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CHAPTER 1

INTRODUCTION Brand loyalty is a consumer behavior pattern where consumers become committed to a particular brand and make repeat purchases over time. Companies use creative marketing strategies, such

as loyalty or rewards programs, trial, and incentives like free samples to build brand loyalty. The

brand should stand for trust, authenticity, and quality. The focus may also be on family values, as protection and security. Nivea is a German personal care brand that specializes in body care it is

owned by the Hamburg-based company Beiersdorf global AG. The company found on 1882.

Nivea products hold the image of the first mover which implies expertise. Brand loyalty is a consumer behavior pattern where consumers become committed to a brand and make repeat

purchases over time. Companies use creative marketing strategies, such as loyalty or rewards

programs, trails, brand ambassadors, and incentives to build brand loyalty. Another part of its image is that Nivea offers good value for money. Nivea is a unique brand. One of the reasons is

its strong heritage and long history. There are not many brands that consumers already know

from their great grandparents and parents. This is a very important aspect that leads to brand

trust. The satisfaction of the consumers after buying a product is guaranteed by its good product quality, reasonable prices, satisfactory purchasing experience availability of the products and soon.

STATEMENT OF THE PROBLEM Nivea products now occupy important position in every person’s consumption. People spend

a small amount of time to purchase Nivea products. It saves time because the customer gets

everything like skin care, body care, men care. It provides with complete information. Sometimes, customers also get discounts. The present study deals about the brand loyalty of customers toward Nivea products.

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OBJECTIVES OF THE STUDY    

To study the profile of the sample customers of Nivea products

To analyses the preferences of the customers towards different kinds of Nivea products.

To study the factors which influence customers in selection of the Nivea products.

To study the level of satisfaction of the customers concerning the various aspects of Nivea products.

AREA OF STUDY Tiruchirappalli city has been selected as the area of the study. It is one of the main cities in the state of Tamil Nadu and is centrally located in the state.

PERIOD OF THE STUDY The research has been undertaken for a period of from the months of November 2018 to April 2019.

SCOPE OF THE STUDY In today’s highly competitive marketing environment, the positioning decision of Nivea products from the point of the view of the customers plays an important role in marketing management.

Nowadays, shopping behavior of consumers has undergone a remarkable change and is creating many obstacles for marketers of today. Therefore, the Nivea’s owner needs to check their marketing strategies to give them an advantage over the competitors and they need to develop

these in a manner that distinctiveness can be maintained. Therefore, in this study attempt have been made to find out brand loyalty towards Nivea products. This study covers the preference of

customers towards Nivea brands, the factors which influence purchase from Nivea products, the perception and the satisfaction of consumers towards purchase of Nivea products.

2

PILOT STUDY Preliminary information about customer perception of Nivea brand loyalty was collected from

10 respondents.

Based on the preliminary information collected and review of literature,

interview questionnaire was prepared.

Pre testing of the questionnaire was done with 10

respondents. On the basis of information collected through pre testing, necessary changes were incorporated in the questionnaire before the collection of data for analysis.

METHODOLOGY Primary data and secondary data have been used for study.

SAMPLING METHOD A sample of 110 customers of Nivea products were approached for the study and analyzed. Convenience sampling technique was used for selecting the sample respondent’s percentage analysis, graphs and charts and inferences have been drawn. PRIMARY DATA The data regarding brand loyalty of customers of Nivea products were collected through a welldesigned questionnaire. The questionnaire was used to collect data from the 110 respondents. TOOLS USED FOR ANALYSIS The primary data collected were analysed and interpreted with the help of percentage analysis, graphs and charts and inferences have been drawn.

LIMITATIONS OF THE STUDY 1. All the findings and the observations made in the study are based on the primary data

collected from the sample respondents which are based on their perceptions. 3

2. The customer perception towards Nivea product has been studied as a whole and not for a

specified product.

CHAPTER SCHEME The study is presented in five chapters as given below: CHAPTER-1 contains the general introduction of the study, statement of the problem, objectives of the study, research hypothesis, scope of the study, methodology, limitations of the study and chapter scheme.

CHAPTER-2 Presents the review of literature. CHAPTER-3 Provides the profile of the products. CHAPTER-4 Deals with the analysis and interpretation of data collected. CHAPTER-5 Gives the findings, suggestions and conclusion

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CHAPTER 2 REVIEW OF LITERATURE Mellens, Dekimpe and Steenkamp, 1996 states that loyalty is a biased response towards a

brand or product expressed over a period of time and is defined by the purchase pattern of a decision making unit which may be an individual, a household or a firm.

Jacoby and Chestnut (1978) opined that commitment is an essential element of loyalty and

distinguishes between loyalty and repeat buying which is due to inertia. Therefore, loyalty implies consistent repurchase of a brand resulting from positive affinity of consumers towards the brand or the product.

Serafin and Horton, 1994 states that Former Ford vice president, Basil Coughlan estimates that

every percentage point of loyalty is worth 100 million dollars in profits to his company Brand loyal consumers are willing to pay higher prices and are less price sensitive to price increases (Mellens et.al.).

Reichfeld, 1996 states that The advantages enjoyed by a brand with strong and consistent customer loyalty include the ability to maintain premium pricing, greater bargaining power with channels of distribution, reduced costs, a strong barrier to potential new entries into the product or service in the same category.

Jacoby and Chestnut ,1978 examined Jacoby et al, defines brand loyalty as “the biased,

behavioral response, expressed over time, by some decision-making unit, with respect to one or more alternative brands out of a set of such brands, and is a function of psychological decisionmaking, evaluative processes.”

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Cunningham ,1956 identified three definitions of brand loyalty comprising; customers lost and

gained over specific time periods; time sequences of individual purchases and share of the market (Smith).

Olsen and Jacoby ,1971 Used factor analysis to conceptualise brand loyalty and found that

brand loyalty is related to; percentage of purchase devoted to the most purchased brand, number of different brand purchased over the past two years, number of times the favorite brand was

purchased out of the last five purchases, three consecutive purchases out of the last five purchases and the actual number of consecutive purchases of favorite brand out of the last five purchases.

Smith, 2003 examined Based on the summary by Smith Behavioral loyalty is expressed in the form of ‘repeated purchase’ of the brand.

David A. Aake,1991 defines that brand loyalty as the measure of attachment that a consumer has towards a brand. Brand loyalty according to him reflects how likely a consumer will be to

switched brands when that brand makes a product change either in price or product features. Aaker states that the core of a brand’s equity is based on customer loyalty. Therefore if customers buy with respect to features, price and convenience with little concern to the brand name, there is perhaps little equity.

Enis and Paul ,1971 conceptualise brand loyalty as a pyramid with five tiers. The bottom

represents the non-loyal consumers who are indifferent to the brand and who perceived any brand as being adequate whereby the brand name has little influence over buying decisions. The

second level are those who are satisfied with the product or are at least not dissatisfied. The next level are the satisfied buyers with switching costs, those who do not want to risk changing product and may be termed habitual buyer. The next level are loyal buyers who consider the brand as a friend. The fifth level is the committed buyer or those who are extremely loyal to the brand. They comprise those who are proud users and will recommend the product to others.

Sheth and Park ,1974 suggested that brand loyalty is multi-dimensional and comprise three

dimensions namely, the emotive tendency towards the brand; the evaluative tendency towards

the brand and third the behavioral tendency towards the brand. They theorized that all three dimensions are present in every situation where brand loyalty prevails (Sheth and Park, 1974). 6

Kapferer, 1977 in a competitive business environment, brands are not just symbols that serve as

identifiers but have an economic function. The value of brands is its ability to form an exclusive, positive and prominent meaning in the minds of consumers. A brand can create a lasting impression on consumers and this may result in brand loyalty or attract loyal customers.

Weinberg,CV.B.,1973 in his study pointed out that competing brands occupying the market shelves contribute to disloyalty. This is because of one’s personal experience and information gained through trying these brands.

Ronald, F. and Harper, B. 1965 conducted a comparative study and indicated that social-

economic variables could not be differentiated between private and manufactured brand loyal consumers.

Müller and Wünschmann ,2004 identified brand sympathy, brand uniqueness and customer satisfaction as the main sources of brand trust. Furthermore, they illustrate that brand trust leads

to customer loyalty. Having a big loyal customer base is very important for the success and survival of a brand.

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CHAPTER 3

PROFILE OF NIVEA NIVEA is German personal care brand that specialises in body care. It is owned by the Hamburg-based company Beirsdorf Global AG. The company was founded on 28 March 1882,

by Paul Carl Beirsdorf. In 1890, it was sold to Oscar Troplowitz. Troplowitz worked with his consultant Paul Gerson Unna and the German chemist Isaac lifschutz, developed a new skin care

cream. In 1990, lifschutz developed a water-in-oil emulsion with Eucerit, the first sTABLE

emulsion. This was the origin of Eucerin. Nivea comes from the Latin word niveus, meaning “snow white”.

During the 1930s, Beirsdorf started producing different kind of products such as tanning oils, shaving creams, shampoo and facial cleanser and toners. The trademark “NIVEA” was

expropriated in many countries because of World War 2. The confiscated trademark rights were completely bought back by Beirsdorf. During the 1980s, the NIVEA brand expanded into a wider global market.

Our passion for skin care is what drives us and makes us unique. Our brands and skin care products are trusted by consumers – both locally and regionally.

 Expanded into South and Latin America, Eastern Europe, and Asia  Earlier limited range of products: Nivea Creme, Milk, Soap and Sun  Extended the Nivea brand to a full range of Skin care and Personal care products  Challenge: Maintaining growth while preserving the established brand equity. Skin care brand Nivea was originally founded in 1882 by German pharmacist Carl Paul

Beiersdorf. Beiersdorf has risen to become a global skincare company with brands that include

Elastoplast, Eucerin, Labello, La Prairie and tesa SE. In the 1930s, Nivea began selling skinlightening products across Asia such as Whitening Paste, which proved an instant success. Even 8

now, NIVEA products containing whitening ingredients remain the brand’s biggest sellers. Nivea is known for using perfume in their products.

Skincare

At Beiersdorf we have been caring about skin for more than 130 years. Throughout our history we have built trust by staying close to our consumers and developing innovative skin care brands

that are tailored to their needs. We work as one global team, with one focus: making people feel

good in their skin. Everywhere. Every day. As we head into the future, we want to become the number one skin care company in the world. Skin Care is everything to us.

Our Brands

Strong Global Brands making people feel good in their skin means different things to different

people. That’s why, across our three global skin care brands – NIVEA, Eucerin, and La Prairie – we cater for all sorts of needs and operate across different markets: mass market,dermocosmetics, and premium.

Mass Market

NIVEA, our iconic brand, is one of the world’s largest skin care brands. It stands for values like trust, security, family, and reliable care for all skin types and is available in about 200 countries around the world.

Eucerin is synonymous with innovative medical skin care and is trusted by dermatologists and

consumers across the globe. This high-quality product range is among the world’s leading dermo cosmetics brands and is sold in pharmacies in over 60 countries. Two Business Segments

We are a global company with more than 150 affiliates worldwide. Our business is divided in two segments: Our Consumer Business Segment

Here we concentrate on the international skin and body care markets, which are the main focus

of our business. Our innovative, high-quality skin and body care products are trusted by millions of consumers every day. By staying close to our consumers, and our markets, we can ensure that our international brand portfolio stays relevant and our innovations meet the individual needs and wishes of consumers, both globally and regionally. 9

Nivea Branding strategy  Consumed worked with agencies FCB and TBWA to develop the marketing concepts and ad executions.

 In each market, they implemented ‘perfect local execution’ with local agency affiliates The models or language may change so as tht NIVEA brand appears local but the content remains consistent.

 As Norbert Krapp NIVEA’s Vice President of skin care, stated: “Pictures travel, words don’t”.

 Printed a booklet for internal use detailing its brand philosophy, called the ‘Blue Bible’.

 Contained basic information about NIVEA’s brand identity, vision, mission, success factors, and the role of its sub-brands.

 Provided guidelines for products, packaging, communication, promotion, public relations, direct marketing, and pricing.

 Norbert Krapp referred to the Blue Bible as “the best [branding step] we did in recent years”, calling it the “key anchor” for all brand decisions.

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CHAPTER 4

ANALYSIS AND INTERPRETATION OF DATA

This chapter has been divided into the following subdivisions: 1. Profile of sample customers.

2. The preference of customers towards purchase of NIVEA products.

3. The factors which influence customer regarding selection of the Nivea products.

4. The level of satisfaction of the customers concerning the various aspects of Nivea products.

PROFILE OF THE SAMPLE CUSTOMERS The socio economic factors such as age, gender, education qualification, occupation and income

affect the buying decisions of the customers. Hence, the socio economic profile of the respondents has been studied.

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TABLE4.1 AGE OF THE RESPONDENTS AGE

NUMBER OF RESPONDENTS

PERCENTAGE

Upto 20 years

67

61

21-40 years

37

34

Above 40 years

6

5

Total

110

100

Source: Primary data TABLE 4.1 gives the age of the respondents. Out of 110 sample respondents, 61 per cent of the respondents belong to the age group of up to

20 years and 34 per cent of the respondents belong to the age group of 21 to 40 years and 5 per cent of the respondents belong to the age group of above 40 years of age. Majority (61 per cent) of the respondents are up to 20 years of age.

12

FIGURE 4.1

AGE OF THE RESPONDENTS

Percentage 5

34

Upto 20 years 21-40 years

Above 40 years 61

13

TABLE 4.2

GENDER OF THE RESPONDENTS

Gender

Number of respondents

Percentage

Male

25

23

Female

85

77

Total

110

100

Source: Primary data TABLE 4.2 gives the gender of the respondents. It shows that, among the 110 respondents chosen for the study, 77 per cent of the respondents

are female and 23 per cent of the respondents are male. Majority (77 percent) of the respondents are female.

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FIGURE 4.2

GENDER OF THE RESPONDENTS

Percentage

23

Male

Female

77

15

TABLE 4.3

EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

Educational qualification

Number of the respondents

Percentage

10

9

Under Graduate

67

61

Post Graduate and/ or professional

33

30

TOTAL

110

100

Up to school level

Source: Primary data TABLE 4.3 gives the educational qualification of the respondents. Out of 110 respondents, majority that is 61 per cent of the respondents are Under Graduates; 30

per cent of the respondents are Post Graduates and/or professionally qualified; 9 per cent of the respondents have education up to school level.

Majority that is 61 per cent of the respondents are Under Graduates.

16

FIGURE 4.3

EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

Percentage 10 33 Upto school level Under graduate

Post graduate and/orprofessional

67

17

TABLE 4.4

OCCUPATION OF THE RESPONDENTS

Occupation

Number of respondents

Percentage

Government employee

11

10

Private employee

21

19

Self employed

Business/Profession Students

TOTAL

Source: Primary data

13

13 52

110

12

12

47

100

TABLE 4.4 gives the occupation of the respondents. The TABLE shows that 47 respondents are students, 19 per cent of the respondents are private

employees, 12 per cent each of the respondents are self-employed and engaged in business or profession and 10 per cent of the respondents are employed in government organisations. Maximum, that is 47 per cent respondents are students.

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FIGURE 4.4

OCCUPATION OF THE RESPONDENTS

60 50

Number of respondents

40 30 20 10 0

Self employed

Government employee Business/Profession

Occupation

19

Private employee

Students

TABLE 4.5

MONTHLY FAMILY INCOME OF THE RESPONDENTS

Monthly income (RS.)

Number of respondents

Percentage

20,001 to 40,000

26

24

Above 40,000

22

20

TOTAL

110

100

Up to 20,000

62

56

Source: Primary data TABLE 4.5 gives the monthly family income of the respondents. Out of the 110 respondents, 56 per cent of the respondents have monthly family income up to Rs.

20,000, 24 per cent of the respondents have Rs. 20,001 to 40,000, and 20 per cent of the respondents have monthly family income of more than 40,000.

Maximum, that is 56 per cent respondents have monthly income up to Rs. 20,000.

20

FIGURE 4.5

MONTHLY FAMILY INCOME OF THE RESPONDENTS

Amount (Rs)

ABOVE Rs. 40000

Rs.20001 TO Rs. 40000

PERCENTAGE

NO OF RESPONDENTS UP TO Rs.20000 0

10

20

30

40

50

Number of respondents

21

60

70

PREFERNCE TOWARDS NIVEA PRODUCTS TABLE 4.6

MOST INFLUENCING FACTOR TO PURCHASE NIVEA PRODUCTS

Factors

Rank: 1

Brand image

20(18%)

Advertisement and promotion

30(27%)

Word of mouth

18(17%)

Reasonable price

16(15%)

Quality of the products

Source: Primary data

26(24%)

Table 4.6 shows the most influencing factor to purchase Nivea products For 27 per cent respondents, the most influencing factor to purchase Nivea products is the adverstisement and other promotion activities.

For 24 per cent respondents, the most influencing factor to purchase Nivea products is the quality of the products.

For 18 per cent respondents, the most influencing factor to purchase Nivea products is the brand image.

For 17 per cent respondents, the most influencing factor to purchase Nivea products is the word of mouth.

For 15 per cent respondents, the most influencing factor to purchase Nivea products is the reasonable price.

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FIGURE:4.6

MOST INFLUENCING FACTOR TO PURCHASE NIVEA PRODUCTS

30

18

Quality of the products 16

16 20

Brand image

Adevertisement and Promotion Word of mouth

Reasonable price

24

23

TABLE 4.7

PURCHASES OF NIVEA PRODUCTS

Location

Number of respondents

Percentage

Showroom

18

16

Online websites

12

11

Others

5

5

Total

110

100

Departmental stores and malls

75

68

Source: Primary data Table 4.7 shows thepurchase of Nivea products by the respondents. Out of 110 respondents, 68 per cent of the respondents purchase Nivea products from departmental stores and malls, 16 per cent of the respondent purchase from showrooms, 11per centof the respondents throughonline websites and the balance 5 per cent of the respondents purchasefrom other places.

Majority 68 per cent of the respondents buy Nivea products from departmental stores and malls.

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FIGURE 4.7

PURCHASE OF NIVEA PRODUCTS

Others 5%

Percentage

Online websites 11%

Departmental stores and malls

Showroom 16%

Showroom

Online websites Others

Departmental stores and malls 68%

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TABLE 4.8

TYPES OF NIVEA PRODUCTS PURCHASED

Types of product

Number of respondents

Percentage

Nivea skin care

38

35

Nivea body care

56

51

Nivea Men and other products

16

14

Total

110

100

Source: Primary data Table 4.8 gives the types of Nivea products purchased by the respondents. The TABLE shows that 51 per cent of the respondents purchase Nivea body care, 35 percent of the respondents purchase Nivea skin care and 14 per cent of the respondents purchase Nivea men and other products.

Maximum, that is 51 percent respondents purchase Nivea body care.

26

FIGURE 4.8

TYPES OF NIVEA PRODUCTS PURCHASED

60

Number of respondents

50 40 30 20 10 0

Nivea Skin Care

Nivea Body Care

Types of products

Number of respondents

27

Percentage

Nivea Men and other products

TABLE 4.9

YEARS OF USING NIVEA PRODUCT

Years

Number of respondents

Percentage

5 to 10 years

27

25

More than 10 years

6

5

Total

110

100

Less than 5 years

77

70

Source: Primary data Table 4.9 gives the number of years Nivea products are used by the respondents. Out of 110 respondents, 70 percent of the respondents are using the Nivea products for less than 5 years, 25 percent of the respondents are using for 5 to 10 years and 5 percent of the respondents are using for more than 10 years.

Majority that is 70 percent respondents are using Nivea products for less than 5 years.

28

FIGURE 4.9

YEARS OF USING NIVEA PRODUCT

Percentage 5

25

70

Less than 5 years

5 to 10 years

29

More than 10 years

TABLE 4.10

AMOUNT SPENT IN A YEAR FOR PURCHASE OF NIVEA PRODUCTS

Amount (Rs)

Number of respondents

Percentage

501-1000

34

31

More than 1000

11

10

Total

110

100

Upto 500

65

59

Source: Primary data Table 4.10 gives the amount spent by the customers in a year towards purchase of Nivea products.

Out of 110 respondents 59 per cent of the respondents spend up to Rs. 500, 31 per cent of the

respondents spend Rs.501-1000 and 10 per cent of the respondents spend more than Rs.1000 towards purchases of Nivea products.

Majority that is 59 per cent spend up to Rs. 500 per year for purchasing Nivea products.

30

FIGURE 4.10

AMOUNT SPENT IN A YEAR FOR PURCHASE OF NIVEA PRODUCTS

Amount (Rs)

More than 1000

501-1000

Upto 500

0

10

20 Percentage

30

40

50

Number and Percentage of respondents Number of respondents

31

60

70

BRAND LOYALTY TABLE 4.11

FACTORS INDUCED TO BUY NIVEA PRODUCT

Factors

Number of respondents

Percentage

Slogans

37

34

More frequent advertisements

33

30

Total

110

100

Celebrities

40

36

Source: Primary data

Table 4.11 gives the factors influencing to buy Nivea products. Out of 110 respondents 40 per cent of the respondents are induced by celebrities, 37 per cent of the respondents by Slogans and 30 per cent of the respondents are induced to buy because of more frequent advertisements.

Majority that is (36 percent) of the respondents purchase Nivea products induced by celebrities.

32

FIGURE 4.11

FACTORS INDUCED TO BUY NIVEA PRODUCT

Percentage

30

36

34

Celebrities

Slogans

More frequent advertisements

\ 33

TABLE 4.12

PERSONS INFLUENCING TO BUY NIVEA PRODUCTS

Persons influencing to buy

Number of respondents

Percentage

Friends

57

52

Family members

21

19

Neighbors

20

18

Others

12

11

110

100

Total Source: Primary data

Table 4.12 gives the persons influencing to buy Nivea products. Out of 110 respondents, 52 per cent respondents have been influenced to Nivea products through

friends, 19 per cent of the respondents have been influenced through family members, 18 per cent through neighbors and 11 per cent by others.

Majority, 52 per cent of the respondents have been influenced to buy Nivea products through friends.

34

FIGURE 4.12

PERSONS INFLUENCING TO BUY NIVEA PRODUCTS

Percentage 11

18 52

19

Friends

Family

Neighbours

35

Others

TABLE 4.13

OPINION ABOUT BRAND IMAGE OF NIVEA PRODUCT

Nivea products have good brand image

Number of respondents

Percentage

Yes

83

75

No

27

25

TOTAL

110

100

Source: Primary data Table 4.13 gives the opinion of the respondents about the brand image of Nivea products. Out of 110 respondents, 75 per cent of the respondents state that Nivea product have good brand

image and 25 per cent of the respondents are of the view that Nivea products do not have good brand image.

Maximum of the respondents (75 per cent) said that Nivea products have good brand image.

36

FIGURE 4.13

OPINION ABOUT BRAND IMAGE OF NIVEA PRODUCTS

NUMBER OF RESPONDENTS

brand image among the respodents

75

25 0

BRAND IMAGE

YES

NO

37

TABLE 4.14

OPINON ABOUT SWITCHING OVER

Have idea of switching over to other brands

Number of respondents

Percentage

Yes

53

48

No

57

52

Total

110

100

Source: Primary data Table 4.14 gives the opinion of respondents about their idea of switching to other brands. Out of 110 respondents, 48 per cent of the respondents have idea of switching over to other brands and 52 per cent of the respondents do not have idea of switching to other brands.

Majority of the respondents (52 per cent) do not have idea of switching over to other brands.

38

FIGURE 4.14

OPINION ABOUT SWITCHING OVER

58 56

Number of respondents

54 52 50 48 46 44 42

Yes

39

No

TABLE 4.15

BRAND PREFERRED IN FUTURE

Brand preferred in future

Number of respondents

Percentage

Himalaya

28

50

Patanjali

8

14

Ayush

Vaseline Total

Source: Primary data

8

13

57

14

22

100

Table 4.15 gives the brand preferred in future by the customers who are switching over to other brands.

Out of 57 respondents who are ready to switch over to other brands, 50 per cent of the

respondents prefer Himalaya, 8 per cent each of the respondents prefer Ayush and Patanjali and 13 per cent of the respondents prefer Vaseline.

Majority (50 per cent) of the respondents prefer switch over to Himalaya brand.

40

FIGURE 4.15

BRAND PREFERRED IN FUTURE

Other brands

Vaseline

Patanjali

Ayush

Himalaya 0

10

20

30

Number of respondents

PERCENTAGE

NUMBER OF RESPONDENTS

41

40

50

60

TABLE 4.16

REASONS FOR SWITCHING OVER TO OTHER BRANDS

Reasons

Number of respondents

Percentage

High price

25

44

Poor customer services

13

23

Low quality

Brand fatigue TOTAL

Source: Primary data

10 9

57

18

15

100

Table 4.16 gives the reasons for switching over to other brands. Table shows that out of 57 respondents 44 per cent of respondents switching over to other

brands due to high price, 18 percent of respondent switching over due to low quality, 23 percent of respondents due to poor customer services and, 15 percent of respondents due to brand fatigue.

Majority that is 44 percent of the respondents switch over because of high price.

42

FIGURE 4.16

REASONS FOR SWITCHING OVER TO OTHER BRANDS

Percentage 15 44

23

High price

Low quality

Poor customer services Brand fatigue

18

43

TABLE 4.17

LEVEL OF TRUST REGARDING NIVEA PRODUCTS

Level of trust Very High

Number of respondents

Percentage

20

18

44

40

High

36

Low

8

Moderate Very low TOTAL

2

110

33 7

2

100

Source: Primary data Table 4.17 gives the level of trust regarding Nivea products among the respondents. Out of 110 respondents, 18 per cent of respondents have very high level of trust regarding Nivea brand, 33 per cent of respondents have high level of trust regarding Nivea, 40 per cent of the

respondents have moderate level of trust regarding Nivea, 8 per cent of respondents have low level of trust and 2 per cent of respondents have very low of trust regarding Nivea product. Majority that is 40 per cent of respondents have moderate level of trust regarding Nivea.

44

FIGURE 4.17

LEVEL OF TRUST REGARDING NIVEA PRODUCTS

8

2

20

Very High High

Moderate Low

Very low

44 36

45

TABLE 4.18

RECOMMENDING OTHERS TO PURCHASE NIVEA PRODUCTS

Recommending others to

Number of respondents

Percentage

YES

88

80

NO

22

20

TOTAL

110

100

purchase

Source: Primary data Table 4.18 shows whether the respondents are recommending others to purchase Nivea products. Out of 110 respondents, 80 per cent of respondents recommend others to purchase Nivea products, 20 per cent of the respondents do not recommend others to purchase Nivea products. Majority of respondents 80 per cent recommend others to purchase Nivea products.

46

FIGURE 4.18

RECOMMENDING OTHERS TO PURCHASE NIVEA PRODUCTS

20

Percentage

YES 80

47

NO

TABLE 4.19

LEVEL OF SATISFICATION REGARDING QUALITY OF NIVEA PRODUCTS

Quality aspects

Number of respondents

Percentage

Highly satisfied

40

36

Satisfied

61

55

Highly dissatisfied

3

4

Dissatisfied Total

Source: Primary data

6

110

5

100

The Table 4.19 shows the level of satisfaction of quality of the product among the consumers . Out of 110 respondents, 36 per cent of the respondents are highly satisfied regarding the quality of Nivea products, 55 per cent of the respondents are satisfied regarding quality of Nivea

products; 5 per cent of respondents are dissatisfied and 4 per cent of the respondents are highly dissatisfied regarding the quality of Nivea products.

Together majority (91 per cent) respondents are satisfied and highly satisfied regarding the quality of Nivea products.

48

FIGURE 4.19

LEVEL OF SATISFICATION REGARDING QUALITY OF NIVEA PRODUCTS

Percentage 6

3

40

61

Highly satisfied Satisfied

Dissatisfied

Highly dissatisfied

49

TABLE 4.20

LEVEL OF SATISFICATION REGARDING PRICE OF NIVEA PRODUCTS

Price

Number of respondents

Percentage

Highly satisfied

14

13

Dissatisfied

27

25

Total

110

100

Satisfied

Highly dissatisfied Source: Primary data

60 9

55 7

The table 4.20 shows the level of satisfaction towards price of the Nivea products. Out of 110 respondents, 13 per cent of the respondents are highly satisfied and 55 per cent of the

respondents are satisfied regarding the price of Nivea products, 25 per cent of the respondents

are dissatisfied and 7 per cent of the respondents are highly dissatisfied regarding the price of Nivea products.

Together, majority (68 per cent) of the respondents are satisfied and highly satisfied regarding

the price of Nivea product.

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FIGURE 4.20

LEVEL OF SATISFICATION-PRICE OF NIVEA PRODUCTS

9

14

27

Highly satisfied Satisfied

Dissatisfied

Highly dissatisfied

60

51

TABLE 4.21

LEVEL OF SATISFACTION REGARDING VARIETY OF NIVEA PRODUCTS AVAILABLE

Variety of products

Number of respondents

Percentage

Highly satisfied

34

31

Satisfied

48

44

Dissatisfied

20

18

Highly dissatisfied

8

7

Total

110

100

Source: Primary data The table 4.21 shows the level of satisfaction regarding variety of Nivea products available. Out of 110 respondents, 31 per cent of respondents are highly satisfied regarding variety of

Nivea products available and 44 per cent of the respondents are satisfied, 18 per cent of the

respondents are dissatisfied and 7 per cent of the respondents are highly dissatisfied regarding variety of Nivea products available.

Together majority (75 per cent) of the respondents are satisfied and highly satisfied regarding the variety of Nivea products available.

52

FIGURE 4.21

LEVEL OF SATISFACTION REGARDING VARIETY OF NIVEA PRODUCTS AVAILABLE

7

18

8 34

20

31

Highly satisfied Satisfied

Dissatisfied

Highly dissatisfied

48 44

53

TABLE 4.22

LEVEL OF SATISFACTION REGARDING BRAND IMAGE OF NIVEA

Brand image

Number of respondents

Percentage

Highly satisfied

31

28

12

11

110

100

Satisfied

59

Highly dissatisfied

8

Dissatisfied Total

Source: Primary data

54 7

The table 4.22 shows the level of satisfaction regarding brand image of Nivea products. Out of 110 respondents, 28 per cent of the respondents are highly satisfied regarding brand

image of Nivea and 54 per cent of the respondents are satisfied,11 per cent of respondents are dissatisfied and 7 per cent of the respondents are highly dissatisfied regrading brand image of Nivea products.

Together majority (82 per cent) of respondents are satisfied and highly satisfied regarding the brand image of Nivea products.

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FIGURE 4.22

LEVEL OF SATISFICATION REGARDING QUALITY OF NIVEA PRODUCTS

7 11

8

12

28 31

Highly satisfied Satisfied

Dissatisfied

Highly dissatisfied 59

54

55

TABLE 4.23

LEVEL OF SATISFACTION REGARDING EFFECTIVENESS OF NIVEA PRODUCTS

Effectiveness

Number Of respondents

Percentage

Highly satisfied

29

26

Dissatisfied

16

15

Total

110

100

Satisfied

Highly dissatisfied Source: Primary data

56 9

51 8

The table 4.23 shows the level of satisfaction regarding effectiveness of Nivea products available.

Out of 110 respondents, 26 per cent of respondents are highly satisfied regarding the effectiveness of Nivea product, 51 per cent of respondents are satisfied, 15 per cent of

respondents are dissatisfied and 8 per cent of respondents are highly dissatisfied regarding effectiveness of Nivea products.

Together majority (77 per cent) of respondents are satisfied and highly satisfied regarding effectiveness of Nivea products.

56

FIGURE 4.23

LEVEL OF SATISFACTION REGARDING EFFECTIVENESS OF NIVEA PRODUCTS

Percentage 8 15

9 29

16

26

Highly satisfied Satisfied

Dissatisfied

Highly dissatisfied

56 51

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CHAPTER 5

Findings:

FINDINGS, SUGGESTIONS AND CONCLUSION

1. Majority (61 per cent) of the respondents are upto 20 years of age. 2. Majority (77 per cent) of the respondents are female.

3. Majority (61 per cent) of the respondents are under graduate. 4. Majority (47 per cent) of the respondents are students.

5. Majority (56 per cent) of the respondents have monthly income up to Rs.20000.

6. Majority (24 per cent) of the respondents ranked 1 for the quality of the Nivea product.

7. Majority (27 per cent) of the respondents ranked 3 for the brand image of the Nivea product.

8. Majority (27 per cent) of the respondents ranked 1 for the advertisement and promotions of the Nivea product.

9. Majority (25 per cent) of the respondents ranked 4 and 5 for the word of the mouth of the Nivea product.

10. Majority (28 per cent) of the respondents ranked 5 for the reasonable price of the Nivea product.

11. Majority (68per cent) of the respondents buy Nivea products fromdepartmental stores and malls.

12. Majority that is (51 percent) respondents purchase Nivea body care.

13. Majority (70 per cent) of the respondents are using Nivea products for less than 5 years.

14. Majority (59 per cent) of the respondents who spends up to Rs.500 for purchasing Nivea products.

15. Majority (36 per cent) of the respondents purchase Nivea products induced by celebrities.

16. Majority, (52 per cent) of the respondents have been influenced to buy Nivea products through friends.

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17. Majority, (52 per cent) of the respondents have been influenced to buy Nivea products through friends.

18. Majority (52 per cent) of the respondents does not have the idea of switching over to other brands.

19. Majority (50 per cent) of the respondents are ready to switch over to brands and they prefer Himalaya brand.

20. Majority (44 per cent) of the respondents are switching over to other brands because of high price.

21. Majority (40 per cent) of the respondents have moderate level of trust regarding Nivea.

22. Majority (91 per cent) respondents are satisfied and highly satisfied regarding the quality of Nivea products.

23. Majority (68 per cent) of the respondents are satisfied and highly satisfied regarding the price of Nivea product.

24. Majority (44 per cent) of the respondents are satisfied and highly satisfied regarding the variety of Nivea products available.

25. Majority 82 per cent of respondents are satisfied and highly satisfied regarding the brand image of Nivea products.

26. Maximum (77 per cent) of respondents are satisfied and highly satisfied regarding effectiveness of Nivea products.

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SUGGESTIONS 

Majority of the respondents are satisfied with the quality of the products. Hence, Nivea



Some customers are of the opinion that price changed by Nivea are comparatively high.





  

should continue to offer quality products for sale.

So, it can take efforts to reduce the prices of the product and also offer more discounts.

Maximum respondents mostly purchase skin care items. However the time spent for purchasing is the lowest. Hence Nivea can concentrate on promotion of sale of skin care items.

Majority of the respondents purchase products from departmental stores and malls. So, it should take efforts to maintain and improve the quality and variety of products so, that the existing customers are retained.

Even the quality of navy’s products is good there is lack of popularity among people. So, Nivea should tithe key proper measures to improve it.

Satisfaction level is low regarding price and effectiveness of products. So, the company have to work on the customer preference towards the pricing and effectiveness.

Majority of respondents recommending others to purchase the Nivea products. Even the company have to work more on promotional activities to satisfy the existing customers.

60

CONCLUSION Nivea a brand with a loyalty of more than 100 years has been an prime product in every single

household and has played an important role in each individual lives. It has more of a necessary product rather than leisure. The customer base for Nivea has been increasing but there are

various competitors such as Himalayas, Vaseline, ayahs etc. and other are also have good and

fair market at present. Based on the findings and stated in the literature review loyal customers are emotional creatures which are highly driven by their desire to maintain a relationship with

the brand they feel an emotional connection with. Consequently, even though feelings related to continuance commitment engage the consumer in a brand relationship, these feelings are not

enough to develop feelings of loyalty in the consumers mind. So therefore Nivea have to stand among the fierce competition with more loyalty.

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