N.R.

Institute of Business Management Page 1

s

1 Problem Statement
Today we see that there are many baby products which are entering into
market and so our main focus is to study the consumer preference of Johnson & Johnson baby
product in Ahmedabad city.
2 Research Objectives

To study the consumer preference regarding J & J baby products in Ahmedabad city.
To know the satisfaction level of consumers with J & J baby products.
To describe the quality perception of J & J from the view point of consumers.
To study why people stick to J&J baby products

3 Research Design
The study is about analyzing why people prefer Johnson & Johnson as
compared with other, so a Descriptive Research style is used.

4 Data sources
The data sources is of the primary type as well as the secondary type.
Primary data collection:
Primary data is collected through survey and questionnaire.
Secondary data collection:

Secondary data is collected from various sources such as websites, articles etc
5 Research approach
For the study Survey approach has been undertaken.



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6 Research Instrument:
For the purpose of such in-depth study on consumer behavior,
Questionnaire as a type of instrument is used to collect information.
7 Sampling plan:
I. Sample unit
Sample unit is the people consuming J&J baby products. Target people are
mothers and children for the sample.
II. Sample size
To conduct a survey of, sample size of 30 people is taken as a representative
of the city from different areas unbiased.
III. Sampling procedure.
The sampling procedure is non probability and sampling technique is Judgemental
sampling.
IV. Sampling Area
The area covered to conduct survey is different areas of Ahmedabad city.







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8 Data Interpretation and Analysis

1. Which product comes to your mind when you hear JOHNSON & JOHNSON
baby products?





Product preference of Johnson & Johnson




Interpretation:

The above pie chart shows the commonly used baby product which is
more popular than other products. It is seen that 70% of the people prefer baby soap, 13%
prefer powder, 10% hair oil & 7% cream. Since, most of them have replied for soap it is
more popular.

70%
13%
10%
7%
soap
powder
hair oil
cream
Particular No of Respondents Percentage
Soap 21 70%
Powder 4 13%
Hair oil 3 10%
Cream 2 7%
Total 30 100

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2. Which baby product do you prefer of JOHNSON & JOHNSON? (Rate 6 for
the most preferred and 1for the least)








Interpretation:
From above chart we can interpret that more respondents are
preferring baby soap (151) as because more women prefer baby soap for their baby and J&J
is first brand in India to make baby soap. The other respondent are prefer with baby powder
(120) & shampoo (115) less compare to soap. Less number of respondents are preferring
baby cream (62) than others baby products.


Soap Lotion Hair oil Shampoo Cream Powder
151
74
108
115
62
120
Baby products
Baby products
Particular No of Respondents
Soap 151
Powder 120
Lotion 74
Hair oil 108
Cream 62
Shampoo 115

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4 Why do you prefer JOHNSON & JOHNSON? (Rate 4 for highest and 1 for least)










Interpretation:

J&J is oldest Indian company for baby products that why more number of respondents
believe in brand name & image & price and rated more as 83 for the reason behind
most preferring product. .
Product variety get less rate as compare to others.

83
82
52
83
Price Quality Product variety Brand name &
image
Particular No of Respondents
Price 83
Quality 82
Product variety 52
Brand name & image 83

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4 From where did you get to know about JOHNSON & JOHNSON?

Particulars No of responses Percentage
Tv advertisement 24 80%
Word of Mouth 1 3.33%
Out of House 3 10%
Newspaper 2 6.67%
Magazine 0 0%
Total 30 100


Interpretation :
The above pie chart shows that how consumers come to know about J & J
baby products. To which maximum responded to TV commercial advertisement that is
80%. 10% have responded to out of house. Thus it can be interpretated that maximum
number of consumers comes to know about the brand through TV ads.
7%
3%
80%
10%
Newspaper
Word of mouth
TV advertising
Magazine
In store
Out of home

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5 Which sales promotion activities does JOHNSON & JOHNSON undertake?

Particulars No of Respondents Percentage
Free samples 8 27%
Free trials 1 3%
Price off 16 53%
Gifts 0 0%
Extra quality 5 17%
Total 30 100


Interpretation:

From the above pie chart we can interpret that 53% give
response to price off promotion activity on baby products that attract more
consumers to buy more baby products. 27% women respond with free
samples promotion activity for increasing sales of baby products. J&J does
not offer gifts on any baby products.

27%
53%
3%
0% 17%
Sales Promotion Activities
Free samples
Price off
Free trials
Gifts
Extra quality

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6 Are you aware about the JOHNSON & JOHNSON baby Kit?

Particulars No of responses Percentage
Yes 26 87%
No 4 13%
Total 30 100

Awareness about J & J Baby Kit

Interpretation:
The above pie chart shows the awareness of consumer regarding baby
kit. It shows that 87% have responded positively. This suggests that consumers are aware
about baby kit which can be given as a gift.

87%
13%
Yes
No

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7. How do you rate JOHNSON & JOHNSON baby products?

Particular No. of responses Percentage
Excellent 8 26.66%
Good 20 66.67%
Average 2 6.67%
Bad 0 0
poor 0 0%
Total 30 100


Rating of J & J baby products



Interpretation:

The above graph shows the consumer rating of J & J baby products.
26% women have rated it excellent, 66.67% have rated it good & 6.67% have rated it
average. This suggests that most of the consumers are satisfied with J & J.


8
20
2
0 0
0
5
10
15
20
25
excellent good average bad poor

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8. Do you purchase JOHNSON & JOHNSON baby products online?

Particulars No. of respondents Percentage
Yes 2 7%
No 28 93%
Total 30 100

Online buying of J & J baby products



Interpretation:
The above pie chart shows about the online buying of J & J baby
products. 93% responded negatively & only 7% have responded positively. The company
should try to increase their online shopping by giving good offers online.

7%
93%
yes
no

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9 How frequently do you buy JOHNSON & JOHNSON baby products?
Particular No. of respondents Percentage
Daily 0 0%
Once in 2 month 15 50%
Weekly 2 6.67%
Fortnightly 2 6.67%
Monthly 11 36.66%
Total 30 100

Frequency of buying J & J baby products



Interpretation:
The above graph shows the frequency of buying J & J baby products.
It shows that 50% buy once in two months, 6.67% buy weekly, 6.67% fortnightly &
36.66% monthly . Most of the consumers buy their product once in 2 months.

0
2
4
6
8
10
12
14
16
daily once in 2
month
weekly fornightly Monthly
0
15
2 2
11

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10 Which other baby product brand do you know?

Particular No. of respondents Percentage
Himalaya 14 46.67%
HUL 7 23.33%
Dabur 9 30%
Other 0 0%
Total 30 100

Other baby product brands


Interpretation:
The above bar graph shows that other baby products brand in market.
46% of consumer are aware about Himalaya, 23% are aware about HUL,& 30% to
Dabur. It seems that J & J have competition with Himalaya.

14
7
9
0
0
2
4
6
8
10
12
14
16
himalaya hul dabur other

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11 How is your overall satisfaction with JOHNSON & JOHNSON?
Particulars No. of respondents Percentage
Highly satisfied 3 10%
Satisfied 24 80%
Neutral 3 10%
Dissatisfied 0 0%
Highly dissatisfied 0 0%
Total 30 100


Overall satisfaction level


Interpretation:
The above pie chart shows that satisfaction level of consumers towards
J & J baby products. 80% have responded to satisfied, 10% each to neutral & highly
satisfied. This shows that almost all consumers are satisfied with baby products due to
their Quality and brand image of J & J.

10%
80%
0%
0%
10%
Highly Satisfied
Satisfied
Dissatisfied
Highly Dissatisfied
Neutral

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PERSONAL INFORMATION

1 Age


Particulars No of responses In percentage
21-30 years 22 73
above 30 years 8 27
Total 30 100



Interpretation:

From the above pie chart we can interpret that around 73%
respondents are in the age group of 21-30 years, while 8% respondents are in the age group of
above 30 years .







73%
27%
21-30 years
above 30 years

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2 OCCUPATION

Particular No of respondents Percentage
Business 0 0
Housewife 24 80%
Profession 0 0
Service 6 20%
Total 30 100



Interpretation:

From the above pie chart we can interpret that 80% respondents
are housewives while 20% respondents are engaged in service.


0%
80%
0%
20%
occupation

Business Housewife Profession Service

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9 Findings

From our overall study we found that most commonly used J&J baby product which is
more popular than other products is J&J baby soap. It is seen that 70% of the people
prefer baby soap as compared with other baby products.
As J&J is more popular because more respondents believed that it has a good reputation
in the market with its best quality products.
Further we found that maximum respondents are aware of J&J baby products by the
source of tv advertisement and they are also aware of online buying products of J&J
J&J undertakes sales promotional activities such as price off to their products to attract
major customer by which they try to increase their profit.
The satisfaction level of respondents is high i.e 80% are satisfied with the J&J baby
products .




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10 ANNEXURE

CONSUMER PREFRERANCE ABOUT BABY
PRODUCTS AHMEDABAD CITY

We, the students of MBA from N.R. Institute Of Business
Management, Ahmedabad are undertaking a study on the captioned topic as a part
of our assignment work. We request you to please spare a few minutes of your
valuable time to give response to the different questions by putting a tick ( )
mark against the option that truly represents your answer. The information
provided by you will be used by only for academic purpose and will be kept
strictly confidential.

1Which product comes to your mind when you hear JOHNSON & JOHNSON
baby products?
_____________________________________________________________

2 baby product you prefer of JOHNSON & JOHNSON? (Rate 5 to 1)
Soap Shampoo
Lotion Cream
Hair oil Powder

3. Why do you prefer JOHNSON & JOHNSON? (Rate 5 to 1)
Price Product variety
Quality Brand name & image



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4. From where did you get to know about JOHNSON & JOHNSON?
Newspaper Magazine
Word of mouth In store
TV advertising Out of home

5. Which sales promotion activities does JOHNSON & JOHNSON undertake?
Free samples Price off
Free trials Gifts
Extra quantity

6. Are you aware about the JOHNSON & JOHNSON baby Kit?
Yes No

9. How do you rate JOHNSON & JOHNSON baby products?
Excellent Good
Average Bad
Poor

10. Do you purchase JOHNSON & JOHNSON baby products online?
Yes No

9. How frequently do you buy JOHNSON & JOHNSON baby products?
Weekly Monthly
Fortnight Once in 2 months



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10. Which other baby product brand do you know?
Himalaya HUL
Dabur Other________

11. How is your overall satisfaction level with JOHNSON & JOHNSON?
Highly satisfied Dissatisfied
Satisfied Highly dissatisfied
Neutral


PERSONAL INFORMATION

12. NAME: _________________________________________

13. AGE: __________

14. OCCUPATION:
Business Service
Profession Housewife

15. EDUCTION QUALIFICATION:
Graduate Post graduate
Professional Other (Specify)________


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16. INCOME (Per annum):
Less than 2 lakh 5 8 lakh
2 5 lakh Above 5 lakh