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INTRODUCTION
Buyer behavior is a study of how individuals make decision to spend their available resources
(time, money and effort) on consumption related items (what they buy, why they buy, When
they buy, Where they buy, How often they buy and use a product or service).
With the increasing disposable income population, their percapita consumption of FMCG
goods and other products is increasing. They are desirous of improving their standard of
living with the hygienic and reasonably high quality products and get ride of the spurious and
sub- standard products being supplied to them. They deserve quality products, correct
information about a product and a door step delivery. It is remarked that the markets were
developed not because of the initiatives of Indian marketers but the “PULL’ from the
Being a BBA student ,we research is done to know about what is Dabur Honey with Dabur
India Ltd product is offering different from other companies. What makes people to buy the
product again and again, result, packaging, easy availability in local market, or just the name
Dabur India Ltd associated with it.Dabur Honey is a rapidly growing firm, which is aspiring
to reach the top position in Indian FMCG market. FMCG products of Dabur are very popular
product name but microwave for consumer it rarely knows. This motivates me to do research
for the research for this product in the Sagar city of Madhya Pradesh.
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1.3Scope of Study
Being a BBA student, this research is very useful in our study as well as to learn something
about new in field of Dabur India Ltd products. Scope of this study is limited to the
consumers within the limits of Sagar city. The study will be able to reveal the preferences,
needs, and Buying Behavior of the customers regarding theDabur Honey. It also help to know
whether the existing products are really satisfying the customer’s needs. This study attempts
to examine the customer’s Buying Behavior about the Dabur Honey product byDabur India
Ltd.
1.3.1 Chapter 1 - In this chapter, we will discuss about the background of the study (We
will get to know detail about the FMCGProducts).This research is very useful in our
study as well as to learn something about new in field of Dabur India Ltd products.
Dabur India Ltd is a rapidly growing firm, which is aspiring to reach the top position
in Indian FMCG market. FMCG products of Dabur Honey are very popular product.
This motivates me to do research for the research for this product in the Sagar city of
Madhya Pradesh.
subject area within a certain time period. A literature review can be just a simple
summary of the sources, but it usually has an organizational pattern and combines
both summary and synthesis. And in this we also will discuss about the customer
Buying Behavior towards the FMCG market and before getting to our topic we read
some research papers journals and articles towards the FMCG products.
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1.5 CONCLUSION
Day by day with growing needs and importance, the buying behavior of consumer is
changing rapidly. In the overall population, in this study, we divided the consumer groups in
to three categories based on significant growth in recent years. The categories are upper class,
middle class and below middle class based on their financial status .consumer attitude also studied
based on need, information search, and evolution of alternatives, purchase decision and purchase
behavior.
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CHAPTER – 2
LITERATURE REVIEW
2.1 Introduction
certain time period. A literature review can be just a simple summary of the sources, but it
usually has an organizational pattern and combines both summary and synthesis. A summary
reshuffling, of that information. It might give a new interpretation of old material or combine
new with old interpretations. Or it might trace the intellectual progression of the field,
including major debates. And depending on the situation, the literature review may evaluate
the sources and advise the reader on the most pertinent or relevant.
“A study of customer buying behaviour towards Brand Fashion Apparels of Jalandhar City”,
this paper covered the medium to high potential consumer that international and national
brand can target in the Indian context. This study measures the segment value of some brand
those have of achieve successes in Indian market. Study shows that people are becoming
mere brand conscious with the increase the income level. Brands and individuals would do
well to understand the finer aspect of the scenario, and venture out to capitalize on the
“An empirical study on Customers Buying Behaviour towards Branded Apparels”, this study
examine the purchase preference towards foreign and domestic branded apparels. It was
found that preferences towards foreign branded apparels are related to the level of purchasing
power and is not related to the demographics variables. 58% of the student surveyed
preferred foreign brand apparels. The more a person is exposed to the media, the stronger will
be the influence of the media in “persuading” the individual to purchase to apparel. (Yin,H.S.
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“A Study on ConsumerBuyingBehaviour towards FMCG Products among the Rural-
Suburban of Ernakulum” This research find that the rural consumers are known to earn low
income, have low level of literacy, low level of brand awareness, inadequate communication
and transportation facilities. The study emphasized that rural consumers gave more
importance to the ‘quality’ of the FMCG-personal care brands they bought rather social
appeal vide celebrity endorsements in the mass media. Local retailers were found to play a
vital role, especially when the respondents are illiterate. These store keepers introduce and
inform them about the brand, its benefits and also about the promotional offers. (Kumar NA
“Consumer’s Buying Behavior towards brand Loyalty of FMCG products.” This paper
analyzed awareness knowledge, attitude of the brand, risk aversion to change satisfaction and
brand trust of the consumers, image, product quality and brand loyalty of consumers that
effect on brand equity. Building brand equity is crucial for FMCG products where consumers
heavily depend on the brand for the product category in a highly competitive and brand
conscious market.
“A study on defines that the modern era provides high quality materials and lot of variety in
Indian market to satisfy the desire customer. The customers are utilizing the opportunity too.
The result confirm that Indian people have become highly brand conscious presently. Hence,
brand image is not a significant factor in choosing the product or brand to buy. (Rajput, N
City” This paper reveals that most of the respondents are aware about DaburAyurvedic
products. Now a day’speople are considering the cosmetics are not only for a luxurious but
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also consider for improving healthcondition. Thecompany has got good name and same for
its quality and innovative products to satisfy the current demand for their customer.
(Dr.P.Sekar, 2017).
“A study on consumer awareness, attitude and preference towards herbal cosmetic products
with special reference to Coimbatore city”. This journal reveals that most of the respondents
are aware of the herbal cosmetics and feel that there are more chemicals in cosmetics, which
cause many side effects, and started switching over to herbal based cosmetics. Many
respondents feel that there is more chemical combinations in the herbal cosmetics, which can
customer(M.BanuRekha, 2015)
“Customer Buying Behaviour towards Brand: A Study on ‘Dabur” The Findings in this paper
‘Customers buying behaviour towards a brand is built largely on the satisfactory valuethe
user receives after paying for the product and thebenefits the user looks for. In the above
reasonable price of the product. The buying behaviour brings in the retention of customer.
Daburis enjoying the advantageous position inmarket through spirituality element involved in
its products. However, it should not ignore the competitorslike Naturals, pure roots, Vindhya
herbals.
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2.4 Factor Influencing Customer Buying Behaviour towards FMCG
Products
1. Price of Product - Price has a complex effect on consumer Buying Behavior. On the
economically-priced item. When price of any product vary from time to time then it
Buying Behavior of a good or service. Quality can or describes any attribute in asset
and durability. Many times when quality of any product is not so good then it
4. Demand & Supply of goods - Sometimes demand for any product is very high but
5. Service Quality - Even in the case of goods that exhibit numerous flaws, excellent
service quality can often overshadow a negative experience with the product itself. If
with a product, that consumer is somewhat more likely to trust the brand or product
knowing that the manufacturer or retailer provides a prompt and effective response to
problems.
6. Packaging and Branding - Packaging and branding a cover everything from the
attractiveness and display quality of an item to the attributes of the product the
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different branding messages from tough and reliable to find and luxurious can be
7. Other factors - Other factor like friend’s suggestion, customer taste & preference,
reputation also influences the customer Buying Behavior in very broad sense.
• Culture
Essentially, culture is the share of each company and is the major cause of the person who
wants and behavior. The influence of culture on the buying behavior varies from country
to country, therefore sellers have to be very careful in the analysis of the culture of
• Subculture
regions, racial, etc. marketing groups may use these groups, segmenting the market in
several small portions. For example, marketers can design products according to the
9. Social factors -Social factors also influence the buying behavior of consumers. Social
factors are: the reference groups, family, the role and status
• Family
Buyer behavior is strongly influenced by a family member. So vendors are trying to find
the roles and influence of the husband, wife and children. If the decision to purchase a
particular product is influenced by the wife of then sellers will try to target women in
their ad. Here we should note that the purchase of roles change with changing lifestyles of
consumers.
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• Roles and Status
Each person has different roles and status in society in terms of groups, clubs, family, etc.
manager of finance..
10. Personal factors- Personal factors may also affect consumer behavior. Some of the
important factors that influence personal buying behavior are: lifestyle, economic status,
• Age
Age and life cycle have a potential impact on the buying behavior of consumers. It is
obvious that consumers change the purchase of goods and services over time. Family life
cycle consists of different stages as young singles, married couples, and unmarried
couples etc. that help marketers to develop suitable products for each stage.
• Occupation
The occupation of a person has a significant impact on their buying behavior. For
• Economic situation
Economic situation of the consumer has a great influence on their buying behavior. If
income and savings a customer is high, then going to buy more expensive products.
Moreover, a person with low income and savings buy cheap products.
• Lifestyle
Lifestyle refers to the way a person lives in a society and express things in their
environment. It is determined by the client’s interests, opinions, etc and activities shapes
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• Personality
Personality changes from person to person, time to time and place to place. Therefore, it
can greatly influence the buying behavior of customers. Has different characteristics, such
as dominance, aggression, confidence etc that may be useful to determine the behavior of
11. Psychological Factors- There are four major psychological factors that affect the
buying behavior of consumers. These are: perception, motivation, learning, beliefs and
attitudes.
• Motivation
The level of motivation also affects the buying behavior of customers. Each person has
different needs, such as physiological needs, biological needs, social needs, etc. The
nature of the requirements is that some are more urgent, while others are less pressing.
Therefore, a need becomes a motive when it is most urgent to lead the individual to seek
satisfaction.
• Perception
the world is called perception. There are three different perceptual processes which are
selective attention, selective distortion and selective retention. In the case of selective
attention, sellers try to attract the attention of the customer. Similarly, in the case of
selective retention, marketers try to retain information that supports their beliefs.
Client has specific beliefs and attitudes towards different products. Because such beliefs
and attitudes shape the brand image and affect consumer buying behavior so traders are
interested in them. Marketers can change beliefs and attitudes of customers with special
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2.5 Research Gap
A research gap is defined as a topic or area for which missing or insufficient information
limits the ability to reach a conclusion for a question. A gap in the literature may also emerge
if the question has not been addressed in a given domain, although it may have been
answered in a similar or related area. Many studies have been conducted in India but only a
few studies in Sagar city of Madhya Pradesh.There are many studies conducted to measure
consumerBuying Behaviour with the eatable food items or packed food items, but none of the
To cover this research gap in the rural and urban area of Sagar city of Madhya Pradesh, the
researcher has chosen vibrant topic the research study. The review has reasonably
cooperative to study the gap and it provides an idea to carry out the research in the accurate
point of view. The research gap may have arisen from the fact that we had limited access to
the scholarly articles; it may be possible that such a research may be conducted earlier but we
2.6 Conclusion
Dabur India Ltd herbals are a range of natural, effective and safe products that use the special
health carefully selected from nature. Many peoples follow it with Dabur Honey. Consumer
Buying Behaviour towards FMCG products is much updated, like as compare to the FMCG
products are very suitable and demanded products for daily needs. Mitra and kapoor (2009)
state tannins are important complex organic compounds according to the study conducted by
Dr.Vinith Kumar Nair on the consumer buying behaviour cosmetic apart from economics the
role of history and traditional in shaping the Indian consumer buying behaviour is quite
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CHAPTER – 3
INDUSTRY PROFILE
3.1 Introduction
Fast-moving consumer goods (FMCG) or consumer packaged goods (CPG) are products that
are sold quickly and at relatively low cost. Examples include non-durable goods such as
packaged foods, beverages, toiletries, over-the-counter drugs and many other consumables. In
contrast, durable goods or major appliances such as kitchen appliances are generally replaced
Many fast moving consumer goods have a short shelf life, either as a result of high consumer
demand or because the product deteriorates rapidly. Some FMCGs, such as meat, fruits and
vegetables, dairy products, and baked goods, are highly perishable. Other goods, such as pre-
packaged foods, soft drinks, chocolate, candies, toiletries, and cleaning products, have high
turnover rates. The sales are sometimes influenced by holidays and seasons.
Packaging is critical for FMCGs. The logistics and distribution systems often require
secondary and tertiary packaging to maximize efficiency. The unit pack or primary package
is critical for product protection and shelf life and also provides information and sales
incentives to consumers.
“Dabur is derived from the word ‘Da’ for ‘Daktar’ or ‘Doctor’ and ‘bur’ from
Burman.”
Dabur India Ltd is one of India’s leading FMCG Companies with Revenues of about U$$750
Million & Market Capitalization of over US$3.5 Billion. Building on a legacy of quality and
experience of over 125 years, Dabur is today India’s most trusted name and the world’s
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Dabur India is also a world leader in Ayurveda with a portfolio of over 250 Health/
Ayurvedic products. Dabur’s FMCG portfolio today includes five flagship brands with
distinct brand identities – Dabur as the master brand for natural healthcare products, Vatika
Dabur today operates in key consumer products categories like Hair care, Oral care, Health
care, Skin Care and Foods. The company has a wide distribution network, covering over 2.8
million retail outlets with a high penetrating in both urban and rural markets. Dabur India
Limited (DIL) is the fourth largest FMCG Company in India. With a legacy of more than
120 years built on attributes of quality and trust, Dabur has proven its expertise in the fields
Dabur’s products also have a huge presence in the overseas markets and are Middle East,
SAARC countries across the globe. Its brands are highly popular stand at over Rs 500 Crore
in the 2008-09 fiscal, accounting for about 20% of the total cutover.
The 125- years-old company, promoted by the Burman family, had started operations
in 1884 as an Ayurvedic medicines company. From its humble beginnings in the bylines of
Calcutta, Dabur India Ltd has come a long way today to become one of the biggest Indian-
owned consumer goods companies with the largest herbal and natural product portfolio in the
world. Overall, Dabur has successfully transformed itself from being a family-run business to
become a professionally managed enterprise. What sets Dabur apart from the crowd is its
ability to change ahead of others and to always set new standards in corporate governance &
innovation.
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Mission
To maximize shareholder’s value, by offering superior quality nature based products, that
contributes in improving consumer’s life in Personal care, Health Care and foods.
Vision
Dabur is a company with a set of established business values, which direct it's functioning as
well as all its operations. The guiding forces for Dabur are the words of its founder, Dr.S. K.
Burman,
The Company offers its customers, the products to suit their needs and give them good values
for money. The company is committed to follow the ethical practices in doing business. At
Dabur, nature acts as not only the source of raw materials but also an inspiration and the
Dr. S.K Burman started Dabur in 1884 as a small pharmacy. Initially, he prepared Ayurvedic
medicines to treat diseases like malaria, plague and cholera that had no cure during that
period. It was his dedication, commitment and empathy that made Dabur a renowned name
among the masses. During this passage of time, Dabur went through several structural and
strategic changes to maintain its market strength. The real mass production started in 1896.
The company has 19 state-of-the-art manufacturing facilities spread across the globe. Of
these 12 production facilities are located in India with key manufacturing locations being
Baddi (Himachal Pradesh) and Pantnagar (Uttaranchal) besides seven factories located at
Sahibabad (Uttar Pradesh) Jammu Silvassa, Alwar, Katni, Narendrapur, Pithampur and
Nasik. The Foods business is serviced by manufacturing facilities at Newai (Rajasthan) and
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Siliguri (West Bengal). Outside India the company has manufacturing facilities in Dubai
Sharjah Ras-al- Khaimah Egypt Nigeria Nepal and Bangladesh.The company has a wide
distribution network covering over 2.8 million retail outlets with a high penetration in both
urban and rural markets. Their products also have a huge presence in the overseas markets
and are available in over 60 countries across the globe. Their brands are highly popular in the
Middle East SAARC countries Africa US Europe and Russia. Dabur India Ltd was
incorporated on September 16 1975 for manufacture of high-grade edible & industrial guar
gum powder and its sophisticated derivatives. In the year 1978 the company launched
Hajmola tablet an Ayurvedic medicine used as a digestive aid. In the year 1979 they set
Dabur Research Foundation. Also they commenced commercial production at the most
modern herbal medicines plant in Sahibabad. In the year 1986 the company was converted
into a public limited company. In the year 1988 they launched the pharmaceutical
medicines.In the year 1989 the company converted the Ayurvedic digestive formulation into
a children's fun product with the launch of Hajmola Candy. In the year 1992 they launched a
new range of coconut oil under the brand name Anmol. Also they developed Dab 10 an
intermediate for anti-cancer drug namely Taxol. The company entered into a joint venture
agreement with Gulden horst BV Netherland to form a company for manufacture and
marketing of all types of bubble gum chewing gum toffees chocolate cocoa related products
and sugar based spreading creams etc. In the year 1994 the company entered into capital
market with their public issue. Also they entered into oncology segment during the year. In
the year 1996 the company entered into foods business with the launch of Real Fruit Juice the
first local brand of 100% pure natural fruit juices made to international standards. In 1997 the
company set up a new manufacturing unit with a high degree of automation at Baddi (H.P.) to
and Asva-Arishtas. In the year 1998 Burman family handed over management of the
company to professionals. The company signed a joint venture with Bong rain International
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SA of France to form a new company under the name of Dabon International Ltd. In the year
1999 the company entered into an agreement with their Spanish partner Agrolimen to offload
their 49% stake in the joint venture company General De Confiteria India Ltd in favour of an
Agrolimen group company.In the year 2000 the company launched Efarelle Comfort a
natural menstrual pain reliever. Also the company's Ayurvedic specialties division launched
plain isabgol husk under the brand name Nature Care. In the year 2001 the company entered
into the highly specialized area of cancer therapy In the year 2003 the company demerged
their pharmaceuticals business from the FMCG business into a separate company as part of
plans to provider greater focus to both the businesses. With this the company now largely
comprises of the FMCG business that include personal care products healthcare products and
Oncology formulations and Bulk Drugs. Dabur Oncology Plc a subsidiary of Dabur India
would also be part of the Pharmaceutical business. Also they made a tie up with Free Markets
Inc for using leading edge technologies to execute online markets for its procurement needs.
In the year 2005 the company acquired Balsara's Hygiene and Home products businesses a
leading provider of Oral Care and Household Care products in the Indian market for the
consideration of Rs 143-crore all-cash deal. In the year 2006 Besta Cosmetics Ltd was
amalgamated with the company with effect from April 1 2006. Also the company
incorporated a subsidiary company under the name Asian Consumer Care Pakistan Pvt Ltd to
sell FMCG products in Pakistan. In the year 2007 Dabur Foods Ltd was amalgamated with
the company with effect from April 1 2007 to extract synergies and unlock operational
efficiencies. In the year 2008 they acquired Fem Care Pharma a leading player in the
women's skin care market. During the year 2009-10 the company acquired 20% of the equity
share capital of Fem Care Pharma Limited (FEM) from the public shareholders in addition to
the controlling stake of 72.15% acquired from their existing promoters thereby increasing the
total controlling stake to 92.15%. Also as per the scheme of amalgamation Fem Care Pharma
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Ltd was amalgamated with the company with effect from April 1 2009. The scheme became
effective on June 18 2010During the year 2010-11 the company acquired Turkey's leading
personal care products maker HobiKosmetik Group a leading personal care products through
Dabur International Ltd a wholly owned subsidiary of the company for USD 69 million. In
January 2011 they acquired 100% equity in Namaste Laboratories LLC of the US a leading
ethnic hair care group based in Chicago with operations in US Europe and Africa through
Dermoviva Skin Essentials Inc a wholly owned subsidiary of the Company for USD 100
launched in Orange and Mango flavoured variants.In the year 2011 the company launched
their first-ever online shopping portal www.daburuveda.com. With this the company is the
first Indian FMCG company to launch a dedicated online shopping portal for its beauty
products range. The portal will be the online gateway for consumers to know understand buy
and gift the exclusive DaburUveda range of skincare products. The company acquired Ajanta
Parma’s over-the-counter energizer brand 30-Plus.In January 31 2012 the company's step
subsidiary company with effect from January 31 2012.In 2012 Namaste Cosmeticos Ltd
became new step down subsidiary Company in Brazil. The company also expanded its range
of fruit juices viz. RalActiv. In 2013 Dabur Enters Yoghurt Drink Market With Brand Real
Activ. The company Expands Skin Care Portfolio and launches Oxy Life Gel Bleach. The
company Launches New Fruit Juice Range: Real Supa Fruits. Dabur Launches India’s First
Oral Health Portal In 2014 Dabur Launches India's First Ayurvedic Medical Journal. The
company also enters Packaged Coconut Water market with Real ActiveIn 2015 Dabur India
Ltd inked an agreement with StarcomMediaVest Group (SMG). The company has introduced
an array of professional salon facial products for men and women under the Oxlife brand.
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The company also introduced the sugar-free version of its popular Ayurvedic product
Source:-www.dabur.com
The Dabur India Ltd have been an icon of aspiration and of man's quest to unlock nature's
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3.5 Company Details of Dabur India Ltd
Type Public
Founded 1884
Website www.dabur.com
Business -Dabur’s product range encompasses health care, personal care, Ayurvedic
Location -Dabur has been marketing its products in more than 50 countries all over the
world. The company has offices and representatives in Europe, America and Africa.
3.6 Dabur’sSegments
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Skincare- body care, soaps, toner etc.
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3.7 Product line of Dabur India Ltd
Hair Care
Oral Care
Skin Care
Home Care
Food
Packaged juices
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3.7 Competitors of Dabur India Ltd.
Competition is another important consideration while pricing. When a firm does not face any
competition it can enjoy complete freedom in fixing its price. But when there are competitors
selling the same or similar products, the pricing freedom is considerably reduced. Its price
must fall in line with the competitors. Similarly Dabur India Limited also has many
Fast Moving Consumer Goods company with a heritage of over 80 years in India. On
any given day, nine out of ten Indian households use our products to feel good, look
good and get more out of life – giving us a unique opportunity to build a brighter
future
Proctor and Gamble: -Procter and Gamble is a global company that provides
and pet supplies (pg.com). This description however becomes increasingly simplistic
the more one looks into the size of P&G as well as the scope of their operations. Is
made up of over 300 brand names including Bounty, Gillette, Old Spice, Ivory,
Pringles, Tide and Pampers and currently owns 22 brands that have more than $1
Pepsi co.:-PepsiCo products are enjoyed by consumers one billion times a day in
more than 200 countries and territories around the world. PepsiCo generated more
than US $63 billion dollars in net revenue in 2015, driven by a complementary food
and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and
Tropicana. PepsiCo's product portfolio includes a wide range of enjoyable foods and
beverages, including 22 brands that generate more than US $1 billion dollars each in
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Colgate PalmoliveGodrej Industries: -The Colgate-Palmolive Company is an
distribution and provision of household, health care and personal care products. Under
its "Hill's Pet Nutrition" brand, it is also a manufacturer of veterinary products. The
company's corporate offices are on Park Avenue in Midtown Manhattan, New York
City.
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3.9 Marketing Mix of Dabur India Ltd 5P’s
The company is using marketing mix combination of 5Ps which stands for Price, Product,
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3.9.1 Product
Product includes of product variety, Quality, design, features, brand name, packaging, sizes,
services, warranties, and returns. In short everything that is essential for a product to stand
3.9.2 Price
Source:-www.dabur.com
Price is an attractive component of any product. Price consists of the list price at which it is
itemized, discounts that the product offers and other concessions that it gives. Daburproducts
are reasonable and are available in various small and medium size packets which are very
3.9.3 Promotion
Promotion includes the sales promotions, product promotions, advertising, public relations
etc. The company promotes and advertises its product to make it reach to the masses and
Famous Personality endorsements are a big attraction for the customers to relate with the
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3.9.3.1 Digital Marketing as a part of its strategy
Digital Marketing is significant forDabur’s continuous growth. In fact Daburis one of the
pioneers of the companies that have a presence on the Internet. At Daburonline business is
not just another task but a critical one at that. The key elements ofDabur digital strategy is to
engage with customers, attract new customers, provide helpful solutions and expert advice to
address our customers’ personal care problems and build awareness for brand Daburand vast
The website interface is very nicely done. Dabur decided to go in the trend of an online store.
This allowed customers who chosen online shopping to purchase what they need. This has
Source:-www.dabur.com
Daburhas widespread presence over social media. Its Facebook fan page with 2 million like
& 8K followers on Twitter and a strong community boasts about its active engagement.
The company has also moved beyond social platforms to look at other digital platforms such
3.9.4 Place
Place covers the channels, coverage, locations, magazines etc. wherever the product can be
promoted. Dabur products manage to cover sufficient channels and magazines for its
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promotions and have achieved to place it among the top 3 or 4 brands.Examples: Easily
3.9.5 Packaging
Leading brands understand the importance of packaging not only in keeping their goods safe,
fresh, and protected, but also as an essential part of their branding and marketing efforts.
Your packaging is the signature you leave everywhere, and it has the ability to attract today’s
customers much better than outdated sales and advertising tactics.It is the first thing that
people see which has the ability to catch or divert their attention. Packaging is what shows off
the product in the lime light, displays the price and value of the product, communicates the
product’s benefits to the consumer and it is what physically appears to the consumers. Your
product may be the best one in the market, but it is the packaging which represents this to the
final consumer.
Life at Daburis about being committed to integrity, accountability, fairness, transparency and
innovation.
Integrity: We value the trust our customers, business partners and other stakeholders
have placed in us. By being truthful, consistent and honest in everything we do, we
Accountability: We are accountable both internally to our team and externally to our
Fairness: We remain firmly committed to our rules and are guided by our ethics. This
Transparency: Being open in our dealings is integral to our work ethic. Whether it is
interacting with farmers who grow our herbs, vendors who supply materials or
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customers who buy our products, we believe that transparency helps us make partners
for life.
Innovation: Bringing ideas out of the lab and into the real world is the kind of
products that go onto make life healthier and happier for people.
The choice of the digital medium depends entirely on the product at least as
far as their personal care portfolio is concerned, digital is imperative. The Company
Dabur India will announce its third quarter earnings on January 31. It is an important quarter
for the company as last quarter (Q2FY18) showed improvement in oral care & foods
business and it will be good if that improvement continues in Q3 aided by low base.
The stock rallied more than 17 percent since the start of October-December quarter.
Consolidated profit during the quarter is expected to increase 17.4 percent to Rs 345 crore
and revenue to rise 11.1 percent to Rs 2,059 crore compared to year-ago, according to
Operating profit is seen rising 20 percent year-on-year to Rs 400 crore and margin may
expand 150 basis points to 19.5 percent for quarter ended December 2017.
Analysts expect domestic volume growth at around 12-15 percent for the quarter against 7.2
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Volume growth may be aided by low base, price cuts post GST, new launches (Dabur Red
Gel Toothpaste, Ayurvedic Portfolio etc) and underlying demand for herbal & natural
products.
Source:- www.ideamakesmarket.com
Dabur Honey has made several small contributions to the lives of many Indians for over 3
decades. We have been a credible brand since our inception and that is why we have been
ranked as the 'No. 1 Honey Brand' by the Consumer Voice Magazine. Dabur India Ltd is
India's largest branded honey maker and Dabur Honey has always been the preferred choice
of consumers when it comes to Pure Honey, and it is this love that has made Dabur Honey
not only one of the Best Honey Brands in India but also one of the Best Honey Brands in the
World.
Honey is deemed as one of the best health foods across the globe. The benefits of honey, also
known as the thick golden liquid, have been valued since ages. After being sourced from
various beehives, raw honey is tested on various parameters; including adulteration. After
these tests, honey is blended in the right proportion to get that perfect texture, aroma, taste
and colour. Before sealing the various Dabur Honey bottles, they are sterilized. And this is
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why when it comes to best honey brands in India, Dabur has always been a leading brand on
the list.
The Ahmedabad-based Consumer Education and Research Society (CERS) has ranked Dabur
Honey as the best buy after conducting tests on 17 brands of honey in its in-house laboratory.
We believe, every individual should take advantage of the various benefits of pure honey by
making it a part of their daily routine. You can do this by either having a spoon of honey first
thing in the morning for weight management*. You can also substitute it for sugar in your
daily diet.
Honey is a pretty amazing substance and there is a lot more to it than its sweet taste. For
thousands of years it has been used by mankind in many capacities to help the human body
Honey is also used on the skin in case of burns, cuts or abrasions. It is also good for chapped
lips as well.
The goodness of Honey is just unending, as it has been used to soak up moisture in cookies
and cakes for years. It has been used as a preservative since colonial times and is still used as
Honey can be very useful when you're aiming to lose weight. Weight management* is one of
the main benefits of honey. It’s amazing how something that is sweet and sugary helps
towards getting in shape. It's all down to the metabolic force of honey. If you’re overweight,
honey not only helps you reduce weight but also reduces the risk of cardiovascular disorders.
30
Honey triggers changes in the digestion system that guarantees one won't succumb to those
The World Health Organization (WHO) lists honey as a demulcent, a substance that relieves
irritation in your mouth or throat by forming a protective film. Research shows honey works
to soothe cough and related sleeping difficulties due to upper respiratory tract infections in
children.
Honey was a conventional therapy in fighting infection up until the early 20th century, at
which time its use slowly vanished with the advent of penicillin. Now the use of honey in
wound care is regaining popularity, as researchers are determining exactly how honey can
Source: - www.dabur.com
31
CHAPTER – 4
RESEARCH METHODOLOGY
4.1 Introduction
Research methodology is a methodology for collecting all sorts of information & data
pertaining to the subject in question. The objective is to examine all the issues involved &
conduct situational analysis. The methodology includes the overall research design, sampling
procedure & fieldwork done finally the analysis procedure. The methodology used in the
study consistent of systematic sampling using both primary & secondary data. The primary
data has been collected with the help of questionnaire as well as personal observation book,
magazine; journals, websites have been referred for secondary data. This is an exploratory
research. It is the science that tells the method of doing research .It mainly consists of
following steps-
Research may be defined as "a careful investigation or enquiry specially through search for
new facts in any branch of knowledge"in a technical sense research comprise defining
&evaluating data; making deductions & reaching conclusion & at last carefully testing the
32
What is the impact of place on consumer buying behavior level?
To identify the key variables which influence the consumer buying behavior for fast
Primary data are collected through the responses of the customer’s through questionnaires
which were specially prepared for this study. The questionnaire contained questions which
are based on 5Ps (Product, Price, Place, Promotion and Packaging) and also about customers
overall Perception. I conducted the study by selecting 50 respondents who are the consumers
ofDabur Honey. A sample size of 50 respondents is taken for detailed study because it is not
33
4.6.1 Sample Design
The process of drawing a sample from a large population is called Sampling. Population
refers to the total of items about which information is defined. Well selected samples may
I have adopted random sampling methods for the study. I choose randomly customers for the
fulfilling the questionnaire on the consumer buying behaviour towards Dabur Honey.
After identifying and defining the research problem and determining specific
information required solving the problem the researcher will look for the type and
sources of data which may yield the desired results, while deciding about the method
of data collection to be used for the study; there are two types of data. They are as
follows:
Primary data are those which are collected for the first time. Primary data is collected
by framing questionnaires.
Secondary data means data that are already available i.e. they refer to the data which
have been collected and analyzed by someone and can save both money and time of
Standard Textbook
Various Websites
34
4.2 Proposed Research Model
PRODUCT
Quality
Design
Features
PRICE
List price
Discount
Payment Period
PLACE
Channel of
distribution CONSUMER PERCEPTION
Location AND
Transportation
SATISFACTION
PROMOTION
Advertisement
Sales Promotion
Public relation
PACKAGING
Protection for
damages
Ingredients describe
Brand identity
35
Questionnaire
Dear Respondents, This information is required for my survey project work titled “A Study
on Consumer Buying Behaviour towards of the Dabur Honey, in Sagar City of Madhya
Pradesh”. Your responses will be kept highly confidential and will be used for academic and
research purpose.Part-A
S. No. Questions 1 2 3 4 5
Product
1. I like the product of theDabur India ltd.
2. I prefer Dabur honey because it is good in Quality.
3. I prefer Dabur honey over other honey like patanjali, etc.
4. Dabur honey taste is good.
Pricing
1. Dabur honey price is better than other honey.
2. Price of Dabur honey is affordable.
3. Using Dabur India is value for money.
4. Company offer affordable pricing structure of Dabur honey.
Place/ Distribution
1. Dabur honey is easily available in local market.
2. Company has large number of retailers of honey products.
3. The distribution of Dabur India ltd is strong.
4. The product is easily available in online market.
Promotion
1. Dabur honey products advertisements are appealing.
2. Word-of-mouth promotion proved successful for the company.
3. Company regularly advertise in television, newspaper etc.
4. Dabur honey advertisements are informative.
Packaging and Labelling
1. Item use in manufacturing are the packaging are mentioned.
2. Packaging of Dabur honey is attractive.
3. Brand logo is mentioned in the wrapper.
4. Information regarding Dabur honey is on the wrapper.
Brand image
1. Dabur and its products are trustworthy?
2. Is Dabur brand easily recognizable?
3. Brand image of Dabur affect overall buying behavior.
4. Overall reputation of Dabur India ltd in market is good.
36
Consumer buying behaviour
1. I will recommend Dabur honey to my friends and family.
Part-B
Name (optional): ________________________________________
Respondents’ Signature
37
4.7 Conclusion
The research prepare a research design that states the conceptual structure within with the
study should be conducted and the studies descriptive in nature. The research descriptive
study to describe the awareness among the customers with regards to Dabur, its demand
efficiency, brand image and its features. Sampling is an essential part of all scientific
procedure. The research selected the sampling unit as responded who are retailers or dealers
of Dabur product of different stores of Sagar. Sampling method and sampling size is very
important for analysis the customer’s buying behaviour in the market. The Research collected
on the primary data among druggist of Dabur product at different stores to find out the level
of awareness of Dabur among different FMCG products. Primary data and Secondary data is
also make sure that the customers are aware about the Dabur products as compare to others.
In research questionnaire is also affect the primary data through and effective tool. It consist
more than 15 questions printed in a definite order and the research followed the prescribed
sequence. Methodology refers to the field work when the project on buying behaviour of
consumer and users of Dabur products, the main parameter to be looked upon were arrived
as:-
38
CHAPTER-5
5.1 Introduction
Data interpretation is the study of observations for responding to a query. The common tools
used for data interpretation are electronic spread sheets which are capable of sorting,
transforming, and modelling data with the goal of discovering useful information, suggesting
conclusions, and supporting decision making. In this chapter we are discussing the data that
39
Respondents Demographic Profile
80
70
70
60
50
40 No. of Responddents
30 28
30 Percentage
20
12
10
0
Male Female
INTERPRETATION:
Survey conducted includes 12 male respondents and 28 female respondents, which accounts
40
Table 5.2 Showing different age group of respondents
70
62
60
50
40 Age of Respondent
28 Number of Respondent
30
25 Percentage
20
10
10 8
3 2
0 0 0 0 1
0
1 2 3 4
INTERPRETATION:
From the table and graph above it can be seen that there are 25 respondents under 20i.e 62%
and 28% respondent’s age is between 20 to 30 years, and in the age group of 30 to 40 years
there are 8%2 of respondents and in 40& above there are 3 respondents and its percentage
41
Table5.3: Showing different Occupation of the Respondents:-
1 Student 29 73
2 Professional 02 5
3 Housewife 06 15
4 Service 03 7
80
70
60
50
Occupation
40
No. of Respondent
29
30 Percentage of Respondent
20
10 6
2 3
0 0 0 0
0
1 2 3 4
INTERPRETATION:
From the table and graph above it can be seen that there were 73% of students, 5%
professionals, 15% were housewives and 7% servicemen were part of the survey.
42
Table 5.4 Showing different mode of knowing about Dabur Honey
1. Friends/Relatives 05 13
2. Television 34 85
3. Retailer/Seller 01 2
4. Others 0 0
90
80
70
60
50 Occupation
No. of Respondent
40 34
Percentage of Respondent
30
20
10 5
0 0 0 1 0 0
0
1 2 3 4
INTERPRETATION:
From the table and graph above it can be seen that customers come to know about Dabur
Honey generally through television i.e. 85%, then through Friends/Relatives i.e. 13%, 2%
were come to know through Retailer/Seller, and 0% were come to know through others
43
5.1. Product
92
37
8
0 0 0 3
0 0 0
Strongly Disagree Neutral Agree stronly
Disgree Agree
INTERPRETATION:
From the table and graph above it can be seen that in question number 1, 0% respondents are
44
5.1.2 I Prefer Dabur Honey because it is good in quality.
1 Strongly Disagree 0 0
2 Disagree 0 0
3 Neutral 2 5
4 Agree 34 85
5 Strongly Agree 4 10
Total 40 100
35
20
15 14
6
0 0 0 0
INTERPRETATION:
From the data it is observed that 0% of the respondents are strongly disagree to the statement
‘ I prefer Dabur Honey because it is good quality’, 0% disagree, 5% are neutral, 85% agree
45
5.1.3 I prefer Dabur Honey over other honey like patanjali, etc.
1 Strongly Disagree 0 0
2 Disagree 0 0
3 Neutral 6 15
4 Agree 20 50
5 Strongly Agree 14 35
Total 40 100
35
20
15 14
6
0 0 0 0
INTERPRETATION
It is observed from the above graph that most people agree that they like the prefer of Dabur
Honey, i.e.50% agree, 35% strongly agree, 15% are neutral, 0% disagree and 0% strongly
disagree.
46
5.1.3 Dabur Honey taste is good.
1 Strongly Disagree 0 0
2 Disagree 02 5
3 Neutral 03 8
4 Agree 20 50
5 Strongly Agree 15 37
Total 40 100
37
20
15
8
5
2 3
0 0
Strongly Disagree Neutral Agree stronly
Disgree Agree
INTERPRETATION
From the above graph it is observed that 0% people strongly disagree with the statement
thattaste of Dabur Honey, 8% are neutral, 50% agree and 37% strongly agree.
47
5.1.5 Overall analysis and interpretation of product through their Mean
Table 5.10 Overall analysis of Product through their mean and standard deviation
5
4.5
4.5 4.2 4.275
4.025
4
3.5
3
2.5 Mean Values
2 Standard Deviation
1.5
1 0.686873 0.715667
0.276172 0.38895
0.5
0
Prdt1 Prdt2 Prdt3 Prdt4
Figure5.10 Overall analysis of product through their mean& standard deviation values
INTERPRETATION
From the graph it is interpreted that prdct4 has highest ranking, followed by , prdt3, prdt2 and
lastly prdt1. They are influenced very much by the name of Dabur India Ltd, they trust the
name of Dabur and buy Dabur Honey because of the name associated with it. Also they
prefer Dabur Honey because of the taste factor, then by its quality.
48
5.2Price
87
35
8
0 0 0 0 3 2 5
INTERPRETATION
From the above graph it is interpreted that for the question Dabur Honey price is better than
respondents are neutral,87% respondents are agree and 5% respondents are strongly agree.
49
5.2.2 Price of Dabur honey is affordable.
1 Strongly Disagree 0 0
2 Disagree 0 0
3 Neutral 4 10
4 Agree 25 63
5 Strongly Agree 11 27
Total 40 100
63
25 27
10 11
0 0 0 0 4
INTERPRETATION
From the above graph it is interpreted that for the question ‘Price is affordable for Dabur
honey’, 0% respondents are strongly disagree, 0% respondents are disagree, 10% respondents
are neutral, 63% respondents are agree and 27% respondents are strongly agree.
50
5.2.3 Consuming Dabur honey is value for money.
65
26 22
13
9
0 0 5
0 0
Strongly Disagree Neutral Agree stronly
Disgree Agree
INTERPRETATION
From the above graph it is interpreted that for the question Consuming Dabur honey is value
respondents are neutral, 65% respondents are agree and 22% respondents are strongly agree.
51
5.2.3Company offers flexible pricing structure for Dabur honey
1 Strongly Disagree 0 0
2 Disagree 0 0
3 Neutral 5 12
4 Agree 20 50
5 Strongly Agree 15 38
Total 40 100
38
20
15
12
5
0 0 0 0
INTERPRETATION
From the above graph it is interpreted that for the question Consuming Dabur honey is value
respondents are neutral, 50% respondents are agree and 38% respondents are strongly agree.
52
5.2.5Overall analysis and interpretation of price through their Mean and
Table 5.15 Overall analysis of price through their mean and standard deviation
5
4.5 4.175 4.3
3.975 4.1
4
3.5
3
Mean Values
2.5
Standard Deviation
2
1.5
1 0.64847
0.594311 0.549475
0.5 0.357161
0
Price1 Price2 Price3 Price4
Figure5.15 Overall analysis of product through their mean& standard deviation values
INTERPRETATION
From the above graph it is seen that price4is most preferable as consuming Dabur honey is
value for money, followed by price3 affordability and price2 flexible pricing structure, and
least preferred is price1. This means that people do not consider that Dabur prices are better
53
5.3 Place/ Distribution
85
34
12
0 0 0 0 1 3 5
INTERPRETATION
From the above graph it is interpreted that for the question Dabur honey is easily available in
respondents are neutral, 85% respondents are agree and 12% respondents are strongly agree.
This means that most people think Himalaya products are easily available in the local market.
54
5.3.2. Company has large number of retailers of honey products.
52
35
21
13 14
5
0 0 0 0
INTERPRETATION
From the above graph it is interpreted that for the question about number of retailers of
respondents are neutral,52% respondents are agree and 35% respondents are strongly agree
55
5.3.3The distribution of Dabur India Ltd. is strong.
1 Strongly Disagree 0 0
2 Disagree 0 0
3 Neutral 6 16
4 Agree 23 57
5 Strongly Agree 11 27
Total 40 100
57
27
23
16
11
6
0 0 0 0
INTERPRETATION
From the above graph it is interpreted that for the question about strong distribution network
of Dabur India Ltd.0% respondents are strongly disagree, 0% respondents are disagree, 16%
respondents are neutral, 57% respondents are agree and 27% respondents are strongly agree.
56
5.3.4 The product is easily available in online market.
45
42
17 18
13
5
0 0 0 0
INTERPRETATION
From the above graph it is interpreted that for the question ‘Distribution channel should that ,
0% respondents are strongly disagree, 0%The product is easily available in online market
respondents are disagree, 13% respondents are neutral, 42% respondents are agree and 45%
57
5.3.5 Overall analysis and interpretation of place/distribution through their
Table 5.20 Overall analysis of place/distribution through mean and standard deviation
3.5
1.5
1 0.659774 0.757865
0.647975
0.5 0.378932
0
Plce1 Plce2 Plce3 Plce4
Figure 5.20 Overall analysis of place/distribution through mean and standard deviation
INTERPRETATION
From the above graph it is seen that plce3is most preferable because the distribution network
of Dabur honey is very strong, followed by plce1 and plce2 availability and number of
58
5.4Promotion
83
33
7 10
0 0 3 4
0 0
Strongly Disagree Neutral Agree stronly
Disgree Agree
INTERPRETATION
From the above graph it is interpreted that for the question about appealing advertisements,
neutral, 83 % respondents are agree and 10% respondents are strongly agree.
59
5.4.2Word-of-mouth promotion proved successful for the company.
65
26
15 15
2 5 6 6
0 0
Strongly Disagree Neutral Agree stronly
Disgree Agree
INTERPRETATION
From the above graph it is interpreted that for the questionWord-of-mouth promotion proved
successful for the company, 0% respondents are strongly disagree, 5% respondents are
disagree, 15% respondents are neutral, 65% respondents are agree and 15% respondents are
strongly agree.
60
5.4.3 Company regularly advertise in television, newspaper etc.
55
32
22
13
8
2 5 3
0 0
INTERPRETATION
From the above graph it is interpreted that for the question company regularly advertise in
disagree, 8% respondents are neutral, 55% respondents are agree and 32% respondents are
strongly agree.
61
5.4.4 Dabur honey advertisements are informative.
1 Strongly Disagree 0 0
2 Disagree 0 0
3 Neutral 3 8
4 Agree 20 50
5 Strongly Agree 17 42
Total 40 100
20
17
8
0 0 3
0 0
Strongly Disagree Neutral Agree stronly
Disgree Agree
INTERPRETATION
From the above graph it is interpreted that for the question Dabur honey advertisements are
respondents are neutral, 50% respondents are agree and 42 % respondents are strongly agree.
62
5.4.5 Overall analysis and interpretation of Promotion through their Mean
Table 5.25 Overall analysis of promotion through mean and standard deviation
5
4.5 4.3 4.25
4.025 4.15
4
3.5
3
2.5 Mean Values
2 Standard Deviation
1.5
0.919518
1 0.622237 0.588348
0.5 0.226455
0
Promtn1 Promtn2 Promtn3 Promtn4
Figure 5.25 Overall analysis of promotion through mean and standard deviation
INTERPRETATION
From the above graph it is seen that promtn4 is most preferable because the advertisements of
Dabur are very informative, followed by promtn2 and promtn3 which means that word of
mouth promotions are quiet successful for the company and company advertise on almost
regular basis. Least preferred is promtn1 because advertisement of Dabur are not that much
creative.
63
5.5Packaging and Labeling
96
38
0 0 0 0 1 2 1 2
INTERPRETATION
From the above graph it is interpreted that for the question Ingredients on the packaging are
respondents are neutral, 96% respondents are agree and 2% respondents are strongly agree.
64
5.5.2 Packaging of Dabur Honey is attractive.
1 Strongly Disagree 0 0
2 Disagree 0 0
3 Neutral 6 16
4 Agree 23 57
5 Strongly Agree 11 27
Total 40 100
57
27
23
10 11
6
0 0 0 0
INTERPRETATION
From the above graph it is interpreted that for the question Packaging of Himalaya Care
10% respondents are neutral, 46% respondents are agree and 44% respondents are strongly
agree.
65
5.5.3 Brand logo is mentioned in the wrapper.
1 Strongly Disagree 0 0
2 Disagree 0 0
3 Neutral 5 13
4 Agree 23 57
5 Strongly Agree 12 30
Total 40 100
57
30
23
13 12
5
0 0 0 0
INTERPRETATION
From the above graph it is interpreted that for the question about Brand logo is mentioned in the
respondents are neutral, 57% respondents are agree and 27% respondents are strongly agree.
66
5.5.4 All information regarding Dabur honey is available in wrapper.
33
24
13
7
0 0 3
0 0
Strongly Disagree Neutral Agree stronly
Disgree Agree
INTERPRETATION
From the above graph it is interpreted that for the question about information mentioned on
respondents are neutral, 60% respondents are agree and 33% respondents are strongly agree.
67
5.5.5 Overall analysis and interpretation of Packaging and labeling through
Table 5.30 Overall analysis of packaging through mean and standard deviation
5
4.5 4.3 4.25
4.025 4.15
4
3.5
3
2.5 Mean Values
2 Standard Deviation
1.5
0.919518
1 0.622237 0.588348
0.5 0.226455
0
Pckng1 Pckng2 Pckng3 Pckng4
Figure 5.30 Overall analysis of packaging through mean and standard deviation
INTERPRETATION
From the above graph it is seen that pckng4 is most preferable because all the information
regarding Dabur Honey is available on the wrapper, followed by pckng2 i.e. packaging of
Dabur Honey is attractive then pckng3 as brand logo is mentioned on the wrapper and lastly
pckng1.
68
5.6 Brand Image
88
35
10
1 2 4
0 0 0 0
Strongly Disagree Neutral Agree stronly
Disgree Agree
INTERPRETATION
From the above graph it is interpreted that for the question about information mentioned on
respondents are neutral, 88% respondents are agree and 10% respondents are strongly agree.
69
5.6.2 Is Dabur brandeasily recognizable?
65
26
20
15
8 6
0 0 0 0
INTERPRETATION
From the above graph it is interpreted that for the question about information mentioned on
the wrapper, 0% respondents are strongly disagree, 0% respondents are disagree, 20%
respondents are neutral, 65% respondents are agree and 15% respondents are strongly agree.
70
5.6.3 Brand image of Dabur affect overall buying behavior.
57
23 23 20
9 8
0 0 0 0
INTERPRETATION
From the above graph it is interpreted that for the question about information mentioned on
the wrapper, 0% respondents are strongly disagree, 0% respondents are disagree, 23%
respondents are neutral, 57% respondents are agree and 20% respondents are strongly agree.
71
5.6.4 Overall reputation of Dabur India Ltd in market is good.
57
33
23
13
10
0 0 4
0 0
Strongly Disagree Neutral Agree stronly
Disgree Agree
INTERPRETATION
From the above graph it is interpreted that for the question about information mentioned on
the wrapper, 0% respondents are strongly disagree, 0% respondents are disagree, 10%
respondents are neutral, 57% respondents are agree and 33% respondents are strongly agree.
72
5.6.5 Overall analysis and interpretation of brand image through their
Table 5.35 Overall analysis of brand image through mean and standard deviation
4.5 4.225
4.05 4.1 3.975
4
3.5
3
2.5
Mean Values
2
Standard Deviation
1.5
1 0.65974 0.69657
0.590523
0.450071
0.5
0
Brnd1 Bend2 Brnd3 Brnd4
Figure 5.35 Overall analysis of brand image through mean and standard deviation
INTERPRETATION
From the above graph it is seen that brnd2 is most preferable because all the information
regarding Dabur Honey is available on the brand image, followed by brnd3 i.e. overall
reputation of Dabur India Ltd then brnd4 as product trustworthiness is mentioned on the
73
5.7 Customer satisfaction
No. of Respondents
90
36
1 2 8
0 0 3 0 0
INTERPRETATION
From the above graph it is interpreted that for the question, I will recommend Dabur honey
to my friends and family, 8% respondents are strongly disagree that they will not recommend
at all, 2% respondents are disagree, 0% respondents are neutral, 90% respondents are agree
and 00% respondents are strongly agree that they will definitely recommend.
74
5.7.2 I will buy Dabur honey in future.
88
35
7
0 0 0 0 3 2 5
INTERPRETATION
From the above graph it is interpreted that for the question of I will buy Dabur honey in
are neutral, 88% respondents are agree and 5% respondents are strongly agree.
75
5.7.3 I trust the name of Dabur India Ltd as an FMCG company.
Table 5.38 Showing trust the name of Dabur India Ltd as an FMCG company
70
28
15 15
6 6
0 0 0 0
INTERPRETATION
From the above graph it is interpreted that for the question of I trust the name of Dabur India
disagree, 15% respondents were neutral, 70% respondents were agree and 15% respondents
76
5.7.4 Brand Value of Dabur products are high.
25 25
20
10 10
0 0 0 0
INTERPRETATION
From the above graph it is interpreted that for the question of the Brand Value of Dabur
products are high, 0% respondents were strongly disagree, 0% respondents were disagree,
25% respondents were neutral, 50% respondents were agree and 25% respondents were
strongly agree.
77
5.7.5I appreciate the overall marketing of Dabur products.
43
37
20
17 15
8
0 0 0 0
INTERPRETATION
From the above graph it is interpreted that in the question of Overall, I appreciate the overall
disagree, 20% respondents were neutral, 43% respondents were agree and 37% respondents
78
5.7.6 I am satisfied with the availability of Dabur India Ltd products in my city.
53
42
21
17
5
0 0 0 0 2
Figure 5.40 Satisfied with the availability of Dabur India Ltd products
INTERPRETATION
From the above graph it is interpreted that for the question of I am satisfied with the
availability of Dabur India Ltd products in my city,0% respondents were strongly disagree,
0% respondents were disagree, 5% respondents were neutral, 53% respondents were agree
79
5.7.7 Overall analysis and interpretation of consumer buying behavior
through their Mean and Standard deviation
Table 5.41 Overall analysis of consumer buying behavior through mean and standard
deviation
S No. Scale used Mean Values Standard Deviation
1 CS1 3.95 0.38895
5
4.375
4.5 4.075 4.15
3.95 3.925 3.975
4
3.5
3
2.5 Mean Values
2 Standard Deviation
1.5
0.83359
1 0.5767950.693837
0.38895 0.349908 0.385618
0.5
0
CS1 CS2 CS3 CS4 CS5 CS6
Figure 5.41 Overall analysis of consumer buying behavior through mean and standard
deviation
INTERPRETATION
From the above graph it is seen that CS2 is most preferablebecause people will buy if
company increases its prices after that CS4 and CS5 i.e. overall use of Dabur honey is
satisfactory and it is able to perform to the expectation after that CS3 is preferred because its
overall marketing is also good, and CS1 is least preferable because most of the customers will
80
S. Statements Mean
No.
1. I like the Product of Dabur India Ltd. 4.025
2. I prefer Dabur honey because it is good in quality. 4.05
3. I prefer Dabur honey over other honey like patanjali etc. 4.2
4. Dabur honey taste is good. 4.275
5. Dabur honey price is better than other honey. 3.975
6. Price of Dabur honey is affordable. 4.175
7. Using Dabur India is value for money. 4.3
8. Company offer affordable pricing structure of Dabur honey. 4.1
9. Dabur honey is easily available in local market. 4.1
10. Company has large number of retailers of honey products. 4.225
11. The distribution of Dabur Ltd is strong. 4.125
12. The product is easily available in online market. 4.3
13. Dabur honey products advertisements are appealing. 3.95
14. Word-of-mouth promotion proved successful for the company 3.9
15. Company regularly advertise in television, newspaper etc. 4.05
16. Dabur honey advertisements are informative. 4.35
17. .Item use in manufacturing are the packaging are mentioned. 4.3
18. Packaging of Dabur honey is attractive. 4.025
19. Brand logo is mentioned in the wrapper. 4.15
20. Dabur and its product are trustworthy 4.25
21. Is Dabur brand easily recognizable? 4.05
22. Brand image of Dabur affect overall buying behavior. 4.1
23. Over all reputation of Dabur India Ltd in market is good. 3.975
24. I will recommended Dabur honey to my friends and family. 4.225
25. I will buy Dabur honey in future. 3.95
26. I trust the name od the Dabur India Ltd as an FMCG company. 3.925
27. Brand Value of Dabur products are high. 3.975
28. I appreciate the overall marketing of Dabur products. 4.075
29. I am satisfied with the availability of Dabur India Ltd products in my city. 4.375
30. Information regarding Dabur honey is on wrapper. 4.25
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Interpretation of Mean Value
From the above questionnaire and calculated mean score it can be interpreted that with the
highest mean value of 4.1 people are well aware of all the information regarding the product
as it is mentioned in the wrapper. The packaging of Dabur honey is very attractive and is one
of the major driver of peoples purchase intention. Brand logo is considered a lot in a purchase
of Dabur product. Most of the people are health conscious, thus prefer to Dabur honey as
compared to other high calorie Indian products. And lastly strong distribution channel and
informative advertisements of Dabur India Ltd are the major factors customers and driving its
sales.
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CHAPTER- 6
6.1 Findings
Customers prefer Dabur honey because of the brand name of Dabur associated with it
Most of the people are care conscious, thus they prefer to Dabur honey as compared
to other honey.
The packaging of Dabur honey is also very attractive and is one of the major drivers
For maximum number of respondents Dabur honey is affordable and value for money.
Product is easily available in the retail store and its distribution is also strong.
Most of respondents (Approx 78%) are satisfied with the overall use of Dabur
products.
The study reveals that overall Dabur able to perform accordingly customer’s
satisfaction.
6.2 Suggestions
Company should focus more on the packaging of products, it may provide transparent
The company should provide more varieties of the product, it can introduce a new
flavor of honey.
They should focus more on the distribution channel; it should increase the number of
stores. For example in Sagar region there are only four distributors.
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The company may increase the availability of the product by supplying its products to
The company should focus more on competitive strategy, to become No.1 FMCG
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CHAPTER-7
CONCLUSION
7.1 Recommendations
The overall marketing strategy of Dabur India Ltd Products is not good, so company
The Distribution of Dabur honey is not good because Company is not supply of their
products on all retailers of the Sagar city. So company should proper distribution of
Dabur honey.
2. The fact and figures provided in this project report are based on the data collected
from the 40 consumers of Dabur honey, this much small sample may not be the actual
representative of the total population hence there might be chances of having a little
3. The findings of my study may not be accurate because of the time limit.
4. This was one of the most important limitations faced, as it was difficult to read the
customers mind at the time of survey and come at a right conclusion.
5. This study is used random sampling of customer who was willing to respond, there
7.3 Conclusion
According to study it is concluded that on the basis of structured questionnaire most of the
customer are satisfied with Dabur honey but they wanted availability Dabur honey of at every
retail store so that they can purchase easily. They are able to realize the need of the product,
extensive awareness of the product, and suitable information sources of the product. They
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derive characteristics through their experience of the product and make careful study on the
quality of product. They also approach the good product by making suitable purchase
decision. They are able to collect information of the product through television
advertisements. Consumer prefers the product, making the purchasing decision and
expressing the satisfaction level. The consumers have the tendencies to shift brand if not
satisfied with the taste of the product as well as availability in the market.
The findings in the paper show that there are many significant factors that together make up
thebuying decision of the product. Consumer buing behaviour towards a brand is built largely
on the satisfactory value the user receives after paying for the product and the benefits the
This study also helps to give a clearer view of how 5P’s of marketing mix namely as product,
price, place, promotion, packaging plays very important role for the development of Dabur
India Ltd. One of the other important facts I learned during this project was that all the
customers are not same due to complexity of his needs and wants, it is not possible to attract
and retain the entire customer with the same product so company should made some
strategies according to customers groups; like according to age and according to taste and
preferences.
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