Customer Satisfaction on Marketing Mix of Lux Soap

7469 Words Sep 8th, 2013 30 Pages
1. Introduction

1.1 Background of the study
The trade atmosphere today is changing more rapidly than ever before. It is characterized by increasing competition from both domestic and foreign companies, a brandish of mergers and acquisitions, and more sophisticated and demanding customers who have great expectations related to their consumption experiences. Since services are intangible, heterogeneous, and inseparable, it is difficult to measure service quality objectively. So the companies have focus to so many different aspects in order to make sure their sales.
This report deals with meeting up the new challenges that LUX is facing to manage the selling environment. LUX has stared so many projects to get a better position in the
…show more content… Sample size:
The sample size is 30 customers.
1.6 Limitation:
The present study was not out of limitations. Some constraints are given bellow—
* The main constraint of the study is inadequate access to information, which has hampered the scope of analysis required for the study. It was unable to provide some formatted documents data for the study.
* Due to time limitations, many of the aspects could not be discussed in the present report.
* The customers were too busy to provide much time for interview.
* The customers couldn’t provide proper information about some aspect due to their lack of knowledge.
* Only few areas of Dhaka city have been considered for the study.
* Samples were selected conveniently.
* The sample size does not represent the total

2. Overview of the Product

3.1 Profile:
LUX is a global brand developed by Unilever. The range of products includes beauty soaps, shower gels, bath additives, hair shampoos and conditioners. LUX started as “Sunlight Flakes” laundry soap in 1899.In 1924, it became the first mass market toilet soap in the world. It is noted as a brand that pioneered female celebrity endorsements.
As of 2005, LUX revenue is estimated at €1 billion, with market shares spread out to more than 100 countries across the globe. Today, LUX is the market leader in several countries including Pakistan, Brazil, India, Thailand and South Africa.
Developed by Unilever, LUX (soap) is now
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