© 2022 JETIR November 2022, Volume 9, Issue 11 [Link].

org (ISSN-2349-5162)

A STUDY OF CONSUMER PERCEPTION ON

HINDUSTAN UNILEVER PRODUCTS WITH
SPECIAL REFERENCE TO VILLUPURAM
TOWN
Malavika. B, Malini. S, Manisha. R, Manju. K and Mr. Kandhavel. A* Corresponding
author* PG & Research Department of Commerce Theivanai Ammal College For
Women (Autonomous) Villupuram, Tamil Nādu, India Abstract
The study highlighted on consumer perception on Unilever products. It had an objective to determine the
consumer awareness on Hindustan Unilever products and the primary objective was to study the consumer
satisfaction and the brand loyalty towards customers in the relation with price and quality of the products in
Hindustan Unilever. The data was collected from 50 respondents through primary data. The sample study of
respondents was selected through random sampling method. After collecting the data, simple percentage
analysis method and chi-square test was used as statistical tools for the data collected. From the data
analysed in this study, the respondents are satisfied with the availability of products and some are dissatisfied
with the price of the products. The suggestion was to improve media publicity. The conclusion was the level of
satisfaction and the perception towards Hindustan Unilever products have significant connection.
Keywords: FMCG, Beauty products, Awareness, Perception, HUL.
Introduction
Hindustan Unilever is a subsidiary company of Unilever. It is company which is headquartered in Mumbai,
India. Hindustan Unilever was established in 1931 as Hindustan Vanaspati Manufacturing Co. and it was a
merger of constituent groups in 1956, which was renamed Hindustan Lever Limited. Its products include
beverages, food, water purifier, cleaning agents, personal care products and other fast-moving consumer
goods. The company was renamed in June 2007 as Hindustan Unilever Limited. It believes that an
organisation’s worth is also in the service it renders to the community and focuses on hygiene, nutrition,
enhancement of livelihoods, reduction of greenhouse gases and water footprint. It is also mixed up in
education and rehabilitation of special or underprivileged children, care for the destitute and HIV-positive, and
rural development. HUL has also responded in case of national calamities / adversities and contributes through
various welfare measures, most recent being the relief and rehabilitation of the people affected by the Tsunami
disaster, in India. Hindustan Unilever faces an aggressive competition with other FMCG products, which is
No. 1 in FMCG sector. The most critical aspect of this industry’s growth is increased visibility, better access to
goods and change in lifestyles.
Top FMCG Companies:
The top companies are Nirma, Bikanervala, Marico, CavinKare, Dabur India Ltd., Amul, Hindustan Unilever,
Pidilite Industries, Emami, Parle Agro, Colgate Palmolive India Ltd., Haldiram’s, Britannia, etc. The
company’s portfolio comprises leading household brands such as Surf Excel, Lux, Lifebuoy, Pond’s, Vaseline,
Rin, Wheel, Clinic Plus, knor, Fair & Lovely, Kwality Wall’s, Lakmé, Pepsodent, Dove, Closeup, Sunsilk,
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Axe, Bru, Brooke Bond, Pureit, Kissan, soaps, skin care, detergents, deodorants, shampoos, toothpastes,
cosmetics, packaged foods, tea, water purifiers, coffee, and ice cream.

Competitors:
The competitors of HUL in FMCG sector, ITC, Marico, Godrej Consumer, Nima Ltd., Colgate-Palmolive,
Procter and Gamble, Loreal, Dabur. It is said that Hindustan Unilever, the country’s largest FMCG company,
will reskill or upskill all its employees for future-fit skills by 2025, increase inclusivity and raise living
standards across value chain as part of a global initiative of its parent Unilever. In 2021, HUL will make their
Climate Transition Action Plan setting ourselves the goal of reducing their greenhouse emissions to nil by
2030, and the value chain to nil by 2039. Globally, their commitments include three aspects of the future of
work. HUL also ensures that everyone who directly provides goods and services to the company earns at least
of a living wage or income in future.
Review of Literature
Mahadeva Murthy C, Veena K P (2015) Published on International Journal of Multinational Research
Review, Export Opportunities and Challenges Of FMCG Sector: A case study of Hindustan Unilever Limited
Vol.1, Issue 4, (P)1-7. This study focuses on Fast Moving Consumer Goods sector of Indian Economy. It
highlights the problems faced, growth trends in sales exports and imports of HUL industry. It insists that it is
possible for FMCG Industries to bring about changes in their strategies in creating consumer preferences. The
export opportunities and challenges in FMCG products, has seen a wide range of innovations in India. Inspite
of their drawbacks.
Chintan Suthar, Sorava Sharma, Jayprakash Lamoria (2021) Published on International Journal of
Creative Research Thought (IJCRT) “A Study of Emerging Trend of Hindustan Unilever Limited (FMCG) of
Bath Soap product in Vadodara City”. Vol.9, Issue 4, (P)[Link] study focuses on the availability of
those goods is therefore not a conic 10% of the population of India likes un sural areas so about 50% of the
Soaps is sold in rural market. Sample plane using of sample are. Selected using the following sampling.
Techniques Simple random Sampling convenience Sampling Hut also Launched the project SHAKTI, which
provide it with direct access to the rural market.
Sarath A, Kamalakannan K (2018) Published on International Journal of Science, Engineering and
Management. “Consumer satisfaction on personal care product of Hindustan Unilever limited with reference
to thoothukudi”. Vol.3 Issue 4, (P)[Link] study focus on Hindustan Unilever is another significant
player with toothpaste brand pepsodent and close up. The sample respondents are classified preference place
of purchase personal care products. It is presented in the following. It is also association between the variable
selected and the level of satisfaction of the consumers.
Pushpraj Wagh (2021) Published on UGC CARE Journal “A study of consumer behaviour towards cosmetic
products with reference to Lakme” Vol 44, NO.1(III), (P)38-44. This study focuses on Lakme is the Indian’s
well – known, popular and successful brand over 65 years. Lakme provide a wide range of beauty products for
women like face wash, scrub, lotion, moisturizer, cleansers, etc. Lakme has proven record of consistent
quality of product, the design and towards customer service. The researcher, with the use of a structured
questionnaire collected information from 100 women in Pune City using lakme products. The information was
analysed by using statistical techniques – factor analysis, chi – square analysis, pie charts, percentages etc.
Farhad Uddin (2021) Published on Global Journal of Management and Business Research E Marketing
“Glow and lovely: old wine in a new bottle” Vol 2, issue 4,(P)4-12. This study focuses on Unilever a well –
profiting cosmetic company, changing its products name ‘Fair and lovely’ to ‘Glow and lovely’ does the same
thing as other cosmetic companies do in their advertisement looking like old wine in a new bottle. In this
research purposive sampling has been adopted, as elements, taken to analyze in this research, have specific
characteristics or qualities people here consider light skin more attractive and desirable and create
discrimination showing no attraction to dark – skinned people especially women. The ‘signs’ in the
advertisement rein force their perceptions about Beauty and establish myths.

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Statement Of Problem
If the cost of Raw material rise, the production cost and distribution cost may also increase, which may lead to
expensive rates of FMCG Products. This may affect the buying pattern of the customers, which may lead to
dissatisfaction in the products.
Objectives Of The Study
1. To measure the customer awareness on HUL Products.
2. To study the customers` satisfaction on products of HUL.
3. To study the brand loyalty towards customers in relation with price and quality.
Scope Of The Study
As the rural market is in its infant stage of growing it offers a good scope for the research. The market is in
developing stage. Hindustan Unilever has wide range of products and it is the no.1 fast moving consumer
goods.
Hence the research is made to analysis about the perception and awareness towards Hindustan Unilever
products and the purchasing power of its customers.
Limitations Of The Study
India is the vast country and predominantly dominant by the ruler areas. It has diversity in development
stages. There is regional imbalance of socio-economic development from various districts. Sincere efforts
were taken to collect maximum information from the respondents. The study is made in Villupuram city only.
Only 50 respondents have been taken for the study. This research focus on personal and beauty care products.
The selected products have alone been considered for the research is Lakme, Elle 18, dove. The respondents
felt bit shy in furnishing the information, rather of giving the point of information which has been required to
refined.
Research Methodology Research
Design
A research design is the arrangement of condition for collection and analysis data in a manner that aims to
combine to research purpose. The decision is regarding What, How much by what means concerning a
research study by constituting a research design. We have used Descriptive research for our study.
Sample Design
The Researchers chose to simple random sampling method. Simple random sampling. It involves selecting the
desired sample size and also picking observations from people in a way that everyone has an identical chance
of getting selected until the final sample size is finalised.
Sample Size Of The Study
Only 50 respondents have been selected through Primary sampling method. Primary sampling unit refers to
sampling units that are selected in the first (primary) stage of a multi-stage sample ultimately aimed at
selecting individual elements. Area of the Study The area of study focuses on Villupuram Town of Tamil
Nadu. Period of the Study
The Researchers had a time duration from July to November (2022) for the study of the research.
Hypothesis Of The Study
H01 – There is no significant relationship between level of satisfaction of respondents and their perception
towards HUL Products.
H02 – There is significant relationship between level of satisfaction of respondents and their perception
towards HUL Products.
Statistical Methods And Tools
 Simple Percentage Analysis
 Chi-Square Test

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DATA ANALYSIS AND INTERPRETATION

1. Where do you buy FMCG products?

PARTICULARS FREQUENCY CUMMULATIVE PERCENTAGE
Super Market 29 29 58
Retail Stores 13 42 26
Online 04 46 08
Others 04 50 08
TOTAL 50 50 100
Source: Primary Data

Interpretation:
This table exhibits majority 58% of respondents shop from super market, 26% of respondents shop from retail
stores, 8% of respondents shop from online/others.

2. Do you know about Hindustan Unilever?

PARTICULARS FREQUENCY CUMMULATIVE PERCENTAGE
Yes 37 37 74
No 08 45 16
Maybe 05 50 10
TOTAL 50 50 100
Source: Primary Data

0 10 20 30 40 50 60 70 80

Maybe No Yes

Interpretation:
This table expose majority 74% respondents of “yes”, 16% of respondents “No”, 10% of respondents are
maybe.

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[Link] among the beauty products of HUL you prefer?

PARTICULARS FREQUENCY CUMMULATIVE PERCENTAGE
Dove 17 17 84
Lakme 26 43 52
ELLE 01 44 02
Others 06 50 12
TOTAL 50 50 100

Source: Primary Data

2% 12%
34% Dove
Lakme

52% ELLE
Others

Interpretation:
This table shows majority 52% respondents of Lakme, 34% of respondents of dove, 12% of respondents are
others 2% of respondents are ELLE 18.
CHI SQUARE TEST
Table: 1
RELATIONSHIP BETWEEN LEVEL OF SATISFACTION OF RESPONDENTS TO THEIR
PERCEPTION TOWARDS HUL PRODUCTS
FACTORS HIGHLY NEUTRAL DIS- HIGHLY TOTAL
SATISFIED SATISFIED SATISFIED DISSATISFIED
Price 09 20 16 04 01 50
Quality 11 26 13 0 0 50
Quantity 09 19 22 0 0 50
Brand 11 23 13 1 02 50
Availability 9 29 11 1 0 50
Of
Products
TOATL 49 117 75 06 03 250
Source: Primary Data
H01 – There is no significant relationship between level of satisfaction of respondents and their perception
towards HUL Products.
H02 – There is significant relationship between level of satisfaction of respondents and their perception
towards HUL Products.
Level of Significance : 5%
Degree of Freedom : 16
Tabulated value : 26.296
Calculated value : 22.697
Since the calculated value is lesser than table value the null hypothesis is rejected. There is significant relation
between level of satisfaction of respondents and their perception towards HUL Products.
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Findings
 Most graduated people have awareness about Hindustan Unilever products.
 Majority people buy FMCG products in super market.
 People get attention for making purchase through television.
 Can categorise a product only after years of product usage.  People has satisfaction in Hindustan
Unilever products. Suggestions
 Can make familiar about B2B of Hindustan Unilever.
 Media publicity can be improved.
 Innovation of products is an absolute way of finding new customers.
 The company can introduce more varieties of beauty products for Men.  Way of packing products
can attract people even more.
Conclusion
A survey of people has been conducted to know the perception in Personal Care and Beauty Products of
Hindustan Unilever. Some people often like to have make over with quality, quantity and availability of
products. Hindustan Unilever is No. 1 in FMCG Sector which has consumer satisfaction as its one of the
main objectives. The company is fond of Women Empowerment in the country. The study also reveals the
consumer awareness and consciousness towards to products are stable in the varied category of price, quality,
quantity, brand and Availability of Products. Hence the researchers conclude that the level of satisfaction and
the perception towards HUL products of the consumers has significant connection. In this era of ever-
increasing competition. It is very important for HUL to keep a constant eye on preferences and behavior of
their customers in order to capture the mass number of untapped market in both rural and urban areas of India.
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