An Online Peer Reviewed / Refereed Journal

Volume 2 | Special Issue 1 | March 2024

ISSN: 2583-973X (Online)
Website: www.theacademic.in

A STUDY ON CUSTOMER SATISFACTION OF MAMAEARTH PRODUCT IN

KUMBAKONAM
M. Anupriya1, Ⅱ M.Com,
S. Vaishnavi2, Ⅱ M.Com,
Idhaya College for Women, Kumbakonam

ARTICLE DETAILS ABSTRACT

Research Paper Today consumers need personal care products and baby skin care

Keywords : products. Like skin serums. Creams, face wash. Lotions, hair oil,
moisturizer, bathing range. Consumers now mostly prefer chemical-
free and ayurvedic (herbal) products for their health benefits. The
effectiveness of advertisement to create awareness and increase the
consumer satisfaction level to purchase the products. Mama earth is
made of purely natural ingredients and mineral oil, chemical-free, and
skin-friendly. The company satisfies the consumer preferences of the
products and their needs and promotions, buying power.

Introduction:
Marketing is a form of communication between a business house and its customer with the goal
of setting its product or service to them. Goods are not complete product until they are in hands of
customers.
Marketing is that management process through which goods and services move from concept to
the customer. marketing has less to do with getting customer to pay for a product as it does with
developing a demand for that product and fulfilling the customer’s needs.
According to the American marketing Association (AMA) board of directors, marketing is the
activity, set of institutions, and process for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners, and society at large.
Definition:

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Dr. Philip Kolter define marketing as “The science and art of exploring, creating and delivering
value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and
desires.
According toPyle, “Market includes both place and region in which buyers and sellers are in free
competition with one another”.

Needs and importance of marketing:

1. Marketing leads to the integration of various core sectors of a nation
Such as agriculture and industry.
2. Marketing is the key to industrial production. It assesses the needs of the consumers and
enables production of goods accordingly.
3. Its facilities the fullest utilization of the existing assets and productive capacity.
4. It mobilizes untapped economic energy.
5. It contributes to development entrepreneurs and managers.
Evolution of marketing concepts:
Marketing concepts is also an attitude by which products are matched with markets. In its fullest
sense, the marketing concepts is a philosophy of business that states that the customers want satisfaction
is the economics and social justification for a firm’s existence.
1. The exchange concepts: exchange is an act of obtaining a desired product or service from
someone by offering something in return.
2. The production concepts: the production concepts are the oldest concepts in business. The
production concept assumes that consumers will prefer products that are widely available and
inexpensive.
3. The product concept: the product concepts believe that customers will favor products, that have
special features, quality and performance. In other words, product concepts seek to win market
through product attributes.
4. Selling concepts: the selling concepts believes in aggressive selling and promotion effort. The
company does not expect customers to pick up its products automatically. heavy advertising,
large scales promotion, high- power personal selling and strong publicity are used to simulate
more buying.
5. Marketing concepts: the marketing concepts has four important features:

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↓ ↓ ↓ ↓
Target understanding integrated profits through
Market customer needs marketing customer satisfaction
6. The social marketing concepts: The social marketing concepts is a broadened one. This
concept calls upon marketers to build social and ethical considerations in their marketing
practices. The management is called upon to bring about a balance of three factors:

1.Customer demand satisfaction.

2.Public interest (social awareness).
3.Profitability.
Concepts of product:
A product is a bundle of tangible and intangible attributes. It can be anything that satisfies a need
or want. It can be offered in an exchange. Products include more than just tangible goods. Broadly
speaking, products include physical objects, services, persons, places, organization, ideas or mixes of
these entities.
Definition:
“A product is a set of tangible and intangible attributes including packaging, colour, price,
quality and brand plus the services and reputation of the seller. A product may be tangible good, service,
place, person or idea”. -W. J. Stanton
“A product is a bundle of bundle of utilities consisting of various product features and
accomplishing services”. – Alderson
“New products are those whose degree of change for customers is sufficient to require the design
or redesign of marketing strategies”. – Cravens, Hills and Woodruff
The totality of product:
“A product is more than just a product” – this is amply illustrated

Product Physical price brand

quality attributes

packaging Product colour Seller’s

warranty services

Customer:

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o Customer is buyer or purchase or user of the paid products of an individual or organization.
o The word derives from “customs, meaning “habit”.
o There are two distinct type of customers in which are external and internal customers.
External – can be define as the one who uses the product or service. Internal – can be
engineering, order processing or production.
o Customer is an individual, group of individuals or an organization who receive or may
receive goods, services, products or ideas from another individual or a company in return of
value which can be money or anything of equivalent value.
o Customer forms the backbones of business. Usually more is the number of customers, more
is the business thriving and vice versa. Business needs customers to buy their product or
services.
Customer satisfaction:
Customer satisfaction is a measure of how people feel when interacting with your brand. It can
be influenced by any number of factors such as:
 Perceived product value
 Convenience
 Customer expectations
 Communication
 Compliant handing
 Perceived product quality
Customer satisfaction is defined as a measurement that determine how happy customers are with
a company’s products, services and capabilities. customer satisfaction information, including surveys
and ratings, can help a company determine how to best improve or changes its products and services.
Definition:
 “Satisfaction is a person’s feeling of pleasure or disappointment resulting from
comparing a product’s perceived performance (or outcomes) in relation to his or her
expectation” – Kotler
 Customer satisfaction is a collective outcome of perception, evaluation and psychological
reactions to the consumption experience with a product/service. – Yi
 Satisfaction is a function of consumer’s belief that he or she was treated fairly-Hunt
Objective of customer satisfaction:
1. To understand the importance of customer focus.

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2. To understand customer needs.
3. To gather customer information.
4. To identify customers.
Selling and marketing:
Selling Marketing
Selling refers to a process where goods Marketing refers to activities and plan
or services are exchanged or money. that are used by companies to promotes
the buying or selling of a product or
services.
Involves creating products or services Involves finding the wants of customer
and selling them to customers. and fulfilling them.
Important of the study:
In a business world, many brands are produced and marketed by a manufacture. the decision
whether to buy not depends only based on customer motives. Modern marketing is consumer oriented
and now consumers is derived force. The aforesaid reason has inspired the researcher to make out a
study about the customer preference and their position in choosing mama earth product.
Statement of the problem:
The study is to understand the actual acceptance of mama earth product among customer of
different age ranges. This also explain what they understand by product and how the purchase decision
is made. This will help to make improvement in product awareness and will create more loyal customer.
Objectives of study:
1. To determine the overall satisfaction level of customers with mama earth.
2. To identify the areas for improvement in mama earth product and services.
3. To understand customer preference and expectations regarding products quality,
packaging, pricing and availability.
Research methodology:
Research methodology is a way to systematically solving a research methodology deals with the
research design used and methods used to present the study.
Sampling design:
The number of respondents considered for sampling is 100
Limitations of the study:
a) Lack of time has been the major constraints

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b) Some of the respondents has been reluctant to give complete information about their products.
c) Behavior of the buyer also changed from one time to another time.
Review of literature:
 Jibu p Joseph (2017) They found out that upper- class customers have a preference over a brand
and they are loyal to them. Consumers prefers high- quality products at reasonable price. Income
is not a major differentiator in consumer’s preference for branded or non- branded products.
There is no such big influence of advertisements on the final purchase decision.
 Dr. Suresh Kumar and Vijay M (2019) Determinants of customer satisfaction towards herbal
products in selected area of Tamil nadu states that Ayurveda (or) the science of life is ancient,
holistic for diagnosis and treatment, perhaps the oldest system of medicine know to humanity.
 Dr. Radhakrishnan. A and Radhika. k (2019) A study on customer satisfaction towards
Himalayas products. He states that customer satisfaction is define as the number of customer (or)
percentage of total customer whose exported experience with a firm, its products (or) its service
exceeds specified satisfaction is seen as a key differentiator & increasing has become key
elements of business strategy.
 Alhaddad, (2022) Many past studies have acknowledged that both actual quality and perceived
quality have an association with the mamearth product.
Company profile:
 Mamaearth was founded in 2016 by husband-and-wife due varun and Ghazal alagh.
 The couple had a personal need for sale and natural baby care products for their children and
realized that there was a lack of such products in the Indian market.
 This inspired them to create mama earth, a branch that offers safe and natural skin care and hair
care products for babies and adults.
 Initially, Mamaearth started a small range of body care products. Which included diaper rash
cream, massage oil, and shampoo.
 The brand’s products quickly gained popularity among new parents who were looking for safe
and effective baby care products.
 In 2018, Mamaearth expanded its product range to include skin care and hair care products
adults.
 The brand’s products are formulated with natural and organic ingredients and are free of harmful
chemical such as parabens, sulfates and mineral oil.

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 In 2020, Mamaearth received funding of $18 MILLION in a series B round led by sequoia
capital India.
 The brand plans to use this funding to expand its products range, improve its e-commerce
platform and increase its offline presence.
 Today, Mamaearth is one of the fastest-growing personal care brands in India and has a strong
presence both online and offline.
 The brand is committed to sustainability and uses recycled and biodegradable packaging for its
products.
TABLE NO. 1
Gender -wise classification
Gender No. of. respondents percentage
Female 60 60
Male 40 40
Total 100 100
Source: primary data
Inference:
From the above table it is inferred that 60% of respondents are female and 40% of respondents
are male.
Majority 60% of the respondents are female.
TABLE NO. 2
Age of Respondents
Age No of Respondents Percentage
20-30 56 56
30-40 28 28
40-50 12 12
Above 50 4 4
Total 100 100
Source: primary source
Inference:

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The above table shows that 56% o respondents are in the age group of 20-30 years, 28% of
respondents are in the age group of 30-40 years,12% of respondents are in the age group of 40-50 years,
4% of respondents are in the age of above 50 years.
Majority 56% of respondents are in the age group of 20-30 years.
TABLE NO. 3
Source of information to purchase Mamaearth products
Source of information No of respondent percentage
Advertisement 36 36
Friends & Relatives 32 32
Advise of agent 16 16
Point of purchase 16 16
Total 100 100
Source: primary source
Inference:
The above table it is inferred that 36% of the respondents came to know through advertisement,
32% of the respondents came to know through friends & relatives, 16% of the respondents came to
know through advice of agent,16% o the respondents came to know through point of purchase.
Majority 36% of the respondents obtain information through advertisement.
Findings, Suggestion, and Conclusion:
Finding:
 The majority 60% of respondents are female.
 The majority 56% of respondents are in the age group of 20-30.
 The majority 36% of the respondents obtain information through advertisement.
Suggestion:
 The company may directly contact the customer. It will help the company to increase the sales
volume.
 They should concentrate more on offering free gifts to attract the customers.
 Giving the free sample of the different products to ladies is a way of getting potential customers.

Conclusion
This study conducted from various people Mamaearth product is a highly moving product, when
compared to other products. The study about the various aspects of customer satisfaction on

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Mamaearth product among the people. It satisfied the following objectives i.e., more effective
cosmetics. The marketers must understand the behaviour of the consumers to satisfy the expectation
for earning higher profits. The survey conducted from the people help to make identification over its
strength and weakness of mama earth products.
Reference:
1. Jibu p joseph, (2017) A study on perception and attitude towards brand image.
2. M. Vijay and Dr Suresh Kumar (2019) determine of customer satisfaction towards herbal
products in selected areas of Tamilnadu.
3. Dr. Radhakrishnan. A and Radhika. K (2019) A study on consumer satisfaction towards Himalaya
products.
4. Alhaddad (2022) A structural model of the relationships between Mamaearth image, trust, and
loyalty. International journal of management research and reviews.

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