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CHAPTER 1

INTRODUCTION

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1.1) INTRODUCTION

A market-focused, or customer-focused, organization first determines what its potential


customers desire, and then builds the product or service. Marketing theory and practice is justified
in the belief that customers use a product/service because they have a need, or because a
product/service provides a perceived benefit.

Two major factors of marketing are the recruitment of new customers (acquisition) and the
retention and expansion of relationships with existing customers (base management). Once a
marketer has converted the prospective buyer, base management marketing take over. The process
for base management shifts the marketer to building a relationship, nurturing the links, enhancing
the benefits that sold the buyer in the first place, and improving the products/service continuously
to protect the business from competitive encroachments.

Marketing is the wide range of activities involved in making sure that you are continuing to
meet the needs of your customers and are getting value in return. Marketing analysis includes
finding out what groups of potential customers exist, what group of customers you prefer to serve,
what their needs are, what products or services you might develop to meet their needs, how the
customers might prefer to use the products and services, what your competitors are doing, what
pricing you should use and how you should distribute products and services to your target market.
Various methods of market research are used to find out information about markets, target markets
and their needs, competitors etc. Marketing also includes ongoing promotions, which can include
advertising, public relations, sales and customer service.

Initially, marketing environment was largely described as seller market demand and was
invariably greater than supply. Most of our business enterprise are still having selling concept
which is product oriented. A change is taking place in the marketing environment at rapid speed
and many consumer oriented marketing companies beginning to realize the presence of
competition and marketing. In the modern marketing consumer is the king. So the producers fate
is decided by the action of the consumer. That is, by either buying the product or rejecting it. So a
producer tries hard to gain competitive efficiency over the other by adopting new technologies in
production and cost reduction measures.

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Children are the most crucial resource of a country. These future citizen can contribute
substantially to the social and economic development of a country. But to achieve this one must
pay proper attention to the children. So this research is undertaken to know whether the proper
attention is given to the quality of goods and services provide to them

1.2 )Significance of the study

Marketing is the crucial and most important activity for the development of a product or
brand, especially in the case of baby care products. Because customers are more conscious while
buying baby care products. Now in the marketing field johnson & johnsons brand faces various
competition. So in this context the study is significant to know customers preference, expectations
and attitude, and how well they get satisfied with the service provided by johnson & johnsons
baby products.

1.3) Statement of the problem

Johnson & johnsons baby brand are facing many problems such as increasing cost, high
competition, changing life style of the customers and difficulties in predicting the buyers attitude
towards a product because of frequent changes in consumer preference. The market is now filled
with range of baby products with different brand names offering the customers latest products. So
consumers attitude is very important in todays market situation. By experience they may find it
will prefer or not prefer based on the reaction of consumer . It is the worth to note whether the
consumer prefer Johnson & Johnsons under the condition of existence of more products and
changing behaviour of buyers and hence this study.

1.4 )Objectives of study

1.To identify the level of awareness on selected product of Johnson & Johnsons baby Brands

2. To identify the factors influencing the preference of Johnson & Johnsons baby
products

3. To examine the impact of their brand trust, brand loyalty, brand image on brand equity
of Johnson & Johnsons baby brand

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4. To examine the level of customers satisfaction on the selected products of Johnson &
Johnsons baby products

1.5) RESEARCH METHODOLOGY

The research design for the study is descriptive and analytical in nature. The present study is
conducted to evaluate the customers attitude towards Johnson & Johnsons baby product.
Descriptive research is intended to report what has happened and what is happening.

1.6) Area of study

For the purpose of knowing the customers attitude towards Johnson & Johnsons baby products
peoples from the chittur- Thattamangalam municipality are selected. The attitude of peoples from
chittur municipality is only considered.

1.7) Sample frame work

A sample of 50 respondents was selected from the population of Chitttur-Tthttamangalam


municipality as mentioned below

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Out of the population of 600 families in ward 1, 410 families from ward 6, 380 families from ward
11 and 290 families from ward 16 a respondents of 18, 14,12, 6 families respectively are selected,
one out of each family are selected as respondents.

1.8) Period of study

The period of study is limited to 21 days.

1.9) Collection of data

The collection of data is considered to be one of the important aspect in the research methodology.
There are two types of data collection methods are used for the study: Primary data and secondary
data. Primary data are collected through questionnaire and the secondary data are collected from
research paper published on website.

1.8) Tools for analysis

1. 10.1) Friedman Test

The Friedman test is a non-parametric statistical test developed by the US economist Milton
Friedman. Similar to the parametric repeated measure ANOVA, it is used to detect differences in
treatments across multiple test attempts. The procedure involves ranking each row (or block)
together, then considering the values of ranks by columns. Applicable to complete block designs, it
is thus a special case of the Durbin test.

1.10.2)Two-Way ANOVA

In statistics, the two way analysis of variance (ANOVA)is an extension of the one way ANOVA
that examine the influence of two different categorical independent variables on one continues
dependent variable. Two way ANOVA not only aims at assessing the main effect of each
independent variable but also if there is any interaction between them.

1.10.3) Kruskal Wallis test

The Kruskal Wallis test is a non parametric test equivalent to One Way ANOVA. It explores the
outcome of a single dependent variable, across 3 or more distinct groups of a categorical
independent variable. Compare to parametric test, there are very few assumptions and restrictions
for the test. The only restriction for the dependent variable is that the data must be on at least
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ordinal ranking scale. The independent variable must be categorical and be represented by at least
3 distinct group. One can appear in the more than group at time. The kruskal Wallis test examines
outcome by comparing how the scores are ranked across the group. Here the test is used to test the
mean rank preference of customers as to most influencing mode of advertisement among the
customers.

1.9) LIMITATIONS OF STUDY

The study is confined to the perception or attitude of customers on johnson & johnsons baby
products, excluding comparative study with other brand producing same type of products.

Random sampling method was applied for the selection of sample. As such the study suffers
from the limitations of sampling method. Four blocks are selected from the municipality at
random and one ward is selected from each block at random and sample was allocated to ward
selected proportionate to the number of peoples in the ward.

Since there was no monthly income wise variation on data (Two-Way ANOVA), the analysis
was entirely based on their Gender and Education they belong to.

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CHAPTER 2

REVIEW OF LITERATURE

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Introduction:

Generally ,a researcher conducts and surveys literature in order to review the present status of a
particular research topic. From the survey of literature, a researcher is able to know the quantum of
work all ready done in a research topic so far not touched , or at to be under taken . The over view
of literature at the national or a an international level is to be researched with the help of research
report , articles , books , and other materials .

This study contribute to literature by focusing on evaluation of costumer attitude towards Johnson
and Johnsons baby products. The aim of literature is to justify , rational of an ensuring research
study , provides an overview of historical perspectives and to bring to the light the research trends
and problems.

Daniles and Jane(2012) a marketing strategies with in the baby product industry, the study of
baby product market can be very congested with many different brands depending on the product
and it can be hard for a consumer to distinguish between the multiple brands. Marketer need to
assist consumer trough the distraction of all the various brands and led the consumer to their
particular brand.

Nagel and Andrea(1998)reported that Johnson baby care brand is launching Johnsons soft ,an
adult line of body lotions and body washes specifically for mothers in responds to Johnsons
research which found that this demographic still seeks a trusted skin care brand. The product
consists of four variants. The items will be merchandised exclusively in the adult skin care aisle.

Sloan and pal(2011) done a study on Helene Curtis industries Inc.s entry into the baby care
market in U.S. The company will launch the Suave Baby Care, a line of lotions and other products
for babies. An estimated $20 million marketing and advertising campaign will support the product
launch. Besides shampoos, powders, lotions, oil, and baby bath, the line will include baby wipes.

Carton and Barbara(2000) reported that a growing number of Americans are using expensive
cosmetics for their children. Use of imported powders, herbal lotions and other high-end toiletries;
French line Mustela offering sensitive skin care for children; Phenomenon of older parents who are
spending more on infants; Appeal of European brands

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Bittar and Christine(2002) revealed that Johnson & Johnsons will launch skin-care products that
are aimed at young adults and baby boomers in the U.S as of June 2, 2003. Information on the two
sub-brands under the Neutrogena line of products; Update on the product launches from Procter &
Gamble (p&g), Unilever and LOreal to address the competition for skin-care product in the U.S
market; comparison between the sales of P&G and Neutrogena in the overall total skin-care
category in the U.S; Total value of the budget allotted by Johnson & Johnson on media, for the
Neutrogena franchise in 2002.

P.K Khicha,Bernard Oyagi and Andrew S.Nysngau (2012),studied that Baby accessory
product are selected through the brand perception and brand equality.these study explored
communication tools.the study was focused on baby accessory product in order to realize what
mother think, conceive and learn upon brand. The research results showed that brand perception of
mother for baby accessory product in different when considered by marketing communication
program.

Febrina Fitriyanti Tambunan (2003) , The study reveals that address various perception toward
baby formula it is recommended that health and nutrition practitioners become more actively
involved with the training of health professionals,particularly those engaged in delivery of infant
services at primary care level,and in turn encouraged health professionals to engaged more with
media primary care level and in turn encourage health professionals to engage more with media
sources.

Yeomacha (2014) Baby care production both in price and quality. Therefore,it is immensely
necessary for both products and dealers to see that competitive efficiency of products is kept high.
Producers have to act on production, pricing ,promotion and distribution according to consumer
preferences. Dealers have got the responsibility in this direction in the promotion and distribution
in their areas. Regular market research will help in ascertaining the preference and acting
accordingly in the field of production , distribution etc. Consumer orientation of marketing is
immensely necessary for creating and maintaining the brand image in the minds.

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CHAPTER 3

THEORETICAL FRAMEWORK

Johnson & Johnson is a global American pharmaceutical, medical devices and consumer packaged
goods manufacturer founded in 1886.Its common stock is a component of the Dow Jones Industrial
Average and the company is listed among the fortune 500. Johnson &Johnson is known for its

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corporate responsibility and consistently ranks at the top of Harris Interactives National Corporate
Reputation Survey.

The corporations headquarters is located in New Brunswick, New Jersey, United States. Its
consumer division is located in Skillman, New Jersey. The corporation includes some 230
subsidiary companies with operation in over 57 countries. Its products are sold in over 175
countries.

Johnson & Johnsons brands include numerous household names of medications and first aid
supplies. Among its theyll-known non consumer product are the Band -Aid Brand line of
bandages, Tylenol medications, Johnsons Baby products, Neutropenia skin and beauty products,
Clean and clear facial wash and Acuvue contact lenses.

3.1) HISTORY

Robert Wood Johnson, inspired by a speech by antisepsis advocate Joseph Lister,joined brothers
James Wood Johnson and Edward Mead Johnson to create a line of ready-to -use surgical dressings
in 1885.The company produced its first products in 1886 and incorporated in 1887.

Robert Wood Johnson served as the first president of the company. He worked to improve sanitary
practices in the nineteenth century, and lent his name to a hospital in New Brunswick, New Jersey.
Upon his death in 1910, he was succeeded in the presidency by his brother James Wood Johnson
until 1932, and then by his son, Robert Wood Johnson II. Jamie Johnson, great-grandson of the
founder, made a documentary called Born Rich about the experience of growing up as the heir to
one of the worlds greatest fortunes.

3.2) CORPORATE GOVERNANCE

Current members of the board of directors of Johnson & Johnsons are:

Mary Sue Coleman,James G.Cullen, Dominic Caruso, Michael M.E. Johns, Ann Dibble Jordan,
Arnold G. Langbo, Susan L. Lindquist, Leo F. Mullin, William Perez, Steven S. Reinemund, David
Satcher, and Willian C. Weldon.

Sandi Peterson has served as Group Worldwide chairman since 2012.


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On top of Alex Gorsky and Sandi Peterson, current members of Executive Committees of Johnson
& Johnson are:

Dominic Caruso, Peter Fasolo, Paul Stoffels, and Michael Sneed.

General Robert Wood Johnsons, who guided Johnson from a small , family owned business to a
worldwide enterprise, had a very perceptive view of a corporations responsibilities beyond the
manufacturing and marketing of products.

As early as 1935, in a pamphlet titled TRY REALITY, he urged his fellow industrialists to embrace
what he termed a new industrial philosophy. Johnsons defined this as the corporations
responsibility to customers, employees, and the community and stock holder.

But it was not until eight year later, in 1943 that Johnsons brought a first published the Johnson
and Johnson Credo, a one page document outlining this responsibilities in greater details.
Johnsons saw to it that the Credo was embraced by his company, and he urged his management to
applied it as part of there every day business philosophy.

The Credo , seen by business leader and the media as being farsighted, received wide public
attention and acclaim. Putting costumer first and stockholder last, was a refreshing approach to the
management of business. But it should be noted that Johnson was a practical minded business man.
He believed that by putting the costumer first the business will be well served, and it was.

The Corporation has drown heavily on the strength of the Credo for guidance through the years ,
and at no time was this more evident that during the TYLENOL crises of 1982 and 1986, then the
McNeil consumer & specialty Pharmaceuticals(now McNeil Consumer Health care ) product was
adult created with cyanide. With Johnson and Johnsons good name and reputation at stake,
company managers and employees made countless decisions that they are inspired by the
philosophy embodied in the Credo. The companys reputation was preserved and the TYLENOL
acetaminophen business was regained.

Today the Credo lives on in Johnson & Johnsons stronger than ever. Company employees now
participate in a periodic survey and evaluation of just how well the company performs its Credo

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responsibilities. These assessments are then fed back to the senior management, and where are
shortcomings, corrective action is promptly taken.

Over the year, some of the language of the Credo has been updated and new areas recognizing the
environment and the balance between work and family have been added. But the spirit of the
document remains the same today as when it was first written.

When Robert Wood Johnson wrote and then institutionalized the Credo within Johnson & Johnson,
he never suggested perfection. But its principles have become a constant goal, as well as
inspiration, for all who are part of the Johnson & Johnson Family of Companies

More than 60 years after it was first introduced, the Credo continues to guide the destiny of the
worlds largest and most diversified health care company.

3.3) DIVERSIFICATION

Since 1900s, the company has pursued steady diversification. It added consumer products in the
1920s and created a separate division for surgical products in 1941 which become Ethicon. It
expanded into pharmaceuticals with the purchase of McNeil Laboratories, Inc., Cilag, and Janssen
Pharmaceuticals, and into womens sanitary products and toiletries in the 1970s and 1980s. In
recent year, Johnson & Johnson has expanded into such diverse area as bio pharmaceuticals,
orthopedic devices, and internet publishing. Recently, Johnson &Johnson has purchase Pfizers
Consumer Healthcare department. The transition from Pfizer to Johnson & Johnson was completed
December 18, 2006.

Johnson & Johnson was named one of the 100 Best Companies for working Mothers in 2004 by
working mothers.

Along with Gatorade, Johnson & Johnson is one of the founding sponsors of the

National Athletic Trainers Association.

3.4) HEADQUARTERS

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The company has historically been located on the Delaware and Raritan Canal, in New Brunswick.
The company considered moving its headquarters out of New Brunswick in the 1960sbut decided
to stay in town after city officials promised to gentrify downtown New Brunswick by demolishing
old building and constructing new ones. While New Brunswick lost at least one historic edifice (the
inn where Rutgers University began) to the redevelopment, the gentrification did attract people
back to New Brunswick. Johnson & Johnson hired Henry N.Cobb from Pei Cobb Freed & Partners
to design an addition to its headquarters.

3.5) USE OF RED CROSS SYMBOL

Johnson & Johnson registered the Red Cross as a U.S. Trademark for medicinal and surgical
plaster in 1905, and claims to have used the design since 1887. The Geneva Conventions, which
reserved the Red Cross emblem for specific uses, theyre first approved in 1864 and ratified by the
United States in 1882; hotheyver, the emblem was not protected in U.S. Law for the use of the
American Red Cross and the U.S. Military until after Johnson & Johnson had obtained its
trademark. A clause in this law (now 18 U.S.C. 706) permits per-existing uses of the Red Cross,
such as Johnson & Johnsons, to continue.

A declaration made by the U.S. upon its ratification of the 1949 Geneva Conventions includes a
reservation that pre-1905 U.S. domestic uses of the Red Cross, such as Johnson & Johnsons,
would remain lawful as long as the cross is not used on aircraft, vessels, vehicles, building or other
structures, or upon the ground, uses which could be confused with its military uses. This means
that the U.S. did not agree to any interpretation of the 1949 Geneva Conventions that would
overrule J&J trademark. Even as it disputes J&Js recent lawsuit (see below), the American Red
Cross continues to recognize the validity of J&J trademark.

3.5.1) Lawsuit against the Red Cross

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In August of 2007, Johnson & Johnson filed a lawsuit against the American Red Cross (ARC),
demanding that the charity halt the use of the Red Cross symbol on products it sells to t\\ohe public,
although the company insists it has no issue with the charitys use of the mark for

non-profit purposes. The suit also asks for the destruction of all currently existing non-Johnson &
Johnson Red Cross Emblem bearing products and demands the American Red Cross pay punitive
damages and J&Js legal fees.

Since 2004, the Red Cross has worked with several licensing partners to create first aid,
preparedness and related products that bear the Red Cross emblem. All money the Red Cross
receives from the sale of these products to consumers is reinvested in its humanitarian programs
and services. For a multi-billion dollar company to claim that the Red Cross violated a criminal
statute that was created to protect the humanitarian mission of the Red Cross - simple so that J&J
can make more money - is obscene, said Mark Everson, the chief executive of the charity.

JNJ statement J&J has great respect for the relief work of ARC and over the decades has
consistently supported the organization through cash donations, product donations and employee
volunteering. ... After more than a century of strong cooperation in the use of the Red Cross
trademark, with both organization

respecting the legal boundaries for each other unique legal rights, they theirs very disappointed to
find that the American Red Cross started a campaign to license the trademark ... For the past
several months, J&J has attempted to resolve this issue through cooperation and discussion with
the ARC, and recently offered mediation ,to no avail.

3.6) Subsidiary holdings (Johnson & Johnson family of company)

Johnson & Johnson has 230 subsidiaries. These includes;

ALZA Corporation

Animal Corporation

BabyCenter, L.L.C.

cords Corporation
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Independent Technology , L.L.C

Johnson & Johnson Group of consumer company, Inc.

Johnson & Johnson Health Care System Inc.

Johnson & Johnson - Merck consumer Pharmaceuticals Co.

Johnson & Johnson

Pharmaceutical Research & Development, L.L.C

Ortho Biotech Products, L.P.

Ortho - Clinical Diagnostics, Inc. .OCD

Personal Products Company

3.7) DIVERSITY

Their unique beliefs, backgrounds and experiences shape the way view the world, the way they
view one another and the way they approach a situation. The impact of these differences on how
they interact in universal.

Across the Johnson & Johnson Family of Companies, they embrace these differences
and realize the value they being to their organization. Cultivating workforces that support and draw
upon a diverse pool of perspective and skill helps us to better address the growing needs of their
patients, customers and communities around the as their customers and communities represent
different social and cultural identities, so too do their employees. world. Just

When they bring their diverse perspectives to work every day, they set the stage for an
open and productive exchange of ideas that ultimately improve their ability to deliver better health
care solutions. J&J Companys they come diverse perspectives and support environments where
they can thrive. They believe that fostering a diverse and inclusive workplace that reflects their
ever-evolving global landscape not only gives us a competitive business advantage, but also
perpetuates their culture of collaboration, innovation and leadership.

Their commitment to diversity and inclusive is deeply rooted in their Credo and is exemplified by
their Global Diversity and Inclusion Vision, Supplier Diversity and Community Outreach
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programs , as theyll as their Affinity Groups and educational aesthetics, such as Diversity
University. At J&J, their companies are a reflection of the global community of people they serve,
and they are committed to attracting, developing and retaining a skilled workforce that resembles
their diverse marketplace.

3.8) ENVIRONMENT

The J&J Family of Companies is committed to environment excellence through their policies,
instilling high environment values in all employees, utilizing the best environment practices in all
products sold by their operating companies and contributing to global sustainable development.
The sustainable report outlines the environment for future generations.

The environment is the ultimate human health issue.As one of the worlds largest health care
companies, J&J recognizes the critical interdependence between human health and the health of
their planet. They understand that environmental degradation poses short- and long-term threats to
human health. Therefore, they feel a special responsibility to protect the environment and to live
the values in their Credo.

J&J Pharmaceutical Research & Development, L.L.C., in Lotheyr Gwynedd Township,


Pennsylvania, installed a zero discharge cooling other water treatment system, which saved 4.8
million gallons of water per year and resulted in a coast savings of about $29,000 annually. The
system reduces the burden on the local water authority and publicly owned treatment works. As a
result of their efforts, J&J Pharmaceutical Research & Development, L.L.C., was recognized with
the Pennsylvania Governors award for Environment Excellence.

Johnson & Johnson has environmental goals for more than 15 years. Reduced their environmental
footprint significantly under the Next Generation Goal (2000-2005). Their new healthy planet
2010 (2005-2010) goals continue to go beyond what is required by any government and embraces
their responsibilities to the global community as defined by the Johnson & Johnson credo.

3.9) CONTRIBUTIONS

Their corporate giving is inspired by their Credo responsibility to the communities in which they
live and work, and to the world community as well. Their primary focus is on making
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life-changing, long term differences in human health by targeting the worlds major health-related
issues. They will fulfill this, and other philanthropic efforts,through community-based partnership.

Johnson & Johnson supports a wide range of programs focused on three key strategies:

Savings and improving the lives of women and children

Building the skill of people who serve community health needs, primarily through education,
and

Preventing diseases and reducing stigma and disability in underserved communities where
Johnson & Johnson has a high potential for impact

This approach upon a strong legacy of community based partnership with hundreds of
organizations that share the Companies vision.

Johnson & Johnson contributed $544.8 million in cash and products to philanthropic causes
worldwide in 2015

3.10) PRODUCT CATEGORIES

Johnson & Johnson is the worlds most comprehensive and broadly based manufacturer of health
care products as well as provider of related services for the consumer, pharmaceutical and
professional markets. Johnson &Johnson has more than 200 operating companies, which
manufacture and market thousands of products in hundreds of categories, all designed to help you
and their family lead healthy, happy lives. To find information on the products from their operating
companies, select from the categories on the right. If you cannot find what you are looking for in
this section, you may use search or advanced search to locate

Information that may reside in other sections of j&j.com or on related sites.

3.11) POLICIES

In order to ensure that Johnson & Johnson fulfills the responsibilities listed in their credo,
companywide policies have been adopted which guide decisions and actions of their employees.
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These policies apply to all aspects of the business and address their duties to their employees, their
customers and to the communities in which they work. Johnson & Johnson surveys employees at
all locations every two to three years to learn their impressions of how the company

performs its credo responsibilities. These assessments are then fed back to the senior management,
and where there are shortcomings, corrective action is taken.

3.12) MARKETING MIX ELEMENTS

Marketing involves a number of activities. To begin with, an organization may decide on its
target group of customers to be served. Once the target group is decided, the product is to be placed
in the market by providing the appropriate product, price, distribution and promotional efforts.
These are to be combined or mixed in an appropriate proportion so as to achieve the marketing
goal. Such mix of product, price, distribution and promotional efforts is known as Marketing
Mix.

According to Philip Kotler Marketing Mix is the set of controllable variables that the firm can use
to influence the buyers response. The controllable variables in this context refer to the 4 Ps
[product, price, place (distribution) and promotion]. Each firm strives to build up such a
composition of 4Ps, which can create highest level of consumer satisfaction and at the same time
meet its organizational objectives. Thus, this mix is assembled keeping in mind the needs of
target customers, and it varies from one organization to another depending upon its available
resources and marketing objectives.

3.12.1) Product:

Product refers to the goods and services offered by the organization. A pair of shoes, a plate of
dahi-vada, a lipstick, all are products. All these are purchased because they satisfy one or more of
our needs. We are paying not for the tangible product but for the benefit it will provide. So, in
simple words, product can be described as a bundle of

Benefits which a marketer offers to the consumer for a price. While buying a pair of shoes, we are
actually buying comfort for our feet, while buying a lipstick we are actually paying for beauty
because lipstick is likely to make us look good. Product can also take the form of a service like an
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air travel, telecommunication, etc. Thus, the term product refers to goods and services offered by
the organization for sale.

3.12.3)Price:

Price is the amount charged for a product or service. It is the second most important element in the
marketing mix. Fixing the price of the product is a tricky job. Many factors like demand for a
product, cost involved, consumers ability to pay, prices charged by competitors for similar
products, government restrictions etc. have to be kept in mind while fixing the price. In fact,
pricing is a very crucial decision area as it has its effect on demand for the product and also on the
profitability of the firm.

3.12.4)Place:

Goods are produced to be sold to the consumers. They must be made available to the consumers at
a place where they can conveniently make purchase. Woolens are manufactured on a large scale in
Ludhiana and you purchase them at a store from the nearby market in your town. So, it is necessary
that the product is available at shops in your town. This involves a chain of individuals and
institutions like distributors, wholesalers and retailers who constitute firms distribution network
(also called a channel of distribution). The organization has to decide whether to sell directly to the
retailer or through the distributors/wholesaler etc.

3.12.5) Promotion:

If the product is manufactured keeping the consumer needs in mind, is rightly priced and made
available at outlets convenient to them but the consumer is not made aware about its price, features,
availability etc., its marketing effort may not be successful. Therefore promotion is an important
ingredient of marketing mix as it refers to a process of informing, persuading and influencing a
consumer to make choice of the product to be bought. Promotion is done through means of
personal selling, advertising, publicity and sales promotion. It is done mainly with a view to
provide information to prospective consumers about the availability, characteristics and uses of a
product. It arouses potential consumers interest in the product, compare it with competitors
product and make his choice. The proliferation of print and electronic media has immensely helped
the process of promotion

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3.13) BRAND

Brands are intangible assets, assets that produces added benefits for the business. This is the
domain of strategic brand management: how to create value with proper brand management

Definition of a Brand Brand is most commonly referred to as the name, term, design, symbol, or
any other feature that identifies one sellers goods/services as distinct from those of other sellers.
Whilst this definition is too general to grasp the key aspects of brand trust, we have defined brand
as:

a reputational asset which has been developed over time so as to embrace a set of values and
attributes. As a result people hold a set of beliefs about the brand which are often powerful.

3.13.1) Brand Trust

Brand trust is viewed as central in many studies. It is conceptualized as a notable factor in the firm
success. Choudhury and Holbrook define brand trust as the willingness of the average consumer
to rely on the ability of the brand to perform its stated function. Brand trust arises after
consumers evaluation of companies offerings. If companies provide beliefs of safety, honesty and
reliability about their brands to consumers, brand trust will be generated subsequently. It can be
interpreted that brand trust is created and developed by direct experiences of consumer via brands.

The main difference between brand trust and brand affect is; brand trust is viewed as a long process
which can be occurred by thought and consideration of consumer experiences about store while
brand affect is consisted of impulsive feelings which can be formed, spontaneously. Therefore
brand trust can be discussed as a cognitive component which may induce emotional response,
namely brand affect.

3.13.2) BRAND EQUITY

Brand equity is the measurable value derived from marketing and other strategic and management
efforts attributable to a brand

The challenge for marketers in building a strong brand is ensuring that customers have the right
type of experiences with products and services and their accompanying marketing programs so that
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the desired thoughts, feelings, images, beliefs, perceptions, opinions, and so on become linked to
the brand.

3.13.3) BRAND LOYALTY

Brand loyalty is a pattern of consumer behaviour where consumers become committed


to brands and make repeat purchases from the same brands over time.
Loyal customers consistently purchase products from their preferred brands, regardless of
convenience or price. Companies often use different marketing strategies to cultivate loyal
customer, including loyalty programs (i.e. rewards programs) or trials and incentives (such as
samples and free gifts .Brand Equity What is it? Brand equity is the value of the brand in the
marketplace.1 simply put, a high equity brand has high value in the marketplace. However, what
this means exactly is often not fully or clearly understood.

High brand value, a brand with high equity, means that the brand has the ability to create some sort
of positive differential response in the marketplace. This can mean that your brand is easily
recognizable when encountered in advertising or seen on a yard sign. It can mean that your brand is
one of the first ones recalled when a relevant prompt is used who would I call to discuss listing
my house? It could mean that individuals would be willing to pay a premium price for your
brands offering. In the case of a real estate transaction, individuals would pay a standard
commission and feel as if they received a valuable high-quality service from a well-known and
trusted brand. It could mean that when someone asks for a referral, your brand is the first one that is
recommended to others. All of these are positive responses to the brand a readily recognizable
brand, a brand that is recalled quickly and easily when needed, one that individuals are willing to
pay a premium price to acquire, and a brand that is recommended to others. These are all
characteristics of a high equity brand.2

22
CHAPTER 4
ANALYSIS AND INTERPRETATION

ANALYSIS OF DATA

The result of the survey conducted as a part of the research study is presented analyzed in this
chapter. Analysis of data is the most skilled task in the research process. Analysis of data means
studying the tableted material in order to determine the inherent fact or meanings. In other words

23
the analysis means computation of certain indicates or measure or coefficients along with
searching for pattern of relationships that exist among data groups.

The analysis is presented as:

1. Democratic profile
2. Awareness and knowledge about the usage of products
3. Evaluate the source of information and influencing attribute to purchase johnson & johnsons
baby products
4. Evaluation of johnson & johnsons baby brands
5. Customers satisfaction on the johnson & johnsons products
6. Friedman test and Two- way ANOVVA test are used for making this analysis.

4.1 GENDER

Table 4.1 shows the gender of respondents


Table 4.1 GENDER
24
No of
Gender Per cent
respondents
Male 10 20
Female 40 80
Total 50 100
Source: primary data
Figure 4.1 Gender

20%

80

Source: Table 4.1


Table 4.1 shows that majority of the respondents (80 per cent) female.

4.2. Age

The table 4.2 shows the age category of the respondents

Table 4.2 Age


25
Sl no Age No of respondents Per cent
1 <18 0 0
2 18-25 14 28
3 26-36 36 72
4 36-50 0 0
5 >50 0 0
6 Total 50 100
Source : primary data

Figure 4.2 Age

Source : Table 4.2

Table 4.2 exhibits majority of the respondents (72 per cent) belongs to 26-36 age group.

4.3) EDUCATION

The educational qualification of respondents are given in the table 4.3

Table 4.3 Education

26
Education qualification No of respondents Per cent

Up to plus two 12 24.0

Degree 21 42.0

PG 10 20.0

Others 7 14.0

Total 50 100.0

Source : primary data

Figure 4.3 Education


% of respondents

educatin

Source :Table 4.3

As to educational qualification majority of the respondents (42 per cent) had degree holders.
Only 14 per cent of the respondents belongs to others ( other professional education).

4.4 OCCUPATION

The respondents are belongs to different occupational status.the following table shows the
occupational status of respondents.
27
Table 4.4 OCCUPATION

occupation No of respondents Per cent

Agriculture 4 8.0

Government 10 20.0

Business/private 12 24.0

Self employment 9 18.0

Others 15 30.0

Total 50 100.0

figure 4.4 OCCUPATION

Source :Table 4.4

Table 4.4 shows that majority of the respondents (30 per cent) belongs housewives (others) and
only 8 per cent belongs to agriculture.

4.5 Monthly income

The tables 4.5 represent the monthly income of the respondents.

Table 4.5 Monthly income

28
Monthly Income No of respondents Per cent

<5000 15 30.0

5001-10000 11 22.0

10001-20000 7 14.0

>20000 17 34.0

Total 50 100.0

Source: primary data

Figure 4.5. MONTHLY INCOME

Source:Table 4.5

Table 4.5 reveals that 14 monthly income of the per cent respondents are belongs to10001-20000
and majority of the respondents (34 per cent) are above 20000.

4.6 Number of children

The table 4.6 represent the number of children of the respondent

Table 4.6 Number of children(below 2 years)


29
No of children No of respondents Per cent

0 10 20.0

1 34 68.0

2 6 12.0

Total 50 100.0

Source : primary source

Figure 4.6. NO OF CHILDREN

source : Table 4.6

Table 4.6 shows that majority of the respondents (64 per cent) have only one child below two
years and only 12 per cent of the respondents have two children below two years.

4.7. Usage of products


Johnson & johnsons brand offers variety of baby products and the customers use various
products of johnson & johnsons brand .The table 4.7 shows the number of products used by the
respondents.
Table 4.7 usage of products

Product Yes No

30
(in per cent) (in per cent)
Baby lotion 84 16
Baby shampoo 64 36
Baby wash 30 70
Baby powder 98 2
Baby oil 98 2
Baby soap 96 4
Baby cream 72 28
Baby cleansing cloth 4 96
Ear & Nose care 18 82
Source: primary data

Most of the customers use baby powder and baby oil compared to other products (98 per cent),
followed by 96 per cent customers use baby soap.84 per cent of customers using baby lotion.only
18 per cent of customers using Ear & Nose care and 4 per cent of customers using baby cleansing
cloth.

4.8 Usage of products in months

The respondents use various product of johnson & johnsons baby brand. The following table
shows how long the products are used by the respondents.

Table 4.8.1.BABY LOTION


months No of respondents Per cent
0-5 8 16
6-10 12 24
11-15 16 32
16-20 6 12
21-25 7 14
>25 1 2
Total 50 100
31
Source: primary data

Table 4.8.2 BABY SHAMPOO


months No of respondents Per cent
0-5 17 34
6-10 6 12
11-15 17 34
16-20 4 8
21-25 5 10
>25 1 2
Total 50 100
Source: primary data

Table 4.8.3 BABY CREAM


months Frequency Per cent
0-5 15 30
6-10 6 12
11-15 18 36
16-20 6 12
21-25 5 10
Total 50 100
Source : primary data

Table 4.8.4 BABY WASH


Months Frequency Per cent
0-5 39 78
6-10 2 4
11-15 7 14
16-20 1 2
21-25 1 2
Total 50 100

Table 4.8.5 BABY POWDER


Months Frequency Per cent
0-5 5 10
6-10 3 6
11-15 18 36
16-20 10 20
21-25 14 28
Total 50 100
Source : primary data

32
Source : primary data

Table 4.8.7 BABY CLEANSING CLOTH


Months No of respondents Per cent
0-5 47 94
6-10 1 2
11-15 2 4
Total 50 100
Source : primary data

Table 4.8.6. EAR AND NOSE CARE


Months No of respondents Per cent
0-5 45 90
6-10 1 2
11-15 1 2
16-20 1 2
21-25 2 4
Total 50 100
Source: primary data

Table 4.8.7 BABY CLEANSING CLOTH


Months No of respondents Per cent
0-5 47 94
6-10 1 2
11-15 2 4
Total 50 100
Source: primary data

Table no 4.8.8 BABY OIL

Months No of frequencies Per cent


0-5 15 30
6-10 12 24
11-15 11 22
16-20 9 18
21-25 3 6
33
Total 50 100
Source: primary data

Table 4.8.9 BABY SOAP


Months No of respondents Per cent
0-5 4 8
6-10 4 8
11-15 18 36
16-20 11 22
21-25 13 26
Total 50 100
Source: primary data

The tables4.8.1, 4.8.2,4.8.3, and 4.8.5 shows that there is no gradual difference in
baby lotion, baby shampoo,baby powder, and baby cream in usage of months. These products are
been used for a longer period as compared to other baby products. But the product like baby
wash, baby cleansing cloth, ear & nose care used up to five months to their children.
4.9. Source of information about the products

The source of information that might inform the respondents about the johnson & johnsons baby
products are represent in the table 4.9.1. The source of information persuading or influencing the
respondents to purchase the products of johnson & johnsons baby brands

H0: There is no significant difference in the preference of customers on source of information as


to choose johnson &johnsons baby products

H1: There is significant difference in the preference of customers on source of information to


choose johnson & johnsons baby products.

Table 4.9.1 Mean rank obtained to identify the major source of information

Rank

Mean Rank

Retailers and dealers 3.62

34
Friends 2.35

Relatives 2.47

Advertisement 1.56
Source: primary data

The mean rank obtained to identify the major source of information to purchase Johnson &
johnsons baby products are stated above. The lower the rank,higher will be the major source of
information. As per the table given that the highest or major source of information to depend
decreases. Advertisements are the most reliable source of information(mean rank 1.56) followed
by the source to depend less on retailers and dealers(mean rank 3.62)

Table 4.9.2 Friedman Test


Test Statistics

N 50

Chi-Square 65.233

Df 3

Asymp. Sig. .000*

Source : primary data


*significance at 5 per cent level

The chi square static provides a value of 65.233, which is significant at 5% level of significance
(p=0.000<0.05).Therefore the null hypothesis is rejected.This indicates there significantly
difference variation in the preference of customers on the source of information to choose
Johnson & Johnsons baby products.

4.10.Media of advertisement

Advertisement is the major source of information of johnson & johnsons baby products. So
among the various media of advertisement which one is more effective, that helps the company to

35
more focusing on that media of advertisement. The various media of advertisement which
influence the respondents are shown in the table 4.10.

H0: There is no significant difference in the major media of advertisement influence the
customers

H1: There is significant difference in the major media of advertisement influence the customers

Table 4.10.1 Mean rank obtained for the mode of advertisement

Up to +2 Degree PG Others
Notice and pamphlet 31.25 24.9 10 19.07
Posters 23.46 25.03 22.2 31.57
Radio 16.75 29.02 30.7 22.5
TV 24 25.21 28.95 24
Newspaper 26.5 24.81 25.7 25.57
Magazines/journals 29.29 24.98 25.7 20.29
Internet 32.88 19.26 29.35 26.07
Telemarketing/mobile 32.25 20.14 22.2 34.71
marketing
Brochures 21.96 29.33 24.75 21.14
Bill board,wall writing 25.42 27.26 21.45 26.14
N 12 21 10 7

Source: Primary data

Up to plus two, internet (mean rank 32.88) is the widely used mode of advertisement and
radio(mean rank 16.75) is used very less. Brochures are the mostly used (mean rank 29.33)
mode of advertisement by the degree holders and the Bill board/wall writing is used very less
(mean rank 27.26) by the Post Graduate. Telemarketing and mobile marketing are mostly used (
mean rank 34.71) mode of advertisement by others.

Table 4.10.2. Kruskal Wallis Test

Notice and
pamphlet Posters Radio TV News paper

36
Chi-Square 3.446 2.12 7.927 4.541 0.14

Df 3 3 3 3 3
Asymp. Sig. 0.328 0.548 0.048* 0.209 0.987
Telemarketing / Bill board,wall
Magazines/journals internet mobile marketing Brochures writing
Chi-Square 1.984 7.799 9.206 2.901 1.195

Df 3 3 3 3 3
Asymp. Sig. 0.576 0.05* 0.027* 0.407 0.754

Source: primary data


*Significant at 5 per cent level of significance
The education qualification wise mean rank table shows that radio, internet and tele
marketing/mobile marketing are not rejected as the p value are 0.048, 0.05 and 0.027.as related to
hypothesis notice and pamphlet, posters, radio, tv, newspaper, magazines/journals, brochures and
bill board/wall writings are rejected as the p values are
0.328,0.548,0.048,0.209,0.987,0.576,0.407 and0.754.
Therefore it can be concluded that based on education qualification wise there is no significant
difference among users in relation to the mode advertisement used- radio, internet and tele
marketing/mobile marketing.
4.11 .Most influencing attribute to purchase johnson & johnsons baby products

customers prefer johnson & johnsons baby products, as many influencing factor behind it.
It may be price, quality, brand image, impact of advertisement, quantity etc.

H0: There is no significant difference in the most influencing attribute to purchase johnson &
johnsons baby products

H1: There is significant difference in the most influencing attribute to purchase johnson
&johnsons baby products

Table 4.11.1 mean rank obtained for most influencing attribute among the user

Mean Rank

37
Price 3.88

Quality 1.99

Brand image 1.66

Impact of advertisement 3.96

Quantity 4.73

Fragrance 4.78
Source : primary data

The mean rank obtained for identify the most influencing attribute to use johnson & johnsons
baby products are stated above.Lower the ranks,the higher will be the preference or influencing
attribute.As per table given that highest preference is given to brand image(mean rank 1.66) and
the lowest preference or influencing attribute is the fragrance(mean rank 4.78).

Table 4.11.2.Friedman Test

Test Statistics

N 50

Chi-Square 131.193

Df 5

Asymp. Sig. .000*

Source : primary data


*Significance at 5 per cent level

The chi-square static provides a value of 131.193, which is significant at 5 per cent level of
significance(0.000<0.05).Therefore, the null hypothesis is rejected. There is significant difference
in the most influencing attribute to purchase johnson & johnsons baby products.

38
4.12. Most influencing Marketing mix elements motivated to purchase johnson & johnsons
baby products

The marketing mix elements play a vital role in formulation of marketing strategy .
Marketing mix elements of the products are product, price, place, and promotion. The most
influencing marketing mix elements that motivated among the respondent to purchase johnson &
johnsons baby products are shown in the table 4.12.1

H0: There is no significant difference in the marketing mix elements motivated among the
customers to purchase johnson & johnsons baby products.

H1: There is significant difference in the marketing mix elements motivated among the
customers to purchase johnson & johnsons baby products.

Table 4.12.1 mean rank obtained for the elements of marketing mix motivated among
the respondents

Mean Rank

Product 1.70

Price 3.05

Place 2.83

Promotion 2.42

Source : primary data


The mean rank obtained for the elements of marketing mix motivated among the users are stated
above.the Lower the ranks,higher will be the preference or preferable element.As per the table
given that the highest preference is given to product (mean rank 1.70) and the lowest preference
is given to price (mean rank 3.05)

Table 4.12.2 Friedman Test

Test Statisticsa
39
N 50

Chi-Square 32.448

Df 3

Asymp. Sig. .000*

Source: primary data

*Significance at 5 per cent level

The chi-square static provides a value of 32.448, which is significant at 5 per cent level of
significance (0.000<0.05). Therefore ,the null hypothesis of is rejected. There is significant
difference in the marketing mix elements motivated among the customers to purchase johnson &
johnsons baby products.

4.13.Customers perception or Impact of Brand Image , Brand Trust ,and Brand Loyalty on
Brand Equity

The analysis of the points of views of the customer the Brand Image, Brand Trust, Brand
Loyalty and Brand Equality provides a comprehensive assessment of customers perception on the
organizations position in the minds of customers. These concept are interrelated and the ultimate
measure of customer evaluation will be in the form of Brand Equality. A Two-way ANOVA is
used to analyse the impact of Brand Image , Brand Trust, Brand Loyalty on brand Equity.

4.13.1Two- Way ANOVA Brand Image on Brand Equity by Gender and Education
qualification
The variation of Brand image on Brand Equity with regard to gender and
Education qualification of respondents are analyzed with Two-Way ANOVA and the output is
presented in the following table.

Table 4.13.1.1 Gender Wise Estimated Marginal means-BI

1. GENDER

40
Dependent Variable:BRAND IMAGE

95% Confidence Interval

Gender Mean Std. Error Lower Bound Upper Bound

Male 3.903 .339 3.221 4.586

Female 4.043 .181 3.679 4.407

Source :primary data


Table 4.13.1.2 Education Qualification wise Estimated Marginal Means-BI
2. EDUCATION
Dependent Variable:BRAND IMAGE

95% Confidence Interval

Education Mean Std. Error Lower Bound Upper Bound

Up to +2 4.009 .331 3.342 4.676

Degree 4.123 .259 3.601 4.646

PG 3.958 .354 3.244 4.672

Others 3.803 .409 2.979 4.628

Source:primary data
Table 4.13.1.3 Two-Way ANOVA-BI

Tests of Between-Subjects Effects


Dependent Variable:BRAND IMAGE
Type I Sum of
Source Squares Df Mean Square F Sig.
Education 824.815 4 206.204 182.834 *.000
Gender .156 1 .156 .138 .712
Error 50.752 45 1.128
Total 875.722 50
Source: primary data
*Significant at 5 per cent level of significance

41
Two-Way ANOVA is used to test the mean variation of scores customers perception on brand
image of johnson & johnsons brand among male and female and their education qualification.
From the above table 4.13.1.3 it is found that education qualification wise variation of mean
score are statistically significant at(value of f=182.834,Df=2, with p=0.000<0.05) while gender
wise, it is not statistically significant at 5 per cent level of significance(value of f= 0.138 DF 1
With P=0.712>0.05). Table 4.13.1.1, 4.13.1.2 and 4.13.1.3 shows that there no is significant
difference between male and female as to customers perception on brand image of johnson &
johnsons baby brands, while based on educational qualification there is significant difference as
to customers perception on brand image of johnson & johnsons baby products .therefore, it can
be inferred that customers with degree qualification have the better perception on brand image of
johnson & johnsons baby brands(mean score 4.123) .
4.13.2Two Way ANOVA of brand trust factors by gender and educational qualification
The variation of brand trust factors with regard to gender and education qualification of
respondents are analyzed with Two-Way ANOVA and the output is presented in table
4.13.2.1,4.13.2.2 and 4.13.2.3.
Table 4.13.2. Gender wise estimated marginal means-BT

1. GENDER
Dependent Variable:BRAND TRUST

95% Confidence Interval

Gender Mean Std. Error Lower Bound Upper Bound

Male 3.969 .213 3.540 4.399

Female 3.728 .114 3.499 3.957

Source: primary data

Table 4.13.2. Educational qualification wise estimated marginal means-brand trust

42
2. EDUCATION

Dependent Variable:BRAND TRUST

95% Confidence Interval

Education Mean Std. Error Lower Bound Upper Bound

Up to two 4.164 .208 3.744 4.583

Degree 3.836 .163 3.508 4.165

PG 3.772 .223 3.323 4.221

Others 3.623 .258 3.104 4.142

Source: primary data

Table 4.13.2.3 Two Way ANOVA - BT

Tests of Between-Subjects Effects


Dependent Variable:BRAND TRUST

Type I Sum of
Source Squares df Mean Square F Sig.

Education 723.460 4 180.865 405.307 .000*

Gender .460 1 .460 1.030 .316

Error 20.081 45 .446

Total 744.000 50

Source :primary data


*Significant at 5 per cent level of significant

To test the mean variation of scores for customers perception on brand trust of Johnson &
Johnsons baby brand among male and female and their Educational qualification wise, Two
-Way ANOVA is used and it is found that education qualification wise variation of mean score
are statistically significant at 5 per cent level of significance(value of f=405.307,df=4, with
p=0.000<0.05) while gender wise, it is not statistically significant at 5 per cent level of
43
significance(value of f= 0.030 DF 1 With P=0.316>0.05). Table 4.13.1.1, 4.13.1.2 and 4.13.1.3
shows that there is no significant difference between male and female as to customers perception
on brand image of johnson & johnsons baby brands, while based on educational qualification
there is significant difference as to customers perception on brand image of johnson & johnsons
baby products . Table 4.13.2 shows that customers with plus two qualification have better
perception on brand trust(mean value 4.164). Such difference in perception is not significant in
respect of brand image between male and female of johnson & johnsons baby brands.
4.13.3.Two Way ANOVA of brand loyalty factor by gender and education qualification
The variation of brand loyalty factor with regard to gender and education qualification of
respondent are analyzed with Two Way ANOVA and the output is presented in the following
tables.
Table 4.13.3.1 Gender wise estimated marginal means-BL
1. GENDER
Dependent Variable:Brand loyalty

95% Confidence Interval

Gender Mean Std. Error Lower Bound Upper Bound

Male 3.482 .212 3.054 3.910

Female 3.320 .113 3.092 3.549

Source: primary data


Table 4.13.3.2 Education qualification wise Estimated marginal means-BL
2. EDUCATION
Dependent Variable:Brand loyalty

95% Confidence Interval

Education Mean Std. Error Lower Bound Upper Bound

Up to +2 3.832 .208 3.413 4.250

Degree 3.241 .163 2.913 3.568

PG 3.498 .222 3.051 3.946

Others 3.035 .257 2.518 3.552

44
Source:primary data
Table 4.13.3.3 Two Way ANOVA- BL

Tests of Between-Subjects Effects


Dependent Variable:brand loyalty

Type I Sum of
Source Squares df Mean Square F Sig.

Gender 563.469 2 281.735 635.781 .000*


Education 3.784 3 1.261 2.846 .048*
Error 19.941 45 .443

Total 587.194 50

Source: primary data

*Significant at 5 per cent level of significance

To test the mean variation of scores for customers perception on brand loyalty of johnson &
johnsons baby brands among the respondents between male and female and their education
qualification, Two Way ANOVA is used and it is found that gender wise and education
qualification wise variation of the means score are statistically significant at 5 per cent level of
significance (f=635.781,2.846 and Df=2,3 with p=0.000,0.048<0.05). Table 4.13.3.1,4.13.3.2,
4.13.3.3 clearly state that male have better perception on the brand loyalty(mean value 3.482) of
johnson & johnsons baby brands and the customers with plus two qualification have the high
perception on brand loyalty. It is inferred that respondents male with plus two qualification have
high level of perception on brand loyalty of johnson & johnsons baby products.

4.13.4.Two Way ANOVA of brand equity factors by gender and education qualification

The variation of brand equity factor with regard to gender and education qualification
of respondents are analyzed with Two- Way ANOVA and output is presented in the following
tables.

Table 4.13.4.1 Gender wise Estimated marginal means -BE

45
1. GENDER
Dependent Variable:brand equity

95% Confidence Interval

Gender Mean Std. Error Lower Bound Upper Bound

Male 3.658 .256 3.142 4.173

Female 3.143 .136 2.868 3.418

Source :primary data

Table 4.13.4.2 Education qualification wise Estimated marginal means-BE

2. EDUCATION
Dependent Variable:brand equity

95% Confidence Interval

Education Mean Std. Error Lower Bound Upper Bound

Up to +2 3.810 .250 3.307 4.314

Degree 3.445 .196 3.051 3.840

PG 3.521 .268 2.982 4.060

Others 2.825 .309 2.202 3.447

Source: primary data

Table 4.13.4.3 Two Way ANOVA-BE

Tests of Between-Subjects Effects


Dependent Variable:brand equity

Type I Sum of
Source Squares Df Mean Square F Sig.

46
Gender 548.322 2 274.161 426.530 .000*
Education 4.309 3 1.436 2.234 .097

Error 28.925 45 .643

Total 581.556 50

Source : primary data


*Significant at 5 per cent level of significance

To test the mean variation of scores for customers perception on brand equity of johnson &
johnsons baby brands among the respondents between male and female and their education
qualification, Two Way ANOVA is used and it is found that shows that gender wise variation of
mean score are statistically significant at 5 per cent level of significant (f=426.530, Df=2 with
p=0.000<0.05) while education qualification wise , it is not statistically significant(value of
F=2.234, Df=3 with p=0.097>0.05). Table 4.13.4.1, 4.13.4.2 and 4.13.4.3 reveals that there is
significant difference between male and female and there is no significant difference based on
education qualification of the respondents. It is inferred that customers perception on brand
equity of the johnson & johnsons baby brands is better in the case of male respondents( mean
value 3.658). Such a differences in the perception is not significant different educational
qualification of respondents.
4.14. Customer satisfaction related with marketing mix elements

The ultimate measure of business performance is customer satisfaction. The existence of the
organization itself depends on the satisfaction of the customers in all respects. The products of
johnson & johnsons baby brand must satisfy the needs/expectations of customers at its four
levels. The customer should able to identify, compare and evaluate product in terms of its need.

4.14.1Two Way ANOVA of product related satisfaction by Gender and Education


qualification

The variation of product related satisfaction with regard to gender and education
qualification of respondents are analyzed with Two-Way ANOVA and the output is presented in
the following tables.

47
Table 4.14.1. 1 Gender wise Estimated Marginal Means PDTRS
1.GENDER

Dependent Variable:product related satisfaction

95% Confidence Interval


Std. Lower
Gender Mean Error Bound Upper Bound
Male 3.709 0.178 3.351 4.067
Female 3.718 0.095 3.527 3.909
Source:primary data

T-able 4.14.1.2 Education qualification wise Estimated Marginal Means-PDTRS

2. EDUCATION
Dependent Variable:product related satisfaction

95% Confidence Interval

EDUCATION Mean Std. Error Lower Bound Upper Bound

Up to plus two 3.964 .174 3.613 4.314

Degree 3.769 .136 3.494 4.043

PG 3.837 .186 3.463 4.212

Others 3.284 .215 2.851 3.717

Source:primary data

Table 4.14.1. Two Way ANOVA-PDTRS

Tests of Between-Subjects Effects


Dependent Variable:product related satisfaction

Type I Sum of
Source Squares Df Mean Square F Sig.

Gender 708.409 2 354.205 1140.023 .000*


Education 2.130 3 .710 2.285 .092

48
Error 13.981 45 .311

Total 724.520 50

Source: primary data


* Significant at 5 per cent level of significance

To test the mean variation of scores for product related satisfaction between male and female and
their education qualification, Two Way ANOVA is used and it is found that that gender wise
variation of mean score are statistically significant at 5 per cent level of significant ( value of
f=1140.023, Df=2 with p=0.000<0.05) while education qualification wise , it is not statistically
significant(value of F=2.285 Df=3 with p=0.097>0.05). as ter table 4.14.1.1, 4.14.1.2 and
4.14.1.3,there is significant difference between male and female and there is no significant
difference on the basis of educational qualification. Therefore it can be concluded that, based on
educational qualification the respondents have the same level of satisfaction as to products of
johnson & johnsons baby products. The female respondents have high level of
satisfaction(mean value 3.718) compared to male

4.14.2Two-Way ANOVA of price related satisfaction by Gender and Education


qualification

The variation of price related satisfaction with regard to gender and education qualification of
respondents are analyzed with Two-Way ANOVA and the output is presented in the following

Table 4.14.2.1 Gender wise Estimated Marginal Means-PRS

1. GENDER
Dependent Variable:price related satisfaction

95% Confidence Interval

Gender Mean Std. Error Lower Bound Upper Bound

Male 2.837 .180 2.474 3.199

Female 3.422 .096 3.229 3.615

Source:primary data

49
Table4.14.2.2 Education qualification wise Estimated Marginal Means -PRS

2.EDUCATION
Dependent Variable:price related satisfaction

95% Confidence Interval

Education Mean Std. Error Lower Bound Upper Bound

Up to +2 3.110 .176 2.756 3.465

Degree 3.279 .138 3.002 3.557

PG 3.158 .188 2.779 3.537

Others 2.970 .217 2.532 3.408

Source : primary data


Table 4.14.2.3 Two-Way ANOVA -PRS

Tests of Between-Subjects Effects

Dependent Variable:price related satisfaction

Type I Sum of
Source Squares Df Mean Square F Sig.

Gender 562.889 2 281.444 884.680 .000*

Education .573 3 .191 .600 .618

Error 14.316 45 .318

Total 577.778 50

Source:primary data
* Significant at 5 per cent level of significance

To test the mean variation of scores for price related satisfaction between male and female and
their education qualification, Two Way ANOVA is used and it is found that that gender wise
variation of mean score are statistically significant at 5 per cent level of significant ( value of
f=884.680, Df=2 with p=0.000<0.05) while education qualification wise , it is not statistically
significant(value of F=0.600 Df=3 with p=0.618>0.05). As per table 4.14.2.1, 4.14.2.2 and
4.14.2.3,there is significant difference between male and female and there is no significant

50
difference on the basis of educational qualification. Therefore it can be concluded that, based on
educational qualification the respondents have the same level of satisfaction as to price of
johnson & johnsons baby products. The female respondents have high level of satisfaction(mean
value 3.422) compared to male as to price of the products.
4.14.3Two Way ANOVA of place/distribution related satisfaction by Gender and Education
qualification
The variation of place/distribution related satisfaction with regard to gender and education of
respondents are analyzed with Two-Way ANOVA and output is presented in table

Table4.14.3.1 Gender wise Estimated Marginal Means-PDRS

1.GENDER
Dependent Variable:place and distribution related satisfaction

95% Confidence Interval

Gender Mean Std. Error Lower Bound Upper Bound

Male 3.928 .182 3.562 4.294

Female 3.609 .097 3.413 3.804

Source :primary data

Table 4.14.3.2 Education Qualification wise Estimated Marginal Means-PDRS

2.EDUCATION
Dependent Variable:place/distribution related satisfaction
95% Confidence Interval
Education Mean Std. Error Lower Bound Upper Bound
Up to +2 4.148 .178 3.790 4.506
Degree 3.754 .139 3.473 4.034

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PG 3.746 .190 3.363 4.129
Others 3.426 .220 2.983 3.868
Source:primary data

Table 4.14.3.3 Two Way ANOVA-PDRS

Tests of Between-Subjects Effects


Dependent Variable:place/distribution related satisfaction
Type I Sum of Mean
Source Squares df Square Sig.
Gender 686.956 2 343.478 1057.805 .000*
Education 2.494 3 .831 2.561 .067
Error 14.612 45 .325
Total 704.063 50
Source:primary data
*Significant at 5 per cent level of significance
To test the mean variation of scores for place/distribution related satisfaction between male and
female and their education qualification, Two Way ANOVA is used and it is found that that
gender wise variation of mean score are statistically significant at 5 per cent level of significant (
value of f=1057.805, Df=2 with p=0.000<0.05) while education qualification wise , it is not
statistically significant(value of F=2.561 Df=3 with p=0.067>0.05). As per table 4.14.3.1,
4.14.3.2 and 4.14.3.3,there is significant difference between male and female and there is no
significant difference on the basis of educational qualification. Therefore it can be inferred that,
based on educational qualification the respondents have the same level of satisfaction as to place/
distribution of johnson & johnsons baby products. The male respondents have high level of
satisfaction(mean value 3.928) compared to female.
4.14.4.Two Way ANOVA of promotion by Gender and Education Qualification
The variation of promotion related satisfaction with regard to Gender and Education
Qualification of respondents are analyzed with Two-Way ANOVA and output is presented in
table
Table 4.14.4 Gender wise Estimated Marginal Means-PRRS
52
GENDER

Dependent Variable:promotion related satisfaction


95% Confidence
Gender Mean Std. Error Interval
Lower Bound Upper Bound
Male 3.543 0.224 3.093 3.994
Female 3.412 0.119 3.171 3.652

Table 4.14.4.2 Education Qualification wise Estimated Marginal Means-PRS

2. EDUCATION
Dependent Variable:promotion related services
95% Confidence Interval
Education Mean Std. Error Lower Bound Upper Bound
Up to +2 3.877 .219 3.437 4.317
Degree 3.386 .171 3.041 3.731
PG 3.440 .234 2.969 3.910
Others 3.207 .270 2.663 3.751
Source:primary data

Table 4.14.4.3 Two Way ANOVA -PROMOTION

Tests of Between-Subjects Effects


Dependent Variable:promotion related services
Type I Sum
Source of Squares df Mean Square F Sig.
Gender 595.195 2 297.598 606.578 .000*
Education 2.602 3 .867 1.768 .167

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Error 22.078 45 .491
Total 619.875 50
Source: primary data
*Significant at 5 per cent level of significance

To test the mean variation of scores for promotion related satisfaction between male and female
and their education qualification, Two Way ANOVA is used and it is found that that gender
wise variation of mean score are statistically significant at 5 per cent level of significant ( value
of f=606.578, Df=2 with p=0.000<0.05) while education qualification wise , it is not statistically
significant(value of F=1.768 Df=3 with p=0.167>0.05). As per table 4.14.4.1, 4.14.4.2 and
4.14.4.3,there is significant difference between male and female and there is no significant
difference on the basis of educational qualification. Therefore it can be inferred that, based on
educational qualification the respondents have the same level of satisfaction as to promotion of
johnson & johnsons baby products. The male respondents have high level of satisfaction(mean
value 3.543) compared to female.

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CHAPTER 5

FINDINGS, SUGGESTIONS AND CONCLUSION

FINDINGS

Majority of the respondents(80 per cent) belongs were female belongs to 26 to 36 age
group(72 per cent) qualified with degree(42 per cent) belongs to house wives(30 per cent)
category with family income above 20000.

Majority of the respondent(68 per cent) have only one child.

Most of the respondents are use baby powder, baby oil and baby soap.
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Advertisement are the major source of information to purchase johnson & johnsons baby
products.

Tele marketing/mobile marketing is the major mode of advertisement used to acquire


information about products. Based on education qualification wise there is no significant
difference among the users in relation to the mode of advertisement used-internet and
telemarketing/mobile marketing.

The most influencing attribute that made the respondents to use johnson & johnsons baby
products are brand image.the mean variation of all the attribute is statistically significant in
the output of Friedman Test. This indicates the variation in the influencing attribute among
the users.

Product is the most important motivating factor among the marketing mix element to
purchase the products. There is significance difference in the element of marketing mix
element motivating among the users.

Customers perception on brand image, brand trust, brand loyalty and brand equity

The customers with degree qualification have better perception on brand image of johnson
& johnsons baby brand.

The customers with plus two qualification have better perception on the brand trust of
johnson & johnsons baby brand

The male respondents with plus two qualification have better perception on brand loyalty of
johnson & johnsons baby brands

Customers perception on brand equity of johnson & johnsons baby brand have better in the
case of male respondents.

Satisfaction level of customers with marketing mix elements

The satisfaction level in respect of product among selected respondents shows that majority
of the respondents are highly satisfied with the product. Gender wise, female respondents are
highly satisfied with the product.

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The satisfaction level in respect of price among the respondents shows that majority of the
respondents are satisfied with the price. Gender wise , female respondents are highly satisfied
with the price.

In the case of place/ distribution and promotion male category have the high level of
satisfaction.

Suggestions
on the basis of result of the study ,the following recommendations are made:

1.consumer awareness:

The study reveals that the consumer are aware of johnson &johnsons baby products through
advertisement particularly through internet and tele marketing/mobile marketing. Hence the
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manufacture have to consider this fact and utilize this source very effectively because it involves
high cost then when compared to other media of advertisement.

2.brand image:

It is found from the study that the consumers exclusively prefer to buy johnson & johnsons
baby products. This reveals that Johnson & johnsons has established its brand image which will
have a vital influence on consumers. In this context, it is important to know that the management
should adopt continued effort in retaining the brand image.

3.pricing:

Through customers are satisfied with the quality, package,and its content, they are satisfied
with price. Though the pricing is cost based, it is important that comparing with the competitors it
is better to make it as customer based.

4.suitability of products:

The study reveals that the baby products of johnson & johnsons are more suitable to the
babies of customers than other brands. This shows that the manufactures has identified right
production technology and thus are able to win the confidence of customers.

Conclusion

Even in baby products there are many brands available in the market, yet johnson & Johnsons
is able to position its product rightly. The success of johnson & johnsons may be due to almost
all the products that the children use are manufactured, besides other important factors like
quality,taste etc, it is essential that due to the growing needs of children and increasing
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competitors in the market. Johnson & johnsons should aim at reaching further more levels in
terms of creation of new customers and enhancement of sales volume. Like any business, the
success again depends on consumer preference and their satisfaction. Therefore, johnson &
johnsons must be at taking continues step to understand and monitor the consumers whose
preference may change in view of several conditions which exist in the market.

BIBLOGRAPHY
WEBSITE
www.shodhganga.inflibnet.com
www.scribd.com
www.wikipedia.com
www.academia.edu

59
RESEARCH PAPER
MOHSIN ZAFAR ,ARSHAD ZAHEER ,Impact of online service quality on customers
satisfaction in banking sector.
Dr.Lakshmanan MP(2014) marketing strategies of LIC IN Kerala MG University.

APPENDIX

INTERVIEW SCHEDULE

The interview schedule is meant to evaluate your attitude towards Johnson & Johnson baby
products. This is meant for preparing Project report for B.com.The particulars given will be kept
confidential. Thank you for your valuable response.
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1. Gender : Male Female

2. Age(completed years):

3. Education : up to plus two Degree

Post-Graduation Others

4. Occupation : 1) Agriculture 2) Govt. Service

3) Business/Private 4) Self Employment service

5.Monthly income

(Approximate) : 1) Below Rs 5000 2) Rs. 5001 to 10000

3) Rs 10001 to 20000 4) Above Rs. 20000

6.Number of children : (Below age 2)

7.From the following list identify the type of products of Johnson & Johnson baby brands you
have used. Please tick against the products YES if you have used: otherwise tick against NO.

Products Baby Baby Baby Baby Baby Baby Baby Baby Ear
lotion shampoo wash powder oil soap cream cleasing &Nose
cloths care

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YES

NO

8. How long you are associated with the products (usage in months).

Products Baby Baby Baby Baby Baby Baby Baby Baby Ear
lotion shampoo wash powder oil soap cream cleasing &Nose
cloths care

Months

9. Please identify the major source of information you depend to purchase Johnson& Johnson
baby products.

Sl.No Source Of Information Rank


1. Retailers /Dealers
2. Friends
3. Relatives
4. Advertisement

10..The given below are the mode of advertisement used to acquire information about Johnson&
Johnsons baby products .Rank the following by 1 to 10.

Sl. No Media Of Advertisement Rank

1. Notice and Pamphlet

2. Posters

3. Radio

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4. Television

5. Newspapers

6. Magazines / Journals

7. Internet

8. Telemarketing, Mobile marketing

9. Brochures

10. Bill board , Wall writings

11. Please identify the most influencing attribute that made you to use the Johnson& Johnsons
baby products.

Sl.No Attributes Rank

1. Price

2. Quality

3. Brand image

4. Impact of advertisement

5. Quantity

6. Fragrance

12.Please rank the following elements of marketing mix motivated you substantially to purchase
the products of Johnson Johnsons baby brands.

Sl.No MARKETING MIX ELEMENTS RANK

1. Product- I purchase the products of johnson&johnsons baby brands

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in order to meet some of my needs

2. Price- It carries affordable price

3. Place- I prefer the products of johnson&johnson baby products


because of it is easy to purchase from nearest shop

4. Promotion-I prefer the products of johnson&johnsons baby


products expecting the quality they declared

13. Please score the following statements that are relate to perception of customers on brand
image, brand trust, brand loyalty and brand equity of Johnson & Johnsons baby products.

(5- Strongly agree, 4- Agree, 3- neutral, 2- Disagree, 1- Strongly disagree)

13.1 BRAND IMAGE FACTOR 5 4 3 2 1

13.1.1 I always see that johnson&johnsons baby product is the


best benchmark of baby care products

13.1.2 Johnson&johnsons baby brand is professional in its


customer service

13.1.3 The brand is well established with long years of tradition


and trust

13.1.4 The brand is trustworthy in all its dealings and


transaction

13.1.5 The brand charge reasonable price for their products

13.1.6 The brand is very familiar to me

13.2 BRAND TRUST FACTORS 5 4 3 2 1

13.2.1 I feel that the product standards meet my expectations

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13.2.2 I feel that the brand keeps as to safety of their customers

13.2.3 I feel that the brands are generally reliable

13.3 BRAND LOYALTY FACTORS 5 4 3 2 1

13.3.1 I would recommend the products to my friends and


relatives

13.3.2 I am highly satisfied with the brand

13.3.3 I want to be continue with the products

13.3.4 I have faith in johnson&johnsons baby care products

13.3.5 I want to stay with the brand even if minor mistakes are
made

13.3.6 I believe that johnson&johnsons brand wont do anything


affecting consumers negatively

13.4 BRAND EQUITY FACTORS 5 4 3 2 1

13.4.1 Even if any other brand has the same product, features
and benefits as this brand, i would prefer this brand

13.4.2 It makes sense to buy this brand instead of other brands


because of its product quality even if they are same

13.4.3 I will never switch over the brand even if other brand
are more reasonable

14. The following are the statements relate to Johnson Johnsons baby brands. Please

Express your opinion by giving a score ranging from 5 to 1

(5-strongly agree, 4-Agree, 3-Neutral, 2-Disagree, 1- strongly disagree)

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SL.NO Product related satisfaction 5 4 3 2 1

14.1 Brand offered wide variety of products

14.2 Most of the products offers are innovative compared to


competitors

14.3 Johnson&johnsons baby brand offers quality products

14.4 Mostly the brand offers health care products

14.5 The products meet customers requirements

Price related satisfaction

14.6 The brand keep the price reasonable

14.7 The price of the products which are affordable to all


income groups

14.8 The price of the products of the brand will reflect the
value of product

Place/ Distribution related satisfaction

14.9 The brand placed its products at every super market

14.10 Johnson&johnsons baby products available on various


portals and shopping sites on internet

14.11 Multiple distribution channels are available for the


purchases of products of johnson&johnsons baby
brands

14.12 Johnson&johnsons baby brand offers their products at


wholesale

Promotion related satisfaction

14.13 Johnson&johnsons brand offers special discount

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coupons on products

14.14 Johnson and Johnsons brand offers various schemes


like bye one get one, gift pack to its customers at
regular intervals

14.15 The brand provide information relating to innovative or


new products through advertisement regularly

14.16 Theme, layout , language of advertisement is attractive


and informative

Thanks for giving your valuable time

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