A STUDY ON CONSUMER SATISFACTION AND RETAIL

COVERAGE ANALYSIS OF DABUR INDIA

SUMMER TRAINING PROJECT

REPORT

SUBMITTED BY:
HXXXXXXXXX
ENROLLMENTNO:-220620000000
UNDER THE GUIDANCE OF
MRS. HIMANIKATHURIYA (H.O.D ) OF MANAGEMENT DEPARTMENT)
IN PARTIAL FULFILLMENT OF THE REQUIRMENTS
FOR THE AWARD OF THE DEGREE OF
“MASTER OF BUSINESS ADMINISTRATION”
OF

A .P . J . ABDUL KALAM TECHNOLOGY UNIVERSITY , LUCKNOW

DEV BHOOMI GROUP OF INSTITUTION SAHARANPUR

BATCH 2022-24

1|Page
 DECLARATION

I hereby declare that the Dissertation project entitled “Customer Satisfaction and Retail
Coverage Analysis” submitted by me as a partial fulfillment for the award of Masters of Business
Administration to Dev Bhoomi group of institution, Saharanpur is original and genuine work carried out
by me.

Date: HXXXXXXXX

Place:
 ACKNOWLEDGEMENT

Apart from my own efforts, the success of any project depends largely on the encouragement and
guidelines of many others. I take this opportunity to express my gratitude to the people who have been
instrumental in the successful completion of this project.

I would like to thank my project faculty guide MRS.HIMANI KATHURIYA MAM (H.O.D OF
MANAGEMENT DEPARTEMET) , for his constant follow-up, encouragement and guidance to
complete this project within the allotted timeframe

I would like to thank DR. DEPAK RAJ THAKUR, Director, Dev Bhoomi group of institution,
Saharanpur, for giving me a chance to gain an exposure in the corporate world. I would also like
to thank all staff for their kind cooperation and providing me with the academic support.

Last but not the least; I would like to thank my Almighty for blessing me and making this project a
success.
 TABLEOF CONTENTS

S.N. PARTICULARS PAGENOS.

1 Executive Summary 6
2 Introduction 7
3 Company Details 8
4 Products 09-10
5 Dabur India Category Wise business 11

6 SWOT Analysis 12
S7 PESTEL Analysis 13-14
8 Porters Five Force Analysis 15
9 Objectives of the Study 16
10 Roles and Responsibility 17
11 Methodology 18
12 Research Plan 19
PhaseI
13 Data Interpretation and Analysis 20-37
14 Findings and Conclusion 38
15 Recommendations 39
16 Limitations 40
PhaseII
17 Data Interpretation and Analysis (Phase II) 41-43
18 Findings and Conclusion 44
19 Recommendations 45
20 Limitations 46
21 Reference 47

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 EXECUTIVESUMMARY

This Summer Internship Report “Customer Satisfaction and Retail Coverage Analysis of
DaburIndia”hasbeendividedintotwoparts.Themainreasonforchoosingthisprojectasthe scope is
very wide to study. The report basically has an Introduction of the company and the FMCG
sector. It also gives briefing about the product portfolio and the Competitors in the FMCG
Sector. Swot analysis of the organisation has also been done along with the Industry analysis
(PESTLE) of the FMCG sector.

The Study has been divided in to two parts:

 Part I discusses about Consumer Satisfaction towards Dabur Red Toothpaste and
RealFruitJuice.AnalyticalToolswereusedtocarryouttheanalysisandtodetermine the
factors that affect the satisfaction of a customer towards the two Dabur Products.
Cross tabulation relations were also generated to show correlation between the two
factors while purchasing these two products. Demographic analysis was also carried
out and percentage studies were carried out to determine the important factors and
finally the findings of the study is also mentioned in the report and recommendations
were given.

 Part II discusses about the Retail Coverage Analysis of Uttarpara, Hindmotor and
Konnagar Region of Hooghly districts in West Bengal stating the problems faced by
retailers and using analytical tools to find out the regions where the problems are
higher than average. New Product Drive was also conducted where the new products
by Dabur was branded and Pitched to the Retailers to increase market reach. The
survey was conducted by visiting almost 300+ retails in the above area. The findings
of the analysis are mentioned in the report and recommendation is also given.
UpdatingofcontactofretailersthatIvisitedinthecompanydatabasewasalsoawork assigned
to me during my Internship Period.
Dabur indiaisatop company in the FMCG sector.The company deal sin wide range of product
range which includes personal care products as well as foods and beverages. Dabur as a brand
is spread across 20 consumer categories. It has been found out that the brand is also
purchased by approximately 2 out of 3 Indians. The workforce of the company is also strong
as there are currently 15000 employees working for the company and apart from that there
are12000managers.Thenetworkingisalsooneoftheadvantagesasthecompanyhasover 2000
suppliers for the brand. There are constant innovations in the company based on the product
needs in the market.

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 EXECUTIVESUMMARY

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 INTRODUCTION

Started in1884 by Dr. S .K Burman ,Dabur India is one of the most trusted FMCG company in the
country. Ithasanexperienceofover130yearsandover250productsinitsportfolio.The company went through
several strategic changes to maintain its market.
Dabur had to maintain operational efficiency with such a large produt portfolio. Dabur became a Public
Ltd company in 1986. The product portfolio of fered included personal care products, health care
products, homecare product and foods .It also offers Ayurveda based health care
products.ItmarketsitsproductsinIndiaaswellasintheInternationalmarkets. The company currently has its
headquarters in Ghaziabad, Uttar Pradesh, India
TheheadquartersofthecompanyisinGhaziabad,UttarPradesh.CurrentlyDaburisthethird Largest FMCG
Company in India and is World leader in Ayurveda with a wide range of
productsofferingover250AyurvedicorHerbalProducts.ThedistributionchannelofDaburis also widely
spread across the country having over 6.5Million Retailers across the Country. It has 20 state-of-the-art
manufacturing facilities spread across the globe

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 INTRODUCTION

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 COMPANYDETAILS

INDUSTRY RETAIL
Founded 1884
Headquarters Ghaziabad,UttarPradesh,India
CEO Mohit Malhotra
Revenue ₹88.29billion(2018-2019)
Product Offered  Home Appliances
 Food
 Digestives
 Personal Care
 Health Supplements
 Oral Care
 OTC& Ayurvedic Medicines
Noof Employees 8000+
Website www.dabur.com

Mission: Dedicated to Health and well-being of every household

Vision: Increasing the shareholder’s value towards the company by providing quality-based
products superior in nature and improving the life of the consumers in Personal Care,
Health care & Food segments.
Core Values :Innovation ,Responsiveness ,Simplicity and Team orientation

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 COMPANYDETAILS

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 PRODUCTS
FOODS:

 RealJuice
 RealActiv
 Homemade
 Lemoneez
 Capsico

HEALTHCARE:

 BabyCare

 DaburLal Oil
 DaburBabyOlive Oil
 DaburJanmaGhunti

 HealthSupplements

 DaburChawanprash
 DaburGlucoseD

 Digestives

 HajmolaYumstick
 Ananrdana
 HajmolaNormal
 HajmolaCandyFun2
 HajmolaCandy
 PudinHara(LiquidandPearls)
 HajmolaMastMasala
 PudinHaraG
 DaburHingoli

 NaturalCures

 ShilajitGold
 NatureCare
 Sat Isabgol
 Shilajit
 RingRing
 ItchCare
 Backaid
 ShankhaPushpi
 DaburBalm

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PersonalCare:

 HairCareOil

 AmlaHairOil
 AmlaLiteHairOil
 VatikaHair Oil
 AnmolSarsonAmla

 HairCareShampoo

 AnmolSilkyBlackShampoo
 VatikaHennaConditioningShampoo
 VatikaAntiDandruffShampoo
 AnmolNaturalShineShampoo

OralCare:

 DaburRed Gel
 DaburRedToothpaste
 BaboolToothpaste
 DaburLalDantManjan
 DaburBinacaToothbrush

SkinCare

 Gulabari
 VatikaFairnessFace Pack
 Fem
 OxyBleach

Ayurvedic Specialities
 Ayurveda

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 DABURINDIABUSINESS–CATEGORY WISE

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 SWOTANALYSESOFDABURINDIA

STRENGTH
The Strengths of Dabur India Ltd areas follows:
 DABUR INDIA IS A VERY OLD COMPANY HAVING RICH EXPERIENCE
AND TRUST IN THE MINDS OFCONSUMERS .
 ALLTHE BRANDSAREWELL ESTABLISHED
 STANDARDWORKISSETBYOFFERINGSUPERIORQUALITYMACHINERY ,STAF
F,ANDOFFICE EQUIPMENT’S.
 MARKETLEADERHAVINGTHEHIGHESTMARKETSHAREOFABOUT 70-80%.
 PRODUCTRANGEOFAYURVEDICANDHERBALPRODUCTS .
 CONSTANT PRODUCTDEVELOPMENTTHROUGHINNOVATION .
 HIGHANDSTRONGDISTRIBUTIONCHANNELSTOREACHEVERYPARTOFTHECOUNTRY .
 R& D IS AKEY STRENGTH
 EXTENSIVE SUPPLY CHAIN CAPABILITIES

WEAKNESS
The main weaknesses of Dabur India Ltd are:
 The prices of the products are higher or same as its competitors thus
having higher costs than competitors are a major weakness.
 Some major products have seasonal demands
 Dabur is being associated with Ayurvedic products and thus the non
Ayurvedic products such as Real Juice, Odopic, Odonil do not have a
great image among the consumers

OPPORTUNITIES
The opportunities that Dabur India is currently facing as follows:
 Untapped Market
 Market Development
 “Made in India“ initiative by Indian Government
 Innovation and R&D
 Increase in the in come level o f middle- class people
 People focusing on Ayurvedic Products

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THREATS
The threats of Dabur India are-
 High Competition from well established brands in the FMCG sector.
 Substitute products po sea high threat.
 Other fields like Homeopathic and All opathic
 New Entrants in the market.

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 PESTELANALYSIS

POLITICALFACTORS:

 Governmentintervenes:GovernmentsupportstheFMCGIndustrytoexpandand export its

products so that they can grow
 Tradingpolicies:Thetradingpoliciesarefavourabletoexpandandgrow

ECONOMICFACTORS:

 Consumerfocus:Themainfactoristhattheorganisationanalysestheconsumer needs
 Livingstandard:Thelivingstandardhasincreasedandthusleadingtointroduction of high-
quality products
 Nationalincome:Thepercapitaincomehasincreasedandthustheamount spent is also more.
 Inflationrate:Iftherateof inflationis higherthenthecostoftheproductswillalsobe high whereas
if the inflation is lower the cost of the products will also be less and it has direct impact on the
growth of the company.

SOCIALFACTORS:

 Demographics:Thedemographicfactorshelptheorganizationtodividethemarket into various

segments and decide on the target group of the customers.
 Distribution of income: The income group decides the purchasing pattern of the
consumersandthecompanygetsanoverviewofthepurchasingpowerofthebuyers which ultimately
leads to consumption of products.
 Consumerism: This indicates large number of choices available to the consumer. It is
veryeasyfortheconsumertochoosefromthewidevarietyofoptionsaccordingto their needs
 Education levels: It is another important factor which influence buying power.
Consumersshouldknowaboutthefeaturesofthegoodswhichhe/sheispurchasing.

TECHNOLOGICALFACTORS:

 Discoveries&innovation:Continuousinnovationsofproductsandservices provides
consumers with innovative products.
 Advancementintechnology:Thetechnologyadvancementensuresthegrowthof the
business with a focus on the core brands in the product range across various categories as
well as reaching to every part of the country whether

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  Automation:Changeintechnologywillleadstoautomation,alltheworksaredone automatically
by the machines as earlier it is labour oriented.
 Research&development:Thisdepartmenthastodoresearchaboutthedemandof the markets &
how to make advancements so the organization can survive in the competitive world.

ENVIRONMENTALFACTORS:

 Environment regulations: The brand should keep in mind about the needs of the
customer in the personal grooming segment and target customers with safe as well
asnaturalsolutionswiththehelpoftakingknowledgeofAyurvedawhichisverywell implemented
in the brand along with modern science.
 Environmentalprotection:Thecompanyshouldberesponsibletoprotect
Ecological system & use Eco-friendly products.

LEGALFACTORS:

 Employmentlaw:Equalopportunitiestoeverycitizenandchildlabourisa punishable
offence
 Consumerprotection:Toprotectconsumerrightsandincasetheconsumeris cheated he
can file a complaint.
 Lawaffectsocialbehaviour:Differentlawsaremadebythegovernmentto safeguard
the rights of consumers.

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 PORTERSFIVEFORCESMODEL

THREATOF
SUBSTITUTE
HIGH

BARGAINING BARGAINING
COMPETITIVE
POWEROF POWEROF
RIVALRY
SUPPLIERS BUYERS
HIGH
LOW HIGH

THREATOF
NEWENTRANTS
MEDIUM

CompetitiveRivalry(HIGH)
 Highdiscountsofferedtoprivatebrandsbyretailerstoincreasesales
 TheindustryishighlyfragmentedduetoentranceofmoreMNCs
 Advertisementandpromotionalactivities
 Distributionisverycompetitive
 Newproductanddiverseproducts
 Verylowexitbarriers

ThreatofNewEntrants(MEDIUM)
 Thereisaveryhugeinvestmentforsettingupdistributionnetworkandpromotingit
 Thereislotofinvestmenttocreategoodwillandforadvertisements

Buyer’spower(HIGH)
 Switchingcostislowthuscustomerscanshifteasily
 Marketingstrategiesinfluencethecustomers
 Sameorsimilaralternativeseasilyavailable

Supplier’spower(LOW)
 Large FMCG company can shift suppliers if they are not happy with the price. The companies
dictate the prices through local sourcing from a group of key commodity supplier.

Threatofsubstitutes(HIGH)
 Multiplebrandspresentinsameindustry
 Thereishardlyanyproductdifferentiationbetweenthebrands
 ContinuousPricewarbetweenthebrands

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 OBJECTIVESOFTHESTUDY

 FORPHASEI:

 TostudytheSatisfactionlevelofDaburProductUsers(ToothpasteandFruitjuice).
 ToanalysisthefactorsinfluencingofusageofDaburProducts(ToothpasteandFruit juice).
 Analysisofmaindemographicfactors(ageandincome)ofDaburproductusers

 PHASEII:

 CoverageanalysisofRetailsinUttarpara,HindmotorKonnagarregions
 AnalysisofthemajorproblemsfacedbyretailerswithDaburProducts
 NPD(NewProductDrive)intheretailoutlet
 UpdatingofPhonenumbersofRetailersonDaburDatabase

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 ROLESAND RESPONSIBILITIES

 ForPhaseI:

 DoadetailedstudyofDaburBrandsandanalysis
 StudyConsumerSatisfactionofDaburProducts(RedToothpasteandRealFruit Juice)
 StudythefactorswhichinvolvesconsumerpurchasebehaviourofDabur Products
(Red Toothpaste and Real Fruit Juice)
 DoCrosstabulationanalysisofDemographicsandPurchaseBehaviour

 ForPhaseII:

 Retail Coverage analysis in Uttarpara, Hind motor and Konn

agarregion of Hooghly district of West Bengal
 VisitRetailerswithSalesExecutiveandunderstandtheproblemthe
yare facing
 Updatingthecontactsofthevisitedretailers
 BrandingandPitchingofNewProductsofDabur
 MonitoringregularbillingofNewLokenathDistributorthrou
ghDristi Application
 Monitoringtheuncoveredandunbilledretailsandgeneratingbus
iness through them
 Recordingcomplaintsbytheretailers
 Findingoutnewretailswhichwerenotassociatedwithdaburinthereg
ion and generating business through them

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 ROLESAND RESPONSIBILITIES

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 METHODOLOGY

 PRIMARYDATA:

FORPHASEI:

• StructuredquestionnaireswerepreparedfortheconsumersatisfactiontoDabur Product were

sent to Dabur Users. The consumers were selected keeping in mind various positions of
the FMCG sector
• The responses were taken by filling up of the questionnaire. At times it so happened
thatthe consumers did not understandthe questions, soI hadto make them understand the
questions and then fill them. Few other questions were also involved to know if there
were any malpractices present in dealing with any other brands or not. If the consumers
were not present telephonic interviews were also conducted to get the right responses.

FORPHASEII:

• Face to Facere sponses of the retailer son the problems

• Computerfacilityhasbeenusedfortypingandotherrequirementsofthestudy.

 SECONDARYDATA:

FOR PHASE I & II:

• The information gathered from Internet, books ,journals ,etc. Ireerred books and case
studies of FMCG products to get an insight on the products being sold and
tounderstandthebuyingbehaviour oftheconsumers. These bookshelpedmea lot in
collecting information about employee engagement in an organization.

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 RESEARCHPLAN

1 Researchdesign Descriptive
2 Sourcesofdata Primary&secondary
3 Researchinstrumentandtoolused Questionnaire,SPSS,andExcel
4 Samplelocation  PhaseI:Questionnairefloatedon Social
Media Platforms, Family, Relatives
and Friends

 PhaseII:RetailersofUttarpara,
HindmotorandKonnagarRegionof Hooghly
District, West Bengal
5 Samplingplan Non-RandomSampling
6 Samplesize  PhaseI:96respondentsthrough
Questionnaire filling

 PhaseII:313RetailOutletsurveyed

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 DATAANALYSISANDINTERPRETATION

FORPHASEI
DemographicSurvey
GENDER

INTERPRETATIONS

 Outof96respondents,64.6%weremalesandtherest35.4%werefemales

AGE

INTERPRETATIONS

 61.5%oftherespondentsfallsintheagerangeof18-25
 29.2%respondentsareintheagerangeof26-33
 9.3%respondentsareaboveage33andbelow18yearsofage

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ANNUALFAMILYINCOME

INTERPRETATIONS

 45.8%respondent shave anannual family income between 400000-800000

 27.1%respondent shave annual family income above 800000
 27.1%respondent shaveannualfamilyincomebelow 400000

PRODUCT:DABURREDTOOTHPASTE

BRANDAWARENESS

INTERPRETATIONS

 94.8%respondentsknowaboutDaburRedtoothpaste

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LAST USAGE

INTERPRETATION:

 66.7%respondentssaidthattheyusedDaburRedToothpaste inlessthanlast 6 months

 16.7%respondentssaidtheyhaveusedDaburRedToothpastemorethan3years ago
 9.4%respondentssaidthattheyhaveusedDaburredToothpastebetween1to3 years ago
 7.2%saidthattheyhaveusedDaburredToothpastebetween6monthsto1year ago

FUTUREPURCHASE

INTERPRETATION

39.6%ofrespondentssaidtheywillpurchaseDaburRedToothpasteinfuture

39.6%ofrespondentsareunsure,theymightbuyDaburRedToothpasteinfuture 20.8% of respondents

said they will not buy Dabur red Toothpaste in future

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Factor Analysis

Kaiser-Meyer-Olkin(KMO)

ItisameasureofsamplingadequacythataretobeusedforFactorAnalysis.
TheKMO valueis.745whichstatesthatthecorrelationsbetweenpairsofvariablescanbe explained by other
variables and that factor analysis will be appropriate.

Communalities

Acommunalityistheextenttowhichanitemcorrelateswithallother items

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TotalVarianceExplained

• Therewere14variablesofwhich1wasthedependent variable.So, out ofthe13 factors or

variables not all 13 are retained only the first 4 factors or variables are retained.
• Eigenvaluesarethevarianceoffactors.Thetotalcolumncontainstheeigenvalues. The first factor
accounts for the most variance thus having the highest eigenvalue and the next factor
accounts for the left-over variance and so on.
• The%ofvariancecolumngivesthepercentageoftotalvarianceaccountedforby each
component.
• Herethecumulative%forthefourthcomponent is61.887thatmeansthatfirst 4 factors
account for 61.887% of the total variance.

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RotatedComponentMatrix

Therotatedcomponentmatrixrepresentstheestimatesofthecorrelationsbetweeneachof the variable and the

estimated components.

Component 1 –
BRANDIMAGE_ADVERTISING
Component 2 –
FEATURES_BENEFITS
Component 3 -
AYURVEDICINGREDIENTS
Component 4 –
SUGGESTIONS_ADVICES

Descriptive

• N–Thisisthenumberof validobservationsforthevariable.Therearetotal96 observations

• Minimum–Thisistheminimum,orsmallest,valueofthevariable.
• Maximum–Thisisthemaximum,orlargest,valueofthevariable
• Mean–Thisisthearithmeticmeanacrossthe observations
• Std.Deviation–Itmeasuresthespreadof asetofobservations.Thelargerthe standard
deviation is, the more spread out the observations are.

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Cross-Tabulation

Genderand Satisfaction

 Pvaluelessthan
0.05.
 Nullhypothesisi
s rejected
 Factors are
dependento
n each
other

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AgeCodeandUsage

Pvaluemorethan

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ImportantFactorsduringPurchase

Attribute Important(%) NotImportant(%)

Priceofthetoothpaste 64.58 35.42

Itisaregulartypeoftoothpaste with no
extra features such as
whitening 41.67 58.33

ItisaAyurvedictoothpaste 66.67 33.33

Thepackagingi.e.typesoftube 53.13 46.88

Itismadeforsensitiveteeth 77.08 22.92

Itfreshensbreath 85.42 14.58
Itwhitensteeth 73.96 26.04

Itprovidestotalcareformyteeth
i.e.plaquecontrol,tartarcontrol 88.54 11.46

IngredientsareNaturaland chemical
free 80.21 19.79

DuringPurchasetheattributessuch as:

• Price

• WhiteningTeeth

• AyurvedicToothpaste

• Packaging

• Ingredients

• Providestotalcare

• FreshenBreatheareconsideredveryimportantfactorsbytherespondents

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PRODUCT:REALFRUITJUICE
BRANDAWARNESS

INTERPRETATIONS

 92.7%respondentsknowsaboutRealFruitJuice

FREQUENCY

INTERPRETATIONS

 51%oftherespondentsdrinkRealfruitjuicelessoftenthanoncea week
 28.1%oftherespondentsdrinkRealFruitJuice1-2timesaweek
 11.5%oftherespondentsdrinkRealJuice3-4timesaweek

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PACKAGING

INTERPRETATIONS

 51%oftherespondentsusethe200-250mltetrapack
 49%oftherespondentsuse1Litretetra pack

SOURCEOFINFORMATION

INTERPRETATIONS

 66.7%knowsabouttheproductthroughTelevisionAds
 43.8%knowsabouttheproductthroughStoredisplays
 31.3%knowsabouttheproductthroughWordofMouth

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FUTUREPURCHASE

INTERPRETATIONS

 72.9%ofrespondentssaidthattheywillpurchaseRealJuiceinfuture
 19.8%ofrespondentssaidthattheymightpurchaseRealJuiceinfuture
 7.3%ofrespondentssaidthattheywillnotpurchaseRealJuiceinfuture

BRANDLOYALTYWITHRESPECTTOPRICE

INTERPRETATIONS

 41.7%respondentssaidtheymightbuyRealJuiceeveniftheprice increases
 36.5%respondentssaidthattheywouldpurchaseRealJuiceeveniftheprice increases
 21.9%respondentssaidthattheywon’tbuyRealJuiceifthepriceincreases

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Factor Analysis

Kaiser-Meyer-Olkin(KMO)

ItisameasureofsamplingadequacythataretobeusedforFactorAnalysis.
TheKMO valueis.734whichstatesthatthecorrelationsbetweenpairsofvariablescanbe explained by other
variables and that factor analysis will be appropriate.

Communalities

Acommunalityistheextenttowhichanitemcorrelateswithallother items

36|Page
TotalVarianceExplained

 Therewere12variablesofwhich1wasthedependent variable.So, out ofthe11 factors or

variables not all 13 are retained only the first 3 factors or variables are retained.
 Eigenvaluesarethevarianceoffactors.Thetotalcolumncontainstheeigenvalues. The first factor
accounts for the most variance thus having the highest eigenvalue and the next factor
accounts for the left-over variance and so on.
 The%ofvariancecolumngivesthepercentageoftotalvarianceaccountedforby each
component.
 Herethecumulative%forthefourthcomponent is58.082%thatmeansthatfirst3 factors account
for 58.082% of the total variance.

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RotatedComponentMatrix

Therotatedcomponentmatrixrepresentstheestimatesofthecorrelationsbetweeneachof the variable and the

estimated components.

Component1– INFO
Component2–CLEANINESS AND
PACKAGE
Component3- TASTE_INFO

Descriptive

• N–Thisisthenumberof valid observationsforthevariable.Therearetotal96 observations

• Minimum–Thisistheminimum,orsmallest,valueofthevariable.

• Maximum–Thisisthemaximum,orlargest,valueofthevariable

• Mean–Thisisthearithmeticmeanacrosstheobservations

• Std.Deviation–Itmeasuresthespreadof asetofobservations.Thelargerthe standard

deviation is, the more spread out the observations are.

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Cross-Tabulation

Genderand Satisfaction

• Pvaluemorethan
0.05.

• Sonullhypothesisi
s accepted

• There is no
associationbetwee
n the factors

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Ageand Satisfaction

 Pvalueles
s than
0.05.
 Nullhypothes
is is rejected
 Factors are
dependento
n each

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Ageand Satisfaction

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ImportantFactorsduringpurchase

Somewhat
Not atall Important LessImportant Important Veryimportant
Flavour 1.04 4.17 22.92 71.88
Taste 0.00 1.04 17.71 81.25
Colour 6.25 28.13 40.63 25.00
Packaging 3.13 6.25 30.21 60.42
Cleanlinessofpacket
orstateofdamage 1.04 3.13 13.54 82.29
Manufacturing&
expirydate 0.00 0.00 8.33 91.67
Veg–Nonveg
information 9.38 14.58 21.88 54.17
Storedisplay 7.29 25.00 39.58 28.13
BrandAmbassador 26.04 29.17 25.00 19.79
PulpContent 8.33 14.58 35.42 41.67
Price 9.38 1.04 31.25 58.33

 DuringPurchasethefactorssuchas:

• Flavours

• Taste

• Packaging

• CleanlinessofPacket

• ManufacturingandExpirydate

• PriceareconsideredVeryimportantfactorsbythe respondents

 BrandAmbassadorendorsingislessimportantfactorduringPurchase

 StoredisplayisalsosomewhatimportantfactorduringPurchase

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 FINDINGSANDCONCLUSION

 Thedemographicswere:

• Almost65%oftherespondentswerebetweenage 18-25and29%werebetween 26-33

• 65%ofRespondentswere Male

• 45%ofresidentshasfamilyincomebetweenlakhsand8Lakhs

• 66%ofrespondentshasusedRedToothpastewithinlast6months

• 94%respondentsareawareofDaburRedToothpasteand39.6%respondentshas future purchase

plans while 39.6 % respondents are still doubtful.

• 93% Peoplehaveheardabout RealJuiceand51% peoplelikethe250mland49% like the 1-liter

variant

• 72%peoplehaveintentionsoffuturepurchaseofRealFruitJuice

• 36%willstillbuyRealifpriceincreasesand41%maybuywithprice increase

• SatisfactiondependsontheattributesFlavours,Taste,Packaging,cleanlinessof Packet,
Manufacturing and Expiry date,

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 RECOMMENDATIONS

• Daburcanfocusonthepackingofthefruitjuicesandthe250mlTetra Packs

• IncreasetheadvertisingofRedToothpasteandbranditmoreasanAyurvedic Toothpaste

• WithRealJuicethefocusshouldalsobeonAthletesandhealthconsciouspeople

• AmediacampaignfromDabur sidetofocusonthebenefitsof Ayurvedafroman “swadeshi”

brand

• TieupwithdentalassociationsanddentistssothattheycanpromoteRed Toothpaste

• Placethebrandacrossgymnasiums,fitnessclubs,kids’sections,healthstoresetc

• Tieupwithsomerenownedpersonalityinthefieldofnutritionorhealth

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 LIMITATIONS

• ThedatawasnotgreatforrunningregressionanalysisasR2valuewasveryless

• MoreToolscouldbeusedifdatawereproper

• Thesamplingwaslimited,andmoreresponsescouldhavefetchedbetterresults

• Alargesamplesizecouldgivemoreadequateresults

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 DATAANALYSISAND INTERPRETATION

FORPHASE II
MARKETSURVEY[RETAILANALYSIS]
 Division–HCandFoods/OTCandHPC

 Distributor-NewLokenathEnterprise

 AreasCovered-Uttarpara,HindmotorandKonnagar

 NoofBeats/Locations-12

 Noofretailssurveyed-313

 NoofShopsnewlyAssociatedduringSIP-23

 ProblemDelivery-30

 ProblemDamage-36

 ProblemInventory- 67

 ProblemService-36

 MaintainingregularbillingrecordsonERPsystemnamedDristhi.Regularorder collected to
billing.

 NewProducts Drive

 AshwagandhaCapsules

 ImmunityKit

 DaburSanitizeAntisepticLotion

 DaburSanitizeSoap

 DaburSurakshaKit

 DaburSanitizer

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 ANALYSISOFMARKETWHERE RETAIL
PROBLEMSAREFACED

• The Average Problem of Delivery is around 9.08. Regions Kotrung 1, Kotrung 2, CS

MukherjeeRd,KathalBagan,SakherBazarandAdarshNagarhas%DeliveryProblem more than
the average.

• TheAverageProblemofDamageisaround13.44.RegionsUttarparaIand2,Kotrung 1, Kotrung 2,
Hindmotor 1, SakherBazar and AdarshNagar has % Damage Problem more than the average.
Uttarpara 1 and Hindmotor 1 has significant problem of damage

• The Average Problem of inventory is around 21.13. Regions Uttarpara 2, Kotrung 1,

Hindmotor 1, Hindmotor 2, KathalBagan and AdarshNagar has % Inventory Problem
morethantheaverage.RegionsUttarpara2,Kotrung1,Hindmotor1,Hindmotor2has huge
inventory issues

• The Average Problem of service is around 11.80. Regions Hindmotor2, Kotrung,

SakherBazar and AdarshNagar has % Service Problem more than the average .

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TWOFACTORANNOVA
Anova:Two-
FactorWithout
Replication
ProblemReportedonall the
Null(Row) location Same
ProblemReportedonall the
Alternate(Row) locationDifferent

Null(Column) Allproblemsequallyreported
Alternate
(Column) Allproblemsreporteddifferent
SUMMARY Count Sum Average Variance
Uttarapara1 4 50.00 12.50 141.67
Uttarapara2 4 59.09 14.77 266.87
Hindmotor1 4 72.00 18.00 144.00
Hindmotor2 4 58.62 14.66 153.59
Kotrung1 4 69.23 17.31 340.24
Kotrung2 4 55.56 13.89 51.44
CriperRd 4 33.33 8.33 77.78
CSMukherjee 4 40.00 10.00 50.00
KathalBagan 4 48.65 12.16 80.35
Nabagram 4 28.00 7.00 14.67
SakherBazar 4 74.19 18.55 23.41
AdarshNagar 4 76.67 19.17 25.00

Delivery 12 108.98 9.08 61.12

Damage 12 161.25 13.44 90.32
Inventory 12 253.54 21.13 141.75
Service 12 141.58 11.80 57.49

ANOVA
Sourceof P-
Variation SS df MS F value F crit
Rows 711.48 11 64.68 0.678 0.748 2.093
Columns 961.03 3 320.34 3.360 0.030 2.892
Error 3146.00 33 95.33

Total 4818.51 47

• Asrowp-valueisgreaterthan0.05wecannotrejecttherownullhypothesis. Hence, we conclude

that problems are reported equally from all locations

• Ascolumnp-valueislessthan0.05werejectthecolumnnullhypothesis.Hence,we conclude that

there are different levels of problems.

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 FINDINGSANDCONCLUSION

• TheAverageProblemofDeliveryisaround9.08.RegionsKotrung1,Kotrung2,CS Mukherjee Rd,

KathalBagan, SakherBazar and AdarshNagar has % Delivery Problem more than the
average.

• The Average Problem of Damage is around 13.44. Regions Uttarpara I and 2,

Kotrung1,Kotrung2,Hindmotor 1,SakherBazarandAdarshNagarhas%Damage Problem
more than the average. Uttarpara 1 and Hindmotor 1 has significant problem of damage

• The Average Problem of inventory is around 21.13. Regions Uttarpara 2, Kotrung 1,

Hindmotor1,Hindmotor2,KathalBaganandAdarshNagarhas%InventoryProblem more than
the average. Regions Uttarpara 2, Kotrung 1, Hindmotor 1, Hindmotor 2 has huge inventory
issues

• TheAverageProblemofserviceisaround11.80.RegionsHindmotor2,Kotrung1, sakherBazar
and AdarshNagar has Service Problem more than the average.

• 350RetailsUpdatedwithnewPhoneNumbersinDaburDatabase.

• NPD(NewProductDrive)

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 RECOMMENDATION

• Daburdamagepolicyshouldbeclarifiedwiththeretailersasthelocaldistributorsdo not convey the

policies correctly.

• TheSalesExecutivesshouldbemonitoredasbecausetherearecomplaintsthatthe executives do
not visit the retails on a weekly basis

• Thereareinventoryissuesastherightproductsarenotavailable. So,Daburshould investigate it

whether it is from the distributor side or the manufacturing side then only a
recommendation can be done.

• TheNewProductssuchasAshwagandhaCapsules,DaburSurakhshaKit,Immunity Pack,
Antiseptic Lotion, Sanitize Soap had been accepted very well due to the ongoing pandemic

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 LIMITATIONS

• TheSalespersonofthedistributorhasgoodrelationshipwiththelocalretailersand thus due to

these the retailer’s responses were always not correct.

• I wenttothemarket withthe Salespersonandthusduetohisinfluencesomedata was not

correctly given

• ThelocalsalespersonknowstheretailsinthemarketandthusI visitedtheretails where he

accompanied me.

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 REFERENCES

1. www.google.com
2. www.dabur.com
3. www.indiainfoline.com
4. www.researchandmarkets.com
5. www.marketresearch.com
6. Kotler&Armstrong,principlesofMarketingmanagement,PrenticehallIndia
7. Varshney&Gupta;MarketingManagement

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