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INDEX

SERIAL NO. TOPIC PAGE NUMBER

1 Genesis of Project 2-3

2 Objectives of Study 4

3 Research Methodology 5-7

4 Nature &Scope of study 8

5 Limitation of Study 9

6 Literature Review 10

7 Scenario of FMCG & Hair Care

industries in India

11-16

8 SWOT Analysis of shampoo

market in India

17

9 BCG matrix for Shampoo

Brands in India

18-19

10 Questionnaire 20-24

11 Findings 25-33

12 Observations 34-35

13 Factor Analysis & its outcome 36-40

14 Recommendations/Conclusion 41

15 Bibliography 42

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Genesis of Project

In the past few years, Indian beauty has occupied a significant place in the fashion world. Both

men and women have started giving importance to personal beauty grooming. As such Indian

cosmetic industry, especially the hair care market has risen to productive market. The market

share of hair care segment in India is continuously increasing day by day. The shampoo market

is dominated by HUL and P&G. The top shampoo brands are Sunsilk, Clinic Plus, Pantene and

H&S which are placed in the ‘Stars’ cell of BCG matrix of shampoo brands of India.

It is a descriptive research done with the help of primary as well as secondary data.

Due to time constraints I have chosen respondents using convenience sampling method. Majority

of sample are youth either from colleges or from my neighborhood. Total number of sample is

around 40. The ratio of male to female is 60:40 i.e. out of 40 respondents 24 are male and

remaining is female. The data is collected online with the help of Google drive.

In this paper i tried to focus on the hair care products especially top shampoo companies, major

brands, SWOT analysis of shampoo market. To find out interdependencies among important

factor considered by end user during purchasing shampoo with the help of SPSS. To study the

brand awareness and preferences of various shampoo brands among consumers in thane region.

We will also find out most recommended brand, most used brands among students, best brand of

shampoo among such students, what are the factors other than brand awareness that affects the

choice of the brand, whether brand attributes drives final brand purchase, most preferred media

where users get information about productand BCG matrix of shampoo industry after going

through this project.

In my case, for data analysis graphical representation has been used. Graphical representation is

pictorial representation of statistical data. All the primary data collected by me during my project

is shown ahead with the help of Bar-Graph. Each graph represents responses of every question

separately & on the basis of that analysis has been done. Factor analysis has also been done to

know the interdependency among variables that consumer consider before choosing particular

brand other than brand name and price. Tools used for representation are pie-chart; bar-graph

and IBM’s SPSS statistics. The brands considered for this research are leading brands in hair

care section. They are:-

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Pantene

Sunsilk

H&S

Dove

Fiama Di Wills

Garnier Fructies

Clinic all Clear

Clinic Plus

Chik

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Objective of Study

Primary Objective:-

To find out interdependencies among important factor for purchasing shampoo

To study the brand awareness and preferences of various shampoo brands among

consumers in thane region

Secondary Objectives:

Most recommended brand

Most used brands among students

Best brand of shampoo among such students

What are the factors other than brand awareness that affects the choice of the brand

Most preferred media where users get information about product

SWOT analysis and BCG matrix of shampoo industry

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RESEARCH METHODOLOGY

Sampling Method& Sample Description-:

The sampling method used is convenience sampling.

Use

Use when you are unable to access a wider population, for example due to time or cost

constraints.

Method

Do not worry too much about taking random samples of the population - just use people who are

available. Use people in the street, people you know, people who work with you, customers and

so on. Do use as many people as possible to ensure results from a single test are not just a

coincidence.

Example

A group of students in a high school do a study about teacher attitudes. They interview teachers

at the school, a couple of teachers in the family and few others who are known to their parents.

Discussion

Convenience sampling generally assumes a homogeneous population, and that one person is

pretty much like another. Whilst people are known to be different, the difference is assumed to

be probabilistic - thus if 80% of a sample prefer coffee to tea, you might conclude that 80% of

the population at large would choose coffee. In practice, your sample may be mostly middle

class Parisians and the same test in London may well give a different result. Many famous

psychological experiments were done with available people. Most typically, experiments did in

universities use students, simply because they are cheap, willing and available. This has caused

significant debate about the validity of results. Convenience sampling is also known

as Opportunity Sampling, Accidental Sampling or Haphazard Sampling. Convenience sampling

is a non-probability sampling method.

Sample taken are mostly students of university due to time constraints & size of sample was

around 50.

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Type of Research-:

Descriptive research is used to conduct this study. Descriptive research is used to describe

characteristics of a population or phenomenon being studied. It does not answer questions about

how/when/why the characteristics occurred. Rather it addresses the "what" question (What are

the characteristics of the population or situation being studied?) The characteristics used to

describe the situation or population is usually some kind of categorical scheme also known as

descriptive categories. For example, the periodic table categorizes the elements. Scientists use

knowledge about the nature of electrons, protons and neutrons to devise this categorical scheme.

Descriptive research generally precedes explanatory research. For example, over time the

periodic table’s description of the elements allowed scientists to explain chemical reaction and

make sound prediction when elements were combined.

Hence, research cannot describe what caused a situation. Thus, Descriptive research cannot be

used to as the basis of a causal relationship, where one variable affects another. In other words,

descriptive research can be said to have a low requirement for internal validity.

The description is used for frequencies, averages and other statistical calculations. Often the best

approach, prior to writing descriptive research, is to conduct a survey investigation. Qualitative

research often has the aim of description and researchers may follow-up with examinations of

why the observations exist and what the implications of the findings are.

Data Collection Technique:-

The data collected is primary data using online questionnaire and secondary data through

internet-

Raw data (also known as primary data) is a term for data collected from a source. Raw data has

not been subjected to processing or any other manipulation, and are also referred to as primary

data. Raw data is a relative term. Raw data can be input to a computer program or used in

manual procedures such as analyzing statistics from a survey. The term can refer to the binary

data on electronic storage devices such as hard disk drives (also referred to as low-level data).

Although raw data has the potential to become "information," extraction, organization, and

sometimes analysis and formatting for presentation are required for that to occur.

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Secondary Data has been collected through the websites of different search engines like

Google,MSN,Yahoo, Wikipedia etc. The data was also collected through different magazines,

newspapers,research journals, annual reports of the companies etc.

Data Analysis Technique-:

In my case, for data analysis graphical representation has been used. Graphical representation is

pictorial representation of statistical data. All the data collected by me during my project is

shown ahead with the help of Bar-Graph. Each graph represents responses of every question

separately & on the basis of that analysis has been done. Some computer applications like SPSS

has also used for analysis of primary data.

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Nature & Scope of study

Washing the hair and scalp has become a near universal practice. The method of doing sovaries

depending on both geographic and economic factors. Shampoos assumed importanceas a product

category with the advent of synthetic detergents. These were developed in the1930s, became

widely used in laundry markets by the mid of 1940s and appeared in ashampoo format during the

1950s. Shampoos are probably the most widely used hairproducts today; based on synthetic

detergents they are relatively insensitive to waterhardness, thus allowing for efficient rinsing

since there are no scum residues. In the earlydays a shampoo could be defined as an effective

cleansing agent for hair and scalp, but todaythe shampoo must do much more. It must leave the

hair easy to comb, lustrous andcontrollable whilst being convenient and easy to use.

The scope of study is to focus on the hair care products especially top shampoo

companies, major brands, SWOT analysis of shampoo market. To find out interdependencies

among important factor considered by end user during purchasing shampoo with the help of

SPSS. To study the brand awareness and preferences of various shampoo brands among

consumers in thane region. We will also find out most recommended brand, most used brands

among students, best brand of shampoo among such students, what are the factors other than

brand awareness that affects the choice of the brand, whether brand attributes drives final brand

purchase, most preferred media where users get information about product and BCG matrix of

shampoo industry after going through this project.

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Limitations of Study

Limited to thane region

Brands taken into consideration were limited

Respondent were urban youth who uses internet

Primary data collected through online survey only

Time Constraints or lack of time

Sample size is around 40 using convenience sampling method

Reliability of collected data

No probing since it was an online research

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REVIEW OF LITERATURE

R.Saxena (2008) has explored the facts that Hindustan Unilever (HUL) has increased its share in

the shampoo market even as rivals Procter & Gamble (P&G) and CavinKare have suffered

erosion. She also mentioned that according to retail measurement figures released by AC

Nielsen, market leader HUL’s share grew from 46.9% in January to March (2007) to 47.8% in

the October to December (2006) quarter and in the same period, P&G’s market share fell from

25% to 23.7% and third placed CavinKare’s from 12.6% to 12%.

P. Guru Ragavendranetal (2009) emphasized in their research that the survey helped them in

understanding the consumer perception on brand awareness and position of product in the

market. It was observed that consumer’s expectations were Quality, benefits offered and

packaging of shampoos. Based on the results obtained, integrated marketing communication was

suggested; as a result an improvement of 8% to 12.6% was observed in target population.

A.Ferror et al (2012) concluded in their study that the European market of perfumery and

cosmetics is the largest in the world. Germany has the largest market in the Europe, followed by

France, UK, Italy and Spain. These countries are “the big 5” of the sector, and they are leaders in

number of new product launches and in volume of production, exports and imports.

Dr. H. Sharma and S. Mehta (2012) said that Male’s frequency of using the shampoo is very

less as compared to females and the consumers do not concentrate on the natural shampoos, they

use it only for the purpose of cleaning, not for to make their hair healthier and stronger. The

frequency of shampoo usage in males is very low. They use shampoo on special occasions such

as weddings, parties etc. The maximum respondents i.e. 51.39% prefer the TV for the

advertisement and the consumers are not satisfied from the quality of the shampoo and also the

free gifts distributed with them. Sachet is more preferred as compared to bottles for the purpose

of packaging of shampoo.

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Indian FMCG Industry

Products which have a quick turnover, and relatively low cost are known as Fast Moving

consumer Goods (FMCG). FMCG products are those that get replaced within a year. Examples

of FMCG generally include a wide range of frequently purchased consumer products such as

toiletries, soap, cosmetics, tooth cleaning products, shaving products and detergents, as well as

other non-durables such as glassware, bulbs, batteries, paper products, and plastic goods. FMCG

may also include pharmaceuticals, consumer electronics, packaged food products, soft drinks,

tissue paper, and chocolate bars.

India’s FMCG sector is the fourth largest sector in the economy and creates employment for

more than three million people in downstream activities. Its principal constituents are Household

Care, Personal Care and Food and Beverages. The total FMCG market is in excess of Rs. 85,000

Crores. It is currently growing at double digit growth rate and is expected to maintain a high

growth rate. FMCG Industry is characterized by a well-established distribution network, low

penetration levels, low operating cost, lower per capitaconsumption and intense competition

between the organized and unorganized segments.

The Rs 85,000 crore Indian FMCG industries are expected to register a healthy growth in

thethird quarter of 2008-09 despite the economic downturn. The industry is expected to registera

15% growth in third quarter of 2008-09 as compared to the corresponding period last year.Unlike

other sectors, the FMCG industry did not slow down since second quarter of 2008.The industry

is doing pretty well, bucking the trend. As it is meeting the everyday demandsof consumers, it

will continue to grow. In the last two months, input costs have come downand this will reflect in

the results of third and fourth quarter.

Market share movements indicate that companies such as Marico Ltd and Nestle India Ltd,with

domination in their key categories, have improved their market shares andoutperformed peers in

the FMCG sector. This has been also aided by the lack of competitionin the respective

categories. Single-product leaders such as Colgate Palmolive India Ltd andBritannia Industries

Ltd have also witnessed strength in their respective categories, aided byinnovations and strong

distribution. Strong players in the economy segment like GodrejConsumer Products Ltd in soaps

and Dabur in toothpastes have also posted market shareimprovement, with revived growth in

semi-urban and rural markets.Source (Khawaja Mubeenur Rahman, 2013)

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Category Wise Share of FMCG Sector

Source(Vora, 2013)

From the table it is observed that Food and beverage segment leads the market share with53%

followed by Personal care and Tobacco with 20% and 15% respectively. Whereas themarket

share of household care segment also contributes a considerable amount i.e. 10% of

FMCGsector.

Household Care 10%

Lighting 2%

Tobacco 15%

Personal care 20%

Food & Beverages 53%

Market Share (Percentage)

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Hair Care Market Size in terms Of Value (Rupees. In Crores)

Hair care category consists of five main products which includes shampoos, conditioners,herbal

remedies, hair dyes and hair oil. Their market share in Crores of rupees is presented inthe

following table.

Hair care

products

Apr. 08 -

Mar.09

Apr.09 -

Mar.10

Growth

(%)

Apr .10 -

Mar. 11

Growth

(%)

Conditioner 45 66.8 48.44 87 30.24

Hair Dyes 780.7 885.3 13.40 1028.6 16.19

Herbal

remedies

87 95 9.20 53.7 -43.47

Shampoo 1983.5 2294 15.65 2632.9 14.77

Hair Oil 3334.6 3942.7 18.24 4615.4 17.06

Total 6230.8 7283.8 8417.79

Source(Khawaja Mubeenur Rahman, 2013)

The total hair care market size in the year 2008-09 was 6230.8 Crores of rupees. Out ofwhich

hair oil segment constitutes the major share with 53.52% followed by shampoosegment with

31.83%. In 2009-10 the total hair care market size was increased up to 7283.8Crores of rupees.

Again majority of share belongs to the hair oil segment with 54.13%followed by shampoo

segment with 31.49%. In the year 2010-11, again the hair care marketsize was increased up to

8417.79 Crores of rupees in which hair oil segment has a lion’sshare with 54.83% followed by

shampoo segment with 31.28%.

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Hair Care Market Size In Terms of Volume

Hair Care

products

Apr. 08 -

Mar.09

Apr.09 -

Mar.10

Growth

(%)

Apr .10 -

Mar. 11

Growth

(%)

Conditioner

(KL)

755

1117 47.95 1485 32.95

Hair Dyes

(Tons)

9522 11102 16.59 12891 16.11

Herbal

remedies

(Tons)

5248 5746 9.49 3085 -46.31

Shampoo

(KL)

85230 95775 12.37 105978 10.65

Hair Oil

(KL)

167574 193159

15.27 207624 7.49

Source(Khawaja Mubeenur Rahman, 2013)

Volume wise also the hair care market is dominated by hair oil segment with a share of62.45%

followed by shampoo segment with a share of 31.76% in the year 2008-09 whereasin 2009-10

the hair oil segment was having a share of 62.94% followed by shampoo segmentwith a share of

31.21%. In the year 2010-11, again the majority of share goes to hair oilsegment with 62.71%

followed by shampoo segment with a share of 32.01%.

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Shampoo Market and Its Growth in India

The hair care market in India is valued at $200 million. It contributes 8% in the total

FMCGsector and has registered a growth of 3.8% over the previous year. The hair care market

canbe segmented into hair oils, shampoos, hair colorants and conditioners, and hair gels.The size

of shampoo market is 2700 Crores of rupees with urban areas accounting for 80%of shampoo

sold and rural areas accounting for 20% of shampoo sold in country. The marketis expected to

increase due to increased marketing by players, lower duties and availabilityof shampoos in

affordable sachets. Sachet makes up to 70% and anti-dandruff shampoo up to20%of the total

shampoo sale. This is primarily a middle class product because more than50% of the population

uses toilet soaps to wash hair. The penetration level is only 30% inmetros. The major players are

HUL and Procter and Gamble.Brand loyalties in shampoo are not very strong. Consumers

frequently look for a change,particularly in fragrance. Major expectations from the product are

improvement in textureand manageability, giving softness and bounce to hair, curing and

avoiding damage to thehair. Southern market is predominantly a sachet market, accounting for

70 % of sachetvolumes. In Contrast, shampoo bottles are more popular in the Northern markets.

About 50% of the shampoo bottles are sold in the Northern region alone. The shampoo industry

haslot of scope to be penetrated with all India penetration level at 51% with urban penetration

at62% and rural penetration at 46% till now.

Market Share of Shampoo Companies in India

The top three companies in shampoo market are Hindustan Unilever Ltd., Procter andGamble

and Dabur. From the pie chart, it is seen that Hindustan Unilever Ltd. is dominatingthe market

with 46% of market share followed by Procter and Gamble and Dabur with 24%and 11% of

market share. The other major players in the market are Indian tobacco Company, L’Oreal and

CavinKare with 6%, 3% and 2% of market share.

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Top Shampoo Brands in India

The major selling brands are Sunsilk and Clinic Plus which are dominating the market with22%

and 20% of market share of shampoo segment followed by Pantene and Head andShoulders with

16% and 13% respectively. Dabur is dominating the herbal shampoos with8% of the total market

share of shampoo segment.

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SWOT Analysis of Shampoo Market in India

Strengths: The major strengths of shampoo market includes low operational costs, presence of

established distribution networks in both urban and rural areas, presence of well-known brands in

FMCG sector, increase in income level of customers.

Weaknesses: Weaknesses of shampoo market includes lower scope of investing in technology

and achieving economies of scale, especially in small sectors, low exports levels, lack of

education in rural market and so many products are already available in the market.

Opportunities: Major opportunities of shampoo market includes untapped rural market, rising

income levels of customers, large domestic market all over the country, a population of over one

billion, export potential of companies and high investment of customers on consumer goods.

Threats: Threats of shampoo market includes removal of import restrictions resulting in

replacing of domestic brands, slowdown in rural demand, new entrants of well-known

international brands and spurious goods and illegal foreign imports of different shampoo brands.

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BCG Matrix of Shampoo Brands in India

Source(Khawaja Mubeenur Rahman, 2013)

The portfolio of shampoo business in India is shown by the Boston Consulting Group

(BCG)matrix in the above diagram on the basis of their relative market share and industry

growth rate.The vertical axis denotes the rate of growth of sales from low to high as we move

upwards for shampoo industry in India whereas the horizontal axis represents the relative market

share from high to low as we move from left to right. The four cells of BCG matrix have been

termed as Stars, Cash cows, Dogs and Question marks or Problem children.

Stars:

In shampoo segment of India it includes Sunsilk, Pantene, Head and Shoulders, Clinic Plus and

Garnier Fructies which are high growth, high market share businesses. It means all these market

players are in the growth phase of the product life cycle. All of them are following an expansion

strategy to establish a strong competitive position with regard to a star business.

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Cash cows:

Clinic all clear, Ayur and Chik are placed in this cell of BCG matrix as these market players are

generating large amounts of cash but their rate of growth is slow. All these market players fall in

the maturity stage of product life cycle in shampoo segment.

Question marks:

This cell includes Dove, Vivel and Vatika which are of high industry growth but low market

share businesses in shampoo segment of India. These market players are in the introduction stage

of product life cycle. These market players may become ‘stars’ if enough investment is made or

they may become ‘dogs’ if ignored.

Dogs:

The market players like Lux and Lifebuoy are placed in this cell of BCG matrix of shampoo

segment in India. Both of these players are in the decline stage of product life cycle and a

retrenchment strategy is generally suggested in this stage of product life cycle.

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Questionnaire

Name......................................................................................

Gender………………………………………………………….

Q-1 Please indicate your age

10-20 Years 01

21-30 years 02

31-40 years 03

41-50 years 04

51 & above 05

Q-2 Please indicate your education level-

Education

Illiterate 01

Primary Education- up to 4th standard 02

Secondary Education- 5th to 9th standard 03

Up to 12th 04

Some college but not graduate 05

Graduate/ Post Graduate (General) 06

Graduate/ Post Graduate (Professional) 07

Q-3 When we talk about shampoo, which brand of shampoo comes to your mind first? (Single

Code)

Q-4 which are all the other brands of shampoo that you can remember? (Multiple Code)

Q-5 which are the brands of shampoo that you are currently using? (Single Code)

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Q-6 which are the brands of shampoo that you use the most? (Multiple Code)

Q-7 which are the brands that you would recommend to other? (Multiple Code)

Q-8 According to you which is the best brand in market today? (Single Code)

Q-9 which brand would you never considers using? (Multiple Code)

Brands Q-3

TOM

Q-4

SPONT

Q-5

USING AT

PRESENT

Q-6

MOST

USED

Q-7

RECOMMEND

Q-8

BEST

BRAND

Q-9

NOT

CONSIDER

PANTENE 001 001 001 001 001 001 001

HEAD &

SHOULDER

002 002 002 002 002 002 002

SUNSILK 003 003 003 003 003 003 003

GARNIER

FRUCTIS

004 004 004 004 004 004 004

CLINIC

PLUS

005 005 005 005 005 005 005

CLINIC

ALL

CLEAR

006 006 006 006 006 006 006

CHIK 007 007 007 007 007 007 007

FIAMA DI

WILLS

008 008 008 008 008 008 008

DOVE 009 009 009 009 009 009 009

Any Other 999 999 999 999 999 999 999

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Q-10 Please tell the brands that you can associate with the statement. For each statement you can

choose one companies.

Statements Pantene H & S Sunsilk Garnier

Frutics

Clinic All

Clear

Fiama

Di Wills

Dove None

It is a good cleanser 01 01 01 01 01 01 01 01

It is best for dandruff 02 02 02 02 02 02 02 02

It is best for oily hair 03 03 03 03 03 03 03 03

It is best for dry hair 04 04 04 04 04 04 04 04

It is available everywhere 05 05 05 05 05 05 05 05

It is a value for money

Brand

06 06 06 06 06 06 06 06

It has best policies for

product promotion e.g.

discounts etc.

07 07 07 07 07 07 07 07

It is most recommended by

others

08 08 08 08 08 08 08 08

I will prefer to buy this

brand even if other brands

are as good as this brand

09 09 09 09 09 09 09 09

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Q-11 Please read the statement below & tell me how much you agree with the statement to

describe most important factor for purchasing shampoo on the scale of 1-5 where 1 is strongly

disagree and 5 is strongly agree

Statement Set Strongly

Agree

Agree Neutral Disagree Strongly

Disagree

It removes Dandruff 5 4 3 2 1

It removes dirt & oil from my hair 5 4 3 2 1

It nourishes my hair & prevents hair

fall

5 4 3 2 1

It makes my hair look shiny 5 4 3 2 1

I use it just for cleaning my hair 5 4 3 2 1

It acts as conditioner 5 4 3 2 1

It makes my hair silky 5 4 3 2 1

It gives softness & bounce to my hair 5 4 3 2 1

It cures my hair & avoids further

damage

5 4 3 2 1

Q-12 Which of following factors affects your choice? (Multiple code)

Drivers

Brand 01

Price 01

Effects 03

Spokesman (Word of mouth) 04

Packaging 05

Flavor or Fragrance 06

Others………………………… 99

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Q-13 How often do you change your Brand?

Very often 01

Depends on price of the new brand 02

To experiment with new Brand 03

I stay loyal to my brand 04

Q-14 Which of the following media do you engage yourself in when you have free time? Please

name the TV Channel, Radio Channel, Magazine or Newspaper you read

Media Name of the media channel

Read Newspaper 01

Watch TV 02

Listen to Radio 03

Read Magazines 04

Any Other……………………………… 99

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Findings

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Observations:-

Based on Primary Data:-

Brand Recall of Head & Shoulder is comparatively better than its rivals. Basically Brand

recallrefers to give a product category to the customer and asking him to recall the brand

name for that particular product category. In my case Head & Shoulder is the brand with

highest number of top of mind response.

As far as Brand recognition is concerned, apart from CHIK & FIAMA DI WILLS every

brand is well recognized among consumer. Brand recognition means the customer is

shown the brand and is asked to recognize provided he is already aware or has a prior

exposure to that particular brand.

Head & Shoulder is the most used brand among customer.

28% of respondent stated that Head & Shoulder is the brand they have used most

followed by Sunsilk and Pantene with 15% each.

Head & Shoulder leads Brand Advocacy with 25% out of total respondent. We can say

that it is most recommended brand by customer in hair care section with respect to

shampoo. According to the consumers it is also the best brand of shampoo in market.

Almost 40% of respondent avoid using CHIK

According to the consumer perception

o H&S is best cleanser followed by PANTENE & DOVE.

o Best Anti-Dandruff brand is H&S.

o H&S, PANTENE as well as SUNSILK are equal when it comes to oily hair.

o While for dry hair PANTENE is best followed by GARNIER FRUCTIS& DOVE.

o H&S and CLINIC PLUS are easily available brand.

o H&S has better return on investment than others or say value for money.

o SUNSILK is the brand with best policies for product promotion.

o H&S is highly recommended by others with GARNIER FRUCTIS& DOVE just

lagging behind.

o Talking about loyalty towards brand then H&S has maximum loyal consumers.

Consumer in this region stay loyal to the brand they are using, they won’t change their

brand unless & until there is something new that is worth experimenting

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Factors that effects choice of customer or say factors that drives final purchase are brand

name & price of the product.

Television can still be the most efficient media for promotion of products since most of

people engage themselves with television in their free time. Other than TV promotional

activities can also be done on social media websites and on print media like newspaper.

Based On Secondary Data:-

Hindustan Unilever Ltd. is dominatingthe market with 46% of market share followed by

Procter and Gamble and Dabur with 24%and 11% of market share. (Khawaja Mubeenur

Rahman, 2013)(Vora, 2013)

The major selling brands are Sunsilk and Clinic Plus which are dominating the market

with22% and 20% of market share of shampoo segment followed by Pantene and Head

andShoulders with 16% and 13% respectively. There is huge gap between my primary

research & secondary data collected by me because the reason being penetration level is

only 30% inmetros and my respondents are from metro.

After going through the Boston Consulting Group (BCG) matrix we can say that HUL as well

as P&G has awesome brand equity. Brand equity is a phrase used to those industry

having good brand name & in return it gives such industry an edge over other industries

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Factor Analysis

Q-11 Please read the statement below & tell me how much you agree with the statement to

describe most important factor for purchasing shampoo on the scale of 1-5 where 1 is strongly

disagree and 5 is strongly agree

Statement Set Strongly

Agree

Agree Neutral Disagree Strongly

Disagree

It removes Dandruff 5 4 3 2 1

It removes dirt & oil from my hair 5 4 3 2 1

It nourishes my hair & prevents hair

fall

5 4 3 2 1

It makes my hair look shiny 5 4 3 2 1

I use it just for cleaning my hair 5 4 3 2 1

It acts as conditioner 5 4 3 2 1

It makes my hair silky 5 4 3 2 1

It gives softness & bounce to my hair 5 4 3 2 1

It cures my hair & avoids further

damage

5 4 3 2 1

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Findings:-

RespondentAntiDandruffRemovedirtoilPhairfall Shinyhair Cleanhair ConditionerSilkyhair BouncyHairAvoidamage

1 5 4 3 2 3 1 3 3 2

2 5 4 4 3 3 1 2 3 3

3 5 5 3 3 4 2 4 3 1

4 4 4 2 2 5 4 5 3 3

5 4 4 3 4 3 2 4 3 3

6 4 5 5 4 3 2 1 5 4

7 2 1 4 4 3 5 4 4 5

8 2 3 4 4 2 5 4 3 5

9 5 3 5 4 3 4 3 4 5

10 5 5 4 4 5 4 3 4 2

11 4 5 3 4 5 3 4 3 5

12 4 5 4 5 4 4 3 4 4

13 4 4 5 3 3 2 2 1 3

14 4 5 4 5 4 5 3 3 3

15 5 3 4 5 4 5 3 4 3

16 5 4 2 3 4 3 4 5 2

17 4 5 3 4 5 3 4 3 4

18 2 2 5 3 3 5 3 3 4

19 5 3 3 3 3 3 5 4 3

20 1 5 2 4 1 1 4 3 2

21 2 1 2 3 4 5 3 2 1

22 3 4 3 2 1 5 4 3 2

23 4 5 4 3 4 3 4 3 2

24 1 3 5 4 3 2 3 4 5

25 5 4 5 3 3 4 2 2 4

26 4 5 4 3 4 5 4 3 2

27 5 4 3 2 3 4 3 3 4

28 5 4 5 3 2 3 4 3 4

29 5 3 4 5 4 3 4 4 5

30 4 5 4 5 3 3 3 3 3

31 5 3 4 5 3 4 4 4 2

32 1 4 5 4 3 2 1 2 3

33 5 4 4 4 5 3 3 4 4

34 3 5 3 3 2 4 5 2 2

35 4 4 4 3 1 3 3 3 4

36 5 4 5 5 3 5 2 3 4

37 4 2 3 4 2 3 5 2 2

38 3 3 5 3 3 4 4 4 3

39 5 4 3 5 4 2 4 3 4

40 3 5 2 4 5 1 3 5 5

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Observation:-

39 | P a g e

Factor analysis is done for data reduction as well as for finding the interdependence of variables

related to certain topic. I have asked a question to respondent to describe important factor that

are considered before making a purchase decision with the help of likert scale. On scale we have

“5= strongly agree” & “1=strongly disagree”. The data collected is shown over with the help of

Microsoft excel and SPSS is used for analysis. According to the report we have

KMO &Bartlett’s measure of Sampling Adequacy = 0.502 which lies between the standard range

of 0.5 to 1. Hence clubbing of variables can be done.

Variables that can be clubbed together are as follows:-

Group 1

o Bouncy Hair

o Damage Control

Group 2

o Conditioner Should be there

o Removes Dirt & Oil

Group 3

o Prevent Hair Fall

o Makes Hair Silky

Group 4

o Damage Control

o Makes my hair Shiny

Group 5

o Anti-Dandruff

o Good Cleanser

40 | P a g e

Hence after going through Rotated component matrix we are able to extract five groups of two

variables each. This in fact shows consumer perception towards purchasing the brand. We can

say that there can be five types of people that can be as follows:-

Type 1: Those target group who wants a product that controls their hair damage and

makes their hair bouncy

Type 2: Those people who wants conditioner in their shampoo as well as oil and dirt oil

remover

Type 3: Those consumer who wants a shampoo that prevents hair fall and make their hair

silky

Type 4: A group that wants a shampoo that control hair damage and make their hair shiny

Type 5: It covers those segment that wants an anti-dandruff shampoo with a good

cleanser

Any brand can promote themselves on the basis of consumer preferences. It also helps them to

position themselves within the market. For example if a brand position its product as a hair

damage controller with silky hair then they can command type 4 customer mentioned above.

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Outcome of Study/Recommendation/Conclusion

Brands other than H&S and Pantene have to do something to increase their brand recall

in metro cities, since recall of brands like Sunsilk, clinic plus is good outside metros. On

other hand Brands such as H&S and Pantene have to increase their recall in outside

metro.

Most people have tried more than one brand but hardly found any difference. Except

H&S and PANTENE in which respondents have positively agreed of best shampoo than

others.

People use more than one shampoo & they like to use as per their need. For example

using Anti-Dandruff during winter season because likelihood of dandruff is max at such

time

Most people are satisfied with their brand since they are loyal to their brand.

Richest information source for consumer is television followed by social websites and

magazines.

People in this segment are well aware of mentioned brands and most preferred brand of

shampoo among them is H&S.

H&S and Pantene has greatest brand advocacy while H&S takes the crown of most used

brand.

User’s choice is dragged by brand value and price which makes positioning and

promotion even more important.

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Bibliography/References

www.ibef .org

http://changingminds.org/explanations/research/sampling/convenience_sampling.htm

http://en.wikipedia.org/wiki/Brand_equity

www.iseindia.com/ResearchPDF/

http://www.mad.state.mn.us/survey-guide

http://www.marketresearch.com/Feedback-Business-Consulting-Services-Pvt-

v3989/Natural-Human-Hair-India-7990461/view-toc/

http://www.psych.utoronto.ca/courses/c1/chap9/chap9.html

http://www.researchgate.net/post/Difference_between_ordinal_and_scale_in_SPSS

http://www.csse.monash.edu.au/~smarkham/resources/prob1.htm#proof

http://srmo.sagepub.com/view/data-analysis-using-spss-for-window-version-8-to-

10/n18.xml

http://calcnet.mth.cmich.edu/org/spss/datatype.htm

www.palgrave.com/psychology/brace/about/samplechapter-ch2.pdf?