose or reason for the
organisation’s existence.

Mission of Tupperware:
We are passionate about changing lives ,especially for
women by enlightening ,educating, empowering.
Research Methodology
Research Methodology:
Research refers to search for knowledge it is an art of the
scientific investigation research comprises definite problem.
The research design ascetically states the procedures of data
collection and analysis of information relevant to problem.
Methodology is the branch of logic concerned with the
application of the principle of reasoning to scientific and
philosophical enquiry. The method to be followed to proceed
with research is called methodology and the method adopted
depends on the type of study and the nature of the study.
Marketing research is the systematic gathering, recording and
analyzing of data about problems relating to the marketing of
goods and services.

The information required for the preparation of report is
collected through two sources.
Primary data
Secondary data
Primary data:
The data is collected through questionnaires, which form the
major part.
Primary data collection is more costly but is usually
more relevant to the issue at hand. The normal procedure is to
interview some people individually (or) in groups.
The questionnaire consists of 15 questions relating to various
aspects of the study. The first part of the questionnaire was
mainly prepared to get the personal details of the customers and
their extent of brand awareness. And the later part of
questionnaire was prepared to identify the consumers attitude
towards the Tupperware bottles in terms of price, quality,
advertisements, brand name etc.

Secondary method:
The secondary data is readily available from the Dealer’s News
& Magazines. Data like industrial profile and product profile are
collected from the internet.

Research Instruments

Marketing researchers have a choice of two main research

instruments in collecting primary data from “questionnaires”.

This part is being explained briefly in the following theories

of approach they are “SAMPLING PLAN” after deciding on
the research approach and the instruments. The marketing
researchers must design a sampling plan. This plan comprise
of three parts
 Sample Size
 Sample Unit
 Sample Procedure


An integral component of research design is the sampling

plan. Specifically it addresses three questions. Whom to
survey(The sampling unit), How many to survey (sampling
size), and How to select them(The sampling procedure).
Sampling Unit

The sampling units for the study consisted of respondents

from all walks of life, either sex, different age groups,
different income group and so on, but all residents of
Sampling Size
Considering the nature and extent of the study and with the
time constraints, a sample size of 100 consumers was chosen.
Sampling Procedure

Simple random sampling method has been adopted for the

study. In random sampling each element of the population has
an equal chance of being selected for the sample.
A part from the needs and importance of the study, there are
limitations also. The limitations are as follows:

 The study is confined to Kurnool city. Not the customers

around the world.
 The survey was carried about 3 months, which was a time
 Time factor is the main limitations of the study.
 The methods used in this project are random sampling
methods and the result obtained may not be fully accurate
and believable.
 The research has been centered to only 100 customers
rather than millions
 Some of the customers are not interested to give the
accurate information about the product.
 This study is based on the figure available and the
information given by the customers.
The conclusions drawn are subjected to the information
provided by various buyers contacted.

Usage of Tupperware bottles by different types of professionals

Professionals Respondents Non-Respondents

Employees 70 30

Businessmen 80 20

Students 68 32

Others 50 50








Employees Businessmen Students Others

Inference: According to the survey, the above table

indicates that, 70 of respondents are Employees, 80 of
respondents are Businessmen, 68 are Students, and 50 are other
professionals who are using Tupperware bottles. From the above
table we can conclude that Employees and Businessmen are
using Tupperware bottles effectively than compared to the
Students and Other professionals.

Questionnaire source:

Factors influencing to purchase Tupperware bottles

Factors Number of respondents NON respondents

Price 70 30

Quality 80 20





50 Series 1
Series 2



price quality
Interference: The above table states that 80 of respondents
prefer Tupperware bottles due to Price factor, 70 of respondents
prefer Tupperware bottles due to its Quality. Most of the
respondents prefer Tupperware bottles because of its good
quality rather than its price.

Questionnaire source:

Consumer satisfaction towards Tupperware bottles:

Factors Respondents Non-Respondents

Highly Satisfied 59 41

78 22

Satisfied 69 31

Not Satisfied 40 60
Highly Moderately Satisfied Not Satisfied
Satisfied Satisfied

Inference: According to the survey, the above table states

that, 59 of respondents are Highly Satisfied with Tupperware
bottles, 78 of respondents are Moderately Satisfied, 69 of
respondents are Satisfied, and 40 are Not Satisfied. Overall the
satisfaction of respondents is more which a good sign is for the
Tupperware bottle makers.
Questionnaire source:

Customer opinion about about price of Tupperware bottles

Factors Respondents Non-Respondents

Very High 90 10

High 84 16

Medium 56 44

Low 70 30

50 Respondents

40 Non-Respondents

Very High High Medium Low

Inference: From the above table we can obtain the opinion

of the respondents about the prices of Tupperware bottles. 90 of

respondents replied that the price of Tupperware bottles is Very
High, 84 said High, 56 of respondents voted the price of
Tupperware bottles is Medium, and 70 of respondents said the
price is Low.

Questionnaire source:

Consumer satisfaction towards quality of Tupperware bottles

Factors Respondents Non-Respondents

Highly Satisfied 61 39

50 50

satisfied 66 34

Not satisfied 54 46





Highly Moderately Satisfied Not Satisfied
Satisfied Satisfied

Inference: According to the survey, the above

table indicates that, 61 of respondents are Highly Satisfied with
the quality of Tupperware bottles, 50 are Moderately Satisfied,
66 of respondents are Satisfied with the quality, and 54 are Not
Satisfied with the quality of Tupperware bottles. From the
survey done, we can state that more number of respondents are
Satisfied with the quality of Tupperware bottles.

Questionnaire source:
Opinion about sales promotion activities about Tupperware
Factors Respondents Non-Respondents

Very Impressive 72 28

Moderately 83 17

Impressive 64 36

Not Impressive 81 19

Very Moderately Impressive Not
Impressive Impressive Impressive

Inference: according to the survey the above table indicates

that,72 of respondents said that sales promotion activities of
Tupperware bottles are Very Impressive, 83 of respondents said
Moderately Impressive, 64 of respondents replied as Impressive,
and 81 of respondents are Not Impressive with the sales
promotional activities .

Findings and suggestions

 Most of the consumers are satisfied with the quality of the
product and brand of the product.
 Most of the consumers are conclude that the price is
 Most of the consumers are satisfied with the time supply.
 It is also found that the influencing factor for the consumers
to purchase Dell is through Advertisements.
 Brand loyalty is playing a major role in increasing of sales.
 Inventory levels are also maintained accordingly.
 The survey conclude that majority of consumers want to
suggest Tupper ware bottles to others.

 Distribution channels are to be strengthened.
 Price must be reasonable to all sections of people
 Tupperware should improve sales promotional activities.
 The company and its dealers should increase the
attachments with the customers
 Tupper ware should maintain its brand image.

In the conclude note of my research I am confident to say
that the study gave an opportunity to analyze various factors
regarding customer satisfaction.
The sample size is very low so it is very difficult
concluding it by saying that it is the view of whole population.
The time provided for the research is less.

I have understood how a research study is to be conducted and

prepare a comprehensive report. So on and so forth the study has
given me a lot of exposure like meeting and talking with
different people .
1.Will you take bottles while going outside?
Yes no
2. If you take bottles which company will you prefer?
a) Tupperware b) c)d)
3. Which type of bottles are you prefer?
a) Plastic bottles b) Aluminium bottles
4. How often do you use Tupper ware bottles?
a) daily b)weekly c)15days d)monthly
5. Are you satisfy with the design of the Tupper ware bottles?
Yes no
6. Why do you prefer Tupperware bottles?
a)Price b) Quality c) Configuration d) Services

7. To what extent are you satisfied with Tupperware bottles?

a)highly satisfied b) moderately satisfied
c) Satisfied d)not satisfied
8. Which factor influenced to purchase Tupperware bottles?
a)Friends b)Relatives c) Advertisements d)others

9. What is your opinion on prices of Tupper ware bottles?

a) Very high b) High c) Medium d) Low

10. To what extent are you satisfied with quality of Tupper

ware bottles?
a) highly satisfied b) moderately satisfied
c) Satisfied d) not satisfied

11. What is your opinion about sales promotional activities

Of Tupper ware bottles?
a) Very Impressive b) Moderately Impressive
c )Impressive d) Not Impressive

12. What is your opinion on Advertisements of Tupperware

a) Excellent b) Good c) Fair d) Poor
13. What is your opinion after sales services of Tupperware
a) Excellent b)Good c) Fair d) Poor

14. Would you suggest Tupperware bottles purchase any one

Yes No
Website: www.tupperware.in