PROJECT REPORT

“A STUDY ON CUSTOMERS PERCEPTION AND

ATTITUDE TOWARDS HIMALAYA BABY
PRODUCTS IN PONNANI MUNCIPALITY’’

Project report submitted in partial fulfillment of the requirements

for the award of

BACHELOR OF COMMERCE
Under the University of Calicut

Submitted by

MOHAMED BAZIL .K

REGISTER NO: AVAUBCM212

Under the guidance of

Mr. HARISUTHAN.K.B
(PG Department of commerce & Management studies)

ASSABAH ARTS AND SCIENCE COLLEGE

Valayamkulam

2020-2023
 PG DEPARTMENT OF COMMERCE & MANAGEMENT
STUDIES
ASSABAH ARTS AND SCIENCE COLLEGE
VALAYAMKULAM

CERTIFICATE FROM GUIDE

This is to certify that this report submitted by MOHAMED BAZIL .K for

partial fulfillment of the requirements of Bachelor of Commerce degree of
the University of Calicut is undergoing project at “A STUDY ON
CUSTOMERS PERCEPTION AND ATTITUDE TOWARDS
HIMALAYA BABY PRODUCTS IN PONNANI MUNCIPALITY”
and is a bonafide work done by the candidate under my guidance and
supervision. No part of this work has been submitted earlier any other
purpose.

Place: Mr. HARISUTHAN.K.B

Date: PG Department of Commerce & Management Studies

Assabah Arts and Science College

Valayamkulam
 DECLARATION

I, MOHAMED BAZIL .K student of Assabah Arts and Science College ,

Valayamkulam hereby entitled on “A STUDY ON CUSTOMERS
PERCEPTION AND ATTITUDE TOWARDS HIMALAYA BABY
PRODUCTS IN PONNANI MUNCIPALITY” is a work done by me in
partial fulfillment for the award of the Degree of BACHELOR OF
COMMERCE from University of Calicut during 2020-2023.

Place: Valayamkulam MOHAMED BAZIL .K

Date: Reg No: AVAUBCM212
 ACKNOWLEDGEMENT

First and foremost let me sincerely thank almighty for the great
opportunity and blessings that he has showered up on me for the
successful and timely completion of my project work.

I express my thanks to CALICUT UNIVERSITY for giving me an

opportunity for carrying out my project.

I wish to express my hearty gratitude to our respected

Prof. MOHAMMED KOYA.M.N (Principal of ASSABAH ARTS
AND SCIENCE COLLEGE, VALAYAMKULAM) for permitting me to take
up this project work.

I am extremely thankful to, Mrs. JUBY.C.K (H.O.D) for the

active patience and support forwarded to me in respect of this project.

I own my pleasure and sincere gratitude to my project

guide Mr. HARISUTHAN.K.B for her kind guidance, suggestions and
timely advice and encouragement throughout my project.

Finally I extent thanks to family members and friends for the

encouragement I got from them.

Place: Valayamkulam MOHAMED BAZIL .K

Date: Reg No: AVAUBCM212
 INDEX

CHAPTER TITLE PAGE

NO NO

1 INTRODUCTION 1-6

1.1 Introduction 2-3

1.2 Statement of the problem 4
1.3 Objectives of the study 4
1.4 Scope of the study 4
1.5 Significance of the study 5
1.6 Research methodology 5-6
1.7 Limitation of the study 6

2 REVIEW OF LITERATURE 7-9

3 THEORETICAL FRAME WORK 10-18

4 DATA ANALYSIS & INTERPRETATION 19-38

5 FINDINGS, SUGGESTIONS & CONCLUSION 39-42

BIBLIOGRAPHY 43-44

APPENDIX 45-49
LIST OF TABLES

PAGE
NO TITLE
NO
4.1 TABLE SHOWING AGE OF RESPONDENTS
20
TABLE SHOWING EDUCATIONAL QUALIFICATION
4.2 21
OF RESPONDENTS

TABLE SHOWING TYPE OF FAMILY OF

4.3 22
RESPONDENTS

4.4 TABLE SHOWING AGE GROUP OF YOUR CHILD

23
TABLE SHOWING SATISFACTION LEVEL OF
4.5 24
RESPONDENTS

TABLE SHOWING USE OF DIFFERENT TYPE

4.6 25
HIMALAYA PRODUCT

TABLE SHOWING ASSOCIATION WITH THE

4.7 26
PRODUCT

4.8 TABLE SHOWING SOURCE OF PURCHASE

27
TABLE SHOWING WHETHER RESPONDENTS
4.9 28
NOTICE EXPIRY DATE OR NOT

TABLE SHOWING WHETHER THE PRODUCT

4.10 29
CAUSES ANY SIDE EFFECT OR NOT

TABLE SHOWING THE ACTION WHICH THE

4.11 30
RESPONDENTS TAKE AGAINST SIDE EFFECT
 TABLE SHOWING WHETHER THE RESPONDENTS

4.12 RECOMMEND THE PRODUCT TO FRIENDS AND

31
RELATIVES

TABLE SHOWING WHETHER THE RESPONDENTS

4.13 NOTICE TV ADVERTISEMENT OF HIMALAYA

32
BABY PRODUCT

TABLE SHOWING MOST INFLUENCING ATTRIBUTE

4.14 33
OF HIMALAYA PRODUCT

TABLE SHOWING WHETHER THE RESPONDENTS

4.15 34
GIVE IMPORTANCE TO PACKAGING

TABLE SHOWING HOW OFTEN THEY USE THE

PRODUCT 35
4.16

TABLE SHOWING USE OF OTHER BRANDS BEFORE

4.17 36
THIS CURRENT BRAND

TABLE SHOWING TYPE OF BRAND USING BEFORE

4.18 37
THIS BRAND

TABLE SHOWING REASON FOR AVOIDING

4.19 38
PREVIOUS BRAND
 LIST OF CHARTS

PAGE
NO TITLE
NO

4.1 CHART SHOWING AGE OF RESPONDENTS 20

CHART SHOWING EDUCATIONAL QUALIFICATION OF

4.1 21
RESPONDENTS

4.3 CHART SHOWING TYPE OF FAMILY OF RESPONDENTS 22

4.3 CHART SHOWING THE AGE GROUP OF YOUR CHILD 23

CHART SHOWING SATISFACTION LEVEL OF

4.5 24
RESPONDENTS

CHART SHOWING USE OF DIFFERENT TYPE OF

4.6 HIMALAYA PRODUCT 25

4.7 CHART SHOWING ASSOCIATION WITH THEPRODUCT 26

4.8 CHART SHOWING SOURCE OF PURCHASE 27

CHART SHOWING WHETHER RESPONDENTS NOTICE

4.9 EXPIRY DATE OR NOT 28

CHART SHOWING WHETHER THE PRODUCTCAUSES

4.10 ANY SIDE EFFECT OR NOT 29

CHART SHOWING THE ACTION WHICH THE

4.11 RESPONDENTS TAKE AGAINST SIDE EFFECT 30
 CHART SHOWING WHETHER THE RESPONDENTS
4.12 RECOMMEND THE PRODUCT TO 31
FRIENDS AND RELATIVES

CHART SHOWING WHETHER THE RESPONDENTS

4.13 NOTICE TV ADVERTISEMENT OF HIMALAYA 32

BABY PRODUCT

CHART SHOWING MOST INFLUENCING ATTRIBUTE

4.14 33
HIMALAYA PRODUCT

CHART SHOWING WHETHER THE RESPONDENTS GIVE

4.15 34
IMPORTANCE TO PACKAGING
CHART SHOWING HOW OFTEN THEY USE THE
PRODUCT 35
4.16

CHART SHOWING USE OF OTHER BRANDS BEFORE

4.17 THIS CURRENT BRAND 36

CHART SHOWING TYPE OF BRAND USING BEFORE

4.18 THIS BRAND 37

CHART SHOWING REASON FOR AVOIDING PREVIOUS

4.19 BRAND 38
 CHAPTER 1

INTRODUCTION

Page | 1
1.1 INTRODUCTION

Baby care products basic need of consumer. Today Baby needs Baby Skin care
products. Baby soaps, washes and shampoos: cleansers and washes are mild and safe for
newborns. Information about the perceptions of parents on high-price baby care products was
gathered. The effectiveness of advertisement and sales promotion on creating awareness and
increased turnover were also examined. In this study, focuses on parent’s perception vary
from person to person. Different people perceive different thing about the same situation. But
more than that, we assign different meaning to what we perceive. Different varieties of the
products are available in the market consumers prefer the variety of baby care products for
high quality, low price and attractive wrapper. Most of the consumers are satisfied with
quality products and some of the consumers prefer other factors each product differs from
one another in terms of price, quality, quantity, offers, advertisements etc., The primary aim
of this study is to understand the customer Demographic factors and awareness level, and
factor influencing purchasing Himalaya Baby Care products.

Baby, a very young child (birth to 1 year) who has not yet begun to walk or talk “the
baby began to cry again”; “she held the baby arms”; “it sounds simple, but when you have
your own baby, it is all so different” Baby care products basic need of a consumers. Today
Baby needs Baby Skin Care products. Baby soaps, washes and shampoos: Cleansers and
washes are mild and safe for newborns. But use baby soaps sparingly, as they can dry
newborn skin. Baby lotion: Helps moisturize newborn skin. So the parents’ to select lower
priced baby care products, and identifying their buying behavior

Marketing analysis includes finding out what groups of potential customers exist, what
group of customers you prefer to serve, what their needs are, what products or services you
might develop to meet their needs, how the customers might prefer to use A market-focused,
or customer-focused. An organization determines what its potential customer's desire, and
then builds the product or service. Marketing theory and practice is justified in the belief
that

Page | 2
customers use a product/service because they have a need, or because a product/service
provides a perceived benefit.

Two major factors of marketing are the recruitment of new customers (acquisition) and
there tention and expansion of relationships with existing customers (base management).
Once a marketer has converted the prospective buyer, base management marketing takes
over. The process for base management shifts the marketer to building a relationship,
nurturing the links, enhancing the benefits that sold the buyer in the first place, and
improving the products/service continuously to protect the business from competitive
environment.

marketing is the wide range of activities involved in making sure that you are
continuing to meet the needs of your customers and are getting value in return. The products
and services, what your competitors are doing, what pricing you should use and how you
should distribute products and services to your target market. various methods of market
research are used to find out information about markets, target markets and their needs,
competitors etc. marketing also includes ongoing promotions, which can include advertising,
public relations, sales and customer service.

In the modern marketing 'customer is the king'. so the producer's fate is decided by the
action of the customer. That is, by either buying the product or rejecting it. So a producer
tries hard to gain competitive efficiency over the other by adopting new technologies in
production and cost reduction measures.

Children are the most crucial resource of a country. This future citizen can contribute
substantially to the social and economic development of a country. But to achieve this one
must pay proper attention to the children. so this research is undertaken to know whether the
proper attention given to the quality of goods and services provide to them.

Page | 3
 1.2 STATEMENT OF THE PROBLEM

Marketing is the crucial and most important activity for the development of a product or
brand, especially in the case of baby care products. Because customers are more conscious
while buying baby care products. Now in the marketing feild Himalaya brand faces various
competitions. So in this context the study is significant to konw customers preference,
expectations and attitude, and how well they get satisfied with the service provided by
Himalaya baby products.

1.3 OBJECTIVES OF THE STUDY

1. To identify the level of awareness on selected product of Himalaya baby Brands.

2. To identify the factors influencing the preference of Himalaya baby products.

3. To examine the impact of their brand trust, brand loyalty, brand image on brand equity
of Himalaya baby brand.

4. To examine the level of customers satisfaction on the selected products of Himalaya

1.4 SCOPE OF THE STUDY

It can be used to understand the customer’s preference and expectations, and how they get
satisfied with the service provided by the HIMLAYA products. this study gives the
quantitative information about the customer preference about the services, which may help
the product to pain their action. The study focuses to explore more about the customer on the
sensitive factors that influencing services performance.

Page | 4
 1.5 SIGNIFICANCE OF THE STUDY

The entire process of customer perception starts when a consumer sees or gets information
about a particular product. The customer collects information about a product and
interprets the information to make a meaningful image of a particular product.
When customers see advertisements, promotions, customer reviews, social media feedback,
etc., relating to a product, they develop an impression of the product. This process
continues until the consumer builds an opinion about the product.

1.6 RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. It may be

understand as a science of studying how research systematically solves the research problem.

RESEARCH DESIGN

There are numbers of methods used for selecting samples. Convenience sampling technique
were subjects are selected because of their convenient accessibility and proximity to
researcher.

SAMPLE SIZE

A sample of 50 respondents was selected from the population of ponnani municipality.

SOURCES OF DATA COLLECTION

The data collection method adopted in this project is prepared through a set of questionnaire.
The customers are met residing in various area of ponnani [Link] responses
and feedback is noted down in questionnaire. The research used questionnaire for collection
of primary data. secondary data were collected from different sources.

Page | 5
 TOOLS FOR DATA COLLECTION
Questionaries is used for data collection

TOOLS USED FOR DATA ANALYSIS

Percentage are used for data analysis

TOOL USED FOR PRESENTATION

Bar diagram and pie chart are used for data presentation.

PERIOD OF STUDY

The study is for a period from 24 December 2022 to 13 January 2023

1.7 LIMITATIONS OF THE STUDY

 The area of the study is confined to ponnani.

 The survey sample is limited to 50 respondents only.

 Information obtained from the respondents may be affected by personal bias.

Page | 6
 CHAPTER 2

REVIEW OF

LITERATURE

Page | 7
 REVIEW OF LITERATURE

Yeomacha (2014) Baby care products both in price and quality. therefore, it is
immensely necessary for both products and dealers to see that competitive efficiency of
products is kept high. producers have to act on production, pricing. promotion and
distribution according to consumer preferences. Dealers have got the responsibility in this
direction in the promotion and distribution in their areas. Regular market research will help
in ascertaining the preference and acting accordingly in the field of production, distribution
etc. Consumer orientation of marketing is immensely necessary for creating and maintaining
the brand image in the minds.

Febrina Fitriyanti Tambunan, Mustika Sufiati Purwanegara , Mia Tantri

Diahlndriani (2013) the purpose of the paper is to identify customer perceptions and attitude
towards baby formula and their willingness to pay. The preliminary qualitative study was
conducted by focus group discussion and sentence completion technique. The quantitative
study is expected to validate the findings. Questionnaires are distributed to total 105 mothers
who have baby at 0-5 years old, where hypothesis were tested with multi variate analysis.
The resullt shows that growth benefit made by baby formula significantly influence the
willingness to purchase baby formula. The mothers stated that baby formula is considered as
substitute for breast milk only, giving nutrition for baby but does not build baby's intelligence
as claimed in many advertisements. The implication of this research is valuable for marketer
to understand consumer preferences and perspective on baby formula purchase.

P.K Khicha, Benard Oyagi and Andrew S. Nysngau (2012) studied that Baby
accessory products are selected through the brand perception and brand equity. The study
explored how to create brand perception and brand equity by using different marketing
communication tools. The study was focused on baby accessory products in order to realize
what mother think conceive and learn upon brands. The reseach results showed that brand
perception of mothers for baby accessory products is different when considered by marketing
communication program.

Page | 8
 Daniles and jane (2009) a marketing strategy with in the baby product industry,
the study of baby product market can be very congested with many different brands
depending on the product and it can be hard for a consumer to distinguish between the
multiple brands. Marketers need to assist consumers through the distraction of all the various
brands and lead the consumers to their particular brand.

Ramesh and Pavithra (2015) "A study on customers preference and satisfaction
towards Himalaya product with reference to Coimbatore city, India “viewed that to identify
the customers' preference and satisfaction towards Himalaya products and to investigate the
influence of product dimensions on customer satisfaction and customer loyalty as well as to
understand the Himalaya effect of product. Himalaya products are part of the knowledge of
in digamous cultures and marginal societies across the globe which has stood the rest time.
Nithya, and Durai Eswari (2016) " A study on customers satisfaction towards Himalaya
products with special reference to Dharapuram town" This study is to identify the customer
satisfaction level and the problems faced by the respondents while using Himalaya products.
The data ha been collected from 50 consumers in Dharapuram by applying convenient
sampling technique the study has attempted to cast light on the preference of the consumers
also the study has necessitated the Himalaya manufacturing company to increase the
awareness about its different products which are high in quality then their competitors.
Mathuthra and Latha (2016) "Customer’s attitude towards baby products of
Johnson&Johnson and Himalaya products, Coimbatore city" they viewed that the parents are
constantly concernt with getting the best products in the market and doing everything right so
that their child is safe and sound. Parents do this not only because they are extremely
concerned about the safety of their child but also since most first-time parents generally have
no idea what the differences between the products. So, this first-time parent may be easily
influenced by any type of media from which they get the information.

Page | 9
 CHAPTER 3

THEORETICAL FRAMEWORK

Page | 10
 THEORETICAL FRAMEWORK

Baby care products industry comprises of segments which address various

basic needs of a baby in day-to-day life. Any product that promises to meet the demand for
taking care of an infant, generally between 0-4 years of age, falls under this industry. Typical
segments of this industry are skin-care, hair care, baby food, toiletries [diapers and its
accessories and wipes], apparels & footwear, toys, baby convenience and safety products etc.

India, with 1.28 billion people, is the second most populous country in the world,
just after china, more than 127 million children under 4 years, along with its nearly 27
million annual births and a fertility rate of 2.72 children per woman. The country has 20% of
the 0- 4years child population of the world. The number of live births in the country is
estimated to be 27 million, which again constitutes 20% of the total number of live births in
the world. Thus, making India as an attractive market for the baby care industry.

HISTORY

Every year, 300 million Himalaya products enter the home of consumers around the world.
With a range of over 300 healthcare and personal care products including brands like Liv.52,
Cystone, and Bonnisan, we touch the lives of millions of customers worldwide, giving them
products that help them lead healthier, enriched lives.

Himalaya's story began way back in 1930. A curious young man riding through
the forests of Burma saw restless elephants being fed the root of a plant, which helped pacify
them. Fascinate by the plant's effect on elephants, this young man, Mr. M. Manal. the
founder of Himalaya, wanted to scientifically test the herb's properties. With no money and
only a pocketful of dreams, he pawned his mother's jewelry to buy a hand -operated tableting
machine. The years that followed were a time of endurance and a test of the young man's
patience, strength and passion. He spent his days learning about herbs from neighborhood
healers and his nights working on the machine to make a few hundred tablets. His vision was
to bring the traditional Indian science of Ayurveda to society in a contemporary form.

Page | 11
 In a time when herbal products were regarded with scepticism, our founder's
belief in the healing power of herbs was unwavering. He felt that if people were offered safe
and effective herbal medicines, they would come to accept them as part of their healthcare
routine. He believed that herbal medicines could and should be evaluated on the same quality
and efficacy parameters as conventional medicine. This was possible through empirical
research. Once scientific research proved that herbal products worked, even doctors could be
won over. This was a big dream with big challenges. But he persevered on despite the
obstacles.

After four years of researching the herb Rauwolfiaserpentina. serpina , the

world’s first natural antihypertensive drug was launched in 1934. The discovery set the future
course for Himalaya. It taught us the value of scientific research. it also taught us the
importance of patience, passion and perseverance. We have since focused on converting
Ayurveda's herbal tradition into a range of proprietary formulations dedicated to healthy
living and longevity.

In 1995 Himalaya introduced Liv.52, a liver formulation that ensures optimum

liver function. The product soon became our flagship brand and a top selling herbal
medicine. Other brands soon followed including Cystone, Bonnisan and Rumalaya forte,
products that went on to become household names. in 1999, Himalaya entered the personal
care segment under the brand name 'Ayurvedic Concepts'. This was unchartered territory
which brought with it new challenges and new opportunities for learning. people around the
world were waking up to the benefits of herbal and natural products for their personal care
needs. Himalaya had close to seven decades of research experience in herbal medicine and
this legacy had helped us understand the world of herbs. The prospect of entering the
personal care space was therefore exciting. We wanted to give customers herbal personal
care products that were mild, gentle, hard-working and steeped in science! our guiding
philosophy was to develop a range of personal care products rooted in Ayurveda and backed
by research, a mainstay of Himalaya brand. By remaining true to our research ethic, we build
credibility for our range of herbal personal care products and gained the trust of our
customers. A year later, we expanded our

Page | 12
portfolio to include animal health products with the objective of caring for the health and
well- being of animal.

With our expanding range of products and growth in international markets. Himalaya
underwent a rebranding where thr entire range was brought under a single umbrella Himalaya
Herbal Healthcare, with the present portfolio of pharmaceuticals, personal care, baby care,
well-being and animal health products. Himalaya has evolved into a 'head-to-heel' herbal
wellness company.

After close to 88 years, we remain committed to enriching the lives of people who use our
products. Himalaya's therapeutic products have brought relief to people suffering from
ailments like liver disorders, diabetes to kidney stones and joint disabilities. Our personal
care products care range captures the best in nature and science. giving our customers
products that are gentle, effective and safe for long-term use. our vision is to offer wellness in
every home and for the whole family through our herbal health care and personal care
products today. The Himalaya brand is synonymous with safe and efficacious herbal
products. Starting off operations in Dehradun way back in the 1930s. The company later
spread its wings to Mumbai and across the country. In 1975, the company set up an advanced
manufacturing facility in Makali, Bengaluru, India. In 1991, the company relocated its R&D
facility to Bengaluru. We operate in over 90 countries, our products are prescribed by
400,000 doctors worldwide, and millions of customers trust us for their health and personal
care needs. Himalaya Global Holdings Ltd. (HGH) is the parent of all Himalaya
subsidiaries.

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LOGO OF HIMALAYA

The Himalaya brand has much in common with the mountain range from
which it draws its name. For centuries, the Himalayas have been an icon of aspiration and of
man's quest to unlock nature's secrets. They represent purity and lofty ideals.

Our logo is a visual definition of our brand identity. The leaf that forms the
crossbar of the letter H represents the company's focus on herbal healthcare. The teal green
reflects our closeness to nature, while the orange is evocative of warmth, vibrancy and our
commitment to caring.

The Himalaya brand represents wellness, both internal and topical. Our range of
head-to-toe healthcare and personal care products spans the entire wellness spectrum,
offering gentle, safe and efficacious care.

Each and every product that carries our logo is backed by the high quality that is
Himalaya's hallmark. It promises good health, well-being and a prescription for good living.
Our logo symbolizes a promise delivered.

WHAT WE BELIVE IN

Life at Himalaya is about being committed to integrity, accountability, fairness,

transparency and innovation.

Integrity: We value the trust our customers, business partners and other stakeholders have
placed in us. By being truthful, consistent and honest in everything we do, we honor this trust.

Accountability: We are accountable both internally to our team and externally our
stakeholders. Systems and processes help us ensure accountability at every step.

Fairness: We remain firmly committed to our rules and are guided by our ethics This helps
make impartial decisions and US treat all parties fairly.

Transparency: Being open in our dealings is integral to our work ethic. Whether it is
interacting with farmers who grow our herbs, vendors who supply us materials or customers

Page | 14
who buy our products, we believe that transparency helps us make partners for life.

Innovation: Bringing ideas out of the lab and into the real world is the kind of innovation we
pursue. It inspires us to discover new medicines and develop new products that go onto make
life healthier and happier for people.

MARKETING MIX ELEMENTS

Marketing Involves a number of activities. To begin with, an organization may

decide on its target group of customers to be served. Once the target group is decided, the
product is to be placed in the market by providing the appropriate product, price, distribution
and promotional efforts. These are to be combined or mixed in an appropriate proportion so
as to achieve the marketing goal. Such mix of product, price, distribution and promotional
efforts is known as 'Marketing Mix'.

According to Philip Kotler "Marketing Mix is the set of controllable variables that the firms
can use to influence the buyer's response". The controllable variables in this context refer to
the 4 ‘P’s [product, price, place (distribution) and promotion]. Each firm strives to build up
such a composition of 4 P's, which can create highest level of consumer satisfaction and at
the same time meet its organizational objectives. Thus, this mix in assembled keeping in
mind the needs of target customers, and it varies from one organization to another depending
upon its available resources and marketing objectives.

1) Product:

Product refers to the goods and services offered by the organization. A pair of shoes, a plate
of dahi-vade, a lipstick, all are products. All these are purchased because they satisfy one or
more of our needs. We are paying not for the tangible product but for the benefit it will
provide. So, in simple words, product can be described as a bundle of Benefits which a
marketer offers in the consumer for n price While buying a pair of shoes, we are actually
buying comfort for our feet, while buying a lipstick we are actually paying for beauty
because lipstick is likely to make us look good. Product can also take the form of a service
like an nir travel. telecommunication, etc. Thus, the term product refers to goods and services
offered by the organization for sale.

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2) Price:

Price is the amount charged for a product or service. It is the second most important element
in the marketing mix. Fixing the price of the product is a tricky job. Many factors like
demand for product, cost invelved, consumer's ability to pay, prices charged by competitors
for similar products, government restrictions etc. have to be kept in mind while fixing the
price. In fact, pricing is a very crucial decision area as it has its effect on demand for the
product and also on the profitability of the firm.

3) Place:

Goods are produced to be sold to the consumers. They must be made available to the
consumers at a place where they can conveniently make purchase. Woolens are
manufactured on a large scale in Ludhiana and you purchase them at a store from the nearby
market in your tow So, it is necessary that the product is available at shops in your town. This
involves chain of individuals and institutions like distributors, wholesalers and retailers who
constitute firm's distribution network (also called a channel of distribution). The organization
has to decide whether to sell directly to the retailer or through the distributors/wholesaler etc.

4) Promotion

If the product is manufactured keeping the consumer needs in mind, is rightly priced and
made available at outlets convenient to them but the consumer is not made aware about its
price, features, availability etc., its marketing effort may not be successful. Therefore
promotion is an important ingredient of marketing mix as it refers to a process of informing.
persuading and influencing consumer to make choice of the product to be bought Promotion
is done through means of personal selling, advertising, publicity and sales promotion. It is
done mainly with a view to provide information to prospective consumers about the
availability, characteristics and uses of product. It arouses potential consumer's interest in the
product, compare it with competitor’s product and make his choice. The proliferation of print
and electronic media has immensely helped the process of promotion

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BRAND

Brands are intangible nsseis, assets that produces added benefits for the business. This is the
domain of strategic brand management: how to create value with proper brand management
Definition of a Brand is most commonly referred to as the name, term, design, symbol, or
any other feature that identifies one seller's goods/services as distinct from those of other
sellers. Whilst this definition is too general to grasp the key aspects of brand trust, we have
defined brands reputational asset which has been developed over time so as to embrace a set
of values and attributes. As a result, people hold a set of beliefs about the brand which are often
powerful.

1) Brand Trust

Brand trust is viewed as central in many studies. It is conceptualized as a notable factor in the
firm success. Choudhury and Holbrook define brand trust as the willingness of the average
consumer to rely on the ability of the brand to perform its stated function Brand trust arises
after consumer’s evaluation of companies offerings. If companies provide beliefs of safety
honesty and reliability about their brands to consumers, brand trust will be generated
subsequently, It can be interpreted that brand trust is created and developed by direct
experiences of consumer via brands. The main difference between brand trust and brand
affect is brand trust is viewed as a long process which can be occurred by thought and
consideration of consumer experiences about store while brand affect is consisted of
impulsive feelings which can be formed, spontaneously Therefore brand trust can be
discussed as a cognitive component which may induce emotional response namely brand
affect.

2) BRAND EQUITY

Brand equity in the mensurable value derived from marketing and other strategie and
management efforts attributable to a brand The challenge for marketers in building a strong
brand is ensuring that customers have the right type of experiences with products and
services and their accompanying marketing programs so that the desired thoughts, feelings,
images, beliefs, perceptions. opinions, and so on become linked tothe brand.

Page | 17
 3) BRAND LOYALTY

Brand loyalty is a pattern of consumer behavior where consumers become committed to

brands and make repeat purchases from the same brands over time. Loyal customers
consistently purchase products from their preferred brands, regardless of convenience or
price. Companies often use different marketing strategies to cultivate lo yal customer,
Including loyalty programs (i.e. rewarda programs) or trials and Incentives (such as samples
and free gifts Brand Equity What is it? Brand equity is the value of the brand in the Market
place, simply put, a high equity brand has high value in the marketplace. However, what this
means exactly is often not fully or clearly understood. High brand value, a brand with high
equity, means that the brand has the ability to create some sort of positive differential
response in the marketplace. This can mean that your brand is easily recognizable when
encountered in advertising or seen on a yard sign. It can mean that your brand is one of the
first ones recalled when a relevant prompt is used - "who would I call to discuss listing my
house?" It could mean that individuals would be willing to pay a premium price for your
brand's offering. In the case of a real estate transaction, individuals would pay a standard
commission and feel as if they received a valuable high- quality service from a well-known
and trusted brand.

It could mean that when someone asks for a referral your brand is the first one that is
recommended to others. All of these are positive responses to the brand - a readily
recognizable brand, a brand that is recalled quickly and easily when needed, one that
individuals are willing today a premium price to acquire, and a brand that is recommended to
others. These are all characteristics of a high equity brand.2

Page | 18
 CHAPTER 4
DATA ANALYSIS & INTERPRETATION

Page | 19
 TABLE 4.1

TABLE SHOWING AGE OF RESPONDENTS

OPTION FREQUENCY PERCENTAGE

Below 20 4 8

20 - 25 16 32

25 - 30 25 50

Above 30 5 10

Total 50 100

FIGURE 4.1

CHART SHOWING AGE OF RESPONDENTS

60%

50%
50%

40%
32%
30%

20%

10%
10% 8%

0%
Below 20 20-25 25-30 Above 30

Percentage

INTERPRETATION:

The table show that 8%of the respondents are below 20 age group, 32% of them are in 20-25
age group, 50% are 25-30 age group and 10% are above 30 age group

Page | 20
 TABLE 4.2

TABLE SHOWING EDUCATIONAL QUALIFICATION OF RESPONDENTS

OPTION FREQUENCY PERCENTAGE

SSLC 3 6

PLUS TWO 18 36

DEGREE/DIPLOMA 22 44

PG 7 14

TOTAL 50 100

FIGURE 4.2

CHART SHOWING EDUCATIONAL QUALIFICATION OF

RESPONDENTS

50%
45% 44%

40%
36%
35%
30%
25%
20%
15% 14%

10% 6%
5%
0%
SSLC PLUS TWO DEGEREE/DIPLOMA PG

percentage
\

INTERPRETATION:
The educational qualification of customers 6% of them are SSLC and 36% of them are +2,
44% of them are degree/diploma 14% are in PG.

Page | 21
 TABLE 4.3

TABLE SHOWING TYPE OF FAMILY OF RESPONDENTS

OPTION FREQUENCY PERCENTAGE

JOINT FAMILY 18 36

NUCLEAR FAMILY 32 64

TOTAL 50 100

FIGURE 4.3

CHART SHOWING TYPE OF FAMILY OF RESPONDENTS

35%
32%
30%

25%

20% 18%

15%

10%

5%

0%
JOINT FAMILY NUCLEAR FAMILY

Percentage

INTERPRETATION

The table showing the type of family of customer 36% from joint family and 64% are
from nuclear family.

Page | 22
 TABLE 4.4

TABLE SHOWING AGE GROUP OF YOUR CHILD

OPTION FREQUENCY PERCENTAGE

6 MONTH TO ONE 10 20
YEAR

1 TO 2 YEAR 21 42

2 TO 3 YEAR 13 26

ABOVE 3 YEAR 6 12

TOTAL 50 100

FIGURE 4.4

CHART SHOWING THE AGE GROUP OF YOUR CHILD

45% 42%
40%
35%
30%
26%
25%
20%
20%
15% 12%
10%
5%

0%
6 MONTH TO ONE
YEAR 1 TO 2 YEAR 2 TO3 YEAR ABOVE 3 YEAR

Percentage

INTERPRETATION
The table shows the age group of baby, 21% opined the age group 6 month to 1 year, and
42% said the age group in between 1 to 2 year and 26 % have the age group between 2 to 3
years the 12% have the age group above 3 years.

Page | 23
 TABLE 4.5

TABLE SHOWING SATISFACTION LEVEL OF RESPONDENTS

OPTION FREQUENCY PERCENTAGE

HIGHLY SATISFIED 8 16

SATISFIED 30 60

HIGHLY 6 12
DISSATISFIED

DISSATISFIED 4 8

NEUTRAL 2 4

TOTAL 50 100

FIGURE 4.5

CHART SHOWING SATISFACTION LEVEL OF RESPONDENTS

70%
60%
60%

50%

40%

30%

20% 16%
12%
10% 8%
4%
0%
HIGHILY SATISFIED SATISFIED HIGHILY DISSATISFIED NEUTRAL
DISSATISFIED
Percentage

INTERPRETATION
The table showing 60% customers are satisfied and 16% customers are highly satisfied, 8%
dissatisfied and 12% highly dissatisfied, 4% are neutral with the product

Page | 24
 TABLE 4.6

TABLE SHOWING USE OF DIFFERENT TYPE HIMALAYA PRODUCT

OPTION FREQUENCY PERCENTAGE

BABY LOTION 2 4

BABY CREAM 1 2

BABY POWDER 3 6

BABY SOAPS 2 4

ALL OF THE ABOVE 42 84

TOTAL 50 100

FIGURE 4.6

CHART SHOWING USE OF DIFFERENT TYPE OF HIMALAYA

PRODUCT

90% 84%
80%
70%
60%
50%
40%
30%
20%
10% 4% 6% 4%
2%
0%
BABY LOTION BABY CREAM BABY POWDER BABY SOAPS ALL OF THE
ABOVE

Percentage

INTERPRETATION

The above table shows that the type of himalaya product used by the respondents, 4% of
respondents use Baby lotion , 2% use Baby cream, 6% use Baby powder, 4%use baby soaps
and 84% use all of the above.

Page | 25
 TABLE 4.7

TABLE SHOWING ASSOCIATION WITH THE PRODUCT

option Frequency Percentage

Below 1 year 12 24

1-3 year 32 64

3-6 year 5 10

Above 6 year 1 2

Total 50 100

FIGURE 4.7

CHART SHOWING ASSOCIATION WITH THE PRODUCT.

70%
64%
60%

50%

40%

30%
24%
20%

10%
10%
2%
0%
Below one year 1-3 year 3-6 year Above 6 year

Percentage

INTERPRETATION

The above table shows that how long the customer associated with the product. 24% are
below 1 year, 64% are 1-3 year, 10% are 3-6 year and 2% are above 6 years.

Page | 26
 TABLE 4.8

TABLE SHOWING SOURCE OF PURCHASE

Option Frequency Percentage

Product display 9 18

TV/News papers 14 28

Internet 5 10

Friends/Family 20 40

others 2 4

Total 50 100

FIGURE 4.8

CHART SHOWING SOURCE OF PURCHASE

45%
40%
40%

35%

30% 28%

25%

20% 18%

15%

10% 10%

5% 4%

0%
Product display TV/News papers Internet Friends/Famiy Others

Percentage

INTERPRETATION

The above table shows the source of information depending to purchase the product. 18% are
by product display, 28% are by TV/newspapers, 10% are internet, 40% are by friends and
4% are get information from others.
Page | 27
 TABLE 4.9

TABLE SHOWING WHETHER RESPONDENTS NOTICE EXPIRY DATE OR NOT

Options Frequency Percentage

Yes 48 98

No 2 2

Total 50 100

FIGURE 4.9

CHART SHOWING WHETHER RESPONDENTS NOTICE EXPIRY DATE

OR NOT

120%

100% 98%

80%

60%

40%

20%

0% 2%

YES NO

Percentage

INTERPRETATION
The above table shows that 98% of respondents check the expiry date when buying these
products and 2% are not notice the expiry date

Page | 28
 TABLE 4.10
TABLE SHOWING WHETHER THE PRODUCT CAUSES ANY

SIDE EFFECT OR NOT

Options Frequency Percentage

Yes 0 0

No 50 100

Total 50 100

FIGURE 4.10

CHART SHOWING WHETHER THE PRODUCT CAUSES ANY SIDE

EFFECT OR NOT

120%

100%
100%

80%

60%

40%

20%

0%
0%
YES NO

Percentage

INTERPRETATION

From the above table and chart it is clear that 100% of the respondents are of the opinion that
the Himalaya baby products do not have any side effect to the babies

Page | 29
 TABLE 4.11

TABLE SHOWING THE ACTION WHICH THE RESPONDENTS TAKE

AGAINST SIDE EFFECT

Options Frequency Percentage

Compliant 10 20

Stop using this product 23 46

Prefer another product 12 24

Others 5 10

Total 50 100

FIGURE 4.11

CHART SHOWING THE ACTION WHICH THE RESPONDENTS TAKE

AGAINST SIDE EFFECT
50%
46%
45%
40%
35%
30%
25% 24%
20% 20%

15%
10% 10%

5%
0%
Compliant Stop using this product Prefer another product Other

Percentage

INTERPRETATION

The table show that the which type of action taken by the customers against the side effect of
the product. 20% take the action complaint. 46% stop using this product, 24% are prefer
another product and 10% take another action.

Page | 30
 TABLE 4.12

TABLE SHOWING MOST INFLUENCING ATTRIBUTE OF HIMALAYA

PRODUCT

Options Frequency Percentage

Quality 18 36

Natural ingredients 14 28

Brand heritage 6 12

Price 11 22

Proven research 1 2

Total 50 100

FIGURE 4.12

CHART SHOWING MOST INFLUENCING ATTRIBUTE HIMALAYA

PRODUCT
40%
36%
35%

30% 28%
25%
22%
20%

15%
12%
10%

5%
2%
0%
Quality Natural ingredients Brand heritage Price Proven reasearch

Percentage

INTERPRETATION

The above table shows hat the influencing attribute a Himalaya product. 36% of respondent
opinion is quality, 28% natural ingredients, 12% said brand image, 22% of respondent's
opinion is price and 2% say that prove research.

Page | 31
 TABLE 4.13
TABLE SHOWING WHETHER THE RESPONDENTS

GIVE IMPORTANCE TO PACKAGING

Options Frequency Percentage

Yes 42 84

No 8 16

Total 50 100

FIGURE 4.13

CHART SHOWING WHETHER THE RESPONDENTS GIVE

IMPORTANCE TO PACKAGING.
90% 84%
80%

70%

60%

50%

40%

30%
20% 16%

10%

0%
YES NO

Percentage

INTERPRETATION
The above chart show that give important to attractive packaging of the product. 84% of
respondents opinion is yes and 16% of respondents opinion is no.

Page | 32
 TABLE 4.14

TABLE SHOWING HOW OFTEN THEY USE THE PRODUCT

Options Frequency Percentage

Every day 15 30

Once in a day 25 50

2-4 times in a day 10 20

Total 50 100

FIGURE 4.14

CHART SHOWING HOW OFTEN THEY USE THE PRODUCT

60%

50%
50%

40%

30%
30%

20%
20%

10%

0%
Every day Once in a day 2-4 times in a day

Percentage

INTERPRETATION

The above table show that 30% of respondents use their product every day, 50% once in a
day and 20% 2-4 times in a day. The majority of respondent use their product in once in a
day.
Page | 33
 TABLE 4.15

TABLE SHOWING USE OF OTHER BRANDS BEFORE THIS CURRENT BRAND

Options Frequency Percentage

Yes 42 84

No 8 16

Total 50 100

FIGURE 4.15

CHART SHOWING USE OF OTHER BRANDS BEFORE THIS

CURRENT BRAND

90% 84%

80%

70%

60%

50%

40%

30%

20% 16%

10%

0%
YES NO

Percentage

INTERPRETATION
The above table show that 84% of respondents use another brand before using this brandand
16% do not use another brand before this brand.

Page | 34
 TABLE 4.16

TABLE SHOWING TYPE OF BRAND USING BEFORE THIS BRAND

Options Frequency Percentage

Jonson and Jonson 20 40

Mother care 14 28

Chico 6 12

Others 10 20

Total 50 100

FIGURE 4.16

CHART SHOWING TYPE OF BRAND USING BEFORE THIS

BRAND

45%
40%
40%

35%
30% 28%

25%
20%
20%

15% 12%
10%

5%

0%
Jonson and jonson Mother care Chico Other

Percentage

INTERPRETATION
The above table show that the type of brand using the respondent before this brand. 40%
use Jonson and Jonson, 28% mother care, 12% chico and 20% others.

Page | 35
 TABLE 4.17

TABLE SHOWING REASON FOR AVOIDING PREVIOUS BRAND

Options Frequency Percentage

High price 20 40

Low quality 16 32

Side effect 4 8

Others 10 20

Total 50 100

FIGURE 4.17

CHART SHOWING REASON FOR AVOIDING PREVIOUS BRAND

45%
40%
40%

35% 32%
30%

25%
20%
20%

15%
10% 8%

5%

0%
High price Low price Side effect Others

Percentage

INTERPRETATION

The above table showing the reason for avoiding the previous brand. 40% of respondence
reason high price, 32% said low quality, 8% said side effect and 20% are other reason.

Page | 36
 TABLE 4.18

TABLE SHOWING WHETHER THE RESPONDENTS RECOMMEND HE

PRODUCT TO FRIENDS AND RELATIVES

Options Frequency Percentage

Yes 50 100

No 0 0

Total 50 100

FIGURE 4.18

CHART SHOWING WHETHER THE RESPONDENTS RECOMMEND

THE PRODUCT TO FRIENDS AND RELATIVES

120%

100%
100%

80%

60%

40%

20%

0
0%
YES NO

Percentage

INTERPRETATION

The above table show that the opinion of respondent about the recommendation of these
products to their friends and relatives, 100% are say that they recommend these product to
their friends and relatives.

Page | 37
 TABLE 4.19
TABLE SHOWING WHETHER THE RESPONDENTS NOTICE

ADVERTISEMENT OF HIMALAYA BABY PRODUCT

Options Frequency Percentage

Yes 40 80

No 10 20

Total 50 100

FIGURE 3.19

CHART SHOWING WHETHER THE RESPONDENTS NOTICE

ADVERTISEMENT OF HIMALAYA BABY PRODUCT

90%
80%
80%

70%

60%

50%

40%
30%
20%
20%

10%
0%
YES NO

Percentage

INTERPRETATION

The above table show that the respondent noticed TV advertisement of Himalaya Baby
product. 80% are noticed the advertisement and 20% respondent do not notice the
advertisement.

Page | 38
 CHAPTER 5
FINDINGS, SUGGESTIONS AND
CONCLUSION

Page | 39
 FINDINGS

1. In the study the researcher found that the majority of respondents female.
they are coming under the age Group between 25 to 30.

2. Most of the respondents are degree holders.

3. Majority of people are live in nuclear family.
4. Around 42% have the age group in between 1 to 2 year.

5. The satisfaction level in respect of the product among selected respondent’s shows

that Majority of the respondents are highly satisfied with this product.

6. Most of the respondents are use baby all and baby soap.

7. 64% of the customers associates with the product.

8. 40% of the respondents are get information depending to purchase the product by friends.

9. 98%of respondents are check the expiry date when buying these products.

10. 100% of respondents are say that there is no side effected by using this product.

11. 46% of respondents stop using this product.

12. Majority of respondent attract the quality of Himalaya product.

13. The majority of respondent give importance to packaging.

14. 50% of respondents are use this products once in a day.

15. 84%of respondent are use another.

16. Majority of respondent are use Jonson and Jonson product before using this brand

17. The majority of respondents avoiding the previous brand for the reason high price.

18. 100% respondents are recommend these products to their friends and relatives.

19. Advertisement is the major source of information to purchase Himalaya product.

Page | 40
 SUGGESTIONS

On the basis of result of the study the following recommendations are

1. consumer awareness

The study reveals that the consumer is aware of Himalaya baby products through
advertisement. Hence the manufacture has to consider this fact and utilize this source very
effectively because it involves high cost then when compared to other media of advertisement.

2. Brand image:

It is found from the study that the consumers exclusively prefer to buy Himalaya baby products.
This reveals that Himalaya has established its brand image which will have a vital influence
on consumers. In this context, it is important to know that the management should adopt
continued effort in retaining the brand image.

3. Pricing

Through customers are satisfied with the quality, package, and its content, they are satisfied
with price. Though the pricing is cost based, it is important the comparing with the
competitors it is better to make it as customer based.

4. Suitability of products:

The study reveals that the baby products of Himalaya are more suitable to the babies of
customers than other brands. This shows that the manufactures has identified right
production technology and thus are able to win the confidence of customers.

Page | 41
 CONCLUSION
Even in baby products there are many brands available in the market, yet Himalaya is able to
position its product rightly. The success of Himalaya may be due almost all the products that
the children use are manufactured, besides other important factors like quality, taste etc., it is
essential that due to the growing needs of children and increasing competitors in the market.
Himalaya should aim at reaching further more levels in terms of creation of new customers
and enhancement of sales volume. Like any business, the success again depends on consumer
preference and their satisfaction. Therefore, Himalaya must be at taking continues step to
understand and monitor the consumers whose preference may change in view of several
conditions which exist in the market.

Page | 42
BIBLIOGRAPHY

Page | 43
 BIBLIOGRAPHY

REFERENCES

1. Daniels, Jane, A Marketing Strategies within the Baby Product Industry, Senior honors
Theses, 2009, 138.

2. Khicha PK, Benard N Oyagi, Andrew Nyangau [Link] Perception on Baby Accessory
Products, KaimJournal of Management and Research. 2012; 4(1-2):38-

3. Febrina Fitriyanti Tambunan, Mustika Sufiati Purwannegara. Min Tantri Diah Indriani
Mothers perception, Attitude, and Willingness to purchase towards Baby Formula Journal of
Economics and Behavioral Studies, 2013; 5(8):511-521. (ISSN: 2220-6140).

4. Febrina Fitriyanti Tambunan, Mustika Sufiati Purwannegara, Mia Tantri DiahIndriani,

Journal of Economic and Behavioral Studies. 2013; 5(8):511-521.(ISSN: 2220-6140).

5. Marketing management Philip Kotler& Kevin LaneKellerPearean.

6. Research methodology CR. Kothari Prentice-Hall Indian publication.

 WEBSITE
 [Link]
 [Link]
 [Link]
 [Link]

Page | 44
APPENDIX

Page | 45
 QUESTIONNAIRE

PERSONAL DETAILS

Name:

1. Age

Below 20 20-25 25-30 Above 30 .

2. Educational qualification

SSLC +2 Degree/Diploma PG

3. Family

Joint family Nuclear family

4. What age group does your baby fall under?

6 month to 1 year 1 to 2 year 2 to 3 year

Above 3 year

5. Are you satisfied with the current product?

Highly satisfied Satisfied Dissatisfied

Highly Dissatisfied Neutral

Page | 46
6. From the following identify the type of Himalaya baby product you have used?

Baby lotion Baby soaps Baby creams

Baby powder All of the above

7. How long you are associated with the products?

Below 1year 1-3year 3-6year Above 6 year

8. Please identify the major source of information you depend to

purchase Himalaya baby product?

Product display TV/ Newspaper

ads Internet Friends/family others

9. While buying this product do you notice the expiry date?

Yes No

[Link] your child cause any side effect by using this product?

Yes No

[Link] so what action would you take against these side effect?

Stop using this product Compliant

Prefer another product Others

Page | 47
12. Please identify the most influencing attribute that made you to usethe Himalaya
baby product?

Quality Price

Natural ingredients Proven research Brand heritage

13. Do you give importance to attractive packaging of the baby product?

Yes No

14. How often do you use of this product?

Everyday Once in a

day 2 to 4 times in a day

15. Had you used any other brands before this current brand?

Yes No

Page | 48
16. Which type of brand do you prefer before?

Johnson and Johnson Chicco

Mother care Others

[Link] is the reason for avoiding previous brand?

High price Side effect

Low quality Others

[Link] you recommend this product to your friends/

relatives Yes No

[Link] you ever notice TV advertising of Himalaya baby product ?

Yes No

Page | 49