The document discusses a study conducted on customer preferences for Sunsilk shampoo. The objectives were to determine average customer preference, identify significant variables affecting preference, and recognize customer benefits. The scope covered Sunsilk shampoo categories in Dwarka. Primary data was collected through questionnaires with 50 samples. Most respondents had tried Sunsilk and learned about it from friends. Customers expected hair smoothness and prevention of hair fall. Need satisfaction most influenced preference. Sunsilk was found to be easily available and affordable.

1. By :

2. 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.

3. 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.

4. 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.

5. Hindustan Unilever Limited (HUL)
 HUL is India's 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.

6. Sunsilk
 Launched in 1964
Sunsilk 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”

7. 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.

8. How you come to know about
Sunsilk
22%
Advertisement
54% Friends
16%
Promotion Campaign
8%
Self Experience

9. 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

10. Reasons that influences you to
prefer for Sunsilk
48% 24% 88%
Price
74% Fragrance
86%
Package
Need satisfaction
88% Colour
70%
Ingredients
92% Past experience
Promotion

11. Price level of Sunsilk
6%
44%
High Price
Value for money
50%
Affordable price

12. Is Sunsilk Shampoo easily available
in retail outlets?
4%
Yes
No
96%

13. 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.

14. 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.

15. SUGGESTIONS
Introduce shampoo for men
Introduce HERBAL
SHAMPOO
Sale with offers-
15%extra,one on one free.