Customer satisfaction towards Consumer Durable product and FMCG Product

Customer Satisfaction Towards Fastrack Watches and Dove Soaps

Submitted to:Dr. Arvind Kaur Birdie

Submitted By:Manish SharmaShresth Kapoor

Outline• Introduction• Research Methodology• Limitations of Survey•Objectives of the Study• Analysis and Interpretation• Findings• Suggestions and Recommendations • Conclusion• References

Introduction of Fastrack Watches

• Fastrack was launched in 1998 as a sub-brand of Titan. With a vision to become a complete fashion brand for the youth, Fastrack quickly extended its footprint to sunglasses in 2005 & then Bags, Belts & Wallets in 2009. • The first Fastrack store was opened in

Pune in 2009; which has now grown to over 150 stores.

Introduction of Dove Soaps• Dove is a personal care brand

owned by Unilever originating in the United Kingdom.

• Dove products are manufactured in Argentina, Australia, Brazil, Canada, China, Germany, India, Indonesia, Israel, Ireland, Mexico, Netherlands, Pakistan, Philippines, South Africa, Thailand, Turkey and United States. The products are sold in more than 80 countries and are offered for both women and men.

• The Dove trademark and brand name is currently owned by Unilever.

Research and Methodology• The study is exploratory in nature, it consists primary as well as

secondary data.• Convenience sampling techniques used for data collection• The study is conducted in city of Gurgaon in ISM College, Gurgaon.• Total 20 respondents were interviewed with help of Questionnaire

and personal interview.• Secondary data has been collected from, articles, company website,

research papers, etc.

Objective of the study for Dove Soaps

• To know the socio-economic profile of the consumers of the Dove soap. • To determine the most influencing factor in the purchase of the Dove

soap. • To know the source of influence in the purchase of Dove soap• To know the pattern of usages of the Dove soap. • To study the satisfaction of the consumers towards the Dove soap

based on the various products .

Objective of the study for Fastrack watches

• To understand the existing product quality in Fastrack watches.• To investigate whether the product quality of Fastrack watches is

capable of addressing all demands made by customer.• To identify the difference between Expectation & Perception of

customers in product quality offered by Fastrack watches.• To understand about the customer satisfaction for Fastrack watches

Limitations of Study

• 20 respondents cannot represent the population, as a whole. So the findings may be biased.• Time plays a havoc role in data collection. So, the sample is restricted to 20.• Chances of biased responses from the customers,• The area of Survey is Restricted to only Students of ISM college.

Analysis and Interpretation of Dove Soap

Q1. Which among the following you use for body wash?

Total Respondents0

20

40

60

80

100

120

100

0

Body Soap Body Cream

Interpretation: From above we can easily Identify that all 20 respondents we have used for this survey are using Body Soaps for there body wash.

Product Total Respondents

Percentage

Body Gel 0 0%

Body Soap 20 100%

Q2. Have you ever tried Dove Soap?

Total Respondents

Percentage

Yes 20 100

No 0 0

Category 10

20

40

60

80

100

120

Yes No

Interpretation: From above we can easily analyze that all our respondents have tried dove soaps at least once.

Q3. Which soap you prefer the most among the following?

Brand No. of Respondents

Percentage

Dove 9 45%

Lux 5 25%

Pears 4 20%

Nivea 0 0%

Lifebouy 1 5%

Santoor 0 0%

Other 1 5%

Interpretation: From above pie-chart we can easily analyze that 45% percent of respondents mostly prefer Dove while buying any Soap.

45%

25%

20%

5%5%

DoveLuxPearsNiveaLifebouySantoorOther

Q4. Do you use Dove soap Regularly?

Buy Regularly Total Respondents

Percentage

Yes 11 55%

No 9 45%

Interpretation: From above graph we can identify that 55% of the respondents mostly use Dove on a regular basis.

Yes No0%

10%

20%

30%

40%

50%

60%55%

45%

Percentage

Q5. Reason for Buying Dove?Reason No. of

RespondentsPercentage

Price 2 10%

Quality 12 60%Brand Name 5 25%

Availability 0 0%

Quantity 1 5%

Interpretation: From above pie chart it can be analyzed that respondents mostly prefer Buying Dove soaps because of the quality its providing and that too at cheap and best price.

10%

60%

25%

5%

Percentage

PriceQualityBrand NameAvailabilityQuantity

Q6. Which thing influence you the most while buying Dove soaps?

Source of Influence

No. of Respondents

Percentage

Advertisements 2 10%

Brand Image 8 40%

Quality 8 40%

Parents 2 10%

Friends 0 0

Interpretation: From above pie chart we can analyze that most of the customer prefer Dove soaps because of Good brand image of it and the litmus paper quality they are providing to the customers.

10%

40%40%

10%

AdvertisementsBrand ImageQualityParentsFriends

Q7. Total requirement of the Dove soap per month

Requirements No. of Respondents

Percentage

1 Soap 4 20%

2 Soaps 13 65%

3-4 Soaps 2 10%

4-5 Soaps 1 5%

Interpretation: From above pie chart it can be analyzed that average number of soaps used by particular person is 2 soaps per. Month.

20%

65%

10%

5%

1 Soap2 Soaps3-4 Soaps4-5 Soaps

Q8. Consumer’s opinion about the price of Dove Soap

Price No. of Respondent's Percentage of Respondents

Reasonable 14 70%

Costly 1 5%

Cheaper 5 25%

Interpretation: From above data it can be easily analyzed that most of the respondents prefer the price of Dove soap as most reasonable as compared to the quality its providing to other customers.

70%

5%

25%

ReasonableCostlyCheaper

Q9. Consumer’s Suggestions to improve the sales of Dove soaps

Suggestions Respondents Percentage

Improve Quality 1 5%

Advertisement 12 60%

Brand Awareness 1 5%

Price 0 0%

Fragrance 6 30%

Interpretation: From above pie chart it can be analyzed that customers are already satisfied with good quality that Dove is providing but they want more ads to be advertised on TV’s for improvement of sale of Dove.

5%

60%5%

30%

Improve QualityAdvertisementBrand AwarenessPriceFragrance

Q10. Respondents Recommendation of this brand to others

Recommendation Respondents Percentage

Yes 18 90%

No 2 10%

Interpretation: From above graph it can be easily analyzed that most of the Dove users are in favor of it and are going to recommend it to others.

Yes No0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Analysis and Interpretation of Fastrack Watches

Q1. Have you ever owned a Fastrack Watch?

Ownership Total Respondents

Percentage

Yes 20 100

No 0 0

Yes No0%

20%

40%

60%

80%

100%

120%

Series 1

Interpretation: From above data we can easily analyze that all respondents have once in their life owned a Fastrack watch.

Q2. Reason For selecting Fastrack watch?

Selection of Watch

Total Respondents

Percentage

Brand Value 3 15%

Style 10 50%

Prestige symbol 5 25%

Other 2 10%

Brand ValueStylePrestige SymbolOther

Interpretation: From above pie chart it can be easily analyzed that mostly people who buy fastrack watches is because of its style as they provide watches with latest trends and looks.

Q3. You came to know about the brand via

Total Respondents

Percentage

Advertisements 13 65%

Social Network 2 10%

Peer 1 5%

Family 1 5%

Others 3 15%

AdvertisementsSocial NetworkPeerFamilyOthers

Interpretation: It can be easily analyzed from above that most of the people who have bought Fastrack Watches came to know about it from Advertisements mostly.

Q4. How long have you been using fastrack watches?

Usage Total Respondents

Percentage

0 – 6 months 2 10%

6 – 12 months 7 35%

12 – 18 months 9 45%

More than 18 months 2 10%

0 -6 months6 - 12 months12 - 18 monthsMore than 18 months

Interpretation: From above pie chart it can be easily analyzed that most of the respondents are using Fastrack watches for more than 1 year and some of them are also using it for more than 6 months. This will help us to get good idea about the product and make our data also more precise.

Q5. How many times you went to repair the watch?

Repairs Total Respondents Percentage

Never 13 65%

One time 5 25%

Two times 2 10%

Three Times 1 5%

More than three times

0 0%

NeverOne Timetwo TimesThree timesMore than 3

Interpretation: From above table we can easily figure out that the product manufactured by Fastrack are very durable which can be understood with that 65% of consumers have not faced any problem while using fastrack watches.

Q6. Compared to other Brands Fastrack is

Total Respondents

Percentage

Much Better 3 15%Somewhat better 10 50%About the same 5 25%Somewhat worse 2 10%Much Worse 0 0%

Much better

Somewhat b

etter

About the sa

me

Somewhat w

orse

Much W

orse0%

10%

20%

30%

40%

50%

60%

Series 1

Interpretation: From above graph it can be easily analyzed that the respondents using fastrack watches prefer fastrack over other watch brands as 50% of them think that its ‘Somewhat Better’ than other brands available in the market.

Q7. Are Fastrack watches affordable?

Affordability Total Respondents Percentage

Strongly agree 0 0%

Agree 9 45%

Neutral 8 40%

Disagree 3 15%

Strongly Disagree 0 0%Strongly agree Agree Neutral Disagree Strongly

Disagree

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Series 1

Interpretation: According to respondents Fastrack watches are quit affordable as 45% of respondents agree on that and some people also say that its neutral neither too high neither to low with 40% respondents.

Q8. Fastrack is Excellent for?Excellence Total

RespondentsPercentage

Overall Quality 15 75%

Purchase Experience

0 0%

Usage Experience 5 25%

After Purchase Service

0 0%

Overall Q

uality

Purchase Exp

erience

Usage Experie

nce

After Purch

ase Experie

nce0%

50%100%150%200%250%300%350%400%450%500%

Series 1

Interpretation: From above Graph we can easily identify that people prefer Dove more for its Litmus Paper Quality and provides soft skin after using it.

Q9. Will you buy fastrack’s watch again?

Total Respondents

Percentage

Defiantly will 2 10%

Probably will 2 10%

Not sure 7 35%

Probably will not 8 40%

Defiantly will not 1 5%

Interpretation: As it can be analyzed from above table that respondents will not mostly prefer fastrack watch to buy again maybe because of introduction of Smartwatches, Smartbands and Apple Watch.

Definatly willProbably willNot sureProbably will notDefinatly will not

Q10. Will you recommend others to buy Fastrack watches?

Recommendation Total Respondents

Percentage

Yes 12 60%

No 8 40%

Yes No0

10

20

30

40

50

60

70

Series 1

Interpretation: From this survey we can analyze that 60% of the respondents will recommend Fastrack Watches to others to buy them while other 40% don’t.

Findings of ‘Customer Satisfaction towards Fastrack

watches’• Majority of respondents are aware about the various range of products provided by Fastrack watches through advertisements‘.• Majority of the respondents felt that Fastrack watches are good than its competitors• Majority of the respondents used the Fastrack watches for more than 1 year• Majority of the respondents agreed that Fastrack watches are affordable.• Majority of customers are satisfied with product range of bank. It will help the brand to

establish new leads & to have new customers with reference to their existing customers.• Majority of customers agree the fact that they will purchase rival brand, it show the

Fastrack need to work on Smart watches now rather than simple watches as they are going to have competition with them in future and if they want to retain there market share then they have to start with SmartWatches now.

Findings of ‘Customer Satisfaction towards Dove

Soaps’• 45% of the respondents use Dove soap. • 55% respondents purchase Dove soap regularly. • 60% of the respondents prefer quality to buy Dove soap. • 79% of the respondents feel that price of the Dove soap is reasonable. • 51% of the respondents require 2 soaps per month. • 35% of the respondents are influenced by the Advertisements. • 37% of the respondents suggest to add some fragrance. • 81% of the respondents recommend this brand to others.• 70% of the respondents think that price of Dove soap is quit reasonable.

Suggestions and Recommendations for Fastrack

Survey• From the survey it is clear that majority of the customers were young people and the advertisements, products offered by Fastrack watches exactly matches the demand of youth. This makes Fastrack watches ahead of its competitors• In order to improve its sales, ad promotion should be taken care, excellent

customer care should be provided and also it should reduce its service time• Due to emergence & tough competition from rivals Fastrack watches should soon

implement online ordering and selling. If cash on delivery scheme is implemented it can enhance sales• For common doubts & queries suitable recordings can be made. Queries &

recommendations can be uploaded in website of Fastrack

Suggestions and Recommendations for Dove

Soap Survey • Dove should more work on Advertisements rather than selling it without any promotion techniques.• Price of Dove Soap could be bit low if they want to target customers

in rural areas.• Dove should work on fragrance of the products and introduce more

products with different fragrances.

Conclusion for Fastrack Watch Survey

• On the growing influence of globalization on the Indian watch industry, a number of global manufacturers are coming into the Indian watch industry. In such a dynamic environment Fastrack need to be more quality conscious since the products offered are almost similar by all the watch manufacturers in the industry. Fastrack needs to take serious efforts to make itself competitive and stable in the dynamic market situation by focusing on the service quality aspects.• Gaining and maintaining consumer preference is a battle that is never really won.

Continued and consistent branding initiatives that reinforce the consumer‘s purchase decision will, over time, land the product in consumer preference sets. Attaining and sustaining preference is an important step on the road to gaining brand loyalty. Most of the consumers prefer Fastrack watches due to its strong brand image, and the main factor forcing the customers to buy Fastrack watch is advertisements through the print and electronic media

Conclusion for Dove Soap Survey

• Customers are the king of the market, superiors in an organization and Goose laying Eggs. Customers’ satisfaction plays a significant role in modern marketing era. Soap is a important product for the day to day consumption of the customers. Nowadays competition is going on with a flame of advertisement war. A lot of varieties of soap are being introduced by several producers. • In these competition situations, some soap because evil effects due to

a mixture of chemical compounds. People need quality of soap for which they are ready to have brand loyalty or switch over from one brand to another. In order to capture the needs of all the segments of people, the products are introduced in different quantity for perfect quality of users if it so, the soap will definitely bring more market potential for soap.

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