report on factors affecting female brand preference on shampoo industry

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Grand Project Presentation on

A STUDY ON FACTORS INFLUENCING FEMALE BRAND PREFERENCES FOR

SHAMPOO

Flow of Presentation

• 1. Introduction of the Shampoo Industry

• 2. Introduction about the Major Players of the Industry

• 3. Industry Analysis

• 4. Key Issue in Indian Shampoo Industry

• 5. Primary Research

• 6. Data Analysis And Interpretation

• Reference

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What is shampoo?

Shampoo is a hair care product primarily used to

remove the oils, dirt, skin particles and grime (dirt)

that gradually build-up in the hair.

• Size of shampoo market in India - 2000 Cr

• Growth rate of Shampoo Industry -14.7%

• Sachet Sales - 70 %

• About 50% of Indian use ordinary soap to wash their hair

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TOOTHPASTE TOOTH POWDER DEODRANT OTHER

SHAMPOO HAIR OIL HAIR STYLING GEL CONDITIONER HAIR COLOR HAIR TREATMENT HAIR SPREY HAIR ROMOVER OTHER

COLD CREAM SUNS CREAM FAIRNESS CREAM VANISHING CREAM FASH WASH FACE POWDER ANTI-AGING CREAM MOISTURE CREAM OTHER

PERFUME NAIL-POLISH NAIL-REMOVER COSMETICS OTHER

Source: http://www.pricegrabber.co.uk

Market Classification

Types of Shampoo

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AYUSH DABUR VATIKA NYLE

L’OREAL SUNSILK CLINIC PLUS DOVE FIAMA-DI-WILLS LUX SUPERIA CLINIC ALL CLEAR PANTENE GARNIER

HEAD & SHOULDER DR. CARE ANTI-LICE, KZ, SCALP, GANOZI, OTHER

Source: www.alibaba/images/shampoo/types.com

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Major Players of the Industry

• Hindustan Uniliver Limited

• Cavinkare

• Indian Tobacco Company

• Dabur India Pvt. Limited

• Procter & Gamble

Market share of Major Players in Indian Shampoo Industry

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Company 2008 2009 Change

HUL 52.5 50 -4.76

Proctor & Gamble 22.9 23.8 +3.93

Dabur 2.3 7 +204.34

CavinKare 7.5 11.8 +57.33

ITC NA 1.5 1.5

Others 14.8 10 -32.43

Source: http://timesofindia.indiatimes.com/articlelist

5 Forces Analysis

Five Forces Threat Attractiveness

1. Threat from New entrant High High

2.Threat of from Substitute Low High

3. Bargaining power of Supplier.

Low High

4. Bargaining power of Customers

High low

5. Rivalry among existing players.

High low

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PESTEL Analysis

Factors Attractiveness

Political /Legal High

Economical High

Social High

Technological Moderate

Environmental High

Key issues

• Weak Brand Loyalty ( HUL case)

• Competition between Organic and Inorganic Shampoo

• Domestic firms giving tough competition to multinational companies.

• Price war in the Shampoo Market

• Shampoo is a biggest growth segment in the rural India.

• TV advertising Up by 65% in Shampoo Market 10

Research Design

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Research design Descriptive research

Data collection Survey method

Research instrument Questionnaire

Sample size 150

Sampling method Convenience sampling

Area of survey Baroda city

Data Analysis SPSS software

Demographic Details

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Age-group Frequency Percent

15-18 12 8.0

19-25 80 53.3

26-35 24 16.0

Above 36 34 22.7

Total 150 100.0

Age

Education Frequency Percent

Schooling 22 14.7

Graduation 80 53.3

Post-Graduation 44 29.3

Other 4 2.7

Total 150 100.0

Education

Occupation Frequency Percent

Student 92 61.3

Housewife 25 16.7

Service 30 20.0

Other 3 2.0

Total 150 100.0

Occupation

Shampoo Usage

Respondent Frequency Percent

Uses shampoo 147 98%

Do not use shampoo 3 2%

Total 150 100 %

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Data Analysis & Interpretation

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Brand NamePast Present

Frequency % Frequency %

Sunsilk 59 39.3% 23 15.3%

Pantene 51 34% 15 10%

Dove 46 30.7% 28 18.7%

Head & shoulder 35 23.3% 28 18.7%

Garnier 37 24.7% 22 14.75

Other brands 37 24.7% 48 32%

Shampoo Usage in Past & Present

Cross tabulation of Past & Present Shampoo Usage

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SUNSILK PRESENT Total NO YESSUNSILK PAST

NO

76 15 91

YES

51 8 59

Total 127 23 150

In Sunsilk out of 59 Sunsilk users only 8 are loyal so 13.55% are loyal to Sunsilk and 51 has switch to other brands so 86.45% are not loyal to Sunsilk brand.

Sunsilk

PANTENE PRESENT Total

NO YES 0PANTENE PAST

NO90 9 99

YES 45 6 51

Total135 15 150

In Pantene brand 6 respondents out of 51 Pantene users are loyal so 11.76% are loyal to Pantene and 45 has switch over to other brands so 88.23% are not loyal to Pantene brand.

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Pantene

DOVE PRESENT Total

NO YESDOVE PAST NO

87 17 104

YES35 11 46

Total122 28 150

In Dove brand 11 respondents out of 46 Dove users are loyal so 23.91% are loyal to Dove and 35 has switch to other brands so 76.08% are not loyal to Dove brand.

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Dove

HEAD & SHOULDER

PRESENT Total

NO YESH & S PAST

NO91 24 115

YES 31 4 35

Total 122 28 150

In Head & Shoulder brand 4 respondents out of 35 Head & Shoulder users are loyal so 11.42% are loyal to Head & Shoulder and 31 has switch to other brands so 88.57% are not loyal to Head & Shoulder.

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Head & Shoulder

GARNIER PRESENT Total

NO YES 0GARNIER PAST

NO100 13 113

YES 28 9 37

Total 128 22 150

In Garnier brand 9 respondents out of 37 Garnier users are loyal 24.32% are loyal to Garnier and 28 has switch to other brands so 75.67% are not loyal to Garnier.

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Garnier

Rank Mean & Standard Deviation

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Brand Name Mean Standard Deviation

Sunsilk 2.61 1.390

Pantene 2.50 1.284

Dove 3.12 1.501

Head & Shoulder 2.61 1.492

Garnier 2.51 1.527

The Most Preferred Brand

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Mean & Standard Deviation of Variables

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Mean above 3 SD Mean below 3 SD

Reduces hair falling 3.77 1.41 Low price 2.71 1.57

Enhance hair growth 3.45 1.41 Advertisement 2.61 1.53

Makes hair long 3.33 1.44 Celebrity endorsed 2.03 1.45

Makes hair bouncy 3.17 1.47

Makes hair shine 4.03 1.18

Conditioner 3.55 1.53

Suit to my hair 4.24 1.41

No side effect 3.85 1.31

Removes dandruff 3.55 1.33

Good fragrance 3.97 1.27

Different packs 3.25 1.65

Easily available 3.95 1.40

Stops split ends 3.28 1.39

Cont…Usage

• From 150 respondents 98% respondents uses shampoo.

• In the Past highest 39.3% respondents were using Sunsilk, 34% Pantene, 30.7% Dove, 23.3% H&S, 24.7% Garnier.

• At Present highest 18.7% respondents are using H&S and Dove Shampoo, 15.3% Sunsilk, 10% Pantene, 14.75% Garnier.

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Weak Brand Loyalty

Brand loyalty is very low for head & shoulder, it is only 11.42%, highest brand loyalty is found Garnier with 24.32%, Sunsilk users are only 13.55% loyal to Sunsilk, 11.76% loyalty found in Pantene, 23.92% loyalty found in Dove.

Brand Preference Rank

Brand preference rank is highest in Dove with mean of 3.12, 2.61 in H&S and Sunsilk, 2.50 in Pantene and 2.51% in Garnier. Standard deviation is lowest in 1.50 for Pantene so it found that there is difference of opinion in Pantene Shampoo.

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Cont…

The Most Preferred BrandDove is the most preferred brand by 21% respondents while Sunsilk by 13%, H&S 14%, Garnier with 17%, Pantene is the least preferred brand by 11%.

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Factors influencing Female Brand Preference

Out of 16 factors influencing brand preference for shampoo respondents have given the highest mean to the factor Suit to my hair with the mean of 4.24 while standard deviation is 1.142 which shows difference of opinion, mean to makes hair Shine and silky with 4.03, mean to Good fragrance with 3.97 and mean to Easily available with 3.95.

Website

• www.google.co.in

• www.baapho.com

• www.slideshare.com

• www.businessstandard.com

•  http://www.businesswireindia.com

• http://www.cavinkare.com

• www.pdfsearchengine.com

• http://www.dabur.com

• http://timesofindia.indiatimes.com/

• www.itcportal.com

Books

• Marketing management by Phillip Kotler 12th Edition

• Competitive advantage by Michael porter

• Marketing innovation concepts and cases by Chaturvedi26

REFERENCE

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THANK

YOU……..