ANALYSING CONSUMER PERCEPTION OF NIVEA CRME

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BY :

POULAMI MITRA SANKHADIP CHATTERJEE & AVIK PGPBA 2011CHAKRABORTY

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INTRODUCTION
NIVEA was introduced in 1912 when it was first introduced in Germany being the first stable white skin cream that provided real moisturising benefits to the consumer. Among the fast consumer goods, studies revealed that NIVEA is the strongest brand after Coca-Cola. Not only the quality but also the applied marketing mix has made NIVEA one of the best selling skin care brand in the world.
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PURPOSE OF STUDY
The purpose of the study was to identify the perception towards the brand NIVEA among a population and identify which factors contribute to the popularity of NIVEA, and where NIVEA can be better.

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SEGMENTATI ON

Among the respondents 50% were MALE & 50% FEMALE

55% were below 30 & 45% were above 30

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DEMOGRAPHI CS

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USAGE PATTERN

10 9 8 7 6 5 4 3 2 1 0

Among the total population most use it for its moisturizing effects. Also the protective effects are sought after.

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PREFERENCE REASONS

The reason for preference of NIVEA is mainly its quality. Factors like cost, brand image, packaging come 5/5/12

10 9 8 7 6 5 4 3 2 1 0

REASON FOR PURCHASE

The respondents mostly think that its a product that provides a high degree of value for money. Also it scores highly on availability. 5/5/12

10 9 8 7 6 5 4 3 2 1 0

PERCEPTION ABOUT THE BRAND

Most respondents believed that the brand NIVEA is a FRESH brand. They also found the brand to be very EXCITING. There was a strong disagreement about the fact 5/5/12 that it is a BOORING brand

10 9 8 7 6 5 4 3 2 1

FACTORS INFLUENCING PURCHASE AMONG THE AGE GROUPS

The younger age group liked the after effects of NIVEA mostly. In the age group between 30 & 40 it scores low on its protective 5/5/12

PERCEPTION ABOUT NIVEA CREME AMONG THE AGE GROUPS

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Irrespective of the age, most respondents think that NIVEA is a quality product. Although it scores low on usage results but a very strong brand image Has helped NIVEA to maintain its 5/5/12

PERCEPTION ABOUT BRAND NIVEA AMONG THE AGE GROUPS

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HOW DOES NIVEA RATE AMONG THE ENTIRE POPULATION

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INCOME v/s BRAND PERCEPTION

10 9 8 7 6 5 4 3 2 1 0

NIVEA was highly perceived by the no income group. 5/5/12

CONCLUSI ON
Thus from the study we see that NIVEA maintains a steady presence in the highly competitive domain of cosmetics. Primary reason for its success being its quality & branding. Although factors like a packaging were not appreciated by the respondents & it is also seen as a pretty greasy cream. Overall NIVEA continues to be a superior product in spite of spending over a 100 years in the5/5/12 market.

THANK YOU!!
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