“A STUDY ON CUSTOMER SATISFACTION OF LEVER

AYUSH PRODUCTS WITH SPECIAL REFERENCE TO

IRINJALAKUDA MUNICIPALITY ”

Project Report submitted to

UNIVERSITY OF CALICUT
In partial fulfillment of the requirement for the award of the degree of
BACHELOR OF COMMERCE

Submitted by

APARNNA T K
(CCASBCM083)

Under the supervision of

Ms. RAKHI S

DEPARTMENT OF COMMERCE

CHRIST COLLEGE(AUTONOMOUS), IRINJALAKUDA

MARCH 2021

1
 CHRIST COLLEGE(AUTONOMOUS), IRINJALAKUDA

CALICUT UNIVERSITY

DEPARTMENT OF COMMERCE
CERTIFICATE

This is to certify that the project report entitled “A STUDY ON CUSTOMER

SATISFACTION WITH LEVER AYUSH PRODUCTS” is a bonafide record
of project done by APARNNA T K, Reg. No. CCASBCM083, under my
guidance and supervision in partial fulfillment of the requirement for the award
of the degree of BACHELOR OF COMMERCE and it has not previously formed
the basis for any Degree, Diploma and Associateship or Fellowship.

Prof. K.J.JOSEPH Ms. RAKHI .S

Co-ordinator Project Guide

2
 DECLARATION

I, APARNNA T K, hereby declare that the project work entitled “A

STUDY ON CUSTOMER SATISFACTION WITH LEVER AYUSH
PRODUCTS” is a record of independent and bonafide project work carried out
by me under the supervision and guidance of Ms. Rakhi s, Assistant Professor,
Department of Commerce, Christ College, Irinjalakuda.

The information and data given in the report is authentic to the best of my
knowledge. The report has not been previously submitted for the award of any
Degree, Diploma, Associateship or other similar title of any other university or
institute.

Place: Irinjalakuda Aparnna T K

Date: CCASBCM083

3
 ACKNOWLEDGEMENT

I would like to take the opportunity to express my sincere gratitude to all people
who have helped me with sound advice and able guidance.

Above all, I express my eternal gratitude to the Lord Almighty under whose
divine guidance; I have been able to complete this work successfully.

I would like to express my sincere gratitude to Rev. Dr. Jolly Andrews, Principal-
in-Charge, Christ college Irinjalakuda for providing various facilities.

I am thankful to Prof. K.J. Joseph, Co-ordinator of B.Com (Finance), for

providing proper help and encouragement in the preparation of this report.

I am thankful to Prof. Lipin raj k Class teacher for his cordial support, valuable
information and guidance, which helped me in completing this task through
various stages.

I express my sincere gratitude to Ms. Rakhi S, Assistant Professor, whose

guidance and support throughout the training period helped me to complete this
work successfully.

I would like to express my gratitude to all the faculties of the Department for
their interest and cooperation in this regard.

I extend my hearty gratitude to the librarian and other library staffs of my college
for their wholehearted cooperation.

I express my sincere thanks to my friends and family for their support in

completing this report successfully.

4
 TABLES OF CONTENTS

CHAPTER NO. CONTENTS PAGE NO:

LIST OF TABLES

LIST OF FIGURES

CHAPTER 1 INTRODUCTION 10 – 13

CHAPTER 2 REVIEW OF LITERATURE 14 – 17

INDUSTRY AND COMPANY

CHAPTER 3 18 – 25
PROFILE

DATA ANALYSIS AND

CHAPTER 4 26 – 47
INTERPRETATION

FINDINGS, SUGGESTIONS
CHAPTER 5 48 – 52
& CONCLUSION

BIBLIOGRAPHY

ANNEXURE

5
 LIST OF TABLES

TABLE
TITLE PAGE NO:
NO:

Table showing gender wise classification of male and

4.1 27
female users of Lever Ayush

4.2 Table showing result of age group 28

Table showing the response of the respondents who use

4.3 29
Lever Ayush products at least once

Table showing the result of various products generally

4.4 30
used by respondents

Table showing the amount spent for Lever Ayush

4.5 31
products

Table showing the reasons for preferring Lever Ayush

4.6 32
products

4.7 Table showing the result of frequency in purchase 33

4.8 Table showing the result of the prices of Lever Ayush 34

products is reasonable or not
Table showing the result of the source from which the
4.9 35
customers came to know about the products

4.10 Table showing the result of the reason for preferring 36

Lever Ayush products

4.11 Table showing whether the Lever Ayush products had 37

any side effects or not
Table showing the result of how many years the
4.12 38
respondents are using Lever Ayush products

Table showing the degree of satisfaction of the

4.13 39
products

Table showing the attractive attribute of Lever Ayush

4.14 40
products

6
4.15 Table showing the result of quality of the product 41

4.16 Table showing the result of preferring Lever Ayush 42

products over the other products

4.17 Table showing whether any changes are to be made to 43

this product or not

4.18 Table showing the result of overall performance of the 44

Lever Ayush products

4.19 Table showing the result of the rate of appearance of 45

Lever Ayush products

4.20 Table showing whether the Lever Ayush products are 46

made with natural ingredients as said in ad

4.21 Table showing the result of recommendation of Lever 47

Ayush products to others

7
 LIST OF CHARTS

FIGURE
TITLE PAGE NO:
NO:

Figure showing gender wise classification of male and

4.1 27
female users of Lever Ayush

4.2 Figure showing result of age group 28

Figure showing the response of the respondents who use

4.3 29
Lever Ayush products at least once

Figure showing the result of various products generally

4.4 30
used by respondents

Figure showing the amount spent for Lever Ayush

4.5 31
products

Figure showing the reasons for preferring Lever Ayush

4.6 32
products

4.7 Figure showing the result of frequency in purchase 33

4.8 Figure showing the result of the prices of Lever Ayush 34

products is reasonable or not
Figure showing the result of the source from which the
4.9 35
customers came to know about the products

4.10 Figure showing the result of the reason for preferring 36

Lever Ayush products

4.11 Figure showing whether the Lever Ayush products had 37

any side effects or not

8
 Figure showing the result of how many years the
4.12 38
respondents are using Lever Ayush products

4.13 Figure showing the degree of satisfaction of the products 39

Figure showing the attractive attribute of Lever Ayush

4.14 40
products

4.15 Figure showing the result of quality of the product 41

4.16 Figure showing the result of preferring Lever Ayush 42

products over the other products

4.17 Figure showing whether any changes are to be made to 43

this product or not

4.18 Figure showing the result of overall performance of the 44

Lever Ayush products

4.19 Figure showing the result of the rate of appearance of 45

Lever Ayush products

4.20 Figure showing whether the Lever Ayush products are 46

made with natural ingredients as said in ad

4.21 Figure showing the result of recommendation of Lever 47

Ayush products to others

9
 CHAPTER I
INTRODUCTION

10
1.1 Introduction
It's not easy to recognise and satisfy the customer’s needs, expectations, and
habit’s knowing they don't guarantee success on the market, because
consumer behaviour is not rational. The existence of many companies on the
market is conditioned with a number of satisfied customers. Customers are
the key factor for the existence and company development on the market. It
is obvious then, that firms, which want to face competition, need to provide
valuable and unique terms to their customers that will satisfy their needs.
This satisfaction includes not only the feelings associated with the
purchasing process, but also the atmosphere before and after execution of
purchases. So Customer satisfaction is the backbone of any industry. It’s the
customer that can bring prosperity and success to the organisation. So it’s
important to satisfy the myriads needs of the customers as they are treated as
the king of the market.
Our hectic lifestyles affect us. Increasing stress levels, lack of
sleep and other modern style habits have a severe impact on skin and hair.
So people prefer natural food, herbal medicines and natural curing practices
for healthy life. The usage of herbal cosmetic has been increased to many
folds in personal care system and there is great demand for the herbal
cosmetics
Lever Ayush is a Hindustan Unilever Ltd company that
produces several herbal and natural products for personal care, hair care, skin
care, bath and body care, oral care. It’s launched in 2001, and failed to
perform because the Ayurvedic market was relatively small though growing
at a steady pace. It is formulated with 5000 years of Ayurvedic wisdom to
solve modern day beauty problems. It carefully curates a range of beauty
products made with recipes prescribed in the ancient granthas to help solve
the modern day beauty problems. Lever Ayush is an acronym for Ayurveda,
Yoga, Naturopathy, Unani, Siddha and Homeopathy. These are the six

11
 Indian systems of medicine. It strives to make lives better by providing
natural solutions to common problems of the skin, hair and teeth.

1.1 Statement of the problem

There are different varieties of the products available in the market. Most
consumers prefer high quality products with minimal price. The competition
is severe for manufacturers. So here we study how much satisfied their
customers are when they prefer the Lever Ayush products.
1.2 Significance of study
The need of the study is to understand the level of the customer satisfaction
towards Lever Ayush products. It evaluates the attitude of customers and
preferring the product that how aware the customers are.
1.4 Objectives of the study
● To study the awareness of the respondent about Lever Ayush
products.
● To find the factors influencing the purchase of Lever Ayush products.
● To study consumer opinion towards the Lever Ayush products.
● To examine the level of satisfaction with Lever Ayush products.
1.5 Research Design
1.5.1 Nature of study
Study is descriptive as well as analytical.
1.5.2 Nature of data
For this study both primary and secondary data are used.
1.5.3 Sources of data
The primary data are mainly collected from 50 customers using structured
questionnaires.

Secondary data are mainly collected from the various published Sources
of information such as books, journals, and websites relating to Ayush
products.
1.6 Sample Design

12
1.6.1 Nature of data
Here the population is customers of Lever Ayush products. Therefore
population is infinite
1.6.2 Sample unit
Lever Ayush users of Irinjalakuda municipality
1.6.3 Method of sampling
Convenience sampling methods are adopted for this study.
1.6.4 Size of sample
The sample size for the proposed study is 50 customers of Lever Ayush
products.
1.7 Tool for analysis
Percentages, comparative study, charts, tables and graphs
1.8 Limitation of the study
● Only 50 respondents are selected for the study.
● Study has been conducted through a very short span of time.
● Respondent’s bias is a major limitation to the study.
● Due to the covid-19 pandemic direct data collection were not possible
1.9 Chapterization
The project is organized into mainly 5 chapters;
● Chapter 1 – Introduction

This chapter deals with the introduction to the study.

● Chapter 2 - Review Of Literature

This chapter deals with reviewing the literature for the study.

● Chapter 3 – Industry profile and company profile

This chapter deals with industry and company profile of the study

● Chapter 4 - Data Analysis and Interpretation

Analysis and discussion is to be done in this chapter.

● Chapter 5 - Findings, Suggestions and Conclusions

13
This chapter deals with findings, conclusions and suggestions.

CHAPTER II

REVIEW OF LITERATURE

14
2. Review of Literature

This chapter deals with the basic concepts on customer satisfaction by analysing
earlier studies on this topic. It helps to know the background of the topic and also
helpful in assessing the limitations of the study.

2.1 Conceptual Review

Customer satisfaction is the measure of how the needs and responses are
collaborated and delivered to excel customer’s expectations. It is the major
outcome of the marketing activity. Hence it is important for all the organisations
to meet all the customer expectations and identify that they satisfy customers.
Consumer satisfaction has therefore become the key operational goal for many
organisations. They have invested heavily in improving performance in areas
that make a strong contribution to consumer satisfaction, such as quality and
customer service.

The word satisfaction comes from the Latin words Satis (enough) and
facere (to do or make). These words suggest the true meaning of satisfaction,
which is fulfilment. Increasing customer satisfaction and customer retention
generates more profits, positive word of mouth, and lower marketing
expenditures. Organisations are now using customer satisfaction data to
determine service quality in order to increase customer retention. Many
Empirical studies have documented that customer satisfaction culminates in
higher customer loyalty, increased market share, and profitability. Therefore,
consumer satisfaction is essential to any business.

2.2 Empirical Review

15
Indira Priyadarshini & Thilagavathi (2016) the factors investigated are
affecting consumers‟ satisfaction on personal care products of HUL. It was
revealed that ponds, fair&lovely, Lakme, Dove, Hamam, Close-up, and Axe

are used brands of the products. Analysis of study in HUL personal care Products
provides satisfaction to the consumers in the way of quality, price and
availability of the products. It has also observed that there is no significant
relationship between selected variables and level of satisfaction of consumers.

Chandralekha & Hamsalakshmi (2016) studied consumer awareness and

factors affecting life that have particular favourites for Ayurvedic and herbal
products. It turns out that customers are aware of advertising and are satisfied
with the quality and price of the products. They acquire the products for the
reason that they are chemically free and unadulterated products in life. Every one
of the consumers is conscious of the goods, superiority and price of products.

Priteshkumar (2013) examined the various factors affecting rural consumers

buying behaviour towards HUL products. There are many factors like price of
the products, assortment of the products, resource of the products information,
advertisement which plays an important role in rural purchasing decisions. Most
consumers are blissful through the particular products of HUL and an additional
amount is preferred to them in the same price as a favourable promotional plan

Kim & Lee (2011) authenticated the importance and cost of customer
satisfaction embracing word-of-mouth communication, purchase intentions, and
complaining behaviour. Kim and Lee encouraged manufacturers, based on their
findings, to expand or build on tangibles and responsiveness for the enhancement
of customer satisfaction and behavioural intentions to boost revenues or earnings
to mitigate product costs.

16
Nagasimha Kanagal (2006) in his article entitled, “Role of Relationship
Marketing in Competitive Marketing Strategy” has pointed out that relationship
as a focus on marketing aids in the understanding of consumer needs and wants
which is useful to implement profitable exchanges. Relationship marketing is a
tool of furthering the customer understanding and interactive processes.

Jung Chae Suh (2006) wrote a paper titled “When Brand Attitudes Affect the
Customer Satisfaction-Loyalty Relation: The Moderating Role of Product
Involvement”. They investigated the moderating role of product involvement in
the customer satisfaction-loyalty relation. Structural equation modelling shows
that customer satisfaction has both direct and indirect effects on loyalty, whereas
advertising attitudes and corporate image have only indirect effects through their
mediating influence on brand attitudes. Furthermore, product involvement
decreases the direct effects of satisfaction on brand attitudes and loyalty, but it
increases the indirect effects of advertising attitudes and corporate image.

Sherlaker S.A (2005) “says that the term consumer is a superior of the
marketing the customer and consumer are satisfied only on quality products”.

Keller (2003) mentions that “if the customer is satisfied with the brand then it
results in brand loyalty”. For example, a consumer may recognise a brand but be
unable to recall it.

Ashish Bhave (2002) in the article entitled, “Customer Satisfaction

Measurement” have found that the opinion that customer’s perception towards
service and quality of a product determines the success of that product or service
in the market. With better understanding of customer’s perceptions, a firm can
identify their own strengths and weaknesses in comparison with their
competitors. Major attributes that influence customer satisfaction are product
quality, packing, delivery commitments, price, responsiveness and ability to
resolve complaints and overall communication, accessibility and attitude failing
short creates dissatisfaction. Customer loyalty is an important strategic objective
for all organisations.

17
Assaari and Karia (2000) in their paper titled, “Churn Management towards
Customer Satisfaction, A Case of cellular operations in Malaysia” have viewed
that customer satisfaction and customer service have been critical factors of the
cellular industry, Cellular service providers need to ensure about the technology
that provides customer service best in the industry. It is stated that investment in
people and in technology helps in providing best customer service for today and
for the future. One common ground that most carriers and customers agree on is
that good customer service can have a key impact on how a customer views the
firm's services and company.

CHAPTER III

INDUSTRY AND COMPANY

PROFILE

18
3. Industry and Company Profile

Industry profiles are in-depth documents that give insight into an industry, where
it came from, and where it appears to be going. Company profile refers to
company’s track record. So this chapter contains the profile of Hindustan
Unilever Ltd and its one of the main brands Lever Ayush.

3.1 Hindustan Unilever Ltd

History

Hindustan Unilever Ltd is also known as HUL is India’s largest FMCG sector
company with all types of products like food, beverages, cleaning agents,
personal care products, water purifiers, and fast moving consumer goods.
Hindustan Unilever Ltd (HUL) is also India’s largest fast moving consumer
goods company with a heritage of over 87 years in India and touched the lives
of two out of three Indians. HUL works to create a better future every day and
helps people feel good, look good and get more out of life with brand’s and
services that are good for them and good for others. HUL is a subsidiary of

19
Unilever, one of the world’s leading suppliers of fast moving consumer goods
with strong local roots in more than 100 countries across the globe. And it’s
headquartered in Mumbai, India. The company has 18000 employees and has net
income of rupees 6738 crore in 2019-2020.

Hindustan Unilever Ltd was incorporated on 17th October 1933 as

Lever Brothers India Ltd. The Company is in the fast-moving consumer goods
(FMCG) business comprising primarily into four business segments such as
home care personal care foods and refreshments. 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". It began an era of marketing
branded Fast Moving Consumer Goods (FMCG). Soon after followed Lifebuoy
in1895 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 in 1933and
United Traders Limited in 1935. These three companies merged to form HUL in
November 1956.

The erstwhile Brooke Bond’s presence in India dates back to 1900,

the company had launched Red Label tea in the country in 1903. In 1912, Brooke
Bond & Co. India Limited was formed. Brooke Bond joined the Unilever fold in
1984 through an international acquisition. Unilever acquired Lipton in 1972and
in 1977 Lipton Tea (India) Limited was incorporated. 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. 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, April 1, 1993. In 1996, 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

20
the company. In 2007, the Company name was formally changed to Hindustan
Unilever Limited after receiving the approval of shareholders during the 74th
AGM on18 May 2007.

HUL completes 87 years of corporate existence in India on October

17th, 2020. Unilever manufactures and sells products under more than 1,000
brand names worldwide. Two billion people use them on any given day. Here is
a selection of top brands, available in many countries, along with the stories
behind them. With over 35 brands spanning 20 distinct categories such as soaps,
detergents, shampoos, skin care, toothpastes, deodorants, cosmetics, tea, Coffee,
packaged foods, ice cream, and water purifiers, the Company is a part of the
everyday life of millions of consumers across India. Its portfolio includes leading
household brands such as Lux, Lifebuoy, Surf Excel, Rin, Wheel, Glow Lovely,
Ponds, Vaseline, Lakme, Dove, Clinic Plus, Sunsilk, Pepsodent, Closeup, Axe,
Brooke Bond, Bru, Knorr, Kissan, Kwality Wall’s and Pureit. It has Home &
Personal care products, and also food and Water Purifier available. According to
Brand Equity, HUL has the largest number of brands in most trusted brands list.
Sixteen of HUL's brands featured in AC-Nielsen Brand Equity list of 100 most
trusted brands in 2008 in an annual survey. Products of HEIL are Annapurna,
Ayush, Axe, Breeze, Bru, Brooke bond, Clinic, Dove, Glow Lovely, Hamam,
Liril, Lux, Pears, Ponds, Pepsodent, Pureit, Rexona, Rin, Sunlight, Surf excel,
Vaseline, and Wheel.

Product mix of Hindustan Unilever Limited

1. Home and personal care

• Personal wash :
Lux
Lifebuoy
Liril
Hamam
Breeze

21
 Dove
Pears
• Laundry :
Surf excel
Rin
Wheel
Rexona
• Skin care :
Glow & lovely
Ponds
Vaseline
• Hair care :
Sunsilk
Clinic plus
• Oral care :
Pepsodent
Close-up

• Deodorants
Axe
Rexona

2. Beverages

• Tea :
Brooke bond
Lipton
• Coffee :
Bru

22
3.2 Lever Ayush

History

The fast-growing Lever Ayush brand was relaunched two years ago to compete
with rivals like Patanjali, which has leveraged its Ayurveda based products to
become a consumer goods powerhouse in about a decade. AYUSH is an acronym
for Ayurveda, Yoga and Naturopathy, Unani, Siddha and Homeopathy and are
the six Indian systems of medicine prevalent and practiced in India and some of
the neighbouring Asian countries with very few exceptions in some of the
developed countries. Generally, the revenue that Lever Ayush gains are decent
and that is the main reason it is able to sustain in the market this way. The
customers get well influenced by the style of message that Lever Ayush delivers

23
to the customers. The base of the customers improves as they come to know
about the 5000-year-old history of Ayurveda.

Lever Ayush was launched in 2001, failed to perform because the

Ayurvedic market was relatively small and growing at a steady pace. Ayush was
first registered as a brand by Jayalakshmi Oil & Chemical Industries in 1987 and
the trademark was sold to HUL in 2001 when it started selling the natural beauty
and spa product range. However, HUL separately applied to register Lever
Ayush plus Therapy in 2007 and Lever Ayush Device in 2017. Lever Ayush
started on as a brand manufacturing the Ayurvedic products for different
therapies. During the initial days, the Lever Ayush products were not available
in the market. It was exclusively found in the therapy centers of Ayush. Now it's
readily available in the market and customers can easily buy it whenever they
need.

Lever Ayush brings to the customers an exclusive range of products

based on the divine science of Ayurveda. With their deep-rooted belief system
and knowledge in Ayurveda Ayush strive to make lives better by providing
natural solutions to common problems of the skin, hair and teeth

Hair Care: From hair fall to dry scalp, their hair care range consists of products
that solve everyday hair problems. Prepared with rich properties of Ayurvedic
ingredients like Bhringaraj, Shikakai, Neem and Fenugreek, our products cleanse
and nourish the hair, making it strong and healthy.

Skin Care: Skin care range includes products made with authentic ingredients
like Saffron and Turmeric, which are known to have high medicinal values in
Ayurveda.

Bath and Body: Ayurvedic ingredients like Saffron, Lemongrass, Cow’s Ghee
and Turmeric are rich in medicinal properties. Many ranges of bath and body
care products have been formulated with these ingredients known to purify,
moisturize and naturally protect skin.

24
Oral Care: Solve dental problems with our range of oral care products made with
the goodness of Ayurvedic ingredients such as Clove Oil, Cardamom and Rock
Salt. These products provide long lasting freshness, healthy gums and whiter
teeth.

They use the most potent ingredients that are highly beneficial to the skin, hair
and teeth. The goodness of authentic Ayurveda has been used to formulate
products that address customer’s most worrying beauty problems.

Lever Ayush products list

1. Skin care

• Lever Ayush natural fairness saffron face cream

• Lever Ayush anti marks turmeric face cream
• Lever Ayush anti pimple turmeric face wash
• Lever Ayush natural fairness saffron face wash
• Lever Ayush intense moisturising cow’s ghee body lotion
• Lever Ayush natural fairness saffron body lotion

2. Bath and body care

• Lever Ayush moisturising cow’s ghee soap

• Lever Ayush natural fairness saffron soap
• Lever Ayush purifying turmeric soap
• Lever Ayush purifying turmeric hand wash
• Lever Ayush cool and fresh lemon grass hand wash

3. Hair care

• Lever Ayush anti dandruff neem shampoo

• Lever Ayush anti damage fenugreek shampoo
• Lever Ayush anti dandruff neem conditioner
• Lever Ayush anti hair fall bhringaraj shampoo

25
 • Lever Ayush thick and long growth shikakai shampoo

4. Oral care

• Lever Ayush whitening toothpaste with rock salt

• Lever Ayush freshness gel cardamom toothpaste
• Lever Ayush anti cavity clove oil toothpaste

26
 CHAPTER IV

DATA ANALYSIS AND

INTERPRETATION

4. Data Analysis and Interpretation

This chapter deals the reviews and analysis of data that are collected through
questionnaires and interpretation of data. This is the core part of this project. The
data is represented by graphical forms and also shown in percentage. This helps
us to interpret the data easily.

Table 4.1 showing gender wise classification of male and female users of
Lever Ayush

Response No. of respondents Percentage of respondents

Male 2 4

Female 48 96

27
 Total 50 100

Source: Primary data

From the above table it is understood that female users are more than male users
of Lever Ayush products. There are 96% of Female users and 4% of male users

Figure 4.1 showing gender wise classification of male and female users of
Lever Ayush

120

100 96

80

60

40

20
4 0 0
0
Male Female

Table 4.2 showing the result of age group

Response No. of respondents Percentage of respondents

Below 20 39 78

20-30 9 18

30-40 2 4

40 above 0 0

Total 50 100

Source: Primary data

28
From the above figure 78% of the respondents are below 20 ages. 18% come
under 20-30. 4% of the respondents are under the 30-40 age groups. So we can
clearly see that majority of the youngsters below the age of 20 uses the Lever
Ayush products the most

Figure 4.2 showing the results of age group

90
78
80
70
60
50
40
30
18
20
10 4
0
0
Below 20 20-30 30-40 40 above

Table 4.3 showing the response of the respondents who use Lever Ayush
products at least once

Response No. of respondents Percentage of respondents

Yes 39 78

No 11 22

Total 50 100

Source: Primary data

29
From the above table indicates that 78% of the respondents are using the Lever
Ayush products at least once. 22% of the people are not using any of Lever
Ayush products.

Figure 4.3 showing the response of the respondents who use Lever Ayush
products at least once

No 22

Yes 78

0 20 40 60 80 100

30
Table 4.4 showing the result of the products generally used by the
respondents

Response No. of respondents percentage of respondents

Soap 17 34

Shampoo 12 24

Oral care products 17 34

Oil 1 2

Face wash 3 6

Total 50 100

Source: Primary data

The above table indicates the products generally used by the respondents. Most
of the respondents are using soap and oral care products from Lever Ayush
products (34%). 24% respondents are using Lever Ayush shampoo. 6% of them
use face wash. Only 2% respondents are using oil

Figure 4.4 showing the result of the products generally used by the
respondents

34 34
35
30
24
25
20
15
10 6
5 2
0
Soap Shampoo Oral care Oil Face wash
products

31
Table 4.5 showing the amount spent for Lever Ayush products

Response No. of respondents Percentage of respondents

Below 200 36 72

200-300 10 20

300-400 3 6

Above 400 1 2

Total 50 100

Source: Primary data

The above table indicates the amount spent for Lever Ayush products. 72 % of
the respondents spend below 200. 20% respondents spend 200-300 for the
product. 6% of respondents spend 300-400. And only 2% of the respondents
spend above 400 for the product.

Figure 4.5 showing the amount spent for Lever Ayush products

Above 500 2

300-500 6

200-300 20

Below 200 72

0 10 20 30 40 50 60 70 80

32
Table 4.6 showing the reasons for preferring Lever Ayush products

Response No. of respondents Percentage of respondents

Price 1 2

Quality 23 46

Availability 11 22

Variety 15 30

Total 50 100

Source: Primary data

The above table indicates the reason for buying Lever Ayush products. 46% of
the respondents agree that quality is the main reason for buying the product. 30%
respondents agree that variety is the influencing factor. 22% agree that
availability of product is the influencing factor. And 2% of the respondents agree
with price is the reasonable for buying the product.

Figure 4.6 showing the reasons for preferring Lever Ayush products

30
Price
Quality
46
Availabiity
Variety

22

33
Table 4.7 showing the result of frequency in purchase

Response No. of respondents Percentage of respondents

Once in 15 days 5 10

Once in a month 10 20

Once in 2 month 21 42

Once in a year 14 28

Total 50 100

Source: Primary data

The above table indicates the frequency of purchase of Lever Ayush products.
42% respondents are purchasing the products once in 2 months. 28% respondents
are purchasing once in a year. 20% of them purchase the products once in a year.
And only 10% of the respondents are purchasing the products once in15 days.

Figure 4.7 showing the result of frequency in purchase

50
40
30
20
10
0
Once in 15
days Once in a
month Once in 2
month Once in a
year

34
Table 4.8 showing the result of the prices of Lever Ayush products are
reasonable or not

Response No. of respondents Percentage of respondents

Yes 40 80

No 10 20

Total 50 100

Source: Primary data

From the above table indicates the prices of the Lever Ayush products are fair or
not.80% of the respondent’s response that the prices of the products are not fair.
Only 20% of respondents agree that the prices are fair.

Figure 4.8 showing the result of the prices of Lever Ayush products are
reasonable or not

No 20

Yes
80
0
20
40
60
80

35
Table 4.9 showing the result of the source from which the customers came
to know about the products

Response No. of respondents Percentage of respondents

Advertisement 36 72

Family 9 18

Self-exploration 2 4

Friends 3 6

Total 50 100

Source: Primary data

From the above table 72% of the respondents who came to know about the
products are from advertisements.18% of the respondents source is from family.
6% of them came to know about the products from self-exploration. 4 % of the
respondent’s source is their friends.

Figure 4.9 showing the result of the source from which the customers came
to know about the products

Friends 6

Self-exploration 4

Family 18

Advertisement 72

0 10 20 30 40 50 60 70 80

36
Table 4.10 showing the result of the reason for preferring Lever Ayush
products

Responses No. of respondents Percentage of respondents

Convenient 26 52

Affordable 8 16

Chemical free 18 36

Ingredients 1 2

Total 50 100

Source: Primary data

From the above table 52% of the respondents prefer the products because it is
convenient. 36% of the respondent’s reason to prefer the products is chemical
free. 16% of the respondent’s choose the product because it is affordable for
them. 2% of them prefer the product's ingredients.

Figure 4.10 showing the result of the reason for preferring Lever Ayush
products

60

50

40

30 52
20 36

10 16
2
0
Convenient Affordable Chemical free Ingredients

37
Table 4.11 showing whether the Lever Ayush product had any side effects
or not

Response No. of respondents Percentage of respondents

No 47 94

Yes 3 6

Total 50 100

Source: Primary data

From the above table indicates that the Lever Ayush products have side effects
or not. 94% of the respondent responses there are no side effects. And 6% of the
respondent’s responses that there are side effects for the using of Lever Ayush
products.

Figure 4.11 showing the result of the product had any side effects or not.

100 94
90
80
70
60
50
40
30
20
10 6
0
No Yes

38
Table 4.12 showing the result of how many years the respondents are using
Lever Ayush products

Response No. of respondents Percentage of respondents

Less than 1 year 40 80

2-3 year 6 12

3-4 year 2 4

More than 5 year 2 4

Total 50 100

Source: Primary data

From the above table indicates that 80% of respondents have been using the
Lever Ayush products less than 1 year.12% of the respondents have been using
the products 2-3 years.4% of them using the products 3-4 years. And 4% of the
respondents have used the products for more than 5 year.

Figure 4.12 showing the result of how many years the respondents are using
Lever Ayush products

4 4
12
Less than 1 year
2-3 year
3-4 year
80
more than 5 year

39
Table 4.13 showing the degree of satisfaction of Lever Ayush products

Response No. of respondents Percentage of respondents

Strongly agree 4 8

Agree 24 48

Neutral 20 40

Disagree 1 2

Strongly disagree 1 2

Total 50 100

Source: Primary data

From the above table it is evident that 48% of the respondents agree that they are
satisfied with Lever Ayush products. 40% of the respondents can’t say how they
are satisfied. So they are neutral with Lever Ayush products. 8% of them are
strongly satisfied with Lever Ayush products. 2% of them are not satisfied with
the product. And 2% of the respondents strongly dissatisfied with the products.

Figure 4.13 showing the degree of satisfaction of Lever Ayush products

50
40
30
48
20 40

10
8
2 2
0
Strongly Agree Neutral Disgree Strongly
agree disagree

Table 4.14 showing the attractive attribute of Lever Ayush product

40
 Response No. of respondent Percentage of respondent

Affordable price 8 16

Easily available 20 40

Quality 2 4

Brand image 19 38

Ayurvedic 1 2

Total 50 100

Source: Primary data

From the above table 40% of the respondents choose Lever Ayush products
because it is easily available. 38% of the respondents say that brand image. 16%
of them choose it because it’s affordable. 4% choose the product for its quality.
2% respondents choose because it’s Ayurvedic, and contains natural ingredients.

Figure 4.14 showing the attractive attribute of Lever Ayush products

2
16

Affordable price
38 Easily available
Quality
Brand image
Ayurvedic
40
4

41
Table 4.15 showing the result of quality of the product

Response No. of respondents Percentage of respondents

Strongly agree 6 12

Agree 24 48

Neutral 20 40

Disagree 0 0

Strongly disagree 0 0

Total 50 100

Source: Primary data

From the above table 48% of the respondents agree that Lever Ayush products
are good quality. 40% of them can’t say the quality of product.12% of the
respondents strongly agree with its good quality of product.

Figure 4.15 showing the result of quality of the product

50
45
40
35
30
25 48
20 40
15
10
12
5
0 0 0
Strongly Agree Neutral Disagree Strongly
agree disgree

42
Table 4.16 showing the result of preferring Lever Ayush products over the
other products

Response No. of respondents Percentage of respondents

Packaging 7 14

Brand name 22 44

Quality 10 20

High customer rating 3 6

Others 8 16

Total 50 100

Source: Primary data

From the above table indicates that 44% of the respondents prefer Ayush
products because of its brand name, 20% prefer the quality of products, and 16%
of them prefer it because it’s other matters. 14% prefer it because it’s packaging.
6% of the respondents choose for its high customer rating.

Figure 4.16 showing the result of preferring Lever Ayush products over the
other products

others 16

High customer rating 6

Quality 20

Brandname 44

Packaging 14

0 10 20 30 40 50

43
Table 4.17 showing whether any changes are to be made to Lever Ayush
products or not

Response No. of respondents Percentage of respondents

Yes 40 80

No 10 20

Total 50 100

Source: Primary data

From the above 80% of the respondents choose that there is nothing to change.
20% of them choose no.

Figure 4.17 showing whether any changes are to be made to Lever Ayush
products or not

80
80
60
40
20
20
0 0
0
Yes
No

44
Table 4.18 showing the result of overall performance of the Lever Ayush
products

Response No. of respondents Percentage of respondents

Very good 4 8

Good 33 66

Average 13 26

Bad 0 0

Very bad 0 0

Total 50 100

Source: Primary data

From the above data 66% of the respondent’s response had good performance.
26% of them respond that it has average performance.8% of the respondent’s
response that the product has very good performance.

Figure 4.18 showing the result of overall performance of the Lever Ayush
products.

70 66

60

50

40

30 26

20

10 8
0 0
0
Very good Good Average Bad Very bad

45
Table 4.19 showing the result of the rate of appearance of Lever Ayush
products

Responses No. of respondents Percentage of respondents

Very good 6 12

Good 35 70

Average 8 16

Bad 1 2

Very bad 0 0

Total 50 100

Source: Primary data

From the above 70% of the respondents rate good for the appearance of Lever
Ayush products. 16% of them rate average for the products. The 12% rate is very
good for the appearance. 2% of them rate badly for the appearance of the
products.

Figure 4.19 showing the result of the rate of appearance of Lever Ayush
products

70
70
60
50
40
30 12 16
20
10 2
0
0
Verygood Good
Average
Bad
Verybad

46
Table 4.20 showing whether the Lever Ayush products are made with
natural ingredients as said in advertisement

Response No. of respondent Percentage of respondent

Strongly agree 3 6

Agree 17 34

Neutral 24 48

Disagree 5 10

Strongly disagree 1 2

Total 50 100

Source: Primary data

From the above table 48% of the respondent’s responses were neutral. 34% of
the respondent’s response agrees that the products are made with natural
ingredients. 6% strongly agrees and 10% disagrees. 2% of the respondents
strongly disagree that the Lever Ayush products are made with natural
ingredients.

Figure 4.20 showing result of whether the Lever Ayush products are made
with natural ingredients as said in advertisement

48
50
40 34

30
20 10
6
10 2
0
Strongly Agree Neutral Disagree strongly
agree disagree

47
Table 4.21 showing the result of recommendation of Lever Ayush products
to others

Response No. of respondents Percentage of respondents

Yes 39 78

No 11 22

Total 50 100

Source: Primary data

From the above data 78% of the respondents would like to recommend the Lever
Ayush products to others. 22% of the respondents wouldn’t like to recommend
Lever Ayush products to others.

Figure 4.21 showing the result of recommendation of Lever Ayush products

to others

78
80
60
40
22
20
0
0
Yes
0
No

48
 CHAPTER V

FINDINGS, SUGGESTIONS AND

CONCLUSION

49
5. Findings, suggestions and conclusions

In the previous chapter we collected data were collected from 50 respondents

and interpreted that data. This chapter deals with the findings, suggestions, and
conclusion of the customer satisfaction of the Lever Ayush products.

5.1 Findings

● It is found out that 96% are female users. And 4% of the respondents are
male.
● Most of the respondents are in the age group of 10-20.
● 78% of the respondents are using Lever Ayush products.
● Most of the respondents are using soap and oral care products.
● Most of the people are not ready to spend above 200 for the Lever Ayush
products. Even if the quality is good.
● It is found that 46% of the respondent’s main reason for buying Lever
Ayush products is its quality.
● It is found out that most of the respondents frequency in purchasing is
once in 2 months.
● About 80% of the respondents are satisfied with the prices of Lever Ayush
products.
● Most of the respondents have come to know about Lever Ayush products
through advertisements in social media.
● Most of the respondents' reason for buying Lever Ayush products is that
it's convenient.
● 94% of the respondents did nothave any side effects while using Lever
Ayush products.
● Most of them are using the Lever Ayush products less than 1 year.
● Most of the respondents are satisfied with the product.
● It was found that 40% of the respondents are buying Lever Ayush
products because it’s easily available.

50
● Most of them agree with the quality of the products.
● It was found that most of them buy Lever Ayush products over the other
products because of its brand name.
● 80% of the respondents don’t want anything to change about the products.
● Most of the respondents rate the overall performance of the Lever Ayush
products is good.
● It was found that 70% of the respondents rate the packaging of the
products is good.
● 48% of the respondents are neutral regarding the products are made with
natural ingredients. While 34% of them agree that the products are made
with natural ingredients.
● Most of the respondents want to recommend Lever Ayush products to
others.

51
5.2 Suggestions.

● The study is based on 50 respondents. So increasing the sample size

will increase the reliability of the study.
● Issues related to the side effects of the products to be corrected
effectively.
● Advertisement to be required for Lever Ayush products.
● The prices of the products should be reasonable to the customers.
● Retail selling is required to increase the selling.
● Increasing the quality of the products should be attracting more
customers.
● Quantity of Lever Ayush products to be increased with the prevailing
price rate.
● The company should provide more discounts for the products to
increase the number of customers.
● Demonstration of the Lever Ayush products is the best way for
promotional measures.
● The Lever Ayush products should be easily available to the customers
nearest shops.
● Packaging of the products should be more attractive.

● Personal care products should pay more attention to male segments,

as result of the study proves that male shop less in compare to female.
So company should decide policies and strategies to attract more
number of people in this segment in future

● Can consider other age groups like children-baby care products.

52
5.3 Conclusion

Every company aims to maintain the long term relationship with customers
and the business organization. In order to acquire the potential customer’s
needs and demands should be acknowledged also customer satisfaction has
great impact on the entire business operations. Customers predict the value
of the products before purchasing at the point of purchase and and
purchasing.

This study is concerned with the analysis of “Customer Satisfaction

with Lever Ayush products”. The main aim of the study is that the customers
are satisfied with the Lever Ayush products or not. I have collected data
primarily. For this study sample size 50 is taken in order to analyse the
customer satisfaction towards quality, price and consumption of Lever Ayush
products. In this study all people knew about Hindustan Unilever products.
So many people are using Lever Ayush products because of its brand name
Many of the respondents are using the product because of its brand name,
quality, and availability. The price should be reduced in order to increase the
customers. I found that most of the users are female users compared to male.
And the current users are satisfied with the performance of Lever Ayush
products.

53
BIBLIOGRAPHY

54
Bibliography

Books

Sontakki, D. (2006). Marketing Management. New Delhi: Kalyani publishers.

Tyagi, C., & Arun, K. (2004). Consumer Behaviour. New Delhi: Atlantic Publishers.

Journals

Suh, J., & Youjae, Y. (2006). When Brand Attitudes Affect the Customer Satisfaction-Loyalty
Relation: The Moderating Role of Product Involvement. Journal Of Consumer Psychology,
16(2). doi: 10.1207/s15327663jcp1602_5

Kanagal, N. (2006). Role of Relationship of Marketing in Competitive Marketing Strategy.

Journal Of Management And Research, Pp 1-30.

E, C., & R, H. (2016). A study on customer awareness and satisfaction of selected ayurvedic
and herbal products. International Journal Of Advanced Research And Development, 1(8).

KL, K. (2003). Brand synthesis: The multi dimensionality of brand knowledge. Journal Of
Consumer Research, 29(4).

Kim, & Lee. (2011). customer satisfaction using low cost carriers. Tourism Management, 32(2).
doi: 10.1016

Indirapriyadharshini, B., & Thilagavathi, M. (2016). Consumer Satisfaction on Personal care

Products of Hindustan Uniliver Ltd. International Journal Of Management Sciences And
Business Research, 5(12). doi: 10.5281

Priteshkumar Y, S. (2013). A study on rural marketing strategy- with special emphasis on

selected customer preferences for Hindustan Uniliver Ltd. Paripex- Indian Journal Of Research,
2(2).

Assaari, M., & Karia, N. (2000). Churn Management towards Customer Satisfaction: A case of
cellular operations in Malaysia. International Conference On E-Commerce: Emerging Trends
In E-Commerce, Pp 21-23.

Ashish, B. (2002). Customer Satisfaction Measurement. Quality And Productive Journal.

55
Websites

https://shodhganga.inflibnet.in

https://www.hul.co.in

https://www.researchgate.net

https://en.m.wikipedia.org/wiki/HindustanUniliver

https://www.academia.edu

https://advancedjournal.com

56
ANNEXURE

57
Questionnaire of customer satisfaction of Lever Ayush products.

Iam Aparnna TK, 3rd DC Bcom student in Christ College Irinjalakuda. As a part
of my project iam preparing a questionnaire on the topic of “customer
satisfaction of Lever Ayush products”. If you are using any of Lever Ayush
products please fill this questionnaire.

1. Name:

2. Age:

◻ 10-20 ◻ 30-40

◻ 20-30 ◻ 40 above

3. Gender

◻ Male

◻ Female

4. Are you aware of Lever Ayush products?

◻ Yes

◻ No

5. Have you ever used any Lever Ayush products?

◻ Yes

◻ No

6. What product do you generally use?

◻ Soap ◻ Oil

◻ Shampoo ◻ Face wash

◻ Oral care products

58
7. How much money do you spend for buying Lever Ayush products?

◻ Below 200 ◻ 300-500

◻ 200-300 ◻ Above 500

8. What is the main reason for using Lever Ayush products?

◻ Price ◻ Variety

◻ Quality ◻ Availability

9. Frequency of purchasing Lever Ayush products?

◻ Once in 15 days ◻ Once in 2 month

◻ Once in a month ◻ Once in a year

10. Do you think the price of the Lever Ayush products are fair or not?

◻ Yes

◻ No

11. How do you come to know about this product?

◻ Advertisements ◻ Self exploration

◻ Family ◻ Friends

12. What is the reason that you prefer Lever Ayush products?

◻ Convenient ◻ Chemical free

◻ Affordable ◻ Ingredients

13. Is this product having any side effects?

◻ Yes

59
 ◻ No

14. How many years have you been using Lever Ayush products?

◻ Less than 1 year ◻ 3-4 year

◻ 2-3 year ◻ More than 5 year

15. Do you agree that you are satisfied with Lever Ayush products?

◻ Strongly agree ◻ Disagree

◻ Agree ◻ Strongly disagree

◻ Neutral

16. What is the main advantage of Lever Ayush products?

◻ Affordable price ◻ Brand image

◻ Easily available ◻ Ayurvedic

◻ Quality

17. Is the Lever Ayush products high quality?

◻ Strongly agree ◻ Disagree

◻ Agree ◻ Strongly disagree

◻ Neutral

18. Why do you prefer Lever Ayush products over the other products?

◻ Packaging ◻ High customer rating

◻ Brand name ◻ others

◻ Quality

60
19. Is there anything that you want to change about this product?

◻ Yes

◻ No

20. Overall performance of Lever Ayush products?

◻ Very good ◻ Bad

◻ Good ◻ Very bad

◻ Average

21. Please state how much would you rate the appearance of the products?

◻ Very good ◻ Bad

◻ Good ◻ Very bad

◻ Average

22. Do you agree that Lever Ayush products are made with natural
ingredients?

◻Strongly agree ◻ Disagree

◻Agree ◻ Strongly disagree

◻ Neutral

23. Would you like to recommend this product to others?

◻ Yes

◻ No

61
62