“DETERMININ THE CONSUMER SATISFACTION FOR XPERT BAR IN COMPARISION TO VIM BAR”

PREFACE

A project provides the most natural condition under which students can learn and
get success in solving the problems of their day-to-day activities. It helps a
student to learn, to improvise, to intent, to experiment, to find knowledge in all
possible ways and to translate that knowledge into action. It is a scientific
method of imparting knowledge based on principles of practical experiences and
creative activities.
With the growth of rapid industrialization, the need of management is felt
everywhere. Management, in the modern times primarily means handling men, machine,
money and material in the most optimum manner.
To introduce this practical aspect of management education a Project Research
Report is obligatory requirement for the partial fulfillment of M.B.A. degree at
IEC College of Engineering and Technology, Greater Noida. Our project was
“Determining the consumer satisfaction for Xpert bar (ghari products) in
comparison to VIM bar.” The research is conducted in Kanpur City.

ACKNOWLEDGEMENT

At the very out set, I would like to express my deep sense of gratitude to Mr.
Shakti Prakash Lecturer, I E C COLLEGE OF ENGINEERING AND TECHNOLOGY GREATER
NOIDA was kind enough to help me and by his continuous guidance I could gather
versatile information and knowledge about different aspects of the project. I am
also grateful to our Director Mr. Nisar Ahmad who has always been a source of
strength and motivation for all of us.

I would like to express my deep gratitude to Mr. SANDEEP SHARMA who provided me
with the opportunity to undergo the summer training in the organization of such
high repute, and guided us at every step.
I would also like to thank my faculty members, friends and family members for all
their unconditional support.

(RAJJAN PRASAD)
MBA III Semester
IEC College of Engineering and Technology
Greater Noida Roll No. 0809070041

TABLE OF CONTENT

1. PREFACE
2. ACKNOWLEDGEMENT
3. SOAP & DETERGENT INDUSTRY PROFILE
4. COMPANY PROFILE
5. PRODUCT PROFILE
6. INTRODUCTION TO TOPIC
7. RESEARCH – AN OVERVIEW
8. RESEARCH METHODOLOGY
9. ANALYSIS & INTERPRETATION OF DATA.
10. FINDINGS
11. SUGGESTIONS
12. LIMITATIONS OF STUDY
13. SWOT ANALYSIS
14. CONCLUSION
15. QUESTIONNAIRE

INDUSTRIAL PROFILE
Industry Overview
The soap and detergent manufacturing industry includes about 700 companies with
combined annual revenue of $17 billion. Major companies in the consumer sector
include divisions of Procter & Gamble (P&G); Unilever; and Dial. Major companies
in the commercial sector include divisions of Ecolab and US Chemical. The industry
is highly concentrated: the top 50 companies hold almost 90 percent of the market.
Competitive Landscape
Population growth, particularly households with children, drives demand in the
consumer sector, while economic growth drives demand in the commercial sector. The
profitability of individual companies depends on efficient operations and
effective sales and marketing. Large companies have scale advantages in
purchasing, manufacturing, distribution, and marketing. Small companies can
compete effectively by offering specialized products, providing superior customer
service, or serving a local market. The industry is capital-intensive: average
annual revenue per worker is over $700,000. The industry is about evenly split
between the consumer and commercial segments. Both segments are highly
competitive, with large companies spending millions to maintain market share.
Products, Operations & Technology
Major products include laundry detergent, soap, dishwashing detergent, and
toothpaste. Laundry detergent accounts for 40 percent of industry revenue, soap
for 20 percent, and dishwashing detergent for 15 percent.

Raw materials include surfactants, solvents, phosphates, silicates, alkalis,

salts, and perfumes. Suppliers include major chemical manufacturers like Shell
Chemical and Dow. P&G has a separate business unit that manufactures key chemicals
as part of a global supply network. Packaging is about 20 percent of product
costs, and includes bags, boxes, bottles, tubes, and labels.

Companies may rely on or provide third-party contract manufacturing services.

Large companies may own multiple plants, including many facilities outside the US.

Soap and detergent manufacturing is highly automated, and involves significant

capital investment in plants and equipment. Computers control production equipment
and inventory management. Many companies use electronic data interchange (EDI) to
optimize the purchasing process. Due to the high level of automation, the average
plant has fewer than 20 employees.
R&D involves creating, testing, and improving product formulation, and evaluating
environmental compatibility. Technological advances have reduced the amount of
product needed, thereby reducing the amount of packaging. Micro encapsulation
technology allows manufacturers to deliver unstable ingredients, like vitamin C,
through soap to the skin. Manufacturers also test new enzymes and bleaches that
improve the efficacy of products.
Laundry Soap

Soaps are salt of the fatty acids or mixtures of such salts. Their are two kinds
of soaps namely water-soluble and water insoluble. Soaps are prepared either by
neutralizing the preformed fatty acid with alkalis or by direct Specification of a
fat or mixture of fats most popular surfactant that finds applications in
household sector as well as in industrial sector. However, as far as demand is
concerned household applications are clearly dominating partners. The demand for
laundry soap is increasing day by day. There is very good scope for new
investment. You can launch of this units.

Plant capacity: 2 Tonnes/Day Plant & machinery: Rs. 11.2 Lakhs

Working capital: Rs. 23.0 Lakhs T.C.I: Rs. 60.4 Lakhs
Return: 33.99% Break even: 62.70%

Information
• One Lac / Lakh / Lakhs is equivalent to one hundred thousand (100,000)
• One Crore is equivalent to ten million (10,000,000)
• T.C.I is Total Capital Investment

Toilet Soap

In the modern society due to awareness towards the hygiene, Toilet soap has how
become the necessity of life. Urbanization and development to tourism industry has
led to both increase in demand and improvement in the product quality. New
technologies have also contributed their bit in the development process. As a
result today the markets are flooded with a variety of soaps varying in both
physical and functional attributes. Various types of soaps available can broadly
be categorized into three categories namely perfumed soap, carbolic soaps and
medicated soaps. There is a tremendous scope for production in both of small and
large scale due to the exponential growth of soap demands. The new entrepreneur
can invest in this project.

Plant capacity: 1000 Kegs/Day Plant & machinery: Rs. 7.40 Lakhs
Working capital: Rs. 37.88 Lakhs T.C.I: Rs. 75.53 Lakhs
Return: 4941.00% Break even: 4034.00%

Information
• One Lac / Lakh / Lakhs is equivalent to one hundred thousand (100,000).
• One Crore is equivalent to ten million (10,000,000).
• T.C.I is Total Capital Investment.
Detergent Cake & Washing Powder
Detergent is complete washing or cleaning products. The synthetic detergent
industry is one of the largest chemical process industries. Some important uses of
detergent cake and powder are in hand soaps and shampoo; special protective
creams, like cold creams, varnishing creams; cosmetics; cleaning of glass, metal
painted surfaces; washing and treatment of food; household washing; removal of
gelatin films; making antiseptic soaps etc. Detergent is doing an infinitely
superior job of cleaning. Present demand for detergent is 29,25,000 tones while
that of soap is 12,55,000 tones. This industry has vast resources for earning
profit and is a good investment policy for entrepreneurs.

Plant capacity: 600 Kgs/ Day Plant & machinery: Rs. 2.98 Lakhs
Working capital: Rs. 11.81 Lakhs T.C.I: Rs. 27.19 Lakhs
Return: 35.06% Break even: 55.03%

Information
• One Lac / Lakh / Lakhs is equivalent to one hundred thousand (100,000)
• One Crore is equivalent to ten million (10,000,000)
• T.C.I is Total Capital Investment

Cleaning Powder for Utensils

The powder commonly employed for the cleaning of household utensils is known as
utensils cleaning powder. It is available in the market in various trade names
such as Vim, Biz etc. The manufactures of utensils cleaning powder is very simple
and involves only mixing in proper quantity as given in formulation. There are
hundreds of small-scale units manufacturing cleaning powder and Govt. of India has
reserved if for small or tiny units. There is no good market for sub-standard
product, as it is available in plenty in the market. Of course, there is a heavy
demand of good quality utensils cleaning powder.

Plant capacity: 800 Bags/Day Plant & machinery: Rs. 6.2 Lakhs
Working capital: Rs. 19.5 Lakhs T.C.I: Rs. 33.3 Lakhs
Return: 52.69% Break even: 46.53%

Information
• One Lac / Lakh / Lakhs is equivalent to one hundred thousand (100,000)
• One Crore is equivalent to ten million (10,000,000)
• T.C.I is Total Capital Investment

Liquid Detergent

When detergent is mentioned, the cake, bar or powder usually comes to mind. For
small manufacturers, the best advice on making liquid detergents is to purchase an
intermediate dodecyl benzene sulphonic acid (DDBSA) better known as acid slurry
from primary producers. Liquid detergents, which actually proceeded powders, are
used mainly for fine wash and dish washing. It can undoubtedly be said that liquid
detergents are an important part of today’s cleanser markets of developed
countries. In India, liquid detergent is still under development stage, except
that is used in large quantities in textile mills for wet processing for textile
goods. There are few organized and many unorganized sectors engaged in the
manufacturing of liquid detergent. It has got good market over solid detergent. So
it can be concluded that few entrepreneurs may enter in this fields.

Plant capacity: 400 Kgs/Day Plant & machinery: Rs. 14.60 Lakhs
Working capital: Rs. 16.53 Lakhs T.C.I: Rs. 60.64 Lakhs
Return: 26.03% Break even: 60.43%

Information
• One Lac / Lakh / Lakhs is equivalent to one hundred thousand (100,000)
• One Crore is equivalent to ten million (10,000,000)
• T.C.I is Total Capital Investment.
Soap Coated Paper
This product is handy and cheap and has versatile application. It is useful during
traveling as one can carry in his pocket and after use it can be discarded. Being
a hand and portable item, its popularity is grate and as it is cheap, common man
can afford it. There are a limited number of manufacturers producing this product
and there be greater through proper advertisement. Hence its market potential is
prosperous and a new entrepreneur can go in for this trade as it has great scope
for a bright future.

Plant capacity: 90 Kgs /Day Plant & machinery: Rs. 3.60 Lakhs
Working capital: Rs. 6.11 Lakhs T.C.I: Rs. 18.20 Lakhs
Return: 40.83% Break even: 53.47%

Information
• One Lac / Lakh / Lakhs is equivalent to one hundred thousand (100,000).
• One Crore is equivalent to ten million (10,000,000).
• T.C.I is Total Capital Investment.

COMPANY PROFILE

The Group
________________________________________
The leading brand “GHARI” and some other brands in the detergent segment were
earlier owned by KTC Private Limited, the marketing company of the group. The
company has been merged with Leayan Overseas Private Limited; another group
company engaged in the manufacturing and marketing of leather shoes under the
brand name of “RED CHIEF” and finished leather. Pursuant to the Scheme of
amalgamation becoming effective, the name of the company has been changed to
“Ghari Industries Private Limited”. The activities of the merged entity are now
broadly into two segments, the marketing and trading of Ghari detergent
cake/detergent powder and manufacturing and marketing of leather shoes and
finished leather.
Rohit Surfactants Private Limited-Company does the manufacturing and trading of
detergents, toilet soaps and other FMCG products.
Poonam Developers & Infrastructure India Private Limited-This Company is involved
in the business of construction and real estate.
Calcutta Detergents Private Limited-This Company does activities of manufacturing
and trading of detergents. All the Companies are under the supervision and control
of the same management, thereby making its recognition as the “GHARI GROUP”. We
have a very strong market presence in major parts of India, however some parts had
been left untouched hitherto. Steps are being taken to strengthen and increase our
already strong dealer network of 2500 dealers, so that we are able to penetrate
those markets where we have little or no presence. By the next two to three years,
we hope to have a significant share of the Indian Detergent market. Initiatives
are being taken to set up modernized units in order to meet the growing consumer
demand for our products and fulfill the age-old adage of ‘value for money’.

Last but not the least, it is the dedicated and loyal workforce of the group which
has helped the Ghari group to reach such a leading market position. We try to
create a work environment, which is employee friendly & soothing. This approach
has been of great value in the retention of our employees, and is evident from a
very low employee turnover rate of less than 1%.
The ultimate destination of the group is healthy industrial and economic growth
and to honors its commitments towards the nation & society.

The Ghari Group

________________________________________
Ghari Detergents brand is one of the fastest growing in the stagnant FMCG market.
The Ghari Group, in spite of such competition, is making great strides in the
Indian Detergent Industry and is currently ranked as third largest brand in its
category with more than 16% market share (approx.) and is striving to better its
position by constant endeavor.
With the passage of time, by adopting latest technology and using premium quality
raw material, it developed a product under the brand name ‘GHARI’ to the liking of
the masses and achieved a group turnover of more than Rupees 1000 Crores in the
financial year 2006-07, continuing with an average growth rate of 15 to 20%.

HIERARCHIAL STRUCTURE OF GHARI

INDUSTRIES
Board of Directors
________________________________________

NAME ESIGNATION

1. Shri Murli Dhar Chairman & Managing Director

2. Shri Bimal Kumar Managing Director
3. Shri Manoj Gyanchandani Director
4. Shri Rahul Gyanchandani Director
5. Shri Rohit Gyanchandani Director
6. Shri Bansi Lal Director
7. Shri Tara Chand Director
8. Dr. R.P. Singh Director

PROFILE OF THE PROMOTERS

Late Dayal Das initiated the group as a small family business. It is said that
knowledge and expertise comes from experience. It was his individual efforts and
dedication that laid the foundation on which the empire of “Ghari” group has been
build up within a span of three decades. He was a firm believer of an age old
adage “Value for Money”. His contribution to the success of the group is
unparalleled.
Mr. Murli Dhar

The contribution of Mr. Murli Dhar, Chairman & Managing Director to the brand
building of the “GHARI” detergents is recognized and a well-established truth. He
joined the family business of his father Late Dayal Das and with his vision and
strong dedication gave the family business the shape of a corporate. His
experience of more than 30 years in this industry has helped the group to grow
further and explore new heights.

Mr. Bimal Kumar

Mr. Bimal Kumar, backed by a wide and rich experience of around 25 years. Taking
care of the day-to-day affairs of the group and efficiently managing the
intricacies of business is his forte. His contribution to the Human Resource
Development in the group has been enormous and his media and advertisement
strategy has proved to be supered efficient in terms of sales response.
Mr. Manoj Kumar

Joined the business at a very young age with the vision to diversify and venture
into the leather industry, he completed his professional training in leather and
footwear designing from Italy and other European countries. Leayan Overseas
Private Limited (now Ghari Industries Private Limited) commenced its production in
may 1997.Leather business is having two manufacturing facilities one at Kanpur and
other at Haridwar. The Company is manufacturing leather shoes under the
prestigious brand name of “Red Chief”.
Other than the Leather & Footwear Division he is also making foray in ‘Retail
Business’ and involved in day-to-day affairs and decision making of the entire
group.

Mr. Rahul Gyanchandani

For a young blood inception Mr. Rahul Gyanchandani has been appointed on the Board
to utilize his innovative and creative abilities for future growth of the Group.
It is his vision of backward integration, which is leading to competitive
advantage, which is difficult for others to achieve. A manufacturing unit at
Jhansi, for the manufacturing of Aplha Olephin Sulphonate, a raw material for
manufacturing of detergents has been established under his guidance. To cater to
the requirements of the packaging material for detergent business, a manufacturing
unit of packaging material has been established at Greater Noida under his able
guidance.
Mr. Rohit Gyanchandani
The young and dynamic Director incepted on the Board. The massive advertising and
marketing strategies have been planned and monitored under his able guidance. His
brief stint at the New Delhi market has helped him to gain first hand experience
of the detergent market conditions. The renewed efforts of the group in terms of
product development and market research to find possible market gaps in the
detergent industry can be traced to his firm belief in core competence.

Group Vision & Outlook

________________________________________
Ghari group has diversified into other businesses with firm foot in leather, wind
energy, construction, and toilet soap.
With a view to backward integration of raw materials (Alpha olefin suffocates,
optical brightener and integrated packaging unit for captive consumption) the
group has allocated rupees 50 crores for this purpose and has managed its funding
with its internal accruals and borrowing from financial institution. Rupees 35
crores approx. has already been invested.
The group with its commitment to quality control to utmost level has setup a fleet
of tankers and trailers to stop adulteration and to manage its logistics more
efficiently and cost effectively.
To avoid double taxation and transport cost group has established their production
units and depots in different locations across the country.

Growth of Group Sales since Ingress into Detergents

(Rupees in Crores)

TURNOVER
(Rupees in Crores)

PROFITABILITY
(Net Profit before Interest, Depreciation and Tax)
(Rupees in Crores)

NET WORTH
(Rupees in Crores)
Future Expansion Plans

Detergent Business-

Keeping in line with its expansion programme, another detergent manufacturing

unit of the Company has been established at Roorkee, Uttaranchal. The commercial
production from the said unit has commenced in June 2007. The unit has been
established with an installed capacity of 1,50,000 MT per annum and a capital
outlay of Rs. 20 Crores (approx.). The unit shall be enjoying 100% exemption from
the Income tax for the first five (5) years and 30% in the next five (5) years in
addition to the exemption from Excise duty for ten (10) years.

Another manufacturing unit is proposed to be established at Aurangabad in the

state of Maharashtra. Land has already been acquired and civil construction
commenced. The unit is being established with an installed capacity of 90,000 MT
per annum and a capital outlay of Rs. 12 Crores (approx). It is expected that the
said unit shall commence production in March/ April 2008.

One more manufacturing unit is proposed to be established at Raipur in the state

of Chhattisgarh with an installed capacity of 90,000 MT per annum and a capital
outlay of Rs. 12 Crores (approx). Land has already been acquired and civil
construction commenced. The unit is expected to commence production in July/
August 2008.

Within next 2 years, it is also proposed to establish detergent manufacturing

units at Patna (Bihar) and Varanasi (Uttar Pradesh). These units shall be
established with a capital outlay of Rs. 15 Crores (approx.) each and installed
capacity of these units shall be 90,000 MT per annum respectively. These units are
expected to commence commercial production in June 2009.

The Group is also planning to expand its manufacturing activities in the state of
Gujarat and for that purpose land has already been acquired at Ahmedabad to
establish detergent manufacturing unit to meet the increasing demand of Company’s
products in the State of Gujarat and nearby areas. With in next 2-3 year the
groups installed capacity of detergents would cross 800000 MT/PA.

Contact Details
________________________________________
Registered Office
 Address 117/H-2/202, Pandu Nagar, Kanpur-208005, Uttar Pradesh
Telephone No. +91-512-3945703, 3945705,
+91-512-3094204, 3945708-10
Fax No. +91-512-2241707, 2295576
Head Office
Address 122/ 623, Shastri Nagar, Kanpur–208005
Telephone No. +91-512 – 3205834, 3205835, 3205836
Fax No. +91-512 - 2242581
Corporate Office
Address 3rd Floor, C –1,2, and 3, Netaji Subhash Place, Wazirpur District
Center, New Delhi – 110 034.
Telephone No. + 91 –11- 27351856, 27353193
Fax No. +91- 11- 27351856
Website
www.gharidetergent.com

E-mail
info@gharidetergent.com

info@ktcpl.net

PROJECT PROFILE

Ghari Detergent Cake

________________________________________

Sizes MRP
350g : Rs. 15.00
220g : Rs. 10.00
160g : Rs. 07.00
110g : Rs. 05.00
65g : Rs. 03.00
45g : Rs. 02.00

ANNUAL SALES DATA

 YEAR
SALES
( in Tonnes)

2006--07
169532

2007--08
192519

Ghari Detergent Powder

________________________________________
Sizes MRP
1Kg : Rs. 36.00
525g : Rs. 20.00
255g : Rs. 10.00
110g : Rs. 05.00
17g : Rs. 01.00

ANNUAL SALES DATA

YEAR
SALES
( in Tonnes)

2006--07
330398

2007--08
355339

Premium Detergent
________________________________________
Sizes MRP
1Kg : Rs. 80.00
500g : Rs. 40.00
75g : Rs. 05.00
22g : Rs. 02.00
12g : Rs. 01.00
ANNUAL SALES DATA

YEAR
SALES
( in Tonnes)

2006--07
1664

2007--08
1479

Premium Detergent
________________________________________
Sizes MRP
370g : Rs. 17.00
250g : Rs. 12.00
205g : Rs. 10.00
100g : Rs. 05.00

ANNUAL SALES DATA

YEAR
SALES
( in Tonnes)

2006--07
1126

2007--08
4494

Bathing Soap
________________________________________

Sizes MRP
100g : Rs. 10.00
45g : Rs. 05.00

INTRODUCTION
TOPIC

Defining Consumer Satisfaction

A review of the existing literature indicates a wide variance in the definitions

of satisfaction. The lack of a consensus definition limits the contribution of
Consumer satisfaction research. Without a uniform definition of satisfaction,
researchers are unable to select an appropriate definition for a given context;
develop valid measures of satisfaction; and/or compare and interpret empirical
results. Consumer satisfaction researchers have contended that these problems are
pervasive and important (Gardial, Clemons, Woodruff, Schumann, and Burns 1994;
Peterson and Wilson 1992; Yi 1990). This research will:

1. Suggest a definitional framework of consumer satisfaction based on

commonalities in the literature and the views of consumers.

2. Discuss how this framework can be used to develop a definition of satisfaction

to accommodate different contextual settings.

3. Ensure that our definitions of satisfaction are consistent with consumers'

views. This is critical since, ultimately, we must understand consumers’ meanings
of satisfaction and consumers must understand what we mean when we use the term,
satisfaction.
The Literature and Consumer Views of Satisfaction - While the literature contains
significant differences in the definition of satisfaction, all the definitions
share some common elements. When examined as a whole, three general components can
be identified:
1) Consumer satisfaction is a response (emotional or cognitive)

2) The response pertains to a particular Focus (expectations, product, consumption

experience, etc.)

3) The response occurs at a particular time (after consumption, after choice,

based on accumulated experience, etc).

Consumer responses followed a general pattern similar to the literature.

Satisfaction was comprised of three basic components, a response pertaining to a
particular focus determined at a particular time.

Response: Type and Intensity - Consumer satisfaction has been typically

conceptualized as either an emotional or cognitive response. More recent
satisfaction definitions concede an emotional response. The emotional basis for
satisfaction is confirmed by the consumer responses. 77.3% of group interview
responses specifically used affective responses to describe satisfaction and 64%
of the personal interviewees actually changed the question term "satisfaction" to
more affective terms. Both the literature and consumers also recognize that this
affective response varies in intensity depending on the situation. Response
intensity refers to the strength of the satisfaction response, ranging from strong
to
Weak. Terms such as, "like love," "excited," "euphoria," "thrilled," "very
satisfied," "pleasantly surprised," "relieved," "helpless," "frustrated,"
"cheated," "indifferent," "relieved," "apathy," and "neutral" reveal the range of
intensity. In sum, the iterature and consumers both view satisfaction as a summary
affective response of varying intensity.

Focus of the Response - The focus identifies the object of a consumer’s

satisfaction and usually entails comparing performance to some standard. This
standard can vary from very specific to more general standards. There are often
multiple foci to which these various standards are directed including the product,
consumption, purchase decision, salesperson, or store/acquisition. The
determination of an appropriate focus for satisfaction varies from context to
context. However, without a clear focus, any definition of satisfaction would have
little meaning since interpretation of the construct would vary from person to
person (chameleon effects).

Timing of the Response - It is generally accepted that consumer satisfaction is a

post purchase phenomenon, yet a number Of subtle differences exist in this
perspective. The purchase decision may be evaluated after choice, but prior to the
actual purchase of the product. Consumer satisfaction may occur prior to choice or
even in the absence of purchase or choice (e.g., dissatisfied with out-of-town
supermarkets, which were never patronized, because they caused a local store to
close). It has even been argued that none of the above time frames is appropriate
since satisfaction can vary dramatically over time and satisfaction is only
determined at the time the evaluation occurs. The consumer responses reinforced
this varied timing aspect of satisfaction. In addition, the consumers discussed
the duration of satisfaction, which refers to how long a particular satisfaction
response lasts.

Dissatisfaction - The literature has taken two approaches to conceptualizing and

operational zing the dissatisfaction construct. Consumer dissatisfaction is
portrayed as the bipolar opposite of satisfaction; or consumer satisfaction and
Dissatisfaction is viewed as two different dimensions. Since the literature does
not provide a clear conceptualization of dissatisfaction, we turned to consumer
perceptions. Consumers suggest that dissatisfaction is still comprised of the
three components of the definitional framework: affective response; focus; and
timing. However, the consumer data did not help resolve the dimensionality issue.
We speculate that the apparent dimensionality of satisfaction might be understood
by examining the focus of satisfaction and dissatisfaction. Consumers were
sometimes satisfied with one aspect of the choice/consumption experience, but
dissatisfied with another aspect. In this case, satisfaction and dissatisfaction
can be viewed as different dimensions.

A DEFINITIONAL FRAMEWORK FOR CONSUMER SATISFACTION

Based on the insights provided by the literature review and interviews, we repose
a framework for developing context specific definitions of consumer satisfaction.
His framework is not a generic definition of satisfaction. As noted above,
innumerable contextual variables will affect how satisfaction is viewed. As such,
any generic definition of satisfaction will be subject to chameleon effects.
Rather than presenting a generic definition of satisfaction, we identify the
conceptual domain of satisfaction, delineate specific components necessary for any
meaningful definition of satisfaction, and outline a process for developing
context-specific definitions that can be compared across studies.

As concluded by the literature review and validated by the group and personal
interview data, consumer satisfaction is:
• A summary affective response of varying intensity. The exact type of
affective response and the level of intensity likely to be experienced must be
explicitly defined by a researcher depending on the context of interest.
• With a time-specific point of determination and limited duration. The
researcher should select the point of determination most relevant for the research
questions and identify the likely duration of the summary response. It is
reasonable to expect that consumers may consciously determine their satisfaction
response when asked by a researcher; therefore, timing is most critical to
ascertain the most accurate, well-formed response.
• Directed toward focal aspects of product acquisition and/or consumption. The
researcher should identify the focus of interest based on the managerial or
research question they face. This may include a broad or narrow range of
acquisition or consumption activities/issues.

By fleshing out these components, researchers should be able to develop specific

definitions that are conceptually richer and empirically more useful than previous
definitions. To develop context-relevant definitions and measures, researchers
must be able to identify both the questions they are interested in answering and
some basic information about the setting and consumers. Specifically, the
researcher will need to provide details about all three components of
satisfaction.

Implications

The satisfaction literature has not yet, explicitly or implicitly, established a

generally accepted definition of satisfaction. This has limited our abilities to
develop appropriate measures and compare results across studies. The definitional
framework we present provides guidelines for developing conceptually consistent,
clearly delineated, context-specific definitions of satisfaction. By providing
appropriate detail concerning the affective response, time of determination and
duration, and the focus of the response, a more meaningful definition of
satisfaction can be constructed. Context-specific definitions created using the
framework should be general enough to allow comparisons across studies, but
specific enough to allow for the development of context-specific measures in order
to prevent chameleon effects.

Implications for Theory Development and Testing - Currently, it is impossible to

disentangle differences in operational zing satisfaction from differences in
results. This limits theoretical advancements. Our proposed definition framework
allows researchers to identify the common and unique components of different
satisfaction studies. This will allow results to be more easily interpreted and
compared.

Developing Measures of Satisfaction - The proposed definitional framework provides

the specificity to allow researchers to develop context-specific measures by
helping researchers clearly identify the relevant satisfaction domain for their
study. When appropriate, researchers can develop measures of satisfaction
consistent with the conceptual definition and their research goals. Providing
context-specific measures will prevent chameleon effects, which can cause the
meaning of items to vary depending on the other information presented in the
questionnaire or research context. Furthermore, the typical measurement problems
of negative skew ness and lack of variability can be alleviated with scales
reflecting appropriate intensity of the affective response.

Implications for Managers - Managers need to know how their consumer groups define
satisfaction and then interpret satisfaction scales to accurately target, report,
and respond to satisfaction levels. Guided by our framework, managers should
conduct post-purchase segmentation, realizing that consumers vary with respect to
the components and related properties of satisfaction. Results suggest that
different industries may need to use different satisfaction scales, or a single
industry may need to tailor scales to different types of consumers. More
importantly, managers can recognize that the satisfaction focus and timing can be
customized for their needs. Rather than looking at all aspects of
choice/consumption experience, managers can concentrate on those that are of
direct interest or are directly controllable. As a result, managers are able to
obtain "true" consumer responses that are relevant to managerial decision making.

DEFINING CONSUMER SATISFACTION

Despite extensive research in the years since Cardoon’s (1965) classic article,
researchers have yet to develop a consensual definition of consumer satisfaction.
Oliver (1997) addresses this definitional issue by paraphrasing the emotion
literature, noting, "everyone knows what [satisfaction] is until asked to give a
definition. Then it seems, nobody knows" (p. 13). Based on the perception that
satisfaction has been defined, most research focuses on testing models of consumer
satisfaction (e.g., Mano and Oliver 1993; Oliver 1993; Oliver and DeSarbo 1988;
Spreng, MacKenzie, and Olshavsky 1996; Tse and Wilton 1988) while definitional
considerations have received little attention. As a result, the literature is
replete with different conceptual and operational definitions of consumer
satisfaction (see Table 1). As Peterson and Wilson (1992) suggest, "Studies of
customer satisfaction are perhaps best characterized by their lack of
Definitional and methodological standardization" (p. 62).

A basic definitional inconsistency is evident by the debate of whether

satisfaction is a process or an outcome (Yi 1990). More precisely, consumer
satisfaction definitions have either emphasized an evaluation process (e.g.,
Fornell 1992; Hunt 1977; Oliver 1981) or a response to an evaluation process
(e.g., Halstead, Hartman, and Schmidt 1994; Howard and Sheth 1969; Oliver 1997,
1981; Tse and Wilton 1988; Westbrook and Reilly 1983). From a general definition
perspective, process definitions are problematic in that there is little
consistency in the satisfaction process. From an operational perspective, process
definitions are plagued by antecedent constructs included in the conceptual
definition; thus, there is an overlap between the domains of the determinative
process constructs and the consumer satisfaction construct.

Most definitions have favored the notion of consumer satisfaction as a response to

an evaluation process. Specifically, there is an overriding theme of consumer
satisfaction as a summary concept (i.e., a fulfillment response (Oliver 1997);
affective response (Halstead, Hartman, and Schmidt 1994); overall evaluation
(Fornell 1992); psychological state (Howard and Sheth 1969); global evaluative
judgment (Westbrook 1987); summary attribute phenomenon (Oliver 1992); or
evaluative response (Day 1984)). However, there is disagreement concerning the
nature of this summary concept. Researchers portray consumer satisfaction as
either a cognitive response (e.g., Bolton and Drew 1991; Howard and Sheth 1969;
Tse and Wilton 1988) or an affective response (e.g., Cadotte, Woodruff, and
Jenkins 1987; Halstead, Hartman, and Schmidt 1994; Westbrook and Reilly 1983).
Furthermore, operational definitions may include a behavioral dimension of
satisfaction (e.g., "I would recommend the school to students interested in a
business career." (Halstead, Hartman, and Schmidt 1994)), although conceptual
definitions are void of a behavioral orientation.

RESEARCH AND
OVERVIEW

RESEARCH --- MEANING

Research in common parlance refers to a search for knowledge. One can also define
research as a scientific and systematic research for pertinent information on a
specific topic. In fact, Research is an art of scientific investigation.

The Advanced Learner’s Dictionary Of Current English lays down the meaning of
research as “ A careful investigation or inquiry especially through search for
new facts in any branch of knowledge. ”

Research can be defined as “ logical and systematized application of the

fundamentals of science to the general and overall questions of a study, and
scientific techniques which provide precise tools, and specific procedures and
technical, rather than philosophical means for getting and ordering the data prior
to their logical and manipulation.”

Research represents “ a systematic method of exploring actual persons and groups,

focused primarily on their experience within their social worlds, inclusive of
social attitudes and values, the mode of analysis of these experiences which
permit stating proposition in the form.”
In short, search for knowledge through objective and systematic method of finding
solution to a problem is research.

OBJECTIVES OF RESEARCH
The purpose of research is to discover answers to questions through the
application of scientific procedures. The main aim of research is to find out the
truth which is hidden and which has not been discovered as yet. Though each
research study has its own specific purpose, we may think of research objectives
as falling into a number of following broad groupings:

1. To gain familiarity with a phenomenon or to achieve new insights into it

(Studies with this object in view are termed as exploratory research studies).

2. To portray accurately the characteristics of a particular Individual,

situation
or a group (studies with this object in view are known as descriptive research
studies).

3. To determine the frequency with which something occurs or with which it is

associated with something else (studies with this object in view are known as
diagnostic research studies).

4. To test a hypothesis of a causal relationship between variables (such

studies
are known as Hypothesis-testing research studies).

RESEARCH PROCESS
Research process consists of a number of closely related activities. Various steps
involved in a research process are not mutually Exclusive nor they are separate
and distinct. Researcher has to be constantly anticipating at each step in the
research process the requirements of the subsequent steps. However, the following
order concerning various steps provides a useful procedural guideline regarding
the research process.

1. Formulate the research problem.

2. Determine the research design.
3. Determine the data collection methods and forms.
4. Design data collection forms.
5. Design sample and collect data.
6. Analyze and interpret the data.
7. Prepare the final research report.

RESEARCH
METHODOLOGY
SAMPLING DESIGN

Once the problem of research is decided, the next area of immediate concern is the
adoption of research design.

The researcher will decide how the information will be collected? There are two
important sources of collection of information.

1. CENSUS
2. SAMPLE

In case the data is to be collected from each member of the population of

interest, it is known as the census survey. If, data are to be collected from each
member of the population of interest, it is known as the Sample survey.

Advantages of Sampling

1. Sampling can save time and money. A sample study is usually less expensive
than a census study and produces results at a relatively faster speed.
2. Sampling may enable more accurate measurement for a sample study, and is
generally conducted by trained and experienced investigators.
3. Sampling remains the only way when the population contains infinitely many
members.
4. Sampling remains the only choice when the test involves the destruction of
the item under study.
5. Sampling study usually enables to estimate the sampling errors and thus
assists in obtaining information concerning some characteristics of the
population.
 STEPS IN SAMPLING DESIGN

While developing a sampling design, primary attention was paid to the following
points:

1. Type of Universe
The first step in developing any sampling design is to clearly define the set of
objects, called the universe, to be studied. The universe can be finite or
infinite. In finite universe the number of items is certain, but in case of an
infinite universe the number of items is infinite The population of a city, number
of workers in a factory are the examples of a finite universe.

The number of stars in the sky, listeners of a specific radio programme etc are
examples of infinite universe.
• In this research work, while studying the consumer satisfaction, the entire
Kanpur city, is taken as the Universe. The universe is finite in nature.

2. Sampling Unit:
A decision has to be taken concerning a sampling unit before selecting a sample.
Sampling unit may be geographical one such as state, district, village etc. or a
construction unit such as house, flat, etc. or it may be social unit such as a
family, club, school, etc. or it may be an individual.
• Here in this research work since, main aim was to study the consumer
satisfaction of Xpert Bartan bar as a result of which mostly housewives from
various areas of the city were surveyed and data was collected from them, so we
can say that sampling unit is individual housewives.
3. Source list:
It is also known as a sampling frame from which sample is to be drawn. It contains
the names of all items of a universe (in case of finite universe only.) Such a
list should be comprehensive, correct, reliable and appropriate. It is extremely
important for the source list to be as representative of the population as
possible.
• Here in this research work, individuals from various areas of the city were
surveyed and the data was collected from them. List of various areas from were
individuals were selected for conducting a survey are as follows:
•
1. KIDWAI NAGAR
2. GOVIND NAGAR
3. NIRALA NAGAR
4. KAKADEO
5. ARMAPUR
6. MASWANPUR
7. SHASTRI NAGAR
8. VIJAY NAGAR

4. Size of Sample
This refers to the number of items to be selected from the universe to constitute
a sample. The size of sample should neither be excessively large, nor too small.
It should be optimum an optimum sample is one, which fulfills the requirements of
efficiency, representative ness, reliability, and flexibility.

• Here in this research work, from the various areas of the city mentioned
above, 120 respondents were selected which consisted of housewives, and a survey
was conducted on them.

5. Parameters of interest:
In determining the sample design, one must consider the question of the
specific population parameters, which are of interest. For instance, we may be
interested in estimating the proportion of persons with some characteristics in
the population, or we may be interested in knowing some average or the other
measure concerning the population.
• Here in this research work, main aim was to determine the extent to which
the respondents are satisfied with the performance of Xpert bartan bar, a Ghari
product, with respect to other similar brands available in the market.

6. Budgetary Constraints
Cost considerations, from practical point of view, have a major impact upon
decisions relating to not only the size of the sample but also to the type of
sample.
• Since we were also, suffering from the budgetary constraints both in terms
of money and time, as a result it was not possible to conduct the survey on the
entire universe. As a result we selected those Areas which were within our reach.
Keeping in mind the budget our sample size was also restricted to 120 respondents
only.

7. Sampling Technique
Finally, decision is to be made about the technique to be used in selecting the
items for the sample. Obviously, that technique must be chosen for which has a
small sampling error, for a given sample size and for a given cost.
• Here, in this research work area wise sampling is done A non probability
method of sampling is used. Since, Quota sampling is widely used for conducting
consumer surveys as a result of which Quota sampling technique was adopted.

Analysis and Interpretation of data

1. BURNED STAINS REMOVAL POWER

S.NO STATUS XPERT VIM

1. POOR 5% 0%
2. AVERAGE 26% 29%
3. GOOD 68% 71%
4. CAN’T SAY 1% 0%

2. OIL CLEANING POWER

S.NO. STATUS XPERT VIM

1. POOR 1% 1%
2. AVERAGE 16% 26%
3. GOOD 83% 73%
4. CAN’T SAY 0% 0%

S.NO. STATUS XPERT VIM

1. POOR 6% 9%
2. AVERAGE 61% 45%
3. GOOD 30% 43%
4. CAN’T SAY 3% 3%

3. PERFUME

4. COLOUR

S.NO. STATUS XPERT VIM

1. POOR 10% 1%
2. AVERAGE 24% 30%
3. GOOD 58% 60%
4. CAN’T SAY 8% 9%

5. MELTING STATUS
S.NO. STATUS XPERT VIM
1. POOR 31% 18%
2. AVERAGE 29% 47%
3. GOOD 40% 35%
4. CAN’T SAY 0% 0%

6. AVAILABILITY

S.NO. STATUS XPERT VIM

1. POOR 14% 16%
2. AVERAGE 26% 11%
3. GOOD 57% 62%
4. CAN’T SAY 13% 11%

7. ADVERTISEM VISUALITY

S.NO. STATUS XPERT

1. YES 84%
2. NO 16%

8. USE OF VARIOUS MEDIAS TO WATCH THE ADVERTISEMENT

S.NO. STATUS ELEC.MEDIA PRINTMEDIA

1. YES 84% 69%
2. NO 16% 31%
9. LIKING IN XPERT

S.NO. ATTRIBUTES XPERT

1. PACKAGING 31%
2. CLEANING 20%
3. FOAMING 26%
4. PERFUME 13%
5. PRICE 5%
6. OTHERS 5%

S.NO. SUGGESTIONS XPERT

1. MELTING RATE 40%
2. COLOUR 33%
3. PERFUME 15%
4. AVAILABILITY 7%
5. OTHERS 5%

10. SUGGESTIONS GIVEN

11. SATISFACTION IN XPERT

S.NO. STATUS XPERT
1. 0%--40% 0%
2. 40%--60% 16%
3. 60%--80% 54%
4. 80%--100% 30%

S.NO STATUS XPERT VIM

1. 0%--40% 2% 0%
2. 40%--60% 14% 21%
3. 60%--80% 54% 42%
4. 80%--100% 30% 37%

12. XPERT SATISFACTION WITH RESPECT TO VIM BAR

 FINDINGS

FINDINGS

1. XPERT dish wash bar has got a good Burned stains removal power.
2. XPERT dish wash bar has got good Oil stains removal power.
3. Perfume of XPERT dish wash bar is average in nature, and is not much
effective.
4. Colors of XPERT dish wash bar is average in nature.
5. Melting rate of XPERT dish wash bar is very high. Most of the respondents found
that it is poor in nature.
6. Availability of XPERT dish wash bar is average it is not so easily
available on the retail shops in all the areas.
7. Respondents are familiar with the Advertisement of XPERT dish wash bar and can
have access to it at regular intervals.
8. Advertisement of XPERT dish wash bar is concerned, most of them have seen the
adv. on Electronic media in comparison to Print media.
9. Attributes of XPERT dish wash bar like packaging, cleaning, foaming, fragrance,
price etc were really liked by the respondents.
10. Suggestions were given by the respondents, regarding the improvements in
melting resistance power, Color, perfume, availability etc.
11. The Satisfaction level, for XPERT bar lies between the Range of 60% to 80%.
12. The level of Satisfaction of XPERT bar to that of VIM bar the average of both
lies between 60% to 80%.

SUGGESTIONS

1. Efforts must be taken to reduce the melting rate of XPERT BAR.

2. Perfume of XPERT BAR is very mild, steps must be taken to make its fragrance
more stronger and a pleasant one.

3. Colour of XPERT BAR is not very attractive; steps must be taken to make the
colouring more attractive.

4. Company must take measures to improve the availability of the product; it

should use a proper distribution channel.

5. More emphasis should be laid on advertising & promotional measures so that

more & more people become aware of the product.
LIMITATIONS

1. While conducting the survey the biggest problem faced was the very wide
and vast geographical area of the city and resources were limited. Hence the
respondents of some localities could not be covered.

2. Another problem was that some people were suspicious about the survey and
they refused to disclose their identity and answering the questions.

3. The biasness and hesitation of the respondents in giving the answers to

certain questions.

4. Few respondents were not available at the time of taking the feedback.

5. Time and money constraint was the limiting factor for the research.

SWOT ANALYSIS

STRENGTHS
Ghari is not unknown to the consumers since the company has been dealing in soap &
detergent section from long time back. The products launched by the Ghari group
have achieved a big success in the market. As far as XPERT dish wash bar is
concerned:

1- It has proven it's wroth and has a very strong brand image.
2- The company already enjoys monopoly in Ghari detergent & cake. Also now in
XPERT in most of the areas.
3- Easy availability, affordable prices & standard quality of products.
4- Feedbacks coming from consumers are satisfactory.
WEAKNESSES

The major weakness of the firm was that the company was not focusing much on the
area of advertisement of its products. How ever, now the company is offering with
various advertisements according to the product category.
1. There is no proper arrangement of clearance of damage & expiry Claim.
2. Distribution channel is weak as compared to competitors.
3. Lack of consumer promotion plans.
4. Proper supply of products is not ensured in several areas.
5. Certain attributes of the product are needed to be changed if it wants to
emerge as a leading brand in dish wash bar.

OPPORTUNITIES

1. The XPERT bar is giving a strong competition to its competitors; the company
can expand the area of target customers.
2. The firm by making minor changes in the product can really rule the market.
3. The firm can take steps to increase the availability of the product in
certain areas & can convince the retailers to promote their product.

WEAKNESSES

1. If the firm will not increase the frequency of the adds for XPERT there
are chances that it may be wiped out from the minds of consumers.
2. The availability of product is not satisfactory in certain areas, there are
chances that competitor’s product or some other new brand may enter into that
area.
CONCLUSION

1. If we go through this entire project work, then we will find out that GHARI
has got a very good brand image into the market. Some of its products still
capture the major portion of the market share in the detergent section.
2. The XPERT BAR is also another promising product offered by the Ghari group.
3. If we analyses the overall performance of XPERT bar, it is far better than
its competitors.
4. Respondents also found XPERT BAR, much better than its competitors as far as
cleanliness are concerned. The feedback obtained was favorable.
5. The attributes of XPERT bar are really convincing & attractive.
6. Its has got huge market potential & is gaining tremendous popularity among
target audience.
7. Iam sure, if the company pays a little more attention towards
improving the features of the product, then within no time XPERT BAR
will rule the market and will emerge as the leading brand in dish wash bar.
 BIBLIOGRAPHY

Marketing Management

by Philip Kotler.

Research Methodology

by C.R. Kothari.

Consumer behaviour
by Kanuk & Schiff man.

WEBSITES:
www.gharidetergent.com
www.google.com
GHARI INDUSTRIES PVT.LTD.
Customer feedback form

Name : ………………………………………………………….
Address : …………………………………………………………..

1. Since how long have you been using XPERT dish wash bar?
……………………………………………………………………………………
2. Which brand of dish wash bar had you been using earlier & since
how long?
……………………………………………………………………………………
3. What you like in XPERT dish wash bar?
…………………………………………………………………………………………
4. Rate XPERT dish wash bar on following parameters.
(i) Burned stain (ii) Oily
cleaner
(a) Poor (a)
Poor
(b) Average (b)
Average
(c) Good (c)
Good
(d) Can’t say (d)
Can’t say

(iv) Colour (v)

Perfumes

(a) Poor (a) Poor

(b) Average (b) Average

(c) Good (c) Good

(d) Can’t say (d) Can’t say

(vi) Melting Power (vi) Availability

(a) Poor (a) Poor

(b) Average (b) Average

(c) Good (c) Good

(d) Can’t say (d) Can’t say

5. Overall % of satisfaction with XPERT dish wash bar?

……………………………………………………………………………………….....

6. You watch the advertisement of XPERT on Television or through any other

media?

…………………………………………………………………………………………

7. What other improvements would you like to suggest in XPERT?

………………………………………………………………………………

Date:
Signature: