Customer Satisfaction on Marketing Mix of Lux Soap

Topics: Marketing, Pricing, Brand Pages: 27 (7481 words) Published: September 19, 2013
1. Introduction

1.1 Background of the study
The trade atmosphere today is changing more rapidly than ever before. It is characterized by increasing competition from both domestic and foreign companies, a brandish of mergers and acquisitions, and more sophisticated and demanding customers who have great expectations related to their consumption experiences. Since services are intangible, heterogeneous, and inseparable, it is difficult to measure service quality objectively. So the companies have focus to so many different aspects in order to make sure their sales. This report deals with meeting up the new challenges that LUX is facing to manage the selling environment. LUX has stared so many projects to get a better position in the market. The objective of the study is to see customer satisfaction about marketing mix of LUX soap. 1.2 Significance

This report is a requirement of the program for MBA program. We have tried our level best to make it as an excellent one. We used all the latest data and information. The report can help as the indicator of the level of satisfaction of the customers of the LUX soap and its marketing mix. It provides the true practice taking place in the marketing industry, which plays an important role for every student to meet the extreme challenges of the job market. It helps us in gathering knowledge on the modern practices of the marketing programs of LUX and its way to serve its customers. Its data comparison is based on the published information and further analysis.

1.3 Scope of the study
It illustrates a study on customer satisfaction about the marketing mix of LUX soap. This report will help us to acquire information about the beautification industry of Bangladesh and systematically investigate the satisfaction pattern of the LUX soap users. This information will improve our knowledge, which will positively impact our learning experience. This report provides us the opportunity to exchange ideas with our classmates and faculty and learn about different techniques. It is necessary to stay current with new processes, ideas, and methods. By doing this report we get the opportunity to explore the areas of research and bring the new information into our report.

1.4 Objective of the study
1.4.1 General Objective:
The main objective of this report is to study the customer satisfaction on marketing mix of LUX soap. 1.4.2 Specific Objective:
* To study the marketing mix of LUX soap.
* To find out the level of customer satisfaction about LUX. * To know about the beautification industry of Bangladesh. * To know about the competitor products of LUX.
* To know the impact of those competitor products on the customers of LUX. 1.5 Methodology:
1.5.1 Type of research design:
We have applied “descriptive research” to conduct the report. This includes the method of data collection and the sources of the data or information of the research. 1.5.2 Source of data:
1.5.2.1 Primary data:
This type of data collected by doing survey and observes the behavior of the customer. 1.5.2.2 Secondary data:
This type of data collected from official web site of LUX, and different articles. 1.5.3 Data collection procedure:
We have used data both qualitative and quantitative method .We have collected data for this report in two ways: 1.5.3.1 Primary data:
We collected primary data through survey and for doing survey we have prepared a questionnaire on LUX soap. We observe the behavior of customer. 1.5.3.2 Secondary data:
In order to collect secondary data we used official website of Unilever Bangladesh, LUX and different articles related with this topic. 1.5.4 Research instruments:
1.5.4.1 Questionnaire:
As a tool for collecting primary data a questionnaire was constructed to carry on the sample survey. 1.5.5 Sample plan:
1.5.5.1 Population:
The entire customer group of LUX soap.
1.5.5.2 Sample elements:
The sample element is the individual customer...
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