A PROJECT REPORT

ON
CUSTOMER SATISFACTION ON DETTOL HANDWASH

SUBMITTED TO: SUBMITTED BY:

DR.SARVESH KUMAR SWATI
ROLLNO.CUHP20MBA86
MBA 2nd SEMESTER

CENTRAL UNIVERSITY OF HIMACHAL PRADESH

HPKV BUSINESS SCHOOL
DHARMSHALA CAMPUS
(2020 -2022)

i
AKNOWLEDGEMENT

I have taken efforts in this project. However, it would not have been possible without the
kind support and help of many people. I would like to extend my thanks to all of them. I am
highly indebted necessary information regarding the project &also for their support in
completing the project.
I would like to express my gratitude towards my parents, teachers, & all my friends for their
kind corporation and encouragement which help me in completion of this project.

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TABLE OF CONTENT
CHAPTER 1 INTRODUCTION 1-2

CHAPTER 2 PROFILE OF THE 3-15

COMPANY

CHAPTER 3 RESEARCH 16-20

METHODOLOGY

CHAPTER 4 ANALYSIS AND 21-35

INTERPRETATION OF
DATA

CHAPTER 5 FINDING AND 36-39

RECOMMENDATIONS

ANNEXURE QUESTIONNAIRE 41

iii
CHAPTER 1

INTRODUCTION

iv
v
 INTRODUCTION

Dettol, the brand synonymous with protection from germs, had for long been voted as India’s
most trusted brand. In September 2008, the marketing team of Dettol was reviewing the
brand’s Performance in its 75th year of existence to formulate a three-year plan. Dettol’s
growth trend had been slow but steady over the years and a number of initiatives taken in the
recent years had started yielding results.

The brand started its journey in 1933 as antiseptic liquid, but over the years, it has been
extended to a number of product categories like toilet soaps, liquid handwash, liquid
bodywash, shaving cream and plaster strips. The growth trend in the last few years had been
encouraging with shares showing an accelerated upward growth in most categories, but the
team felt share gain could be much faster. The brand team decided to further build on the
growth trajectory and set itself a visionary target - that of doubling Dettol’s overall share in
next three years in the combined market of the product categories it is present in (Antiseptic
Liquid, Bar soaps, Liquid Handwash, Bodywash).

The team knew that it had to address various challenges to achieve its ambitious target viz.
consumers saw the need for germ kill only in specific situations, resulting in irregular usage
and seasonality. The brand had to fight in a competing environment in which new variants and
re-launches were used for driving growth, it was critical to determine what & where
should be the business thrust to optimize the marketing spend and further accelerate the brand
growth.

Earlier in India liquid handwash was not popular. Though people wash hands but they do
notprefer liquid handwash. FMCG Company creates awareness for changing hand washing
habit. They try to make people health conscious in respect to washing hands. In FMCG
segment Liquid handwash is a growing product category.

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The importance of personal care and hygiene brings me to the product which I have chosen
for my market research project: Liquid Hand Wash

Hand hygiene pertains to the hygiene practices related to minimizes or prevent disease and the
spreading of disease. The main purpose of washing hands is to cleanse the hands bacteria or
viruses and chemicals which can cause personal harm or disease.

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 CHAPTER 2

COMPANY PROFILE

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COMPANY PROFILE: DETTOL
Reckitt Benckiser Group is British multinational consumers goods company headquartered
in Slough, England. It is a producer of health, hygiene and home products. RB's brands
include the antiseptic brand Dettol, the sore throat medicine strepsils, the hair removal brand
Veet, the immune support supplement Airborne, the indigestion remedy Gaviscon, the baby
food brand Mead Johnson, the air freshener Air wick, Calgon, Clearasil, Cillit Bang, Durex,
Lysol, Mycil and Vanish. It has operations in over 60 countries and its products are sold in
over 180 countries. Reckitt Benckiser is listed on the London stock exchange it had a market
capitalization of approximately 23.2 billion as of 23december 2011, the 20 th largest of any
company with a primary listing on the London stock exchange.Dettol Antiseptic Liquid
Disinfectant is the name of commercial liquid and solid antiseptic products belonging to a
household product line manufactured by Reckitt Benckiser.

Dettol is an ionic brand from Reckitt Benckiser India Ltd. It is Rs.300 crore brand of Reckitt
Benckiser formerly Reckitt &Coleman. It has been consistently noted as one of the “Most
Trusted Brands” of India. The brand has celebrated platinum jubilee in 2008. Launched in
1936 as an antiseptic lotion, the brand became a generic name for antiseptic lotion similar to
Xerox in Photocopiers. The world’s leading brand of Antiseptics and trusted champion of
family health, Dettol is the Gold Standard Of Effective germ kill recommended by medical
experts and health care professionals for its proven ability to protect families from germs.
The brand remains up-to-date through the launch of new products relevant to changing life
styles such as hand sanitizer,liquid hand wash, shower gel, all purpose cleaners and
antibacterial wipes. Some of the brands and products launched by Reckitt Benckiser in the
Indian markets include Harpic, Cherry Blossom,Mortein, Robin Blue, Disprin and Lizol.

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Type: Public limited company
Industry: Consumer goods
Founded: 1814
1938 by merger of Reckitt & Sons and J&J Colman
1999 by merger of Reckitt & Colman and Benckiser
Headquarters: Slough, Berkshire, United Kingdom
Key people: Adrian Bellamy (Chairman)Rakesh Kapoor (CEO)
Products: Cleaning products, Consumer healthcare products, Condiments, Personal care
Products
Revenue: £9.567 billion (2012)
Operating income: £2.435 billion (2012)
Net income: £1.833 billion (2012)
Employees: 35,900 (2012)
Website: www.rb.com

VISION –

‘Reckitt Benckiser is about passionately delivering better solutions in household cleaning and
health & personal care to customers and consumers, wherever they may be, for the ultimate
purpose of creating shareholder value.’ This vision defines both their purpose and their values
as a Company and encompasses their commitment to product quality and safety, customer
service, innovation, global reach and corporate social responsibility.

MISSION

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 Tatget health and hygiene Power brands: Continue the successful Powerbrands strategy
but increase focus and investment on higher growth, higher margin health and hygiene
brands, in addition to home.
 Target fast growing markets: Prioritise 16 Power markets for disproportionate
investment and growth. A significant number of these markets are emerging markets.
 New organisation structure: Redeploy resources to increase focus on, and investment in,
emerging markets.
RB’s brands are marketed and sold in 200 markets across the world, but we know that
the vast majority of our global growth will come from a few areas. RB have identified
16 Powermarkets, in both developed and emerging countries where we have a strong
presence and ability to win.

STRATEGIES AND OBJECTIVES –

Reckitt Benckiser objective is to generate above industry average profitable growth by:
• Focusing on building the power brands in high growth categories
• Geographic expansion of the portfolio
• Continuous innovation
• Higher investment in brand building
• Margin expansion and cash conversion to fund reinvestment in core brands and to grow
returns to shareholders.
• Selective add-on acquisitions.

RECKITT BENCKISER (INDIA) PRIVATE LIMITED

Reckitt Benckiser (India) Private Limited is a private incorporated on 5 july 1951. It is

classified as non- govt company and is registered at registrar of companies, Delhi. Its
authorized share capital is Rs. 350,000,000 and its paid up capital is Rs. 258,724,624. It is
involved in business activities n.e.c.

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Reckitt Benckiser (India) private limited’s annual general meeting (AGM) was last held on
31 December2019 and as per records from Ministry of corporate affairs (MCA), its balance
sheet was last filed on 31 March 2019.

Reckitt Benckiser (RB) owns many household name brands. The company has 19

“ powerbrands” which account for around 70% of the company’s sales. Reckitt Benckiser
(India) Ltd. Corporate office is in Gurgaon, Haryana.

VISION

“Reckitt Benckiser is about passionately delivering better solutions in households cleaning

and health & personal care to customer and consumer, whatever they may be, for the
ultimate purpose of creating shareholder value.”

VALUES-

Our core values are a set of guiding principles through which we think, behave and conduct
our business in order to deliver on our vision; they are:

Achievement: We don’t just aim high, we strive for outperformance.

Entrepreneurship: Daring to be different, taking calculated risks.

Partnership: Leveraging relationships for outperformance.

Ownership: Doing whatever it takes to win.

PRODUCTS

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A key pillar of RB’s strategy is to deliver outperformance – growth ahead of the rate
Prevailing in our markets –through a disproportionate focus on 19 Powerbrands in the
health,hygiene and home categories.

Representing the potent core of their total portfolio, these Powerbrands are in:-

Health:

Durex,
Gaviscon,
Nurofen,
Mucinex,
Scholl and
Strepsils

Hygiene:

Bang,
Clearasil,
Dettol,
Finish,

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HISTORY

Our brand first started in hospitals 80 years ago, where Dettol Antiseptic Liquid was first
introduced for the cleaning and disinfection of skin during surgical procedures. As a trusted
brand by doctors, Dettol was also used to protect mothers from illness after child birth. Dettol
was launched in India in 1933, ever since has been the trusted partner of health, for millions of
mothers across the country, to protect their family by preventing illness and infections. Even it
continues to be one of the most trusted protectors of health ranking among the top 10 most
trusted brands in India since the last 10 years.

1935 -1939

Dettol was brought to people around the world in the form of Antiseptic Liquid, also
recognised as one of the our most iconic product to date.

1950

Dettol became more widely available.

1958

Launch into UK grocery.

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DETTOL BRAND

Dettol is a brand of cleaning supplies and disinfectant and antiseptic, introduced in 1932
and the manufacturer owned by the British company Reckitt. In Germany, it is sold under
the name Sagrotan. The company headquarter is in United Kingdom. Dettol serves to help
protect society and utilize our scientific expertise. Dettol mission is to create a healthier,
cleaner &safer world. It began formulating high quality and efficacious products with that
mission in mind.

Dettol founded by Reckitt Benckiser Group. It is a big British multinational consumer

goods company. The company brands includes analgesic Disprin, Strepils, Veet Gaviscon
Dettol and many more.

The brand Dettol was launched in India in 1933 in the Antiseptic liquid form as a treat ment
for cuts and wounds. For almost the first 50 years, Dettol was present only as an antiseptic
liquid. Although it was being used in hospitals and nursing homes for first aid and
disinfectant uses like cleaning wards, washing linen, etc. Consumers were also using it for
bathing, mopping, shaving and other secondary purposes. While it started its journey as the
‘cuts and wounds’ brand in the country, over the years it had taken over the role of
‘protector from germs’ in every situation.

Dettol Antiseptic Liquid has some strong, distinct associations-first and foremost is its
trademark smell. Who can miss the characteristic Dettol smell that has been the reassurance
to many a child’s scraped knee! Consumers recognize the smell enough to refer to a
medicinally clean room as ‘Dettol like smell’. In the book, ‘Planning of Power

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Advertising’, Anand Halve mentions, “It is a safe bet that you will be able to tell the smell
of Dettol liquid on a cut with the reassuring tingling sensation which tells you it begun to
work. Savlon on the other does not have the same burning sensation, (and is) very often
seen by consumers as ineffective’ ”.

The second characteristic is its amber gold color. The third is the ‘clouding’ effect that
appears when it is added to water. Dettol’s packaging is distinct in its very own way. The
green & white colours are associated with hospitals. All Dettol products have a sword
on the pack, which is a symbol for fighting germs and infection. Over the years, the
clouding action and the sword have become synonymous with the brand and have been
creatively used in Dettol advertising. Consumers see Dettol as an ‘expert’, as something
which is effective and versatile and guarantees protection from germs. It has been likened to
a bodyguard who protects them from the unclean and unhygienic outside world. The
brand’s versatility stems from multiple uses of the antiseptic liquid which offers protection
in so many different forms. Usage of the brand gives rise to many emotions in the
consumers’ minds. From making them feel safe and secure about the well-being of their
family to making the mother feel that she has done the best for her family, the brand evokes
positive imageries and emotions. Thus, it is only fitting that the brand’s tagline says - Be
100% Sure.

Over the years brand Dettol has been extended and has made its presence felt in a number of
product categories. While Antiseptic Liquid was the category where the brand was born and
where it continues to command a dominant market share of 85%, its revenue growth is
significantly driven by its presence in the other product categories of toilet soaps(or bar
soaps), Liquid handwash, Body wash, Shaving Cream and Plasters too. Each of these
markets are at varying stages of evolution, so while in one market the brand - as the leader -
had the responsibility of driving overall market growth, in other markets, the brand strategy
had been to garner share. Fundamental to all the categories was existence/creation of a
consumer need for germ protection satiated by Dettol’s trusted promise.

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GROWTH OF DETTOL BRAND –

Dettol had to expand the usage beyond cuts and bruises. Hence Reckitt and Coleman
unleashed a campaign aiming to expand the usage of the brand to an all purpose antiseptic
that can be used for shaving, rinsing, and as a general disinfectant. Interestingly this multi-
usage of Dettol Antiseptic Liquid paved the way for the next generation of Dettol. Since the
antiseptic lotion market was stagnant Reckitt wanted to leverage the brand to other
categories. Dettol saw over these years plenty of brand extensions. The first launch was the
soap in 1990's. The initial launch was unsuccessful because the brand moved from core
value of protection to love and care. Since the brand faltered in its positioning, failure was
imminent. The soap was again re launched with positioning as “100 %protection" and now
have a reasonable market share. The next extension was in the form of liquid soap. The
liquid soap category is only 12 crore worth but the hand wash category is expected to grow
to 100 crore. The brand also tried to extend to talc, band aid, and shaving gel but failed
miserably in those categories.
Even as the brand is extending, Reckitt failed to strengthen the mother brand and faced
competition in that category from Savlon. Now Dettol is trying to make a foothold in the
soap market with the launch of Dettol with moisturizer and glycerine variants. It has also
launched a body wash recently. This brand is a classic case for brand extension failures.
They can see a brand struggling to find its place in the market. Some time success can be
very disturbing. Xerox wanted to extend to computers but failed miserably. Similarly Dettol
wants to do something with the brand because it was successful. Now after all these

12
 failures, still Dettol is trying with variants for getting the core brand. When an antiseptic
brand tries to extend to a segment which is essentially cosmetic, it cannot compete with the
major players on the cosmetic platform, what at best can happen is that the brand can exist
as a niche brand extending its core value and creating a niche.

PRESENT MARKET SCENARIO

Dettol is the leader in the market with 85% market share. Liquid hand wash created a new
market covering 60% of the market, while the various Dettol soaps accounted for 18% of the
health care division and the remaining accounted for Dettol Antiseptic solution. Dettol’s share
increased from 6.6% in June2008 to 7.7% in June 2009, placing it ahead of Wipro’s beauty
soap Santoor as the country’s third largest soap brand by value. According to the Regional
Director of India, the company expects that the sales of Dettol which is the top selling
antiseptic brand in the country to cross Rs.1,000- crore mark by the end of2009. Its inclining
towards Rs. 1,000- crore turnover. The company operates on a calendar year basis and had
closed 2008with revenue earnings around Rs.1,800crore. The company is growing at the rate
of around 18-19 % per annum. It is also mulling to add several new products in its portfolio to
achieve the target. According to the industry experts, if the company is able to achieve
Rs.1,000-crore sales, it would become the second company after Hindustan Unilever Ltd.
(HUL) to achieve the milestone. According to experts, the brand gained share during the
April- June (2021) when the virus was spreading. Dettol has taken pole position in India’s
soap market, riding on the renewed surge in consumption of hygiene and sanitary products.
better availability and rationalization of shelf- keeping units (SKUs) has helped its business
during the pandemic.

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DETTOL HANDWASH

Dettol hand wash products are also categorized as original, skincare, sensitive and fresh hand
wash. The user can select his product based on his necessity. Due to its perfect mix of
ingredients towards complete skin care all the dettol hand wash product enjoys a good
reputation with trusted reputation with trusted protection germs. This product comes in
different bottle size even it can be reused with purchase of its refillable pouch packs. Dettol
also introducing no touch hand wash which is advanced system of technology that
automatically senses ones hand and dispense adequate amount of liquid soap. This product is
available in two flavours like cucumber and original. There are 7 type of dettol hand wash
available in the market; dettol original liquid hand wash, dettol skincare pH- balanced hand
wash, dettol sensitive pH- balanced hand wash, dettol cool pH- balanced hand wash, dettol
Re- energise pH- balanced hand wash, dettol aloe liquid hand wash, dettol black original hand
wash.

Product features

 100% better germ protection

 pH- balanced liquid hand wash
 Original pine fragrance hand wash
 Anti - Bacterial
 Best ever protection.

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Available in : 200 ml pump, 185 ml refill pouch, 750ml refill 900ml refill jar, 1500ml refill,
squeezy.

Product description:

Dettol Original Liquid Hand Wash kills 99.9% of germs. Using it every day protects hands
from germs and helps keep they hygienically clean. The pH- balanced formula along with
Dettol’s trusted germ protection helps your skin feeling healthy and fresh. Hand washing is
one of the most important steps you and your family can take to help you stay healthy. When
you use Dettol hand wash products, you will know you are helping your family by fostering
proper and effective hand washing and preventing the spread of germs.

Using it every day protects hands from germs and help keep them hygienically clean and
refreshed. Wash hand properly with dettol and help keep your family healthy.

Usage information:

Press nozzle gently to get dettol liquid hand wash on the wet hands. Rinse. dry off.

Safety Information:

 Avoid contact with eyes

 In case of contact with eyes rinse with plenty of water.
 If swallowed / ingested seek medical advice immediately and show this container or label.
 Use only as directed

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 Chapter 3

RESEARCH METHODLOGY

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 Objective of the study

 Primary objective:

 To know the satisfaction level of the customer towards the dettol hand wash.

 To know about the perception of customer towards dettol hand wash.

 Secondary objectives:

 The level of awareness and practice of hand hygiene.

 Brand consciousness.

 Brand loyalty of liquid hand brands among customers.

 To know about the market share captured by Dettol hand wash.

Scope of the study

 The study covers the perception level about Dettol hand wash.
 The study cover the awareness towards hygiene
 In this research the study cover the satisfaction level of customer towards hand wash
 In this study I got to know that people are more aware about hygiene and prefer good
hand wash.

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 Limitation of the study

 In my research I have prepared a structured questionnaire so it becomes hard to give the

time for my study by respondents so I have to manage according to their time.

 Some of the respondent responses are different from actuality as they are feeling of their
resources and because of threat of leak of their personal information.

 The respondents fill the questionnaire according to their mood and time so it became
difficult to get responses on time.

 The sample size is restricted to 100 respondents.

Research design

A research design is typically include how data is to be collected, what instrument is to be

collected, what is to be employed, how the instrument to be used and the intended means for
analyzing data collected. A research design is a framework or plan for the study which is used
as guide in collecting and analyzing the data collected. The basic objectives of the research
cannot be attain without proper research design. So it is important for the research.

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The research was an exploratory followed by descriptive one because the entire project was
based on questionnaire and analysis which is of exploratory nature followed by the detailed
description and analysis so the project is of descriptive design also.

The nature of the study was statistical pertaining actual field conditions. The reason for using
this type of data is, qualitative research provide insights and understanding of Problem setting
while quantitative research seeks to quantify the data and typically applies some form of
statistical analysis.

Sample unit:
Friends and relatives who are known to me , because of covid -19 pandemic it is not possible
to go outside and collect data so I have to make online questionnaire to get responses.

Sample size:

Total sample size =100

Sampling Technique

Sampling technique is the process of selecting a representative group from the population
under study. A sample is a group of people who take part in the investigation. The people who
take part are referred to as “participants”.
I use convenience sampling of non-probability sampling method of sampling, it is the easiest
method, because participants are selected based on the availability and willingness to take
part.

 I used variety of graphs with the help of graphs I become able to represent the data which is
collected from the online questionnaire.

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 In graphs I use line charts, bar graphs and pie charts.
Data Sources

Primary Sources: This data include both qualitative and quantitative data. Data were
generated through online questionnaire as a research instrument (consumer survey).

Research Approach: survey method

Type of Questionnaire: structured

Type of Questions: Open- ended and close- ended Questions.

Secondary sources: The data is collected from Internet, Reports, Articles and Websites.

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 Chapter 4

DATA ANALYSIS AND INTERPRETATION

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Q1 Do you use any hand wash?

TABLE 1

RESPONSE NO OF RESPONDENTS
YES 93
NO 7

NO.OF RESPONDENTS

YES
NO

Interpretation:

in this above question “ do you use any hand wash” out of 100 respondents 93%respondents
are using hand wash and 7 % respondents are refused to use hand wash.

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Q2which handwash you like the most?

TABLE 2

RESPONSE NO. OF RESPONDENTS

DETTOL 53
SAVLON 24
HIMALAYA 16
LIFEBOUY 7
OTHER 0

NO. OF RESPONDENTS
60

50

40

30 NO. OF RESPONDENTS

20

10

0
DETTOL
SAVLON
HIMALAYA
LIFEBOUY
OTHERS

Interpretation:
In this above table “ which hand wash do you like most” out of 100 respondents 53 %people
are like dettol the most, 24% respondents like the savlon hand wash and 16% respondents like
the Himalaya and 7% respondents like the lifebuoy hand wash. So dettol is the only one which
is like the most by the majority of customers.

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Q3 which factor influence you to buy Dettol ?

TABLE 3

RESPONSE NO. OF RESPONDENTS

Hygiene 52
Quality 44
Price 2
Fragrance 2

NO. OF RESPONDENTS
60

50

40
NO. OF RESPONDENTS
30

20

10

0
hygiene quality price fragrance

Interpretation:
In this above table out of 100 respondents 52 % people are influenced by hygiene, 44%
respondents are influenced by quality and 2% respondents influenced by price and 2%
respondents are influenced by fragrance. most of the people buy Dettol on the basis of
hygiene.

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Q4 for how long have you been using dettol hand wash?

TABLE 4

RESPONSE NO. OF RESPONSE

LESS THAN A YEAR 21
MORETHAN A YEAR 20
LESS THAN 5 YEAR 11
MORE THAN 5 YEAR 48

60

50

40

30

20

10

0
LESS THAN A YEAR MORE THAN A YEAR LESS THAN FIVE EAR MORE THAN FIVE
YEAR

Interpretation:

In the above table “for how long have you been using dettol hand wash” out of 100,
21%respondents start using from less than a year. It means they are first time using this
product, 20 %respondents using from more than a year. 11% respondents using dettol hand
wash from less than five years and 48% respondents using from more than five years. It clears
that majority of people using dettol hand wash.

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Q5Do you think that dettol hand wash is more hygienic?

TABLE 5

RESPONSE NO. OF RESPONDENTS

STRONGLY AGREE 39
AGREE 58
STRONGLY DISAGREE 2
DISAGREE 1

NO. OF RESPONDENTS
60

50

40

30 NO. OF RESPONDENTS

20

10

0
STRONGLY
AGREE AGREE
STRONGLY
DISAGREE DISAGREE

Interpretation:

In this above table “do you think Dettol hand wash is more hygienic” out of 100 respondents
39% respondents are strongly agree and 58 %respondents are agree that dettol hand wash is
more hygienic, and 2 respondent is strongly disagree and 1respondents are disagree that dettol
hand wash is more hygienic. Almost everyone is agrees that Dettol hand wash is more
hygienic.

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Q6 Do you think that dettol hand wash provide 10 times better protection than other?

TABLE 6

RESPONSE NO.OF RESPONDENTS

YES 62
NO 5
NOT SURE 33

70

60

50

40
NO OF RESPONDENTS
30 Column1

20

10

0
YES Column1
NO NOT NO OF RESPONDENTS
SURE

Interpretation:

62% respondents thinks that dettol hand wash is 10 times better than other.

5% respondents don’t thinks that dettol hand wash is 10 times better than other.

33% respondents are not sure about it.

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Q7Do you think dettol hand wash is 100% germs killer?

TABLE 7

RESPONSE NO. OF RESPONDENTS

AGREE 52
DISAGREE 13
Not sure 35

NO.OF RESPONDENTS

60

50

40
NO.OF RESPONDENTS

30

20

10

0
AGREE DISAGREE NOT SURE

Interpretation:

In this above table “do you thin dettol hand wash is 100% germs killer” out of 100
respondents 52 % people thinks that dettol hand wash is 100 % germs killer and they are
agree on this, and 13%respondents are disagree on it and 35%respondents are not sure about
it.

28
Q8Do you think Dettol hand wash is better than other hand wash brands?

TABLE 8

RESPONSE NO. OF RESPONDENTS

Yes 85
NO 15

NO. OF RESPONDENTS

YES
NO

Interpretation:

85 % think Dettol hand wash is better than others

15% people think other brands are better than Dettol hand wash

29
Q9Are you satisfied with dettol Hand wash?

TABLE 9

RESPONSE NO. OF RESPONDENT

YES 75
NO 4
MAY BE 21

NO.OF RESPONDENTS

YES
NO
MAY BE

Interpretation:

In this above table “are you satisfied with dettol hand wash” out of 100 respondents 75%
respondents are satisfy with dettol hand wash and 21 %respondents are not satisfy with dettol
hand wash and 4 respondents are in may be situation that they are confused that they are
satisfied or not.

30
Q10which brand is close competitor to Dettol hand wash?

TABLE 10

RESPONSE NO. OF RESPONDENTS

SAVLON 21
HIMALAYA 45
LIFEBOY 16
SANTOOR 3
OTHER 15

45
40
35
30
25
20
15
10
5
0
SAVLON HIMALAYA LIFEBOUY SANTOOR OTHER

Interpretation:

45 % people Himalaya is main competitor of Dettol hand wash

Savlon is 3rd choice by the people, lifebuoy at number 4

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Q11 Do you think dettol hand wash is affordable?

TABLE 11

RESPONSE NO.OF RESPONDENTS

YES 72
NO 9
MAY BE 19

NO. OF RESPONDENTS
80
70
60
50
NO. OF
40 RE-
SPON-
30 DENTS

20
10
0
YES
NO
MAY BE

Interpretation:

The response obtained for the question “do you think dettol hand wash is affordable” has been
presented in above table. From the table it is evident that out 100 respondents 72%
respondents thinks that dettol hand wash is affordable and 9 %respondents thinks that is not
affordable and 19 %people says may be.

32
Q 12 would you continue to buy dettol hand wash even if there is 15 -20% increase in
price?

TABLE 12

RESPONSE NO. OF RESPONDENTS

YES 45
NO 20
MAY BE 35

NO. OF RESPONDENTS

NOT SURE
NO. OF RESPONDENTS
NO

YES

0 5 10 15 20 25 30 35 40 45

Interpretation:

45% respondents are purchasing dettol even after increasing in price.

20% respondents are not purchasing after increase in price.

35% respondents are not sure about that they purchase after increase in the price.

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Q13 if “NO” than which product you buy?

TABLE 13

RESPONSE NO. OF RESPONDENTS

SAVLON 38
HIMALAYA 10
LIFEBUOY 40
SANTOOR 8
OTHERS 4

NO OF RESPONDENTS
40
35
30
25 NO OF RESPONDENTS
20
15
10
5
0
SAVLON
HIMALAYA
LIFEBUOY
SANTOOR
OTHERS

Interpretation:

If the price of dettol hand wash is increased so 38% respondents are going to purchase savlon,

10% respondents are going to purchase Himalaya, 40% respondents with majority are going to
purchase lifebuoy.

8% respondents are going to purchase santoor , and 4 % respondents are going for other
brands.

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Q14 will you recommend dettol hand wash to other?

TABLE 14

RESPONSE NO. OF RESPONDENTS

YES 92

NO 8

NO. OF RESPONDENTS

YES
NO

Interpretation:

In this table “will you recommend dettol hand wash to others”

92 % respondents want to recommend dettol hand wash to others.

8% respondents do not want to recommend dettol hand wash to other.

35
 Chapter 5

CONCLUSIONS AND RECOMENDATIONS

36
 CONCLUSIONS

 93% Customer are using hand wash.

 Dettol is the only one which is like the most by the majority of customers.

 most of the people buy Dettol on the basis of hygiene and quality.

 Almost everyone is agrees that Dettol hand wash is more hygienic.

 79 % people thinks that Dettol hand wash is 100 % germs killer

 85 % think Dettol hand wash is better than others

 15% people think other brands are better than Dettol hand wash

 respondents 72% respondents thinks that Dettol hand wash is affordable

 92% respondent want to recommend dettol hand wash to other.

 45% respondents are purchasing dettol even after increasing in price.

37
 62% respondents thinks that dettol hand wash is 10 times better than other.

 48% respondents using from more than five years. It clears that majority of people
using dettol hand wash.

 75% respondents are satisfied with dettol hand wash.



38
 RECOMMENDATIONS

 Figure out Poor Penetration – It feels like Dettol stopped its expansion once it became the
market leader. Dettol products are found in small markets, while it should have increased
expansion according to their brand equity.

 Burning Sensation from Antiseptic – One of Dettol’s significant weaknesses is the burning

sensation from the antiseptic. Another brand called “Savlon” came up with a disinfectant
that cures wounds without burning sensation, which should have been a warning sign for
Dettol to step up their game.

 Dettol should hire celebrities for advertisement.

 They should also increase the volume of their CSR activites because dettol have good
brand image in the market and trusted brand.

 Any increase in the price must be justified by giving extra benefits to the customers.

39
BIBLIOGRAPHY

Books:

Principles of marketing : KOTLER ARMSTRONG.

Marketing Management : PHILIP KOTLER.

(Analysis, Planning Implementation and Control)

HARPER W. BOYD,JR “MARKETING RESEARCH, published by Jyoti Publisher, 2006

WEBSITES

 https://www.dettol.co.in/en/
 https://en.wikipedia.org/wiki/dettol
 https://dir.indiamart.com/impcat/dettol-handwash.html

40
 QUESTIONNAIRE
CUSTOMER STATISFACTION ON DETTOL HANDWASH
Personal information:
Name :
Age :
Gender :
Occupation :

Q1 do you use any hand wash?

YES

NO

Q2 Which hand wash you like the most?

Dettol

Savlon

Himalaya

Lifebuoy

Q3 which factor influence you to buy Dettol hand wash?

Hygiene

Quality

price

41
 fragrance

Q4 How long have you been using dettol handwash?

less than a year

more than a year

less than 5 year

more than 5 year

Q5 Do you think that dettol hand wash is more hygienic?

Strongly agree

Agree

Strongly disagree

Disagree

Q6 Do you think that dettol hand wash is 10 times better than other?

Yes

No

Not sure

Q7 Do You think dettol hand wash is 100% germs killer?

Agree

42
 Disagree

Not sure

Q8 Do you think dettol hand wash is better than other hand wash brands?

Yes

No

Q9Are you satisfied with dettol hand wash?

Yes

No

May be

Q10 which brand is close competitior to dettol hand wash?

Savlon

Himalaya

Life buoy

Santoor

Other

Q11 Do you think dettol hand wash is affordable?

Yes

43
 No

May be

Q 12 would you continue to buy dettol hand wash even if there is 15 -20% increase in
price?

Yes

No

May be

Q13 if no which product you buy?

Savlon

Himalaya

Lifebuoy

Santoor

Other

Q14will you recommend dettol hand wash to other?

Yes

No

44
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