2. ISSN (Print) :
ISSN (Online) :
COMMAN cultura
if not we, then who can !!!
Editor-in-chief
I. KARTHICK
Founder Director I Knack Education
Dr.J. Senthil Velmurugan
Periyar University Salem.
Dr. M.Mangala Gowri
Nift-Tea Collage Tirupur.
Dr. A.M. Venkatachalam
Chettinad College of Engineering and Technology, Karur.
Mr. A. Dayala Rajan
Nift-Tea Collage Tirupur.
R. Saravanakumar
Iknack Educational Hub
Mrs. MD. Kavitha
Master Mind Education
#2/525A, HRHK Nagar, Mangalam Main Road, Muthusamy Complex,
Periyandipalayam (Po)., TIRUPUR - 641 687.
E-mail : care@commancultura.com
Web : www.commancultura.com
4. EDITORIAL NOTE:
In today's business world commerce and management plays a lead role in decision making
process of all wider business area. The technological development, globalised business, multi-
cultural trend etc… results in penetrating growth. While it also leads to multiple issues and hurdles
in business sector. The demand and preference of customers, competitors, price hike, grey market,
and money value has an equal role in development of a business and an economy too. Comman
cultura (research institute of commerce and management) offers information on commerce and
management areas by analyzing, interpreting, and communicating the data's , information, issues
and solutions towards the students, learners, and well-wishers of commerce and management,
with the help and support of professionals, business peoples, research peoples through the journal
named(COMMAN CULTURA) WHICH WILL BE PUBLISHED in format of (print & online)in
time period of ONCE IN TWO MONTHS OF A YEAR. It will cover all major areas of commerce
and management ,every article will be thoroughly checked by the higher experts and professionals
we believe that the journal will be a supporting tool for business peoples, professionals,& students
of commerce and management.
Mr. I.KARTHICK
EDITOR IN CHIEF
5. COMMAN cultura
SOCIAL RESPONSIBILITY IN GREEN MARKETING
Dr. J. SENTHILVEL MURUGAN Mr. A. DAYALA RAJAN
Assistant Professor Assistant Professor
PRIMS – Periyar University Department of Management Studies
Salem - 11. NIFT – TEA College of Knitwear Fashion
Voice: 9965828353 Tiruppur – 04
daya0307@gmail.com Voice: 96777-56022
Introduction....
It seems that these days, every product has a social reason behind it. At the moment, marketing is one
of the most important activities of the companies due to social and environmental considerations. In the first
part of the 80's, marketing took into account the social and environmental considerations which made it very
popular (Kotler and Armstrong, 1999). One of the fields of marketing which has created many debates in the
media is green marketing. It seems that every consumers, whether an individual or industrial bodies, have
become more aware, and more interested in the environmental issues. In the study carried out by Atman in 16
countries, in 2005, over 50% of the consumers have expressed their interests and concerns over the
environmental issues. In the study that was made in Australia, in 2006, the conclusion was that 84% of people
believed that they had responsibilities towards the environment. They said that they have modified their
behaviors towards shopping because of their concern over the environmental issues (Polansky).
According to the American Marketing Association, green marketing is the marketing of products that
are presumed to be environmentally safe.
v Five Possible Reasons for Green Marketing of firms
1. Organizations perceive environmental marketing to be an opportunity that can be used to achieve its
objectives.
2. Organizations believe they have a moral obligation to be more socially responsible.
3. Governmental bodies are forcing firms to become more responsible.
4. Competitors' environmental activities pressure firms to change their environmental marketing
activities.
5. Cost factors associated with waste disposal, or reductions in material usage forces firms to modify their
behavior.
v The Four Ps of Green Marketing
Like conventional marketers, green marketers must address the 'four Ps' in innovative ways.
1
6. I am Clever
P – PRODUCT P – PRICE
· Identify customers' environmental needs and · Most customers will only be prepared to
develop products to address these needs pay a premium if there is a perception of
additional product value.
· Develop environmentally responsible
products to have less impact than · This value may be improved performance,
competitors. function, design, visual appeal or taste.
Environmental benefits are usually an
· Products made from recycled goods. added bonus but will often be the deciding
· Products that can be recycled or reused. factor between products of equal value
and quality.
· Products with environmentally responsible
· Environmentally responsible products,
packaging.
however, are often less expensive when
· Products with green labels, as long as they product life cycle costs are taken into
offer substantiation. consideration. For example fuel-efficient
Certified products, which meet or exceed vehicles, water-efficient printing and non
environmentally responsible criteria. -hazardous products.
P – PLACE P – PROMOTION
· Marketers looking to successfully · Green marketers will be able to reinforce
environmental credibility by using
introduce new green products should
sustainable marketing and communications
position them broadly in the market place tools and practices.
so they are not just appealing to a small · Companies in the financial & banking are
green niche market. providing electronic statements by email,
· The location must also be consistent with e-marketing is rapidly replacing more
traditional marketing methods, and printed
the image want to project and allow
materials can be produced using recycled
projecting own image rather than being materials and efficient processes, such as
dominated or compromised by the image water less printing.
of the venue. · Retailers, for example, are recognizing the
· The location must differentiate you from value of alliances with other companies,
your competitors. This can be achieved by environmental groups and research
organizations when promoting their
in-store promotions and visually
environmental commitment. To reduce the
appealing displays or using recycled use of plastic bags and promote their green
materials to emphasize the environmental commitment.
and other benefits.
2
7. I am Clever
Benefits of Green Marketing
Green marketing offers business bottom line incentives and top line growth possibilities. While
modification of business or production processes may involve start-up costs, it will save money in the long
term. For example the cost of installing solar energy is an investment in future energy cost savings.
Companies that develop new and improved products and services with environmental impacts in mind give
themselves access to new markets, substantially increase profits and enjoy competitive advantages over those
marketing non-environmentally responsible alternatives.
Social Responsibility
The social responsibility is an approach which is focused on the customers and it takes into account
the environmental problems, and its long term welfare. Stewart & Salmon define “Social Responsibility” as
follow: It is a method of management which the organizations are involved in those activities that have
positive effects on the society and will promote the products (Stewart & Salmon, 1997).
Social responsibility is a method that the competitors adopt in response to their customers' demand to produce
suitable products and event to set the prices in such a manner that it is both profitable to the producers and, at
the same time, reasonable to the customers. Social responsibility transcends the positive environmental
approach since it takes into account every angles of the consumers' consumption. In this approach, not only
the environment and eco system but the physical and mental health of the consumers and even the increase in
populations are taken into considerations. Social responsibility in marketing means to give an appropriate
direction to the consumer's taste which in turn requires a long term plan. Social responsibility deals with 4
main categories: consumer approach, social relations, green marketing and varieties (Pride & Firel, 1995).
We shall discuss the green marketing as one of the dimensions of the social responsibility.
Effects of Social Responsibility on Green Marketing and its Implementation
Today, the Indian consumers care more about their own health and their environments more than ever.
Majority are in pursuit of those products that are least harmful to their own mental and physical health and
ultimately their own society. But the Indian companies and industry have not caught up with it and have paid
little attention to this trend.
They have not yet realized that green marketing and paying attention to consumers ' health and environment is
a useful and practical tools to promote sales and consequently increase the profit margins. Additionally, it
shall be a competitive advantage for the companies which make them distinct from its competitors. It also
plays an effective role on the environmental health. We should know that green marketing, today no longer an
advert but it is a need and necessity. We, (whether consumers or producers) should all have to pay attention to
it because the environment is part of our physical and mental health. Since social responsibility plays an
important role in the green marketing and it can affect the health of the consumers and environment, As we
discussed here, in the present article, the practical and necessary tools with regards to social responsibility
include packaging, design, promotions, advertisements, private sale, services and positioning.
3
8. I am Clever
1. Packaging and Design
Shoppers still use non recyclable plastic bags in all supermarkets and fruit shops in India. We won't be
able to recycle these bags for the next 400 years, therefore, it is recommended to use recyclable or
cardboard/paper bags. There are recyclable symbols displayed on some of the products, and some other lacks
this labeling symbol. The packaging should be in a way that it would be easy to use them and it would not
become a bother for the consumers to use them, the packaging should be in a way that we do not throw them
away after use. The design for consumed products are better to be transparent so that the inside of the products
can be seen.
2. Advertising/ Promotions
Many of the advertisements are focused on the products itself. It is recommended that the
recyclability of the products, using technology of green production and also pay attention to the consumers'
welfare should be considered bearing in mind of the consumers care immensely about these elements.
Promotion should be in a manner that the consumers do not throw the recyclable products in the trash.
3. Personal Selling
Since in many industries, the sales subject is mainly private sales or the product displayed in the
exhibitions are private sales, it is recommended that the subject of the green production and clean technology
should be displayed for the consumers' viewing.
4. Services
Many services of the Indian companies can concentrated on the physical evidence and processes and
of their friendly services compatible with the Indian environment. The process of providing services should
be based on TQM (Total Quality Management) and six sigma which it ultimate goal is to provide the needs
and wants of the consumers so that to inflict the least harm to the environment.
5. Positioning
Once the segmentation and targeting is over, positioning is followed. After the above advertisings
work is done, many of their products, specially, the consumed products, with low involvements, are better to
make one of their main goal to the health of the consumers and also the environments, even in philosophy, the
organizational mission on the strategic level of the company is to be incorporated and pay attention to it is
considered as one of the main necessities for the Indian industry.
Conclusion
We could say that there are no way back to the products which harm the environment and gradually,
the government pressures, and competitions and change in the attitude of the customers, will commit the
companies to pursuit green marketing. The companies, with re engineering in production processes, product
design, and service position are to solidify their positions in the competitive market, otherwise, they will get
left behind by the green trend. The approach of green marketing is not only to satisfy the needs of the
customers but to satisfy this need should be in a manner in which it would be beneficial for the society too.
4
9. I am Clever
E-CRM: DERIVING VALUE OF CUSTOMER RELATION
Mr. A. DAYALA RAJAN, MBA, (Ph.D), NET Dr. J. SENTHILVEL MURUGAN
Assistant Professor Assistant Professor
Department of Management Studies PRIMS – Periyar University
NIFT – TEA College of Knitwear Fashion Salem - 11
Tiruppur – 04 Voice: 9965828353
daya0307@gmail.com
Voice: 96777-56022
E-CRM is the latest buzzword in the corporate sector and is perceived as one of the most
effective tools in this direction for service companies. E-CRM provides a means to conduct
interactive, personalized and relevant communication with customers across electronic channels. E-
CRM is nothing but the electronic counter part of CRM. It doesn't replace the traditional channels of
communication, such as phone or fax, but is just another extension for the customers to interact with
companies on a one-to-one basis. It's a more personalized and interactive form of communication and
synchronizes communications across both electronic as well as traditional channels. Such a system
has training benefits too. A new salesperson, for instance, can use the CRM package to quickly learn
about his customers or their past history.
A typical CRM application integrates and co-ordinates multiple business functions such as
sales, marketing, support/service, and the multiple channels of communication with the customer,
such as, face-to-face, call center, and Web. Thus the key requirements for a CRM solution includes:
Analytical capabilities, unified channel of customer interaction, Web-based functionality,
centralized database of customer data, integrated workflow, and integration with ERP applications
5
10. I am Clever
Conservative CRM Perspective Internet-based CRM Perspective
· Customer contact through – telephone, · Customer database management
mail, in person
· Effective data mining
· Personal selling
· Leveraging technology
· Emphasis on after sales service
· Electronic point of sale
· Complaint handling
· Call centre
· Responsive Customer Service.
· Service customization
· Finally satisfied customer
· Volume be serviced by technology and
CRM is a comprehensive sales and marketing approach to build long-term customer relationships and
improve business performance. The above elaboration states about the transition which Customer
Relationship Management is undergoing and how technology has affected the modern relationship with the
customers.
Direct benefits of an e-CRM system include:
· Service level improvements – Using an integrated database to deliver consistent and improved
customer responses.
· Revenue growth – Decreasing costs by focusing on retaining customers and using interactive service
tools to sell additional products.
· Productivity – Consistent sales and service procedures to create efficient work processes.
· Customer satisfaction – Automatic customer tracking and detection will ensure enquiries are met and
issues are managed. This will improve the customer's overall experience in dealing with the
organization.
CRM and the Customer Life Cycle
What is the Customer Life Cycle?
It takes ten times more effort and costs ten times more money to attract a new customer than to keep an
existing customer. This “statistic” alone should be enough for companies to invest in CRM. Finding
6
11. I am Clever
customers is the first step and the faster you get through the sorting process of qualifying prospects into
customers; the faster will be the returns. A web environment adds to this process in a very positive way. This
provides the means for people visiting the site to select whether they are indeed right to be customers. Good
design and clear information will aid in this goal.
Finding the Customer
The process starts with finding customers. The Internet allows attracting customers in two ways:
(1) Getting them to find you through search engines, links, and alliances with other sites
(2) By proactively finding them and sending material electronically.
Building Value for the Customer
After finding the customer, it is important to find ways to add value to the relationship. Value is in the
mind of the customer, and it is necessary to find out what they perceive to be valuable; by surveying them
either online, by phone, or by regular mail.
Establishing Long-Term Relationships
To build customer loyalty and strong relationships, more sophisticated ways to be used. Building
customized or personalized sites for the customers to use will provide both added services and give customers
a reason to return regularly to the e-business.
E-Loyalty
It is easy to get customers to visit the website for the first time. It is much more difficult to get them to
return. A good content can do this. Content can be unique articles about the industry or simply links to other
sources of information. Content can also be tools that a visitor may find useful. Many real estate sites have
mortgage calculators or home buying checklists that aid customers in using the service.
How does E-CRM work?
In today's world, customers interact with an organization via multiple communication channels—the
World Wide Web, call centers, field salespeople, dealers and partner networks. Many organizations also have
multiple lines of business that interact with the same customers.
Business with the organization the way the customer wants - any time, via any channel, in any
language or currency—and to make customers feel that they are dealing with a single, unified organization
that recognizes them every step of the way.
7
12. I am Clever
A hotel may know, immediately after registering the customer, what he prefers in the
morning-tea or coffee.
The e-CRM system does this by creating a central repository for customer records and providing a portal on
each employee's computer system allowing access to customer information by any member of the organization at
any time. Through this system, e-CRM gives the ability to know more about customers, products and performance
results using real time information across the business.
Customer Focus in Banking Services
As the intense competition becomes a way of doing business, it is the customer who calls the shot in deciding
the nature of products and services offered in the market. The customers are becoming demanding, dominant and
selective. In fact the perceptions and the expectations of the customers have undergone a sea change, with the
availability of banking services to the customers at their door steps through the help of technology.
Marketing of customer services aims at two important goals:
Prosperity to the bank and satisfied customers. Banks offer tangible services like loan schemes, interest rates
and kinds of account and the intangible services like behavior and efficiency of staff, speed of transactions and the
ambience. The banks may need to include customer oriented approach or customer focus in their five areas of
businesses such as Cash accessibility, asset security, money transfer, deferred payment and financial advices.
There are four strategies available to customer relations' managers:
· To win back or save customers
· To attract new and potential customers
· To create loyalty among existing customers and
· To up sell or offer cross services.
The future of banking business very much depends upon the ability of the banks to develop close
relationship with the customers. In order to develop close relationship with the customers the banking industry has
to focus on the technology oriented innovations that offer convenience to the customers. Today customers are
offered ATM services, access to internet banking and phone banking facilities and credit cards. These have elevated
banking beyond the barriers of time and space.
Functions in CRM: The following activities can be performed with the help of CRM
Ø Business partner Management: Capturing customers' basic information with the aim to sell different
products of the bank.
Ø Contact Management: Maintaining customer information and contact histories of existing customers.
8
13. I am Clever
Ø Activity Management: Providing calendar and scheduling of activities of individual sales people.
Lead Management: Capturing potential leads from new/existing customers and converting leads into
actual business. Campaign Management: Targeting customer with promotions/offers based on
customer segmentation/data analysis and also analyzing the effectiveness of the campaign.
Globalized Scenario
"Change" is a continuous process and banking industry is no exception to this natural law. Change in
the Indian banking industry is inevitable due to the implementation of the financial sector reforms and
policies in the country. The main objective of financial sector reforms is to promote an efficient, competitive
and diversified financial system in the country. Indian banking industry has undergone tremendous
transformation after liberalization and globalization process initiated from 1991. These changes have forced
the Indian banking industry to adjust the product mix to effect the rapid changes in their process to remain
competitive in the globalised environment.
Competition from Foreign Banks and New Private Sector Banks
The entry of more and more foreign banks and new private sector banks, with lean and nimble footed
structure, better technology, market orientation and cost effective measures, have intensified the competition
in the Indian banking industry. Financial Institutions have also started entering into the domain of banks. In
recent years, the share of business of public sector banks has declined considerably. So there is a compelling
need for the Indian banking industry to modify its marketing strategy to attract the customers and to withstand
the stiff competition from foreign banks and new private sector banks
Technological Advancement
The advent of technology both in terms of computers and communications has drastically altered the
methodology of banking business. In the banking sector, the technology has opened new vistas and in turn has
brought new possibilities for doing the same work differently and in a most cost-effective manner.
Technology helps to have 24 hours a day banking, all seven days in a week. Tele banking, Internet banking
and E-banking have opened new business potentials and opportunities which hither to remained unexplored.
All these technological advancement may pave the way for home banking rather than branch banking.
Innovation
Another important force of change in the Indian banking sector is innovation. Banks are innovative,
pro-active now-a-days and offer top class service to customers. They play a dynamic role not only as a
provider of finance but also as a departmental store of finance. As a result of this, new products like merchant
banking, mutual funds, leasing, factoring, forfeiting, corporate advisory services and venture capital are
emerging. These innovative services may augment revenue with cost effective measures.
9
14. I am Clever
SMS Banking
When people are hard pressed for time, the need for "anytime anywhere" banking gains utmost
importance. Bearing this in mind, banks provide a novel service which gives retail customers account
information and real-time transaction capabilities from their cell phones. With SMS banking the following
services can be obtained:
· Get account balance details
· Request a cheque book
· Request last three transaction details
· Pay bills for electricity, mobile, insurance etc
Development of the Skills of Bank Personnel
To meet the new challenges, banks have to devise novel ways of meeting the customer's demands. To
help the banking staff to get sufficient exposure to technology, suitable packages relating to hardware and
software applications in relation to their works are to be provided. Further, a separate marketing wing may be
created in every bank to market their banking services. They must be trained suitably to keep pace with the
changing environment. In order to meet the challenges, the Human Resource Department in banks have to
prepare appropriate manpower plans and strategies.
E-CRM applications could enhance the delivery of a CRM strategy, such applications should be
chosen carefully to fit in with organizational culture, process and legacy IT systems. The financial and human
resource cost as well as the amount of time required for implementation of a CRM application should also be
key factors in the selection of e-CRM applications.
10
15. I am Clever
Benefits of E-CRM to bank and its customers IS STATED BELOW:
BENEFITS TO BANK BENEFITS TO CUSTOMERS
Ø Relationship with customers : Ø Customer interaction and satisfaction
· Trust, cooperation and satisfaction · Bank-customer interactions remains
· customer becomes more loyal and undisputed, a commentators
making good use of the services · Information exchange, Business or
financial (transactions) Social exchange
Ø Using e-mail for business
communication Ø Convenience
· Quick and accurate information to all · Woo the customer, which are really vital
customer queries for them
· Bridges the gap · Additional service aspect of the core
services
Ø Personalized services or one to one
services Ø Speed of processing the transaction
through e-Response
· Serving the unique needs of individual
customers · Strengthen the relationship between the
supplier and the customer
- Excellence in service of the customers.
· Ti m e l y r e s p o n d s t o c u s t o m e r
Ø Establishing a Web site to market Ø Trust
products or services
· Trust among the partners of substitute
- Cost savings, opportunism, and threats
· Potency of marketing relationships
drive action and innovation
Ø Service quality
- Take advantage of new opportunities
· Outcomes from a mouth of a human
Ø Transaction Security being.
- Manage security with least repercussions · Reliability, responsiveness, quality,
- Ensure secure payment on the Internet . empathy and assurance.
Conclusion
E- CRM enables financial institutions and organizations to maintain relationship with customers.
Customer loyalty & retention of customers are assured through E-CRM. E-CRM facilitates the organizations
to provide personalized and one to one effective services. The organizations have made it certain that latest
and updated information is available in their organizations website. Latest techniques and measures and e-
CRM were used to improve and maintain transactions security of the customers.
To conclude, with E-CRM, customers are in your hand!!
11
16. I am Clever
References:
1. Barnes, J.G. (1997), "Closeness, strength, and satisfaction: examining the nature of relationships
between providers of financial services and their retail customers", Psychology and Marketing,
Vol. 14 No.8, pp.765-90.
2. Bose, R. (2002), "Customer relationship management: key components for IT success", Industrial
Management & Data Systems, Vol. 102 No.2
3. Gunasekaran, A (1999), "Current and future directions of multimedia technology in business",
International Journal of Information Management, Vol 19 No.2, pp.105 - 20.
4. Zeithaml, V., Bitner, M.J. (2000), Services Marketing, McGraw-Hill, New York, NY.
5. Zikmund, G.William(2000) business research methods, Oklahoma state university.
6. Zineldin, I. (1995), “Bank-company interactions and relationships: some empirical evidence”,
International Journal of Bank Marketing, Vol. 13, No. 2, pp. 30 - 40.
A STUDY ON RETAILER AND CUSTOMER ATTITUDE TOWARDS
P & G DETERGENT POWDER IN COIMBATORE CITY
P.THIRUMOORTHI P.KARTHIKEYAN**
EXECUTIVE SUMMARY
The study was undertaken to find out the Attitude towards P&G detergent Powders (Ariel and Tide)
from Retailer and Customers. The study was carried out with 100 customers and 100 retailers were
considered and their opinion about P&G detergent powder has been gathered.
The primary data were collected through a structured questionnaire designed for retailers and customers. The
data were consolidated and interpreted by using statistical tools like simple average, Ranking, Chi Square
analysis and ANOVA. Tables and graphs are used for better representation.
According to the result obtained from the opinion survey, it was found that P&G detergent powder is superior
and market leader, in terms of quality and performance.
12
17. I am Clever
INTRODUCTION OF THE STUDY.
In the present scenario a potential customer is offered a wide variety of products to choose in the
market, the customer is the king, its he who determines the growth, prosperity and even existence of a
business enterprise.
The present study reveals the attitude towards P&G detergent powder. The study indicates the
consumer degree of influence while using detergent powders and to increase the perceived value of a brand by
giving it more value.
REVIEW OF LITERATURE
Mr. Anand Kumar (2001) of Anna university has done MBA project on the study entitled “Customer
attitude towards Hero Honda two wheelers in Coimbatore city” . The Study focused on the objectives is to
measure the market share of Hero Honda, to know the performance and to identify the difficulties faced by the
customers.
Mr. Naveen (2003) of Madurai Kamaraj University has done a project on “A study on retailer attitudes
towards Cavin Care products in Coimbatore city. In this project the objective is to measure Cavin Care
performance and their service, to know the retailer attitude towards product, price, quality, distribution and
margin and to study the market strategies.
*
B.E., MBA.,(Ph.D), Lecturer.,Periyar Institute of Management Studies(PRIMS), Periyar University, Salem
**
M.B.A.,M.Phil.,PGDPM&LL, PGDCA.,Lecturer., Department Of Management Studies, Maharaja Arts
and Science College, Neelambur, Arasur(PO), Coimbatore-641 407
P&G COMPANY:
Procter and Gamble (P&G) is one of the most skilled marketers of consumer-packaged goods.
It markets the leading brand in 19 of the 39 categories in which it competes. Its average market share is
closed to 25%.
Two billion times a day, P&G brands touch the lives of people around the world. The corporate
tradition is routed in the principles of Personal Integrity, Respect for the Individual, and Doing what's Right
for the long term.
The study is focused on two of the familiar detergent powders of P & G, namely Ariel and Tide.
OBJECTIVES OF THE STUDY
The primary objective of our study is to find Retailer and Customer attitude towards P&G
detergent powder.
13
18. I am Clever
The Other objectives are:
1. To find out the goods, service, and scheme, margin by different brands perceived by retailer and
customer.
2. To study about quality, quantity, price and various other factors for preferring particular brand.
3. To find out the brand image of the product and how it effects buying decision of the retailer
and a customer.
4. To study the product character and its performance.
RESEARCH DESIGN:
Though the primary objective of the study is to understand the attitude of retailers and customers
towards P&G detergent powders, Descriptive research design is most suitable. Descriptive research design is
applied to study where we need to portrait the characteristics of a group or individuals as a situation.
A sample design is a definite plan for obtaining a sample from given population. It refers to the technique or
the procedure the researcher would adopt in selecting items for sample. Since the population size is infinite.
Sample size for the study was taken as 200 respondents in which 100 samples for customers &100 samples
for retailers.
In this study the researcher has adopted convenience sampling for customers, and judgment sampling
method for retailers. Population of the study includes all the customers and retailers in Coimbatore city.
SOURCES OF DATA COLLECTION:
The research consists of the application of both Primary and Secondary data. Primary data were
collected by administering questionnaire cum interview schedules from retailers and customers. The
secondary data were collected through websites and from various journals and magazines. The collected data
were analyzed by using the following statistical tools:
Ÿ Chi Square test
Ÿ ANOVA
Ÿ Weighted Average
Ÿ Simple Average
Ÿ Ranking Method
14
19. I am Clever
TABLE NO:1
ANALYSIS ON RETAILERS' ATTITUDE TOWARDS P&G DETERGENT POWDERS
(ARIEL & TIDE)
Fast moving detergent powders in the shop
Rank 1 2 3 4 5 6 7
Value () 7 6 5 4 3 2 1
Volumes
No. Of
Brand fx respondents Mean
I II III IV V VI VII
Ariel 28 26 13 20 8 4 1 530 100 5.30
Henko 1 1 3 6 30 46 13 247 100 2.47
Rin 19 23 21 28 9 --- --- 515 100 5.15
Surf excel 21 21 32 20 4 1 1 528 100 5.28
Tide 27 23 21 14 9 5 1 526 100 5.26
Wheel 2 7 11 9 37 27 7 319 100 3.19
Mr. white --- --- 2 2 2 18 76 136 100 1.36
INTERPRETATION
Among all brands Ariel is the fast moving product in the retailer shops. It has the highest mean of
5.30, Surf Excel is in the second place with 5.28, Tide has 5.26 and has ranked third, Rin in the fourth place
with 5.15 its mean, and Wheel, Henko, Mr. White, with means of 3.19, 2.47, 1.36 respectively.
15
20. I am Clever
Analysis on customer's attitude towards P&G detergent powder
Volumes
No. Of
Expectation fx Mean
respondents
I II III IV V
Affordable price 45 5 7 3 --- 60 272 4.53
Quality 6 22 14 8 10 60 186 3.10
Cleanliness 4 31 12 8 5 60 201 3.35
Availability --- --- 22 25 13 60 129 2.15
Promotional offer 5 2 5 38 10 60 134 2.23
TABLE NO.2
EXPECTATION OF CUSTOMERs FROM ARIEL
Rank 1 2 3 4 5 INT
Value () 5 4 3 2 1 ERP
RETATION
In the test of customer expectation Ariel has the highest mean of 4.53 for affordable price and 3.35,
3.10, 2.23, 2.15 for cleanliness, quality, promotional offer, and availability.
16
21. I am Clever
TABLE - 3
EXPECTATION OF CUSTOMERS FROM TIDE
Volumes
No. Of
Expectation fx Mean
respondents
I II III IV V
Affordable price 10 10 11 6 3 40 138 3.45
Quality 23 10 3 4 --- 40 172 4.34
Cleanliness 8 15 13 3 1 40 146 3.65
Availability --- 1 6 12 21 40 67 1.67
Promotional offer 3 4 7 12 14 40 90 2.25
Rank 1 2 3 4 5 INT
Value () 5 4 3 2 1 ERP
In the test of customer expectation Tide has the highest mean of 4.34 for quality and
3.65, 3.45, 2.25, 1.67 for cleanliness, affordable price , promotional offer, and availability.
17
22. I am Clever
TABLE NO.4
CHI SQUARE ANALYSIS OF RELATIONSHIP BETWEEN INCOME LEVEL AND
PURCHASING FACTORS
Particulars Affordable Attractive
Quality Total
Income Level (Rs) Price Packages Advertisement
Below 5000 3 16 …. 1 20
5001-10000 3 33 2 1 39
10001-15000 7 14 1 3 25
Above 15000 4 10 …. 2 16
Total 17 73 3 7 100
HO= There is no significant relationship between income level and consider
the purchasing factors of customers.
H1= Ther e is significant relationship between income level and purchasing factors.
2 2
C HI-SQUARE TEST (c )= S (O IJ-E IJ) / E IJ
2 2
The calculated value c is S (Oij - Eij) /Eij = 11.0388.
Therefore, The degrees of freedom = (r - 1) (c - 1)
=9
2
The tab le value of c for 9 degrees of freedom at 5% level of significance is 16.919.The table
2
value of c is higher than this calculated value.
INTERPRETATION
Hence, the result of the income level & purchasing factor support the hypothesis. We can thus,
concl ude that there is no relationship between income level and consider the purchasing factor.
18
23. I am Clever
ANALYSIS OF VARIENCE (ANOVA)
TABLE NO.5
SATISFACTION LEVEL OF PRICE TOWARDS CUSTOMERS AND RETAILERS (ARIEL)
Satisfaction Level
of price Customer Retailer TOTAL
Excellent 4 .... 4
Very good 10 31 41
Good 20 43 63
Satisfied 22 21 43
Poor 4 5 9
60 100 160
Hypothesis:
Null hypothesis (H0) There is no significant difference between satisfaction level of price towards
Ariel customers and retailers.
Alternative hypothesis (H1) There is significant difference between satisfaction level of price
towards Ariel customers and retailers.
19
24. I am Clever
Sum of all the variables in samples = ÿ x1 + ÿ x2
=60+100 =160
2
Correction factor =T /N
2
=160 /10 =2560
2 2 2
Total sum of square (SST) = ÿ x 1 + ÿ x 2 - T /N
=1016+3276 - 2560
=1732
Sum of square between the sample (SSC)
2
=( ÿ x 1 ) / N +( ÿ x 2 ) 2 / N - T 2 /N
2 2
=(60) /5 + (100) /5 2560
=720 + 2000 2560
=160
Sum of square within the sample (SSE)
=SST SSC
=1732 160
=1572
20
25. I am Clever
ANOVA TABLE for
SATISFACTION LEVEL OF PRICE TOWARDS CUSTOMERS AND RETAILERS
(ARIEL)
Source of Sum of Degrees of Mean
square square Value
variation freedom
Between 160 (C-1) 160/1
sample V1 =2-1=1 =160 196.5 / 160
Within 1572 (n - C) 1572/8 = 1.228
sample V2 =10 2 =8 =196. 5
Total 1732 9
V1=1, V2=8, TABLE VALUE= 5.3177
Calculated value= 1.228
Here the calculated value is less than the table value. Hence the null hypothesis is accepted. There is
no significant difference between satisfaction level of price towards Ariel customers and retailers.
21
26. I am Clever
TABLE NO.6
SATISFACTION LEVEL OF PRICE TOWARDS CUSTOMERS AND RETAILERS
.(TIDE)
Satisfaction Level
of price Customer Retailer TOTAL
Excellent 9 43 52
Very good 7 36 43
Good 12 14 26
Satisfied 12 7 19
Poor ... ... ...
40 100 140
Hypothesis:
Null hypothesis (H0) " There is no significant difference between satisfaction level of price towards
Ariel customers and retailers.
Alternative hypothesis (H1) " There is a significant difference between satisfaction level of price
towards Tide customers and retailers.
Sum of all the variables in samples = Σx1 + Σx2
= 40 + 100
= 140
22
27. I am Clever
Correction factor = T2 /N
2
= 140 /10
= 19600/10
= 1960
2 2 2
Total sum of square (SST) = Σx1 + Σx2 - T /N
= 418+3390-1960
= 1848
Sum of square between the sample (SSC)
2 2 2
= (Σx1 ) / N +(Σx2 ) / N- T /N
= (40) 2/5 + (100) 2 /5 – 1960
= 1600/20 + 10000/5-1960
= 320
Sum of square within the sample (SSE)
= SST – SSC
= 1848 – 320
= 1528
23
28. I am Clever
ANOVA TABLE FOR
SATISFACTION LEVEL OF PRICE TOWARDS CUSTOMERS AND RETAILERS
(TIDE)
Source of Sum of Degrees of Mean
square square Value
variation freedom
Between 320 (C-1) 320/1
sample V1 =2-1=1 =320 320 / 191
Within 1528 (n - C) 1572/8 = 1.6753
sample V2 =10 2 =8 =191
Total 1848 9
V1=1, V2=8, TABLE VALUE= 5.3177
Calculated value= 1.6753
INTERPRETATION
Here the calculated value is less than the table value. Hence the null hypothesis is accepted.There is no
significant difference between satisfaction level of price towards Ariel customers and retailers.
FINDINGS
Based on Retailer:
1. The majority of the respondents from retailer 85% and 15% from departmental stores
2. Majority of the retailers are having 5 years and above experience in the market
3. 45% of the respondents are purchasing P&G detergent powder weekly once
4. 34% of respondents sells more than 100 Kgs of detergent powder per month
5. 53% and 40% of respondents sells below 10 Kgs of Ariel, tide respectively per month
6. Among all the brands Ariel is the fast moving brand in the retail shop. It has a highest mean of 5.30
24
29. I am Clever
7. Most of the retailers expecting discount scheme
8. The majority of 66% of respondents feels that demand and supply are equal
9. 79% of retailers are satisfied with current sale promotion
10. 63% of retailers are recommending P&G product to customer
11. The majority of retailers says that the quality of P&G detergent powder is excellent, Ariel
(53%), Tide(56%)
12. 43% OF THE RETAILERS FEEL PRICE OF ARIEL IS GOOD, WHERE TIDE IS
EXCELLENT IN PRICE.
13. The majority of retailers are satisfied with sales promotion, Ariel 32%, and Tide 31%.
14. Most of the respondents feel P&G detergent powder is poor in margin (66%)
15. Majority of the retailers say P&G detergent powder is excellent in distribution.
16. According to retailer point of view the suitable sales promotion tool is price offer. It has the highest
mean of 4.45.
Based on customer;
1. From the customers survey 60% of respondents was female and 36% of respondents were aged
between 31-40 years
2. 39% of the respondents were earned income between 5001-10000 and 58% of the respondents having
4-6 members of family strength
3. The brand of Ariel is used by 60% of the respondents
4. 73% of the respondents came to know about this product from television.
5. 86.67% of respondents prefer Ariel for quality and 57.5% of respondents prefer Tide for quality
6. 43.34% of respondents have been using Ariel past two years and 45% of respondents have been using
tide past one year.
7. 48.33% of respondents are consuming both the powders 1 kg per month
8. 42% of the respondents prefer 500 gms package form
9. 90% of the respondents are using various brands
10. Most of the respondents do not switch over brands frequently
11. 58.33% of respondents are aware about price offer
25
30. I am Clever
SUGGESSIONS:
1. Margin should be increased to the retailers in order to increase the sales
2. Sales promotion schemes should be introduced to the retailers and customer at frequent interval.
3. Television advertisement is one of the strongest media to influence the prospective customer. Hence the
company can concentrate more on TV advertisements.
4. More schemes are expected by the retailers like displays, discounts.
5. More varieties should be introduced by the company
6. Fragrance may be changed pleasantly to attract more customers
CONCLUSION
† The study to find out customer attitude towards P&G detergent powder in Coimbatore city was
carried out among retailers (100) and customers (100).
† The different factors that influence the customers were found to be brand name availability,
advertisement, different varieties, price, quality, and type of package.
† From the results of these factors obtained by 100 respondents of customers preferred the brand Ariel
at a best when comparing with the other brands. From the results of these factors obtained by 100
respondents of retailers are also satisfied with the services. With the help of opinions obtained through
the studies can used in improving the margin of the brands offered for sales.
† It is found that, the company has to adopt new strategies in order to sell the product more efficiently.
The company should introduce more economical packages of Ariel, additional varieties and better
promotional strategies to maintain the market constant.
† It can be concluded that the company must concentrate more on high margin to create better
performance. Importance must be given for sales promotion. The retailers must also be asked to give
more displays and discounts.
† Thus it can be concluded that the customer and retailer attitude towards the P&G detergent
powder is positive.
26
31. I am Clever
BIBLIOGRAPHY
A) BOOKS REFFERED:
1. C.R.KOTHARI “Research methodology”
New Delhi, Vishwa prakashan, 1990,2nd Edition.
2. “PHILIP KOTLER” “Marketting Management- Analysis And implementation & Control”,
New Delhi, 1998,9th Edition.
3. PILLAIR.S.N. AND BAGAVATHI.V “Statistics” New Delhi, S. Chand & Company Ltd,
th
2001 13 Edition
B) WEB SITES
www.pg.com
www.tide.com
www.ariel.com
C) Other References:
1. Mr. Anand Kumar, “Customer attitude towards Hero Honda two wheelers in Coimbatore City”,
MBA Project, Anna University, 2001.
2. Mr.Naveen, “A Study on retailers attitude towards Cavin Care products in Coimbatore City”,
MBA Project, Madurai Kamaraj University, 2003.
27
