Customer Satisfaction in Gillette Shaving Razor

A STUDY ON CONSUMERS' SATISFACTION TOWARDS

GILLETTE RAZOR

Submitted in partial fulfillment of the requirements

for the award of degree in

MASTER OF BUSINESS ADMINISTRATION

By

CHANDRA SEKAR. K. P.

Reg. No: 2941179

DEPARTMENT OF MANAGEMENT STUDIES

SATHYABAMA UNIVERSITY(Established under Section 3 of UGC Act 1956)JEPPIAAR NAGAR, RAJIV GANDHI ROAD

CHENNAI 600119

APRIL 2010

1

SATHYABAMA UNIVERSITY (Established Under section 3 of the UGC Act, 1956) Accredited with B++ Grade by NAAC JEPPIAAR NAGAR, CHENNAI - 600 119

DEPARTMENT OF MANAGEMENT STUDIES

BONAFIDE CERTIFICATE

This is to certify that this Project Report is the bonafide work of Mr.

Chandra Sekar K. P. Reg.No. 2941179 who carried out the project

entitled “A Study on Inventory Management in Sundaram Brake

Linings” under our supervision from December 2010 to March 2011.

Internal Guide External Guide

Mr. John Paul (Name in Capital letters

With signature)

Head of the Department

Dr. VAISHALI.C.MAHARAJAN, MBA, Ph.D.

Submitted for Viva Voce Examination held on_________________

2

Internal Examiner External Examiner

DECLARATION

I Mr. Chandra sekar k.p. Reg. No. 2941179 hereby declare that the Project Report

entitled “Customer Satisfaction about Gillette Razor” is done by me under the guidance of

Ms. SARANYA. R Lecturer, Sathyabama University, Chennai is submitted in partial

fulfillment of the requirements for the award of the degree in Master of Business

Administration.

3

DATE:

PLACE: SIGNATURE OF THE CANDIDATE

4

ACKNOWLEDGEMENT

I would like to whole heartedly thank and express my sincere gratitude to the Chancellor,

Thiru. Dr JEPPIAAR, M.A.B.L., Ph.D., for his constant encouragement in the development of

this Project.

I also sincerely thank our Directors Thiru. Marie Johnson, B.E., M.B.A., Tmt.

Mariazeena Johnson, B.E., M.B.A., for the constant encouragement and stimulating

atmosphere provided to me.

I also wish to thank the Vice Chancellor Dr.N.Manoharan M.E., Ph.D., and

Ms.Vaishali C Mahajan MBA.,(Ph.D) Head of the Department, for their valuable advice and

support.

Most of all, I extent my sincere thanks to Ms. SARANYA.R Lecturer, MBA Department

for their continuous encouragement, guidance and support throughout the development of this

Project.

I also extend my sincere thanks to my family for their encouragement and support.

CHANDRA SEKAR. K. P

5

INDEX

S. No. Index Page No.

1 Company Profile 1

2 Objective of the Study 3

3 Scope and Limitations of the Study 4

4 Research Methodology 5

5 Review of Literature 9

6 Analysis and Interpretation 14

7 Findings and Suggestions 44

8 Conclusion 47

9 Bibliography 48

10 Annexure 49

6

TITLE PAGE

A STUDY ONCUSTOMER SAFTISFACTION

WITH REFERENCE TOGILLETTE RAZOR

7

CHAPTER 1

COMPANY PROFILE

8

COMPANY PROFILE:

Incorporated in the year 1985 as Indian Shaving Products Limited, now Gillette India Limited,

its products speak for themselves. The company is always been known for the strength of its

brands, and always continues to penetrate deeper into the hearts of Indian Consumers.

In the year 1990-91, the company launched two products, first was 7 0'Clock EJTEK PII Shaving

System and second was shaving cream with three variants. This was the First time that a shaving

cream was introduced in Indian markets with special features. In the Year 1991-92, the company

launched New technology Gillette products.

In the year 1992-93, the company launched the first advanced shaving product under the Gillette

brand name Gillette Presto ready shaver all over India. The company earned distinction of being

included for the first time in the top 100 companies in India, in terms of Market capitalization as

published in Business today. In the year 1993-94, with the launch of Gillette Presto Ready shaver

in February 1993, the company commenced the launch of Gillette Shaving Products in India.

In the year 1996-97, the company launched the latest state-of-the-art Gillette Sensor Excel

shaving systems which met excellent consumer response. With the launch of these various

products, the portfolio of Gillette branded products has increased significantly year by year.

In the year 1997, the company launched World renounced Gillette Sensor Excel for Women

shaving system, which met great response. It also launched Gillette Shave foam which was met

with good consumer response.

In the year 1998, the company successfully launched the Gillette Series range comprising Shave

gel, Shave Foam, After Shave Splashes, Conditioners and Deodorants, thereby making it the

premier male grooming company. In the year 1999, the company introduced Gillette Series

shave gel tube and Gillette Sensor Excel single cartridge pack. Also successfully launched Cool

9

wave and Wild Rain range of personal grooming products under the Gillette series line. In the

First month of new Millennium, the company launched Gillette Mach 3 to increase the demand.

In the year 2000, the company launched successfully Gillette Sensor Excel for women grooming

category, and also launched Pacific Light. It also launched Geep Laserlite, a Sport flashlight.

In the year 2001, the company launched the Gillette Series Arctic Ice Line of products during the

first half and undertook a series of very successful consumer promotions across product lines. It

also launched the Gillette Series Satin Care for Women Wild Berry Line, the Cool Blue Mach 3

and Gillette Centennial Packs during the course of the year. Gillette India was ranked amongst

the Top Ten Best Employers of India in Best Employers of India conducted by Hewitt associates.

In the year 2003, Company successfully relaunched Gillette Foam in 4 Variants .Duracell also

launched its Ultra M 3 AA batteries, which was well received by consumers. Oral Care launched

Power Oral Care brushes, which were well received in the market. Towards the End of 2003,

Company launched Gillette Vector Plus for women’s to increase the demand in the market.

In the year 2004, the Company launched Storm Force, a revolutionary after shave splash and

New Ultra Comfort Shaving Gel .In the fourth Quarter, Company launched two new Gillette

Series Tube Shave Gel variants, namely for Sensitive skin and Moisturizing, to suit different skin

types.

In the year 2005, Company launched? New Improved Gillette Vector Plus featuring all new

contemporary look. The Gillette Company, USA was acquired worldwide through merger in

October, 2005 by Procter& Gamble Company, USA creating the largest Consumer products

Company in the World. In the year 2006-2007, Company launched Gillette Presto Plus for more

discerning consumers. Oral B brand launched Oral B Vision and Kid in Premium Market

Segment.

10

CHAPTER 2

OBJECTIVE OF THE STUDY

11

OBJECTIVE OF THE STUDY:

The study has two main objectives are:

Primary objective

Secondary objective.

The justification of these objectives of the study follows:

1. PRIMARY OBJECTIVE:

To study the customer satisfaction on Gillette Shaving Razor.

2. SECONDARY OBJECTIVE:

To obtain information regarding customer preference towards the Gillette Shaving

Razors. The secondary data collected of the project helped me in getting better

understanding customer satisfaction level on Gillette Shaving Razors and the various

brands of the Shaving Razors. In this study, secondary objective is based on the primary

objective.

To understanding the buying behavior of consumers on Gillette Shaving

Razors and other brands.

To study about the brand loyalty of customers towards Gillette Shaving Razor.

12

To analyze the customers purchase decisions based on benefits or attributes of

the Gillette Shaving Razor products.

To understand about the Price sensitivity of customers.

To study about the customers facing the problems by using Gillette Shaving

Razor.

To analyze about the awareness of the Gillette products by the customers.

CHAPTER 3

SCOPE AND LIMITATIONS OF THE STUDY

13

SCOPE OF THE STUDY:

The scope of the study includes customer satisfaction with reference to Gillette razors. The study

is conducted to know the customer satisfaction about various brands, the choice and expectation

towards Gillette razors. Therefore it will analyze the issues such as satisfaction level, brand

loyalty, problems facing by using Gillette razors.

1. This study is useful to know the satisfaction level with different benefits or attributes

of Gillette Shaving Razors.

2. The study is useful to know the consumer preference and their reasons to prefer

Gillette Shaving Razors.

3. To find out market potential based on age and gender.

4. This study gives information about consumer awareness on Gillette Shaving Razors.

LIMITATIONS OF THE STUDY:

Many difficulties come in front on me while collecting the data on Gillette razors from the

respondents. It simplifies these research findings are limited because they were generated in an

14

exploratory qualitative inquiry. In this study one of the major limitations of sample size resulted

from the lack of controlled timing of data collection.

1. Method of data collection was through personal interview and therefore personal bias

becomes a major limitation.

2. Due to the time constraints only a sample of 50 were interviewed, hence the data collected

may not be a representative of the entire population

3. The scope of study is restricted only in the Chennai city.

4. Not all the respondents answered in an unbiased manner.

CHAPTER 4

RESEARCH METHODOLOGY

15

MEANING:

Research is a serious academic activity with the set of objectives to explain or analyse or

understand a problem or finding solutions for the problems by adopting a systematic approach in

collecting, organizing the information relating to the problem.

RESEARCH = SEARCH OF OLD THING + FIND OUT NEW THING

Research is defined as human activity based on intellectual application in the investigation of

matter. The primary aim for applied research is discovering, interpreting, and the development of

methods and systems for the advancement of human knowledge on a wide variety of scientific

matters of our world and the universe. It is exploratory and often driven by the researcher’s

curiosity, interest, and intuition. It is conducted without any practical end in mind, although it

may have unexpected results pointing to practical applications.

16

“Research means search for knowledge” some times it may refer to a scientific and systematic

search for pertinent information on a specific topic. In fact research is an art of scientific

investigation.

According to Red men define research is a

“Systematized effort to gain knowledge”.

DATA COLLECTION METHODS:

To accomplish the objective of the study, descriptive research design is adopted to collect the

data from the consumers of the different brands. Descriptive researches simply describe things

such as demography characteristics of consumers who use the product. The descriptive study is

typically concerned with determining frequency with which same thing occurs. This study is

typically guided by initial hypothesis. In this study, collected two types of data.

1. Primary Data

2. Secondary Data

1. PRIMARY DATA:

For this study the primary data is collected in three ways:

Through observations

Through questionnaires

Through Sampling procedure

17

2. SECONDARY DATA:

The secondary data is collected about the study is from various sources where

information is available like,

a) Organizational web site

b) Company Past records

c) Internet

d) Books

e) Magazines

SAMPLE DESIGN:

“Sampling may be defined as the selection of an aggregate or totally on the basis of which a

judgment of reference about the aggregate of totally is made.” Sampling is used in conducting

surveys and in studying various problems concerning production management, time and

motion studies, market research, various areas of accounting and finance and the like.

The sample design of a sample survey refers to the techniques for selecting a probability

sample and the methods to obtain estimates of the survey variables from the selected sample.

Sample design covers the method of selection, the sample structure and plans for analyzing and

interpreting the results. Sample designs can vary from simple to complex and depend on the

type of information required and the way the sample is selected.

1. TYPE OF SAMPLING TECHINQUE:

18

The method of sampling, which selected, is “non probability convenience sampling“.

In this method the sample insights are chosen primarily on basis of my convenience.

The sample technique adopted for carrying out the survey is stratified random.

2. TARGET SAMPLE:

For this study have selected the sample target as the friends and relatives.

3. SAMPLE SIZE:

Samples are taken at different locations of Chennai area. For the project large sample

size of 50 were selected on the random basis to study about the customer satisfaction on

Gillette Shaving Razor in the chosen area.

STATISTICAL TOOLS:

Statistical techniques are to obtain findings and average information in logical sequence from

the raw data collected. After tabulation of data research have used the following quantitative

technique.

1. Percentage analysis

2. Bar Chart

1. PERCENTAGE ANALYSIS:

Percentage refers to special kind of ratio. This method is used as making comparsion

between two or more services of data. Persenatage are used to decidable relationship.

Persentage can also used to compare thge relative terries, the distribution of two or

more services of data

19

2. BAR CHART:

A bar diagram is thick line whose width is shown merely for attention. The merits of

such diagram are as follows:

A reader can easily understand, the subject matter

They are simplest and the easiest to make

For comparsion of large numbers of items they are the only form that can be

used effectively.

Single bar diagram is the simplest of the bar diagram and is used

frequently in practice for the comparative study of two or more items

or value of a single variable or a single classification or category of

data.

Single Bar Chart are used to get a clear look at the tabulated data.

CHAPTER 520

REVIEW OF LITERATURE

A literature review is a body of text that aims to review the critical points of current knowledge

and or methodological approaches on a particular topic. Literature reviews are secondary

sources, and as such, do not report any new or original experimental work. “It provide sufficient

background information should be presented to the readers to understand and evaluate the results

of the present study, references must be cited”

A literature review is written to highlight specific arguments and ideas in a field of study. The

review should therefore also demonstrate to the reader why the writer’s research is useful,

necessary, important, and valid.

21

“A Literature Review is more than an Annotated Bibliography or a summary, because you are

organizing and presenting your sources in terms of their overall relationship to your own

project.”

Five Principles of Gandhi about customer –

1) A customer is not an outsider to our business. He is definite apart of it. A customer is not

an interruption of our work. He is the purpose of it.

2) A customer is doing us a favor by letting us serve him. We are not doing any favor.

3) A customer is not a cold statistic; he is a flesh & blood human being with feelings and

emotions like our own.

4) A customer is not someone to argue or match wits with. He deserves courteous and

attentive treatment.

5) A customer is not dependent on us. We are dependent on him.

6) A customer brings us his wants. It is our job to handle them properly and profitably-both

to him and us.

CUSTOMER SATISFACTION:

Philip Kotler (1997) defines customer satisfaction as follows- "satisfaction is a person’s feeling

of pleasure or disappointment resulting from comparing a product is perceived performance (or

outcome) in relation to his or her expectations." It portrayed the idea of measuring how satisfied

customers are with the organization's efforts in a market place. Customer satisfaction measures

the following variables :

22

1)Product

2)Service

3)Relationship

4)Price

5)Convenience

6)Brand image

7)Brand association

8) Total customer experience

Customer satisfaction is a term used to describe a scenario when an exchange meets the needs

and expectations of a user. It captures the provision of goods or services that fulfill the

customer's expectations in terms of quality and service in relation to the price paid. Customer

satisfaction, as a business term, can also be used to measure how the supply of products or

services surpasses customer expectations.

Customer Satisfaction = (Customer)Expectations + (Customer)perceptions

The definition of customer satisfaction has been widely debated as organizations increasingly

attempt to measure it. Customer satisfaction can be experienced in a variety of situations and

connected to both goods and services. It is a highly personal assessment that is greatly affected

by customer expectations. Satisfaction also is based on the customer’s experience of both contact

with the organization (the “moment of truth” as it is called in business literature) and personal

outcomes. Some researchers define a satisfied customer within the private sector as “one who

23

receives significant added value” to his/her bottom line—a definition that may apply just as well

to public services.

Customer satisfaction differs depending on the situation and the product or service. A customer

may be satisfied with a product or service, an experience, a purchase decision, a salesperson,

store, service provider, or an attribute or any of these. Some researchers completely avoid

“satisfaction” as a measurement objective because it is “too fuzzy an idea to serve as a

meaningful benchmark.” Instead, they focus on the customer’s entire experience with an

organization or service contact and the detailed assessment of that experience.

"Satisfaction" itself can refer to a number of different facts of the relationship with a customer.

For example, it can refer to any or all of the following:

Satisfaction with the quality of a particular product or service

Satisfaction with an ongoing business relationship

Satisfaction with the price-performance ratio of a product or service

Satisfaction because a product/service met or exceeded the customer's expectations.

MEASURING THE CUSTOMER SATISFACTION:

Measuring customer satisfaction is a relatively new concept to many companies that have been

focused exclusively on income statements and balance sheets. Companies now recognize that the

new global economy has changed things forever. Increased competition, crowded markets with

little product differentiation and years of continual sales growth followed by two decades of

flattened sales curves have indicated to today's sharp competitors that their focus must change.

24

Competitors that are prospering in the new global economy recognize that measuring customer

satisfaction is key. Only by doing so can they hold on to the customers they have and understand

how to better attract new customers. The competitors who will be successful recognize that

customer satisfaction is a critical strategic weapon that can bring increased market share and

increased profits.

To be successful, companies need a customer satisfaction surveying system that meets the

following criteria:

The system must be relatively easy to design and understand.

It must be credible enough that employee performance and compensation can be attached to

the final results. It must generate actionable reports for management.

"The gulf between satisfied customers and completely satisfied

customers can swallow a business."

-By Harvard Business Review

The most basic objective of a customer satisfaction surveying program is to generate valid and

consistent customer feedback (i.e., to receive the voice of the customer, which can then be used

to initiate strategies that will retain customers and thus protect the most valuable corporate

asset--loyal customers).

As it's determined what needs to be measured and how the data relate to loyalty and repurchase,

it becomes important to examine the mind-set of customers the instant they are required to make

a pre-purchase (or repurchase) decision or a recommendation decision. Surveying these decisions

25

leads to measures of customer loyalty. In general, the customer's pre-purchase mind-set will fall

into one of three categories--rejection (will avoid purchasing if at all possible), acceptance

(satisfied, but will shop for a better deal), and/or preference (delighted and may even purchase at

a higher price).

This highly subjective system that customers themselves apply to their decisions is based

primarily on input from two sources:

The customers' own experiences--each time they experience a product or service, deciding

whether that experience is great, neutral or terrible. These are known as "moments of truth."

The experiences of other customers--each time they hear something about a company,

whether it's great, neutral or terrible. This is known as "word-of-mouth."

There is obviously a strong connection between these two inputs. An exceptional experience

leads to strong word-of-mouth recommendations. Strong recommendations influence the

experience of the customer, and many successful companies have capitalized on that link.

26

CHAPTER 6

DATA ANALYSIS

TABLE 1:

Age Profile of Sample Population

27

Age No of Respondents Percentage (%)

< 18 2 4

18-23 26 52

24-28 11 22

29-45 6 12

> 45 5 10

Total 50 100

Inference

From the above it can be observed that

4% of the respondents are less than 18 years,

52% of the respondents are between 18-23 years,



10% of the respondents are above 45 years.

CHAT 1:

Age Profile of Sample Population

28

29

< 18 18-23 23-28 28-45 > 450

10

20

30

40

50

60

4

52

22

12 10

Age

Age

Age of the Respondents

In the above graph, X-axis represents Age and Y-axis represents No. of

respondents in percentage.

TABLE 2:

Gender classification

Gender No of Respondents Percentage (%)

Male 32 64

Female 18 36

Total 50 100

30

Inference


64% of the respondents are Male,

36% of the respondents are Female.

CHAT 2:

Gender classification

31

Male Female0

10

20

30

40

50

60

70

64

36

Gender

Gender

Gender of the Respondents

In the above graph, X-axis represents Gender and Y-axis represents No. of


TABLE 3:

Educational qualification classification

Qualification No of Respondents Percentage (%)

SSLC 9 18

SSC 6 12

UG 21 42

PG 10 20

Others 4 8

Total 50 100

32

Inference


18% of the respondents are SSLC,

12% of the respondents are SSC,

42% of the respondents are UG,

20% of the respondents are PG,

8% of the respondents are Others.

CHAT 3:

Educational qualification classification

33

SSLC SSC UG PG Others0

5

10

15

20

25

30

35

40

45

1812

42

20

8

Educational Qualification

Educational Qualification

Educational Qualification of the Respondents

In the above graph, X-axis represents Educational Qualification and Y-axis

represents No. of respondents in percentage.

TABLE 4: Occupation based classification

Occupation No of Respondents Percentage (%)

Government 2 4

Private 14 28

Business 3 6

Self Employed 2 4

Student 23 46

Homemaker 4 8

Others 2 4

Total 50 100

Inference

34


4% of the respondents are Government Service,

28% of the respondents are Private Service,

6% of the respondents are Business,

4% of the respondents are Self Employed,

46% of the respondents are Students,

8% of the respondents are Home Makers and 4% of the respondents are Others.

CHART 4:

Occupation based classification

35

Govern

ment

Private

Business

Self E

mployed

Studen

t

Homemak

er

Others0

5

10

15

20

25

30

35

40

45

50

4

28

64

46

84

Occupation

Occupation

Occupation of the Respondents

In the above graph, X-axis represents Occupation and Y-axis represents No. of


TABLE 5:

Usage classification

Usage No of Respondents Percentage (%)

Daily 10 20

Alternate Days 9 18

Twice a Week 9 18

Once a Week 16 32

At Regular Intervals 6 12

Total 50 100

Inference

36


20% of the respondents are Daily users,

18% of the respondents are Alternate Days users,

18% of the respondents are Twice a week users,

32% of the respondents are Once a week users,

12% of the respondents are uses at Regular intervals.

CHAT 5:

Usage classification

37

Daily Alternate Days Twice a Week Once a Week At Regular Intervals0

5

10

15

20

25

30

35

20 18 18

32

12

Usage

Usage

Usage of the Respondents

In the above graph, X-axis represents Usage and Y-axis represents No. of


TABLE 6:

Types of Shaving Products

Products No of Respondents Percentage (%)

Super Max 5 10

Gillette 41 82

Wilkinson Sword 1 2

Lynx 2 4

Others 1 2

Total 50 100

Inference


38

10% of the respondents are Super Max Product,

82% of the respondents are Gillette Product,

2% of the respondents are Wilkinson Sword Product,

4% of the respondents are Lynx,

2% of the respondents are Other Products.

CHAT 6:

Types of Shaving Products Preference

39

Super Max Gillette Wilkinson Sword

Lynx Others0

10

20

30

40

50

60

70

80

90

10

82

2 4 2

Shaving Products

Shaving Products

Shaving Products of the Respondents

In the above graph, X-axis represents Shaving Products and Y-axis represents No.

of respondents in percentage.

TABLE 7:

Place of Buying

Place No of Respondents Percentage (%)

Grocery Shop 2 4

Super Market 28 56

Specialty Stores 5 10

Chemist Shop 6 12

Any Shop near by 9 18

Total 50 100

Inference


40

4% of the respondents are purchase the product from Grocery Shop,

56% of the respondents are purchase the product from Super Market,

10% of the respondents are purchase the product from Speciality Stores,

12% of the respondents are purchase the product from Chemist Shop,

18% of the respondents are purchase the product from any Shop near by.

CHAT 7:

Place of Buying

Place of Buying of the Respondents

41

Grocery Shop Super Market Specialty Stores

Chemist Shop Any Shop near by

0

10

20

30

40

50

60

4

56

10 1218

Place of Buying

Place of Buying

In the above graph, X-axis represents Place of Buying and Y-axis represents No.


TABLE 8:

Types of razor

Razor Types No of Respondents

Percentage (%)

Disposal Razor 25 50

Manual Refillable Razor 16 32

Rechargeable Razor 9 18

Total 50 100

Inference


50% of the respondents are using Disposal Razor,

42

32% of the respondents are using Manual Refillable Razor,

18% of the respondents are using Rechargeable Razor.

CHAT 8:

Types of razor

Razor Types of the Respondents

43

Disposal Razor Manual Refillable Razor Rechargeable Razor0

10

20

30

40

50

60

50

32

18

Razor Types

Razor Types

In the above graph, X-axis represents Razor Types and Y-axis represents No. of


TABLE 9:

Gillette products

Gillette Products No of Respondents

Percentage (%)

Gillette Mach3 20 40

Gillette Venus 13 26

Gillette Fusion 4 8

Gillette Sensor Excel 6 12

Others 7 14

Total 50 100

Inference


44

40% of the respondents are using Gillette Match3,

26% of the respondents are using Gillette Venus,

8% of the respondents are using Gillette Fusion,

12% of the respondents are using Gillette Sensor Excel,

14% of the respondents are Others.CHAT 9:

Gillette products

Gillette Products of the Respondents

45

Gillette M

ach3

Gillette V

enus

Gillette F

usion

Gillette S

enso

r Exce

l

Others0

5

10

15

20

25

30

35

40

45

40

26

812 14

Gillette Products

Gillette Products

In the above graph, X-axis represents Gillette Products and Y-axis represents No.


TABLE 10:

Product Awareness of Gillette razor

Awareness No of Respondents Percentage (%)

Friends 19 38

Family 9 18

Advertisement(TV) 15 30

Newspapers 5 10

Others 2 4

Total 50 100

Inference


46

38% of the respondents are aware from Friends,

18% of the respondents are aware from Family,

30% of the respondents are aware from Advertisement (TV),

10% of the respondents are aware from Newspapers,

4% of the respondents are Others.

CHAT 10:

Product Awareness of Gillette razor

47

Friends Family Advertisment(TV)

Newspapers Others0

5

10

15

20

25

30

35

40

38

18

30

10

4

Awarness

Awarness

Product Awareness of the Respondents

In the above graph, X-axis represents Product Awareness and Y-axis represents

No. of respondents in percentage.

TABLE 11:

Brand Satisfaction of Gillette razor

Satisfaction Level No of Respondents Percentage (%)

Highly Satisfied 31 62

Moderately Satisfied 10 20

Neutral 6 12

Moderately Dissatisfied 2 4

Highly Dissatisfied 1 2

Total 50 100

Inference


48

62% of the respondents are Highly Satisfied,

20% of the respondents are Moderately Satisfied,

12% of the respondents are Neutral,

4% of the respondents are Moderately Dissatisfied,

2% of the respondents are Highly Dissatisfied.

CHAT 11:

Brand Satisfaction of Gillette razor

49

Highly

Satisfi

ed

Moderatel

y Sati

sfied

Neutra

l

Moderatel

y Diss

atisfi

ed

Highly

Dissati

sfied

0

10

20

30

40

50

60

70

62

2012

4 2

Satisfaction Level

Satisfaction Level

Satisfaction Level of the Respondents

In the above graph, X-axis represents Satisfaction Level and Y-axis represents No.


TABLE 12:

Brand Loyalty in Shaving razor

Brand Loyalty No of Respondents Percentage (%)

Purchase some other brand

10 20

Purchase the same brand

40 80

Total 50 100

Inference

50


20% of the respondents are Not Loyalty with their Brand,

80% of the respondents are Loyalty with their Brand,

CHAT 12:

Brand Loyalty in Shaving razor

51

Purchase some other brand Purchase the same brand0

10

20

30

40

50

60

70

80

90

20

80

Brand Loyalty

Brand Loyalty

Brand Loyalty of the Respondents

In the above graph, X-axis represents Brand Loyalty and Y-axis represents No. of


TABLE 13:

Price Sensitivity in Shaving razor

Price Sensitivity No of Respondents Percentage (%)

Shift to Another Brand

10 20

Still buy the same Brand

40 80

Total 50 100

52

Inference


20% of the respondents are Shift to another Brand,

80% of the respondents are Still buy the same Brand.

CHAT 13:

Price Sensitivity in Shaving razor

53

Shift to Another Brand Sill buy the same Brand0

10

20

30

40

50

60

70

80

90

20

80

Price Sensitivity

Price Sensitivity

Price Sensitivity of the Respondents

In the above graph, X-axis represents Price Sensitivity and Y-axis represents No.


TABLE 14:

Customer Purchase Decision based on Attributes Ratings

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Ratings No of Avg Respondents Percentage (%)

Rating - 1 8 16

Rating - 2 8 16

Rating - 3 9 18

Rating - 4 11 22

Rating - 5 14 28

Total 50 100

Inference


16% of the average respondents are rated the attributes as less important,

16% of the average respondents are rated the attributes as important,

18% of the average respondents are rated the attributes as important,

22% of the average respondents are rated the attributes as more important,

28% of the average respondents are rated the attributes as most important,

CHAT 14:

Customer Purchase Decision based on Attributes Ratings

55

Attributes Ratings of the Respondents

In the above graph, X-axis represents Attributes Ratings and Y-axis represents No.

of average respondents in percentage.

TABLE 15:

Problems facing by using Gillette razors

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1 2 3 4 50

5

10

15

20

25

30

16 1618

22

28

Attributes Ratings

Attributes Ratings

Problems No of Respondents Percentage (%)

Yes 4 8

No 46 92

Total 50 100

Inference


8% of the respondents are facing Problems by using Razor,

92% of the respondents are Not facing Problems by using Razor.

CHAT 15:

Problems facing by using Gillette razors

57

58

Yes No0

10

20

30

40

50

60

70

80

90

100

8

92

Problems Facing by using Gillette Razors

Problems Facing by using Gillette Razors

Problems of the Respondents

In the above graph, X-axis represents Problems Facing and Y-axis represents No.


CHAPTER 7

FINDINGS AND SUGGESTIONS

59

Findings

The following are the Findings on the Product Gillette Shaving Razor based on the study

opinion and analysis of the data:

52% majority of the respondents are teenagers (18 to 23) and 8% minority of the

respondents are old age (greater than 45).

62% majority of the respondents is Male and 38% minority of the respondents is

Female.

40% majority of the respondents is Under Graduate and 8% minority of the

respondents is others like Diploma, etc.

46% majority of the respondents is students and 4% minority of the respondents is

Government Services.

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32% majority of the respondents use to shave once in a week and 12% minority of the

respondents use to shave at regular intervals.

82% majority of the respondents is using Gillette Product, 2% minority of the

respondents is using Wilkinson Sword Product and 2% minority of the respondents is

using others like Bluebird and Feather products.

56% majority of the respondents are purchase the product from Super Market and 4%

minority of the respondents are purchase the product from Grocery Shop.

48% majority of the respondents is using Disposal Razor and 18% minority of the

respondents is using Rechargeable Razor.

40% Male respondents are using Gillette Match3, 26% Female respondents are using

Gillette Venus and 12% both respondents are using Gillette Sensor Excel.

38% majority of the respondents is aware about the product from Friends and 4%

minority of the respondents is aware of the product from others like relatives etc.

64% majority of the respondents is Highly Satisfied and 4% minority of the

respondents is Moderately Dissatisfied and 4% minority of the respondents is Highly

Dissatisfied.

20% minority of the respondents are purchase some other brand if there brand is not

available in the shop/store and 80% majority of the respondents are purchase same

brand from other shop/store.

14% minority of the respondents will Shift to another Brand if the price rises and

43% majority of the respondents will still buy the same Brand even though the price

rises.

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8% minority of the respondents are facing Problems like dry skin, scratches etc., by

using Razor and 92% majority of the respondents are Not facing Problems by using

Razor.

Male: Price, Stylish package design, Antiseptic attribute, Color of the Razor,

Availability in stores, Offers/Discounts, Price and Brand name

Female: Ease of Use, Keeps the skin soft, Fragrance, Availability in stores,

Offers/Discounts, Price and Brand name.

Common Attributes: Availability in stores, Offers/Discounts, Price and Brand name.

Suggestions

The following are the suggestions offered to increase the customer satisfaction level on the

Gillette Razor based on the study opinion and analysis of the data:

The promotional activities taken by the company need to be more effective. If the firm

promotes the products rigorously and effectively then the customers will get more

information regarding the Gillette Razor.

The company should not allow other competitors like Super Max, lynx as market

leaders, so it is suggested that the company reduced the price of the their product to

gain more number of customers in the market.

The company concentrating only on males, it is suggested to concentrate on females

also.

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Availability of female shaving razor in the market is very less, the company suggested

to take necessary steps to available in all the market as they are market leaders at

present.

The company has satisfied n number of customers with their razor products but some

customers feels not satisfied because they have some problems on the face by using

this product, so it is suggested to the company to satisfy all the customers to increase

the sales in the market.

The company can further enhance its After-Sale services by adopting the latest

practices.

CHAPTER 8

63

CONCLUSION

Gillette has the widest product range and the deepest product line in the men‟s grooming market.

Having so many product variants would be an unbeatable advantage in upgrading the consumer

throughout his lifetime and also making him brand loyal in the process.

PROMOTION

One important finding of this study and Customer Satisfaction Survey was only few customers

were aware of the fact that Gillette shaving razor providing razors for female. This can be

attributed to one of the following reasons:

Gillette has spent on advertisements only for the men shaving razors not for women

shaving razors. Hence the information available to public is limited.

The promotions should have more of a pull effect in the advertisements that communicate not

just the price and offers/discounts but also the values, attributes which the consumer can relate

to. In short, more information has to be communicated to the consumer through ads, trade

promotions etc.

CONTINUE WITH UPGRADATION

64

Gillette has been very successful in its strategy of upgrading the consumer in the shaving

cream/gel/foam segment. Gillette has made sure that it makes its consumers move up the product

chain by introducing new, technologically superior products and phasing their PLC very well.

But sadly, this approach is missing in the shaving razor segment. Though there are various razors

for male and female, but there has been no effort made to communicate to the consumer of the

superior quality and attributes.

Hence, this study suggests that Gillette adopt its “upgrading the consumer” strategy for the

shaving razor preparation segment also. The firm should take certain necessary steps to give

better up-to-date than the existing one to completely wipe out the dissatisfied customers.

However by giving better up-to-date to products then customers will be satisfied to the hilt.

This up gradation has 2 main advantages:

We can fully leverage the Product life cycle and the individual phases of the products in

different markets.

We can make the consumer loyal to the brand over his lifetime.

CHAPTER 9

65

BIBILOGRAPHY

A list of the references used in guiding the research work and writing the paper.

Reference Books

Marketing Management by PHILIP KOTLER

Research Methodology by C.R.KOTHARI

Customer Satisfaction in Research Management by DEREK

R. ALLEN

Customer Relationship Management by JILL DYCHE

Marketing Research by Dr. D. D. SHARMA

66

Journals/Magazines

CRM, Harvard Business Review, Nov/Dec 1995

Journals of Customer Satisfaction, Jan 1998

Search Engines

www.gillette.com

www.google.com

www.marketreasearch.com

www.researchreporter.com

www.slideshare.com

CHAPTER 10

67

ANNEXURE

STUDY ON CUSTOMER SAFTISFACTION WITH REFERENCE TO GILLETTE RAZORS IN CHENNAI

1. Name:

2. Age:

o Less Than 18

o 18-23 years

o 23-28 years

o 28-45 years

o Greater Than 45

3. Gender:

o Male

68

o Female

4. Educational Qualification:

o SSLC

o SSC

o UG

o PG

o Others(pls Specify) __________________

5. Occupation:

o Government Service

o Private Service

o Business

o Self-Employed

o Student

o Homemaker

o Others (please specify) ______________

6. How often do you shave?

o Daily

o Alternate Days

o Twice a week

o Once a week

o At irregular intervals

7. What type of shaving product do you prefer to buy?

o Super Max

o Gillette

o Wilkinson Sword

69

o Lynx

o Others (pls specify) ____________________

8. Where do you generally buy the shaving razor?

o Grocery shop

o Super market/ Departmental stores

o Specialty Stores

o Chemist shop

o Any shop near by

9. What type of razor product do you prefer to buy?

o Disposal Razor

o Manual Refillable Razor

o Rechargeable Razor

10. Which of the following shaving Gillette razors you use?

o Gillette Mach3

o Gillette Venus

o Gillette Fusion

o Gillette Sensor Excel

o Others (pls specify) _________________

11. How do you know about Gillette razors?

o Friends

o Family

o Advertisement(TV)

o Newspapers

o Others (pls specify) __________________

12. How satisfied are you with Gillette shaving razor?

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o Highly Satisfied

o Moderately Satisfied

o Neutral

o Moderately Dissatisfied

o Highly dissatisfied

13. If your FIRST preference is not available then what do you do?

o Purchase some other brand from the same shop/ store.

o Purchase the same brand from some other store.

14. If the price of your most preferred brand increases what would you do?

o Shift to another brand

o Still buy the same brand

15. Please rate the factors given below on scale 1-5 based on the importance they hold for you in purchase decision of a Shaving Razor? (1 least important to 5 most important)No. Attributes/Benefits Rating

1 Price2 Availability in stores3 Fragrance4 Stylish package design5 Brand name6 Color of the shaving razor7 Antiseptic attributes8 Ease to use9 It keeps my skin soft10 Offers and discounts

16. Do you have any allergic problem by using Razor?

o Yes

o No

If yes pls specify _______________________

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Documents

Customer Satisfaction in Gillette Shaving Razor