CHAPTER 1

INTRODUCTION

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 CHAPTER-1
INTRODUCTION

INTRODUCTION
This study is about consumer satisfaction towards newly
launched soap in market. In marketing, to know the success of newly
launched product, consumer satisfaction survey plays major role.
Marketing is the process of communicating the value of a product or
service to consumers, to sell the product or service. It is a critical
business function for attracting consumers.

Hamam soon drew a large natural following long before it

was trendy or fashionable to use products with natural ingredients.
Perhaps the only Indian-made natural soap at the time, Hamam was
embraced by mothers and doctors alike, for its purity and safety on
skin.

So, the researcher choose this project to know whether

this product satisfied its consumer or not. It helps the dealer to know
the satisfaction of the respondents towards New Hamam Soap and
also it help me to learn more about brand perception. This would
help the company to determine the promotional measures based on
the findings. From this survey the researcher learnt how New
Hamam Soap be the choice for their consumers.

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MARKETING
Marketing refers to activities a company undertakes to
promote the buying or selling of a product or service. Marketing
includes advertisement, selling, and delivering products to
consumers or other businesses.

Product, Price, Place and Promotion are the Four Ps of

marketing. The Four Ps collectively make up the essential mix a
company needs to market a product or service. Neil Borden
popularized the idea of the marketing mix and the concept of the
Four Ps in the 1950s.
The key purpose of marketing is to get people interested in
the products or services of a company. This happens through market
analysis, research and contemplating the interest of a business's
ideal customers and attracting them through messaging which would
be educational and helpful to a business's target group.

 Identification, Selection and Development of a product.

 Determination of its price.
 Selection if a distribution channel to reach the customers place,
and
 Development and implementation of a promotional strategy.
 The essence of marketing is an exchange or a transaction,
intended to satisfy human wants and needs.
 A demand is a want for which the consumer is prepared to pay
a price for the satisfied product.

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 1.1 CONSUMER SATISFACTION

Consumer satisfaction (CSAT) is a term frequently used in marketing.

It is a measure of how products and services supplied by a company
meet or surpass consumer expectations.
Consumer satisfaction is defined as "the number of consumers, or
percentage of total consumers, whose reported experience with a
firms, its products, or its services (rating) exceeds specified
satisfaction goals. Consumers play an important role and are
essential in keeping a product or service relevant; it is, therefore, in
the best interest of the business to ensure consumer satisfaction and
build consumer loyalty.
Consumer satisfaction is viewed as a key performance
indicator within business and is often part of a Balanced Scorecard.
In a competitive marketplace where businesses compete for
consumers, consumer satisfaction is seen as a major differentiator
and increasingly has become an important element of business
strategy.
Consumer satisfaction provides a leading indicator of
consumer purchase intentions and loyalty. Consumer satisfaction is
important because it illustrates whether your consumer base likes
what you're doing. A consumer is an individual or business that
purchases another company's goods or services. Consumers are
important because they drive revenues, without them, businesses
cannot continue to exist.

FACTORS AFFECTING CONSUMER SATISFACTION

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1.Accessibility
Have you made it easy for customers to interact with you to
ask questions, voice concerns, or get a problem solved? Or, do
customers have to jump through a number of hoops, do an extensive
Google search, and pray to the gods of customer service that they
can get a hold of you?
While it may be unpleasant dealing with an unhappy customer,
it's significantly worse dealing with an unhappy customer who took 2
hours out of their day to track you down.

2.Empathy
Mistakes happen, and despite the old adage, the customer
isn't always right... but if you'd like to keep them as a customer, they
must always be happy. You can ensure this by hearing them out
when they are upset, showing concern for the situation, and letting
them know that you’ll do everything in your power to make it right.

3.Language
Every industry and company has its own "shop terms" and
lingo that they use to describe what they do and how they do it.
Unfortunately, this insider language doesn't resonate with
customers.

They want to know that you understand their problem and have
a solution for it. In order to communicate that, you need to figure
out what words they use when they talk about it.

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4.Response Time
We live in a fast-moving world. Customers expect products
to arrive on their doorstep hours after they order them, and
questions to be answered within minutes (if not sooner!) of them
asking.
While many companies can't afford round-the-clock staff,
away messages that contain answers to FAQs and chatbots make it
possible to interact with your customers on their time.

5. Convenience
Very few customers will go out of their way to do business
with you. If you make it difficult for them to browse, shop, schedule,
or buy, they'll be looking for another company to provide the
solutions they need.
It's important to review your buyer's journey on a regular
basis and see if any areas could be tweaked to increase convenience.

6. Choices
Customers like to have options when it comes to
purchasing. They want different colours, styles, levels of services, and
different methods for delivery. These choices help them feel in
control of their own buying experience.

7.Simplicity

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 While customers like having options, too many options can
cause analysis paralysis and cause your potential customer to give up
before they finalize a purchase. As you design your products and
your processes, remember that a confused mind never buys.

8. Quality
Your customer service may be top-notch, but if your product
is of poor quality, you won't have a returning buyer. Make sure that
you create the best possible products that customers can't live
without.

9. Reasonable Prices
There will always be low range, mid-range, and high range
prices. If your products are of superb quality and your customer
service consistently wows, it's okay to charge more. However, if you
charge more than the market will bear, and more than your ideal
customer can afford, you'll price yourself right out of business.

10. Appreciation
Customers want to feel appreciated for doing business with
you. You should have some sort of follow-up procedure in place to
say thank you. This can range from a quick email to a thank you gift
(depending on the value of the product or service), but will always let
your customer know that they are important to you.

11. Loyalty Programs

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 It's wonderful to offer incentives to new customers
coming in, but what about the loyal customers that have stuck with
you from the beginning? Consider instituting some sort of loyalty
program where existing customers receive discounts, freebies, or
access to special content or products as a thank you for their
continued support.

12.Community
The business relationship doesn't have to stop just
because the credit card has been swiped. As humans, we want to
feel like we are a part of something bigger. Creating a community,
whether virtual or in-person, around your product, will help keep
your customers engaged with your brand.

BENEFITS OF CONSUMER SATISFACTION

 Gain valuable feedback

 Determine areas of improvement

 Understand your consumers

 Identify trends

 Retain existing consumers

 Maintain consumer loyalty

 Reduce bad word from consumers

 Believer best consumer experience

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1.2 SCOPE OF THE STUDY

This study is confined to Chennai city only. This study

intends to analyze the awareness level, factors, influencing,
preference level and identification of problems faced by the
consumer towards New Hamam Soap.

This study is useful for the researcher as well as for the

company for identifying the consumer preference level towards New
Hamam Soap in Chennai city.

For company, to identify the consumers satisfaction and

preference level in the New Hamam Soap and for the researcher, this
study helps to create and maintain a good relationship between the
consumers and show their satisfaction level in buying the product.

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1.3 STATEMENT OF THE PROBLEM

Indian soap industry now has so many challenges, arising

from globalization, increased competition and technological changes.
It is more sensitive sector in one sense that the consumers shift their
brand preference at least once in two or three years. They want new
products so that the existing firms have to modify their product lines
and various items in the lines. In most of the cases, the same product
is supplied to the market with product differentiation. Very large
number of consumers is strength to the industry. Numerous
companies engage in manufacturing of soaps. Role of small scale
industries and local industries are significant in this regard.

All the firms want to study the minds of consumers. But it

is a very difficult process, which includes various psychological issues.
Consumer research takes a very important role in determining
company's future plans. The consumers are influenced by many
sociological, psychological and economic, climate and some other
factors very strongly. These factors have been identified properly
through various researches. When the firms understand those drives,
product and promotional policies are given a final shape.

Consumer preference is a difficult area to be studied. Its

coverage is comprehensive. The consumers are large in number and
they are in different groups, their motives differ in many aspects. So,
the present study has taken up these issue.

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1.4 OBJECTIVES OF THE STUDY

 To determine the most influencing factor in the purchase of

New Hamam Soap.

 To study the satisfaction of the consumers towards the New

Hamam Soap.

 To give suggestions based on the study for the improvement of

the product.

 To study the socio economic profile of the consumers of the

Hamam soap.

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1.5 LIMITATIONS OF THE STUDY

 The main limitation of the study is survey taken restricted to

the area of Chennai city.

 Time constraint is the major issue in this project because of

lesser time period.

 The limitation is that assumptions were made that respondents

have disclosed the correct information.

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1.6 RESEARCH METHODOLOGY

1.Research Design
The research design is descriptive one, which helps to clarify and
describe the situation in existence at the time on the basis of
which rational decisions can be made.

Through the research a description of consumer preference is

sought.

"A research design is the arrangement of conditions for collection

and analysis of data in a manner that aims to combine relevance
to the research purpose with economy in procedure."

Descriptive research studies are those studies which are

concerned with describing the characteristics of a particular
individual or group. A statement of the problem indicates what
information is required to cover all phases required. The study
design provides specific methods of collecting sources of data.
Here convenient sampling is using to select the respondents.

2.Problem Identification:
A study on consumer satisfaction towards New Hamam Soap.

3.Sources of Data
Primary data are obtained through a market survey; Secondary
data is obtained from the company

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Primary Data:

Primary data are collected mainly through structured and closed

type questions.

Secondary Data:

Required secondary data were collected from the profile and various
reports of the company. Information was downloaded from the
internet also.

4.Data collection
Interview method was used for data collection. The interview was
conducted among 108 respondents. From this interview, data
was collected.

5.Sample Design
a) Sample size

A sample of 108 respondents was taken for the survey particularly in

Chennai city.

b) Sampling Method

The researcher selected the sample from the population according to

the convenience. The Research survey was conducted in Chennai
city.

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 6.Tools Used
The tools used for the analysis are Simple Percentage
Analysis.

7.Percentage analysis
Percentage analysis refers to a special kind of rate;
percentage are used in making comparison between two (or) more
series of data. Percentage aroused to describe relationship. Since the
percentage reduced everything to a common base and there by
allow meaningful to be made.

No Of respondents

Percentage of analysis= ----------------------------- *100

Total respondents

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 CHAPTER-2
REVIEW OF LITERATURE

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 REVIEW OF LITERATURE

Review of literature takes an important part in all researches.

Review of literature is a secondary data. It is a systematic way of
finding information explained in a particular topic. It is very useful to
know what similar findings are done relevant to the topic to decide
what should be done in future research. The researcher can
understand the gap in which aspect no research has been
undertaken in the past period. This literature review explain about
consumer satisfaction and brand loyalty. It explores theories related
to consumer satisfaction and brand loyalty. The view of the author
gives us various suggestions which can facilitate throughout the
study of consumer satisfaction.

Prashad, A. (2006). In this study, the author says FMCG has

the personal care products like soaps, shampoos, etc. so this project
mainly focuses on the market and study of bath soaps in India. It
consists of various multinational and domestic companies. The main
focus is on Hindustan lever ltd, Nirma, and Godrej. This project study
related to 3 major players of bath soap market and their SWOT
analysis, BCG Matrix, 5 forces model of the industry and the
companies. Various suggestions and recommendations are also been
given to the FMCG sector bath soap segment. HUL is the most
dominating company across the world in FMCG sector due to its
vertical and horizontal integration. Then also Nirma and Godrej are
trying to give tough fight to it. My study also related to HUL product
(Hamam soap). Here it will useful for me to compare my product
with competitor product.

Walfried, Mittal, B. and Sharma, A. (2009). This article is

related to brand equity in FMCG products. Brand equity is very
important to marketers of consumer goods and services. Brand

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equity facilitates in the effectiveness of brand extensions and brand
introductions. It teaches customer trust towards same brand. These
brand equity test are determined under five dimensions are
performance, value, social image, trustworthiness and commitment.
In empirical tests, brands that scored higher on the customer‐based
brand equity scale generally had higher prices. Compared this article
with my project, it teaches how hamam customers are giving
preference to same brand when it comes indifferent flavors.
Company has to retain their regular hamam soap users.

Jose, M.M., Bloemer, Hans, D.P. and Kesper, (2010).This

article teaches brand loyalty and consumer satisfaction in one
product. It showed consumers buying same product in the market
without moving to other company product. First, in defining brand
loyalty, a distinction is made between repeat purchasing behavior
and brand loyalty. Next, true brand loyalty is distinguished from fake
brand loyalty. Second, two types of consumer satisfaction are
distinguished based on the amount of explanation upon the
evaluation of the brand choice. This study gives positive results
towards consumer satisfaction in same product. It is related to my
project in whether same consumers buying hamam soap for long
years or new consumers buying more new hamam soap. It is to test
my consumer's loyalty towards hamam soap.

Adithya, H.S. (2011). This study regards to consumer

behavior towards soap market in Bangalore city. The present study
would definitely help to learn about the sources of information for
the customers during different stages of buying toilet soaps and
hence increase their level of awareness and brand preference for
toilet soaps. In this they found out consumer awareness towards
soap and its promotion level. It is essential for the marketers to
understand the important sources to create awareness of their
products. Respondent explained about their purchase pattern on
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toilet soap. The basic idea of the research is to survey the behavior of
the consumers while consuming the toilet soaps in the market and
how they utilize the marketing skills. Compared with my project, it
will be useful for me in analyzing the result related to consumer
awareness.

Onwumere. J. and Onyemachi, O.N.D. (2012). The purpose of

this study is to analyze the factors that determine the consumers
repurchase intention, analyze the socioeconomic characteristics of
customers. To determine the relationship between customer
satisfactions, perceived value and branding as most major variables
that influence the consumers repurchase intention. The data used
for analysis were collected via questionnaire. The technique of data
analysis employed were simple descriptive statistics such as means,
percentages, tables and frequencies; Pearson product moment
correlation and stepwise multiple regression analysis. The findings of
the study showed that perceived value, brand preference and
customer satisfaction are significant and positively correlated with
repurchase intention. The factors affecting the consumers
repurchase intention of the soap products under studied included
production of low quality goods, improper use of distribution
channels and lack of promotional campaign to back up the product
and the use of improper pricing policy adequate for the product. The
management of the company takes the necessary steps to promote
the brand image so as to positively influence the customers
repurchases intention.

Sang, L. C. and Khalafinezhad, R. (2012). Author said Customer

Relationship Management (CRM) is the entire process that focuses
on the interface between the organization and its customers. The
objectives of CRM are to increase profitability, income, and customer
satisfaction. Customer satisfaction and customer loyalty are two
main criteria for every organization to get success. It is related to
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CRM and customer loyalty towards product. Here, they mainly
explained about retaining customer and to improve loyalty towards
their product. It showed customer relationship management regards
same brand. Previous researchers proved that the cost of retaining
the exits customer is less than the cost of finding the new one.
Therefore, customer loyalty must be considering as an important
issue and it is required to increase the customer loyalty by positive
impact of CRM strategy and customer satisfaction. It is almost
related to my project in how to retain my hamam customers and
how it satisfied its consumers with new hamam soap. When it
satisfies consumers then only it become success in soap market.

Rajendra, K. and Gupta, (2014). The author explains about

how to develop world class brands. The brands often reflect
collected intelligent property-Unique product ideas, processes,
patents, copyrights and state of the art technology, superior data
acquisition and processing capability and not the least, wonderful
customer goodwill acquired by company over the years. Brand is a
variety of successfully adapting to changes in business environment,
technology and preferences of consumers shaped by changing
lifestyles, awareness and standards of living, further complicated by
globalization of information and resources. Hence, brands have to
fight battles throughout their existence, trying to remain significant
and at top. Brand loyalty can only be built by repeated satisfaction
delivered to consumer. In products where product differentiation is
negligible, the consumer has a carrier of preferential brands and
keeps switching one brand with another.

Dhanalakshmi, S. and Ganeshan, M. (2015). The author states

that customer satisfaction has been widely accepted as an important

21
issue for many marketing managers, especially in FMCG product
(bath soaps). It is commonly used as a marketing standard of a
company's performance. It is generally believed that customer who
satisfied more likely to display loyalty behavior, i.e. purchase
repeatedly and ready to give positive opinion about that. This paper
aims to study the relationships between product attributes of bath
soap and customer satisfaction, loyalty intention in the context of
bath soap products. In my study, it is more useful to link relationship
between brand loyalty and consumer satisfaction. By the same time,
it will teach about how to improve brand loyalty.

Sankaranarayanan, K. (2015). This article explains about the

brand loyalty, satisfaction and awareness about dove soap. This
study is conducted in Chennai city. In FMCG industry sector there has
been severe competition among the multinational companies,
national and local players. Brand loyalty is determined by several
distinct psychological processes of the consumers. Product features
is one of the most important factors that affect brand loyalty. The
relationship between the availability of the toilet soap and brand
loyalty was also found to be significant. The toilet soaps can be
divided into four price segments Premium, popular, economy and
carbolic soaps. At the same time, penetration level of toilet soaps in
urban areas is very high. In this scenario, it is very important for
marketers to know the consumer behavior with respect to toilet
soaps, which will be very useful in adopting suitable strategies. Link
between my project and this article is consumer satisfaction towards
toilet soap in a town.

Ganesan, M. (2016), In this article, author says market that

forced brands to redefine their norms of existence all told industries.

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Within the FMCG business, particularly in bath soap sector there has
been severe competition among the MNCs, national and native
players. At an equivalent time, penetration level of bath soaps in
urban areas is extremely high, however per capita consumption
levels stay low. During this situation, it is important for marketers to
grasp the buyer behavior with regard to bath soaps, which can be
terribly helpful in adopting appropriate ways. This analysis paper
tries to research the whole loyalty, satisfaction, awareness, and
change behavior of shoppers relating to soaps. It also examines the
factors controlling brand choices.

Atanaska, R. (2018).The article reports the survey may aim at

studying the influence of brands on the levels of consumer
satisfaction with products in the category of fast-moving consumer
goods. Here they conducted laboratory experiment; two
independent groups of consumers were given the same product but
with and without information about its brand. The collected
satisfaction data was analyzed using the method of structural
equation modeling, with particular attention being paid to the
findings of the "importance - performance" analysis. We found that
the availability of information about the brand actually affects the
level of consumer satisfaction with the product. In hamam also
possible chances are high for expecting more from the consumers.

The chapter has dealt about the various opinions, principles

and philosophies of prominent authors who have discussed about
the factors, reasons and other external issues influencing consumer
satisfaction. These reviews are from books, journals and articles. All
articles are related to the topic. From this review more information
related to consumer satisfaction, brand loyalty and consumer
awareness was acquired. The next chapter discusses about the
research methodology and the concepts involved in detail.
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 CHAPTER-3
PROFILE OF THE COMPANY

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 PROFILE OF THE COMPANY

3.1 INDIA'S SOAP INDUSTRY

The soap industry plays a key role in the economy of India. Though
soaps were once products that were only used by the elite, today,
the increase of disposable incomes throughout India has lead to an
increase demand for soaps. The soap products that are produced in
India are not only distributed and used by residents of the country,
but they are also distributed and sold to various regions through out
the world.

The soap industry in India is comprised of about 700 companies,

which generate a combined annual revenue of approximately $17
billion US dollars. Soaps are distributed to all of India's major
metropolitan cities, and an estimated 50 percent of the soaps that
are produced in the country are sold in rural markets. The size of
India's soap market is expected to grow at a moderate rate over the
next few years.

INDIA'S SOAP MARKET: PRODUCT TYPE SEGMENTATION

The soap market in India is segmented according to product type.
Soap product types include:

•Soaps for men

•Soaps for women

•Baby soaps

•Specialty soaps (perfumed soaps, for example)

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•Medicated soaps

Soaps that are specifically made and marketed for men, women
and babies are all expected to enjoy a moderate rate of growth in
the coming years. These soaps are designed to offer specific benefits
for each group. For instance, soaps for babies are gentler on the skin,
which is important for babies' sensitive skin. Soaps for men are
designed to combat hygienic issues that are specifically related to
males, and soaps for women are designed to meet the hygienic
needs of females. These soaps tend to be the least expensive type,
which means that they are affordable for all income classes.

Specialty soaps are soaps that are designed to offer specific

qualities, such as fragrances. While these types of soaps are
expected to see growth in the coming years, this growth will be
minimal in comparison to the above-mentioned soap products.

Medicated soaps are soaps that are designed to combat

conditions that afflict the skin, such as dry or oily skin. These types of
soaps should also see a moderate growth rate in the coming years.
This growth will likely be due to the increased awareness of the
benefits that medicated soaps can provide for various skin
conditions.

SIZE OF INDIA’S SOAP INDUSTRY

There are about 700 companies that act as key vendors in
India's soap industry. Together, these companies have a combined
yearly revenue of an estimated $17 billion US dollars. The key
vendors in this market include Unilever, P&G and Dial, among others.
The soap industry in India is highly concentrated. An estimated 50

26
companies hold approximately 90 percent of the shares of this
market.

FACTORS FUELING THE GROWTH OF INDIA'S SOAP INDUSTRY

There are several factors that have fueled the growth of India's
soap market, and that are expected to continue fueling the growth of
this industry in the coming years.

The major factor that has augmented this market is the increase
in per capita income. As the income of residents throughout India
and the rest of the world rises, so does the demand for soap. As
expendable incomes rise, people are more able to afford soap
products, particularly specialty soaps that are intended to provide
different results.

Another factor that is boosting the size of the soap market in

India is the growing awareness of the importance of personal
hygiene. Soaps are used to cleanse the skin, thereby removing the
buildup of dead skin cells, bacteria and other elements that could
have negative effects on personal hygiene, as well as personal
health. As more people are becoming aware of the value of good
personal hygiene, there is a higher demand for soap products.

An increase in the investments made by key vendors in India’s

soap market towards the research and development of higher
quality and specialty soaps will also boost the size of industry over
the five years. The development of higher quality and specialty
products will lead to an increased interest in these products, and
thus, an increased demand for them, which will positively impact the
size of this market.

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 3.2 HINDUSTAN UNILEVER
Hindustan Unilever Limited (HUL) is a British-owned Indian consumer
goods company headquartered in Mumbai. It is a subsidiary of the
British company Unilever. Its products include foods, beverages,
cleaning agents, personal care products, water purifiers and other
fast-moving consumer goods (FMCGs).

Type Public

Traded as BSE: 500696

NSE: HINDUNILVR
BSE SENSEX Constituent
NSE NIFTY 50 Constituent

ISIN INE030A01027

Industry Consumer goods

Predecessor Indian Vanaspati Manufacturing Company

(1931- 1956)
Lever Brothers India Limited (1933-1956)
United Traders Limited (1935-1956)
Hindustan Lever Limited (1956-2007)

Founded 1933; 90 years ago

Headquarters Mumbai, Maharashtra, India

Key people Sanjiv Mehta (CEO)[1]

Products Foods, cleaning agents, personal care, skin

care and water purifiers
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Revenue Increase ₹52,704 crore (US$6.6 billion) (2022)
[2]

Operating income Increase ₹11,918 crore (US$1.5 billion) (2022)

[2]

Net income Increase ₹8,892 crore (US$1.1 billion) (2022)

[2]

Total assets Increase ₹70,517 crore (US$8.8 billion) (2022)

[2]

Total equity Increase ₹49,061 crore (US$6.1 billion) (2022)

[2]

Number of employees 21,000 (2020)[2]

Parent Unilever plc (61.90%)

Website www.hul.co.in

HUL was established in 1931 as Hindustan Vanaspati Manufacturing

Co. Following a merger of constituent groups in 1956, it was
renamed Hindustan Lever Limited. The company was renamed again
in June 2007 as Hindustan Unilever Limited.

BRANDS AND PRODUCTS

HUL is the market leader in Indian consumer products with
presence in over 20 consumer categories such as soaps, tea,
detergents and shampoos amongst others with over 700 million
Indian consumers using its products. Sixteen of HUL's brands
featured in the ACNielsen Brand Equity list of 100 Most Trusted

29
Brands Annual Survey (2014), carried out by Brand Equity, a
supplement of The Economic Times.

Food
 Annapurna salt and Atta (formerly known as Kissan
Annapurna)

 Boost

 Bru coffee

 Brooke Bond (3 Roses, Taj Mahal, Taaza, Red Label) tea

 Kissan squashes, ketchups, juices and jams

 Lipton ice tea

 Knorr soups & meal makers and soupy noodles

 Kwality Wall's frozen dessert

 Hellmann's mayonnaise

 Magnum (ice cream)

 Cornetto Ice cream cone

 Horlicks (Health Drink)

Homecare
 Active Wheel detergent

 Cif Cream Cleaner

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  Comfort fabric softeners

 Domex disinfect/toilet cleaner

 Love & care

 Nature protect disinfectant surface cleaner

 Rin detergents and bleach

 Sunlight detergents and colour care

 Surf Excel detergents and gentle wash

 Vim dishwash

 Magic – Water Saver

Personal Care
 Aviance Beauty Solutions

 Axe deodorant, aftershave lotion and soap

 Lever Ayush Therapy ayurvedic health care and personal care

products

 International breeze

 BryIcreem hair cream and hair gel

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 Clear anti-dandruff hair products

 Clinic plus shampoo and oil

 Close Up toothpaste

 Dove skin cleansing & hair care range: bar, lotions,creams and
anti-perspirant deodorants

 Denim shaving products

 Dermalogica

 Elle 18

 Find your happy place

 Glow and lovely, skin lightening cream

 Hamam

 Indulekha

 Lakme beauty products and salons

 Lifebuoy soaps and handwash range

 Liril 2000 soap

 Lux soap, body wash

 Nature protect

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  Pears soap, body wash

 Pepsodent toothpaste

 Pond’s tales and creams

 Rexona

 Sunsilk shampoo

 Sure anti-perspirant

 Vaseline petroleum jelly, skincare lotions

 TRESemme

 TIGI

Water purifier
 Pureit

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3.3 PRODUCT PROFILE
Product type Soap
Owner Hindustan Unilever
Country India
Introduced 1931 ; 93 years ago
Previous owners Tata & Sons
Website https://www.hamam.co.in/

HISTORY
HISTORY Hamam soap was established in 1931 as a mild soap
that could be used by families. Hamam used natural ingredients in its
products long before using all-natural ingredients was a trend. It was,
at one time, the only Indian-made natural soap. It is said to be pure
and safe on the skin.

Hamam is a brand of soap made in India and marketed by the

Indian unit of Unilever. The brand was previously owned by Tata &
Sons. The name comes from the Arabic/Persian word hamam, which
refers to a public-bathing establishment in the Middle Eastern
countries. It was once a leading bath soap brand in India.

Hamam soon drew a large natural following long before it was

trendy or fashionable. Perhaps the only Indian-made natural soap at
the time. Hamam was embraced by mothers and doctors alike, for its
purity and safety on skin. Only Hamam brings alive ancient time-
tested skincare rituals that have been perfected over generations in
convenient and contemporary format.

34
FLAVOURS OF NEW HAMAM SOAP

Hamam soap has Pure Neem Oil, Lemon Flower and Tulsi and
Aloevera which will protect the skin from rashes, pimples and body
odor.

COMPANY PROFILE
Hindustan Unilever (HUL) is the largest fast moving consumer
goods (FMCG) company, a leader in home and personal care
products and foods and beverages. HUL's brands are spread across
20 district consumer categories, touching lives of every 2 out of 3
Indian.
It has employees strength over 15000 & 1200 managers. It has
created widespread network through its 2000 suppliers & associates.
There 75 manufacturing locations in India itself. It caters its wide
range of products to 6.3 million outlets. It has market capitalization
of 11.5 billion.

VARIATIONS
There are three variants of Hamam - Sampoorna Snaan,
Hamam Scrub Bath and Abhyanga Snaan embody traditional skincare
practices.

HUL Competitors
 Procter & Gamble
 ITC
 Colgate
 Patanjali
 Dabur

35
  Nestle

PERSONAL PRODUCT MARKET IN INDIA

Personal care and beauty products make up a huge
marketing segment all over the world. Indian consumers
enthusiastically participate in buying and using these products. In
India urban area and rural area is totally different. In India not only
the urban area people use beauty and personal care products the
rural people also use these items buy they don't easily get all kind of
the personal products that is the disadvantage of the rural people.
New technology and mass media are bringing awareness to similar
towns and rural areas. The companies advertise their products
through television advertisements, social media campaigns.

These are the major key determinants for consumers to buy

the person
 Lifestyle changes
 Quality
 Smell
 Flavours
 Easily available
Due to a great change in lifestyle and direct foreign investment, there is a
drastic change in Indian culture and cosmetics. Most of the family members are
ready to buy the personal products because of the Brand Name, quality. Many
of the consumers buy the product which is more quality, and some of the
persons choose upon the price of the product.

TYPES OF PERSONAL PRODUCTS

a. Hair care products

36
 Shampoo is the most popular of all consumer packaged
goods. HUL Company is play the vital role in Hair care products
because they are having 5 popular brand of shampoo. The
shampoo is in Ayurveda mixed and chemical mixed.

b. Soap and Bathing items

In this includes soap, face wash and shaving items. Both
Indian and Foreign companies sell popular brands of soap. Here
organic and inorganic items are used.

c. Cosmetic Segment
Indians buy a lot of makeup, lotions, skin creams, and
lightning creams. Here also HUL Company introduced the Fair &
Lovely and sells 2 other popular brand of skin care product.
Working women purchase the majority of the cosmetics in
India.

d. Oral care products

It means Toothpaste it is important in any one of the
human being. In Oral caremarket Colgate play the major role in
India.

MILESTONES ACHIEVED
 Five of HUL’s leading brands – Lux, Dove, Hamam, Pears, Clinic
plus and Sunsilk – won the Reader’s Digest Trusted Brand 2008
Awards.
 Four HUL brands featured in the top 10 list of the Economic
Times Brand Equity’s Most Trusted Brands 2008 survey.
 HUL was awarded the Bombay Chamber Civic Award 2007 in
the category of Sustainable Environmental Initatives.

37
  HUL was selected as the top Indian company in the FMCG
sector for the Dun & Bradstreet – American Express Corporate
Awards 2007.

KEY FACTS
 Only 400 crore Herbal soap brand in the personal care
segment.
 21.36% market share in the South Indian State of Tamil Nadu.

PROFILE OF THE INDUSTRY

Fast Moving Consumer Goods (FMCG) or consumer packaged
goods (CPG) are products that are sold quickly and at relatively low
cost. Examples include non-durable goods such as soft drinks,
toiletries, over-the-counter drugs, processed foods and many other
consumables. In contrast, durable goods or major appliances such as
kitchen appliances are generally replaced over a period of several
years.

Many fast moving consumer goods have a short shelf life,

either as a result of high consumer demand or because the product
deteriorates rapidly. Some FMCGs, such as meat, fruits and
vegetables, dairy products, and baked goods, are highly perishable.
Other goods, such as alcohol, toiletries, pre-packaged foods, soft
drinks, chocolate, candies and cleaning products, have high turnover
rates. The sales are sometimes influenced by some holidays and
season.

Packaging is critical for FMCGs. The logistics and distribution

systems often require secondary and tertiary packaging to maximize
efficiency. The unit pack or primary package is critical for product
protection and shelf life but provides information and sales
incentives to consumers.
38
 Though the profit margin made on FMCG products is relatively
small (more so for retailers than the producers/suppliers), they are
generally sold in large quantities; thus, the cumulative profit on such
products can be substantial. FMCG is a classic case of low margin and
high volume business.

ABOUT THE PRODUCT – NEW HAMAM SOAP

Consumer preference plays an important role in purchase a

product. Consumers preference is defined as the subjective tastes of
individual consumers, measured by their satisfaction with those
items after they purchased them. This satisfaction is often referred to
as utility.

A set of assumptions that focuses on consumer choices that

result in different alternatives such as happiness, satisfaction or
utility.

Consumer makes decisions by allocating their scarce income

across all possible goods to obtain the greatest satisfaction. Formally,
we say that consumers maximize their utility subject to budget
constraint. Utility is defined as the satisfaction that a consumer
derives from the consumptions of a good. As noted above, utility's
determinants are decided by a host of non-economic factors.
Consumer value is measured in terms of the relative utilities
between goods.

The entire process of consumer preference results in an optimal

choice. Consumer preference allows a consumer to rank different
bundles of goods according to the satisfaction levels or utility. Utility
is nothing but the total satisfaction of consuming a good or service.

Consumer preference are defined as the subjective (individual)

tastes, as measured by utility, of various bundles of goods. They
permit the consumer to rank these bundles of goods according to the

39
levels of utility they give the consumer. Note that preferences are
independent of income and prices. Ability to purchase of goods does
not determine a consumer's likes or dislikes.

NEW HAMAM SOAP

New Hamam Soap was introduced in February 2018. It is fully
based on herbal products. This soap contains 100% pure with Neem,
Lemon, Tulsi and Alovera and other natural ingredients. Life time of
this soap was 30 months. It is available in four different prices at
Rs.10, Rs.27, Rs.35, Rs.57 with four different grams. This new hamam
soap is especially for women and children.

This first chapter explains about the introduction part of the

study topic and company profile. Then concepts that are used for
this project and its definition are explained clearly in this chapter.

Scope of the study contains objectives for this project and how
it is going to be used to analyze the result. This scope of study
contains consumer satisfaction towards certain brand.

Limitations of the study explain the drawbacks of this project

especially time constrain, targeting particular segment people
(Hamam soap users for survey). Survey is conducted around Chennai
city and not in other district due to time constrain. These are the
major limitations of this study. Then the profile of the company from
its history and the way how it becomes one of the biggest FMCG in
India is given. The company profile, its vision, its products,
competitors and its sales turnover is presented. HUL segmentation
(personal product) and its classification is explained. The Hamam
soap history and also the newly launched new hamam soap with its
categories, picture is briefly presented. The upcoming chapter
focused on literature survey which gives more information related to
the study.

40
CHAPTER-4
DATA ANALYSIS AND
INTERPRETATION

41
 AGE OF THE RESPONDENTS

S.NO PARTICULARS NO.OF.RESPONDENTS PERCENTAGE(%)

1. Less than 25 years 60 56%
2. 26-35 years 20 18%
3. 36-45 years 16 15%
4. Above 46 years 12 11%
Total 108 100%
Source: Primary data

INTERPRETATION

The above table shows that majority (56%) of the respondents

belong to the age group less than 25 years, 18% of the respondents
are between 26-35 years, 15% of the respondents are between 36-45
years and 11% of the respondents are in the age category of the
above 6 years.

42
 CHART- 4.1
AGE OF THE RESPONDENTS
60 56

50

40

30

20 18
15
11
10

0
Less than 25 years 26-35 years 36-45 years Above 46 years

Percentage

43
 TABLE 4.2
GENDER OF THE RESPONDENTS

S.N PARTICULARS NO.OF.RESPONDENT PERCENTAGE(%)

O S
1. Male 62 57%
2. Female 46 43%
3. Transgender - -
Total 108 100%
Source: Primary data

INTERPRETATION
The above table shows that majority (57%0 of the
respondents are male and 43% of the respondents are female.

44
 CHART - 4.2
GENDER OF THE RESPONDENTS

43%

57%

Male Female

45
 TABLE 4.3
MARITAL STATUS OF THE RESPONDENTS

S.NO PARTICULARS NO.OF.RESPONDENTS PERCENTAGE(%)

1. Married 48 45%
2. Unmarried 60 55%
Total 108 100%
Source: Primary data

INTERPRETATION
The above table shows that majority (55%) of the
respondents are unmarried and (45%) of the respondents are
married.

46
 CHART 4.3
MARITAL STATUS OF THE RESPONDENTS

55%
Unmarried

45%
Married

0 10 20 30 40 50 60 70

47
 TABLE 4.4
OCCUPATION OF THE RESPONDENTS

S.NO PARTICULARS NO.OF.RESPONDENTS PERCENTAGE(%)

1. Employee 41 38%
2. Homemaker 7 6%
3. Business 12 11%
4. Professional 5 5%
5. Others 43 40%
Total 108 100%
Source: Primary data

INTERPRETATION
From the above table it is clear that majority (40%) of the
respondents comes under others in their occupations, 38% of the
respondents are Employee, 11% of the respondents are doing
Business, 6% of the respondents are Homemaker and 5% of
respondents are Professional.

48
 CHART 4.4
OCCUPATION OF THE RESPONDENTS
45
40
40 38
35
30
25
20
15
11
10
6 5
5
0
Employee Homemaker Business Professional Others

percentage

49
 TABLE 4.5
EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

S.NO PARTICULARS NO.OF.RESPONDENTS PERCENTAGE(%)

1. School level 21 19%
2. UG level 40 37%
3. PG level 15 14%
4. Professional 10 10%
5. No formal 22 20%
education
Total 108 100%
Source: Primary data

INTERPRETATION
The above table shows that majority (37%) of the
respondents completed their UG level, 20% of the respondents have
no formal education, 19% of the respondents completed their School
level, 14% of the respondents completed their PG level, and 10% of
the respondents completed their Professional.

50
 CHART 4.5
EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

20% 19%

10%

14% 37%

School level UG level PG level

Professional No formal education

51
 TABLE 4.6
MONTHLY INCOME OF THE RESPONDENTS

S.NO PARTICULARS NO.OF.RESPONDENTS PERCENTAGE(%)

1. Up to 64 60%
Rs.20,000
2. Rs.20,001- 24 22%
Rs.30,000
3. Rs.30,001- 12 11%
Rs.40,000
4. Above 8 7%
Rs.40,000
Total 108 100%
Source: Primary data

INTERPRETATION
That above table shows that majority (60%) of the
respondents monthly income up to Rs.20,000, 22% of the
respondents monthly income Rs.20,001-Rs.30,000, 11% of the
respondents monthly income Rs.30,001-Rs.40,000, and 7% of the
respondents monthly income are Above Rs.40,000.

52
 CHART 4.6
MONTHLY INCOME OF THE RESPONDENTS
70
60
60

50

40

30
22
20
11
10 7

0
Up to Rs.20,000 Rs.20,001-Rs.30,000 Rs.30,001-Rs.40,000 Above Rs.40,000

Percentage

53
 TABLE 4.7
FACTORS INFLUENCES TO BUY HAMAM SOAP

S.NO PARTICULARS NO.OF.RESPONDENTS PERCENTAGE(%)

1. Price 24 22%
2. Quality 70 65%
3. Offer 5 5%
4. Brand Name 9 8%
Total 108 100%
Source: Primary data

INTERPRETATION
The above table shows that majority (65%) of the
respondents buy Hamam soap for Quality, 22% of the respondents is
for the Price, 8% of the respondents for the respondents for the
Brand Name and 5% of the respondents for the offer.

54
 CHART .7
FACTOR INFLUENCES TO BUY HAMAM SOAP
70

60

50

40
65
30

20

1022
5 8
0 0
Price Quality Offer Brand Name

Percentage

55
 TABLE 4.8
AMOUNT SPEND PER MONTH

S.NO PARTICULARS NO.OF.RESPONDENTS PERCENTAGE(%)

1. Below Rs.100 35 32%
2. Rs.100-Rs.200 55 51%
3. Rs.200-Rs.300 10 10%
4. Above Rs.300 8 7%
Total 108 100%
Source: Primary data

INTERPRETATION
The above table shows the Amount spend per month for
buying New Hamam Soap, majority (51%) of the respondents spend
between Rs.100-Rs.200 to buy New Hamam soap, 32% of the
respondents spend between Below Rs.100, 10% of the respondents
spend between Rs.200-Rs.300, and 7% of the respondents spend
between Above Rs.300.

56
 CHART 4.8
AMOUNT SPEND PER MONTH
60
51
50

40
32
30

20

10
10 7

0
Below Rs.100 Rs.100-Rs.200 Rs.200-Rs.300 Above Rs.300

Percentage

57
 TABLE 4.9
BUY NEW HAMAM SOAP IN FUTURE

S.NO PARTICULARS NO.OF.RESPONDENTS PERCENTAGE(%)

1. Always 56 52%
2. Often 29 27%
3. Sometimes 20 19%
4. Rarely 3 2%
Total 108 100%
Source: Primary data

INTERPRETATION
The above table shows that to buy new hamam soap in
future majority (52%) of the respondents will always buy New
Hamam Soap in future, 27% of the respondents often buy, 19% of
the respondents sometimes buy this soap and 2% of the respondents
rarely buy this soap in future.

58
 CHART .9
BUY NEW HAMAM SOAP IN FUTURE
Percentage
60
52
50

40

30 27

19
20

10
2
0
Always Often Sometimes Rarely

59
 TABLE 4.10
COMPARISON WITH OLDER HAMAM SOAP

S.NO PARTICULARS NO.OF.RESPONDENTS PERCENTAGE(%)

1. Highly 26 24%
Satisfied
2. Satisfied 57 53%
3. Moderate 18 17%
4. Dissatisfied 7 6%
Total 108 100%
Source: Primary data

INTERPRETATION
From the above table shows that majority (53%) of the
respondents are satisfied with the New Hamam Soap when
compared with to older one, 24% of the respondents are highly
satisfied, 17% of the respondents are moderate and 6% of the
respondents are dissatisfied with New Hamam Soap when compared
with older one.

60
 CHART 4.10
COMPARISON WITH OLDER HAMAM SOAP
Percentage

60
53
50

40

30
24
20 17

10 6

0
Highly Satisfied Satisfied Moderate Dissatisfied

61
 TABLE 4.11
SOURCES TO INFORMATION ABOUT HAMAM SOAP

S.NO PARTICULARS NO.OF.RESPONDENT PERCENTAGE(%)

S
1. Advertisement 51 47%
2. During purchase 18 17%
3. Friends/Relatives 10 10%
4. Others 29 26%
Total 108 100%
Source: Primary data

INTERPRETATION
The above table shows that majority (47%) of the
respondents came to know about Hamam Soap through
Advertisement, 26% through Other mode,17% through During
purchase and 10% of the respondent gathered information from
their Friends/Relatives.

62
 CHART 4.11
SOURCES OF INFORMATION ABOUT HAMAM
SOAP
50 47%
45
40
35
30 26%
25
20 17%
15
10%
10
5
0
Advertisement During purchase Friends/Relatives Others

Percentage

63
 TABLE 4.12
PERIOD OF USING HAMAM SOAP

S.NO PARTICULARS NO.OF.RESPONDENTS PERCENTAGE(%)

1. Last 6 months 21 19%
2. 6 months – 1 8 7%
year
3. 1-2 years 16 16%
4. More than 2 63 58%
years
Total 108 100%
Source: Primary data

INTERPRETATION
The above table shows that majority (58%) of the
respondents using Hamam soap More than 2 years, 19% of the
respondents using this soap Last 6 months – 1 year, 16% of the
respondents using this soap for 1 – 2 years, and 7% of the
respondents using Hamam soap 6 months – 1 year.

64
 CHART 4.12
PERIOD OF USING HAMAM SOAP
19%

7%

58%

16%

Last 6 months 6 months-1 year 1-2 years More than 2 years

65
 TABLE 4.13
PREFERENCE OF PRICE RANGE

S.NO PARTICULARS NO.OF.RESPONDENTS PERCENTAGE(%)

1. Rs.10 16 15%
2. Rs.27 37 34%
3. Rs.35 42 39%
4. Rs.57 13 12%
Total 108 100%
Source: Primary data

INTERPRETATION
The above table shows that majority (39%) of the
respondents prefer New Hamam Soap in the price range of Rs.35,
34% of the respondents prefer at the price range of Rs.27, 15% of the
respondents prefer at the price range of Rs.1o and 12% of the
respondents prefer to buy New Hamam Soap at the price range of
Rs.57.

66
 CHART 4.13
PERCENTAGE OF PRICE RANGE
45
40
39%
35
34%
30
25
20
15
15%
10 12%
5
0
Rs.10 Rs.27 Rs.35 Rs.57

Percentage

67
 TABLE 4.14
COMPETITORS

S.NO PARTICULARS NO.OF.RESPONDENTS PERCENTAGE(%)

1. Pears 10 9%
2. Cinthol 25 23%
3. Himalaya 19 18%
4. Medimix 38 35%
5. Others 16 15%
Total 108 100%
Source: Primary data

INTERPRETATION
The above table shows that majority (35%) of the
respondents opined that Medimix is the main competitors of Hamam
soap, 23% of the respondents says Cinthol, 18% of the respondents
says Himalaya, 15% of the respondents says Others, and 9% of the
respondents says Pears.

68
 CHART 4.14
COMPETITORS

Others 15%

Medimix 35%

Himalaya 18%

Cinthol 23%

Pears 9%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Series 3

69
 TABLE 4.15
FREQUENCY OF USING HAMAM SOAP

S.NO PARTICULARS NO.OF.RESPONDENTS PERCENTAGE(%)

1. Once in a day 58 54%
2. Twice in a day 44 41%
3. Thrice in a day 6 5%
Total 108 100%
Source: Primary data

INTERPRETATION
It is known from the above table shows that majority (54%)
of the respondents are using Hamam soap Once in a day, 41% of the
respondents are using Twice in a day and 5% of the respondents are
using Thrice in a day.

70
 CHART 4.15
FREQUENCY OF USING HAMAM SOAP

60
50
40
30
20
10
0
Once in a day
Twice in a day
Thrice in a day

Percentage Column1 Series 3

71
 TABLE 4.16
MODE OF PURCHASE

S.NO PARTICULARS NO.OF.RESPONDENTS PERCENTAGE(%)

1. Petty shop 9 8%
2. Grocery shop 23 22%
3. Super market 68 63%
4. Others 8 7%
Total 108 100%
Source: Primary data

INTERPRETATION
It is observed from the above table that majority (63%) of
the respondents purchased Hamam Soap from Super Market, 22% of
the respondents through Grocery shop, 8% of the respondents
through Petty shop and 7% of the respondents through Others online
mode.

72
 CHART 4.16
MODE OF PURCHASE
70
63
60

50

40

30
22
20

10 8 7

0
Petty shop Grocery shop Super market Others

Percentage

73
 TABLE 4.17
FREQUENCY OF PURCHASE

S.NO PARTICULARS NO.OF.RESPONDENTS PERCENTAGE(%)

1. Weekly 21 19%
2. Monthly 81 75%
3. Quarterly 6 6%
4. Annually for - -
12 months
Total 108 100%
Source: Primary data

INTERPRETATION
The above table shows that majority (75%) of the
respondents purchase Hamam soap Monthly once, 19% of the
respondents says Weekly once and 6% of the respondents purchase
Quarterly.

74
 CHART 4.17
FREQUENCY OF PURCHASE
80 75

70

60

50

40

30
19
20

10 6

0
Weekly Monthly Quarterly Annually for 12 months

Percentage

75
 TABLE 4.18
SIDE EFFECT

S.NO PARTICULARS NO.OF.RESPONDENTS PERCENTAGE(%)

1. Yes 8 7%
2. No 100 93%
Total 108 100%
Source: Primary data

INTERPRETATION
The above table shows that majority (93%) of the
respondents said that they have no side effect while using Hamam
Soap and the remaining 7% of the respondents said they have side
effect.

76
CHART 4.18
SIDE EFFECT

7%

93%

Yes No

77
 TABLE 4.19
OFFERS INFLUENCE TO PURCHASE

S.NO PARTICULARS NO.OF.RESPONDENTS PERCENTAGE(%)

1. Discount offer 17 16%
2. Buy 3 get 1 56 52%
3. Festival sales 10 9%
offer with
another
products
4. Others 25 23%
Total 108 100%
Source: Primary data

INTERPRETATION
The above table shows the offer of the product influence
the consumers more to purchase majority (52%) of the respondents
are influenced by the Buy 3 get 1, 23% of the respondents influenced
by Others(Online shopping), 16% of the respondents influenced by
Discount offer and 9% of the respondents influenced by the Festival
sales offer with another product.

78
 CHART 4.19
OFFERS INFLUENCE TO PURCHASE

Others 23

Festival sales offer with another products 9

Buy 3 get 1 52

Discount offer 16

0 10 20 30 40 50 60

Percentage

79
 TABLE 4.20
NATURAL INGREDIENTS

S.NO PARTICULARS NO.OF.RESPONDENTS PERCENTAGE(%)

1. Strongly agree 7 7%
2. Agree 50 46%
3. Neutral 34 31%
4. Disagree 17 16%
Total 108 100%
Source: Primary data

INTERPRETATION
From the above table it is clear that majority (46%) of the
respondents agreed that Hamam soap is made up of natural
ingredients, 37% of the respondents are Netural, 16% of the
respondents are disagree and remaining 7% of the respondents
Strongly agree about the Natural ingredients of Hamam soap.

80
 CHART 4.20
NATURAL INGREDIENTS

Percentage
50
46
45

40

35
31
30

25

20
16
15

10 7

0
St r o n gl y agr ee Agr ee Neu t r al D i sagr ee

81
 TABLE 4.21
RESULT OF USING NEW HAMAM SOAP

S.NO PARTICULARS NO.OF.RESPONDENTS PERCENTAGE(%)

1. Purifies your 27 25%
skin
2. Get rid of 25 23%
pimples
3. Leaves feeling 39 36%
fresh and
clean
4. Free from 17 16%
prickly
irritation
Total 108 100%

Source: Primary data

INTERPRETATION
The above table shows that majority (36%) of the
respondents use Hamam soap for fresh and clean,25% of the
respondents to purify skin, 23% of the respondents to get rid of
pimples and remaining 16%, of the respondents use to free from
prickly irritation.

82
 CHART 4.21
RESULT OF USING NEW HAMAM SOAP
Percentage

Free from prickly irritation 16

Leaves feeling fresh and clean 36

Get rid of pimples 23

Purifies your skin 25

0 5 10 15 20 25 30 35 40

83
 TABLE 4.22
PREFER ANY CHANGES

S.NO PARTICULARS NO.OF.RESPONDENTS PERCENTAGE(%)

1. Yes 22 20%
2. No 86 80%
Total 108 100%
Source: Primary data

INTERPRETATION
From the above table shows that majority (80%) of the
respondents did not want any change in the Hamam soap and the
remaining 20% prefer change in this soap.

84
 CHART 4.22
PREFER ANY CHANGES

20%

80%

Yes No

85
 TABLE 4.23
FLAVOURS

S.NO PARTICULARS NO.OF.RESPONDENTS PERCENTAGE(%)

1. Neem 74 69%
2. Lemon 10 9%
3. Tulsi and 24 22%
Aloevera
Total 108 100%
Source: Primary data

INTERPRETATION
The above table shows that majority (69%) of the
respondents prefer Neem flavour, 22% of the respondents prefer
Tulsi and Aloevera and remaining 9% of the respondents prefer
Lemon flavour.

86
 CHART 4.23
FLAVOURS
80
69
70

60

50

40

30
22
20
9
10 4.5
0
Neem Lemon Tulsi and Aloevera Category 4

Percentage

87
 TABLE 4.24
SOAP USED BEFORE USING NEW HAMAM SOAP

S.NO PARTICULARS NO.OF.RESPONDENTS PERCENTAGE(%)

1. Hamam soap 30 28%
2. Chandrika 10 9%
3. Medimix 16 15%
4. Mysore 27 25%
sandle
5. Others 25 23%
Total 108 100%
Source: Primary data

INTERPRETATION
The above table shows that majority (28%) of the
respondents use Hamam as regularly, 25% of the respondents use
Mysore sandle,23% respondents use others (Lux,Pears,Cinthol),15%
of the respondents use Medimix before using Hamam and 9% of the
respondents Chandrika before using New Hamam Soap.

88
 CHART 4.24
SOAP USED BEFORE NEW HAMAM SOAP
30 28
25
25 23

20
15
15

10 9

0
Hamam soap Chandrika Medimix Mysore sandle Others

Percentage

89
 TABLE 4.25
OVERALL PERFORMANCE OF NEW HAMAM SOAP

S.NO PARTICULARS NO.OF.RESPONDENTS PERCENTAGE(%)

1. Excellent 24 22%
2. Good 63 58%
3. Average 17 16%
4. Poor 4 4%
Total 108 100%
Source: Primary data

INTERPRETATION
The above table shows the overall performance of New
Hamam Soap majority (58%) of the respondents says Good, 22.2% of
the respondents says Excellent, 16% of the respondents says Average
and 4% of the respondents says Poor.

90
 CHART 4.25
OVERALL PERFORMANCE OF NEW HAMAM SOAP
4

16 22

58

Excellent Good Average Poor

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 CHAPTER-5
FINDINGS, SUGGESTIONS & CONCLUSION

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5.1 FINDINGS
 Majority (56%) of the respondents belong to the age group of less than
25 years.

 Majority (57%) of the respondents are male.

 Majority (55%) of the respondents are unmarried.

 40% of the respondents occupation are others like coolie, farmers,

students.

 37% of the respondents completed their UG level in degree.

 Majority (60%) of the respondents monthly income is up to Rs.20,000.

 Majority (65%) of the respondents buy Hamam Soap for quality.

 Majority (51%) of the respondents spend between Rs.100-Rs.200 to buy

New Hamam Soap.

 Majority (52%) of the respondents will always buy New Hamam Soap in
future.

 Majority (53%) of the respondents are satisfied with the New Hamam
Soap compared with older one.

 47% of the respondents came to know about Hamam Soap through

Advertisement.

 Majority (58%) of the respondents are using Hamam Soap for more
than 2 years.

 39% of the respondents prefer New Hamam Soap in the price range of
Rs.35.

 35% of the respondents opined that medimix is the main competitor for
Hamam.

 Majority (54%) of the respondents are using Hamam Soap once in a day.
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 Majority (63%) of the respondents are purchasing Hamam Soap from
super market.

 Majority (75%) of the respondents purchase Hamam Soap monthly

once.

 Majority (93%) of the respondents said that they have no side effect
while using the Hamam Soap.

 Majority (52%) of the respondents are influenced by the Buy 3 get 1

offers to purchase.

 46% of the respondents agreed that Hamam Soap is made up of Natural

ingredients.

 36% of the respondents use Hamam Soap for Fresh and Clean.

 Majority (80%) of the respondents did not want any change in the
Hamam Soap.

 Majority (69%) of the respondents prefer neem flavour for buying in the
New Hamam Soap.

 25% of the respondents use Hamam Soap from the beginning.

 Majority (58%) of the respondents says Good for the overall

performance for New Hamam Soap.

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5.2 SUGGESTIONS

 Company could add more natural ingredients to attract more

consumers

 The company can give more offer and discount to improve the
sale.

 Many consumers are asking to add more ingredients to cure

pimples. Because from this survey many of them are using this
as skin care soap. So, company should take remedial measures
to promote it also a soap for curing pimples.

 Hamam soap is not preferred by youngsters. So, company

should improve their promotion to attract youngsters.

 Increase some flavours to improve soap fragrance to attract

youngsters.

 Many of the male respondents told the company is promoting

this soap using women for Advertisement, they told company
could include men in hamam soap advertisement to attract
mire male consumers.

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5.3 CONCLUSION

Consumer satisfaction plays major role in product success. Here in

New Haman Soup it does well. Hamam consumers are satisfied with
this newly launched soap. There are lot of soaps available in market.
Even HUL company sells varieties of bath soap including Hamam,
target consumers of Hamam are women and children. It should try to
attract men also in market.

This soap is used by overall family members. Consumer's

perception about hamam is, it is only meant for natural ingredients
soap. It attracts consumer's in South India. In Tamilnadu Hamam
soap sales in high. Big competitor in Medimix. New threat for
Hamam soap is patanjali soap because of less price natural
ingredients soap. Almost Hamam retain their consumers for long
period. Person who used the older hamam soap are keen to buy New
Hamam Soap. It is one of the top branded soap.

From this study the researcher found out consumer's satisfaction

towards the newly launched product. It gives good result related to
this study.

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BIBLIOGRAPHY

97
BOOK FOR REFERENCE

 Marketing Management - Philip Kotler, Prentice Hall of

India, New Delhi, 13th Edition.

 Consumer’s Behaviour – Leon G. Schiffman, Dorling

Kindersely (India) Pvt. Ltd, NOIDA, 10th Edition.

 Research Methodology - C. R. Kothari, New Age

International Publishers, New Delhi, 2nd Edition 2004.

WEBSITE
www.scribd.com
www.hamam.co.in

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APPENDIX

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A STUDY ON CONSUMER SATISFACTION TOWARDS NEW HAMAM
SOAP WITH SPECIAL REFERENCE TO CHENNAI CITY
QUESTIONNAIRE

Name:
1) Age:
a) Less than 25 years b) 26-35 years
c) 36-45 years d) Above 46 years
2) Gender:
a) Male b) Female c) Transgender
3 )Marital Status:
a) Married b) Unmarried
4) Occupation:
a) Employee b) Homemaker
c) Business d) Professional e) Others
5) Educational Qualification:
a) Up to School level b) UG level
c) PG level d) Professional e) No formal education
6) Monthly Income:
a) Up to Rs.20,000 b) Rs.20,001-Rs.30,000
c) Rs.30,001-Rs.40,000 d) Above Rs.40,000
7) Which one of the following influence you to buy New Hamam
Soap?
a) Price b) Quality

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c) Offer d) Brand name
8) How much amount do you spend per month for buying New
Hamam Soap?
a) Below Rs.100 b) Rs.100-Rs.200
c) Rs.200-Rs.300 d) Above Rs.300
9) Would you regularly buy New Hamam Soap in future?
a) Always b) Often
c) Sometimes d) Rarely
10) What's your opinion about New Hamam Soap compared with
older one?
a) Highly Satisfied b) Satisfied
c) Moderate d) Dissatisfied
11) How did you know about Hamam Soap?
a) Advertisement b) During purchase
c) Friends/Relatives d) Others
12) How long you have been using Hamam Soap?
a) Last 6 months b) 6 months to 1 year
c) 1-2 years d) More than 2 years
13) At what price range you prefer to buy New Hamam Soap?
a) ₹10 b) ₹27 c) ₹35 d) ₹57
14) Whom do you think big competitors for Hamam Soap?
a) Pears b) Cinthol
c) Himalaya d) Medimix e) Others
15) How often do you use this soap per day?

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 a) Once in a day b) Twice in a day c) Thrice in a day
16) Where do you normally buy this soap?
a) Petty shop b) Grocery shop
c) Super market d) Others
17) What is the frequency of purchase?
a) Weekly b) Monthly
c) Quarterly d) Annually for 12 months
18) Is this product having any side effects?
a) Yes b) No
19) Which of the following offers available influence you the most to
purchase New Hamam Soap?
a) Discount offer b) Buy 3 get 1
c) Festival sales offer with another product d) Others
20) Do you agree that Hamam product are made with natural
ingredients?
a) Strongly agree b) Agree
c) Neutral d) Disagree
21) What is the result of using this New Hamam Soap?
a) Purifies your skin b) Get rid of pimples
c) Leaves feeling fresh and clean d) Free from prickly irritation
22)Do you want any changes in this soap?
a) Yes b) No c) If yes, specify ______
23) Which flavours you prefer to buy in New Hamam Soap?
a) Neem b) Lemon c) Tulsi and Aloevera

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24) Which bathing soap you used before using New Hamam Soap?
a) Hamam b) Chandrika
c) Medimix d) Mysore sandle e) Others
25) Overall performance of New Hamam Soap?
a) Excellent b) Good c) Average d) Poor

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