CHAPTER 1OBJECTIVES

OBJECTIVE OF THE STUDY. To study the factor affecting consumer perception of Wipro Personal Care Products. To study the consumer loyalty towards Personal Care Products. To study the drawback in Wipro Personal Care Products. To suggest necessary improvement which should be brought in Wipro Personal Care Products.

CHAPTER 2

INTRODUCTION

INTRODUCTIONIn every company Sales and customer perception is essential in organizations that determine how good is product in market .The ability to build relationships with customers, persuade them to make purchases and generate repeat business is at the heart of selling. Sales is a component of a company's marketing and promotions..Selling is generally one of the most persuasive forms of promotion a company has. Persuading prospects to make purchases is a common objective of sales. This is accomplished by salespeople who genuinely take interest in prospects, listen to their needs and make honest product or service recommendations that best match. Sellers can look prospects in the eye, use verbal and nonverbal communication, and thoroughly explain the benefits of given solutions..This report includes consumer perception while choosing a personal care products of wipro consumer care .This project more emphasizes on factor such as price , promotion , advertisement which influence customer to decide which products is suitable to consume by customer The products of wipro consumer care focus in this projects are Santoor (a Toilet soap brand with extensions in talcum powder, Handwash, Facewash, Body Lotion, Baby Soap and Shampoo) Chandrika soap, Glucovita Glucose powder, Northwest Switches, Enchanteur (a female toiletry brand), Romano (a male toiletry brand), Bio Essence (a skincare brand) and Yardley (a luxury toiletry brand).

CHAPTER 3COMPANY PROFILE

COMPANY PROFILEWipro Consumer Care and Lighting, (WCCLG) a Business Unit of Wipro Limited, has a profitable presence in the branded retail market of toilet soaps, hair care soaps, baby care products and lighting products. It is also a leader in institutional lighting in specified segments like software, pharma and retail.

Over the past few decades, WCCLG has seen consistent growth both in terms of presence in number of categories and growth within categories its already present in. From a purely Vanaspati company WCCLG has moved to having a vast plethora of brands spanning across categories. WCCLG is one of the few companies that believe in constantly improvising its current brand portfolio along with entering newer categories.

Background and inception of the companyWipro was set up in the backdrop of the small town of Amalner in Maharashtra in 1945. Primarily an oil factory, the chief products. Primarily an oil factory, the chief products were sunflower vanaspathi and 787 laundry soap (a byproduct of the vanaspathi operations). The company was called western India products limited, with a modest presence in Maharashtra and Madhyapradesh.In the 1970s Wipro embarked on an ambitious phase of expansion and diversification. It was in the early eighties that Wipro made its foray into the consumer care products. Wipro, an organization which gives prominent importance to adopting technologies to suit the environment in which it carries on its business. Inspiration, experimenting and converting ideas into reality has been the culture of Wipro which results in getting the best output. Wipro has laid great emphasis on Quality and Research by undertaking Six Sigma projects. Wipro gives prior importance to the customer than organization with a human face remains unchanged over a period of time. Azim H Premji who is awarded as Best ethical person started the organization with Vanaspathi production and followed by Toilet soap manufacturing unit.Wipro consumer care and lighting has a profitable presence in the branded retail market of toilet soaps, hair care soaps, baby care products and lighting products. It is also a leader in institutional lighting in specified segments like software, pharma and retail.They have been one of the fastest growing FMCG companies as reflected by the organizational performance in the last three years. They have grown both organically and through acquisitions.Their growth has been lead by growth in toilet soaps (led by Santoor), domestic and institutional lighting and their recent foray into modular furniture. They have also gained from new launches in fabric wash and the wellness segment.In India, the growth rates of the segments they operate in have averaged around 14%, while they have grown at twice the market growth rates in the last three years.

Vision, Mission and Quality policyWinning is about making customers successful. Winning is about making all stakeholders successful. In business, Winning is not about Winning against but its Winning With.

Intensity to Win is the burning desire to stretch and challenge our limits. It is the desire to realize and expand our potential. Its about continuous innovation and striving to be better every time. Its about excelling in everything we do. Its about multiplying forces as a team. No one wins 100% of the time, but those who have the Intensity to Win, win more often than not.VISION

Wipro is built on a foundation of Values. The values form the essence of their culture. The values are a guide to their behavior. With 75,000 people across 29 countries, its the values that ties them together that is what makes Wipro,They call their values the Spirit of Wipro.The spirit of Wipro is deeply rooted in their history and in what they are, and at the same time is soaring with their aspirations. Each Wiproite is expected to live the Spirit of Wipro- manifest it in thought and action.

Spirit of WiproIntensity to win Make customers successful Team, Innovate, Excel

Act with Sensitivity Respect for the individual Thoughtful and responsible

Unyielding Integrity Delivering on commitments Honesty and fairness in action

The spirit of wipro is an invisible synthesis of all three statements. It means manifesting intensity to win, acting with sensitivity and being unyielding on integrity all the time.MissionQuality has always been a strong part of Wipros proposition. Wipro boasts of many pioneering achievements in quality journey. Quality is focused on not only in the product or service that touches its customers, but also on internal processes and as an enabler facilitating on going business transformation to meet dynamic market challenges

Quality policyTheir quality policy shall be:1. To sustain a competitive edge in quality through continuous assessment of customers expectations and needs.2. To pursue excellence in all aspects of production operation3. To promote a culture of conforming to specifications and requirements.4. To involve people at all levels in the pursuit of excellence.5. To spread a culture of excellence to all the vendors.

Ownership PatternWipro Limited is a public listed company. The shares outstanding as of June 2006 are 1,43,19,92,871 equity shares. The shares beneficially owned by the directors include the equity shares owned by their family members to which such directors disclaim beneficial ownership. The number of shares beneficially owned includes equity shares, equity shares underlying ADSs.

Azim H Premji who is also the chairman and managing director holds the majority share holding of 81.09% of Wipro Ltd. The non promoters holding comprising of Institutions like mutual funds, banks, insurance companies, foreign institutional investors and corporate bodies make up 5.13% and individuals hold the remaining 13.78%

CHAPTER 4LITERATURE REVIEW

Literature ReviewConsumer PerceptionConsumers can evaluate a product along several levels. Its basic characteristics are inherent to the generic version of the product and are defined as the fundamental advantages it can offer to a customer. Generic products can be made distinct by adding value through extra features, such as quality or performance enhancements. The final level of consumer perception involves augmented properties, which offer less tangible benefits, such as customer assistance, maintenance services, training, or appealing payment options. In terms of competition with other products and companies, consumers greatly value these added benefits when making a purchasing decision, making it important for manufacturers to understand the notion of a total package when marketing to their customers. For example, when manufacturing automotive parts, a high-performing product will provide the customer base with basic benefits, while adding spare parts, technical assistance, and skill training will offer enhanced properties to create a total package with increased appeal to consumers.Factors to be consider while keeping in mind customer perceptionAlthough a consumer's perception of a product or service is at least partially based on his actual experience with the good, a significant amount of market research suggests that a consumer's view of a product is also conditioned by a variety of other factors.factors of price and quality to less tangible factors such a consumer's view of the manufacturer's reputation, experience with service and the quality of packaging and branding, a number of complex and interrelated psychological factors determine a consumer's perception of goods and service

Price Price has a complex effect on consumer perception. On the one hand, consumers appreciate a bargain and are often likely to favor an economically-priced item. On the other, consumers often perceive very inexpensive items as cheap and discardable, ultimately damaging a consumer's view of a product even if the product remains the same and the consumer is benefited from a price reduction. Especially sophisticated or skeptical consumers are even prone to distrust a product that is considerably cheaper than the alternatives. As a result, price should be part of a comprehensive marketing plan, where even inexpensive products are depicted as favorable alternatives with similar levels of quality to the competition, with a price that is somewhat lower but still comparable with other possibilities.Quality Of course, the actual quality of a product is a vital part of a consumer's perception of a good or service. Quality can describe any attribute in a set of characteristics that satisfy or disappoint a consumer, including usability, reliability and durability. Marketing can influence a consumer's perception of quality, but, in the end, and particularly with non-durable goods, a consumer's actual experience with a product will determine his perception of quality. Outside the realm of mass communication, word of mouth regarding quality also travels very quickly.

Service Quality Even in the case of goods that exhibit numerous flaws, excellent service quality can often overshadow a negative experience with the product itself. If a consumer feels that he receives exceptional attention when encountering a problem with a product, that consumer is somewhat more likely to trust the brand or product knowing that the manufacturer or retailer provides a prompt and effective response to problems. Humans are social animals and their consumer behavior is often determined by the social relationships that surround a product, including interactions with customer service representatives.Packaging and Branding Packaging and branding have a huge effect on consumer perceptions, particularly at the point of purchase. Especially when a consumers are purchasing a type of product for the first time, the way the product is presented can wholly determine their perception of the item. Packaging and branding, of course, cover everything from the attractiveness and display quality of an item to the attributes of a product the manufacturer chooses to highlight. Depending on the type of product and market, different branding messages from tough and reliable to fine and luxurious can be appropriate and effective.

Reputation A product's reputation is built up over time and is usually a combination of actual experience with the product, word-of-mouth recommendations and marketing campaigns that attempt to establish a status or shared view of the product or brand. A consumer's perception of a product's reputation, moreover, is not only determined by the product's brand identity and manufacturer but by the whole chain of distribution. Even if a consumer trusts a product's manufacturer, for example, that consumer may change his mind about the product upon seeing it available in a retailer he associates with cheap, defective products.

SOME OTHER VARIABLES OF MARKETINGCustomer Variables Number of customers Location of the customers Purchasing power of the customers .Buying behaviour Habits of purchase Personality traits and attitudes Lifestyles and needs Brand awareness and brand loyalty

Competition Variables Structure of the industry Nature and intensity of the competition, Buyer's market or the Seller's market? Or moderately competitive? Number of competitors, their size, capacity and territory of operation. Products and services offered by the competitors. Competitor's sales level in each market segment/product Competitor's strengths and weaknesses -in products, costs, logistics, channel, sales force, promotion and marketing organization Competition from substitute products

Trade Variables Structure of the trade Type of intermediaries, their number and strength Trade practices Services provided by the trade Motives and attitudes of the intermediaries Extent of sophistication of the trade

Environment Variables Level of technology Government regulation on products, prices, distribution. Etc Controls on trade practices Economic conditions in the country Geography and climate Culture and traditions Law and politics Attitudes of the public and the media

WIPRO CARES

CHAPTER 5RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

RESEARCH TYPE : Exploratory Research

SAMPLING PLAN SAMPLE SIZE : 60 CUSTOMER ( Out of which 50 Respondents said that they used Wipro Personal Care Products and Rest 10 do not use )SAMPLE AREA SOUTH WEST DELHI ( Dwarka )

DATA COLLECTIONData Sources Primary Data :The methods which are adopted for collecting primary data for the purpose of this project report are as follows:-Data through questionnaire- A questionnaire has been prepared and filled by the customer by doing market survey. Personal interviews - A direct personal interview of several users will be taken. Their views will be taken regarding the quality of the products which satisfy them by fulfilling their requirements.Secondary Data :Sources through which secondary data for this project report are collected by journals, magazines and internet.

INSTRUMENT USED Pie chart are used to represent the data & tables are used to classify the data .

Tools For Data CollectionA carefully planned structured questionnaire was designed to collect data from A consumer . Sampling Sampling is one of the major tools for marketing research , which isconnected with collecting , analyzing and interpreting data .Sampling Technique The technique following is Simple random sampling Simple Random SamplingIt is a subset of individuals ( a sample) chosen from a larger (population).Each individual is chosen randomly and entirely by chance , such that each individual has the same probability of being chosen at any stage during the sampling processLimitation of the study : The case study pertains to only one branch of wipro company due to the limitation of time frame The sample size of 50 might not represent the perception of whole population This study is restricted to customer only

CHAPTER 6DATA ANALYSIS

DATA ANALYSIS1 Consumption of Wipro Personal Care Products.

PARTICULARNO. OF RESPONDENTCONSUMPTION %

YES5084 %

NO1016 .66%

INTREPRETATION: Above chart depicts that ratio of consuming Wipro Personal Care Products is highest

2 . Gender Wise preference of Wipro Personal Care Products.PARTICULARNO. OF RESPONDENTUSAGE

Male 816 %

Female4284 %

INTERPRETATION : Above Pie Chart depicts that Female prefer Wipro Personal Care Products More than Male .

3. Preference of Wipro Personal Care Products according to age.Age-limitNO. OF RESPONDENTPERCENTAGE

20-302040 %

30-401530 %

40-50816 %

Above 50714 %

INTERPRETATION : Wipro Personal Care Products are mostly preferred in the age group of 20 30 .

4. Preferred categories of Wipro Personal care Products.

PARTICULARNO. OF RESPONDENTPERCENTAGE

Soaps1836%

Baby care products816 %

Tioletries1734 %

Others714 %

INTERPRETATION : Above chart depicts that Mostly Respondent consume soap of Wipro Personal Care Products .

5. Factor affecting market share of Wipro Personal Care Products .PARTICULARSNO OF RESPONDENT MARKET SHARE

BRAND1530 %

PACKAGING2142 %

QUALITY816 %

PRICE612 %

INTERPRETATION : Above Chart Depicts that Packaging is the factor which affect market share of Wipro personal Care Products

6 . Promotional tools of Wipro Personal Care Products & its impact ,PARTICULARS PROMOTIONAL TOOLSPERCENTAGE

DISCOUNT PRICE1428 %

PROMOTIONAL 1836 %

STRONG ADVERTISEMENT 1020%

OTHER 816 %

INTREPRETATION: Most of the respondents feel that due to its Promotional Activities Wipro Care Product is More in Demand

7.Factor affecting satisfaction level of customer with Wipro Personal Care Products.PARTICULARSSATISFACTION LEVELPERCENTAGE

EXPENSIVE 918 %

BRAND IMAGE1530 %

QUALITY2040 %

AFTER SALES SERVICES612 %

INTERPRETATION : Above chart depict that most of the respondents satisfaction level is build due to its Brand Image and Quality in Market. Where as After Sale Service and expensive made personal care products satisfaction low

8.SATISFACTION OF RESPONDENTS TOWARDS WIPRO PERSONAL CARE PRODUCTS .

PARTICULARSNO OF RESPONDENTSPERCENTAGE

Highly Satisfied3060 %

Satisfied1020%

Unsatisfied1020%

INTERPRETATION : Above chart depict that customer are highly satisfied with Wipro Personal Care Products

8 .Reason behind Purchasing Wipro Personal Care product.PARTICULARSRESPONDENT PERCENATAGE%

ADVERTISEMENT3060 %

QUALITY 1020 %

CELEBRITY510 %

OTHERS 510 %

INTREPRETATION: Above Chart depicts that consumer buy Wipro Personal Care Products due to it Advertisement . Celebrity and quality is equally important to purchase this products

9 . Location preferred by consumer to purchase wipro personal care products .PlacesNo of Consumer Percentage

Malls 2040 %

Super market1020 %

Traditional shop2040 %

INTERPRETATION: Above Chart depicts that most of the consumer prefer to purchase Personal Care Products from Malls .

10. Limitation of Wipro personal Care Products PARTICULARS RESPONDENTSPERCENTAGE

COSTLY 2040%

AVAILABILITY OF PRODUCTS2040%

CHANNEL OF DISTRIBUTION1020 %

INTERPRETATION : Above chart depicts that consumer are facing issue with Availability of products of Wipro Personal Care Products .

CHAPTER 7FINDINGS OF THE STUDY

FINDINGS Ratio of consuming Wipro personal care products is more. Wipro personal care products are preferred in the age group of 20-30. Soap is mostly consume by customer when they choose Wipro personal care products Packaging plays a great role in affecting market share of Wipro personal Care Products Promotional activities also play greater role in Wipro personal care product to reach its demands Most of the customers are highly satisfied with Wipro personal care products Brand image is the factors which affect satisfaction level of customer Customer purchase Wipro personal care products due to its quality Mostly preferred to purchase Wipro personal care products from mall. Customer face problem due to its less availability of products in market due to high demand

CHAPTER 8CONCLUSION

CONCLUSION In todays dynamic and competitive business environment, marketers should understand the changing perceptions and needs of consumers. As the competition is so tough that marketers keeps on increasing customer expectations by providing them better quality products. Once consumer experience a particular set of level, he/she dose not want to move below that level. The personal care product market has low involvement purchase decision. The consumers are not brand loyal. They keep on changing their brands frequently. Fragrance and freshness are two most important attributes for the soap. So the manufactures should lay their main emphasis on these two attributes. Some soap is not doing well because they dont possess these qualities in their soaps. We can take the example of Denim, which is unsuccessful soap, as it does not fulfill these two essentialities. Price is another important attribute as the market looks for the value for money. People are price conscious. Not much people go for the premium range. The consumers also consider foam and deodorant. Consumers have a psychology towards foam. The foam gives a feeling of cleaning the body well. Lot of people doesnt like lifebuoy, because it doesnt generate foam. Now a days people are also looking for deodorant in the soap. The flow of lot of deodorant sprays has also encouraged the peoples to look for deodorant in the soaps. Apart from these attributes we find that promotional schemes are very important in catching the attention of consumers. It has been revealed during the survey that advertisement plays an important role in positioning of personal care products. It helps in creating brand awareness among the consumers. This is advertisement, which makes consumers aware of free offers and discounted price.

CHAPTER 9

RECOMMENDATIONS

RECOMMENDATIONSOn the basis of above findings, a few recommendations can be put forward:1. It is necessary to have a high level of advertisement during the phase when a consumer actually purchases a personal care product. For instance during the last week of the month, just before purchase of monthly quota of their personal care products in most houses. Such a pulsed advertisement would be sufficient.2. In order to attract a consumer through advertisements, it is benefits that have to be highlighted in the advertisements. This is necessary because consumers do not go through an extensive evaluation process for personal care products.3. Any promotional scheme is to be displayed at the point of purchase prominently rather than through advertisements.

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