This presentation is based on marketing and find out the relationship between brand image and customer satisfaction of Godrej group.

1. “ANALYSIS OF THE RELATIONSHIP
BETWEEN BRAND IMAGE AND
CUSTOMER SATISFACTION OF
GODREJ GROUP”
SUBMITTED BY:
SAURABH SHUKLA
ROLL NO. BM -016209

2. Godrej group
Founder of Godrej was Mr.Ardeshir Godrej.
Godrej & Boyce Mfg co Ltd established at Lalage Mumbai on 7th May 1897.
In the year 1918, Godrej soaps limited came into light.
Godrej entered in FMCG sector in 1971.
Godrej entered in Real State sector in 1990.
In April 2001,Godrej consumer Products Ltd. (G.C.P.L) came into light.
Godrej entered in BPO Solution & Services Space in 2003(Godrej Global Solution
Ltd).
Godrej has completed its 121 years.
Employees 28000 (including 2,000 in Sales and Service)
Revenue- USD 4.1billion (2015)

4. OBJECTIVE
A- The primary objective of the study was,
-To know whether customers are purchasing their products on the basis of
customer satisfaction or their brand image.
B. The secondary objectives of the study was-
To analyze the position of Godrej against its competitors

5. RESEARCH METHODS
convenience sample
Sample size is 123
Sample location – Ghaziabad
Sampling Technique
Sampling Technique
In this data sampling technique, we used personal interaction to customers and collecting the
data on the basis of project objectives.

6. Data Collection
 Primary data
1-Customers survey
2-Personal interview
Tools
I used SPSS in this report and excel also. This report is analysis with the help of SPSS and
EXCEL software wherein the data is analyzed with the help of report

7. FINDINGS AND ANALYSIS
Q1. Do you use Godrej products?
• Yes-101
• No- 22
yes
82%
no
18%

8. Q2. Buying behavior of the customers in the next purchase (those
who are not purchasing Godrej products in the current purchase).
• Yes -14
• No- 8
yes
67%
No
33%

9. Q3. Reason for purchasing product.
Availability- 10
Quality – 40
Branding- 44
Price - 7 Availability-
10%
Quality –
40%
Branding-
43%
Price
7%

10. Q4. Buying behavior of the customers towards Godrej and
its competitors.
Hettich Link Locks Godrej ENOX Duck locks Others
15 18 22 12 16 18
15% 18% 21% 12% 16% 18%
0
5
10
15
20
25
1
ChartTitle
Hettich Link Locks Godrej ENOX Duck locks Others

11. Q5.State your level of agreement towards the marketing
strategy of Godrej.
Poor 8
average 14
Neutral 35
good 28
Excellent 16
Poor
8%
average
14%
Neutral
34%
good
28%
Exigent
16%

12. Q6. Table State your level of satisfaction towards the
Godrej products on a scale of 1 to 5where 1is highly
satisfied and 5is highly dissatisfied, showing the product
meet customers’ expectation?
highly satisfied 30
Satisfied 42
Neutral 29
Dissatisfied 0
highly dissatisfied 0
30%
41%
29%
0%0%
highly satisfied Satisfied neutral Dissatisfied highly dissatisfied

13. Q7. Are you say positive things about this brand to other people?
Strongly agree 17
Agree 29
neutral 39
Disagree 16
Strongly disagree 0
Strongly
agree
17%
Agree
29%neutral
38%
Disagree
16%
Strongly
disagree
0%

14. Q8. Table State your level of satisfaction of all problems solved/attended after purchase
the product (Godrej customer service) on a scale of 1 to 5where 1is highly satisfied and
5is highly dissatisfied, showing the product meet customers’ expectation.
Particular No of response Percentage
Yes, by the company or its representative 46 45%
No , parts were not available 26 26%
No, problem was not solved 22 22%
No, contact with customer service 7 7%
46
26
22
7
0 5 10 15 20 25 30 35 40 45 50
Yes, by the company or its representative
No , parts were not available
No, problem was not solved
No, contact with customer service

15. HYPOTHESIS
• Interpretation -
• H0: customer service of Godrej are satisfactory
• H1: customer service were not satisfactory
• T calculated = 6.097
• Degree of freedom = 100
• Significance value =0.000
• Since 0.000 < 0.5
• P value less than α so Reject H0 accept H
TestValue = 2
t Df Sig. (2-tailed)
Mean
Difference
95% Confidence Interval of
the Difference
Lower Upper
Godrej customer
service 6.097 100 .000 .624 .42 .83

16. CONCLUSIONS
 The research topic is “Analysis on the relationship between Brand Image and Customer Satisfaction
of Godrej Group” was carries out among the customers in Ghaziabad. The Overall objective of the study
was to find out the customer perception about Godrej’s product and their view, and to find out their
satisfaction towards the sale and service compared to its competitors.
 The important point of brand image in Godrej industry is the customer benefit brought by the brand that
the brand essence is delivered to the customers. Based on the process to gradually establish the brand
image in Godrej, studies on customer satisfaction and the integration of brand image could be applied to
the establishment of brand image to thoroughly meet customer satisfaction.
 This conclusion on the basis of data analysis and SPSS software, company should improve after sale
service, body parts.

17. RECOMMENDATION
• I have found some observation and it should adopt some trend which I have filled in the
market which can increase the sales Godrej products are as follows-
• The Company should focus on their after sales services.
• The customer rate quality of service as the most relevant one and hence Godrej should.
Maintain the quality in products and after sales services and should make improvements in
this features.
• The company should focus on better design a color for product.
• Company should focus on pricing policy in comparison to its competitors because its
competitors provide same products at lower rates.
• Many customers asked for more information about new schemes .So the company can make
use of this opportunity, the company providing new schemes in the market.
• Company gives more emphasis on heavy advertising.
• If any complaint is observed from the consumer, it should be dealt quickly. This will reduce
the chance of dissatisfaction. So the company have to customer care as other industries.
• The company should position itself as a lifestyle Brand through advertisement in leading
newspaper.

18. LIMITATIONS
• Every research is conducted under some foundations and this research is not an exception.
• Limitation of this project is –
• The sample size of customer is limited to 123 because of time and cost factor.
• The information collected may not be sufficient and reliable in term of total market
conditions in Ghaziabad.
• Many of the respondents were not open with their response
• The behavior of the customers while approaching them to fill the questionnaire was
unpredictable.
• There may be an error due to the bias of respondents.