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.

Brand loyalty:

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, trails, brand ambassadors, and incentives to build brand loyalty.

BRAND LOYALTY

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.

TABLE4.1
AGE OF THE RESPONDENTS
 AGE NUMBER OF PERCENTAGE
RESPONDENTS

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 upto 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 upto 20 years of age.

Figure 4.1

AGE OF THE RESPONDENTS

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 Table 4.2

GENDER OF THE RESPONDENTS

GENDER NUMBER OF PERCENTAGE

RESPONDENTS
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.

 Figure 4.2

GENDER OF THE RESPONDENTS

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 TABLE 4.3

EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

Educational Number of the Percentage

qualification respondents
Up to school level 10 9
Under Graduate 67 61
Post Graduate and/ or 33 30
professional
TOTAL 110 100
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.

 Figure 4.3

EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

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 TABLE 4.4

OCCUPATION OF THE RESPONDENTS

OCCUPATION NUMBER OF PERCENTAGE

RESPONDENTS
Self employed 13 12
Government employee 11 10
Business/Profession 13 12
Private employee 21 19
Students 52 47
TOTAL 110 100
Source: Primary data

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.

 Figure 4.4

OCCUPATION OF THE RESPONDENTS

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 TABLE 4.5

MONTHLY FAMILY INCOME OF THE RESPONDENTS

MONTHLY FAMILY NUMBER OF PERCENTAGE

INCOME (RS.) RESPONDENTS
Up to 20,000 62 56
20,001 to 40,000 26 24
Above 40,000 22 20
TOTAL 110 100
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.
 Figure 4.5

MONTHLY FAMILY INCOME OF THE RESPONDENTS

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 PREFERNCE TOWARDS NIVEA PRODUCTS

Table 4.6

FACTORS INFLUENCING TO PURCHASE NIVEA PRODUCTS

FACTORS RANK: RANK: RANK: RANK: RANK: TOTAL

1 2 3 4 5
Quality of
the products 26(24%) 24(22%) 23(21%) 22(20%) 15(13%) 110(100%)
Brand
image 21(19%) 23(21%) 30(27%) 21(19%) 15(14%) 110(100%)
Advertisem
ent and 30(27%) 21(19%) 20(18%) 20(18%) 20(18%) 110(100%)
promotion
Word of
mouth 18(17%) 21(19%) 15(14%) 24(22%) 29(26%) 110(100%)
Reasonable
price 16(15%) 20(18%) 21(19%) 22(20%) 31(28%) 110(100%)
Source: Primary data

Table 4.6 shows the factors influencing to purchase nviea products

Out of 110, 24 per cent of the respondents ranked first ,22per cent of the
respondents ranked second,21per cent of the respondents ranked third,20per cent
of the respondents ranked fourth and 13 per cent of the respondents ranked fifth for
the quality of the product.

Majority 24 per cent of the respondents ranked 1 for the quality of the nivea
product.

Out of 110, 19 per cent of the respondents ranked first,21per cent of the
respondents ranked second,27per cent of the respondents ranked third,19 per cent
of the respondents ranked fourth and 14per cent of the respondents ranked fifth for
the brand image product.

Maximum , 27 per cent of the respondents ranked 3rd for the brand image of the
nivea product.
Out of 110, 27 per cent of the respondents ranked first,19 per cent of the
respondents ranked second,18 per cent of the respondents ranked third,18 per cent
of the respondents ranked fourth and 18per cent of the respondents ranked fifth for
the advertisement and promotions.

Maximum 27 per cent of the respondents ranked first for the advertisment and
promotions of the nivea product.

Out of 110, 17per cent of the respondents ranked first,19per cent of the respondents
ranked second,14per cent of the respondents ranked third ,22per cent of the
respondents ranked fourth and 26 per cent of the respondents ranked fifth towards
word of mouth.

Maximum 25 per cent of the respondents ranked fifth for the word of mouth of the
nivea product.

Out of 110, 15 per cent of the respondents ranked,18per cent of the respondents
ranked second,19per cent of the respondents ranked third,20 per cent of the
respondents ranked fourth and 28per cent of the respondents fifth for reasonable
price.

Maximum ie 28 per cent of the respondents ranked 5 for the reasonable price of the
nivea product.
 Table 4.7

PURCHASES OF NIVEA PRODUCTS

LOCATION NUMBER OF PERCENTAGE

RESPONDENTS
Departmentalstores& 75 68
malls
Showroom 18 16

Online websites 12 11

Others 5 5

Total 110 100

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 departmentalstores and malls, 16per cent of the respondent purchase from
showrooms, 11per centof the respondents throughonline websites and the balance
5per cent of the respondents purchasefrom other places.

Majority 68per cent of the respondents buy nivea products from departmental
stores and malls.
 FIGURE 4.7

PURCHASE OF NIVEA PRODUCTS

Object 13
 TABLE 4.8

TYPES OF NIVEA PRODUCTS PURCHASED

TYPES OF PRODUCT NUMBER OF PERCENTAGE

RESPONDENTS
Nivea Skin Care 38 35
Nivea Body Care 56 51
Nivea Menand other 16 14
products
TOTAL 110 100
Source: Primary data

Table 4.8 gives the types ofNivea products purchased by the respondents.

The table shows that 51 percent of the respondents are 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.

 Figure 4.8

TYPES OF PRODUCT

Object 15
 Table 4.9

YEARS OF USING NIVEA PRODUCT

YEARS NUMBER OF PERCENTAGE

RESPONDENTS
Less than 5 years 77 70
5 to 10 years 27 25
More than 10 years 6 5
9 110 100
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 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.
 Figure 4.9

YEARS OF USING NIVEA PRODUCT

Object 17
 TABLE 4.10

AMOUNT SPENT IN A YEAR FOR PURCHASE OF NIVEA PRODUCTS

Amount(Rs) Number of respondents Percentage

Upto 500 65 59
501-1000 34 31
More than 1000 11 10
Total 110 100
Source: primary data

Table 4.10 gives the amount spent by the customers in a year towards purchase of
Nivea product.

Out of 110 respondents 59 per cent of the respondents spenduptoRs. 500, 31 per
cent of the respondents spendRs.501-1000 and 10 per cent of the respondents
spend more than Rs.1000 towards purchases of Nivea products.

The maximum that is 59 per cent spenduptoRs. 500 per year for purchasing Nivea
products.
 Figure 4.10

AMOUNT SPENT IN A YEAR FOR PURCHASE OF NIVEA PRODUCTS

Object 20
 TABLE 4.11

FACTORS INDUCED TO BUY NIVEA PRODUCT

FACTORS NUMBER OF PERCENTAGE

RESPONDENTS
Celebrities 40 36
Slogans 37 34
More frequent 33 30
advertisements
Total 110 100

Source: Primary data

Table 4.11 gives the factors influencing to buy nivea products.

Out of 110 respondents 40 percent of the respondents are induced by celebrities,

37percent of the respondents by Slogans and 30 percent of the respondents are
induced to buy because of more frequent advertisements.

Maximum that is (36 percent) of the respondents purchase Nivea products induced
by celebrities.
 Figure 4.11

FACTORS INDUCED TO BUY NIVEA PRODUCT

Object 23
 TABLE 4.12

PERSONS INFLUENCING TO BUY NIVEA PRODUCT

PERSONS NUMBER OF PERCENTAGE

INFLUENCING TO RESPONDENTS
BUY

Friends 57 52

Family members 21 19

Neighbours 20 18

Others 12 11

Total 110 100

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

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

Figure 4.12
 PREFERENCE OF THE RESPONDENTS

Object 25

TABLE 4.13

OPINION ABOUT BRAND IMAGE OF NIVEA PRODUCT

 NIVEA PRODUCTS NUMBER OF PERCENTAGE
HAVE GOOD BRAND RESPONDENTS
IMAGE

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 does not have good brand image.

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

Figure 4.13

OPINION ABOUT BRAND IMAGE OF NIVEA PRODUCTS

 Object 27

Table 4.14

OPINON ABOUT SWITCHING OVER

 HAVE IDEA OF NUMBER OF
SWITCHING OVER RESPONDENTS PERCENTAGE
TO OTHER BRANDS

Yes 53 48
No 57 52
Total 110 100
Source: Primary data

Table4.14 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.

Figure 4.14

OPINION ABOUT SWITCHING OVER

 Object 30

TABLE 4.15

BRAND PREFERRED IN FUTURE

 BRAND PREFERRED NUMBER OF PERCENTAGE
IN FUTURE RESPONDENTS
Himalaya 28 50
Ayush 8 14
Patanjali 8 14
Vaseline 13 22
TOTAL 57 100
Source: Primary data

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 is (50 per cent) of the respondents prefer switch over to Himalaya brand.
 Figure 4.15

BRAND PREFERRED IN FUTURE

Object 32
 TABLE 4.16

REASONS FOR SWITCHING OVER TO OTHER BRANDS

REASONS NUMBER OF PERCENTAGE

RESPONDENTS
High price 25 44
Low quality 10 18
Poor customer 13 23
services
Brand fatigue 9 15
TOTAL 57 100
Source: Primary data

Table 4.16 gives the reasons for switching over to other brands.

The 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.

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

Figure 4.16
REASONS FOR SWITCHING OVER TO OTHER BRAND

Object 34

Table 4.17

LEVEL OF TRUST REGARDING NIVEA PRODUCTS

 LEVEL OF TRUST NUMBER OF PERCENTAGE
RESPONDENTS
Very High 20 18
High 36 33
Moderate 44 40
Low 8 7
Very low 2 2
TOTAL 110 100
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
regardingNivea brand, 33 per cent of respondents have high level of trust
regardingNivea, 40 per cent of the respondents have moderate level of trust
regardingNivea, 8 per cent of respondents have low level of trust and 2 per cent of
respondents have very low of trust regardingNivea product.

Maximum, that is 40 per cent of respondents have moderate level of trust

regardingNivea.

Figure 4.17

LEVEL OF TRUST REGARDING NIVEA PRODUCTS

 Object 36

Figure 4.21

Table 4.18

RECOMMENDING OTHERS TO PURCHASE NIVEAPRODUCTS

RECOMMENDING NUMBER OF PERCENTAGE

 OTHERS TO RESPONDENTS
PURCHASE

YES 88 80
NO 22 20
TOTAL 110 100
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.

Maximum of respondents 80 per cent recommend others to purchase Nivea

products.

FIGURE 4.18

RECOMMENDING OTHERS TO PURCHASE NIVEA PRODUCTS

 Object 38

TABLE 4.19

LEVEL OF SATISFACTION
 QUALITY ASPECTS NUMBER OF PERCENTAGE
RESPONDENTS
Highly satisfied 40 36
Satisfied 61 55
Dissatisfied 6 5
Highly dissatisfied 3 4
Total 110 100
Source: Primary data

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 ofNivea
products.

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

FIGURE 4.19
LEVEL OF SATISFACTION

Object 40

TABLE 4.20
 LEVEL OF SATISFICATION REGARDING PRICE OF NVIEA
PRODUCTS

PRICE NUMBER OF PERCENTAGE

RESPONDENTS

Highly satisfied 14 13
Satisfied 60 55
Dissatisfied 27 25
Highly dissatisfied 9 7
Total 110 100
Source: Primary data

The table 4.20 shows the level of satisfaction towads 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 product, 25
per cent of the respondents are dissatisfied and7 per cent of the respondents are
highly dissatisfied regarding the price of Nivea products.

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

Figure 4.20
LEVEL OF SATISFICATION REGARDIND PRICE OF NIVEA
PRODUCTS

Object 42

TABLE 4.21
 LEVEL OF SATISFACTION REGARDING VARIETY
OFNIVEAPRODUCTS AVAILABLE

VARIETY OF NUMBER OF PERCENTAGE

PRODUCTS RESPONDENTS

Highly satisfied 34 31
Satisfied 48 44
Dissatisfied 20 18
Highly dissatisfied 8 7
Total 110 100
Source: Primary data

The table4.21 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 ofNivea 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 ofNivea products available.

Together majority(44 per cent) of the respondents are satisfied and highly satisfied
regarding the variety of Niveaproducts available.
 FIGURE 4.21

LEVEL OF SATISFACTION

Object 44

Figure 4.25

TABLE 4.22

LEVEL OF SATISFACTION REGARDING BRAND IMAGE OF NIVEA

 BRAND IMAGE NO. OF PERCENTAGE
RESPONDENTS
Highly satisfied 31 28
Satisfied 59 54
Dissatisfied 12 11
Highly dissatisfied 8 7
Total 110 100
Source: Primary data

Out of 110 respondents, 28 per cent of the respondents are highly satisfied
regarding brand image ofNivea 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.

FIGURE 4.22

LEVEL OF SATIFACTION
 Object 46

Table 4.23

LEVEL OF SATISFACTION REGARDING EFFECTIVENESS OF NIVEA

PRODUCTS
 EFFECTIVENESS NO. OF REPONDENTS PERCENTAGE

Highly satisfied 29 26
Satisfied 56 51
Dissatisfied 16 15
Highly dissatisfied 9 8
Total 110 100
Source: Primary data

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

Figure 4.23

LEVEL OF SATISFACTION REGARDING EFFECTIVENESS OF NIVEA

PRODUCT
Object 48