RESEARCH PROJECT REPORT

ON

“ STUDY ON SATISFACTION LEVEL OF CUNSUMER ON MR 2”

KANPUR INSTITUTE OF MANAGEMENT STUDIES (AFFILIATED TO GAUTAM BUDDHA TECHNICAL UNIVERSITY, LUCKNOW

APPROVED FROM A.I.C.T.E

IN PARTIAL FULLFILMENT OF THE REQUIREMENTS FOR THE AWARD OF THE DEGREE

MASTER OF BUSINESS ADMINISTRATION

(2010-2012)UNDER THE GUIDANCE OF

(Ms. SHARADHA SHUKLA)

SUBMITTED BY:

(ATUL BABU)

ROLL NUMBER-1071470007

MBA BATCH-2010-12

ON (31-03-2012)

1

DECLARATION

I, (Atul Babu), hereby declare that the project work entitled ”STUDY ON

SATISFACTION LEVEL OF CUNSUMER ON MR 2” submitted towards MBA

Certificate is my original work and the dissertation has not formed the basis for award of

any degree, associate ship, fellowship or any similar title to the best of my knowledge.

Place: Kanpur (Atul babu)

Date: (Atul babu)

Roll No. /Student ID: 10714700007  

2

   

  PREFACE    

In its broadest sense training is essential to make the students familiar to the industrial

environment prevailing in the world .To be competitive and work aggressively, students

need to know the policies ,procedures and trends going in the present industrial world .

The purpose and objective of this study is to analyze the working condition.

3

Acknowledgement

I take this opportunity to express my deep gratitude to those who have helped me in completing the matter of this report ,it was a time taking process and lot of guidance and support was needed to complete this report .it was team work and without co-operation it was not possible to complete this project .

The training report titled “SATISFACTION LEVEL OF CONSUMER ON MR2 “has been prepared towards the partial fulfillment of M.B.A.

First of all I would like to express my deep gratitude to Mr. Sandeep Sharma (C.R.E.) for his valuable suggestions from time to time without his support this project would not have taken its present shape.

My sincere thanks to the employees of different organization, for helping me and providing support in completing the project

I would also like to thank faculty member MS. SHARADHA SUKLA(Kanpur Institute of Business Management Unnao (U.P.)) for his encouragement and guidance.

NAME – ATUL BABU

MBA FINAL YEAR

ROLL NO-0956370010

4

Contents

Chapter No. Description Page No.

Declaration 2

Faculty Certificate

Certificate from Organization 3

Preface 4

Acknowledgement 5

Brief History 9-10

Executive Summary 11-13

1- Introduction to topic 14-19

1.1 Determining the customer satisfaction 15-16

1.2 Measuring customer satisfaction 17

1.3 Objectives of the study 18-19

2- Company Profile 20-62

2.1 Soap & detergent division 27-41

5

List of figures

Figure 2.1 39

2.2 Leather & footwear division 42-62

3- Research Methodology 63-80

3.1 Objective of research 65

3.2 Research process 66-69

3.3 Research design 70-73

3.4 Sampling method 74-76

3.5 Limitations 77

3.6 Data collection method 78-80

4- Analysis & Interpretation 81-87

List of figures

Figure 4.1 82

Figure 4.2 83

Figure 4.3 84

6

Figure 4.4 85

Figure 4.5 86

Figure 4.6 87

5- Findings 88-90

6- Recommendations 91-93

7- Appendices 94-98

8- Bibliography 99-100

7

BRIEF HISTORY

Over 100 years’ link with India. In the summer of 1888,visitors to the Kolkata harbor & noticed crates full of Sunlight soap bars, embossed with the words “Made in England by Lever Brothers”. With it, began an era of marketing branded. Fast Moving Consumer Goods (FMCG).

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

In 1931, Unilever set up its frist Indian subsidiary, Hindustan Vanaspati Manufacturing Company, followed by Lever Brothers India Limited (1933) and United Traders limited (1935). These three companies merged to form HUL in November 1956; HUL offered 10% of its equity to the India public, being the frist among the foreign subsidiaries to do so. Unilever now holds 51.55% equity in the company. The rest of the shareholding is distributed among about 380,000 individual shareholders and financial institutions.

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

Pond’s (India) Limited had been present in India since 1947. It joined the Unilever fold through an international acquisition of Chesebrough Pond’s USA in 1986. Since the very early years, HUL has vigorously responded to the stimulus of economic growth.

The growth process has been accompanied by judicious diversification, always in line with Indian opinions and aspirations.

8

The liberalization of the Indian economy, started in 1991 clearly marked an inflexion in RSPL (Rohit Surfactants Pvt. Ltd.) and the Group,s growth curve. Removal of the regulatory framework Allowed the company to explore every single product and opportunity segment, without any constraints on production capacity.

Simultaneously, deregulation permitted alliances, acquisitions and mergers. In one of the most visible and talked about events of India’s corporate history, products like soaps, Detergents and personal products both for the domestic market and exports to India. In 1995 RSPL’s Footwear & Leather Division has recorded impressive growth.

9

Executive summary

Ghari Detergent brand is one of the fastest growing in the stagnant FMCG market. The

Ghari Group, in spite of such competition, is making great strides in the Indian Detergent

Industry and is currently ranked as third largest brand in its category with more than 16%

market share (approx.) and is striving to better its position by constant endeavor. With the

passage of time, by adopting latest technology and using premium quality raw material, it

developed a product under the brand name ‘GHARI’ to the liking of the masses and

achieved a group turnover of more than Rupees 1000 Crores in the financial year 2006-

07, continuing with an average growth rate of 15 to 20%.

Rohit Surfactants Pvt Ltd (Leather and footwear division) is part of the fast growing

Rohit Surfactants group with sales of US$ 400 million per annum. The Footwear &

Leather Division has recorded impressive growth since inception in 1995. Rohit

Surfactants Pvt Ltd (Leather & Footwear Division) has over 1200 full time

employees. The group produces one of the leading FMCG brand in India marketed under

the brand name of ‘GHARI’. The company markets a leather footwear brand in India by

the name of ‘RED CHIEF’, all footwear made under this brand is of leather. The

company is a complete leather and footwear manufacturer with its own tannery, and three

footwear and a sole manufacturing plants.

The main objective of the project is to measure the satisfaction level of consumer on

MR2 detergent for that we have to distribute the two different type of detergent pack of

sample A and sample B, after few day we go there & take their experience about these

sample.

We ask the respondents to rate how much they expected of certain attributes and how

much they actually experienced. Finally, the company can ask respondents to list any

problems they have had with the offer and to suggest improvements.

10

Company can take direct measures of consumer satisfaction by conducting regular

surveys. They can send questionnaires or make telephone calls to a sample of recent

consumers to find out how they feel about various aspects of the company’s performance.

They can also survey buyer’s views on competitor’s performance.

Finally We Find That:

MR2 detergent has got a good Burned stains removal power and can give a strong

competition to competitors.

MR2 detergent has got good Oil stains removal power, far better than that of others.

Perfume of MR2 detergent is very good in nature, and very effective as in comparison of

surf excel, tide.

Post washing perfume of MR2 detergent is very good in nature, and very effective as in

comparison of surf excel, tide.

11

Chapter - 1

Introduction To Topic

12

Introduction to topic

Determining the Customer satisfaction

Today’s consumers face a growing range of choices in the products and services they can

buy. They base their choices on their perceptions of quality, value, and service. A

company must need to understand the determinants of consumer value and satisfaction.

Consumer delivered value is the difference between total consumer value and total

consumer cost. Consumers will normally choose the offer that maximizes their delivered

value.

Consumer satisfaction is the outcome felt by the buyers who have experienced a

company’s performance that has fulfilled their expectations. Consumers are satisfied

when their expectations are met, and delighted when their expectations are exceeded.

Satisfied consumers remain loyal longer, buy more, are less price sensitive, and talk

favorably about the company.

To create consumer satisfaction, a company must maintain their own value chains and the

entire value delivery system in a consumer centered way.

The company’s goal is not only to get more and more people consuming its products but,

even more importantly, to retain consumers.

13

Measuring Consumer Satisfaction

A company can measure the consumer satisfaction in a number of ways. It can measure

satisfaction directly by asking “How satisfied are you with this product?

Are you highly dissatisfied, somewhat dissatisfied, neither satisfied nor dissatisfied,

somewhat satisfied, or highly satisfied?”

It can ask the respondents to rate how much they expected of certain attributes and how

much they actually experienced. Finally, the company can ask respondents to list any

problems they have had with the offer and to suggest improvements.

Company can take direct measures of consumer satisfaction by conducting regular

surveys. They can send questionnaires or make telephone calls to a sample of recent

consumers to find out how they feel about various aspects of the company’s performance.

They can also survey buyer’s views on competitor’s performance.

14

Objective of the Study

As we all know that Ghari Detergents brand is one of the fastest growing in the stagnant

FMCG market. The Ghari Group, in spite of such competition, is making great strides in

the Indian Detergent Industry and is currently ranked as third largest brand in its category

with more than 16% market share (approx.) and is striving to better its position by

constant endeavor.

Ghari group launched many products like ghari detergent powder and cake which not

only became popular in the market but also enjoyed a monopoly for long -long time.

MR2 detergent is also one of the product which is launched by the Ghari group in direct

competition to established brand of detergent like MR2.

The main aim of this project work was as follows:

1. To determine the true market position of MR2 detergent.

2. To determine the level of consumer satisfaction of MR2 detergent.

3. To rate the expectations of consumers in relation to various attributes of MR2

detergent, and to record their experiences.

15

4. To compare MR2 detergents with surf excel on the basis of attributes.

5. To compare the consumer satisfaction level of MR2 detergent with satisfaction level of

competitor.

16

Chapter - 2

Company Profile

The Group

Ghari Detergents brand is one of the fastest growing in the stagnant FMCG market. The

Ghari Group, in spite of such competition, is making great strides in the Indian Detergent

Industry and is currently ranked as third largest brand in its category with more than 16%

market share (approx.) and is striving to better its position by constant endeavor.

17

.

With the passage of time, by adopting latest technology and using premium quality raw

material, it developed a product under the brand name ‘GHARI’ to the liking of the

masses and achieved a group turnover of more than Rupees 1000 Crores in the financial

year 2006-07, continuing with an average growth rate of 15 to 20%

18

List of Board of Directors

Sl. No. Name Designation

1. Shri Murli Dhar Chairman & Managing Director

2. Shri Bimal Kumar Managing Director

3. Shri Manoj Gyanchandani Director

4. Shri Rahul Gyanchandani Director

5. Shri Rohit Gyanchandani Director

6. Shri Bansi Lal Director

7. Shri Tara Chand Director

8. Dr. R.P. Singh Director

19

Profile Of The Promoters

Late Dayal Das initiated the group as a small family business. It is said that knowledge and

expertise comes from experience. It was his individual efforts and dedication that laid the

foundation on which the empire of “Ghari” group has been builds up within a span of three

decades. He was a firm believer of an age old adage “Value for Money”. His contribution to

the success of the group is unparalleled

Mr. Murli Dhar

The contribution of Mr. Murli Dhar, Chairman & Managing Director to the brand building of

the “GHARI” detergents is recognized and a well-established truth. He joined the family

business of his father Late Dayal Das and with his vision and strong dedication gave the family

business the shape of a corporate. His experience of more than 30 years in this industry has

helped the group to grow further and explore new heights

Mr. Bimal Kumar

Mr. Bimal Kumar, backed by a wide and rich experience of around 25 years. Taking care of the

day-to-day affairs of the group and efficiently managing the intricacies of business is his forte.

His contribution to the Human Resource Development in the group has been enormous and his

media and advertisement strategy has proved to be supered efficient in terms of sales response.

Mr. Manoj Kumar

Joined the business at a very young age with the vision to diversify and venture into the leather

industry, he completed his professional training in leather and footwear designing from Italy

and other European countries. Leayan Overseas Private Limited (now Ghari Industries Private

Limited) commenced its production in may 1997.Leather business is having two manufacturing

20

facilities one at Kanpur and other at Haridwar. The Company is manufacturing leather shoes

under the prestigious brand name of “Red Chief”.

Other than the Leather & Footwear Division he is also making foray in ‘Retail Business’ and

involved in day-to-day affairs and decision making of the entire group.

Mr. Rahul Gyanchandani

For a young blood inception Mr. Rahul Gyanchandani has been appointed on the Board to

utilize his innovative and creative abilities for future growth of the Group. It is his vision of

backward integration, which is leading to competitive advantage, which is difficult for others to

achieve. A manufacturing unit at Jhansi, for the manufacturing of Aplha Olephin Sulphonate, a

raw material for manufacturing of detergents has been established under his guidance. To cater

to the requirements of the packaging material for detergent business, a manufacturing unit of

packaging material has been established at Greater Noida under his able guidance.

Mr. Rohit Gyanchandani

The young and dynamic Director incepted on the Board. The massive advertising and

marketing strategies have been planned and monitored under his able guidance. His brief stint at

the New Delhi market has helped him to gain first hand experience of the detergent market

conditions. The renewed efforts of the group in terms of product development and market

research to find possible market gaps in the detergent industry can be traced to his firm belief in

core competence.

Company Vision & Outlook

21

Ghari group has diversified into other businesses with firm foot in leather, wind energy,

construction, and toilet soap. With a view to backward integration of raw materials (Alpha

olefin suffocates, optical brightener and integrated packaging unit for captive consumption) the

group has allocated rupees 50 crores for this purpose and has managed its funding with its

internal accruals and borrowing from financial institution. Rupees 35 crores approx. has already

been invested.

The group with its commitment to quality control to utmost level has setup a fleet of tankers

and trailers to stop adulteration and to manage its logistics more efficiently and cost effectively.

.

To avoid double taxation and transport cost group has established their production units and

depots in different locations across the country.

22

Soap & Detergent Division

23

The Group

The leading brand “GHARI” and some other brands in the detergent segment were

earlier owned by KTC Private Limited, the marketing company of the group. The

company has been merged with Leayan Overseas Private Limited, another group

company engaged in the manufacturing and marketing of leather shoes under the

brand name of “RED CHIEF” and finished leather. Pursuant to the Scheme of

amalgamation becoming effective, the name of the company has been changed to

“Ghari Industries Private Limited”. The activities of the merged entity are now

broadly into two segments, the marketing and trading of Ghari detergent

cake/detergent powder and manufacturing and marketing of leather shoes and finished

leather.

Rohit Surfactants Private Limited -Company does the manufacturing and trading of

detergents, toilet soaps and other FMCG products.

Poonam Developers & Infrastructure India Private Limited -This Company is

involved in the business of construction and real estate.

Calcutta Detergents Private Limited -This Company does activities of manufacturing

and trading of detergents. .

All the Companies are under the supervision and control of the same management,

thereby making its recognition as the “Ghari Group”.

We have a very strong market presence in major parts of India, however some parts

had been left untouched hitherto. Steps are being taken to strengthen and increase our

already strong dealer network of 2500 dealers, so that we are able to penetrate those

markets where we have little or no presence. By the next two to three years, we hope

to have a significant share of the Indian Detergent market. Initiatives are being taken

to set up modernized units in order to meet the growing consumer demand for our

products and fulfill the age-old adage of ‘value for money’. .

Last but not the least, it is the dedicated and loyal workforce of the group which has

helped the Ghari group to reach such a leading market position. We try to create a

24

work environment which is employee friendly & soothing. This approach has been of

great value in the retention of our employees, and is evident from a very low

employee turnover rate of less than 1%.

The ultimate destination of the group is healthy industrial and economic growth and to

honour its commitments towards the nation &

societyhttp://www.gharidetergent.com/ghari_portfolio.htm - top.

25

Product Profile

26

Products

Ghari is the popular brand of cleaning and washing products, for various purposes in

India. Its product list covers variety of products. Its products have been designed and

priced keeping in mind the need of an average Indian customer. High quality at

reasonable prices has been the secret of Ghari's success during years.

Following is the list of the main products being offered by Ghari in the Indian market.

27

Ghari Detergent Cake

28

S sizes   MRP

350g : Rs. 15.00

220g : Rs. 10.00

160g : Rs. 07.00

110g : Rs. 05.00

65g : Rs. 03.00

45g : Rs. 02.00

Ghari Detergent Powder

29

Si sizes MRP

1Kg : Rs. 36.00

525g : Rs. 20.00

255g : Rs. 10.00

110g : Rs. 05.00

17g : Rs. 01.00

Premium Detergent

30

Sizes   MRP

1Kg : Rs. 80.00

500g : Rs. 40.00

75g : Rs.  05.00

22g : Rs.  02.00

12g : Rs.  01.00

Hygiene Dish Bar

31

Sizes   MRP

370g : Rs. 17.00

250g : Rs.  12.00

205g : Rs.  10.00

100g : Rs.  05.00

Bathing Soap

 

 

32

Sizes   MRP

100g : Rs. 10.00

45g : Rs.  05.00

Competitors Of Detergent (Ghari & MR-2)

Tide Surf excel Arial Wheel

Competitors Of Hygiene Dish Bar (Xpert)

Vim Nip Exo

Competitors Of Bathing Soap (Venus)

Lux Lifebouy Pears Breeze Dyna Perk Avenue Margo Dettol Godrej No. 1 Liril Nirma Superia Dove Nima

33

Growth of Group Sales since Ingress into Detergents

(Rupees in Crores)

Figure – 2.1

Contact Details

Registered & Head Office

34

Address 109/366, R.K Nagar , G.T Road,Kanpur –India

Telephone No. +91-512 – 2551201-06

Fax No. +91-512 – 2550832

Corporate Office

Address3rd Floor, C –1,2, and 3, Netaji Subhash Place,

Wazirpur District Center, New Delhi – 110 034.

Telephone No. + 91 –11- 27351856, 27353193

Fax No. +91- 11- 27351856

Website

www.gharidetergent.com

E-mail

info@gharidetergent.com

info@ktcpl.net

35

Leather & Footwear Division

36

37

Red & Chief is one of the leading footwear brand in India, manufacturing high quality

genuine leather footwear at unbeatable price. .

Red Chief is one of the leading footwear brand in India, manufacturing high quality

genuine leather footwear at unbeatable price.

38

Profile

Red Chief is the brand of Ghari Industries Pvt. Ltd. (Footwear & Leather division) - one

of the leading manufacturers of footwear in India. The Company is a part of Ghari

Industries Pvt Ltd group, having annual group turnover of around US $ 200 million. This

company is also manufacturing detergent under the brand name "Ghari" which is a well

established brand and trend setter in its respective

industry.

Footwear range of Ghari Industries Pvt Ltd was launched under the brand name Red

Chief in 1997 to meet the growing demand for branded high quality leather footwear at

an affordable price. Starting with a handful of employees in 1997, Red Chief now has a

workforce of more than 350 dedicated employees. The company has recorded an

impressive growth through its enthusiastic and highly motivated marketing team and an

efficient distribution network covering nearly the whole of north & west India. For future

growth the company is now all set to explore overseas market. .

39

The driving force behind the company through the years has been its quest for quality and

excellence. To fulfill these objectives, Red Chief has gone for complete backward

integration. It has its own Tannery to supply a complete range of finished leather as well

as manufacturing facilities for making Sole and Shoe Upper, thus ensuring superior

quality in every component of its products and becoming a complete Shoe Manufacturing

Company. 

40

Products

Life Style Shoes

Article No. 1078 Article No. 1006

Article No. 960 Article No. 1108

41

Article No. 994 Article No. 811

42

   

Article No. 971 Article No. 1036

   

Article No. 1033 Article No. 938

 

 

43

Article No. 941 Article No. 1034

44

Sports Shoes

Article No. 2002 Article No. 2007

Article No. 2006 Article No. 2005

   

45

Summer Wear

Article No. 440 Article No. 424

Article No. 432 Article No. 431

   

46

Article No. 429 Article No. 445

   

47

Quality policy

We trust in the ideology of "Value for Money". It has been our guiding principle to

deliver high quality shoes at affordable prices, which is unmatchable by any of our

competitors. .

Each of our products incorporates the highest standards of quality achieved through

stringent quality control by adopting latest technologies, rigorous testing of raw

materials, continuous on-process monitoring , battery of post assembly checks and

commitment of our employees to achieve quality standards. Our products meet all

relevant international standards and regulations.

An urge to give even better product to the customer keeps us engaged with constant

quality up-gradation. Experimenting with new ideas in technology and design, an in-

house research and development cell equipped with the most advanced tools ensures a

constant flow of new ideas and breakthroughs.

48

Philosophy

Our company's corporate philosophy can be expressed in one sentiment "Customer

Delight"- by providing products of the highest quality within an economical and

affordable price range. Total consumer satisfaction is the most important component we

pack into all our products and absolute consumer confidence is our biggest reward.

.

Perfection is a never ending pursuit for us. With quality as the hallmark, it is our sincere

endeavor that each product that comes through our state-of-art production line should

truly act as the ambassador of goodwill, with the consumers-reinforcing their conviction

in Red Chief.

Social Commitment

49

The company displays high level of social commitment by active participation in social

welfare activities. All packing material used for packing footwear and finished leather is

recyclable and environment friendly. The tannery at Ghari Industries Pvt Ltd has one of

the modern water treatment plants to treat effluent water and has high safety standards for

workers.

50

Infrastructure

With the most advanced manufacturing facilities spread over 6000 sq. meters, Red Chief

has been consistently meeting the requirement of its customers.

Red Chief has state - of - the art production facilities to manufacture 2000 pairs of shoes

per day. The complete vertically integrated infrastructure, all under one roof gives us the

huge edge. The complete in house manufacturing capabilities include upper stitching and

injection moulding machines. If required production capacity can be increased up to 3000

pairs a day.

The facilities are fully networked for the smooth flow in the assembly line. The emphasis

on quality is not compromised at any level and under any circumstances. To ensure this,

rigorous controls and checks have been implemented in every stage right from the

acquisition of raw material to the finished products. The company keeps abreast with the

latest shoe manufacturing

technology. Many machines in the footwear and Leather Division are imported from

countries like Italy, Germany, Czech Republic and some other European Countries.

51

Advertisement Campaign

Since 1997 'Red Chief' has come and long way and has established itself as a major brand

in the Indian footwear market manufacturing designer shoes, formal shoes, casual shoes,

boots, etc., with the brand proposition 'naturally its leather'. A lot of effort and hard work

has been put into the brand since that time besides consistency in the product quality;

high quality advertisement has also helped the brand promotion.

The main media in use for advertisement of Red Chief are newspapers and magazines.

Besides this, intensive outdoor advertisements like billboards, poster panels, side

hoardings, vehicle wraps and also wallscapes are used as a medium of advertisement.

52

All the outdoor venues for advertisement and carefully picked to maximize the effect of

the ad on the potential customers. Besides this at Red Chief we also give a lot of

importance to in-store advertising, the retailers are provided with a lot of promotional

advertisement stuff, like hangings, posters, display racks, electric boarding and also

stationary with Red Chief printed on it. Frequent television advertisements also support

the main media.

 

53

Competitors Of RED & CHIEF (Shoe & Sleeper)

Red Tape Liberty Bata Allen Cooper Wood Land Lee Cooper Khadim

54

Contact Detail

Ghari Industries Pvt Ltd

(Footwear & Leather Division)

Regd. Office: 117 / H-2 / 202,

Pandu Nagar, Kanpur-208005 (U.P.) India.

Work: 198-B, Dada Nagar, Kanpur-208022 (U.P.) India.

Tel.:- +91-512-2241749 / 2296186

Fax: - +91-512-2241750

E-mail: info@redchief.co.in

55

Chapter - 3

Research Methodology

56

METHODOLOGY OF THE PROJECT

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY is a way to systemically solve the research

problem. It may be understood as a science of studying how research is done. and it to

study the various steps that are generally adopted by a researcher in studying his research

problem it is necessary for the researcher to design the methodology form the problem as

a method differ from problem- problem.

Research methodology is a way to solve research problem along with the logic

behind them. Thus when we talk of the research methodology we not only take of

research method but also context of our research study and explain why we are using a

particular method or techniques and why we are not using other so that research result are

capable of being evaluated either by the researchers himself or by others.

Research methodology means the method carried out to study the problem. It

shows the type of the sample design used, its size and the procedure used to dew sample.

The extent of precision achieved and the method used for handling any special problem

during the course of the study.

Objectives of Research

The purpose of research is to discover answers to questions through the

application of scientific procedures. The main aim of research is to find out the truth

which is hidden and which has not been discovered as yet. Though each research study

has its own specific purpose, we may think of research objectives as falling into a number

of following broad groupings:

57

To gain familiarity with a phenomenon or to achieve new insights into it (studies

with this object in view are termed as exploratory research studies.)

To portray accurately the characteristics of a particular individual, situation or a

group (studies with this object in view are known as descriptive research studies.)

To determine the frequency with which something occurs or with which it is

associated with something else (studies with this object in view are known as

diagnostic research studies.)

To test a hypothesis of a causal relationship between variables (such studies are

known as hypothesis-testing research studies.

58

Research Process

Marketing research refers to “systematic and scientific method of problem solving”

which consist of enunciating the problem, formulating hypothesis, collecting data and

information, analyzing the fact and researching certain confusion either in the form of

solution to the concern problem or in certain generalization for some theoretical

formulation.

Research process consists of a number of closely related activities. Various steps

involved in a research process are not mutually exclusive nor they are separate and

distinct. Researcher has to be constantly anticipating at each step in the research process

the requirements of the subsequent steps. However, the following order concerning

various steps provides a useful procedural guideline regarding the research process:

59

Before embarking on the detail of research methodology and the techniques it

seems appropriate to present the brief overview of the research process. Research process

consists of series of action or steps necessary to effectively carried out the research and

the desired sequencing of these steps one should remember that the desired sequencing of

these steps. One should remember that various steps involve in a research process are not

mutually exclusive nor they are separate and distinct they do not necessarily follow each

other. any specific order and researcher have to be constantly anticipating at each steps in

the research process however the following order concerning various steps provide a

useful procedural guideline regarding the research process.

60

Step Involved In Research Process

Formulate the research problem.

Determine the research design.

Determine the data collection methods and forms

Design data collection Forms

Design sample and collect data.

Analyze and interpret the data.

Prepare the final research report.

61

Research objective

Research design - Exploratory research design data collection:

Through Questionnaire

Nature of data - Primary data through the Questionnaire,

Secondary data through magazine, websites, & News paper

Sample size - 100 respondents throughout Kanpur city

Sampling method - Probability or random sampling, stratified random

Sampling, simple random sampling

62

Research design

Research design is the arrangement of condition for collecting and analysis of data in

manner that aim to combine relevance to research purpose with economy in procedure.

I think marketing manager need to know the cost of research plan before approving,

suppose the company made a prior estimate that launching a new product.

In detailed research can be grouped in four categories:

Exploratory research design

Descriptive research design

Diagnostic research design

Experimental research design

Exploratory research design

Exploratory research design studies are also term as formulating research studies, the

main purpose of such studies is that of formulating a for more precise investigation or of

developing the working hypothesis from an operational point of view the major emphasis

in such studies is on the discovery of the new idea and insights.

63

As such there research design appropriate for such studies must be flexible enough to

provide opportunities for considering different aspect of a problem under study.

Present research in exploratory in nature, it is aim together relevant information from the

customer about their satisfaction

For these research project two types of data has been used

a) Primary data

b) Secondary data

Primary data

Primary data are those, which are collected for the first time and are those original in

character, primary data are in shape of raw material to which statistical method are

applied for the purpose of analysis and interpretation primary are been collected in

market by three basic methods;

Experiments

Observation

Survey method

I have been collected primary data by the survey method, because of systematic

gathering of data from respondents through questionnaire, which is objective oriented,

unambiguous, interesting, simple, and accurate and complete in information concern.

64

Sample Size & Distribution

Sample size is 100 and the method used in stratified sampling, sample distribution is

scattered type.

Secondary Data

Secondary data are those which have already been collected by some other person

and which have been passed through the statistical machine at least once.

External Data

This type of secondary data can be obtained from the outside sources such as news

paper, magazine, article and websites.

65

Sampling method

Probability sampling

Probability sampling is also known as chance sampling or random sampling

In random sampling design, every item of the universe has an equal chance of inclusion

in the sample. It is so to say, a lottery method in which individual units are picked up

from the whole group not deliberately but by some mechanical process.

Here it is blind chance alone that determines whether one item or the other is selected.

Stratified Random Sampling:

The sampling procedure may be summarized as follow:

A. The universe to be sample is divided into group,

Those are mutually exclusive and include all items in the universe.

B. A simple random sample is then choosen independently from each group of

stratum.

The process of stratified random sampling differs from simple random sampling.

In the simple random sampling the distribution of sample among strata is left

entirely chance.

66

Advantages of Sampling

Sampling can save time and money. A sample study is usually less expensive than a

census study and produces results at a relatively faster speed.

Sampling may enable more accurate measurement for a sample study, and is generally

conducted by trained and experienced investigators.

Sampling remains the only way when the population contains infinitely many

members.

Sampling remains the only choice when the test involves the destruction of the item

under study.

Sampling study usually enables to estimate the sampling errors and thus assists in

obtaining information concerning some characteristics of the population.

67

Limitations

While conducting the survey the biggest problem faced was the very wide and vast

geographical area of the city and resources were limited. Hence the respondents of

some localities could not be covered.

Another problem was that some people were suspicious about the survey and they

refused to disclose their identity and answering the questions.

The biasness and hesitation of the respondents in giving the answers to certain

questions.

Few respondents were not available at the time of taking the feedback.

Time and money constraint was the limiting factor for the research.

68

Data Collection Method

Questionnaire

Surveys are best suited for descriptive research. Companies undertake surveys to learn

about people's knowledge beliefs, preferences, and satisfaction, and to measure their

magnitudes in the general population.

If the researcher wishes to ask consumer about their preferences, with respect to certain

product or attributes they can do so in person by mail or by telephone. Each of these

survey methods has certain advantages and disadvantages that the researcher must weigh

in selecting the method of contact.

The one good way of doing survey is by mailing questionnaire, mail surveys are

conducted by sending questionnaire directly to individual at their home or by personal

contact.

A questionnaire consists of a set of questions presented to the respondent. It also contains

a suitable space where the answers can be recorded. Because of its flexibility, the

questionnaire is one of the most common and widely used instruments used to collect the

primary data. As we know, that preparing a questionnaire is a very intellectual process

and it should be developed carefully.

So, in order to minimize the possibilities of biasness, we have included both types of

question i.e. closed ended and open ended questions.

Closed ended questions specify all the possible answers for the given question and

provide answers that are easier to interpret and tabulate.

Open-ended question allow the respondents to answer in their own word and often reveal

more about what they think.

69

Unstructured Interviews

As the term indicates, the type of interview is unstructured. In this form of interview the

questions to be asked by the respondents, is not predetermined. And the interview

proceeds according to the response given by the respondents. This form of interview is

useful when the reaction of respondents vary.

This method is also a time saving method, as only the relevant questions are asked. Level

of the respondent's knowledge, skill intelligence, etc can be taken into consideration.

70

Chapter - 4

Analysis & Interpretation

71

Detergent Used By Consumer

Figure – 4.1

72

Detergentused RespondentTide 22Surf Excel 12Ariel 3Rin 2Other 5

Detergent Used For Costlclothes

Detergent RespondentTide 18Surf Excel 16Ariel 7Rin 1Other 2

Figure – 4.2

73

Comparison Between Sample A & B On The Basis Of Features

Features SampleA SampleBStain Removal 27 17Brightness 26 18Perfume 30 14Post washing Perfume 24 20

Figure – 4.3

74

Overall better sample

Sample Respondent Sample A 28 Sample B 16

Figure – 4.4

75

Rating Provided By Users Of Sample

Rating Sample A SampleB0 to 3 5 54 to 5 9 96 to 8 23 289 to 10 7 2

Figure – 4.5

76

Users of sample like to switch

SwitchYes 28No 16

Figure – 4.6

77

Chapter - 5

FINDINGS

78

FINDINGS

MR2 detergent has got a good Burned stains removal power and can give a strong

competition to competitors.

MR2 detergent has got good Oil stains removal power, far better than that of others.

Perfume of MR2 detergent is very good in nature, and very effective as in

comparison of surf excel, tide.

Post washing perfume of MR2 detergent is very good in nature, and very effective as

in comparison of surf excel, tide.

The Colour of MR2 detergent is similar as in comparison of surf excel, tide &

attractive from other competitor.

As per the respondents, some of the Attributes of MR2 detergent like packaging,

cleaning, fragrance, price etc were really liked by them and impressed them a lot.

The Satisfaction level of respondents, for MR2 detergent lies between the range of

60% to 80%.

79

In questionnaire we ask consumer for price of MR2 80rs./ kg. then they are agree

with that and many consumer who are using surf excel are ready to switch over.

We found that most of person who is currently using Tide detergent they are ready to

switch over on MR2 after using the sample.

80

Chapter – 6

Recommendation

81

Recommendation

For come over the competitors company must have do aggressive advertising,

because we found the lack of awareness in consumers.

Company must take measures to improve the availability of the product it should use

a proper distribution channel and ensure the even distribution of MR2 detergent.

Company must offer attractive schemes to the retailers, so that they show their

interest in the product & may provide proper space to the product on their display

shelves, and promote their product among the customers.

More emphasis should be laid on advertising & promotional measures so that more &

more people become aware of the product.

Equal weightage must be given to electronic & print media.

For attracting consumer company should launch different-different fragrance of MR2

detergent.

Company must have improved the stain removing feature of MR2 detergent.

82

Chapter - 7

Appendix

83

Consumer Feedback Form

Name of Consumer-………………………………………………………………..

Phone No.-…………………………….. Reference:-……………………………

Address:-……………………………………………………………………………..

1-Which detergent you consumed regularly and what price …………………

2-Which detergent you consumed for costly clothes …………………………

3-How would you rate the sample?

Sample-A Sample-B

(a) Stain Removal ( ) ( )

(b) Brightness ( ) ( )

(c) Perfume ( ) ( )

(d) Post washing perfume ( ) ( )

4- Overall better sample. A ( ) B ( )

5- How would you rate the product provided scale on 1 to 10.

Sample A……………………………………………………………

Sample B……………………………………………………………

84

6-According to you what would be the price of the sample?

………………………………………………………………………………….

7- Would you like to switch.

Yes ( ) No ( )

Date-: Consumer signature…………………

85

Consumer Feedback Form

Name of Consumer-………………………………………………………………..

Phone No.-…………………………….. Reference:-……………………………

Address:-……………………………………………………………………………..

1-Which detergent you consumed regularly and what price …………………

2-Which detergent you consumed for costly clothes …………………………

3-How would you rate the sample?

Sample-A Sample-B

(a) Stain Removal ( ) ( )

(b) Brightness ( ) ( )

(c) Perfume ( ) ( )

(d) Post washing perfume ( ) ( )

4- Overall better sample. A ( ) B ( )

5- How would you rate the product provided scale on 1 to 10.

Sample A……………………………………………………………

Sample B……………………………………………………………

86

6-According to you what would be the price of the sample?

………………………………………………………………………………….

7- Would you like to switch.

Yes ( ) No ( )

Date-: Consumer signature…………………

87

Chapter - 8

BIBLIOGRAPHY

88

Bibliography

Book:

Marketing management

By - Kotler Philip

Research methodology

By - Kothari C.R.

Websites:

www.gharidetergent.com

www.google.com

89

90