A STUDY ON CONSUMERS' SATISFACTION TOWARDS GILLETTE RAZOR Submitted in partial fulfillment of the requirements for the award of degree in MASTER OF BUSINESS ADMINISTRATION By CHANDRA SEKAR. K. P. Reg. No: 2941179 DEPARTMENT OF MANAGEMENT STUDIES SATHYABAMA UNIVERSITY (Established under Section 3 of UGC Act 1956) JEPPIAAR NAGAR, RAJIV GANDHI ROAD 1
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A STUDY ON CONSUMERS' SATISFACTION TOWARDS
GILLETTE RAZOR
Submitted in partial fulfillment of the requirements
for the award of degree in
MASTER OF BUSINESS ADMINISTRATION
By
CHANDRA SEKAR. K. P.
Reg. No: 2941179
DEPARTMENT OF MANAGEMENT STUDIES
SATHYABAMA UNIVERSITY(Established under Section 3 of UGC Act 1956)JEPPIAAR NAGAR, RAJIV GANDHI ROAD
CHENNAI 600119
APRIL 2010
1
SATHYABAMA UNIVERSITY (Established Under section 3 of the UGC Act, 1956) Accredited with B++ Grade by NAAC JEPPIAAR NAGAR, CHENNAI - 600 119
DEPARTMENT OF MANAGEMENT STUDIES
BONAFIDE CERTIFICATE
This is to certify that this Project Report is the bonafide work of Mr.
Chandra Sekar K. P. Reg.No. 2941179 who carried out the project
entitled “A Study on Inventory Management in Sundaram Brake
Linings” under our supervision from December 2010 to March 2011.
Internal Guide External Guide
Mr. John Paul (Name in Capital letters
With signature)
Head of the Department
Dr. VAISHALI.C.MAHARAJAN, MBA, Ph.D.
Submitted for Viva Voce Examination held on_________________
2
Internal Examiner External Examiner
DECLARATION
I Mr. Chandra sekar k.p. Reg. No. 2941179 hereby declare that the Project Report
entitled “Customer Satisfaction about Gillette Razor” is done by me under the guidance of
Ms. SARANYA. R Lecturer, Sathyabama University, Chennai is submitted in partial
fulfillment of the requirements for the award of the degree in Master of Business
Administration.
3
DATE:
PLACE: SIGNATURE OF THE CANDIDATE
4
ACKNOWLEDGEMENT
I would like to whole heartedly thank and express my sincere gratitude to the Chancellor,
Thiru. Dr JEPPIAAR, M.A.B.L., Ph.D., for his constant encouragement in the development of
this Project.
I also sincerely thank our Directors Thiru. Marie Johnson, B.E., M.B.A., Tmt.
Mariazeena Johnson, B.E., M.B.A., for the constant encouragement and stimulating
atmosphere provided to me.
I also wish to thank the Vice Chancellor Dr.N.Manoharan M.E., Ph.D., and
Ms.Vaishali C Mahajan MBA.,(Ph.D) Head of the Department, for their valuable advice and
support.
Most of all, I extent my sincere thanks to Ms. SARANYA.R Lecturer, MBA Department
for their continuous encouragement, guidance and support throughout the development of this
Project.
I also extend my sincere thanks to my family for their encouragement and support.
CHANDRA SEKAR. K. P
5
INDEX
S. No. Index Page No.
1 Company Profile 1
2 Objective of the Study 3
3 Scope and Limitations of the Study 4
4 Research Methodology 5
5 Review of Literature 9
6 Analysis and Interpretation 14
7 Findings and Suggestions 44
8 Conclusion 47
9 Bibliography 48
10 Annexure 49
6
TITLE PAGE
A STUDY ONCUSTOMER SAFTISFACTION
WITH REFERENCE TOGILLETTE RAZOR
7
CHAPTER 1
COMPANY PROFILE
8
COMPANY PROFILE:
Incorporated in the year 1985 as Indian Shaving Products Limited, now Gillette India Limited,
its products speak for themselves. The company is always been known for the strength of its
brands, and always continues to penetrate deeper into the hearts of Indian Consumers.
In the year 1990-91, the company launched two products, first was 7 0'Clock EJTEK PII Shaving
System and second was shaving cream with three variants. This was the First time that a shaving
cream was introduced in Indian markets with special features. In the Year 1991-92, the company
launched New technology Gillette products.
In the year 1992-93, the company launched the first advanced shaving product under the Gillette
brand name Gillette Presto ready shaver all over India. The company earned distinction of being
included for the first time in the top 100 companies in India, in terms of Market capitalization as
published in Business today. In the year 1993-94, with the launch of Gillette Presto Ready shaver
in February 1993, the company commenced the launch of Gillette Shaving Products in India.
In the year 1996-97, the company launched the latest state-of-the-art Gillette Sensor Excel
shaving systems which met excellent consumer response. With the launch of these various
products, the portfolio of Gillette branded products has increased significantly year by year.
In the year 1997, the company launched World renounced Gillette Sensor Excel for Women
shaving system, which met great response. It also launched Gillette Shave foam which was met
with good consumer response.
In the year 1998, the company successfully launched the Gillette Series range comprising Shave
gel, Shave Foam, After Shave Splashes, Conditioners and Deodorants, thereby making it the
premier male grooming company. In the year 1999, the company introduced Gillette Series
shave gel tube and Gillette Sensor Excel single cartridge pack. Also successfully launched Cool
9
wave and Wild Rain range of personal grooming products under the Gillette series line. In the
First month of new Millennium, the company launched Gillette Mach 3 to increase the demand.
In the year 2000, the company launched successfully Gillette Sensor Excel for women grooming
category, and also launched Pacific Light. It also launched Geep Laserlite, a Sport flashlight.
In the year 2001, the company launched the Gillette Series Arctic Ice Line of products during the
first half and undertook a series of very successful consumer promotions across product lines. It
also launched the Gillette Series Satin Care for Women Wild Berry Line, the Cool Blue Mach 3
and Gillette Centennial Packs during the course of the year. Gillette India was ranked amongst
the Top Ten Best Employers of India in Best Employers of India conducted by Hewitt associates.
In the year 2003, Company successfully relaunched Gillette Foam in 4 Variants .Duracell also
launched its Ultra M 3 AA batteries, which was well received by consumers. Oral Care launched
Power Oral Care brushes, which were well received in the market. Towards the End of 2003,
Company launched Gillette Vector Plus for women’s to increase the demand in the market.
In the year 2004, the Company launched Storm Force, a revolutionary after shave splash and
New Ultra Comfort Shaving Gel .In the fourth Quarter, Company launched two new Gillette
Series Tube Shave Gel variants, namely for Sensitive skin and Moisturizing, to suit different skin
types.
In the year 2005, Company launched? New Improved Gillette Vector Plus featuring all new
contemporary look. The Gillette Company, USA was acquired worldwide through merger in
October, 2005 by Procter& Gamble Company, USA creating the largest Consumer products
Company in the World. In the year 2006-2007, Company launched Gillette Presto Plus for more
discerning consumers. Oral B brand launched Oral B Vision and Kid in Premium Market
Segment.
10
CHAPTER 2
OBJECTIVE OF THE STUDY
11
OBJECTIVE OF THE STUDY:
The study has two main objectives are:
Primary objective
Secondary objective.
The justification of these objectives of the study follows:
1. PRIMARY OBJECTIVE:
To study the customer satisfaction on Gillette Shaving Razor.
2. SECONDARY OBJECTIVE:
To obtain information regarding customer preference towards the Gillette Shaving
Razors. The secondary data collected of the project helped me in getting better
understanding customer satisfaction level on Gillette Shaving Razors and the various
brands of the Shaving Razors. In this study, secondary objective is based on the primary
objective.
To understanding the buying behavior of consumers on Gillette Shaving
Razors and other brands.
To study about the brand loyalty of customers towards Gillette Shaving Razor.
12
To analyze the customers purchase decisions based on benefits or attributes of
the Gillette Shaving Razor products.
To understand about the Price sensitivity of customers.
To study about the customers facing the problems by using Gillette Shaving
Razor.
To analyze about the awareness of the Gillette products by the customers.
CHAPTER 3
SCOPE AND LIMITATIONS OF THE STUDY
13
SCOPE OF THE STUDY:
The scope of the study includes customer satisfaction with reference to Gillette razors. The study
is conducted to know the customer satisfaction about various brands, the choice and expectation
towards Gillette razors. Therefore it will analyze the issues such as satisfaction level, brand
loyalty, problems facing by using Gillette razors.
1. This study is useful to know the satisfaction level with different benefits or attributes
of Gillette Shaving Razors.
2. The study is useful to know the consumer preference and their reasons to prefer
Gillette Shaving Razors.
3. To find out market potential based on age and gender.
4. This study gives information about consumer awareness on Gillette Shaving Razors.
LIMITATIONS OF THE STUDY:
Many difficulties come in front on me while collecting the data on Gillette razors from the
respondents. It simplifies these research findings are limited because they were generated in an
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exploratory qualitative inquiry. In this study one of the major limitations of sample size resulted
from the lack of controlled timing of data collection.
1. Method of data collection was through personal interview and therefore personal bias
becomes a major limitation.
2. Due to the time constraints only a sample of 50 were interviewed, hence the data collected
may not be a representative of the entire population
3. The scope of study is restricted only in the Chennai city.
4. Not all the respondents answered in an unbiased manner.
CHAPTER 4
RESEARCH METHODOLOGY
15
MEANING:
Research is a serious academic activity with the set of objectives to explain or analyse or
understand a problem or finding solutions for the problems by adopting a systematic approach in
collecting, organizing the information relating to the problem.
RESEARCH = SEARCH OF OLD THING + FIND OUT NEW THING
Research is defined as human activity based on intellectual application in the investigation of
matter. The primary aim for applied research is discovering, interpreting, and the development of
methods and systems for the advancement of human knowledge on a wide variety of scientific
matters of our world and the universe. It is exploratory and often driven by the researcher’s
curiosity, interest, and intuition. It is conducted without any practical end in mind, although it
may have unexpected results pointing to practical applications.
16
“Research means search for knowledge” some times it may refer to a scientific and systematic
search for pertinent information on a specific topic. In fact research is an art of scientific
investigation.
According to Red men define research is a
“Systematized effort to gain knowledge”.
DATA COLLECTION METHODS:
To accomplish the objective of the study, descriptive research design is adopted to collect the
data from the consumers of the different brands. Descriptive researches simply describe things
such as demography characteristics of consumers who use the product. The descriptive study is
typically concerned with determining frequency with which same thing occurs. This study is
typically guided by initial hypothesis. In this study, collected two types of data.
1. Primary Data
2. Secondary Data
1. PRIMARY DATA:
For this study the primary data is collected in three ways:
Through observations
Through questionnaires
Through Sampling procedure
17
2. SECONDARY DATA:
The secondary data is collected about the study is from various sources where
information is available like,
a) Organizational web site
b) Company Past records
c) Internet
d) Books
e) Magazines
SAMPLE DESIGN:
“Sampling may be defined as the selection of an aggregate or totally on the basis of which a
judgment of reference about the aggregate of totally is made.” Sampling is used in conducting
surveys and in studying various problems concerning production management, time and
motion studies, market research, various areas of accounting and finance and the like.
The sample design of a sample survey refers to the techniques for selecting a probability
sample and the methods to obtain estimates of the survey variables from the selected sample.
Sample design covers the method of selection, the sample structure and plans for analyzing and
interpreting the results. Sample designs can vary from simple to complex and depend on the
type of information required and the way the sample is selected.
1. TYPE OF SAMPLING TECHINQUE:
18
The method of sampling, which selected, is “non probability convenience sampling“.
In this method the sample insights are chosen primarily on basis of my convenience.
The sample technique adopted for carrying out the survey is stratified random.
2. TARGET SAMPLE:
For this study have selected the sample target as the friends and relatives.
3. SAMPLE SIZE:
Samples are taken at different locations of Chennai area. For the project large sample
size of 50 were selected on the random basis to study about the customer satisfaction on
Gillette Shaving Razor in the chosen area.
STATISTICAL TOOLS:
Statistical techniques are to obtain findings and average information in logical sequence from
the raw data collected. After tabulation of data research have used the following quantitative
technique.
1. Percentage analysis
2. Bar Chart
1. PERCENTAGE ANALYSIS:
Percentage refers to special kind of ratio. This method is used as making comparsion
between two or more services of data. Persenatage are used to decidable relationship.
Persentage can also used to compare thge relative terries, the distribution of two or
more services of data
19
2. BAR CHART:
A bar diagram is thick line whose width is shown merely for attention. The merits of
such diagram are as follows:
A reader can easily understand, the subject matter
They are simplest and the easiest to make
For comparsion of large numbers of items they are the only form that can be
used effectively.
Single bar diagram is the simplest of the bar diagram and is used
frequently in practice for the comparative study of two or more items
or value of a single variable or a single classification or category of
data.
Single Bar Chart are used to get a clear look at the tabulated data.
CHAPTER 520
REVIEW OF LITERATURE
A literature review is a body of text that aims to review the critical points of current knowledge
and or methodological approaches on a particular topic. Literature reviews are secondary
sources, and as such, do not report any new or original experimental work. “It provide sufficient
background information should be presented to the readers to understand and evaluate the results
of the present study, references must be cited”
A literature review is written to highlight specific arguments and ideas in a field of study. The
review should therefore also demonstrate to the reader why the writer’s research is useful,
necessary, important, and valid.
21
“A Literature Review is more than an Annotated Bibliography or a summary, because you are
organizing and presenting your sources in terms of their overall relationship to your own
project.”
Five Principles of Gandhi about customer –
1) A customer is not an outsider to our business. He is definite apart of it. A customer is not
an interruption of our work. He is the purpose of it.
2) A customer is doing us a favor by letting us serve him. We are not doing any favor.
3) A customer is not a cold statistic; he is a flesh & blood human being with feelings and
emotions like our own.
4) A customer is not someone to argue or match wits with. He deserves courteous and
attentive treatment.
5) A customer is not dependent on us. We are dependent on him.
6) A customer brings us his wants. It is our job to handle them properly and profitably-both
to him and us.
CUSTOMER SATISFACTION:
Philip Kotler (1997) defines customer satisfaction as follows- "satisfaction is a person’s feeling
of pleasure or disappointment resulting from comparing a product is perceived performance (or
outcome) in relation to his or her expectations." It portrayed the idea of measuring how satisfied
customers are with the organization's efforts in a market place. Customer satisfaction measures
the following variables :
22
1)Product
2)Service
3)Relationship
4)Price
5)Convenience
6)Brand image
7)Brand association
8) Total customer experience
Customer satisfaction is a term used to describe a scenario when an exchange meets the needs
and expectations of a user. It captures the provision of goods or services that fulfill the
customer's expectations in terms of quality and service in relation to the price paid. Customer
satisfaction, as a business term, can also be used to measure how the supply of products or
In the above graph, X-axis represents Razor Types and Y-axis represents No. of
respondents in percentage.
TABLE 9:
Gillette products
Gillette Products No of Respondents
Percentage (%)
Gillette Mach3 20 40
Gillette Venus 13 26
Gillette Fusion 4 8
Gillette Sensor Excel 6 12
Others 7 14
Total 50 100
Inference
From the above it can be observed that
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40% of the respondents are using Gillette Match3,
26% of the respondents are using Gillette Venus,
8% of the respondents are using Gillette Fusion,
12% of the respondents are using Gillette Sensor Excel,
14% of the respondents are Others.CHAT 9:
Gillette products
Gillette Products of the Respondents
45
Gillette M
ach3
Gillette V
enus
Gillette F
usion
Gillette S
enso
r Exce
l
Others0
5
10
15
20
25
30
35
40
45
40
26
812 14
Gillette Products
Gillette Products
In the above graph, X-axis represents Gillette Products and Y-axis represents No.
of respondents in percentage.
TABLE 10:
Product Awareness of Gillette razor
Awareness No of Respondents Percentage (%)
Friends 19 38
Family 9 18
Advertisement(TV) 15 30
Newspapers 5 10
Others 2 4
Total 50 100
Inference
From the above it can be observed that
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38% of the respondents are aware from Friends,
18% of the respondents are aware from Family,
30% of the respondents are aware from Advertisement (TV),
10% of the respondents are aware from Newspapers,
4% of the respondents are Others.
CHAT 10:
Product Awareness of Gillette razor
47
Friends Family Advertisment(TV)
Newspapers Others0
5
10
15
20
25
30
35
40
38
18
30
10
4
Awarness
Awarness
Product Awareness of the Respondents
In the above graph, X-axis represents Product Awareness and Y-axis represents
No. of respondents in percentage.
TABLE 11:
Brand Satisfaction of Gillette razor
Satisfaction Level No of Respondents Percentage (%)
Highly Satisfied 31 62
Moderately Satisfied 10 20
Neutral 6 12
Moderately Dissatisfied 2 4
Highly Dissatisfied 1 2
Total 50 100
Inference
From the above it can be observed that
48
62% of the respondents are Highly Satisfied,
20% of the respondents are Moderately Satisfied,
12% of the respondents are Neutral,
4% of the respondents are Moderately Dissatisfied,
2% of the respondents are Highly Dissatisfied.
CHAT 11:
Brand Satisfaction of Gillette razor
49
Highly
Satisfi
ed
Moderatel
y Sati
sfied
Neutra
l
Moderatel
y Diss
atisfi
ed
Highly
Dissati
sfied
0
10
20
30
40
50
60
70
62
2012
4 2
Satisfaction Level
Satisfaction Level
Satisfaction Level of the Respondents
In the above graph, X-axis represents Satisfaction Level and Y-axis represents No.
of respondents in percentage.
TABLE 12:
Brand Loyalty in Shaving razor
Brand Loyalty No of Respondents Percentage (%)
Purchase some other brand
10 20
Purchase the same brand
40 80
Total 50 100
Inference
50
From the above it can be observed that
20% of the respondents are Not Loyalty with their Brand,
80% of the respondents are Loyalty with their Brand,
CHAT 12:
Brand Loyalty in Shaving razor
51
Purchase some other brand Purchase the same brand0
10
20
30
40
50
60
70
80
90
20
80
Brand Loyalty
Brand Loyalty
Brand Loyalty of the Respondents
In the above graph, X-axis represents Brand Loyalty and Y-axis represents No. of
respondents in percentage.
TABLE 13:
Price Sensitivity in Shaving razor
Price Sensitivity No of Respondents Percentage (%)
Shift to Another Brand
10 20
Still buy the same Brand
40 80
Total 50 100
52
Inference
From the above it can be observed that
20% of the respondents are Shift to another Brand,
80% of the respondents are Still buy the same Brand.
CHAT 13:
Price Sensitivity in Shaving razor
53
Shift to Another Brand Sill buy the same Brand0
10
20
30
40
50
60
70
80
90
20
80
Price Sensitivity
Price Sensitivity
Price Sensitivity of the Respondents
In the above graph, X-axis represents Price Sensitivity and Y-axis represents No.
of respondents in percentage.
TABLE 14:
Customer Purchase Decision based on Attributes Ratings
54
Ratings No of Avg Respondents Percentage (%)
Rating - 1 8 16
Rating - 2 8 16
Rating - 3 9 18
Rating - 4 11 22
Rating - 5 14 28
Total 50 100
Inference
From the above it can be observed that
16% of the average respondents are rated the attributes as less important,
16% of the average respondents are rated the attributes as important,
18% of the average respondents are rated the attributes as important,
22% of the average respondents are rated the attributes as more important,
28% of the average respondents are rated the attributes as most important,
CHAT 14:
Customer Purchase Decision based on Attributes Ratings
55
Attributes Ratings of the Respondents
In the above graph, X-axis represents Attributes Ratings and Y-axis represents No.
of average respondents in percentage.
TABLE 15:
Problems facing by using Gillette razors
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1 2 3 4 50
5
10
15
20
25
30
16 1618
22
28
Attributes Ratings
Attributes Ratings
Problems No of Respondents Percentage (%)
Yes 4 8
No 46 92
Total 50 100
Inference
From the above it can be observed that
8% of the respondents are facing Problems by using Razor,
92% of the respondents are Not facing Problems by using Razor.
CHAT 15:
Problems facing by using Gillette razors
57
58
Yes No0
10
20
30
40
50
60
70
80
90
100
8
92
Problems Facing by using Gillette Razors
Problems Facing by using Gillette Razors
Problems of the Respondents
In the above graph, X-axis represents Problems Facing and Y-axis represents No.
of respondents in percentage.
CHAPTER 7
FINDINGS AND SUGGESTIONS
59
Findings
The following are the Findings on the Product Gillette Shaving Razor based on the study
opinion and analysis of the data:
52% majority of the respondents are teenagers (18 to 23) and 8% minority of the
respondents are old age (greater than 45).
62% majority of the respondents is Male and 38% minority of the respondents is
Female.
40% majority of the respondents is Under Graduate and 8% minority of the
respondents is others like Diploma, etc.
46% majority of the respondents is students and 4% minority of the respondents is
Government Services.
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32% majority of the respondents use to shave once in a week and 12% minority of the
respondents use to shave at regular intervals.
82% majority of the respondents is using Gillette Product, 2% minority of the
respondents is using Wilkinson Sword Product and 2% minority of the respondents is
using others like Bluebird and Feather products.
56% majority of the respondents are purchase the product from Super Market and 4%
minority of the respondents are purchase the product from Grocery Shop.
48% majority of the respondents is using Disposal Razor and 18% minority of the
respondents is using Rechargeable Razor.
40% Male respondents are using Gillette Match3, 26% Female respondents are using
Gillette Venus and 12% both respondents are using Gillette Sensor Excel.
38% majority of the respondents is aware about the product from Friends and 4%
minority of the respondents is aware of the product from others like relatives etc.
64% majority of the respondents is Highly Satisfied and 4% minority of the
respondents is Moderately Dissatisfied and 4% minority of the respondents is Highly
Dissatisfied.
20% minority of the respondents are purchase some other brand if there brand is not
available in the shop/store and 80% majority of the respondents are purchase same
brand from other shop/store.
14% minority of the respondents will Shift to another Brand if the price rises and
43% majority of the respondents will still buy the same Brand even though the price
rises.
61
8% minority of the respondents are facing Problems like dry skin, scratches etc., by
using Razor and 92% majority of the respondents are Not facing Problems by using
Razor.
Male: Price, Stylish package design, Antiseptic attribute, Color of the Razor,
Availability in stores, Offers/Discounts, Price and Brand name
Female: Ease of Use, Keeps the skin soft, Fragrance, Availability in stores,
Offers/Discounts, Price and Brand name.
Common Attributes: Availability in stores, Offers/Discounts, Price and Brand name.
Suggestions
The following are the suggestions offered to increase the customer satisfaction level on the
Gillette Razor based on the study opinion and analysis of the data:
The promotional activities taken by the company need to be more effective. If the firm
promotes the products rigorously and effectively then the customers will get more
information regarding the Gillette Razor.
The company should not allow other competitors like Super Max, lynx as market
leaders, so it is suggested that the company reduced the price of the their product to
gain more number of customers in the market.
The company concentrating only on males, it is suggested to concentrate on females
also.
62
Availability of female shaving razor in the market is very less, the company suggested
to take necessary steps to available in all the market as they are market leaders at
present.
The company has satisfied n number of customers with their razor products but some
customers feels not satisfied because they have some problems on the face by using
this product, so it is suggested to the company to satisfy all the customers to increase
the sales in the market.
The company can further enhance its After-Sale services by adopting the latest
practices.
CHAPTER 8
63
CONCLUSION
Gillette has the widest product range and the deepest product line in the men‟s grooming market.
Having so many product variants would be an unbeatable advantage in upgrading the consumer
throughout his lifetime and also making him brand loyal in the process.
PROMOTION
One important finding of this study and Customer Satisfaction Survey was only few customers
were aware of the fact that Gillette shaving razor providing razors for female. This can be
attributed to one of the following reasons:
Gillette has spent on advertisements only for the men shaving razors not for women
shaving razors. Hence the information available to public is limited.
The promotions should have more of a pull effect in the advertisements that communicate not
just the price and offers/discounts but also the values, attributes which the consumer can relate
to. In short, more information has to be communicated to the consumer through ads, trade
promotions etc.
CONTINUE WITH UPGRADATION
64
Gillette has been very successful in its strategy of upgrading the consumer in the shaving
cream/gel/foam segment. Gillette has made sure that it makes its consumers move up the product
chain by introducing new, technologically superior products and phasing their PLC very well.
But sadly, this approach is missing in the shaving razor segment. Though there are various razors
for male and female, but there has been no effort made to communicate to the consumer of the
superior quality and attributes.
Hence, this study suggests that Gillette adopt its “upgrading the consumer” strategy for the
shaving razor preparation segment also. The firm should take certain necessary steps to give
better up-to-date than the existing one to completely wipe out the dissatisfied customers.
However by giving better up-to-date to products then customers will be satisfied to the hilt.
This up gradation has 2 main advantages:
We can fully leverage the Product life cycle and the individual phases of the products in
different markets.
We can make the consumer loyal to the brand over his lifetime.
CHAPTER 9
65
BIBILOGRAPHY
A list of the references used in guiding the research work and writing the paper.
Reference Books
Marketing Management by PHILIP KOTLER
Research Methodology by C.R.KOTHARI
Customer Satisfaction in Research Management by DEREK
R. ALLEN
Customer Relationship Management by JILL DYCHE
Marketing Research by Dr. D. D. SHARMA
66
Journals/Magazines
CRM, Harvard Business Review, Nov/Dec 1995
Journals of Customer Satisfaction, Jan 1998
Search Engines
www.gillette.com
www.google.com
www.marketreasearch.com
www.researchreporter.com
www.slideshare.com
CHAPTER 10
67
ANNEXURE
STUDY ON CUSTOMER SAFTISFACTION WITH REFERENCE TO GILLETTE RAZORS IN CHENNAI
1. Name:
2. Age:
o Less Than 18
o 18-23 years
o 23-28 years
o 28-45 years
o Greater Than 45
3. Gender:
o Male
68
o Female
4. Educational Qualification:
o SSLC
o SSC
o UG
o PG
o Others(pls Specify) __________________
5. Occupation:
o Government Service
o Private Service
o Business
o Self-Employed
o Student
o Homemaker
o Others (please specify) ______________
6. How often do you shave?
o Daily
o Alternate Days
o Twice a week
o Once a week
o At irregular intervals
7. What type of shaving product do you prefer to buy?
o Super Max
o Gillette
o Wilkinson Sword
69
o Lynx
o Others (pls specify) ____________________
8. Where do you generally buy the shaving razor?
o Grocery shop
o Super market/ Departmental stores
o Specialty Stores
o Chemist shop
o Any shop near by
9. What type of razor product do you prefer to buy?
o Disposal Razor
o Manual Refillable Razor
o Rechargeable Razor
10. Which of the following shaving Gillette razors you use?
o Gillette Mach3
o Gillette Venus
o Gillette Fusion
o Gillette Sensor Excel
o Others (pls specify) _________________
11. How do you know about Gillette razors?
o Friends
o Family
o Advertisement(TV)
o Newspapers
o Others (pls specify) __________________
12. How satisfied are you with Gillette shaving razor?
70
o Highly Satisfied
o Moderately Satisfied
o Neutral
o Moderately Dissatisfied
o Highly dissatisfied
13. If your FIRST preference is not available then what do you do?
o Purchase some other brand from the same shop/ store.
o Purchase the same brand from some other store.
14. If the price of your most preferred brand increases what would you do?
o Shift to another brand
o Still buy the same brand
15. Please rate the factors given below on scale 1-5 based on the importance they hold for you in purchase decision of a Shaving Razor? (1 least important to 5 most important)No. Attributes/Benefits Rating
1 Price2 Availability in stores3 Fragrance4 Stylish package design5 Brand name6 Color of the shaving razor7 Antiseptic attributes8 Ease to use9 It keeps my skin soft10 Offers and discounts
16. Do you have any allergic problem by using Razor?