A summer Training

Report On
[Distribution&
Marketing in nivea]
At
[Parmar Traders]
Submitted in partial fulfillment of requirement for the award
of the degree of
BACHELOR OF BUSINESS ADMINISTRATION

Dr. Bhimrao Ambedkar University, Agra

Submitted to: Submitted by:

Mrs.Charu Lehri Anmol Parmar
Department
Head

SRK College, Firozabad

(Computer Science & Education)
 DECLARATION

I, Anmol parmar is a student of BBA of S.R.K College of computer science

education , “Firozabad” hereby declare that the training report entitled
“DISTRIBUTION AND MARKETING IN NIVEA” it was good experience I
Gained , I also confirm that the report is only prepared for my academic requirement
, not for any other purpose .

[ANMOL PARMAR]
 TABLE OF CONTENTS

Chapter No. TOPIC Page No.

Executive Summary

1. Introduction 4-14

2. Conceptual background and Literature Review 15-21

3. Research Design 22-26

4. Data Analysis and Interpretation 27-35

5. Findings, Suggestions and Conclusion 36-38

Bibliography

Annexure

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 EXECUTIVE SUMMARY

In recent years, the Indian cosmetic company has undergone dramatic changes and is expected to
achieve significant growth in the future. Increasing disposable income and the tendency of people to
replace use of creams. This study analyzes and understands the factors that determine brand experience
and satisfaction of consumers regarding nivea products in Bengaluru city. Feedback from nivea users
was collected through a questionnaire designed in Bengaluru, and a study was conducted with a sample
size of 100 respondents.

Frequency analysis is done to show that the number of occurrences of each response selected by a
respondent. Chi square was conducted to divide brand experience into three factors naming Product
attributes, buying motives, and Purchase intention and ranking for each factor was done. A Chi-
square analysis was done on Age, Monthly Income, Occupation, Brand Preference of chocolates, and
preferred type of chocolates which had a significant association with the cluster. In correspondence
analysis, Monthly income between 25000-50,000, Age group between 18-25, occupation with Full-
time employment and students.

KEYWORDS: Consumer Satisfaction, Brand Experience, Brand Loyalty, Consumer Behaviour,

Consumer Preference.

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 CHAPTER-1
INTRODUCTION
INDUSTRY PROFILE

Introduction

The project taken here aims to understand the overall Nivea products of India, the
product-portfolios of the various player in Nivea-market, different factors that
affect the expansion & success of the Nivea, India are: the challenge &
opportunity offered by the market & changes in the trends of Indian-cosmetic
Industry. The project also covers a brief study of Nivea products in India
regarding above points.
Sales a sale is an exchange between 2 or more people in which buyer will receive
goods, which is either tangible/intangible –service, & /or exchange of assets for
money
Distributions –It is position or arrangement of something in space or time, or among a
group of the people.
FMCG industry in India

Nivea brand of cosmetics had made its new established products in India to challenge
the entrenched rival Hindustan Unilever, indicating the German outsourcing or
imports with local manufacturing.
Nivea has become the leader in leading the market in few sectors, going against the
HUL from the last few years, they have reached more than $100million in our country
(India) and we have gained profits. From last few years, Beiersdorf surpassed HUL in
few products such as deodorant-segment for first-time, having 8.8% share in urban-
market, compared to HUL axe they have 7.6% share. the German skin care company,
which had largest outsourcing products in India. For its parts, India’s biggest beauty
care consumer goods company ponds are making to grow in the market share policy
to
sustain in the market. “Indian perfume in market are losing the graph, with a big
headroom for growth. Our new launches across engage and fog are making great
strong
high growth for sales. Every company are waiting to make their performance best in
the market while gaining consumer believe,”. Since 2010, Nivea India has kick started
its growing it has been affiliated with Beiersdorf’s-operations”. In all the variant the
Nivea entered in different to reach the customer, it has success to become one
amongst 4

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the 3 leading brands in category. In 2016, Nivea has tried its level best to outshine in
the market and grow with excellent outputs in the last quarter year.
The Company follows modern trade techniques and segment, they also use historical
data to analyse is what is believed by Experts of skin-care business of HUL & Nivea
company. Nivea is known for its innovative styles and its customer approach
procedures, which varies according to the customer, region, time and place.
Deodorants of Nivea has given more profits to the company. The body lotion products
of Nivea have become the new growing entrants and its growing 35% faster than any
other products of Nivea. And few products had changes in the percentage of growth in
the segments of the products and HUL had a great difficult in the facing the
completion
in the world. Nivea had the advantage in to take up the challenge to run across the
other
company. In the while it was real hard ship to the other company to overcome the
challenge it was the existing brand in India from the support it made a great change to
overcome other company.
Nivea was planning to introduce in India market to reach the customer in customized
for the preference for bases on climate and dry weather instead of merely in the
market
on the price parameters of scale, in Indian. “The Nivea are constantly mapping
emerging trends and the concept of health looking skin has in fact emerged from the
consumers. Indian consumers believe that ‘health looking ‘skin captures all their

needs
– glow, acne – free smooth, supple, soft, beautiful, etc this is the aware and involved
trends consumer who drives the consumption trends and behaviour in the country. We
Producer
have focused Business
our efforts to cater to these specific needs to encourage non –users adopt
Nivea in distribution in sales.
Producer Agent Business

Producer Distrib Business

Producer
Agent Distrib Business

Nivea is following 3 level channel of distribution which consist of producer,

distributor , retailer, consumer, this level of channel is followed for departmental store
, super
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 market ,fancy store form the distributor point the items flow to various store in the
Bangalore , in Bangalore it has been divided into different region north, east, south
, west I was sent to focus on the south region in south region there are two
distributor point which are skb distributor , and RK distributor which are major
distributor in south from those distributor it has been covered Bangalore south.
Their target people in market are
Fancy
 store
Departmental
 store
Super
 market and etc.

Types of ingredients in skin care products

There are different types of cosmetics, which is sorted by their flavours, colour,
chemicals used, skin-care routine and many more. Based on that Nivea decides what
to add and what not to add in its products keeping customer skin care as the primary
goal.

 Alpha – hydroxyl acids (AHAs) – These acids are famous now a days because of its
nature which helps to reduce the fine line and wrinkles. It also helps in Reducing
irregular pigmentation and age spots and will also help in shrink the proses which are
enlarged.

 Polyhydroxy acids – These acids are best for sensitive skin type people, because it
reduces the burning sensation and does not causer stinging.

Beta-hydroxy acid (salicylic acid) – This will help in reducing the acne, penetrating
deep inside the skin and repairs the oil follicles. And it also reduces the damage
caused
by the sun the texture and color of sun damaged skin.
 Hydroquinone – They are used for lightening hyper pigmentation, they are the
bleaching agent or also known as lightening agents. They help in reducing changes
caused due to hormone therapy or pregnancy, which are dark spots and age spots.
 Kojic-acid – It is used to treat for age-spots and pigmentation of the skin.
 Retinoids – They help improve skin-tone, skin-texture, color of your skin and reduce
the pigmentation, fine -lines and skin dehydration.
 Copper peptide – It is the anti-aging product which helps to provide smooth, soft and
firm skin.
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 DMAE (dimethylaminoethanol)- It is used for wrinkles and fine-lines for better
results and outcomes.
Market size

Personal-care player, Nivea India. Pvt. Ltd, Affiliate of the German-Beiersdorf AG,
the manufacturing facility in sanand with an investment of Rs 150 crore. After the late
capacity augmentation, the company total market investment in the India so far has
reached rupees 350 crore out of the approximate committed in year 2015-2016.

Nivea standoff the capacity now it stands stand at about 240 million units per annum.
The Nivea manufacture emulsion products such as creams, lotions, shower gel, face
wash, and lip care. The market size in which Nivea operates in pegged at about RS.
13,000 crore – growing at about 10- 12 percent annually, in which Nivea holds second
position after HUL and fair and lovely.

Nivea R&D expertise and local insights has been key to our growth. We believe that
this new production centre takes to achieve the goal being emerging Indian most loved
skin care brand.

Personal-care player Nivea. India Pvt. Ltd., affiliated of the German-Beiersdorf A.G,
the manufacturing facility in sanand with an investment of Rs 150 crore. After the late
capacity augmentation, the company total market investment in the India so far has
reached Rupees 350 crore out of the approximate committed in year 2018-2019.

Nivea standoff the capacity now it stands stands at about 240 million units per annum.
The Nivea manufacture emulsion products such as creams, lotions, shower gel, face
wash, and lip care. The market size in which Nivea operates in pegged at about Rs
13,000 crore – growing at about 10- 12 percent annually, in which Nivea holds second
position after HUL and fair and lovely.

Nivea R&D expertise and local insights has been key to our growth. We believe that
this new production centre takes to achieve the goal being emerging Indian most loved
skin care brand.

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 FACE CARE BRANDS
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12

10

Nivea Olay Neutogena Dove L'Oreal Avon Johnson Garnier

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 COMPANY PROFILE

INTRODUCTION

Nivea-company is German-based personal--care and skin-care.

care brands Nivea was introduced
that’s specialized in body
in 1911. Owned and established by Beiersdorf.
A. G. He initiated the production by producing various kinds of products like, shaving-
creams, tanning-oil, facial-cleanser, shampoo and toners for different kinds of
skin-types. During and because of the World war II, the trademark “NIVEA”
was
originated in different countries. But it was finally completed by Beiersdorf with the
right trademark. However, Nivea become famous in the year 1980, worldwide. They
also expanded their products in the global-markets.

Hamburg based-company Beiersdorf Global AG is the owner of Nivea. On 28th March

1882, company was found and it was completely formed by Paul carl Beiersdorf in
1890. It was sold to Oscar Troplowitz in the later years. Troplowitz. was working with
Beiersdorf’s-associate, Dr. Paul-Gerson-Unna & the German-chemist Isaac. Lifschutz,
all these people together developed new skin-care cream. In 1900, Isaac. Lifschutz
introduced Eucerit, which is a stable water in the oil that is emulsion. It comes from a
Latin word Niveus/Nivea/Niveum derived from the word Eucerin Nivea which means
“Snow-white”.

Company Nivea has a long History behind their origin. In 1882, Pharmacist:
Paul-carl-Beiersdorf establish Nivea on March 28th. And it was originated in the
country named Germany. Gutta-percha plasters were produced by Beiersdorf in his
laboratory, with modern plaster technology as the foundation based on his patent. And
from 1880 to 2020 Nivea company has keeps on upgrading their products and Nivea
celebrates its 100 years in 2011, since it started its skin-care with a few festivities
followed by different kinds of performances by Barbadian-singer & actress-Rihanna.
California king bed sang by Rihanna’s which was featured as commercial campaign,
as
Nivea was celebrating 100 years of successful journey.

Know Nivea. is worlds NO1 skin care product with a revenue of 705.6 crores
EUR. Stefan De Locker is the CEO of Nivea company. Nivea company’s is growth
rate is 10-20%/year and present in more than 98 countries. Nivea consist of nearly
20,000 employees with a sale of 100 Million per year.

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 One of the Backbone and the main reason for the success of Nivea is its
Research and Development (R&D). Nivea has partnership with nearly 85 countries
which includes India, China, Japan, German, Mexico, USA, and other countries. Nivea
follows the core value to satisfy its customers.

Care

Courage Core value Trust

Simplycity

The name NIVEA itself shows how a Salesman should approach the customers or
Retail outlets. These 5 principles will help a sales person to attract more customers and
do his work more effectively and efficiently.

Categories of product

Commercial-products are in following-forms

Deo do rant s,
Face
 wash,
Men shaving,
Body
 lotion,
Cr ea
 m, 
Lipcare, 
Shower
 gels,
Soap
 and 
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  Talc.

Brand Hierarchy

Biersdorf

NIVEA

Skin Care Face Care Cosmetics

Nivea cream Nivea for Visage

Nivea Body Nivea Deo
Nivea for Vital
Nivea Sun Nivea Hair care
Nivea for Beauty
Nivea Hand

Deep impact – is a special addition for men categories it is the combination of all the
products in the Nivea which include deodorant, facewash, roll on, shower gel,
shaving gel, aftershave lotion, shampoo.
Range of the quantity of different products

Each and different product have different range based on the size of the product and
the categories.
20 ml, 25 ml, 30 ml, 50 ml, 55ml, 75ml, 100 ml,120 ml, 125 ml, 150 ml, 200 ml, 250
ml, 300 ml, 400 ml, 500 ml.
4.8 g, 10g, 75g, 100g, 125g.

Objectives.

Find the customer satisfaction of nivea product in Bangalore.

 To understand the brand experience, customer satisfaction and perception

towards usage of Nivea products.

To gauge the awareness of Nivea and its product in Bengaluru city.

To analyze the purchasing-pattern of Nivea product in Bengaluru city.

Identify customer-preference towards Nivea products.

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  To know the factors which are influence customer which makes them buy
Nivea pro duct s.

To study the difference in the Overall Satisfaction among the demographic and
geographic variables.

To study the Association between of Period of usage on the identified
independent variables such as Gender and Monthly Income.

Major players of Nivea

 Vaseline.
 Po nds.
 Johnson and
 Johnson.
 Lak me.
 Dove. 
 O la y.
 Garnier. 

SWOT Analysis of Nivea company.

SOWT-analysis is the strategic-planning tool, which is used-by the top-level members

of Nivea in order to perform situational-analysis of organization. It is a useful
technology to analyse the current Strength (S), Weaknesses (W), Opportunity (O), &
Threats (T).

NIVEA SWOT
ANALYSIS

Opportunities
Strengths
Weakness Threats

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1. Strengths of Nivea.

 Nivea holds a large market share in cosmetics industry. which makes it worlds
No 1 product for skin care and Body care.

The people working in Nivea are highly-skilled and were trained very well and
they knew all their learning programs. The company focuses on training the
employees foe fruitful out-comes, hence it invests more on training programs.

 They have very good marketing strategies to be successful in the market.

 Nivea has a Strong-Brand-portfolio. This brand portfolio will help the

company in introducing new-products.

 Nivea has a strong market chains and links, so it’s very reliable in suppling
raw-materials for the production.

2. Weaknesses of Nivea.

 Only few products of Nivea are famous and they are making the business, apart
from that they don’t sustain in the market for their outside businesses.

Nivea has to update their products investing more in technology, to be popular
across the world.

Nivea has not able to track new company that are entering in to market which
made them to loss small market share to some niche categories.

The company is not planning to use the financial resources properly. This was
depicted by the current-asset-ratio and liquid-asset-ratio. Hence it is suggested
to the company to utilize its financial resources in apt manner with better
st r at egie s. 

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 3. Opportunity for Nivea.

 Nivea has an opportunity to differentiate its pricing strategies in the market by

practicing different methods.

Government also opens opportunity by starting the green drive for procurement
of Nivea products.

Nivea has an opportunity to become No 1 in all the category. As Nivea have

wild

variety of products.
As Nivea is investing in online platform it has opened a new sales channel for
Nivea. As more and more customers are willing to buy the product in online
market.
4. Threats faced by Nivea.

 Changing customer buying behavior from offline to online-channel is a threat

to organization.
 Nivea has a huge competition which we be a greater threat to them. They

should

always know what their competitor is up to.
Rising pay level especially increasing in price level of the products will affect

the profitability of the company.
Rising cost of raw material can be a Challenge to the Nivea company.

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 CHAPTER-2
LITERATURE REVIEWS
Review of literature

Introduction

A beauty product company called Nivea was founded in 1911 in German. They also
had skin-care and body-care products as well. Till now it has a market experience of
107 years. Every-customer would-like to be healthy, beautiful & good-looking as
well. They are focus on taking care of themselves for looking better in the society.
Since both
male & female are consume beauty-care products it’s an opportunity for
the skin care
products like Nivea to enter into the market and not only focus on females but also on
the males so that they can easily acquire a large market share. So, by keeping this fact
in mind Nivea a German, personal-care brand which is specialized in body-care and
owed by, Hamburg based-company Beiersdorf-Global A.G has launched its first
product in the year 1911 which is 108 years ago. Nivea company produces various
kinds of product such as tanning-oils, shaving-creams, shampoos, facial-cleaner so
that its product can reach to all kind of customer and satisfy all type of needs.

In Bangalore Nivea skin care products are rapidly increasing because most of stores in
Bangalore provides skin care products. It happened because most of the customers
wants to be good looking and have a healthy skin. This research helps to find the
customers satisfaction of Nivea products in Bangalore.

The effect of using the marketing-strategies by the company is the main reasons that
led to them towards success of the firm. Though the company targets different age-
groups but it offers its products to specific customers by distinguishing them.

The company takes care of all the customer needs, starting from their childhood-days
to maturity-life, from impulse-purchase to family-treats. Due to increase in the social-
levels and status-consciousness, people have started to prefer to spend money on skin
care products. Taking advantage of this situation, nivea concentrates on the brand,
customer satisfaction and marketing strategies.
Customer Satisfaction

 Oliver in 1997

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He has given a definition of satisfaction. And it is all about the responses of the
customer and their fulfilment. It was the opinion of the customer about the product or
the services provided by the company to the customer in order to fulfil the requirements
of the customers by the considerable customers who are at higher levels. To check the
customer-expectations are fulfilled by the company are not customer-satisfaction
feedback will help the organization in noting the key or important factors to focus.
Customer-satisfaction is a unique concept which involves quality of the product and
services provided to the customers in personal.
Customer-satisfaction is a main factor for analyzing the needs of the customers, it is
one of the best tools used to make the business successful. Customer-satisfaction on an
overall basis is defined as evaluating the customer experience during the purchase and
consumption of the product or services, which is in long term. Along with marketing &
sales, customer-satisfaction comes with the expectations of the customer on the product
or services, that they have heard about the company prior from their close circle. Hence
to make the customers fully satisfied is the ultimate goal of the company.

 Rajpurohit and Vasita in 2017

He has made a report on various types of mobile users from various mobile service-
providers. The mobile-service-providers are: Airtel, Vodafone, BSNL, Reliance, Idea,
& few other service-providers. This report clearly says that customer buying factors
depends on the network coverage provided by the service-providers and the operation
available in the phone. It is also by the brand image of the brand. These finding from
the report will help the mobile-service providers to promote their mobile phones and
their services.
Customer-satisfaction is an important component of a business-strategy as well as
customer-retention & product-repurchase. To increase the level of customer-
satisfaction, selling their idea with documents after completion will help the company
to grow. An example for this is, when a customer wants to buy the car, first he will

have
a closer look at the car, it’s functionality a, it’s mechanism, engine, which model is this
car, and he will check with the kilometres that the car can be travelled and also about
its safety and loop holes. They check out all these factors so that they are not
disappointed after purchasing the car or any product for that matter. Sometimes the
company gives a picture of some other model and sells some other different car, they
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 will affect the customer and will leave a negative impression on the brand or the
product. Customer-satisfaction is a barometer which helps in that predicting the future
of customer behaviour.

Brand image

Brand experiences keeps changing from person to person, because each individual has
their own and different opinion and taste. Sometimes brand-experiences are very
stronger or more-intense than other-brand. Along with product-experiences, brand-
experiences also differ in analysing the product. It may be positive or negative
experience. Sometimes some brands may leave an impression very quickly and
sometimes it may not reflect on the lives of the target audience. Few occur to be fast
and on point and long lasting as well. Over-time, these long-lasting brand experiences
loyal customers and they have to maintain good relationship with the customers via
calls and emails. This will help in maintaining the healthy and good relationship with
the customer.

Brand-experience relationship to the consumers is not an emotional concept. Few of

the experiences that consumers feel are: 1. Sensations, 2. Feelings, 3. Cognitions,
and 4. behavioral responses, which evoke stimuli related to the brand in customers.
As time pass, emotional bond may be created between the brand and the customer,
but they won’t let them purchase the product or services completely. They are just
the stimuli that evokes them. Thus, because brand-experience differs from brand-
evaluations, involvements, attachments, and consumer -delight. Brand-experience is
the conceptually & empirically distinct from personalities over consumer-consumer.
Consumer -delight affected by the positive affects; it can be considered the affective
components of customer-satisfaction (Oliver, Rust, & Varki, 2017). Contradicting to
this, Customer-delight, Brand-experiences does not count under the consumption of
product or services. They generally occur during direct or indirect communication
between the brand and the customer. A Brand-experience is not required to be
surprising; it can be a casual service or product following certain set of rules and
regulations. It can be expected or unexpected from the company.

 Anil Mathur in 2017

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 Anil in his study has discussed about the changes in the Brand-experience. He has
stated that Brand-preference are studied to understand the profile and the nature of the
royal customers towards their brand. This research-paper gives a clear image of
changes in brand-preference among the consumers. Usually theories and researches are
used for testing the model based on the changes in the brand-preference of the
consumer and their perception, in order to make changes in their products or services
for higher ROI and also to develop new products or services. This will help them to
change the lifestyle of the customers. In enhancing and improving. To make
adjustments results are been seen, to make sure the new product or service will be
suitable for the new conditions and changes without any stress. The data support these
notions and it will also suggest implication for consumer-research.

Brand-experience varies from affection and motivation factors. Few factors of these
both are as follows: 1. Involvement, 2. Brand-attachment, 3. Brand-loyalty & 4.
Customer-delight. Involvement involves needs, values, & interests which motivates
the consumer to understand the objective of the brand. Involvement says the
perceived- importance and personal-relevance of a brand-products and brand-
services. Brand- experience will not presume a motivational-state or any-other.
Experiences will not happen if the customer is not interest. A personal-connection
between the brand the consumer will not be formed. Now the companies need
brands which will highly evoke the customers and make them buy the product.
Having a strong Brand-experience.

Consumer behavior


Akhila D and Dr. C. Boopathi.

They speak about the Consumer-behavior in a milk & dairy-product in a particular

place
in Tamil Nadu”. The state Tamilnadu state is known for its largest production of milk
in India. This study aims in revealing the consumer-perception & Satisfaction over
milk-products based on few factors, namely: 1. Age, 2. Education, 3. Qualification &
4. Monthly-income of an individual or a family who is consuming this product. Most
of the people are buying this milk for its quantity & quality over price. They have
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necessary steps and strategies to satisfy their consumers to the highest they can in
providing good and best quality products.

Mohit Jamwal.

This study is based on individual decision-making resources and their utilization. The
available resources are:
1. Time,
2.Money and
3.Efforts.
All these three items are related to consumption. Customer-satisfaction will be
measured by using different attributes in the organization. They check with the
customer-preferences and customer-satisfaction amongst various parameters &
methods. This study will help in improving the production section, marketing-
department and pricing-strategies of the company in an effective way.

 Dr. P. Rengarajan, R. Sathya and R. Gothami.

Buying-behavior is their study on milk-products. An important and necessary thing in

our daily life is Dairy-products in urban & rural-areas. Though our country is largest
producer of milk in the year 1980 and 1990. The current market-size has changed and
its increasing day-by-day because of the customers demand for the dairy-products and
goods. Therefor the company has decided for proper-distribution-network to make the
product available for the customers which are at demand.

 Dr. S. Subadra in 2010

This study is on the Consumer-Behaviour of a car own in Namakkal District. It says

that market drivers the customers predominately now. To know which strategy
works well in the car segment it is important to study the customer-perception and
customer- behaviour by the feedback given by the customers in that particular
district in Tamilnadu. It progresses making cars in the south part of our country. The
technique used for sampling was Simple-Random Sampling technique for reviewing
the

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responses from the customers. Considering the size of the universe, the survey was
made only in a group of passengers. Cluster analysis is used to identify the
consumer with similar tastes and preferences concerning the purchase of the car.
This study is concluded that consumer behaviour plays a vital role in marketing
cars and there is more scope for extensive research in this area.
A literature review on customer satisfaction was given in 1970 that, call centres play
an important role in satisfying the customers in the following ways.
1.Feedback,
2.Raise Complaint,
3.New products enquiry,
4.Pre-booking, etc.

 Vavra in 2002

Customer satisfaction is the outcome of the products or services consumed the

customer. It helps to know the priority of the client and helps in improving the
performance of the company.
It also helps in surviving the competition in the market.

 Futhermore Lane in 2013

He argues that few customers show special interest in few products or brands due to
their past experience with the company or the salesperson or they might be
emotionally connected with the brand.

 Anderson and Fomell in 2000

He states that Customer-satisfaction is based on the emotional connect that an

individual has towards the brand or company or the product.

 Gustafsson, Johnson, and Roos in 2005

They analyse the customers overall performance and evaluate it.

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  Brijesh Kumar in 2011

He says there should be an innovative environment between the company and the
customers. They both should be connected like magnets.

 Abhijeeth Singh in 2011

Customer relationship management is always integrated with inventory-management,

pricing, and calculations of the organization.
 Arvind Saxena in 2010

He says that price should not be the competitive factor for expanding the business.
Instead, customers should be reason behind expand of the company.

 Biswajit Mahanty and Virupaxi Bagodi in 2006

Maintaining both the production and customer-satisfaction is a difficult task, but to be

successful one should handle and manage both. They should wisely spend time on
allocation and also focus on CRM.

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 CHAPTER-3
RESEARCH DESIGN

Statement of the problems.

Ensuring the customer satisfaction and gaining loyal customers is the ultimate goal of
the Nivea company by its best products. Hence, analysing customer satisfaction &
brand experience of the consumers which is always a challenging factor to maintain.
There might be changes in the attitude of the customers towards the product in our
everyday life world-wide. It is based on the preference of the customer based on
quality of the product, taste, quantity of the products brand-image, competition,
attractiveness towards the product, and its variety, etc. There are few problems faced
by the customer for which they lack reasoning and they are as follows: changes in
price, products launched by the competition, & Product-quality and purchasing-
behaviour of product. Hence, from the study we can say that it focuses on consumer-
preference and brand
awareness among the consumers.
One of the marketing tools known as Sales promotion is used for promoting,
advertising, publicity of the products and maintaining the public relations with people
using personal-selling and direct-marketing techniques in the recent times. This tells
the shift in customer behaviour and purchase-decisions and promotions of the sales. It
also helps in trial analysis in the current market situation. The promotional offers given
to the customers. The advance postponement of the customer’s purchase decision
in
buying a product.

Nivea is facing problem of wide-range of products when it is compared to the

competitor’s
brand, hence the nivea have to go slow with the expansion.

Hypothesis.

H01: No significant-difference between-quality & the customer-satisfaction.

H02: No significant-difference between-usage of the nivea product based on season.

H03: No significant-difference in income-level and satisfaction-level of buying

nivea.

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 H04: No significant-difference between-brand of body lotion and based on
advertisement.

H05: No significant-difference in usage of nivea cream on seasons based on the

gender.
Methodology.

The study which is used to describe the characteristics of the population or in

other words it is the phenomenon which does not provide answers to how, when, why
the characteristics appeared. This study is known as descriptive research. This study,
was undertaken in Bengaluru city in Jan 2020. This study was been conducted from
January 2020 to February 2020. The primary data for this study was collected from
the customers directly using a tool known as questionnaire and through google forms.
It was then used in the study for further analysis. Primary data which was collected
from general public, employees, and customers were used. Secondary data for this
research will be collected by literature review and company data. And the sample size
of 100.

Source of data

The main source of data used in this study is primary data. Primary data is the data
collected for the first time form the public, employees, students, etc. through
various tools. It will be in the form of Questionnaire or Google-Forms, which the
respondents are supposed to fill.

Population

Population is the key source for collecting information. A wider population will
provide wider information about the opinions of the people about a particular thing.

Sample

Sub-set of the population is known as Sample. It will help the researcher to conclude a
case based on the inputs provided.

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Sample Unit

The sampling unit helps in segregation of the individual for the collecting the data.

Sample frame

It is a material from which the source is drawn.

Sample design

It is the plan of action, for obtaining the samples from the given sample.

Sample size

Sample-Size for the study is100.

Data collection

Questionnaire is used for data collection. Questionnaire includes concerning different

aspects of the subject of the study. It is used in much case where the subject of the
study is very wide and direct observation is not possible. The questionnaire which is
used in the study is known as 5 point-Likert’s-scale (Strongly-Agree or Strongly-
Disagree) and they are in the form of statements.

Scope of the study

Learning is the basic human-activity, which is natural, just like-breathing. Most of the
times learning is pervasive. But psychologists disagree with this fact how the process
of learning takes place. Marketers should have interest in knowing the individuals
learning and adapting ability. The marketers want the customers to be in their shoes, as
so to understand their role in the market. The marketers want the consumers to know
about various products, product-attributes, brand-attributes, potential-consumers-

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benefit, how to utilise, maintaining or even-disposing the products & changes in the
behaviour of the marketer, so as to satisfy the customer as well themselves, in order
to fulfil the needs.
Analysing the consumer-satisfaction is the strict focus of the study or it is also known
as the scope-of-the-study. Apart from that, there are few more areas on which the study
focuses on and they are: consumer-preferences & brand-experience, consumptions of
nivea products. Though there are many products of Nivea available in the market, but
the study is limited to few products of Nivea only. It is strictly focussed on the Nivea
products sold in Bangalore-regions only.

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Objectives.

Find the customer satisfaction of nivea product in Bangalore.

To understand
 the brand.
To measure
 the product’s worth.
To understand
 the market pattern.
To preference.

 To know the factors which are influence customer which makes them buy Nivea
products.
For 
overall view.
To know
 the income of the people.

Limitation of-study

 Sample-group was strictly-restricted to Bengaluru city only.

 Only the consumer’s viewpoint was considered for analysis and shopkeeper,
and the company’s views were not taken.
 The study is purely based on primary data.
 Consumer’s feelings were expressed as suggestions to manufacturers to
improve products.
 There were no written facts for the data received by the informal interviews
from few respondents.
 The data collected through Google-Forms and Questionnaire may or may not
true. It is not so accurate to judge the consumer.

 The span-of study, conducted for the period of only three months.

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 CHAPTER-4
RESULTS, ANALYSIS AND DISCUSSIONS

4(a) FREQUENCY ANALYSIS

Frequency Analysis is the study of various frequency which are in the cipher form.

14

12

10

0
0 2 4 6

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Table: 4.1 - Classifications of the respondents based on the gender

GENDER FREQUENCY(F) PERCENTAGE

(%)
FEMALE (F) 17 17.00

MALE (M) 83 83.00

TOTAL 100 100.0

CHART 4.1

Gender
90

80

70

60

50

Female Male

Gender

We can depict from the above table that there are 83% of male respondents and 17%
of female respondents. It says that Male can use more products as the packing is
attractive. They go with the packing style. Whereas Females have different way of
selecting the product.

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Table: 4.2 – Age-wise classifications of the Respondents.

AGE-GROUP FREQUE PERCEN

NCY(F) TAGE
below 18 5 5.0
18-25 87 87.0
25-30 4 4.0
30-45 3 3.0
above 45 1 1.0
Total 100 100.0

AGE
100

90

80

70

60

Below 18 18-25 25-30 30-45 Above 40

CHART 4.2

The table above clearly says that 87% of the respondent are in the age-group 18-25
years, 4 percentages of the respondent are in the age-group of 25-30 & 5% of the
respondent belong to the age-group below 18 years. 30-45 years old turned out to
be 3%. The age-group of 18-25 choose creams to increase their beauty-level for
their daily activity. Hence 87% of the respondent belong to the age-group of 18-25
yrs.

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Table: 4.3 - Monthly income wise classifications of the respondents.

INCOME FREQUENCY( PERCENTA

F) GE
0-25000 46 46.0
25000-50000 22 22.0
50000-75000 9 9.0
75000-100000 8 8.0

100000-150000 3 3.0

150000-200000 3 3.0
9 9.0
200000 and above
Total 100 100.0

CHART 4.3

INCOME LEVEL
50

45

40

35

30

Table above clearly says that 46% of respondent are in income group 0-25,000, 22%
of respondent are in income-group 25,000-50,000 and 9% of respondent belongs to the
income-group 50,000-75,000 and 8% respondent belongs to the income-group 75,000-
1,00,000 and 1,00,000-1,20,000 are 3% and 1,50,00-2,00,000 are 4%. 2, 00,000 and
above turned out to be 4%. Hence majority of respondent (22%) belong the income-
group 0-25,000.

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Table: 4.4 – Occupation-wise classifications of the respondent.

OCCUPATIONS FREQUEN PERCENT

CY(F) AGE
Student 72 72.0
Government 1 1.0
employee
Private employee 22 22.0
Homemaker 3 3.0
Others 2 2.0
Total 100 100.0

CHART 4.4

OCCUPATION
80

70

60

50

40
Student Government Private Employee Homemaker Others

From the above table, 72% of respondent are student, 1% of respondent are
government employment & 22% of respondent are private employee. 3% of the
respondents are home makers and 2% are others. So, it is revealed that 72% of
respondent are Students and they are the majority.

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Table: 4.5 – Education-wise classifications of respondent.

Education-Level FREQUENC PERCENT

Y(F) AGE
school level 2 2.0
under graduate 55 55.0
post graduate 43 43.0
Total 100 100.0

CHART 4.5

EDUCATION
60

50

40

30

20

10

0
School Level Under Graduate Post Graduate

In the above figure 4.5, there are 2% of respondents are in the school level, 55% of
respondent of people belongs to the under graduate respondent and remaining at the
last 43% of respondent peoples are related to the post graduate, therefore under
graduate peoples are more attractive to the brand Nivea, therefore the under graduate
peoples are more profitable to the company.

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Table: 4.6 - Brand preferences for cream.

Brand preference FREQUEN PERCENT

CY(F) AGE
Nivea 60 60.0 Himalaya 14 14.0 Vaseline 24
24.0 Others 2 2.0
Total 100 100.0

CHART 4.6

Which brand they prefer?

70

60

50

40

30

Nivea Himalaya Vaseline Others

In the above table we know that, 60% of the respondent are using Nivea cream, 14%of
the respondents are using Himalaya, 24% of the respondents are using Vaseline and
the remaining 2% are using other brands like dove, bio line. It is found that the
majority of respondents (60%) prefer Nivea products. Therefore, it says that most of
the respondents likes Nivea products.

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Table: 4.7 - Place wise classification of buying Nivea.

Places FREQUE PERCEN

NCY(F) TAGE
medical store 27 27.0
supermarket like big bazar 48 48.0
kerana shop or department store 14 14.0
fancy store 5 5.0
Others 6 6.0
Total 100 100.0

CHART 4.7

Where you normally buy Nivea cream from?

60

50

40

30

20

10

0
Medical store Supermarket Kerana shop Fancy store Others

From the above table considered that, 27% of people buy nivea cream from the
medical store, 48% of people buy cream from the supermarket like big bazar, 14% of
people buy it from the kerana shop or departmental store, 5% of buyers from the fancy
store and finally 6% of buyers from the others outlets. So, it is revealed that 48%
respondent buy Nivea cream from the super-markets.

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Table: 4.8 - Duration of purchase of nivea products.

DURATION FREQUE PERCEN

NCY(F) TAGE
every day 32 32.0
2-3 time/week 25 25.0
Once in a week 5 5.0
Once in a month 5 5.0

Occasionally 17 17.0

Never 16 16.0
Total 100 100.0

CHART 4.8

How often do you use Nivea cream?

35

30

25

20

Everyday 2-3 time/week Once in a week Once in a month Occasionally Never

In the above figure considered that, 32% of people are using nivea cream every day,
25% of people are using nivea cream on 2-3 times a week, 5% of peoples are using
nivea once a week, 5% of people are using nivea once a month, around 17% of people
are using nivea by occasionally and 16% of peoples are never tried nivea still, hence
the most of the people are using nivea cream every day that is 32%.

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 CHAPTER-5
FINDING, SUGGESTIONS & CONCLUSION

Summary of Findings.
From the above findings majority of respondents who use Nivea products are male and
belong to 18-25 years age group. Since the advancement of technology is understood
by well-educated working professionals with an income level of 25000-50000. It is
found that individuals are influenced by the Brand to purchase the product. Majority of
the customer are frequently buying the product and they are purchasing the product
from the super markets.
Ranking of statements is done to analysis which factor has a major-effect on
individuals trust and it is found quality of product has a major effect on the customer
trust. Majority of the respondents who are using the Nivea product are in the age
between 18-25. This shows that individuals are satisfied with the price of the product
as it shows majority- of respondent are agreed-with the satisfaction level of price of
product.

ANOVA is done with demographic variable customer satisfaction and gender. The
analysis shows that there is no significant difference between them towards the
customer satisfaction. This shows that group of genders are varies in their Certainty
towards the satisfaction. That is no difference between the effect of customer
satisfaction and gender.

Second-ANOVA test is done with the variable gender and overall satisfaction. The
Analysis shows that there is no significant difference between them. It shows that
both the male and female are having a different opinion toward the overall
satisfaction.
Third-ANOVA is done with the usage of nivea product based on season. The analysis
shows there no significance difference in the usage of nivea product and the seasonal
sales. This shows that there is no impact on sales on the seasons.

Fourth-income levelis done

ANOVA test and the
withsatisfaction of buying
the Demographic nivea. where the significance
variable’s
values in respect of majority of

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 income between 25000-50000, there is no impact between the income level and
satisfaction of buying nivea.

Fifth-ANOVA test is done with the variable brand of body lotion and effectiveness of
the advertisement. There is a different compotator for nivea is Himalaya, Vaseline
and other companies, there is no significant difference between these two variables,
brand of body lotion and the effectiveness of advertisement.

Chi-Squares test concludes, no significant-association between, the Gender and period

of usage. It shows that both the male and female are using the product from different
time period. And the second test is done on the Monthly income as independent-
variables & Purchase of Nivea product as dependent-variable. Which shows that the
different income group people are purchasing the product at different time. That is
some people are purchasing the product frequently and some are purchasing rarely.

Suggestions

 As in the analysis it shows that both the Male and Female have a different level
of satisfaction about the product. It is important that the company should focus
in a different way for both Male and Female.

 The price of the product in comparatively higher than the competitors and it is
also proven in this analysis that only 50 percent of the customer are satisfied
with the price of the product. So, it is the essential-objective of the company to
maintain price of products and make sure that their customer will not move to
the co
product.
mpet it o r ’s

 Even though the company is giving good discount and offers it have found that
the customers are not been encouraged the offer and discount. So, it is a
suggestion that the company should make sure that the customers are knowing
about the offers and Discount provided by company.

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  The overall satisfaction of the customer are around 80 percent. So, it’s very
important for Nivea company to make-sure that they satisfy 100 percent of the
customer, so that they can acquire majority of the market share and maintain
the number 1 position on the cosmetic industry.

Conclusion

Most of the customer are highly-satisfied by Nivea product and Service, as one of top
companies the company has building good-relationship among the customer &
retailers. This good relation helped the company to grow in this competitive world,
and the company is having a very good quality product at a reasonable price which
makes their customer to purchase their product repeatedly. As many people are
knowing about the Nivea company it is time for the Nivea to expand their business to
the rural areas and villages because majority of the people in India are from village
area. Advertisement is also playing an important role in converting the competitor’s
customers to buy Nivea’s product and also creating awareness about the Nivea
product.
By the help of the Nivea’s Research and Development team and marketing team it is
possible for the Nivea to overcome the competitors and become the number 1 product
in the world.

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BIBLIOGRAPHY
BOOKS:
 Customer Relationship Management, 1st edition by Ed Peelen, Pearson
publications, January 2008.

The personal MBA, a world-class business education in a single volume, by
Josh Kaufman, by Penguin publications in December 2012.

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