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SUBMITTED TO: KURUKSHETRA UNIVERSITY, KURUKSHETRA IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF MASTER OF BUSINESS ADMINISTRATION (2010-2012)
SUBMITTED BY:
Sheema Kumari Bhat MBA (Final year) IV Semester Univ. Roll No. _____
CERTIFICATE
PREFERENCE
&
SATISFACTION REGARDING NON MEDICATING ANTI DANDRUFF SHAMPOO Submitted in partial fulfillment of the requirement for the degree of master in business
administration from SWAMI DEVI DYAL INSTITUTE OF MANAGEMENT STUDIES, KURUKSHETRA UNIVERSITY, KURUKSHETRA is an exclusive record of bonafied research work carried out by SHEEMA KUMARI BHAT under my supervision and guidance. It is also certified that while carrying out this research work SHEEMA KUMARI BHAT constantly directions. This work done by her has been found satisfactory and commendable. I wish her great success in her career. in touch with faculty of dept. for necessary guidance and was
essential
ACKNOWLEDGEMENT
Research work demands special care and efforts and when a research is being undertaken, it requires commitment and exhausting hard work. But I enjoyed the whole task due to my special interest in the area of marketing. I would like to express my heartful gratitude to Ms. Vasundra (Faculty, SDDIMS) for helping me in field work without which it would no have been possible. I am greatful to my Principal, my class mates and family members who helped us to collect information for the report.
PREFACE
This research will study the preference and satisfaction of consumer regarding the anti dandruff shampoos available in the market. It is intended that the study of different shampoo will provide better insights of availability of product in the market and how much they are satisfying the consumers needs by taking different factors into consideration in price, solving hair problem, packaging and will be helpful to find out the consumer taste and preference and consumer preference through lifestyle, personality and attitude. The research report presented here is the part of the syllabus of the M.B.A degree provided by Kurukshetra University, Kurukshetra. The main objective of such a report is to test various skills of the students. The report presented here as been prepared by my keeping all the main aspects into considerations. Efforts are made to make the text simple, so that the reader can easily understand the concepts. The main focus in this report has been on CONSUMER PREFERENCE & SATISFACTION REGARDING NON MEDICATING ANTI DANDRUFF SHAMPOO. I have tried to concentrate on what all event/activities are being covered. In this topic every care has been taken in the preparation of the report however this is a maiden on my part and short comings, if any may be overlooked. I hope that this report will be valuable for both the reader and the organization.
DECLARATION
I SHEEMA KUMARI BHAT here by declared that the research entitled CONSUMER PREFERENCE & SATISFACTION REGARDING NON MEDICATING ANTI DANDRUFF SHAMPOO Is my original work done by me, in partial fulfillment of degree of MBA (4TH SEM) OF Swami Devi Dyal Institute of Management Studies, Barwala (PKL),further ,this research has not been previously submitted for award of any diploma of degree of institute or university.
INDEX Contents
a) Certificate b) Acknowledgement c) Preface d) Declaration
Page No
2 3 4 5
Chapter 1 Introduction
A. Statement of problem/Objective B. Industry Profile C. Introduction to the products 8-9 10-11 12-14 16-23
25 25 26 27 28-30 31 33-46
CHAPTER -1 INTRODUCTION
STATEMENT OF PROBLEM
The present study on SHAMPOO is also trying to find Consumer Perception About different features of Shampoos and how Price, Environment, Packaging, Quantity, Easy Availability and Variety are affecting the sale of Shampoos A persons behavior changes from place to place and situation to situation or, Say it is very inconsistent. The person when has a need, is willing and able to Satisfy the need is called a CONSUMER. The consumer would go different ways to satisfy its needs depending on his social, cultural, family, economic and educational background. The efficiency with which a free market system of enterprise operates, depends upon the extent of consumer understanding possessed by the business community. A Business community that is ignorant of consumer preferences cannot possibly Fulfill its obligations in a meaningful and responsive manner. So here comes the need to study CONSUMER BEHAVIOUR. Consumer Behaviour is broadly defined as the behaviour the consumer displays in searching, for purchasing, using and evaluating products, services, and ideas which they expect will satisfy their needs. Consumer Behaviour is not only the study of what people consume, but is also the study of who the
consumers are, why they consume, how often they consume, and under what conditions they Consume. CONSUMER BEHAVIOUR refers to the buying behaviour of ultimate consumers, those persons who purchase products for personal or household use, not for Business purpose.
OBJECTIVE OF STUDY
1. To study the current Indian market for Shampoos.
2. To analyze the relationship between a specific brand and its buying behaviour.
4. To study the impact of the seals of clinical laboratories on the consumers buying behaviour.
INDUSTRY PROFILE
X shampoo has keratin treatment, Y shampoo has total nourishment while Z shampoo rebuilds your damaged hair and control dandruff. Aggressive Marketing and media has made it a frothy year for shampoo marketers. In one of the most remarkable demonstrations of acceleration, the shampoo Market, after creeping up at an average rate of 6% per annum between 1992 and 1994 and, climbing to 9.55 % in 1995, suddenly raced up to 18.77% in 1996. In 1997 it went up to 35% Making the hair flow, and flow and flow, were the unique strategies for generating growth adopted by the three principal players in the shampoo market. A flurry of new launches which saw the introduction of 32 new brands, five brand extensions, 100 new variants, and 122 New pack- sizes, adding up to an unparalleled excitement in what was till then a One kind fit all product categories. So long as it was a generic, generalized Benefits product whose primary value, was that it cleaned hair, no shampoo Brand had the loyal following. With a broad swath of appeal, brand USPs were not sufficiently one another for any of them to carve out a Committed niche. Also, the limited repertoire of benefits acted as a deterrent to frequent usage and hence growth. The shampoo - marketers fragmented a once homogeneous market furiously, pegging a unique differentiated benefit to each brand and line- Extension so as to build a clearly defined segment of users for each . differentiated from
While this helped each brand build a franchise, it served the more important function of Giving every user a definite, focused reason to use a particular brand.
The consumer has got used to the idea of using only that brand of shampoo that suits his or her hair the best. This was achieved by launching a series of New brands, as well as repositioning old ones, to peg each to a distinctive benefits. So, Levers rolled out Sunsilk Nutracare (the proposition: hair root Nourishment), Sunsilk Ceram ides (the proposition : repair damaged hair ), Organics (The proposition: hair root nourishment), Organics dandruff treatment (the
Proposition : hair root nourishment with anti - dandruff treatment ) , Clinic active ( the Proposition : presence of pro - vitamin B5 ) , Clinic All Clear with ZPTO ( the
10
proposition : Control of dandruff - causing microbes , scalp moisturizer , and reduced scalp itch ) , And Lux Super Rich ( the proposition : inclusion of hair moisturizer ) to join Clinic Plus And Sun Silk . P&G joined the fray with Pantene Pro - V ( the proposition : nourishment of hair from Root to tip ) , Pantene Pro - V Extra shampoo and Oriflamme conditioning shampoo .
Through new brand launches companies generated constant excitement to keep Interest in the product alive. Even as segmentation offered new value Propositions to shampoo
users , the marketers baked up that menu with multiple Price points , creating several VFM equations . And because they were targeting Growth , they cannily priced every new product at a discount to a comparable One while holding out a promise of either matching or greater value.
There was Also a large successive cut in the excise duty on shampoos: from 120 % in 1994 to 70 % in 1995 , 40 % in 1996 , and 30 % in 1997. Also in India Customers are inordinately sensitive to price. There is always a large number of Potential
11
INTRODUCTION TO PRODUCT
Although segmentation offered new value propositions to the shampoo users --
Differential pricing also created several Values for Money (VFM) equations. A Promise for greater value or matching benefits at price discounts for every new Product
gained momentum.
In
INDIA
customers are
sensitive
to
BRANDS
SHARE (%)
Sun silk
20
Clinic
25
Organics
5.5
Pantene
11
Halo
3.4
Optima
3.6
Lakme
Ultra Doux
1.2
12
Flex
0.7
Others
28.6
Promoting the shampoo brands poses another challenge for the marketers resulting in high advertisement spends and media spends . P&G spent 8 crores on advertising Pantene on TV in the first four months of its launch . HLLs estimated advertising expenditure for each new shampoo launch was between Rs . 4 crores and 6 crores in the introductory phase . The ad-to - sales ratio of the Companies have shown remarkable jump from 10 % to 20 % compared to the Average of 5 % for most product categories.
One of the biggest barriers to shampoo usage is the consumer perception that it harms the hair. Thus companies are focusing on defending the product against accusations by promoting the strength , nourishment and beauty of the Hair - The 3 in - 1 Capsule for ultimate hair .Companies are still associating it with modern life styles to find acceptance in semi - urban and rural non - users to Build and enlarge shampoo usage levels .Thus companies will have to mould new consumer s usage patterns to its own benefit , to have a competitive advantage and stay out there in the longer run with a respectable market share.
A market segment consists of a large identifiable group within a market. A Company that practices segment marketing recognizes that buyers differ in their Wants , buying Habits .
and wants , each buyer is potentially a separate separate marketing Program for each
buyer , though no company is willing to customize its offer \ Communication bundle to each individual customer . The company instead tries to Isolate some broad segments that make up a market.
13
Segment Consumer
Markets. Some
Researchers try to form segments by looking at Consumer responses to Benefits sought , use occasions or brands . Other researchers try to form segments by looking at
14
CHAPTER-2
REVIEW OF LITERATURE
15
shampoos clean your hair very well . Where they differ is how your hair feels after ward , depending partly on the strength of the surfactants . Stronger clarifying shampoos should not be used more than once or twice a week. Those designed for daily use contain mild surfactants and are less likely to irritate the scalp.
Ingredients Of Shampoo
with 2-8% detergents and foaming agents and Shampoos often contain antistatic and
preservatives.
detangling agents as well as thickeners, humectants, sequestering agents, color and conditioners. Effective detergents include sodium laurel sulfate, laureth sulfate,they give the hair a squeaky clean feel. Clarifying shampoos contain heavy - duty surfactants. Body building shampoos contain proteins bond to hair and increase its volume.
Moisturizing shampoos are the best choice for dry, flyaway hair. They can cut down on static, make split ends look better (by gluing them together with proteins), and pull moisture onto hair to keep it from getting too dry. Revitalizing damaged designed or replenishing and retain contain color or shampoos gentler to are made for color - treated, per med, may include but and
hair to
They
split ends,
evidence that they are effective. 2-in-1 shampoos with conditioner save time but may leave your hair feeling too dry or sticky. Baby shampoos contain amphoterics and have less detergent and are not designed for cleaning adult hair, especially when a lot of styling products have been used.
16
They
may
be
appropriate
for
someone
that has
damaged
hair
and
who
finds
The
number
and
type
of
bacteria
and
yeasts
on
the
skin
surface may
The surface oil film (sebum) is removed, allowing greater water loss through the epidermis to the skin surface, from where it evaporates.
The de-fatted skin may become excessively dry. The surface horny cells may be loosened, disturbing barrier function and
allowing more water loss. The skin becomes more permeable to chemicals such as hair dye and perming solution.
Irritant provoked
contact by
dermatitis (red, dry, chafed skin) the dry laurel skin itself, is or by a
may
develop.
This may in
be the
shampoo.
Sodium
sulphate
more irritating
laureth
Stinging, especially if dermatitis is already present. Contact urticaria (immediate redness, itching and swelling) may arise due to a fragrance or preservative.
Allergic contact dermatitis (a delayed but persistent reaction) may develop to a component of the shampoo. Because they are rinsed off, true contact allergy to shampoo is rare. However it may
result
from:
Botanicals
Preservatives, such as Kathon CG or quaternium-15 Fragrances contact dermatitis, a rare mixture of contact urticaria and allergic
Protein
17
There are many reasons why you may develop eczema on your scalp such as nutrient deficiencies and weather changes, but one of the more increasing causes for scalp eczema is in your existing shampoo.
Of course, if your doctor has prescribed you with a medicated shampoo then that are a different matter, however, if you are self prescribing or just continuing to use your every-day shampoo, you may find that these can aggravate rather than help your situation.
All non-organic shampoos both medicated and non-medicated contain harsh chemicals, most notably sodium-laureth has shown that sulphate, these which is can used cause to facilitate scalp, eye the and lathering. follicle
Research
chemicals
irritation which can worsen an existing problem or cause new problems. Most of us have used these shampoos our entire life and some may have always had
Sensitive skin can develop problems at any time, so in this instance, it is a good Idea to obtain an organic shampoo which contains no unnatural ingredients. If your scalp begins to clear up, then you can be sure that the cause of your scalp condition was down to your shampoo, if not, real cause of your scalp problems. then you can begin to find out the
18
As stated, this could be due to an imbalanced diet with nutrition deficiencies such as the B vitamins which among other uses, are involved in scalp health. Other causes may include allergies to hair products or other environmental issues such as weather extremes. Using medicated shampoo, may indeed, temporarily stop the scalp condition, but unless the root cause is determined, then it may return before too long.
There are many effective and natural methods to clear and prevent scalp eczema. Finding the best eczema shampoo can be very difficult and the results may not always be the desired outcome. For a full guide to scalp health and maintenance, continue to Itchy Scalp Treatment.
25 march 2011
Every saloon needs shampoo sinks. In fact, it is one of the investments of the owner that is most often used. Think about it, you always have your hair washed before having it trimmed. Naturally, it is needed if a client wants her hair colored or treated. Whatever it is that a client wants done with her hair, it normally involves the need to have it washed before or after. That is the reason why owners really have to invest on a shampoo sink. One thing that you must realize as a saloon owner is that shampoo sinks may serve the same purpose but they never have the same quality. Even the style differs. Some require the client to be in a sitting position while others require them to lie down like they are in bed. As you can imagine, the way the sink is made greatly affects the comfort of the client while having her hair washed. The contour of the area where the neck is placed must be smooth, otherwise, it would strain the neck of the client and believe it or not, those little things affect customer satisfaction. So if you are looking into upgrading the shampoo sinks in your salon or you are new in the business and you are about to invest on one, think of getting the most comfortable shampoo sink one that will not strain the neck of your
19
client.
The last thing that you want is a client complaining about a strained neck. When it comes to the service industries, the little things count.
conditioner, taken it home and tried the shampoo? The shampoo will lather up very quickly and will
ingredients used
have gentler surfactants (type of soap used in shampoo). Professional products want to give you an experience! The creators of the products want you to use their shampoo and feel luxurious, to notice the smell, and to see a difference in your final outcome. They want you to use their product and in this process, hair the quality The of ingredients used that is notice a difference. And than for those sold in Paul
higher
general
care.
same companies
make
products
Redken,
Mitchell, BedHead, etc, also make products for Pantene, Aussie, LOreal and other products in your grocery store.
It use to be that professional products were the only ones that catered to curly hair, straight hair, damaged hair and I need more volume hair. But now there are numerous generic brands that have been expanding their lines to cater to the
different types of hair. You can even find shampoo for Blondes, Brunettes and even Professional Products Sold Red In Places Other Than heads. Salons
20
You
may
have
been
shopping
in
your
grocery
store
or
Target
and noticed
landed on the shelves due to what is called diversion. Diversion is when the product is sold through another source outside its intended channel for
distribution. You may have read on the back of a bottle of professional shampoo, Only guaranteed if sold in a salon. If bought elsewhere, you as a consumers may be getting a product that has been tampered with. Also, a lot of these products are old. Ive seen discontinued products that were sold in stores 3 years after the product had been discontinued. Hair products have a shelf life of about 1 year. Buying from these stores may save you a couple cents, but you have no idea what else you are putting on your hair. So buyer beware; its safer to buy professional Its salon Really products Up in To a salon. You
product is clearly up to
you and your checkbook. One way to see if you notice the difference is to buy a bottle of shampoo and conditional from a salon and use it for 3-4 weeks. Notice
the way your hair feels and looks. Then go back to your generic brand and see if you notice the difference. If its worth it to you, then go for it!
controls dried head, the leading root of dandruff. Dry out crown is known to trigger body inflammation Nizoral In addition Balding to itching. Cure, Ketoconazole, has been the dynamic useful
compound
inside
Shampoo
established
referred to as DHT, that is a leading cause of hair loss places and parts about women and womans physiques when
also thinning
men. DHT is actually created in both guy along with increased volumes involving and rogenic DHT is hormone or
testosterone mix using 5-alpha reductase. In the event away from the particular crown, it can produce
they are inactive or perhaps choose permanently dormant. While using Nizoral thinning Shampoo two times daily is actually a healthy way to
the foundation source of hair loss. The product hair controllable the the oils
energizes that blood circulation, and also flushes out there captured the hormones, mind exclusively DHT on the of hair follicles. hair, the
Enhance
circulation
into
the
provides
each strand
curly
foundation in addition to follicle with the essential nutritional value regard to most effective new hair growth. After while using
Shampoo
everyone associated with dry crown in addition to itching. If youre caressing this shampoo into your current crown, additionally it is cleanse out and about every single follicle with stuck infection, bacterias, grime, environmental toxic compounds, oils as well as DHT. Even though that they make absolutely no states revealing Nizoral Shampoo Thinning hair merchandise assure rejuvenating curly hair growth, through removing DHT cornered in the follicle theyll effortlessly start off main excitement. Your exciting outcome of a washed away follicle naturally does trigger new hair growth. Ketoconazole possesses simply no recognized unwanted side effects other than appearing gently inflamed Just its for the body regarding a number of people.
before making use of Nizoral Shampoo Hair thinning Treatments for a crown, always choose just one minor region on your own remaining hair to test. In
case immediately after daily and also thus is or perhaps sense absolutely no precise
immediately after using Nizoral the truth agitation, you must start to develop
22
merchandise as directed. If youre being increased of hair loss quantities thinning of DHT on
on
account
of root
widespread
areas
as well as loss
rejuvenating of your
the going
attractions
27 oct 2003
DANDRUFF IS a common problem. All of us have suffered from the problem at one time or the other. In its mild form, dandruff consists of loose white flakes that fall off. At times, the flakes may be yellow in colour. Even mild dandruff causes itching. There are two kinds of dandruff - oily and dry. Dry dandruff appears as loose
white flakes and the scalp itches a great deal. The oily dandruff is sticky and yellow in colour and is smelly. The oily form is found mostly amongst adolescents and
23
24
SCOPE OF STUDY
The scope of the study has covers been almost all categories of Shampoos. The whole from the angle of natural the customer satisfaction. not and
done
Shampoos
like
Also
Shampoos
unorganized
branded
considered.
SIGNIFICANCE OF STUDY
1. TO improve the quality of SHAMPOOS. To charge reasonable prices that is reduce the prices up to a certain limit so that the customers can purchase it in the best possible way. 2. Improve the market image of brands.
25
RESEARCH METHODOLOGY
Keeping in view the Shampoo Market in INDIA which is very crowded and becoming Competitive day by day, we decided to study the current scenario of the market.
RESEARCH DESIGN
Research design is a common comprises defining solutions, word refers to search formulated data, the of knowledge. Research
hypothesis making
evaluating testing
/carefully
conclusions to determine
formulating hypothesis.
SAMPLE DESIGN
A sample design is a definite plan for obtaining a sample from a given population. There are many sample designs from which a researcher can choose. Researchers must prepare/select a sample design which should be reliable & appropriate for his research only.
Sampling Technique
The sampling technique used is Questionnaire.
Sample Size
Sample size is 150
26
DATA COLLECTION
The following techniques were adopted for data collection:
1. PRIMARY DATA
Primary data was collected through face to face interviews while filling up Questionnaires.
2. SECONDARY DATA
Relevant information was gathered from magazines, newspapers and research reports that formed the secondary data.
3. COMMUNICATION APPROACH
Face to face interviews was taken as the communication approach since method in cases where slight probing is required.
it is a better
27
STATISTICAL TOOLS
The structured questionnaire was prepared and administered to the respondents for collecting primary data. The nature of questions was both close ended as well as open ended. These are the basic measures, which help in defining the relation between different 5items, present, past and future trends. A wide variety of statistical tools are available. Like Correlation Analysis-Correlation is a statistical relation between two or more variables such that systematic changes in the value of one variable are accompanied by systematic changes in the other kinds of variable. Time series Analysis.-Values taken by a variable over time (such as daily sales revenue, weekly orders, monthly overheads, yearly income) and tabulated or plotted as chronologically ordered numbers or data points. To yield valid statistical inferences, these values must be repeatedly measured, often over a four to five year period. Regression Analysis- Regression analysis is the study of the nature of relationship between the variables so that one may be able to predict the unknown value of one variable for a known variable of another. Hypothesis- In attempting to arrive at decisions about the population on the basis of sample information, it is necessary to make assumptions about the population parameters involved. Such an assumption is called statistical hypothesis which may or may not be true. There are two type of hypothesis Null Hypothesis Alternative Hypothesis
Alternate Hypothesis- Any hypothesis different from the null hypothesis is called an
alternative hypothesis and is denoted by the symbol H1.
28
Procedure
1) Set up the null hypothesis H0: 2 = 20 and H1: 2> 02 2) We compute 2 by using any one of the following formula: 2= (x-x-)2 / 2 or ns2 / 2 where, s2= (x-x-)2 / n ns2= (x-x-)2 3) Number of degree of freedom are worked out by using the following formula: Degree of freedom =V=n-1 4) Obtain the table value of 2 with reference is the degree of freedom for the given problem and the desired level of significance. 5) If the calculated value of 2 > tabled value of 2 , we reject the null hypothesis
29
30
LIMITATIONS:
The probable limitations of this study are as under :
1.
The
foremost efforts
was
time
which
was clear
only and
made to
picture as
candid as Possible.
2.
Samples
were
randomly
selected
as
per
convenience
so
error
is bound
to
Creep
in the observation.
limiting
factor in
gaining
31
CHAPTER-4
32
Shampoo Liking
Yes No
Respondents
150 10
Response
150 people response were yes & other 10 said they use home remedy + shampoo. reveals that refused 90% of the the use of use
Female [two each using homemade remedy] the study Respondents use shampoo. Less than 10% of
the respondents
shampoo and gave the reason that shampoos soaps or the Traditional method of washing
33
Others (please specify) PANTENE SUNSILK ORGANICS CLEAN OTHERS &CLEAR MALE FEMALE 7 5 5 3 4 2 8 8 3 3
6 4 2 0 PANTENE SUNSILK ORGANICS Series 3 Series 2 Series 1 CLEAN &CLEAR Series 1 Series 2 Series 3
Response
It can account this been seen that clinic all clear has been next tried by most people that 12. After
brand
Analysis
The brand survey or showed a Type of number of reasons for consumers using more than one No single shampoo, according to
shampoos Able to
was hair
the hair
34
shampoo at a time. Some people use two or more shampoos for change.
simultaneously,
just
35
Response FEMALE:
10 female: -- Hair types -- Hair problem -- Fragrance -- Packaging -- Price -- Availability In the above response few 3 girls responded price followed by packaging.
MALE: [Section-1]
6 male: -- Hair prob. -- Fragrance -- Hair type -- Availability -- Price --Packaging It can be concluded priority said of that
[Section-2]
4 male: -- Hair prob. -- price -- hair type -- Packaging --Availability --Fragrance in case of females most have the same levels of 3 of them
price to
In hair
case
of
had the
same And
levels this
of
priority
that starts
from
problem
by fragrance.
36
section by hair
2 with
respect to
levels
of
as section 2
priority
is
of
price
followed
fragrance.
37
100% 80% 60% 40% 20% 0% Family Doctor Advertisement Self Series 3 Series 2 Series 1
Response
Almost all responded that purchase of a Shampoo. its the role of adv. That actually led to a
ANALYSIS
The is role which advertisements play cannot influence be neglected. According to study it
found that
in selecting a comes in
and then
reference also
helps
selecting a brand.
Consumers to the
in the age group 17-25 [target group] are more innovative as compared age groups. It has been observed from the study that females
other
38
shampoo their hair twice a week, while males prefer using shampoo on alternate days.
39
MALE FEMALE
ANALSYIS
It can be concluded that consumers consumer a majority also tend of the consumers to for 8 test the change their shampoo of new and launches. the non many
quality
account
[male
and female]
availability is one of the factor which to a certain extent, has consumers to use more that than one brand simultaneously. 13 their brand led to hair of
prompted both
40
1. [3 male & 4 female] Pantene : had others, high Fragrance equal to Clinic
the and
high
price
others, moderately
medical benefits equal to Organics and less than others and high quality higher than others.
had
moderately
low
price
lower
than others,
high Fragrance higher than Sun silk and lower than Pantene and Clinic, moderately high medical Benefits, lower than Clinic and Sun silk and equal to Pantene and high quality higher than Sun silk and lower than others.
3. [2 male & 3 female] Clinic: had moderately low price lower than Pantene and Sun silk, High fragrance higher than Organic and Sun silk and equal to Pantene, moderately high Medical benefits lower than Pantene and Organics and nearly equal to Sun silk Pantene. and high Quality higher than Sun silk and Organics lower than
41
4. [1 male & 2 female] Sun silk had moderately low price higher than others and
lower than Pantene, moderately high fragrance lower than others, medical others. benefits Higher than others and moderately high moderately high quality lower than
42
7. How many times you shampoo your hair in a week ? 1-2 5-6 1-2 4 8 34 7 and above 3-4 4 4 5-6 Above 7 -
Male Female
ANALYSIS
When asked about how many times the consumer They responded 60 % that 1-2 times conclusion use to shampoo their hair ? in a week and rest 40 % responded more can be drawn on people using 1-2 times
43
Male Female
100ml 2 1
100ml-250ml 1 2
sachets 5 4
Above 250ml 2 3
ANALYSIS
It can be concluded that sachets are most used because of its convenience and that is higher the
price. Next Comes to be 250ml because of its price again pack lower the price. Followed by 100 ml and 250 ml.
People
who
the effectiveness
going
again and in
again. The
because
available
terms of size
price and
necessarily
bigger pack.
44
MEDIA TELEVISION
Male Female 10 10 6 4 8
Male female 10 10 9 8 7 9
Male Female 10 10 6 5 4 4
Male 10 7 4
Female 10 5 7
NEWSPAPPER 6 MAGAZINE
RESPONSE
Reveals same that in TV as media the for ads advertisement all the of all responded have had the In case of print
frequency
of seeing
the brands.
media as in Magazine highest number of viewer ship went to Clinic, Sun silk, Pantene, Organics, in decreasing order. In case of Newspaper the maximum no. of viewership went to clinic, Pantene, organic & sun silk in decreasing order.
ANALYSIS
It says that T.V. is best media for advertising for all kind of advertising and it has best Opportunity for the brand to penetrate in market. All of the brands have equal no. of viewership In TV but in magazine & Newspaper they had different viewership.
45
10. Level of satisfaction you are getting from your shampoo brand?
Highly Satisfied Neutral Highly dissatisfied Satisfied Dissatisfied
ANALYSIS
The maximum satisfied consumers were of Clinic users and then comes organic, Pantene, Sun silk.
CLINIC: [8 males & 9 females] the consumers of Clinic were most satisfied
with all the Attributes of the shampoo. Clinic All Clear provides high satisfaction to the consumer as far as anti dandruff quality of the shampoo is concerned.
ORGANIC: [7 males & 9 females] the consumers of organic were satisfied with
all the Attributes of the shampoo except hair repair to some extent and fragrance.
on the list is Pantene. This shampoo is needed to be improved upon the anti - dandruff and hair repairing qualities which the consumer finds is lacking to a certain extent.
SUNSILK: [4MALES & 6 FEMALES] Satisfaction level with Sun silk was the
last rated among The customer. Sun silk to a large extent fails to satisfy hair nourishment, antidandruff and Hair repair needs of the consumer.
46
CHAPTER-5
47
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. Except for clinic all clear and organic in which respondents have positively agreed of best shampoo than others.
People buy those shampoos giving them maximum benefits. Female normally look for shampoo matching with their hair type but then male fragrances look for i.e. 1st hair problem and
combination of by price.
benefits
followed
An
factors.
Most
people
change
their
shampoos
but
there
satisfied with
their
twice a week
or three to
Most pack.
people
normally buy
sachets
available
followed
by
above
250-ml
Most
people
know
of
the
brands
through
advertisements.
Next come
magazines. And
48
maximum
drawn
with attract
people most
using
clinic
brands, which
because of perceived
brand image.
and Friendly behavior provides Good Company. He is Outgoing to most people. He is indifferent to advertisements
of his life.
The
user
of Head
&
Shoulders has an Outgoing personality and can is meticulous in nature although and independently
impress People
easily. He
people
The
consumer He
of seldom
Sun seeks
silk
is
totally from
in
making major to
decisions.
advice
is indifferent
advertisements. Although he is meticulous but lacks innovation. His to most people, outgoing and friendly nature,
similarity
accord him an
impressive personality.
impressive personality. He is meticulous and similar to most people although he is outgoing he is not much of an innovator. He independently takes
The user of Clinic all clear is quite innovative while he also does his jobs meticulously. He seldom seeks advice and is indifferent to
advertisements
49
His similarity to most people, his impressive personality and friendly nature always provide good company.
50
Target
those people who use shampoo and trust the shampoo as their best
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 falling
for different problems for which people use shampoo for hair care, hair and Dandruffs etc. And deliver the same of high quality and
positioning the Brand as solution for your hair problem healthy to that
and which also rejuvenate your hair, and keep your Hair target group.
The ideas, associations and images that people have of a shampoo brand Determine the demand ways in which side of the brand equity equation. There are two is likely to influence perceived product
advertising
performance. First, by guiding the expectations about the shampoo experienceprocess called a product enhancement.
Second, by creating a halo of superiority around the brand via a mechanic termed Interest Status. There are two key advertising related factors First, the advertisement needs to be remembered. some way to the experience of using the This is important because its
create any expectation of what the shampoo would feel like to your hair i.e., how will it take care of your hair and especially to your
specifications. But the advertiser should always bear in mind that the benefits proclaimed are in line with what the product can actually deliver.
Use country wide sampling activity benefit of shampoo backing up the to purchase.
to acquaint potential customers with the effort with advertising to convert intent
Offer value for money impetus for the decision to use the product more intensively
of the consumer and they [consumers] rarely changes their shampoo. Here these people are almost satisfied with their current brand because the core
features the consumer looks for is being derived from delivering the improved should
be well advertised and substantiated this action of company will have effect of attracting those switchers, changing frequently and/or drawing the crowd towards your brand.
market so that people have a wider option available and presence of your brand. After a gap of sometime check which are the packs that are bought most and assure their availability?
least
there are separate issue that have to deal with and then growing demand of herbal
shampoo. Looking at
52
First male.
point
the
Female normally
factors have
of
buying
shampoo
are
different than
A female
shampoo that improve from the current position and healthy etc. ] But one common problem dandruffs. And so the company communicate better to the
[male & female] that they may have is of can develop the brand image and
quality and
Second point. Can the company in the same line of chemical shampoos change the
perception in the mind of the consumer of effects and at the same time advertise about their shampoo and/or extension and
chemical shampoo
can they come up with a herbal shampoo as the product Brand image. Like the Colgate has done
with the already launched product of herbal toothpaste. If yes please go ahead but probe before you plunge.
53
CHAPTER-6
CONCLUSION
54
CONCLUSION
Conclusion of survey reveals that the consumer behaviours depend on the
quality,
very sensitive
the products. Awareness about the product regarding the ingredients the
consumers. Influence in the purchase of the shampoos mainly depends on the brand. Influence of
hair problem and assurity to solve that problem given by the doctor and family is also very high.
Attributes Attributes
of like
a particular reasonable
quality,
significant role. By the analysis we can conclude that consumers in the shampoo market are not much conscious about the price but its quality plays important role.
The study reveals that Pantene has been tried by most of the consumer (16 %). Next comes Sun silk. Organics and Clinic Plus both (11 %), which have been tried by the consumers. According to the study Pantene is the most consumed (20 %) brand of shampoo. Head & Shoulders and Clinic Plus both account to 15 % of the total shampoo consumption and Sun silk is less consumed than these (14 %). Organics forms only 5 % of the total shampoos consumption.
The
survey
showed
number
of
reasons
for
consumers
using
more than
one
brand or
type of
able
to fulfill all the hair requirements. Dandruff was the consumer to use more than one or more shampoos simultaneously,
time.
Some people
change.
group below 20
and 20 - 29 are more innovative as from the study that shampoo on size pack of
females shampoo their hair twice a week, while males prefer using alternate days. From the survey it was found that the Medium
shampoos with quantity of 100 ml to 250 ml is the most frequently purchased pack. According to our sample 51 % of the people across different age groups
A significant figure of 57% of the consumer to non - availability of People plays a select shampoo(s) very important
their brands. Hair problems are the most important one. with role. reference While to their a hair problems. Hair type also
selecting
shampoo
consumer
take
care to
select the shampoo according to their hair type. The role which Advertisements play cannot be neglected. According to study it is found that even advertisements influence the consumers a great deal in selecting a shampoo. At times someones reference also helps in selecting a brand. Hair type or hair problems are found to be more significant as compared to the fragrance, packaging and price of a
shampoo. The consumers of Head & shoulders of on are the most satisfied with all the attributes
the and the range falls in the interval of 2.5 - 3 on the scale of 1-3.Next the list are Organics and Clinic Plus. But these two upon the anti dandruff and hair repairing qualities shampoos need to the consumer
improve
which
Sun silk to a large extent fails to satisfy hair nourishment, anti dandruff and hair repair needs of the consumer. The satisfaction level lies in the range from 1-1.5.
56
Clinic All Clear provides high satisfaction to the consumer as far as anti dandruff quality of the shampoo is concerned. hair nourishment, hair repair, But it lacks all other attributes such as removing hair problems etc. The
conditioning,
satisfaction is very low on the scale. Ayur needs to improve upon all its attributes as the satisfaction level for all of them lies in the range of 1 - 2. The relatively new a Clinical Laboratory decisions of the on a shampoo bottle does not concept of using the seal of much influence the purchase use
consumer. 60 % of the
of the seal.
Advertisements play a significant role in the purchase decision of the consumers. 33% of consumers are influenced by the advertisements of shampoos they use. The message in the advertisements is paid shown in the advertisements. more attention to, than the role models
The
survey
reveals
that
the
Organics
user
with
his
Impressive personality
and
Friendly behavior provides Good Company. He is Outgoing and is Similar to most people. He is indifferent to advertisements and independently makes the major
The
user
of
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 Sun silk 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.
57
The
Pantene
consumer
is
very
friendly,
gives
good
company
and
has an
impressive personality. He is meticulous and similar to most people although he is outgoing he is not much of an innovator. He independently takes decisions and never seeks any advice from others.
The
user
of
Clinic
Plus
is
quite
innovative
while
he
also
does
his
jobs
independent in taking major decisions in his life. His similarity to most people, his impressive personality and friendly nature always provide good company.
58
BIBLOGRAPHY
Phillip Kotler , marketing management. Business world www.scribd.com www.articlebase.com
59
QUESTIONNAIRE
Name Age Place : : :
60
Agree Disagree
7. How many times you shampoo your hair in a week ? 1-2 5-6 34 7 and above
100ml Sachets
9. In which media you have seen the advertisement of these brands? SUNSILK CLINIC ORGANICS PANTENE
61
10. Level of satisfaction you are getting from your shampoo brand?
Highly Satisfied Neutral Highly dissatisfied Satisfied Dissatisfied
62