A STUDY ON CONSUMERS' SATISFACTION TOWARDS GILLETTE RAZOR

Submitted in partial fulfillment of the requirements for the award of degree in

MASTER OF BUSINESS ADMINISTRATION

By
CHANDRA SEKAR. K. P. Reg. No: 2941179

DEPARTMENT OF MANAGEMENT STUDIES

SATHYABAMA UNIVERSITY
(Established under Section 3 of UGC Act 1956) JEPPIAAR NAGAR, RAJIV GANDHI ROAD CHENNAI 600119

APRIL 2010
1

SATHYABAMA UNIVERSITY
(Established Under section 3 of the UGC Act, 1956)

Accredited with B++ Grade by NAAC

JEPPIAAR NAGAR, CHENNAI - 600 119

DEPARTMENT OF MANAGEMENT STUDIES BONAFIDE CERTIFICATE

This is to certify that this Project Report is the bonafide work of Mr. Chandra Sekar K. P. Reg.No. 2941179 who carried out the project entitled A Study on Inventory Management in Sundaram Brake Linings under our supervision from December 2010 to March 2011.

Internal Guide

External Guide

Mr. John Paul

(Name in Capital letters With signature) Head of the Department

Dr. VAISHALI.C.MAHARAJAN, MBA, Ph.D.

Submitted for Viva Voce Examination held on_________________

Internal Examiner

External Examiner

DECLARATION

I Mr. Chandra sekar k.p. Reg. No. 2941179 hereby declare that the Project Report entitled Customer Satisfaction about Gillette Razor is done by me under the guidance of Ms. SARANYA. R Lecturer, Sathyabama University, Chennai is submitted in partial fulfillment of the requirements for the award of the degree in Master of Business Administration.

DATE: PLACE: SIGNATURE OF THE CANDIDATE

ACKNOWLEDGEMENT

I would like to whole heartedly thank and express my sincere gratitude to the Chancellor, Thiru. Dr JEPPIAAR, M.A.B.L., Ph.D., for his constant encouragement in the development of this Project.

I also sincerely thank our Directors Thiru. Marie Johnson, B.E., M.B.A., Tmt. Mariazeena Johnson, B.E., M.B.A., for the constant encouragement and stimulating atmosphere provided to me.

I also wish to thank the Vice Chancellor Dr.N.Manoharan M.E., Ph.D., and Ms.Vaishali C Mahajan MBA.,(Ph.D) Head of the Department, for their valuable advice and support.

Most of all, I extent my sincere thanks to Ms. SARANYA.R Lecturer, MBA Department for their continuous encouragement, guidance and support throughout the development of this Project.

I also extend my sincere thanks to my family for their encouragement and support.

CHANDRA SEKAR. K. P

INDEX
S. No.
1 2 3 4 5 6 7 8 9

Index
Company Profile Objective of the Study Scope and Limitations of the Study Research Methodology Review of Literature Analysis and Interpretation Findings and Suggestions Conclusion Bibliography

Page No.
1 3 4 5 9 14 44 47 48

10

Annexure

49

TITLE PAGE

A STUDY ON CUSTOMER SAFTISFACTION WITH REFERENCE TO GILLETTE RAZOR

CHAPTER 1
COMPANY PROFILE

COMPANY PROFILE:
Incorporated in the year 1985 as Indian Shaving Products Limited, now Gillette India Limited, its products speak for themselves. The company is always been known for the strength of its brands, and always continues to penetrate deeper into the hearts of Indian Consumers. In the year 1990-91, the company launched two products, first was 7 0'Clock EJTEK PII Shaving System and second was shaving cream with three variants. This was the First time that a shaving cream was introduced in Indian markets with special features. In the Year 1991-92, the company launched New technology Gillette products. In the year 1992-93, the company launched the first advanced shaving product under the Gillette brand name Gillette Presto ready shaver all over India. The company earned distinction of being included for the first time in the top 100 companies in India, in terms of Market capitalization as published in Business today. In the year 1993-94, with the launch of Gillette Presto Ready shaver in February 1993, the company commenced the launch of Gillette Shaving Products in India.

In the year 1996-97, the company launched the latest state-of-the-art Gillette Sensor Excel shaving systems which met excellent consumer response. With the launch of these various products, the portfolio of Gillette branded products has increased significantly year by year.

In the year 1997, the company launched World renounced Gillette Sensor Excel for Women shaving system, which met great response. It also launched Gillette Shave foam which was met with good consumer response. In the year 1998, the company successfully launched the Gillette Series range comprising Shave gel, Shave Foam, After Shave Splashes, Conditioners and Deodorants, thereby making it the premier male grooming company. In the year 1999, the company introduced Gillette Series shave gel tube and Gillette Sensor Excel single cartridge pack. Also successfully launched Cool wave and Wild Rain range of personal grooming products under the Gillette series line. In the First month of new Millennium, the company launched Gillette Mach 3 to increase the demand.

In the year 2000, the company launched successfully Gillette Sensor Excel for women grooming category, and also launched Pacific Light. It also launched Geep Laserlite, a Sport flashlight.

In the year 2001, the company launched the Gillette Series Arctic Ice Line of products during the first half and undertook a series of very successful consumer promotions across product lines. It also launched the Gillette Series Satin Care for Women Wild Berry Line, the Cool Blue Mach 3 and Gillette Centennial Packs during the course of the year. Gillette India was ranked amongst the Top Ten Best Employers of India in Best Employers of India conducted by Hewitt associates.

In the year 2003, Company successfully relaunched Gillette Foam in 4 Variants .Duracell also launched its Ultra M 3 AA batteries, which was well received by consumers. Oral Care launched Power Oral Care brushes, which were well received in the market. Towards the End of 2003, Company launched Gillette Vector Plus for womens to increase the demand in the market.

In the year 2004, the Company launched Storm Force, a revolutionary after shave splash and New Ultra Comfort Shaving Gel .In the fourth Quarter, Company launched two new Gillette Series Tube Shave Gel variants, namely for Sensitive skin and Moisturizing, to suit different skin types.

In the year 2005, Company launched? New Improved Gillette Vector Plus featuring all new contemporary look. The Gillette Company, USA was acquired worldwide through merger in October, 2005 by Procter& Gamble Company, USA creating the largest Consumer products Company in the World. In the year 2006-2007, Company launched Gillette Presto Plus for more discerning consumers. Oral B brand launched Oral B Vision and Kid in Premium Market Segment.

CHAPTER 2
OBJECTIVE OF THE STUDY

10

OBJECTIVE OF THE STUDY: The study has two main objectives are: Primary objective Secondary objective.

The justification of these objectives of the study follows:

1. PRIMARY OBJECTIVE:
To study the customer satisfaction on Gillette Shaving Razor. 2. SECONDARY OBJECTIVE: To obtain information regarding customer preference towards the Gillette Shaving Razors. The secondary data collected of the project helped me in getting better understanding customer satisfaction level on Gillette Shaving Razors and the various brands of the Shaving Razors. In this study, secondary objective is based on the primary objective. To understanding the buying behavior of consumers on Gillette Shaving Razors and other brands. To study about the brand loyalty of customers towards Gillette Shaving Razor. To analyze the customers purchase decisions based on benefits or attributes of the Gillette Shaving Razor products. To understand about the Price sensitivity of customers. To study about the customers facing the problems by using Gillette Shaving Razor. To analyze about the awareness of the Gillette products by the customers. 11

CHAPTER 3
SCOPE AND LIMITATIONS OF THE STUDY

12

SCOPE OF THE STUDY:

The scope of the study includes customer satisfaction with reference to Gillette razors. The study is conducted to know the customer satisfaction about various brands, the choice and expectation towards Gillette razors. Therefore it will analyze the issues such as satisfaction level, brand loyalty, problems facing by using Gillette razors. 1. This study is useful to know the satisfaction level with different benefits or attributes of Gillette Shaving Razors. 2. The study is useful to know the consumer preference and their reasons to prefer Gillette Shaving Razors. 3. To find out market potential based on age and gender. 4. This study gives information about consumer awareness on Gillette Shaving Razors.

LIMITATIONS OF THE STUDY:

Many difficulties come in front on me while collecting the data on Gillette razors from the respondents. It simplifies these research findings are limited because they were generated in an exploratory qualitative inquiry. In this study one of the major limitations of sample size resulted from the lack of controlled timing of data collection. 1. Method of data collection was through personal interview and therefore personal bias becomes a major limitation. 2. Due to the time constraints only a sample of 50 were interviewed, hence the data collected may not be a representative of the entire population 3. The scope of study is restricted only in the Chennai city. 4. Not all the respondents answered in an unbiased manner. 13

CHAPTER 4
RESEARCH METHODOLOGY

14

MEANING: Research is a serious academic activity with the set of objectives to explain or analyse or understand a problem or finding solutions for the problems by adopting a systematic approach in collecting, organizing the information relating to the problem.

RESEARCH = SEARCH OF OLD THING + FIND OUT NEW THING

Research is defined as human activity based on intellectual application in the investigation of matter. The primary aim for applied research is discovering, interpreting, and the development of methods and systems for the advancement of human knowledge on a wide variety of scientific matters of our world and the universe. It is exploratory and often driven by the researchers curiosity, interest, and intuition. It is conducted without any practical end in mind, although it may have unexpected results pointing to practical applications. Research means search for knowledge some times it may refer to a scientific and systematic search for pertinent information on a specific topic. In fact research is an art of scientific investigation.

According to Red men define research is a Systematized effort to gain knowledge.

15

DATA COLLECTION METHODS: To accomplish the objective of the study, descriptive research design is adopted to collect the data from the consumers of the different brands. Descriptive researches simply describe things such as demography characteristics of consumers who use the product. The descriptive study is typically concerned with determining frequency with which same thing occurs. This study is typically guided by initial hypothesis. In this study, collected two types of data. 1. Primary Data 2. Secondary Data

1. PRIMARY DATA: For this study the primary data is collected in three ways: Through observations Through questionnaires Through Sampling procedure

2. SECONDARY DATA: The secondary data is collected about the study is from various sources where information is available like, a) Organizational web site b) Company Past records c) Internet d) Books e) Magazines 16

SAMPLE DESIGN:
Sampling may be defined as the selection of an aggregate or totally on the basis of which a judgment of reference about the aggregate of totally is made. Sampling is used in conducting surveys and in studying various problems concerning production management, time and motion studies, market research, various areas of accounting and finance and the like. The sample design of a sample survey refers to the techniques for selecting a probability sample and the methods to obtain estimates of the survey variables from the selected sample. Sample design covers the method of selection, the sample structure and plans for analyzing and interpreting the results. Sample designs can vary from simple to complex and depend on the type of information required and the way the sample is selected.

1. TYPE OF SAMPLING TECHINQUE: The method of sampling, which selected, is non probability convenience sampling. In this method the sample insights are chosen primarily on basis of my convenience. The sample technique adopted for carrying out the survey is stratified random. 2. TARGET SAMPLE: For this study have selected the sample target as the friends and relatives. 3. SAMPLE SIZE: Samples are taken at different locations of Chennai area. For the project large sample size of 50 were selected on the random basis to study about the customer satisfaction on Gillette Shaving Razor in the chosen area.

17

STATISTICAL TOOLS: Statistical techniques are to obtain findings and average information in logical sequence from the raw data collected. After tabulation of data research have used the following quantitative technique. 1. 2. Percentage analysis Bar Chart

1. PERCENTAGE ANALYSIS: Percentage refers to special kind of ratio. This method is used as making comparsion between two or more services of data. Persenatage are used to decidable relationship. Persentage can also used to compare thge relative terries, the distribution of two or more services of data 2. BAR CHART: A bar diagram is thick line whose width is shown merely for attention. The merits of such diagram are as follows: A reader can easily understand, the subject matter They are simplest and the easiest to make For comparsion of large numbers of items they are the only form that can be used effectively. Single bar diagram is the simplest of the bar diagram and is used frequently in practice for the comparative study of two or more items or value of a single variable or a single classification or category of data. Single Bar Chart are used to get a clear look at the tabulated data. 18

CHAPTER 5
REVIEW OF LITERATURE

19

A literature review is a body of text that aims to review the critical points of current knowledge and or methodological approaches on a particular topic. Literature reviews are secondary sources, and as such, do not report any new or original experimental work. It provide sufficient background information should be presented to the readers to understand and evaluate the results of the present study, references must be cited A literature review is written to highlight specific arguments and ideas in a field of study. The review should therefore also demonstrate to the reader why the writers research is useful, necessary, important, and valid. A Literature Review is more than an Annotated Bibliography or a summary, because you are organizing and presenting your sources in terms of their overall relationship to your own project.

Five Principles of Gandhi about customer 1) A customer is not an outsider to our business. He is definite apart of it. A customer is not an interruption of our work. He is the purpose of it. 2) A customer is doing us a favor by letting us serve him. We are not doing any favor. 3) A customer is not a cold statistic; he is a flesh & blood human being with feelings and emotions like our own. 4) A customer is not someone to argue or match wits with. He deserves courteous and attentive treatment. 5) A customer is not dependent on us. We are dependent on him. 6) A customer brings us his wants. It is our job to handle them properly and profitably-both to him and us.

20

CUSTOMER SATISFACTION:
Philip Kotler (1997) defines customer satisfaction as follows- "satisfaction is a persons feeling of pleasure or disappointment resulting from comparing a product is perceived performance (or outcome) in relation to his or her expectations." It portrayed the idea of measuring how satisfied customers are with the organization's efforts in a market place. Customer satisfaction measures the following variables :

1)Product 2)Service 3)Relationship 4)Price 5)Convenience 6)Brand image 7)Brand association 8) Total customer experience Customer satisfaction is a term used to describe a scenario when an exchange meets the needs and expectations of a user. It captures the provision of goods or services that fulfill the customer's expectations in terms of quality and service in relation to the price paid. Customer satisfaction, as a business term, can also be used to measure how the supply of products or services surpasses customer expectations.

Customer Satisfaction = (Customer)Expectations + (Customer)perceptions

21

The definition of customer satisfaction has been widely debated as organizations increasingly attempt to measure it. Customer satisfaction can be experienced in a variety of situations and connected to both goods and services. It is a highly personal assessment that is greatly affected by customer expectations. Satisfaction also is based on the customers experience of both contact with the organization (the moment of truth as it is called in business literature) and personal outcomes. Some researchers define a satisfied customer within the private sector as one who receives significant added value to his/her bottom linea definition that may apply just as well to public services. Customer satisfaction differs depending on the situation and the product or service. A customer may be satisfied with a product or service, an experience, a purchase decision, a salesperson, store, service provider, or an attribute or any of these. Some researchers completely avoid satisfaction as a measurement objective because it is too fuzzy an idea to serve as a meaningful benchmark. Instead, they focus on the customers entire experience with an organization or service contact and the detailed assessment of that experience.

"Satisfaction" itself can refer to a number of different facts of the relationship with a customer. For example, it can refer to any or all of the following:

Satisfaction with the quality of a particular product or service

Satisfaction with an ongoing business relationship

Satisfaction with the price-performance ratio of a product or service

Satisfaction because a product/service met or exceeded the customer's expectations.

22

MEASURING THE CUSTOMER SATISFACTION:

Measuring customer satisfaction is a relatively new concept to many companies that have been focused exclusively on income statements and balance sheets. Companies now recognize that the new global economy has changed things forever. Increased competition, crowded markets with little product differentiation and years of continual sales growth followed by two decades of flattened sales curves have indicated to today's sharp competitors that their focus must change.

Competitors that are prospering in the new global economy recognize that measuring customer satisfaction is key. Only by doing so can they hold on to the customers they have and understand how to better attract new customers. The competitors who will be successful recognize that customer satisfaction is a critical strategic weapon that can bring increased market share and increased profits.

To be successful, companies need a customer satisfaction surveying system that meets the following criteria:

The system must be relatively easy to design and understand.

It must be credible enough that employee performance and compensation can be attached to the final results. It must generate actionable reports for management.

"The gulf between satisfied customers and completely satisfied customers can swallow a business." -By Harvard Business Review

23

The most basic objective of a customer satisfaction surveying program is to generate valid and consistent customer feedback (i.e., to receive the voice of the customer, which can then be used to initiate strategies that will retain customers and thus protect the most valuable corporate asset-loyal customers).

As it's determined what needs to be measured and how the data relate to loyalty and repurchase, it becomes important to examine the mind-set of customers the instant they are required to make a pre-purchase (or repurchase) decision or a recommendation decision. Surveying these decisions leads to measures of customer loyalty. In general, the customer's pre-purchase mind-set will fall into one of three categories--rejection (will avoid purchasing if at all possible), acceptance (satisfied, but will shop for a better deal), and/or preference (delighted and may even purchase at a higher price).

This highly subjective system that customers themselves apply to their decisions is based primarily on input from two sources:

The customers' own experiences--each time they experience a product or service, deciding whether that experience is great, neutral or terrible. These are known as "moments of truth."

The experiences of other customers--each time they hear something about a company, whether it's great, neutral or terrible. This is known as "word-of-mouth."

There is obviously a strong connection between these two inputs. An exceptional experience leads to strong word-of-mouth recommendations. Strong recommendations influence the experience of the customer, and many successful companies have capitalized on that link.

24

CHAPTER 6
DATA ANALYSIS

25

TABLE 1:

Age Profile of Sample Population

Age
< 18 18-23 24-28 29-45 > 45

No of Respondents
2 26 11 6 5

Percentage (%)
4 52 22 12 10

Total

50

100

Inference From the above it can be observed that 4% of the respondents are less than 18 years, 52% of the respondents are between 18-23 years, 22% of the respondents are between 24-28 years, 12% of the respondents are between 29-45 years, 10% of the respondents are above 45 years.
26

CHAT 1:

Age Profile of Sample Population

Age
60

50

40

30 52 20

Age

10 4 < 18 18-23

22 12 10 > 45

23-28

28-45

Age of the Respondents

In the above graph, X-axis represents Age and Y-axis represents No. of respondents in percentage.

27

TABLE 2:

Gender classification

Gender
Male Female

No of Respondents
32 18

Percentage (%)
64 36

Total

50

100

Inference
From the above it can be observed that 64% of the respondents are Male, 36% of the respondents are Female.

28

CHAT 2:

Gender classification

Gender
70 60 50 40 30 20 10 0 Male Female 64

Gender

36

Gender of the Respondents

In the above graph, X-axis represents Gender and Y-axis represents No. of respondents in percentage.

29

TABLE 3:

Educational qualification classification

Qualification
SSLC SSC UG PG Others

No of Respondents
9 6 21 10 4

Percentage (%)
18 12 42 20 8

Total

50

100

Inference From the above it can be observed that 18% of the respondents are SSLC, 12% of the respondents are SSC, 42% of the respondents are UG, 20% of the respondents are PG, 8% of the respondents are Others.

30

CHAT 3:

Educational qualification classification

Educational Qualification
45 40 35 30 25 20 15 10 5 0 SSLC SSC UG PG Others 18 12 20 8 42

Educational Qualification

Educational Qualification of the Respondents

In the above graph, X-axis represents Educational Qualification and Y-axis represents No. of respondents in percentage.

31

TABLE 4: Occupation based classification

Occupation
Government Private Business Self Employed Student Homemaker Others

No of Respondents
2 14 3 2 23 4 2

Percentage (%)
4 28 6 4 46 8 4

Total
Inference From the above it can be observed that

50

100

4% of the respondents are Government Service, 28% of the respondents are Private Service, 6% of the respondents are Business, 4% of the respondents are Self Employed, 46% of the respondents are Students, 8% of the respondents are Home Makers and 4% of the respondents are Others.

32

CHART 4:

Occupation based classification

Occupation
50 45 40 35 30 25 20 15 10 5 0 4 6 4 8 4 28 46

Occupation

Occupation of the Respondents

In the above graph, X-axis represents Occupation and Y-axis represents No. of respondents in percentage.

33

TABLE 5:

Usage classification

Usage
Daily Alternate Days Twice a Week Once a Week
At Regular Intervals

No of Respondents
10 9 9 16 6

Percentage (%)
20 18 18 32 12

Total

50

100

Inference From the above it can be observed that 20% of the respondents are Daily users, 18% of the respondents are Alternate Days users, 18% of the respondents are Twice a week users, 32% of the respondents are Once a week users, 12% of the respondents are uses at Regular intervals.

34

CHAT 5:

Usage classification

Usage
35 30 25 20 15 10 5 0 Daily Alternate Days Twice a Week Once a Week At Regular Intervals 20 18 18 12 32

Usage

Usage of the Respondents

In the above graph, X-axis represents Usage and Y-axis represents No. of respondents in percentage.

35

TABLE 6:

Types of Shaving Products

Products
Super Max Gillette Wilkinson Sword Lynx Others

No of Respondents
5 41 1 2 1

Percentage (%)
10 82 2 4 2

Total

50

100

Inference From the above it can be observed that 10% of the respondents are Super Max Product, 82% of the respondents are Gillette Product, 2% of the respondents are Wilkinson Sword Product, 4% of the respondents are Lynx, 2% of the respondents are Other Products.

36

CHAT 6:

Types of Shaving Products Preference

Shaving Products
90 80 70 60 50 40 30 20 10 10 0 Super Max Gillette Wilkinson Sword 2 4 Lynx 2 Others 82

Shaving Products

Shaving Products of the Respondents

In the above graph, X-axis represents Shaving Products and Y-axis represents No. of respondents in percentage.

37

TABLE 7:

Place of Buying

Place
Grocery Shop Super Market Specialty Stores Chemist Shop Any Shop near by

No of Respondents
2 28 5 6 9

Percentage (%)
4 56 10 12 18

Total

50

100

Inference From the above it can be observed that 4% of the respondents are purchase the product from Grocery Shop, 56% of the respondents are purchase the product from Super Market, 10% of the respondents are purchase the product from Speciality Stores, 12% of the respondents are purchase the product from Chemist Shop, 18% of the respondents are purchase the product from any Shop near by.

38

CHAT 7:

Place of Buying

Place of Buying
60 50

40

30

56

Place of Buying

20

10 10 0 4 Grocery Shop Super Market Specialty Stores 12

18

Chemist Shop Any Shop near by

Place of Buying of the Respondents

In the above graph, X-axis represents Place of Buying and Y-axis represents No. of respondents in percentage.

39

TABLE 8:

Types of razor

Razor Types

No of Respondents
25 16 9

Percentage (%)

Disposal Razor Manual Refillable Razor Rechargeable Razor

50 32 18

Total

50

100

Inference From the above it can be observed that 50% of the respondents are using Disposal Razor, 32% of the respondents are using Manual Refillable Razor, 18% of the respondents are using Rechargeable Razor.

40

CHAT 8:

Types of razor

Razor Types
60 50

40

30 50 20 32 10 18

Razor Types

0 Disposal Razor Manual Refillable Razor Rechargeable Razor

Razor Types of the Respondents

In the above graph, X-axis represents Razor Types and Y-axis represents No. of respondents in percentage.

41

TABLE 9:

Gillette products

Gillette Products

No of Respondents
20 13 4 6 7

Percentage (%)

Gillette Mach3 Gillette Venus Gillette Fusion Gillette Sensor Excel Others

40 26 8 12 14

Total

50

100

Inference From the above it can be observed that 40% of the respondents are using Gillette Match3, 26% of the respondents are using Gillette Venus, 8% of the respondents are using Gillette Fusion, 12% of the respondents are using Gillette Sensor Excel, 14% of the respondents are Others.
42

CHAT 9:

Gillette products

Gillette Products
45 40 35 30 25 20 15 26 10 5 0 Gillette Mach3 Gillette Venus Gillette Fusion Gillette Sensor Excel Others 12 8 14 40

Gillette Products

Gillette Products of the Respondents

In the above graph, X-axis represents Gillette Products and Y-axis represents No. of respondents in percentage.

43

TABLE 10:

Product Awareness of Gillette razor

Awareness
Friends Family Advertisement(TV) Newspapers Others

No of Respondents
19 9 15 5 2

Percentage (%)
38 18 30 10 4

Total

50

100

Inference From the above it can be observed that 38% of the respondents are aware from Friends, 18% of the respondents are aware from Family, 30% of the respondents are aware from Advertisement (TV), 10% of the respondents are aware from Newspapers, 4% of the respondents are Others.

44

CHAT 10:

Product Awareness of Gillette razor

Awarness
40 35 30 25 20 15 10 5 0 18 10 4 38 30

Awarness

Product Awareness of the Respondents

In the above graph, X-axis represents Product Awareness and Y-axis represents No. of respondents in percentage.

45

TABLE 11:

Brand Satisfaction of Gillette razor

Satisfaction Level
Highly Satisfied Moderately Satisfied Neutral Moderately Dissatisfied Highly Dissatisfied

No of Respondents
31 10 6 2 1

Percentage (%)
62 20 12 4 2

Total

50

100

Inference From the above it can be observed that 62% of the respondents are Highly Satisfied, 20% of the respondents are Moderately Satisfied, 12% of the respondents are Neutral, 4% of the respondents are Moderately Dissatisfied, 2% of the respondents are Highly Dissatisfied.

46

CHAT 11:

Brand Satisfaction of Gillette razor

Satisfaction Level
70 60 50 40 30 20 10 0 Highly Satisfied Moderately Satisfied Neutral 20 12 4 2 Moderately Highly Dissatisfied Dissatisfied 62

Satisfaction Level

Satisfaction Level of the Respondents

In the above graph, X-axis represents Satisfaction Level and Y-axis represents No. of respondents in percentage.

47

TABLE 12:

Brand Loyalty in Shaving razor

Brand Loyalty
Purchase some other brand Purchase the same brand

No of Respondents

Percentage (%)

10

20

40

80

Total

50

100

Inference From the above it can be observed that 20% of the respondents are Not Loyalty with their Brand, 80% of the respondents are Loyalty with their Brand,

48

CHAT 12:

Brand Loyalty in Shaving razor

Brand Loyalty
90 80 70 60 50 40 30 20 10 0 Purchase some other brand Purchase the same brand 20 80

Brand Loyalty

Brand Loyalty of the Respondents

In the above graph, X-axis represents Brand Loyalty and Y-axis represents No. of respondents in percentage.

49

TABLE 13:

Price Sensitivity in Shaving razor

Price Sensitivity
Shift to Another Brand Still buy the same Brand

No of Respondents

Percentage (%)

10

20

40

80

Total

50

100

Inference From the above it can be observed that 20% of the respondents are Shift to another Brand, 80% of the respondents are Still buy the same Brand.

50

CHAT 13:

Price Sensitivity in Shaving razor

Price Sensitivity
90 80 70 60 50 40 30 20 10 0 Shift to Another Brand Sill buy the same Brand 20 80

Price Sensitivity

Price Sensitivity of the Respondents

In the above graph, X-axis represents Price Sensitivity and Y-axis represents No. of respondents in percentage.

51

TABLE 14:

Customer Purchase Decision based on Attributes Ratings

Ratings
Rating - 1 Rating - 2 Rating - 3 Rating - 4 Rating - 5

No of Avg Respondents
8 8 9 11 14

Percentage (%)
16 16 18
22

28

Total

50

100

Inference From the above it can be observed that 16% of the average respondents are rated the attributes as less important, 16% of the average respondents are rated the attributes as important, 18% of the average respondents are rated the attributes as important, 22% of the average respondents are rated the attributes as more important, 28% of the average respondents are rated the attributes as most important,

52

CHAT 14:

Customer Purchase Decision based on Attributes Ratings

Attributes Ratings
30

25

20

15 22 16 5 16 18

28

Attributes Ratings

10

0 1 2 3 4 5

Attributes Ratings of the Respondents

In the above graph, X-axis represents Attributes Ratings and Y-axis represents No. of average respondents in percentage.

53

TABLE 15:

Problems facing by using Gillette razors

Problems
Yes No

No of Respondents
4 46

Percentage (%)
8 92

Total

50

100

Inference From the above it can be observed that 8% of the respondents are facing Problems by using Razor, 92% of the respondents are Not facing Problems by using Razor.

54

CHAT 15:

Problems facing by using Gillette razors

Problems Facing by using Gillette Razors

100 90 80 70 60 50 92 40 30 20 10 0 8 Yes No

Problems Facing by using Gillette Razors

Problems of the Respondents

In the above graph, X-axis represents Problems Facing and Y-axis represents No. of respondents in percentage.

55

CHAPTER 7
FINDINGS AND SUGGESTIONS

56

Findings
The following are the Findings on the Product Gillette Shaving Razor based on the study opinion and analysis of the data:

52% majority of the respondents are teenagers (18 to 23) and 8% minority of the respondents are old age (greater than 45). 62% majority of the respondents is Male and 38% minority of the respondents is Female. 40% majority of the respondents is Under Graduate and 8% minority of the respondents is others like Diploma, etc. 46% majority of the respondents is students and 4% minority of the respondents is Government Services. 32% majority of the respondents use to shave once in a week and 12% minority of the respondents use to shave at regular intervals. 82% majority of the respondents is using Gillette Product, 2% minority of the respondents is using Wilkinson Sword Product and 2% minority of the respondents is using others like Bluebird and Feather products. 56% majority of the respondents are purchase the product from Super Market and 4% minority of the respondents are purchase the product from Grocery Shop. 48% majority of the respondents is using Disposal Razor and 18% minority of the respondents is using Rechargeable Razor.

57

 40% Male respondents are using Gillette Match3, 26% Female respondents are using Gillette Venus and 12% both respondents are using Gillette Sensor Excel. 38% majority of the respondents is aware about the product from Friends and 4% minority of the respondents is aware of the product from others like relatives etc. 64% majority of the respondents is Highly Satisfied and 4% minority of the respondents is Moderately Dissatisfied and 4% minority of the respondents is Highly Dissatisfied. 20% minority of the respondents are purchase some other brand if there brand is not available in the shop/store and 80% majority of the respondents are purchase same brand from other shop/store. 14% minority of the respondents will Shift to another Brand if the price rises and 43% majority of the respondents will still buy the same Brand even though the price rises. 8% minority of the respondents are facing Problems like dry skin, scratches etc., by using Razor and 92% majority of the respondents are Not facing Problems by using Razor. Male: Price, Stylish package design, Antiseptic attribute, Color of the Razor, Availability in stores, Offers/Discounts, Price and Brand name Female: Ease of Use, Keeps the skin soft, Fragrance, Availability in stores, Offers/Discounts, Price and Brand name. Common Attributes: Availability in stores, Offers/Discounts, Price and Brand name.

58

Suggestions
The following are the suggestions offered to increase the customer satisfaction level on the Gillette Razor based on the study opinion and analysis of the data:

The promotional activities taken by the company need to be more effective. If the firm promotes the products rigorously and effectively then the customers will get more information regarding the Gillette Razor. The company should not allow other competitors like Super Max, lynx as market leaders, so it is suggested that the company reduced the price of the their product to gain more number of customers in the market. The company concentrating only on males, it is suggested to concentrate on females also. Availability of female shaving razor in the market is very less, the company suggested to take necessary steps to available in all the market as they are market leaders at present. The company has satisfied n number of customers with their razor products but some customers feels not satisfied because they have some problems on the face by using this product, so it is suggested to the company to satisfy all the customers to increase the sales in the market. The company can further enhance its After-Sale services by adopting the latest practices.

59

CHAPTER 8
CONCLUSION

60

Gillette has the widest product range and the deepest product line in the mens grooming market. Having so many product variants would be an unbeatable advantage in upgrading the consumer throughout his lifetime and also making him brand loyal in the process. PROMOTION One important finding of this study and Customer Satisfaction Survey was only few customers were aware of the fact that Gillette shaving razor providing razors for female. This can be attributed to one of the following reasons: Gillette has spent on advertisements only for the men shaving razors not for women shaving razors. Hence the information available to public is limited. The promotions should have more of a pull effect in the advertisements that communicate not just the price and offers/discounts but also the values, attributes which the consumer can relate to. In short, more information has to be communicated to the consumer through ads, trade promotions etc. CONTINUE WITH UPGRADATION Gillette has been very successful in its strategy of upgrading the consumer in the shaving cream/gel/foam segment. Gillette has made sure that it makes its consumers move up the product chain by introducing new, technologically superior products and phasing their PLC very well. But sadly, this approach is missing in the shaving razor segment. Though there are various razors for male and female, but there has been no effort made to communicate to the consumer of the superior quality and attributes. Hence, this study suggests that Gillette adopt its upgrading the consumer strategy for the shaving razor preparation segment also. The firm should take certain necessary steps to give better up-to-date than the existing one to completely wipe out the dissatisfied customers. However by giving better up-to-date to products then customers will be satisfied to the hilt. This up gradation has 2 main advantages: We can fully leverage the Product life cycle and the individual phases of the products in different markets. We can make the consumer loyal to the brand over his lifetime.

61

CHAPTER 9
BIBILOGRAPHY

62

A list of the references used in guiding the research work and writing the paper. Reference Books Marketing Management by PHILIP KOTLER Research Methodology by C.R.KOTHARI Customer Satisfaction in Research Management by DEREK R. ALLEN Journals/Magazines Search Engines www.gillette.com www.google.com www.marketreasearch.com www.researchreporter.com www.slideshare.com
63

Customer Relationship Management by JILL DYCHE Marketing Research by Dr. D. D. SHARMA

CRM, Harvard Business Review, Nov/Dec 1995 Journals of Customer Satisfaction, Jan 1998

CHAPTER 10
ANNEXURE

64

STUDY ON CUSTOMER SAFTISFACTION WITH REFERENCE TO GILLETTE RAZORS IN CHENNAI

1. Name:
2. Age:

o Less Than 18 o 18-23 years o 23-28 years o 28-45 years o Greater Than 45
3. Gender:

o Male o Female o SSLC o SSC o UG o PG o Others(pls Specify) __________________

4. Educational Qualification:

5. Occupation:

o Government Service o Private Service o Business o Self-Employed o Student o Homemaker o Others (please specify) ______________

65

6. How often do you shave?

o Daily o Alternate Days o Twice a week o Once a week o At irregular intervals

7. What type of shaving product do you prefer to buy?

o Super Max o Gillette o Wilkinson Sword o Lynx o Others (pls specify) ____________________
8. Where do you generally buy the shaving razor?

o Grocery shop o Super market/ Departmental stores o Specialty Stores o Chemist shop o Any shop near by
9. What type of razor product do you prefer to buy?

o Disposal Razor o Manual Refillable Razor o Rechargeable Razor

10. Which of the following shaving Gillette razors you use? o Gillette Mach3

o Gillette Venus o Gillette Fusion o Gillette Sensor Excel o Others (pls specify) _________________

66

11. How do you know about Gillette razors?

o Friends o Family o Advertisement(TV) o Newspapers o Others (pls specify) __________________

12. How satisfied are you with Gillette shaving razor?

o Highly Satisfied o Moderately Satisfied o Neutral o Moderately Dissatisfied o Highly dissatisfied

13. If your FIRST preference is not available then what do you do?

o Purchase some other brand from the same shop/ store. o Purchase the same brand from some other store. o Shift to another brand o Still buy the same brand

14. If the price of your most preferred brand increases what would you do?

15. Please rate the factors given below on scale 1-5 based on the importance they hold

for you in purchase decision of a Shaving Razor? (1 least important to 5 most important) No. Attributes/Benefits 1 2 3 4 5 6 7 8 9 10 Price Availability in stores Fragrance Stylish package design Brand name Color of the shaving razor Antiseptic attributes Ease to use It keeps my skin soft Offers and discounts
67

Rating

16. Do you have any allergic problem by using Razor?

o Yes o No
If yes pls specify _______________________

68