satisfaction level of customers towards himalaya...

Vol-3 Issue-3 2017 IJARIIE-ISSN(O)-2395-4396

5745 www.ijariie.com 3966

SATISFACTION LEVEL OF CUSTOMERS

TOWARDS HIMALAYA FACE WASH

PRODUCTS WITH REFERENCE TO

PALAKKAD TOWN, KERALA. ----------------------------------------------------------------------------------------------------------------

DR.K.LAKSHMI PRIYA, ASSISTANT PROFESSOR, P.G.& RESEARCH

DEPARTMENT OF COMMERCE, SREE NARAYANA GURU COLLEGE,

COIMBATORE-641 [email protected]

ABSTRACT

Satisfaction is the customer‟s fulfillment response. It is a judgement that a product or a

service feature, provides a pleasurable level of consumption, fulfillment.It is also important

to recognize that, ,measurement of customer satisfaction at a particular point of time is,

influenced by a variety of factors.Particularly when product usage or the service experience

takes place over the time, satisfaction may be highly variable depending on which point the

usage or experience cycle is focused on. Customer is important because it provides marketers

and the business owners with a metric that they can use to manage and improve their

business. It is a leading indicator of consumer re-purchase intensions and loyalty of a product.

Tracking changes in satisfaction helps in identifying whether the customers are actually

happy with the product or service.

Key words- Satisfaction,Preference, Sources ,Attitude

1.1 INTRODUCTION

Himalaya is a worldwide pioneer in the field of scientifically validated herbal healthcare. Its

reputation is for clinically studied, pure, and safe herbal healthcare products that are based on

extensive scientific validation and stringent quality controls. Himalaya is the present portfolio

of pharmaceuticals, personal care, baby care, well-being and animal health products;

Himalaya has evolved into a „head-to-heel‟ herbal wellness company. From giving the

creative freedom to push the boundaries of research to fostering a culture of open

communication and diversity, the nurturing work environment brings out the best in their

team and allows Himalaya to develop the best products. Each and every Himalaya employee

is unique and contributes to the success of the organization

1.2 STATEMENT OF THE PROBLEM

Throughout the day, the facial skin has to deal with bacteria, viruses, pollutants, dust, dirt and

dead skin cells. Thus face cleaning becomes imperative. Facial cleansing is the removal of

excessive oil and other undesirable debris from your face. And for this, one of the most

essential personal care products is face wash.

A few decades back, many Indians had not even heard of face washes. But today face washes

have become synonymous with skin care. Usage of face wash is not confined to just

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cleansing; it has moved on and now help solve skin problems such as acne, rashes and so on.

A face wash carries several benefits and, as it has been universally accepted that soaps can be

hazardous for facial skin, most of the companies dealing in face wash business are making

merry.

Some of the world's best face wash brands belong to India. Varying from Himalaya to

Garnier, from Clean & Clear to Lakhme, from Pears to Pond's, the Indian face wash market

has drastically changed today. These face wash brands have managed to occupy a significant

space in the market. Generally, people do not tend to experiment different products on their

skin, so benefitting from this, some face wash companies have been dominating the skin care

segment, or more appropriately the face wash market in India. With the growing concern to

look better than the rest, people are trying innovative and better quality personal care

products and face washes seem to be high on priority; after all, it‟s all about the face.

1.3 SCOPE OF THE STUDY

It is aimed to identify the satisfaction level of thecustomers and demand on various benefits provided

and promotional activities adoptedby the company .

It helps to identify the areas where the companyshould focus in order to increase their customer base

and generate more prescription.

The study brings out with a new plan andpromotional activity which will create a new customer

base for the company.

1.4 OBJECTIVES OF THE STUDY

1. To know the satisfaction of the customer by using Himalaya face wash product.

2. To know the preference towards the products.

3. To know the availability of the products among the customers.To know the problems

faced by the customer by using the product.

1.5 METHODOLOGY

The study assumes the characteristics of descriptive. In order to study the customer

satisfaction towards Himalaya Face wash among women in Palakkad town is selected as the

area of analysis of the study

1.5.1 Sources of data

The study is based on primary data collection. They are original in character and collected for

the first time to study any particular problem.They primary data has been collected from the

users of Himalaya Face wash. A systematic questionnaire was supplied to the respondents.

The secondary data was collected from the articles, journals, newspapers and websites. It has

been used in Review of literature of chapter and Profile of the Himalaya Face wash.

1.5.2 Sampling Design of the study

The population is very large and it is difficult to define and to get the complete frame.

Therefore, the study is conducted on the basis of purposive sample method for 110

respondents. The sample size comprises of different types of customer who are potential

users of Himalaya Face wash.



1.6 STATISTICAL TOOLS USED

After the completion of data the collected data is tabulated and analyzed and the relationships

between different variable have been estimated with the help of simple percentage method,

chi-square test and ranking method.

1.7 ANALYSIS AND INTERPRETATION

Analysis and interpretation are central steps in the research process. All business

decisions are based upon evaluation of some data. Availability of right information is very

important for making right decisions. Once the data begins to flow in, attention turns to data

analysis.

It is impossible for the management to deal with all this data in its row form. Such

data must be presented in a suitable and summarized form without any loss of relevant

information .So it can be efficiently used for decision making.

Whenever there is a need to present numerous figures or to describe a technical

process or procedures, graphic aids can help to communicate this information to the audience

more quickly. The two graphic aids mostly used in research reports are tables and graphs.

Besides making the report easier to read and understand, graphic aids improve its physical

appearance.

1.7..1 Analysis of Data

Analysis of data means studying the tabulated material in order to determine inherentfacts.

This means breaking down the complex factors into simpler parts for the purpose of

interpretation.

TABLE:1.1

Age- wise Distribution of the Respondents

Source : Primary data

From the above table it is found that out of 110 sample respondents 39.1% of

the respondents are in the age group of 21-30 and 60% are in the age group of 31-40.

S.No Age(years) No. of Respondents Percentage(%)

1 Below 20 - -

2 21-30 43 39.1

3 31-40 67 60.9

4 Above 40 - -

5 Total 110 100.0



CHART:1.1

Age- wise Distribution of the Respondents

TABLE:1.2

Marital statusof the Respondents


From Table 4.2 it is clear that out of 110 sample respondents 80%of

therespondents aremarried and 20% of them are unmarried.

CHART:1.2

Marital statusof the Respondents

S.No Marital status No. of Respondents Percentage(%)

1 Married 88 80.0

2 Unmarried 22 20.0

3 Total 110 100.0



TABLE:1.3

Educational Qualification of the Respondents

S.No Educational Qualification No.of Respondents Percentage (%)

1 SSLC - -

2 Higher secondary

- -

3 Graduates 65 59.1

4 Post Graduates 31 28.2

5 Professionals 14 12.7

6 Total 110


The above table indicates that out of 110 sample respondents 59.1% of the

respondents are graduates, 28.2% are post graduates and 12.7% of the respondents are

professionals. But no respondent will come under the category of SSLC and Higher

secondary level.

CHART:1.3

Educational Qualification of the Respondents



TABLE: 1.4

Monthly Income of Respondents


From theabove table it is found that out of 110 sample respondents,30% of the

respondents are in the income group of Rs.5001-10000, 39.1% come under the group ofRs.

10001-15000 and 30.9% earned monthly incomeof more than Rs.15000. But no

respondenthas earned below the amount of 5000 in a month.

CHART: 1.4

Monthly Incomeof Respondents

S.No Monthly Income No.of Respondents Percentage (%)

1 Up to Rs. 5000 - -

2 Rs.5001-10000 33 30.0

3 Rs.10001-15000 43 39.1

4 AboveRs.15000 34 30.9

5 Total 110 100.0



TABLE:1.5

Variety of Products Purchased by the Respondents in Himalaya Face wash

S.No Variety of Products No.of Respondents Percentage (%)

1 Purifying neem face wash 22 20.0

2 Clear complexion whitening face wash 11 10.0

3 Gentle exfoliating daily face wash 43 39.1

4 Gentle hydrating face wash 8 7.3

5 Gentle refreshing face wash 10 9.1

6 Neem foaming face wash 16 14.5

7 Total 110 100.0


From the table it is found thatout of 110 sample respondents 20% of the respondents

are use purifying neem face wash, 10% of the respondents buy clear complexion whitening

face wash,39.1% of the respondents are using gentle exfoliating daily face wash, 7.3% of the

buy gentle hydrating face wash, 9.1% of the respondents using gentle refreshing face wash

and 14.5% of the respondents buy neem foaming face wash in Himalaya face wash products.

CHART:1.5

Variety of Products Purchased by the Respondents in Himalaya Face wash



TABLE:1.6

Duration of using the Himalaya Face wash

S.No Duration No.of Respondents Percentage (%)

1 Less than 1 year 12 10.9

2 1-2 years 72 65.5

3 3-5 years 26 23.6

4 Above 5 years - -

5 Total 110 110.0


Table 4.7 shows that out of 110 sample respondents10.9% of the respondents use

Himalaya face wash for less than one year, 65.5% have Himalaya face wash for the period of

1-2 years,23.6% buy Himalaya Face wash for 3-5years. But no respondent uses the

Himalaya Face wash for more than 5 years.

CHART:1.6

Duration of using the Himalaya Face wash



TABLE:1.7

Amount Monthly spent on Himalaya Face wash by the Respondents


The above table explains that out of 110 sample respondents ,10.9% of the

respondents monthly spend below Rs.100,51.8% expend from Rs. 100-150,37.3% of

the respondentsmonthly spend Rs. 151-200. But no respondent spend for more than

Rs.201 in a month for Himalaya Face wash product.

CHART:1.7

Amount Monthly spent on Himalaya Face wash by the Respondents

S.No Amount No. of Respondents Percentage (%)

1 Below Rs.100 12 10.9

2 Rs.100-150 57 51.8

3 Rs.151-200 41 37.3

4 Rs.201-250 - -

5 Above 250 - -

6 Total 110 100.0



TABLE:1.8

Frequency of Buying Himalaya Face wash by the Respondents


Table 4.9 shows that out of 110 sample respondents 70.9% of the respondents buy the

product monthly and 29.1% of the respondentspurchase the product while it is needed. But no

respondent purchases the product weekly.

CHART:1.8

Frequency of Buying Himalaya Face wash by the Respondents

S.No Frequency No. of Respondents Percentage (%)

1 Weekly - -

2 Monthly 78 70.9

3 When it is needed 32 29.1

4 Total 110 100.0



TABLE:1.9

Sources of Buying the Himalaya Face wash by the Respondents

S.No Mode of Purchase No.of Respondents Percentage (%)

1 Online Purchase 30 27.3

2 Retail Purchase 72 65.5

3 Wholesale Purchase 8 7.3

4 Total 110 100.0


The above table explains that out of 110 sample respondents,27.3% of the

respondents purchase the product through online,65.5% gets through retail shop and 7.3% of

the respondents buy the Himalaya face wash product through wholesale mode.

CHART:1.9

Sources of Buying the Himalaya Face wash by the Respondents



TABLE:1.10

Level of Satisfaction attained by the Respondents


Table 4.11 shows that out of 110 sample respondents, 32.7 % are highly satisfied and

67.3% of them are satisfied. But no respondenthas the level of satisfaction as neutral, not

satisfied or dissatisfied .

CHART:1.10

Level of Satisfaction attained by the Respondents

S.No Level of Satisfaction No.of Respondents Percentage (%)

1 Highly satisfied 36 32.7

2 Satisfied 74 67.3

3 Neutral - -

4 Not satisfied - -

5 Dissatisfied - -

6 Total 110 100.0



TABLE:1.11

Source of awareness on the Himalaya Face wash among the sample

respondents


The above table clearly shows that out of 110 sample respondents,30.9% come to

know about the product through television,19.1% respondents through magazine,16.4%

respondents get the awareness through their friends and relatives and 33.6% respondents

reach the products through web. But no respondent has the awareness on the products

through posters , banners and radio.

CHART:1.11

Source of awarenesson the Himalaya Face wash among the sample respondents

S.No Sources No.of respondents Percentage (%)

1 Television 34 30.9

2 Magazine 21 19.1

3 Posters and Banners - -

4 Radio -

5 Friends & Relatives 18 16.4

6 Web 18 16.4

7 Total 110 100.0



TABLE:1.12

Ratings given by the Respondents Towards Himalaya Face wash product


Table 4.14 explains that out of 110 sample respondents, 18.2% rate the quality of the

product as excellent,51.8% of the respondents expressed as good, 30% of the respondentsgive

the average rating. But no respondent rates the quality of product as poor and very poor.

CHART:1.12

Ratings given by the Respondents Towards Himalaya Face wash product

S.No Factors No.of Respondents Percentage (%)

1 Excellent 20 18.2

2 Good 57 51.8

3 Average 33 30.0

4 Poor - -

5 Very poor - -

6 Total 110 100.0



TABLE:1.13

Tendency of Switching over other of the Brands by the Respondents

S.No Tendency of switching over No.of Respondents Percentage(%)

1 Never 16 14.5

2 Mostly 28 25.5

3 Sometimes 56 50.9

4 Occasionally 10 9.1

5 Total 110 100.0


From table 4.17 it is found out that out of 110 respondents,14.5% will never switch

over to another brands, 25.5% respondents are mostly switched over to the other

products,50.9% sometimes may be switched over to the other brands and 9.1% respondents

maybe occasionally switched over to other brands.

CHART:1.13

Tendency of Switching over other of the Brands by the Respondents



TABLE:1.14

Problems Faced by the Respondents while Buying the Product


The table shows that out of 110 sample respondents, 30% says thatthe product has

high cost,37.3% respondents says “ Lesser quantity” and 32.7% respondents don‟t say

anything. But no respondent expressed that the product is not available in the store and not

fulfilling the purpose.

CHART:1.14

Problems faced by the Respondents while Buying the Product

S.No Nature of Problem No.of Respondents Percentage (%)

1 High cost 33 30.0

2 Non availability - -

3 Lesser quantity 41 37.3

4 None 36 32.7

5 Not fulfilling the purpose - -

6 Total 110 100.0



1.8 ATTITUDE OF CONSUMERS

In this study, the respondents has taken seven statements to measure the attitude. For that

ranking scale is used to measure the attitude level. Various factors and their ranking indicate

the attribute makes to choose the product as shown in the Table 4.24

Details of Ranking Analysis

TABLE:1.15

Source :Primary Data

From the above table one can ascertain that Quality fetches the first rank (54.4%)

followed by additional features. The least rank (1.81%) is secured by fairness.

1.9 SUMMARY OF FINDINGS AND SUGGESTIONS OF THE STUDY

1.9..1 FINDINGS

The study shows that 60% of the respondents are in the age group of 31-40

Out of 110 respondents 80%of the respondents are married.

It is found that 59.1% of the respondents are graduates.

The study shows that 39.1% of the respondents are in the monthly income group of

10001-15000

Out of 110 respondents 39.1% of the respondents are using gentle exfoliating daily

face wash products.

The study reveals that 65.5% respondents use Himalaya face wash for the period 1-2

years

The study shows that 51.8% of the respondents monthly spend from Rs.100-150

S.No Factors No.of Respondents Percentage (%) Rank

1 Quality 60 54.4% I

2 Price 4 3.63% VI

3 Brand image 10 9.1% IV

4 Availability 14 12.72% III

5 Fairness 2 1.81% VII

6 Freshness 20 18.2% II

7 Cleanliness 8 7.3% V



Out of 110 respondents 70.9% of the respondents buy the product regularly once in a

month.

The study shows that65.5% of the respondentsget the product through online

The study shows 67.3% of the respondents are satisfied on Himalaya Face wash

product.

Out of 110 respondents33.6% of the respondents know about the product through

Online.

The study shows 51.8% of the respondents ranking that quality of Himalaya Face

wash product is “good”.

The study reveals that50.9% respondents sometimes may be switched over to the

other brands.

The study showsthat 37.3% of the respondents say Face theprobem of lesser quantity

in the pack.

1.9.2 SUGGESTIONS

The company may directly contact the customers. It will help the company to

increase their sales volume.

The company may reduce the price of the products to attract the customers of low

income group.

The advertisement regarding Himalaya face wash product in newspapers and

magazines are less. So the company should try to increase the advertisement in these

medias.

Change the style of packaging may help to retain the customers.

The quantity mentioned in the pack should be matched with the inside of the contents.

They should concentrate more on offering free gifts to attract the customers.

Gentle exfloiating Face wash product is highly moved in the study area. Therefore, the

dealers have to keep the sufficient level of stocks in the shop.

Himalaya Face wash products is mainly sold through retail outlets than the wholesale

system. Hence ,this channel of distribution is to be strengthened in the market.

1.10 CONCLUSION

The modern marketing is highly competitive and transitional one. A company must decide

what it can sell and what the approaches to satisfy the customer are. The customers today do

not accept any product which does not find a place in the in the market. So it can be said that

modern market is customer oriented and any product success or failure is determined only by

the customer.

In this study it is found that Himalaya was the first mover among the other brands available

in the narket. Majority of the customers are satisfied with the product. The weakness of the

Himalaya face wash is high cost and less quantity. The main competitors for them are

Indhulekha, Amway, Lakhme, Garnier.Hence , it is concluded that retaining of customers is a

real challenging to the manufacturer.



REFERENCES

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4. Dr.S.Jamuna(2015) “A Study on Customer Satisfaction Towards Ponds Skin

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