The document discusses consumer perception of Dabur products like honey. It provides an analysis of data collected from a survey of 100 consumers on their motivations for and satisfaction with Dabur honey. Key findings include: 1) Major motivations were brand name, product information from TV, and reasonable price. 2) Consumers were highly satisfied with quality, availability, and packaging. 3) While price was important, quality was the top driver of satisfaction. The data provides insights into how Dabur can increase market potential among consumers.

1. CONUMER PERCEPTION TOWARDS DABOUR
PRODUCT

2. The combination of traditional Ayurvedic knowledge and modern-day science defines Dabur in its true sense.
Representing the knowledge base relating to medicinal herbs, health and cure, Ayurveda is the greatest source of
age-old wisdom. Modern-day science on the other hand not just helps validate the benefits of Ayurveda but also
helps to offer these traditional benefits in ready-to-use and contemporary formats

3. Index
Introduction
Categories
SWOT Analysis
Present Strategy
Future Plans
Mission, Vision and Objective
Interpretation Of Data
Conclusions From Responses Given By Consumers and method used

4. Introduction
Dabur India Ltd (derived from Daktar Burman) is an Indian Multinational
consumer goods company.
Founder : S. K. Burman.
Founded : 1884.
Headquartered in Ghaziabad, Uttar Pradesh.
It manufactures Ayurvedic medicine and natural consumer products.
It is one of the largest fast-moving consumer goods (FMCG) companies in India.
Dabur derives around 60% of its revenue from the consumer care business, 11%
from the food business and remaining from the international business unit.

5. Top Brands 5 Globally

6. SWOT Analysis of Dabur
Dabur is operating its functions in the FMCG industry and the following is the SWOT analysis of their business which can give you a
clearer understanding of the business environment.
STRENGTH
•Dabur India Ltd. has a good brand name, goodwill, and reputation in the Indian market since it is a century-old company.
•Dabur has one of the biggest herbal and Ayurvedic product range in India
•Dabur has a very strong distribution network throughout the country
•The company has an extremely effective supply chain
WEAKNESS
•People have somewhere developed a notion that Dabur does not provide quality products
•Some of the products of Dabur are said to overprice as compared to its competitors
•Seasonal demand products like Chayawanprash and Vatika do not cover high sales all the time
OPPORTUNITIES
•There is an untapped market of Chyawanprash that Dabur can explore like its competitors
•The overall market of Dabur can be developed and the consumer reach can be increased.
•Dabur has an extension to its product like ‘Vatika’ where the company has its skincare and body wash product segment
THREATS
•The new entrants in the same sector which are rapidly increasing in the market are a big threat to Dabur
•Existing competition in various product segments needs to be tackled with great marketing and innovation strategies.
•The substitute Ayurvedic products that are present in the local market are a huge threat to Dabur’s ayurvedic products.

7. Pricing Strategy of Dabur
PRICE
Price is normally expressed in monetary terms. It is worth of a product or
service in monetary terms. Price is the value which a buyer passes on to the
seller in lieu of the product or service provided.
Price is a crucial determinant of the fact whether the exchange between the
buyer and seller should materialize or not.
While pricing the products three main factors should be kept in mind -: Cost
Competition Consumer demand
Pricing Strategies of Dabur
Dabur has stepped up the pace of new product launches and is investing ad
spend and marketing. The entire product portfolio is also tweaked to include
premium offerings such as more variants under almost every category, like
Dabur Vatika Hair Oil is available in 3 different versions. Dabur is today seen
as far more proactive in the market. Dabur is now an external oriented
company. Across the whole organization the company have one definition of
winning, and that means not just growing, but growing completely. Over the
last two years, Dabur has maintained its operating margins through judicious
price hikes across products and reduction in pack sizes.

8. COST
One of the most important factor to take care while pricing is the cost
costs set the floor for pricing decisions. There are two types of cost variable
cost and fixed cost. It is important that the price should recover all costs
including a fair return for undertaking the marketing effort and risk
COMPETITION
Competition is another important consideration while pricing. When a firm
does not face any competition it can enjoy complete freedom in fixing its
price. But when there are competitors selling the same or similar products,
the pricing freedom is considerably reduced. Its price must fall in line with
the competitors. Similarly Dabur India Limited also has many competitors.
But Dabur’s top selected competitors are:- Hindustan Unilever Limited
Proctor and Gamble Pepsi co. Colgate Palmolive Godrej Industries
Marico Ltd. Patanjali etc
CONSUMER DEMAND
Dabur learned that the majority of Indian population tends to go towards the
Indianised natural and herbal products thus they made it their USP. Dabur is
efficiently leading the market with this product range, providing the
customers with special products easily.

10. PRESENT STRATERGY:
Covid-19 world, the importance of personal hygiene and ayurveda-backed
preventive healthcare will grow in the consumer mindspace in India and
international markets. “Dabur feel healthcare would gain as consumers
would be seeking more preventive healthcare products for boosting their
immunity. Even personal hygiene products like hand-sanitisers would
become an essential part of the monthly grocery basket,”
Dabur speed of innovation, ability to marry ayurvedic knowledge with
modern-day science and complete focus on quality as a key strengths. Even
as we face disruptions during the lockdown, Dabur employees and partners
have risen to the occasion to source raw materials and packing materials and
ensure speedy resumption of production of essential products,” he added.
Besides, the company has also strengthened tie-ups with online platforms for
timely delivery of its products to consumers. “Dabur are also working with the
government to help widen the reach of Ayurvedic products, which are highly
beneficial in today’s contest.

11. Features

12. FMCG & pharma industry is already overcrowded with local &
national players but penetration to the untapped market is what
driving the industry to further growth. Dabur has many brands which
don’t have strong hold in the market like Home care & personal care
products while it is market leader in some of the product categories
honey, chawanprakash, Health supplements, Glucose-D & Real
Fruit juice
FUTURE STARTERGIES

13. Vision, Mission and Objectives
MISSION
"To be the leader in the Natural Foods & Beverages Industry."
Strive to deliver this by:
 Consistently delighting the consumer through quality products
 Being the company of choice for our business partners
Vision statement of Dabur says that the company is “dedicated to the health and well being of every
household”.
The objective is to “significantly accelerate profitable growth by providing comfort to others”. For achieving this
objective Dabur aims to:
•Focus on growing core brands across categories, reaching out to new geographies, within and outside India,
and improve operational efficiencies by leveraging technology.
•Be the preferred company to meet the health and personal grooming needs of target consumers with safe,
efficacious, natural solutions by synthesizing deep knowledge of Ayurveda and herbs with modern science.
•Be a professionally managed employer of choice, attracting, developing and retaining quality personnel.
•Be responsible citizens with a commitment to environmental protection.
•Provide superior returns, relative to our peer group, to our shareholders.

14. Gender
Male Female
0 2 4 6 8 10
below 15
15 -30
Above 30
Age
Series 1 Series 2 Column1
Below details shows that of the hundred people who answered the questionnaire, fifty are males and fifty
are females.
of these hundred people, forty are less than fifteen years old; fifty are fifteen to thirty years old and only
ten are over thirty years old. Therefore, it can be said that the majority of consumers or 90 percent are
younger than thirty years
Interpretation Of Data
Frequency
Male 50
Female 50
Frequency
Below 15 40
15-30 50
Above 30 10

15. 0
20
40
60
80
100
120
male female total
below 15 15 - 30 above 30 total

16. Less than high
school
High school
master degree
Uneducated Total
Male 25 17 8 50
Female 16 24 7 50
Total 41 44 15 100
Educational background
0 10 20 30 40 50
Male
Female
total uneducated high school master degree Less than high school

17. Less than
10,000
Between
10,000 and
20000
Above
20000
none total
Male 23 10 10 7 50
Female 21 12 10 7 50
Total 44 22 20 14 100
the majority of 44 percent consumers have
monthly income less than Rs. 10,000, twenty-
three male and twenty-one female. Ten male
and twelve female have monthly income
between Rs. 10,000 to 20,000, who resemble
around 22 percent of all consumers there are ten
male and ten female consumers have monthly
income more than Rs. 20,000, who resemble 20
percent of all consumers. On fourth place rank
consumers have no monthly income are seven
male and seven female consumers.
Frequency of analysis monthly income:
0 10 20 30 40 50 60
male
female
total none above 20000 between 10000 and 20000 less than 10000

18. Departmen
t store
T.V friends Radios
/newspaper
Total
Male 23 24 1 2 50
Female 20 26 3 1 50
total 43 50 4 3 100
 Frequency Analysis how did you hear about the Dabur Honey Frequency
43%
50%
4% 3%
Frequency
Departmental Store T.V. From Friends Radio / Newspaper
Frequency
Departmental Store 43
T.V. 50
from Friends 4
from Radio/newspaper 3
Total 100
0
5
10
15
20
25
30
Male Female
Departmen Store T.V. Friends Radio/NewsPaper

19. good sufficient poor No
comment
total
Male 28 18 3 1 50
female 29 17 1 3 50
total 57 35 4 4 100
 Frequency Analysis Information from T.V
frequency
Good 57
Sufficient 35
Poor 4
No comment 4
total 100
57%
35%
4%
4%
Frequency
Good Sufficient Poor No Comment
Male
Female
28
29
18
17
3
1
1
3
No Comment Poor Sufficient Good
HOW USEFUL DO YOU FIND THE
INFORMATION ABOUT THE DABUR HONEY
PROVIDED.

20. good sufficient poor No comment total
Male 24 16 6 4 50
female 30 12 3 5 50
total 54 28 9 9 100
 Frequency Analysis Information from Departmental Store
frequency
Good 54
Sufficient 28
Poor 9
No comment 9
total 100
54%
28%
9%
9%
Frequency
Good
Sufficient
Poor
No Comment
0
5
10
15
20
25
30
35
Male Female
Good Sufficient Poor No Comment

21. FOR YOUR DECISION TO BUY DABUR HONEY AT YOUR PLACE (AREA), HOW
IMPORTANT WAS INFORMATION:
Very
important
important Not
important
No comment total
Male 28 17 2 3 50
female 26 17 3 4 50
total 54 34 5 7 100
Frequency
Very important 54
important 34
Not important 5
No comment 7
Total 100
54%
34%
5%
7%
Frequency
Very Important Imporant
Not important No Comment
0 5 10 15 20 25 30
Male
Female
No comment Not Important Important Very Important
(Consumer motivation is about your motivation to buy dabur honey, to find out what
were your reasons to buy dabur product.)

22.  Frequency Analysis Price for Motivation
Very
important
important Not important No comment total
Male 22 18 6 4 50
female 26 16 5 3 50
total 48 34 11 7 100
Frequency
Very important 48
important 34
Not important 11
No comment 7
Total 100
48%
34%
11%
7%
FREQUENCY
Very Important Important Not important No comment
0
5
10
15
20
25
30
Male Female
Very Important Important Not Important No Comment

23.  Frequency Analysis Brand
Very
important
important Not important No comment total
Male 32 14 2 2 50
female 31 16 3 0 50
total 63 30 5 2 100
Frequency
Very important 63
important 30
Not important 5
No comment 2
Total 100
63%
30%
5%2%
Frequency
Very Important Important
Not Important No Comment
0 5 10 15 20 25 30 35
Male
Female
No comment Not Important Important Very Important

24.  Frequency Analysis Quality of Product
Very
satisfied
satisfied Not satisfied No comment Total
Male 35 15 0 0 50
female 34 15 1 0 50
Total 69 30 1 0 100
frequency
Very satisfied 69
Satisfied 30
Not satisfied 1
No comment 0
total 100
Frequency
Very Satisfied Satisfied Not Satisfied No Comment
0
5
10
15
20
25
30
35
Male Female
Very Satisfied Satsfied Not Satisfied No comment

25.  Frequency analysis packaging
frequency
Very satisfied 62
Satisfied 33
Not satisfied 1
No comment 4
total 100
Very
satisfied
satisfied Not satisfied No comment Total
Male 28 19 0 3 50
female 34 14 1 1 50
Total 62 30 1 4 100
62%
33%
1%
4%
Frequency
Very Satisfied
Satisfied
Not Satisfied
No Comment
0 5 10 15 20 25 30 35
Male
Female
No comment Not satisfied Satisfied Very Satisfied

26.  Frequency Analysis Price for Satisfaction
frequency
Very satisfied 60
Satisfied 33
Not satisfied 1
No comment 6
total 100
Very
satisfied
satisfied Not satisfied No comment Total
Male 30 18 0 2 50
female 30 15 1 4 50
Total 66 33 1 6 100
60%
33%
1%
6%
Frequency
Very Satisfied
Satisfied
Not Satisfied
No Comment
0
5
10
15
20
25
30
Male Female
Very Satisfied Satisfied Not Satisfied No Comment
: HOW SATISFIED ARE YOU
WITH PRICE OF DABUR
HONEY?

27. Conclusions From Responses Given By Consumers
What are consumers’ motivations to buy Dabur honey and other product and How satisfied are Surat consumers
with Dabur honey and Dabur India Ltd marketing? With these questions the research started. The answer for the
first question goes along with fulfilling the primary objectives of the study
The objective of the project is to study Market Potential of Dabur Honey and to know the consumer’s perception
about Dabur honey; to find out the Strategy of Dabur Honey among its competitors‟.
The most important motivation to choose the Dabur honey is the big brand name that Dabur has in India market,
followed by information provided about the Dabur honey and Dabur products and reasonable price of products.
The answer for the second question goes along with fulfilling the primary as well as secondary objectives of the
study. The most important satisfaction to choose Dabur honey is the very good quality of the Dabur honey,
followed by availability of the products and Dabur honey as well, packaging of product, Price of honey

28. The factors, which influenced the motivation and satisfaction for Dabur honey
most, are:
 very good information provided about the product through T.V. commercial
 big brand among its competitors in India as well as abroad
 quality of Dabur honey
 availability of Dabur products and Dabur honey
 various packaging size
Price is the most important factor, even if it is of great importance for 2
consumers, especially the price of the honey. Nevertheless, the other one main
motivation factors named in the related researches go along with the motivations
of Dabur honey consumers; increasing competiveness and brand value.
Generally it can be said that the level of satisfaction of the consumers is high,
especially with the quality of the Dabur honey. Except the Price also the level of
satisfaction with the honey‟s Packaging is quite good

29. RESEARCH The main purpose of the project report to analyse the consumable products successfully
launched. In order to amplify the empirical findings from primary and secondary sources, a survey
was conducted for consumers. The questionnaire was of multiple choices and pattern was as simple as
possible. With every question, multiple choices were given and respondents were asked to select one
of them. All the questions were directly related to the subject.
RESEARCH METHODS:
For the data collection, a questionnaire covering all variables and indicators was designed to find these
relationships, and was given to a representative sample of Dabur’s consumers of targeted area in
Adajan, Surat. The questions are formulated in a neutral and clear way to make sure that the answers
are not influenced by the way the questions are asked. All answer possibilities in the questionnaire are
set in different choosing options or scales with three options only; therefore, all collected data is
nominal

30. PRIMARY DATA
For primary data and to answer the research question and objectives of the study, a questionnaire was
designed and carried out at selected area of Surat. The questions are design based on the related
researches discussed The questionnaire method was used
 To get first and relevant and unbiased information.
 Questionnaire provides versatility and solutions can be obtained by just asking the questions.
 Questioning is usually faster and cheaper. Moreover, there is more control over data gathering
activities
SECONDARY DATA
The background for the study
information about Dabur India Ltd and Dabur honey and the comparison of the related researches about
consumer perceptions and consumer satisfaction, provide the secondary data. The information about
Dabur India Ltd is mostly provided by the company itself on company’s website. The other related
secondary data was gathered through the internet. The related researches offer information about general
perception and attitude to buy consumer products

31. Thank You
Presented by:
Dimple Butola