CONSUMER BEHAVIOURThe Management of PROCTER & GAMBLE once stated : ” Our business isbased on understanding the consumer and providing the kind of products that theconsumer wants. We place enormous emphasis on our product development areaand our marketing area, and on our people knowing the consumer.” The humanmind is the most complex entity in the whole universe as it is veryunpredictable how a person would behave in or react in a particular situation.A person’s 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 tosatisfy the need is called a CONSUMER. The consumer would go different waysto satisfy it’s needs depending on his social, cultural, family, economic andeducational background. Consumer is the principle a priori of business. Theefficiency with which a free market system of enterprise operates, depends uponthe extent of consumer understanding possessed by the business community. Abusiness community that is ignorant of consumer preferences cannot possiblyfulfill it’s obligations in a meaningful and responsive manner.So here comes the need to study CONSUMER BEHAVIOUR. ConsumerBehavior is broadly defined as “the behavior the consumer displays in searchingfor, purchasing, using and evaluating products, services, and ideas which theyexpect will satisfy their needs.” Consumer Behavior is not only the study ofwhat people consume, but is also the study of who the consumers are, whythey consume, how often they consume, and under what conditions theyconsume.CONSUMER BEHAVIOUR refers to the buying behavior of ultimate consumers,those persons who purchase products for personal or household use, not forbusiness purpose.
There are Psychological Theories that help us to understand and predict theeffect of all external and internal factors on a consumer. External factors includeCulture, Society, Reference group and family etc. Internal factors comprise in aconsumer mind and how consumers learning, memory, attitude, personality, lifestyleand motivation levels effect consumer behavior. What would initiate a buyingprocess and how a buying decision would end is all covered under the study ofconsumer behavior. This all further helps relate product / service, price andpromotion etc. with consumer behaviour. Thus organisation can place marketingmix so as to propogate their product/services.The present study on SHAMPOO is also trying to find Consumer Perceptionabout different features of Shampoos and how Price, Environment, Packaging,Quantity, Easy Availability and Variety are affecting the sale of Shampoo’s.PSYCHOGRAPHICIn psychographic segmentation buyers are divided into different groups on thebasis of lifestyle and or personality. People within the same demographic groupcan exhibit very different psychographic profiles. These psychographic bases areoften difficult to measure, but they offer potential rewards in terms of providingmanagement with a more relevant basis for differentiating between segments ofa market.LIFESTYLEPeople exhibit many more lifestyles than are suggested by the seven socialclasses. People’s product interests are influenced by their lifestyles. In fact thegoods they consume express their lifestyles. Marketers are increasinglysegmenting their markets by consumer lifestyles. Companies making cosmetics,alcoholic beverages, and furniture are always seeking opportunities in lifestylesegmentation.
PERSONALITYPersonality affects the consumption of many goods, particularly those consumedpublicly. An aggressive personality for example, may be reflected in the choice ofostentatious clothing, furniture, and automobiles. Preferences are frequently sodifferent that it is impossible to serve all personality types with the same productor brand. A recognition of important personality types can help management“position” it’s towards a profitable segment or segments.Marketers have used personality variables to segment markets. They endow theirproducts with brand personalities that correspond to consumer personalities. ISSUES IN SHAMPOO ADVERTISINGThe ideas, associations and images that people have of a shampoo branddetermine the demand side of the brand equity equation. There are two ways inwhich advertising is likely to influence perceived product performance. First, byguiding the expectations about the shampoo experience - process called productenhancement and second, by creating a halo of superiority around the brand viaa mechanic termed “ Interest – Status”. There are two key advertising relatedfactors. First, the advertisement needs to be remembered. This is importantbecause its main influence is at the point of trial. Second, the message shouldrelate in some way to the experience of ‘using’ the product - for instance, doesit 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. Butthe advertiser should always bear in mind that the benefits proclaimed are inline with what the product can actually deliver.Brands can have perceived advantages which are unrelated to the physical orsensual aspects of the product delivery and relate more with the emotional
appeal of the brand and the sense of belonging which comes from being abuyer of the brand. In many respects this is an extension of the brand presence,except that the presence is converted into a relevant advantage only if it fitswith the consumer’s emotional needs i.e. making a brand worthy of its price tag.Is advertising in Shampoo market ethical ? In a profession where the task ofadvertisers is to suspend the consumer’s disbelief, there cannot be a possiblystraight answer. “ Use of Shampoo does not impair or damage hair”, “ Soapsmake your dry, lifeless and lusterless”, are the statements we hear in shampooadvertisements. Research has proved that the consumer is quite willing tosuspend his disbelief and appreciate the hyperbole for what it is worth. Theconsumer perfectly understands that this is a mere exaggeration to make a point.However, this issue becomes murkier when there is an obvious attempt tomislead the consumer into believing that the product delivers a benefit that isactually not. This, by any sensible definition, is definitely unethical. Butexaggeration is an aspect of advertising. When does it become misleading ? IsSunsilk or Organics which use filmstars or very well known high strata celebritieswho probably never touch an Indian Shampoo, ethical ?To my mind, is there anything unethical about these advertisements. The role ofadvertising is to extol the real or perceived virtues of a product. And just likethere is a poetic license, there is a certain advertising license that the consumeris willing to grant within limits.There is a distinct segment of population who actively seek to avoid advertising.These people view as few as half the commercials seen by non - evaders. Theyexpect ad - breaks to contain boring and irrelevant material and have thusdeveloped strategies of avoidance.
Inconveniently for advertisers, evaders are not contained within any onedemographic segment but are likely to be the smartest people within their groupand crucially, tend to be the people with the lowest price sensitivity, those whoshould be most susceptible to brand messages.The research offers a worrying glimpse of the future. People are more likely tobe evaders if they have satellite or cable. But all is not lost. Evaders do notrespond to distinctive, relevant and original advertising that catches them at theright time. Lord Leverhulme’s statement that only half the money he spent onadvertising was wasted, is beginning to look blithely optimistic.The real issue is creativity. What type of advertisements prevent evaders fromavoiding. There is a strong correlation between likeability and awareness. Morelikeable ads are more effective at generating awareness. Ads should beenjoyable, to help brands build bonds with consumers. Individual advertisers andagencies must identify and understand the motivation of ad evaders and tailortheir creative and media solutions accordingly.Planners must attempt to get psychological insights into the consumer that goesbeyond number - crunching. There are qualitative differences in how people useand relate to media and these have enormous implications on media strategies.There is a hypothesis that the recall of brands would be higher if they wereadvertised on programmes that enjoyed higher level of viewers.
SCENARIO OF THE INDIAN SHAMPOO MARKET“X” shampoo has keratin treatment, “Y” shampoo has total nourishment while“Z” shampoo rebuilds your damaged hair and control dandruff. Aggressivemarketing and media blitz has made it a frothy year for shampoo marketers. Inone of the most remarkable demonstrations of acceleration, the shampoomarket, after creeping up at an average rate of 6 % per annum between 1992and 1994 and, climbing to 9.55 % in 1995, suddenly raced up to 18.77 % in1996. 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 principalplayers in the shampoo market. A flurry of new launches which saw theintroduction of 32 new brands, five brand extensions, 100 new variants, and 122new pack - sizes, adding up to an unparalleled excitement in what was till then a- one - kind - fits - all product category. So long as it was a generic, generalized -benefits product whose primary value, was that it cleaned hair, no shampoobrand had the loyal following. With a broad swath of appeal, brand USPs werenot sufficiently differentiated from one another for any of them to crave out acommitted niche.Also, the limited repertoire of benefits acted as a deterrent to frequent usageand hence growth. The shampoo - marketers fragmented a once homogeneousmarket furiously, pegging a unique differentiated benefit to each brand and line -extension so as to build a clearly defined segment of users for each. While thishelped each brand build a franchise, it served the more important function ofgiving 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 shampoothat 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 distinctivebenefits. So, Levers rolled out Sunsilk Nutracare (the proposition : hair rootnourishment), Sunsilk Ceramides (the proposition : repair damaged hair), Organics (theproposition : hair root nourishment), Organics dandruff treatment (the proposition : hairroot nourishment with anti - dandruff treatment), Clinic active (the proposition : presenceof pro - vitamin B5), Clinic All Clear with ZPTO (the proposition : control of dandruff -causing microbes, scalp moisturizer, and reduced scalp itch ), and Lux Super Rich(the proposition : inclusion of hair moisturiser ) to join Clinic Plus and Sun Silk.P&G joined the fray with Pantene Pro - V (the proposition : nourishment of hair fromroot to tip), Pantene Pro-V Extra shampoo - and Oriflame’s conditioning shampoo..Through new brand launches companies generated constant excitement to keepinterest in the product alive. Even as segmentation offered new valuepropositions to shampoo users, the marketers baked up that menu with multipleprice points, creating several VFM equations. And because they were targetinggrowth, they cannily priced every new product at a discount to a comparableone while holding out a promise of either matching or greater value. There wasalso a large successive cut in the excise duty on shampoos : from 120 % in1994 to 70% in 1995, 40 % in 1996, and 30 % in 1997. Also in Indiacustomers are inordinately sensitive to price. There is always a large number ofpotential customers waiting to buy your product as soon as it becomesaffordable.
THE HIERARCHY OF USAGE SPECIAL STYLING SHAMPOOS : NONE SO FAR. BRANDS EXPECTED : VIDAL SASOON FROM P&G. 3rd GENERATION SHAMPOOS : SUPPOSED TO PENETRATE THE SKIN AND NOURISH THE HAIR ROOTS. e.g.. PANTENE, ORGANICS, OPTIMA. 2nd GENERATION SHAMPOOS : APART FROM CLEANING, THEY ALSO CONDITION THE HAIR. LEAD BRANDS : CLINIC, SUNSILK AND HALO.1st GENERATION SHAMPOOS : ONLY SUPPOSED TO CLEAN THE HAIR STUFF. INCLUDES HERBAL BRANDS LIKE NYLE AND AYUR NATURAL PRODUCTS : SHIKAKAI, AMLA, HENNA, REETHA, etc. SHIKAKAI SOAPS : SWASTIK, GODREJ, WIPRO etc.
ORG - MARG ANALYSISAlthough segmentation offered new value propositions to the shampoo users --differential pricing also created several Value for Money (VFM) equations. Apromise for greater value or matching benefits at price discounts for every newproduct gained momentum.In INDIA customers are sensitive to price. There is always a large number ofpotential buyers to purchase the product as soon as it becomes affordable. THE MARKET SHARES BRANDS SHARE (%) Sunsilk 20 Clinic 25 Organics 5.5 Pantene 11 Halo 3.4 Optima 3.6 Lakme 1 Ultra Doux 1.2 Flex 0.7 Others 28.6
Promoting the shampoo brands poses another challenge for the marketers,resulting in high adv. spends and media spends. P&G spent 8 crores onadvertising Pantene on TV in the first four months of its launch. HLL’sestimated advertising expenditure for each new shampoo launch was betweenRs.4 crores and 6 crores in the introductory phase. The ad-to - sales ratio of thecompanies have shown remarkable jump from 10 % to 20 % compared to theaverage of 5 % for most product categories.One of the biggest barriers to shampoo usage is the consumer perception thatit harms the hair. Thus companies are focusing on defending the productagainst accusations by promoting the strength, nourishment and beauty of thehair - ‘The 3 - in -1 Capsule ‘for ultimate hair. Companies are still associating itwith modern life styles to find acceptance in semi - urban and rural non-users tobuild and enlarge shampoo usage levels. Thus companies will have to mouldnew consumers usage patterns to its own benefit, to have a competitiveadvantage 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. Acompany that practices segment marketing recognizes that buyers differ in theirwants, purchasing power, geographical locations, buying attitudes, and buyinghabits. Because buyers have unique needs and wants, each buyer is potentiallya separate market. Ideally, then, a seller might design a separate marketingprogram for each buyer, though no company is willing to customize its offer communication bundle to each individual customer. The company instead tries toisolate some broad segments that make up a market.
Two broad groups of variables are used to segment consumer markets. Someresearchers try to form segments by looking at consumer responses tobenefits sought, use occasions or brands. Other researchers try to form segmentsby looking at consumer characteristics. They commonly use Geographic,Demographic or Psychographic characteristics. OBJECTIVES OF THE STUDY1. To study the current Indian market for Shampoos.2. To analyze the relationship between a specific brand and its buying behavior.3. To assess whether advertising is influencing the buying behavior of the consumers.4. To study the impact of the seals of clinical laboratories on the consumers buying behavior.RESEARCH METHODOLOGYKeeping in view the Shampoo Market in INDIA which is very crowded and becomingcompetitive day by day, we decided to study the current scenario of the market.DATA COLLECTIONThe following techniques were adopted for data collection :1. PRIMARY DATAPrimary data was collected through face to face interviews while filling upquestionnaires. (33 RESPONDENTS)2. SECONDARY DATARelevant information was gathered from magazines, newspapers and project reports thatformed the secondary data.
3. COMMUNICATION APPROACHFace to face interviews was taken as the communication approach since it is abetter method in cases where slight probing is required. SCOPEThe scope of the study covers almost all categories of Shampoos. The whole appraisalof Shampoos has been done from the angle of customer satisfaction. Any substitutesof Shampoos like washing soaps or natural products have not been considered. AlsoShampoos locally made by the unorganised sector and which are not branded have notbeen considered. LIMITATIONSThe probable limitations of this study are as under : 1. The first and foremost limitations was time constraint which was only one months, but still efforts have been made to put the picture as clear and candid as possible.2. Samples were randomly selected as per convenience so error is bound to creep in the observation.3. The conservative attitude of the respondents was a limiting factor in gaining information. UNIVERSEThe main emphasis of the study was the city of Delhi. The Capital of INDIA iscosmopolitan city and is a home to various kinds of people hailing fromdifferent backgrounds, upbringings and religions. This diversity makes Delhi a miniINDIA ! The percentage of male consumers is 50% and that of femaleconsumers is also 50%. The city has its share of individuals belonging todifferent social economic classes.
SAMPLINGSAMPLE SIZEA sample size of 33 consumers was chosen, but due to incompletely filledquestionnaires and unwillingness and carelessness on the part of the respondents, wewere forced to reduce the sample size to 28. This sample size was based upon timeand affordability approach.SAMPLING TECHNIQUESDisproportionate stratified random sampling technique has been used in sampling due tothe following reasons :1. It provides information about parts of the universe.2. It provides help in gaining precision through stratification. QUESTIONNAIRE DESIGNThe questionnaire used was a printed, well structured formalized schedule to obtain andrecord specified and relevant information with fair accuracy and completeness.The questioning process was face to face interviews and the questionnaire wasdesigned in such a way that it could be understood and answered easily by therespondents. The questionnaire contained both close and open ended questions. Theclose ended questions were dichotomous and multiple choice in nature. Since some ofthe questions were probing in nature and required answers on the basis of memory ofthe respondent. In such type of questions there is a risk that the respondents willanswer whatever comes to their minds, thereby reducing the impact of the study.Keeping these considerations in mind, firstly the period of time in which respondentswere asked to respond was reduced, since it has been found that the longer thereporting period, the less accurate the reporting.Secondly, to help respondents to think deeper and clearly more questions in a way thatstimulated association, thereby assisting the recall process about the event.
KEY FINDINGS It has been observed that people use not only shampoos but home remedy 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 finds any differences. Except for clinic all clear and organic in which respondents have positively agreed of best shampoo than others. People buys those shampoos giving them maximum benefits. Female normally look for shampoo matching with their hair type but male look for combination of benefits i.e. 1st hair problem and then fragrances followed by price. An advertisement is the one that influences a lot than any other factors. Most people change their shampoos occasionally but there are people who never change their shampoo i.e. they are satisfied with their current brand. People normally shampoo twice a week or three to four times a week. Most people normally buy sachets available followed by above 250-ml pack. Most people know of the brands through advertisements. Next come magazines. And then the newspapers. Satisfaction is maximum drawn with people using clinic and organic. These are the brands, which attract most because of perceived quality and brand image. BRAND IMAGE OF SHAMPOOS AS A PERSON 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 decisions of his life. The user of Head & Shoulders 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 Sunsilk 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. 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 all clear is quite innovative while he also does his jobs meticulously. He seldom seeks advice and is indifferent to advertisements as he is independent in taking major decisions in his life. His similarity to most people, his impressive personality and friendly nature always provide good company. METHODOLOGY SURVEY METHODI have chosen the exploratory research method for the research. In this method all the questionsare close ended. Except for few questions that needed to be known as in question 10 of askingthe satisfaction and dissatisfaction level and know their problems with respect to the brand theyhave used. The options in the form of yes or no, Ranking & choosing one alternative out ofvarious alternatives, I could not take the open-ended questions in the Questionnaire because oftime constraint. The time given for this research is very short to analyze the survey in Depth. Thenumber of question related to consumer behaviour research is 14. Out of which 4 Related topersonal details.• Sample size: 20• SRSWR• Sex ratio: 1:1• The studies were conducted in localities
• Mainly Students were covered and 10 % others considered for the study. [College/school/Univ./inst./housewives]• Sample coverage 10 male and 10 girlsOther questions were asked about the personalities of the shampoo with the brand image theyperceive. [Cool/trendy/aggressive/different/outgoing etc.] RECOMMENDATIONS Target those people who use shampoo and trust the shampoo as their best solution for hair care. 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 for different problems for which people use shampoo for hair care, falling hair and dandruff’s etc. And deliver the same of high quality and at the same time positioning the brand as solution for your hair problem and which also rejuvenate your hair, and keep your hair healthy to that target group. The ideas, associations and images that people have of a shampoo brand determine the demand side of the brand equity equation. There are two ways in which advertising is likely to influence perceived product performance. First, by guiding the expectations about the shampoo experience - process called product enhancement and 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. This is important because its main influence is at the point of trial. Second, the message should relate in some way to the experience of ‘using’ the product - for instance, does it 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 to acquaint potential customers with the benefit of shampoo backing up the effort with advertising to convert intent to purchase. Offer value for money impetus for the decision to use the product more intensively Again benchmark the company that has well positioned itself in the minds of the consumer and they [consumers] rarely change their shampoo. Here these people are almost satisfied with their current brand because the core features the consumer looks for is being derived from their brand. And so delivering the improved one will make them switch to your brand but it should be well advertised and substantiated This action of company will have other positive effect of attracting those switchers, changing frequently and/or occasionally and drawing the crowd towards your brand. Go for strategic sizing and pricing. Have those packs available in the market so that people have a wider option available and presence of your brand. After a gap of some time check which are the packs that are bought most and assure their availability. Last but not the least there are separate issue that have to dealt with being the male and female factor and then growing demand of herbal shampoo. Looking at first point the female factors of buying a shampoo are different than male. A female normally have less problem of falling hair than male and so they look for those hair shampoo that improve from the current position of their hair. [Rejuvenate and healthy etc.] But one common problem [male & female] that they may have is of dandruff’s. And so the company can develop the brand image and quality and communicate better to the target group of these core benefits of your brand i.e., solution for hair problem and thus improving and rejuvenating them. Second point. Can the company in the same line of chemical shampoos change the perception in the mind of the consumer of chemical shampoo having no side affects and at the same time advertise about the possible advantages of using their shampoo and/or can they come up with a herbal shampoo as the product extension and there by building a well 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. The advt. Slogan could be : Expert care for every type of hair
Extra protection for your hair Remove dandruff’s in sec’s Healthy shiny u ever wanted.Factors concerning use of a shampoo:Geographically – it’s the water of particular area, the air pollution that forces one to useshampoo usage.And thus creating awareness of possible damage of your hair if you do not use it [own brand]these are the negatives outcomes that you [customer] may have [falling hair, dandruff’s].Stages of decision making process:In the initial stages of problem --• Need recognition – dandruff’s, hair falling, strengthening of hair, early precautions from the information gathered or if they see in their friends group of any hair problem then they starts taking utmost care.• Search for information – in the initial stages of hair problem, people in their friends advises [reference group], family influences [mother], -- but more crucial is advertisement Of shampoo and the brands which at that point of time they actually recall [brands that he/she recall includes the pre purchase evaluation, but mostly it is more on internal factor i.e. self – the knowledge he/she has of the brands that he has come across and know to be better product]--1. buy that brand2. purchase that brand3. use it [usage may be according to own knowledge or as said by others [mother, friends or prescribed]4. Post purchase evaluation after more usage.5. May be satisfied or may not.If not satisfied6. Switch till they get the best or some amount of satisfaction and then stick to that brand
If satisfied• Stick to the satisfied brand but may try others only if they are convinced from reliable sources and that too from most people and see sufficient evident in that brand of what they expect.In the above process the stage is initial problem that the consumer faces and then those stagesof decision come across.Now a look at the stages in decision making process after the problem is becoming severe andhe/she is not satisfied with any brands:Need recognition – remains the same but is highly desperate to eliminate the problem that he/she will be facing.Search for information – now its more external to what he/she gathers from reliable source i.e.family, friends, marketer led – advertisement, magazine or newspaper. But since the problem isacute more is the chances of being influenced by the doctor. There is a high chance of visiting adoctor and looking for ways of to tackle the problem. And in the initial stages of problemdiscussed earlier the more is the chances of being influenced by advertisements.Rest the stages are same.Thus it can be rightly said that if the brands have good advertisement, well positioned in theconsumer mind as in the research showed that clinic all clear is most used then advertisementcan play an important role in attracting a good crowd and if that crowd captured throughadvertisement [brand image] substantiate with high quality. Chances of brand loyalty are hightowards your brand. But if the customers are not satisfied and the problem becomes severe he/she goes for home remedy or consulting a doctor. CONCLUSIONConclusion of survey revels that the consumer behaviors depend on the following reasons: -Product quality,Family influence,Doctor’s prescription,Advertisement, Hair problem, Price of the product, and self.
The consumers of shampoo are very sensitive and he is very much aware of the products.Awareness about the product regarding the ingredients is very high in the consumers. Influencein the purchase of the shampoos mainly depends on the hair problem and assurity to solve thatproblem given by the brand. Influence of doctor and family is also very high.Attributes of a particular brand also play an important role in the purchase. Attributes likereasonable price, fragrance, quality, & medications plays its significant role. By the analysis wecan conclude that consumers in the shampoo market are not much conscious about the pricebut its quality plays important role.The study reveals that Pantene has been tried by most of the consumer (16 %). Nextcomes Sunsilk. Organics and Clinic Plus both (11 %), which have been tried by theconsumers.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 consumptionand Sunsilk is less consumed than these ( 14 %). Organics forms only 5 % of the totalshampoo consumption.The survey showed a number of reasons for consumers using more than one brand ortype of shampoos simultaneously. No single shampoo, according to the consumer, wasable to fulfill all the hair requirements. Dandruff was the most important hair problemwhich led the cosumer to use more than one shampoo at a time. Some people usetwo or more shampoos simultaneously, just for change.Consumers in the age group below 20 and 20 - 29 are more innovative as compared tothe other age groups. It has been observed from the study that females shampoo theirhair twice a week, while males prefer using shampoo on alternate days. From thesurvey it was found that the Medium size pack of shampoos with quantity of 100 ml to250 ml is the most frequently purchased pack. According to our sample 51 % of thepeople across different age groups and income groups prefer this packaging.From the table no. 6 it can be concluded that a majority (58%) of the consumerschange their shampoo occasionally. These consumers also tend to test the quality ofnew launches. Non availability is another factor which to a certain extent, has promptedmany consumers to use more than one brand simultaneously. A significant figure of57% of the consumer tend to shift to another brand due to non - availability of theirbrands.
From table no. 10 that amongst the factors which influence the choice of a brand ofshampoo(s), Hair problems is the most important one. People select shampoo(s) withreference to their hair problems. Hair type also plays a very important role. Whileselecting a shampoo consumers take care to select the shampoo according to theirhair type. The role which Advertisements play can not be neglected. According to studyit is found that even advertisements influence the consumers a great deal in selectinga shampoo. At times someone’s reference also helps in selecting a brand. Hair type orhair problems are found to be more significant as compared to the fragrance, packagingand price of a shampoo.The consumers of Head & shoulders are the most satisfied with all the attributes of theshampoo and the range falls in the interval of 2.5 - 3 on the scale of 1-3.Next on the list are Organics and Clinic Plus. But these two shampoos need toimprove upon the anti -dandruff and hair repairing qualities which the consumer finds islacking to a certain extent.Sunsilk to a large extent fails to satisfy hair nourishment, anti dandurff and hair repairneeds of the consumer. The satisfaction level lies in the range from 1-1.5.Clinic All Clear provides high satisfaction to the consumer as far as anti dandruff qualityof the shampoo is concerned. But it lacks all other attributes such as hair nourishment,hair repair, conditioning, removing hair problems etc. The satisfaction is very low on thescale. Ayur needs to improve upon all its attributes as the satisfaction level for all ofthem lies in the range of 1 - 2.The relatively new concept of using the seal of a Clinical Laboratory on a shampoobottle does not much influence the purchase decisions of the consumer. 60 % of theconsumers remain unaffected by the use 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. Themessage in the advertisements is paid more attention to, than the role models shownin the advertisements.The survey reveals that the Organics user with his Impressive personality and Friendlybehavior provides Good company. He is Outgoing and is Similar to most people. He isindifferent to advertisements and Independently makes the major decisions of his life.
The user of Head & Shoulders has an Outgoing personality and can impress peopleeasily. He is meticulous in nature although he independently takes decisions.He is similar to most people and due to his friendly nature, provides Goodcompany.The consumer of Sunsilk is totally independent in making major decisions. He seldomseeks advice from others and is indifferent to advertisements. Although he is meticulousbut lacks innovation. His similarity to most people, outgoing and friendly nature, providegood company and accord him an impressive personality.The Pantene consumer is very friendly, gives good company and has an impressivepersonality. He is meticulous and similar to most people although he is outgoing he isnot much of an innovator. He independently takes decisions and never seeks anyadvice from others.The user of Clinic Plus is quite innovative while he also does his jobs meticulously. Heseldom seeks advice and is indifferent to advertisements as he is independent in takingmajor decisions in his life. His similarity to most people, his impressive personality andfriendly nature always provide good company. ANALYSIS1. Do you use shampoo Yes NoResponse18 people response were yes & other 2 said they use home remedy + shampoo. female[two each using home made remedy] The study reveals that 90% of the respondentsuse shampoo.10% of the respondents refused the use of shampoo and gave the reasonthat shampoos cause hair problems. They either use soaps or the traditional method ofwashing hair.2. Which of the following brands of shampoo have you purchase. Pantene Sunsilk
Organics Clinic plus others (please specify) Pantene Sunsilk Organics Clinic allOthers (H&S) clearMale 7 5 4 8 3Female 5 3 2 8 3ResponseIt can been seen that clinic all clear has been tried by most people that account for 16 of 20 sample and next coming to be Pantenewith 12. After this brand sunsilk is used more followed by organics.AnalysisThe survey showed a number of reasons for consumers using more than one brand ortype of shampoos simultaneously. No single shampoo, according to the consumer, wasable to fulfill all the hair requirements. Dandruff was the most important hair problemwhich led the consumer to use more than one shampoo at a time. Some people usetwo or more shampoos simultaneously, just for change.3. Factors you consider while purchasing a shampooRANK THEM ACCORDING YOUR PRIORITY: Hair type Fragrance Packaging Hair problem Price AvailabilityResponseFEMALE: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] [Section-2] 6 male: -- Hair prob. 4 male: -- Hair prob. -- Fragrance -- price -- Hair type -- hair type -- Fragrance -- Packaging -- packaging -- Price -- Availability -- availabilityIt can be concluded that in case of females most have the same levels of priority of buying the brand and so the order remains thesame. But 3 of them said price to be one after fragrance and then packaging.In case of males 6 male had the same levels of priority that starts from hair problem followed byfragrance. And this section 1 of males differs with section 2 with respect to levels of as section 2priority is of price followed by hair type and then fragrance.4. Who influence you to purchase the brand? Family Doctor Advertisement Self Other
Response Almost all responded that it’s the role of adv. that actually led to a purchase of a shampoo. Family Doctor Advt Self Others [reference]MALE 3 5 10 8 2FEMALE 5 7 10 5 4 ANALYSISThe role which advertisements play can not be neglected. according to study it is foundthat advertisements influence the consumers a great deal in selecting a shampoo. nextcomes the self that is the consumer himself and than comes the role of doctor and family. attimes someone’s reference also helps in selecting a brand.Consumers in the age group 17-25 [target group] are more innovative as compared tothe other age groups. It has been observed from the study that females shampoo theirhair twice a week, while males prefer using shampoo on alternate days.5. Do you change your shampoo Frequently Occasionally Never Frequently Occasionally NeverMale 5 9 7Female 3 11 6ANALSYISIt can be concluded that a majority of the consumers change their shampoo occasionally. These consumers also tend to testthe quality of new launches. Frequently changing consumer account for 8 [male and female] and the non availability is one of thefactor which to a certain extent, has prompted many consumers to use more than one brand simultaneously.13 of both sex of theconsumer responded that they never change their brand When asked about the reason they responded that changing brand led tohair problems like hair loss etc.
6. Rank different attribute with each brand according to your preferences Strongly Agree (1) Agree (2) Neutral (3) Disagree (4) Strongly disagree (5) Brand Sunsilk Clinic Organics Pantene OthersAttribute [H&S]Low PriceStrong FragranceQualityHighly medicatedAnalysis of chart no 6.1. [3 male & 4 female] Pantene : had the moderately high price higher than others, high fragrance equal to Clinic and higher than others, moderately high medical benefits equal to Organics and less than others and high quality higher than others.2. [2 male & 3 female] Organics : had moderately low price lower than others, high fragrance higher than Sunsilk and lower than Pantene and Clinic, moderately high medical benefits, lower than Clinic and Sunsilk and equal to Pantene and high quality higher than Sunsilk and lower than others.3. [2 male & 3 female ] Clinic : had moderately low price lower than Pantene and Sunsilk, high fragrance higher than Organic and Sunsilk and equal to Pantene, moderately high medical benefits lower than Pantene and Organics and nearly equal to Sunsilk and high quality higher than Sunslik and Organics lower than Pantene.4. [ 1 male & 2 female]Sunsilk had moderately low price higher than others and lower than Pantene, moderately high fragrance lower than others, moderately high medical benefits higher than others and moderately high quality lower than others.7. No. of times you shampoo your hair in a week 1-2 3-4 5-6 7 and above
Response 1-2 times 3-4 times 5-6 times 7 and aboveMale 4 4 -- --Female 8 4 -- -- ANALYSISWhen asked about how many times the consumer use to shampoo their hair? They responded,60 % that 1-2 times in a week and rest 40 % responded more than 1-2 times. A furtherconclusion can be drawn on people using 1-2 times or 3-4 times8. Size of the pack you purchase most often 100ml 100 ml to 250 ml Sachets above 250 mlResponse 100 ml 100ml to 250 ml Sachets Above 250 ml 2 1 5 2MaleFemale 1 2 4 3 ANALYSIS It can be concluded that sachets are most used because of its convenience and price. Next comes to be 250ml because of its price again that is higher the pack lower the price. Followed by 100 ml and 250 ml. People who use sachets use it as trial to see the effectiveness and if they are satisfied then they go for 250 ml primarily because of not going to buy the small sachets again and again. The rest pack are used because of other options available in terms of size and price and not necessarily going for bigger pack.
9. In which media you have seen the advertisement of these brands Brand Sunsilk Clinic Organics Pantene Media Male female Male female Male female Male female TV 10 10 10 10 10 10 10 10 Magazine 6 8 9 5 4 7 8 4 Newspaper 4 9 7 6 4 7 5 6RESPONSE Reveals that in TV as media for advertisement all the responded have had the same frequency of seeing the ads of all the brands. In case of print media as in Magazine highest number of viewer ship went to Clinic, Sunslik, Pantene, Organics, in decreasing order. In case of Newspaper the maximum no. of viewership went to clinic, Pantene, organic & sunsilk 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. 10. Level of satisfaction you are getting from your shampoo brand. Highly Satisfied Satisfied Neutral Dissatisfied Highly dissatisfied ANALYSIS The maximum satisfied consumers were of Clinic users and than comes organic, Pantene, Sunsilk. 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.
PANTENE : [5 MALES & 8 FEMALES] Next on the list is Pantene. this shampoo is neededto be improved upon the anti -dandruff and hair repairing qualities which the consumerfinds is lacking to a certain extent.SUNSILK : [4MALES & 6 FEMALES] Satisfaction level with Sunsilk was the last rated amongthe customer. Sunsilk to a large extent fails to satisfy hair nourishment, antidandruff andhair repair needs of the consumer.Personal DetailsSex Male Female[1:1 RATIO]Age 17 – 25[TARGET GROUP TAKEN]OCCUPATION Student [ONLY STUDENT AS AN OCCUPATION WAS STUDIED]Monthly Income [FAMILY] Less than 8,000 8001-16000 16001-24000 24001-32000 32001 and above[MOST FALL IN THE INCOME GROUP OF 24001-32000 FOLLOWED BY 16001-24000]PRESENTATIONANSWER-3RANK THEM ACCORDING YOUR PRIORITY: Hair type Fragrance Packaging Hair problem
Price AvailabilityResponseFEMALE: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] [Section-2] 6 male: -- Hair prob. 4 male: -- Hair prob. -- Fragrance -- price -- Hair type -- hair type -- Fragrance -- Packaging -- packaging -- Price -- Availability -- availabilityANSWER-6SemanticANSWER - 9 Brand Sunsilk Clinic Organics PanteneMedia M F M F M F M FTV 10 10 10 10 10 10 10 10Magazine 6 8 8 9 5 4 4 7Newspaper 4 6 9 7 6 4 7 5ANSWER – 10 CLINIC: 8 MALES & 9 FEMALES ORGANIC: 7 MALES & 9 FEMALES PANTENE: 5 MALES & 8 FEMALES SUNSILK: 4MALES & 6 FEMALES