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PRESTIGE INSTITUTE OF MANAGEMENT & RESEARCH, INDORE

A PROJECT REPORT ON Consumer Behavior towards Tea Coffee Vending Machine of HUL

GUIDED BY:Prof. Suyash Jhawar (FACULTY GUIDE)

SUBMITTED BY:Manoj Kumar Gautam MBA (FT) 2nd SEM SCH. NO.- 1121206164

INTRODUCTION
Hindustan Unilever Limited (HUL) is Indias largest Fast moving Consumer Goods Company with a heritage of over 75 years in India and touches the lives of two out of three Indians.

Hindustan Unilever Limited is an India-based fast moving consumer goods company. The Company operates in seven business segments. Soaps and detergents include soaps, detergent bars, detergent powders and scourers. Personal products include product in the categories of oral care, skin care (excluding soaps), hair care, and talcum powder and color cosmetics. Beverages include Tea and coffee. Foods include staples (Atta, salt and bread) and culinary products (tomato based products, Fruit based products and soups, Ice creams include Ice creams and frozen desserts. Others include chemicals and water business.

RESEARCH METHODOLOGY:

SOURCES OF DATA: Data, facts, figures, other relevant material of present and surveying are the basis for study and analysis. Without an analysis of factual data no specific inferences can be drawn on the questions under study. Inferences based on imagination or guesses cannot provide correct answer to research questions. The relevance adequacy and reliability of data determine the quality of the findings of a study. For the purpose of the present study, data from two sources has been collected, namely primary data and secondary data. PRIMARY DATA: Primary data is source from which the researcher collects the data. It is a firsthand data, which is used directly for the analysis purposes. Primary data always gives the researcher a fairer picture. In the present study primary data has been collected using questionnaires. For the purpose of collecting the same, 100 respondents have been randomly selected. Even the response of the respondents was taken into consideration. In this study, primary data plays a vital role for analysis, interpretation, conclusion and suggestions. SECONDARY DATA: Secondary data is data which is collected and compiled for other purposes. Secondary data also plays a key factor in providing more information which will influence the analysis. Few of the main sources of secondary data include newspapers, business journals, magazines, internet and company reports, etc.

INTRODUCTION OF THE PROJECT

The study is oriented towards the consumer behavior of the existing and new customer and the study focuses on the services which have been offered by the company. The study was conducted to gauge into the consumers mind and understand the various consumption related aspects of individuals. The study of consumer behavior will help to know the psychological, social and physical behavior of all potential consumers as they become aware of evaluate, purchase, consume and tell others about products and services.

OBJECTIVES OF STUDY To know consumer preference of Tea coffee vending machine of HUL To know the features of Tea Coffee vending machine. To study customer satisfaction level towards the usage of Tea Coffee vending machine.

SAMPLE For the purpose of proper survey, there is need of perfect research instruments to find out sample size for more accurate result about Consumer behavior of Vending Machine. The sample size is 100 respondents

TOOLS OF DATA COLLECTION Questionnaire: Designing the questions, in such a way, that it covers various opinions, views of the consumers about Vending Machine at the present market conditions.

DATA ANALYSIS

Data analysis and interpretation about the research is carried out by using tables and Charts like pie charts and bar charts and percentage method etc.

Interpratation of Result
Profile of the respondents based on Gender.
GENDER Male Female TOTAL NO OF RESPONDENTS 90 10 10 PERCENTAGE 90% 10% 100%

Inference: From above table it can be inferred that 90% of the respondents are MALE and The rest are 10% FEMALE.
Graph-1 PROFILE BASED ON GENDER.
% OF RESPONDENTS 100% 80% 60% 40% 20% 0% Male GENDER 10% Female 90%

Interpretation: Further from the inference the researcher can interpret that majority of the Respondents are males.

Profile of the respondents based on age group.

AGE GROUP 20-30 30-40 40 to 50 yrs 50 and above yrs TOTAL

NO OF RESPONDENTS 14 45 30 11 100
NO OF RESPONDENTS

PERCENTAGE 14% 45% 30% 11% 100%

PERCENTAGE

45

30

14 14% 20-30

11

45%
30-40

30% 40 to 50 yrs

11% 50 and above yrs

INFERENCE- From the above table I interactive with 30 to 40 age group peoples.

Profile of the respondents based on Occupation. OCCUPATION Owner of the company Purchasing department HR department Others TOTAL NO OF RESPONDENTS 12 60 20 8 100 PERCENTAGE 12% 60% 20% 8% 100%

8% 20%

12% Owner of the company Purchasing department 60% HR department

Others

ITERPRETATION: From the above inference it is clear that large no of Respondent are purchasing departement.

On what basis you purchase that specific brand of Vending Machine


(i) Superior Quality/Technology ( 45 ) (iii) Durability ( 17 ) (ii) Price/Value for Money ( 13) (iv) Brand Image (25)

25 45 a

b
17 13 c d

Interpretation -45 % customer preferred superior quality for vending machine.

From where did you know about your brand of Vending machine
(a) Internet ( 53) (b) Broadcasting Media (7 ) (c) Hoarding/Glowing Sign Board ( 2) (d) Word-of-Mouth (38 )

38 53 a b c 7 2 d

Interpretation 53 % customer know about vending machine through internet

How much are you satisfied with your current purchase?


(a) Fully (61) (b) Partially (22) (c) Not Satisfied (17 )

17

22 61

a b c

Interpretation -61 % customer are satisfied with their current purchase.

When did you purchase/would like to purchase Vending Machine?


(a) When promotional schemes are open (b) Irresponsive of promotional schemes (c) Discount Schemes are open (d) Demonstration

d 21% c 7% a 67% b 5%

Interpretation- mostly (67%) customer purchase when promotional schemes are offered

What is your opinion regarding about After Sales Service of Vending Machine?
(a) Strongly Agree (47 ) (b) Agree ( 23) (c) Neutral 19( ) (d) Disagree (6 ) (e) Strongly disagree (5 )
50 45 40 35 30 25 20 15 10 5 0 a b c 6 d 5 e 23 19 Series1

47

Interpretation- 47 % customers are satisfied with their product performance.

RANK THE VENDING MACHINE YOU OWN ON THESE FACTORS


POOR 9 7 13 12 7 6 9
45
40 35 30 25 20 15 10 5 Series1

Performance Service Features Technology Reliability Brand Image Average

AVERAGE 19 23 18 28 13 12 18.83

GOOD 40 42 37 41 43 44 41.16

VERY GOOD 23 22 15 8 30 29 21.166

EXCELLENT 9 8 17 11 7 9 10.1667

0
poor average good very good excellent

Interpretation- mostly customer ranked their machine for good performance

Competitors of vending machines in the market


Competitors of vending machine
Nestle HUL 10% Godrej 3% 2% 45% 40% TATA Others

INTERPRETATION 45% Nescafe have market capture but the HUL have 40% market capture and other have 15%.

SUGGESTIONS
HUL should introduce a low price Vending machines For the promotion, company show make demo in public places. Increase the sales. The company should give more concentrate on the advertisement. HUL should implement a new strategy to reduce the competition and lead into the Vending market. The company may advertise by television, newspaper & hoardings etc. The company may provide samples to the customers Mostly respondents suggested for reduction of prices Improving the taste of Tea, Coffee and also giving more flavors can attract more Customers.

CONCLUSION
Company is having good position in the market and they are offering quality product in the market. Unilever has over the past 5 years been actively involved in setting standards for social and environmental behavior and conduct. It does this in a very systematic way and is in the process of developing procedures to make the developed standard applicable throughout all of its operations.. The aim to compete and give value consumers, customers and shareholders in following ways: They continually developing new and improved products. They are sharing innovations and concepts with businesses all around the world. HUL is striving to lower the cost of our sourcing, manufacturing and distribution processes while still maintaining, and improving, the quality of our products. They support efforts to create a more open competitive environment through the liberalization of international trade.

IMPLICATION OF THE STUDY Having a better understanding of consumer behavior will help the firm to formulate better strategies than its competitors. On understanding consumer behavior firm will be able to predict the consumer perceptions and acceptance of their various informational and environmental cues and thus plan their marketing programs. On understanding consumer behavior firm will be able to predict the consumer satisfaction level. Study can help to improve selling process. Revision of policies, schemes and various promotional incentives.

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