full project on sunsilk

7/26/2019 Full Project on sunsilk

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CONSUMER BEHAVIOR TOWARDS

SUNSILK SHAMPOO.

ABSTRACT

In Present Marketing Scenario, the Study of Consumer

Behavior has become essential. Consumers are the kings of markets. Without

consumers no business organization can run. ll the activities of the business

concerns end !ith consumers and consumer satisfaction. Customer behavior

study is based on consumer buying behavior, !ith the customer "laying the

three distinct roles of user, "ayer and buyer. Consumer buying behavior has

become an integral "art of strategic market "lanning. In order to develo" a

frame!ork for the study consumer behavior it is hel"ful to begin by considering

the evolution of the field of consumer research and the different "aradigms of

thought that have influenced the disci"line. s described in this article, a set of

dimensions can be identified in the literature, !hich can be used to characterize

and differentiate the various "ers"ectives on consumer research.

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CHAPTER1

INTRODUCTION TO CONSUMER BEHAIOUR

Consumer behavior has been al!ays of great interest to marketers.

#he kno!ledge of consumer behavior hel"s the marketer to understand ho!

consumers think, feel and select from alternatives like "roducts, brands and the

like and ho! the consumers are influenced by their environment, the reference

grou"s, family, and sales"ersons and so on. consumer$s buying behavior is

influenced by cultural, social, "ersonal and "sychological factors. Most of these

factors are uncontrollable and beyond the hands of marketers but they have to

be considered !hile trying to understand the com"le% behavior of the

consumers. Consumer is the study &of the "rocesses involved !hen individuals

or grou"s select, "urchase, use, or dis"ose of "roducts, services, ideas, or

e%"eriences to satisfy needs and desires'. In the marketing conte%t, the term

&consumer refers not only to the act of "urchase itself, but also to "atterns of

aggregate buying !hich include "re("urchase and "ost("urchase activities. Pre(

"urchase activity might consist of the gro!ing a!areness of a need or !ant, and

a search for and evaluation of information about the "roducts and brands that

might satisfy it. Post("urchase activities include the evaluation of the "urchased

item in use and the reduction of any an%iety !hich accom"anies the "urchase of

e%"ensive and infre)uently(bought items.

*ach of these has im"lications for "urchase and re"urchase and they are

amenable in differing degrees to marketer influence. Consumer behavior can be

define as &those acts of individuals directly involved in obtaining, using, and

dis"osing of economic goods and services, including the decision "rocesses that

"recede and determine these acts'. Sim"le observation "rovides limited insight

into the com"le% nature of consumer choice and researchers have increasingly

sought the more so"histicated conce"ts and methods of investigation "rovided

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by behavioral sciences in order to understand, "redict, and "ossibly control

consumer behavior more effectively. Psychology, social "sychology, and

sociology are the disci"lines most !idely em"loyed in this endeavor !hich has

become a substantial academic industry in its o!n right.

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CHAPTER !

COMPAN" OERIE#

HU$ Intro%u&tion

+nilever, an nglo(utch com"any, !as formed in -/0 as a result of a

merger bet!een British soa" maker 1ever Brothers and utch margarine

"roducer Margarine +nion. #he merger !as beneficial to both com"anies

as "alm oil !as a ma2or ra! material for both margarine and soa" and

could be im"orted more efficiently in larger )uantities.

1argest fast moving consumer goods com"any !ith leadershi" in home

and "ersonal care "roducts, foods and beverages and s"ecialty chemicals.

3irst foreign subsidiary to offer -04 of its e)uity to Indian "ublic.

HU$ Mission

+nilever5s mission is to add vitality to life. We meet everyday needs for

nutrition, hygiene, and "ersonal care !ith brands that hel" "eo"le feel

good, look good and get more out of life.

HU$ ision

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#o earn the love and res"ect of India, by making a real difference to every

Indian.

$aun&hing Sunsi'k in INDIA

+nderstand the issues and challenges in launching a brand in the market.

6 Study the hair care market in India and e%amine ho! +nilever launched

Sunsilk in the country.

6 nalyze the "romotional strategies ado"ted by +nilever to "romote the

Sunsilk brand in India, "articularly the (Haira)*+and the global ($ife

Can+t #ait+ cam"aign.

6 nalyze the future "ros"ects of Sunsilk brand in India and e%"lore

strategies that the com"any can ado"t.

1argest beauty sham"oo brand in the country.

Positioned as the ,Hair E-)ert,

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SUNSILK SHAMPOO.

Sunsilk !as a leading brand of +nilever, marketed in more than 70

countries in sia, 1atin merica, the Middle *ast and 8orth frica. It

!as launched in India in -9:. In the initial years in India, Sunsilk !as a

cosmetic beauty sham"oo. Within ten years of its launch in India Sunsilk

launched a tonic sham"oo for dandruff, !hich !as the first anti.

%an%ruff sham)oo in In%ia/

In the India, +nilever$s goal !as to "osition Sunsilk as a brand that understood

the "roblems faced by !omen and their needs and "references.

Sunsilk had a range re(launch in ;009 follo!ed by launch of ne! variants in

;00< !hen conditioners, 1ivon and hair masks !ere introduced = transforming

Sunsilk into a com"lete hair care brand

>industan +nilever launched the 0ang of 0ir's e2site in 3une +45.

&India$s first online girl community conce"t.'

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SUNSILK SHAMPOO.

?n the international level the likes of Madonna and Shakira is used in

television community. In India it has ro"ed in actress(

Pri*anka Cho)ra

CHAPTER 6

RESEARCH PROB$EM

#o study customer "reference level to!ards sunsilk sham"oo.

Resear&h O27e&ti8es

#o determine the average level of "reference to!ards Sunsilk

sham"oo.

#o identify the effective reasons for the determined level of

"reference.

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#o identify the most significant variable affect for the level of

"reference.

#o identify the relationshi" bet!een the affected reasons and the

level of "reference. #o recognize the "otential benefits that customers e%"ect from

Sunsilk sham"oo.

Resear&h 9uestions

What is the average level of "reference to!ards Sunsilk sham"oo@

What is the most significant variable affect for the level of

"reference@

What are the "otential benefits that customers e%"ect from Sunsilk

sham"oo@

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SUNSILK SHAMPOO.

SCOPE O: STUD"

Since this re"ort "rovides detailed consumer insights into Sunsilk

sham"oo it is an invaluable resource to e%ecutives, organizations looking

to make marketing decisions.

#his re"ort is an im"ortant tool to com"anies in the natural A organic

"ersonal care "roducts market. It "rovides detailed insights into consumer

"reference and e%"ectations to!ards these "roducts. #he re"ort gives a

thorough understanding of consumer "reference, enabling com"anies A

retailers to develo" marketing "rograms, distribution strategies and

"osition "roducts.

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SUNSILK SHAMPOO.

REIE# O: $ITERATURE

#his article "resents a revie! of the literature in the field of

consumer buying behavior. #he first section, describes, the im"ortance of

various factors including lifestyle and its im"act on the consumer buying

behavior. #he second section describes the dominant. #he main "ur"ose of this

article is to identify different streams of thought that could hel" and guide for

future consumer researcher.

#his re"ort takes an overvie! of the research that conducted in order to

identify the "reference level of customers to!ards Sunsilk sham"oo as a

brand.

When it comes to brands of sham"oo in Pakistan, Sunsilk has been

considered as Pakistan$s 8o.- sham"oo brand for its ca"abilities to

"rovide longer, smoother and straight silky hair. #his brand is also the

strongest brand in sia and it is said to be available over 0 countries all

over the !orld.

#he brand$s most recent marketing cam"aign is the co( creation

collaboration in !hich < hair e%"erts around the !orld !ould ans!er to

every hair issues and come u" !ith the best solutions for the "roblem.

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SUNSILK SHAMPOO.

CHAPTER ;

;PS

PRODUCT

Current'*< the range &onsists of=

"e''o Sunsi'k ith Bio Proteins from egeta2'e E-tra&ts=

8ormal hair needs !holesome nourishment. 8e! Sunsilk

!ith Bio Protein e%tracted from egetable milk has nutrients that

dee"ly "enetrate each hair strand, to nourish it leaving hair strong

and beautiful.

B'a&k Sunsi'k ith Me'anin from P'ant E-tra&ts=

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...

ull hair needs a rich black shine. 8e! Sunsilk !ithMelanin e%tracted from "lants serves this "ur"ose very effectively.

It hel"s in the gro!th and retention of the black color of hair,

giving it a rich black shine.

.

0reen Sunsi'k ith :ruitamins itamins from fruit E-tra&ts=

#hin and lim" hair needs e%tra body and volume. 8e!

sunsilk !ith 3ruitamins has natural e%tracts from fruit that contains

itamins. #hese vitamins hel" in giving e%tra body, shine and

amazing manageability to the thinning and lifeless hair.

Pink Sunsi'k ith *oghurt )roteins =

ry hair needs !holesome conditioning, e%tra shine andstyle. 8e! Sunsilk !ith yoghurt "roteins makes the dry hair full of

life. Its es"ecial ingredients moisturize each hair right to its ti"s

leaving it shiny and beautiful.

Orange Sunsi'k ith a&ti8e nutrients from Citrus E-tra&ts=

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SUNSILK SHAMPOO.

#he advanced formula of orange Sunsilk is the result of the

latest research. #his sham"oo is es"ecially designed for oily hair

ty"e that looks flat and greasy due to the e%cess of moisture. 8e!

sunsilk !ith active ingredients from citrus e%tracts cleans the

e%cess oil off hair !hile its nutrients dee"ly "enetrate each hair

strand to nourish it.

PRICIN0

>I8+S#8 +8I1**D claims to "ractice value(based "ricing in

!hich the customers$ "erce"tion of the "roduct$s "rice "rovides a starting "oint

for develo"ing the marketing mi% of the "roduct. #he research de"artment

determines this "rice usually by using focus grou"s. #he "rice of De - and ; for

Sunsilk sham"oo sachets sho!s ho! the "rice also reflects a concern to make

the "urchase more convenient, since the ru"ee is denoted in this value.

Sunsilk is also available in Ds :7 and Ds -9 "rice bottles to cater to the

demands kee"ing in mind the !ants of this "articular customer segment.

#he "rimary im"ortance of this value(based "ricing is that the "roduct demand

!ill be much higher if its "rice is in line !ith the customer$s "erce"tion of its

value. ?ne crucial concern for value(based "ricing is strict management of cost

in order to be able to make a "rofit at the value(based "rice. fter the initial

"rice is determined, >I8+S#8 +8I1**D then uses target costing in order

to achieve the re)uired "rofits.

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PROMOTION

Build to" of the line consumers$ a!areness.

Creating a "ersonality of the brand.

Besides having these general ob2ectives, the advertising ob2ectives are set

avoiding to the advertising strategy for each "roduct, e.g. Sunsilk advertising

ob2ectives since it !as being re(launched !ereE

#o increase the usage.

Conditioning benefits.

Makes the hair a""ear clean and shiny.

Im"arts a feeling of freshness(due to fragrance.

*asy to manage, silky, soft hair.

+ni)ue sham"oo for every hair ty"e.

*ffectively communicate brand "romise.

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SUNSILK SHAMPOO.

Promotiona' strateg*

Innovative cam"aigns such as F>aira"y$ and F1ife Can$t Wait$ !ere

launched to attract !omen to the brand

S"onsored short films that !ere broadcast during "o"ular television

sho!s.

Media "latforms used

Print media

internet rural cam"aign

environment concern ads

Music videos

3ree sam"le distribution

emo cam"aigning

Promotion of the "roducts in the sunsilk range through movies such as

&3ashion'

Sunsilk has come u" !ith a ne! "romotional cam"aign G?? >ID

HS in si% ma2or cities in collaboration !ith famous hair stylists of the

country.

>oardings

S"onsorshi"s

*nhancement of "roduct mi%

8e! "roduct formulations according to changing consumer "references

dvertising

>I8+S#8 +8I1**D believes that messages about "roduct

delivered by credible sources can be very "ersuasive. >ence a!ed >abib !ho

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is an hair care e%"ert endorses Sunsilk and more value is added to the brand.

Consumers relate to "roducts itself, they can relate to a human being !ho

consumers believe is an e%"ert so a!ed >abib is an e%"ert so is Sunsilk. a!ed

>abib a recognized and highly )ualified hair stylist is used by Sunsilk in its ads

because they !ant to bring out an e%"ert$s image.

METHODS ADOPTED TO PROMOTE THE BRAND NAME O:

SUNSI$>

ctresses as s"okes"ersons

Co(marketing

Some of these films !ere made e%clusively for retailers like Wal(Mart

and !ere telecast in(store

S"onsor for fashion sho!s

INNOATIE AND UNI9UE STARER0IES IMP$EMENTED B"

SUNSI$> IN INDIA

>industan +nilever launched the 0ang of 0ir's e2site in 3une +45.

&India$s first online girl community conce"t.'

Gang of Girls site "ushed online and via # and "rint.

1ots of media mentions as it as a &successful branded s"ace.'

irect contact !ith target audience.

o Gang of Girls events at 90 college festivals, malls and multi"le%es

across India.

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SUNSILK SHAMPOO.

Sunsilkgangofgirls.com benefited from redirect from

Sunsilknaturals.com.

o #his site has -00,000 registered users and very similar features.

>industan 1ever claims ;,700,000 registrations to Gang of Girls site ((

;7,000 girl gangs

;00 million hits

-;(-/ million "age vie!s every month

Company taking benefits of new web 2.0 technologies ranging from

blogs to power of social networking.

As far as brand is concerned plus side for sunsilk here is ability to use

power of technology to position brand successful and create followingamong niche users whom must have generated enough feedback for the

brand to understand demographic served. Other brands need to take a

cue from here and understand how web can be used as an effective brand

delivery/promotion tool.

!"#$ %&%C#'()%

P$ACE

IS#DIB+#I?8 ?B*C#I*E

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To reach as many towns and villages as we can

>I8+S#8 +8I1**D has -70 distributors !hose function is to sell

to !holesalers directly. #here are different distributors for different areas. #hey

are carefully selected and their "erformance is constantly evaluated.

?+#1*#S,

D*#I1*DS

CHAPTER ?

BU"IN0 BEHAIOR O: CONSUMERS

Consumer behavior has been al!ays of great interest to

marketers. #he kno!ledge of consumer behavior hel"s the marketer to

understand ho! consumers think, feel and select from alternatives like "roducts,

brands and the like and ho! the consumers are influenced by their environment,

the reference grou"s, family, and sales"ersons and so on. consumer$s buying

behavior is influenced by cultural, social, "ersonal and "sychological factors.

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Most of these factors are uncontrollable and beyond the hands of marketers but

they have to be considered !hile trying to understand the com"le% behavior of

the consumers.

Consumer is the study &of the "rocesses involved !hen

individuals or grou"s select, "urchase, use, or dis"ose of "roducts, services,

ideas, or e%"eriences to satisfy needs and desires'. In the marketing conte%t, the

term &consumer' refers not only to the act of "urchase itself, but also to "atterns

of aggregate buying !hich include "re("urchase and "ost("urchase activities.

Pre("urchase activity might consist of the gro!ing a!areness of a need or !ant,and a search for and evaluation of information about the "roducts and brands

that might satisfy it. Post("urchase activities include the evaluation of the

"urchased item in use and the reduction of any an%iety !hich accom"anies the

"urchase of e%"ensive and infre)uently(bought items. *ach of these has

im"lications for "urchase and re"urchase and they are amenable in differing

degrees to marketer influence.

Consumer behavior can be define as &those acts of individuals

directly involved in obtaining, using, and dis"osing of economic goods and

services, including the decision "rocesses that "recede and determine these

acts'. Sim"le observation "rovides limited insight into the com"le% nature of

consumer choice and researchers have increasingly sought the more

so"histicated conce"ts and methods of investigation "rovided by behavioral

sciences in order to understand, "redict, and "ossibly control consumer behavior

more effectively. Psychology, social "sychology, and sociology are the

disci"lines most !idely em"loyed in this endeavor !hich has become a

substantial academic industry in its o!n right.

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CHAPTER 5

CONSUMER PERCEPTION :ACTORS

Perce"tion is a mental "rocess, !hereby an individual selects data or

information from the environment, organizes it and then dra!s significance or

meaning from it.

PERCEIED :ITE Perceived fit is an attitudinal measure of ho! a""ro"riate a

certain channel of distribution is for a s"ecific "roduct. Consumer$s "erce"tion

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of the fit bet!een a serviceJ"roduct and a channel is very influential in

determining !hether they !ill consider using that channel for a s"ecific service.

In fact, "erceived fit !as found to be more im"ortant than consumer$s

"references for the distribution method or service.

9UA$IT"E It is our aim to "rovide the best "roduct for the consumer and !e

believe that if the "roducts have )uality the consumer !ill "ay the "rice, says

mal Pramanic, regional business director. ?ral(B

PAC>A0IN0E Packaging establishes a direct link !ith the consumers at the

"oint of "urchase as it can very !ell change the "erce"tions they have for a

"articular brand. "roduct has to dra! the attention of the consumers through

an outstanding "ackaging design. *arlier "ackaging !as considered only a

container to "ut a "roduct in, but today, research in to the right "ackaging is

beginning at the "roduct develo"ment stage itself.

CHAPTER @

RESEARCH METHODO$O0"

#his re"ort takes an overvie! of the research that conducted in

order to identify the "reference level of customers to!ards Sunsilk

sham"oo as a brand.

When it comes to brands of sham"oo in Pakistan, Sunsilk has been

considered as Pakistan$s 8o.- sham"oo brand for its ca"abilities to

"rovide longer, smoother and straight silky hair. #his brand is also the

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strongest brand in sia and it is said to be available over 0 countries all

over the !orld.

#he brand$s most recent marketing cam"aign is the co( creationcollaboration in !hich < hair e%"erts around the !orld !ould ans!er to

every hair issues and come u" !ith the best solutions for the "roblem.

Sunsilk believes that the secrets to beautiful hair should not be

locked behind the salon door. So they have !orked !ith seven

internationally reno!ned hair e%"erts to create salon )uality "roducts for

everyone.

Resear&h Pro2'em

#o study customer "reference level to!ards sunsilk sham"oo.

Data sour&e . Primary data

Resear&h A))roa&h . Survey ""roach

Resear&h Metho%o'og* . *%"loratory method

Resear&h Instruments Kuestionnaire

Sam)'ing )'an

Sam)'e metho% . Dandom Sam"le method

Sam)'e Sie


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#he data, !hich are collected for the first time, directly from the res"ondents to

the base of kno!ledge A belief of the research, are called "rimary data.

#he normal "rocedure is to intervie! some "eo"le individually or in a grou" to

get a sense of ho! "eo"le feel about the to"ic.

So far as this research is concerned, "rimary data is the main source of

information "rovided by the res"ondents.

Sur8e* A))roa&h =

I had collected "rimary data through sam"le survey of the "eo"le

!ho came to buy Sunsilk sham"oo.. So for this "ur"ose I have used the most

"o"ular tool of "rimary data collection through direct communication !ith

res"ondents. #he tools I used are )uestionnaires. fter fulfilling the

)uestionnaires I asked some verbal )uestion also. ccording to their res"onse I

am able to recollect some more information regarding this study and survey.

E-)'orator* metho% =

*%"loratory research is a ty"e of research conducted for a

"roblem that has not been clearly defined. *%"loratory research hel"s determine

the best research design, data collection method and selection of sub2ects. It

should dra! definitive conclusions only !ith e%treme caution. Given its

fundamental nature, e%"loratory research often concludes that a "erceived

"roblem does not actually e%ist.

9uestionnaire =

+nder the Kuestionnaire I have ;0 Kuestion and each Kuestion

related to different(different factors of Sunsilk sham"oo.

Sam)'e &o''e&tion =

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3or collecting the sam"le I had visited my relatives and friends

located in Mulund. What !e had done there is sim"ly a""roach the "eo"le !ho

came to buy Sunsilk sham"oo.

Sam)'e Metho%.

Ran%om Sam)'e metho%.

random sam"le is one chosen by a method involving an

un"redictable com"onent. Dandom sam"ling can also refer to taking a number

of inde"endent observations from the same "robability distribution, !ithout

involving any real "o"ulation. #he sam"le usually is not are "resentative of the

"o"ulation from !hich it !as dra!n this random variation in the results is

kno!n as sam"ling error.

Sim)'e ran%om sam)'eis selected so that all sam"les of the same size have an

e)ual chance of being selected from the "o"ulation.

Here I ha8e &hosen sim)'e ran%om sam)'e metho% for &o''e&ting the %ata

Sam)'e Sie ( I have collected


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-. >ave you heard about Sunsilk Sham"oo@

Hes 8o

;. o you use Sunsilk Sham"oo@

Hes 8o

/. o you like Sunsilk Sham"oo@ If yes then !hich Sham"oo do you like@

Black Shine ?range

8atural Decharge Pink

Golden Hello!

:. What Sunsilk Sham"oo you are a!are of @

Black shine orange

8atural recharge "ink

Golden yello!

7.What is your age range@ Put a tick L.

9.>o! many times do you use Sunsilk sham"oo "er !eek@ Put a tick L.


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Package

need satisfaction

Colour

ingredients

"ast e%"eriencePromotions

. re you brand loyal to the Sunsilk Sham"oo@

Hes 8o

. Would you continue to by Sunsilk Sham"oo if its Price Dise +" to -04 @

Hes 8o

-0.What do you think about the )ri&e 'e8e'sof Sunsilk sham"oo@ Put a tick L.

high "rice

value for money

affordable "rice

--. What is the &o'ourof your currently using Sunsilk sham"oo@

o you like that colour@ Hes 8o

If not, !hat colour do you "refer to in your sham"oo@

-;. Indicate your level of agreement for the follo!ing statements. Put a tick L.

Statement

strongly

agreeagree

neither

agree

nor

disagree

isagreestrongly

disagree

I like thefragranceof

Sunsilk very much

The bottle of Sunsilk

sham"oo is very convenient

to use.

I check the ingredientsof

Sunsilk !hen buying

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-/. What do you e%"ect by using a sham)ooto !ash your hair@ Put a tick L.

Smoothening of hair

Black shiny hair

#o "revent hair fall

#o avoid dandruff

#o construct damaged hair

-:. >o! satisfied are you !ith Sunsilk to meet your needs that you mentioned in the KE N0


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;0. Which media of advertisement influence your "urchase@

#elevision 8e!s"a"ers Brochures>oarding is"lay

Please suggest some other benefits you "refer to have from Sunsilk in the future.

Thank *ou for *our fa8oura2'e res)onse

full project on sunsilk

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