Contents

Chapter No. Particulars Page No.

List of Tables

I INTRODUCTION 1

1.2 History 4

1.3 Importance of this research 7

1.4 Need for the research 8

1.5 Coverage of the Research 9

II 2.1 RESEARCH METHODOLOGY 10

2.2 Sampling plan 11

2.3 Data Collection Tools 12

III DATA ANALYSIS AND INTERPRETATION 13

IV SUMMARY OF FINDING AND SUGGESTIONS 29

V CONCLUSION 32

VI BIBLIOGRAPHY 33

ANNEXURE 34
 Declaration

I hereby declare that the dissertation, entitled “A STUDY OF CONSUMER

SATISFACTION OVER DABUR PRODUCTS ” submitted to the ANNA
UNIVERSITY in partial fulfillment of the requirements for the award of the post
graduate Degree of MASTER OF BUSINESS ADMINISTRATION is a record of
original research work done by me during the period of 2011 under the supervision and
guidance of Mr. K.C. JOHN SASIKUMAR, MBA,Ph.d., professor in Department of
Management Studies, Velammal College of Engineering and Technology, Madurai.

Place : SIGNATURE OF THE CANDIDATE

Date :
 ACKNOWLEDGEMENT

I take this opportunity to acknowledge with great pleasure, deep satisfaction and
gratitude. The investigator places on record, her sincere thanks to Shri. M.V. MUTHU
RAMALINGAM, Chairman, Velammal College of Engineering and Technology,
Madurai for providing the opportunity to conduct the study.

The investigator is highly indebted to Dr. M. SURESH, Principal, Velammal

College of Engineering and Technology, Madurai for his blessing and encouraging words
to complete the study.

I sincerely thank Dr. C. SELVARAJ, MBA, Ph.d., Director-Department of

Management Studies, Velammal College of Engineering and Technology, Madurai for
this motivation and encouragement to complete this project successfully.

My whole hearted and profound thanks to Mr. K.C. JOHN SASIKUMAR, MBA,
Ph.d., Department of Management Studies, for his valuable support, worthy guidance,
encouragement, kind co-operation and timely help to complete this research in time.

Sincerely,

R.Ramachandran
 LIST OF TABLES
PAGE NO.
TABLE NO. PARTICULARS

3.1 AGE OF RESPONTENTS 15

GENDER OF THE RESPONDENTS

3.2 16

EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

3.3 17

OCCUPATION OF THE RESPONDENTS

3.4 18

COMPETITIOR PRODUCTS CUSTOMER USED

3.5 19

SATISFACTION BASED ON THE FACTOR PRICE & QUALITY

3.6 20

PURCHASE BASED ON THE FACTOR ADVERTISMENT &

BRAND NAME
3.7 21

DABUR PRODUCTS USED BY THE CUSTOMERS

3.8 22

LEVEL OF SATISFACTION BASED ON QUALITY

3.9 23

FACTOR FOR DISSATISFACTION FOR DABUR PRODUCTS

3.10 24

CROSSTABULATION BETWEEN AGE AND PRODUCT USAGE

4.1 27

CROSSTABULATION BETWEEN OCCUPATION AND

4.2 SATISFACTION OVER EXPECTATION 28
A STUDY OF CONSUMER SATISFACTION OVER DABUR PRODUCTS

A Research project work Submitted to

Department of Management Studies

In Partial Fulfillment of the requirements for the

Award of the Degree

MASTER OF BUSINESS ADMINISTRATION

Velammal College of Engineering and Technology

Submitted by

R.RAMACHANDRAN (Reg.No 10MBA52)

DEPARTMENT OF MANAGEMENT STUDIES:: MBA

VELAMMAL COLLEGE OF ENGINEERING AND TECHNOLOGY

(Affiliated to Anna University, Madurai)

MADURAI-625 009

APRIL 2011