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EXCEL International Journal of Multidisciplinary Management Studies ________________ ISSN 2249- 8834

EIJMMS, Vol.5 (6), JUNE (2015)


Online available at zenithresearch.org.in

CUSTOMER SATISFACTION TOWARDS THE FOGG DEODORANT,


AVADI, CHENNAI

A.K.SUBRAMANI*, J.MANIKANDAN** AND T.DHEEBAN***


*
ASSISTANT PROFESSOR,
VEL TECH BUSINESS SCHOOL, VEL TECH UNIVERSITY,
AVADI, CHENNAI 600062, TAMIL NADU, INDIA.
**
I YEAR M.B.A,
VEL TECH BUSINESS SCHOOL, VEL TECH UNIVERSITY,
AVADI, CHENNAI 600062. TAMIL NADU, INDIA.
***
I YEAR M.B.A,
VEL TECH BUSINESS SCHOOL, VEL TECH UNIVERSITY,
AVADI, CHENNAI 600062. TAMIL NADU, INDIA.

ABSTRACT
Deodorant is a mixture of fragrant essential oils or aroma compounds, fixatives and
solvents used to give the human body, animals, food, objects, and living spaces a pleasant scent.
Deodorants are substances applied to the body to affect body odor caused by bacterial growth
and the smell associated with bacterial breakdown of perspiration from our body. Deodorants
have been known to exist in some of the earliest human civilizations. Modern deodorantrybegan
in the late 19th century with the commercial synthesis of aroma compounds such as vanillin or
coumarone, which allowed for the composition of deodorants with, smells previously
unattainable solely from natural aromatics alone. The main objective of the study is to study the
customer satisfaction level towards FOGG Deodorants. The present study is descriptive in
nature. The study includes facts finding enquiries on the customer satisfaction. The major
purpose of descriptive research is the description of state of affairs as it exists at present. The
study aims at collecting the opinion of the customers about the FOGG brand. The sample size
taken for the study is 50. The important findings of the study is most (88%) of the respondents
are opined that they will recommend Fog deodorant to their friends and Relatives. Through this
study it is concluded that customers are more satisfied towards Fogg deodorant.

KEYWORDS: Customer loyalty, Customer Satisfaction, Deodorant, FOGG.

INTRODUCTION
A deodorant is a substance applied to the body to prevent body odder caused by the
bacterial breakdown of perspiration in armpits, feet, and other areas of the body. A subgroup of
deodorants, antiperspirants, affect odder as well as prevent sweating by affecting sweat glands.
Deodorants are classified and regulated as cosmetics by the U.S. Food and Drug
Administration and are designed to eliminate odder. Deodorants are usually alcohol-based.
Alcohol initially stimulates sweating, but may also temporarily kill bacteria. Deodorants can be
formulated with other, more persistent antimicrobials such or with metal chelant compounds that
slow bacterial growth. Deodorants may contain deodorant fragrances or natural essential
oils intended to mask the odder of perspiration. Over-the-counter products labelled as "natural

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EXCEL International Journal of Multidisciplinary Management Studies ________________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

deodorant crystal" containing the chemical potassium alum have gained new-found popularity as
an alternative health product, in spite of concerns about their contact dermatitis. A popular
alternative to modern commercial deodorants is ammonium alum, which is a common type
of alum sold in crystal form and often referred to as a deodorant crystal. It has been used as a
deodorant throughout history in Thailand, the Far East, Mexico and other countries Deodorants
and antiperspirants come in many forms. What is commonly used varies in different countries. In
Europe, aerosol sprays are popular, as are cream and roll-on forms. In the United States, solid or
gel forms are dominant.

FOGGPROFILE
Darshan Patel, the promoter of Vini Cosmetics, appears matter-of-fact about his
success. Sitting in his Ahmadabad office, dressed in his trademark white shirt and trousers, he
explains how he came up with a winning strategy for Fog. At the launch of 18+ in July 2011, his
first deodorant, Patel asked everyone for feedback. "People said it smelt good, the pricing was
fine but one feedback kept surfacing that 'deodorants get over fast'," he says. He decided to
address that concern of consumers by launching Fog, a product without gas. This prevents the
liquid from vaporizing easily, checks its wastage and makes a deodorant bottle last longer. Fog
was thus 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 Rs 2,000 Crore deodorant market with a 12 per cent share.
Vini Cosmetics was launched by Patel after he sold his one-third stake in Paras Pharmacy
to private equity (PE) company Actis for $43 million in 2006. "I was just 44 years old then, and
who wants to be unemployed," he says. Indeed, Patel had already built a formidable reputation
for being a market disruptor with some of the over-the-counter brands he built for Paras,
including Krack cream, Itch Guard, Set Wet, Dermicool and Livon. "My ability to seize the
consumer pulse was proven.

OBJECTIVES OF THE STUDY:


To study the customer satisfaction level towards FOG Deodorants.
To identify the factors which contribute to customers satisfaction
To know the demographic profile of users of FOGG brand.
To assess the loyalty of the customers towards Fog brand.

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.

LIMITATIONS OF THE STUDY:


The study is undertaken in Chennai city. The results therefore are confined to this area
and need not necessarily applicable to other places.
The findings of the study can be applicable to the period in which it has been done; it
need not be applicable as such for other period.

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EXCEL International Journal of Multidisciplinary Management Studies ________________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

This study is confined with FOG Deodorants and deodorants and not with other products
of the same brand.

RESEARCH DESIGN:
The present study is descriptive in nature. The study includes facts finding enquiries on the
customer satisfaction. The major purpose of descriptive research is the description of state of
affairs as it exists at present. The study aims at collecting the opinion of the customers about the
FOGG brand. The sample size taken for the study is 50.

DATA ANALYSIS AND INTERPRETATION
1. FREQUENCY ANALYSIS:
Percentage analysis is one of the descriptive statistical measures used to describe the
characteristics of the sample or population in totality. Percentage analysis involves computing
measures of variables selected of the study and its finding will give easy interpretation for the
reader.

S.No Particular Frequency Percent


Age group
1 18 to 25 years 32 64.0
2 17 to 45 years 17 34.0
3 Above 45years 1 2.0
Gender group
1 Male 49 98.0
2 Female 1 2.0
Qualification
1 S.S.L.C /H.S.C 8 16.0
2 U.G 18 36.0
3 P.G 22 44.0
4 Other 2 4.0
Occupation
1 Student 32 64.0
2 Employee 11 22.0
3 Self-employment 6 12.0
4 Others 1 2.0

(Source: Primary Data)

Table 1 showing that, majority (64%) of the respondents are belongs to the age group of 18 25
years. Most(98%) of the respondents are male. 44% of the respondents are Postgraduates.
Majority (64%) of the respondents are belongs to student category.

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EXCEL International Journal of Multidisciplinary Management Studies ________________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

Table 2 Frequency table Satisfaction of customers


S.No Particular Frequency Percent
If you were going to buy a brand deodorant what would be your selection?
1 Fogg 20 40.0
2 Axe 14 28.0
3 Park avenue 12 24.0
4 Charley 2 4.0
5 Others 2 4.0
Would you value as a part of your social life?
1 Yes 44 88.0
2 No 5 10.0
How often do you use deodorant?
1 Every day 12 24.0
2 Special occasion 14 28.0
3 Office/College 20 40.0
4 Other specific 3 6.0
When do you use deodorant?
1 Day 44 88.0
2 Night 4 8.0
3 Both 1 2.0
Does the price matter when you are buying a favorite deodorant?
1 Yes 47 94.0
2 No 1 2.0
Which brand deodorant product do you an interest in?
1 Fogg 17 34.0
2 Park Avenue 11 22.0
3 AXE 20 40.0
4 Charley 2 4.0
How much money did you spend for each bottle of deodorant?
1 Less thanRs.200 6 12.0
2 Rs.200-300 33 66.0
3 Rs.301-400 7 14.0
4 Above Rs.400 4 8.0

(Source: Primary Data)

From the table 2, it is inferred that 40% of the respondents are opined that they preferred
to buy Fog deodorant. Majority (88%) of the respondents opined that Fog deodorant is part of
their social life. 40% of the respondents said that they use deodorant while going to the office /
College. 88% of the respondents use the deodorants daily. Most (94%) of the respondents opined
that the price is important while buying favorite deodorant. 34% of the respondents are interested
in Fog brand. Majority (66%) of the respondents spends around Rs. 200 Rs.300.

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EXCEL International Journal of Multidisciplinary Management Studies ________________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

Table 3 Frequency table Satisfaction of customers


S.No Particulars Frequency percent
Which type of Deodorant smell do you prefer?
1 Flower 6 12.0
2 Chocolate 16 32.0
3 Fruits 23 46.0
4 Other 4 8.0
Will you recommend Fog deodorant to your friends/ relative?
1 Yes 44 88
2 No 6 12
(Source: Primary Data)

From the above table, it is inferred that 46% of the respondents prefers to buy Fruits
flavors. Majority (88%) of the respondents are opined that they will recommend Fog deodorant
to their friends and Relatives.

FINDINGS:
1. 40% of the respondents are opined that they preferred to buy Fog deodorant.
2. Majority (88%) of the respondents opined that Fog deodorant is part of their social life.
3. 40% of the respondents said that they use deodorant while going to the office / College.
4. Most (88%) of the respondents use the Fog deodorants daily.
5. Most (94%) of the respondents opined that the price is important while buying favorite
deodorant.
6. 34% of the respondents are interested in Fog brand.
7. Majority (66%) of the respondents spends around Rs. 200 Rs.300.
8. 46% of the respondents prefers to buy Fruits flavors.
9. Most (88%) of the respondents are opined that they will recommend Fog deodorant to
their friends and Relatives.

SUGGESTIONS:
Overall FOG has covered the entire mass through their publicity particularly TV, online
advertisements. 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.

CONCLUSION
There are certain articles which reveal that side effects like skin irritation, breast cancers etc. are
caused due to deodorants. Still the demand and craze for deodorants will never end as it plays an
important role in determining the personality of a person. There is no evidence or proper study or
experiment conducted still now to prove the criticisms. The ability of a fragrance to make us feel
like desired beings, connect us with memories, helps us to escape and help us show individuality
is phenomenal. 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 FOG Brand.
Through this study it is concluded that customers are more satisfied towards Fog deodorant.

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EXCEL International Journal of Multidisciplinary Management Studies ________________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

REFERENCE
BOOK:
Thanulingom.N, Research Methodology, Published by Himalaya Publication House,
Mumbai-04. | Taylor, S.A. & Baker, T. L. (1994) An Assessment of the relationship
between service quality and customer satisfaction in the formation of consumers'
purchase intentions, Journal of Retailing, Vol. 70 (2),Pp.163-78. | Kotler, P., Keller, K.L
(2006).
Marketing Management. 12th Edition, Pearson Prentice Hall, Upper Saddle River,
N.J., Northwestern University, pp.177-192. | NargundkarRajendra (2008).
Marketing Research: Text and Cases. New Delhi: Tata McGraw Hill Publishing
Company Limited. | Kotler Philip and Armstrong
Gary (2008). Principles of Marketing. 12th Edition, New Delhi: Pearson Education.
Kothari. C.R., Research Methodology, Published by WishwaPrakashan, 2000.

WEBSITES:
http://www.theaxeeffect.com/ | http://www.lynxeffect.com/

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