PRESTIGE INSTITUTE OF MANAGEMENT & RESEARCH, INDORE

A PROJECT REPORT ONConsumer Behavior towards Tea Coffee Vending Machine of HUL

GUIDED BY:-Prof. Suyash Jhawar(FACULTY GUIDE)

SUBMITTED BY:- Manoj Kumar Gautam MBA (FT) 2nd SEM SCH. NO.- 1121206164

INTRODUCTION

Hindustan Unilever Limited (HUL) is India’s largest Fast moving Consumer Goods Company with a heritage of over 75 years in India and touches the lives of two out of three Indians.

Hindustan Unilever Limited is an India-based fast moving consumer goods company. The Company operates in seven business segments. Soaps and detergents include soaps, detergent bars, detergent powders and scourers. Personal products include product in the categories of oral care, skin care (excluding soaps), hair care, and talcum powder and color cosmetics. Beverages include Tea and coffee. Foods include staples (Atta, salt and bread) and culinary products (tomato based products, Fruit based products and soups, Ice creams include Ice creams and frozen desserts. Others include chemicals and water business.

RESEARCH METHODOLOGY:

SOURCES OF DATA:Data, facts, figures, other relevant material of present and surveying are the basis for study and analysis. Without an analysis of factual data no specific inferences can be drawn on the questions under study. Inferences based on imagination or guesses cannot provide correct answer to research questions. The relevance adequacy and reliability of data determine the quality of the findings of a study.For the purpose of the present study, data from two sources has been collected, namely primary data and secondary data.PRIMARY DATA:Primary data is source from which the researcher collects the data. It is a firsthand data, which is used directly for the analysis purposes. Primary data always gives the researcher a fairer picture. In the present study primary data has been collected using questionnaires. For the purpose of collecting the same, 100 respondents have been randomly selected. Even the response of the respondents was taken into consideration. In this study, primary data plays a vital role for analysis, interpretation, conclusion and suggestions.SECONDARY DATA:Secondary data is data which is collected and compiled for other purposes. Secondary data also plays a key factor in providing more information which will influence the analysis. Few of the main sources of secondary data include newspapers, business journals, magazines, internet and company reports, etc.

The study is oriented towards the consumer behavior of the existing and new customer and the study focuses on the services which have been offered by the company.

The study was conducted to gauge into the consumer’s mind and understand the various consumption related aspects of individuals. The study of consumer behavior will help to know the psychological, social and physical behavior of all potential consumers as they become aware of evaluate, purchase, consume and tell others about products and services.

INTRODUCTION OF THE PROJECT

OBJECTIVES OF STUDY

•To know consumer preference of Tea coffee vending machine of HUL •To know the features of Tea Coffee vending machine. •To study customer satisfaction level towards the usage of Tea Coffee vending machine.

SAMPLE

For the purpose of proper survey, there is need of perfect research instruments to find out sample size for more accurate result about Consumer behavior of Vending Machine. The sample size is 100 respondents

TOOLS OF DATA COLLECTION

Questionnaire:Designing the questions, in such a way, that it covers various opinions, views of the consumers about Vending Machine at the present market conditions.

DATA ANALYSIS

Data analysis and interpretation about the research is carried out by using tables and Charts like pie charts and bar charts and percentage method etc.

GENDER NO OF RESPONDENTS PERCENTAGEMale 90 90%

Female 10 10%TOTAL 10 100%

Profile of the respondents based on Gender.

Inference: From above table it can be inferred that 90% of the respondents are MALE andThe rest are 10% FEMALE.

Graph-1 PROFILE BASED ON GENDER.

Male Female0%

20%

40%

60%

80%

100%

90%

10%

GENDER

% O

F R

ESP

ON

DE

NT

S

Interpretation: Further from the inference the researcher can interpret that majority of the Respondents are males.

Interpratation of Result

AGE GROUP NO OF RESPONDENTS PERCENTAGE

20-30 14 14%30-40 45 45%40 to 50 yrs 30 30%50 and above yrs 11 11%TOTAL 100 100%

Profile of the respondents based on age group.

20-30 30-40 40 to 50 yrs 50 and above yrs

14

45

30

11

0.14 0.45 0.3 0.11

NO OF RESPONDENTS PERCENTAGE

INFERENCE- From the above table I interactive with 30 to 40 age group peoples.

OCCUPATION NO OF RESPONDENTS PERCENTAGE

Owner of the company 12 12%

Purchasing department 60 60%HR department 20 20%Others 8 8%

TOTAL 100 100%

Profile of the respondents based on Occupation.

12%

60%

20%8%

Owner of the companyPurchasing de-partmentHR departmentOthers

ITERPRETATION:From the above inference it is clear that large no of Respondent are purchasing departement.

On what basis you purchase that specific brand of Vending Machine (i) Superior Quality/Technology ( 45 ) (ii) Price/Value for Money ( 13)(iii) Durability ( 17 ) (iv) Brand Image (25)

45

1317

25

abcd

Interpretation -45 % customer preferred superior quality for vending machine.

From where did you know about your brand of Vending machine(a) Internet ( 53) (b) Broadcasting Media (7 )(c) Hoarding/Glowing Sign Board ( 2) (d) Word-of-Mouth (38 )

53

72

38

abcd

Interpretation – 53 % customer know about vending machine through internet

How much are you satisfied with your current purchase? (a) Fully (61) (b) Partially (22) (c) Not Satisfied (17 )

61

22

17

abc

Interpretation -61 % customer are satisfied with their current purchase.

When did you purchase/would like to purchase Vending Machine?(a) When promotional schemes are open (b) Irresponsive of promotional schemes(c) Discount Schemes are open (d) Demonstration

a67%

b5%

c7%

d21%

Interpretation- mostly (67%) customer purchase when promotional schemes are offered

What is your opinion regarding about ‘After Sales Service’ of Vending Machine?(a) Strongly Agree (47 ) (b) Agree ( 23) (c) Neutral 19( ) (d) Disagree (6 ) (e) Strongly disagree (5 )

a b c d e0

5

10

15

20

25

30

35

40

45

50

47

23

19

6 5

Series1

Interpretation- 47 % customers are satisfied with their product performance.

POOR AVERAGE GOOD VERY GOOD EXCELLENTPerformance 9 19 40 23 9

Service 7 23 42 22 8

Features 13 18 37 15 17

Technology 12 28 41 8 11

Reliability 7 13 43 30 7

Brand Image 6 12 44 29 9

Average 9 18.83 41.16 21.166 10.1667

RANK THE VENDING MACHINE YOU OWN ON THESE FACTORS

poor average good very good excellent0

5

10

15

20

25

30

35

40

45

Series1

Interpretation- mostly customer ranked their machine for good performance

Competitors of vending machines in the market

45%

40%

10%

3% 2%

Competitors of vending machine

Nestle HUL Godrej TATA Others

INTERPRETATION45% Nescafe have market capture but the HUL have 40% market capture and other have 15%.

SUGGESTIONS

HUL should introduce a low price Vending machinesFor the promotion, company show make demo in public places.Increase the sales. The company should give more concentrate on the advertisement. HUL should implement a new strategy to reduce the competition and lead into the Vending market. The company may advertise by television, newspaper & hoardings etc.The company may provide samples to the customersMostly respondents suggested for reduction of pricesImproving the taste of Tea, Coffee and also giving more flavors can attract more Customers.

Company is having good position in the market and they are offering quality product in the market. Unilever has over the past 5 years been actively involved in setting standards for social and environmental behavior and conduct. It does this in a very systematic way and is in the process of developing procedures to make the developed standard applicable throughout all of its operations..

The aim to compete and give value consumers, customers and shareholders in following ways:

•They continually developing new and improved products.•They are sharing innovations and concepts with businesses all around the world.•HUL is striving to lower the cost of our sourcing, manufacturing and distribution processes while still maintaining, and improving, the quality of our products.•They support efforts to create a more open competitive environment through the liberalization of international trade.

CONCLUSION

Having a better understanding of consumer behavior will help the firm to formulate better strategies than its competitors.

On understanding consumer behavior firm will be able to predict the consumer perceptions and acceptance of their various informational and environmental cues and thus plan their marketing programs.

On understanding consumer behavior firm will be able to predict the consumer satisfaction level.

Study can help to improve selling process. Revision of policies, schemes and various promotional incentives.

IMPLICATION OF THE STUDY

Thank You