The document describes a quantitative study conducted to determine the most preferred hair shampoo brand among different age groups. A survey was administered using non-probabilistic convenience sampling of 43 respondents. The study found that Head & Shoulders was the most preferred brand overall. A chi-square test showed a significant relationship between shampoo brand and age of respondents. Additional statistical tests like t-tests and ANOVA were used to analyze relationships between variables like gender, effectiveness, smell, and other attributes. Correlation analysis found no significant relationship between gender and effectiveness rating of the shampoo.
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Quantitative Research to find most preferred hair shampoo among various age group
1. Submitted to Dr. Nitin Wani
By : Falguni Singh
Class : MMS – II (Marketing)
Roll No : 45
A QUANTITATIVE STUDY TO FIND OUT
MOST PREFERRED HAIR SHAMPOO
BRAND AMONG VARIOUS AGE GROUPS.
2. This research aims to get a clear picture of
competition between various shampoo
brands.
Research aims to find out which shampoo is
widely preferred, for which hair problem and
by which age group of customer.
Introduction
3. Research design used for this research is
descriptive .
In descriptive, single cross sectional design
is used as data would be collected from
sample only once.
Research Method
4. Data used for this research is primary data
type.
Collection method is telephone interview and
online survey.
Sampling technique used is non probabilistic
convenience sampling . (Sample = 43)
Sample and Data Collection
5. Questionnaire
Q1. Gender Nominal
Q2. Age Nominal
Q3. Which shampoo you use ? Nominal
Q4. For how long you have been using it? Nominal
Q5. Why you prefer this shampoo? Nominal
Q6. State the hair problem you are facing ? Nominal
Q7. Rate effectiveness of your shampoo. Interval
Q8. Rate smell of your shampoo. Interval
Q9. Rate the freshness gained by your shampoo. Interval
Q10. Rate the cleaning power of your shampoo. Interval
Q11. Rate the price of your shampoo. Interval
Q12. How many times you wash you wash your hair in a week? Nominal
6. Analysis (Descriptive)
Statistics
Gender of respondent
N
Valid 43
Missing 7
Mode 2.00
Skewness -.342
Std. Error of Skewness .361
Gender of respondent
Frequency Percent Valid Percent Cumulative
Percent
Valid
Male 18 36.0 41.9 41.9
Female 25 50.0 58.1 100.0
Total 43 86.0 100.0
Missing System 7 14.0
Total 50 100.0
9. Analysis (Descriptive)
Shampoo respondent is using * Age of respondent Cross tabulation
Count
Age of respondent
Totalbetween
15 to 20
year old
between
21 to 25
year old
between
26 to 30
year old
more
than 30
years old
Shampoo
respondent is using
Head & Shoulders 4 4 1 1 10
Pantene 0 0 1 0 1
Sunsilk 1 2 2 2 7
All clear 0 1 0 0 1
Loreal 2 4 0 0 6
tressemme 3 3 1 0 7
Garnier Fructis 1 0 0 0 1
Dove 1 2 0 1 4
Clinic Plus 0 3 1 0 4
Others 2 0 0 0 2
Total 14 19 6 4 43
11. Analysis (Inferential)
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 26.509a 27 .491
Likelihood Ratio 27.779 27 .422
Linear-by-Linear Association 1.145 1 .285
N of Valid Cases 43
a. 40 cells (100.0%) have expected count less than 5. The minimum expected
count is .09.
13. Analysis (Inferential)
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 17.887a 9 .037
Likelihood Ratio 21.859 9 .009
Linear-by-Linear Association .986 1 .321
N of Valid Cases 43
a. 19 cells (95.0%) have expected count less than 5. The minimum expected
count is .42.
14. Analysis (Inferential)
T test to see if mean of above stated shampoo is very effective exceeds 2
One-Sample Statistics
N Mean Std. Deviation Std. Error
Mean
The above stated shampoo
is very effective. 43 3.0233 .51123 .07796
One-Sample Test
Test Value = 2
t df Sig. (2-
tailed)
Mean
Difference
95% Confidence
Interval of the
Difference
Lower Upper
The above stated
shampoo is very
effective.
13.125 42 .000 1.02326 .8659 1.1806
15. Analysis (Inferential)
Independent sample t test for independent variable aka grouping variable (gender:
male and female) and dependent variable aka testing variable (the above stated
shampoo is effective).
Group Statistics
Gender of
respondent N Mean Std.
Deviation
Std. Error
Mean
The above stated
shampoo is very
effective.
Male 18 3.0556 .53930 .12712
Female 25 3.0000 .50000 .10000
16. Analysis (Inferential)
Independent Samples Test
Levene's Test
for Equality of
Variances
t-test for Equality of Means
F Sig. t Df Sig. (2-
tailed)
Mean
Diffe
rence
Std.
Error
Differ
ence
95%
Confidence
Interval of the
Difference
Lower Upper
The above
stated
shampoo is
very
effective.
Equal
variances
assumed
.311 .580 .348 41 .730 .0555
6
.1597
1 -.2669 .37810
Equal
variances
not
assumed
.343 35.0
45 .733 .0555
6
.1617
4 -.2727 .38388
17. Analysis (Inferential)
ANOVA is used when more than 2 means are to be compared. One way ANOVA,
independent variable aka factors (gender: female and male), and dependent list
(the above stated shampoo is very effective; shampoo leaves good smell.
ANOVA
Sum of
Squares df Mean
Square F Sig.
The above stated
shampoo is very
effective.
Between
Groups .032 1 .032 .121 .730
Within
Groups 10.944 41 .267
Total 10.977 42
gives good smell to
hair
Between
Groups .592 1 .592 2.295 .137
Within
Groups 10.571 41 .258
Total 11.163 42
18. Analysis (Inferential)
Correlations
Control Variables Gender of
respondent
The above
stated
shampoo is
very
effective.
Age of respondent &
Shampoo respondent
is using & Duration
of usage & Reason
why you are using
above stated shampoo
& Hair problem
respondent is
suffering from &
gives good smell to
hair & Brings
freshness to hair &
Cleans my hair &
Product's price is
reasonable
Gender of respondent
Correlation 1.000 .098
Significance (2-
tailed) . .580
df 0 32
The above stated
shampoo is very
effective.
Correlation .098 1.000
Significance (2-
tailed) .580 .
df 32 0
