A STUDY ON CUSTOMER ATTITUDE TOWARDS THE LAKME

PRODUCT IN COIMBATORE CITY

PROJECT REPORT
by
HARINI.M
(103AC0346)
Under the guidance of
Mrs. S.MEKALA, M.Com (CA)., M.Phil., MBA.,
In partial fulfillment of the requirements for the award of the degree of
MASTER OF COMMERCE WITH COMPUTER APPLICATIONS

DEPARTMENT OF COMMERCE WITH COMPUTER APPLICATIONS

Dr.SNS RAJALAKSHMI COLLEGE OF ARTS AND SCIENCE
(AUTONOMOUS)
Accredited with ‘A’ grade by NAAC
(AN ISO 9001:2008 Certified Institution)
(Recognized by UGC, Approved by AICTE, NEW DELHI and
Affiliated to Bharathiar University)
COIMBATORE – 641 049
MARCH 2012
DEPARTMENT OF COMMERCE WITH COMPUTER APPLICATIONS
Dr.SNS RAJALAKSHMI COLLEGE OF ARTS AND SCIENCE
(AUTONOMOUS)
Accredited with ‘A’ grade by NAAC
(AN ISO 9001:2008 Certified Institution)
(Recognized by UGC, Approved by AICTE, NEW DELHI and
Affiliated to Bharathiar University)
COIMBATORE – 641 049

CERTIFICATE
This is to certify that project work entitled
”A STUDY ON CUSTOMER ATTITUDE TOWARDS THE LAKME
PRODUCT IN COIMBATORE CITY”
Is a record of project work done by
HARINI.M
(103AC0346)
In partial fulfillment of the requirements for the award of the degree of
MASTER OF COMMERCE WITH COMPUTER APPLICATIONS

PRINCIPAL HEAD OF THE DEPARTMENT GUIDE

Submitted for Viva-Voce examination held on………MARCH 2012

INTERNAL EXAMINER EXTERNAL EXAMINER

 ACKNOWLEDGEMENT

It is a great pleasure and privilege to acknowledge and express my deep sense of

gratitude to my guide Mrs. S.MEKALA, M.Com (CA)., M.Phil., MBA., Asst. Professor,
Department of Commerce with Computer Applications, of Dr.SNS RAJALAKSHMI
COLLEGE OF ARTS AND SCIENCE, COIMBATORE, for her valuable guidance,
expert advice and almost involvement in every stage of my project work. She stood defined
me as a tower of Strength to enable me to complete this task successfully.

I express my deep appreciation to Head of the Department of Commerce with

Computer Applications Dr.A.MAHENDRAN, M.Com., M.Phil., Ph.D., MBA.,
PGDBA.,PGDIT., PGDCA., for providing necessary arrangements to do this Project
successfully.

I warmly acknowledge my sincere and devoted thanks to the Principal

Dr.T.VELUCHAMY, M.Sc., M.Phil., Ph.D.,and the Vice Principal
Prof.M.P.BALADHANDAPANI, M.A., M.Phil., LLB., Dip.Ed., of Dr.SNS
RAJALAKSHMI COLLEGE OF ARTS AND SCIENCE, COIMBATORE, for their
valuable guidance and support throughout my higher Studies in this College.

I stand obliged to the Secretary, Dr.V.S.VELUSWAMY, M.Sc., M.Phil., Ph.D.,

Dip.Ed., and the Chairman, Dr.S.N.SUBRAMANIAN, BE.,M.TECH., MBA., Ph.D., and
the Correspondent, Dr.S.RAJALAKSHMI, B.Sc., MBBS., D.G.O., Dr.SNS
RAJALAKSHMI COLLEGE OF ARTS ANDSCIENCE, COIMBATORE, for granting
necessary permission to undertake this project work and also for providing adequate facilities
to pursue the same.

I thank all My Family Members & friends for their support of constant
encouragement given throughout the period of the study.

I warmly extend my thanks to all the Staff Members in Department of Commerce

with Computer Applications for helping me by giving the necessary information about the
project.
 DECLARATION

I hereby declare that the project report entitled “A STUDY ON CUSTOMER

ATTITUDE TOWARDS THE LAKME PRODUCT IN COIMBATORE CITY ”
submitted in partial fulfillment of therequirements for the award of the Degree of MASTER
OF COMMERCE WITH COMPUTER APPLICATIONS is the record of the original
work done by me during the period of my study from 2010 to 2012 at
Dr.SNSRAJALAKSHMI COLLEGE OF ARTS AND SCIENCE, COIMBATORE,
under the guidance of Mrs. S.MEKALA, M.Com(CA)., M.Phil., MBA., Asst Professor,
Department of Commerce with Computer Applications.

Signature of the Candidate

HARINI.M
(103AC0346)
CONTENTS

S.NO TITLE PAGE

NUMBER
LIST OF TABLES
LIST OF CHARTS
1 CHAPTER I
1.1 INTRODUCTION TO THE STUDY
1.2 STATEMENT OF PROBLEM
1.3 OBJECTIVES OF THE STUDY
1.4 SCOPE OF THE STUDY
1.5 LIMITATION OF THE STUDY
1.6 RESEARCH METHODOLOGY
2 CHAPTER II
2.1 REVIEW OF LITERATURE
3 CHAPTER III
3.1 COMPANYPROFILE
4 CHAPTER IV
4.1 ANALYSIS AND INTERPREATION
5 CHAPTER V
5.1 FINDINGS
5.2 SUGGESTION
5.3 CONCLUSION
BIBLIOGRAPHY
APPENDIX
 LIST OF TABLES
TABLENO TITLE PAGE
NO
4. 1 AGE OF THE RESPONDENT
4.2 GENDER OF THE RESPONDENT
4.3 MARITAL STATUS OF THE RESPONDENT
4.4 EDUCATIONAL QUALIFACTION OF THE
RESPONDENT
4.5 OCCUPATIONAL STATUS OF THE
RESPONDENT
4.6 NO OF EARNING MEMBERS IN THE
FAMILY OF THE RESPONDENT
4.7 MONTHLY INCOME OF THE
RESPONDENT
4.8 AWARE OF LAKME PRODUCT OF THE
RESPONDENT
4.9 MEDIA INFLUENCING OF THE
RESPONDENT
4.10 OF THE RESPONDENT
4.11 PURCHASING PLACE OF THE
RESPONDENT
4.12 QUANTITY OF PURCHASING OF THE
RESPONDENT
4.13 FREQUENCY OF PURCHASE OF THE
RESPONDENT
4.14 OF THE RESPONDENT
4.15 OF THE RESPONDENT
4.16 OF THE RESPONDENT
4.17 OF THE RESPONDENT
4.18 OF THE RESPONDENT
4.19 OF THE RESPONDENT
4.20 OF THE RESPONDENT
4.21 OF THE RESPONDENT
 4.22 OF THE RESPONDENT

CHI SQUARE TABLE

4.23 RELATIONSHIP BETWEEN EXPERIENCE

AND
NEGATIVES INCENTIVES
4.24 RELATIONSHIP BETWEEN EXPERIENCE
AND
LEVEL OF SATISTACTION
4.25
RELATIONSHIP BETWEEN EXPERIENCE
AND
PROMOTIONAL OPPORTUNITIES
4.26
RELATIONSHIP BETWEEN MARITAL
STATUS AND
SATISFIED WITH INCENTIVES
4.27 RELATIONSHIP BETWEEN
EDUCATIONAL QUALIFICATION AND
SUITABILITY

4.28 RELATIONSHIP BETWEEN EXPERIENCE

AND
RELATIONSHIP WITH CO-WORKERS

LIST OF CHARTS

CHARTNO PARTICULARS PAGE NO

4.1.1 AGE OF THE RESPONDENTS

4.1.2 GENDER OF THE RESPONDENTS

4.1.3 NO OF FAMILY MEMBERSOF THE RESPONDENTS

4.1.4 EDUCATIONAL QUALIFICATION OF THE

RESPONDENTS

4.1.5 EXPERIENCE OF THE RESPONDENTS

4.1.6 MONTHLY SALARY OF THE RESPONDENTS

4.1.7 ADDITIONAL BENEFIT OF THE RESPONDENTS

4.1.8 INCENTIVES OF THE RESPONDENTS

4.1.9 SALARY PROVIDE OF THE RESPONDENTS

4.1.10 LEVEL OF SATISFACTION OF THE RESPONDENTS

4.1.11 REPAYMENT OF LOAN OF THE RESPONDENTS

4.1.12 INTERACTION WITH CO-WORKERS OF THE

RESPONDENTS

4.1.13 RELATIONSHIP WITH SUPERIORS OF THE

RESPONDENTS

4.1.14 WORKING HOURS OF THE RESPONDENTS

4.1.15 PROMOTIONAL OPPORTUNITIES OF THE

RESPONDENTS
SCOPE OF THE STUDY

1. The scope of the study is limited to Coimbatore city

2. The study here tried to throw light on the usage of awareness perception
3. The study confined that the products attribute like fragrance, colors, package, price
etc., are linked and accorded priority
4. The study helps to know the reason for using Lakme by the respondents.
5. The study reveals that the reason for using the Lakme is to get healthy clear and fair
skin
LIMITATIONS OF THE STUDY

1. The study was conducted only with the Lakme.so the details about other products
may not be available.
2. The respondent’s opinion relates only to the particular people of Coimbatore city.
3. All the persons cannot be interviewed because of the time factor.
4. The suggestions vary according to the opinion of the respondents.
5. The study about the Lakme is been related only to this period and this may not be
suitable for previous or forth coming years.
INTRODUCTION
Marketing is an exchange or a transaction, intended to satisfy human needs or wants.
(i.e.), marketing is a human activity. Directed at satisfying needs and wants, through an
exchange process. A demand is a want for which the consumer is prepared to pay a price. A
want is anything or a service the consumer desires or seeks, wants become demands when
backed by purchasing power.