TO STUDY CUSTOMER SATISFACTION LEVEL

TOWARDS FOGG PERFUME

MINI PROJECT
SUMBITTED
TO
SCHOOL OF MANAGEMENT
INPARTIAFULFILLMENT OF THE REQUIREMENTS
FOR CLASS INTERNAL ASSESSMENT
RESEARCH METHODOLOGY
BY
Roshan Sharma.R-21e4119
Naveen. D - 21e4155
John Daniel. J- 21e4111
Nachiappan- 21e4108
Charmita. P - 21e4130
NithyaShree. I -21e4114
TEAM- 7
UNDERTHEGUIDANCE OF

SCHOOL OF MANAGEMENT
DDGD VAISHNAV COLLEGE
CHENNAI-600106

1
 LIST OF CONTENTS
CHAPTER CONTENTS PAGE
NO
I INTRODUCTION 3-5
1.1 INDUSTRY PROFILE 6-7
1.2 PRODUCT PROFILE 7-10
1.3 ABOUT THE TOPIC 11-12
1.4 SURVEY OF LITERATURE 12
II RESEARCH OBJECTIVES 13
2.1 SCOPE OF THE STUDY 14
2.2 NEED OF THE STUDY 14
2.3 OBJECTIVES 14-15
III RESEARCH METHODOLOGY 16
17 - 18
3.1 TYPE OF RESEARCH
3.2 RESEARCH APPROACH 18
3.3 SAMPLING DATA
3.3.1 POPULATION AND SAMPLING UNIT 18-20
3.3.2 SAMPLE SIZE
3.3.3 SAMPLING PROCEDURE
3.4 MODE OF DATA COLLECTION 20
3.5 DATA COLLECTION INSTRUMENT 20
3.6 DESIGN AND PRETESTING OF 20
QUESTIONNAIRE
3.7 TOOLS AND TECHNIQUES USED FOR 20-21
ANALYSIS
IV LIMITATION OF THE STUDY 22
V DATA ANALYSIS AND INTERPRETATION 23-36
VI FINDINGS 37
VII SUGGESTIONS 38
VIII CONCLUSION 39
IX BIBLIOGRAPHY AND WEBLIOGRAPHY 40
ANNEXURES 41
1) QUESTIONNAIRE

2
CHAPTER I
INTRODUCTION

3
 INTRODUCTION

Customer satisfaction is defined as a measurement that determines how happy customers are
with a company's products, services, and capabilities. Customer satisfaction information,
including surveys and ratings, can help a company determine how to best improve or changes its
products and services.

Keeping the existing customers happy should always be a priority for any company or an
organization. Customer satisfaction is important because it hugely increases the chances of a
customer returning to do more business. Customer loyalty won't come easy if one is not focused
on pleasing your base.

The three Cs of customer satisfaction: Consistency, consistency, consistency.

Consistency is the key to customer satisfaction. A study of 27,000 American consumers by
McKinsey & Company has found that a consistent customer experience across the entire
customer journey will increase customer satisfaction, build trust and boost loyalty.

Harley Manning and Kerry Bodine stated that:

“Companies that want to produce a high-quality customer experience also need to routinely
perform a set of sound, standard practices. These practices fall under six high-level disciplines:
strategy, customer understanding, design, measurement, governance, and culture.”
In 2022, it’s a necessity. According to Gartner, 81% of marketer’s view customer satisfaction as
the main competition area in their industry.

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But the competitive edge is not all. According to PwC, 59% of customers will leave a company
after several bad experiences, and 17% after one bad customer experience. Yes, this also
concerns your previously loyal customers. And yes, they won’t be back.

As you see, you can’t underestimate the importance of customer satisfaction. It’s the best way to
secure loyal customers who’ll eventually turn into brand ambassadors. Every company should
treat customer satisfaction as an essential business factor and work on improving it. And
therefore this is what the present study is about the consumer satisfaction in the FMCG category
of product in the case of Fogg perfumes.

5
1.1 INDUSTRY PROFILE:

LAUNCHING OF THE PRODUCT:

The Company firstly specialized in hotel searching platforms as well as flight and car rental
services. And Fogg started operating firstly in Barcelona, Spain.
Fogg was finally launched in end-2011 with the tagline “Bina gas Wala spray” (deodorant
without gas).
The market response was overwhelming. Media reports, quoting Nielsen data, have said that Fog
is now the leader in the deodorant market with a 12 percent share.
And in six years since the launch of Fogg the market for deodorants in India has expanded four
times to Rs 3,600 crore from Rs 900 crore earlier.
…
Vision:
 Our vision is to be recognized as the company that offers scent and flavor features that
express the unique character of every individual, every place, and every experience.
 We always overcome even the toughest challenges, supported by streamlined, efficient,
reliable business processes that provide ample room for creativity and daring, cutting-
edge innovation.
 Through our continuous connections with the world, we turn people’s wants into real
products of superior quality.
 Working with us is easy.
 In fact, we work with outstanding people and organizations to accomplish outstanding
outcomes.

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Mission:
 Our mission is to offer scent and flavor features that sustain the values and lifestyles of
every man and every woman in everycontinent.
 We believe that fragrances and flavors are essential elements ofhumanity; theyrepresent a
precious treasure that Moellhausen endeavors to protect, share, and reinvent with tireless
enthusiasm.
USP OF FOGG PERFUMES:
The Main USP of Fogg perfumes is that it lasts longer compared to other deodorants in the
consumer market. The brand has offered several variants of deodorants to its customers and is
available for both men and women.

1.2 PRODUCT PROFILE:

The global Fogg perfume market reached a value of US$ 33.5 Billion in 2021. Looking forward,
IMARC Group expects the market to reach US$ 47.6 Billion by 2027, exhibiting a CAGR of
6.1% during 2022-2027. Keeping in mind the uncertainties of COVID-19, we are continuously
tracking and evaluating the direct as well as the indirect influence of the pandemic. These
insights are included in the report as a major market contributor.

7
 Breakup by Distribution Channel:
 Specialty Stores
 Departmental Stores
 Online Stores
 Hypermarkets & Supermarkets
 Others
On the basis of distribution channel, the fogg market has been segmented into specialty stores,
departmental stores, online stores, hypermarkets & supermarkets and others. Currently, specialty
stores dominate the market, holding the largest share among other perfumes after axe in the
regional markets.

Regional Insights:
 Brazil
 United States
 Germany
 France
 India
 Russia

Region-wise, the market has been segmented into Brazil, the United States, France, Germany
and Russia. Amongst these, Brazil represents the largest market, accounting for majority of the
global market.

The brand guarantees at least eight hundred sprays per single bottle, which is a huge
achievement. When the deodorant market was flooded with similar types of products the parent
company came up with a unique and never heard of a product that was liquid based instead of
typical gas based. Its products promise quality assurance as it undergoes dermatological testing
and hence consumers are assured of no side effects. Its varied product portfolio includes-
Fogg Deodorant for Men
Fogg Black Collection Fresh
Fogg fantastic Four Extreme No Gas
Fogg Majestic Deodorant Spray
Fogg Marco, Imperial Pack of 2
Fogg Marco Deodorant

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Fogg 1000 Forever Deodorant
Fogg Royal Imperial Pack of 2
Fogg Napoleon Deodorant Spray
Fogg Bleu Series Forest Deodorant
Fogg Bleu Ocean body Spray
Fogg Bleu Island Body Spray
Fogg Victor Deodorant
Fogg Victor Monarch Marco
Fogg Black Collection Aqua
Fogg Scent The Commander And
Fogg Punch Deodorant Spray
Fogg Fresh Fougere Deodorant Spray
Fogg Rush Deodorant Spray
Fogg Deodorant for Women

Fogg Delicious, Paradise, Radiate

Fogg Black Collection Blossom
Fogg Paradise Radiate Pack of 2
Fogg Essence Radiate Pack of 2
Fogg Essence, Paradise, Radiate
Fogg Delicious, Essence Radiate
Fogg Paradise Deodorant
Fogg Delicious, Paradise Pack of 2
Fogg I Am queen Eau De Parfum
Fogg Essence Paradise Pack of 2
Fogg Make My Day Eau De Parfum
Fogg Delicious Radiate Pack of 2
Fogg Royal Deodorant Combo Pack of 4

9
Place in the Marketing mix of Fogg Deodorant
Fogg Deodorant has a Pan-India presence and its products are easily available at every nook and
corner of India. It has its headquarters based at Ahmedabad in Gujarat.

Fogg Deodorant has a strong and widespread network for distributing its products easily and fast
in the consumer market. It takes the help of its parent company which already has a powerful
distribution channel. As the brand offers an FMCG product it does not need an exclusive outlet
for selling purposes. Its distribution network includes services of manufacturers, C&F agents,
distributors, and retailers. Products are easily available at corner shops, grocery stores, malls,
hypermarkets, and supermarkets. Fogg Deodorant at its onset was launched also via an online
platform. It is now available via e-portals and online stores.

Price in the Marketing mix of Fogg Deodorant

Fogg Deodorant occupies more than 20% of the total market share and its estimated revenues are
nearly twenty-five crore rupees. It has targeted young generation from middle and upper middle
class belonging to urban cities as its target customers.

It was the first deodorant brand in India that targeted both men and women with separate
products. The brand has positioned itself as a body spray that does not have any gas and thus its
perfume and power last much longer. Fogg Deodorant is for fashion-conscious people who are
outdoor-oriented and trendy. The creator of Fogg Deodorant believes in the concept of more
quantity, low cost, and best value.

Fogg Deodorant has adopted a penetration pricing policy and has kept its product prices
reasonable and affordable so that it can capture further markets. The brand has differentiated
value proposition and promises to offer more value for money to its customers. It faces stiff
competition from several rival brands.

It is easy to reach the top but to maintain its position at the top is very difficult. Fogg deodorant
realizes it and hence has kept its product prices at par with the prices set up by its rival brands.
At same prices, it offers a better and long-lasting product that has been able to garner customer
attention. Its competitive pricing policy has been successful as it still occupies the first position
in consumer market leaving all its competitors behind.

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1.3 About the topic:
Customer satisfaction (CSAT) is a metric used to quantify the degree to which a customer is
happy with a product, service, or experience related to your business. This metric is calculated
via customer satisfaction surveys that ask how a customer feels about their experience, with
answers ranging between 'highly unsatisfied' and 'highly satisfied'.

Customer satisfaction takes into account various facets of the customer experience, such as:

 The availability of your products

 The purchasing process
 The steps after purchase
 The responsiveness of your team when resolving issues.

Customer satisfaction is ultimately a reflection of how a customer feels about interacting with
your brand, and businesses quantify these feelings with customer satisfaction surveys. These
responses can give you a picture of customer loyalty, which predicts the likelihood of customer
referrals.

Consumers have now multiple fragrances to choose from. Either if they are looking for an air-
freshener or a perfume, options are endless as there are big brands and incipient niche brands.

Some consumers are loyal to specific brands, usually these are the most known brands or brands
being advertised on TV for ages. However, there is an increasing group of demandingconsumers
which want something different. The niche perfumery market is responding to these needs in a
fantastic way. Despite of those who don´t believe in the permanence of this small brands in the
market, niche perfumery is growing in its own way. They may not produce millions of bottles
per year but they keep producing for faithful consumers, which is a business guarantee.

Moreover, the fact of being alternative brand allows niche brands to take more olfactory risks, as
the financial impact is limited. They usually use high-quality ingredients and have a creative
process more flexible than the one of prestige perfumes.

Consumers love the fact of buying a perfume which is unique and inspired in deep values which
they share. They want quality and they want to feel good when wearing it too.

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In this sense, niche perfumery lovers have a strong cultural attachment to fragrance and seek out
exclusive fragrances to smell different from the crowd. They are also willing to spend more
since they really see fragrances as their own olfactory signature.

There is something about the perfume world, about its permanent evolution, which has led us to
a fantastic challenge: producing fragrances with its own story.

The truth is that the perfume market has now reached its maturity. It is experiencing a
democratization, meaning everyone can now access to a perfume since there are so many
different prices and fragrances.
Fogg Perfumes focuses on every continent local markets in order to be able to reach consumer
needs, to match their expectations and to ensure we fogg offer as much quality as wellness. We
are capturing sensations all over the world to create unique stories through our fragrances.
And we are pretty sure we can also create the fragrance you are looking for.

1.4 Survey of literature:

In a the survey of literature , students analyse critically and concisely earlier research and
literature related to a particular research problem, and utilize them for their own research
purposes. It helps us in understanding the significance of new research and surveys and its
connections to earlier work.
Literature Review Customer satisfaction is an evaluation of difference between prior
expectations about product and its actual performance. Customer satisfaction is how customers
react towards the state of satisfaction, and how customers judge the satisfaction level.

Customer satisfaction (CS) has attracted serious research attention in the recent past year.
Customer satisfaction is now for all companies the primary criterion for the assessment of their
relationship with the market, a permanent object of their operating policies and an important
element for the reinforcement of company reputation, as well as a fundamental guide to direct
operational processes. So this paper is done in order to have a deeper understanding on the
customers, satisfaction but especially help the students, the managers and also all person which
can use it.

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CHAPTER II
RESEARCH OBJECTIVES

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2.1 SCOPE OF THE STUDY

The study deals with the customer profile, satisfaction and dissatisfaction of FOG brand and this
can be done as a study with other brands.

This idea is very useful for the markets to take proper

Step in designing the advertising and other promotional activities based on the demographic
target group and its characteristics. Sample respondents can be widened to get in depth
knowledge

 To study the customer satisfaction and value.

 Having high performance of the business.
 Attracting and relating customers.
 Adding the benefits people satisfaction
 Implementing total quantity management.

2.2 NEED FOR THE STUDY

 Customer satisfaction should be of great concern in all organization.

 Customer satisfaction plays the key role in the growth of any organisation.
 Customer satisfaction is one way in which on organization gets establishment and gains.
 Recognition among the publicEstablishing priorities and standards to judge how well
you’ve met these goals.
 The study will help in finding out where the industry lacks behind and how can it
improve and it also help to understand the satisfaction of customers at various levels

2.3 Objectives

 Understanding the expectations and requirements of your customers.

 Determining how well your company and its competitors are satisfying these
expectations and requirements.
 Developing service and/or product standards based on your findings.
 Examining trends over time in order to take action on a timely basis.

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2.3.1 Primary objectives

 To study the customer satisfaction level towards FOGG Deodorants.

 To identify the factors which contribute to customer’s satisfaction

 To know the demographic profile of users of FOGG brand.

 To assess the loyalty of the customers’ towards Fogg brand.

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CHAPTER III
RESEARCH METHODOLOGY

16
 RESEARCH METHODOLOGY
Type of research:
Descriptive research design is a type of research design that aims to obtain information to
systematically describe a phenomenon, situation, or population. More specifically, it helps
answer the what, when, where, and how questions regarding the research problem, rather
than the why.

The descriptive method of research can involve the use of many different kinds of research
methods to investigate the variables in question. It predominantly employs quantitative data,
although qualitative data is also used sometimes for descriptive purposes.

It is important to note that in the descriptive method of research, unlike in experimental

research, the researcher does not control or manipulate any variables.

Theories always require to be checked for relevance. Research methodology is adopted to check
a certain theory and its application along a specific set of academic standards. This is mandatory
so that all research meets the field specific standards.

Research methodology is applied on two important types of research process which involves
basic research and applied research. Basic research includes the work or research that has not
been done before. On the other hand, applied research involves the work that has already been
done.

3.1 DESCRIPTIVE RESEARCH

The type of research used here to know the consumer satisfaction towards fogg perfume is
Descriptive research

Descriptive research is defined as a research method that describes the characteristics of the
population or phenomenon that is being studied. This methodology focuses more on the “what”
of the research subject rather than the “why” of the research subject. In other words, descriptive
research primarily focuses on describing the nature of a demographic segment, without focusing
on “why” a certain phenomenon occurs. In other words, it “describes” the subject of the research,
without covering “why” it happens. It is called an observational research method because none
of the variables that are part of the research study are influenced in any capacity.

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Descriptive research method

Survey :

Survey research allows you to gather large volumes of data that can be analysed for frequencies,
averages and patterns. Common uses of surveys include describing the demographics of a
country or region, gauging public opinion on political and social topics, evaluating satisfaction
with a company’s products or an organization’s services .A structured questionnaire was
designed and survey was conducted for the consumers of fogg perfume.

3.2 RESEARCH APPROACH:

Research approaches are plans and the procedures for research that span the steps from broad
assumptions to detailed methods of data collection, analysis, and interpretation. This plan
involves several decisions, and they need not be taken in the order in which they make sense to
me and the order of their presentation here. The overall decision involves which approach should
be used to study a topic. Informing this decision should be the philosophical assumptions the
researcher brings to the study; procedures of inquiry (called research designs) and specific
research methods of data collection, analysis, and interpretation. The selection of a research
approach is also based on the nature of the research problem or issue being addressed, the
researchers’ personal experiences, and the audiences for the study. Thus, in this study, research
approaches, research designs, and research methods are three key terms that represent a
perspective about research that presents information in a successive way from broad
constructions of research to the narrow procedures of methods.

The research approach used here in this study is Survey method where a structured questionnaire
was designed to collect information regarding the satisfaction of consumers.

3.3 SAMPLING PLAN:

A sampling plan is a term widely used in research studies that provide an outline on the basis of
which research is conducted. It tells which category is to be surveyed, what should be the sample
size and how the respondents should be chosen out of the population. Sampling plan is a base

18
from which the research starts and includes the following three major decisions i.e., population
and sampling unit, sample size and sampling procedure

3.3.1 POPULATION AND SAMPLING UNIT:

A population is a complete set of people with a specialized set of characteristics, and a sample is
a subset of the population. The Population for the research were the current users of fogg
perfume.

3.3.2 SAMPLING SIZE:

Sample size measures the number of individual samples measured or observations used in a
survey or experiment.The sample size is a term used in market research for defining the number
of subjects included in a sample size. By sample size, we understand a group of subjects that are
selected from the general population and is considered a representative of the real population for
that specific study.

The sample size of the study is 101.

3.3.3 SAMPLING PROCEDURE:

Sampling is a process or technique of choosing a sub-group from a population to participate in

the study; it is the process of selecting a number of individuals for a study in such a way that the
individuals selected represent the large group from which they were selected. There are two
major sampling procedures in research. These include probability and non - probability
sampling.

The Sampling Procedure used in this survey is non probability sampling- Convenience
sampling.

Non-probability sampling: is a sampling technique where the odds of any member being
selected for a sample cannot be calculated. It’s the opposite of probability sampling, where you
can calculate the odds. In addition, probability sampling involves random selection, while non-
probability sampling does not–it relies on the subjective judgement of the researcher.

Convenience sampling: is defined as a method adopted by researchers where they collect

market research data from a conveniently available pool of respondents. It is the most commonly

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used sampling technique as its incredibly prompt, uncomplicated, and economical. In many
cases, members are readily approachable to be a part of the sample.

3.4 MODE OF DATA COLLECTION

Data Collection begins after a research problem has been defined and research design is chalked
out.

The Data source: Primary data and Secondary data

The Research approach: Survey Method

The Research Instrument: Questionnaire Method

The Respondents: Current users of fogg perfume.

3.5 DATA COLLECTION INSTRUMENT:

Data was collected through Survey method that was designed in Google form like a
questionnaire and circulated to the users of Fogg perfume.

3.6 DESIGN AND PRETESTING OF QUESTIONNAIRE:

 Data was collected through Google form by the data collected from the users and non
users directly.
 Questionnaire was framed in such a way that it had 2 parts.
 The first part has questions related to personal information to know the demography of
the respondents.
 The second part has questions related to the satisfaction with choices.
 The questionnaire finally had a likert type questions where they can share the level of
satisfaction.
 The questionnaire had totally 20 questions. Questions were framed in such a way that the
answers reflect the ideas and thoughts of the respondents.

3.7 TOOLS AND TECHNIQUES USED FOR ANALYSIS:

Analytical techniques are used to obtain findings. After tabulation of data, the tools provide a
scientific and mathematical solution to a complex problem.

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To do the analysis in this study SPSS (Statistical Package for the Social Sciences) issued for
statistical analysis.

Frequency Test:

Frequency analysis is a part of descriptive statistics. In statistics, the frequency or absolute

frequency of an event is the number of times the event occurred in an experiment or study.
These frequencies are often graphically represented in charts.

Chi-Square Test:

A chi-square (χ2) statistic is a test that measures how a model compares to

actualobserveddata.Thedatausedincalculatingachi-squarestatisticmustberandom,raw,
mutually exclusive, drawn from independent variables, and drawn from a large enough
sample. Chi-square tests are often used in hypothesis testing.

Correlation:

Correlation is a statistical measure (expressed as a number) that describes the size and
direction of a relationship between two or more variables. A correlation between variables,
however, does not automatically mean that the change in one variable is the cause of the
change in the values of the other variable.

21
 CHAPTER IV
LIMITATION OF THE STUDY:
 The study is limited up to 101 respondents
 The study is limited up to people in Tamil Nadu.
 The study is based only for people who are customers for the Fogg brand.
 Period of study is 2 months
 The result analysis is based on information provided by the respondents.
 Some of the respondents may be biased due to various factors hence the bias in the
response is not easy to find.
 The study is limited we only target the Fogg users above the age of 16.

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 CHAPTER 5

Data analysis

TABLE 5.1 Age of respondent

Valid
Frequency Percent Percent Cumulative Percent
Valid 16-25 89 88.1 88.1 88.1
26-40 4 4.0 4.0 92.1
41-60 5 5.0 5.0 97.0
Above
3 3.0 3.0 100.0
60
Total 101 100.0 100.0

Interpretation

Age from 16-25 are the most users of the Fogg perfume. They cover the 88percent of majority users.

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TABLE 5.2 PRICE RANGE OF RESPONDENT SEEK FOR

Frequency Percent Valid Percent Cumulative Percent

Valid 200-400 53 52.5 52.5 52.5
401-600 26 25.7 25.7 78.2
Above 600 12 11.9 11.9 90.1
Below 200 10 9.9 9.9 100.0
Total 101 100.0 100.0

Interpretation
By seeing the price respondents of the customer it is found that 53 percent of the customers
prefer price range between 200-400
Balance 47 percentage users ready to go for other prices

24
TABLE 5.3

Gender of the respondent * Type of Fogg Respondent use Cross tabulation 5.3.1

Count

Type of Fogg Respondent use

Fogg Fogg blue Fogg Fogg
majestic spring adventure 1000
body &bleu Men sprays other Total
Gender of the Male 4 15 28 10 6 63
respondent Female 1 17 14 3 3 38
Total 5 32 42 13 9 101

Symmetric Measures 5.3.2

Asymptotic
Standardized Approximate Approximate
Value Error Tb Significance
Interval by Interval Pearson's R -.121 .097 -1.208 .230c
Ordinal by Ordinal Spearman
-.149 .098 -1.504 .136c
Correlation
N of Valid Cases 101
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.

25
Interpretation:
 The bar chart represents that the male customers use Fogg adventurous men and the
female customers use Fogg blue spring and bleu in most.
 Also we find that Fogg majestic body is preferred less.
 Here using the asymptotic standard error assuming the null hypothesis H0 is accepted
there is no significant difference between female and male preference.

26
TABLE 5.4

Descriptive Statistic 5.4.1

Mean Std. Deviation N

Occupation of the
2.43 .898 101
respondent
place respondent buy the
2.59 .971 101
product

Correlation 5.4.2

Occupation of
the respondent place respondent buy the product
Occupation of the respondent Pearson Correlation 1 -.109
Sig. (1-tailed) .138
N 101 101
place respondent buy the Pearson Correlation -.109 1
product Sig. (1-tailed) .138
N 101 101

INTERPRETATION
 In this table we analyzed about descriptive statistics and find mean and standard
deviation.
 After that we created a table to find the correlation between the occupation of the
respondent and place of respondent they buy the product.
 The correlation between the two terms shows negative in this case the null hypothesis is
rejected alternative hypothesis is selected there is a significant difference between the two
variables.

27
TABLE 5.5
PLUM - Ordinal Regression:

Case Processing Summary 5.5.1

N Marginal Percentage
Price range 200-400 53 52.5%
respondent seek 401-600 26 25.7%
for Above 600 12 11.9%
Below 200 10 9.9%
Income of the 5000-10000 34 33.7%
respondent 10001-20000 18 17.8%
20001-40000 24 23.8%
Above 50000 3 3.0%
5 22 21.8%
Valid 101 100.0%
Missing 0
Total 101

Model Fitting Information 5.5.2

Model -2 Log Likelihood Chi-Square df Sig.
Intercept Only 56.966
Final 55.372 1.595 4 .810

Goodness-of-Fit 5.5.3
Chi-
Square df Sig.
Pearson 23.586 8 .003
Deviance 22.928 8 .003

Pseudo R-Square: 5.5.4

Cox and Snell .016
Nagelkerke .017
McFadden .007

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 Parameter Estimates 5.5.5
95% Confidence Interval
Upper
Estimate Std. Error Wald df Sig. Lower Bound Bound
Threshold [PRICE_RANGE = 1] .215 .414 .270 1 .603 -.596 1.026
[PRICE_RANGE = 2] 1.420 .440 10.414 1 .001 .557 2.282

[PRICE_RANGE = 3] 2.347 .499 22.134 1 .000 1.370 3.325

Location [INCOME=1] .316 .519 .370 1 .543 -.702 1.334

[INCOME=2] .023 .610 .001 1 .970 -1.172 1.218

[INCOME=3] -.155 .573 .073 1 .787 -1.278 .968

[INCOME=4] .817 1.122 .531 1 .466 -1.382 3.016

[INCOME=5] 0a . . 0 . . .

a. This parameter is set to zero because it is redundant.

INTERPRETATION
 Under this we analyze the two variables are Income of respondent and price preferred by
them in this income is independent variable and price seek for dependent.
 In this estimate we find that standard error is lesser than the significant so h0 is accepted
there is no significance difference between the income and price they seek for.

29
 TABLE 5.6
Chi-square test and Pearson, spearmen’s correlation.

Gender of the respondent * Quantity prefer by respondent

Chi-Square Tests 5.6.1

Value df Asymptotic Significance (2-sided)

Pearson Chi-Square 1.311a 3 .727
Likelihood Ratio 1.324 3 .723
Linear-by-Linear Association .869 1 .351
N of Valid Cases 101
a. 2 cells (25.0%) have expected count less than 5. The minimum expected count is 4.14.

Symmetric Measures 5.6.2

Asymptotic
Standardized Approximate
a b
Value Error Approximate T Significance
Interval by Interval Pearson's R .093 .099 .932 .354c
Ordinal by Ordinal Spearman Correlation .097 .098 .973 .333c
N of Valid Cases 101
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.

30
TABLE 5.7

Correlation between Occupation of respondent and transparency seek for.

Case Processing Summary 5.7.1
Cases
Valid Missing Total
N Percent N Percent N Percent
Occupation of the
respondent * Transparency 101 100.0% 0 0.0% 101 100.0%
of bottle preferred

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 Occupation of the respondent * Transparency of bottle preferred Cross tabulation 5.7.2
Count
Transparency of bottle preferred
Opaque Transparent Translucent Total
Occupation of the respondent School Student 3 3 0 6
College Student 16 33 13 62
Job 7 13 3 23
Home makers 1 2 1 4
Other 0 6 0 6
Total 27 57 17 101

Symmetric Measures 5.7.3

Asymptotic
Standardized
Value Error Approximate Tb Approximate Significance
Interval by Interval Pearson's R .055 .072 .551 .583c
Ordinal by Ordinal Spearman Correlation .046 .091 .455 .650c
N of Valid Cases 101
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.

32
Interpretation
 Usage of transparent Fogg is used more by college students and less by home maker.
 Also we find correlation of r value in Pearson 0.55 and spearmen 0.46 so the variable is
positively correlated.

TABLE 5.8
Analysis of occupation and rating by the respondent in chi-square test.

Case Processing Summary 5.8.1

Cases
Valid Missing Total
N Percent N Percent N Percent
Occupation of the respondent
101 100.0% 0 0.0% 101 100.0%
* Rating by respondent

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 Occupation of the respondent * Rating by respondent Cross tabulation 5.8.2
Count
Rating by respondent
bad neutral ok good excellent Total
Occupation of the respondent School Student 0 1 2 1 2 6
College Student 1 0 11 22 28 62
Job 0 0 2 12 9 23
Home makers 0 0 2 1 1 4
Other 1 0 1 3 1 6
Total 2 1 18 39 41 101

Chi-Square Tests 5.8.3

Value df Asymptotic Significance (2-sided)
Pearson Chi-Square 31.167a 16 .013
Likelihood Ratio 17.301 16 .366
Linear-by-Linear Association 1.106 1 .293
N of Valid Cases 101
a. 20 cells (80.0%) have expected count less than 5. The minimum expected count is .04.

34
Interpretation
 College and job customers are using more when compare to school student and home
maker.
 Thus, we find that college students are rated more for the product and also Home makers
are rated least for it so that the product should be developed according to the expectations
of the home makers too.
 Here the minimum expected count is 0.4 the target is also achieved there are very less in
number are opt for more than 4 balance are within the limit so the hypothesis is of null is
accepted at error of 5%.

TABLE 5.9 Chi-square test and systematic analysis

Gender of the respondent * fragrance:

Chi-Square Tests 5.9.1

Value df Asymptotic Significance (2-sided)
Pearson Chi-Square 11.299a 4 .023
Likelihood Ratio 12.790 4 .012
Linear-by-Linear Association 6.372 1 .012
N of Valid Cases 101
a. 4 cells (40.0%) have expected count less than 5. The minimum expected count is .38.

Symmetric Measures 5.9.2

Asymptotic
Standardized Approximate
a b
Value Error Approximate T Significance
Interval by Interval Pearson's R .252 .090 2.596 .011c
Ordinal by Ordinal Spearman Correlation .239 .094 2.448 .016c
N of Valid Cases 101
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.

35
INTERPRETATION
 In bar graph 4Cells (40.0%) have expected count less than 5. The minimum expected
count is .38.
 So majority of the respondent are very satisfied with the fragrance but we need to
consider the dissatisfied respondent here more than male female had respond the
fragrance at least option bad so we need to introduce new flavors according to the
expectations of females to so flower based fragrances are suggested to introduce in future
because that like flavor are most like by female users.

36
 CHAPTER VI
Findings:
• It's is to find that most of the Fogg users rated 3-4 mostly from this we came to know that
it not attain at top position but the market was favor as satisfied is neutrally done.

• Where the college users are mostly liked towards it where our next target to be cover up
and focus on other groups too because they are have less satisfaction compare to college
goings.

• Most (88%) of the respondents are opined that they will recommend Fogg deodorant to
their friends and Relatives.

• Most (50%) of the respondents use the Fogg perfume daily.

• Most (94%) of the respondents opined that the price is important while buying favorite
perfume.

• Majority (66%) of the respondents spends around Rs. 200 – Rs.300. 8.

• 46% of the respondents prefer to buy Fruits flavors.

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 CHAPTER VII
SUGGESTION

 As the study has highlighted Brand, Packaging, Bottle Design, Fragrance and Quality as
major factors,
 Therefore, it is being highly recommended that all these factors should be individually
analyzed in depth.
 Some respondents feel that the price of this brand is high, to increase further sales, price
may be reduced or
 Discounts and offers may be given. Varieties of fragrance can be introduced, and lasting
effect should also be concentrated.
 Innovative brand loyalty Programmers should be undertaken to create a class of stable
and steady group of consumers.
 Overall FOGG has covered the entire mass through their publicity particularly TV, online
advertisements.
 Need strong market recognition which can be built only through strong brand and product
promotion.

38
 CHAPTER VIII
Conclusion:
There are certain articles which reveal that side effects like skin irritation, breast cancers etc are
caused due to deodorants. The researcher has reported that excellent quality factor plays a key
role over other factors brand name, price, celebrity marketing, brand loyalty programming. This
boost of positivism in our everyday life increases vitality, improves our drive to accomplish, and
increases resistance to failure and this is done by the FOGG Brand. Through this study it is
concluded that customers are more satisfied towards Fogg deodorant.

39
 CHAPTER IX
Bibliography and webliography
Pearson – research methodology 2nd edition (Bajpai)
https://www.researchgate.net/publication/322910194_CUSTOMER_SATISFACTI
ON_TOWARDS_THE_FOGG_DEODORANT_AVADI_CHENNAI
https://www.google.com/url?sa=t&source=web&rct=j&url=http://ijrpublisher.com/
gallery/60-december-
615.pdf&ved=2ahUKEwjugYal1Pz3AhVMSGwGHV9UDl4QFnoECAQQAQ&us
g=AOvVaw2LjkswrNaV4-04isFo4UQ4.

40
ANNEXURE

41