Satisfaction Level of Customer toward Different Brand of Face

Wash

Chapter I

Introduction

1.1 Context Information

Customer satisfaction is the extent to which a product’s i.e. goods or services perceived
performance matches a buyer’s expectations (Kotler & Armstrong, 2010). Satisfaction is the
customer’s fulfillment response. It is a judgment that a product or a service feature, provides
a pleasurable level of consumption fulfillment. It is also important to recognize that
measurement of customer satisfaction at a particular point of time is influenced by a variety
of factors. Particularly when product usage or the service experience takes place over the
time, satisfaction may be highly variable depending on which point the usage or experience
cycle is focused on. Customer is important because it provides marketers and the business
owners with a metric that they can use to manage and improve their business. It is a leading
indicator of consumer re-purchase intensions and loyalty of a product. The Essence of
marketing is an exchange or a transaction, intended to satisfy human needs or wants. That is,
marketing is a human activity directed at satisfying needs and wants, through an exchange
process. A demand is a want for which the consumer is prepared to pay a price. A want is
anything or a service the consumer desires or seeks. Wants become demands when backed by
purchasing power. A need is anything the consumer feels to keep himself alive and healthy. A
transaction consists of a value between two parties. A transaction differs from a transfer. A
transfer may receive nothing in return. The aim of marketing is to make sales in order to earn
reasonable profit for the producer. Customer satisfaction is typically defined as a post
consumption evaluative judgment concerning a specific product or service. It is the result of
an evaluative process that contrasts repurchase expectations with perceptions of performance
during and after the consumption experience. (Gunderson, Heide & Olsson, 1996).

Skin care products refer to all products used for cleansing, massaging, moisturizing etc. of
the skin especially the face and hands. The aim of such products is to maintain the body in
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good condition and protect from the harmful effects of the environment. Skincare products
include cleanness facial masks, moisturizers, sunscreen, tanning sets and lotions, skin
lighteners and exfoliate (Janaki & Sundari, 2016).

Skin care now a day in the world, turn towards the use of herbal products and to adopt more
natural way of life. People prefer natural food, herbal medicine and natural curing practices
for healthy life. The use of herbal cosmetics has been increased to many folds in personal
care system and there is a great demand for the herbal cosmetics (Janaki & Sundari, 2016).

There are different brands of face wash that exist in the market. Varying from Himalaya to
Garnier, from Clean & Clear to Lakhme, from Pears to Pond's, the face wash market has
drastically changed today. These face wash brands have managed to occupy a significant
space in the market. Generally, people do not tend to experiment different products on their
skin, so benefitting from this, some face wash companies have been dominating the skin care
segment, or more appropriately the face wash market. With the growing concern to look
better than the rest, people are trying innovative and better quality personal care products and
face washes seem to be high on priority after all, it’s all about the face.

This study has been conducted on the college students. The study is done in order to
investigate the customer satisfaction on using different brands of face wash. Also in today’s
modern world everyone is influence by various determinants while purchasing different
brand of face wash and to measure the level of customer satisfaction in this research has been
conducted.

1.2 Purpose of the Study

The purpose of study are as follows:

 To determine factor influencing the customer on choosing of face wash.

 To identify customer satisfaction toward face wash.

 To analyze relationship between brand experience and customer satisfaction.

1.3 Significance of the Study

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Some of the significance of the study are as follows:

 This study is significant for the academics, researcher and organization.

 This study is to give knowledge on the factors that influence customers to buy
Face wash.

1.4 Literature Survey

A literature review is the study related to previous information. A literature review is a text of
a scholarly paper, which includes the current knowledge including substantive findings, as
well as theoretical and methodological contributions to a particular topic. Literature reviews
are secondary sources, and do not report new or original experimental work. Most often
associated with academic-oriented literature, such reviews are found in academic journals,
and are not to be confused with book reviews that may also appear in the same publication.
Literature reviews are a basis for research in nearly every academic field. A literature review
may be included as part of a peer-reviewed journal article presenting new research, serving to
situate the current study within the body of the relevant literature and to provide context for
the reader.

Customer satisfaction is critical for organizations, as it has an impact on profits (Lindgreen &
Mc Dougall, 1996). However, as business leaders try to implement the concept of customer
satisfaction and/or retention in their companies, employees working with customers may
come to regard customer satisfaction as in them, the goal of business. Regardless to what
business leaders may be trying to implement in their companies, any employee interacting
with customers is in a position either to increase customer satisfaction, or put it at a risk.

Nyer (2000) found that encouraging customers to complain increased their satisfaction, and
this was especially the case for the most dissatisfied customers. Johnston (2000) claims that
complaint management not only results in customer satisfaction, but also leads operational
improvement and improved financial performance.

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According to the study conducted by Nair and Pillai (2007) male consumers generally prefer
to purchase and make the brand selection of cosmetics individually. Quality is the major
factor influencing the purchase decision of male consumers. They tend to buy cosmetic items
from a single shop of their convenience. It is also observed that male consumers buy all their
cosmetic items from one shop. Cheng, Ooi and Ting (2010) have observed that there is a
significant and positive relationship between males concern towards self-image and their
consumption of male grooming products. In their study on women’s buying behavior of
personal care products.

Sundari and Murugan (2011) revealed that the factors influencing purchase decision of
personal care products are “primary benefit” and “secondary benefit”. The primary benefit
includes price, quality, and quantity. However, the “secondary benefit” includes ingredients
of

the product, the purpose of the product, innovative features, manufacturer’s reputation, and
certification of the product. De Nucci (2011) also examined the factors affecting service
quality in call centers but in a more general level. According to him, high quality customer
service is about a balance between people, processes and technology. Complete training,
management of employee turnover, measurement and reporting of relevant results that reflect
quality and accessible, easy-to-use technology are four factors that can be used to create the
balance.

Raja Sekar (2002) conducted a fairness creams a study on market trend and product
preference of the study has revealed very significant finding like a skin care product showed
brand equity should also be developed to sustain in the market.

The review of related literatures has greatly helped the researcher in plotting the entire
research design and establishing research objectives. The researcher has intensively gone
through all those related scholarly published articles and research papers.

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1.5 Conceptual framework

Demographic factor
 Gender
 Age

Customer satisfaction

Other factor
 Customer perceived
quality
 Price
 Pacaking
 Brand loyalty

Fig 1.4.1. Conceptual Framework

The figure 1.4.1 shows the relationship between independent variable i.e. demographic
factors and the other determinants with the dependent variable i.e. brand customer
satisfaction. The figure also shows association between two variables.

 Age is continuous variable, which can be measure by years.

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  Gender is categorical variable, which can be measure using ordinal scale.

 Customer perceived quality is categorical variable which can be measure using

Likert scale.

 Price is categorical variable which can be measure using Likert scale.

 Packaging is categorical variable which can be measure using Likert scale.

 Brand loyalty is categorical variable which can be measure using Likert scale.

 The dependent variable i.e. customer satisfaction is a categorical variable which

can be measure with the help of Likert scale.

1.5 Research Method used for Data Collection and Analysis

1.5.1 Research Design

Research design is a detail outline of how an investigation will take place. Research
design is important because the research rely on it to deliver the evidence necessary to
answer the research question accurately, clearly and unequivocally. There are numerous
types of research design that one may use. The research design that researcher have
followed is descriptive research design, analytical and correlational research design. It
aim at describing Satisfaction Level of Customer toward Face Wash. Despite the
Qualitative research design shall be used in order to show the relationship between
surveys and to interpret the data from findings. Correlational research design is used to
describe relation between customer satisfaction and brand experience.

1.5.2 Nature and Source of Data

The study is based on primary source of data. The primary source of data is collected
through questionnaire with different customer using face wash product.

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 1.5.3 Population and Sample

The population of this research is people using face wash in DAV College. The sample
size used in this research is 50.

1.5.4 Sampling Procedure

In this research, purposive sampling has been taken as a sampling procedure as the study
deal with face wash users. For this research, structured questionnaire form has been used
to collect responses from genera customer who are the primary source of data. The study
is individual analysis as structured questions were asked to each respondent to get first
and information.

1.5.5 Data Analysis Procedure

The collected data were entered into spreadsheet and the collected data was analyzed
using Microsoft Excel and SPSS. Descriptive statistical analysis such as bar diagram and
pie chart is used to show the result. Furthermore, inferential statistical tools such as chi
square test were used to test the hypothesis.

1.5.6 Limitation of Research Methodology

The limitations of the research methodology are:

 The sample taken may not represent the population.

 The validity of the data collections tools is not tested.

 The finding cannot be generalized as the perception of customer may not

be always same.