Consumer Satisfaction on Personal Care Products of Hindusthan Unilever Ltd (With Reference To Pollachi).

Author(s)

Indirapriyadharshini Kamal , M.Thilagavathi ,

Download Full PDF Pages: 97-103 | Views: 365 | Downloads: 106 | DOI: 10.5281/zenodo.3466533

Volume 5 - December 2016 (12)

Abstract

Now a day's most business organizations are operating in a complex and competitive environment where demands are constantly changing. In this era of intense competition, especially within the FMCG sector, one can achieve success only after having a thorough understanding about their target consumer preference and satisfaction. Personal care category in India was valued at Rs. 54.6 billion. An average Indian spends 8% of his income on personal care products. Personal care industry is composed of hair care, bath products, skin care and cosmetics, and oral care. Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods Company with a heritage of over 80 years in India and touches the lives of two out of three Indians Hindustan Unilever is looking to diversify its beauty and personal care portfolio and is also working on expanding its distribution network across the country over the next two years. The study is conducted in and around Pollachi and a sample of 50 respondents was taken. The study intends to identify the level of satisfaction of various factors on the purchase of personal care products by the consumers. An attempt has been made to identify the preferred brand of personal care products of HUL. The study shows that consumers give more importance to the ‘Price’ of the personal care brands they buy. Further the variation of the influence of different factors across gender, marital status, age group and educational level of respondents was also analyzed in this article. 

Keywords

FMCG - Preference - Customer Satisfaction – Brand – HUL – Personal care products.

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