Consumer Behaviour Index Surfexel

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Project Report

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Consumer Behavior and Satisfaction Level of Surf Excel

Submitted to: Submitted By:
Mr. Jones MathewRicha Pahuja
PG20095428

Batch 09-11
IILM Institute of Higher Education
Acknowledgment

I would like to express my sincere thanks to my project guide Mr. Jones Mathew for his guidance & support throughout my course in Consumer Behavior at IILM Institute for Higher Education, Gurgaon. His calm demeanor & willingness to teach has been a great help in successfully completing my project. My learning has been immeasurable. I extend my sincere thanks to all the faculty members of Marketing Department IILM Institute for Higher Education, Gurgaon for providing me a very hospitable & helpful learning environment for continuously motivating me during my course which made my PGP a memorable event. Also, I would like to thank all my friends and family members without whom I had not been able to complete this project.

EXECUTIVE SUMMARY|
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As we all know that Surf Excel is a very famous brand of in washing detergent category. It has launched various products in the same range from lower price segment to upper price segment. This project is mainly concentrated on Surf Excel which is designed for all the societal classes. I Conducted the research to know about the performance and the satisfaction level of the respondents from Surf Excel with the help of questionnaire. The main Objective was to know what is that the customers perceive about the brand. Is it meeting the customers’ expectations or not. If not what should be the measures to improve it to have a competitive stand in the market.|

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Introduction of Hindustan Unilever Limited

Hindustan Unilever Limited (HUL) is India's 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. HUL works to create a better future every day and helps people feel good, look good and get more out of life with brands and services that are good for them and good for others. With over 35 brands spanning 20 distinct categories such as soaps, detergents, shampoos, skin care, toothpastes, deodorants, cosmetics, tea, coffee, packaged foods, ice cream, and water purifiers, the Company is a part of the everyday life of millions of consumers across India. The Company has over 15,000 employees and has an annual turnover of Rs.17,523 crores (financial year 2009 - 2010). HUL is a subsidiary of Unilever, one of the world’s leading suppliers of fast moving consumer goods with strong local roots in more than 100 countries across the globe with annual sales of about €44.3 billion in 2010. Unilever has about 52% shareholding in HUL.

Product Portfolio of HUL

Food brands
HUL is one of India’s leading food companies. Our passion for understanding what people want and need from their food - and what they love about it - makes our brands a popular choice. The products coming under Food Brands are: Annapurna, Brooke Bond 3 Roses, Bru, Kissan, Taj Mahal, Knorr, Kwality Wall’s, Lipton, Modern, Brooke Bond Sehatmand

Home care brands
HUL has a diverse portfolio of brands offering home care solutions for millions of consumers across India. Home Care brands are: Active Wheel, Comfort, Cif, Domex, Surf Excel, Vim, Sunlight

Nutritional Products

Hygiene and Beauty Products

Personal Care Brands
Aviance, Ayush, Axe, Breeze, Clear, Close-up, Fair and Lovely, Lakme, Clinix Plus, Dove, Hamam, Lifebuoy, Liril, Lux, Pears, Pond’s, Pepsodent, Rexona, Sunsilk, Vaseline

Water: Pureit
Pureit is the  world’s most advanced in-home water purifier. Pureit, a breakthrough offering of Hindustan Unilever (HUL), provides complete protection from all water-borne diseases, unmatched convenience and affordability.

Surf Excel

Surf Excel was introduced in 1959.A pioneer in the Indian detergent powder market, Surf Excel has constantly upgraded...
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