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PIONEER INSTITUTE OF

PROFESSIONAL STUDIES

MAJOR RESEARCH PROJECT ON

A Study of Brand Loyalty of customer in


Detergent cake & washing powder of HUL

SUBMITTED TO:- SUBMITTED BY:-


PROF. ANKITA JAIN TANU KHARE
M.B.A
TABLE OF CONTENT
• Conceptual framework
• Literature review
• Rationale
• Objective
• Research methodology
• Expected outcome
• References and bibliography
CONCEPTUAL FRAMEWORK

BRAND
A brand is the identity of any particular product, services or business. A brand may take
many forms, including a name, sign, symbol, colour combination or slogan. The word
brand began simply as a way to tell one person cattle from another by name of a hot iron
stamp. A legally protected brand name is called trademark. The word brand has continued
to evolve to encompass identity – it affects the personality of a product, services and
company.

LOYALTY
Loyalty, is faithfulness or a devotion to a person, country, group, or cause. (Philosophers
disagree as to what things one can be loyal to. Some, as explained in more detail below,
argue that one can be loyal to a broad range of things, whilst others argue that it is only
possible for loyalty to be to another person and that it is strictly interpersonal.)

BRAND LOYALTY
Brand loyalty, in marketing, consists of a consumer's commitment to repurchase or
otherwise continue using the brand and can be demonstrated by repeated buying of a
product or service or other positive behaviors such as word of mouth advocacy.

Brand loyalty is more than simple repurchasing, however. Customers may repurchase a
brand due to situational constraints (such as vendor lock-in), a lack of viable alternatives,
or out of convenience. Such loyalty is referred to as "spurious loyalty". True brand
loyalty exists when customers have a high relative attitude toward the brand which is then
exhibited through repurchase behavior. This type of loyalty can be a great asset to the
firm: customers are willing to pay higher prices, they may cost less to serve, and can
bring new customers to the firm.

A second dimension, however, is whether the customer committed to the brand. Philip
Kotler, again, defines four pattern of behavior:

1. Hard-core loyal- who buy the brand all the time


2. Split loyal- loyal to two three brand
3.Shifting loyal- moving from one brand to other
4. Switcher- with no loyalty
CUSTOMER
The potential buyer or purchaser who incurs some cost of any kind to procure products
or services produced by an individual or organization called the supplier, seller, or
vendor. Customer is someone who buy the product and do not consume it.

DETERGENT
A detergent is a material used for cleaning. The term is sometimes used to differentiate
between soap and other surfactants used for cleaning.

COMPONENT OF DETERGENT
• Surfactants significantly lower the surface tension of the liquid being used to clean
such as water, this then allows the stain being cleaned to be lifted and dispersed and
then washed away.
• Abrasive to scour
• Substances to modify pH or to affect performance or stability of other ingredients,
acids for descaling or caustics to break down organic compounds
• Water softeners to counteract the effect of "hardness" ions on other ingredients
• oxidants (oxidizers) for bleaching, disinfection, and breaking down organic
compounds
• Non-surfactant materials that keep dirt in suspension
• Enzymes to digest proteins, fats, or carbohydrates in stains or to modify fabric feel
• Ingredients that modify the foaming properties of the cleaning surfactants, to either
stabilize or counteract foam
• Ingredients to increase or decrease the viscosity of the solution, or to keep other
ingredients in solution, in a detergent supplied as a water solution or gel
• Ingredients that affect aesthetic properties of the item to be cleaned, or of the
detergent itself before or during use, such as optical brighteners, fabric softeners,
colors, perfumes, etc.
• Ingredients such as corrosion inhibitors to counteract damage to equipment with
which the detergent is used
• Ingredients to reduce harm or produce benefits to skin, when the detergent is used by
bare hand on inanimate objects or used to clean skin
• Preservatives to prevent spoilage of other ingredients
HINDUSTAN UNILEVER LIMITED
Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods
company. The Anglo-Dutch company Unilever owns a 52% majority stake.

HUL was formed in 1933 as Lever Brothers India Limited and came into being in 1956
as Hindustan Lever Limited through a merger of Lever Brothers, Hindustan Vanaspati
Mfg. Co. Ltd. and United Traders Ltd. It is headquartered in Mumbai, India and has an
employee strength of over 15,000 employees and contributes to indirect employment of
over 52,000 people. The company was renamed in June 2007 as “Hindustan Unilever
Limited”.

BRANDS OF HUL
HUL is the market leader in Indian consumer products with presence in over 20
consumer categories such as soaps, tea, detergents and shampoos amongst others with
over 700 million Indian consumers using its products. Sixteen of HUL’s brands featured
in the ACNielsen Brand Equity list of 100 Most Trusted Brands Annual Survey (2008).
According to Brand Equity, HUL has the largest number of brands in the Most Trusted
Brands List. It has consistently had the largest number of brands in the Top 50, and in the
Top 10 (with 4 brands).
The company has a distribution channel of 6.3 million outlets and owns 35 major Indian
brands. Its brands include Kwality Wall's ice cream, Knorr soups & meal makers,
Lifebuoy, Lux, Pears, Breeze, Liril, Rexona, Hamam and Moti soaps, Pureit water
purifier, Lipton tea, Brooke Bond (3 Roses, Taj Mahal, Taaza, Red Label) tea, Bru
coffee, Pepsodent and Close Up toothpaste and brushes, and Surf, Rin and Wheel laundry
detergents, Kissan squashes and jams, Annapurna salt and atta, Pond's talcs and creams,
Vaseline lotions, Fair and Lovely creams, Lakmé beauty products, Clear, Clinic Plus,
Clinic All Clear, Sunsilk and Dove shampoos, Vim dishwash, Ala bleach, Domex
disinfectant, Modern Bread, Axe deosprays and Comfort fabric softeners.

KEY PLAYER IN THE MARKET


ARIEL
TIDE
SURF EXCEL
NIRMA
RIN
WHEEL
WHEEL ACTIVE
HENKO
CONSIDERED VARIABLES

• INCOME
-Less than 10,000
-10,000-25000
-More than 25000

• PROFESSION
-House wife
-Working women

LITERATURE REVIEW
1 A study of market structure: brand loyalty and brand switching behaviours for
durable household appliances done by Zhi Feng Wang, Wann-Yih Wu and Chinho
Lin.The main purpose of this paper is to provide an approach for analysing market
structure.

2 Brand loyalty in the UK sportswear market by John Dawes. This study


investigates brand loyalty and other brand performance metrics in the UK
sportswear market.

3 A consumer-oriented framework of brand equity and loyalty by Rory Morgan.


This paper criticises the ill-defined use of terms such as 'equity' and 'loyalty' in
marketing, and suggests that there has been little success in reconciling different
interpretations, despite the need for objective definitions in research. In identifying
a distinction between those who define loyalty in terms of emotional affinity to
brands and those who regard it in terms.

RATIONALE
By understanding the customer’s loyalty the company will be able to provide better
product. The company can build more sound relationship with customers after knowing
their potential customers are by giving them various offers and gift.
OBJECTIVE
• To find out whether consumer are really brand loyal toward their brand of detergent.
• To what income segment have manufacturer targeted their brand.
• To know that which particular features do customer like or dislike in their particular
brand.
• To know that if all consumer shift to any other brand, why do they shift, and to
which brand do they shift.

RESEARCH METHODOLOGY
RESEARCH DESIGN: Descriptive

SAMPLING METHOD: Convenience sampling

TOOLS FOR DATA ANALYSIS: Z test

SOURCES OF DATA COLLECTION


Primary Data through:
 Questionnaire
Secondary data through:
 Internet
 Television
 Newspapers
 Magazines
 Journals

EXPECTED OUTCOME
• This study shall help the company to know better the number or percentage of
customer loyal toward their product.
• Brand loyalty study shall help the company to widen the new customer base of their
detergent product.
• Brand loyalty study shall helps them to build strategies to retain their current
customer as well as potential customers
REFERENCES & BIBLIOGRAPHY

• Kotler Philip and Keller Kevin, Marketing Management, 12th Ed, New
Delhi; pearson education , 2007
• Kothari, C.R., Research Methodology, 2nd Ed., New Delhi; New Age International,
2001
• http://en.wikipedia.org/wiki/Brand_loyalty
• http://www.hul.co.in/
• http://en.wikipedia.org/wiki/Brand
• http://www.ijmr.com

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