52819553 Consumer Behavior Project on Surf Excel

Project Report

On

Consumer Behavior and Satisfaction Level of Surf

Excel

Submitted to: Submitted By:

Mr. Jones Mathew Richa Pahuja

PG20095428

Batch 09-11

IILM Institute of Higher Education

Acknowledgment

I would like to express my sincere thanks to my project guide Mr. Jones Mathew for

his guidance & support throughout my course in Consumer Behavior at IILM

Institute for Higher Education, Gurgaon. His calm demeanor & willingness to teach

has been a great help in successfully completing my project. My learning has been

immeasurable. I extend my sincere thanks to all the faculty members of Marketing

Department IILM Institute for Higher Education, Gurgaon for providing me a very

hospitable & helpful learning environment for continuously motivating me during my

course which made my PGP a memorable event. Also, I would like to thank all my

friends and family members without whom I had not been able to complete this project.

EXECUTIVE SUMMARY

As we all know that Surf Excel is a very famous brand of in washing detergent category. It has launched

various products in the same range from lower price segment to upper price segment. This project is

mainly concentrated on Surf Excel which is designed for all the societal classes.

I Conducted the research to know about the performance and the satisfaction level of the respondents

from Surf Excel with the help of questionnaire. The main Objective was to know what is that the

customers perceive about the brand. Is it meeting the customers’ expectations or not. If not what should

be the measures to improve it to have a competitive stand in the market.

.

Introduction of Hindustan Unilever Limited

Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods Company with a

heritage of over 75 years in India and touches the lives of two out of three Indians.

HUL works to create a better future every day and helps people feel good, look good and get more

out of life with brands and services that are good for them and good for others.

With over 35 brands spanning 20 distinct categories such as soaps, detergents, shampoos, skin care,

toothpastes, deodorants, cosmetics, tea, coffee, packaged foods, ice cream, and water purifiers, the

Company is a part of the everyday life of millions of consumers across India.

The Company has over 15,000 employees and has an annual turnover of Rs.17,523 crores (financial

year 2009 - 2010). HUL is a subsidiary of Unilever, one of the world’s leading suppliers of fast

moving consumer goods with strong local roots in more than 100 countries across the globe with

annual sales of about €44.3 billion in 2010. Unilever has about 52% shareholding in HUL.

Product Portfolio of HUL

Food brands

HUL is one of India’s leading food companies. Our passion for understanding what people want

and need from their food - and what they love about it - makes our brands a popular choice. The

products coming under Food Brands are:

Annapurna, Brooke Bond 3 Roses, Bru, Kissan, Taj Mahal, Knorr, Kwality Wall’s, Lipton,

Modern, Brooke Bond Sehatmand

Home care brands

HUL has a diverse portfolio of brands offering home care solutions for millions of consumers across India. Home Care brands are:

Active Wheel, Comfort, Cif, Domex, Surf Excel, Vim, Sunlight

Nutritional Products

Hygiene and Beauty Products

Personal Care Brands

Aviance, Ayush, Axe, Breeze, Clear, Close-up, Fair and Lovely, Lakme, Clinix Plus, Dove,

Hamam, Lifebuoy, Liril, Lux, Pears, Pond’s, Pepsodent, Rexona, Sunsilk, Vaseline

Water: Pureit

Pureit is the world’s most advanced in-home water purifier. Pureit, a breakthrough offering of Hindustan

Unilever (HUL), provides complete protection from all water-borne diseases, unmatched convenience and

affordability.

Surf Excel

Surf Excel was introduced in 1959.A pioneer in the Indian detergent powder market, Surf Excel

has constantly upgraded itself over the years, to answer the constantly changing washing needs

of the Indian homemaker. Today Surf Excel offers outstanding stain removal ability on a wide

range of stains. This means that mothers now have the freedom to let their kids experience life

without worrying about stains.

Surf Excel quick wash is powered with a path-breaking technology- it reduces water

consumption and time taken for rinsing by 50%. It is a significant benefit, given the acute water

scarcity in most of India.

Product Range:

Surf Excel Quick Wash Detergent Powder

Surf Excel Blue Detergent Powder

Surf Excel Detergent Bar

Surf Excel Gentle Wash

Surf Excel Matic Top Load

Surf Excel Quick Wash Detergent Powder

Consumers

Fabric Wash Market in India

Total Market size Rs. 8800

Total Volume – 2.3 Million Tones +

98 percent penetration in India.

Consumption Pattern Increase

55 percent Urban (14 percent users of Washing Machine)

In the era of latest technological advancements where customers are more aware about hygiene

& related products, customer involvement & differentiation has increased drastically. With the

competitors increasing day by day, availability of substitutes has also increased. The awareness

about Surf as a brand is very high. With 1.4 billion water stressed consumers globally & laundry

consumes a third of household water, Surf Excel re launch in 2005 “Save two buckets of water”

grew sales by 20% in water stressed areas & saved over 30million litres of water in 2 years. At

present it is dominant global player in the fabric wash market with rapidly growing usage.

Customer Satisfaction

Customer satisfaction is a measure of how products and services supplied by a company meet

or surpass customer expectation. Customer satisfaction is defined as "the number of customers,

or percentage of total customers, whose reported experience with a firm, its products, or its

services (ratings) exceeds specified satisfaction goals.

What constitutes Satisfaction?

We cannot create customer satisfaction just by meeting customer's requirements fully because

these HAVE to be met in any case. However falling short is certain to create dissatisfaction.

Major attributes of customer satisfaction can be summarized as:

Product Quality

Product Packaging

Keeping delivery commitments

Price

Responsiveness and ability to resolve complaints

Overall communication, accessibility and attitude.

Problem Definition

This study evaluates how status consumption and consumers. need for uniqueness influence

brand perceptions of a well established brand Surf Excel and if these lead to purchase intention.

This integrates earlier research from two academic areas that examine consumer’s need for

uniqueness.

First, there is considerable research in psychology on how consumers use possessions to

define identity.

Second, to examine how a variety of factors influence the consumption of certain

products and brands. Studies show that status seeking consumers are concerned with their

peers and use brands to convey this message.

Objective of the Study:

To focus on the customers’ likes and dislikes

To verify the satisfaction level of customers

To analyze the future needs of the customers

To find the measures of outcomes to improve the overall performance

Research Methodology

This research project is an outcome of primary research carried by us based on interview, filling

of questionnaires and survey.

Primary research involves getting original data directly about the product and market. Primary

research data is data that did not exist before. It is designed to answer specific questions of

interest to the business - for example:

What proportion of customers believes the level of customer service provided by the business is

rated good or excellent?

What do customers think of a new version of a popular product?

To collect primary data a business must carry out field research. The main methods of field

research are:

Face-to-face interviews – interviewers ask people in the hostel or on their doorstep a series of

questions.

Telephone interviews - similar questions to face-to-face interviews, although often shorter.

Online surveys – using email or the social networking sites like facebook.

Questionnaires – sent in the post (for example a customer feedback form sent to people who

have recently bought a product or service).

How the research was conducted?

The research was conducted by distributing the questionnaire to the respondents in our society

Using Surf Excel and requesting them to fill it completely. As the questionnaire was quite

lengthy therefore some people didn’t turn up positively to our request but since the sample size is

not too large hence we made it possible to get it filled by 25 respondents. The process of getting

the questionnaire filled is time-consuming. But with the cooperation of respondents we made our

task successfully done.

Also looking at such big questionnaires, people were not willing to respond regarding the

Behavior about Surf Excel. So, the questions regarding the purchase behavior are not mentioned

in the list and I have made the questionnaires very specific and discussed about it in an informal

manner.

Analysis

The customer's requirements must be translated and quantified into measurable targets. This

provides an easy way to monitor improvements, and deciding upon the attributes that need to be

concentrated on in order to improve customer satisfaction. We can recognize where we need to

make changes to create improvements and determine if these changes, after implementation,

have led to increased customer satisfaction.

Two major factors that can be determined from the survey data are:

1. Performance Matrix (Your performance relative to customers priorities) and

2. Satisfaction Index (Customers Satisfaction over a period of

time).

Performance Matrix

The average of the weightings and the scores given by the customer for each parameter is plotted

on a Scatter graph. This Graphical representation is easy to understand without any great

great knowledge of statistics.

With the data obtained, the average Weighting (importance) on x-axis versus average Scores

(performance) on y-axis can be plotted for each parameter.

From this Scatter Plot the supplier can find out at a glance, the areas where there is scope for

improvement, highlighted, where possible by using the Traffic Signal analogy.

Customers Satisfaction Index

The Customer Satisfaction Index represents the overall satisfaction level of that customer as one

number, usually as a percentage. Plotting this Satisfaction Index of the customer against a time

scale shows exactly how well the supplier is accomplishing the task of customer satisfaction over

a period of time.

Since the survey feedback comes from many respondents in one organization, the bias due to

individual perception needs to be accounted for.

This can be achieved by calculating the Satisfaction Index using an importance weighting based

on an average of the weightings assigned to each parameter by the respondent

44%

56%

No. of Respondents

MaleFemale

No. of Respondents: 25

Male : 11

Female : 14

80%

12%

4%4%

Age Group

18-2424-3030-3535-4040-45

Age Group

18-24 2024-30 330-35 135-40 040-45 1

Analysis of Questionnaire on basis of different parameters

1. How do you rate surf excel when it comes to meeting your needs and expectations regarding quality and performance?

1 2 3 4 5

poor fair good very good excellent

Series1 0 4 1 10 10

0.51.52.53.54.55.56.57.58.59.5

Product Quality

No.

of P

eopl

e

2. How would you rate the product packaging?

1 2 3 4 5


Series1 0 4 1 10 10

0.51.52.53.54.55.56.57.58.59.5

Packaging

No.

of P

eopl

e

3. How do you rate its delivery on tie performance and commitment to meet your delivery expectations?

1 2 3 4 5


Series1 0 4 1 10 10

0.51.52.53.54.55.56.57.58.59.5

Delivery Commitments

No.

of P

eopl

e

4. How do you rate its competitiveness and does it represent best value for money?/

1 2 3 4 5


Series1 0 4 1 10 10

0.51.52.53.54.55.56.57.58.59.5

Price

No.

of P

eopl

e

5. How would you rate its responsiveness when you faced any problem and you needed a support?

1 2 3 4 5


Series1 0 4 1 10 10

0.51.52.53.54.55.56.57.58.59.5

Customer Support

No.

of P

eopl

e

6. How would you rate Surf Excel over all in terms of communication, accessibility and attitude?

1 2 3 4 5


Series1 0 4 1 10 10

0.51.52.53.54.55.56.57.58.59.5

Overall Communication

No.

of P

eopl

e

SCORE

WEIGHTING

0 7.5 15

7.5

15

Product Quality

Product Packaging


Price



Performance Matrix

Specification 1=Poor 2 = Fair 3=Good 4=Very Good

5=Excellent Total

Product Quality 0

4 1 10 10 25

Product Packaging 0 2 6

15 2 25


1 2 2

16 4

25

Price

1 3

3

7 11 25


3 1

15

5

1

25


0 10

3

3

9

25

Total 5 22

30

56 37

150

Customers Parameter Weighting Score

Delhi NCR & Rajpura (Punjab) Product Quality 4.04 10

Delhi NCR & Rajpura (Punjab) Product Packaging 3.68 2

Delhi NCR & Rajpura (Punjab) Keeping delivery commitments 3.8 4

Delhi NCR & Rajpura (Punjab) Price 3.96 11

Delhi NCR & Rajpura (Punjab)

Responsiveness and ability to resolve complaints 3 1

Delhi NCR & Rajpura (Punjab)

Overall communication, accessibility and attitude. 3.44 9

Parameter Weighting (A)

Score(B) Weighting(Avg. of 1) ( C )

Weighted Score

(D)=B*C

Product Quality 4.04 10 1.10 11

Product Packaging 3.68 2 1.008 2.01


3.8 4 1.04 4.16

Price 3.96 11 1.08 11.88

Responsiveness and ability to resolve complaints 3 1 0.82 0.82


3.44 9 0.94 8.46

Average 3.65 6.16 6.38

CSI 127.6%

Calculation of Customer Satisfaction Index

The CSI is 6.38. Since the scale used was 1-5, CSI= 127.6% (in percentage terms).

Recommendations

When it comes to Customer support, 1 out of 25 which means only 4% respondents

agreed that their support services are excellent. So, There should be improvement in the

customer touch Points.

Inspite of the Innovative Ad-campaigns like “Surf Excel- Daag Ache Hain”, 10 out of

25 respondents means 40% people said that there over all communication and attitude is

just Fair, which means customer want more innovation and creativity. So, In order to

attract and retain the customers, Brand Recall should be very high and innovative too.

Conclusion

Consumer Behavior is always certain to change, the acceptance of a product friendly behavior

from the customer is possible only if the needs, wants and demands are either met or exceeded.

This project helped us to get a deep insight of management functions like Customer Satisfaction

Index.

After analyzing the questionnaire and calculating CSI I can conclude that Surf Excel has

attracted a lot of customers. A CSI of 127.6% percent indicates that a majority of its customers

are satisfied with it and they are not willing to change it.

Annexure

Questionnaire on Surf Excel

Name:

Age:

Gender:

Section I

1 = Strong Disagreement

2 = Moderate Disagreement

3 = Neutral

4 = Moderate Agreement

5 = Strong Agreement

1. When I am in a group of strangers, I am not reluctant to express my opinion openly.

1 2 3 4 5

2. I find criticism affects my self-esteem.

1 2 3 4 5

3. I sometimes hesitate to use my own ideas for fear they might be impractical.

1 2 3 4 5

4. I think society should let reason lead it to new customs and throw aside old habits or mere traditions.

1 2 3 4 5

5. People frequently succeed in changing my mind.

1 2 3 4 5

6. I find it sometimes amusing to upset the dignity of teachers, judges, and "cultured" people.

1 2 3 4 5

7. I like wearing a uniform because it makes me proud to be a member of the organization it represents.

1 2 3 4 5

8. People have sometimes called me "stuck-up."

1 2 3 4 5

9. Others' disagreements make me uncomfortable.

1 2 3 4 5

10. I do not always live by the standards and rules of society.

1 2 3 4 5

11. I am unable to express my feelings if they result in undesirable consequences.

1 2 3 4 5

12. Being a success in one's career means making a contribution no one else has made.

1 2 3 4 5

13. It bothers me if people think I'm being too conventional.

1 2 3 4 5

14. I always try to follow rules.

1 2 3 4 5

15. If I disagree with a superior on his or her views, I usually do not keep it to myself.

1 2 3 4 5

16. I speak up in meetings in order to oppose those whom I feel are wrong.

1 2 3 4 5

17. Feeling "different" in a crowd of people makes me feel uncomfortable.

1 2 3 4 5

18. If I must die let it be an unusual death rather than an ordinary death in bed.

1 2 3 4 5

19. I would rather be just like everyone else rather than to be called a freak.

1 2 3 4 5

20. I must admit I find it hard to work under strict rules and regulations.

1 2 3 4 5

21. I would rather be known for always trying new ideas rather than employing well-trusted methods.

1 2 3 4 5

22. It is better to always agree with the opinions of others than to be considered a disagreeable person.

1 2 3 4 5

23. I do not like to say unusual things to people.

1 2 3 4 5

24. I tend to express my opinions publicly, regardless of what others say.

1 2 3 4 5

25. As a rule, I strongly defend my own opinions.

1 2 3 4 5

26. I do not like to go my own way.

1 2 3 4 5

27. When I am with a group of people, I agree with their ideas so that no arguments arise.

1 2 3 4 5

28. I tend to keep quiet in the presence of persons of higher rank, experience, etc.

1 2 3 4 5

29. I have been quite independent and free from family rule.

1 2 3 4 5

30 Whenever I take part in-group activities, I am somewhat of a nonconformist.

1 2 3 4 5

31. In most things in life, I believe in playing it safe rather than taking a gamble.

1 2 3 4 5

32. It is better to break rules than always conform to an impersonal society.

1 2 3 4 5

33. I think I have a desire to be different from others.

1 2 3 4 5

(if your response to Q 33 is 3,4 or 5, proceed to remaining questions).

34. My desire to be different from others is based on my need to give uncommon reasons (explanations) for my choices.

1 2 3 4 5

35. My desire to be different from others is based on my need to display higher intellectual capabilities

1 2 3 4 5

36. My desire to be different from others is based on the conviction that, “normal” is boring.

1 2 3 4 5

37. My desire to be different from others is because I do not seek any rewards for conformity.

1 2 3 4 5

38. My desire to be different from others is because I have a need for independence.

1 2 3 4 5

39. My desire to be different from others is dependent on NOT knowing the expectations of others.

1 2 3 4 5

40. My desire to be different from others is to be seen as a “guru” (expert).

1 2 3 4 5

41. I like to help people with my knowledge of unique products & services.

1 2 3 4 5

42. I get deep personal satisfaction when I purchase unique products or services.

1 2 3 4 5

43. I like to buy unique products because I like to gamble and experiment.

1 2 3 4 5

44. I prefer buying unique products because I do not care much for criticism of others.

1 2 3 4 5

45. I buy unique products because I have been brought up in an environment where unconventional activities or purchases did not invite negative feedback.

1 2 3 4 5

46. I purchase unique products to break free from the pressure of being like the others.

1 2 3 4 5

Section II

1 = Poor

2 = Fair

3 = Good

4 = Very Good

5 = Excellent

1. How do you rate surf excel when it comes to meeting your needs and expectations regarding quality and performance?

1 2 3 4 5

2. How would you rate the product packaging?

1 2 3 4 5

3. How do you rate its delivery on tie performance and commitment to meet your delivery expectations?

1 2 3 4 5

4. How do you rate its competitiveness and does it represent best value for money?/

1 2 3 4 5

5. How would you rate its responsiveness when you faced any problem and you needed a support?

1 2 3 4 5

6. How would you rate Surf Excel over all in terms of communication, accessibility and attitude?

1 2 3 4 5

52819553 Consumer Behavior Project on Surf Excel

Documents

Transcript of 52819553 Consumer Behavior Project on Surf Excel