consumer buying behaviour

A

PROJECT REPORT

On

“Consumer Buying Behaviour Towards Hindustan Unilever Ltd

Products (Special Reference To Personal Care Products)”

SUBMITTED TO

PUNJAB TECHNICAL UNIVERSITY,

JALANDHAR

IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE

AWARD OF DEGREE OF

MASTER OF BUSINESS ADMINISTRATION (MBA)

i

CERTIFICATE

This is to certify that the project report entitled “A study on consumer buying behaviour

towards Hindustan Unilever Ltd. (special reference to personal care

products)”submitted by Mr .naresh is a bonafide piece of work conducted under my direct

supervision and guidance. No part of this work has been submitted for any other degree of

any other university. The data sources have been duly acknowledged. It may be considered

for evaluation in partial fulfillment of the requirement for the award of degree of Master of

Business Administration.

Date: Project Guide:

Dr.S R Taneja

ii

PREFACE

MBA is a stepping-stone to the management carrier and to develop good manager is

necessary that the theoretical must be supplement with exposure to the real environment.

Theoretical knowledge just provides the base and it’s not sufficient to produce a goon

manager that’s why the practical knowledge is needed

Therefore the research project is an essential requirement for the students of

MBA. This research project not only helps the students to utilize his skills properly and learn

field realities but also provides a change to the organization to find out talent among the

budding manager is very beginning.

In accordance with requirement of MBA course I have done my major project on the

topic is “A study on consumer buying behaviour towards Hindustan Unilever Ltd

(special reference to personal care products)”.

There are many competitors in the FMCG sector so knowing the buying behaviour of

the consumers is very important to compete in the Market . This provides insights into the

customer behavior.

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ACKNOWLEDGEMENT

I would like this opportunity in expressing my deepest gratitude to all those persons who in

one way or another helped me in making my endeavours a success. Words are not sufficient

to reflect my thankfulness and respect to all those persons for their significant contribution in

the completion of my project.

I extend my sincere gratitude to my guide Mr. S.R Taneja for his constant encouragement,

support and valuable guidance through out the project. I also wish to thank all other faculty

members, my friends and all respondents who rendered their precious time for contributing

their skills and to fill the questionnaire, which made my project more appealing and

attractive.

KUSHALDEEP

3

TABLE OF CONTENTS

PARTICULARS PAGE NO.

Certificate 1

Preface 2

Acknowledgement 3

Introduction• Introduction to Hindustan Unilever Limited

• Introduction to the Polices of HUL

• Introduction to Personal Care Products of HUL

• Consumer behavior

Introduction to study

5-27

Review of Literature 28-31

Need ,Scope and Objectives of study 32-33

Research Methodology 34-36

Data Analysis and Interpretation 37-56

Findings 57-58

Conclusion and Suggestions 59-60

Questionnaire 61-63

References 64-65

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Introduction to Hindustan Unilever Limited

Hindustan Unilever Limited (abbreviated to HUL), formerly Hindustan Lever Limited is

India's largest consumer products company and was formed in 1933 as Lever Brothers India

Limited. It is currently headquartered in Mumbai, India and its 41,000 employees are headed

by Harish Manwani, the non-executive chairman of the board. HUL is the market leader in

Indian products such as tea, soaps, detergents, as its products have become daily household

name in India. The Anglo-Dutch company Unilever owns a majority stake in Hindustan

Unilever Limited.

The company was renamed in late June 2007 "Hindustan Unilever Limited".

In the summer of 1888, visitors to the Kolkata harbour noticed crates full of Sunlight soap

bars, embossed with the words "Made in England by Lever Brothers". With it began an era of

marketing branded Fast Moving Consumer Goods (FMCG).

Soon after followed Lifebuoy in 1895 and other famous brands like Pears, Lux and Vim.

Vanaspati was launched in 1918 and the famous Dalda brand came to the market in 1937.

In 1931, Unilever set up its first Indian subsidiary, Hindustan Vanaspati Manufacturing

Company, followed by Lever Brothers India Limited (1933) and United Traders Limited

(1935). These three companies merged to form HUL in November 1956; HUL offered 10%

of its equity to the Indian public, being the first among the foreign subsidiaries to do so.

Unilever now holds 52.10% equity in the company. The rest of the shareholding is

distributed among about 360,675 individual shareholders and financial institutions.

The erstwhile Brooke Bond's presence in India dates back to 1900. By 1903, the company

had launched Red Label tea in the country. In 1912, Brooke Bond & Co. India Limited was

formed. Brooke Bond joined the Unilever fold in 1984 through an international acquisition.

The erstwhile Lipton's links with India were forged in 1898. Unilever acquired Lipton in

1972, and in 1977 Lipton Tea (India) Limited was incorporated.

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Pond's (India) Limited had been present in India since 1947. It joined the Unilever fold

through an international acquisition of Chesebrough Pond's USA in 1986.

Since the very early years, HUL has vigorously responded to the stimulus of economic

growth. The growth process has been accompanied by judicious diversification, always in

line with Indian opinions and aspirations.

The liberalisation of the Indian economy, started in 1991, clearly marked an inflexion in

HUL's and the Group's growth curve. Removal of the regulatory framework allowed the

company to explore every single product and opportunity segment, without any constraints

on production capacity.

Simultaneously, deregulation permitted alliances, acquisitions and mergers. In one of the

most visible and talked about events of India's corporate history, the erstwhile Tata Oil Mills

Company (TOMCO) merged with HUL, effective from April 1, 1993. In 1995, HUL and yet

another Tata company, Lakme Limited, formed a 50:50 joint venture, Lakme Unilever

Limited, to market Lakme's market-leading cosmetics and other appropriate products of both

the companies. Subsequently in 1998, Lakme Limited sold its brands to HUL and divested its

50% stake in the joint venture to the company.

HUL formed a 50:50 joint venture with the US-based Kimberly Clark Corporation in 1994,

Kimberly-Clark Lever Ltd, which markets Huggies Diapers and Kotex Sanitary Pads. HUL

has also set up a subsidiary in Nepal, Unilever Nepal Limited (UNL), and its factory

represents the largest manufacturing investment in the Himalayan kingdom. The UNL

factory manufactures HUL's products like Soaps, Detergents and Personal Products both for

the domestic market and exports to India.

The 1990s also witnessed a string of crucial mergers, acquisitions and alliances on the Foods

and Beverages front. In 1992, the erstwhile Brooke Bond acquired Kothari General Foods,

with significant interests in Instant Coffee. In 1993, it acquired the Kissan business from the

UB Group and the Dollops Icecream business from Cadbury India. As a measure of

backward integration, Tea Estates and Doom Dooma, two plantation companies of Unilever,

were merged with Brooke Bond. Then in July 1993, Brooke Bond India and Lipton India

merged to form Brooke Bond Lipton India Limited (BBLIL), enabling greater focus and

ensuring synergy in the traditional Beverages business. 1994 witnessed BBLIL launching the

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Wall's range of Frozen Desserts. By the end of the year, the company entered into a strategic

alliance with the Kwality Icecream Group families and in 1995 the Milkfood 100% Icecream

marketing and distribution rights too were acquired.

Finally, BBLIL merged with HUL, with effect from January 1, 1996. The internal

restructuring culminated in the merger of Pond's (India) Limited (PIL) with HUL in 1998.

The two companies had significant overlaps in Personal Products, Speciality Chemicals and

Exports businesses, besides a common distribution system since 1993 for Personal Products.

The two also had a common management pool and a technology base. The amalgamation

was done to ensure for the Group, benefits from scale economies both in domestic and export

markets and enable it to fund investments required for aggressively building new categories.

In January 2000, in a historic step, the government decided to award 74 per cent equity in

Modern Foods to HUL, thereby beginning the divestment of government equity in public

sector undertakings (PSU) to private sector partners. HUL's entry into Bread is a strategic

extension of the company's wheat business. In 2002, HUL acquired the government's

remaining stake in Modern Foods.

In 2003, HUL acquired the Cooked Shrimp and Pasteurised Crabmeat business of the

Amalgam Group of Companies, a leader in value added Marine Products exports.

Present stature

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. They endow the company with a

scale of combined volumes of about 4 million tonnes and sales of nearly Rs.13718 crores.

HUL is also one of the country's largest exporters; it has been recognised as a Golden Super

Star Trading House by the Government of India. The mission that inspires HUL's over

15,000 employees, including over 1,300 managers, is to "add vitality to life." HUL 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 52.10% of the equity. The rest of the shareholding is distributed

among 360,675 individual shareholders and financial institutions.

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HUL's brands - like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely, Pond's, Sunsilk,

Clinic Plus, Pepsodent, Close-up, Lakme, Brooke Bond, Kissan, Knorr-Annapurna, Kwality

Wall's – 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 over 40 factories across India. The operations involve over 2,000

suppliers and associates. HUL's distribution network, comprising about 4,000 redistribution

stockists, covering 6.3 million retail outlets reaching the entire urban population, and about

250 million rural consumers.

HUL has traditionally been a company, which incorporates latest technology in all its

operations. The Hindustan Unilever Research Centre (HURC) was set up in 1958, and now

has facilities in Mumbai and Bangalore. HURC and the Global Technology Centres in India

have over 200 highly qualified scientists and technologists, many with post-doctoral

experience acquired in the US and Europe.

HUL believes that an organisation's worth is also in the service it renders to the community.

HUL is focusing on health & hygiene education, women empowerment, and water

management. 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 village built by HUL in earthquake affected Gujarat, and

relief & rehabilitation after the Tsunami caused devastation in South India. In 2001, the

company embarked on an ambitious programme, Shakti. 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 includes health and hygiene education

through the Shakti Vani Programme, and creating access to relevant information through the

iShakti community portal. The program now covers 15 states in India and has over 45,000

women entrepreneurs in its fold, reaching out to 135,000 villages and directly reaching to

150 million rural consumers. By the end of 2010, Shakti aims to have 100,000 Shakti

entrepreneurs covering 500,000 villages, touching the lives of over 600 million people.

HUL is also running 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 84.6 million people in

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approximately 43890 villages of 8 states. The vision is to make a billion Indians feel safe and

secure.

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.

( http://en.wikipedia.org/wiki/ Hindustan_Unilever )

Policies of Hindustan Lever Ltd.

Quality is fundamental to HUL Business Success

Unilever’s mission is to meet everyday needs for nutrition, hygiene and personal care with

brands that help people feel good, look good and get more out of life. And a key requirement

is building in the quality expectations of our consumers into our products.

To win consumers’ confidence and loyalty, they need to consistently deliver branded

products of excellent quality. They understand the different needs of our consumers and

customers and strive to develop and deliver superior brands to ensure that they’re the

preferred choice. And by applying consistently high standards, they are able to do things

right first time, cut waste, reduce costs and drive profitability.

Their Quality Policy describes the principles that everyone in Unilever follows, wherever

they are in the world, to ensure that they are recognized and trusted for their integrity, the

quality of our brands and products, and the high standards we set.

Principles of the Quality Policy :

Putting the safety of our products and our consumers first.

They have stringent mandatory quality standards in place against which compliance is

verified through regular audits and self assessments. These standards ensure design,

manufacture and supply products that are safe, of excellent quality, and conform to the

relevant industry and regulatory standards in the countries in which they operate.

Comprehensive management procedures are in place to mitigate risks and to protect their

consumers and markets.

Putting consumers and customers at the heart of our business

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They actively engage our consumers and customers, translating their needs and requirements

into their products and services, thus creating consumer value wherever they position their

products. This is at the very heart of our innovation process.

Quality is a shared responsibility

Quality and consumer safety is the responsibility of every Unilever employee and Unilever

demonstrates visible and consistent leadership to meet this policy. The drive for quality, in all

that they do, is a passion reflected in our brand development, manufacturing and customer

service processes and is also expected of our business partners. We partner with stakeholders

to provide leadership, promote transparency and share best practice. And we’ve forged

effective working relationships with

suppliers and contract manufacturers.

Building and maintaining excellent systems to ensure the quality and safety of our

products

We’re proactively and continuously developing our systems and processes to ensure quality

and safety throughout the whole value chain, and we’re setting a benchmark for the business.

We provide appropriate training and resources, and will ensure that we deliver our quality

objectives and targets. We regularly measure and improve our performance using both

internal and external measures.

We actively promote our Quality Policy and have a quality assurance organisation in place

to ensure consistency and visibility of quality standards, processes and performance

indicators across all Unilever businesses at all levels, and to anticipate

and develop future quality capability requirements.( http://www.hul.co.in/ knowus /

quality_policy.asp )

Code of business :

Introduction

Unilever has earned a reputation for conducting its business with integrity and with respect

for the interests of those our activities can affect. This reputation is an asset,just as our people

an our brands.

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Our first priority is to be a successful business and that means investing for growth and

balancing short term and long term interests. It also means caring about our consumers,

employees and shareholders, our business partners and the world in which we live.

To succeed requires the highest standards of behaviour from all of us. The general principles

contained in this Code set out those standards. More detailed guidance tailored to the needs

of different countries and companies will build on these principles as appropriate, but will

not include any standards less rigorous than those contained in this Code.

We want this Code to be more than a collection of high sounding statements. It must have

practical value in our day to day business and each one of us must follow these principles in

the spirit as well as the letter.

Standard of Conduct

We conduct our operations with honesty, integrity and openness, and with respect for the

human rights and interests of our employees.

We shall similarly respect the legitimate interests of those with whom we have relationships.

Obeying the Law

Unilever companies and our employees are required to comply with the laws and regulations

of the countries in which we operate.

Employees

Unilever is committed to diversity in a working environment where there is mutual trust and

respect and where everyone feels responsible for the performance and reputation of our

company.

We will recruit, employ and promote employees on the sole basis of the qualifications and

abilities needed for the work to be performed.

We are committed to safe and healthy working conditions for all employees. We will not use

any form of forced, compulsory or child labour.

We are committed to working with employees to develop and enhance each individual's

skills and capabilities.

We respect the dignity of the individual and the right of employees to freedom of association.

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We will maintain good communications with employees through company based information

and consultation procedures.

Consumers

Unilever is committed to providing branded products and services which consistently offer

value in terms of price and quality, and which are safe for their intended use. Products and

services will be accurately and properly labelled, advertised and communicated.

Shareholders

Unilever will conduct its operations in accordance with internationally accepted principles of

good corporate governance. We will provide timely, regular and reliable information on our

activities, structure, financial situation and performance to all shareholders.

Business Partners

Unilever is committed to establishing mutually beneficial relations with our suppliers,

customers and business partners.

In our business dealings we expect our business partners to adhere to business principles

consistent with our own

.

Public Activities

Unilever companies are encouraged to promote and defend their legitimate business interests.

Unilever will co-operate with governments and other organisations, both directly and through

bodies such as trade associations, in the development of proposed legislation and other

regulations which may affect legitimate business interests.

Unilever neither supports political parties nor contributes to the funds of groups whose

activities are calculated to promote party interests.

Community Involvement

Unilever strives to be a trusted corporate citizen and, as an integral part of society, to fulfill

our responsibilities to the societies and communities in which we operate.

The Environment

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Unilever is committed to making continuous improvements in the management of our

environmental impact and to the longer-term goal of developing a sustainable business.

Unilever will work in partnership with others to promote environmental care, increase

understanding of environmental issues and disseminate good practice

.

Innovation

In our scientific innovation to meet consumer needs we will respect the concerns of our

consumers and of society. We will work on the basis of sound science applying rigorous

standards of product safety.

Competition

Unilever believes in vigorous yet fair competition and supports the development of

appropriate competition laws. Unilever companies and employees will conduct their

operations in accordance with the principles of fair competition and all applicable

regulations.

Business Integrity

Unilever does not give or receive whether directly or indirectly bribes or other improper

advantages for business or financial gain. No employee may offer give or receive any gift or

payment which is, or may be construed as being, a bribe. Any demand for, or offer of, a bribe

must be rejected immediately and reported to management.

Unilever accounting records and supporting documents must accurately describe and reflect

the nature of the underlying transactions. No undisclosed or unrecorded account, fund or

asset will be established or maintained.

Conflicts of Interests

All Unilever employees are expected to avoid personal activities and financial interests

which could conflict with their responsibilities to the company.

Unilever employees must not seek gain for themselves or others through misuse of their

positions.

Compliance – Monitoring – Reporting

Compliance with these principles is an essential element in our business success. The

Unilever Board is responsible for ensuring these principles are applied throughout Unilever.

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The Group Chief Executive is responsible for implementing these principles and is supported

in this by the Corporate Code Committee comprising the General Counsel, the Joint

Secretaries, the Chief Auditor, the SVP HR, the SVP Communications and the Corporate

Code Officer, who presents quarterly reports to the Unilever Executive.

Day to day responsibility is delegated to all senior management of the regions, categories,

functions and operating companies. They are responsible for implementing these principles,

if necessary through more detailed guidance tailored to local needs, and are supported in this

by Regional Code Committees comprising the Regional General Counsel together with

representatives from all relevant functions and categories.

Assurance of compliance is given and monitored each year. Compliance with the Code is

subject to review by the Board supported by the Corporate Responsibility and Reputation

Committee and for financial and accounting issues the Audit Committee.

Any breaches of the Code must be reported in accordance with the procedures specified by

the General Counsel. The Board of Unilever will not criticise management for any loss of

business resulting from adherence to these principles and other mandatory policies and

instructions.

The Board of Unilever expects employees to bring to their attention, or to that of senior

management, any breach or suspected breach of these principles.

Provision has been made for employees to be able to report in confidence and no employee

will suffer as a consequence of doing so. ( http:// www.hul.co.in / knowus

/code_bus_principles.asp )

Research & Development And Technology:

A significant source of strength for your Company has been its business culture that

recognizes technology-driven innovation as the best foundation for a sustainable business.

This recognition, and the consequent commitments, has contributed to create, and deliver to

the consumers, superior value. These are reflected in Company’s products, which are clearly

differentiated from its competitors’, and its processes that consistently deliver more with less

expenditure. This tradition continued through 2002, producing several significant

technological contributions from R&D to business.

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Overall, significant focus was brought to the creation of scientific and proprietary

knowledge, cutting across categories, with rigor and relevance for efficient delivery to

business. New “ways of working” processes, which

should serve to improve substantially our ability to discover, develop, design and deliver,

have been implemented. These measures are expected to contribute discontinuously to the

quality and quantity of the output from R&D in 2003 and beyond.

( www.hul_ar_2k3%20.pdf )

Introduction to the Project

Personal Care Products of Hindustan Lever Limited

a. Personal Wash

b. Skin care

c. Hair Care

d. Oral Care

e. Deodrants

f. Ayurvedic Personal and Health Care

Personal Wash:

Lux

Since 1929, Lux in step with the changing trends and evolving beauty needs of the

consumers, offers an exciting range of soaps and Body Washes with unique elements to

make bathing time more pleasurable. One can choose from a range of skincare benefits like

firming, fairness and moisturising. Lux stands for the promise of beauty and glamour as one

of India's most trusted personal care brands. Lux Believes in passion for beauty .It continues

to be a favourite with generations of users for the experience of a sensuous and luxurious

bath. Lux believes that femininity shouldn’t be denied. Since its launch in India in the year

1929, Lux has offered a range of soaps in different sensuous colours and world class

fragrances. Lux is a beauty soap of film stars, Lux recognized the need for a compelling

message about beauty that would resonate with women of today.

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Lux has recently launched its two fruit extract variants – New Lux Strawberry & Cream and

Lux Peach & Cream contain a blend of succulent fruits & luscious Chantilly cream that melts

down into your skin making it soft and smooth. (http:// www.hul.co.in /brands /lux.asp)

Lifebuoy

Lifebuoy’s vision is, “Making a billion Indians feel safe and secure by meeting all their

health and hygiene needs”.

True to its vision, the world's largest selling soap, offers a compelling health benefit to the

entire family. Launched in 1895, Lifebuoy, for over 100 years, has been synonymous with

health and value. The honest & hard working soap, with its distinctive perfume and popular

jingle, has carried the Lifebuoy message of health across the length and breadth of the

country.

The relaunch of the soap in 2002, 2004 & again in 2006 have been turning points in its

history. The new mix includes a new formulation and a repositioning to make it more

relevant to both new and existing consumers.

Lifebuoy is now in a superior formulation offering a new health fragrance and a

contemporary shape. The new formulation offers a significantly superior bathing experience

and skin feel. This new mix has registered conclusive and clear preference among existing

and new users. Apart from Lifebuoy total, it has also strongly built its other core variants like

Lifebuoy deofresh – targeted at freshness, Lifebuoy nature – containing all the goodness of

nature and Lifebuoy care – for sensitive skin. Lifebuoy also offers specific health benefits

through specialised product formats like Lifebuoy HandWash & Lifebuoy Clearskin, which

provides treatment and protection against acne. (http:// www.hul.co.in /brands /lifebuoy.asp)

Liril

For 28 years, freshness has been clearly identified with one name – Liril

Liril expressions have always set trends whether it is a bathing beauty in a waterfall or "Oof

Yu Maa!" The energy and excitement levels associated with the brand have to be experienced

to be believed with changing times. Liril has donned many avatars; Presently, Liril Soft Aloe

Vera & Lime, Liril Icy Cool and Liril Orange splash are making waves. (http://

www.hul.co.in /brands /liril.asp)

Hamam

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Launched in 1934, Hamam has always been a reliable option for consumers over years.The

brand has withstood the test of time and has given the consumers the confidence and

assurance of being a soap that is safe on skin.

Hamam is manufactured in the most modern soap plants world-class quality control system.

Hamam contains polyols, which are known to be good moisturizers. Hamam also contains

Aloe Vera, Tulsi and Neem extracts. Hamam soap is made from a blend of vegetable oils.

The optimum grade of Palm oil and coconut oil is mixed in the right proportion to give a

soap that is lasting, gives lather which is stable and can effectively remove oil, dirt from the

surface of the skin.

( http:// www.hul.co.in /brands /hamam.asp)

Breeze

Breeze Scent Magic is the soap which fulfills the aspirations of women of rural India. Breeze

has offered them 'beauty at an affordable price', making them look and feel beautiful.

Breeze comes in 4 exotic fragrances – Rose, Sandal, Lime and Rajnigandha. All this at a very

affordable price for the masses. ( http:// www.hul.co.in /brands /breeze.asp)

Dove

Dove soap, which was launched by Unilever in 1957, has been available in India since 1995.

It provides a refreshingly real alternative for women who recognize that beauty is not simply

about how you look, it is about how you feel.

The skin's natural pH is slightly acidic 5.5-6. Ordinary soaps tend to be alkaline, with pH

higher than 9. Dove is formulated to be pH neutral (pH between 6.5 and 7.5) and to be mild

on skin. This makes it suitable for all skin types for all seasons. While Dove soap bar is

widely available across the country, Dove Body Wash is available in select outlets.

Globally, Dove has been extended to many other countries. Since the 1980s, for example,

Unilever has launched a moisturising body-wash, deodorants, body lotions, facial cleansers

and shampoos and conditioners, providing a comprehensive range of solutions to bring out

true inner beauty. ( http:// www.hul.co.in /brands /dove.asp )

Pears

Introduced in India in 1902, Pears soap has no equal. It is gentle enough, even for baby's

skin.

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Pears is manufactured like any other soap, but unlike in conventional soaps, the glycerine is

retained within the soap. That is the cause if its unique transparency.After manufacturing, the

soap is mellowed under controlled conditions over weeks. At the end of this maturing

process, it is individually polished and packed in cartons. TodayPears is available in three

variants - the traditional amber variant, a green variant for oil control and a blue variant for

germ protection. ( http:// www.hul.co.in /brands /pears.asp )

Rexona

Rexona is one of India's pioneer brands in family soaps. Launched in 1947, it was positioned

as a natural skin care soap to give silky, glowing skin. The brand has been constantly

improved to keep up with expectation of the consumers.

The ingredients of Coconut Oils and the benefit of glowing skin has been heritage of the

brand over the years.

In 2005, the brand was relaunched with a new modern look and packaging and contains

coconut and cucumber. ( http:// www.hul.co.in /brands /rexona.asp )

Skin care:

Fair & Lovely

A woman's passion for beauty is universal and catering to this strong need is Fair & Lovely.

Based on a revolutionary breakthrough in skin lightening technology, Fair & Lovely was

launched in 1978.

The Hindustan Lever Research Centre (it is among the largest research establishments in

India's private sector, including pharmaceutical companies, with facilities in Mumbai and

Bangalore) deployed technology, based on pioneering research in the science of skin

lightening to develop Fair & Lovely. The formulation is patented. Its formulation acts safely

and gently with the natural renewal process of the skin, making complexion fairer over a

period of six weeks.

Fair & Lovely is formulated with optimum levels of UV sunscreens and Niacinamide that is

known to control dispersion of melanin in the skin. It is a patented and proprietary

formulation, which has been in the market for 25 years. Niacinamide (Vitamin B3) is a

water-soluble vitamin and is widely distributed in cereals, fruits and vegetables - and its use

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in cosmetic formulations has been known for various end benefits. The UV components of

the formulation are scientifically chosen and used at optimum levels to provide wide

spectrum protection against UV rays of the sun. Specifically, this patented formulation offers

a high UVA protection, which is more relevant to Asian skin than plain SPF protection

creams sold in the West. All the active ingredients in the Fair & Lovely formulation function

synergistically to lighten skin colour through a process that is natural, reversible and totally

safe. The brand today offers a substantive range of products, including Ayurvedic Fair &

Lovely Fairness cream, Fair & Lovely Anti-Marks cream, Fair & Lovely Oil control Fairness

Gel, Fair & Lovely for Deep Skin and Fair & Lovely Fairness Soap. The latest has been the

Perfect Radiance, a complete range of 12 premium skincare solutions from Fair & Lovely.

(http:// www.hul.co.in /brands/fairnlovely.asp )

Pond's

Pond's has been synonymous with skin care in India since 1947. The impressive track record

of Pond's began when Theron T Pond, a pharmacist from Utica New York, introduced

'Pond's Golden Treasure' in 1846, a witch-hazel based wonder product. In 1914, Pond's Cold

Cream and Vanishing Cream marked the brand's evolution to a beauty icon. In 1955 Pond's

Extract Company merged with Chesebrough Manufacturing and in 1987 Unilever purchased

Chesebrough-Pond's. By this time the Pond's brand had built up a powerful international

presence.

From one man in a tiny home-made laboratory, to today's state of the art R&D facilities led

from Bangkok, Mumbai, New York and Tokyo, the Pond's promise has remained the same

across 58 countries - to deliver products that make a real difference to women's skin and the

way they live their lives. (http:// www.hul.co.in /brands /ponds.asp )

Vaseline

Vaseline is a trusted brand worldwide associated with daily skin care and healthy skin for the

entire family. Vaseline has been keeping skin healthy since 1870.

The Vaseline philosophy:

The need for Vaseline is based on real skin facts. We believe our skin is amazing. It protects

us, heals itself, connects us to the world, transmits emotions. And this amazing skin needs to

be looked after. We believe nobody knows skin, and how to keep it at its healthy best, better

19

than Vaseline. Which is why we make products that maintain our skin condition at its best

and enhance its natural health.

Vaseline Petroleum Jelly I.P.:

Vaseline Petroleum Jelly is a mixture of Mineral oils, Paraffin and microcrystalline waxes,

that when blended together, create something remarkable- it literally melts into your

body, protecting the skin from within.Vaseline petroleum Jelly serves

two functions. First it helps keep the outside world out – it protects skin from effects of

weather and exposure. Second it acts like a sealant to keep the inside world in, thereby acting

as a barrier to the natural water loss from our skin. So Skin that is dry and chapped is

protected from drying elements, enabling skin softening moisture to build up naturally from

inside the skin itself.

VaselineTotal Moisture Body Lotion:

Beneath the surface, your skin is 90% water, enabling it to act as a moisture and nutrient

reserve. So keeping your skin well hydrated is critical to your well-being.

Unfortunately however, our body tends to lose moisture throughout the day. Bathing, casual

contact, washing, sitting in the AC for too long, seasonal changes, all robs the body of its

moisture. Vaseline Total Moisture is a fast-absorbing lotion enriched with Soya and Oat

protein that are known to nourish the skin from deep inside while Vitamin E feeds your skin

with the nutrient that is essential to keep it glowing. Together they result in healthy looking

skin.

Vaseline Aloe Cool and Fresh Body Lotion:

With the goodness of Cucumber and Aloe Vera, this light moisturising body lotion is

especially made to meet your skin needs in summer. Cucumber is a surprising beauty secret

for the skin with its hydrating, cooling and soothing properties. Aloe Vera on the other hand,

is an unparalleled moisturiser and cell rejuvenator which is excellent for dry skin. Together,

these two ingredients can keep your skin looking and feeling its healthiest best. (http://

www.hul.co.in /brands /Vaseline.asp )

Hair care:

Sunsilk

20

Launched in 1964, Sunsilk is the largest beauty shampoo brand in the country. Positioned as

the 'Hair Expert', Sunsilk has identified different hair needs and offers the consumer a

shampoo that gives her the desired results.

The benefits are more compelling and relevant since the variants are harmonised in terms of

the product mix - fragrance, colour and ingredients are all well linked to cue the overall

synergy.

The range comes in premium packaging and design.

The accent is on "It knows you, and hence knows exactly what your hair needs". (http://

www.hul.co.in /brands /sunsilk.asp )

Clinic

Clinic Plus Health shampoo was launched in India in the year 1987. It is India's largest

selling shampoo, offering the five most important hair health benefits: strengthens weak hair,

prevents hair breakage, softens rough dry hair, shine for thick and healthy hair, and contains

anti-dandruff ingredient.

The franchise also includes Clinic All Clear Total, first introduced in 1996. It is a dual

shampoo – it not only fights the last dandruff flake, but also adds back lost nutrients to make

hair healthy and beautiful. Clinic All Clear Total is a dandruff solution for everyday use.

(http:// www.hul.co.in /brands /clinicallclear.asp )

Oral care:

Pepsodent

Pepsodent, launched in 1993, was the first toothpaste with a unique anti-bacterial agent to

address the consumer need of checking germs even hours after brushing. Pepsodent packs

included a Germ Indicator in February-May 2002, which allowed consumers to see the

efficacy in fighting germs for themselves. As a follow-up, in October 2002, Pepsodent

offered Dental Insurance to all its consumers to demonstrate the confidence the company has

in the technical superiority of the product. Pepsodent connects directly with kids and their

parents. Pepsodent has always worked in the direction of an overall awareness of dental

health. The relaunch campaign in October 2003 widened the context to "sweet and sticky"

food and leveraged the truth that children do not rinse their mouths every time they eat,

demonstrating that this makes their teeth vulnerable to germ attack.

21

Pepsodent's most recent campaign aims at educating consumers on the need for germ

protection through the night. Pepsodent also includes a range of toothbrushes. (http://

www.hul.co.in /brands /pepsodent.asp )

Closeup

Closeup is the original youth brand of India. The first brand targeting youth in the oral care

market, with an edgy and youthful image which stays relevant till date. Ever since its launch

in 1975, Closeup has broken every rule in the book on how toothpastes should behave!

Closeup was the first gel toothpaste to be launched in India and has led the gel toothpaste

segment ever since. In 2004, Closeup was re-launched with a bang. And this time it was

packed with the power of Vitamin Fluoride System – a powerful mix of Vitamins, Fluoride,

Mouthwash and Micro whiteners, the perfect combination of ingredients for fresher breath

and stronger, whiter teeth. Closeup became the first Gel toothpaste with Fluoride in the

Indian Market!

The brand umbrella also includes Closeup Lemon Mint, gel toothpaste with the whitening

benefits of lemon.The latest entry in the Closeup stable is Closeup Milk Calcium –

revolutionary new toothpaste with the goodness of milk calcium in an industry-first core-in-

sheath format, with white milk calcium nutrient on the inside and a refreshing blue gel on the

outside.( http:// www.hul.co.in /brands /close_up.asp )

Deodorant

Axe

Axe, the deodorant that is considered cool, fashionable and stylish by young men was

launched in India in 1999. Available in more than 60 countries around the world, it is a world

leader in male toiletries. Axe has a mix that is completely harmonised globally – from its

proposition and communication to the product, as available on the shelf. Axe is available in

five fragrances: Java, Pulse, Dimension, Voodoo and Phoenix. Axe has become the leading

male deodorant brand in India within just one year of its launch. Consumers associate a

lifestyle of cool clubs, cool music and cool fashion with Axe. The youth view it as an icon

which introduces many 'firsts' to their world of music and dance – like the first "World's

Longest Dance Party" and the first ever 'Axe Voodoo Island Party'. (http:// www.hul.co.in

/brands /axe_magnet.asp )

Rexona

22

Rexona was the first Deodorant to be launched in India in 1995.

It is the only deodorant in the Indian market that promises 24 hour protection from Body

Odour. Rexona has ingredients that combine body odour protection and cosmetic

values which are proven to work in challenging situations. (http:// www.hul.co.in /brands

/rexona_deo.asp ).

Ayurvedic Personal and Health Care

Ayush

Ayush was launched in 2002. With Ayush HLL brings to you a range of Ayurvedic Health

Care & Personal Care Products with a superior sensory experience, scientifically tested and

proven functionality and international standards of quality and safety, for a uniquely

pleasurable and holistic Ayurvedic experience.

For the first time, the eternal truths of Ayurveda and the rigours of modern science have been

combined. The Ayurvedic purity of Ayush's formulation is endorsed by Arya Vaidya

Pharmacy, Coimbatore.

The Ayush range comprises shampoos, hair oil, skin cream, soap and nutritional

supplements.

The Ayush Therapy Centres provide personalised service and advice in positive health and

stress relief, aches and pain relief, skin and hair care and weight loss consultation. ( http://

www.hul.co.in /brands /ayush_range.asp )

23

Consumer behavior :

Consumer behavior is the study of how people buy, what they buy, when they buy and why

they buy. It blends elements from psychology, sociology, sociopsychology, anthropology and

economics. It attempts to understand the buyer decision processes/buyer decision making

process, both individually and in groups. It studies characteristics of individual consumers

such as demographics, psychographics, and behavioural variables in an attempt to understand

people's wants. It also tries to assess influences on the consumer from groups such as family,

friends, reference groups, and society in general.Belch and Belch define consumer behavior

as 'the process and activities people engage in when searching for, selecting, purchasing,

using, evaluating, and disposing of products and services so as to satisfy their needs and

desires'.

Basic model of consumer decision making

Table 1.1 : Basic model of consumer decision making

Stage Brief description

Problem recognitionThe consumer perceives a need and becomes

motivated to solve a problem.Motivation

Information search The consumer searches for information required to Perception

24

make a purchase decision

Information

evaluationThe consumer compares various brands and products

Attitude

formation

Decision The consumer decides which brand to purchase Integration

Post-purchase

evaluationThe consumer evaluates their purchase decision Learning

Source: www.wikepedia.org/consumer behaviour

Problem Recognition : Problem recognition is that result when there is a difference between

one's desired state and one's actual state. Consumers are motivated to address this

discrepancy and therefore they commence the buying process.

Sources of problem recognition include:

• An item is out of stock

• Dissatisfaction with a current product or service

• Consumer needs and wants

• Related products/purchases

• Marketer-induced

• New products

The relevant internal psychological process that is associated with problem recognition is

motivation. A motive is a factor that compels action. Belch and Belch (2007) provide an

explanation of motivation based on Maslow's hierarchy of needs and Freud's psychoanalytic

theory.

Information Search

Once the consumer has recognised a problem, they search for information on products and

services that can solve that problem. Belch and Belch (2007) explain that consumers

undertake both an internal (memory) and an external search.

Sources of information include:

• Personal sources

• Commercial sources

25

• Public sources

• Personal experience

The relevant internal psychological process that is associated with information search is

perception. Perception is defined as 'the process by which an individual receives, selects,

organises, and interprets information to create a meaningful picture of the world'

The selective perception process Stage Description Selective exposure consumers select

which promotional messages they will expose themselves to. Selective attention consumers

select which promotional messages they will pay attention to Selective comprehension

consumer interpret messages in line with their beliefs, attitudes, motives and experiences

Selective retention consumers remember messages that are more meaningful or important to

them

You should consider the implications of this process on the development of an effective

promotional strategy. First, which sources of information are more effective for the brand

and second, what type of message and media strategy will increase the likelihood that

consumers are exposed to our message, that they will pay attention to the message, that they

will understand the message, and remember our message.

Information evaluation

At this time the consumer compares the brands and products that are in their evoked set. How

can the marketing organization increase the likelihood that their brand is part of the

consumer's evoked (consideration) set? Consumers evaluate alternatives in terms of the

functional and psychological benefits that they offer. The marketing organization needs to

understand what benefits consumers are seeking and therefore which attributes are most

important in terms of making a decision.

The relevant internal psychological process that is associated with the alternative evaluation

stage is attitude formation. Belch and Belch (2007, p.117) note that attitudes are 'learned

predispositions' towards an object. Attitudes comprise both cognitive and affective elements -

that is both what you think and how you feel about something. The multi-attribute attitude

model explains how consumers evaluate alternatives on a range of attributes. Belch and

Belch (2007) identify a number of strategies that can be used to influence the process

(attitude change strategies). Finally, there are a range of ways that consumers apply criteria to

make decisions. Belch and Belch (2007) explain how information is integrated and how

26

decision rules are made including the use of heuristics. The marketing organisation should

know how consumers evaluate alternatives on salient or important attributes and make their

buying.

Purchase decision

Once the alternatives have been evaluated, the consumer is ready to make a purchase

decision. Sometimes purchase intention does not result in an actual purchase. The marketing

organization must facilitate the consumer to act on their purchase intention. The provision of

credit or payment terms may encourage purchase, or a sales promotion such as the

opportunity to receive a premium or enter a competition may provide an incentive to buy

now. The relevant internal psychological process that is associated with purchase decision is

integration.

Postpurchase evaluation

The EKB model was further developed by Rice (1993) which suggested there should be a

feedback loop, Foxall (2005) further suggests the important of the post purchase evaulation

and that the post purchase evaluation is key due to its influences on future purchase patterns.

Internal influences

Consumer behavior is influenced by: demographics, psychographics (lifestyle), personality,

motivation, knowledge, attitudes, beliefs, and feelings.

External influences

Consumer behavior is influenced by: culture, ethnicity, family, social class, reference groups,

and market mix factors. (http://wikipedia.org/wiki/Consumer_behaviour).

27

Review of Literature

Reviews are on the consumer behaviour on the various fast moving consumer goods which

includes consumer satisfaction, perception, loyalty , buying intention etc. it also revealed that

advertisement effect, income effect on the purchase of fast moving consumer goods.

Mitchell et. al. (1994), studied the perceived risk in consumer decision-making process

Tests this assumption in a study of 180 breakfast cereal shoppers, half of whom were

interviewed prior to purchase and half immediately after. The results showed that risk

perceptions and risk-reducing strategy usefulness did vary between the two states. The

differences were not large, but were sufficient to allow rejection of the proposed null

hypothesis and to cast doubt on the assumptions made in many studies.

Ataman et.al.(2003),studied the relationship between the sales volume of a firm and its

brand image. Consumers self-perception and perception of brand image, with respect to

congruency models, have a strong influence on their behavior in the marketplace. Therefore

it is expected that the fluctuations in image attributes will explain the fluctuations in sales

figures. In order to test this hypothesis, consecutive surveys were carried out from 231

respondents, on a monthly basis to collect image data. Factor analysis was performed on the

image attributes over time and three main image factors were attained. To determine the net

effect of image attributes on sales, multiple regression analysis was performed, using the

time series data, and all three image factors were found to be significant in the model.

Shoham et.al.(2003), revealed that consumer compulsive buying is an important area of

inquiry in consumer behavior research. The importance of studying compulsive buying,

stems, in part, from its nature as a negative aspect of consumer behavior. Specifically,

exploring negative consumption phenomena could provide modified or new perspectives for

the study of positive consumption behaviors. Moreover, research on negative facets of

consumption is useful because it can potentially contribute to society’s wellbeing, an

important criterion for usefulness of any research. This paper builds on earlier papers to

propose a model of compulsivity antecedents. Gender, consumers’ tendency to make

unplanned purchases, and their tendency to buy products not on shopping lists, serve to

predict compulsive tendencies in a sample of 435 Israeli consumers. The findings suggest

that these antecedents affect compulsive tendencies.

28

Ahmed et. al. (2004), said that In the 1970s, the early marketing activities of Hindustan-

Lever in India tended to focus upon the urban middle class and elite. Meanwhile, an Indian

entrepreneur produced and marketed a detergent, Nirma, targeting the poor rural sector. By

1977, Nirma was the second largest volume seller in the country. The paper suggests that the

common description of the bottom-of-pyramid market segment as the disorganised sector can

have a psychological impact on marketing strategy formulation, over and above the real

effects of absent infrastructures. The classic Nirma story helps us to re-frame and re-describe

prospects for serving this market segment. For example, it can be a base-camp from which an

MNC can launch a very effective attack upon all levels of the pyramid.

Dupre et. al.(2004), revealed that despite massive efforts of suppliers and retailers in the

fast-moving-consumer-goods (FMCG) channel to adopt the efficient consumer response

(ECR) practices, many of the expected benefits have not been realized. This study examines

the history and implementation practices of ECR in the USA and in Germany and presents

conceptual models that compare the likely outcomes when ECR-based category management

practices are initiated either by the supplier or by the retailer channel partner. A series of

interviews conducted with 43 industry experts. The study found that how a strategic

competitive advantage can be realized through the combination of both supplier and retailer

views and expertise in category management practices. suggests ways to overcome barriers to

implementation of category management plan.

Fandos et.al.(2006), examine the influence of the perceived quality of a protected

designation of origin (PDO) product on consumer loyalty and buying intentions. It examines

the relationships between intrinsic and extrinsic quality attributes, loyalty and buying

intention. Information was obtained from an initial qualitative approach based on a group

dynamic to allow the development of scales to quantify the different concepts. Personal

interviews were then conducted with 251 consumers based on a structured questionnaire. The

study reveals the existence of a positive and significant relationship between the extrinsic

attributes of a traditional food product and loyalty expressed by consumers. It also shows that

the perceived quality associated with the intrinsic attributes of the product has a positive and

significant influence on buying intentions

Teng et al. (2007), conducted research to show how the dual mediation model has been used

to explain consumer responses toward an ad and a brand. This study attempts to incorporate

29

ad affect and competition into the framework and examine the effects of advertising on

consumers' attitudes and purchase intentions in multiple-ad and multiple-brand environments.

A total of 165 usable data (54 percent female, mean age=36.2) were collected from an

experiment conducted in North America. The findings revealed that the higher level of

affective responses to a focal ad significantly leads to a higher evaluation of that ad. It also

indicated that information about a competing ad and brand is processed comparatively and

that evaluations of the competing ad and brand negatively influence evaluations of a focal ad

and brand. The study says that an ad affect is an important determinant in the formation of ad

attitude and it can be incorporated into the dual mediation model to explain the effects of

advertising on consumer behavior

Celebi (2007), conducted a research to examine the credibility of advertising including a

promotional endorser (APE) and publicity including a promotional endorser (PPE); to

compare the credibility of advertising across the different demographic segments; and to

explore the important factors affecting consumers' shopping considerations of new fast

moving consumer goods (FMCGs) in Turkey. The data was gathered by a telephone survey

from a sample of 717 of which 348 respondents wanted to participate from three of Turkey's

largest cities, Istanbul, Ankara, and Izmir. The systematic sampling was exercised to select

the sample. Chi-square and t-tests were computed and the results of them were significant at

0.05 level. It found that advertising was more credible by the participants with higher

income. Respondents' shopping decisions of new FMCGs were affected by price and quality

more than the other factors. Consumers tended to rely on publicity more than advertising;

more than APE; and more than PPE. They also tended to count PPE more credible than APE.

The findings suggest that it would be appropriate for advertising managers, who wish to

market to Turkey, to consider recipients' income levels in regard to the credibility of

advertising for new FMCGs. It is also important to note for international companies that

price and quality play a major role on Turkish consumers' shopping decisions of new FMCGs

among the other factors including experiments, organizational trust, and word-of-mouth.

Sehrawet et.al.(2007), conducted a study which aims to establish whether the residential

background of consumers has a varying influence on their buying decisions. A survey of

1090 urban and rural respondents was carried out of which 523 were rural and 567 were

urban. The gathered data were analysed by applying counts, percentages, means, and analysis

of variance. Rural residents found that packaging is more helpful in buying, that better

30

packaging contains a better product and that they are more influenced by the ease of storing a

package than their urban counterparts. Ease of carriage, package weight, simplicity,

transparency and similarity of packaging have comparatively less impact on purchase

decisions of rural consumers than urban ones. However, rural consumers are more critical

about packaging as they strongly consider that it contributes to misleading buyers and is also

an environmental hazard

Zokaei et al (2007), studied to further define and explore the demarcation between supply

chain effectiveness and supply chain efficiency. A case-study research method is adopted to

discuss an approach for the improvement of supply chain effectiveness, i.e. Supply Chain

Kano-QFD. “Supply Chain Kano-QFD” is an integrative method which helps drive

effectiveness by focusing on how the various supply chain members might jointly develop

innovative solutions to create unique, individualized sources of consumer value. It proposed

that “Supply Chain Kano-QFD” technique can be deployed to engage the capabilities and

enthusiasm of the firms along the chain to enhance the value of the final consumable.

Hlavinka et. al. (2007), examined how consumer packaged goods (CPG) companies are

harnessing the power of loyalty marketing to improve their sales and branding effectiveness.

The paper cites examples of CPG loyalty efforts from Procter & Gamble, Tazo Tea, Huggies

diapers, Moet Hennessey, Maker's Mark, Purina dog food and others, it outlines two primary

models that CPG marketers are pursuing, each with their own approaches, levels of

investment and possible outcomes. The paper explores the many obstacles CPG marketers

must overcome if they desire to shift from mass advertising to a more customer-centric

marketing model and cites examples of successes and failures from a variety of

organizations. It suggest specific ideas for improving the effectiveness of their private label

credit card program.

Majority of the researches revealed on the consumer buying behaviour which includes

consumer satisfaction, perception, loyalty , buying intention of the fast moving consumer

goods as a whole and on the marketing strategies of the products of Hindustan unilever ltd.

No research have been conducted on the consumer behaviour towards the Hindustan

Unilever Ltd. and no research have been conducted on the personal care products of

Hindustan Unilever Ltd.

31

NEED AND SCOPE OF THE STUDY

NEED

Research gap has been identified that previous researches only done on the brand loyalty,

consumer behaviour of various products or on the marketing strategies of the products of

Hindustan unilever ltd. Basic researches are found on the marketing strategies of Hindustan

unilever ltd .Hindustan unilever ltd has variety of products, so need is to identify the

consumer buying behaviour which include consumer preference, consumer satisfaction,

brand loyalty regarding personal care products of Hindustan unilever ltd.

SCOPE

Data analysis of the study represents the analysis and interpretation of various questions

asked by consumer who purchase personal care products of Hindustan Unilever ltd. The

scope of the study is limited to consumer in Bathinda city only.

32

OBJECTIVES OF THE STUDY

To check the preference of consumer regarding Hindustan unilever products

(personal care products ).

To check the factors responsible for preferring Hindustan unilever products.

To study the media through which consumers get awareness about Hindustan

unilever products.

To identify the frequency of purchase of personal care products of Hindustan

unilever products.

To identify the satisfaction level regarding Hindustan unilever products (personal

care products).

To check the brand loyalty of the consumer of personal care products of

Hindustan unilever products.

33

RESEARCH METHODOLOGYRESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. The research

methodology includes the various methods and techniques for conducting a research.

Defining the Research Problem and Objectives: It is said, “A problem well defined is

“Half solved”. The first step in research methodology is to define the problem and deciding

the research objective. The objective of my study is to know the consumer buying behaviour

of personal care products of Hindustan Unilever Ltd.

1. Research Design: Research Design is a blueprint or framework for conducting

marketing research project. It specifies the details of the procedures necessary for

obtaining the information needed to structure and solve marketing research problem.

The research design used in this study is descriptive research.

2. Sampling design: Sampling can be defined as the section of some part of an aggregate

or totality on the basis of which judgment or an inference about aggregate or totality is

made. The steps involved in sampling design are as follows:

• Universe:

Theoretical universe: Consumers of personal care products of Hindustan Unilever

Ltd all over the world.

Accessible universe: Consumers of personal care products of Hindustan Unilever Ltd

in India.

• Sampling Frame: The sources of information are retailers, friends and relatives.

• Sampling unit: Sampling unit of this study was individuals

who are using the personal care products of Hindustan Unilever Ltd. including

students, housewives, businessmen and professional.

• Sampling size: Sampling size is the total number of units which covered in our

study. The sample size of this study is 200 restricted to the Bathinda city.

• Sampling Technique: Sampling Technique used in this study is Non-Probabilistic

Convenient Sampling. It is that type of sampling where the researcher selects the

sample according to his or her convenience.

34

3. Data Collection and Analysis: Data can be collected in two ways:

a) Data collection:

Primary data: Primary data are those, which are collected a fresh and for the

first time and thus happen to be original in character. It is the backbone of any study.

Primary data was obtained from personal interview of respondents with the help of

widely used and well-known method of survey, through a well-structured

questionnaire.

Secondary data: Secondary data are those which have already been collected by

someone else and which have already been passed through the statistical process. In

this case one is not confronted with the problems that are usually associated with the

collection of original data. Secondary data either be published data or unpublished

data. Secondary data was collect from the internet only.

Research instrument: Research instrument is that with the help of which we collect

the data from respondents. The questionnaire of this research consists of multiple

choices, close ended and questions.

b) Tools of Presentation and analysis:

Tools of Presentation: The tool of presentation is tables and figures for present the

data.

Tools of Analysis: The tools of analysis which is used for analysis the data is

percentage

35

LIMITATIONS OF THE STUDY

The paucity of time and resources was the major constraints.

The sample size was limited.

The sample was taken from the population residing in Bathinda only, so the results

are not applicable to whole of India.

Non co-operation of some respondents has also affected the research results.

Being an opinion survey a lot of subjectivity is involved in the study.

The possibility of respondents being biased cannot be ruled out.

The limited knowledge of the respondents regarding the topic may hamper the true

conclusion of the study.

36

DATA ANALYSIS AND INTERPRETATION

Demographic Table

Table 5.1: Demographic Table of the respondents

Particulars No. of respondents Percentage Age

Less than 20

20-30

30-40

Above 40

12

84

69

35

6

42

34.5

17.5Income

Less than 1.5 lakhs

1.5 lakhs – 2.5 lakhs

2.5 lakhs – 3.5 lakhs

Above 3.5 lakhs

89

37

57

17

44.5

18.5

28.5

8.5Occupation

Student

Housewives

Professional

Businessmen

59

30

47

64

29.5

15

23.5

32

37

1. Usage of the catagories of personal care products of Hindustan Unilever Ltd.

Table 5.2: Usage of the catagories of personal care products

Categories No. of respondents PercentageSoaps 190 24Skin care 183 24Oral care 155 20Hair care 146 19Deodorant 102 13Total 776 100

Figure 5.1: Usage of the categories of personal care products

24%

24%20%

19%

13% Soaps

Skin care

Oral care

Hair care

Deodorant

Analysis and interpretation:

It is clear from the above data that 24% of the respondents used the soaps, 24% used

the skin care products, 20% use oral care products, 19% use the hair care products

and 13 % use the deodorant of Hindustan Unilever Ltd.

It is analyzed that most of the respondents used the soaps and skin care products of


2). Preference of consumer regarding various categories of personal care

products of Hindustan Unilever Ltd.

38

A. Preference of consumer regarding Soaps

Table 5.3: Preference of consumer regarding Soaps

Soaps No. of respondant Percentage

Lux 171 35

Lifebuoy 105 21

Dove 72 15

Pears 69 14

Breeze 23 5

Liril 17 3

Rexona 13 3

Hamam 10 2

None 10 2

Total 490 100

Figure 5.2 Preference of consumer regarding Soaps

39

35%

21%15%

14%

5% 3%3%2%2%

Lux

Lifebuoy

Dove

P ears

B reeze

Liril

Rexona

Ham am

None


It is clear from the above data that 35% of the respondents preferred Lux, 21% of the

respondents preferred Lifebuoy, 15% of the respondents preferred Dove, 14% of the

respondents preferred Pears, 5% of the respondents preferred Breeze, 3% of the

respondents preferred Liril, 3% of the respondents preferred Rexona, 2% of the

respondents preferred Hamam, 2% of the respondents preferred none from all the

soaps of Hindustan Unilever Ltd.

It is analyzed that most of the respondents preferred Lux and Lifebuoy of Hindustan

Unilever Ltd.

B. Preference of consumer regarding Skin care products

Table 5.4: Preference of consumer regarding Skin care products

40

Skin care products No. of respondant Percentage

Vaseline 125 41

Ponds 103 33

Fair and Lovely 66 21

None 17 5

Total 311 100

Figure 5.3: Preference of consumer regarding Skin care product

41%

33%

21%5% Vaseline

Ponds

Fair and Lovely

None


It is clear from the above data that 41% of the respondents preferred Vaseline

regarding Skin care products, 33% of the respondents preferred Ponds regarding Skin

care products, 21% of the respondents preferred Fair and Lovely regarding Skin care

products, 5% of the respondents preferred None from all the Skin care products of


It is analyzed that most of the respondents preferred Vaseline and Ponds regarding

Skin care products of Hindustan Unilever Ltd.

C. Preference of consumer regarding Hair care products

Table 5.5: Preference of consumer regarding Hair care products

41

Hair care products No. of respondents Percentage Sunsilk 141 47Clinic 79 26Dove 27 18None 54 9Total 301 100

Figure 5.4: Preference of consumer regarding Hair care products

47%

26%

9%

18%Sunsilk

Clinic

Dove

None


It is clear from the above data that 47% of the respondents preferred Sunsilk

regarding Hair care products, 26% of the respondents preferred Clinic regarding Hair

care products, 18% of the respondents preferred Dove regarding Hair care products

and 9 % of the respondents preferred None from all the Hair care products of


It is analyzed that most of the respondents preferred Sunsilk regarding Hair care


D. Preference of consumer regarding Oral care products

Table 5.6: Preference of consumer regarding Oral care products

Oral care products No. of respondents Percentage

42

Pepsodent 131 53Closeup 72 29None 45 18Total 248 100

Figure 5.5: Preference of consumer regarding Oral care products

53%29%

18%Pepsodent

Closeup

None


It is clear from the above data that 53% of the respondents preferred Pepsodent

regarding Oral care products, 26% of the respondents preferred Closeup regarding

Oral care products, 18% of the respondents preferred None from all the Oral care


It is analyzed that most of the respondents preferred Pepsodent regarding Oral care


E. Preference of consumer regarding Deodrants

Table 5.7: Preference of consumer regarding Deodrants

Deodrants No. of respondents Percentage Rexona 58 29

43

Axe 44 22None 98 49Total 200 100

Table 5.6: Preference of consumer regarding Deodrants

29%

22%

49%Rexona

Axe

None


It is clear from the above data that 29 % of the respondents preferred Rexona

regarding Deodorant , 22% of the respondents preferred Axe regarding Deodorant

and 49% of the respondents preferred None from all the Deodorant of Hindustan

Unilever Ltd.

It is analyzed that mostly respondents preferred None from all the Deodorant of


3). Media through which consumers aware about personal care products of


Table 5.8: Media through which consumers aware about personal care products of HUL

Media No. of respondents Percentage T.V. 188 46Retailers 66 16

44

Newspapers 64 16Friends/relatives 46 11Magazines 28 7Hoardings 16 4Total 408 100

Figure 5.7: Media through which consumers aware about personal care products of HUL

46%

16%

16%

11%7% 4%

T.V.

Retailers

Newspapers

Friends /relatives

Magazines

Hoardings


It is clear from the above data that 46 % of the respondents aware from the T.V., 16 % of the

respondents aware from the Retailers, 16 % of the respondents aware from the Newspapers,

11 % of the respondents aware from the Friends/relatives, 7% of the respondents aware from

the Magazines, 4 % of the respondents aware from the Hoardings about the personal care

product of Hindustan Unilever Ltd.

It is analyzed that mostly respondents aware from the T.V. about the personal care product of


4). Frequency of the purchase of personal care products of Hindustan Unilever Ltd.

by consumers.

Table 5.9 Frequency of the purchase of personal care products of HUL

Frequency of Purchase No. of respondents Percentage

45

Monthly 94 47Weekly 58 29Daily 26 13Fortnightly 22 11Total 200 100

Figure 5.8 Frequency of the purchase of personal care products of HUL

47%

29%

13%11%

Monthly

Weekly

Daily

Fortnightly


It is clear from the above data that 47 % of the respondents purchase monthly, 29% of the

respondents purchase weekly, 13% of the respondents purchase daily, 11 % of the

respondents purchase Fortnightly the personal care products of Hindustan Unilever Ltd.

5). Factors which affects on the purchase of personal care products of Hindustan

Unilever Ltd.

Table 5.10: Factors affecting on the purchase of personal care products

Sr

no.

Particulars 5

Strongly

agree

4

Agree

3

Neutral

2

Disagree

1

Strongly

disagree

Summated

score

5.1 Quality 104 90 2 4 0 894

5.2 Variety 98 90 10 0 2 882

5.3 Availability 70 110 16 4 0 846

5.4 Advertising 92 72 20 6 0 820

5.5 Reasonable 58 95 26 19 2 788

46

price

5.6 Scheme 24 102 56 18 0 732

5.7 Retailer

suggestion

for preferred

products

40 80 42 28 10 712

5.8 Discount 32 74 54 20 0 658

Range1

5 4 3 2 1

Strongly agree Agree Neutral Disagree Strongly

disagree

Score=200*5=1000 (Strongly Agree)

Score=200*4=800 (Agree)

Score=200*3=600 (Neutral)

Score=200*2=400 (Disagree)

Score=200*1=200 (Strongly Agree)

Analysis and Interpretation:

a) Quality is a factor, which cannot be ignored, and almost all the respondents strongly

agreed that they consider this factor on the purchase of personal care products of


b) Variety is a factor where almost all the respondents strongly agreed that they consider

this factor on the purchase of personal care products of Hindustan Unilever Ltd.

c) Availability is a factor where almost all the respondents strongly agreed that they

consider this factor on the purchase of personal care products of Hindustan Unilever

Ltd.

d) Advertising is a factor where almost all the respondents strongly agreed that they


Ltd.

47

e) Majority agree that personal care products of Hindustan Unilever Ltd. are of

reasonable price.

f) Scheme is a factor where majority of the respondents agreed that they consider this

factor while purchasing personal care products of Hindustan Unilever Ltd.

g) The analysis shows that most of the respondents agree that they consider Retailer

suggestion for preferred products while purchasing personal care products of


h) Discount is a factor where majority of the respondents agreed that they consider this


6). Place of the purchase of personal care products of Hindustan Unilever Ltd.

Table 5.11: Place of the purchase of personal care products of HUL

Place No. of respondents Percentage Kiryana/ Convenient Store 24 12Department Store 72 36Both 104 52Total 200 100

Figure 5.9: Place of the purchase of personal care products of HUL

48

12%

36%52%

Kiryana Store

Department Store

Both


It is clear from the above data that 12 % of the respondents purchase from Kiryana /

Convenient Store, 36 % of the respondents purchase from Department Store, 52 % of the

respondents purchase from both Kiryana / Convenient Store and Department Store the

personal care products of Hindustan Unilever Ltd.

It is analyzed that mostly respondents purchase from both Kiryana / Convenient Store and

Department Store the personal care products of Hindustan Unilever Ltd.

7). Usage of other companies products with products of Hindustan Unilever Ltd.

Table 5.12: Usage of other companies products with products of HUL

Usage No. of respondents Percentage Yes 192 96No 8 4Total 200 100

Figure 5.10: Usage of other companies products with products of HUL

49

96%

4%

Yes

No

Table 5.13: Competitors products purchase by respondents

Companies No. of respondents Percentage Colgate and Pamolive 120 37Proctor and Gamble 108 34Dabur 40 13ITC 32 10Others 20 6Total 320 100

Figure 5.11: Competitors products purchase by respondents

37%

34%

13%

10% 6%

Colgate andPamolive

Proctor andGamble

Dabur

ITC

Others

50


It is clear from above data that 96 % of the respondents are using the personal care products

of other companies which includes Colgate and Pamolive 37% , Proctor and Gamble 33%,

Dabur 13% , ITC 10%, others 7% and 4% of the respondents are not using the personal care

products of other companies,

It is analyzed that mostly respondents are using the personal care products of other

companies along with the personal care products of Hindustan Unilever Ltd.

8). Reason behind the non-purchase of non-preferred products of products of


Table 5.14: Reason behind the non-purchase of non-preferred products of products of


Reasons No. of respondents Percentage High price 108 30Non-awareness 61 16Low quality 52 14Less advertisement 51 14Retailer suggestion for

preferred products

41 11

Less variety 34 9Non-availability 24 6

51

Total 371 100

Figure 5.12: Reason behind the non-purchase of non-preferred products of products of


30%

16%14%

14%

11%

9% 6%

High price

Non-awareness

Low quality

Less advertisement

Retailer suggestion for preferred products

Less variety

Non-availability


It is clear from the above data that 30 % of the respondents said High price as a reason

behind the non-purchase of non-preferred products of Hindustan Unilever ltd., 16 % of the

respondents said Non-awareness , 14 % of the respondents said Low quality , 14 % of the

respondents said Less advertisement , 11 % of the respondents said Retailer suggestion for

preferred products 9 % of the respondents said Less variety and 6 % of the respondents said

Non-availability as a reason behind the non-purchase of non-preferred products of Hindustan

Unilever Ltd.

It is analyzed that mostly respondents said High price as a reason behind the non-purchase of

non-preferred products of Hindustan Unilever Ltd.

52

9). Brand loyalty among the consumers towards the personal care products of

Hindustan Uniliver Ltd.

Table 5.15: Brand loyalty among the consumers towards the personal care products of


Product category No. of respondents Percentage Soaps 179 47Oral care 68 18Skin care 59 15Hair care 54 14Deodorant 24 6Total 384 100

Figure 5.13: Brand loyalty among the consumers towards the personal care products of


53

47%

18%

15%

14%6% Soaps

Oral care

Skin care

Hair care

Deodorant


It is clear from the above data that 47 % of the respondents are brand loyal towards the soaps,

18 % of the respondents are brand loyal towards the Oral care products, 15 % of the

respondents are brand loyal towards the Skin care products, 14 % of the respondents are

brand loyal towards the Hair care products, 6 % of the respondents are brand loyal towards

the Deodorant of the personal care products of Hindustan Uniliver Ltd.It is analyzed that

mostly respondents are brand loyal towards the soaps of the personal care products of


10). Satisfaction on the usage of personal care products of Hindustan Uniliver Ltd.

Table 5.16: Satisfaction on the usage of personal care products of HUL

Satisfaction No. of respondents Percentage Yes 181 90No 19 10Total 200 100

Figure 5.14: Satisfaction on the usage of personal care products of HUL

54

90%

10%

Yes

No


It is clear from above data that 90 % of the respondents are satisfied on the usage of personal

care products of Hindustan Uniliver Ltd. and 90 % of the respondents are not satisfied on the

usage of personal care products of Hindustan Uniliver Ltd.

It is analyzed that mostly respondents are satisfied on the usage of personal care products of


11). Shifting to another brand by consumers

Table 5.17: Shifting to another brand by consumers

Shift No. of respondents Percentage Yes 29 15No 171 85Total 200 100

Figure 5.15: Shifting to another brand by consumers

55

15%

85%

Yes

No


It is clear from above data that 15 % of the respondents wanted to shift to another brand and

15 % of the respondents did not want to shift to another brand.

It is analyzed that mostly respondents did not want to shift to another brand.

56

FINDINGS OF THE STUDY

1) All of the respondents are the consumer of personal care products of Hindustan

Unilever Ltd.

2) Mostly respondents used the soaps and skin care products of Hindustan Unilever Ltd.

3) Most of the respondents preferred Lux and Lifebuoy in Soaps category of Hindustan

Unilever Ltd.

4) Respondents preferred Vaseline and Ponds regarding Skin care products of Hindustan

Unilever Ltd.

5) Maximum respondents preferred Sunsilk regarding Hair care products of Hindustan

Unilever Ltd.

6) Pepsodent is the most preferred product regarding Oral care products of Hindustan

Unilever Ltd.

7) Mostly respondents preferred None from all the Deodorant Rexona and Axe of


8) Maximum respondents aware from the T.V. about the personal care product of


9) Mostly respondents purchase monthly personal care products of Hindustan Unilever

Ltd.

10) Quality is a factor, which cannot be ignored, and almost all the respondents strongly

agreed that they consider this factor on the purchase of personal care products of


11) Variety is a factor where almost all the respondents strongly agreed that they consider

this factor on the purchase of personal care products of Hindustan Unilever Ltd.

12) Availability is a factor where almost all the respondents strongly agreed that they


Ltd.

13) Advertising is a factor where almost all the respondents strongly agreed that they


Ltd.

14) Majority agree that personal care products of Hindustan Unilever Ltd. are of

reasonable price.

57

15) Scheme is a factor where majority of the respondents agreed that they consider this


16) The analysis shows that most of the respondents agree that they consider Retailer

suggestion for preferred products while purchasing personal care products of


17) Discount is a factor where majority of the respondents agreed that they consider this


18) Mostly respondents purchase from both Kiryana / Convenient Store and Department

Store the personal care products of Hindustan Unilever Ltd.

19) Mostly respondents are using the personal care products of other companies along

with the personal care products of Hindustan Unilever Ltd.

20) High price is the main reason behind the non-purchase of non-preferred products of


21) Mostly respondents are brand loyal towards the soaps of the personal care products of


22) Mostly respondents are satisfied on the usage of personal care products of Hindustan

Uniliver Ltd.

23) A high percentage of respondents did not want to shift to another brand.

58

CONCLUSION

After studying the consumer buying behaviour regarding the various personal care products

of Hindustan Unilever Ltd. consumer behaviour is identified. Mostly consumers used the

soaps and skin care products which include Lux and Lifebuoy, Vaseline and Ponds

respectively. Respondents mostly aware from the T.V. about the personal care products.

Quality, Variety, Availability and Advertising are the most preferring factors for purchase the

personal care products of Hindustan Unilever Ltd. Consumers are brand loyal towards the

soaps. The retailer suggestion also affected the purchasing of personal care products. Today

low priced competition present in all categories so without studying consumer behaviour we

cannot survive. And counterfeit products are available in rural areas so company should

take steps so that consumer is aware about all the various personal care products of


59

SUGGESTIONS

1. Hindustan Unilever Ltd. should focus on all the brand of personal care products. The

main focus is to increase the brand image of products like Breeze, Liril, Hamam and

Rexona.

2. Consumers are not fully aware about all the personal care products of Hindustan

Unilever Ltd. So Hindustan Unilever Ltd. should advertise the less aware products

like Rexona soap, Hamam soap, dove shampoo etc. so that consumer should fully

aware about all the personal care products.

3. Very less consumer are using products like breeze, clinic so the quality of these

products should increase to increase the sales.

4. People also preferred products on the retailer suggestions. So steps should be taken to

promote retailers. Retailer should be given more credit time and credit facility. They

should be given incentives, gifts on the large sale volume and selling of less aware

products.

5. Some products of personal care products like deodorants, dove, pears etc. are not

purchased by the consumers due to high price, so price should be reduced of these

products by Hindustan Unilever Ltd.

6. Consumers are also using the products of other companies like Colgate and Pamolive,

Proctor and Gamble, Dabur etc. so steps should be taken so that consumers become

brand loyal to the Hindustan Unilever Ltd. products.

7. Consumer mostly prefer small sachets and product in small size so products like

Rexona deodorant, Axe deodorant, Dove soap, Pears soap etc. should be launch in

small packages.

8. Innovative strategies are used to increase the sale of the personal care products of

Hindustan Unilever Ltd. like Vaseline crack cream, sachets, and anti-ageing products.

9. The packaging of the personal care products should be more attractive.

60

Questionnaire:

Dear Respondent,

I student of CHITKARA INSTITUTE OF ENGINEERING AND TECHNOLOGY,

a student of MBA conducting a survey on “Consumer buying behaviour towards

Hindustan Unilever Ltd products (special reference to personal care products)”. Kindly

extend your co-operation in filling up this questionnaire and enable me in doing my research

successfully. The information provided by you shall be used only for academic purpose.

Please fill in the correct information to help us understand the customer preferences.

I hereby take this opportunity to seek your valuable opinion to the subject.

Personal Details

NAME:

AGE:

INCOME:

OCCUPATION:

1) Which of the categories in Hindustan Unilever Ltd are you using?

Soaps [ ] Skin care [ ] Hair care [ ] Oral care [ ] Deodrant [ ]

2) What do you prefer regarding HUL (personal care products)?

A) Soaps

Lux [ ] Breeze [ ] Lifebuoy [ ] Dove [ ] Liril [ ]

Hamam [ ] Pears [ ] Rexona [ ] None [ ]

B) Skin care

Fair and lovely [ ] Ponds [ ] Vaseline [ ]

None [ ]

C) Hair care

Sunsilk natural [ ] Clinic [ ] Dove shampoo [ ]

None [ ]

D) Deodrant

Axe [ ] Rexona [ ] None [ ]

61

E) Oral care

Pepsodent [ ] Close up [ ] None [ ]

F) Others ____________________________________

3) From where you are aware about the product that it is of HUL?

Hoardings [ ] Magazines [ ] Retailers [ ]

Newspaper [ ] T.V. [ ] Friends/ Relatives [ ]

4) How frequently you purchase the products of Hindustan Unilever Ltd.?

Daily [ ] Weekly [ ] Fortnightly [ ] Monthly [ ]

5) What are the factors that affect on the purchase of HUL (personal care products)?

Factors Strongly

Agree

Agree Neutral Disagree Strongly

DisagreeReasonable priceQualityAvailabilitySchemeDiscountRetailer suggestionAdvertising Variety

6) Where do you generally purchase from?

Kiryana / Convenient store [ ] Department store [ ]

Both [ ]

7) Are you using other company’s products along with HUL products?

Yes [ ] No [ ]

If yes tick company/companies…

62

Proctor & Gamble [ ] Colgate & Pamolive [ ] ITC Ltd. [ ]

Dabur [ ] Others__________________

8) What are the reasons behind the non-purchase of non-preferred brands of HUL?

Non-awareness [ ] Low Quality [ ] Non-availability [ ]

Less advertisement [ ] High price [ ] Less variety [ ]

Retailers suggestion for preferred products [ ]

9) Which of the products of HUL are you brand loyal to?

Soaps [ ] Skin care [ ] Hair care [ ] Oral care [ ] Deodrant [ ]

10) Are you satisfied on the usage of HUL (personal care products)?

Yes [ ] No [ ]

Specify Reasons_____________________________________________

11) Do you want to shift to another brand?

Yes [ ] No [ ]

If yes, then reasons for shifting__________________________________

SIGNATURE

THANK YOU FOR YOUR VALUABLE TIME.

REFERENCES

63

Ahmed, P and et. al. (2004). Hindustan Lever Limited and marketing to the poorest of the

poor. International Journal of Entrepreneurship and InnovationManagement, 4(5): 495-311.

Ataman, B and Ulengin, B (2003). A note on the effect of brand image on sales. Journal of

Product and Brand Management, 12(4): 237-250.

Celebi, I S (2007). The credibility of advertising vs publicity for new FMCGs in Turkey.

Corporate Communication: An International Journal, 12(2):161-176.

Dupre, K and Gruen, T W (2004). The use of category management practices to obtain a

sustainable competitive advantage in the fast-moving-consumer-goods industry. Journal of

Business and Industrial Marketing,19(7): 444-459.

Fandos, C and Flavian, C (2006). Intrinsic and extrinsic quality attributes, loyalty and buying

intention: an analysis for a PDO product. British Food Journal, 108(8) :646-662.

Hlavinka, K and Gomez, L (2007). The total package: loyalty

marketing in the world of consumer packaged goods (CPG).

Journal of Consumer Marketing,24(1): 48-56.

Mitchell, V and Boustani, P (1994). A Preliminary Investigation into Pre- and Post-Purchase

Risk Perception and Reduction. European Journal of Marketing, 28(1): 56-71.

Sehrawet, M and Kundu, S C (2007). Buying behaviour of rural and urban consumers in

India: the impact of packaging. International Journal of consumer studies, 31(6):630-638.

Shoham, A and Brencic, M (2003). Compulsive buying behavior. Journal of Consumer

Marketing, 20(2): 128-138.

Teng, L and et. al. (2007). The effects of multiple-ads and multiple-brands on consumer

attitude and purchase behavior. Journal of Consumer Marketing, 20(2): 128-138.

64

http://www.springerlink.com/content/120944/?p=be9c24c8043b4d829ce47ad3efee5759&pi=0

Zokaei, K and Hines, P (2007). Achieving consumer focus in supply chains. International

Journal of Physical Distribution and Logistic Management, 37(3): 223-247.

Hi,

We are looking for suitable candidates for the post of Relationship Manager's in ICICI

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Following are the details of the Openingâ€™s:

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Age : 21 to 30 Years

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65

Pin Code : 160047

Ludhiana : Tuesday, 14th July 09

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ICICI Securities Ltd

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66

consumer buying behaviour

Documents

supply chain

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vaseline petroleum

personal care

oral care

dual mediation

supply chain

hair care