Theoretical indication

Now this is the age of globalization. We live into a global village. There is no boundary for the business,
no specific locality for any product. Due to this fact of globalization, the consumers have become the most
beneficial. They have all the available options near their hands. They can switch from one product to
another in no time. They can make the comparison among variety of products and can choose the one
which best fits to their needs and wants.

As the consumers have become so much choosy, the tasks of the manufacturers and the marketers have
become more complicated. They have to think lot more to satisfy the customers than before. The core
marketing task today is to satisfy the customers most and to go as close to their wants as possible. This can
only be done through customizing the product according to the need of the customers.

The main marketing task of the producer and the marketer is to identify the target customer group first.
Then according to the needs and wants of that target group, they have to develop the program. So to know
about the needs and wants of the target group, one has to make a survey among the group.

My works here aims for the same purpose. What are the factors that the consumers consider most in case
of buying the beauty soaps or what factors influence their buying behaviors- this is my investigation here.
I have a survey on fifty customers of beauty soaps. Then basing upon those factors that affect the
consumers buying behaviors, I made a comparison between the LUX and the Aromatic regarding the
consumer satisfaction.

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2.1 ANALYSIS

There were nineteen questions in my questionnaire that was used in the survey which was conducted over
fifty consumers of beauty soaps in five different localities (Bagmara, Najirghat, Sonadanga, Tutpara, and
Nirala) in Khulna city. Among the nineteen questions from two through seventeen were taken for the
analysis purpose. The data collected from the survey were represented in the table below. Each of the

questions and their answers are verbally depicted here for a clear understanding.

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 Comparative consumer satisfaction analysis in tabular form

LUX AROMATIC
Question Response Total %in favor Question Response Total %in
No. Yes No respondents No. Yes No respondents favor

2 33 17 50 66% 10 17 33 50 34%

3 a-11 a- 33 a-33.33% 11 a-9 a- 17 a-

b-22 b- b-66.66% b-8 b- 52.94%
b-
47.05%
4 24 9 33 72.72% 12 12 5 17 72.72%

5 23 10 33 69.69% 13 2 15 17 11.76%

6 Green-14 -- 23 Green- 14 Orange-2 -- 2 100%

Blue-9 -- 60.86%
Blue-
39.13%
7 Excellent5 -- 33 15.15% 15 Excellent -- 17 17.64%
V.good10 -- 43.47% 3 -- 29.41%
Good-18 -- 78.26% V.good 5 -- 52.94%
Good 9
8 15 18 33 45.45% 16 5 12 17 29.41%

9 15 18 33 45.45% 17 3 14 17 17.64%

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 The analysis is given below according to comparison tools. The comparison tools are

No of users
No of soaps used per month
Price
Color
Essence
Size
Package.

No of users

Question no.2 and 10 deals with the number of users of LUX and AROMATIC soaps. Out of fifty
respondents 33 were found as LUX users and 17 were aromatic users i.e. out of fifty there was 66% user
of LUX and 34% were aromatic user. Since number of LUX soap users are almost double than
AROMATIC soap, obviously we can say LUX soap users are more satisfied.

No of soaps used per month

3&11 these two questions deals how many LUX and aromatic soap they use per month. Out of 33
respondent 11 persons use one LUX that means 33.33% and out of 17 persons, one AROMATIC was used
by 9 people that is 52.94% but two LUX per month were used by 22 persons that means 66.66% on the
other hand two AROMATIC were used by 8 people per month that is 47.05%.So ultimately number of
LUX soap has been more used.

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 Price

Question no 4 and 12 deals with the price satisfaction of the two soaps. Out of 33 LUX users 24 were
satisfied in case of price that is 72.72% were satisfied and out of 17 AROMATIC users12 were satisfied
that means 72.72% were satisfied. So those users were basically satisfied with the price.

Color

Question no5 and 13 deals with color.23 users have said they are not satisfied with color out of 33 LUX
soap users.69.69% has told color should be modified. In case of AROMATIC users only 2 users that mean
11.76% have told color should be modified. So the LUX users do not satisfied in comparison to
AROMATIC soap by considering color.

Essence

Question no 7 and 15 deals with the essence of the soap.

Name Excellent Very good Good

LUX 5 or 15.15% 10 or 43.47% 18 or 78.26%
AROMATIC 3 or 17.64% 5 or 29.41% 9 or 52.94%

From the table we can say LUX soap users like the essence of LUX soap in comparison to essence of
AROMATIC soap. Though the percentage of excellent of the essence LUX is less than AROMATIC but
number of user is higher than AROMATIC.

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 Size

Question no8 and 16 deals with size of the soap. Out of 33 LUX soap users, 15 have told they are satisfied
with the size of the LUX soap. That mean 45.45% are satisfied. But in case of AROMATIC soap out of 17
users 5 were satisfied that mean only 29.41%.Though 45.45% is less than 50% but in comparison to
AROMATIC it is high or satisfactory. So we can say that the LUX soap users are more satisfied in case of
size of the soaps.

Package
Question no 9 and 17 deals with packaging of the soaps. In this comparison tools again out of 33 LUX
soap users, 15 have told they are satisfied with the package of the LUX soap. That mean 45.45% are
satisfied. But in case of AROMATIC soap out of 17 users 3 were satisfied that mean only 17.64%.In this
situation we can also say that the LUX soap users are more satisfied than the AROMATIC.

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2.2 Conclusion

So from the survey report, we can come to the following conclusions:

1) The consumers are very much quality sensitive rather than to be price sensitive. So the companies
should try at least something to improve the quality of the soap.
2) The consumers are not that much satisfied about the essences of the soap. So the company should
prefer the consumer chaises at this case.
3) The consumers are not that much satisfied about the packaging of the soap. So the company should
at least try to improve the packaging of the soap.

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2.3 Recommendation

After the analysis of this report, I have suggested some recommendations to develop the customer’s
satisfaction. These are:
(1) Price should be lowered.
(2) Most of the user whose I have got they were not satisfied with the size of LUX soap.
So the size should be modified.
(3)The packaging should also be modified.
(4) UNILEVER should produced mostly soft and skin care LUX.

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 Bibliography

1) Phillip Kotler & Armstrong – Principles of Marketing

2) Phillip Kotler – Marketing Management
3) Lesikar, Raymond V. and Jr. Pettit John D.- Business
Communication.

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 QUESTIONNAIRE

Title Of the Study: “Measure the consumer satisfaction of Lux soap in comparison to
Aromatic soap in the market of Khulna city”.

[ Dear sir, I am a student of Business Administration Discipline . I would like to inform you that I am
going to conduct a study on the measure the consumer satisfaction of Lux soap in comparison to Aromatic
soap. You are requested to help me with providing sufficient information .The information will be used
for academic purposes only.]

Questions

1. Do you use beauty soap?

a. Yes b. No

2. If yes, which soap do you use?

a. Lux b. Aromatic

3. If you use Lux, how many Lux soaps do you use per month?
a. 1 b. 2 c. 3 d. 4

4. Are you satisfied with the price of Lux soap?

a. Yes b. No
if no, why?
………………………………………………………………………………………………
……………………………………………............................................................................
5. Do you think colors of Lux should be modified?
a. Yes b. No

6. If yes, what should be or what may be the colors?

………………………………………………………………………………………………
……………………………………………………………………………………………....
7. What impact is created on your mind by the essence of Lux soap?
……………………………………………………………………………………………….
……………………………………………………………………………………………
8. Do you think that sizes of Lux soap are perfect?
a. Yes b. No
If no then why?
………………………………………………………………………………………………
……………………………………………............................................................................
9. Are you satisfied with the package of Lux soap?

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a. Yes b. No
If no then why?
………………………………………………………………………………………………
10. If you do not use Lux, do you use Aromatic?
a. Yes b. No

11.If yes,
how many Aromatic soaps do you use per month?
a. 1 b. 2 c. 3 d. 4

12. Are you satisfied with the price of Aromatic soap?

a. Yes b. No
If yes, why?
………………………………………………………………………………………………
………………………………………………………………………………………………
If no then why?
…………………………………………………………………………………………….
……………………………………………........................................................................
13. Do you think colors should be modified of Aromatic soap?
a. Yes b. No

14. If yes, what should be or what may be the colors?

……………………………………………………………………………………………..
15. What impact is created on your mind by the essence of Aromatic soap?
………………………………………………………………………………………………
16. Do you think that the sizes of Aromatic soap is perfect?
a. Yes b. No
If no then reason..
………………………………………………………………………………………………
17. Are you satisfied with the package of Aromatic soap?
a. Yes b. No
if no then why?
………………………………………………………………………………………………
……………………………………………............................................................................

18. Why do not you use Lux soap?

………………………………………………………………………………………………………………
………………………………………………………………………………
19. What suggestion will you provide for the improvement of Lux soap?
………………………………………………………………………………………………………………
……………………………………………………………………………

Thank you for providing this valuable information.

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