Market Research on Indian Market for Hair Oil

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Market Research on Indian Market for Hair Oil

  1. 1. A Research Report on the Indian MarketFor Hair OilBYAshok, Isha, Preeti, Rishabh, Satish, Vineet, Yatish
  2. 2. 1 | P a g eIntroduction:Indian hair care market is mainly dominatedby the hair oil segment, which constitutesover half of the overall market. Coconut oilcomprises the main segments of hair oilmarket, while others account for minimalshare in the market. The buying pattern in thiscategory is rapidly changing as youngergeneration look towards having a productwhich caters not only to their styling but alsoto their specific needs. The demand forcustomized offerings has resulted inemergence of niche segments in the hair oilcategory. Of the estimated Rs.1, 611 billionFMCG market in India, hair care productsmake up approximately Rs.91.5 billion, or 8%,of the total according the Nielsen Retail AuditReport 2009. The 14% growth rate in the haircare industry is also slightly higher than theoverall industry average of 13.4%. Usage ofhair oil is a typical Indian traditional habit. It isperceived to offer benefits of nourishment,hair strengthening, faster and better growth,and reduce the problem of falling hair. Thereare two types hair oil available in the market;coconut oil and non-greasy perfumed oil.Coconut oil comprises 2/3rdof the totalmarket and the balance comprises the non-greasy perfumed oil.Purchasers of hair Oil have a wide arrayof options to select ranging from light,heavy, cooling types. Hair oil purchase isa decision which purchasers evaluatecarefully. In country like India where thehair care market is growing at a rapidpace, various types of hair oils are beinglaunched it becomes important for bothstore and company to understandshopper preferences. Shoppers wereexplored to find their preferences andthis was followed by factor and clusteranalysis to understand the dimensionsinvolved. This paper strives tounderstand behaviour of shopper interms of purchase preferences, frequencyof use, brand loyalty.
  3. 3. 2 | P a g eMarket Scan:Industry Size and Structure: Hair Oil Market by Volume and Value:Source: AC Nielson Retail Audit report.
  4. 4. 2 | P a g e Market Type:The market type of Hair oil can be described as perfect competition i.e. market of manybuyers and sellers. Hair Oil products are more into FMCG products. The movement ofproducts are dominated by organised and unorganised retail segments. In the recent yearsBeauty Saloons are also emerging as an important destination for reaching customers. Sub-categories of Hair Oil: Light Hair Oil:The light hair oil segment has experienced significant growth in recent years asconsumers opt for lighter, more modern hair oil products. The light hair oilsegment recorded sales of Rs.6,828 million in 2009 according to the NielsenRetail Audit Report. Light hair oil is an urban dominated segment primarily dueto its comparatively high cost & is more geographically concentrated, in thenorthern states of Punjab, Delhi, Uttar Pradesh and Rajasthan, due to higherdisposable incomes and the propensity of consumers to try new products. Thenorthern regions accounted for approximately 52% of sales volumes and grew by10% (volume growth) in FY 2009-10 according to the Nielsen Retail AuditReport. Heavy Hair Oil:The heavy amla hair oil in the heavy hair oil sub category segment has seenstrong growth in recent years. The heavy amla hair oil market is primarily anurban driven market and tends to be geographically concentrated in the northernparts of the country. The heavy amla hair oil segment recorded sales of Rs.7, 370million in FY 2009-10, representing a growth rate of 4.7% from FY 2008-09,according to the Nielsen Retail Audit Report. Cooling Oil:Cooling Oils have emerged as an important segment in the Indian hair oil market.Cooling oils are hair oils meant for cooling the scalp during the harsh summermonths. The ingredients in the cooling oils cause immediate relief by cooling thescalp. The CAGR of the category has been 20% over the last 5 years. The coolingoil category is now nearly Rs. 7,000 million in the financial year ended March 31,2010.
  5. 5. 3 | P a g e Brand Entrants and Failures in last 5 Yrs: New Entrants in respective markets: Antidandruff Hair oil under the brand Mediker by Marico. Entrants in cooling oil market: - In the past few years this segment hasshown a remarkable growth. There are a number of new products launchedby all the existing market leaders under this category. Some of theproducts are parachute Advanced cooling oil, Him Gange from GKBurman Labs etc. This is the fastest growing category in hair oil market. Entrants in Herbal oil market:- ‘VEOLA’ by Bajaj Herbal Pvt. Ltd,Parachute Ayurvedic Hair oil by Marico. Failures: Marico Ltd launched Mahathanda, but it never became a national product. Also a product launched naming Sampurna under coconut oil category byMarico which proved to be a failure. Keo Karpin failed to sustain its market as an industry leader and market iscaptured by Bajaj Almond drops hair oil. Meera Herbal Hair Oil by Cavincare failed as a national player but stillhas some presence in South India. Research Methodology:It is a field study conducted at O. P. Jindal Global University in Sonepat, NCRof Delhi. Due to the limited amount of time and information of shoppingbehaviour of consumers this report is bases on an exploratory researchmodel to identify the shopping preferences. Firstly, a focus interview of 11candidates (male and female) was conducted to analyse the major factorsof the study, further a structured questionnaire was circulated to 110respondents- pilot survey was done by choosing 20 respondents to pre-testthe questionnaire. The scales used in the study are Likert, Ordinal andNominal. This finally led to the analysis of data by SPSS on the basis of theresults generated out of the questionnaire.
  6. 6. 4 | P a g e Findings & Analysis: Reliability: Our collected data was found to be reliable based on thecronbach’s alpha value derived from the reliability test as we cansee in the Tables below the alpha value stands to be .621 whichsatisfies the reliability criteria.Case Processing SummaryN %Cases Valid 109 99.1Excludeda1 .9Total 110 100.0Reliability StatisticsCronbachs Alpha N of Items.621 12
  7. 7. 5 | P a g e Frequency: Hair oil users purchase hair oil from various types of stores as indicatedin Table – 1, on an overall basis the main place of purchase is fromKirana Stores and Super Markets.Table- 1 PLACE OF PURCHASEFrequency Percent Valid PercentCumulativePercentValid General Store (Kirana) 39 35.5 35.8 35.8Speciality Store 24 21.8 22.0 57.8Medical Store 15 13.6 13.8 71.6Super Market 27 24.5 24.8 96.3Other 4 3.6 3.7 100.0Total 109 99.1 100.0Missing System 1 .9Total 110 100.0 Hair oil users purchase hair oil of various types as indicated in Table – 2,on an overall basis the main types of hair oil purchased are Coconut Oiland Almond Oil, accounting for almost 60%.Table- 2 TYPE OF HAIR OIL PURCHASEDFrequency Percent Valid PercentCumulativePercentValid Coconut Oil 42 38.2 38.2 38.2Almond Oil 23 20.9 20.9 59.1Amla Oil 17 15.5 15.5 74.5Herbal Oil 15 13.6 13.6 88.2Cool Oil 2 1.8 1.8 90.0Other 11 10.0 10.0 100.0Total 110 100.0 100.0
  8. 8. 6 | P a g e Hair oil users purchase hair oil of various brands as indicated in Table –3, on an overall basis the main brands of hair oil purchased areParachute and Dabur, accounting for almost 50%.Table – 3 BRAND PURCHASEDFrequency Percent Valid PercentCumulativePercentValid Parachute 33 30.0 30.0 30.0Keo Karpin 5 4.5 4.5 34.5Dabur 21 19.1 19.1 53.6Clinic All Clear 8 7.3 7.3 60.9Himalaya 11 10.0 10.0 70.9Bajaj 15 13.6 13.6 84.5Emami 2 1.8 1.8 86.4Other 15 13.6 13.6 100.0Total 110 100.0 100.0 From the given Table - 4 we can find out how loyal the consumers aretowards the brands. Almost 50% of the sample is found to be brandloyal and the rest the other way.Table – 4 SWITCHING TO OTHER BRANDFrequency Percent Valid PercentCumulativePercentValid Yes 57 51.8 52.3 52.3No 52 47.3 47.7 100.0Total 109 99.1 100.0Missing System 1 .9Total 110 100.0 Our sample includes almost an equal distribution over genders as wecan see from give Table -5 which depicts that the sample consists of60% of female.Table – 5 GENDERFrequency Percent Valid PercentCumulativePercentValid Male 44 40.0 40.4 40.4
  9. 9. 7 | P a g eFemale 65 59.1 59.6 100.0Total 109 99.1 100.0Missing System 1 .9Total 110 100.0 The age group is though not well distributed as we can see from thegiven Table – 6 however the majority of the sample comes from theage group of 19-23, which counts for almost 65% of the total sample.Table – 6 AGEFrequency Percent Valid PercentCumulativePercentValid 14-18 14 12.7 12.8 12.819-23 69 62.7 63.3 76.124-28 22 20.0 20.2 96.329-33 4 3.6 3.7 100.0Total 109 99.1 100.0Missing System 1 .9Total 110 100.0 From the given Table – 7 we can find out about the satisfaction level ofcustomers. Almost 85% of the users are found to be satisfied with theirbrands.Table – 7 SATISFIEDFrequency Percent Valid PercentCumulativePercentValid Highly Satisfied 38 34.5 34.9 34.9Satisfied 54 49.1 49.5 84.4Neutral 14 12.7 12.8 97.2Dissatisfied 3 2.7 2.8 100.0Total 109 99.1 100.0Missing System 1 .9Total 110 100.0From the above frequency analysis 60% of the respondents are found tobe purchasing hair oil from Kirana Stores and Super Markets. Whichmeans the main target for the retailing should be Kirana Stores. Coming
  10. 10. 8 | P a g eto the type of hair oil, it was observed that almost 60% of therespondents purchase either Coconut oil or Almond oil. So again if wesee from the point of view of retailers the top shelves should beoccupied by few of the major brands in the coconut and almond hair oiltype. While doing the frequency for the brands purchased Parachuteand Dabur emerges out to be the dominant purchased brand among therespondents. Almost 50% of the respondents are purchasing eitherParachute or Dabur. Among the hair oil consumers half of them haveshown loyalty towards the brand they are using whereas the other halfwould not mind shifting to another brand in case of non-availability oftheir preferred brand. The study was undertaken for a sample thatconsisted of 40% of Males and the rest Females. The dominant agegroup among the respondents is ranging from 19 to 23 yrs accountingfor almost 65% of the total sample of 110 respondents. Lastly whilechecking the satisfaction level of the consumers almost all (85%) werefound to be satisfied with the brand they use. Cross Tabulation: The cross tabulation is done for various parameters like frequency ofconsumption & gender (Table -8). From the given result of Table – 8we can see that the majority of the Males i.e. almost 37% of the totalMale respondents were found to be using Hair Oil on a daily basisand the very next majority is Few times a week which includes almosta 25% of the total Male respondents. And there are very few maleswho use it once a week or less than that. However when we see thefigures in the column of Female most of them are using Hair Oileither weekly once (Consisting 33% of the total female respondents)or once in 15 days and few times a week (Consisting 25% each). Another cross tabulation was done for the Brand Purchased and thetenure of usage (Table – 9) of the same brand. From the derivedresult we can infer that most of the Parachute users (Consisting 41%of the Parachute users) are using the brand “Parachute” since morethan 5 Yrs. However as we go to other brands we could hardly findany other brand except “Bajaj” which is been used by the users sincemore than 5 Yrs. For the Bajaj the only hair oil is “Baja Almond Hair
  11. 11. 9 | P a g eOil” and almost 1/3rdof the Bajaj users are using this brand sincemore than 5 Yrs. Most of the other brand users, who is using brandssuch as Dabur, Clinic All Clear and Himalaya are found to be using itsince less than 2 yrs. Almost 75% of the users, using Clinic All Clear,45% of the Himalaya users and 43% of the hair oil users using Daburwere observed to be using their respective brands since less than 2Yrs. We have also run a three variable cross tabulation for the followingvariables: Type of Hair Oil Purchased, Place of Purchase and Gender(Table - 10). It was found that the female’s results were notstatistically significant, however the male’s data was significantenough and was observed that Most of the male users (almost 60%),purchasing coconut oil prefer to purchase it from a General (Kirana)Store. And further as we move on to other types of hair oils all werefound to be purchased mostly from the General (Kirana) Stores.Table – 8 FREQUENCY OF CONSUMPTION * GENDER CrosstabulationGENDERTotalMale FemaleFREQUENCY OFCONSUMPTIONDaily Count 16 2 18% within FREQUENCY OFCONSUMPTION88.9% 11.1% 100.0%% within GENDER 36.4% 3.1% 16.5%% of Total 14.7% 1.8% 16.5%Few Times a Week Count 11 16 27% within FREQUENCY OFCONSUMPTION40.7% 59.3% 100.0%% within GENDER 25.0% 24.6% 24.8%% of Total 10.1% 14.7% 24.8%Weekly Once Count 5 21 26% within FREQUENCY OFCONSUMPTION19.2% 80.8% 100.0%% within GENDER 11.4% 32.3% 23.9%% of Total 4.6% 19.3% 23.9%Once in 15 Days Count 3 16 19
  12. 12. 10 | P a g e% within FREQUENCY OFCONSUMPTION15.8% 84.2% 100.0%% within GENDER 6.8% 24.6% 17.4%% of Total 2.8% 14.7% 17.4%Once a Month Count 4 5 9% within FREQUENCY OFCONSUMPTION44.4% 55.6% 100.0%% within GENDER 9.1% 7.7% 8.3%% of Total 3.7% 4.6% 8.3%Occasionally Count 5 5 10% within FREQUENCY OFCONSUMPTION50.0% 50.0% 100.0%% within GENDER 11.4% 7.7% 9.2%% of Total 4.6% 4.6% 9.2%Total Count 44 65 109% within FREQUENCY OFCONSUMPTION40.4% 59.6% 100.0%% within GENDER 100.0% 100.0% 100.0%% of Total 40.4% 59.6% 100.0%Table -9 BRAND PURCHASED * TENURE OF USAGE OF SAME BRAND CrosstabulationTENURE OF USAGE OF SAME BRANDTotalLess than1 Yr1 Yr - 2Yrs2 Yrs -3 Yrs3 Yrs - 4Yrs4 Yrs - 5YrsMore than5 YrsBRANDPURCHASEDParachute Count 2 8 5 3 1 13 32% within BRANDPURCHASED6.3% 25.0% 15.6% 9.4% 3.1% 40.6% 100.0%% within TENURE OFUSAGE OF SAME BRAND13.3% 22.9% 29.4% 27.3% 14.3% 56.5% 29.6%% of Total 1.9% 7.4% 4.6% 2.8% .9% 12.0% 29.6%Keo Karpin Count 0 0 1 3 0 0 4% within BRANDPURCHASED.0% .0% 25.0% 75.0% .0% .0% 100.0%% within TENURE OFUSAGE OF SAME BRAND.0% .0% 5.9% 27.3% .0% .0% 3.7%% of Total .0% .0% .9% 2.8% .0% .0% 3.7%Dabur Count 3 9 6 1 1 1 21% within BRANDPURCHASED14.3% 42.9% 28.6% 4.8% 4.8% 4.8% 100.0%% within TENURE OFUSAGE OF SAME BRAND20.0% 25.7% 35.3% 9.1% 14.3% 4.3% 19.4%
  13. 13. 11 | P a g e% of Total 2.8% 8.3% 5.6% .9% .9% .9% 19.4%Clinic AllClearCount 3 3 1 0 0 1 8% within BRANDPURCHASED37.5% 37.5% 12.5% .0% .0% 12.5% 100.0%% within TENURE OFUSAGE OF SAME BRAND20.0% 8.6% 5.9% .0% .0% 4.3% 7.4%% of Total 2.8% 2.8% .9% .0% .0% .9% 7.4%Himalaya Count 3 5 1 1 1 0 11% within BRANDPURCHASED27.3% 45.5% 9.1% 9.1% 9.1% .0% 100.0%% within TENURE OFUSAGE OF SAME BRAND20.0% 14.3% 5.9% 9.1% 14.3% .0% 10.2%% of Total 2.8% 4.6% .9% .9% .9% .0% 10.2%Bajaj Count 1 4 2 2 1 5 15% within BRANDPURCHASED6.7% 26.7% 13.3% 13.3% 6.7% 33.3% 100.0%% within TENURE OFUSAGE OF SAME BRAND6.7% 11.4% 11.8% 18.2% 14.3% 21.7% 13.9%% of Total .9% 3.7% 1.9% 1.9% .9% 4.6% 13.9%Emami Count 0 1 1 0 0 0 2% within BRANDPURCHASED.0% 50.0% 50.0% .0% .0% .0% 100.0%% within TENURE OFUSAGE OF SAME BRAND.0% 2.9% 5.9% .0% .0% .0% 1.9%% of Total .0% .9% .9% .0% .0% .0% 1.9%Other Count 3 5 0 1 3 3 15% within BRANDPURCHASED20.0% 33.3% .0% 6.7% 20.0% 20.0% 100.0%% within TENURE OFUSAGE OF SAME BRAND20.0% 14.3% .0% 9.1% 42.9% 13.0% 13.9%% of Total 2.8% 4.6% .0% .9% 2.8% 2.8% 13.9%Total Count 15 35 17 11 7 23 108% within BRANDPURCHASED13.9% 32.4% 15.7% 10.2% 6.5% 21.3% 100.0%% within TENURE OFUSAGE OF SAME BRAND100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%% of Total 13.9% 32.4% 15.7% 10.2% 6.5% 21.3% 100.0%
  14. 14. 12 | P a g eTable – 10 TYPE OF HAIR OIL PURCHASED * PLACE OF PURCHASE * GENDER CrosstabulationGENDERPLACE OF PURCHASETotalGeneralStore(Kirana)SpecialityStoreMedicalStoreSuperMarket OtherMale TYPE OFHAIR OILPURCHASEDCoconutOilCount 10 2 2 3 0 17% withinTYPE OFHAIR OILPURCHASED58.8% 11.8% 11.8% 17.6% .0% 100.0%% withinPLACE OFPURCHASE43.5% 28.6% 50.0% 50.0% .0% 39.5%% of Total 23.3% 4.7% 4.7% 7.0% .0% 39.5%AlmondOilCount 7 3 0 1 0 11% withinTYPE OFHAIR OILPURCHASED63.6% 27.3% .0% 9.1% .0% 100.0%% withinPLACE OFPURCHASE30.4% 42.9% .0% 16.7% .0% 25.6%% of Total 16.3% 7.0% .0% 2.3% .0% 25.6%AmlaOilCount 3 0 0 1 0 4% withinTYPE OFHAIR OILPURCHASED75.0% .0% .0% 25.0% .0% 100.0%% withinPLACE OFPURCHASE13.0% .0% .0% 16.7% .0% 9.3%% of Total 7.0% .0% .0% 2.3% .0% 9.3%HerbalOilCount 3 2 1 1 0 7% withinTYPE OFHAIR OILPURCHASED42.9% 28.6% 14.3% 14.3% .0% 100.0%
  15. 15. 13 | P a g e% withinPLACE OFPURCHASE13.0% 28.6% 25.0% 16.7% .0% 16.3%% of Total 7.0% 4.7% 2.3% 2.3% .0% 16.3%Other Count 0 0 1 0 3 4% withinTYPE OFHAIR OILPURCHASED.0% .0% 25.0% .0% 75.0% 100.0%% withinPLACE OFPURCHASE.0% .0% 25.0% .0% 100.0% 9.3%% of Total .0% .0% 2.3% .0% 7.0% 9.3%Total Count 23 7 4 6 3 43% withinTYPE OFHAIR OILPURCHASED53.5% 16.3% 9.3% 14.0% 7.0% 100.0%% withinPLACE OFPURCHASE100.0% 100.0% 100.0% 100.0% 100.0% 100.0%% of Total 53.5% 16.3% 9.3% 14.0% 7.0% 100.0%Female TYPE OFHAIR OILPURCHASEDCoconutOilCount 8 5 4 7 1 25% withinTYPE OFHAIR OILPURCHASED32.0% 20.0% 16.0% 28.0% 4.0% 100.0%% withinPLACE OFPURCHASE50.0% 29.4% 36.4% 35.0% 100.0% 38.5%% of Total 12.3% 7.7% 6.2% 10.8% 1.5% 38.5%AlmondOilCount 5 5 0 2 0 12% withinTYPE OFHAIR OILPURCHASED41.7% 41.7% .0% 16.7% .0% 100.0%% withinPLACE OFPURCHASE31.3% 29.4% .0% 10.0% .0% 18.5%% of Total 7.7% 7.7% .0% 3.1% .0% 18.5%AmlaOilCount 2 3 3 4 0 12% withinTYPE OFHAIR OILPURCHASED16.7% 25.0% 25.0% 33.3% .0% 100.0%% withinPLACE OFPURCHASE12.5% 17.6% 27.3% 20.0% .0% 18.5%% of Total 3.1% 4.6% 4.6% 6.2% .0% 18.5%HerbalOilCount 0 3 2 3 0 8% withinTYPE OFHAIR OILPURCHASED.0% 37.5% 25.0% 37.5% .0% 100.0%
  16. 16. 14 | P a g e% withinPLACE OFPURCHASE.0% 17.6% 18.2% 15.0% .0% 12.3%% of Total .0% 4.6% 3.1% 4.6% .0% 12.3%Cool Oil Count 0 0 1 0 0 1% withinTYPE OFHAIR OILPURCHASED.0% .0% 100.0% .0% .0% 100.0%% withinPLACE OFPURCHASE.0% .0% 9.1% .0% .0% 1.5%% of Total .0% .0% 1.5% .0% .0% 1.5%Other Count 1 1 1 4 0 7% withinTYPE OFHAIR OILPURCHASED14.3% 14.3% 14.3% 57.1% .0% 100.0%% withinPLACE OFPURCHASE6.3% 5.9% 9.1% 20.0% .0% 10.8%% of Total 1.5% 1.5% 1.5% 6.2% .0% 10.8%Total Count 16 17 11 20 1 65% withinTYPE OFHAIR OILPURCHASED24.6% 26.2% 16.9% 30.8% 1.5% 100.0%% withinPLACE OFPURCHASE100.0% 100.0% 100.0% 100.0% 100.0% 100.0%% of Total 24.6% 26.2% 16.9% 30.8% 1.5% 100.0%Total TYPE OFHAIR OILPURCHASEDCoconutOilCount 18 7 6 10 1 42% withinTYPE OFHAIR OILPURCHASED42.9% 16.7% 14.3% 23.8% 2.4% 100.0%% withinPLACE OFPURCHASE46.2% 29.2% 40.0% 38.5% 25.0% 38.9%% of Total 16.7% 6.5% 5.6% 9.3% .9% 38.9%AlmondOilCount 12 8 0 3 0 23% withinTYPE OFHAIR OILPURCHASED52.2% 34.8% .0% 13.0% .0% 100.0%% withinPLACE OFPURCHASE30.8% 33.3% .0% 11.5% .0% 21.3%% of Total 11.1% 7.4% .0% 2.8% .0% 21.3%AmlaOilCount 5 3 3 5 0 16% withinTYPE OFHAIR OIL31.3% 18.8% 18.8% 31.3% .0% 100.0%
  17. 17. 15 | P a g ePURCHASED% withinPLACE OFPURCHASE12.8% 12.5% 20.0% 19.2% .0% 14.8%% of Total 4.6% 2.8% 2.8% 4.6% .0% 14.8%HerbalOilCount 3 5 3 4 0 15% withinTYPE OFHAIR OILPURCHASED20.0% 33.3% 20.0% 26.7% .0% 100.0%% withinPLACE OFPURCHASE7.7% 20.8% 20.0% 15.4% .0% 13.9%% of Total 2.8% 4.6% 2.8% 3.7% .0% 13.9%Cool Oil Count 0 0 1 0 0 1% withinTYPE OFHAIR OILPURCHASED.0% .0% 100.0% .0% .0% 100.0%% withinPLACE OFPURCHASE.0% .0% 6.7% .0% .0% .9%% of Total .0% .0% .9% .0% .0% .9%Other Count 1 1 2 4 3 11% withinTYPE OFHAIR OILPURCHASED9.1% 9.1% 18.2% 36.4% 27.3% 100.0%% withinPLACE OFPURCHASE2.6% 4.2% 13.3% 15.4% 75.0% 10.2%% of Total .9% .9% 1.9% 3.7% 2.8% 10.2%Total Count 39 24 15 26 4 108% withinTYPE OFHAIR OILPURCHASED36.1% 22.2% 13.9% 24.1% 3.7% 100.0%% withinPLACE OFPURCHASE100.0% 100.0% 100.0% 100.0% 100.0% 100.0%% of Total 36.1% 22.2% 13.9% 24.1% 3.7% 100.0%BRAND PURCHASED * PLACE OF PURCHASE CrosstabulationCountPLACE OF PURCHASETotalGeneralStore(Kirana)SpecialityStoreMedicalStoreSuperMarket OtherBRAND PURCHASED Parachute 14 6 3 8 2 33Keo Karpin 0 3 1 1 0 5
  18. 18. 16 | P a g eDabur 5 6 4 5 1 21Clinic All Clear 3 2 2 0 0 7Himalaya 6 3 2 0 0 11Bajaj 8 1 2 4 0 15Emami 0 0 0 2 0 2Other 3 3 1 7 1 15Total 39 24 15 27 4 109 Cross tabulation between brand purchased & place of purchaseindicates the dominance of Parachute at Kirana stores & supermarket whereas Bajaj is almost equally distributed between all placesof purchase. People who buy other brands are primarily going tosupermarkets to purchase their brands. Factor Analysis:Table -11 Rotated Component MatrixaComponent1 2 3PURITY .775 -.111SATISFIED .738 .302 -.195QUALITY .715 -.242 -.160COMPROMISE ON QUALITY .592NEVER CHANGE MY BRAND .585 .435 .269NATURAL INGREDIENTS .555 -.128 .233TRUST ON BRAND .428 -.270 .104FAMILY USES -.112 .767LIKE THE ADVERTISEMENT .641 .568REASONABLE (PRICE) .584PLANNED PURCHASE -.104 .216 .812GOODWILL OF COMPANY .204 -.208 .764Extraction Method: Principal Component Analysis.Rotation Method: Varimax with Kaiser Normalization.a. Rotation converged in 5 iterations. From the above result (Table – 11) we can see that we have derived3 distinct factors from the 12 likert scale attitude based questions.The first factor can be named as “Satisfaction Level” as we can seethat almost 7 of the variables are clubbed together under this factorand Purity & Satisfaction being the dominant out of those 7. The next
  19. 19. 17 | P a g efactor which comprises of 3 variables can be named as “SocialImpact”. For the 3rdfactor which consists of Planned Purchase andGoodwill can be named as “Brand Impact”. The scree plot for thesame is given below (Figure - 1).Figure - 1 Cluster Analysis: After performing a cluster analysis for all the Likert Scale basedquestion we have obtained 8 distinct cluster and out of which the 3rdand the 8thcluster is proved to be the majority, having almost 20% ofthe respondents clubbed together under each cluster. From thegiven cluster report (Table – 12) we can make a judgment as to how
  20. 20. 18 | P a g eshould the category emphasize on the segmentation of the hair oilmarket. For e.g.: Most of the respondents are found to be agreeingto the fact that they use a particular brand because of its productattribute such as purity, natural ingredients etc. and not because ofthe commercial or any other factor. The dendogram of the analysis isalso attached in the following pages (Figure – 2).Table - 12Cluster1Cluster2Cluster3Cluster4Cluster5Cluster6Cluster7Cluster8I use the brandbecause my familymembers prefer itSA SD SA SA A SA SA AI use the brandbecause I like theadvertisementD D SD N A A SA AI use the brandbecause it isreasonableA D N A SA SA SA AI use the brandbecause of its naturalingredientsSA A N A SA N A AI use the brandbecause of its quality SA SA A D A N N AI use the brandbecause of its purity SA SA A D A N A NI use the brandbecause of the goodwillof the companyD N N A A N N AI can trust on the brandI use SA SA D N A A A AI make a plan beforebuying a hair oil SD D SD A A A SA NI do not compromisefor the quality even if ISA SA A N A SA A SA
  21. 21. 19 | P a g ehave to pay a higherpriceI am satisfied with thebrand I use HS HS S S S HS S SI will never change mybrandN S N N N HS N SNo. of respondents 13 15 19 14 16 8 6 19SA – STRONGLY AGREE; A – AGREE; N – NEUTRAL; D – DISAGREE; SD – STRONGLY DISAGREE; HS – HIGHLY SATISFIED; S - SATISFIEDFigure - 2
  22. 22. 20 | P a g e
  23. 23. 21 | P a g e Implication:Consumer preference for hair oil in India is very clear from the aboveresearch and one single brand that came out to be very much dominant inall the cases is “Parachute”. And the place of purchase is also dominantlyruled by the General (Kirana) Stores majorly. And the requirement or ratherconsumption of hair oil is being done more by male as compared to femaleas we can see males use hair oil on a regular basis whereas females use itvery rarely may be once in a week or in 15 days. So hair oil market shouldfocus more on the market that uses the product the most. Future Research:This research has tried to explain the consumer preference for hair oilhowever it would also be interesting to see the impact of various types ofsubstitutes on the hair oil market and understanding the change in themarket.

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