TABLE OF CONTENTS

Sr. No.
1 2 3 4 5 6 7 8 9 10 11 12 13 14

Contents
Preface Objectives Of Study Scope of Study Limitations of the Study Research Methodology Introduction to HUL Mission Dove Shampoo SWOT Analysis Consumer Behaviour Data Presentation & Analysis Conclusion Recommendations Bibliography

Pg. No.
6 7 8 8 9 11 15 17 18 20 22 27 28 29

PREFACE
This is the specialization project is on the analytical study on consumer behaviour with respect to Dove Hair Care Range. The project was assigned by Dipti Mam (co-ordinator). During the project I researched on understanding consumer buying pattern and preferences. Thus, this study is based on consumer behaviour towards Dove Hair & Care Range.

OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVE:
To study the attitude and satisfaction among the consumers for Dove Hair Care Range.

SECONDARY OBJECTIVE: 1) To study and analyze various factors influence the consumers to purchase the Dove Hair Care Range. To analyze the factors influencing perception and buying decision of consumers.

SCOPE OF THE STUDY

The study attempts to identify the reach of Dove Hair Care Range which would help the company in formulating suitable strategies. The study also identifies the attitudes and preference of the consumers. The study also focused on Media through which the product reaches the consumers.

LIMITATIONS OF THE STUDY

1) The geographical scope of the study is limited to Bhavnagar alone. 2) The sample size is confined to 50. 3) The consumers attitude may change in future due to change in their standard of living. 4) The Respondents were sometimes unable to spend much time for filling up the, questionnaire. So, the chances for bias in the respondents answer were on the higher side.

RESEARCH METHODOLOGY
RESEARCH DESIGN

The Research Design adopted in the study was descriptive in nature because the study aims at describing the situation as it exists at present. It shows the consumers satisfaction for Dove Hair Care Range.

SAMPLE SIZE
The Sample Size of this study is 50.

SAMPLING METHOD
The study involves area sampling method. Area sampling method involves selecting a probability sample of geographic areas and selecting units or individuals within the selected areas for the sample.

SOURCES OF DATA
The Study used both Primary and Secondary data:

PRIMARY DATA:
The primary data was collected from the respondents using questionnaire.

SECONDARY DATA:
The Secondary data was collected from the companys official website.

METHODS OF DATA COLLECTION

Data was collected from the customers with the help of a questionnaire.

DATA ANALYSIS METHOD

The Data was collected from the main study and was analyzed using based on the results conclusion were drawn and suggestions were made.

INTRODUCTION TO HINDUSTAN UNILEVER LTD.

Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods Company, touching the lives of two out of three Indians with over 20 distinct categories in Home & Personal Care Products and

Foods & Beverages. The companys Turnover is Rs. 20, 239 crores (for the 15 month period January 1, 2008 to March 31, 2009). HUL is a subsidiary of Unilever, one of the worlds leading suppliers of fast moving consumer goods with strong local roots in more than 100 countries across the globe with annual sales of 40.5 billion in 2008. Unilever has about 52% shareholding in HUL. Hindustan Unilever was recently rated among the top four companies globally in the list of Global Top Companies for Leaders by a study sponsored by Hewitt Associates, in partnership with Fortune magazine and the RBL Group. The company was ranked number one in the Asia-Pacific region and in India. The mission that inspires HUL's more than 15,000 employees, including over 1,400 managers, is to add vitality to life". The company meets everyday needs for nutrition, hygiene, and personal care, with brands that help people feel good, look good and get more out of life. It is a mission HUL shares with its parent company, Unilever, which holds about 52 % of the equity.

HERITAGE:
HULs heritage dates back to 1888, when the first Unilever product, Sunlight, was introduced in India. Local manufacturing began in the 1930s with the establishment of subsidiary companies. They merged in 1956 to form Hindustan Lever Limited (The company was renamed Hindustan Unilever Limited on June 25, 2007). The company created history when it

offered equity to Indian shareholders, becoming the first foreign subsidiary company to do so. Today, the company has more than three lakh resident shareholders. HULs brands -- like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely, Sunsilk, Clinic, Close-up, Pepsodent, Lakme, Brooke Bond, Kissan, Knorr, Annapurna, Kwality-Walls - are household names across the country and span many categories - soaps, detergents, personal products, tea, coffee, branded staples, ice cream and culinary products. They are manufactured in over 35 factories, several of them in backward areas of the country. The operations involve over 2,000 suppliers and associates.HUL's distribution network covers 6.3 million retail outlets including direct reach to over 1 million. HUL has traditionally been a company, which incorporates latest technology in all its operations. The Hindustan Lever Research Centre (now Hindustan Unilever Research Centre) was set up in 1958.

DOING WELL BY DOING GOOD:

HUL believes that an organisations worth is also in the service it renders to the community. HUL focuses on hygiene, nutrition,

enhancement of livelihoods, reduction of greenhouse gases and water footprint.It is also involved in education and rehabilitation of special or underprivileged children, care for the destitute and HIV-positive, and rural development. HUL has also responded in case of national calamities / adversities and contributes through various welfare measures, most recent being the relief and rehabilitation of the people affected by the Tsunami disaster, in India.

HULs Project Shakti is a rural initiative that targets small villages populated by less than 5000 individuals. Through Shakti, HUL is creating micro-enterprise opportunities for rural women, thereby improving their livelihood and the standard of living in rural communities. Shakti also provides health and hygiene education through the Shakti Vani programme.The program now covers 15 states in India and has over 45,000 women entrepreneurs in its fold, reaching out to 100,000 villages and directly reaching to over three million rural consumers. HUL also runs a rural health programme, Lifebuoy Swasthya Chetana. The programme endeavours to induce adoption of hygienic practices among rural Indians and aims to bring down the incidence of diarrhoea. It has already touched 120 million people in approximately 50, 676 villages across India. If Hindustan Unilever straddles the Indian corporate world, it is because of being single-minded in identifying itself with Indian aspirations and needs in every walk of life.

MISSION
Unilever's mission is to add Vitality to life. We meet everyday needs for nutrition, hygiene, and personal care with brands that help people feel good, look good and get more out of life.

ENTHUSED WITH VITALITY:

Vitality is at the heart of everything we do. It's in our brands, our people and our values.

Vitality means different things to different people. Some see it as energy, others view it more broadly as a healthy state of body and mind of feeling alive. Whatever their personal definition, millions of people around the world use our products daily to add Vitality to their lives - whether that's through feeling great because they've got shiny hair and a brilliant smile, keeping their homes fresh and clean, or by enjoying a great cup of tea, satisfying meal or healthy snack. Ever since the 19th Century when William Hesketh Lever stated that the company's mission was "to make cleanliness commonplace; to lessen work for women; to foster health and contribute to personal attractiveness, that life may be more enjoyable and rewarding for the people who use our products," Vitality has been at the heart of our business. Vitality defines what we stand for: our values, what makes us different, and how we contribute to society. It's the common thread that links our brands and its central to the unique way we operate around the world.

HEALTH & NUTRITION:

Our Vitality mission commits us to growing our business by addressing health and nutrition issues. We focus on priorities including children and family nutrition, cardiovascular health and weight

management.

INSIDE & OUT:

Our culture also embodies Vitality. Adding Vitality of life requires the highest standards of behaviour towards everyone we work with, the communities we touch and the environments on which we have an impact. The growing demand for more Vitality in life provides us with a huge opportunity for growth. The way we work and the products we develop are shaped by consumer trends, along with the need to help raise health and hygiene standards in both the developing and industrialised regions of the world.

DOVE HAIR CARE RANGE:

Since 1993, Indian women have relied on Dove for beautiful skin. Dove is known to be a keeper of promises and has given real products to women world over. To help you enjoy your own brand of beauty, Dove provides a wide range of personal care, hair care, skin care and deodorants. So choose a new way of pampering your skin, everyday, with Dove. Dove hair care range was introduced in 1998 in Europe and in 2003 in North America. In India, Dove hair care range was launched in 2007. Within 15 months of its launch, dove has become the fastest growing shampoo brand in the country. The range has highly conditioned formulation which delivers the moisture promise of Dove to the consumer.

Dove has a range of hair care products that repair accumulated damage and protect and care for the hair.The new Zero Damage System repairs and protects hair from damage that stands between you and the beautiful hair you desire. The range includes daily therapy shampoo and conditioner, dry therapy shampoo and conditioner, breakage therapy shampoo, conditioner, serum and hairmask.

SWOT ANALYSIS
STRENGTHS:
A powerful strategy The path of growth of strategy has strengthened, the company focus around its leading brands, restructuring has produced savings of $3.4 billion. Strong Brand Name A wide range of leading brands in its products portfolio. Good Market Share Among all shampoo brands of different companies, Dove Hair Care Products are preferred more.

WEAKNESSES:
Sales growth decresing. Under-performing products.

 Disadvantage of having a multi-country strategy. Revenue. Debt.

OPPORTUNITIES:
Developing Slim Fast. New Industry. Expanding into new geographic markets - More countries like Europe, where the weight loss trend is also taking hold. Expanding the product line. Product line could intorduce standardised, low priced product offerings in order to compete with the private-in house brands pffered by supermarkets & for the developing countries.

THREATS:
Increased intensity of competition from other global household brands with similar product portfolio and between brand name products and private label-in house products. Competitors are strengthening their resources. This has been a recent increase in mergers and acquisitions.

 Likely entry of potent new competitors large, high profle competitors may take advantage. Demographics constant changing consumer preferences. Househols sizes are decreasing.

CONSUMER BEHAVIOUR
The aim of marketing is to meet & satisfy target customers needs & wants. The modern marketing concept makes customer the centre stage of organisation efforts. The presence of buyers markets for mane products, the growth of consumerism & the enactment of consumer legislation since 1960 have also created special interest in consumer behaviour or buyer behaviour. Buyer behaviour is comparatively a new field of study. It is an attempt to understand & predict human action in the buying roll. It is the study of consumers behaviour which implies how and why a particular consumer makes a decision for buying a particular product.

According to Walters & Paul, Consumer behaviour is the process whereby individuals decide what, when, where, how and from whom to purchase goods and services. According to Webster, Consumer behaviour is all

psychological, social & physical behaviour to potential customers as they become aware of, evaluate, purchase, consume and tell other people about products and services. Consumer behaviour comprises both mental & physical activities of a consumer. It covers both visible & invisible activities of a buyer. It is very complex, dynamic & integral part of human behaviour. Buyer consumer behaviour is influenced by a no. of marketing stimuli offered by the marketer. It also involves both psychological & social process.

DATA PRESENTATION & ANALYSIS

Who purchase the merchandise in the family?
65% 20% 15%

Wife : Daughter : Mother :

Inference:
The merchandise are purchased mostly by wives. It can be said that these products are suits the tastes of wives and are not so popular with mother and daughters.

Which feature of the merchandise attracts consumers to make a purchase?

35% 15% 50%

Quality : Price : Looks :

Inference:
The feature that attracts the consumers the most is the looks of the merchandise. Quality is the second factor which attracts the consumers to make a purchase. Price is considered by least percentage of consumers.

Are the customers satisfied with the price-range of the store?

80% 20%

Yes : No:

Inference:
Most of the Dove Hair Care Products consumers are satisfied with the price-range of the store. There are very less amount of people who are not satisfied with the price-range of the store.

How the customers find the quality of the merchandise?

15% 75% 8% 2%

Excellent : Good : Average : Poor :

Inference:
The quality of the merchandise seems to be good overall. Most of the consumers find the quality of the goods to be good.

There are very few consumers who find the quality of the merchandise to be excellent, average and poor. Do the customers think the items to be equal to their moneys worth?
40% 55% 5%

Yes : Upto Some Extent: No:

Inference:
In Bhavnagar, 40% of the Dove Hair Care Products consumers find that the merchandise are equal to their moneys worth. 55% of the consumers think that the store is successful to match the merchandise and their money upto some extent. There are hardly any customers who dont find the merchandise equal to their moneys worth.

CONCLUSIONS
According to the data presentation & analysis, we can conclude that the Dove Hair Care Products, in Bhavnagar,

are able to satisfy the need and requirement of watches of its customers and consumers upto a great extent.

Hardly

any

customers

have

any

query

or

complaints against the quality, price, design, etc. of Dove Hair Care Products.

So it is a good thing that the Dove Hair Care Products is able to satisfy its consumers even in a small city like Bhavnagar.

RECOMMENDATIONS
Inspite of the success and fame of Dove Hair Care Products, the Company still needs to concentrate in cities like Bhavnagar to capture higher market share.

The company should also encourage publicity & advertisements of the products so as to generate more awareness among the people.

The Company should work on its strengths and opportunities; and overcome its weaknesses and threats.

BIBLIOGRAPHY
Essentials of Marketing Management. ~ S.A. Sherlekar.

Marketing Research. ~ Dr. D.D. Sharma. Marketing Research. ~ G.C. Beri. Marketing Research. ~ Dr. Dilip Sarwate. Marketing Research. ~ Boud & Stach. www.knowthis.com www.pj-marketing.com www.marvist.com www.marketing.about.com www.freemarketingzone.com www.marketmyproducts.com www.Scribd.com