MAJOR PROJECT REPORT

ON
“The Project Report on Marketing Strategiesof Dabur”

In Partial Fulfilment for the award of the Degree of

Bachelor of Business Administration (BBA)

Under the Guidance Of: Submitted By:

Ms. Aastha DHRUV RAWAT

Assistant Professor 03916701721

Sirifort Institute of Management Studies

Affiliated to Guru Gobind Singh Indraprastha University, Delhi

Batch 2021-2024
 CERTIFICATE

This is to certify that DHRUV RAWAT Roll no. 03916701721, a student of Bachelor of Business Administration
(BBA) has completed her project entitled ‘The Project Report on Marketing Strategiesof Dabur’ under my
supervision.

Signature of the Guide: Name of the Guide:

Ms. Aastha
Designation: Assistant Professor
 ACKNOWLEDGEMENT

I would like to express my profound gratitude to who gave me the golden opportunity to do this
wonderful project on the topic “A STUDY ON CUSTOMER BEHAVIOUR TOWARDS SUGAR COSMETIC
PRODUCTS ” which also helped me in doing a lot of research and I came to know about so many new things.
Your useful advice and suggestions were really helpful to me during the project’s completion. In this aspect, I am
eternally grateful to you. I would like to acknowledge that this project was completed entirely by me and not by
someone else.

DHRUV RAWAT
 Table of Content
SNO. TOPICS PAGE
NO.
1. Chapter 1: Introduction

1.1 Market Analysis of Dabur products

1.2 About Dabur

1.3 Corporate Philosophy

1.4 Marketing Strategies of Dabur

1.4.1 Dabur Advertisements Strategy

1.4.2 Digital Marketing of Dabur

1.5 Strategy

1.6 Industry Profile

1.7 SWOT Analysis of Dabur Products

2. Chapter 2: Literature Review

3. Chapter 3: Research Methodology

3.1 Research Problem Statement

3.2 Research Objectives

3.3 Research Design

3.4 Sampling

3.5 Scope of study

3.6 Limitations of the Study

4. Chapter 4: Data analysis and Interpretation

5. Chapter 5: Conclusion

6. Bibliography

7. Annexure
 Chapter 1
Introduction
1.1 Market Analysis of Dabur products
Dabur India Ltd. is one of India's leading FMCG Companies: -
Revenues of over Rs8,500 Crore & Market Capitalisation of over Rs 72,500 Crore. Building on
a legacyof quality and experience of over 135 years, Dabur is today India's most trusted name
and the world's largest Ayurvedic and Natural Health Care Company. Dabur India is also a world
leader in ayurveda with a portfolio of over 250Herbal/Ayurvedic products. Dabur's FMCG
portfolio today includes five flagship brands with distinct brand identities - Dabur as the master
brand for natural healthcare products, Vatika for premium personal care, Hajmola for digestives,
Real for fruit juices and beverages and Fem for fairness bleaches and skin care products. Dabur
today operates in key consumer product categories like Hair Care, Oral Care, Health Care, Skin
Care, Home Care and Foods. The Ayurvedic Company has a wide distribution network, covering
6.7 million retail outlets with a high penetration in both urban and rural markets. Dabur's
products also have huge presence in the overseas markets and are today available in over 100
countries across the globe. Its brands are highly popularin the Middle East, SAARC countries,
Africa, US, Europe and Russia. Dabur'soverseas revenue today accounts for over 27% of the
total turnover.
From the small dispensary in Calcutta in 1884, the organisation has today grown into a
corporation having significant presence in health and personal care markets in India and abroad
with more than 100 years of understanding of consumer needs and ability it provides safe
solutions from a deep understanding of Ayurveda, Dabur has sets its vision to strive for
providing good health and wellbeing to every householdthrough its ten productions bases spread
across India manufacturing arange of herbal. health and personal care products, foods Ayurvedic
medicines and pharmaceuticals. Dabur products are also manufactured in Nepal, Egypt and
Dubai. An ontological parental facility has just beenestablished in the U.K. The company is
served by a strong distribution network of C&F agents and distributors that ensures the presence
of Dabur products in over 1.5 million retail outlets.
At Dabur, key to our growth is knowledge of nature, which provides the basis, and useof modern
research tools for superior understanding of this knowledge for providing continuos innovation.
Innovation inproducts, processes and method will drive Dabur to globalleadership in health and
personal care products.
Dabur India is a household name in the natural foods and ayurvedic industry, and a company
that is famous for its marketing efforts. Based on the background of around 135 years of
experience and quality. Dubur India Limited is the largest Ayurvedic and natural health care
company in the world with a product range of more than 250 herbal & ayurvedic items. It is the
4th Largest FMCG Company in India, with headquarters in Ghaziabad and Mohit Malhotra as
the CEO Dabur India Limited is one of the leading consumer goods companies of India with
interests in healthcare, personal care and foods. For more than a century. Dabur has worked in
active collaboration with nature to provide the best of herbal health and personal care products to
its consumers. Today, Dabur is all set to take this abundant knowledge of Ayurvedic to global
frontiers.
Dabur India Limited is the fourth largest FMCG Company in India with interests in Health
care, Personal care, home care and Food products. Building on a legacy of quality and
experience for over 125 years, today Dabur has a revenue of Rs. 4111 crores with powerful
brands like Dabur Alma, Dabur Chyawanprach, Vatika, Hajmola & Real

CEO (Chief Executive Officer)

Mr.Sunil Duggal took over as the Chief Executive Officer of Dabur India Limited in June 2002.
holding reins of the organisation he joined in 1995. Mr. Duggal started his career as a
management trainee in Wimco Limited in 1981 after getting his Engineering Degree (Electrical
& Electronics) from BITS, Pilani, and Business Management from IIM, Calcutta. His stint at
Wimco continued till 1994, with a break in between when he joined Bennett Coleman & Co.
Ltd for a short period. In 1994, he moved to Pepsi Foods as GM, Sales Operation. In 1995, he
joined the Dabur family as General Manager (Sales & Marketing) of the Family Products
Division with products like Dabur Amla, Lal Dant Manjan and Vatika in his portfolio. This
Division spearheaded the spectacular growth recorded by Dabur in this period. Vatika was also
launched during this period and is now the Company's second biggest brand.
With his dynamic spirit and leadership abilities, he soon became Vice-President and SBU-Head
of the Family Products Division. In July 2000 Mr. Duggal was appointed Director Sales and
Marketing of Dabur India Limited. And in 2002, he became the CEO of the Company
professional with valuable experience to steer the company ahead in its growth plans.
Spanning a career of over 20 years, Mr. Sunil Duggal has travelled widely across India and
handled diverse portfolios that have helped him understand the dynamics of FMCG businesses
and market trends. He is well versed in the intricacies of India's regional diversities and
consumer needs.
1.2 About Dabur
Dabur India Ltd is one of the most trusted and leading FMCG companies in India. It was
founded by Dr S.K. Burman in 1884. In the last 100+ years, the small firm has grown
ginormous. Currently Dabur has accumulated a market share of over Rs 80,000 crore with
annual returns of Rs 8,700crore. Their main product ranges deal with hair care, oral care, health
care, skincare, home care, and packaged food.
Dabur became a public limited company in 1996 and within 4 years it marked the leading
position with a turnover worth Rs 1,000 Crore. Three distinct divisions were established for
improving operations and management, namely, Goods for Health Care, Family Products, &
Dabur Ayurvedic Specialties. Internationally, Dabur's goods enjoy a large reach and are
available in more than 100 countries. Overseas revenue from Dabur today accounts for more
than 27 per cent of the overall turnover.
1.3 CORPORATE PHILOSOPHY
Knowledge is the key to growth in today's world. Whatever the industry, it is the Knowledge,
which provides cutting edge to individual and organizations. For More than a century nature has
been a rich source of knowledge for Dabur. Nature has not only given us the ingredients for all
our products but has also Taught us how to create a harmony within and without the
organization. Nature Has inspired us in all our acts. Ayurvedic the science of life is based on
Principles of nature. All Ayurvedic preparations have their ingredients derived From Nature.
Dabur has converted the healing properties of natural ingredients And the age-old knowledge of
Ayurveda into contemporary healthcare products To alleviate health problems of its consumers.
Dabur is committed to expand the reach of this age-old knowledge of Ayurvedaand Nature
through weh. Through web, they aim to overcome the physical boundaries to take Ayurvedic way
of life to global frontiers. Dabur India Limited understands its responsibility as a corporate
house. Wehave not only set our sight on increasing turnover and profitability of thecompany but
also on propagating Ayurveda-the Indian system of medicine.

VISION: -
"Dedicated to the Health and Well Being of Every Household."
Dabur is always deliciated and focused on the good health and well-being of every household
Was a tagline- celebrate life justifying the vision.
Dabur is a company with a set of established business values, which direct its functioning as well
as all its operations. In this, Dabur is guided by the words of its founder Dr. SK Burman "What
is that life worth that cannot give comfort to others." The company offers ity consumers,
products to suit their needs and give them good value for money. The company is committed to
follow the ethical practices in doing business. At Dabur, Nature acts as not only the source of
raw material but also an inspiration and the company is committed to protect the ecological
balance...

MISSION: -
"To be the leader in the Natural Foods & Beverages Industry"
Dabur aims to provide 100% natural products for its
customers. Strive to deliver this by:
Consistently delighting the consumer through quality product. Being the company of choice for
our business partners. Delivering higher returns to stakeholders.
Business model of Dabur
Dabur follows a very unique business model called Umbrella Branding Strategy. It means that
all products are under one brand name. The logo of Dabur is an old banyan tree that conveys
Dabur's heritage, dedication, and stability.
Dabur uses a 3-tier distribution system, i.e., from stockist-to wholesaler to retailers to final
consumers. With this system, the products are made available in departmental stores, grocery
shops, etc, across the country.
1.4 MARKETING STRATEGIES OF DABUR
Marketing strategy is a long-term plan carried out to promote the goods and services of a
company. Strategies are the long-term plans made to achieve the organizational goal and
marketing deals in the selling or promotion of goods and services with a primary aim of
customer satisfaction.
Dabur's marketing strategy aims at continuing its brand image by providing a variety of products
and using print media and sales promotion for reaching out to its customers. We will discuss the
marketing strategy of Dabur in more detail now. Let us begin by learning more about the
advertising strategy used by Dabur.

1.4.1 Dabur Advertisements Strategy

Dabur already holds on to print and television advertising and recently is planning to take over
digital media as a medium for advertising its products.
As we have seen, the cancer patients were paid homage in the advertising of Dabur Vatika, as
a salutation notice for battling with the disease. The commercial will reach the consumer's
emotional side; mostly the ladies who use the Dabur Vatika.in the case of Dabur amla hair oil,
Dabur featured Priyanka Chopra for the promotion of the product and she is seen getting a hair
massage from her mother, which shows how Dabur amla hair oil improves mother-daughter
relation while getting hair massage.

1.4.2 Digital Marketing Of Dabur

Dabur is known for its use of traditional promotional mediums but they are shifting their
marketing strategy to a digital-first approach. In an insightful interview taken by BrandEquity of
A.C. Burman, the Chairman of Dabur, he talked very intensely about the digital-first approach
for Dabur and how the company will shift it's marketing efforts to a newer medium.
The rationale for such a shift of marketing strategy comes from the acknowledgement of the fact
that social media and other digital platforms provide far more to a marketer in terms of
effectiveness than any previous medium of promotions. Dabur has been increasing its digital
spend over the last few years. From the year 2017, they have increased their digital marketing
spending by 33% in 2018. They spent a total of RS1.99 billion in the year 2018-19.
Another aspect that Dabur wishes to capitalise on is the e-commerce store trend. These e-
commerce stores have shown their efficiency and effectiveness in the Indian market. Dabur
pushes it's products through multiple e-commerce stores and targets fitness-conscious
millennials as a part of its digital strategy.
1.5 STRATEGY
Dabur does not afford to have one single strategy to compete against its competitors
effectively. It operates in the highly competitive FMCG industry consisting of large MNCs,
such as HUL, P&G, PATANJALI, ITC, etc. It cannot afford to go for purely offensive
strategies that directly affect the bottom line. Moreover, the basic nature of the marketplace is
dynamic. The deciding criteria for any policy adoption are that it should be based on the
company's strength, clear sustainable competitive advantage, and consumers' needs and
requirements.
Dabur has a very strong and wide supply chain network that covers both rural and urban areas
through 600+ distributors&2.8 million retailers. This network has helped Dabur reach every
corner of India, which gives it a competitive edge over well-established players like HUL, P&G,
ITC, etc.
The FMCG & pharma industry is already overcrowded with local & national players. Dabur has
many brands that don't have a stronghold in the market like Home care & personal care products
while it is the market leader in some of the product categories Chyawanprash, Health
supplements, Glucose-D & Real Fruit juice.
All the sections of society are targeted by Dabur, like other companies, but middle-class
customers form the major group because of more purchasing power.
1.6 INDUSTRY PROFILE: -
Fast-moving consumer goods (FMCG) sector is India's fourth-largest sector with household and
personal care accounting for 50% of FMCG sales in India, Growing awareness, easier access and
changing lifestyles have been the key growth drivers for the sector. The urban segment (accounts
for a revenue share of around 55%) is the largest contributor to the overall revenue generated by
the FMCG sector in India. However, in the last few years, the FMCG market has grown at a
faster pace in rural India compared to urban India. Semi-urban and rural segments are growing at
a rapid pace and FMCG products account for 50% of the total rural spending.
Market Size: -
The FMCG market in India is expected to increase at a CAGR of 14.9% to reach USS 220
billion by 2025. from USS 110 billion in 2020. The Indian FMCG industry grew by 16% in
CY21 a 9-year high, despite nationwide lockdowns, supported by consumption-led growth and
value expansion from higher product prices, particularly for staples. The rural market registered
an increase of 14.6% in the same quarter and metro markets recorded positive growth after two
quarters. Final consumption expenditure increased at a CAGR of 5.2% during 2015-20.
According to Fitch Solutions, real household spending is projected to increase 9.1% YoY in
2021, after contracting >9.3% in 2020 due to economic impact of the pandemic. The FMCG
sector's revenue growth will double from 5-6% in FY21 to 10-12% in FY22, according to
CRISIL. Ratings. Price increases across product categories will offset the impact of rising raw
material prices, along with volume growth and resurgence in demand for discretionary items, are
driving growth. The FMCG sector grew by 36.9% in the April-June quarter of 2021 despite
lockdowns in various parts of the country.
1.7 SWOT Analysis of Dabur Products: -
SWOT (strengths, weaknesses, opportunities, and threats) analysis is a technique used by the
company to determine its competitive position, to form strategies and plans accordingly, and to
achieve the organizational objective. A SWOT analysis measures internal and external factors, as
well as current and future possibilities. We have done in-depth research and have developed this
SWOT analysis of Dabur for you, have a look: -

STRENGTH
Dabur has a wide variety of products for each age group. Being a century-old brand, it has a
strong brand image in the eyes of customers. Currently operating in over 60 countries, with 5000
distributors and 3 million outlets.

WEAKNESS
Many unbranded and duplicate products are being sold under the name of Dabur. Dabur not only
has competition from local brands, but also international players like Colgate.

OPPORTUNITIES
The era of modernization and instant food has led to an unhealthy lifestyle, and people are forced
to take ayurvedic medicines and supplements like Chyawanprash, Hajmola, etc. Dabur products
have an equally high demand in foreign markets. Expansion of the product line and introducing
ayurvedic beverages can boost their business.

THREATS
Stiff competition from big MNC's like ITC, HUL, Patanjali. With an increasing trend of
ayurvedic medicines and supplements, many local brands have also entered the market.
Chapter 2
Literature
Review
REVIEW OF LITERATURE:
Sharma M. (2012) defines consumer preferences as the subjective (individual) tastes, as
measured by utility, of various bundles of goods. They permit the consumer to rank these
bundles of goods according to the levels of utility they give the consumer. Note that preferences
are independent of income and prices. Ability to purchase goods does not determine a
consumer's likes or dislikes. This is used primarily to mean an option that has the greatest
anticipated value among a number of options. Customer preference refers to how customers
select goods and services in relation to factors like taste, preference and individual choices.
Factors such as the consumer's income and price of the goods do not influence the customer's
preferred products or services. Mishra (2007) highlighted that the rapid growth of retailing in
recent years has necessitated the upcoming many new firms to benchmark. Retail firms are
concerned about the available resources and their optimum utilization with respect to
consumers" need and preference. Jack and Rose, (2012) opined that it would be difficult and
almost impossible to create quantitative variables to describe the overall appearances of the main
characters combining varying views (e.g., price, taste, quality, hygiene etc.) as well as the
dynamic design, colours, and sounds of the machine in that vending solution, which may have a
significant
impact on consumers' preferences.
Sinha P.K, Banerjee A and Uniyal D.P. (2012) studied store choice behaviour of shoppers in
the context of the changing retailing environment. They have tried to identify major drivers
behind choice of stores for various shopping needs as exhibited by a typical Indian consumer.
Their study revealed that convenience and merchandise are the primary reasons behind
choosing a store. Seiders and Tigert (2012) compared supercenter shoppers with traditional
supermarket shoppers in his study. Supercenter shoppers identified low prices and range of
product assortment as the primary reasons for their format choice. In contrast, traditional
supermarket shoppers placed more importance on location and product quality.
White and Schlosser (2005) found that effect of a large assortment was found to be dependent on
the familiarity of the purchaser with the product group and their attitude towards risk. However,
this study also found that a wide variety did not always result in reduced purchasing. Where
product choices were described in terms of their experiential attributes and not merely physical
characteristics then large assortments were more likely to result in purchases (Diehl, 2005).
Herrmann.
Heitmann (2006) found that large assortments may prevent a purchasing decision. The process
consumers use to form preferences depends on their level of involvement in the purchase
decision and their need for cognition, as well as the capability of their memory (Alba et al,
1992). Certain consumers may be more concerned with the specific attributes of their choice
object/s; others may focus more on how it makes them feel or its affect (Powell Mantel and
Kerdes, 1999) Shendge, (2013) states that Preference (or "taste") is a concept, used in the social
sciences, particularly economics. It assumes a real or imagined "choice" between alternatives
and the possibility of rank ordering of these alternatives, based on happiness, satisfaction,
gratification, enjoyment, utility they provide. More generally, it can be seen as a source of
motivation. In cognitive sciences, individual preferences enable choice of objectives/goals.
Virmani R. T., (2011) stated the reasons for preference of the brands ranged from quality to
availability. But it was quality that was ranked as the No. 1 parameter for brand preference.
The study was undertaken to understand the factors affecting consumer preferences for retail
store selection and developing marketing strategies towards meeting the needs and wants of
consumers. This study examines the linkage between consumer preferences and the importance
of some salient store attributes.
(Singh and Agarwal, 2013), Verma and Khandelwal, 2011; Brand and Leonard, 2001), store
attributes (Bianchi, 2009), AHP (Saaty, 1980; Subbaiah, 2011), retailer selection (Liisa 1990;
Mitchell and Kiral 1998; Arora, 1999; Franklin, 2001; Liu - Hai, 2005; Philippidis and Hubbard,
2003; Tzeng et al., 2002).
Retailer selection decisions are complicated by the fact that various criteria must be considered
in decisions making process. Studies by (Goffin, Szwejczewski and New, 1997; Howe, 1998;
Dawson, 2000) were focused on groceries and nutrition products. Attitudes cannot be observed
directly, they are mental positions that marketers must try to infer through research measures
(Wilkie, 1994: 83). Based on the consumers" preference, the consumer can score the relative
preference level between two attributes from 1 to 9, where I is nominally preferred and
extremely preferred (Tseng and Lin, 2005, 201).
Pan and Zinkhan (2013) studied the consumer store patronage and store choice in the retailing
literature. These studies suggest that several attributes affect consumers preferences and
expectations of retail stores, such assortment, service, product quality, store atmosphere, store
location, price level, checkout speed, hours of operation, friendliness of salespeople, and parking
facilities. When choice is unconstrained consumers will enact their purchase preferences and buy
only their preferred products (East, 1990).
Varun Jain (2014) concluded that the shoppers in India prefer the local kirana stores over
malls. The shoppers love to hangout and shop from their local traditional stores because of the
familiarity with ambiance, ease of access, emotional attachment, early opening and late closing
times etc., which suits the local residents.
Spiller Bolten and Kennerknecht (2016) identified service and product quality as main
determinant of customer satisfaction. They propose that customer consider freshness of fruits and
vegetables as the quality of whole assortment. Study by Kim et al., (2012) concluded that the
retailing scenario has changed significantly during the last two decades. The retailing industry in
the world has converted from the domestic market-based traditional market format of the past to
large scaled franchising and establishment of brand names.
Grocery industry is strongly driven by price competitiveness (Taylor, 2016). Credit is a predictor
of grocery shopping expenditures spent out of the community and consumers spending a
medium proportion of their grocery expenditures out of a locality had the highest overall
shopping expenditures in all categories (Sullivan and Savitt, 1997), Product selection, assortment
and courtesy of personnel are also very important in determining format choice and cleanliness
is the most important attribute regardless of the format of grocery found that grocery shoppers
consider quality to be most important, followed by price, locality, range of products and parking.
Fox et al. concluded that shopping and spending vary much more across than within formats,
and expenditures respond more to varying levels of assortment and promotion than price,
although price sensitivity was most evident at grocers.Seiders et al. (2016) concluded that low
price and
assortment more often is the reason for store choice, found quality, assortment, store location,
price and product variety as the most important store attributes influencing satisfaction.

Yang (2016) concluded that spatial separation distance best explained respondents" shopping
destination choice behaviour, followed by store selection criteria. A study in Vietnam on the
factors which influence decision-making by consumers when selecting traditional bazaars vs
supermarkets revealed that freshness, price and convenience are important in shaping the choice
by consumers for traditional outlets for fresh food, while price played a key role in selecting
shopping outlets for processed food and drinks and non-food products concluded that grocery
shopping patterns vary with culture.
 Chapter 3
Research
Methodology
Research Methodology-
3.1 Research Problem Statement: -
There are many competitors in FMCG (fast moving consumer goods) industry. The Dabur one
of them. A study on Customer satisfaction various factors like service, price, Availability, brand,
and Promotional activities of Dabur will enable them to develop the production in view of
Competitions. A careful and through study of the Factors enable the company to with Stand the
changing situations of competition. These factors have an impact in determining the company
sales and its position in the market.
3.2 Research Objectives: -
 To Study the Retailer satisfaction regarding Dabur.
 To analyses the factors influencing the purchases of the Products.
 To analyses the retailer satisfaction towards various brands of the company. To
Study about the promotional activities of the Dabur for retailers
3.3 Research Design: -
The present study is in Descriptive nature, as it seeks to discover ideas and insight to bright Out
new relationship. Research design is flexible enough to provide opportunity for Considering
different aspects of problem under study. It helps in bringing into focus some Inherent weakness
in enterprise regarding which in depth study can be conducted by management
3.4 Sampling: -
The sample size selected for the research is
150 Sampling Technique-
Convenience Sampling Technique is used. It is least expensive and least time consuming of
all sampling technique. The Sampling unit are easily accessible and easy to measure. Every
single member of the population or sample is known as Sample Unit.
Data Collection After the research problem has been identified and selected, the next step is to
gather the requisite data. While deciding about the method of data collection to be used for, the
researcher should keep in mind two types of data: primary and secondary. In the present study
researcher has made use of the primary data which has been collected through Questionnaire.
Observation, Personal Interview along with the secondary data which has been collected from
Company's website and from their records, Books, magazines, newspapers and journals.

 PRIMARY DATA
3.5 Scope of the study-
One of the Best Ayurvedic Companies - Dabur Corporate Profile
Dabur India Limited is the fourth largest FMCG Company in India with Revenues of over Rs.
9,500 Crore & Market Capitalization of over Rs 100,000 Crore. Building on a legacy of quality
and experience of over 137 years. Dabur is today India's most trusted name and the world's
largest Ayurvedic and Natural Health Care Company with a portfolio of over 250
Herbal/Ayurvedic products.
Known as the Custodian of Ayurveda, Dabur marries age-old traditional wisdom with modern-
day Science to develop products for consumers across generations and geographies. Dabur's
FMCG portfolio today includes 8 Power Brands with distinct brand identities - Dabur
Chyawanprash, Dabur Honey, Dabur PudinHara, Dabur Lal Tail and Dabur Honitus in the
Healthcare space: Dabur Amla and Dabur Red Paste in the Personal Care category, and Real in
the Food & Beverages category. In addition, Vatika is an International Power Brand.
Dabur today operates in key consumer product categories like Hair Care, Oral Care, Health Care,
Skin Care, Home Care and Foods. The ayurvedic company has a wide distribution network,
covering 6.7 million retail outlets with a high penetration in both urban and rural markets.
Dabur's products also have huge presence in the overseas markets and are today available in over
120 countries across the globe. Its brands are highly popular in the Middle East, SAARC
countries, Africa, US, Europe and Russia. Dabur's overseas revenue today accounts for over 27%
of the total turnover,
The 137-year-old ayurvedic company, promoted by the Burman family, started operating in
1884 as an Ayurvedic medicines company. From its humble beginnings in the bylanes of
Calcutta, Dabur India Lid has come a long way today to become one of the biggest Indian-
owned consumer goods companies with the largest herbal and natural product portfolio in the
world.
Overall, Dabur has successfully transformed itself from being a family-run business to become
a professionally managed enterprise. What sets Dabur apart from the crowd is its ability to
change ahead of others and to always set new standards in corporate governance & innovation.
Dabur also recommends various Ayurvedic Home Remedies formulated using ayurvedic plants
& herbs which are natural & chemical free.
3.6 Limitations of the Study: -
However the researcher has tried her best in collecting the relevant information for research
report, yet there have been some problems faced by the researcher. The prime difficulties which
researcher has faced in collection of information are discussed below: Time Constraint: The
time period for carrying out the research has been limited as a result of which many facts have
been left unexplored. So, if more time had been provided, the sample size would have been
increased. The respondent would have been given more time to fill the questionnaire.

Limited sample size: The sample size was only 150 which can't be regarded as true
representative of all employees working in service sector.

Unwillingness of respondents: While collection of the data many employees were unwilling to
fill the questionnaire. Respondents were having a feeling of wastage of time.

Limited area for research: The area for study has been only selected organizations area to
represent emotional intelligence of employees of service sector.

Respondents bias: Due to the biasness on the part of respondents, data collected may have been
affected which further reduces the credibility of the findings Researcher's bias: While analysing
the data, some biasness on the part of researcher may have crept into the duty.

Despite of these difficulties, best efforts have been put to do the full justice with the subject
matter and in the completion of report.
 Chapter 4
Data analysis
and
Interpretation
 DATA ANALYSIS

1. Do think a product quality is satisfactory?

INTERPRETATION: -
The above table and the diagram show that 69% of the respondents strongly agree wit the
statement 29% respondents agree and 2% are neutral about the product quality c Dabur.
2. Do you think our advertisement is effective and appropriate?

INTERPRETATION:
The above table and the diagram show that 0% of the respondents strongly agree with
the statement 15 respondents agree and 24 are neutral about the advertisement is
effective and appropriate.
3. Are you satisfied with complete detail on labelling?

INTERPRETATION:
The above table and the diagram show that 5% of the respondents strongly agree with the
statement 83 % respondents agree and 12% are neutral about the complete detail on labelling.
4. Are you satisfied with product features?

INTERPRETATION:
The above table and the diagram show that 14% of the respondents strongly agree with the
statement 60% respondents agree and 15% are neutral about the product features.
5. Are you satisfied with the quality of Dabur?

INTERPRETATION:
The above table and the diagram shows that 25% of the topondents strongly agree with the
statement 60% respondents agree and 15% are neutral about the quality of Dabur.
6. Are you satisfied with brand image of the product?

INTERPRETATION:
The above table and the diagram shows that 22% of the respondents strongly agree with the
statement 57% respondents agree and 19% are neutral about the brand image of the product
7. Are you satisfied with price of the product?

INTERPRETATION:
The above table and the diagram shows that 0% of the respondents strongly agree with the
statement 4% agree and 77% are neutral about the price of the product.
8. Are you aware of all products of dabur?

INTERPRETATION:
The above table and the diagram shows that 2% of the respondents strongly agree with the
statement 89% agree and 6% are neutral about the products.
9. Are you satisfied from product information?

INTERPRETATION:
The above table and the diagram shows that 18% of the respondents strongly agree with the
statement 72% agree and 8% are neutral about the product information.
10.Have you switched to a competing brand due to delivery?

INTERPRETATION:
The above table and the diagram shows that 0% of the respondents strongly agree with the
statement 49% agree and 51% are neutral about the competing brand due to better delivery.
11. Have you switched to a competing brand due to sale services?

INTERPRETATION:
The above table and the diagram shows that 2% of the respondents strongly agree with the
statement 33% agree and 60% are neutral about the competing brand due to sale service.
12. Do you prefer to take advantage of the schemes?

INTERPRETATION:
The above table and the diagram shows that 62% of the respondents strongly agree with the
statement 7% agree and 29% are neutral about the advantage of the scheme.
13. Have you switched to a competing brand due to availability of product?

INTERPRETATION:
The above table and the diagram shows that 4% of the respondents strongly agree with the
statement 64% agree and 30% are neutral about the competing brand due to availability of
product.
14. Are you agreeing with service of dabur?

INTERPRETATION:
The above table and the diagram shows that 46% of the respondents strongly agree with the
statement 45% respondents agree and 7% are neutral about the service of dabur.
Finding: -

The following are the major findings of the study: -

How do consumer make their decisions is one of the important factors from the Company’s point
of view. The decision making of the consumer is influenced by Many factors like the
information about the product, experiences, Recommendations, etc.
Every marketer wants to know that which factor the customer most making the decision about
the purchase. Which source of information is Most influence the customer decision. How past
behaviour influence the consumer Decision-making and so on.
Today decision is taken by both men and women regarding many of the thing Included purchase
of goods also. So marketer wants to know how men and women Make their decisions and in
what respect they are different in decision making. Because marketer have to influence who so
ever take the decision
69% of the respondents strongly agree with product quality.
64% respondents disagree advertisement is effective and appropriate.
83% respondents agree with complete detail on labelling.
60% respondents agree with product features.
60% respondents agreed that they are satisfied with Dabur
57% respondents agreed that they are satisfied with brand image of the product
77% are neutral satisfied with price of the products.
89% respondents agreed that they are aware of all products of Dabur
72% respondents are agreed from product information.
Chapter-5
Conclusion
 Conclusion

 Company should ensure proper promotional activities should be adopted

in order to capture maximum market share.

 The company should ensure that they provide high quality of service
in order to attract more and more customers and retailers.

 The cost of products should be less as compared to the other products.

 The salesman should be trained to behave properly with retailers as it has

a significant impact on retailers’ satisfaction.

 The facilities provided by the company should be luxurious enough

to retain the retailers.

 The company need to provide fast delivery of their product to make

their customer and retailers stay.

 The company need to do the best advertisement to attract and increase

its sale.

 Company should ensure to retain a name in the market by launching

schemes, offers, etc so that their products became known to the
world.
 Bibliography

Websites: -

 Online available - www.esurveyspro.com/customer-statisfaction-

surveys.asinformationabout questionnaire.

 Online available - http://www.dabur.com/default.aspx

 Online available - http://www.dabur.com/nepa

 Online available - www.dabur.com/About Dabur-Company Details

 Online available - www.google.com

 ANNEXURE

QUESTIONNAIRE:

Dear Sir/Madam
You are requested to fill in the below mentioned questions which I am letting filled for my
academic purpose. I assure you that the details provided by you will be used Confidentially only
for academic purpose and not for any other malicious acts.

Respondents Profile

Name:

Age:

Place:

Occupation:

1. Are you satisfied with product quality?

 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree

2. Do you think our advertisement is effective and appropriate?

 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
3. Are you satisfied with complete detail on labelling?
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree

4. Are you satisfied with product features?

 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree

5. Are you satisfied with quality of Dabur?

 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree

6. Are you satisfied with brand image of the product?

 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree

7. Are you satisfied with price of the product?

 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
8. Are you aware of all products of Dabur?

 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree

9. Are you satisfied from product information?

 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree

10. You have switched to a competing brand due to better delivery?

 Strongly Agree
 h. Agree
 Neutral
 Disagree
 Strongly Disagree

11. You have switched to a competing brand due to sale services?

 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree

12. You prefer to take advantage of the scheme?

 Strongly Agree
 h. Agree
 Neutral
 Disagree
 Strongly Disagree
13. You have switched to a competing brand due to availability of product?

 Strongly Agree
 Agree
 Neutral
 Disagre
 Strongly Disagree

14. You are agreeing with services of Dabur?

 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree