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CHAPTER – 1

INTRODUCTION

1.1 Background of Study

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

consumers consuming system itself.

1.2 Motivation for Research

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.

1.4 Outline of the Chapter

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.

1.3.2 Chapter 2 – We discuss about literature review published information in a particular

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

A literature review discusses published information in a particular 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. A summary

is a recap of the important information of the source, but a synthesis is a re-organization, or a

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.

2.2 Customer Buying Behavior towards FMCG Goods

“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

opportunities. (Verma,A.P. and Tiwari,K 2011)

“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.

and Susan, S. 2012)

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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

and Joseph, 2014)

“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.

(Mr. G. Ganesh and Dr. S. Soosai John Rosario, 2015).

“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

and Kesherwani, S 2012)

2.3 Customer Buying Behavior towards Ayurvedic Products

“A Study on Consumer buying behaviour towards DaburAyurvedic Products in Coimbatore

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

be reduce by the manufactures, so that it would increase its usage by the

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

study, a largeportion of the user is satisfied from Daburproducts. Itmay be because of

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.

(Miss RupaliKhanna, 2015).

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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

one hand, consumer appreciates a bargain and is often likely to favor an

economically-priced item. When price of any product vary from time to time then it

influence the Buying Behavior of different customer.

2. Quality of Product - The actual quality of a product is a vital part of a consumer’s

Buying Behavior of a good or service. Quality can or describes any attribute in asset

of characteristics that satisfy or disappoint a consumer, including usability, reliability

and durability. Many times when quality of any product is not so good then it

influences the customer Buying Behavior.

3. Availability of Product - If product is not easily available to the customer at their

place then customer buying behaviour is also influenced.

4. Demand & Supply of goods - Sometimes demand for any product is very high but

Supply is not going according to demand then, consumerbuying behaviour is also

influenced due to change in the level of demand and supply.

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

a consumer feels that he receives exceptional attention when encountering a problem

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

manufacturer chooses to highlight. Depending on the type of product and market,

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different branding messages from tough and reliable to find and luxurious can be

appropriate and effective.

7. Other factors - Other factor like friend’s suggestion, customer taste & preference,

reputation also influences the customer Buying Behavior in very broad sense.

8. Cultural factors -Consumer behavior is deeply influenced by cultural factors, such as

buyer’s culture, subculture and social class.

• 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

different groups, regions or even countries.

• Subculture

Each culture has different subcultures, such as religions, nationalities, geographical

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

needs of a specific geographical group.

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.

organization to which it belongs. For example, a woman working in an organization as

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,

occupation, age, personality and self-esteem.

• 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

example, a marketing manager of an organization is trying to buy business suits, while a

low level worker in the same organization buy-resistant clothing works.

• 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 clients is another factor affecting import buying behavior of consumers.

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

their whole pattern of acting and interacting in the world.

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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

consumers to the product or service.

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

Select, organize and interpret information in a way to produce a meaningful experience of

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.

• Beliefs and Attitudes

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

campaigns in this regard.

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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

research ever conducted focusing on theDabur Honey.

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

don’t find it.

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

unique. Consumerare also associated with value of care and affection.

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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

over a period of several years.

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.

3.2 Introduction of Dabur India Ltd

“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

largest Ayurvedic and Natural Health Care Company.

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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

for fairness bleaches and skin care products.

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

of health care, personal care, Homecare and Foods.

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

“HEALTH AND WELL BEING OF EVERY HOUSEHOULD”

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,

"What is that life worth that cannot give comfort to others."

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

company is committed to product the ecological balance.

3.3 History of Dabur India Ltd

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

produce company's well-known brands namely ChyawanprashJanmaGhuntiAyurvedic Oils

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

Ayurvedic Specialities while the Pharmaceuticals business would include Allopathic

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

million. They launched India's first fruit-flavoured Chyawanprash. DaburChyawanprash was

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

down subsidiary ZekiPlastikImalatiSanayiveTicaretAnonimSirketi merged with another step

down subsidiary - HobiKozmetikImalatSanayiVeTicaretAnonimSirketi. Accordingly

ZekiPlastikImalatiSanayiveTicaretAnonimSirketi ceased to be the company's step down

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

Chyawanprash named RatnaprashSugarFree.

Source:-www.dabur.com

The Dabur India Ltd have been an icon of aspiration and of man's quest to unlock nature's

secrets. They represent purity and lofty ideals.

3.4 Milestones / Achievement

 1884 – Established by Dr. SK Burman Kolkata.

 1896 – First production unit established at Garial.

 1919 – First R & D unit established.

 Early 1900’s – Production of Ayurvedic medicines.

 1940 – Personal Care through Ayurveda.

 1949 – Launched Dabur Chyawanprash in tin pick.

 1979 – Dabur Research foundation set up.

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3.5 Company Details of Dabur India Ltd

3.5.1 Table of Dabur India Ltd Details

Name Dabur India Ltd

Type Public

Founded 1884

Headquarters Ghaziabad Uttar Pradesh, India

Area Served World Wide

Key People Anand Burman (Chairman)

Amit Burman (Vice Chairman)

Products Health Supplements

Website www.dabur.com

Business -Dabur’s product range encompasses health care, personal care, Ayurvedic

specialties and food segments.

Brands –AmlaChyawanprash, Hajmola, LalDantmanjan, Nature Care and Pudin Hara.

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.

Manufacturing facilities are spread across three overseas locations.

Revenue – Turnover of approxRs 76.80 billion (US$1.2 billion)(2016-2017).

3.6 Dabur’sSegments

The segments of Dabur India Ltd Company include:

 Healthcare- lifestyle, oral care, pure herbs, skin etc.

 Wellness- food supplements.

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 Skincare- body care, soaps, toner etc.

 Hair care-hair oils, specialty hair care etc.

 Home Care-Air Freshener, Liquid soap etc.

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3.7 Product line of Dabur India Ltd

Product line of Dabur India Ltd

Dabur India Ltd

Hair Care

• Oils • conditioner • Gel & Wax


• Shampoo • Hair mask • Cream

Oral Care

• Tooth paste • Mouthwash • Denture


adhesive

Skin Care

 Facial bleaches  Face pack  Face scrub


 Body wash

Home Care

 Mosquito  Air freshener  Liquid soap


repellent

Food

 Packaged juices

Figure 3.1: Product line of Dabur India Ltd

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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

competitors. But Dabur’s top selected competitors are:

 Hindustan Unilever Limited: -Hindustan Unilever Limited (HUL) is India's largest

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

consumer products in the areas of pharmaceuticals, cleaning supplies, personal care,

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

Billion in annual net sales (2008 Annual report, A. G. Laffley).

 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

estimated annual retail sales.

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 Colgate PalmoliveGodrej Industries: -The Colgate-Palmolive Company is an

American worldwide consumer products company focused on the production,

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.

23
3.9 Marketing Mix of Dabur India Ltd 5P’s

The company is using marketing mix combination of 5Ps which stands for Price, Product,

Promotion, Pacakging and Place.

5’ps of Marketing Mix Details


Product  Verity
 Quality
 Design
 Brand Name
 Features
 Packaging
Price  List Prices
 Discounts
 Payment period
 Credit Terms
Promotion  Advertising
 Personal selling
 Sales promotion
 Public relations
Place  Channels
 Coverage
 Location
 Inventory
 Transportation
Packaging  Safe Packing
 Fresh Items
 Protected from damages
 Show Ingredients and Brand name

Figure 3.2: Marketing Mix of the Himalaya Drug Company

24
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

out in the eyes of its target audience.

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

convenient to carry. Some products have penetration price.

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

make people aware of the qualities and effects of the product.

Famous Personality endorsements are a big attraction for the customers to relate with the

brand at much higher levels.

25
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

range of solution based herbal products.

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

been a very fruitful part inDabur’sover all business.

Source:-www.dabur.com

3.9.3.2 Social Media Marketing

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

as YouTube with 8K subscribers and microsites.

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

26
promotions and have achieved to place it among the top 3 or 4 brands.Examples: Easily

available on retail shop of different cities.

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.

3.10 What we believe in?

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

honor this trust.

 Accountability: We are accountable both internally to our team and externally to our

stakeholders. Systems and processes help us ensure accountability at every step.

 Fairness: We remain firmly committed to our rules and are guided by our ethics. This

helps us make impartial decisions and treat all parties fairly.

 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

27
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

innovation we pursue. It inspires us to discover new medicines and develop new

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

will experiment and push the boundaries for brandDabur.

3.11 Future Growth

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

average of estimates of analysts polled by CNBC-TV18.

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

percent in Q2FY18 and negative 5 percent in Q3FY17.

28
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

3.12Introduction of Dabur Honey

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

29
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.

Dabur Honey scored the highest in both flavour and aftertaste.

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

energy and health.

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

a preservative in remote locations around the world.

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

troublesome sugar yearnings. Sounds amazing, right?

3.12.1 Key ingredients:

 Honey Makes Excellent Cough "Medicine"

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

as well as a dextromethorphan a common ingredient in over the counter cough medications,

to soothe cough and related sleeping difficulties due to upper respiratory tract infections in

children.

 Honey Can Treat Wounds

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

help fight serious skin infections.

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-

 Developing research design

 Determining the data collection method

 Developing sampling plan

 Conducting field work

4.1.1 Definition of Research.

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

&redefining problems, formulating hypothesis or suggested solutions; collecting ,organizing

&evaluating data; making deductions & reaching conclusion & at last carefully testing the

conclusion to determine whether they fit the formulating hypothesis.

4.3 Research Question

 What is the impact of product on consumer buying behavior level?

 What is the impact of price onconsumer buying behavior level?

32
 What is the impact of place on consumer buying behavior level?

 What is the impact of promotion onconsumer buying behavior level?

 What is the impact of packaging onconsumer buying behavior level?

4.4 Research Objectives

The objective of study is as follows:

 To know the market information about Dabur India Limited.

 To identify the key variables which influence the consumer buying behavior for fast

moving consumer goods.

4.5 Research Hypothesis

A hypothesis can be testing a concept or it can be developed as a result of study.

This research is conducted to address the following hypotheses:

H1: Price has significant impact on consumer buying behaviour.

H2: Product has significant impact onconsumer buying behaviour.

H3: Place have significant impact onconsumer buying behaviour.

H4: Promotion has significant impact onconsumer buying behaviour.

H5: Packaging has significant Impact on consumer buying behaviour.

4.6 Research Design

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

possible to cover the whole universe consisting of all the customers.

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

reflect fairly and accurately the characteristics of the population.

4.6.2Sampling Technique Adopted

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.

4.6.3. Types and Sources of Data

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:

4.6.3.1 Primary Data

Primary data are those which are collected for the first time. Primary data is collected

by framing questionnaires.

4.6.3.2 Secondary Data

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

the researcher. Secondary data sources are as follows:

 Company Reports (Dabur India Ltd.)

 Journal/ Research Paper

 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

Figure 4.1: Proposed Research Model

35
Questionnaire

Department of Business Management


Dr. Hari Singh Gour Central University, Sagar(Madhya Pradesh)

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

1=Strongly Disagree, 2=Disagree, 3= Neutral, 4= Agree, 5= Strongly Agree

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.

2. I will buy Dabur honey in future.


3. I trust the name of Dabur India ltd as an FMCG company.
4. Brand Value of Dabur products are high.
5. I appreciate the overall marketing of Dabur products.
6. I am satisfied with the availability of Dabur India ltd Products in
my city.

Kindly extend your suggestions for further improvement

Part-B
Name (optional): ________________________________________

Gender: Male Female


Age (in years):Up to20 20-30 30-40 and above
Occupation: Student Professional Housewife Service
How you come to know about Dabur honey?
Friends/Relatives Television Retailers/Seller Other

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:-

(A) Area of survey

(B) Type and location of retailers, etc.

38
CHAPTER-5

DATA ANALYSIS AND INTERPRETATION

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,

graphing and searching data. Analysis of data is a process of inspecting, cleaning,

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

has been collected and its analysis and interpretation.

39
Respondents Demographic Profile

Table 5.1 Showing gender of Respondents

Gender No. of Respondents Percentage


Male 12 30
Female 28 70

80
70
70
60
50
40 No. of Responddents
30 28
30 Percentage

20
12
10
0
Male Female

Figure 5.1 Gender of respondents

INTERPRETATION:

Survey conducted includes 12 male respondents and 28 female respondents, which accounts

for 30% and 70% of the total respondents.

40
Table 5.2 Showing different age group of respondents

S. No. Age Number of Respondents Percentage of Respondents


1. Under 18 25 62
2. 18-25 10 28
3. 25-35 03 8
4. 35 & Above 01 2

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

Figure 5.2 Different age group of Respondents

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

2%. Total number of respondents taken into survey is 30.

41
Table5.3: Showing different Occupation of the Respondents:-

S. No. Occupation No. of Respondents Percentage of 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

Figure 5.3 Occupation of respondents

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

S.No. Mode Number of Respondents Percentage of Respondents

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

Figure 5.4 Different mode of knowing about Dabur Honey

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

modes such as newspapers, pamphlets etc.

43
5.1. Product

5.1.1 I like the product of Dabur India Ltd.

Table 5.5like the Product of Dabur India Ltd.

S No. Scale used No. of Respondents Percentage


1 Strongly Disagree 0 0
2 Disagree 0 0
3 Neutral 0 0
4 Agree 37 92
5 Strongly Agree 3 8
Total 40 100

No. of Respondents Percentage of Respondents

92

37

8
0 0 0 3
0 0 0
Strongly Disagree Neutral Agree stronly
Disgree Agree

Figure 5.5 like the Dabur India Ltd.

INTERPRETATION:

From the table and graph above it can be seen that in question number 1, 0% respondents are

strongly disagree,0% respondents are disagree,0% respondents are neutral,92% respondents

are agree and 8% respondents are strongly agree.

44
5.1.2 I Prefer Dabur Honey because it is good in quality.

Table 5.6Showing consumer buying behavior according quality

S No. Scale used No. of Respondents Percentage

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

No. of Respondents Percentage of Respondents


50

35

20
15 14
6
0 0 0 0

Strongly Disagree Neutral Agree stronly


Disgree Agree

Figure 5.6showing consumer buying behaviour according quality

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

and 10 % strongly agree.

45
5.1.3 I prefer Dabur Honey over other honey like patanjali, etc.

Table 5.7Showing consumer buying behavior according calories

S No. Scale used No. of Respondents Percentage

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

No. of Respondents Percentage of Respondents


50

35

20
15 14
6
0 0 0 0

Strongly Disagree Neutral Agree stronly


Disgree Agree

Figure 5.7Showing consumer buying behavior according callories

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.

Table 5. 8 Showing consumer buying behavior according to taste

S No. Scale used No. of Respondents Percentage

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

No. of Respondents Percentage of Respondents


50

37

20
15
8
5
2 3
0 0
Strongly Disagree Neutral Agree stronly
Disgree Agree

Figure 5.8Showing consumer buying behavior according to taste

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

and Standard Deviation values

Table 5.10 Overall analysis of Product through their mean and standard deviation

S No. Scale used Mean Values Standard Deviation

1 Prdt1 4.025 0.276192


2 Prdt2 4.05 0.38895
3 Prdt3 4.2 0.686873
4 Prdt4 4.275 0.715667

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

5.2.1 Dabur Honey price is better than other Honey.

Table 5.11Showing consumer buying behavior price

S No. Scale used No. of Respondents Percentage


1 Strongly Disagree 0 0
2 Disagree 0 0
3 Neutral 3 8
4 Agree 35 87
5 Strongly Agree 2 5
Total 40 100

No. of Respondents Percentage of Respondents

87

35

8
0 0 0 0 3 2 5

Strongly Disagree Neutral Agree stronly


Disgree Agree

Figure 5.11 Showing consumer buying behavior towards price

INTERPRETATION

From the above graph it is interpreted that for the question Dabur Honey price is better than

other honey,0 % respondents are strongly disagree,0% respondents are disagree, 8%

respondents are neutral,87% respondents are agree and 5% respondents are strongly agree.

49
5.2.2 Price of Dabur honey is affordable.

Table 5.12Price of Dabur honey is Affordable

S No. Scale used No. of Respondents Percentage

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

No. of Respondents Percentage of Respondents

63

25 27
10 11
0 0 0 0 4

Strongly Disagree Neutral Agree stronly


Disgree Agree

Figure 5.12Price is affordable of Dabur honey

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.

Table 5.13 Consuming Dabur honey is value for money

S No. Scale used No. of Respondents Percentage


1 Strongly Disagree 0 0
2 Disagree 0 0
3 Neutral 5 13
4 Agree 26 65
5 Strongly Agree 9 22
Total 40 100

No. of Respondents Percentage of Respondents

65

26 22
13
9
0 0 5
0 0
Strongly Disagree Neutral Agree stronly
Disgree Agree

Figure 5.13Consuming Dabur honey is value for money

INTERPRETATION

From the above graph it is interpreted that for the question Consuming Dabur honey is value

for money 0% respondents are strongly disagree, 0% respondents are disagree,13%

respondents are neutral, 65% respondents are agree and 22% respondents are strongly agree.

51
5.2.3Company offers flexible pricing structure for Dabur honey

Table 5.14 Company offers flexible pricing structure

S No. Scale used No. of Respondents Percentage

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

No. of Respondents Percentage of Respondents


50

38

20
15
12
5
0 0 0 0

Strongly Disagree Neutral Agree stronly


Disgree Agree

Figure 5.14 Company offers flexible pricing structure

INTERPRETATION

From the above graph it is interpreted that for the question Consuming Dabur honey is value

for money 0% respondents are strongly disagree, 0% respondents are disagree,12%

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

Standard Deviation values.

Table 5.15 Overall analysis of price through their mean and standard deviation

S No. Scale used Mean Values Standard Deviation

1 Price1 3.975 0.357161

2 Price2 4.175 0.594311

3 Price3 4.3 0.549475

4 Price4 4.1 0.64847

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

than other brands.

53
5.3 Place/ Distribution

5.3.1 Dabur honey is easily available in local market.

Table 5.16showing consumer buying behavior according availability of product

S No. Scale used No. of Respondents Percentage


1 Strongly Disagree 0 0
2 Disagree 0 0
3 Neutral 1 3
4 Agree 34 85
5 Strongly Agree 5 12
Total 40 100

No. of Respondents Percentage of Respondents

85

34

12
0 0 0 0 1 3 5

Strongly Disagree Neutral Agree stronly Agree


Disgree

Figure 5.16showing consumer buying behavior according availability of product

INTERPRETATION

From the above graph it is interpreted that for the question Dabur honey is easily available in

local market, 0% respondents are strongly disagree,0% respondents are disagree, 3%

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.

Table 5.17 Number of retailers

S No. Scale used No. of Respondents Percentage


1 Strongly Disagree 0 0
2 Disagree 0 0
3 Neutral 5 13
4 Agree 21 52
5 Strongly Agree 14 35
Total 40 100

No. of Respondents Percentage of Respondents

52

35

21
13 14
5
0 0 0 0

Strongly Disagree Neutral Agree stronly


Disgree Agree

Figure 5.17Number of retailers

INTERPRETATION

From the above graph it is interpreted that for the question about number of retailers of

Himalaya products, 0% respondents are strongly disagree,0 % respondents are disagree,13%

respondents are neutral,52% respondents are agree and 35% respondents are strongly agree

that company has large number of retailers.

55
5.3.3The distribution of Dabur India Ltd. is strong.

Table 5.18Distribution network

S No. Scale used No. of Respondents Percentage

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

No. of Respondents Percentage of Respondents

57

27
23
16
11
6
0 0 0 0

Strongly Disagree Neutral Agree stronly


Disgree Agree

Figure 5.18 Showingdistribution network

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.

Table 5.19 Distribution channel

S No. Scale used No. of Respondents Percentage


1 Strongly Disagree 0 0
2 Disagree 0 0
3 Neutral 5 13
4 Agree 17 42
5 Strongly Agree 18 45
Total 40 100

No. of Respondents Percentage of Respondents

45
42

17 18
13
5
0 0 0 0

Strongly Disagree Neutral Agree stronly


Disgree Agree

Figure 5.19 Distribution channel

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%

respondents are strongly agree.

57
5.3.5 Overall analysis and interpretation of place/distribution through their

Mean and Standard Deviation values.

Table 5.20 Overall analysis of place/distribution through mean and standard deviation

S No. Scale used Mean Values Standard Deviation


1 Plce1 4.1 0.378932
2 Plce2 4.225 0.65974
3 Plce3 4.125 0.647975
4 Plce4 4.3 0.757865

4.5 4.225 4.3


4.1 4.125
4

3.5

2.5 Mean Values


Standard Deviation
2

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

retailers and least preferred is price1.

58
5.4Promotion

5.4.1 Dabur honey products advertisements are appealing.

Table 5.21Unique and creative advertisements

S No. Scale used No. of Respondents Percentage


1 Strongly Disagree 0 0
2 Disagree 0 0
3 Neutral 3 7
4 Agree 33 83
5 Strongly Agree 4 10
Total 40 100

No. of Respondents Percentage of Respondents

83

33

7 10
0 0 3 4
0 0
Strongly Disagree Neutral Agree stronly
Disgree Agree

Figure 5.21 appealing advertisements

INTERPRETATION

From the above graph it is interpreted that for the question about appealing advertisements,

0% respondents are strongly disagree, 0% respondents are disagree, 7% respondents are

neutral, 83 % respondents are agree and 10% respondents are strongly agree.

59
5.4.2Word-of-mouth promotion proved successful for the company.

Table 5.22Word of mouth promotion

S No. Scale used No. of Respondents Percentage


1 Strongly Disagree 0 0
2 Disagree 2 5
3 Neutral 6 15
4 Agree 26 65
5 Strongly Agree 6 15
Total 40 100

No. of Respondents Percentage of Respondents

65

26
15 15
2 5 6 6
0 0
Strongly Disagree Neutral Agree stronly
Disgree Agree

Figure 5.22 Word of mouth promotions

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.

Table 5.23Regular advertisements

S No. Scale used No. of Respondents Percentage


1 Strongly Disagree 2 5
2 Disagree 0 0
3 Neutral 3 8
4 Agree 22 55
5 Strongly Agree 13 32
Total 40 100

No. of Respondents Percentage of Respondents

55

32
22
13
8
2 5 3
0 0

Strongly Disagree Neutral Agree stronly


Disgree Agree

Figure 5.23 Regular advertisements

INTERPRETATION

From the above graph it is interpreted that for the question company regularly advertise in

television, newspaper etc. 5% respondents are strongly disagree, 0% respondents are

disagree, 8% respondents are neutral, 55% respondents are agree and 32% respondents are

strongly agree.

61
5.4.4 Dabur honey advertisements are informative.

Table 5.24 Informative advertisements

S No. Scale used No. of Respondents Percentage

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

No. of Respondents Percentage of Respondents


50
42

20
17
8
0 0 3
0 0
Strongly Disagree Neutral Agree stronly
Disgree Agree

Figure 5.24 Informative advertisements

INTERPRETATION

From the above graph it is interpreted that for the question Dabur honey advertisements are

informative, 0% respondents are strongly disagree, 0% respondents are disagree, 8%

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

and Standard Deviation values.

Table 5.25 Overall analysis of promotion through mean and standard deviation

S No. Scale used Mean Values Standard Deviation


1 Promtn1 4.3 0.226455
2 Promtn2 4.025 0.919518
3 Promtn3 4.15 0.622237
4 Promtn4 4.25 0.588348

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

5.5.1. Ingredients on the packaging are mentioned.

Table 5.26Ingredients are mentioned on the packaging

S No. Scale used No. of Respondents Percentage


1 Strongly Disagree 0 0
2 Disagree 0 0
3 Neutral 1 2
4 Agree 38 96
5 Strongly Agree 1 2
Total 40 100

No. of Respondents Percentage of Respondents

96

38

0 0 0 0 1 2 1 2

Strongly Disagree Neutral Agree stronly


Disgree Agree

Figure 5.26 Ingredients are mentioned on the packaging

INTERPRETATION

From the above graph it is interpreted that for the question Ingredients on the packaging are

mentioned, 0% respondents are strongly disagree, 0 % respondents are disagree, 2%

respondents are neutral, 96% respondents are agree and 2% respondents are strongly agree.

64
5.5.2 Packaging of Dabur Honey is attractive.

Table 5.27 Attractive packaging

S No. Scale used No. of Respondents Percentage

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

No. of Respondents Percentage of Respondents

57

27
23

10 11
6
0 0 0 0

Strongly Disagree Neutral Agree stronly


Disgree Agree

Figure 5.27 Attractive packaging

INTERPRETATION

From the above graph it is interpreted that for the question Packaging of Himalaya Care

Mouthwash is attractive, 0% respondents are strongly disagree, 0% respondents are disagree,

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.

Table 5.28 Showing consumer buying behavior according customer

S No. Scale used No. of Respondents Percentage

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

No. of Respondents Percentage of Respondents

57

30
23
13 12
5
0 0 0 0

Strongly Disagree Neutral Agree stronly


Disgree Agree

Figure 5.28 Showing consumer buying behavior according customer

INTERPRETATION

From the above graph it is interpreted that for the question about Brand logo is mentioned in the

wrapper, 0% respondents are strongly disagree, 0% respondents are disagree, 13%

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.

Table 5.29 Information mentioned on the packet

S No. Scale used No. of Respondents Percentage


1 Strongly Disagree 0 0
2 Disagree 0 0
3 Neutral 3 7
4 Agree 24 60
5 Strongly Agree 13 33
Total 40 100

No. of Respondents Percentage of Respondents


60

33
24
13
7
0 0 3
0 0
Strongly Disagree Neutral Agree stronly
Disgree Agree

Figure 5.29 Information mentioned on the packet

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, 7%

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

their Mean and Standard Deviation values.

Table 5.30 Overall analysis of packaging through mean and standard deviation

S No. Scale used Mean Values Standard Deviation


1 Pckng1 4.3 0.226455
2 Pckng2 4.025 0.919518
3 Pckng3 4.15 0.622237
4 Pckng 4 4.25 0.588348

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

5.6.1 Dabur and its products are trustworthy.

Table 5.31 showing product trustworthiness

S No. Scale used No. of Respondents Percentage


1 Strongly Disagree 0 0
2 Disagree 1 2
3 Neutral 0 0
4 Agree 35 88
5 Strongly Agree 4 10
Total 40 100

No. of Respondents Percentage of Respondents

88

35

10
1 2 4
0 0 0 0
Strongly Disagree Neutral Agree stronly
Disgree Agree

Figure 5.31showing product trustworthiness

INTERPRETATION

From the above graph it is interpreted that for the question about information mentioned on

the wrapper, 0% respondents are strongly disagree, 2% respondents are disagree, 0%

respondents are neutral, 88% respondents are agree and 10% respondents are strongly agree.

69
5.6.2 Is Dabur brandeasily recognizable?

Table 5.32 showing brand easily recognizable

S No. Scale used No. of Respondents Percentage


1 Strongly Disagree 0 0
2 Disagree 0 0
3 Neutral 8 20
4 Agree 26 65
5 Strongly Agree 6 15
Total 40 100

No. of Respondents Percentage of Respondents

65

26
20
15
8 6
0 0 0 0

Strongly Disagree Neutral Agree stronly


Disgree Agree

Figure 5.32showing brand easily recognizable

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.

Table 5.33 showing overall buying behavior

S No. Scale used No. of Respondents Percentage


1 Strongly Disagree 0 0
2 Disagree 0 0
3 Neutral 9 23
4 Agree 23 57
5 Strongly Agree 8 20
Total 40 100

No. of Respondents Percentage of Respondents

57

23 23 20

9 8
0 0 0 0

Strongly Disagree Neutral Agree stronly


Disgree Agree

Figure 5.33showing overall buying behavior

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.

Table 5.34 showing reputation of Dabur India Ltd in market

S No. Scale used No. of Respondents Percentage


1 Strongly Disagree 0 0
2 Disagree 0 0
3 Neutral 4 10
4 Agree 23 57
5 Strongly Agree 13 33
Total 40 100

No. of Respondents Percentage of Respondents

57

33
23
13
10
0 0 4
0 0
Strongly Disagree Neutral Agree stronly
Disgree Agree

Figure 5.34showing reputation of Dabur India Ltd in market

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

Mean and Standard Deviation values.

Table 5.35 Overall analysis of brand image through mean and standard deviation

S No. Scale used Mean Values Standard Deviation


1 Brnd1 4.05 0,450071
2 Brnd2 4.1 0.590523
3 Brnd3 3.975 0.65974
4 Brnd 4 4.225 0.619657

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

market and lastly brnd1.

73
5.7 Customer satisfaction

5.7.1 I will recommend Dabur honey to my family and friends.

Table 5.36Showing recommendation to friends and family

S No. Scale used No. of Respondents Percentage


1 Strongly Disagree 0 0
2 Disagree 1 2
3 Neutral 3 8
4 Agree 36 90
5 Strongly Agree 0 0
Total = 40 100

No. of Respondents

90

36

1 2 8
0 0 3 0 0

Strongly Disagree Neutral Agree stronly


Disgree Agree

Figure 5.36 Showing recommendations to family and doctor

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.

Table 5.37Buy Dabur honey in future.

S No. Scale used No. of Respondents Percentage


1 Strongly Disagree 0 0
2 Disagree 0 0
3 Neutral 3 7
4 Agree 35 88
5 Strongly Agree 2 5
Total 40 100

No. of Respondents Percentage of Respondents

88

35

7
0 0 0 0 3 2 5

Strongly Disagree Neutral Agree stronly


Disgree Agree

Figure 5.37 Buy Dabur honey in future.

INTERPRETATION

From the above graph it is interpreted that for the question of I will buy Dabur honey in

future,2% respondents are strongly disagree, 0% respondents are disagree, 7% respondents

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

S No. Scale used No. of Respondents Percentage


1 Strongly Disagree 0 0
2 Disagree 0 0
3 Neutral 6 15
4 Agree 28 70
5 Strongly Agree 6 15
Total 40 100

No. of Respondents Percentage of Respondents

70

28
15 15
6 6
0 0 0 0

Strongly Disagree Neutral Agree stronly


Disgree Agree

Figure 5.38Showingtrust the name of Dabur India Ltd as an FMCG company

INTERPRETATION

From the above graph it is interpreted that for the question of I trust the name of Dabur India

Ltd as an FMCG company, 0% respondents were strongly disagree, 0% respondents were

disagree, 15% respondents were neutral, 70% respondents were agree and 15% respondents

were strongly agree.

76
5.7.4 Brand Value of Dabur products are high.

Table 5.39 Showing Brand Value of Dabur products are high

S No. Scale used No. of Respondents Percentage


1 Strongly Disagree 0 0
2 Disagree 0 0
3 Neutral 10 25
4 Agree 20 50
5 Strongly Agree 10 25
Total 40 100

No. of Respondents Percentage of Respondents


50

25 25
20

10 10

0 0 0 0

Strongly Disagree Neutral Agree stronly


Disgree Agree

Figure 5.39Showing Brand Value of Dabur products are high

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.

Table 5.40 showing appreciation the overall marketing of Dabur products

S No. Scale used No. of Respondents Percentage


1 Strongly Disagree 0 0
2 Disagree 0 0
3 Neutral 8 20
4 Agree 17 43
5 Strongly Agree 15 37
Total 30 100

No. of Respondents Percentage of Respondents

43
37

20
17 15
8
0 0 0 0

Strongly Disagree Neutral Agree stronly


Disgree Agree

Figure 5.40 showing appreciation the overall marketing of Dabur products

INTERPRETATION

From the above graph it is interpreted that in the question of Overall, I appreciate the overall

marketing of Dabur products, 0% respondents were strongly disagree, 0% respondents were

disagree, 20% respondents were neutral, 43% respondents were agree and 37% respondents

were strongly agree.

78
5.7.6 I am satisfied with the availability of Dabur India Ltd products in my city.

Table 5.41Satisfied with the availability of Dabur India Ltd products

S No. Scale used No. of Respondents Percentage


1 Strongly Disagree 0 0
2 Disagree 0 0
3 Neutral 2 5
4 Agree 21 53
5 Strongly Agree 17 42
Total 40 100

No. of Respondents Percentage of Respondents

53
42

21
17

5
0 0 0 0 2

Strongly Disagree Neutral Agree stronly


Disgree Agree

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

and 42% respondents were strongly 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

2 CS2 3.925 0.349908


3 CS3 3.975 0.576795
4 CS4 4.075 0.693837
5 CS5 4.15 0.83359
6. CS6 4.375 0.385618

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

not recommend it to their friends and relatives.

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

81
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.

82
CHAPTER- 6

FINDINGS AND SUGGESTIONS

6.1 Findings

 Customers prefer Dabur honey because of the brand name of Dabur associated with it

and its quality is also good.

 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

of peoples purchase intention.

 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.

 Dabur products advertisement are creative unique and informative.

 Most of respondents (Approx 78%) are satisfied with the overall use of Dabur

products.

 Most of the customer wants to order the product via online.

 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

packing it may build up peoples trust.

 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.

83
 The company may increase the availability of the product by supplying its products to

small retail shops.

 The company should focus more on competitive strategy, to become No.1 FMCG

Company in the near future.

 Respond, there for the findings can’t be generalized universally.

84
CHAPTER-7

CONCLUSION

7.1 Recommendations

 The overall marketing strategy of Dabur India Ltd Products is not good, so company

should improve their marketing strategy.

 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.

7.2 Limitation of the study

1. This study is limited to only Sagar city only.

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

differences from the actual.

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

for the findings can’t be generalized universally.

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

85
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

user looks for.

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.

86
REFERENCES

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