suresh final

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CHAPTER 1

1. INTRODUCTION

Customer Satisfaction

Consumption of various kinds of goods and service is part and parcel of human existence.

Almost, every activity in which a human being may be engaged involves the consumption of goods and

services. Human behaviour in consumption process involves planning to make purchase and using

them with varying degree of stratifications. Each consumer behaviour and consumption pattern of each

one.

Consumption is the central player in the economic life of the country, because, other

developmental activities centre on him. In a competitive economy it is the consumption who decides

the success or failure of business either by buying the product or services.

Consumption attitude is formed when person evaluates the capacity of the product to satisfy

his need. It may be through his part experience or failure expectation.

Consumer preference is an important factor in marketing. A study of consumer behaviour is

helpful to the understanding of purchase behaviour and preference of different consumer and also to

the identifications of the consumer needs. consumer behaviour normally includes not only the

observable decision processors that accompany consumption but also the decisions as to where, how

often under what conditions one makes his purchase of desired goods and services.

In todays world are rapidly changing technology, consumers taste and preference are also

characterized by fact changes .to meet the changing environment , a firm has to be constantly

innovating to understand and satisfy the latest consumer needs and wants.In the last 20 years, the marketing landscape has changed. technological development have

brought about information revolution , thereby increasing the level of consumers knowledge and

giving him the capacity choose from wide range of the product stuns leads to increase in competition.

In todays environment, the focus must be on the consumer, not on the product, on the total cost and

not the sticker price, on how the consumer wants to buy, and his convenience in determine the place of

purchase and concentrate with the consumer, not just promotion.

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The producers and marketers must understanding the product-wise buying behaviour of their

consumer in the fast changing socio-economic environment and plan their production and marketing

programs accordingly. And most of the marketers have accepted the fact that an understanding of

consumers buying behaviour is essential to their long term success. Therefore, their major activities

and strategies such as target market selection, marketing mix, decision are all consumer oriented. In

this regard a study of consumer behaviour provides in valuable guidelines to marketers.

Now-a-days different brands of products are introduced in the marker which are been used by

the customer.

Among these various brands of products in the market some demanded more than the others.

Their brand images are imprinted in the minds of the customers. Infact the marketer and manufactures

try to catch this prime spot in the minds of the consumers through various methods. Electronic media

like television, outdoor media like billboards and posters, print media such as newspapers and

magazines and hoarding at public utility places like bus stand and railway junction are used to

advertise the brand.

Normally, purchase is made for personal use. Some consumers buy in bulk. Some purchase for

cash and /or on credit. Mostly the buying behaviour is based on the previous experience of the

consumers in using the product.

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1.1 ITC- INDUSTRY PROFILE

Over the next 5 years, the Indian packaging sector is expected to grow to 10 percent per annum.

The technological developments in packaging sector have improved the quality of food products

resulting in change in the concept of packaged foods in India. The Indian market for packaging

materials is estimate at around Rs.400 billion per annum. Of this, the consumer packaging market of

the country is valued at around Rs.180 billion. The consumer packaging is highly fragmented, and only

a small number of firms have revenues above Rs.1.5 billion while the bulk packaging is primarily in

the small scale food processing sector. The key players of Indian packaging industry include the

presence of large firm sector, where processing and packaging are essential for reducing waste,

improving delivery and getting the farmers better returns. Nuclear family system, the youth, health

awareness among society, product diversification and the introduction of new products are some other

important factors which control the food packaging industry.

The Rs.9000 billion retail sector, which comprises around 13 million retail outlets and accounts

for 10 to 11 percent of the GDP, has been adding more modem format retail stores especially in the

metro cities which in turn is driving the demand for packaged goods. The packaging industry should

seize the opportunity to offer eco-friendly and innovation packaging solutions that adhere to WTO

guidelines. The retailing in food business is growing by self-services stores. Supermarkets and fast-

food outlets. The packaging industry, metal packaging in particular, has to put its act together to offer

packaging solutions With WTO standard compliance, Eco-friendly materials, high lifecycle cost and

waste management, cost effectiveness, innovation and consumer convenience.

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1.2 PRODUCT PROFILE

ITC Business Portfolio:

FMCG (Cigarettes, Branded Packaged Foods)

Hotels

Paperboard, Paper and Packaging

Agri Business (Leaf Tobacco, Agri Commodities)

ITCs Cigarettes Business:

Market leadership

Powerful brands across segment

Leadership in all segment geographic & Price

Extensive distribution network

ITCs Hotel Properties & Projects:

ITC Hotel Ltd Windsor Manor, Bangalore

Rajputana palace, Jaipur

Mughal, Agra (Licensed)

Chola, Chennai(Licensed)

Park, Chennai (Managed)

Vadodara (Licensed)

Indian Paperboard market:

Annual paperboard demand 0.90 million tonnes

Fragmented capacity & obsolete technology

Low per capita usage at 0.75 Kg 1/7th global average

Indian paperboard market growing at 6-7% p.a.

Value added coated board the fastest growing segment (20%.p.a) in India driven by the growing

sophistication of the consumer.

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Indian Leaf Tobacco Industry:

India the second largest producer of tobacco

But, Indian exports constitutes mere 0.7% of the value trade in tobacco

Up gradation of tobacco consumption from other formats to cigarettes will enable

Growing domestic base

Lager opportunities for value added exports

ITC Indias largest buyer, processor, consumer & exporter of cigarette tobaccos

ITCs Agri Commodity Exports:

Farm linkages in 14 states covering Soya, Wheat, Rice, Marine products, Edible nuts, Coffee

Unique CRM programmed in commodity exports

Leveraging IT for the transformational e-Choupal initiative

Rural Indias largest internet-based intervention

Over 22000 Villages linked through 4700 e- Choupals servicing more than 2.8 million farmers

First rural mall christened choupal sagar opened in M.P

Distinctive sourcing capability for ITCs Foods business

FMCG Business Initiative: Branded Packaged Foods

Leverages

Unique Agri sourcing skills

ITC Welcome groups specialist cuisine & bakery knowledge

FMCG distribution synergies

ITC group R&D centre, Bangalore

4 chosen category:

1. Staples Aashirvaad Atta & salt

2. Biscuits Sun feast

3. Confectionery Candy man, mint-o

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4. Ready to Eat Kitchens of India,

Aashirvaad atta Ready Meals.1.3 ITC- COMPANY PROFILE

Vision: Sustain ITCs position as Indias most valuable corporations through world class performance,

creating growing value for the Indian economy and the companys stakeholders.

Mission: To enhance the wealth generating capability of the enterprise in a globalizing environment,

delivering superior and sustainable stakeholder value.

ITC is one of India's foremost private sector companies with a market capitalisation of nearly

US $ 19 billion and a turnover of over US $ 5.1 Billion. ITC is rated among the World's Best BigCompanies, Asia's 'Fab 50' and the World's Most Reputable Companies by Forbes magazine, among

India's Most Respected Companies by Business World and among India's Most Valuable Companies

by Business Today.

ITC has a diversified presence in Cigarettes, Hotels, Paperboards & Specialty Papers,

Packaging, Agri-Business, Packaged Foods & Confectionery, Information Technology, Branded

Apparel, Personal Care, Stationery, Safety Matches and other FMCG products.

As one of India's most valuable and respected corporations, ITC is widely perceived to be

dedicatedly nation-oriented. Chairman Y C Deveshwar calls this source of inspiration "a commitment

beyond the market". In his own words: "ITC believes that its aspiration to create enduring value for the

nation provides the motive force to sustain growing shareholder value. ITC practices this philosophy

by not only driving each of its businesses towards international competitiveness but by also

consciously contributing to enhancing the competitiveness of the larger value chain of which it is a

part."

ITC employs over 25,000 people at more than 60 locations across India. The Company

continuously endeavours to enhance its wealth generating capabilities in a globalising environment to

consistently reward more than 3,62,000 shareholders, fulfil the aspirations of its stakeholders and meet

societal expectations. This over-arching vision of the company is expressively captured in its corporate

positioning statement: "Enduring Value. For the nation. For the Shareholder."

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HISTORY AND EVOLUTION

ITC was incorporated on August 24, 1910 under the name of Imperial Tobacco Company of

India Ltd. Though the first six decades of the companys existence were primarily devoted to the

growth and consolidation of cigarettes and leaf tobacco businesses, the seventies witnessed the

beginnings of a corporate transformation that would usher in momentous changes in the life of the

company.

ITCs Packaging & Printing Business Division was set up in 1925 as a strategic backward

integration for ITCs Cigarettes business. It is today Indias most sophisticated packaging house.

In 1975 the company launched its Hotels business with the acquisition of a hotel in Chennai,

which was rechristened ITC Welcomgroup Hotel Chola. The objective of ITCs entry into the hotels

business was rooted in the concept of creating value for the nation. ITC chose the hotels business for its

potential to earn high levels of foreign exchange, create tourism infrastructure and generate large scale

direct and indirect employment.

In 1979, ITC entered the Paperboards business by promoting ITC Bhadrachalam Paperboards

Limited, which today has become the market leader in India. Bhadrachalam Paperboards amalgamated

with the company effective March 13, 200 and became a Division of the Company, Bhadrachalam

Paperboards Division. In November 2002, this division merged with the Companys Tribeni Tissues

Division to form Paperboards & Specialty Papers Division.

In 1990, leveraging its agri-sourcing competency, ITC set up the Agri Business Division for

export of agri-commodities. The division is today one of Indias largest exporters. ITCs unique and

now widely acknowledged e-Choupal initiative began in 2000 with soya farmers in Madhya Pradesh.

Now it extends to 7 states and over 3.5 million farmers.

In 2000, ITCs Packaging & Printing business launched a line of high quality greeting cards

under the brand name Expressions. In 2002, the product range was enlarged with the introduction of

Gift wrappers, Autograph books and Slam books. In the same year, ITC also launched Expressions

Matrubhasha, a vernacular range of greeting cards in eight languages and Expressions Paper Kraft, a

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range of premium stationery pre-cuts. In 2003, the company rolled our Classmates, a range of

notebooks in the school stationery segment.

ITC also entered the Lifestyle retailing business with the Wills Sport range of international

quality relaxed wear for men and women in 2000. The Wills Lifestyle chain of exclusive stores later

expanded its range to include Wills Classic formal wear (2002) and Wills Club life evening wear

(2003). ITC also initiated a foray into the popular segment with its mens wear brand, John Players, in

2002.

In 2000, ITC spun off its information technology business into a wholly owned subsidiary, ITC

InfoTech India Limited to more aggressively pursue emerging opportunities in this area.

ITC made its entry into the branded & Packaged Foods business in 2001 with the launch of the

Kitchens of India brand. A more broadbased entry has been made since 2002 with brand launches in

the Confectionery, Staples and Snack Foods segments. In 2002, the mint-o trademark was acquired and

relaunched in orange and mint flavours. In the same year Candyman was added to the confectionery

range and Aashirvaad atta was rolled out. The Aashirvaad brand now extends to ready-to-eat foods,

ready-to-cook pastes and salt. In 2003, the Candyman range was expanded to include deposited

candies and clairs. In 2003, Sunfeast biscuits were launched. 2007 witnessed ITCs entry into the fast

growing branded snacks category with Bingo!

In 2002, ITCs philosophy of contributing to enhancing the competitiveness of the entire value

chain found yet another expression in the safety matches initiative. ITC now markets popular safety

matches brands like iKno, Mangaldeep, VaxLit, Delite and Aim. ITCs foray into marketing of

Agarbattis in 2003 marked the manifestation of its partnership with the cottage industry sector. ITCs

popular agarbattis brands include Spriha and Mangaldeep.

In 2005, ITC entered the Personal Care segment with the launch of Essenza Di Wills, an

exclusive range of fine fragrances and bath and body care products for men and women. Then, in 2007,

they launched Fiama Di Wills, a premium range of shampoos, shower gels and soaps and Superia, a

range of soaps and shampoos in the mass-market segment. This was followed by Vivel De Wills &

Vivel range of soaps in February and Vivel range of shampoos in June 2008.

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ITC PACKAGING AND PRINTING DIVISION

Vision: To be the most preferred supplier and key marketing partner for all customers.

Mission: To continuously deliver superior solutions to our customers packaging needs.

ITC's Packaging & Printing Business is the country's largest convertor of paperboard into

packaging. It converts over 50,000 tonnes of paper and paperboard per annum into a variety of value-

added packaging solutions for the food & beverage, personal products, cigarette, liquor, cellular phone

and IT packaging industries. It has also entered the Flexibles and Corrugated Cartons business.

The Division, which was set up in 1925 as a strategic backward integration for ITC's Cigarettes

business, is today India's most sophisticated packaging house. State-of-the-art technology, world-class

quality and a highly skilled and dedicated team have combined to position ITC as the first-choice

supplier of high value added packaging.

The Division supplies value-added packaging to the Company's Cigarettes business. Its client

list includes several well-known national and international companies like British American Tobacco,

Philip Morris International, Surya Nepal Private Limited, VST Industries, UB Group, Nokia,

Flextronics, Foxconn, FMC India Pvt Ltd., Pernod Ricard, Allied Domecq, Whyte & Mackay,

Hindustan Lever, Tata Tetley, Nestle and Reckitt Benkiser India Limited, etc.

With all the three factories at Tiruvottiyur near Chennai, Munger in Bihar and Haridwar in

Uttarakhand certified to ISO 9001, ISO 14001 and OHSAS 18001, the company offers a

comprehensive product range in packaging:

ITC occupies a leadership position in cigarette and liquor packaging in India. It supplies

packaging to cover 70 billion cigarettes a year domestically, and supplies packaging for 15 billion

cigarette sticks a year for the export market. It is the largest supplier of liquor mono cartons in the

country.

ITC has enhanced the value of some of the most favoured brands with superior look-and-feel

packaging, using the best raw materials and process combinations, and an in-house pre-press Design

Centre.

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1.4 OBJECTIVES OF THE STUDY

The objective of the study is divided into two folds.

PRIMARY OBJECTIVES:

To study on customer satisfaction of soap and shampoo at ITC Limited.

SECONDARY OBJECTIVES:

To identify the customer awareness of all brand soap and shampoos.

To know the customer expectation on various factors relating to soap and shampoos.

To identify the satisfaction level towards ITC products.

To give suggestion for enhancing customer satisfaction.

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1.5 NEED FOR STUDY

In those days, market is one of the best opportunities in FMCG sector in Indian market. It is

wider and less competitive market for FMCG. As the income Level of consumers increasing, the

demand of FMCG products is increasing

Continuously.

The various needs of study are follows:

To determine the rising demand of soap and shampoos.

To improve customer loyalty by offering good service.

To know about the different choices of consumers.

To bring out the needs of customer expectation that would create satisfaction in the product.

To understand the consumer behaviour towards the products & the organization.

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1.6 SCOPE OF THE STUDY

The scope of the study is to analyze the customer satisfaction of soap and shampoos at ITC. To

collect the data, survey method was used. The sample size of the survey is 50. This study was

conducted to study the satisfaction level of consumer.

Opportunity to the researcher to understand the factors involved in the customer satisfaction.

Opportunity to the customers to share their opinion with the organization.

The study present the actual feeling of the customer, both their positive and negative views

about the product, which will serve as guideline for the management to take steps regarding to

improve the satisfaction level of consumers.

The research may act as a source of secondary data.

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1.7 LIMITATIONS OF THE STUDY

This project is applicable to Chennai city alone.

The time taken to finish the project work is limited.

The collected information cannot be compared in future as customers perception may change.

Conducting the survey is expensive.

Some of the customers were not willing to cooperate for the study.

The responses opinion may be biased to some extent.

Since majority of the customers have minimum educational qualification, translation of the

question into regional language was difficult.

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CHAPTER 2

2.1 REVIEW OF LITERATURE

MARKETING:

Marketing is a societal process by which individuals and groups obtain what they need and

want through creating, offering and freely exchanging products and services of value with others.

MARKETING MANAGEMENT:

According to American market association offers marketing management is the process ofplanning and executing the consumption, pricing, promotion and distribution of ideas, goods and

services to create exchange that satisfy individual and organizational goals.

CUSTOMER SATISFACTION:

Market is about identifying and satisfying consumer needs and wants. what we need to think

about more carefully is, once we have produced a satisfied consumer, will it do us any good? Will that

make the consumer more loyal, will it complete the hoped-for progression from prospect through

consumer to advocate for our product or services? These are the questions to which the answer is

probably not. In spite of the huge amounts of money spent on measuring consumer satisfaction by

companies, market research is falling to predict consumer loyalty. Many consumer satisfaction surveys

are transaction-focused but fail to examine commitment to the brand and bonding. Satisfied consumers

will still shop around, for all sorts of reasons most of which have little to do with the products or

services that they have been provided with elsewhere. Some of these may be to do with convenience,

some to do with availability, others to do with policy. We have come across instances where a

consumer has almost begged a company to lower its prices to match those of its competitor. The

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consumer was extremely satisfied with the service that the company had provided over the past year, in

this case in financial services. The consumer was told that their preferred company could not compare

on price, as to do so was outside policy limits. It would seem that not every company is even interested

in retaining its satisfied customers.

CHAPTER 3

3.1 RESEARCH METHODOLOGY

The purpose of the research methodology is to describe the research procedure. This is the

overall design, their sample procedure, the data collection method and analysis procedure. Thisselection is important because it is hard to discuss methodology without using technical terms.

MEANING OF RESEARCH:

The advanced Lerners dictionary of current English lays down the meaning of research as, A

careful investigation or enquiry especially through search for new facts in any branch of knowledge.

Research is, thus an original contribution to the existing stock of knowledge making for its

advertisements. It refers to the systematic method consisting of enunciating the problem formulating ahypothesis, collecting the facts or data, analyzing the facts and reaching certain conclusions either in

the form of solution(s) towards the concerned. Problem or in certain generation for some theoretical

formulations.

OBJECTIVES OF RESEARCH:

The main aim of researcher is to find out the truth which is hidden and which has not been

discovered as yet. The objectives of carrying out a research are, to gain familiarity with a phenomenonor to achieve new insights into it.

RESEARCH DESIGN:

The task of defining the problem is the preparation of the design of the research project,

popularity as the research design, A research is the arrangement of conditions for collection and

analysis of data in a manner that aims to combine relevance to the research purpose economy in

procedure.

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RESEARCH PROCESS:

While planning, designing the research project, the steps were to be followed was anticipated

and listed. This list functions or steps consists of research process, defining of problem statement of

research objectives, list of needed information, design of data collection project, selecting the samplingunit and sample, analyzing the data, finding and recommendation.

DESCRIPTIVE RESEARCH:

Descriptive research includes surveys and fact-finding inquires of different kinds. The major

purpose descriptive research is for description of state of affairs, as it exists at presents, the methods of

research used in descriptive research are surveys of, all kinds including percentage analysis.

METHODS OF DATA COLLECTION:

Both primary and secondary data were used in the research. Primary data is for specific purpose

or for a specific research project. Secondary data were collected for another purpose and it already

exists somewhere.

PRIMARY DATA:The primary data are collected fresh and for the first time and thus happen to be original in

character. The primary data is collected during the course of doing experiments in a experimental

research but in case we do research of the descriptive type and perform surveys. Sample surveys or

census surveys, then we can obtain primary data either through observation or through direct

communication with respondents is one form or another or through personal interviews. In a survey,

the investigator collecting primary data, particularly in descriptive research uses methods such

interview method.Observation:

Through questionnaires.

Through schedule.

PERSONAL INTERVIEW:

Personal interview is extensively used in surveys. It is face-face communication with

respondents to enable better control of samples.

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QUESTIONNAIRE:

The term questionnaire refers to a device for obtaining to answers to the questions by using a

form, in which respondents fill and it is used as the research instrument in study.

SECONDARY DATA:

The secondary data, were collected through the following the following sources:

Reports,

Journals,

Libraries,

Company magazines & secondary data may be related to the past period and hence it has limited

utility. It may be collected through questionnaires.

This method of data collection is quit popular. In this method a questionnaire is provided to the

person concerned with required to answer the questions. A questionnaires consists of a number of

questions printed or typed in a defined order on a form or set of forms. The questionnaires is given or

provided to the respondents who are expected to ready and understand the questions and write downthe answer in the space meant for the purpose in a questionnaire itself. The respondents have to answer

the questionnaires on their own

ADVANTAGES OF QUESTIONNAIRE METHOD:

The following are the advantage of questionnaire methods:

There is low cost even when the universe is large and widely spreading geographically. It is

free from the bias of the interviewer.

Respondents have enough time to give throughout answers.

Questionnaire method provides veracity it is easy to analyze customer attributes and opinions.

Easy to contact large number of respondents. It can be distributed to different places.

SAMPLE:

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The selected respondents constitute what is technically called a Sample and the selection

process is called Sampling technique. The survey conducted known as Sample survey. Here the

sample survey is conducted for collecting data on satisfaction of customer at ITC products.

SAMPLING:

Sample is the part of the population or a subject of unit, which is provided by some process or

other usually by deliberate selection with the object of investigation.

SAMPLING TECHNIQUE:

A sample, as the name implies is a smaller representation of a large whole, instead of studying

every case, which might logically be induced in an investigation, only a small portion is selected. A

sample design is a definite plan for obtaining a sample from a given population. It therefore refers to

the technique or procedure.

SELECTION OF SAMPLING:

A sample is a miniature picture or a cross section of a entire group or an aggregate from which

a sample is taken. It is a definite plan for obtaining a sample from a given population. Simple random

sampling, a probably same design is adopted by the researcher for the study.

SAMPLE SIZE:

The sample size of is 50.

PILOT TEST SURVEY:

The pilot test survey is carried out to find out certain information laid out whether the

questionnaire encompass full details or not, the case of questioning, answering, etc., from the test

survey. The sample size is determined and the alteration that are needed in the questionnaire were

done, then the final survey is taken according to the sample size is required. The collected data have

been analyzed and conclusion drawn on the basis of recommendations.

DATA COLLECTION TECHNIQUES:

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Questionnaire / schedule were the technique used by the researcher for collecting primary data

through survey method.

Direct field survey was conducted to collect field. Field data might lead to the collection of

currently unknown or unavailable facts.

The field data always involve direct contact between the researcher and the investigated

subject, either through a schedule or a mail questionnaire.

Questionnaire is a set of questions that the respondents have to answer. The answer will be

tabulated, analyzed and the final conclusions and suggestion will be drawn from it.

I have used the structured from of questionnaire with the open-end, close-end and multiple-

choice questions.

TOOLS OF ANALYSIS:

For this have used percentage analysis for analyzing the customer satisfaction at ITC

limited. In this study I have used various diagrams to present the result and the percentage analysis is

used to interpret the results.

PERCENTAGE ANALYSIS:

Percentage refers to special kind of ratio, in making comparisons between two or more series of

data. It can also be used to compare the relative terms, the distribution of two or more series of data.

Number of respondents

Percentage = ____________________________ 100

Total no. of respondents

TABLES AND CHARTS:

To have a birds eye view of analysis of the statistical data, the data collected is represented in

the form of tables, charts and graphs.

BAR DIAGRAM:

Bar diagram is a form of diagrammatic representation. This diagram consists of series of

rectangular bars standing on a common base. The base is of equal width and space.

PIE DIAGRAM:

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A pie diagram is the pictorial representation of statistical data with several sub-divisions in a

circular form. Pie diagram consists of a circle sub-divided into several sets of radius.

CYLINDER:

Two faces are plain, one at the bottom and other at the top in the form of a circle, one face is

curved and it has no vertex.

CONE:

Cone is a diagrammatic representation which consists of plain face and a curved face with only

one edge. It has one top, which is pointed and is called as vertex and its base is in the form of a circle.

CHI-SQUARE TEST

A chi-square test (also chi-squared or 2 test) is any statistical hypothesis test in which the

sampling distribution of the test statistic is a chi-square distribution when the null hypothesis is true, or

any in which this is asymptotically true, meaning that the sampling distribution (if the null hypothesis

is true) can be made to approximate a chi-square distribution as closely as desired by making the

sample size large enough.

It is an important non-parametric test and as such no rigid assumptions are necessary in respect

of the type of population. We require only degree of freedom (implicitly of course the size of the

sample) for using this test. As parametric test chi-square can be used (i) as a test of goodness of fit and

(ii) as a test of independence.

As a test of goodness of fit: enables to know how well does the assumed theoretical distribution fit to

the observed data.

As a test of independence: enables us to explain whether or not two attributes are associated.

The value of the test-statistic is

Where

X2 = the test statistic that asymptotically approaches a 2 distribution.

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Oi = an observed frequency;

Ei = an expected (theoretical) frequency, asserted by the null hypothesis;

n = the number of possible outcomes of each event.

CHAPTER 4

4.1 DATA ANALYSIS AND INTERPRETATION

PERCENTAGE ANALYSIS

Table 4.1.1 Gender

S. no Gender Frequency Percentage

1 male 38 76

2 female 12 24

Total 50 100

Source Primary Data

Chart 4.1.1

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Inference:From the above table, it is inferred that the frequency percentage distribution of male

respondents is more than the female respondents.

Table 4.1.2

Age (completed yrs)

S. no Age Frequency Percentage

1 18-25 13 26

2 26-30 12 24

3 31-35 12 244 35-40 8 16

5 40 and above 5 10

Total 50 100

Source Primary Data

Chart 4.1.2

Inference:

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From the above table, it is inferred that 26% of the respondents are between 18-25 years;

24% of the respondents are between 26-30 years and 31-35 years; 16% of the respondents are between

35-40 years; 10% of the respondents are above 40 years.

Table 4.1.3

Heard of a company called ITC

s. no Particulars Frequency Percentage1 yes 31 62

2 no 19 38

Total 50 100

Source primary data

Chart 4.1.3

Inference:

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From the above table, it is inferred that 62% ot the respondents are heard about the ITC

company and 38% of the respondents were not hearing about the ITC company.

Table 4.1.4

Regular Customer

S. no Particulars Frequency Percentage

1 yes 20 40

2 no 30 60

Total 50 100

Source Primary Data

Chart 4.1.4

Inference:

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From the above table, it is inferred that the 60% of the respondents are not a regular

customer; 40% of the respondents are regular customer.

Table 4.1.5

Awareness of vivel/superia

s.no Particulars Frequency Percentage

1 yes 29 58

2 no 21 42

Total 50 100

Source Primary Data

Chart 4.1.5

Inference:

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From the above table, it is infered that 58% of the repondents are awarness of

vivel/superia and 42% of the respondents are not awrness of vivel/superia.

Table 4.1.6

Frequency of using ITC brand products


1 1-6 months 18 36

2 6 months-1 year 24 48

3 above 2 years 8 16

Total 50 100

Source Primary Data

Chart 4.1.6

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Inference: From the above table, it has been found that 48% of customers are using this soap 6

months-1 year, 36% of the customers using this soap 1-6 months and 16% of the customers using this

soap above 2 years.

Table 4.1.7

Flexible soap to customers family


1 vivel 18 36

2 superia 10 20

3 others 22 44

Total 50 100

Source Primary Data

Chart 4.1.7

Inference:

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From the above table, it is infered that 44% of the respondents have said that vivel &

superia soaps are not flexible to their family, 36% of the respondents said vivel soap is flexible to their

family and only 20% of the respondents said superia soap is flexible to their family.

Table 4.1.8

Buying factors


1 quality 24 48

2 colour and size 2 4

3 price 15 30

4 skin problem 9 18

5retailers

recommendation 0 0

Total 50 100.

Source Primary Data

Chart 4.1.8

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Inference: From the above table, it has been found that 48% of the respondents are considering

quality, 30% of the respondents are considering price,18% of the respondents are considering skin

problem, 4% of the respondents are considering colour and size and none of them are considering

retailers recommendation.

Table 4.1.9

Flexible shampoo to customers family

s. no Particulars Frequency Percentage

1 vivel 28 56

2 superia 12 24

3 others 10 20

Total 50 100

Source Primary Data

Chart 4.1.9

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Inference:From the above table, it is infered that 56% of the respondents are using vivel shampoo,

24% of the respondents are using superiya shampoo and only 20% of the respondents are using others

shampoo.

Table 4.1.10

ITC packaging products flexible


1 yes 37 74

2 no 13 26

Total 50 100

Source Primary Data

Chart 4.1.10

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Inference:From the above table, it is inferred that the 74% of the respondents have said that the

ITCs packaging product is flexible and 26% of the respondents have said not flexible.

Table 4.1.11

Sources of awareness


1 TV 22 44

2 newspaper 12 24

3 magazine 8 16

4pop display andadvertisement 6 12

5 wall painting 2 4

Total 50 100

Source Primary Data

Chart 4.1.11

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Inference:From the above table, it has been found that 44% of the respondents have seen of ITC

products on TV, 24% of the respondents have seen the ITC products on newspaper, 16% of the

respondents have seen the ITC products on magazine, 12% of the respondents have seen their products

on pop display and advertisement and only 4% of the respondents have seen on wall painting.

Table 4.1.12

Experience with ITC


1 Excellent 9 18

2 Very good 10 20

3 Good 23 46

4 Fair 8 16

5 Poor 0 0

Total 50 100

Source Primary Data

Chart 4.1.12

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Inference:From the above table, it is inferred that 46% of the respondents have said good, 20% of the

respondents said very good, 18% of the respondents have said excellent, 16% of the respondents said

fair, none of them said poor.

Table 4.1.13

Customer satisfaction level

S.no Particulars Frequency Percentage

1 highly satisfied 10 20

2 satisfied 15 30

3 fair 6 12

4 dissatisfied 4 8

5neither satisfied nor

dissatisfied 15 30

Total 50 100

Source Primary Data

Chart 4.1.13

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Inference:From the above table, it has been found that 30% of the respondents are satisfied, partially

satisfied and dissatisfied with ITC, 20% of the respondents are highly satisfied, 12% of the respondents

are fair, only 8% of the respondents are dissatisfied with ITC.

Table 4.1.14

Effectiveness of ITCs online marketing


1 highly effective 18 36

2 effective 28 56

3

neither effective nor

ineffective 1 24 ineffective 3 6

5 highly ineffective 0 0

Total 50 100

Source Primary Data

Chart 4.1.14

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Inference:From the above table, it has been found that 56% of the respondents have said that the ITCs

online marketing is effective, 36% of the respondents said highly effective, 6% of the respondents said

ineffective, only 2% of the respondents said partially effective and ineffective and none of them said

highly ineffective.Table 4.1.15

Buyer motivating factors


1 best quality 12 24

2 best service 10 20

3 low cost 18 36

4warrantee and

guarantee 6 12

5 user guidance 4 8

Total 50 100

Source Primary Data

Chart 4.1.15

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Inference:From the above table, it has been found that 36% of the respondents have motivated to

purchase ITCs products by low cost, 24% of the respondents have motivated by best quality, 20% of

the respondents have motivated by best service, 12% of the respondents have motivated by warrantee

and guarantee and only 8% of the respondents have motivated by user guidance.

Table 4.1.16

Customers are feeling comfortable with ITCs products

s. no Particulars Frequency Percentage

1 yes 39 78

2 no 11 22

Total 50 100

Source Primary Data

Chart 4.1.16

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Inference:From the above table, it has been found that 78% of the respondents have said that they are

comfortable with ITCs product and 22% of the respondents said that they are not comfortable with

ITCs products.

Table 4.1.17

Rating of ITCs


1 brilliant 10 20

2 very good 14 28

3 good 18 36

4 not bad 8 16

5 very bad 0 0

Total 50 100

Source Primary Data

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Chart 4.1.17

Inference:From the above table, it has been found that 36% of the respondents are rating of ITCs are

good, 28% of the respondents are rating very good, 20% of the respondents are rating brilliant, 16% of

the respondents are rating not bad and none of them are rating very bad.

STATISTICAL TOOL

4.2 CHI SQUARE:

Satisfaction of customers expectation

Null hypothesis: There is no significant difference between the satisfaction levels of customer.

Alternative hypothesis: There is significant difference between the satisfaction levels ofcustomer.

Factors Observed Excepted Residual

Highly satisfied 10 10 -

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Satisfied 15 10 5

Fair 6 10 -4

dissatisfied 4 10 -6

Neither satisfied

nor unsatisfied

15 10 5

Total 50 50 -

Oi Ej (Oi-Ej) (Oi-Ej)2 (Oi-Ej)2/E

10 10 - - -

15 10 5 25 2.5

6 10 -4 16 1.6

4 10 -6 36 3.615 10 5 25 2.5

CHI SQUARE VALUE 10.2

Table Value Calculate value Degrees of

freedom

Level of

significant

9.488 10.2 4 0.05

Inference :Accept this hypothesis , since the calculated value is lesser than the Table value . so the null

hypothesis Ho is accepted and alternative hypothesis H1 is rejected.

5.1 FINDINGS

1. It is inferred that 50% of the respondents are not a regular customer; 30% of the respondents

are regular customer.

2. It is inferred that 26% of the respondents are between 18-25 years; 24% of the respondents are

between 26-30 years and 31-35 years; 16% of the respondents are between 35-40 years; 10%

of the respondents are above 40 years.

3. It is inferred that 62% ot the respondents are heard about the ITC company and 38% of the

respondents were not hearing about the ITC company.

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4. It is inferred that 60% of the respondents are not a regular customer; 40% of the respondents

are regular customer.

5. It is inferred that 58% of the repondents are awarness of vivel/superia and 42% of the

respondents are not awrness of vivel/superia.

6. It is inferred that 48% of customers are using this soap 6 months-1 year, 36% of the customers

using this soap 1-6 months and 16% of the customers using this soap above 2 years.

7. It is inferred that 36% of the respondents said vivel soap is flexible to their family and only

20% of the respondents said superia soap is flexible to their family.

8. It is inferred that 48% of the respondents are considering quality, 30% of the respondents are

considering price,18% of the respondents are considering skin problem.

9. It is inferred that 56% of the respondents are using vivel shampoo, 24% of the respondents are

using superia shampoo.

10. It is inferred that 74% of the respondents have said that the ITCs packaging product is

flexible and 26% of the respondents have said not flexible.

11. It is inferred that 44% of the respondents have seen of ITC products on TV, 24% of the

respondents have seen the ITC products on newspaper, 16% of the respondents have seen the

ITC products on magazine.

12. It is inferred that 46% of the respondents have said good, 20% of the respondents said very

good, 18% of the respondents have said excellent.

13. It is inferred that 30% of the respondents are satisfied and partially satisfied and dissatisfied

with ITC, 20% of the respondents are highly satisfied.

14. It is inferred that 56% of the respondents have said that the ITCs online marketing is

effective, 36% of the respondents said highly effective, 6% of the respondents said ineffective.

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15. It is inferred that 36% of the respondents have motivated to purchase ITCs products by low

cost, 24% of the respondents have motivated by best quality, 20% of the respondents have

motivated by best service.

16. It is inferred that 78% of the respondents have said that they are comfortable with ITCs

product and 22% of the respondents said that they are not comfortable with ITCs products.

17. It is inferred that 36% of the respondents are rating of ITCs are good, 28% of the respondents

are rating very good, 20% of the respondents are rating brilliant.

5.2 SUGGESTIONS

Attractive advertisements may be given through media.

Attractive offers can be given to increases the sales.

Suggestions of the product may be asked frequently to get the views and opinion of the

customer.

Meetings and programs can be conducted to improve the relationship the customer.

Time duration given for credit policy can be increased.

More distributors can be placed to cover entire market.

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The company should introduce targets for the retailers and they can be paid accordingly.

5.3 CONCLUSION

The project work done in ITC limited has given me immense practical knowledge about FMGC

products and its market. It is evident from the findings that customers are satisfied with what the

company is providing to them such as price, quality, packing, timely services and other factors.

Overall analysis says even though ITC products lack on few aspects, the satisfaction level of

customers is found to be good. The only area were company is to improve is offers and schemes. It is

matter of great pride to do my project in this company which has got many awards for its excellent

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business practices. The information & knowledge I have gained would help in my future studies and

placement.

suresh final

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