Objectives To determine the average level of Customer preference towards Sunsilk Shampoo To identify the most significant variable affect for the level of preference. To recognize the potential benefits that customers expect from Sunsilk Shampoo.
Scope It covers almost all categories of Sunsilk shampoo. The whole appraisal of Sunsilk shampoo has been done from the angle of customer preference. Any substitute of shampoos like washing soaps or natural products has not been considered. The geographical area selected is Dwarka locality. Data is collected through a questionnaire. The Sample size is 50.
Research Methodology Primary data : The data that is collected for the first time is known as primary data. The main tool used was the questionnaire. Secondary Data: Secondary data refers to the data that has been already collected and need not to be collected from outside sources. Books, Magazines, Newspaper Web sites are all secondary sources.
Hindustan Unilever Limited (HUL) HUL is Indias largest Fast Moving Consumer Goods Company HUL was formed in 1933 as Lever Brothers India Limited and came into being in 1956 as Hindustan Lever Limited through a merger of Lever Brothers With over 35 brands spanning 20 distinct categories such as soaps, detergents, shampoos, skin care, toothpastes, deodorants, cosmetics, tea, coffee,ice cream, and water purifiers, the Company is a part of the everyday life of millions of consumers across India.
Sunsilk Launched in 1964Sunsilk is the largest beauty shampoo brand in the country. Positioned as the ‘Hair Expert’.The Benefits are more compelling and relevant.The accent is on “It knows you, and hence knows exactly what your hair needs”
HAVE YOU TRIED SUNSILK? 83% of the respondents have used the Sunsilk 17% Tried Shampoo. 83% Not tried Whereas 17% of the respondents have not used the Sunsilk Shampoo.
How you come to know aboutSunsilk 22% Advertisement 54% Friends16% Promotion Campaign 8% Self Experience
Expectation by Sunsilk Shampoo 26.50% Smoothening of hair 37.50% To prevent hair fall 17.10% Black shiny hair 18.70% To construct damaged hair
Reasons that influences you toprefer for Sunsilk 48% 24% 88% Price 74% Fragrance 86% Package Need satisfaction 88% Colour 70% Ingredients 92% Past experience Promotion
Price level of Sunsilk 6% 44% High Price Value for money 50% Affordable price
Is Sunsilk Shampoo easily availablein retail outlets? 4% Yes No 96%
Conclusion There is a higher level of customer preference in terms of Sunsilk Shampoo Customers gather information through their friends and neighbors rather than advertising or promotion campaign. So promotion mix should be changed in to direct marketing. The customers prefer Sunsilk shampoo as it satisfies their expected need Secondly customers care on price. The company should introduce a new product mix for cleanness and remove dandruff.
Conclusion The most significant variable that affect for the level of preference is need satisfaction. There is a considerable negative attitude towards the package .So the management should consider on providing a convenient package. Innovation, implementation, cost reduction to offer best competitive price and execution should be the strategy for continuation to be the market leader.
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