CHAPTER-I

1.1 INTRODUCTION:

Customer satisfaction plays a pivotal role in determining the success and sustainability
of any brand in today’s competitive marketplace. It reflects how well a company meets or
exceeds customer expectations, influencing repeat purchases, brand loyalty, and word-of-
mouth referrals. In the cosmetics industry, where consumer preferences are highly dynamic,
understanding the factors that drive satisfaction is essential for developing effective business
strategies.

Dazller Eterna, a leading brand in the cosmetics sector, offers a wide range of products
catering to diverse customer needs, including skincare, makeup, and personal grooming
solutions. With its focus on quality, affordability, and innovation, the brand has gained
considerable popularity across various regions of India, including Coimbatore.

Coimbatore, often referred to as the "Manchester of South India," is a thriving

commercial hub with a diverse population that values quality and affordability in personal care
products. As consumer awareness and expectations continue to grow in this region, it becomes
critical for brands like Dazller Eterna to gauge customer satisfaction and identify areas for
enhancement.

This study aims to explore the level of customer satisfaction towards Dazller Eterna in
Coimbatore city. It seeks to evaluate key factors such as product quality, pricing, availability,
promotional strategies, and overall brand perception. The insights from this study will help the
company understand customer needs better, strengthen its market position, and foster long-
term relationships with its customers in Coimbatore.

1.2 SCOPE OF THE STUDY

The study on customer satisfaction towards Dazller Eterna with reference to
Coimbatore city focuses on analyzing customer perceptions, preferences, and overall
satisfaction with the brand's products in the region. It aims to evaluate key factors such as
product quality, pricing, availability, promotional strategies, and brand loyalty. The study is
limited to Coimbatore city, targeting customers from diverse demographics who use cosmetics
and personal care products. By collecting both primary data through surveys and questionnaires
and secondary data from existing literature and reports, the research provides insights into the
strengths and weaknesses of Dazller Eterna’s customer satisfaction strategies. The findings of
the study are expected to help the brand understand customer needs better, address gaps in its
offerings, and improve its market presence and competitive edge in Coimbatore. This focused
approach ensures that the study contributes meaningfully to enhancing customer satisfaction
and fostering brand loyalty in a dynamic and competitive market.

1.3 STATEMENT OF THE PROBLEM

Dazller Eterna, a prominent player in the Indian cosmetics market, has a strong presence
with its diverse product range catering to different customer needs. However, as consumer
expectations evolve, brands must continually assess their performance in terms of quality,
pricing, availability, and overall satisfaction to remain competitive.

In Coimbatore, a rapidly growing commercial and cultural hub, the demand for
cosmetics and personal care products is on the rise. Customers in this region are increasingly
informed and selective about the products they use, prioritizing factors such as quality,
affordability, and availability. Despite Dazller Eterna’s market presence, it is essential to
understand whether the brand meets the expectations of its customers in Coimbatore.

1.4 OBJECTIVES OF THE STUDY

 To evaluate customer satisfaction levels for Dazller Eterna products in Coimbatore.

 To identify key factors influencing customer satisfaction.
 To assess the effectiveness of promotional strategies and availability in the region.
 To provide suggestions for improving customer satisfaction.
1.5 RESEARCH METHODOLOGY:

The research methodology provides a structured framework for conducting the study
on customer satisfaction towards Dazller Eterna with reference to Coimbatore city. It outlines
the systematic approach adopted for collecting, analyzing, and interpreting data to achieve the
study’s objectives. The primary goal of this methodology is to understand customer satisfaction
levels regarding Dazller Eterna products and identify key factors that influence their purchasing
decisions and brand loyalty.

The research methodology also includes the use of various data analysis tools to
interpret the collected information, allowing for the identification of patterns, trends, and key
insights that can help enhance customer satisfaction and improve the brand’s market
performance in Coimbatore.
 This section outlines the various steps, methods, and tools used to ensure that the study
provides accurate and reliable findings that are valuable to Dazller Eterna and the broader
cosmetics industry.

1.6 DATA COLLECTION METHODS

The data collection methods for this study are designed to gather relevant and reliable
information to evaluate customer satisfaction towards Dazller Eterna products in Coimbatore
city. The study will use a combination of primary and secondary data collection techniques to
ensure a comprehensive understanding of customer preferences and satisfaction levels.

PRIMARY DATA:

Data is collected through structured questionnaires administered to customers in

Coimbatore. The questionnaire includes both closed-ended and open-ended questions to gather
quantitative and qualitative insights.

SECONDARY DATA
Secondary data is obtained from company reports, industry publications, market
research studies, and online resources to support the analysis.

SAMPLING METHOD:

Convenience sampling is used to select respondents who are customers of Dazller

Eterna in Coimbatore.

SAMPLE SIZE:

The study targets a sample size of 110 respondents to ensure representativeness and
reliability of results.

AREA OF STUDY:

The data have to be collected from the respondents in Coimbatore city.

1.6 TOOLS
 Simple Percentage
 Chi Square
 Rank
1.7 LIMITATIONS OF THE STUDY

 The study focuses only on Coimbatore city, limiting the generalizability to other
regions.
 Convenience sampling may not fully represent the broader customer base.
 The sample size of 110 respondents may not capture all customer segments.
 Available secondary data may not be comprehensive or current.
 Time limitations may restrict in-depth interviews and data collection.
 Regional cultural factors may affect customer preferences and satisfaction.
 External factors like promotions or economic conditions may affect satisfaction but are
not fully controlled.
A STUDY ON CONSUMER SATISFACTION TOWARDS DAZLLER ETERNA WITH
REFERENCE TO COIMBATORE CITY

1. Age
a) Below18
b) 18-24
c) 25-34
d) 35-44
e) 45 and above

2. Gender
a) Male
b) Female
c) Others

3. Occupation
a) Student
b) Professional
c) Homemaker
d) Business
e) Other (Please specify): ___________

4. Monthly Income
a) Below ₹20,000
b) ₹20,000-₹40,000
c) ₹40,000-₹60,000
d) Above ₹60,000

5. How long have you been using Dazller Eterna products?

a) Less than 6 months
b) 6 months to 1 year
c) 1-2 years
d) More than 2 years

6. Which Dazller Eterna products do you regularly use? (Select all that apply)
a) Skincare
 b) Haircare
c) Cosmetics
d) Fragrances
e) Others (Please specify): ___________

7. How frequently do you purchase Dazller Eterna products?

a) Once a month
b) Once every 2-3 months
c) Occasionally
d) Only when necessary

8. How do you generally purchase Dazller Eterna products?

a) In-store
b) Online (website or e-commerce)
c) Both

9. How did you first learn about Dazller Eterna?

a) Advertisement
b) Recommendation from family/friends
c) Social media
d) In-store promotion
e) Other (Please specify): ___________

10. How would you rate the overall quality of Dazller Eterna products?
a) Excellent
b) Good
c) Average
d) Poor

11. How satisfied are you with the performance of Dazller Eterna products?
a) Very Satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Very Dissatisfied
12. How would you rate the packaging of Dazller Eterna products?
a) Excellent
b) Good
c) Average
d) Poor

13. How satisfied are you with the fragrance of Dazller Eterna products?
a) Very Satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Very Dissatisfied

14. How would you rate the pricing of Dazller Eterna products?
a) Very Affordable
b) Affordable
c) Neutral
d) Expensive
e) Very Expensive

15. Do you think the price of Dazller Eterna products reflects their quality?
a) Yes, completely
b) Yes, to some extent
c) No, not at all
d) Unsure

16. How satisfied are you with the availability of Dazller Eterna products in Coimbatore?
a) Very Satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Very Dissatisfied

17. How would you rate the reputation of Dazller Eterna in the market?
a) Excellent
b) Good
 c) Average
d) Poor

18. Do you trust Dazller Eterna as a brand?

a) Yes, completely
b) Yes, to some extent
c) No
d) Unsure

19. Would you recommend Dazller Eterna products to others?

a) Yes, definitely
b) Yes, with reservations
c) No
d) Unsure

20. How do you perceive the customer service of Dazller Eterna?

a) Excellent
b) Good
c) Average
d) Poor

21. How effective do you find Dazller Eterna’s advertising/promotional campaigns?

a) Very Effective
b) Effective
c) Neutral
d) Ineffective

22. Have you ever availed any discounts or promotional offers from Dazller Eterna?
a) Yes
b) No

23. How do you perceive the frequency of promotional offers from Dazller Eterna?
a) Too frequent
b) Just right
c) Not frequent enough
d) Not aware of any promotions
24. In your opinion, what improvements could Dazller Eterna make to its products?
(Open-ended)

25. What other products or features would you like to see from Dazller Eterna in the future?
(Open-ended)