mbr project

MANAGING BUSINESS RESEARCH

“MARKET RESEARCH REPORT ON SHAMPOO”

TEAM MEMBER S

Name Roll No

1.VINIT GAWDE -13

2.VIDHI GHARAT -14

3.JAGRUTI GODAMBE -15

4.VAIBHAV JAPE -16

5.JESLY JOSEPH -17

6.POOJA JHAWAR -18

Content

1) Introduction

2) Research Objective

3) Research Methodology

4) Executive Summary

5) Graphs

6) Findings

7) Statistics

8) Conclusions and Recommendation

9) Questionnaire

IntroductionThe following study was conducted to assist local households with the planning necessary to determine future courses of action in response to changing market conditions. This involves developing a database from which conclusions can be drawn about positioning strategy, market share goals and promotional strategy. The purpose of this present study was to analyze the shampoo market in the City area. The study analyze market share by primary market, images of shampoo brand and advertising awareness.

Research Objectives1) To analyze the relationship between a specific brand and its buying behavior.

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

3) To study the impact of the sales of clinical laboratories on the consumers buying behavior.

4) Identify the level of satisfaction with shampoo branded the reasons for any dissatisfaction.

5) Measure advertising awareness and media exposure of respondents.

6) Analyze responses by socioeconomic characteristics such as age, Sex, Income, education, etc.

RESEARCH METHODOLOGYTo accomplish the objectives Google forms were passes to residents in different areas who used shampoos. Respondents were randomly selected from the city to assure a representative sample was used as the basis of data analysis.

The respondents were surveyed using a structured questionnaire designed to respond to the project’s specific research objectives. The questionnaire was thoroughly pretested before being administered to improve the quality of measuring instrument; the resulting data were edited, entered into a comprehensive set of tables and cross tabulations for the study. The tables included number of respondents and percentages by response to each question and chi-square analysis of cross tabulations of the data to identify differences in response patterns to the questions contained in the questionnaire.

Executive summary

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 find any differences. People buy 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. The survey reveals that 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 L’Oreal consumer is very friendly, gives good company and has an impressive personality. He is meticulous and similar to most people although he is outgoing him 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. 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. Conclusion of survey

reveals 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.

FINDINGSThis section presents the findings of the study. The first part shows the Characteristics of the respondents who participated in the project. This is followed by a question-by-question analysis of the results of the study.Table 1:

- Of the total survey done on the sample consumer, 97% consumer use shampoo.

Table 2:

Gender

Frequency PercentValid

PercentCumulative

PercentValid Male 18 54.5 54.5 54.5

Female 15 45.5 45.5 100.0Total 33 100.0 100.0

Do you use a shampoo?


PercentCumulative

PercentValid Yes 32 97.0 97.0 97.0

No 1 3.0 3.0 100.0Total 33 100.0 100.0

- Of the sample consumer, 97% consumer use shampoo which include male dominating by 54.5% & female by 45.5%.

Table 3:

- The age group between 19 to 23 are contributing 51.5 % share, while age group of 24 to 26 contributors to 14% share of survey.

Table 4:

While buying a shampoo, do you look at its brand or its quality?

Age


PercentCumulative

PercentValid 19 -

23 17 51.5 51.5 51.5

24 - 28 14 42.4 42.4 93.9

15 - 18 1 3.0 3.0 97.0

29 - 35 1 3.0 3.0 100.0

Total 33 100.0 100.0


PercentCumulative

PercentValid Brand 17 51.5 51.5 51.5

Quality 16 48.5 48.5 100.0Total 33 100.0 100.0

-The Consumer Looks Around 51.5 % to The Brand While Remaining 48.5 % Seeks Quality While Purchasing The Shampoo.

Table 5:

Does the price of a shampoo affect your decision regarding the purchase of a shampoo?


PercentCumulative

PercentValid Yes 20 60.6 60.6 60.6

No 12 36.4 36.4 97.01 3.0 3.0 100.0

Total 33 100.0 100.0

-The price of shampoo is affecting around 61% sample consumer while taking decision to buy shampoo.

Table 6:

How often do you use shampoo?


PercentCumulative

PercentValid Once

every 2-3 days

17 51.5 51.5 51.5

Once every day

7 21.2 21.2 72.7

Once every 4-6 days

6 18.2 18.2 90.9

Once a week (or above)

3 9.1 9.1 100.0

Total 33 100.0 100.0

-51.5% of the sample consumer are using shampoo every 2 to 3 weeks.

Table 7:

How often you change your shampoo brand?


PercentCumulative

PercentValid Once

every year or above

13 39.4 39.4 39.4

Once every quarter

8 24.2 24.2 63.6

Once every half year

7 21.2 21.2 84.8

Once every 2 months

3 9.1 9.1 93.9

Once every month

2 6.1 6.1 100.0

Total 33 100.0 100.0

Table 8:

Descriptive Statistics

NMinimu

mMaximu

mMea

n

Std. Deviatio

n9. I have compared different brands/types of shampoo before I make purchase decision

33 1 4 2.48 1.093

Valid N (list wise)

33

Table 9:

How many shampoo brands that you are using now?

Frequency

Percent

Valid Percen

tCumulative Percent

Valid

1 brand

30 90.9 90.9 90.9

2 brand

3 9.1 9.1 100.0

Total 33 100.0 100.0

Table 10:

I have compared different brands/types of shampoo before I make purchase decision

Frequency

Percent

Valid Percen

tCumulative Percent

Valid

2 11 33.3 33.3 33.34 8 24.2 24.2 57.61 7 21.2 21.2 78.83 7 21.2 21.2 100.0Total 33 100.0 100.0

Table 11:

Which brand do you use?

Frequency

Percent

Valid Perce

ntCumulative Percent

Valid

sunsilk 11 33.3 33.3 33.3clinic plus 9 27.3 27.3 60.6

head and shoulder

8 24.2 24.2 84.8

L’Oreal 5 15.2 15.2 100.0Total 33 100.0 100.0

- 33% of the sample consumer uses sunsilk, 27.3% of the consumer uses clinic plus, 24.2% of the consumer uses head and shoulders, 15.2 % of the consumer uses L’Oreal.

Statistics

One Way Anova

Which brand do you use and gender

Anova: Single Factor

SUMMARY

GroupsCoun

tSum

Average

Variance

Frequency 5 66 13.2 127.2

Percent 5 200 401167.

715

ANOVASource of Variation SS df MS F

P-value F crit

Between Groups

1795.6 1

1795.6

2.773309

0.134412

5.317655

Within Groups

5179.66 8

647.4575

Total6975.

26 9

Ans) 0.13 < 0.5 Reject null hypothesis. i.e all the means brand user are not equal

Gender & Age (Which brand do you use.)

Which brand do you use?

3. Age

Total15 - 18

19 - 23

24 - 28

29 - 35

clinic plus 2.Gender Female

Count 4 0 4Expected Count 3.6 .4 4.0

Male Count 4 1 5Expected Count 4.4 .6 5.0

Total Count 8 1 9Expected Count 8.0 1.0 9.0

head and shoulder

2.Gender Female

Count 1 1 0 2Expected Count .5 1.3 .3 2.0

Male Count 1 4 1 6Expected Count 1.5 3.8 .8 6.0

Total Count 2 5 1 8Expected Count 2.0 5.0 1.0 8.0

lo'real 2.Gender Female

Count 1 2 3Expected Count 1.2 1.8 3.0

Male Count 1 1 2

Expected Count .8 1.2 2.0

Total Count 2 3 5Expected Count 2.0 3.0 5.0

sunsilk 2.Gender Female

Count 1 3 2 6Expected Count .5 2.7 2.7 6.0

Male Count 0 2 3 5Expected Count .5 2.3 2.3 5.0

Total Count 1 5 5 11Expected Count 1.0 5.0 5.0 11.0

Total 2.Gender Female

Count 1 9 5 0 15Expected Count .5 7.7 6.4 .5 15.0

Male Count 0 8 9 1 18Expected Count .5 9.3 7.6 .5 18.0

Total Count 1 17 14 1 33Expected Count 1.0 17.0 14.0 1.0 33.0

Chi-Square Tests10. Which brand do you use. Value df

Asymptotic Significance (2-

sided)

Exact Sig. (2-sided)

Exact Sig. (1-sided)

clinic plus Pearson Chi-Square .900b 1 .343

Continuity Correctionc .000 1 1.000

Likelihood Ratio 1.275 1 .259

Fisher's Exact Test 1.000 .556

N of Valid Cases 9

head and shoulder

Pearson Chi-Square 1.067d 2 .587


N of Valid Cases 8

lo'real Pearson Chi-Square .139e 1 .709

Continuity Correctionc .000 1 1.000

Likelihood Ratio .138 1 .710

Fisher's Exact Test 1.000 .700

N of Valid Cases 5

sunsilk Pearson Chi-Square 1.320f 2 .517


N of Valid Cases 11

Total Pearson Chi-Square 2.953a 3 .399


N of Valid Cases 33

a. 4 cells (50.0%) have expected count less than 5. The minimum expected count is .45.b. 4 cells (100.0%) have expected count less than 5. The minimum expected count is .44.c. Computed only for a 2x2 tabled. 6 cells (100.0%) have expected count less than 5. The minimum expected count is .25.e. 4 cells (100.0%) have expected count less than 5. The minimum expected count is .80.f. 6 cells (100.0%) have expected count less than 5. The minimum expected count is .45.

ConclusionThe study reveals that sunsilk has been

tried by most of the consumer (33.3 %). Next comes clinic plus (27.3), head and shoulders is (24.2) L’Oreal (15.2 %), which have been tried by the consumers.

Consumers in the age group 19-23 and 24 - 28 are more innovative as compared to the other age groups

The age group between 19-23 and 24 – 28 are more concerned about the brand compare to the quality.

There is significant difference in brand usage and gender.

Table no.7 reveals that every consumer prefers to change the brand.

RecommendationsTarget 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.

Questionnaire1. Do you use a shampoo?

o Yes

o No

2. Gender

o Male

o Female

3. Age

o B

el

o

w

1

5

o 1

5

-

1

8

o 1

9

-

2

3

o 2

4

-

2

8

o 2

9

-

3

5

o A

b

o

v

e

3

5

4. While buying a shampoo, do you look at its brand or its quality?

o Brando Quality

5. Does the price of a shampoo affect your decision regarding the purchase of a shampoo?

o Yes

o No

6. How often do you use shampoo? *

o Twice every day

o Once every day

o Once every 2-3 days

o Once every 4-6 days

o Once a week (or above)

7. How often you change your shampoo brand?

o Once every month

o Once every 2 months

o Once every quarter

o Once every half year

o Once every year or above

8. How many shampoo brands that you are using now ?

o 1 brand

o 2 brand

o 3 brand

o 4 brand & above

9. I have compared different brands/types of shampoo before I make purchase decision

o 1

o 2

o 3

o 4

10. I usually pay attention to shampoo advertisements

o 1

o 2

o 3

o 4

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