chapter 1 introduction -...

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CHAPTER 1

INTRODUCTION

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1.1) INTRODUCTION

A market-focused, or customer-focused, organization first determines what its potential

customer’s desire, and then builds the product or service. Marketing theory and practice is justified

in the belief that customers use a product/service because they have a need, or because a

product/service provides a perceived benefit.

Two major factors of marketing are the recruitment of new customers (acquisition) and the

retention and expansion of relationships with existing customers (base management). Once a

marketer has converted the prospective buyer, base management marketing take over. The process

for base management shifts the marketer to building a relationship, nurturing the links, enhancing

the benefits that sold the buyer in the first place, and improving the products/service continuously

to protect the business from competitive encroachments.

Marketing is the wide range of activities involved in making sure that you are continuing to

meet the needs of your customers and are getting value in return. Marketing analysis includes

finding out what groups of potential customers exist, what group of customers you prefer to serve,

what their needs are, what products or services you might develop to meet their needs, how the

customers might prefer to use the products and services, what your competitors are doing, what

pricing you should use and how you should distribute products and services to your target market.

Various methods of market research are used to find out information about markets, target markets

and their needs, competitors etc. Marketing also includes ongoing promotions, which can include

advertising, public relations, sales and customer service.

Initially, marketing environment was largely described as seller market demand and was

invariably greater than supply. Most of our business enterprise are still having selling concept

which is product oriented. A change is taking place in the marketing environment at rapid speed

and many consumer oriented marketing companies beginning to realize the presence of

competition and marketing. In the modern marketing ‘consumer is the king’. So the producer’s fate

is decided by the action of the consumer. That is, by either buying the product or rejecting it. So a

producer tries hard to gain competitive efficiency over the other by adopting new technologies in

production and cost reduction measures.

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Children are the most crucial resource of a country. These future citizen can contribute

substantially to the social and economic development of a country. But to achieve this one must

pay proper attention to the children. So this research is undertaken to know whether the proper

attention is given to the quality of goods and services provide to them

1.2 )Significance of the study

Marketing is the crucial and most important activity for the development of a product or

brand, especially in the case of baby care products. Because customers are more conscious while

buying baby care products. Now in the marketing field johnson & johnson’s brand faces various

competition. So in this context the study is significant to know customers preference, expectations

and attitude, and how well they get satisfied with the service provided by johnson & johnson’s

baby products.

1.3) Statement of the problem

Johnson & johnson’s baby brand are facing many problems such as increasing cost, high

competition, changing life style of the customers and difficulties in predicting the buyers attitude

towards a product because of frequent changes in consumer preference. The market is now filled

with range of baby products with different brand names offering the customers latest products. So

consumers attitude is very important in today’s market situation. By experience they may find it

will prefer or not prefer based on the reaction of consumer . It is the worth to note whether the

consumer prefer Johnson & Johnson’s under the condition of existence of more products and

changing behaviour of buyers and hence this study.

1.4 )Objectives of study

1.To identify the level of awareness on selected product of Johnson & Johnson’s baby Brands

2. To identify the factors influencing the preference of Johnson & Johnson’s baby

products

3. To examine the impact of their brand trust, brand loyalty, brand image on brand equity

of Johnson & Johnson’s baby brand

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4. To examine the level of customers satisfaction on the selected products of Johnson &

Johnson’s baby products

1.5) RESEARCH METHODOLOGY

The research design for the study is descriptive and analytical in nature. The present study is

conducted to evaluate the customers attitude towards Johnson & Johnson’s baby product.

Descriptive research is intended to report what has happened and what is happening.

1.6) Area of study

For the purpose of knowing the customers attitude towards Johnson & Johnson’s baby products

peoples from the chittur- Thattamangalam municipality are selected. The attitude of peoples from

chittur municipality is only considered.

1.7) Sample frame work

A sample of 50 respondents was selected from the population of Chitttur-Tthttamangalam

municipality as mentioned below

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Out of the population of 600 families in ward 1, 410 families from ward 6, 380 families from ward

11 and 290 families from ward 16 a respondents of 18, 14,12, 6 families respectively are selected,

one out of each family are selected as respondents.

1.8) Period of study

The period of study is limited to 21 days.

1.9) Collection of data

The collection of data is considered to be one of the important aspect in the research methodology.

There are two types of data collection methods are used for the study: Primary data and secondary

data. Primary data are collected through questionnaire and the secondary data are collected from

research paper published on website.

1.8) Tools for analysis

1. 10.1) Friedman Test

The Friedman test is a non-parametric statistical test developed by the US economist Milton

Friedman. Similar to the parametric repeated measure ANOVA, it is used to detect differences in

treatments across multiple test attempts. The procedure involves ranking each row (or block)

together, then considering the values of ranks by columns. Applicable to complete block designs, it

is thus a special case of the Durbin test.

1.10.2)Two-Way ANOVA

In statistics, the two way analysis of variance (ANOVA)is an extension of the one way ANOVA

that examine the influence of two different categorical independent variables on one continues

dependent variable. Two way ANOVA not only aims at assessing the main effect of each

independent variable but also if there is any interaction between them.

1.10.3) Kruskal Wallis test

The Kruskal Wallis test is a non parametric test equivalent to One Way ANOVA. It explores the

outcome of a single dependent variable, across 3 or more distinct groups of a categorical

independent variable. Compare to parametric test, there are very few assumptions and restrictions

for the test. The only restriction for the dependent variable is that the data must be on at least

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ordinal ranking scale. The independent variable must be categorical and be represented by at least

3 distinct group. One can appear in the more than group at time. The kruskal Wallis test examines

outcome by comparing how the scores are ranked across the group. Here the test is used to test the

mean rank preference of customers as to most influencing mode of advertisement among the

customers.

1.9) LIMITATIONS OF STUDY

� The study is confined to the perception or attitude of customers on johnson & johnson’s baby

products, excluding comparative study with other brand producing same type of products.

� Random sampling method was applied for the selection of sample. As such the study suffers

from the limitations of sampling method. Four blocks are selected from the municipality at

random and one ward is selected from each block at random and sample was allocated to ward

selected proportionate to the number of peoples in the ward.

� Since there was no monthly income wise variation on data (Two-Way ANOVA), the analysis

was entirely based on their Gender and Education they belong to.

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CHAPTER 2

REVIEW OF LITERATURE

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Introduction:

Generally ,a researcher conducts and surveys literature in order to review the present status of a

particular research topic. From the survey of literature, a researcher is able to know the quantum of

work all ready done in a research topic so far not touched , or at to be under taken . The over view

of literature at the national or a an international level is to be researched with the help of research

report , articles , books , and other materials .

This study contribute to literature by focusing on evaluation of costumer attitude towards Johnson

and Johnson’s baby products. The aim of literature is to justify , rational of an ensuring research

study , provides an overview of historical perspectives and to bring to the light the research trends

and problems.

Daniles and Jane(2012) a marketing strategies with in the baby product industry, the study of

baby product market can be very congested with many different brands depending on the product

and it can be hard for a consumer to distinguish between the multiple brands. Marketer need to

assist consumer trough the distraction of all the various brands and led the consumer to their

particular brand.

Nagel and Andrea(1998)reported that Johnson baby care brand is launching Johnson’s soft ,an

adult line of body lotions and body washes specifically for mothers in responds to Johnson’s

research which found that this demographic still seeks a trusted skin care brand. The product

consists of four variants. The items will be merchandised exclusively in the adult skin care aisle.

Sloan and pal(2011) done a study on Helene Curtis industries Inc.’s entry into the baby care

market in U.S. The company will launch the Suave Baby Care, a line of lotions and other products

for babies. An estimated $20 million marketing and advertising campaign will support the product

launch. Besides shampoos, powders, lotions, oil, and baby bath, the line will include baby wipes.

Carton and Barbara(2000) reported that a growing number of Americans are using expensive

cosmetics for their children. Use of imported powders, herbal lotions and other high-end toiletries;

French line Mustela offering sensitive skin care for children; Phenomenon of older parents who are

spending more on infants; Appeal of European brands

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Bittar and Christine(2002) revealed that Johnson & Johnson’s will launch skin-care products that

are aimed at young adults and baby boomers in the U.S as of June 2, 2003. Information on the two

sub-brands under the Neutrogena line of products; Update on the product launches from Procter &

Gamble (p&g), Unilever and L’Oreal to address the competition for skin-care product in the U.S

market; comparison between the sales of P&G and Neutrogena in the overall total skin-care

category in the U.S; Total value of the budget allotted by Johnson & Johnson on media, for the

Neutrogena franchise in 2002.

P.K Khicha,Bernard Oyagi and Andrew S.Nysngau (2012),studied that Baby accessory

product are selected through the brand perception and brand equality.these study explored

communication tools.the study was focused on baby accessory product in order to realize what

mother think, conceive and learn upon brand. The research results showed that brand perception of

mother for baby accessory product in different when considered by marketing communication

program.

Febrina Fitriyanti Tambunan (2003) , The study reveals that address various perception toward

baby formula it is recommended that health and nutrition practitioners become more actively

involved with the training of health professionals,particularly those engaged in delivery of infant

services at primary care level,and in turn encouraged health professionals to engaged more with

media primary care level and in turn encourage health professionals to engage more with media

sources.

Yeomacha (2014) Baby care production both in price and quality. Therefore,it is immensely

necessary for both products and dealers to see that competitive efficiency of products is kept high.

Producers have to act on production, pricing ,promotion and distribution according to consumer

preferences. Dealers have got the responsibility in this direction in the promotion and distribution

in their areas. Regular market research will help in ascertaining the preference and acting

accordingly in the field of production , distribution etc. Consumer orientation of marketing is

immensely necessary for creating and maintaining the brand image in the minds.

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CHAPTER 3

THEORETICAL FRAMEWORK

Johnson & Johnson is a global American pharmaceutical, medical devices and consumer packaged

goods manufacturer founded in 1886.Its common stock is a component of the Dow Jones Industrial

Average and the company is listed among the fortune 500. Johnson &Johnson is known for its

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corporate responsibility and consistently ranks at the top of Harris Interactive’s National Corporate

Reputation Survey.

The corporation’s headquarters is located in New Brunswick, New Jersey, United States. Its

consumer division is located in Skillman, New Jersey. The corporation includes some 230

subsidiary companies with operation in over 57 countries. Its products are sold in over 175

countries.

Johnson & Johnson’s brands include numerous household names of medications and first aid

supplies. Among its they’ll-known non consumer product are the Band -Aid Brand line of

bandages, Tylenol medications, Johnson’s Baby products, Neutropenia skin and beauty products,

Clean and clear facial wash and Acuvue contact lenses.

3.1) HISTORY

Robert Wood Johnson, inspired by a speech by antisepsis advocate Joseph Lister,joined brothers

James Wood Johnson and Edward Mead Johnson to create a line of ready-to -use surgical dressings

in 1885.The company produced its first products in 1886 and incorporated in 1887.

Robert Wood Johnson served as the first president of the company. He worked to improve sanitary

practices in the nineteenth century, and lent his name to a hospital in New Brunswick, New Jersey.

Upon his death in 1910, he was succeeded in the presidency by his brother James Wood Johnson

until 1932, and then by his son, Robert Wood Johnson II. Jamie Johnson, great-grandson of the

founder, made a documentary called Born Rich about the experience of growing up as the heir to

one of the world’s greatest fortunes.

3.2) CORPORATE GOVERNANCE

Current members of the board of directors of Johnson & Johnson’s are:

Mary Sue Coleman,James G.Cullen, Dominic Caruso, Michael M.E. Johns, Ann Dibble Jordan,

Arnold G. Langbo, Susan L. Lindquist, Leo F. Mullin, William Perez, Steven S. Reinemund, David

Satcher, and Willian C. Weldon.

Sandi Peterson has served as Group Worldwide chairman since 2012.

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On top of Alex Gorsky and Sandi Peterson, current members of Executive Committees of Johnson

& Johnson are:

Dominic Caruso, Peter Fasolo, Paul Stoffels, and Michael Sneed.

General Robert Wood Johnson’s, who guided Johnson from a small , family owned business to a

worldwide enterprise, had a very perceptive view of a corporation’s responsibilities beyond the

manufacturing and marketing of products.

As early as 1935, in a pamphlet titled TRY REALITY, he urged his fellow industrialists to embrace

what he termed ‘’a new industrial philosophy.’’ Johnson’s defined this as the corporation’s

responsibility to customers, employees, and the community and stock holder.

But it was not until eight year later, in 1943 that Johnson’s brought a first published the Johnson

and Johnson Credo, a one page document outlining this responsibilities in greater details.

Johnson’s saw to it that the Credo was embraced by his company, and he urged his management to

applied it as part of there every day business philosophy.

The Credo , seen by business leader and the media as being farsighted, received wide public

attention and acclaim. Putting costumer first and stockholder last, was a refreshing approach to the

management of business. But it should be noted that Johnson was a practical minded business man.

He believed that by putting the costumer first the business will be well served, and it was.

The Corporation has drown heavily on the strength of the Credo for guidance through the years ,

and at no time was this more evident that during the TYLENOL crises of 1982 and 1986, then the

McNeil consumer & specialty Pharmaceuticals(now McNeil Consumer Health care ) product was

adult created with cyanide. With Johnson and Johnson’s good name and reputation at stake,

company managers and employees made countless decisions that they are inspired by the

philosophy embodied in the Credo. The company’s reputation was preserved and the TYLENOL

acetaminophen business was regained.

Today the Credo lives on in Johnson & Johnson’s stronger than ever. Company employees now

participate in a periodic survey and evaluation of just how well the company performs its Credo

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responsibilities. These assessments are then fed back to the senior management, and where are

shortcomings, corrective action is promptly taken.

Over the year, some of the language of the Credo has been updated and new areas recognizing the

environment and the balance between work and family have been added. But the spirit of the

document remains the same today as when it was first written.

When Robert Wood Johnson wrote and then institutionalized the Credo within Johnson & Johnson,

he never suggested perfection. But its principles have become a constant goal, as well as

inspiration, for all who are part of the Johnson & Johnson Family of Companies

More than 60 years after it was first introduced, the Credo continues to guide the destiny of the

world’s largest and most diversified health care company.

3.3) DIVERSIFICATION

Since 1900s, the company has pursued steady diversification. It added consumer products in the

1920s and created a separate division for surgical products in 1941 which become Ethicon. It

expanded into pharmaceuticals with the purchase of McNeil Laboratories, Inc., Cilag, and Janssen

Pharmaceuticals, and into women’s sanitary products and toiletries in the 1970s and 1980s. In

recent year, Johnson & Johnson has expanded into such diverse area as bio pharmaceuticals,

orthopedic devices, and internet publishing. Recently, Johnson &Johnson has purchase Pfizer’s

Consumer Healthcare department. The transition from Pfizer to Johnson & Johnson was completed

December 18, 2006.

Johnson & Johnson was named one of the 100 Best Companies for working Mothers in 2004 by

working mothers.

Along with Gatorade, Johnson & Johnson is one of the founding sponsors of the

National Athletic Trainer’s Association.

3.4) HEADQUARTERS

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The company has historically been located on the Delaware and Raritan Canal, in New Brunswick.

The company considered moving its headquarters out of New Brunswick in the 1960sbut decided

to stay in town after city officials promised to gentrify downtown New Brunswick by demolishing

old building and constructing new ones. While New Brunswick lost at least one historic edifice (the

inn where Rutgers University began) to the redevelopment, the gentrification did attract people

back to New Brunswick. Johnson & Johnson hired Henry N.Cobb from Pei Cobb Freed & Partners

to design an addition to its headquarters.

3.5) USE OF RED CROSS SYMBOL

Johnson & Johnson registered the Red Cross as a U.S. Trademark for “medicinal and surgical

plaster” in 1905, and claims to have used the design since 1887. The Geneva Conventions, which

reserved the Red Cross emblem for specific uses, they’re first approved in 1864 and ratified by the

United States in 1882; hotheyver, the emblem was not protected in U.S. Law for the use of the

American Red Cross and the U.S. Military until after Johnson & Johnson had obtained its

trademark. A clause in this law (now 18 U.S.C. 706) permits per-existing uses of the Red Cross,

such as Johnson & Johnson’s, to continue.

A declaration made by the U.S. upon its ratification of the 1949 Geneva Conventions includes a

reservation that pre-1905 U.S. domestic uses of the Red Cross, such as Johnson & Johnson’s,

would remain lawful as long as the cross is not used on “aircraft, vessels, vehicles, building or other

structures, or upon the ground”, uses which could be confused with its military uses. This means

that the U.S. did not agree to any interpretation of the 1949 Geneva Conventions that would

overrule J&J trademark. Even as it disputes J&J’s recent lawsuit (see below), the American Red

Cross continues to recognize the validity of J&J trademark.

3.5.1) Lawsuit against the Red Cross

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In August of 2007, Johnson & Johnson filed a lawsuit against the American Red Cross (ARC),

demanding that the charity halt the use of the Red Cross symbol on products it sells to t\\ohe public,

although the company insists it has no issue with the charity’s use of the mark for

non-profit purposes. The suit also asks for the destruction of all currently existing non-Johnson &

Johnson Red Cross Emblem bearing products and demands the American Red Cross pay punitive

damages and J&J’s legal fees.

Since 2004, the Red Cross has worked with several licensing partners to create first aid,

preparedness and related products that bear the Red Cross emblem. All money the Red Cross

receives from the sale of these products to consumers is reinvested in its humanitarian programs

and services. “For a multi-billion dollar company to claim that the Red Cross violated a criminal

statute that was created to protect the humanitarian mission of the Red Cross - simple so that J&J

can make more money - is obscene,” said Mark Everson, the chief executive of the charity.

JNJ statement “J&J has great respect for the relief work of ARC and over the decades has

consistently supported the organization through cash donations, product donations and employee

volunteering. ... After more than a century of strong cooperation in the use of the Red Cross

trademark, with both organization

respecting the legal boundaries for each other ‘unique legal rights, they theirs very disappointed to

find that the American Red Cross started a campaign to license the trademark ... For the past

several months, J&J has attempted to resolve this issue through cooperation and discussion with

the ARC, and recently offered mediation ,to no avail.”

3.6) Subsidiary holdings (Johnson & Johnson family of company)

Johnson & Johnson has 230 subsidiaries. These includes;

� ALZA Corporation

� Animal Corporation

� BabyCenter, L.L.C.

� cord’s Corporation

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� Independent Technology , L.L.C

� Johnson & Johnson Group of consumer company, Inc.

� Johnson & Johnson Health Care System Inc.

� Johnson & Johnson - Merck consumer Pharmaceuticals Co.

� Johnson & Johnson

� Pharmaceutical Research & Development, L.L.C

� Ortho Biotech Products, L.P.

� Ortho - Clinical Diagnostics, Inc. .OCD

� Personal Products Company

3.7) DIVERSITY

Their unique beliefs, backgrounds and experiences shape the way view the world, the way they

view one another and the way they approach a situation. The impact of these differences on how

they interact in universal.

Across the Johnson & Johnson Family of Companies, they embrace these differences

and realize the value they being to their organization. Cultivating workforces that support and draw

upon a diverse pool of perspective and skill helps us to better address the growing needs of their

patients, customers and communities around the as their customers and communities represent

different social and cultural identities, so too do their employees. world. Just

When they bring their diverse perspectives to work every day, they set the stage for an

open and productive exchange of ideas that ultimately improve their ability to deliver better health

care solutions. J&J Company’s they come diverse perspectives and support environments where

they can thrive. They believe that fostering a diverse and inclusive workplace that reflects their

ever-evolving global landscape not only gives us a competitive business advantage, but also

perpetuates their culture of collaboration, innovation and leadership.

Their commitment to diversity and inclusive is deeply rooted in their Credo and is exemplified by

their Global Diversity and Inclusion Vision, Supplier Diversity and Community Outreach

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programs , as they’ll as their Affinity Groups and educational aesthetics, such as Diversity

University. At J&J, their companies are a reflection of the global community of people they serve,

and they are committed to attracting, developing and retaining a skilled workforce that resembles

their diverse marketplace.

3.8) ENVIRONMENT

The J&J Family of Companies is committed to environment excellence through their policies,

instilling high environment values in all employees, utilizing the best environment practices in all

products sold by their operating companies and contributing to global sustainable development.

The sustainable report outlines the environment for future generations.

“The environment is the ultimate human health issue.”As one of the world’s largest health care

companies, J&J recognizes the critical interdependence between human health and the health of

their planet. They understand that environmental degradation poses short- and long-term threats to

human health. Therefore, they feel a special responsibility to protect the environment and to live

the values in their Credo.

J&J Pharmaceutical Research & Development, L.L.C., in Lotheyr Gwynedd Township,

Pennsylvania, installed a “zero” discharge cooling other water treatment system, which saved 4.8

million gallons of water per year and resulted in a coast savings of about $29,000 annually. The

system reduces the burden on the local water authority and publicly owned treatment works. As a

result of their efforts, J&J Pharmaceutical Research & Development, L.L.C., was recognized with

the Pennsylvania Governor’s award for Environment Excellence.

Johnson & Johnson has environmental goals for more than 15 years. Reduced their environmental

footprint significantly under the Next Generation Goal (2000-2005). Their new healthy planet

2010 (2005-2010) goals continue to go beyond what is required by any government and embraces

their responsibilities to the global community as defined by the Johnson & Johnson credo.

3.9) CONTRIBUTIONS

Their corporate giving is inspired by their Credo responsibility to the communities in which they

live and work, and to the world community as well. Their primary focus is on making

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life-changing, long term differences in human health by targeting the world’s major health-related

issues. They will fulfill this, and other philanthropic efforts,through community-based partnership.

Johnson & Johnson supports a wide range of programs focused on three key strategies:

� Savings and improving the lives of women and children

� Building the skill of people who serve community health needs, primarily through education,

and

� Preventing diseases and reducing stigma and disability in underserved communities where

Johnson & Johnson has a high potential for impact

This approach upon a strong legacy of community based partnership with hundreds of

organizations that share the Companies vision.

Johnson & Johnson contributed $544.8 million in cash and products to philanthropic causes

worldwide in 2015

3.10) PRODUCT CATEGORIES

Johnson & Johnson is the world’s most comprehensive and broadly based manufacturer of health

care products as well as provider of related services for the consumer, pharmaceutical and

professional markets. Johnson &Johnson has more than 200 operating companies, which

manufacture and market thousands of products in hundreds of categories, all designed to help you

and their family lead healthy, happy lives. To find information on the products from their operating

companies, select from the categories on the right. If you cannot find what you are looking for in

this section, you may use search or advanced search to locate

Information that may reside in other sections of j&j.com or on related sites.

3.11) POLICIES

In order to ensure that Johnson & Johnson fulfills the responsibilities listed in their credo,

companywide policies have been adopted which guide decisions and actions of their employees.

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These policies apply to all aspects of the business and address their duties to their employees, their

customers and to the communities in which they work. Johnson & Johnson surveys employees at

all locations every two to three years to learn their impressions of how the company

performs its credo responsibilities. These assessments are then fed back to the senior management,

and where there are shortcomings, corrective action is taken.

3.12) MARKETING MIX ELEMENTS

Marketing involves a number of activities. To begin with, an organization may decide on its

target group of customers to be served. Once the target group is decided, the product is to be placed

in the market by providing the appropriate product, price, distribution and promotional efforts.

These are to be combined or mixed in an appropriate proportion so as to achieve the marketing

goal. Such mix of product, price, distribution and promotional efforts is known as ‘Marketing

Mix’.

According to Philip Kotler “Marketing Mix is the set of controllable variables that the firm can use

to influence the buyer’s response”. The controllable variables in this context refer to the 4 ‘P’s

[product, price, place (distribution) and promotion]. Each firm strives to build up such a

composition of 4‘P’s, which can create highest level of consumer satisfaction and at the same time

meet its organizational objectives. Thus, this mix is assembled keeping in mind the needs of

target customers, and it varies from one organization to another depending upon its available

resources and marketing objectives.

3.12.1) Product:

Product refers to the goods and services offered by the organization. A pair of shoes, a plate of

dahi-vada, a lipstick, all are products. All these are purchased because they satisfy one or more of

our needs. We are paying not for the tangible product but for the benefit it will provide. So, in

simple words, product can be described as a bundle of

Benefits which a marketer offers to the consumer for a price. While buying a pair of shoes, we are

actually buying comfort for our feet, while buying a lipstick we are actually paying for beauty

because lipstick is likely to make us look good. Product can also take the form of a service like an

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air travel, telecommunication, etc. Thus, the term product refers to goods and services offered by

the organization for sale.

3.12.3)Price:

Price is the amount charged for a product or service. It is the second most important element in the

marketing mix. Fixing the price of the product is a tricky job. Many factors like demand for a

product, cost involved, consumer’s ability to pay, prices charged by competitors for similar

products, government restrictions etc. have to be kept in mind while fixing the price. In fact,

pricing is a very crucial decision area as it has its effect on demand for the product and also on the

profitability of the firm.

3.12.4)Place:

Goods are produced to be sold to the consumers. They must be made available to the consumers at

a place where they can conveniently make purchase. Woolens are manufactured on a large scale in

Ludhiana and you purchase them at a store from the nearby market in your town. So, it is necessary

that the product is available at shops in your town. This involves a chain of individuals and

institutions like distributors, wholesalers and retailers who constitute firm’s distribution network

(also called a channel of distribution). The organization has to decide whether to sell directly to the

retailer or through the distributors/wholesaler etc.

3.12.5) Promotion:

If the product is manufactured keeping the consumer needs in mind, is rightly priced and made

available at outlets convenient to them but the consumer is not made aware about its price, features,

availability etc., its marketing effort may not be successful. Therefore promotion is an important

ingredient of marketing mix as it refers to a process of informing, persuading and influencing a

consumer to make choice of the product to be bought. Promotion is done through means of

personal selling, advertising, publicity and sales promotion. It is done mainly with a view to

provide information to prospective consumers about the availability, characteristics and uses of a

product. It arouses potential consumer’s interest in the product, compare it with competitors’

product and make his choice. The proliferation of print and electronic media has immensely helped

the process of promotion

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3.13) BRAND

Brands are intangible assets, assets that produces added benefits for the business. This is the

domain of strategic brand management: how to create value with proper brand management

Definition of a Brand Brand is most commonly referred to as the name, term, design, symbol, or

any other feature that identifies one seller’s goods/services as distinct from those of other sellers.

Whilst this definition is too general to grasp the key aspects of brand trust, we have defined brand

as:

a reputational asset which has been developed over time so as to embrace a set of values and

attributes. As a result people hold a set of beliefs about the brand which are often powerful.

3.13.1) Brand Trust

Brand trust is viewed as central in many studies. It is conceptualized as a notable factor in the firm

success. Choudhury and Holbrook define brand trust as “the willingness of the average consumer

to rely on the ability of the brand to perform its stated function”. Brand trust arises after

consumers’ evaluation of companies’ offerings. If companies provide beliefs of safety, honesty and

reliability about their brands to consumers, brand trust will be generated subsequently. It can be

interpreted that brand trust is created and developed by direct experiences of consumer via brands.

The main difference between brand trust and brand affect is; brand trust is viewed as a long process

which can be occurred by thought and consideration of consumer experiences about store while

brand affect is consisted of impulsive feelings which can be formed, spontaneously. Therefore

brand trust can be discussed as a cognitive component which may induce emotional response,

namely brand affect.

3.13.2) BRAND EQUITY

Brand equity is the measurable value derived from marketing and other strategic and management

efforts attributable to a brand

The challenge for marketers in building a strong brand is ensuring that customers have the right

type of experiences with products and services and their accompanying marketing programs so that

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the desired thoughts, feelings, images, beliefs, perceptions, opinions, and so on become linked to

the brand.

3.13.3) BRAND LOYALTY

Brand loyalty is a pattern of consumer behaviour where consumers become committed

to brands and make repeat purchases from the same brands over time.

Loyal customers consistently purchase products from their preferred brands, regardless of

convenience or price. Companies often use different marketing strategies to cultivate loyal

customer, including loyalty programs (i.e. rewards programs) or trials and incentives (such as

samples and free gifts .Brand Equity – What is it? Brand equity is the value of the brand in the

marketplace.1 simply put, a high equity brand has high value in the marketplace. However, what

this means exactly is often not fully or clearly understood.

High brand value, a brand with high equity, means that the brand has the ability to create some sort

of positive differential response in the marketplace. This can mean that your brand is easily

recognizable when encountered in advertising or seen on a yard sign. It can mean that your brand is

one of the first ones recalled when a relevant prompt is used – “who would I call to discuss listing

my house?” It could mean that individuals would be willing to pay a premium price for your

brand’s offering. In the case of a real estate transaction, individuals would pay a standard

commission and feel as if they received a valuable high-quality service from a well-known and

trusted brand. It could mean that when someone asks for a referral, your brand is the first one that is

recommended to others. All of these are positive responses to the brand – a readily recognizable

brand, a brand that is recalled quickly and easily when needed, one that individuals are willing to

pay a premium price to acquire, and a brand that is recommended to others. These are all

characteristics of a high equity brand.2

23

CHAPTER 4

ANALYSIS AND INTERPRETATION

ANALYSIS OF DATA

The result of the survey conducted as a part of the research study is presented analyzed in this

chapter. Analysis of data is the most skilled task in the research process. Analysis of data means

studying the tableted material in order to determine the inherent fact or meanings. In other words

24

the analysis means computation of certain indicates or measure or coefficients along with

searching for pattern of relationships that exist among data groups.

The analysis is presented as:

1. Democratic profile

2. Awareness and knowledge about the usage of products

3. Evaluate the source of information and influencing attribute to purchase johnson & johnson’s

baby products

4. Evaluation of johnson & johnson’s baby brands

5. Customers satisfaction on the johnson & johnson’s products

6. Friedman test and Two- way ANOVVA test are used for making this analysis.

4.1 GENDER

Table 4.1 shows the gender of respondents

Table 4.1 GENDER

25

Gender No of

respondents Per cent

Male 10 20

Female 40 80

Total 50 100

Source: primary data

Figure 4.1 Gender

Source: Table 4.1

Table 4.1 shows that majority of the respondents (80 per cent) female.

4.2. Age

The table 4.2 shows the age category of the respondents

Table 4.2 Age

20%

80

26

Sl no Age No of respondents Per cent

1 <18 0 0

2 18-25 14 28

3 26-36 36 72

4 36-50 0 0

5 >50 0 0

6 Total 50 100

Source : primary data

Figure 4.2 Age

Source : Table 4.2

Table 4.2 exhibits majority of the respondents (72 per cent) belongs to 26-36 age group.

4.3) EDUCATION

The educational qualification of respondents are given in the table 4.3

Table 4.3 Education

27


Figure 4.3 Education

Source :Table 4.3

As to educational qualification majority of the respondents (42 per cent) had degree holders.

Only 14 per cent of the respondents belongs to others ( other professional education).

4.4 OCCUPATION

The respondents are belongs to different occupational status.the following table shows the

occupational status of respondents.

Education qualification No of respondents Per cent

Up to plus two 12 24.0

Degree 21 42.0

PG 10 20.0

Others 7 14.0

Total 50 100.0

educatin

% o

f re

spo

nd

en

ts

28

figure 4.4 OCCUPATION

Source :Table 4.4

Table 4.4 shows that majority of the respondents (30 per cent) belongs housewives (others) and

only 8 per cent belongs to agriculture.

4.5 Monthly income

The tables 4.5 represent the monthly income of the respondents.

Table 4.5 Monthly income

Table 4.4 OCCUPATION

occupation No of respondents Per cent

Agriculture 4 8.0

Government 10 20.0

Business/private 12 24.0

Self employment 9 18.0

Others 15 30.0

Total 50 100.0

29

� Source: primary data

Figure 4.5. MONTHLY INCOME

Source:Table 4.5

Table 4.5 reveals that 14 monthly income of the per cent respondents are belongs to10001-20000

and majority of the respondents (34 per cent) are above 20000.

4.6 Number of children

The table 4.6 represent the number of children of the respondent

Table 4.6 Number of children(below 2 years)

Monthly Income No of respondents Per cent

<5000 15 30.0

5001-10000 11 22.0

10001-20000 7 14.0

>20000 17 34.0

Total 50 100.0

30

Source : primary source

Figure 4.6. NO OF CHILDREN

source : Table 4.6

Table 4.6 shows that majority of the respondents (64 per cent) have only one child below two

years and only 12 per cent of the respondents have two children below two years.

4.7. Usage of products

Johnson & johnson’s brand offers variety of baby products and the customers use various

products of johnson & johnson’s brand .The table 4.7 shows the number of products used by the

respondents.

Table 4.7 usage of products

No of children No of respondents Per cent

0 10 20.0

1 34 68.0

2 6 12.0

Total 50 100.0

Product Yes No

31


Most of the customers use baby powder and baby oil compared to other products (98 per cent),

followed by 96 per cent customers use baby soap.84 per cent of customers using baby lotion.only

18 per cent of customers using Ear & Nose care and 4 per cent of customers using baby cleansing

cloth.

4.8 Usage of products in months

The respondents use various product of johnson & johnson’s baby brand. The following table

shows how long the products are used by the respondents.

Table 4.8.1.BABY LOTION

months No of respondents Per cent

0-5 8 16

6-10 12 24

11-15 16 32

16-20 6 12

21-25 7 14

>25 1 2

Total 50 100

(in per cent) (in per cent)

Baby lotion 84 16

Baby shampoo 64 36

Baby wash 30 70

Baby powder 98 2

Baby oil 98 2

Baby soap 96 4

Baby cream 72 28

Baby cleansing cloth 4 96

Ear & Nose care 18 82

32


Table 4.8.2 BABY SHAMPOO

months No of respondents Per cent

0-5 17 34

6-10 6 12

11-15 17 34

16-20 4 8

21-25 5 10

>25 1 2

Total 50 100


Table 4.8.3 BABY CREAM

months Frequency Per cent

0-5 15 30

6-10 6 12

11-15 18 36

16-20 6 12

21-25 5 10

Total 50 100


Table 4.8.4 BABY WASH Months Frequency Per cent

0-5 39 78

6-10 2 4

11-15 7 14

16-20 1 2

21-25 1 2

Total 50 100


Table 4.8.5 BABY POWDER

Months Frequency Per cent

0-5 5 10

6-10 3 6

11-15 18 36

16-20 10 20

21-25 14 28

Total 50 100

33



Table 4.8.6. EAR AND NOSE CARE

Months No of respondents Per cent

0-5 45 90

6-10 1 2

11-15 1 2

16-20 1 2

21-25 2 4

Total 50 100


Table 4.8.7 BABY CLEANSING CLOTH


0-5 47 94

6-10 1 2

11-15 2 4

Total 50 100


Table no 4.8.8 BABY OIL

Months No of frequencies Per cent

0-5 15 30

6-10 12 24

11-15 11 22

16-20 9 18

21-25 3 6

Table 4.8.7 BABY CLEANSING CLOTH


0-5 47 94

6-10 1 2

11-15 2 4

Total 50 100

34

Total 50 100


Table 4.8.9 BABY SOAP


0-5 4 8

6-10 4 8

11-15 18 36

16-20 11 22

21-25 13 26

Total 50 100


The tables4.8.1, 4.8.2,4.8.3, and 4.8.5 shows that there is no gradual difference in

baby lotion, baby shampoo,baby powder, and baby cream in usage of months. These products are

been used for a longer period as compared to other baby products. But the product like baby

wash, baby cleansing cloth, ear & nose care used up to five months to their children.

4.9. Source of information about the products

The source of information that might inform the respondents about the johnson & johnson’s baby

products are represent in the table 4.9.1. The source of information persuading or influencing the

respondents to purchase the products of johnson & johnson’s baby brands

H0: There is no significant difference in the preference of customers on source of information as

to choose johnson &johnson’s baby products’

H1: There is significant difference in the preference of customers on source of information to

choose johnson & johnson’s baby products.

Table 4.9.1 Mean rank obtained to identify the major source of information

Rank

Mean Rank

Retailers and dealers 3.62

35


The mean rank obtained to identify the major source of information to purchase Johnson &

johnson’s baby products are stated above. The lower the rank,higher will be the major source of

information. As per the table given that the highest or major source of information to depend

decreases. Advertisements are the most reliable source of information(mean rank 1.56) followed

by the source to depend less on retailers and dealers(mean rank 3.62)

Table 4.9.2 Friedman Test

The chi square static provides a value of 65.233, which is significant at 5% level of significance

(p=0.000<0.05).Therefore the null hypothesis is rejected.This indicates there significantly

difference variation in the preference of customers on the source of information to choose

Johnson & Johnson’s baby products.

4.10.Media of advertisement

Advertisement is the major source of information of johnson & johnson’s baby products. So

among the various media of advertisement which one is more effective, that helps the company to

Friends 2.35

Relatives 2.47

Advertisement 1.56

Test Statistics

N 50

Chi-Square 65.233

Df 3

Asymp. Sig. .000*


*significance at 5 per cent level

36

more focusing on that media of advertisement. The various media of advertisement which

influence the respondents are shown in the table 4.10.

H0: There is no significant difference in the major media of advertisement influence the

customers

H1: There is significant difference in the major media of advertisement influence the customers

Table 4.10.1 Mean rank obtained for the mode of advertisement

Up to +2 Degree P G Others

Notice and pamphlet 31.25 24.9 10 19.07

Posters 23.46 25.03 22.2 31.57

Radio 16.75 29.02 30.7 22.5

TV 24 25.21 28.95 24

Newspaper 26.5 24.81 25.7 25.57

Magazines/journals 29.29 24.98 25.7 20.29

Internet 32.88 19.26 29.35 26.07

Telemarketing/mobile marketing

32.25 20.14 22.2 34.71

Brochures 21.96 29.33 24.75 21.14

Bill board,wall writing 25.42 27.26 21.45 26.14

N 12 21 10 7

Source: Primary data

Up to plus two, internet (mean rank 32.88) is the widely used mode of advertisement and

radio(mean rank 16.75) is used very less. Brochures are the mostly used (mean rank 29.33)

mode of advertisement by the degree holders and the Bill board/wall writing is used very less

(mean rank 27.26) by the Post Graduate. Telemarketing and mobile marketing are mostly used (

mean rank 34.71) mode of advertisement by others.

Table 4.10.2. Kruskal Wallis Test

Notice and

pamphlet Posters Radio TV News paper

37


*Significant at 5 per cent level of significance

The education qualification wise mean rank table shows that radio, internet and tele

marketing/mobile marketing are not rejected as the p value are 0.048, 0.05 and 0.027.as related to

hypothesis notice and pamphlet, posters, radio, tv, newspaper, magazines/journals, brochures and

bill board/wall writings are rejected as the p values are

0.328,0.548,0.048,0.209,0.987,0.576,0.407 and0.754.

Therefore it can be concluded that based on education qualification wise there is no significant

difference among users in relation to the mode advertisement used- radio, internet and tele

marketing/mobile marketing.

4.11 .Most influencing attribute to purchase johnson & johnson’s baby products

customers prefer johnson & johnson’s baby products, as many influencing factor behind it.

It may be price, quality, brand image, impact of advertisement, quantity etc.

H0: There is no significant difference in the most influencing attribute to purchase johnson &

johnson’s baby products

H1: There is significant difference in the most influencing attribute to purchase johnson

&johnson’s baby products

Chi-Square 3.446 2.12 7.927 4.541 0.14

Df 3 3 3 3 3

Asymp. Sig. 0.328 0.548 0.048* 0.209 0.987

Magazines/journals internet

Telemarketing /

mobile marketing Brochures

Bill board,wall

writing

Chi-Square 1.984 7.799 9.206 2.901 1.195

Df 3 3 3 3 3

Asymp. Sig. 0.576 0.05* 0.027* 0.407 0.754

Table 4.11.1 mean rank obtained for most influencing attribute among the user

Mean Rank

38


The mean rank obtained for identify the most influencing attribute to use johnson & johnson’s

baby products are stated above.Lower the ranks,the higher will be the preference or influencing

attribute.As per table given that highest preference is given to brand image(mean rank 1.66) and

the lowest preference or influencing attribute is the fragrance(mean rank 4.78).

The chi-square static provides a value of 131.193, which is significant at 5 per cent level of

significance(0.000<0.05).Therefore, the null hypothesis is rejected. There is significant difference

in the most influencing attribute to purchase johnson & johnson’s baby products.

Price 3.88

Quality 1.99

Brand image 1.66

Impact of advertisement 3.96

Quantity 4.73

Fragrance 4.78

Table 4.11.2.Friedman Test

Test Statistics

N 50

Chi-Square 131.193

Df 5

Asymp. Sig. .000*


*Significance at 5 per cent level

39

4.12. Most influencing Marketing mix elements motivated to purchase johnson & johnson’s

baby products

The marketing mix elements play a vital role in formulation of marketing strategy .

Marketing mix elements of the products are product, price, place, and promotion. The most

influencing marketing mix elements that motivated among the respondent to purchase johnson &

johnson’s baby products are shown in the table 4.12.1

H0: There is no significant difference in the marketing mix elements motivated among the

customers to purchase johnson & johnson’s baby products.

H1: There is significant difference in the marketing mix elements motivated among the

customers to purchase johnson & johnson’s baby products.


The mean rank obtained for the elements of marketing mix motivated among the users are stated

above.the Lower the ranks,higher will be the preference or preferable element.As per the table

given that the highest preference is given to product (mean rank 1.70) and the lowest preference

is given to price (mean rank 3.05)

Table 4.12.2 Friedman Test

Table 4.12.1 mean rank obtained for the elements of marketing mix motivated among

the respondents

Mean Rank

Product 1.70

Price 3.05

Place 2.83

Promotion 2.42

Test Statisticsa

40


*Significance at 5 per cent level

The chi-square static provides a value of 32.448, which is significant at 5 per cent level of

significance (0.000<0.05). Therefore ,the null hypothesis of is rejected. There is significant

difference in the marketing mix elements motivated among the customers to purchase johnson &

johnson’s baby products.

4.13.Customers perception or Impact of Brand Image , Brand Trust ,and Brand Loyalty on

Brand Equity

The analysis of the points of views of the customer the Brand Image, Brand Trust, Brand

Loyalty and Brand Equality provides a comprehensive assessment of customers perception on the

organization’s position in the minds of customers. These concept are interrelated and the ultimate

measure of customer evaluation will be in the form of Brand Equality. A Two-way ANOVA is

used to analyse the impact of Brand Image , Brand Trust, Brand Loyalty on brand Equity.

4.13.1Two- Way ANOVA Brand Image on Brand Equity by Gender and Education

qualification

The variation of Brand image on Brand Equity with regard to gender and

Education qualification of respondents are analyzed with Two-Way ANOVA and the output is

presented in the following table.

Table 4.13.1.1 Gender Wise Estimated Marginal means-BI

N 50

Chi-Square 32.448

Df 3

Asymp. Sig. .000*

1. GENDER

41

Source :primary data

Table 4.13.1.2 Education Qualification wise Estimated Marginal Means-BI

2. EDUCATION

Dependent Variable:BRAND IMAGE

Education Mean Std. Error

95% Confidence Interval

Lower Bound Upper Bound

Up to +2 4.009 .331 3.342 4.676

Degree 4.123 .259 3.601 4.646

P G 3.958 .354 3.244 4.672

Others 3.803 .409 2.979 4.628

Source:primary data

Table 4.13.1.3 Two-Way ANOVA-BI



Dependent Variable:BRAND IMAGE

Gender Mean Std. Error



Male 3.903 .339 3.221 4.586

Female 4.043 .181 3.679 4.407

Tests of Between-Subjects Effects Dependent Variable:BRAND IMAGE

Source

Type I Sum of

Squares Df Mean Square F Sig.

Education 824.815 4 206.204 182.834 *.000

Gender .156 1 .156 .138 .712

Error 50.752 45 1.128

Total 875.722 50

42

Two-Way ANOVA is used to test the mean variation of scores customers perception on brand

image of johnson & johnson’s brand among male and female and their education qualification.

From the above table 4.13.1.3 it is found that education qualification wise variation of mean

score are statistically significant at(value of f=182.834,Df=2, with p=0.000<0.05) while gender

wise, it is not statistically significant at 5 per cent level of significance(value of f= 0.138 DF 1

With P=0.712>0.05). Table 4.13.1.1, 4.13.1.2 and 4.13.1.3 shows that there no is significant

difference between male and female as to customers perception on brand image of johnson &

johnson’s baby brands, while based on educational qualification there is significant difference as

to customers perception on brand image of johnson & johnson’s baby products .therefore, it can

be inferred that customers with degree qualification have the better perception on brand image of

johnson & johnson’s baby brands(mean score 4.123) .

4.13.2Two Way ANOVA of brand trust factors by gender and educational qualification

The variation of brand trust factors with regard to gender and education qualification of

respondents are analyzed with Two-Way ANOVA and the output is presented in table

4.13.2.1,4.13.2.2 and 4.13.2.3.

Table 4.13.2. Gender wise estimated marginal means-BT


Table 4.13.2. Educational qualification wise estimated marginal means-brand trust

1. GENDER

Dependent Variable:BRAND TRUST




Male 3.969 .213 3.540 4.399

Female 3.728 .114 3.499 3.957

43


Table 4.13.2.3 Two Way ANOVA - BT


*Significant at 5 per cent level of significant

To test the mean variation of scores for customers perception on brand trust of Johnson &

Johnson’s baby brand among male and female and their Educational qualification wise, Two

-Way ANOVA is used and it is found that education qualification wise variation of mean score

are statistically significant at 5 per cent level of significance(value of f=405.307,df=4, with

p=0.000<0.05) while gender wise, it is not statistically significant at 5 per cent level of

2. EDUCATION





Up to two 4.164 .208 3.744 4.583

Degree 3.836 .163 3.508 4.165

PG 3.772 .223 3.323 4.221

Others 3.623 .258 3.104 4.142

Tests of Between-Subjects Effects


Source

Type I Sum of

Squares df Mean Square F Sig.

Education 723.460 4 180.865 405.307 .000*

Gender .460 1 .460 1.030 .316

Error 20.081 45 .446

Total 744.000 50

44

significance(value of f= 0.030 DF 1 With P=0.316>0.05). Table 4.13.1.1, 4.13.1.2 and 4.13.1.3

shows that there is no significant difference between male and female as to customers perception

on brand image of johnson & johnson’s baby brands, while based on educational qualification

there is significant difference as to customers perception on brand image of johnson & johnson’s

baby products . Table 4.13.2 shows that customers with plus two qualification have better

perception on brand trust(mean value 4.164). Such difference in perception is not significant in

respect of brand image between male and female of johnson & johnson’s baby brands.

4.13.3.Two Way ANOVA of brand loyalty factor by gender and education qualification

The variation of brand loyalty factor with regard to gender and education qualification of

respondent are analyzed with Two Way ANOVA and the output is presented in the following

tables.

Table 4.13.3.1 Gender wise estimated marginal means-BL

1. GENDER

Dependent Variable:Brand loyalty




Male 3.482 .212 3.054 3.910

Female 3.320 .113 3.092 3.549


Table 4.13.3.2 Education qualification wise Estimated marginal means-BL

2. EDUCATION

Dependent Variable:Brand loyalty




Up to +2 3.832 .208 3.413 4.250

Degree 3.241 .163 2.913 3.568

PG 3.498 .222 3.051 3.946

Others 3.035 .257 2.518 3.552

45

Source:primary data

Table 4.13.3.3 Two Way ANOVA- BL



To test the mean variation of scores for customers perception on brand loyalty of johnson &

johnson’s baby brands among the respondents between male and female and their education

qualification, Two Way ANOVA is used and it is found that gender wise and education

qualification wise variation of the means score are statistically significant at 5 per cent level of

significance (f=635.781,2.846 and Df=2,3 with p=0.000,0.048<0.05). Table 4.13.3.1,4.13.3.2,

4.13.3.3 clearly state that male have better perception on the brand loyalty(mean value 3.482) of

johnson & johnson’s baby brands and the customers with plus two qualification have the high

perception on brand loyalty. It is inferred that respondents male with plus two qualification have

high level of perception on brand loyalty of johnson & johnson’s baby products.

4.13.4.Two Way ANOVA of brand equity factors by gender and education qualification

The variation of brand equity factor with regard to gender and education qualification

of respondents are analyzed with Two- Way ANOVA and output is presented in the following

tables.

Table 4.13.4.1 Gender wise Estimated marginal means -BE


Dependent Variable:brand loyalty

Source

Type I Sum of

Squares df Mean Square F Sig.

Gender 563.469 2 281.735 635.781 .000*

Education 3.784 3 1.261 2.846 .048*

Error 19.941 45 .443

Total 587.194 50

46


Table 4.13.4.2 Education qualification wise Estimated marginal means-BE


Table 4.13.4.3 Two Way ANOVA-BE

1. GENDER

Dependent Variable:brand equity




Male 3.658 .256 3.142 4.173

Female 3.143 .136 2.868 3.418

2. EDUCATION





Up to +2 3.810 .250 3.307 4.314

Degree 3.445 .196 3.051 3.840

PG 3.521 .268 2.982 4.060

Others 2.825 .309 2.202 3.447



Source

Type I Sum of


47



To test the mean variation of scores for customers perception on brand equity of johnson &

johnson’s baby brands among the respondents between male and female and their education

qualification, Two Way ANOVA is used and it is found that shows that gender wise variation of

mean score are statistically significant at 5 per cent level of significant (f=426.530, Df=2 with

p=0.000<0.05) while education qualification wise , it is not statistically significant(value of

F=2.234, Df=3 with p=0.097>0.05). Table 4.13.4.1, 4.13.4.2 and 4.13.4.3 reveals that there is

significant difference between male and female and there is no significant difference based on

education qualification of the respondents. It is inferred that customers perception on brand

equity of the johnson & johnson’s baby brands is better in the case of male respondents( mean

value 3.658). Such a differences in the perception is not significant different educational

qualification of respondents.

4.14. Customer satisfaction related with marketing mix elements

The ultimate measure of business performance is customer satisfaction. The existence of the

organization itself depends on the satisfaction of the customers in all respects. The products of

johnson & johnson’s baby brand must satisfy the needs/expectations of customers at its four

levels. The customer should able to identify, compare and evaluate product in terms of its need.

4.14.1Two Way ANOVA of product related satisfaction by Gender and Education

qualification

The variation of product related satisfaction with regard to gender and education

qualification of respondents are analyzed with Two-Way ANOVA and the output is presented in

the following tables.

Gender 548.322 2 274.161 426.530 .000*

Education 4.309 3 1.436 2.234 .097

Error 28.925 45 .643

Total 581.556 50

48

Table 4.14.1. 1 Gender wise Estimated Marginal Means –PDTRS

1.GENDER

Dependent Variable:product related satisfaction

Gender Mean Std.

Error



Male 3.709 0.178 3.351 4.067

Female 3.718 0.095 3.527 3.909

Source:primary data

T-able 4.14.1.2 Education qualification wise Estimated Marginal Means-PDTRS

Source:primary data

Table 4.14.1. Two Way ANOVA-PDTRS

2. EDUCATION


EDUCATION Mean Std. Error



Up to plus two 3.964 .174 3.613 4.314

Degree 3.769 .136 3.494 4.043

P G 3.837 .186 3.463 4.212

Others 3.284 .215 2.851 3.717



Source

Type I Sum of


Gender 708.409 2 354.205 1140.023 .000*

Education 2.130 3 .710 2.285 .092

49


* Significant at 5 per cent level of significance

To test the mean variation of scores for product related satisfaction between male and female and

their education qualification, Two Way ANOVA is used and it is found that that gender wise

variation of mean score are statistically significant at 5 per cent level of significant ( value of

f=1140.023, Df=2 with p=0.000<0.05) while education qualification wise , it is not statistically

significant(value of F=2.285 Df=3 with p=0.097>0.05). as ter table 4.14.1.1, 4.14.1.2 and

4.14.1.3,there is significant difference between male and female and there is no significant

difference on the basis of educational qualification. Therefore it can be concluded that, based on

educational qualification the respondents have the same level of satisfaction as to products of

johnson & johnson’s baby products. The female respondents have high level of

satisfaction(mean value 3.718) compared to male

4.14.2Two-Way ANOVA of price related satisfaction by Gender and Education

qualification

The variation of price related satisfaction with regard to gender and education qualification of

respondents are analyzed with Two-Way ANOVA and the output is presented in the following

Table 4.14.2.1 Gender wise Estimated Marginal Means-PRS

Source:primary data

Error 13.981 45 .311

Total 724.520 50

1. GENDER

Dependent Variable:price related satisfaction




Male 2.837 .180 2.474 3.199

Female 3.422 .096 3.229 3.615

50

Table4.14.2.2 Education qualification wise Estimated Marginal Means -PRS


Table 4.14.2.3 Two-Way ANOVA -PRS

Source:primary data

* Significant at 5 per cent level of significance

To test the mean variation of scores for price related satisfaction between male and female and

their education qualification, Two Way ANOVA is used and it is found that that gender wise

variation of mean score are statistically significant at 5 per cent level of significant ( value of

f=884.680, Df=2 with p=0.000<0.05) while education qualification wise , it is not statistically

significant(value of F=0.600 Df=3 with p=0.618>0.05). As per table 4.14.2.1, 4.14.2.2 and


2.EDUCATION





Up to +2 3.110 .176 2.756 3.465

Degree 3.279 .138 3.002 3.557

PG 3.158 .188 2.779 3.537

Others 2.970 .217 2.532 3.408



Source

Type I Sum of


Gender 562.889 2 281.444 884.680 .000*

Education .573 3 .191 .600 .618

Error 14.316 45 .318

Total 577.778 50

51

difference on the basis of educational qualification. Therefore it can be concluded that, based on

educational qualification the respondents have the same level of satisfaction as to price of

johnson & johnson’s baby products. The female respondents have high level of satisfaction(mean

value 3.422) compared to male as to price of the products.

4.14.3Two Way ANOVA of place/distribution related satisfaction by Gender and Education

qualification

The variation of place/distribution related satisfaction with regard to gender and education of

respondents are analyzed with Two-Way ANOVA and output is presented in table

Table4.14.3.1 Gender wise Estimated Marginal Means-PDRS


Table 4.14.3.2 Education Qualification wise Estimated Marginal Means-PDRS

1.GENDER

Dependent Variable:place and distribution related satisfaction




Male 3.928 .182 3.562 4.294

Female 3.609 .097 3.413 3.804

2.EDUCATION

Dependent Variable:place/distribution related satisfaction




Up to +2 4.148 .178 3.790 4.506

Degree 3.754 .139 3.473 4.034

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Source:primary data

Table 4.14.3.3 Two Way ANOVA-PDRS

Source:primary data


To test the mean variation of scores for place/distribution related satisfaction between male and

female and their education qualification, Two Way ANOVA is used and it is found that that

gender wise variation of mean score are statistically significant at 5 per cent level of significant (

value of f=1057.805, Df=2 with p=0.000<0.05) while education qualification wise , it is not

statistically significant(value of F=2.561 Df=3 with p=0.067>0.05). As per table 4.14.3.1,

4.14.3.2 and 4.14.3.3,there is significant difference between male and female and there is no

significant difference on the basis of educational qualification. Therefore it can be inferred that,

based on educational qualification the respondents have the same level of satisfaction as to place/

distribution of johnson & johnson’s baby products. The male respondents have high level of

satisfaction(mean value 3.928) compared to female.

4.14.4.Two Way ANOVA of promotion by Gender and Education Qualification

The variation of promotion related satisfaction with regard to Gender and Education

Qualification of respondents are analyzed with Two-Way ANOVA and output is presented in

table

Table 4.14.4 Gender wise Estimated Marginal Means-PRRS

PG 3.746 .190 3.363 4.129

Others 3.426 .220 2.983 3.868


Dependent Variable:place/distribution related satisfaction

Source

Type I Sum of

Squares df

Mean

Square Sig.

Gender 686.956 2 343.478 1057.805 .000*

Education 2.494 3 .831 2.561 .067

Error 14.612 45 .325

Total 704.063 50

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GENDER

Dependent Variable:promotion related satisfaction

Gender Mean Std. Error 95% Confidence Interval


Male 3.543 0.224 3.093 3.994

Female 3.412 0.119 3.171 3.652

Table 4.14.4.2 Education Qualification wise Estimated Marginal Means-PRS

Source:primary data

Table 4.14.4.3 Two Way ANOVA -PROMOTION

2. EDUCATION

Dependent Variable:promotion related services




Up to +2 3.877 .219 3.437 4.317

Degree 3.386 .171 3.041 3.731

PG 3.440 .234 2.969 3.910

Others 3.207 .270 2.663 3.751


Dependent Variable:promotion related services

Source

Type I Sum

of Squares df Mean Square F Sig.

Gender 595.195 2 297.598 606.578 .000*

Education 2.602 3 .867 1.768 .167

54



To test the mean variation of scores for promotion related satisfaction between male and female

and their education qualification, Two Way ANOVA is used and it is found that that gender

wise variation of mean score are statistically significant at 5 per cent level of significant ( value

of f=606.578, Df=2 with p=0.000<0.05) while education qualification wise , it is not statistically

significant(value of F=1.768 Df=3 with p=0.167>0.05). As per table 4.14.4.1, 4.14.4.2 and


difference on the basis of educational qualification. Therefore it can be inferred that, based on

educational qualification the respondents have the same level of satisfaction as to promotion of

johnson & johnson’s baby products. The male respondents have high level of satisfaction(mean

value 3.543) compared to female.

Error 22.078 45 .491

Total 619.875 50

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CHAPTER 5

FINDINGS, SUGGESTIONS AND CONCLUSION

FINDINGS

� Majority of the respondents(80 per cent) belongs were female belongs to 26 to 36 age

group(72 per cent) qualified with degree(42 per cent) belongs to house wives(30 per cent)

category with family income above 20000.

� Majority of the respondent(68 per cent) have only one child.

� Most of the respondents are use baby powder, baby oil and baby soap.

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� Advertisement are the major source of information to purchase johnson & johnson’s baby

products.

� Tele marketing/mobile marketing is the major mode of advertisement used to acquire

information about products. Based on education qualification wise there is no significant

difference among the users in relation to the mode of advertisement used-internet and

telemarketing/mobile marketing.

� The most influencing attribute that made the respondents to use johnson & johnson’s baby

products are brand image.the mean variation of all the attribute is statistically significant in

the output of Friedman Test. This indicates the variation in the influencing attribute among

the users.

� Product is the most important motivating factor among the marketing mix element to

purchase the products. There is significance difference in the element of marketing mix

element motivating among the users.

� Customers perception on brand image, brand trust, brand loyalty and brand equity

The customers with degree qualification have better perception on brand image of johnson

& johnson’s baby brand.

The customers with plus two qualification have better perception on the brand trust of

johnson & johnson’s baby brand

The male respondents with plus two qualification have better perception on brand loyalty of

johnson & johnson’s baby brands

Customers perception on brand equity of johnson & johnson’s baby brand have better in the

case of male respondents.

� Satisfaction level of customers with marketing mix elements

The satisfaction level in respect of product among selected respondents shows that majority

of the respondents are highly satisfied with the product. Gender wise, female respondents are

highly satisfied with the product.

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The satisfaction level in respect of price among the respondents shows that majority of the

respondents are satisfied with the price. Gender wise , female respondents are highly satisfied

with the price.

In the case of place/ distribution and promotion male category have the high level of

satisfaction.

Suggestions

on the basis of result of the study ,the following recommendations are made:

1.consumer awareness:

The study reveals that the consumer are aware of johnson &johnson’s baby products through

advertisement particularly through internet and tele marketing/mobile marketing. Hence the

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manufacture have to consider this fact and utilize this source very effectively because it involves

high cost then when compared to other media of advertisement.

2.brand image:

It is found from the study that the consumers exclusively prefer to buy johnson & johnson’s

baby products. This reveals that Johnson & johnson’s has established its brand image which will

have a vital influence on consumers. In this context, it is important to know that the management

should adopt continued effort in retaining the brand image.

3.pricing:

Through customers are satisfied with the quality, package,and its content, they are satisfied

with price. Though the pricing is cost based, it is important that comparing with the competitors it

is better to make it as customer based.

4.suitability of products:

The study reveals that the baby products of johnson & johnson’s are more suitable to the

babies of customers than other brands. This shows that the manufactures has identified right

production technology and thus are able to win the confidence of customers.

Conclusion

Even in baby products there are many brands available in the market, yet johnson & Johnson’s

is able to position its product rightly. The success of johnson & johnson’s may be due to almost

all the products that the children use are manufactured, besides other important factors like

quality,taste etc, it is essential that due to the growing needs of children and increasing

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competitors in the market. Johnson & johnson’s should aim at reaching further more levels in

terms of creation of new customers and enhancement of sales volume. Like any business, the

success again depends on consumer preference and their satisfaction. Therefore, johnson &

johnson’s must be at taking continues step to understand and monitor the consumers whose

preference may change in view of several conditions which exist in the market.

BIBLOGRAPHY

WEBSITE

� www.shodhganga.inflibnet.com

� www.scribd.com

� www.wikipedia.com

� www.academia.edu

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RESEARCH PAPER

� MOHSIN ZAFAR ,ARSHAD ZAHEER ,’’Impact of online service quality on customers

satisfaction in banking sector.

� Dr.Lakshmanan MP(2014) marketing strategies of LIC IN Kerala MG University.

APPENDIX

INTERVIEW SCHEDULE

The interview schedule is meant to evaluate your attitude towards Johnson & Johnson baby

products. This is meant for preparing Project report for B.com.The particulars given will be kept

confidential. Thank you for your valuable response.

61

1. Gender : Male Female

2. Age(completed years):

3. Education : up to plus two Degree

Post-Graduation Others

4. Occupation : 1) Agriculture 2) Govt. Service

3) Business/Private 4) Self Employment service

5.Monthly income

(Approximate) : 1) Below Rs 5000 2) Rs. 5001 to 10000

3) Rs 10001 to 20000 4) Above Rs. 20000

6.Number of children : (Below age 2)

7.From the following list identify the type of products of Johnson & Johnson baby brands you

have used. Please tick against the products “YES” if you have used: otherwise tick against “NO”.

Products Baby

lotion

Baby

shampoo

Baby

wash

Baby

powder

Baby

oil

Baby

soap

Baby

cream

Baby

cleasing

cloths

Ear

&Nose

care

62

YES

NO

8. How long you are associated with the products (usage in months).

Products Baby

lotion

Baby

shampoo

Baby

wash

Baby

powder

Baby

oil

Baby

soap

Baby

cream

Baby

cleasing

cloths

Ear

&Nose

care

Months

9. Please identify the major source of information you depend to purchase Johnson& Johnson

baby products.

Sl.No Source Of Information Rank

1. Retailers /Dealers

2. Friends

3. Relatives

4. Advertisement

10..The given below are the mode of advertisement used to acquire information about Johnson&

Johnson’s baby products .Rank the following by 1 to 10.

Sl. No Media Of Advertisement Rank

1. Notice and Pamphlet

2. Posters

3. Radio

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4. Television

5. Newspapers

6. Magazines / Journals

7. Internet

8. Telemarketing, Mobile marketing

9. Brochures

10. Bill board , Wall writings

11. Please identify the most influencing attribute that made you to use the Johnson& Johnson’s

baby products.

Sl.No Attributes Rank

1. Price

2. Quality

3. Brand image

4. Impact of advertisement

5. Quantity

6. Fragrance

12.Please rank the following elements of marketing mix motivated you substantially to purchase

the products of Johnson Johnson’s baby brands.

Sl.No MARKETING MIX ELEMENTS RANK

1. Product- I purchase the products of johnson&johnson’s baby brands

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in order to meet some of my needs

2. Price- It carries affordable price

3. Place- I prefer the products of johnson&johnson baby products

because of it is easy to purchase from nearest shop

4. Promotion-I prefer the products of johnson&johnson’s baby

products expecting the quality they declared

13. Please score the following statements that are relate to perception of customers on brand

image, brand trust, brand loyalty and brand equity of Johnson & Johnson’s baby products.

(5- Strongly agree, 4- Agree, 3- neutral, 2- Disagree, 1- Strongly disagree)

13.2 BRAND TRUST FACTORS 5 4 3 2 1

13.2.1 I feel that the product standards meet my expectations

13.1 BRAND IMAGE FACTOR 5 4 3 2 1

13.1.1 I always see that johnson&johnson’s baby product is the

best benchmark of baby care products

13.1.2 Johnson&johnson’s baby brand is professional in its

customer service

13.1.3 The brand is well established with long years of tradition

and trust

13.1.4 The brand is trustworthy in all its dealings and

transaction

13.1.5 The brand charge reasonable price for their products

13.1.6 The brand is very familiar to me

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13.2.2 I feel that the brand keeps as to safety of their customers

13.2.3 I feel that the brands are generally reliable

13.4 BRAND EQUITY FACTORS 5 4 3 2 1

13.4.1 Even if any other brand has the same product, features

and benefits as this brand, i would prefer this brand

13.4.2 It makes sense to buy this brand instead of other brands

because of its product quality even if they are same

13.4.3 I will never switch over the brand even if other brand

are more reasonable

14. The following are the statements relate to Johnson Johnson’s baby brands. Please

Express your opinion by giving a score ranging from 5 to 1

(5-strongly agree, 4-Agree, 3-Neutral, 2-Disagree, 1- strongly disagree)

13.3 BRAND LOYALTY FACTORS 5 4 3 2 1

13.3.1 I would recommend the products to my friends and

relatives

13.3.2 I am highly satisfied with the brand

13.3.3 I want to be continue with the products

13.3.4 I have faith in johnson&johnson’s baby care products

13.3.5 I want to stay with the brand even if minor mistakes are

made

13.3.6 I believe that johnson&johnson’s brand won’t do anything

affecting consumers negatively

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SL.NO Product related satisfaction 5 4 3 2 1

14.1 Brand offered wide variety of products

14.2 Most of the products offers are innovative compared to

competitors

14.3 Johnson&johnson’s baby brand offers quality products

14.4 Mostly the brand offers health care products

14.5 The products meet customers’ requirements

Price related satisfaction

14.6 The brand keep the price reasonable

14.7 The price of the products which are affordable to all

income groups

14.8 The price of the products of the brand will reflect the

value of product

Place/ Distribution related satisfaction

14.9 The brand placed its products at every super market

14.10 Johnson&johnson’s baby products available on various

portals and shopping sites on internet

14.11 Multiple distribution channels are available for the

purchases of products of johnson&johnson’s baby

brands

14.12 Johnson&johnson’s baby brand offers their products at

wholesale

Promotion related satisfaction

14.13 Johnson&johnson’s brand offers special discount

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coupons on products

14.14 Johnson and Johnson’s brand offers various schemes

like “bye one get one”, gift pack to its customers at

regular intervals

14.15 The brand provide information relating to innovative or

new products through advertisement regularly

14.16 Theme, layout , language of advertisement is attractive

and informative

Thanks for giving your valuable time

chapter 1 introduction -...

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