CHAPTER II

REVIEW OF LITERATURE:
Literature review is most important to identify the problem of the study, which
can be solved by collective of data. It is very important to know that the work
doing by Researcher in a Research should not be repeated again. Literature review
observes about the work that it is doing, is repeating unintentionally. It also helps
to avoid the mistakes, which already done by another one. So Researcher can
improve the Research design and instrumentation, which was not successful at the
last time. A new Research design and is depends on the past knowledge, and not
includes a past of knowledge. A well created literature review establishes
creditability of the Researcher of the study, so he can get the entire benefit of his
work.
1.

Ms. Bharathi undergone project entitled customer satisfaction towards

oriflame cosmetics at Rajamoundry, under Andra University in 2012.

Objectives of study were as follows:

Company Analyzes the satisfaction level of customers towards Oriflame
products. It finds the customer opinion about Oriflame products and suggest
reasons and means to improve the marketing strategy of Oriflame product.
Company knows the respondents attitude towards Oriflame products. And have the
responsibility to know the popularity of oriflamme product.
The major findings of her research were as follows:
Majority of respondents were satisfied with oriflame cosmetics.

Majority of peoples were satisfied with the price of oriflame

products.

Majority of customers using the oriflame cosmetics from 14-25 years.

Majority of respondents have good attitude towards oriflame products.
Majority of peoples were know about oriflamme.
2.

Mr. Jithendra was undergone project Under the Guidance of

Sri Murthy Rao, Lecturer entitled Direct marketing of skincare
cosmetics at Bangalore city, under Vishveswaraiah Technological
University in 2012.

Objectives of study were as follows:Company know the effectiveness of

direct marketing towards cosmetics. Can analyze the purchasing power of
customers and To analyze the marketing techniques, strategy of the cosmetics
products. Company knows the satisfaction level of customers towards
cosmetics.
The major findings of his research were as follows:
Majority

of

the

respondents

were

satisfied

with

the

effectiveness of direct marketing.

Majority of the respondents were happy with the price of the
cosmetics.
Majority of the respondents were aware of the cosmetic
products.

 Majority of the respondents were satisfied with the cosmetic product

they use.
Mr. Raghupati undergone the project entitled Direct Marketing of Lakme products at
Hyderabad, under GITAM university in 2007

Objectives of study were as follows:

The lifestyle of lakmes typical consumer is a moderate to high lifestyle.
Manufacturers one who makes the consumer to believe in it. To show the
Lakme as a No1 product in India. For the sake of customers satisfaction
the Lakme products are being modifying day by day. To analyze the
satisfaction level of customers. Analyzing which cosmetic is most used
by customers.
The major findings of his research were as follows:
Majority of the respondents are satisfied with the Modernization of Lakme
cosmetics.
Majority of the respondents are happy to believe that the Lakme is the best
product.
Majority of the respondents are satisfied with the quality of Lakme products.
Majority of the respondents are happy with the cosmetic product they use.
3.

Ms. Sophia has undergone the project entitled Direct Marketing of

Tupperware products at Uttarpradesh, at Mohammadia University.

Objectives of study were as follows:

To ensure that the company is able to attract, motivate, and retain key
management. Company grow the profitable customer relation by provide good
quality products. To provide better Tupperware products to customers and also To
know the customers opinion about Tupperware products.
The major findings of her research were as follows:
Majority of the respondents are ensures that they are attracted by the
Tupperware products.
Majority of the respondents are satisfied with the quality of the
products.
In this survey found that the most of the customers are not happy with
the price of the products.

Majority of the respondents were facing some problems in direct

marketing.