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Research Title: “A study to measure and compare the satisfaction level of sunscreen lotion consumers”Skin is made up of specific cells and tissues and skin has a subcutaneous layer, the blood vessels branch infinitely into the dermis to supply blood to the hair follicles, sweat glands, erector muscles and sebaceous glands. Dermis contains different types of nerve endings that are heat-sensitive, cold-sensitive, pressure-sensitive, itch-sensitive and pain-sensitive.Malpighain is the one inner layer in epidermis that creates the dead cells and is in direct contact with dermis, that feeds and supports it and is the malpighian layer that get affected during sun tanning (Kothari, 1990).On exposure to sunlight the skin becomes tanned, the melanocytes do not increase in number rather they only became more active. Not only do melanocytes produce a tan but also responsible for the form of cancer called melanoma. Melanoma is caused by UV radiation damage to melanocytes. Continuous exposure to UV can cause cancerous mutation.There are three forms of sunlight: infrared (heat/invisible), visible light and ultraviolet, out of which Ultraviolet light is classified into three categories:

• UVA (also known as black light): tanning is caused,
• UVB: causes damage in the form of sunburn as well as causes most of the problems related to sun exposure such as aging, wrinkles and cancer (Kothari, 1990).

3.UVC that is filtered out by the atmosphere and never reaches usSunburn is defined as the marked erythema and pain that is caused by the sun overexposure. It is a delayed ultraviolet B-induced erythema results due an increase in blood flowto the affected skin that begins about 4 hours and peaks between 8-24 hours following the exposure.7-dehydrocholestrol present bloodstream is converted into vitamin D by UV light on the other handUV light is absorbed or blocked by sunscreen lotions (Kotler, 2009).Sun protection factor Sunscreen has a sun protection factor which is the laboratory measure of its effectivenessi.e. the higher the SPF the higher protection it offers against the UV-B.Except from SPF the other factors on which the protection from a particular sunscreen depends are as follows:

• Skin type of individual.
• The amount of sunscreen applied to the skin and its re-application.
• The quantity in which sunscreen is applied to the skin(Kotler, 2009).
• Activities in which one engages (such as, swimming which leads to loss of sunscreen from the skin).

(Youjae, 1989)Research MethodologyOn certain methodology every project is based that is a systematic way to solve the problem or a way to achieve its objectives. It is very important guidelines that lead to the completion of any research work through its objectives, data collection and data analysis.Research Problem “A study to measure and compare the satisfaction level of sunscreen lotion consumers”The reason behind I have taken this project is to study and learn how satisfaction of a product leads to customer satisfaction and to understand the customers’ response, their expectations and to analyze the level of satisfaction they enjoyed(Youjae, 1989).Type of research Descriptive type of research is used as each research has its own specific purpose and importance. The research design of this study based on “A study to measure and compare the satisfaction level of sunscreen lotion consumers” is descriptive in natureScopeThe scope of this study is to find out how consumer satisfaction helps to increase of brand value and its market share(Wirtz).Research Objectives1.      To know sunscreen lotions are effective2.      To know that Sunscreen lotions provides value for money to the customer3.      To identify the areas where the company can make improvement to its’ performance.4.      To know the harmful effects of various sunscreen lotion5.      To know the customers satisfied with promotional strategies and availability of the sunscreen lotions(Yi-Shun Wang, 2001).Sampling techniqueNon Probability technique i.e. convenience sampling has been used for collecting data.UniverseAll users of sunscreen lotion are Universe. Population is the total area, no of person, who is the subject of the study. To determine the population is the first step of any research; it defines the boundaries of research.Sample-A sample is a finite no. of units taken for the purpose of study out of the universe; the sample is selected for the convenience of study. For this, optimum sample should be selected and the selected sample should represent whole universe(Yi-Shun Wang, 2001).Sampling is done as it is much convenient then approaching each and every individual as it increases costing and wastage of time.Sample size- The Sample size includes fifty sunscreen lotion users.Sample design:  All people are included both the gender i.e. males and females irrespective of their educational level(Jagdip Singh).Source of dataFollowing are the types of sources of data:

• Primary data:
• Secondary data:

Primary data They are collected through questionnaire created by an individual. This questionnaire so designed aims at measuring the satisfaction level of consumers.Secondary dataSecondary data was collected through internet, magazines various research papers.Statistical analysisThe data so collected were subjected to various statistical analyses for the presentation in terms of percentage, tables, pie-charts, and column charts(Jagdip Singh).Tool’s for measurementQuestionnaireLimitations of study

• The information provided by the customers is not definitely true.
• The samples of customers taken for study do not represent the entire population.
• Some customers does not take interest in the survey and hence don’t respond satisfactorily.
• It is not possible to check whether the information so provided by the costumer is correct or not(Garbarino, 1999).

Products-Lakme sunscreen lotion-There are wide range of Sunscreen lotion are available with different Sun protection factor and for different types of skin. They are-

• Lakme sun expert SPF 24 (for all skin type)
• Broad spectrum UV protection
• Skin is protected from UVB rays by SPF
• PA++ protects the skin from UVA rays, the major contributor to skin damage.
• Formulation of daily sunscreen fromthe extracts of cucumber , lemon grass extracts that are antioxidants and from Vitamin B3, protects skin and corrects earlier damage caused by sun, pigmentation and dark spots(Garbarino, 1999)

• Lakme sun expert SPF 30 (for oily skin)
• Protection from UV light
• Keeps skin oil free and fresh
• It has PA+ that protects the skin from harmful UVA rays
• It has SPF 30 that protects the skin from UVB rays
• It has mineral clay for best oil control and ingredients such as cucumber and lemon grass extracts rich in vitamin protect the skin and correct earlier skin damages
• Regular usage makes skin many shades lighter(Mithas, 2005)

• Lakme sun expert SPF 30 (for normal to dry skin)
• Protects skin completely from harmful UV radiation
• It keeps skin hydrated
• SPF 30 is radiation blocker that blocks up to 90% of the harmful UVB rays.
• It has PA++ factor that block harmful UVA rays that cause melanoma, melanin darkening in the skin and other problems of skin.
• Skin is lighten and moisturize by lemon grass and cucumber extracts It nourishes skin and made it even-complexioned and glowing (Mithas, 2005)

• Lakme sun expert SPF 50 (for expert sun protection)
• It is tested dermatological
• Protects completely from UV rays
• 97% skin protection from UVB rays by SPF 50
• PA +++ keeps skin completely safe from harmful UVA rays
• As it contains lemon grass and cucumber extracts that moisturizes the skin and make it glow even more(Garbarino, 1999)

Lotus sunscreen lotions- In lotus there are also a wide range of sunscreen lotions, creams, gels and spray.Lotus- Safe sun Fairness UV block SPF 25

• It is the only sunscreen that provides protection from not only infrared rays but also from UVA and UVB light and shield skin from environmental damage and formation of melanin i.e. darkening/tanning.
• It gives fairer and more even- toned complexion.
• Protects face from direct exposure to sun.
• Enriched with carrot extract, zinc coated micro-fine titanium dioxide and octyle-methoxy-cinamate(Garbarino, 1999).

Lotus- Skin Lightening Anti-Tanning Sun blocking PA+++ SPF-30

• PA+++ (i.e. maximum UVA protection) provides highest protection UVA that cause sun-tan and lighten the skin
• Anti-tan, protects the skin from all forms of UV damage such as tanning, sunburn, wrinkles, pre-mature ageing and cancer and promises a supple younger look and more importantly an even-toned complexion(Jagdip Singh).
• Kiwi extracts and lime blossom

Himalaya Protective sunscreen lotion SPF 15- (for all skin types)

• Himalaya’s Protective Sunscreen Lotion (double action formulation)protects from harmful UV rays and nourishes skin.
• It is a blend of ingredients (naturally derived) such as Spiked Ginger Lily, Greater Galangal Aloe Vera and Crab Apple, help protect the skin from harmful effects of the sun, which include tanning, premature ageing and skin cancer(Yi-Shun Wang, 2001).
• CINNABLOC,(anactive sunscreen agent) used in Protective Sunscreen Lotion Himalaya has got patent from US for it.
• From the herbsSpiked Ginger Lily and Greater Galangal, CINNABLOC is extracted which have natural UV rays shielding properties.
• No harmful chemicals

REVIEW OF LITERATUREConsumer satisfaction is a central concept of modern marketing. The marketing concept emphasizes not only on delivering customer satisfaction (not just products) but also on earning profit in return. Overall quality of life is expected to be enhanced as a result. Thus, consumer satisfaction is very essential for meeting different needs of customers, society, and business. This important fact has led to an extension of research on consumer satisfaction over the few years. Many attempts are made to understand this important area includes numerous studies like SERVQUAL, money value to the consumers, product availability, and dissatisfaction of customer such as side effects, effective etc(Wirtz).Researchers in marketing pay considerable attention on customer satisfaction (e.g., Oliver and DeSarbo, Yi, Fornell, Anderson and Sullivan). A review from this research suggests that Customer satisfaction is defined as a post consumption evaluation based on perceived quality or value, expectation and the degree (if any) of variation between actual and expected quality (Yi). Moreover, customer satisfaction refers to an overall evaluation of a particular brand or firm (Oliver, Johnson and Fornell, Anderson and Fornell)(Youjae, 1989).Confirmation or Disconfirmation (C/D) is the common to studies of customer satisfaction. It suggests that customers compare the quality with the norm and standard they experience, such as expectations of repurchase about a particular product. Any discrepancy perceived between the two leads to increased or decreased satisfaction. There is a greater effect on satisfaction of customer if the quality falls short of expectation than what is expected.Expectation area is second direct antecedent of customer satisfaction. Oliver argues that expectation provides an anchor while confirmation /disconfirmation provide an adjustment in determining customer satisfaction also provides information about future quality that affects the customers(Youjae, 1989).Satisfaction and likelihood of purchasing of product or service again (Anderson, Fomell, and Lehmann). For example, expectations regarding the insurance claims of an automobile precise service or likely but current satisfaction with a particular supplier may affect unforeseen benefits of having a personal computer.A third factor of customer satisfaction is quality. It is expected, that quality has shown to have a positive effect on customer satisfaction (Churchill and Supernant, Oliver and DeSarbo, Fornell). In fact many studies suggest that the effect of quality on customer satisfaction is usually greater than the effect of confirmation/disconfirmation or expectations (Churchill and Suprenant, Oliver and DeSargo, Anderson and Sullivan)(Kotler, 2009).Other factors such as loyalty, word-of-mouth, and complaints also have an impact on customer satisfaction. The most important and arguably the positive effect of customer satisfaction are on repurchase behaviour (Fornell, Reichheld and Sasser). Boulding, Staelin, Kalra and Zeithami).Customer satisfaction is essential for staying in business in this modern world of global competition. To gain the loyalty of customer it is essential that they must be satisfied and even delight with the value of product and services. Hence, primary goal of process improvement programs is customer satisfaction(Kothari, 1990).So to answer how to satisfy our customers one of the best way is customer satisfaction surveys. These surveys are essential for management as they provide information needed by management to determine the satisfaction level of customer with their products and services associated with these products. Survey information can be used by software engineers and other members of the technical staff to identify opportunities and to monitor the ongoing process improvements.The first objective of creating a Customer Satisfaction Survey is the participation of customers. The customer participation increases if the survey deals with the issues that customers care about. The survey should be short, easy to understand and complete while the long and detailed survey are much entertained. Thus the objective of creating Customer Satisfaction Survey is to focus on the customer’s key quality requirements(Kothari, 1990).Determining the key quality requirements it can be helpful to start by looking to the effectiveness and quality literature and selecting those factors that are relevant to specific products and services. For example, Bob Grady discussed the FURPS+ quality model. The elements of the FURPS+ model include Functional, Usable, Reliable, Performance and Support hereplus (+) include quality components that are specific to individual products. Another example is the ISO 9126 standard,Information Technology – Evaluation of Software Product - Guidelines for Their use and Quality Characteristics that defines seven quality characteristics for the evaluation of software product that includes:ReliableEfficiencyUsableReusableMaintenancePortableTestable(Kotler, 2009)According to service management literature customer satisfaction is defined as the result of the value received of the customer’s perception. Where value equals price relative to perceived service quality (Hallowell, 1996, p. 29)Determinants of overall customer satisfaction:First is perceived quality.Second is perceived value.Customer satisfaction is highly associated with ‘value’ and conceptually based on the amalgamation of attributes of service quality such as price.Competitiveness is measured by degree of concentration that may affect the level of satisfaction in an industry. For example, Fornell and Robinson find that greater concentration leads to the reduction of satisfaction. As the competition increases the firms provides the high quality that increases the satisfaction of customers. As the concentration reduces, search for higher-quality products by customers increases over the timeleads to customer satisfaction.(Anderson and Sullivan).Ten Basic Rules for Customer Satisfaction

• Involve top management.
• Know your customers.
• Customer defines the attributes important for them.
• Customer’s requirements, expectations, and wants must be known.
• Importance of Customer decision criteria must be known(Youjae, 1989).
• Data collection and trusting on the outcome of its analysis.
• Identifying competitive strengths and weakness and benchmarking the data against the competitors.
• In order to enhance strengths and overcome weakness cross-functional action plans are develop.
• Continuous measurement of performance and spread the data throughout the organization.
• Committed to get better and better(Kotler, 2009) 

Finding and Analysis

• 1 Are you fully aware of sunscreen lotion?
• a) Yes b) No

Analysis:Most of the respondents are fully aware. 74% of total respondents are fully aware of sunscreen lotion while 26% are not fully aware(Kotler, 2009).

• 2 how would you describe your exposure to sun?
• a) High b) Moderate                            c) Low

Analysis-Most of respondents have moderate exposure to sun. 54% have moderate exposure to sun, 40% of total respondents have high exposure to sun and only 6% have low exposure to sun(Youjae, 1989).

• 3 Have you ever had severe sunburn on your face?
• a) Yes b) No

Analysis-Most of the respondent (72%) had never sunburn on their face, while 28% of respondents having sunburn on their face.

• 4 Are you regular user of sunscreen lotion?
• a) Yes b) No

Analysis-54% of respondents are regular user of sunscreen lotion while 46% are not regular user of sunscreen lotion(Youjae, 1989).

• 5 from where you are inspired to use sunscreen lotion?
• a) Advertisement b) Family and friend               c) Doctor

Analysis-Most of the respondents (54%) get aware from advertisements, 38% get aware from family and friend and only 8% use sunscreen lotion due to doctor prescription.

• 6 which brand of sunscreen lotion do you use?
• a) Lakme b) Lotus
• c) Himalaya d) Other

Analysis-Most respondents of sunscreen lotion are using Lakme. 36% of respondents use Lakme, 22% use Lotus and 14% use Himalaya sunscreen lotion.

• 7 are you brand loyal toward your sunscreen lotion?
• a) Yes b) No

Analysis-Through this graph we found most of the users of Lakme, lotus and Himalaya are brand loyal and brand loyalty is approximately same. But Lakme have highest brand loyalty with 78% then followed by lotus with 73% and then Himalaya with 71%.While brand loyalty of other brand is only 36%(Wirtz).

• 8 In your opinion which brand is number 1 in sunscreen lotion?
• a) Lakme b) Lotus
• c) Himalaya d) Other

Analysis-34% of respondents perceive that Lakme is number one brand. 26%, 24% and 16% of respondents perceive lotus, other, Himalaya sunscreen lotion respectively as number one brand.

• 9 Is your sunscreen lotion effective?
• a) Yes b) No

Analysis-91% of lotus respondents say that Lotus sunscreen lotion is effective. Then 86% of Himalaya and 83% Lakme sunscreen lotion respondents say that their sunscreen lotion is effective(Wirtz).

• 10 which is the main feature of your sunscreen lotion?
• a) Sun Protection b) Non chemical
• c) Easily available d) Economical

Analysis-The main feature of all sunscreen lotion is sun protection. 83% respondents of Lakme, 79% respondents of other, 73% respondents of lotus and 57% respondents of Himalaya sunscreen lotion say that their sunscreen lotion’s main feature is sun protection. 43% respondents of Himalaya sunscreen lotion say that their sunscreen lotion is non chemical(Yi-Shun Wang, 2001).

• 11 are you satisfied with the promotional strategy of your sunscreen lotion?
• a) Yes b) No

Analysis- 72% of lakme sunscreen lotion respondents are satisfied with promotional strategy. 64% respondents of Lotus, 50% respondents of other and 43% respondents of Himalaya sunscreen lotion are satisfied by their sunscreen lotion(Yi-Shun Wang, 2001).

• 12 are you satisfied with the availability of your sunscreen lotion?
• a) Yes b) No

Analysis-91% respondents of lotus sunscreen lotion are satisfied from the availability of their sunscreen lotion, 78% respondents of Lakme sunscreen lotion are satisfied by availability but Himalaya and other sunscreen lotion users are not satisfied by availability, so these companies have to give consideration on availability of sunscreen lotion(Yi-Shun Wang, 2001).

• 13 Is your sunscreen lotion sticky?
• a) Yes b) No

Analysis-Other sunscreen lotions are sticky in nature with 36%, 29% of Himalaya respondents, 28% of Lakme respondents think that sunscreen lotion is sticky. But only 9% lotus respondents are think that their sunscreen lotion is sticky. So in this property lotus sunscreen lotion is good.

• 14 Is there any chemical harm of your sunscreen lotion?
• a) Yes b) No

Analysis- 14% respondents of other sunscreen lotion say that their sunscreen lotion is harmful. 9% respondents of lotus and 6% respondents of Lakme sunscreen lotion respondents say that their sunscreen lotion is harmful for their skin. In this property Himalaya sunscreen lotion is best because 100% of Himalaya sunscreen lotion respondent are say that it is not harmful(Yi-Shun Wang, 2001).

• 15 Does your sunscreen lotion provide value for money?
• a) Yes b) No

Analysis-73% respondents of Lotus sunscreen lotion say that it provide value for money, 71% respondents of Himalaya and other sunscreen lotions and only 61% respondents of Lakme sunscreen lotion say that it provide value for money.

• 16 Is there any allergic effect of your sunscreen lotion?
• a) Yes b) N 

Analysis-21 % respondents of other sunscreen lotion, 18% respondents of Lotus, 17% respondents of Lakme say that it having allergic effect and only 14% respondents of Himalaya sunscreen lotion say that it having allergic effect. So in this property Himalaya sunscreen lotion is best(Garbarino, 1999).

• 17 in which area you want improvement for your sunscreen lotion?
• a) Quality b) Availability
• c) Better packaging

Analysis-Most of respondents of all sunscreen lotions are want improvement in quality, so quality is important for them. 79% of other, 72% of lakme, 57% of Himalaya and 55% of Lotus sunscreen lotion respondents want improvement in Quality. While 43% respondents of Himalaya want improvement in availability. And 27% respondents of Lotus want improvement in Packaging(Garbarino, 1999).

• 18 what is important for you
• a) Price b) Quality c) Brand

Analysis-For most respondents of all sunscreen lotion quality is important. 100% of Himalaya, 93% of other, 67% of Lakme and 45% of Lotus sunscreen lotion respondents say that quality is important. While 45% of Lotus and 22% of Lakme and 7% of other users say that Brand is important. 11% of Lakme and 9% of Lotus respondents are say that price is important(Garbarino, 1999).

• 19 what is the limitation of your sunscreen lotion?
• a) Non Availability b) High Price
• c) Less promotion d) Other

Analysis-For Branded sunscreen lotion High price is remedy. 64% of Lotus and 50% of Lakme respondents say that high price is remedy. 71% respondents of other, 57% respondents of Himalaya user choose other option of remedy. 29% of Himalaya respondent say that less promotion is remedy of their sunscreen lotion. 14% of Himalaya and 11% of Lakme respondents say that non availability is remedy of their sunscreen lotion(Mithas, 2005)

• 20 Are you satisfied by your sunscreen lotion?
• a) Yes b) No

Analysis-72% of Lakme, 64% of Lotus, 57% of Himalaya and only 43% of other sunscreen lotion respondents are satisfied with their sunscreen lotion so Lakme sunscreen lotion is number one.Recommendation:

• Promotional strategy of Himalaya sunscreen lotion is not good in comparison to other sun screen lotion therefore Himalaya should concentrate towards promoting its product more effectively in electronic media. It would increase awareness level of consumers toward their product.
• Himalaya should improve their distribution network to make their product easily available to customer.
• As per my study Lakme and Lotus having more harmful effects in comparison to other sunscreen lotions so they should eliminate harmful effect of their sunscreen lotion by diluting their sunscreen lotion because it may badly affect their brand value.
• Lakme should increase value for money by adopting different strategies of price and ingredient combination. Ex- Providing fairness along with sun protection in sunscreen lotion, providing 20% extra sunscreen lotion, Combo packs etc.
• Lotus should use promotional strategies i.e. - Celebrity endorsement, generating Unique selling proposition to project its products as brand so that people should aware about this product.

Conclusion-As I conducted my study in Suncity (Jodhpur) where people have moderate to high exposure to sun the importance of sunscreen lotion increase automatically. And according to the preference of people as they mostly prefer to use Lakme and Lotus sunscreen lotion and I chose Himalaya Sunscreen due to its different brand image (ayurvadic) in the minds of consumer.According to my study users of Lakme sunscreen lotion are satisfied with their product because it is less chemically harmful and have good promotional strategy, due to its high customer satisfaction and effectiveness consumers are more brands loyal towards Lakme sunscreen lotion.Lotus sunscreen lotion is most effective with high availability compare to other sunscreen lotion but it is lacking behind in Market share due to its low promotion and poor packaging. Himalaya sunscreen lotion provides Value for money due to low price of its products and high effectiveness. It is least allergic and does not contain any chemically harmful ingredients.In my study of comparing various sunscreen lotions I concluded that Lakme is number one brand according to the respondents as I used three different sunscreen lotions and I compared them on various attributes I found that lotus leaded in almost every attribute but does not stand as number one brand due to its less promotion and low brand value in sunscreen lotion.        

• Books :

Kothari, CR (1990) research methodology, methods and techniques.2nd edition New Delhi, Vishwaprakashan.Kotler Philip (2009) Marketing Management, 1st adaptation edition, Pearson Prentice Hall.

• Reference Articles
• Yi, Youjae, (1989). Working paper (University of Michigan, School of Business Administration Division of Research) number 604. A Critical review of consumer satisfaction.
• JochenWirtz and Meng Chung Lee, An Examination of the Quality and Context specific Applicability of Commonly Used Customer Satisfaction Measures.
• Yi-Shun Wang, Tzung-I Tang and Jeung-tai Eddie Tang (2001). An Instrument for measuring customer satisfaction Journal of Electronic Commerce Research, Volume number 2 and 3.
• Jagdip Singh Deepak SirdeshmukhCase Western Reserve University Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments
• Ellen Garbarino; Mark S Johnson (1999). The different roles of satisfaction, trust, and commitment in customer relation Journal of Marketing,  63, 2, ABI/INFORM Global page 70
• Sunil Mithas, M. S. Krishnan, ClaesFornell (2005) Effect of Information Technology investments on Customer Satisfaction: Theory and Evidence Ross School of Business Working Paper Series Working Paper Number 971

RESEARCH FOR SENIOR MANAGERS
Rating of Sun Protection Factor (SPF) that applies only to UVB radiation
Type of skin		DETAILS		SPF of Ideal sunscreen lotion
I		Always burns easily, never tans (Sensitive)		80 or more
II		Always burns easily, tans minimally (Sensitive)		60-70
III		Burns moderately, tans gradually (Light brown, Normal)		40-50
IV		Burns minimally, always tans well (Moderate brown, Normal)		20-30
V		Barely burns, tans profusely (Dark brown, Insensitive)		20
VI		Never burns, deeply pigmented (Insensitive)		Not indicated