CALVINKARE

A

DISSERTATION

ONConsumer preference and Consumer satisfaction regarding herbal shampoos (Ayur, Himalyas, Nyle) A case study of Hisar City

Submitted to

Maharishi markandeshwar university, , mullanaIn the partial fulfillment for the degree of

Master of Business Administration

(Session 2008-2010)

Under the supervision of: Submitted by

Mrs. Vandana khanna,bajrang gupta

Business research 1208706

MBA Executive Summary

To know about the consumer buying behavior and factor which affect the consumer buying decision process. As the objectives of my study is to analyze the customer perception and the customer satisfaction towards specific brands of Herbal shampoos (Himalaya, Ayur, Nyle) on the basis of Price, Quality, Brand Name and Packaging.

Consumer buying behavior refers to the buying behavior of final consumers individuals and households who buys services and goods for personal consumption. Consumer behavior is influenced strongly by culture, social, personal and psychological factors. Culture factors include the set of basic values, perceptions, wants and behavior learned by a member of society from family and other important institutions. The social factors include consumers family, small group, social roles and status. The personal characteristics such as buyers age, life cycle stage, occupation, economic situations and life style influenced by four major psychological factors: Motivation, Perception, Learning, Belief and Attitudes.

In this era of cut throat competition, no company can even survive in the market place without knowing its and its products strengths and weaknesses. It has to fortify itself against threats from the environment and exploit its strengths or increase profits. And in order to do so, the company has to conduct regular surveys to know the customers opinions, needs, and preferences. This helps the company to manufacture the product like wise for each customers expectations.Acknowledgement

I take this opportunity to express my profound debts of gratitude and obligation, to my esteemed guide mrs vandana khanna, , Dept of Buss. Mgt, maharishi markendeshwar univercity for his most valuable help and creative suggestions at all stages of my work. His learned advice and guidance always kindled inspiration in the face of difficulties encountered in the course of this research work.

I am highly grateful to my all lecturers and dedicated staff of Dept of Buss. , maharishi markendeshwar university for their kind help from time to time.

I am also thankful to the respondents, all my friends and also to various experts for their kind and valuable guidance, whom I consulted for my present work.

( BAJRANG GUPTA )Index

Serial No.

1. Certificate

2. Acknowledgement

3. Executive summary

4. Contents

5. Introduction

Profile of the study

Significance of the study

6. Objective of the study

7. Literature Review

8. Research Methodology

a. Sampling & Sample Design

b. Analytical Tools

c. Data Collection

d. Hypothesis Testing

e. Limitations of the study

9. Result & Discussions/Findings

10. Recommendation

11. Bibliography

12. AnnexurePREFACEResearch work is management parlance is extremely important for a given close view of the relatives of the real life business issues. For any management student who is striving to perform outstandingly, it is of paramount importance that apart from theoretical knowledge the most also gain some practical knowledge. Survey report deals specially with providing an opportunity to management students to have some exposure in real business world. My study topic deals with analyzing the customer preferences and consumer satisfaction regarding Herbal shampoos. Management ideas without any action based on them mean nothing. That is why practical experience is vital for any management student. Theoretical studies in the classes are not sufficient to understand the functioning climate and the real problems coming in the way of management of Men, Material, Machine and Money. Thus practical experience acts as a supplement to the classroom studies. It offers an exposure to real practical of management in various organizations. It exposes invaluable treasures of expenses to a student.

This dissertation deals with the application of theory to know the consumer preferences & customer satisfaction, through market survey & research. It was my fortune to do this dissertation. I learned a lot of new things which could never been learned from the theory classes. This dissertation report is a presentation of my work.

In the forthcoming pages, an attempt has been made to present a comprehensive report concerning different aspects of my dissertation, the overall knowledge gained by me will reflect in the report itself.

The customer is king. Finally ten years after the liberalization of Indias economy began. The market place has, suddenly become tightening competitive. Not only have new players stormed into the country, there are more brands available then ever before in every segment of every market. The customer today buys only that which meets his/her every desire. This demands more intimate understanding of the customer by the Smart Companies.

The main objective of dissertation and project i.e. familiarization with the necessary theoretical input and to gain sufficient practical exposure to establish a distant linkage between the conceptual knowledge acquired at the institute and practicing these concepts.

The dissertation is concerned with the consumer preferences & satisfaction regarding Herbal shampoos. (A case study of Hisar City).

The another objective of the survey is to analyze the brand awareness and brand preference of customers about Herbal shampoos in Hisar City.

Prior to making reference to working of the dissertation prepared the analysis, feasibility and all other aspects were taken into consideration. The dissertation shows the very aspect undertaken in context of Herbal shampoos in Hisar City.

INTRODUCTION AT A time when most FMCG (fast moving consumer goods) categories are inching along, personal products are being seen as the harbinger of prosperity. And hair care products are the fastest-growing category within personal products.

Between 1994 and 1998, the market size of products such as skincare and toothbrushes doubled in value. But the size of the shampoo market expanded two-and-a-half times over the same period. Not surprisingly, shampoos is a high priority area for major players such as Hindustan Lever. The current size of the shampoo market, according to ORG-MARG, is Rs 850 crore -- equivalent to 30,000 tonnes in volume terms.

Unlike other FMCG categories such as soaps and detergents, which boast of a penetration level of more than 90 per cent, shampoos remain a low penetration category. Industry sources estimate that the urban market penetration of shampoos is a modest 36 per cent. Shampoo usage in the rural markets is even more infrequent, with a penetration level of 12 per cent. Thus, even for the largest player in this industry, there is considerable scope for volume expansion by converting non-users.

Few players, HLL dominates

For a market with high potential, the shampoo market in India is dominated by just a few players. From scores of brands five years ago, the shampoo market has now been whittled down to a handful. Hindustan Lever (HLL), with a 65 per cent volume share (68 per cent share by value), dominates the market with brands such as Sunsilk, Clinic Plus and Clinic. Cavin Kare Limited, an unlisted company from Chennai, with brands such as Chik and Nyle follows with a 19.8 per cent volume share.

Procter & Gamble (P&G) is the only other large player in this category with brands such as Pantene Pro-V and Head & Shoulders. P&G discontinued its shampoo manufacturing operations in India in 2000. Most of its brands are today directly imported from other Asian countries such as Thailand, Taiwan and Vietnam.

New entrants are probably discouraged by the formidable task of establishing a distribution network from scratch. HLL's long established ties with retailers and its extensive distribution reach probably acts as an entry barrier for new entrants.

Cavin Kare Limited, which has managed to garner a significant share of the shampoo market despite this handicap, has focussed on scaled-down versions of its brands and herbal shampoos -- two segments where the market leader did not have a presence. Cavin Kare's shampoo business has grown faster than the overall market, at 20 per cent in 1998, 4 per cent in 1999 and 34 per cent over the past four quarters.

A blip in growth rates

Despite its undisputed potential, the rapid expansion of the shampoo market was interrupted in 1999. Overall growth rates in the market slowed to 1.7 per cent in 1999, from 16 per cent the previous year. Between January and November 2000, however, the market appears to have recovered some, and the shampoo category has grown by around 10 per cent.

The reasons for the slowdown? ``Lack of innovation'', says Mr D. Shivakumar, General Manager Marketing, Personal Products, Hindustan Lever. The company has identified three major barriers to shampoo use in India -- the perception that shampoos contain harsh chemicals that could damage hair, high price and the view that the shampoo is more of a glamour product rather than a hygiene product.

``We like to see it this way. Though we have a 69 per cent share of the shampoo market, we have just 10 per cent of the hair wash occasions in the country. We will work at getting consumers to switch over from alternatives, such as natural products and soaps, to shampoos'', says Mr Shivakumar.

His counterpart in Cavin Kare attributes the slowdown in growth rates to the contraction of agricultural incomes. ``The rural markets have slowed down due to the two consecutive disastrous monsoons'', says Mr Nandakumar, President, Marketing and Sales, Cavin Care. Clinic Plus, one of the first anti-dandruff brands, is the largest shampoo brand today, with a market share of 31 per cent.

Clinic All Clear, an anti-dandruff extension targeted at the youth has also managed to garner a 13 per cent share. Due to its low pricing (Rs 71 for a 160 ml bottle against Rs 68 for a 100 ml bottle of Head & Shoulders anti-dandruff shampoo), the brand also has a significant rural market share of 44 per cent.

HLL has also experimented with different versions of Sunsilk for dry, normal and oily hair. Procter & Gamble's Head & Shoulders Menthol and Pantene Lively Clean also offer functional benefits to users. Since these add-ons enable brands to command a price premium over the plain shampoos, this strategy could aid both volume and margin expansion.

Herbal opportunity One of the key barriers to shampoo usage lies in the reluctance to use a synthetic product on hair. Worldwide, therefore, herbal shampoos or botanicals, are a fast growing category. Ayur from RDM Traders Private Limited and Nyle Herbal, a herbal shampoo launched by Cavin Kare, have been some of the early entrants in the Indian herbal shampoos market.

These products claim to use traditional Indian herbs such as shikakai, soap nuts and amla as ingredients and have been a success. Nyle Herbal is among the top five shampoo brands in the country and herbal shampoos today account for 10 per cent of the market size.

The corresponding ratio for the Indian market is not known. Accurate data is certainly difficult to come by. The definition of success often varies depending on who is looking at the market share of a new brand.Major Players in the Market

CALVINKARE

Profile:Every journey begins with the first step. The journey called CavinKare began with a young mind taking the road less taken. In 1983 with a single product offering, CavinKare started out as a small partnership firm. More steps followed and with the innovative Entrepreneur C.K. Ranganathan at the helm, CavinKare emerged into a successful business enterprise.

In line with the companys progressive outlook, Beauty Cosmetics, the earlier name, was rechristened to CavinKare in November 1998. 'Cavin' a literary wordin Tamil, symbolizes beauty and grace. The company logo signifies dynamism, modernity, and a positive attitude towards the future - the spirit of the people behind the phenomenon called CavinKare.

Smart marketing and a clear product positioning ensured CavinKares growth from strength to strength, broadening its product portfolio extensively. The company now markets ten major brands. The turnover from all the companies in the CavinKare group touched Rs. 400 crores in 2003-2004.

Over the years, CavinKare has achieved significant milestones, and a competitive edge with sound understanding of mass marketing dynamics. The company offers quality hair care, skin care, personal care, food products and home essentials, borne out of a keen understanding of consumer needs.

Today, CavinKare has established a firm foothold in the national market. Efforts towards self sufficiency with backward integration has allowed CavinKare, along with its Group Companies manage its own advertising & media buying, product packaging and research and development activities.

Corporate Vision"We shall achieve growth by continuously offering unique products and services that would give customers utmost satisfaction and thereby be a role model."

Nyle Active Herbal Shampoo contains time tested herbs like shikakai, reetha, tulsi and henna that gently nourish the hair while it's Aloe Vera extracts penetrate deep into scalp and restores moisture to it. The result : your hair shines with health. Nyle Active Herbal shampoo is available in 3 variants:

REETHA for Black & Shine: (Reetha, Amla, Henna, Aloe vera)Reetha is a time tested natural cleanser. Henna is a traditional, natural deep conditioner for shiny hair. Amla strengthens hair fibres and reduces hair loss. Along with Aloe vera's deep moisturizing, making the hair black and shiny.

SHIKAKAI for Bounce and Shine: (Shikakai, Henna, Amla, Aloe vera)Shikakai reduces hair loss and removes dandruff. Henna is a traditional, natural deep conditioner for shiny hair. Amla strengthens hair fibres and reduces hair loss. Along with Aloe vera's deep moisturizing, they give the hair bounce and shine.

TULSI for Strength and Shine: (Tusli, Henna, Amla, Aloe vera)Tulsi is an effective anti-microbial agent that keeps the scalp clean & healthy. Henna is a traditional, natural deep conditioner for shiny hair. Amla strengthens hair fibres and reduces hair loss. Along with Aloe vera's deep moisturizing, they lend hair strength and shine.

Nyle Active herbal shampoo is available in the following pack sizes : 8ml satchet and in bottles of 120 ml, 200 ml, 450 ml and 1000 ml.

COMPANY PROFILE:

The Beginnings . . . making of an Indian multinational

The Himalaya Drug Company was founded in 1930 by Mr. M. Manal with a clear vision to bring Ayurveda to society in a contemporary form and to unravel the mystery behind the 5,000 year old system of medicine. This included referring to ancient ayurvedic texts, selecting indigenous herbs and subjecting the formulations to modern pharmacological, toxicological and safety tests to create new drugs and therapies.Seventy six years ago, on a visit to Burma, Mr. Manal saw restless elephants being fed with a root to pacify them. The plant from which this was taken is Rauwolfia serpentina. Fascinated by the plant's effect on elephants, he had it scientifically evaluated. After extensive research, Serpina, the world's first anti-hypertensive drug, was launched in 1934.The legacy of researching nature forms the foundation of Himalaya's operations. Himalaya has pioneered the use of modern science to rediscover and validate ayurveda's secrets. Cutting edge technology is employed to create pharmaceutical-grade ayurvedic products. As a confirmation that Himalaya is dedicated to providing the highest quality and consistency in herbal care, the Company was awarded an ISO 9001:2000 certification in 2003.Since its inception, the company has focused on developing safe, natural and innovative remedies that will help people lead richer, healthier lives. Today, Himalaya products have been endorsed by over 250,000 doctors around the globe and consumers in over 71 countries rely on Himalaya for their health and personal care needs.PRODUCTS:

ANTI-DANDRUFF SHAMPOO: A breakthrough anti-dandruff formulation that controls dandruff nourishes and strengthens hair roots and ensures a healthy scalp. It is enriched with Tea-tree Oil, the most effective natural, anti-dandruff agent, Rosemary, an anti-fungal agent, Sandal, to control itching and cool the scalp and Lemon, a natural cleanser. Use it regularly for healthy, dandruff-free hair.PROTEIN SHAMPOO:

A unique formulation of specially selected herbs that removes excess oiliness nourishes the hair roots and gives bounce and shine to your hair. It contains Lemon, which cleanses the hair, Rosemary that controls excess oiliness and Chickpea, which has natural proteins that nourish the hair roots.

PROTEIN SHAMPOO (NORMAL HAIR)

A special blend of herbs that gently cleans and nourishes your hair and scalp.It contains Shikakai, a natural cleanser, and Fenugreek, enriched with lecithin and other proteins, to nourish, strengthen and prevent hair loss.

PROTEIN SHAMPOO (DRY/DAMAGED HAIR)

A shampoo that gives nourishment and extra conditioning to each strand of hair to make it healthy and silk-soft, which is easy to manage and style. Natural proteins from Chickpea are absorbed by the scalp to nourish the hair roots and prevent damage to hair shafts. Sesame extracts condition each strand of hair.Customer Satisfaction

Satisfaction is a persons feelings of pleasure or disappointment resulting from comparing a products perceived performance in relation to his or her expectation

As the definition makes it clear, satisfaction is a function of perceived performance and expectations. If the performance falls short of the expectations of the customer, the customer is dissatisfied. If the performance exceeds the expectations, the customer is highly satisfied or delighted.

Many companies are aiming for high satisfaction because customers who are just satisfied still find it easy to switch, when a better offer comes along. Those who are highly satisfied are much less ready to switch. High satisfaction or delight creates an emotional affinity with the brain, not just a rational preference. The result is high customer loyality.

In this highly competitive world customers plays a very important role. Thus, if a company wants to survive then it should look forward to the determinants of customer satisfaction. Though it is a very subjective issue that differs from individual to individual yet, identifying some basic parameters of customer satisfaction is important.

Satisfaction is a persons feeling of pleasure and disappointment resulting from compairing a products perceived performance in relation to his or her expectations. It is only the customer delight that marketer aims for.

Customer preference

How do Buyers form their preference? . Their preferences are influenced by their past buying experience, friends and associates advice, and the marketers and competitors information and promises .Though customer preference is a very qualitative term and it is very difficult to measure. In this study an effort has been made to measure the customer preference level.

Objectives of the study The clear purpose or objective of the research enables the researcher to collect necessary relevant information. The objective of the research is to know the Consumer preference and Consumer satisfaction regarding herbal shampoos (Ayur, Himalyas, Nyle) on the basis of Price, quality, packaging and Brand name. A case study of HISAR City.

To study the satisfaction level of consumer, who uses the Herbal Shampoos.

To study effect of advertisement on the purchases decision of the consumers.

To study the main factors those influence the consumer to buy Herbal Shampoos.

To study the brand preferences of buyers.

To study the influence of various factors such as price, quality, packaging and Brand name on Consumer Buying behavior.

Study area:

HISARLITERATURE REVIEW

Once the problem is formulated, the researcher has to undertake an extensive literature survey related to problem. The literature survey undertaken here includes books and different websites from the internet.

The research project was to know the Consumer preference and Consumer satisfaction regarding herbal shampoos (Ayur, Himalyas, Nyle) on the basis of Price, quality, packaging and Brand name..

Schiffman. G. Leon and kanuk lazare Leslie 1 - Study of the customer behaviour is the study of how individuals make decisions to spend their available resources (Time, Money and Efforts) on consumption related items. It includes the study what they buy, whey they buy it, when they buy it, where they buy it, how often they buy it and how often they use it. The primary purpose for the study consumer behaviour as apart of marketing curriculum is to understand how and how customers make their purchase decisions. There insights enable marketers to design more effective marketing strategies.

Gupta.C .B and Dr. Nair. N.Rajan 2 - A business is based on understanding the customer and providing the kind of products that the customer wants.

Mamoria C.B. and Mamoria Satish 3 - Consumer behaviour is the process where by individuals decide what, when, where, how and from whom to purchase goods and services. Buying behaviour may be viewed as an orderly process here by individual interacts with his environment for the purpose of making market decision on products and services.

Nair Suja. R.4 - The success of the firm will be determined by how effective it has been in meeting the diverse customer needs and wants by treating each customer as unique and offering products and services to suit his/her needs.

RESEARCH METHODOLOGY

Research methodology in a way is a written game plan for conducting research. Research methodology has many dimensions. It includes not only the research methods but also considers the logic behind the methods used in the context of the study and complains why only a particular method of technique has been used. It also helps to understand the assumption underlying various techniques and the criteria by which they can decide

that certain technique will be applicable to certain problems and other will not. Therefore in order to solve a research problem, it is necessary to design a research methodology for the problem as the some may differ from problem to problem.

This chapter focuses on the various techniques, methods and assumptions used in this study. It sheds light on the research problem, objectives of the study, and also its limitations. The later part of the chapter explains the manner, in which the data is collected, classified, tabulated, analyzed and interrupted so as to each to conclusive results.

The study is of diagnostic nature and thus the overall research design is going to be rigid. The design should provide enough provision for protection against bias-ness and must maximize reliability.

SAMPLING

Sampling may be defined as the selection of some parts of an agreement or totality for the purpose of study. All the items in any field of inquiry constitute a universe or population, a complete enumeration of all the items in the population is known as Census inquiry. But when the field of inquiry is large this method becomes difficult to adopt because of the limited no. of resources involved in the case sample survey method is chosen under which units are selected in such a way that they represent the entire universe

is representative of the population and is accurate and practicable.

SAMPLING PLAN:-

The following factors will be taken into consideration within the scope of sampling plan:

I Sampling Unit: It defines the target population that will be sampled i.e. it answers who is to be surveyed. In this study, the sampling unit is youth of sonepat..

II Sampling Size: - It indicates the numbers of people to be surveyed. Though large samples give more reliable results than small samples but due to constraints of time and money, the sample size was restricted to 200 respondents. Probability sampling can be of following types:

Simple random sampling

Stratified random sampling

Cluster (area) sample

In this case, stratified random sampling was done since the respondents will classified into well defined classes or strata that were distinct from each other. Analytical tool Multi Dimensional Scaling

Multidimensional scaling (MDS) is a method for analyzing a (similarity or dissimilarity) proximity matrix based on a set of observations. The purpose of MDS is to model the proximity of observations in order to represent them as accurately as possible in a limited number of dimensions (usually 2). There are different MDS algorithms: XLSTAT uses the SMACOF (Scaling by Majoring a Convex Function) algorithm that minimizes the "normalized stress" function. Furthermore, there are several MDS models (or representation functions), i.e. several ways to transform the dissimilarities into disparities. The disparities are the distances that describe the optimal representation for the observations. The difference between the disparities and the distances measured on the representation resulting from the MDS is called the stress: the lower the stress, the better the representation of the observations.

When the representation function simply respects the relative order of the observations, one speaks about ordinal MDS or non-metric MDS. When the dissimilarities are transformed into disparities using a specific parametric function, one speaks about metric MDS. The following models are available in the current version of XLSTAT:

Metric MDS

Absolute MDS: each dissimilarity dij must exactly match the distance between points i and j in the representation space.

Ratio MDS: the ratio of all distance pairs in the representation space must correspond to the ratio of the corresponding dissimilarities.

Interval MDS: the ratio of all differences between distances in the representation space must correspond to the ratio of the differences of the corresponding dissimilarities.

CorrelationOne of the Statistical tool which I am going to apply in my project is correlation. Correlation is their when change in the value of one variable influences the change in the value of other variable.

The statistical tool with the help of which relationship between two or more than two variables are studied is called correlation

It refers to the techniques used in measuring the closeness of the relationship between the variables.

Correlation analysis deals with the association between two or more variables.

Let us take the hypothesis as:-

H0 = Let there is no correlation between various factors like Price, Brand name, Quality and Packaging on thePurchase of herbal shampoo(Himalaya, Ayur and Nyle)H1=Let there is correlation between various factors like Brand name, Price, Quality and packaging on the purchase of herbal

shampoo.X

Dx

Y

DyHimalayaNyleAyur

-101ffdyfdy2fdxdy

PRICE-220

(40) 17

(0)27

(-54)64-128256-14

TASTE-133

(33)11

(0)19

(-19)63

-636314

PACKAGING 016

(0)4

(0)9

(0)29

000

BRAND NAME 110

(-10)3

(0)12

(12)`2525252

OTHER 29

(-18)2

(0)8

(16)193876-2

f8837752001284200

fdx-88075-13

fdx288075165

fdxdy450-450

Coefficient of Correlation =

r= N((fdxdy - (fdx(fdy

N(fdx2-((fdx)2 N(fdy2-((fdy)2r=

200x0 (-13)(128)__________

200x420-(128)2 200x165-(-13)2

r= 1600-220_

146.6 x 149.62

r = 1664___

=+0.035

47115.87

Hence it has been proved that there is a correlation between various factors and buying behavior of consumers. Hypothesis Testing(By applying Chi-Square)Chi-square test is used when the set of observed frequencies obtained after experimentation have to be supported by hypothesis or theory. The test is known as X2- test of goodness of fit and is used to test if the deviation between observation (experiment) and theory may be attributed to chance (fluctuations of sampling).

Here we have the assumption of H0 and H1. If the values come in accordance to the depicted values then the hypothesis is accepted else its rejected.

((O-E) 2

x2 =

where,

E

O=observed frequency

E=Expected frequency

Chi-square test

Let us take the hypothesis as:-

H0 = Let there is correlation between change in price level and purchase of herbal shampoos.H1=Let there is no correlation between change in price level and purchase of herbal shampoos.

OBSERVED

Price Influence on shampoo purchase

BRANDSHighHigh Avg.AverageAvg. LowLow

Himalaya1018221614

Nyle1016181412

Ayur61214810

Total2646543836

EXPECTED

Price Influence on shampoo purchase

BrandHighHigh Avg.AverageAvg. LowLow

Himalaya10.418.421.615.214.4

Nyle916.118.913.312.6

Ayur6.511.513.59.59

Total2646543836

Observed ValueExpected value(O-E)2(O-E)2/E

1010.4.16.016

1091.1

66.5.25.042

1818.4.16.008

1616.1.1.00625

1211.5.25.0208

2221.6.16.0072

1818.9.81.045

1413.5.25.178

1615.2.64.04

1413.3.49.035

89.52.25.2812

1414.4.16.0114

1212.6.36.03

1091.1

(2 Calculated=0.7607

V=(r-1) (c-1) =(5-1)(3-1)= 8

for V =8 (2 0.05 table value = 15.58

.So, (2 0.05 table value greater than (2 calculated value so hypothesis is accepted

And there is positive relation between change in price level and purchasing decision.

DATA COLLECTION:

After the research problem has been defined and the research design has been chalked out, the task of data collection begins. The data can be collected mainly through primary sources, but it was supplement with secondary data.

IPrimary data collection:Primary data is the data which is collected through observation or direct communication with the respondent in one form or another. These are several methods for primary data collection like Observation Method, Interview Method, through schedules, through questionnaires and so on.

IISecondary data collection methods:Secondary data is collected through

Magazines

Journals

Portals

DATA COLLECTION INSTRUMENTS

The data collection instruments used in the study is mentioned below:-

QUESTIONNAIRE

The method of data collection is quite popular. I prepared a questionnaire after knowing the different objectives of the study and considering all the things that are required for studying the dissertation topic. Results and Discussions

Q1 Which brand of shampoo do you use? Brand NameNo. of consumers

Himalaya88

Ayur75

Nyle37

The above Table shows that 88 of respondents use Himalaya herbal shampoo, 75 of the respondents use Ayur. 37 of the respondents use Nyle .this shows that most of the people use himalaya shampoo.

It has been proved through applying Likert Scale where Himalaya (144 points)has got the highest ranking scale and Ayur (125 points) and Nyle(90 points).

Q.2Which factor do you consider the most while purchasing the shampoo?

Consumer's considerationNo. of consumers

Price64

Quality63

Brand name29

Packaging25

Other19

The above Table shows that 29 respondents are influenced to purchase a particular herbal shampoo from its brand name, 64 respondents are influenced to purchase a shampoo from its price, 63 respondents are influenced by the quality, 25 respondents are influenced from its packaging, 19 respondents are influenced to purchase a particular shampoo from any other reason. This shows that most of the consumers consider price as a major factor while choosing a brand shampoo.

And it has also been proved through Correlation that these factors do have any influence on the buying behavior of consumer.

Q.3Which reference group influence you the most to buy a particular shampoo?

Reference GroupsNo. of customers

Friends 40

Family72

Retailer30

Celebrity38

Other20

The above Table shows that 40 of respondents are influenced by there friends while making any purchase decision whereas 72 respondents are influenced by there family members, 30 of the respondents by the retailer, 38 of the respondents by celebrity and the rest of 20 are influenced by some other sources. This shows that most of the consumer are influenced by there family members, this shows that family has got a good amount of influence on consumers .

Q.4Are you satisfied with shampoo you use?

Satisfaction LevelPercentage

Fully satisfied32

Satisfied81

Neutral23

Dissatisfied50

Fully dissatisfied14

The above Table shows that 32 of the respondents are fully satisfied by there shampoo whereas 81 respondents are satisfied, 23 of the respondents are neutral, 50 of the respondents are dissatisfied and the rest of 14 are fully dissatisfied. This shows that a major part of consumers are satisfied with the shampoo they use, but this also shows that about 87 consumers or about half the consumers are not satisfied or they are not in a position to say any thing.Q.5 what extent of price tag influences your purchase decision of herbal shampoo?

Extent of influenceNo. of consumers

High26

High average46

Average54

Low average38

Low 36

The above Table shows that 26 of respondents are influenced by higher prices while making any purchase decision whereas 46 respondents are influenced by higher average prices, 54 of the respondents by Average prices, 38 of the respondents by low average prices and the rest of 36 are influenced by low prices. this shows that pries has got effect on purchase but not much.Q.6Which of the following scheme is most preferred by you during purchase herbal shampoo?

SchemeNo. of consumers

Coupon32

Discount56

Free gift112

Here 32 of the respondents prefers coupon scheme, 56 prefer discount scheme, whereas 112 of the respondents preferred free gift scheme. this shows that most of consumers are attracted by free gifts.

Recommendation

Recommendation refers to the outcome of the research work done and the suggestions for implementation i.e. findings.

It is suggested that manufacturer should make all efforts to control cost.

Provide various schemes which attract the customers.

Shampoos packaging should be available in different colours so as to attract customer.

Thus, focusing on service quality, the company should try to provide low cost products. Sachets should be provided so that the customer can use it as a sample.

Also, the companies should come out with new schemes which make it economical for the average person to use the branded herbal shampoos. The promotional schemes should be price oriented to strike the maximum impact in the market The companies should take care that while promotional schemes are introduced in the market, it should never compromise on quality to lower its costs. This might have deadly effects in the long run.BIBLIOGRAPHY

BOOKS

Schiffman Leon G. and Kanuk Leslie Lazar Consumer Behaviour 6th edition Published by: Prentice-hall of India Private Limited. ( page no. 2&6)

Gupta C.B. and Dr. Nair N. Rajan Marketing Management 5th edition Published by: Sultan chand & sons (page no. 1.69)

Mamoria C.B. and Mamoria Satish Marketing Management 4th edition Published by: Kitab Mahal (page no. 161)

Nair Suja R. Consumer Behaviour Indian prospective Ist edition Published by: Himalaya Publicating Home ( page no. 3)

Bennett Peter D. and Kassarjian Harold Consumer Behaviour 8th edition Published by: Prentice-hall of India Private Limited.(page no. 5)

Kothari C.R Research Methodology Methods & Techniques 2nd edition Published by: Wishwa Publication (page no. 151, 94-95)

MAGAZINES & JOUNALS

Indian journal of marketing- September 2006

Advertising Express-February 2006,

Business India Advertising , April 23,2006Questionnaire

On

Buying behavior of consumer for herbal shampoo

With special reference to 3 companies i.e.

Himalya, Ayur and Nyle

Q1. Do you take loan fron bank ? Yes

No

Q2. Which bank you like the most in loan S.B.O.P

P.N.B

O.B.CQ5. Are you satisfied with the BANKS LOAN ?

Full satisfied

satisfied

Neutral

Dissatisfied

Fully Dissatisfied

Q6. Which factor you consider the most while taking the loan?

Price

intrset rate

Bank name

inflation

Other

Q7. What extent of price tag influences your taking decision of loan ?

High

High Average

Average

Low Average

Low

Q8. Which mode of advertisement influence you most to take a particular loan ? Magazine

_______

Newspaper

_______

Radio

_______

Television

_______

Other

_______

Q9. Which reference group influence you most to take a particular loan ?

Friends

_______

Family

_______

Retailer

_______

Celebrity

_______

Other

_______

Q10. If you switch over to another bank for loan then what factor do you consider?

Price

bank name

goodwill

inflation

other

ANNEXURE: 1

Rank 1

Rank 2

Rank 3

Rank 4

Rank 5

Fully Satisfied2662643

Satisfied10310316

Moderate44657

Less satisfied5111259

Poor69474

XLSTAT 7.1 - Multidimensional Scaling (MDS) - 3/15/2006 at 12:34:14 PM

Dissimilarity matrix: workbook = Book1 / sheet = Sheet1 / range = $B$2:$F$6 / 5 rows and 5 columns

Uniform weighting (default)

No missing values

Metric Multidimensional Scaling

Multidimensional Scaling model: absolute

Stress used for the results: Kruskal's stress-1

Dimension of the representation space: 2

Repetitions: 10

Seed of the pseudo-random numbers generator: 1094498164

Iterations: 50

Convergence: 0.0001

Space with 2 Dimensions:

Model: Dij= Pij

Observation coordinates:

ObservationDim1Dim2

Rank 1-1.464-1.869

Rank 26.4270.467

Rank 32.5112.176

Rank 4-5.461-3.953

ANNEXURE:2

Rank 1Rank 2Rank 3Rank 4Rank 5

T.V.26202265

Newspaper7101146

Internet97854

Magazine116743

Other43433

XLSTAT 7.1 - Multidimensional Scaling (MDS) - 3/16/2007 at 12:24:57 PM

Similarity matrix (converted to a dissimilarity matrix): workbook = Book1 / sheet = Sheet1 / range = $B$2:$F$6 / 5 rows and 5 columns

Uniform weighting (default)

No missing values

Metric Multidimensional Scaling

Multidimensional Scaling model: absolute

Stress used for the results: Kruskal's stress-1

Dimension of the representation space: 2

Repetitions: 10

Seed of the pseudo-random numbers generator: 4145765104

Iterations: 50

Convergence: 0.0001

Space with 2 Dimensions:

Model: Dij= Pij

Observation coordinates:

ObservationDim1Dim2

Rank1-8.959-4.779

Rank 24.03411.670

Rank 3-9.2357.445

Rank 4-1.191-11.454

Rank 515.352-2.882

Distances measured in the representation space:

Rank1Rank 2Rank 3Rank 4Rank 5

Rank1020.96212.22710.24224.385

Rank 220.962013.92623.70718.435

Rank 312.22713.926020.54026.668

Rank 410.24223.70720.540018.632

Rank 524.38518.43526.66818.6320

Ideal distances calculated using the model (disparities):

Rank1Rank 2Rank 3Rank 4Rank 5

Rank1019.00017.00015.00022.000

Rank 219.000019.00020.00023.000

Rank 317.00019.000019.00022.000

Rank 415.00020.00019.000023.000

Rank 522.00023.00022.00023.0000

In the case of the absolute model, the disparities are equal than the dissimilarities

Residual distances:

Rank1Rank 2Rank 3Rank 4Rank 5

Rank101.962-4.773-4.7582.385

Rank 21.9620-5.0743.707-4.565

Rank 3-4.773-5.07401.5404.668

Rank 4-4.7583.7071.5400-4.368

Rank 52.385-4.5654.668-4.3680

Comparative table:

PairDissimilarityDisparityDistanceDissimilarity rankDisparity rankDistance rank

(

(

(

(

Name of the consumer____________________________________

Sex ____________________________________

Location____________________________________

No. of consumerse

No. of consumers

Free gift

Coupon

150

100

50

0

112

56

32