CHAPTER-1

INTRODUCTION

In today’s highly competitive market product quality plays a crucial role in shaping
consumer perception and fostering brand loyalty. Companies that consistently deliver high-
quality products gain customer trust, which translates into long-term loyalty and repeat
purchases. This study focuses on assessing the impact of product quality on brand loyalty in
the context of two major Indian conglomerates- Hindustan Unilever Limited (HUL) AND
Imperial Tobacco company (ITC)

HUL and ITC have established themselves as dominant players in the FMCG (Fast-
Moving Consumer Goods) sector, offering a wide range of products across personal care,
food, and household segments. While HUL is known for brands like Dove, Lux, Surf Excel,
and BrookeBond, ITC has gained prominence with brands such as Aashirvaad, Sunfeast,
Fiama, and Vivel. Understanding how product quality influence consumer loyalty towards
these companies is essential for marketers to develop effective strategies for customer
retention and competitive advantage.

This study aims to examine the correlation between product quality attributes-such
as reliability, effectiveness, packaging and ingredients- and brand loyalty factors like repeat
purchases, brand advocacy, and emotional attachment. By analyzing consumer preferences
and perceptions, this research will provide insights into how HUL and ITC can enhance their
product offerings to strengthen customer loyalty and sustain their market leadership.

1.1 SIGNIFICANCE OF PRODUCT QUALITY IN GROCERY BRAND

LOYALTY

Grocery products are a staple in every household, and consumers expect high
standards in terms of freshness, nutritional value, taste, packaging, and safety. The
following key aspects of product quality significantly impact brand loyalty in this segment:

1. FRESHNESS AND SHELF LIFE: Consumers prefer grocery products that maintain
freshness over time.

1
[Link] AND FLAVOR CONSISTENCY: Brands that offer a consistent taste
experience tend to retain loyal customers.

3. NUTRITIONAL VALUE AND INGREDINETS: Growing health consciousness

among consumers has increased the demand for high-quality ingredients and nutrition.

4. PACKAGING AND HYGIENE: Proper packaging that ensure product safety and ease
of storage influence purchasing decisions.

5. SOURCING AND SUSTAINABILITY: Ethical sourcing, organic ingredients, and

sustainable production processes contribute to brand trust.

This study will examine how these product quality attribute influence consumer
perceptions and brand loyalty towards HUL and ITC grocery products.

2
 CHAPTER-2

2.1 COMPANY PROFILE

Hindustan Unilever Limited (HUL) is an Indian Fast moving consumer goods company,
headquartered in Mumbai. It is a subsidiary of the Anglo-Dutch company Unilever. Its
products include foods, beverages, cleaning agents, personal care products and other
consumer staples

COMPANY TYPE Public

INDUSTRY Fast-moving consumer goods

FOUNDED 1933; 92 Years ago

FOUNDER Lever Brothers

HEADQUARTERS Mumbai, Maharashtra, India

PRODUCTS Foods, cleaning agents, skin

Personal care, dietary

REVEUNUE 627 Billion, USD 7.2 Billion

WEBSITE [Link]

3
ESTABLISHMENT

HUL was established in 1931 as Hindustan Vanaspati Manufacturing Co. Following

a merger of constituent groups in 1956, it was renamed Hindustan Lever Limited. The
company was renamed again in June 2007 as Hindustan Unilever Limited.

VISION

“TO MAKE SUSTAINABLE LIVING COMMONPLACE”

MISSION

“WE MEET EVERDAY NEEDS FOR NUTRITION HYGIENE, AND

PERSONAL CARE WITH BRANDS THAT HELP PEOPLE FEEL GOOD,
LOOK GOOD, AND GET MORE OUT OF LIFE.”

4
 COMPANY PROFILE -ITC

ITC Limited is an Indian conglomerate headquartered in Kolkata. It has a presence

across six business segments, namely FMCG, hotels, agribusiness, information
technology, paper products, and packaging. It generates a plurality of its revenue from
tobacco products.

ITC is the second-largest FMCG company in India and the third-largest tobacco
company in the world.

COMPANY TYPE Public

INDUSTRY Conglomerate

FOUNDED 24 August 1910; 114 Years ago

FOUNDER William M. Jacks

HEADQUARTERS Kolkata, India

5
 PRODUCTS Consumer goods, Hotels and resorts,

Paperboards, IT, Cigarettes

REVENUE 79,568 crores USD 9.2 Billion

WEBSITE [Link]

ESTABLISHMENT

Established in 1910 as the Imperial Tobacco Company of India Limited, the

company was renamed as the India Tobacco Company Limited in 1970 and later to I.T.C.
Limited in 1974. In 2001 the company was renamed ITC Limited, where "ITC" is no longer
an acronym.

VISION

“SUSTAIN ITC’S POSITION AS ONE OF INDIA’S MOST VALUABLE

CORPORATIONS THROUGH WORLD CLASS PERFORMANCE,
CREATING GROWING VALUE FOR THE INDIAN ECONOMY AND
THE COMPANY’S STAKEHOLDERS”

MISSION

“TO ENHANCE THE WEALTH GENERATING CAPABILITY OF THE

ENTERPRISE IN A GLOBALISING ENVIRONMENT, DELIVERING
SUPERIOR AND SUSTAINABLE STAKEHOLDER VALUE”

6
 2.2 PRODUCT PROFILE

Hindustan Unilever Limited Product list:

 Acne-Squad

 Active Wheel 2 in 1

 Axe

 Boost

 Breeze

 Brooke Bond 3 Roses

 Brooke Bond Red Label

 Brooke Bond Taaza

 Brooke Bond Taj Mahal

 Bru

 CLEAR

 Cif

 Clinic Plus

 Closeup

 Comfort

 Cornetto

 Dermalogic

7
 Dove

 ELLE 18

 Find Your Happy Place

 Glow and Handsome

 Glow and Lovely

 Hamam

 Pears

 Pepsodent

 Rexona

 Rexona Deo

 Rin

 Simple

 Sunlight

 Sunsilk

 Surf excel

 TRESemm’e

 VWash

 Vaseline

 Vim

8
 Hellmann’s

 Horlicks

 Horlicks Diabetes Plus

 Horlicks Lite

 Horlicks Mother’s Plus

 Horlicks Nutri Gummies

 Horlicks Protein Plus

 Horlicks Women’s Plus

 Junior Horlicks

 Indulekha

 Kissan

 Knorr

 Kwality wall’s

 LUX

 Lakme

 Lifebuoy

 Lipton

 Liril

 Love Beauty and Planets

9
 Magnum

 Moti

 Nature Protect

 Novology

 Pond’s

10
Imperial Tobacco Company Product List:

 Aashirvaad Mithaas Badam Halwa

 Aashirvaad Mithaas Kesar Peda

 Aashirvaad Organic Whole Wheat Atta

 Aashirvaad Svasti Panner Slice

 Aashirvaad Svasti Select Milk

 Aashirvaad Svasti Double Toned Milk

 Aashirvaad Svasti Cow Milk

 Aashirvaad Svasti Mishti Doi

 Aashirvaad Svasti Mango Lassi

 Aashirvaad Organic Rajma

 Aashirvaad Vermicelli

 Aashirvaad Rava

 Aashirvaad Lodized Crystal Salt

 Aashirvaad Chapati

 Aashirvaad Instant Veggie Upma

 Sunfeast All Rounder Sweet and Salty

 Sunfeast Farmlite Super Millets

 Sunfeast Thin Arrowroot

 Sunfeast Supermilk Biscuits

11
 Sunfeast Bounce Day and Night

 Sunfeast Dream Cream Cookie and Cream

 Sunfeast Dark Fantasy Desserts

 Sunfeast Bounce Elaichi Crème

 Sunfeast Farmlite Veda Digestive

 Sunfeast Farmlite Oats Range

 Sunfeast Dark Fantasy Celebration Pack

 Sunfeast Dark Fantasy Choco Fills

 Dark Fantasy Sandwich Cream Choco

 Sunfeast Mom’s Magic Cashew and Almond

 Sunfeast Slice Cake-Mixed Fruit

 Bingo! Potato Chips Salted

 Bingo! Mad Angles Tomato Madness

 Bingo! Tedhe Medhe Achaari Masti

 Bingo! No Rulz Mix Puffs Tomato

 YiPPEE! WOW Masala

 Tricolor Pasta

 Sunfeast Pasta Trophy Shaped

 Sunfeast Pasta Cheese

 B Natural Bits Mixed Fruit

12
 B Natural Cocount Water

 B Natural Mixed Fruit

 Sunfeast Smoothies Peach Pineapple

 Sunfeast Smoothies Litchi

 Sunfeast Smoothies Strawberry

 Sunfeast Badam Milkshake

 Sunfeast Dark Fantasy Chocolate Shake

 Sunfeast Kesar Badam Milkshake

 Sunfeast Strawberry Milkshake

 Candyman Choco Double Eclairs

 Candyman Tadka

 Candyman Toffichoo

 Candyman FruiteeFun- Mystery Flavour

 Jelimals- Space jelly-Strawberry

 Jelimals- Tasty Sparkles

 Jelimals- Space Runner

 Gumon Strawberry

 Gumon Spearmint

 FABELLE Gift Bouquet

 FABELLE Boxed Chocolate

13
 Sunbean Beaten Caffe

 ITC MASTER CHEF Panner Makhani Cooking Paste

 ITC MASTER CHEF Panner Pakoda

 ITC MASTER CHEF Barbeque Chicken Wings

 Farmland Green Peas

 Farmland Mixed Veg

 Farmland Sweet Corn

 Farmland French Fry Potatoes

 Sunrise Black Pepper Powder

 Sunrise Briyani Masala

 Sunfeast Fantastick! Fruit’N’Nut

 Sunfeast Fantastick Chocosticks

 Sunfeast Fantastick 4D

 Fiama Men Shower Gel Deep Clean

 Fiama Men Shower Gel Quick Wash

 Fiama Men Gel Bar Refreshing Pulse

 Fiama Foamy Soap Pocket

 Fiama Hand Wash Relax

 Vivel Cool Mint

 Vivel Aloe Vera

14
 Vivel Lotus oil

 Vivel Glycerin+ Pure Almond Oil

 Vivel Neem Oil

 Engage Intense

 Nimyle Herbal Floor Cleaner

 Nimyle Lemongrass Floor Cleaner

 Nimeasy Dishwash Gel

 Nimwash Vegetable and Fruit wash

 Nimwash Vegetable and Fruit wash Spray

 SAVLON Antiseptic Liquid

 SAVLON Handwash Range

 SAVLON Glycerin Soap

 SAVLON Cool Soap

 SAVLON Hand Sanitizer

 SAVLON Surface Disnifectant Spray

 SAVLON Germ Protection Wipe

 SAVLON Mask

 Shower to Shower Cologne Cool

 Shower to Shower Sandal

 Shower to Shower Super Cool With Mint

15
 CHARIMS Face Wash

 CHARIMS Cold Cream

 CHARIMS Anti Acne

 CLASSMATE Notebooks

 PAPERKRAFT Notepads, Diaries, Notebooks and Pens

 AIM Mega Matchbox

 Homelite Matchbox

 MANGALDEEP Agarbattis Sticks

16
 2.3 INDUSTRY PROFILE

HINDUSTAN UNILEVER LIMITED;

Hindustan Unilever Limited (HUL) is a leading fast-moving consumer goods (FMCG)

company in India, head-quartered in Mumbai. Established in 1933, HUL is a subsidiary of
the British-Dutch Company Unilever, which holds a 61.90% stake in the company.

Industry Segments and Products:

HUL operates across multiple segments, offering a diverse range of products:

 Home Care (33.9% of net sales): This segment includes detergents, soaps, an household
cleaning agents under brands like Surf Excel, Rin, Wheel, and Vim.

 Beauty and Personal Care (46% of net sales): Encompasses skin care, hair care, oral
care, and cosmetic products with brands such as Dove, Lux, Pond’s, Sunsilk, and Close
up.

 Foods and Refreshment (18.8% of net sales): Offers culinary products, beverages, and
ice creams under brands like Knorr, Kissan, Lipton, Bru, and Kwality Wall’s.

 Others (1.3% of net sales): Includes activities like exports and consignment.

Market Presence:

HUL maintains a dominant position in the Indian FMCG sector, with its products
reaching over 700 million consumers. The company operates 28 production sites across India,
contributing to 96% of its net sales.

Financial Performance:

As of February 1,2025, HUL’S stock price on the Bombay Stock Exchange was
Rs.2,507.10. The company has consistently maintained an average dividend yield of 1.75%
over the past five financial years.

17
Recent Developments:

In December 2018, HUL announced the acquisition of GlaxoSmithKline India’s

consumer business, integrating brands like Horlicks into its portfolio. This move expanded
HUL’s presence in the health food drinks segment.

In February 2025, HUL’s acquisition of the skincare brand Minimalist underscored

rising valuations for homegrown direct-to-consumer brands, highlighting the growing impact
of Gen Z on the consumer market.

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IMPERIAL TOBACCO COMPANY;

ITC Limited is a prominent Indian conglomerate company head-quartered in Kolkata,

with a diversified presence across multiple industries. Established in 1910 as the Imperial
Tobacco company of India Limited, the company has evolved significantly over the decades,
rebranding to ITC Limited in 1974 to reflect its diversified business portfolio.

Business Segments:

ITC operates through several key business segmests:

Fast-Moving Consumer Goods (FMCG):

 Cigarettes and Cigars: ITC is a leading player in the Indian tobacco market. India
reported a gross revenue of over 234 billion Indian rupees from cigarette segment in
fiscal year.

 Branded Packaged Foods: Products under brands like Aashirvaad, Sunfeast,

Yippee!, Bingo!, and B Natural fresh juice. Packaged foods business earned Rs.
17,194.5 Crore in sales in the fiscal year ending March 31, 2024. This was a 9%
increase from the previous year.

 Personal Care Products: Brands such as Fiama, Vivel, and Engage.

 Education and Stationary Product: Including brands like Classmate and

Paperkraft.

 Incense Sticks and Safety Matches: Marketed under the Mangaldeep brand.

Hotels: ITC’S hospitality segment, which was demerged into a separate entity in January
2025, operates over 100 hotels across various brands, including ITC Hotels, Welcomhotel,
Fortune Hotels.

Agri-Business: This segment involves sourcing and exporting agricultural commodities,

supporting ITC’s FMCG businesses and contributing to rural development.

19
Information Technology: Through its wholly-owned subsidiary, ITC Infotech, the company
provides digital solutions and services to clients worldwide.

Financial Performance

As of the fiscal year ending March 31 2024, ITC reported:

 Gross Revenue: Rs.69,446 crores

 Net Profit: Rs.20,442 crores

Sustainability Initiatives

ITC is recognized as a global exemplar in sustainability, achieving:

 Carbon Positive Status: For 19 consecutive years

 Water Positive Status: For 22 consecutive years

 Solid Waste Recycling Positive Status: For 17 consecutive years

The company has also created over 6 million sustainable livelihoods reflecting its
commitment to inclusive growth .

Market Presence

ITC’s products are available in over 6 million retail outlets across India, and the company
employs approximately 24,567 people across more than 60 locations nationwide.

Through its diversified portfolio and commitment to sustainability. ITC Limited

continues to play a significant role in India’s economic growth and development.

20
 3.1 SCOPE OF THE STUDY

The study aims to assess the impact of product quality on brand loyalty concerning
grocery products from Hindustan Unilever Limited (HUL) and ITC. The scope of the study
covers the following key areas:

1. Industry and Product Coverage: Focuses on grocery products such as packaged

foods, staples, dairy, and beverages offered by HUL and ITC.

2. Dimensions of Product Quality: Evaluates various aspects of product quality such

as Taste and Freshness, Nutritional Value and Ingredients, Consistency and
Reliability.

3. Consumer Behaviour and Brand Loyalty: Analyzes consumer perceptions of

HUL and ITC grocery products. Studies the relationship between product quality and
repeat purchases trust. Identifies the role of word – of – mouth, advertising, and
brand reputation.

21
 3.2 OBJECTIVES OF THE STUDY

 To find out the consumer awareness of the brand in the market.

 To assess the role of product quality in shaping brand loyalty.

 To compare the product quality strategies of HUL and ITC and their impact on consumer
retention.

 To understand consumer perceptions of product reliability, safety, and innovation in

these brands.

 To provide recommendations for enhancing product quality to strengthen brand loyalty.

 To find out the factors influencing consumer preference.

22
 3.3 LIMITATION OF THE STUDY

 Only limited samples of 100 respondents were taken its consideration due of time
constraint.

 The study is confined to Dharmapuri town which may not fully represent consumer
behavior in other regions. Preferences and purchasing patterns may differ across urban,
semi-urban, and rural markets.

 The respondents of the questionnaire are very busy and could not afford more time to
answer it, and lack of willingness to share opinions.

23
 CHAPTER-4

RESEARCH METHODOLOGY

Definition of Research

“Research is careful inquiry or examination to discover new information and relationship

and to expand and to verify existing knowledge,”research always starts with Questions or a
problem its purpose is to find answer to questions through the application of the scientific
Method. It is a systematic and intensive study directed towards a more complete knowledge
of the subject studies.

Research Methodology

Research methodology is away to systematically solve the research problem in the

process of conducting the study, the researcher has followed the following methodology to
collect and analyze the necessary data and to draw useful inference.

Research design

“Research design is the plan, structure and strategy design of investigation conceived so
as to obtain answer to research question and to control variance.”

From definition it is evident that research design is more or less a blue print of research
at the outset may be noted that there are several ways studying and taking a problem. There
is no signal perfect design.

Descriptive research method is used in this because it includes surveys, facts, and
findings, enquire of different kinds. The main purpose of this study is to find description of
the state of affairs as it exists at present.

Sample design

A sample is a selection of units from the entire group called the population or universe
of interest. It refers to the technique or the procedure the researcher would adopt in selecting

24
items for the sample. Sample design also leads to a procedure to tell the number of items to
be included in the sample i.e., the size of the sample.

And non-probability sampling technique is used in this study

Sampling techniques

A sampling technique is the name or other identification of the specific process by which
the entities of the sample have been selected. For the purpose of analysis, the data has been
collected from 100 customers from the selected sampled respondents in Dharmapuri town
area.

Sample size

The sample of 100 respondents was chosen for the study.

Area of the study

The study is conducted in Dharmapuri urban areas.

Sources of Data Collection

Primary data

The primary data are those whiles are collected a fresh and for the first time and the
happen to be original.

Primary data collected from character respondents.

Secondary data

The secondary data was collected published data (various publications) from website,
books and records maintained the organization

25
Statistical tools applied

 Simple percentage analysis

 Likert scale

Simple percentage analysis:

Percentage is a kind of ratio analysis. Percentages are used in making comparison

between two or more series of data percentage describes relationship. It can also be used to
compare the relatives of distribution of two or more series of data

Actual Respondents

Percentage of Respondents = -------------------------------------- *100

Total Respondents

26
 CHAPTER-5

DATA ANLAYSIS AND INTERPRETATION

TABLE NO: 5.1

Table showing gender of the respondents

[Link] Particulars No. of Respondents Percentage

1. Male 70 70

2. Female 30 30

Total 100 100

CHART NO: 5.1

Chart showing gender of the respondents

GENDER

30%

Male
Female
70%

Source Primary data

Interpretation:

From the above Pie chart, we see that 70% of the respondents are Male, while 30% are
female. This analysis shows that male respondents make up the majority at 70%.

27
 TABLE NO: 5.2

Table showing age group of the respondents

S. no Particulars No. of Respondents Percentage

1. 18-25 24 24

2. 25-35 42 42

3. 35-35 30 30

4. Above 50 4 4

Total 100 100

CHART NO: 5.2

Chart showing age group of the respondents

AGE
50

40

30

20 [Link] Respondents

10

0
18-25 25-35 35-50 Above 50

Source Primary data

Interpretation:

From the above bar graph illustrates the distribution of respondents across different age
groups: 24% belong to the 18-25 age group, 42% to the 25-35 age group, 30% to the 35-50
age group, and 4% are above 50.

28
 TABLE NO: 5.3

Table showing occupation of the respondents

S. no Particulars No. of Respondents Percentage

1. Government employee 14 14

2. Private employee 36 36

3. Business 20 20

4. Others 30 30

Total 100 100

CHART NO: 5.3

Chart showing occupation of the respondents

OCCUPATION

14%
30% Government employee
Private employee
Business
36%
20% Others

Source Primary data

Interpretation:

From the above pie chart, represents the occupational distribution of the respondents: 14%
are government employees, 36% are private employees, 20% are engaged in business, and
30% are involved in other activities.

29
 TABLE NO: 5.4

Table showing the annual income of the respondents

S. no Particulars No. of Respondents Percentage

1. Less than 2 lakhs 38 38

2. 2 lakhs-5 lakhs 48 48

3. 5 lakhs-8 lakhs 12 12

4. Above 8 lakhs 2 2

Total 100 100

CHART 5.4

Chart showing the annual income of the respondents

ANNUAL INCOME
2%
12%

38% Less than 2 lakhs

2 lakhs-5 lakhs
5 lakhs-8 lakhs
Above 8 lakhs
48%

Source Primary data

Interpretation:

From the above pie chart, it represents the annual income of distribution of respondents:
38% earn less than 2 lakhs, 48% earn between 2-5 lakhs, 12% earn between 5-8 lakhs, and
2% earn above 8 lakhs.

30
 TABLE NO: 5.5

Table showing the education qualification of the respondents

S. no Particulars No. of Respondents Percentage

1. Schooling 26 26

2. Graduate 53 53

3. Post Graduate and above 16 16

4. Illiterate 5 5

Total 100 100

CHART NO: 5.5

Chart showing the education qualification of the respondents

EDUCATION QUALIFICATION

5%
16% 26% Schooling
Graduate
Post Graduate and above
Illiterate
53%

Source Primary data

Interpretation:

From the above pie chart represents the educational qualifications of the respondents:
26% have completed schooling, 53% are graduates, 16% have a postgraduate degree or
higher, and 5% are illiterate.

31
 TABLE NO: 5.6

Table showing common place where the respondents usually buy grocery products

S. no Particulars No. of Respondents Percentage

1. Super Markets 85 85

2. Local Grocery Stores 10 10

3. Online Stores - -

4. Wholesale Markets 5 5

Total 100 100

CHART NO: 5.6

Chart showing common place where the respondents usually buy grocery products

100
85 85
80

60

40

20 10 10
5 5
0 0
0
SUPER MARKETS LOCAL GROCERY WHOLESALE ONLINE STORES
STORES MARKETS

[Link] Respondents Percentage

Source Primary data

Interpretation:

From the above bar graph, it represents the common places where respondents usually
purchase grocery products: 85% shop at supermarkets, 10% at local grocery markets, 0% at
online stores, and 5% at wholesale markets.

32
 TABLE NO: 5.7

Table showing the factors that influence purchase decision of the respondents

S. no Particulars No. of Respondents Percentage

1. Product Quality 48 48

2. Product Price 6 6

3. Product Availability 8 8

4. Brand Reputation 38 38

Total 100 100

CHART NO: 5.7

Chart showing the factors that influence purchase decision of the respondents

FACTORS INFLUENCING PURCHASE

DECISION

Product Quality
38%
48% Product Price
Product Availability
8% Brand Reputation

6%

Source Primary data

Interpretation:

From the above pie chart illustrates the factors influencing respondents purchase
decision: 48% prioritize product quality, 6% consider product price , 8% focus on product
availability, and 38% value brand reputation.

33
 TABLE NO: 5.8

Table showing the commonly purchased grocery brands

S. no Particulars No. of Respondents Percentage

1. Hindustan Unilever Company 50 50

2. Imperial Tobacco Company 4 4

3. Both Equally 40 40

4. Others 6 6

Total 100 100

CHART NO: 5.8

Chart showing the commonly purchased grocery brands

GROCERY BRAND

6%
Hindustan Unilever Company
Imperial Tobacco Company
40% 50%
Both Equally
Others
4%

Source Primary data

Interpretation:

From the above pie chart illustrates the grocery brands most commonly purchased by
respondents: 50% prefer Hindustan Unilever Limited, 4% choose Imperial Tobacco
company,40% purchase both equally, and 6% opt for other brands.

34
 TABLE NO: 5.9

Table showing the duration of usage of HUL and ITC products of the respondents

S. no Particulars No. of Respondents Percentage

1. Less than 1 Year 4 4

2. 1-3 Years 10 10

3. 3-5 Years 6 6

4. More than 5 Years 80 80

Total 100 100

CHART NO: 5.9

Chart showing the duration of usage of HUL and ITC products of the respondents

DURATON OF USAGE
100

80

60
[Link] Respondents
40
Percentage
20

0
Less than 1 1-3 Years 3-5 Years More than 5
Year Years

Source Primary data

Interpretation:

From the above bar graph illustrates the duration of usage of HUL and ITC products of
the respondents: 4% of them using less than 1 year, 10% of them using 3-5 years, 6% of them
using 3-5 years, and 80% of them using more than 5 years.

35
 TABLE NO: 5.10

Table showing the impact of product quality on brand loyalty of the respondents

S. no Particulars No. of Respondents Percentage

1. Yes 96 96

2. No 4 4

Total 100 100

CHART NO: 5.10

Chart showing the impact of product quality on brand loyalty of the respondents

IMPACT OF PRODUCT QUALITY ON BRAND

LOYALTY
4%

Yes
No
96%

Source Primary data

Interpretation:

From the above pie chart illustrates the impact of product quality on brand loyalty
among respondents: 96% responded “Yes”, while 4% responded “No”.

36
 TABLE NO: 5.11

Table showing rating for the value of money of the respondents

S. no Particulars No. of Respondents Percentage

1. Excellent 12 12

2. Good 54 54

3. Average 34 34

4. Poor 0 0

Total 100 100

CHART NO: 5.11

Chart showing rating for the value of money of the respondents

VALUE FOR MONEY

60
50
40
No. of Respondents
30
Percentage
20
10
0
Excellent Good Average Poor

Source Primary data

Interpretation:

From the above bar graph illustrates respondents rating for the value for money of HUL
and ITC products: 12% rated them as Excellent, 54% as Good, 34% as Average, and 0% as
poor.

37
 TABLE NO: 5.12

Table showing the helpfulness and informative of product packaging and wrappers of
the respondents

S. no Particulars No. of Respondents Percentage

1. Yes 90 90

2. No 10 10

Total 100 100

CHART NO: 5.12

Chart showing the helpfulness and informative of product packaging and wrappers of
the respondents

HELPFULNESS AND INFORMATIVE

10%

Yes
No

90%

Source Primary data

Interpretation:

From the above pie chart illustrates respondents opinions on the helpfulness and
informativeness of product packaging and wrappers: 90% responded “Yes”, while10%
responded “No”.

38
 TABLE NO: 5.13

Table showing key aspects of product quality of the respondents

S. no Particulars No. of Respondents Percentage

1. Taste 18 18

2. Packaging 20 20

3. Freshness 40 40

4. Ingredients Used 22 22

Total 100 100

CHART NO: 5.13

Chart showing key aspects of product quality of the respondents

KEY ASPECTS OF PRODUCT QUALITY

45
40
35
30
25
20
No. of Respondents
15
10
5
0
Taste Packaging Freshness Ingredients
Used

Source Primary data

Interpretation:

From the above bar graph highlights the key aspects of product quality considered by
respondents: 80% prioritize taste, 20% focus on packaging, 40% value freshness, and 22%
consider the ingredients used.

39
 TABLE NO: 5.14

Table showing the likelihood of using HUL and ITC products in the future of the
respondents

S. no Particulars No. of Respondents Percentage

1. Definitely 59 59

2. Probably 30 30

3. Probably not 11 11

4. Definitely not 0 0

Total 100 100

CHART NO: 5.14

Chart showing the likelihood of using HUL and ITC products in the future of the
respondents

0%
LIKELIHOOD OF USING PRODUCTS
11%

30%
59%

Definitely Probably Probably not Definitely not

Source Primary data

Interpretation:

From the above pie chart, the likelihood of respondents using HUL and ITC products in
the future is as follows: 59% said definitely, 30% said probably, 11% said probably not and
0% said definitely not.

40
 TABLE NO: 5.15

Table showing suggesting the products to friends and family by the respondents

S. no Particulars No. of Respondents Percentage

1. Definitely 28 28

2. Probably 60 60

3. Probably not 8 8

4. Definitely not 4 4

Total 100 100

CHART NO: 5.15

Chart showing suggesting the products to friends and family by the respondents

SUGGESTING THE PRODUCT

4%

8%
28%
Definitely
Probably
Probably not

60% Definitely not

Source Primary data

Interpretation:

From the above pie chart it represents the respondents likelihood of recommending the
products to friends and family as follows: 28% said definitely, 60% said probably,8% said
probably not and 4% said definitely not.

41
 TABLE NO: 5.16

Table assessing the quality of HUL and ITC products by the respondents

S. no Particulars No. of Respondents Percentage

1. Excellent 18 18

2. Good 50 50

3. Average 32 32

4. Bad 0 0

Total 100 100

CHART NO: 5.16

Chart assessing the quality of HUL and ITC products by the respondents

QUALITY OF THE PRODUCT

60

50

40

30
No. of Respondents
20

10

0
Excellent Good Average Bad

Source Primary data

Interpretation:

From the above bar graph illustrates respondents feedback on the quality of HUL and
ITC products: 18% rated the quality as Excellent, 50% as Good, 32% as Average, and 0% as
Bad.

42
 TABLE NO: 5.17

Table assessing the innovation of HUL and ITC products by the respondents

S. no Particulars No. of Respondents Percentage

1. Extremely innovative 26 26

2. Very innovative 36 36

3. Somewhat innovative 26 26

4. Not innovative 12 12

Total 100 100

CHART NO: 5.17

Chart assessing the innovation of HUL and ITC products by the respondents

INNOVATION

12%
26% Extremely innovative
Very innovative
26%
Somewhat innovative
Not innovative
36%

Source Primary data

Interpretation:

From the above pie chart it represents the innovation of HUL and ITC products: 26%
consider them Extremely Innovative, 36% saying Very Innovative, 26% of considering
Somewhat Innovative, and 12%Not Innovative.

43
 TABLE NO: 5.18

Table showing the satisfaction level of the respondents towards HUL products

S. Particulars No. of Respondents Percentage

no

Very Satisfied Neutral Unsatisfied Very

Satisfied Unsatisfied

1. Product 40 30 26 4 0 100
quality

2. Product 20 48 25 7 0 100
quantity

3. Product 44 25 23 8 0 100
availability

4. Ease of Use 44 26 24 6 0 100

5. Product 20 45 20 15 0 100
innovation

6. Product 48 24 28 10 0 100
packaging

7. Product 7 40 35 10 8 100
price

44
 CHART NO: 5.18

Chart showing satisfaction level of the respondents towards of HUL products

SATISFACTION LEVEL OF HUL

Very Satisfied Satisfied Neutral Unsatisfied Very Unsatisfied

100 100 100 100 100 100 100

48 45 48
40 44 44 40
35
3026 2624 28
25 2523 24
20 20 20
15
7 8 6 10 7 10 8
4
0 0 0 0 0 0

Product Product Product Ease of Use Product Product Product price

quality quantity availability innovation packaging

Source Primary data

Interpretation:

From the bar graph represents respondents satisfaction levels with HUL company
products. According to the data, 40% of respondents are high satisfied with the product
quality, while 48% are satisfied with the product quantity. Additionally 44% are very
satisfied with product availability and 44% expressed high satisfaction with the ease of use.
Similarly 45% are satisfied with product innovation, while 48% are very satisfied with the
product packaging. Lastly 40% are satisfied with the product price.

45
 TABLE NO: 5.19

Table showing the satisfaction level of the respondents towards ITC products

S. Particulars No. of Respondents Percentage

no

Very Satisfied Neutral Unsatisfied Very

Satisfied Unsatisfied

1. Product 30 40 20 10 0 100
quality

2. Product 19 42 24 15 0 100
quantity

3. Product 43 33 15 9 0 100
availability

4. Ease of Use 47 23 17 13 0 100

5. Product 42 28 15 8 7 100
innovation

6. Product 25 34 26 10 0 100
packaging

7. Product 20 43 17 8 12 100
price

46
 CHART NO: 5.19

Chart showing the satisfaction level of the respondents towards ITC products

SATISFACTION LEVEL OF ITC

Very Satisfied Satisfied Neutral Unsatisfied Very Unsatisfied

100 100 100 100 100 100 100

47
40 42 43 42 43
33 34
30 28
24 23 25 26
20 19 17 20 17
15 15 13 15 12
10 9 87 10 8
0 0 0 0 0

Product Product Product Ease of Use Product Product Product price

quality quantity availability innovation packaging

Source Primary data

Interpretation:

The bar graph represents respondents' satisfaction levels with ITC company products.
According to the data, 40% of respondents are satisfied with the product quality, while 42%
are satisfied with the product quantity. Additionally, 43% are very satisfied with product
availability, and 47% expressed high satisfaction with the ease of use. Similarly, 42% are
very satisfied with product innovation, while 34% are satisfied with the product packaging.
Lastly, 43% are satisfied with product price.

47
 CHAPTER-6

6.1 FINDINGS

 Majority 70% of respondents are come under the male respondents

 Majority 42% of respondents are comes under the age group 25-35 years the above
analysis concluding that the middle aged person are responded

 36% of respondents are private employees.

 Majority of the respondents are earning annual income of 2 lakhs-5 lakhs of 48%

 53% of respondents are graduated persons.

 85% of respondents buy grocery products in supermarkets.

 48% of respondents say that product quality influences the purchase decision.

 50% of respondents buy Hindustan Unilever Company products most frequently.

 80% of respondents using HUL and ITC products more than 5 Years.

 96% of respondents believe that product quality affects brand loyalty.

 54% of respondents say Good value for the money.

 90% of respondents say that the information in packaging wrapper is helpful and
informative

 40% of respondents feel freshness of the product most matters in product quality.

 59% of respondents uses HUL and ITC products in the future

 60% of respondents recommend the HUL and ITC products to their friends and family.

 50% of respondents say the product quality of HUL and ITC products is good.

48
 36% of respondents say the HUL and ITC company products are very innovative.

 Satisfaction levels with HUL company products. According to the data, 40% of
respondents are high satisfied with the product quality, while 48% are satisfied with the
product quantity. Additionally 44% are very satisfied with product availability and 44%
expressed high satisfaction with the ease of use. Similarly 45% are satisfied with product
innovation, while 48% are very satisfied with the product packaging. Lastly 40% are
satisfied with the product price.

 The bar graph represents respondents' satisfaction levels with ITC company products.
According to the data, 40% of respondents are satisfied with the product quality, while
42% are satisfied with the product quantity. Additionally, 43% are very satisfied with
product availability, and 47% expressed high satisfaction with the ease of use. Similarly,
42% are very satisfied with product innovation, while 34% are satisfied with the product
packaging. Lastly, 43% are satisfied with product price.

49
 6.2 SUGGESTION

 HUL and ITC should focus on maintaining and improving product quality to foster brand
loyalty.
 Companies should invest in quality control measures to ensure consistency in product
quality.
 Marketers should emphasize the quality aspect of their products in their marketing campaigns
to increase consumer awareness and perception.

 Further research should be conducted to explore the relationship between product quality and
brand loyalty in other regions and product categories.

50
 6.3 CONCLUSION

 Assessing the impact of product quality is crucial in building brand loyalty for HUL and ITC
grocery products. High-quality products enhance customer satisfaction, leading to repeat
purchases and positive word-of-mouth. Consumers associate consistent quality with
reliability and trust, strengthening their emotional connection to the brand.

 For HUL and ITC, maintaining superior product standards, ensuring hygiene, and adapting
to consumer preferences can significantly influence customer retention. Moreover, in a
competitive grocery market, product quality acts as a key differentiator, helping these brands
sustain long-term loyalty and market leadership. Therefore, continuous quality assessment
and improvement are essential strategies for fostering brand trust and loyalty.

51
 BIBLIOGRAPHY

 Research Methodology book by- Dr. Pawankumaroberai, Global Academic Publishers.

 Research Methodology book by-T. Raju and R. Prabhu, MJP Publishers.

 Solomon, M. R. (2019). Consumer Behaviour: Buying, Having and Being(13th ed)

Pearson.

 Amstrong, G.,A & Kotler, p, (2020), Principles of Marketing (18th ed) Pearson.

52
 WEBLIOGRAPHY

 [Link]

 [Link]

 [Link]

 [Link]

 [Link]

 [Link]

53
A STUDY ON ASSESSING THE IMPACT OF PRODUCT QUALITY
ON BRAND LOYALTY HUL AND ITC GROCERY PRODUCTS IN
DHARMAPURI TOWN

QUESTIONNAIRE

1. Name

2. Gender

a) Male b) Female

3. Age

a) 18-25 b) 25-35

c) 35-50 d) Above 50

4. Occupation

a) Government employee b) Private employee

c) Business d) Others

5. Annual income

a) Less than 2 lakhs b) 2 lakhs-5 lakhs

c) 5 lakhs-8lakhs d) Above 8 lakhs

6. Education qualification

a) Schooling b) Graduate

c) Post Graduate and above d) Illiterate

7. Where do you usually buy grocery products ?

a) Supermarkets b) Local Grocery Stores

c) Online Stores d) Wholesale Markets

54
8. What factors influence your purchase decision the most ?

a) Product Quality b) Product Price

c) Availability d) Brand Reputation

9. Which grocery brand do you purchase most frequently ?

a) Hindustan unilever company b) Imperial Tobacco Company

c) Both Equally d) Other (Specify) ---------------

10. How long who have been using the HUL and ITC products ?

a) Less than 1 Year b) 1-3 Years

c) 3-5 Years d) More than 5 Years

11. Do you believe product quality affects your brand loyalty ?

a) Yes b) No

12. How would you rate the value for the money of the HUL and ITC companies product ?

a) Excellent b) Good

c) Average d) Poor

13. Is the information provided in the products packaging wrapper is helpful and
informative ?

a) Yes b) No

14. Which aspects of product quality matter most to you ?

a) Taste b) Packaging

d) Freshness d) Ingredients used

15. Are you likely to use HUL and ITC products in the future ?

a) Definitely b) Probably

c) Probably not d) Definitely not

55
16. Would you suggest HUL and ITC products to your friends and family?

a) Definitely b) Probably

d) Probably not d) Definitely not

17. How do you assess the quality of the HUL and ITC products ?

a) Excellent b) Good

c) Average d) Bad

18. How would you assess the innovation of HUL and ITC products ?

a) Extremely innovative b) Very innovative

c) Somewhat innovative d) Not innovative

19. What is the level of satisfication with HUL products ?

Very Satisfied Neutral Unsatisfied Very

Satisfied Unsatisfied

Product
Quality

Product
Quantity

Product
Availiability

Ease of
Use

Product
Innovation

Product
Packaging
Product
Price

56
20. What is the level of satisfication with ITC products ?

Very Satisfied Neutral Unsatisfied Very

Satisfied Unsatisfied

Product
Quality

Product
Quantity

Product
Availiability

Ease of
Use

Product
Innovation

Product
Packaging
Product
Price

57