MINOR PROJECT REPORT

ON

STUDY OF CUSTOMER BEHAVIOUR

PROJECT REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE

REQUIREMENTOF BACHELOR OF BUSINESS ADMINISTRATION

BY: SIDDAK MAGGO

ENROLLMENT NO: 03890201822

UNDER THE GUIDANCE OF

Mrs. HARNEET KAUR

SRI GURU TEGH BAHADUR INSTITUTE OF

MANAGEMENT

AND INFORMATION TECHNOLOGY

(Affiliated to GGSIP University) SESSION:2023-2025

 DECLARATION

I, hereby declare that the project work entitled “STUDY OF THE CUSTOMER
BEHAVIOUR OF JOHNSON & JOHNSON PRIVATE LTD” submitted to
GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY is a record of
an original work done by me under the guidance of Ms. HARNEET
KAUR, faculty member at SRI GURU TEGH BAHADUR INSTITUTE
OF MANAGEMENT AND INFORMATION TECHNOLOGY.

…………………………

(Signature of the Scholar)

SIDDAK MAGGO

……………………………..

(Signature of guide)

Ms. HARNEET KAUR

Place: Delhi Name of Scholar: SIDDAK MAGGO

Date: Enrollment Number 03890201822

 CERTIFICATE

This is to certify that SIDDAK MAGGO student of SRI GURU

TEGH BAHADUR INSTITUTE OF MANAGEMENT AND
INFORMATION
TECHNOLOGY of course BBA(B&I) has completed project work title
“STUDY OF THE CUSTOMER BEHAVIOUR OF JOHNSON &
JOHNSON PRIVATE LTD” under my guidance and supervision. This work is
genuine.

………………………………..

(Signature of guide)

Ms. HARNEET KAUR

………………………………

(Signature of scholar)

SIDDAK MAGGO

Enrollment no.: 03890201822

 ACKNOWLEDGEMENT

I would like to take the opportunity to thank and express my deep sense
of gratitude to my mentor Ms. HARNEET KAUR I am greatly indebted to her
for providing their valuable guidance at all stages of the study, advice,
constructive suggestions, positive and supportive attitude and continuous
encouragement, without which it would have not been possible to complete
the project.

………………………………

(Signature of the scholar)

SIDDAK MAGGO

Enrollment no.: 03890201822

 TABLE OF CONTENTS

S. NO TOPIC REMARK
1. Declaration
2. Certificate
3. Acknowledgement
4. Chapter-1 Introduction To

Industry

5. Chapter-2 Introduction to
company

6. Chapter-3 Company Profile

7. Chapter-4 Research Methodology

8. Chapter-5 Data and

interpretation

9. Chapter -6 Findings
recommendations
10. Chapter- 7Conclusion
11. Bibliography
12. Annexure
 CHAPTER 1

INTRODUCTION TO INDUSTRY

Introduction to the Consumer Industry

The consumer industry, also known as the consumer goods industry, is a vast
and dynamic sector that encompasses companies involved in the production,
marketing, and sale of goods and services directly to end consumers. It is
a critical part of the global economy, representing a significant portion of
the GDP of many countries and employing millions of people worldwide.

Overview of the Consumer Industry:

The consumer industry is diverse, comprising various sectors such as retail, fast-
moving consumer goods (FMCG), food and beverages, personal care
products, household goods, clothing and apparel, electronics, and e-commerce. It
caters to the daily needs and desires of individuals, offering a wide range of
products and services that enhance people's lives and meet their preferences and
aspirations.

Key Players and Market Dynamics:

The consumer industry is populated by a multitude of companies, ranging

from multinational corporations to small and medium-sized enterprises.
Some prominent players in the industry include well-known brands like
Procter & Gamble, Nestlé, Coca-Cola, Unilever, Walmart, Amazon, and
many others.
These companies compete fiercely to capture market share, build brand loyalty,
and meet the ever-changing demands of consumers.

The industry operates in a highly competitive environment, where companies

strive to differentiate themselves through product innovation, quality, pricing
strategies, marketing campaigns, and customer service. They also need to adapt
to emerging consumer trends, technological advancements, and shifts in
consumer preferences and purchasing behavior.

Consumer Behavior and Market Trends:

Understanding consumer behavior is crucial for companies in the consumer

industry. Consumers' decision-making processes, buying habits, and preferences
influence product development, marketing strategies, and distribution channels.
Factors such as convenience, price, quality, brand reputation, sustainability, and
social responsibility play significant roles in shaping consumer choices.

In recent years, several notable market trends have emerged within the
consumer industry. These include the growing demand for healthier and
sustainable products, the rise of e-commerce and online shopping, increased
focus on personalized customer experiences, the influence of social media
and digital marketing, and the growing significance of emerging markets
as consumer powerhouses.
Challenges and Opportunities:

The consumer industry faces various challenges and opportunities.

Companies must navigate factors such as changing consumer
demographics, economic fluctuations, supply chain disruptions, stringent
regulations, and increasing competition. Additionally, the industry must
address sustainability concerns, ethical sourcing, and responsible production
practices to meet the expectations of environmentally conscious consumers.

However, the consumer industry also presents ample opportunities for

growth and innovation. Advancements in technology, such as artificial
intelligence, data analytics, and e-commerce platforms, enable companies
to better understand consumer preferences, improve operational efficiency,
and create personalized experiences. Expanding into emerging markets and
embracing digital transformation can open up new avenues for companies
to reach a broader customer base and drive revenue growth.

Conclusion:

The consumer industry is a dynamic and essential sector of the global economy.
It encompasses a wide range of products and services that directly cater
to consumers' needs and desires. Understanding consumer behavior,
adapting to market trends, and addressing sustainability concerns are key
challenges and opportunities faced by companies in this industry. As
consumer preferences evolve and technology continues to shape the
landscape, companies must stay
agile, innovative, and customer-centric to thrive in the ever-changing consumer
industry.

Overview of the Industry

The concept of “buying behaviour” is of prime importance in marketing and

has evolved over the years. It is important to understand consumer buying
behaviour as it it plays a vital role in creating an impact on purchase of products.
Human wants are unlimited and always expect more and more. In this
research study our findings gave us thorough insights of consumer buying
behaviour of Johnson & Johnson baby products. We have been able to also
infer that people sub consciously register the brand. tend to recall. We also
come to understand that most retailers have showed a tendency to market the
J&J baby products as per consumer’s requirement. On the whole. the market is a
very important place to study the behaviour of consumers and also provide
useful insights what a consumer requires in a product. It is only through
research that a company will be able to study the buying behaviour of
consumers. Johnson & Johnson is a profound leader in the consumer product
business. It has matured and spread to 57 countries with more than 230
operating units worldwide. Ensuring that the stakeholders are aware of the
issue at Hand and the position in which the company takes on the proposal.
The second step is to engage in a social debate in which the company has
full on control, (mediator) of the debate. These recommendations will aid
Johnson & Johnson in remaining to be a profound leader.
What is Consumer Buying Behaviour?

Buying Behaviour is the decision processes and acts of people involved in

buying and using products.
 Definition of consumers:

An individual who buys products or services for personal use and not for
manufacture or resale. A consumer is someone who can make the
decision whether or not to purchase an item at the store, and someone
who can be influenced by marketing and advertisements. Anytime someone
goes to a store and purchases a toy, shirt, beverage, or anything else, they
are making that decision as a consumer.

Who is a consumer?

 A person who is indicated his or her willingness to obtain goods and/or

services from a supplier with the intention of paying for them.
 Someone who has purchased goods and/or services for personal consumption

What factors influence consumer purchases?

 The changing factors in our society.

Consumer Buying Behavior refers to the buying behavior of the

ultimate consumer. A firm needs to analyze buying behavior for:

 Buyer’s reactions to a firm's marketing strategy have a great impact on

the firm’s Success.
 The marketing concept stresses that a firm should create a Marketing Mix (MM)
that satisfies (gives utility to) customers, therefore need to analyze the What,
where, when and how consumers buy.
 Marketers can better predict how consumers will respond to marketing
strategies.

In the consumer market a very large percentage of purchase decisions are made
by a single person. There are situations in which multiple people may be
involved in a consumer purchase decision, such as a child influencing a
parent to choose a certain brand of cereal or a husband and wife deciding
together to buy a house, but most of the time purchases are individual
decisions. The business market is Significantly different. While single person
purchasing is not unusual, especially within a small company, a significant
percentage of business buying, especially within larger organizations, requires the
input of many. In the marketing literature those associated with the purchase
decision are known to be part of a Buying Center, which consists of individuals
within an organization that perform one or more of the following roles:

 Buyer – responsible for dealing with suppliers and placing orders (e.g.,
purchasing agent)
 Decider -has the power to make the final purchase decision CEO
 Influencer-has the ability to affect what is ordered such as setting order
specifications e.g., engineers
 User-those who will actually use the product when it is received
 Initiator -any buying center member who is first to determine that a need exit.
A consumer buying behavior is influenced by 4 major factors:

1. Cultural

2.Social

3. Personal

4.Psychological

Consumers buying behavior and the resulting purchase decision are

strongly Influenced by cultural, social, personal and psychological
characteristics. An understanding of the influence of these factors is
essential for marketers in order to develop suitable marketing to
appeal to the target customer.
CUTURAL factors include a consumer's culture, subculture and social class.
These factors are often inherent in our values and decision processes.

SOCIAL factors include groups (reference groups, aspirational groups and

member groups), family, roles and status.

PERSONAL factors include such variables as age and life cycle stage,
occupation economic circumstances, lifestyle (activities, interests, opinions and
demographics), personality and self-concept, these may explain why our
preferences change as our ‘situation’ changes,

PSYCHOLOGICAL factors affecting our purchase decision include

(Maslow’s hierarchy of needs), perception, learning, beliefs and attitudes, other

people often influence a consumer’s purchase decision, The marketer needs
to know which people are involved in the buying decision and what role
each person plays, so that marketing strategies can also be aimed at these
people,
TYPES OF BUYING DECISION BEHAVIOUR

1. Complex Buying Behaviour:

Consumers go through complex buying behavior when they are highly

involved in a purchase and aware of significant differences among brands.
Consumers are highly involved when the product is expensive, bought
infrequently, risky and highly self-expressive. Typically, the consumer does
not know much about the Product category and has much to learn, for
example, a person buying a personal computer may not know what attribute
to look for, many of the product feature like “16K. memory” “disc storage”,
“screen resolution” carry no meaning to him or her. This buyer will
pass through a learning process characterized by first developing beliefs
about the product, then attitudes, and then making a thoughtful purchase
choice. The marketer of a high-involvement product must understand the
information-gathering and evaluation behavior of high involvement
consumers.

The marketer needs to develop strategies that assist the buyer in learning about
the attributes of the product class, their relative importance, and the high
standing of the company’s brand on the more important attributes. The marketer
needs to differentiate the brand’s features, use mainly print media and long copy
to describe the brand’s benefits, and motivate store sales personnel and the
buyer’s acquaintances to influence the final brand choice.

2. Dissonance-Reducing Buying Behavior:

Sometimes the consumer is highly, involved in a purchase but sees

little difference in the brands. The high involvement is again based on the
fact that the purchase is expensive, infrequent, and risky. In this case, the buyer
will shop around to learn what is, available but will buy fairly quickly
because brand differences are not pronounced, the buyer may respond
primarily to a good price or to purchase convenience. After the purchase,
the consumer might experience dissonance that stems from noticing certain
disquieting features of the product or hearing favourable things about other
brands. The consumer will be alert to information that might justify his or her
decision. The consumer will first act, then acquire new beliefs and end up
with a set of attitudes. Here marketing communications should aim to
supply beliefs and evaluations that help the consumer feel good about his or
her brand choice,

3. Habitual Buying Behaviour:

Many products are bought under conditions of low consumer involvement and
the absence of significant brand differences. Consider the purchase of
salt. Consumers have little involvement in this product category. They go to the
store and reach for the brand. If they keep reaching for the same brand, it is
out of habit, not strong brand loyalty. There is good evidence that consumers
have low involvement with most low-cost, frequently purchased products.
Consumer behaviour in these cases does not pass through
the normal
belief/attitude/behaviour sequence. Consumers do not search extensively for
information about the brands, evaluate their characteristics, and make a weighty
decision on which brand to buy.

Instead, they are passive recipients of information as they watch television or

see print ads. Ad repetition creates brand familiarity rather than
brand conviction. Consumers do not form a strong attitude towards a brand
but select it because it is familiar. After purchase, they may not even evaluate
the choice because they are not highly involved with the product. So, the buying
process is brand beliefs formed by passive learning, followed by purchase
behavior, which may be followed by evaluation.

4. Variety-Seeking Buying Behaviour:

Some buying situations are characterized by low consumer involvement but

significant brand differences. Here consumers are often of brand switching.
Brand switching occurs for the sake of variety rather than dissatisfaction.
The core function of the marketing department is to understand and
satisfy consumer need, wants and desire. Consumer behavior captures all the
aspect of purchase, utility and disposal of products and services. In
groups and organization are considered within the framework of consumer.
Social, cultural, individual and emotional forces play a big part in defining
consumer buying behaviour. Cultural. sub-culture and social class play an
important is finalizing consumer behaviour. For example, consumer growing
up in US is exposed to individualism, freedom, achievement, choice, etc.
On sub-culture level influence of religion, race. geographic location and
ethnicity define consumer behaviour. Social class consists of consumer
with the same level of income, education, taste, feeling of superiority and
inferiority. Over time consumer can move from one social level to another.
Culture alone cannot define consumer Behaviour social forces also play an
important role. Social forces consist of family friends peer group's role in
the society Groups Which have direct or indirect influence on consumer are
reference groups. Primary groups Consist of friends, family and peer's
consumer has direct contact for considerable time, secondary groups are
association where interaction is at formal level and time devoted is less
consumer buying behaviour is influenced by individual's own personality
traits. These personality traits do not remain the same but change
with the life all the choice of occupation and corresponding income level also
play part in determining consumer behaviour A doctor and software engineer
both would have different buying pattern in apparel, food automobile etc.
Consumers from similar background. occupation and income levels may show
a different lifestyle pattern. An individual buying behaviour is influenced
by motivation, perception, learning, beliefs and attitude. These factors
affect consumer at a psychological level and determine her overall buying
behaviour. Companies need to think beyond buying behaviour and analyze
the actual buying process Companies should ensure consumer have
readily available information to take the decision e.g., internet friends.
Consumers evaluate alternatives based on their brand perception and belief.
 CHAPTER 2

INTRODUCTION TO COMPANY

Introduction to Johnson & Johnson:

Johnson & Johnson is a renowned multinational corporation operating in the

healthcare sector. Founded in 1886, the company has established itself as
a global leader in the development, manufacturing, and marketing of a
diverse range of products and solutions in pharmaceuticals, medical
devices, and consumer goods.

Pharmaceuticals:

Johnson & Johnson's pharmaceutical division focuses on the research,

development, and production of innovative prescription drugs. The company
is engaged in various therapeutic areas, including oncology, immunology,
neuroscience, infectious diseases, cardiovascular diseases, and more. Their
pharmaceutical products aim to address significant unmet medical needs and
improve patient outcomes.
Medical Devices:

Johnson & Johnson's medical devices segment is dedicated to designing,

manufacturing, and marketing a wide array of medical devices and
equipment. These devices span multiple specialties such as orthopedics,
surgery, cardiovascular care, diabetes care, vision care, and aesthetics. The
company strives to deliver cutting-edge technologies and solutions that
enhance patient care and support healthcare professionals in their practices.

Consumer Goods:

Johnson & Johnson's consumer goods division offers a broad range of products
that cater to the everyday needs of consumers. Their portfolio includes
baby care products, over-the-counter medicines, skincare products, oral care
products, women's health products, and nutritional supplements. Some
well-known brands under this division include Johnson's Baby,
Neutrogena, Listerine, Aveeno, Tylenol, Band-Aid, and many more.

Global Reach and Impact:

With a presence in over 175 countries, Johnson & Johnson's products

and solutions are widely accessible and trusted by consumers,
healthcare professionals, and institutions worldwide. The company is
committed to delivering high-quality, safe, and effective products that
meet the evolving needs of diverse markets and cultures. They actively
engage in research, development, and collaborations to drive scientific
innovation and advance healthcare globally.
Corporate Responsibility:

Johnson & Johnson places great emphasis on corporate responsibility

and ethical business practices. They prioritize the well-being of patients,
customers, employees, and communities, guided by their founding
principles and a commitment to making a positive impact. Sustainability,
diversity and inclusion, and social responsibility are integral to their corporate
strategy, ensuring that they operate in an environmentally and socially
responsible manner.

In conclusion, Johnson & Johnson is a global leader in the healthcare

industry, with divisions dedicated to pharmaceuticals, medical devices, and
consumer goods. With a rich history and a commitment to innovation and
social responsibility, Johnson & Johnson continues to make significant
contributions to healthcare, improving the lives of individuals and
communities around the world.

HISTORY OF THE COMPANY

Johnson & Johnson makes baby oil. They make their famously "no more
tears" shampoo and the name-brand Band Aids that you reach for when
you nick yourself. They also make drugs for the treatment of autoimmune
disease and medication. They have divisions that make medical devices,
cancer treatments and drugs for mental health disorders. This is one of
the most well-known brands in the U.S., and most customers have only seen
the tip of the iceberg. In 1886, the pharmacist Robert Wood Johnson formed a
new company with his brothers James Wood Johnson and Edward Mead
Johnson.
The brothers founded their company based on Joseph Lister’s then-recent
research into the nature of airborne germs and infectious disease. The
new company would develop sterilization techniques and surgical dressings,
hoping to create a more effective form of post-operative sterilization than
Lister’s approach of spraying operating rooms with carbolic acid. The brothers
formally incorporated their company in 1887 as Johnson & Johnson. In
1888 the company produced two seminal products: a book called "Modern
Methods of Antiseptic Wound Treatment," the first mainstream guide to
treating injuries, and innovative ready-made first aid kits based off the
company’s cotton gauze dressings. While "Modern Methods" was well
received in the medical community, Jonson & Johnson’s first-aid kit
quickly became popular among industrial workers and general consumers
alike.

Soon after, in 1894, Johnson & Johnson launched its line of maternity
and baby-oriented products, sometimes called the company’s “heritage
baby” business. It did so by releasing two products: baby powder, still for
sale to this day, and maternity kits designed to make childbirth more antiseptic
and safer.
Johnson & Johnson Today

It’s unusual for a company’s modern story to begin 60 years in the past, but
Johnson & Johnson, as we know it today, arguably began in 1959. That year
the company bought two pharmaceutical research companies: McNeil
Laboratories and Cilag Chemie AG. This created Johnson & Johnson’s
pharmaceuticals and research division, a critical part of its corporate
structure to this day. In 1982, Johnson & Johnson helped pioneer the tamper-
resistant pill bottle after seven people died from taking Tylenol pills which
had been laced with cyanide. An investigation later revealed that the pills had
been poisoned at the drug stores where they were sold, not at Johnson &
Johnson’s factory, leading the FDA to develop the first standards for
pharmaceutical packaging.

Since the 1980s, Johnson & Johnson has continued to grow in most areas of
medical research and development. Just a few of the company’s
inventions include the first disposable contact lens, mainstream drug
treatments for depression and schizophrenia, drug treatments for
HIV/AIDS, and the first coronary stent. In 2006, Johnson & Johnson’s history
came full circle, when it bought Pfizer Consumer Healthcare, acquiring,
among other brands, Joseph Lister’s own product Listerin.
 CHAPTER- 3

COMPANY PROFILE

ABOUT THE COMPANY

COMPANY NAME Johnson & Johnson

FOUNDED Johnson Sr. in 1886

HEAD QUARTER New Brunswick, New Jersey

Robert Wood Johnson, James

FOUNDER
Wood, Johnson and Edward Mead

Hospitals and Health Care

PRODUCT

WEBSITE http://www.jnj.com

CEO Joaquin duato

 Baby Care:

Johnson's® Baby is the undisputed leader in baby care with its Clinically
Proven Mild products trusted by mothers and recommended by doctors for more
than 100 years, This heritage of trust is built upon a deep understanding of what
it takes to keep the baby’s delicate skin healthy, making Johnson’s® Baby one
of the most beloved brands amongst mothers in India.

• Johnson's Baby Top-To-Toe

• Johnson's Baby Skincare Wipes ◻ Johnson's Baby Cream
• Johnson’s Baby Milk Lotion
• Johnson’s Baby Oil
• Johnson’s Baby Hair Oil
 Women’s Health:

Range of personal health and feminine hygiene products - including sanitary

napkins, tampons and panty liners, to meet the evolving needs of the
Indian woman Stayfree the premier equity today the largest sanitary napkins
business for Johnson & Johnson globally

• Stayfree
• Carefree
• O.B Tampons
 Beauty

Both Clean &Clear TM and Neutrogena® specialize in bringing science to the

art of beauty via innovative technologies across a spectrum of consumer and
professional needs. The science-based platforms include clear skin, sun care,
anti-aging and facial moisture.

• Neutrogena
• Clean &Clear TM

Oral & wound Cares

Oral & Wound care segment sports power brand like BAND-AID® and
LISTERINE® BAND-AID® is one of leading products in this space and
has become generic name in the wound care space, LISTERINE® in a
market leader in the mouthwash category.

• Band-Aid
• Listerine
LOGO

TAGLINE

From the day you're born, Johnson & Johnson never stops
taking care of you.
 PRODUCTS

SOAP FACEWASH

SUNSCREEN BAND-AID

SAVLON COUGH SYRUP

JOHNSON &JOHNSON’S IN INDIA

Johnson & Johnson spread its root into India 67 years ago.
Since then, the Company has brought many innovative ideas, products
and services to improve the health and wellbeing of people in India. The
Company today employs more than 3000 People and is Organized into
three business segments: Consumer health care medical devices and
Pharmaceuticals, Brand to provide them with safe, clinically proven mild and
gentle product to their babies We also lead in the areas of feminine hygiene,
facial wound care and other among iconic products.

Medical devices at Johnson & Johnson Medical India, we are committed

to work towards reaching our goal of providing accessible and affordable
healthcare for one person at one time The Medical Devices business segment
produces a broad Janssen, the pharmaceutical division Johnson & Johnson, is
dedicated to addressing and solving the most important unmet medical needs of
our time in India addressing and solving in India in oncology,
immunology, neurosciences & analgesia, dermatology, infectious diseases
and metabolic diseases in India.
 VISION AND MISSION

• Our Vision: We help people see better…connect better…and live better.

• Our Mission: We bring the science and sense of sight to life through world
class innovation and patient experiences.

Within J&J Vision, we have a large, diverse organization working across

geographies and business functions, and we are heavily matrixed, so
many employees work directly for one manager, but also work indirectly with
another – this is the nature of our organization, and it helps us share resources
across our business, but it can get complex.

The broad range of products from their medical devices Technology

Association Interactions with Health Care Professionals, the Pharmaceutical and
Manufacturers of America (Pharmacy) Code on Interactions with Professionals.
the International Federation of Pharmaceutical of America (IFPMA) Code of
Practice and other similar trade. On the Consumer side, they follow the
various volunteer and guidelines of the Consumer Healthcare Products
Association (CHPA), Health Care Compliance officers conduct annual risk
assessments of all businesses globally to assess whether systems, policies,
procedures, training resources and monitoring are in place regarding
compliance with standards for appropriate promotion of regulated products,
Johnson & Johnson markets a broad range of health care products from our
Consumer, Medical Devices and Pharmaceutical business segments
throughout the world. They do not sell or market products that are banned
within markets that have such restrictions.
STRATEGIC BOUNDARY CONDITIONS OF JOHNSON &
JOHNSON
Strategic boundary condition is proposed by Bernard Marr (2006) and
includes following components: purpose, visionary goals and values.

Purpose of the company- A clear business purpose for Johnson &

Johnson however modern global Companies like Johnson & Johnson have to
purpose UN non damaging and caring about nature and adhering to well
appeals of Corporate Social Responsibility in order to be successful.
acorn (our article from Bluepeapod.com (online, 2009) a company with a
well fined purpose and passionate employees who share it, have an ability of
unleashing massive boost of employee enthusiasm, however, that can be
achieved only when purpose and passion align,

Importance of company purpose into following three points:

 The constancy of purpose provides a common, unifying

directional mechanism — a moral compass for its employees.
 Organizations should continuously change their existing practices,
systems and styles to maintain vigor and a competitive edge in a
rapidly changing business environment.
 The core values of the corporate culture provide the foundation of the
strength and permanency of purpose.

Visionary goals- It is important for Johnson & Johnson to develop

visionary goals and communicate them efficiently with workforce.
JOHNSON & JOHNSON COMPETITORS

Johnson & Johnson competitors include Bristol Myers Squibb, Merck,

Unilever, Pfizer and Procter & Gamble. Johnson & Johnson ranks 1st in
Employee Net Promoter Score on Comparably vs its competitors. See below
how Johnson & Johnson compares to its competitors with CEO Rankings,
Product & Services, NPS, Pricing, Customer Services, Overall Culture Score,
Gender and Diversity Scores
 CHAPTER 4

Research methodology

OBJECTIVES OF STUDY

1. To find out the awareness regarding Johnson & Johnson products: This
objective aims to gauge the level of awareness among consumers regarding
Johnson & Johnson products. It involves conducting surveys or interviews to
measure the familiarity and recognition of the brand and its specific products
among the target audience. The findings will provide insights into the extent
to which the brand has successfully reached and resonated with consumers.

2. To find out the most important source through which customers came
to know about Johnson & Johnson: This objective focuses on
identifying the primary sources of information that influenced
customers' knowledge and awareness of Johnson & Johnson. It can involve
conducting surveys, interviews, or social listening to understand whether
customers learned about the brand through advertising, word-of-mouth,
online research, healthcare professionals, or other channels. By determining
the most influential sources, the company can allocate its marketing resources
effectively.

3. To find out the factors influencing the purchase of Johnson & Johnson: This
objective aims to explore the factors that play a significant role in customers'
decision-making process when purchasing Johnson & Johnson products. This
could involve conducting surveys or focus groups to gather insights into
factors such as price, quality, brand reputation, product features,
convenience, recommendations, or any other factors that customers consider
important in their purchasing decisions. The findings will help Johnson &
Johnson understand the key drivers behind customer purchases and
refine their marketing strategies accordingly.

4. To find out the factors influencing the purchase of a variety of Johnson

& Johnson products: This objective focuses specifically on understanding
the factors that influence customers' decisions to purchase different products
within the Johnson & Johnson portfolio. It involves conducting in-depth
research, surveys, or interviews to uncover product-specific
considerations, such as specific benefits, ingredients, target audience,
packaging, or other product attributes that drive customers' purchase
decisions. This information will assist Johnson & Johnson in product
development, marketing, and customization strategies based on the unique
factors that influence consumer choices across their diverse product range.

By conducting research and gathering data related to these objectives,

Johnson & Johnson can gain valuable insights into consumer awareness,
sources of information, purchase drivers, and product-specific influences. This
knowledge can guide their marketing efforts, product development, and
customer engagement strategies, ultimately leading to better customer
satisfaction and brand success.
RESEARCH AND METHODOLOGY
Research in a common parlance refers to a search for knowledge. One can
also define research as a scientific and systematic search for pertinent
information on a specific topic.

Research is an art of scientific investigation. Research is an academic activity

and as such the term should be used in a technical sense. the term
research refers to systematic method consist of enunciating the problem
formulating a hypothesis, collecting the data, analysis the facts and
reaching certain conclusion either in a form of solution towards the
concerned problem or in certain generalization for some theoretical
formulation.

The system of collecting data for research projects is known as

research methodology. Research Methodology represents the design of the
research work

Data Collection Source

Primary data

In some cases the researchers may realize the need for collecting the first
hand information. As in the case of everyday life, if we information or any
happening or event, we either ask someone who know about it or we observe
it ourselves, we do the both, Thus, the two method by which primary data can
be collected is observation and questionnaire
LIMITATIONS OF THE PROJECT

■ 1. Regulatory Issues: The revocation of Johnson & Johnson's license to

make cosmetics at a plant in India due to unauthorized sterilization
processes raises concerns about product safety and regulatory
compliance. This limitation can impact the reliability of the data
collected during the project, as it might not accurately reflect the
current state of Johnson & Johnson's products and their consumer
behavior.

■ 2. Legal Issues: The charges of illegal marketing faced by Johnson &

Johnson, including the payment of a significant settlement amount,
indicate potential ethical and legal concerns. These issues can impact the
brand's reputation and consumer perception, affecting the accuracy and
reliability of the data collected during the project.

■ 3. Limited Awareness: The project faces limitations due to the low

awareness of Johnson & Johnson products and brands among consumers.
This means that the sample size for the research might be smaller, making it
challenging to draw comprehensive conclusions about consumer behavior. It
also suggests that the findings may not be representative of the
broader consumer population.

■ 4. Time and Effort: The project might require significant time and effort to
complete due to the need to search for information from various
sources such as magazines, newspapers, and the internet. This can be
time- consuming and may also limit the scope and depth of the research
conducted.
■ 5. Accuracy of Responses: The researchers might encounter challenges in
collecting accurate responses regarding satisfaction. Satisfaction is a
qualitative indicator, and respondents' understanding of satisfaction can vary.
This subjectivity can introduce biases or inaccuracies into the data collected,
impacting the overall reliability of the findings.

■ It's important to acknowledge these limitations and consider their potential

impact on the project's outcomes. Researchers should take steps to mitigate
these limitations where possible and interpret the findings with
caution, considering the contextual factors that might influence the
accuracy and reliability of the data collected.
 Chapter- 5

DATA ANALYSIS AND INTERPRETATION

QUESTION 1 – PRODUCT USE AGE GROUP

AGE NO. OF RESPONDENTS

0-15 years 8
16-30 years 21
31-45years 8
46-60 years 23
60 -75 years 21
75 and above 19

INTERPRETATION

Majority of respondent is from 46-60 age group

QUESTION- 2: MONTHLY INCOME

MONTHLY INCOME NO OF RESPONDENTS

>50000 10
50001-100000 20
100001-150000 60
ABOVE 150000 10

INTERPRETATION

Majority of respondents is from 10001-15000 income group i.e., 60%

QUESTION 3: GENDER OF RESPONDENTS

GENDER NO. OF RESPONDENT PERCENTAGE

CHILDERN 17 17%
FEMALE 55 55%
MALE 28 28%

INTERPRETATION

Majority of respondents are females i.e., 55%

QUESTION 4: MARITAL STATUS

MARITAL STATUS NO. OF RESPONDENT PERCENTAGE

MARRIED 76 76%
UNMARRIED 24 24%

INTERPRETATION

Majority of respondents are married i.e., 76%

QUESTION 5: AWARENESS OF PEOPLE ABOUT JOHNSON
PRODUCT

AWARENESS NO. OF PERCENTAGE

RESPONDENTS
YES 80 80%
NO 20 20%

INTERPRETATION

About 80% of people is aware about the Johnson product

QUESTION 6: EMPLOYMENT STATUS

EMPLOYMENT NO. OF PERCENTAGE

STATUS RESPONDENTS
STUDENT 45 45%
BUSINESS 11 11%
EMPLOYED 35 35%
UNEMPLOYED 9 9%

INTERPRETATIONS

Majority of respondents are students i.e., 45%

QUESTION 7: INFLUENCING FACTORS

FACTORS NO. OF PERCENTAGE

RESPONDENTS
QUALITY 35 35%
PRICE 10 10%
BRAND NAME 29 29%
REFERENCE 19 19%
OTHERS 7 7%

INTERPRETATION

Quality is the main influencing factors then brand name and price
 CHAPTER 6

FINDINGS AND RECOMMENDATION

FINDINGS

The provided findings shed light on several aspects of consumer behavior

related to Johnson & Johnson. Let's elaborate on each finding:

1. Females as the main customers: The data suggests that females are
the primary customers of Johnson & Johnson. This indicates that the
company's products, such as personal care and healthcare items,
resonate more with women. Understanding the specific needs and preferences
of female consumers can help tailor marketing strategies and product offerings
accordingly.

2. Youngsters as prime customers: The finding that youngsters are the prime
customers implies that Johnson & Johnson products appeal to a younger
demographic. This could include individuals in their late teens to early
thirties. Targeting this age group through relevant marketing channels and
messaging can further enhance brand engagement and loyalty.
3. Target market with an annual income of 1 to 1.5 lakhs: The data indicates
that the main target market for Johnson & Johnson consists of customers with
an annual income ranging from 1 to 1.5 lakhs. This income range suggests a
middle-income segment. Understanding the purchasing power and priorities of
this target market can help optimize pricing and product offerings.

4. More regular customers than occasional: The finding that there are more
regular customers than occasional customers suggests that Johnson &
Johnson has been successful in building a loyal customer base. Focusing on
customer retention strategies, such as loyalty programs and personalized offers,
can help maintain and strengthen these relationships.

5. Importance of quality and brand name: Customers prioritize quality

and brand name when purchasing from Johnson & Johnson. This
highlights the significance of maintaining high product quality standards and
reinforcing the brand's reputation for reliability and trustworthiness.

6. Perception of Medtronic as a substitute: The data indicates that some

customers perceive Medtronic as a substitute for Johnson & Johnson. This
suggests that there may be overlap or similarities in the product offerings or
market positioning of these two companies. Understanding the reasons
behind this perception and addressing any potential areas of competition can help
retain and attract customers.
7. Influence of signage on purchase decisions: The findings show that women
were more influenced by signage compared to men when making
purchase decisions. This suggests that effective signage and visual displays
can play a crucial role in capturing the attention and influencing the
purchasing behavior of female customers.

8. Influence of signage on non-working women: non-working women were

found to be significantly influenced by signage. This highlights the potential
of signage as a targeted marketing tool to engage and persuade this
specific customer segment.

These findings provide insights into the demographics, preferences, and

influences related to Johnson & Johnson's consumer behavior. Leveraging these
insights, the company can develop tailored marketing strategies, product
innovations, and targeted campaigns to effectively engage with their
target market and enhance customer satisfaction and loyalty.

SUGGESTIONS

1. Strengthen Product Safety Measures: Given the impact of product

safety concerns on consumer behavior, Johnson & Johnson should invest
in robust product safety measures, rigorous testing protocols, and
transparent communication about the safety of their products. This will
help regain and maintain consumer trust.
2. Enhance Consumer Education: Conduct educational campaigns to inform
consumers about the safety and quality standards followed by Johnson
& Johnson. This can help address any misconceptions or concerns and
reinforce the company's commitment to consumer well-being.

3. Expand Marketing Efforts: While word-of-mouth is an important source

of information for customers, Johnson & Johnson can further expand its marketing
efforts to reach a wider audience. This can include targeted advertising,
social media campaigns, influencer collaborations, and partnerships with
parenting communities or healthcare professionals.

4. Innovate and Diversify: Continuously innovate and diversify the product

range to cater to evolving consumer needs and preferences. Conduct market
research to identify emerging trends and develop products that align with those
trends, ensuring that the brand remains relevant and competitive.

5. Personalize Customer Experience: Implement strategies to personalize

the customer experience, such as loyalty programs, tailored recommendations,
and personalized marketing messages. This can enhance customer
engagement, loyalty, and satisfaction.

6. Monitor Consumer Feedback: Continuously monitor and analyze consumer

feedback through surveys, reviews, and social media channels. This will
provide valuable insights into customer preferences, concerns, and expectations,
enabling the company to make data-driven decisions and improvements.
7. Foster Brand Advocacy: Encourage satisfied customers to become brand
advocates by providing incentives or rewards for referrals or
testimonials. Positive word-of-mouth from loyal customers can significantly
influence others' purchasing decisions.

8. Emphasize Corporate Social Responsibility: Highlight Johnson &

Johnson's commitment to social responsibility, sustainability, and
ethical practices. Engage in community initiatives, support charitable
causes, and communicate these efforts to consumers. This can
enhance the brand's reputation and resonate with socially conscious
consumers.

9. Embrace Digital Transformation: Leverage digital technologies to

improve customer engagement and convenience. This could include online
ordering, personalized digital content, chatbots for customer support, and
leveraging data analytics to understand consumer behavior better.

10. Continual Market Research: Conduct regular market research to

stay updated on evolving consumer preferences, industry trends, and
competitive landscape. This will enable Johnson & Johnson to adapt its
strategies and offerings accordingly.

By implementing these suggestions, Johnson & Johnson can further enhance

its understanding of consumer behavior, strengthen brand loyalty, and
drive customer satisfaction and growth.
 CHAPTER -7

CONCLUSION

1. Awareness: The majority of customers are aware of Johnson & Johnson.

This indicates that the company has been successful in establishing brand
recognition and visibility in the market.

2. Word-of-mouth: Friends play a significant role as an important source

of information about Johnson & Johnson for customers. This suggests that positive
experiences and recommendations from friends have a strong influence
on customers' decision-making process.

3. Factors influencing purchase: Price and quality are identified as the key
factors that influence customers to purchase Johnson & Johnson products.
This highlights the importance of offering competitive pricing while
maintaining high product quality to meet consumer expectations.

4. Wide range of products: Johnson & Johnson is known for offering a

wide range of products. This indicates that the company caters to diverse
consumer needs and preferences, potentially increasing its market reach and
potential customer base.
5. Customer satisfaction: The quality of products provided by Johnson &
Johnson is consistently satisfying consumers. This suggests that the company
has been successful in delivering products that meet or exceed customer
expectations, contributing to positive consumer experiences.

6. Competition: Johnson & Johnson is giving good competition to its

competitors. This implies that the company is actively engaged in the market
and is able to maintain a competitive edge in terms of product offerings, pricing,
marketing, or other factors.

7. Consumer behavior change: The data mentions that consumer

behavior towards Johnson's baby products has changed due to the
presence of toxic substances. This indicates that negative publicity or concerns
regarding product safety can significantly impact consumer perception and
behavior.

Overall, Johnson & Johnson enjoys a high level of awareness, positive word-of-
mouth influence, and strong consumer satisfaction. However, the presence of
toxic substances in some of their baby products has led to a change in consumer
behavior, indicating the importance of product safety and addressing any
concerns promptly to maintain trust and loyalty among consumers.
 BIBLIOGRAPHY

SITES REFRENCE

• https://www.ijresm.com/Vol.2_2019/Vol2_Iss2_February19/IJR
ESM_V2_I2_81.pdf

• https://www.slideshare.net/LizaDsouza1/consumer-
buyinghttps://www.slideshare.net/LizaDsouza1/consumer-buying-behaviour-
31431411behaviour-31431411

• https://www.coursehero.com/file/97534208/JJpptx/
• https://www.jnj.in/our-business/consumer
 ANNEXURE

1. Age

• .>20 year

• 21-29 year

• 30-39 year

• 40 years <

2. Gender

• Male

• Female

• Children

3. Marital Status:

• Married

• Unmarried

4. Nature of family

• Nuclear family

• Joint family

5. Educational Qualification:

• HSC

• Graduate

• Post Graduate
• Others (Specify) .

6. Employment Status:

• Business

• Unemployed

• Student

• other(specify)………

7. Monthly Income:

• .>5,000

• 5,000 – 10,000

• 10,000 – 15,000

• 15,000 <

8. Are you aware about products of Johnson & Johnson?

• Yes

• No

9. If yes, what are the brands?

• Tylenol

• Neutrogena

• Aveeno Listerine

• OGX and Johnson's

• Others (Specify)
 10. What are the sources through which you came to know about Johnson
& Johnson company?

• Advertisement

• Company Outlet

• Relatives

• Friends

Other (Specify) .

11. Do you ever used Johnson products?

• Yes

• No

a) If yes, when did you purchase it?

Specify .

b) Which type of product do you have?

Specify .

12. How did you Purchase the product?

• By Cash

• By Gift

• Others (Specify)

13. What are the factors that influence you to purchase Johnson product?

• Quality of service

• Durability
• Price

• Brand Name

• Others (Specify)

14. What do you think about the quality of your product?

• Excellent

• Good

• Satisfactory

• Poor

15. Would you suggest others to purchase the brand of your product?

Yes

• No

16. What features do you think should be added for further improvement in

Johnson & Johnson products?