A Study On Consumer's Behaviour Towards Dabur and Its Products
A Study On Consumer's Behaviour Towards Dabur and Its Products
Project Report
On
Submitted to:
Of
Submitted by:
COLLEGE CERTIFICATE
This is to certify that Mr. Sourabh Gangam student of BBA Semester 4 Class of 2019-2021
has completed the Summer Assignment Project titled “A STUDY ON CONSUMER’S
BEHAVIOUR TOWARDS DABUR AND ITS PRODUCTS” under my guidance has
worked sincerely for the partial fulfillment of Bachelor of Business Administration for the
year 2019 to 2021 to the best of my knowledge and wish him success for the future
endeavors.
Date:
Place: Hyderabad
AMITY GLOBAL BUSINESS SCHOOL
HYDERABAD
DECLARATION
I Sourabh Gangam Student of Amity Global Business School, Hyderabad hereby declare that
the Project titled “A STUDY ON CONSUMER’S BEHAVIOUR TOWARDS DABUR
AND ITS PRODUCTS” is the record of authentic work done by me for submission of the
Summer Assignment Project as a partial fulfillment and has not been submitted in any other
university or Institute for the award of any other Degree.
An attempt has been made by me to provide all relevant and important details regarding the
topic to support the theoretical aspect and practical evidence related to the topic.
Date:-
Hyderabad
Acknowledgment
My heartfelt sincere Thanks to Dr P.Prasada Rao, Director General, Amity Global Business
School Hyderabad for giving me this opportunity for doing my project in Dabur.
My sincere & grateful thanks to my Faculty Guide Prof/Dr Surekha Thakur for guiding me
throughout my Project.
My sincere thanks to my Family members who stood by me motivating me to complete my
project successfully.
Date:-
Hyderabad
INTRODUCTION AND COMPANY PROFILE
Dabur India Ltd is one of the leading FMCG (Fast Moving consumer Goods) firms in India.
The corporate is additionally a world leader in Ayurveda with a portfolio of over 250
Herbal/Ayurvedic product. They operate in key customer product classes like Skin care,
Home care, Hair Care, Oral Care, Health Care and Foods.
The company’s FMCG portfolio includes 5 flagship brands with distinct brand identities,
Dabur as the master brand for natural health care product, Vatika for premium care, Hajmola
for digestives, Real for fruit juices and beverages and Fem for fairness bleaches and skin care
product. The corporate operates through 3 business units, specifically international business
division (IBD), consumer care division (CCD), and consumer health division (CHD). Their
CCD business is split into four key portfolios: healthcare, personal care, home care and
foods. Their CHD business offers a variety of health care product. Their IBD business
includes brands, like Dabur Amla and Vatika. the corporate has twenty progressive
manufacturing facilities unfold across the world. Of these, twelve production facilities are
The company encompasses a wide distribution network, covering six million stores with a
high penetration in each urban and rural markets. Their product even have an enormous
presence within the overseas markets and are offered in over a hundred and twenty countries
across the world. Their brands are extremely common within the Middle East, SAARC
countries, Africa, US, Europe and Russia. Dabur’s overseas revenue accounts for over half-
Dabur was founded by Dr. S.K Burman within the year 1884 that primarily manufactured
only ayurvedic drugs and natural consumer product. Dabur India Ltd was incorporated on
September sixteen, 1975 for manufacture of best edible & industrial guar gum powder and its
refined derivatives. within the year 1978, the corporate launched Hajmola pill, associate
Ayurvedic drugs used as a organic process aid. in the year 1979, they set Dabur research
Foundation. within the year 1986, the corporate was converted into a public company. in the
year 1988, they launched the pharmaceutical medicines. in the year 1992, they launched a
The company entered into a venture agreement with Gulden horst BV Netherland to create a
corporation for manufacture and selling of all sorts of chewing gum, bubble gum, toffees,
chocolate, cocoa related product and sugar based spreading creams etc. in the year 1994, the
corporate entered into capital market with their public issue. Also, they entered into medicine
section during the year. within the year 1996, the corporate entered into foods business with
the launch of Real beverage. In 1997, the corporate created a replacement producing unit with
specifically Chyawanprash and Ayurvedic Oils. within the year 1998, Burman family handed
In the year 2001, the corporate entered into the extremely specialised space of cancer medical
aid. in the year 2003, the corporate demerged their prescription drugs business from the
FMCG business into a separate company as a part of plans to produce bigger focus to both
the companies. With this, the corporate currently for the most part contains of the FMCG
business that embody personal care product, healthcare product and Ayurvedic Specialties,
whereas the pharmaceuticals business would come with medical aid, medicine formulations
During the year 2009-10, the corporate acquired 200th of the equity share capital of Fem
Care company limited (FEM) from the public shareholders, additionally to the controlling
stake of seventy-two. 15% acquired from their existing promoters thereby increasing the
overall dominant stake to ninety-two.15%. Also, as per the scheme of amalgamation, Fem
Care pharma Ltd was amalgamated with the corporate with result from April 1, 2009. During
the year 2010-11, the corporate acquired Turkey’s leading personal care product maker “Hobi
Kozmetik Group” for USD sixty-nine million. In Jan 2011, they acquired 100 percent equity
in Namaste Laboratories LLC of the United States, a number one ethnic hair care cluster
primarily based in Chicago with operations in America, Europe and Africa for USD one
hundred million.
In 2013, Dabur enters yogurt Drink market with brand “Real Activ”. The corporate
additionally enters prepacked coconut water market with “Real Activ”. On 12 October 2015,
Dabur India proclaimed its entry into the jasmine hair oil class with the launch of Vatika
On 14 March 2017, Dabur India Ltd. announced the launch of first-ever Mobile Honey-
Testing science laboratory in India. This distinctive on-the-go research lab has been designed
specially to examine raw Honey at source to scale back adulteration in honey and make sure
On 26 September 2017, Dabur India proclaimed its alliance with Amazon to take its product
global. Dabur’s collaboration with Amazon will facilitate it expand and increase its product
penetration into the United States market. underneath this collaboration, Amazon will help
Dabur take around thirty products from its popular range like Vatika hair oil, Chyawanprash,
Meswak toothpaste, Red toothpaste, to name some, to customers in the United States.
REVIEW OF LITERATURE
A.Sudhakar and T.Suchitra rani (2012) conducted a study and from the study it had
been found that family influences purchase call of various classes of beauty soaps,
fairness creams, shampoo, henna, toiletries and kajal brands. However, friends were
found to be the most influencing social factors in purchase of face wash, eye liner and
Prialatha, P.Mathi, K.Malar (2015) conducted a study within the Coimbatore district..
The study intends to spot the extent of influence of varied factors on the purchase of
Dabur aid product by rural shoppers. The study shows that rural consumers offer
additional importance to the 'quality' of the personal care brands they get.
Jai Singh Parmar (2007) directed a study on understanding the demographic factors
that impact the utilization of beauty care products specifically age, occupation and
income in the town. It was additionally discovered that brand exchanging was normal
among cosmetic consumers, particularly when their regular brand was not available.
Urvashi Makkar etal (2007) saw that the expanding size of the working-class
the demand for cosmetic products. The consumers have a solid positive attitude
towards herbal products and these buyers are more likely to buy high priced items.
India has a very long, safe and constant tradition of many herbal drugs in the
Siddha, Homeopathy and Naturopathy. These systems have fairly existed next to
Allopathy and are not in ‘the domain of obscurity’, as stated by Venkat Subramanian
(2011).
According to the joint market research of Confederation of Indian Industry (CII) and
16%. development (CAGR) till 2025. As of now, the size of the homegrown market is
INR 30,000 Cr ($ 4.4 billion), and Ayurveda's market entrance is expanding in both
rural and metropolitan regions. The report likewise says that 77% of Indian families
creator; Sanzo M.J. (2003) say that: The point of this work was to break down the
nonexclusive item – honey; the apparent nature of the particular brand devoured; and
the fulfilment with this brand. The paper first tests the impacts the diverse perceived
quality dimensions exercise on fulfilment. Second, the paper continues to the impact
of attitudes, from one viewpoint, on the distinctive quality dimensions and, on the
(2011) say that: honey gives a natural sugar that can be utilized in place of sugar.
Honey is an entire food that comes from plant nectar and does not raise blood sugar as
other basic sugars do. Nectar additionally contains an assortment of minerals and
nutrients, furthermore, has a long history as a mending food. Honey has been utilized
Thomas S.Robertson, Jehoshua Eliashberg and Talia Rymon, (1995), new product
announcement Signals and incumbent reactions, the authors target npa Signals. They
Pwter Trim, [2008], a new product launch strategy (NPLS) model for pharmaceutical
individuals to tell them regarding their products and to earn a lot of profits. within the
Indian population, advertisers will reach their audiences through tv, radio, print
media, outdoor advertising, sales promotion and also the web (Parakh 2006).
Nowadays, individuals have straightforward and quick access to health data together
with healthcare product on digital platform and that most of 6,000 adults typically
Studies discovered that the reliable supply for buying herbal product was from
doctors, family members and mass media like Print, tv and web. Many Ayurvedic
2017).
There are some challenges and opportunities within the application of herbal
medication. The various adverse drug reactions of herbal medication carry with them
specific risk factors which might lead to enhanced vulnerability to human health
NATURE OF RESEARCH
The type or nature of research that I have used in the project is Descriptive research.
about the buying or purchasing behaviour of the consumer and focusses more on what
the consumer wants to purchase rather than why he/she wants to purchase.
tools such as bar graphs and pie charts to draw conclusions and make analysis.
The nature or the behaviour of the consumers is not in the hands of the
free.
Different sections of the same group are studied hence it is a cross
sectional study.
SAMPLING DESIGN
I have use Simple random sampling method in my study. Simple random sampling is
a sampling technique where every person in a population has a likely chance of being
selected in the sample. Here the selection of people is completely dependent on luck
and probability and therefore this sampling technique is also called a method of
comprehend when compared to other types of sampling methods. But this method of
accumulate a large sample size and can sometimes be a challenge for finding a
researcher to identify the key elements from direct sources. Primary data
this research as this data has been collected with the help of a questionnaire.
studied, and conclusions are drawn on the basis for the entire universe.
Questionnaire.
Secondary data is a type of data that is used by the researcher though he is not
the collector of the data rather he is just the user of the data. Common sources
other research purposes. Secondary data saves a lot of time and money for the
secondary data will lead to huge costs and time making research unfeasible the
News reports
Online research
DATA ANALYSIS TECHNIQUES
A. Qualitative Analysis:
Content analysis technique of the qualitative analysis have been used in this
B. Quantitative Analysis
project extensively, with the help of pie charts. Statistical analysis is defined
Questionnaire
o Yes
o No
o Not sure
o Yes
o No
o Not sure
o Yes
o No
o Not sure
o Yes
o No
o Not sure
5) Do you know that "Fem care Pharma", which is known for its skin care products
o Yes
o No
o Not sure
6) Do you use any of the following toothpastes: 1) Dabur Red paste 2) Meswak
Toothpaste?
o Yes
o No
o Not sure
o Yes
o No
o Not sure
o Yes
o No
o Not sure
o Yes
o No
o Not sure
10) Do you believe Dabur Honey is pure and not adulterated?
o Yes
o No
o Not sure
o Yes
o No
o Not sure
12) Which of the following juice brand would you prefer to have?
o Tropicana
o Real
o B-Natural
o Paper Boat
o Minute Maid
o 24 Mantra
o Vatika
o Garnier
o Dove
o Sunsilk
o Himalaya
14) Which of the following hair oils would you prefer to use?
Question: 1
Figure 1
YES = 49 (86%)
NO = 6 (10.5%)
Analysis:
According to the above figures we can conclude that most of the people in our society
This is a very big boon to all the companies manufacturing ayurvedic and herbal
products such as Dabur. Dabur has a very good chance of capturing the market in the
Figure 2
YES = 54 (94.7%)
NO = 2 (1.8%)
Analysis:
94.7% of the people are aware of the brand Dabur. That constitutes to 54 members
according to the survey. This shows that Dabur has positioned its brand in a
Figure 3
YES = 47 (82.5%)
NO = 4 (7%)
Analysis:
82.5% of the people in the sample size know that Dabur manufactures ayurvedic and
herbal products. 10.5% are not sure and 7% of the people don’t know that Dabur
manufactures ayurvedic and herbal products. Dabur can put a little more effort to
Figure 4
YES = 45 (78.9%)
NO = 11 (19.3%)
Analysis:
78.9% of the people use Dabur’s products. This shows that Dabur’s products are very
much integrated into the market and also have a great scope in the future. Dabur may
Figure 5
YES = 10 (17.5%)
NO = 39 (68.4%)
Analysis:
According to the above collected data most of the consumers don’t know that Fem
Care Pharma is owned by Dabur. Also in the BCG matrix we got to know that Fem
Care Pharma, which comes under personal care products, was placed in Question
mark quadrant. Therefore Dabur has to focus in its personal products segment and
Figure 6
YES = 31 (54.4)
NO = 24 (42.1%)
Analysis:
According to the above collected data we can conclude that Dabur has a 54.4% of
market share in the toothpaste segment. We can say that Dabur has a good hold on its
toothpaste segment with only two kinds of toothpastes on its line i.e. red toothpaste
Figure 7
YES = 48 (84.2%)
NO = 7 (12.3%)
Analysis:
We can see that most of the people are aware about Dabur Chyawanprash. This
product of Dabur has a very high level of integration into the market and also has a
very good market share. But since the growth of the market share is very slow Dabur
has to focus on selling it how much ever possible and take the profits in the present.
Question: 8
Figure 8
YES = 35 (61.4%)
NO = 18 (31.6%)
Analysis:
Though Hajmola digestive tablets are well integrated into the market some people are
Figure 9
YES = 42 (73.7%)
NO = 12 (21.1%)
Analysis:
Most of the people are using Dabur Honey which shows that this product is well
integrated into the market. Also, it shows that Dabur has a good amount of market
Figure 10
YES = 42 (73.7%)
NO = 12 (21.1%)
Analysis:
73.7% of the people believe that Dabur honey is pure and unadulterated. This figure
shows that consumers have a good belief in the brand and are also ready to be loyal
Figure 11
YES = 44 (77.2%)
NO = 1 (1.8%)
Analysis:
77.2%of the people believe that Dabur’s products are safe for consumption. This
shows that most of the people have a good opinion of the brand Dabur and its
products, though Dabur must look into the other 23% of people who answered in
negative and make sure that they are satisfied with their products.
Question: 12
Figure 12
Analysis:
The above data shows that Dabur’s product, Real fruit juice, has a market share of
16.1%. Dabur can be appreciated in this segment as it could withstand the competition
Figure 13
Analysis:
Dabur Vatika Shampoo has a very little contribution to Dabur’s revenue as we can see
from the above data. Vatika shampoo has just 3.6% of the market share, lowest of all
the other shampoo brands. Dabur must, on a war foot basis, must implement various
strategies to increase the market share of the product such as web advertising and
Figure 14
Kesh King Hair oil - 0 (0%) Patanjali Kesh Kanti Hair oil - 5 (9.3%)
Analysis:
From the above data we can say that people do like using Dabur Almond Hair oil.
Most of the Market share has been captured by Parachute coconut Hair oil, but Dabur
Almond Hair oil’s market share is not any less with 27.8%. Dabur can focus on
Dabur has always believed that “Marketing” is not merely selling a product, but it goes
beyond that i.e., it involves the things done even before producing a product. It involves
finding a market opportunity, developing the product according to the customer
requirement, branding of the product, packaging of the product, its promotion, its sales
and lastly the after sale services of the product.
Marketing Mix
Components
Product:
provides inspiration to all its products. Dabur deals in many categories of products
that include hair care, food products, skin care, oral care, food products, home-
Chyawanprash
Hajmola
Hajmola candy
Dabur Balm
Rheumatil gel
Itch Care
Food Product
Honey
Coconut milk
Lemoneez
Cardamom Extract
Glucose D
Mustard Oil
Rose Syrup
done in the quality of the product. Therefore, Dabur has hired a team of
professionals to analyse various costs of production and where the costs can be
product’s price, scrutinize the cost of production, and then decide the perfect price
of their product.
Dabur has always managed to keep their prices low so that the common man can
afford to buy their products. Dabur’s goal has always been that more and more
Sometimes the prices have to be hikes due to the rising costs and in this case the
loyalty of the customer is tested. Most of the time a rise in costs is followed by
reduction in the package size rather than an increase in the price of the product in
Dabur has almost 2.8 million showroom areas and retail outlets. It has canvassed
its base effectively in both the business sectors, provincial and metropolitan. It has
caught the creative mind of overall business sectors, everywhere on the globe, in
include Dabur items for their market. Dabur specialists utilizes its business power
just as dispersion channel to showcase its items. It has a strong hold on its market
middle people like wholesalers and afterward retailers and in conclusion sellers. It
is through each one of these channels that a Dabur's item passes through and then
arrives at the customer. Their solid organization for distribution and supply is
broad and exceptional. The items are sent starting from one point to another
easily.
It has numerous labs where careful innovative work is in progress. This on-going
work has helped them in using the cutting edge offices without settling on their
fundamental standards of ethic and qualities. Dabur has many assembling plants in
India. The plant 1 at Sahibabad manages Hajmola, Dabur Amla Hair oil,
Dabur has opened its 1st manufacturing plant abroad in Birgunj, Nepal. This unit
is prepared to make Oral care items, Ayurvedic drugs, Hair Care items and Fruit
Juices. An assembling unit is set up in Egypt and this unit manages Food items,
Promotion:
Trust and Dabur go inseparably. Their creative vision has prompted incredible
individuals show in Dabur items assists them with purchasing those items. It has
In India, Dabur has dispatched an undeniable publicizing effort. This will help in
making the clients mindful of all the Dabur items, their costs, their fundamental
highlights and where the purchasers can get them without any problem. Every last
and more seasoned age have gotten keen on purchasing items online to save time.
Chyawanprash and Dabur Hajmola. Sonakshi Sinha and Samantha Prabhu are
seen in Dabur Vatika Hair Oil. Salman Khan has been a normal advertiser of
created are composed of customers who can respond equally to selling strategies and
instead of targeting every potential client one by one, marketers may be more
economical with their time, money, and alternative resources than if they were
selling campaign. once marketers divide a market based on key characteristics and
change their ways based on that info, there's a far higher probability of success than if
they were to make a generic campaign and then trying rigorously to implement it
Dabur has segmented its market with respect to Geography in following way,
Dabur's
Geographic
Segmentation
America
Rural Segment
Africa
Europe
Australia
Example:
For Kids (Age below 13 years): Lal Tail - Baby massage oil, Hajmola
Gulabari, Dabur Red Toothpaste, Dabur Vatika Hair Oil , Dabur Vatika Body
For Old (Age above 40 years): Nature Care Isabgol, Nature Care Shankha
Example:
Lemoneez
For Women: Rose Syrup, Dabur Jasmine Hair Oil, Dabur Vatika Body and
Capacity
Example
For Upper Class: Nature Way Ayurvedic Products like Shampoos, Soap
For Middle and Lower Class: Health Care products are meant for Middle and
Lower class people who spend their money on Health products like Hajmola,
Dabur has segmented their product according to Life Style of the People living in
the Particular Geographic segment. Dabur has concentrated on the people cautious
for their Health and launch different Health Care Products for the same segment.
Dabur has also concentrated on the people who give importance to their status,
Dabur’s research and Development team found that Consumer’s likes (Consumer
Preference and Taste) are for the Ayurvedic products because of their no ill
effects. Buyer prefers Dabur’s Ayurvedic products because they found that these
results in long term results (Usage) and also found in cheap rates (Economy) than
other medicines.
BCG Matrix
1) Cash Cows
The foundation of any multi-item business, treasure troves are items which are having
a high piece of the overall industry in a low developing business sector. As the market
isn't developing, that gold mine benefits the greatest benefit by producing most
extreme income because of its high piece of the overall industry for BCG Matrix.
In this way for any organization, the treasure troves are the ones which require least
venture and yet give better yields. These more significant yields improve the general
benefit of the firm since this overabundance income can be utilized in different
2) Stars
Not at all like treasure troves, Stars can't be smug when they are top on the grounds
that they can promptly be surpassed by another organization which gains by the
market development rate. Notwithstanding, if the systems are effective, a Star can
utilized for Stars. This is on the grounds that in gold mine, generally these procedures
have been utilized and they have brought about the development of a treasure trove.
Essentially in Stars, due to the high rivalry and rising piece of the pie, the fixation and
speculation should be high in promoting exercises in order to increment and hold
3) Question Marks
Question marks are items which may have high piece of the pie and high market
decent development rate. Notwithstanding, the piece of the overall industry of such an
item is obscure. The item may lose client premium and probably won't be purchased
any longer in which case it won't acquire piece of the overall industry, the
development rate will go down and it will at last turn into a Dog.
Then again, the item may expand client premium and then some and more individuals
may purchase the item accordingly making the item a high piece of the pie item. From
here the item can proceed onward to be a Cash Cow as it has lower rivalry and high
This vulnerability gives the quadrant the name "Question Mark". The serious issue
related with having Question marks is the measure of speculation which it may need
and whether the venture will give returns eventually or whether it will be totally
squandered.
4) Dogs
Items are delegated canines when they have low piece of the overall industry and low
development rate. Consequently these items neither create high measure of money nor
the fact that the cash previously put resources into the item can be utilized elsewhere.
In this manner here organizations need to take a choice whether they ought to strip
these items or they can patch up them and consequently make them saleable again
which will hence expand the piece of the overall industry of the item.
Real fruit juice, Gulabari Jal and Dabur red toothpaste are stars with
Home care, personal care products are question marks due to the presence of
Hajmola, Chyawanprash, Dabur Amla hair oil, Glucose-D & Pudin hara are
Cash Cows.
good.
Some of the brands like Fem can be reassessed so that the consumers can gain
Products like Dabur Lal Powder are increasing the costs of the company making it
Products like Real fruit juice and Dabur Chyawanprash are very successful
Dabur’s marketing strategy is good enough but has a lot of potential further to
grow.
Dabur has the potential to reach out to more foreign products and more maket
segments.
Conclusion
It was actually an incredible encounter to consider this FMCG Company "Dabur India
Limited". In the wake of going into every one of its angles for example its showcasing
techniques, approaches, valuing procedures and so forth we can presume that the
undertakings like Sundesh and its social activities in Nepal and so forth, demonstrates
that the organization is likewise faithful towards the general public, and all such
friendly duties are important to assemble a solid client base and brand body. Through
its extensive scope of items it contacts the existences, everything being equal,
altogether age gatherings, across every friendly limit. What's more, this inheritance
has assisted them with building up an obligation of trust with our shoppers. That
promises us the best on the whole items conveying the Dabur name. Taking
everything into account, Dabur needs to zero in on their center brands to use their
upper hand. This should be done across new topographies territories. Its essential
efficiencies. Vital situating with expanded brand perceivability to consume more rack
space would deliberately push Dabur to the main three FMCG Company in India.
globally alongside premium valuing in the US market will help Dabur improve its
exhibition.
Bibliography
www.dabur.com
en.wikipedia.org
www.marketing91.com
scholar.google.co.in
onlinelibrary.wiley.com