consumer behaviour project report

CONSUMER BEHAVIOUR PROJECT REPORT

The Management of PROCTER & GAMBLE once stated : ” Our business is based on understanding the consumer and providing the kind of products that the consumer wants. We place enormous emphasis on our product development area and our marketing area, and on our people knowing the consumer.” The human mind is the most complex entity in the whole universe as it is very unpredictable how a person would behave in or react in a particular situation.

A person’s behavior changes from place to place and situation to situation or, say it is very inconsistent. The person when has a need, is willing and able to satisfy the need is called a CONSUMER. The consumer would go different ways to satisfy it’s needs depending on his social, cultural, family, economic and educational background. Consumer is the principle a priori of business. The efficiency with which a free market system of enterprise operates, depends upon the extent of consumer understanding possessed by the business community. A business community that is ignorant of consumer preferences cannot possibly fulfill it’s obligations in a meaningful and responsive manner.

So here comes the need to prepare project report on CONSUMER BEHAVIOUR. Consumer Behavior is broadly defined as “the behavior the consumer displays in searching for, purchasing, using and evaluating products, services, and ideas which they expect will satisfy their needs.” Consumer Behavior is not only the study of what people consume, but is also the study of who the consumers are, why they consume, how often they consume, and under what conditions they consume.

CONSUMER BEHAVIOUR refers to the buying behavior of ultimate consumers, those persons who purchase products for personal or household use, not for business purpose.

There are Psychological Theories that help us to understand and predict the effect of all external and internal factors on a consumer. External factors include Culture, Society, Reference group and family etc. Internal factors comprise in a consumer mind and how consumers learning, memory, attitude, personality, lifestyle and motivation levels effect consumer behavior. What

would initiate a buying process and how a buying decision would end is all covered under the study of consumer behavior. This all further helps relate product / service, price and promotion etc. with consumer behaviour. Thus organisation can place marketing mix so as to propogate their product/services.

The present study on SHAMPOO is also trying to find Consumer Perception about different features of Shampoos and how Price, Environment, Packaging, Quantity, Easy Availability and Variety are affecting the sale of Shampoo’s.

PSYCHOGRAPHICIn psychographic segmentation buyers are divided into different groups on the basis of lifestyle and \ or personality. People within the same demographic group can exhibit very different psychographic profiles. These psychographic bases are often difficult to measure, but they offer potential rewards in terms of providing management with a more relevant basis for differentiating between segments of a market.

LIFESTYLE

People exhibit many more lifestyles than are suggested by the seven social classes. People’s product interests are influenced by their lifestyles. In fact the goods they consume express their lifestyles. Marketers are increasingly segmenting their markets by consumer lifestyles. Companies making cosmetics, alcoholic beverages, and furniture are always seeking opportunities in lifestyle segmentation.

PERSONALITY

Personality affects the consumption of many goods, particularly those consumed publicly. An aggressive personality for example, may be reflected in the choice of ostentatious clothing, furniture, and automobiles. Preferences are frequently so different that it is impossible to serve all personality types with the same product or brand. A recognition of important personality types can help management “position” it’s towards a profitable segment or segments.

Marketers have used personality variables to segment markets. They endow their products with brand personalities that correspond to consumer personalities.

ISSUES IN SHAMPOO ADVERTISINGThe ideas, associations and images that people have of a shampoo brand determine

the demand side of the brand equity equation. There are two ways in which advertising

is likely to influence perceived product performance. First, by guiding the expectations

about the shampoo experience - process called product enhancement and second, by

creating a halo of superiority around the brand via a mechanic termed “ Interest –

Status”. There are two key advertising related factors. First, the advertisement needs to

be remembered. This is important because its main influence is at the point of trial.

Second, the message should relate in some way to the experience of ‘using’ the product

- for instance, does it create any expectation of what the shampoo would “ feel like to

your hair” i.e., how will it take care of your hair and especially to your specifications. But

the advertiser should always bear in mind that the benefits proclaimed are in line with

what the product can actually deliver.

Brands can have perceived advantages which are unrelated to the physical or sensual

aspects of the product delivery and relate more with the emotional appeal of the brand

and the sense of belonging which comes from being a buyer of the brand. In many

respects this is an extension of the brand presence, except that the presence is

converted into a relevant advantage only if it fits with the consumer’s emotional needs

i.e. making a brand worthy of its price tag.

Is advertising in Shampoo market ethical ? In a profession where the task of advertisers

is to suspend the consumer’s disbelief, there cannot be a possibly straight answer. “

Use of Shampoo does not impair or damage hair”, “ Soaps make your dry, lifeless and

lusterless”, are the statements we hear in shampoo advertisements. Research has

proved that the consumer is quite willing to suspend his disbelief and appreciate the

hyperbole for what it is worth. The consumer perfectly understands that this is a mere

exaggeration to make a point.

However, this issue becomes murkier when there is an obvious attempt to mislead the

consumer into believing that the product delivers a benefit that is actually not. This, by

any sensible definition, is definitely unethical. But exaggeration is an aspect of

advertising. When does it become misleading ? Is Sunsilk or Organics which use

filmstars or very well known high strata celebrities who probably never touch an Indian

Shampoo, ethical ?

To my mind, is there anything unethical about these advertisements. The role of

advertising is to extol the real or perceived virtues of a product. And just like there is a

poetic license, there is a certain advertising license that the consumer is willing to grant

within limits.

There is a distinct segment of population who actively seek to avoid advertising. These

people view as few as half the commercials seen by non - evaders. They expect ad -

breaks to contain boring and irrelevant material and have thus developed strategies of

avoidance.

Inconveniently for advertisers, evaders are not contained within any one demographic

segment but are likely to be the smartest people within their group and crucially, tend to

be the people with the lowest price sensitivity, those who should be most susceptible to

brand messages.

The research offers a worrying glimpse of the future. People are more likely to be

evaders if they have satellite or cable. But all is not lost. Evaders do not respond to

distinctive, relevant and original advertising that catches them at the right time. Lord

Leverhulme’s statement that only half the money he spent on advertising was wasted, is

beginning to look blithely optimistic.

The real issue is creativity. What type of advertisements prevent evaders from

avoiding. There is a strong correlation between likeability and awareness.

More likeable ads are more effective at generating awareness. Ads should be

enjoyable, to help brands build bonds with consumers. Individual advertisers

and agencies must identify and understand the motivation of ad evaders and

tailor their creative and media solutions accordingly.

Planners must attempt to get psychological insights into the consumer that goes

beyond number - crunching. There are qualitative differences in how people use and

relate to media and these have enormous implications on media strategies. There is a

hypothesis that the recall of brands would be higher if they were advertised on

programmes that enjoyed higher level of viewers.

SCENARIO OF THE INDIAN SHAMPOO MARKET“X” shampoo has keratin treatment, “Y” shampoo has total nourishment while “Z”

shampoo rebuilds your damaged hair and control dandruff. Aggressive marketing and

media blitz has made it a frothy year for shampoo marketers. In one of the most

remarkable demonstrations of acceleration, the shampoo market, after creeping up at

an average rate of 6 % per annum between 1992 and 1994 and, climbing to 9.55 % in

1995, suddenly raced up to 18.77 % in 1996. In 1997 it went up to 35 % Making the

hair flow, and flow and flow, were the unique strategies for generating growth adopted

by the three principal players in the shampoo market. A flurry of new launches which

saw the introduction of 32 new brands, five brand extensions, 100 new variants, and

122 new pack - sizes, adding up to an unparalleled excitement in what was till then a -

one - kind - fits - all product category. So long as it was a generic, generalized - benefits

product whose primary value, was that it cleaned hair, no shampoo brand had the loyal

following. With a broad swath of appeal, brand USPs were not sufficiently differentiated

from one another for any of them to crave out a committed niche.

Also, the limited repertoire of benefits acted as a deterrent to frequent usage and hence

growth. The shampoo - marketers fragmented a once homogeneous market furiously,

pegging a unique differentiated benefit to each brand and line - extension so as to build

a clearly defined segment of users for each. While this helped each brand build a

franchise, it served the more important function of giving every user a definite, focused

reason to use a particular brand.

The consumer has got used to the idea of using only that brand of shampoo that suits

his or her hair the best. this was achieved by launching a series of new brands, as well

as repositioning old ones, to peg each to a distinctive benefits. So, Levers rolled out

Sunsilk Nutracare (the proposition : hair root nourishment), Sunsilk Ceramides (the

proposition : repair damaged hair), Organics (the proposition : hair root nourishment),

Organics dandruff treatment (the proposition : hair root nourishment with anti - dandruff

treatment), Clinic active (the proposition : presence of pro - vitamin B5), Clinic All Clear

with ZPTO (the proposition : control of dandruff - causing microbes, scalp moisturizer,

and reduced scalp itch ), and Lux Super Rich (the proposition : inclusion of hair

moisturiser ) to join Clinic Plus and Sun Silk.

P&G joined the fray with Pantene Pro - V (the proposition : nourishment of hair from root

to tip), Pantene Pro-V Extra shampoo - and Oriflame’s conditioning shampoo.. Through

new brand launches companies generated constant excitement to keep interest in the

product alive. Even as segmentation offered new value propositions to shampoo users,

the marketers baked up that menu with multiple price points, creating several VFM

equations. And because they were targeting growth, they cannily priced every new

product at a discount to a comparable one while holding out a promise of either

matching or greater value. There was also a large successive cut in the excise duty on

shampoos : from 120 % in 1994 to 70% in 1995, 40 % in 1996, and 30 % in 1997. Also

in India customers are inordinately sensitive to price. There is always a large number of

potential customers waiting to buy your product as soon as it becomes affordable.

THE HIERARCHY OF USAGE

SPECIAL STYLING

SHAMPOOS : NONE SO FAR.

BRANDS EXPECTED :

VIDAL SASOON FROM P&G.

3rd GENERATION SHAMPOOS : SUPPOSED TO

PENETRATE THE SKIN AND NOURISH THE HAIR ROOTS.

e.g.. PANTENE, ORGANICS, OPTIMA.

2nd GENERATION SHAMPOOS : APART FROM CLEANING,

THEY ALSO CONDITION THE HAIR.

LEAD BRANDS : CLINIC, SUNSILK AND HALO.

1st GENERATION SHAMPOOS : ONLY SUPPOSED TO CLEAN THE HAIR STUFF. INCLUDES HERBAL BRANDS LIKE NYLE AND AYUR

NATURAL PRODUCTS : SHIKAKAI, AMLA, HENNA, REETHA, etc.

SHIKAKAI SOAPS : SWASTIK, GODREJ, WIPRO etc.

ORG - MARG ANALYSISAlthough segmentation offered new value propositions to the shampoo users --

differential pricing also created several Value for Money (VFM) equations. A promise

for greater value or matching benefits at price discounts for every new product gained

momentum.

In INDIA customers are sensitive to price. There is always a large number of potential

buyers to purchase the product as soon as it becomes affordable.

THE MARKET SHARES BRANDS SHARE (%)

Sunsilk 20

Clinic 25

Organics 5.5

Pantene 11

Halo 3.4

Optima 3.6

Lakme 1

Ultra Doux 1.2

Flex 0.7

Others 28.6

Promoting the shampoo brands poses another challenge for the marketers, resulting in

high adv. spends and media spends. P&G spent 8 crores on advertising Pantene on

TV in the first four months of its launch. HLL’s estimated advertising expenditure for

each new shampoo launch was between Rs.4 crores and 6 crores in the introductory

phase. The ad-to - sales ratio of the companies have shown remarkable jump from 10

% to 20 % compared to the average of 5 % for most product categories.

One of the biggest barriers to shampoo usage is the consumer perception that it harms

the hair. Thus companies are focusing on defending the product against accusations by

promoting the strength, nourishment and beauty of the hair - ‘The 3 - in -1 Capsule ‘for

ultimate hair. Companies are still associating it with modern life styles to find

acceptance in semi - urban and rural non-users to build and enlarge shampoo usage

levels. Thus companies will have to mould new consumers usage patterns to its own

benefit, to have a competitive advantage and stay out there in the longer run with a

respectable market share.

A market segment consists of a large identifiable group within a market. A company

that practices segment marketing recognizes that buyers differ in their wants,

purchasing power, geographical locations, buying attitudes, and buying habits. Because

buyers have unique needs and wants, each buyer is potentially a separate market.

Ideally, then, a seller might design a separate marketing program for each buyer,

though no company is willing to customize its offer \ communication bundle to each

individual customer. The company instead tries to isolate some broad segments that

make up a market.

Two broad groups of variables are used to segment consumer markets. Some

researchers try to form segments by looking at consumer responses to benefits

sought, use occasions or brands. Other researchers try to form segments by looking

at consumer characteristics. They commonly use Geographic, Demographic or

Psychographic characteristics.

OBJECTIVES OF THE STUDY1. To study the current Indian market for Shampoos.

2. To analyze the relationship between a specific brand and its buying behavior.

3. To assess whether advertising is influencing the buying behavior of the consumers.

4. To study the impact of the seals of clinical laboratories on the consumers buying

behavior.

RESEARCH METHODOLOGYKeeping in view the Shampoo Market in INDIA which is very crowded and becoming competitive

day by day, we decided to study the current scenario of the market.

DATA COLLECTION

The following techniques were adopted for data collection :

1. PRIMARY DATA

Primary data was collected through face to face interviews while filling up questionnaires. (33

RESPONDENTS)

2. SECONDARY DATA

Relevant information was gathered from magazines, newspapers and project reports that

formed the secondary data.

3. COMMUNICATION APPROACH

Face to face interviews was taken as the communication approach since it is a better method in cases where slight probing is required.

SCOPEThe scope of the study covers almost all categories of Shampoos. The whole appraisal of

Shampoos has been done from the angle of customer satisfaction. Any substitutes of

Shampoos like washing soaps or natural products have not been considered. Also Shampoos

locally made by the unorganised sector and which are not branded have not been considered.

LIMITATIONS

The probable limitations of this study are as under :

1. The first and foremost limitations was time constraint which was only one months, but still efforts have been made to put the picture as clear and candid as possible.

2. Samples were randomly selected as per convenience so error is bound to creep in the observation.

3. The conservative attitude of the respondents was a limiting factor in gaining information.

UNIVERSE

The main emphasis of the study was the city of Delhi. The Capital of INDIA is cosmopolitan city and is a home to various kinds of people hailing from different backgrounds, upbringings and religions. This diversity makes Delhi a mini INDIA ! The percentage of male consumers is 50% and that of female consumers is also 50%. The city has its share of individuals belonging to different social economic classes.

SAMPLINGSAMPLE SIZE

A sample size of 33 consumers was chosen, but due to incompletely filled questionnaires and

unwillingness and carelessness on the part of the respondents, we were forced to reduce the

sample size to 28. This sample size was based upon time and affordability approach.

SAMPLING TECHNIQUES

Disproportionate stratified random sampling technique has been used in sampling due to the

following reasons :

1. It provides information about parts of the universe.

2. It provides help in gaining precision through stratification.

QUESTIONNAIRE DESIGN

The questionnaire used was a printed, well structured formalized schedule to obtain and record

specified and relevant information with fair accuracy and completeness.

The questioning process was face to face interviews and the questionnaire was designed in

such a way that it could be understood and answered easily by the respondents. The

questionnaire contained both close and open ended questions. The close ended questions were

dichotomous and multiple choice in nature. Since some of the questions were probing in nature

and required answers on the basis of memory of the respondent. In such type of questions there

is a risk that the respondents will answer whatever comes to their minds, thereby reducing the

impact of the study. Keeping these considerations in mind, firstly the period of time in which

respondents were asked to respond was reduced, since it has been found that the longer the

reporting period, the less accurate the reporting.

Secondly, to help respondents to think deeper and clearly more questions in a way that

stimulated association, thereby assisting the recall process about the event.

KEY FINDINGS It has been observed that people use not only shampoos but home remedy is also preferred

because of its uniqueness of effectiveness. People also use more than one shampoo or

keep two shampoos

Most people have tried one or more shampoos but hardly finds any differences. Except for

clinic all clear and organic in which respondents have positively agreed of best shampoo

than others.

People buys those shampoos giving them maximum benefits. Female normally look for

shampoo matching with their hair type but male look for combination of benefits i.e. 1st hair

problem and then fragrances followed by price.

An advertisement is the one that influences a lot than any other factors.

Most people change their shampoos occasionally but there are people who never change

their shampoo i.e. they are satisfied with their current brand.

People normally shampoo twice a week or three to four times a week.

Most people normally buy sachets available followed by above 250-ml pack.

Most people know of the brands through advertisements. Next come magazines. And then

the newspapers.

Satisfaction is maximum drawn with people using clinic and organic. These are the brands,

which attract most because of perceived quality and brand image.

BRAND IMAGE OF SHAMPOOS AS A PERSON The survey reveals that the Organics user with his Impressive personality and Friendly

behavior provides Good company. He is Outgoing and is Similar to most people. He is

indifferent to advertisements and Independently makes the major decisions of his life.

The user of Head & Shoulders has an Outgoing personality and can impress people easily.

He is meticulous in nature although he independently takes decisions. He is similar to most

people and due to his friendly nature, provides Good company.

The consumer of Sunsilk is totally independent in making major decisions. He seldom seeks

advice from others and is indifferent to advertisements. Although he is meticulous but lacks

innovation. His similarity to most people, outgoing and friendly nature, provide good

company and accord him an impressive personality.

The Pantene consumer is very friendly, gives good company and has an impressive

personality. He is meticulous and similar to most people although he is outgoing he is not

much of an innovator. He independently takes decisions and never seeks any advice from

others.

The user of Clinic all clear is quite innovative while he also does his jobs meticulously. He

seldom seeks advice and is indifferent to advertisements as he is independent in taking

major decisions in his life. His similarity to most people, his impressive personality and

friendly nature always provide good company.

METHODOLOGY

SURVEY METHOD

I have chosen the exploratory research method for the research. In this method all the questions are close ended. Except for few questions that needed to be known as in question 10 of asking the satisfaction and dissatisfaction level and know their problems with respect to the brand they have used. The options in the form of yes or no, Ranking & choosing one alternative out of various alternatives, I could not take the open-ended questions in the Questionnaire because of time constraint. The time given for this research is very short to analyze the survey in Depth. The number of question related to consumer behaviour research is 14. Out of which 4 Related to personal details.

Sample size: 20

SRSWR

Sex ratio: 1:1

The studies were conducted in localities

Mainly Students were covered and 10 % others considered for the study.[College/school/Univ./inst./housewives]

Sample coverage 10 male and 10 girls

Other questions were asked about the personalities of the shampoo with the brand image they perceive. [Cool/trendy/aggressive/different/outgoing etc.]

RECOMMENDATIONS Target those people who use shampoo and trust the shampoo as their best solution for hair

care.

Develop quality and brand image so that by trial of your brand leaves with a good image and

then followed by usage of bigger pack which then will be used by them.

Identify the key benefits such as hair strengthening, Missing form shampoo and makes them

the USP of new brands. The USP could be rebuilding damaged hair, shiny and healthy hair.

Look for different problems for which people use shampoo for hair care, falling hair and

dandruff’s etc. And deliver the same of high quality and at the same time positioning the

brand as solution for your hair problem and which also rejuvenate your hair, and keep your

hair healthy to that target group.

The ideas, associations and images that people have of a shampoo brand determine the

demand side of the brand equity equation. There are two ways in which advertising is likely

to influence perceived product performance. First, by guiding the expectations about the

shampoo experience - process called product enhancement and second, by creating a halo

of superiority around the brand via a mechanic termed “ Interest – Status”. There are two

key advertising related factors First, the advertisement needs to be remembered. This is

important because its main influence is at the point of trial. Second, the message should

relate in some way to the experience of ‘using’ the product - for instance, does it create any

expectation of what the shampoo would “ feel like to your hair” i.e., how will it take care of

your hair and especially to your specifications. But the advertiser should always bear in mind

that the benefits proclaimed are in line with what the product can actually deliver.

Use country wide sampling activity to acquaint potential customers with the benefit of

shampoo backing up the effort with advertising to convert intent to purchase.

Offer value for money impetus for the decision to use the product more intensively

Again benchmark the company that has well positioned itself in the minds of the consumer

and they [consumers] rarely change their shampoo. Here these people are almost satisfied

with their current brand because the core features the consumer looks for is being derived

from their brand. And so delivering the improved one will make them switch to your brand

but it should be well advertised and substantiated

This action of company will have other positive effect of attracting those switchers, changing frequently and/or occasionally and drawing the crowd towards your brand.

Go for strategic sizing and pricing. Have those packs available in the market so that people

have a wider option available and presence of your brand. After a gap of some time check

which are the packs that are bought most and assure their availability.

Last but not the least there are separate issue that have to dealt with being the male and

female factor and then growing demand of herbal shampoo. Looking atfirst point the

female factors of buying a shampoo are different than male. A female normally have less

problem of falling hair than male and so they look for those hair shampoo that improve from

the current position of their hair. [Rejuvenate and healthy etc.] But one common problem

[male & female] that they may have is of dandruff’s. And so the company can develop the

brand image and quality and communicate better to the target group of these core benefits

of your brand i.e., solution for hair problem and thus improving and rejuvenating

them. Second point. Can the company in the same line of chemical shampoos change the

perception in the mind of the consumer of chemical shampoo having no side affects and at

the same time advertise about the possible advantages of using their shampoo and/or can

they come up with a herbal shampoo as the product extension and there by building a well

brand image. Like the Colgate has done with the already launched product of herbal

toothpaste. If yes please go ahead but probe before you plunge.

The advt. Slogan could be :

Expert care for every type of hair

Extra protection for your hair

Remove dandruff’s in sec’s

Healthy shiny u ever wanted.

Factors concerning use of a shampoo:

Geographically – it’s the water of particular area, the air pollution that forces one to use

shampoo usage.

And thus creating awareness of possible damage of your hair if you do not use it [own brand]

these are the negatives outcomes that you [customer] may have [falling hair, dandruff’s].

Stages of decision making process:

In the initial stages of problem --

Need recognition – dandruff’s, hair falling, strengthening of hair, early precautions from the

information gathered or if they see in their friends group of any hair problem then they starts

taking utmost care.

Search for information – in the initial stages of hair problem, people in their friends advises

[reference group], family influences [mother], -- but more crucial is advertisement Of

shampoo and the brands which at that point of time they actually recall [brands that he/she

recall includes the pre purchase evaluation, but mostly it is more on internal factor i.e. self –

the knowledge he/she has of the brands that he has come across and know to be better

product]--

1. buy that brand

2. purchase that brand

3. use it [usage may be according to own knowledge or as said by others [mother, friends or

prescribed]

4. Post purchase evaluation after more usage.

5. May be satisfied or may not.

If not satisfied

6. Switch till they get the best or some amount of satisfaction and then stick to that brand

If satisfied

Stick to the satisfied brand but may try others only if they are convinced from reliable

sources and that too from most people and see sufficient evident in that brand of what they

expect.

In the above process the stage is initial problem that the consumer faces and then those stages

of decision come across.

Now a look at the stages in decision making process after the problem is becoming severe and

he/she is not satisfied with any brands:

Need recognition – remains the same but is highly desperate to eliminate the problem that

he/she will be facing.

Search for information – now its more external to what he/she gathers from reliable source i.e.

family, friends, marketer led – advertisement, magazine or newspaper. But since the problem is

acute more is the chances of being influenced by the doctor. There is a high chance of visiting a

doctor and looking for ways of to tackle the problem. And in the initial stages of problem

discussed earlier the more is the chances of being influenced by advertisements.

Rest the stages are same.

Thus it can be rightly said that if the brands have good advertisement, well positioned in the

consumer mind as in the research showed that clinic all clear is most used then advertisement

can play an important role in attracting a good crowd and if that crowd captured through

advertisement [brand image] substantiate with high quality. Chances of brand loyalty are high

towards your brand. But if the customers are not satisfied and the problem becomes severe

he/she goes for home remedy or consulting a doctor.

CONCLUSIONConclusion of survey revels that the consumer behaviors depend on the following reasons: -

Product quality,

Family influence,

Doctor’s prescription,

Advertisement, Hair problem, Price of the product, and self.

The consumers of shampoo are very sensitive and he is very much aware of the products.

Awareness about the product regarding the ingredients is very high in the consumers. Influence

in the purchase of the shampoos mainly depends on the hair problem and assurity to solve that

problem given by the brand. Influence of doctor and family is also very high.

Attributes of a particular brand also play an important role in the purchase. Attributes like

reasonable price, fragrance, quality, & medications plays its significant role. By the analysis we

can conclude that consumers in the shampoo market are not much conscious about the price

but its quality plays important role.

The study reveals that Pantene has been tried by most of the consumer (16 %). Next comes

Sunsilk. Organics and Clinic Plus both (11 %), which have been tried by the consumers.

According to the study Pantene is the most consumed ( 20 % ) brand of shampoo. Head &

Shoulders and Clinic Plus both account to 15 % of the total shampoo consumption and Sunsilk

is less consumed than these ( 14 %). Organics forms only 5 % of the total shampoo

consumption.

The survey showed a number of reasons for consumers using more than one brand or type of

shampoos simultaneously. No single shampoo, according to the consumer, was able to fulfill all

the hair requirements. Dandruff was the most important hair problem which led the cosumer to

use more than one shampoo at a time. Some people use two or more shampoos

simultaneously, just for change.

Consumers in the age group below 20 and 20 - 29 are more innovative as compared to the

other age groups. It has been observed from the study that females shampoo their hair twice a

week, while males prefer using shampoo on alternate days. From the survey it was found that

the Medium size pack of shampoos with quantity of 100 ml to 250 ml is the most frequently

purchased pack. According to our sample 51 % of the people across different age groups and

income groups prefer this packaging.

From the table no. 6 it can be concluded that a majority (58%) of the consumers change their

shampoo occasionally. These consumers also tend to test the quality of new launches. Non

availability is another factor which to a certain extent, has prompted many consumers to use

more than one brand simultaneously. A significant figure of 57% of the consumer tend to shift

to another brand due to non - availability of their brands.

From table no. 10 that amongst the factors which influence the choice of a brand of

shampoo(s), Hair problems is the most important one. People select shampoo(s) with reference

to their hair problems. Hair type also plays a very important role. While selecting a shampoo

consumers take care to select the shampoo according to their hair type. The role which

Advertisements play can not be neglected. According to study it is found that even

advertisements influence the consumers a great deal in selecting a shampoo. At times

someone’s reference also helps in selecting a brand. Hair type or hair problems are found to be

more significant as compared to the fragrance, packaging and price of a shampoo.

The consumers of Head & shoulders are the most satisfied with all the attributes of the

shampoo and the range falls in the interval of 2.5 - 3 on the scale of 1-3.

Next on the list are Organics and Clinic Plus. But these two shampoos need to improve upon

the anti -dandruff and hair repairing qualities which the consumer finds is lacking to a certain

extent.

Sunsilk to a large extent fails to satisfy hair nourishment, anti dandurff and hair repair needs of

the consumer. The satisfaction level lies in the range from 1-1.5.

Clinic All Clear provides high satisfaction to the consumer as far as anti dandruff quality of the

shampoo is concerned. But it lacks all other attributes such as hair nourishment, hair repair,

conditioning, removing hair problems etc. The satisfaction is very low on the scale. Ayur needs

to improve upon all its attributes as the satisfaction level for all of them lies in the range of 1 - 2.

The relatively new concept of using the seal of a Clinical Laboratory on a shampoo bottle does

not much influence the purchase decisions of the consumer. 60 % of the consumers remain

unaffected by the use of the seal.

Advertisements play a significant role in the purchase decision of the consumers. 33% of

consumers are influenced by the advertisements of shampoos they use. The message in the

advertisements is paid more attention to, than the role models shown in the advertisements.

The survey reveals that the Organics user with his Impressive personality and Friendly

behavior provides Good company. He is Outgoing and is Similar to most people. He is

indifferent to advertisements and Independently makes the major decisions of his life.

The user of Head & Shoulders has an Outgoing personality and can impress people easily. He

is meticulous in nature although he independently takes decisions.

He is similar to most people and due to his friendly nature, provides Good company.

The consumer of Sunsilk is totally independent in making major decisions. He seldom seeks

advice from others and is indifferent to advertisements. Although he is meticulous but lacks

innovation. His similarity to most people, outgoing and friendly nature, provide good company

and accord him an impressive personality.

The Pantene consumer is very friendly, gives good company and has an impressive

personality. He is meticulous and similar to most people although he is outgoing he is not much

of an innovator. He independently takes decisions and never seeks any advice from others.

The user of Clinic Plus is quite innovative while he also does his jobs meticulously. He seldom

seeks advice and is indifferent to advertisements as he is independent in taking major decisions

in his life. His similarity to most people, his impressive personality and friendly nature always

provide good company.

ANALYSIS1. Do you use shampoo

Yes No

Response18 people response were yes & other 2 said they use home remedy + shampoo. female [two each using home made remedy] The study reveals that 90% of the respondents use shampoo.10% of the respondents refused the use of shampoo and gave the reason that shampoos cause hair problems. They either use soaps or the traditional method of washing hair.

2. Which of the following brands of shampoo have you purchase.

Pantene Sunsilk

Organics Clinic plus

others (please specify)

Pantene Sunsilk Organics Clinic all clear

Others (H&S)

Male 7 5 4 8 3Female 5 3 2 8 3

Response

It can been seen that clinic all clear has been tried by most people that account for 16 of 20 sample and next coming to be Pantene

with 12. After this brand sunsilk is used more followed by organics.

Analysis

The survey showed a number of reasons for consumers using more than one brand or

type of shampoos simultaneously. No single shampoo, according to the consumer, was

able to fulfill all the hair requirements. Dandruff was the most important hair problem

which led the consumer to use more than one shampoo at a time. Some people use

two or more shampoos simultaneously, just for change.

3. Factors you consider while purchasing a shampoo

RANK THEM ACCORDING YOUR PRIORITY:

Hair type Fragrance

Packaging Hair problem

Price Availability

Response

FEMALE: 10 female: -- Hair types

-- Hair problem -- Fragrance -- Packaging -- Price -- Availability

In the above response few 3 girls responded price followed by packaging.

MALE: [Section-1] [Section-2] 6 male: -- Hair prob. 4 male: -- Hair prob.

-- Fragrance -- price -- Hair type -- hair type -- Fragrance -- Packaging -- packaging -- Price -- Availability -- availability

It can be concluded that in case of females most have the same levels of priority of buying the brand and so the order remains the

same. But 3 of them said price to be one after fragrance and then packaging.

In case of males 6 male had the same levels of priority that starts from hair problem followed by

fragrance. And this section 1 of males differs with section 2 with respect to levels of as section 2

priority is of price followed by hair type and then fragrance.

4. Who influence you to purchase the brand?

Family Doctor

Advertisement Self

Other

Response Almost all responded that it’s the role of adv. that actually led to a purchase

of a shampoo. Family Doctor Advt Self Others

[reference]MALE 3 5 10 8 2FEMALE 5 7 10 5 4

ANALYSIS The role which advertisements play can not be neglected. according to study it is found that advertisements influence the consumers a great deal in selecting a shampoo. next comes the self that is the consumer himself and than comes the role of doctor and family. at times someone’s reference also helps in selecting a brand.

Consumers in the age group 17-25 [target group] are more innovative as compared to

the other age groups. It has been observed from the study that females shampoo their

hair twice a week, while males prefer using shampoo on alternate days.

5. Do you change your shampoo

Frequently Occasionally Never

Frequently Occasionally NeverMale 5 9 7Female 3 11 6

ANALSYIS

It can be concluded that a majority of the consumers change their shampoo occasionally. These consumers also tend to test

the quality of new launches. Frequently changing consumer account for 8 [male and female] and the non availability is one of the

factor which to a certain extent, has prompted many consumers to use more than one brand simultaneously.13 of both sex of the

consumer responded that they never change their brand When asked about the reason they responded that changing brand led to

hair problems like hair loss etc.

6. Rank different attribute with each brand according to your preferences

Strongly Agree (1) Agree (2)

Neutral (3) Disagree (4)

Strongly disagree (5)

Brand

Attribute

Sunsilk Clinic Organics Pantene Others

[H&S]Low Price Strong Fragrance Quality Highly medicated

Analysis of chart no 6.

1. [3 male & 4 female] Pantene : had the moderately high price higher than others, high

fragrance equal to Clinic and higher than others, moderately high medical benefits equal to

Organics and less than others and high quality higher than others.

2. [2 male & 3 female] Organics : had moderately low price lower than others, high fragrance

higher than Sunsilk and lower than Pantene and Clinic, moderately high medical benefits,

lower than Clinic and Sunsilk and equal to Pantene and high quality higher than Sunsilk and

lower than others.

3. [2 male & 3 female ] Clinic : had moderately low price lower than Pantene and Sunsilk,

high fragrance higher than Organic and Sunsilk and equal to Pantene, moderately high

medical benefits lower than Pantene and Organics and nearly equal to Sunsilk and high

quality higher than Sunslik and Organics lower than Pantene.

4. [ 1 male & 2 female]Sunsilk had moderately low price higher than others and lower than

Pantene, moderately high fragrance lower than others, moderately high medical benefits

higher than others and moderately high quality lower than others.

7. No. of times you shampoo your hair in a week

1 - 2 3 - 4

5 - 6 7 and above

Response

1-2 times 3-4 times 5-6 times 7 and aboveMale 4 4 -- --Female 8 4 -- --

ANALYSIS

When asked about how many times the consumer use to shampoo their hair? They responded,

60 % that 1-2 times in a week and rest 40 % responded more than 1-2 times. A further

conclusion can be drawn on people using 1-2 times or 3-4 times

8. Size of the pack you purchase most often

100ml 100 ml to 250 ml

Sachets above 250 ml

Response 100 ml 100ml to 250 ml Sachets Above 250 mlMale 2 1 5 2

Female 1 2 4 3

ANALYSIS

It can be concluded that sachets are most used because of its convenience and price. Next comes to be 250ml because of its price again that is higher the pack lower the price. Followed by 100 ml and 250 ml.

People who use sachets use it as trial to see the effectiveness and if they are satisfied then they go for 250 ml primarily because of not going to buy the small sachets again and again. The rest pack are used because of

other options available in terms of size and price and not necessarily going for bigger pack.

9. In which media you have seen the advertisement of these brands

Brand

Media

Sunsilk

Male female

Clinic

Male female

Organics

Male female

Pantene

Male female

TV 10 10 10 10 10 10 10 10Magazine 6 8 8

9 5 4

4 7

Newspaper

4 6

9 7 6 4 7 5

RESPONSE

Reveals that in TV as media for advertisement all the responded have had the same frequency of seeing the ads of all the brands. In case of print media as in Magazine highest number of viewer ship went to Clinic, Sunslik, Pantene, Organics, in decreasing order. In case of Newspaper the maximum no. of viewership went to clinic, Pantene, organic & sunsilk in decreasing order.

ANALYSIS

It says that T.V. is best media for advertising for all kind of advertising and it has best

opportunity for the brand to penetrate in market. All of the brands have equal no. of viewership

in TV but in magazine &Newspaper they had different viewership.

10. Level of satisfaction you are getting from your shampoo brand.

Highly Satisfied Satisfied

Neutral Dissatisfied

Highly dissatisfied

ANALYSIS

The maximum satisfied consumers were of Clinic users and than comes organic, Pantene, Sunsilk.

CLINIC : [8 males & 9 females] The consumers of Clinic were most satisfied with all the

attributes of the shampoo. Clinic All Clear provides high satisfaction to the consumer as

far as anti dandruff quality of the shampoo is concerned.

ORGANIC : [7 males & 9 females] The consumers of organic were satisfied with all the

attributes of the shampoo except hair repair to some extent and fragrance.

PANTENE : [5 MALES & 8 FEMALES] Next on the list is Pantene. this shampoo is needed

to be improved upon the anti -dandruff and hair repairing qualities which the consumer

finds is lacking to a certain extent.

SUNSILK : [4MALES & 6 FEMALES] Satisfaction level with Sunsilk was the last rated among

the customer. Sunsilk to a large extent fails to satisfy hair nourishment, antidandruff and

hair repair needs of the consumer.

Personal Details

Sex Male Female

[1:1 RATIO]

Age 17 – 25

[TARGET GROUP TAKEN]

OCCUPATION

Student

[ONLY STUDENT AS AN OCCUPATION WAS STUDIED]

Monthly Income [FAMILY]

Less than 8,000 8001-16000

16001-24000 24001-32000

32001 and above

[MOST FALL IN THE INCOME GROUP OF 24001-32000 FOLLOWED BY 16001-24000]

PRESENTATION

ANSWER-3

RANK THEM ACCORDING YOUR PRIORITY:

Hair type Fragrance

Packaging Hair problem

Price Availability

Response

FEMALE: 10 female: -- Hair types

-- Hair problem -- Fragrance -- Packaging -- Price -- Availability

In the above response few 3 girls responded price followed by packaging.MALE: [Section-1] [Section-2] 6 male: -- Hair prob. 4 male: -- Hair prob.

-- Fragrance -- price -- Hair type -- hair type -- Fragrance -- Packaging -- packaging -- Price -- Availability -- availability

ANSWER-6SemanticANSWER - 9

Brand

Media

Sunsilk

M F

Clinic

M F

Organics

M F

Pantene

M FTV 10 10 10 10 10 10 10 10Magazine 6 8 8 9 5 4 4 7Newspaper 4 6 9 7 6 4 7 5

ANSWER – 10

CLINIC: 8 MALES & 9 FEMALES

ORGANIC: 7 MALES & 9 FEMALES

PANTENE: 5 MALES & 8 FEMALES

SUNSILK: 4MALES & 6 FEMALES