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1.1 HISTORY & DEVELOPMENT


The company was started in 1978 .At that time oil soaps were sold and preferred by all in India. At initial stage Hindustan Unilever Limited company started making detergent cake. And Nirma Limited came in 1977 with washing powder and then it started making detergent cakes. And then the trend started of making and using detergent cakes and day-by-day it is growing. After that the company started making detergent cakes.

1.2 VISION & MISSION


Spectrum Chemical Industries is a customer-focused company committed to consistently offer better quality products and services that maximize value to the customer. This customer-centric philosophy has been well emphasized at Spectrum Chemical Industries through:

Laying emphasis on cost effectiveness. Maintaining effective Quality Management System. Complying with safety, environment and social obligations. Imparting training to all involved on a continuous basis. Teamwork and active participation all around. Demonstrating belongingness and exemplary behavior towards organization, its goals and objectives.

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1.3 BOARD OF DIRECTORS

NAME Mr.Yogin.D. Patel Shri Amrutbhai.A. Patel Shri Vipul.I.Patel Shri Jagdish.C. Patel Shri Bhavesh. J. Patel

DESIGNATION Chairman Managing Director Director Director Director

MANISH INSTITUTE OF MANAGEMENT, VISNAGAR

1.4 BANKERS & AUDITORS Bankers of the Company :


State Bank of India Kotak Mahindra Bank The Mehsana Urban Bank Ltd.

Registered office
70, G.I.DC. Estate, Visnagar.

Auditors of the Company :


Mukeshbhai P. Patel & Co. Chartered Accountant, Visnagar-384315

MANISH INSTITUTE OF MANAGEMENT, VISNAGAR

1.5 SAFETY & HEALTH POLICY


Health & safety of the workforce is an asset of the company. Continuous improvement in performance by training & regarding will be ensured for maintaining a vigilant workforce. To fulfill our social responsibility, we will conduct programs, seminars & do celebrations to make the public aware, to react timely & intelligently in case of emergency. We also provide New India Insurance Health Policy to workers. The management & workforce equally share the responsibility of maintaining a health & safe workplace, necessary institutional mechanism will be evolved to maintain & improve the safety, health & environment of the workplace by representative participation with checks & balance. We will encourage our associates, contractor & suppliers to implement safe & healthy practices in their establishments. Above all, we commit to fulfill all statutory provision under the guidance of regulatory agencies.

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1.6 STRUCTURE OF THE COMPANY

CHAIRMEN MD B.O.D. GENERAL MANAGER MARKETING MANAGER PRODUCTION MANAGER PRODUCTION SUPERVISOR SALSEMEN WORKER

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1.7 AWARD AND ACHIEVEMENT


The man behind the success of Spectrum Chemical Industries is Mr. Yoginbhai Patel who made no compromise with the quality of the products.

Best quality of the year in 2005-06 from the Central Government.

The company was started in 1978 and it is running successfully and competing with local companies of Visnagar and other cities of Gujarat, Saurashtra and Rajasthan.

MANISH INSTITUTE OF MANAGEMENT, VISNAGAR

1.8 COMPETITORS

(1) Saras (2) Nima (3) Shower

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MANISH INSTITUTE OF MANAGEMENT, VISNAGAR

2.1 PRODUCT PROFILE


The Spectrum Chemical Industries is producing following consumer products:

DETERGENT CAKES
- Ganga Detergent Cake - Tejas Detergent Cake

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2.2 OBJECTIVE OF THE COMPANY


The objectives of Spectrum Chemical Industries are listed as below:

1. To comply with statutory requirements with all applicable standards and specifications. 2. To maintain quality of the products and update it as per future requirements. 3. To promote hygienic environment. 4. To develop prevention based work culture. 5. To develop teamwork for better product quality, productivity & profitability. 6. To develop long lasting relationship with suppliers of raw materials for mutual benefits. 7. To produce bath soap and personal care products.

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2.3 DISTRIBUTION
Distribution is the activity of reaching to the customers with the help of market intermediaries. Modern marketing focuses on turning the distributors and suppliers in valued partners. The distribution network is the core strength of every company. The distribution of Spectrum Chemical Industries is as below:

Marketing Manager (Area wise)

Sales Manager

Super-stockiest

Stockiest

Retailers

Consumers

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2.4 COMPANY PRINCIPLES

Our actions and thoughts are based on four principles:


We are totally professional and are committed to a goal. There might be different ideas among us. We would take care to achieve our goals without compromising. Our every efforts will be focused on progress our entrepreneurship. We would provide our consumers what they need or which they required and all our efforts will be in this direction. We believe that learning is the first mantra of success therefore; we would create such an environment where people get the most opportunities for learning.

We would play a positive role in the society no matter in what medium we could be in.

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2.5 LITERATURE REVIEW


Literature review means, the body of written work produced by scholars or researchers in a given field.

According to Rust and Subramanian (1995), customer satisfaction brings many benefits as satisfied customers are not very price sensitive, buy additional products, are less influenced by competitors and stay loyal longer. Rust and Subramanian (1995) stated that customer satisfaction has been deemed directly to affect customer retention and companies' market share (Rust & Subramanian, 1995). In banks, service quality, service features, and customer-complaint handling determine customer satisfaction (Hansemark & Albinsson, 2004). Some factors that affect satisfaction are extended hours of operation and competitive interest rates as confirmed by the study of Levesque and McDougall (1996). In addition, there are researchers who discuss the links between satisfaction, loyalty, and profitability (Heskett et al, 1994). They are proponents of the theory called service management, which argues that "customer satisfaction is the result of a customer's perception of the value received in a transaction or relationship relative to the value expected from transactions or relationships with competing vendors. Pertaining to this theory, Hansemark and Albinsson (2004) stated: "Loyalty behaviours, including relationship continuance, increased scale or scope of relationship, and recommendation (word of mouth advertising) result from customers' beliefs that the quantity of value received from one supplier is greater than that available from other suppliers" (p.28). They continued: "Loyalty, in one or more of the forms noted above, creates increased profit through enhanced revenues, reduced costs to acquire customers, lower customer-

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Price sensitivity and decreased costs to serve customers familiar with a firm's service delivery system" (Hansemark & Albinsson, 2004, p.28).

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3.1 INTRODUCTION
In terms of research method the emphasis is given to questioning quantitative data collection. Their analysis and presentation is involved there are three method of research which is:

1) SURVEY METHOD

2) OBSERVATION METHOD

3) EXPERIMENTATION METHOD

For Spectrum Chemical Industries I used survey method for acquiring sufficient information and the meaning of survey method is the systematic collection of information from the response of the customer and for the purpose of finding out the real situation preventing in market.

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3.2 RESEARCH OBJECTIVE


The primary intention of this research was to know about awareness in customer about Ganga cake quality, about Ganga detergent cake consumer preference, about use of Ganga detergent cake etc.

The main objective of research project as follows:

To measure satisfaction level of customers regarding Ganga detergent cake.

The sub- objective of research project as follows: To know about awareness in customer about Ganga detergent Cake. To know the consumer preference about use of Ganga detergent cake. To know advertisement effectiveness

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3.3 RESEARCH DESIGN


A Research design is the overall framework or plan used for the collection and analysis of the data in the research project. I used following type of research design in my research. DESCRIPTIVE

I used descriptive research design for try to get more consumers as much as possible. In addition, I made the survey through questionnaire and try to grasp more information from the each consumer.

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3.4 DATA SOURCES


The researchers can gather secondary data or primary data or both. Secondary data are such data that were collected for such purpose and already exist somewhere. Primary data are gathered for a specific purpose or for a specific research a project.

PRIMARY DATA
Generally, Researchers usually starts their investigation by examining secondary data to see whether their problem can be partly or wholly solved without collecting costly primary data. Here in this study I used Survey method for primary data collection. The questionnaire used as an instrument for the survey method. Here I used structured questionnaire and this is close ended.

SECONDARY SOURCE
Secondary data provide a starting point for research and offers the advantage of low cost and ready availability. The Internet or more particularly the worldwide is now the greatest repository of information. The world has seen in and incredibly short span of time the web has become a key tool for sales and marketing professionals to access commutative information or conduct demographic research. Here in this research I have used some newspaper and company profile from its administrative office as secondary source.

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3.5 Research Instrument


For this study, the questionnaire was used as an instrument for the survey method. Here in this survey I used both the types of questions: close ended and open-ended

1. Closed Ended questions Multiple choice questions Likert scale Dichotomous 2. Open Ended questions

Research Methodology
(1) Sample size (2) Sampling technique (3) Sampling unit (4) Sampling instrument (5) Sampling area (6) Respondents -150 - Convenience Sampling technique - Individual - Questionnaire & Personal Interview - Visnagar city - Female only

AREA OF STUDY
The project report of Spectrum Chemical Industries on consumer satisfaction was prepared by conducting survey of Ganga detergent cake of Spectrum Chemical Industries. I was doing survey in Visnagar city of Mehsana district.

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3.6 STUDY LIMITATION


The consumer survey has been conducted with proper accuracy and effectiveness. Still it suffers from certain limitation. The survey is limited to only in the Visnagar city some big cities like Ahmadabad have not been surveyed. Thus nothing could be said about the sales of new product in this area. It is sometimes very difficult to get co-operation of respondents in some area. The study was limited to 6 weeks.

SAMPLE SIZE
Sample size refers to the 150 number of items to be selected from the Visnagar. To constitute sample the survey was conducted of one hundred fifty respondents including literate and illiterate customers.

SAMPLING TECHNIQUE
The sampling procedure adopted for preparation of report was Convenience sampling.Convenience sampling is a type of non probability sampling which involves the sample being drawn from that part of the population which is close to hand. So, I have chosen the females of the Visnagar city.

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PERSONAL DETAILS ANALYSIS A. Age of the Respondents


Below is the analysis of the different age group of respondents in survey sample. The following are the results I found or I surveyed. No. 1 2 3 4 5 Age 20 30 30 40 40 50 Above 50 Total Respondents 68 45 22 15 150 In (%) 45 30 15 10 100

Respondents
70 60 50 40 30 20 10 0 20 30 30 40 40 50 Above 50 Respondents

Interpretation:
From the above graph it is very clear that here most of the respondents are between the age of 20-30 which are 68 of the total then second highest is between the age 30-40 which are 45 of the total then above 40-50 years which are 22 and the remaining 15 are above 50.

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QUESTION ANALYSIS
(1) How many products of Spectrum Chemical Industries do you know?

Particulars Ganga detergent cake Tejas detergent cake None of them Total

Respondents In (%) 135 90 0 0 15 10 150 100

Respondents
160 140 120 100 80 60 40 20 0 Ganga detergent cake Tejas detergent cake None of them Respondents

INTERPRETATION:From the above graph it is very clear that most of the respondents are aware about Spectrum Chemical Industries. And we can see that the 90 % respondents know Ganga detergent cake and nobody knows about Tejas detergent cake because it is not sold here. But only 10 % respondents dont know about Ganga or about Tejas detergent cake.

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(2) How did you came to know about Ganga detergent cake?
Particulars Respondents In (%) Newspaper 0 0 Friends & Relatives 45 33 Retailer 90 67 Other 0 0 Total 135 100

Respondents
90 80 70 60 50 40 30 20 10 0 Newspaper Friends & Relatives Retailer Other

Respondents

INTERPRETATION:From the above graph it is very clear that 90 respondents came to know about Ganga detergent cake from retailers, 45 came to know through friends and relatives.

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(3) Have you ever purchased Ganga detergent cake?


Particulars Yes No Total Respondents In (%) 110 81 25 19 135 100

Respondents
120 100 80 60 40 20 0 Yes No Respondents

INTERPRETATION
From the above graph it is very clear that out of 150 there are total 110 respondents who use Ganga detergent cake and other 25 respondents use the other product like Nima, Saras, Shower etc.

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(3.1) If yes (please tick the reason/s below)


Particulars Quality Quantity Price Scheme Easy availability Respondents 90 110 95 20 110 In (%) 82 100 86 18 100

Respondnts

Quality Quantity Price Scheme Easy availability

INTERPRETATION:From the above graph it is very clear that 90 respondents have purchased Ganga detergent cake for quality, 110 for quantity, 110 for easy availability, 20 for scheme and 95 for price.

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(4) How often do you purchase the Ganga detergent cake?


Particulars Weakly Fortnightly Monthly More Total Respondents In (%) 39 35 24 22 20 18 27 25 110 100

Respondents

Weakly Fortnightly Monthly More

INTERPRETATION:From the above graph it is very clear that out of 110 respondents 39 respondents purchases weakly, 24 purchases fortnightly, 20 purchases monthly and 27 purchases more than a month.

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(5) How much quantity of Ganga detergent cake do you purchase considering the above time limit?
Quantity 190 gm 220 gm Total Respondents In (%) 22 20 88 80 110

Respondents
90 80 70 60 50 40 30 20 10 0 190 gm 220 gm

Respondents

INTERPRETATION:From the above graph it is very clear that 88 respondent purchases 220 gm and 22 respondent purchases 22 gm quantity of super Ganga detergent cake size in a period of month.

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(6) Do you know the other detergent cakes except Ganga detergent cake?
Particulars Respondents Saras Shower Nima Other In (%) 110 90 100 80 100 82 91 73

Respondents
120 100 80 60 40 20 0 Saras Shower Nima Other Respondents

INTERPRETATION:From the above graph it is very clear that 110 respondents know Saras detergent cake other than Ganga, 100 and 90 respondents know Nima and Shower respectively and 80 know other detergent cakes.

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(7) Have you ever tried any local detergent cake other than Ganga?
Particulars Yes No Total Respondents In (%) 110 100 0 0 110

Respondents
120 100 80 60 40 20 0 Yes No Respondents

INTERPRETATION:From the above graph it is very clear that all 110 respondents have tried other soaps.

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(7.1) If yes, please mention it?


Particulars Saras Nima Shower None of them Total Respondents In (%) 36 33 22 20 13 12 39 35 110 100

Saras Nima Shower None of them

INTERPRETATION:From the above graph it is very clear that out of 110 respondents 36 respondents have used Saras, 22 respondents have used Nima, 13 respondents have used Shower and 39 respondents have used other detergent cakes.

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(7.2) What is your opinion towards the Ganga Detergent Cake compared with other brand of detergent cakes? (Please make tick mark below)

(1) Its better than Saras


Particulars Its better than Saras 20 5 11 36

[ ] Yes [ ] No [ ] Cant Say


In (%)

Yes No Can't Say Total

56 14 31 100

Its better than Saras


25 20 15 10 5 0 Yes No Can't Say Its better than Saras

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(2) Its better than Nima


Particulars Yes No Can't Say Total

[ ] Yes [ ] No [ ] Cant Say

Its better In (%) than Nima 3 13 6 22 14 59 27 100

Its better than Nima


14 12 10 8 6 4 2 0 Yes No Can't Say Its better than Nima

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(3) Its better than Shower [ ] Yes [ ] No [ ] Cant Say


Particulars Its better In (%) than Shower Yes No Can't Say Total 11 0 2 13 85 0 15 100

Its better than Shower


12 10 8 6 4 2 0 Yes No Can't Say Its better than Shower

INTERPRETATION:From the above graph it is very clear that out of 36 respondents 20 respondents have said that Ganga detergent cake is better than Saras, out of 22 respondents 3 respondents have said that its better than Nima and out of 13 respondents 11 respondents said its better than Shower. So overall we can say that its better than Saras and Shower.

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(8) Do you have any problem by using these products?


Particulars Yes No Total Respondents In (%) 5 5 105 95 110 100

Respondents
120 100 80 60 40 20 0 Yes No Respondents

INTERPRETATION:From the above graph it is very clear that only 5 respondents have skin problem from using Ganga detergent cake and other 105 respondents dont have any problem. Its good for the growth of the company.

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(9) Which type of schemes would you like to have on Ganga product?
Particulars Price Discount Gift Pack Buy one get one free 20% more quantity Total Respondents In (%) 89 81 3 3 13 12 5 5 110 100

Respondents
90 80 70 60 50 40 30 20 10 0 Price Discount Gift Pack Buy one get one free 20% more quantity

Respondents

INTERPRETATION:From the above graph it is very clear that 89 respondents would like price discount on product, 3 want gift pack, 13 would like to have buy one get one free scheme and 5 want 20% more quantity.

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(10) Are you satisfied with the features of Ganga detergent cake?
Particulars Highly Satisfied Neither Dissatisfied Highly Satisfied Satisfied Nor Dissatisfied Dissatisfied 20 11 16 78 75 22 67 21 12 56 22 11 3 9 3 0 0 12 3 0

Quality Quantity Price Easy Availability

80 70 60 50 40 30 20 10 0

Quality Quantity Price Easy Availability

INTERPRETATION:From the above graph it is very clear that so many respondents are satisfied with the features of the Ganga detergent cake. And some respondents are highly satisfied with the features of the Ganga detergent cake and some respondents are neither satisfied nor dissatisfied. And very few respondents are dissatisfied and highly dissatisfied.

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(11) Do you think that the company should go for improvement in Ganga detergent cake?
Particulars Yes No Total Respondents In (%) 21 19 89 81 110 100

Respondents
100 80 60 40 20 0 Yes No Respondents

INTERPRETATION:From the above graph it is very clear that only 21 respondents think that the company should go for improvement and 89 respondents think that the company does not need any change or improvement.

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(11.1) If yes (please tick the reason/s below)


Particulars Respondents In (%) Quality 2 10 Price 9 43 Scheme 6 29 Quantity 4 19 Distribution 0 0 Other 0 0 Total 21 100

Respondents
10 9 8 7 6 5 4 3 2 1 0

Respondents

INTERPRETATION:From the above graph it is very clear that out of 21 respondents only 4 respondents think that company should improve quantity and 9, 2 and 6 think that company should improve in terms of price, quality and scheme respectively. And the company doesnt need improvement in distribution because it is available in Visnagar easily.

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FINDINGS

Mostly respondents (90%) are aware of Ganga detergent cake. Maximum (81%) respondents are using Ganga detergent cake because of the quality and quantity of soap and its easy availability. Mostly respondents (35%) purchase Ganga detergent cake weakly. Mostly respondents (80%) purchase 220grams quantity of Ganga detergent cake. Almost respondents (90%) attracted to Ganga detergent cake through the retailers. Almost all the respondents have tried different soap other then Ganga detergent cake. Almost all the respondents believe that Ganga detergent cake is better than Saras and Shower. Maximum number of respondents (95%) doesnt have any problem by using this product. Mostly respondents (81%) want price discount on Ganga detergent cake. Almost all the respondents are satisfied with the features of Ganga detergent cake like quality, quantity, price and easy availability. Only 19% respondents think that Ganga detergent cake needs improvement. The above 19% respondents want to improve price, quantity, scheme and quality of Ganga detergent cake.

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RECOMMENDATION
o The common complain coming from housewives is about breakage of soaps. Any should try to concentrate upon quality of the products. o The company should come up with some scheme and or some kind of promotional measures to increase its sales in season also. o Some advertising should be done so that people come to know about the products of the company in market. o The inspection department of the company needs to pay more attention on products before it dispatches the products, so that products are available in good packaging condition.

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CONCLUSION
As per the Research I conclude that most of the people aware from the Ganga detergent cake, though they dont use it.

As per the study of consumer the quality of Ganga detergent cake is very good.

As per the quantity and price the customer more prefer Ganga detergent cake because the quantity is more than other detergent cake. And price is also low then other detergent cake.

Because of the less price of the Ganga detergent cake the middle class and lower class people prefer more but the higher class people less prefer this detergent cake.

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BIBLIOGRAPHY
WEBSITE: http://www.investorwords.com/1055/consumer.html#ixzz1TWA3QXDw
http://www.businessdictionary.com/definition/questionnaire.html#ixzz22D3oJeR m
http://www.definitions.net/definition/sample

BOOKS REFFERED
. Philip Kotler Marketing Management, the 11th edition, published by prentice Hall India.

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GLOSSARY
Consumer:
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. Any time someone goes to a store and purchases a toy, shirt, beverage, or anything else, they are making that decision as a consumer.

Questionnaire:

List of a research or survey questions asked to respondents, and

designedto extract specific information.It serves fourbasicpurposes:to(1) collect the appro priatedata, (2) make data comparable and amenable to analysis, (3) minimize bias in formulating and asking question, and (4) to make questions engaging and varied.

Convenience sample: Accidental sampling is a type of nonprobability sampling


which involves the sample being drawn from that part of the population which is close to hand. That is, a sample population selected because it is readily available and convenient. As the name implies the sampler chooses the sampling unit based on Convenience or accessibility. The researcher selects the most accessible population members from whom to obtain information.

Sample:

A part of anything presented for inspection, or shown as evidence of the

quality of the whole; a specimen; as, goods are often purchased by samples

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QUESTIONNAIRE
CONSUMER SATISFACTION SURVEY OF GANGA DETERGENT CAKE
I am a student of MBA from MIM, Visnagar. I am doing research on CONSUMER SATISFACTION SURVEY of SPECTRUM CHEMICAL INDUSTRIES at

VISNAGAR. I request you to fill this questionnaire and help me in my study. I ensure you that this data will be used for academic purpose only. 1) How many products of Spectrum Chemical Industries do you know? [ ] Ganga detergent cake [ ] Tejas detergent cake [ ] None of them If you know about the Ganga detergent cake, please fill the following questions 2) How did you came to know about Ganga detergent cake? [ ] Newspaper [ ] Friends & Relatives [ ] Retailer [ ] Other __________

3) Have you ever purchased Ganga detergent cake? [ ] Yes [ ] No If yes (please tick the reason/s below) [ ] Quality [ ] Price [ ] Easy availability [ ] Quantity [ ] Scheme [ ] Other __________ If no (Please fill the personal details) 4) How often do you purchase the Ganga detergent cake? [ ] Weakly [ ] Fortnightly [ ] Monthly [ ] More

5) How much quantity of Ganga detergent cake do you purchase considering the above time limit? [ ] 190gm [ ] 220gm 48

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6) Do you know the other detergent cakes except Ganga detergent cake? [ ] Saras [ ] Shower [ ] Nima [ ] Other __________

7) Have you ever tried any local detergent cake other than Ganga? [ ] Yes [ ] No 7.1) If yes, please mention it? _______________________________________ 7.2) What is your opinion towards the Ganga Detergent Cake compared with other brand of detergent cakes? (Please make tick mark below) (1) Its better than Saras [ ] Yes [ ] No [ ] Cant Say (2) Its better than Nima [ ] Yes [ ] No [ ] Cant Say (3) Its better than Shower [ ] Yes [ ] No [ ] Cant Say 8) Do you have any problem by using these products? [ ] Yes [ ] No If yes please mention it _________________________________________________ 9) Which type of schemes would you like to have on Ganga product? [ [ [ [ ] Price Discount ] Gift Pack ] Buy one get one free ] 20% more quantity

10) How much are you satisfied with the features of Ganga detergent cake? Highly Satisfied Quality Quantity Price Easy Availability Satisfied Neither Satisfied Dissatisfied Nor Dissatisfied Highly Dissatisfied

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11) Do you think that the company should go for improvement in Ganga detergent cake? [ ] Yes [ ] No If yes (please tick the reason/s below) [ ] Quality [ ] Quantity [ ] Price [ ] Distribution [ ] Scheme [ ] Other __________

12) Suggestion, If any (about Ganga detergent cake)

Personal Details:
Name: Family member:.. Family Income (monthly): ( ) 0-15000 ( ) 15000-30000 ( ) 30000-45000 ( ) > 45000 Age: ( ) 20-30 ( ) 31-40 ( ) 41-50

THANK YOU FOR YOUR TIME

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