This document is a project report submitted by Monica Sinha on consumer buying behaviour for hair dyes. It includes an introduction, literature review on hair dyes and colors used, methodology of the consumer survey, results of the survey questions, and conclusions. The survey of 30 consumers in Navi Mumbai found that most consumers in the age group of 19-35 use hair dyes for style and passion reasons, and prefer colors like strawberry blonde and chocolate brown. The report concludes it is important for companies to produce eco-friendly and side effect minimal hair dyes.

1. A
PROJECT REPORT
ON
CONSUMER BUYING BEHAVIOUR
ON
HAIR DYES
SUBMITTED TO:
PROF. POOJA GUPTA
SUBMITTED BY:
MONICA SINHA
BBA IIIrd YEAR
ROLL NO. 18

2. INDEX
CONTENTS PAGE NO.
 ACKNOWLEDGEMENT
 EXECUTIVE SUMMARY
 QUICK FACTS
 EARLY LIFE
- CHILDHOOD DAYS
- CAREER
- OFF TO ADEN
- EARLY YEARS IN BOMBAY
- YARN YEARS
- THE BUSINESS
 ACHIEVEMENTS
 CHARACTER TRAITS
 PERSONAL LIFE
 QUOTES
 LIFE AS AN ENTREPRENEUR
 DEATH
 LESSONS LEARNT
 MY VIEWS
 BIBLIOGRAPHY

3. ACKNOWLEDGEMENT
It is said that life is a mixture of achievement, failure, experience, exposure,
dreams and efforts to make those dreams come true. There are people around
who enable realize those dreams. The word of acknowledgement is an expression
of heart felt thanks, fullness for his inspiration.
The project of this nature is a difficult task stretching over a period of time.
Although this project report brought in my name, it bears an imprint of guidance
and cooperation of many individuals.
At the very outset, I would like to express my gratitude to my father for giving
me the guidance.
I took this opportunity to express my profound gratitude and deep regards to my
subject teacher Prof. Pooja Gupta for her exemplary guidance, direction and
constant encouragement. In those moments when things seem dark, their
presence had a soothing effect.
The learning during the study was immense & invaluable. My work basically
included the study of consumer buying behavior for “hair dyes”.
Last but not the least I’m grateful to all my friends for their cooperation and help
during the course of the project.
MONICA SINHA

4. EXECUTIVE SUMMARY
Abstract:
Purpose – Research is to how color can stimulate interest and subsequently
increase the appeal power of products. There has been very little or no research
in the color-impact domain in India. Gender has also been presented as an
important factor of color penchant and proclivity. It seeks to understand the
influence of color on consumer choice of hair dyes as well as the effect of gender
differences.
Design/methodology/approach – A field survey of Indian consumers was
conducted to understand these influences. A total of 35 consumers randomly
selected from a mall intercept exercise responded to the questionnaire.
Findings – Shows that attitude towards color, color attractiveness, normative
color, and color preferences are significantly associated with product choice. The
results also show that gender moderates the impact of color significance, attitude
towards color, color attractiveness, and color preferences on choice.
Research limitations/implications – Limited by the fact that the study was
undertaken in one city i.e. Navi Mumbai.
Practical implications – To help marketers exploit gender differences through
use of color.
Originality/value – There has been little research on color in marketing in the
past. This fills a gap.

5. Hair coloring is dye used to color human hair. It is used for a variety of
purposes; most commonly to return gray hair to its previous color, to change
hair color to a shade regard as more desirable, or to return hair to its original
color after chemicals (e.g. hair dye) have discolored it.
Are you tired of the same old drab look and need to add some spice to your
life?
Hair coloring is always a great option for those who love to jazz up their
tresses and do not mind surprised stares! Yes, coloring your hair would also
mean you need to be ready to face the world with confidence and sport your
new look with great élan. Sometimes, hair coloring also needs lady luck on
your side, fantastic results may even be the culmination of an ‘accident’ at
times! Incorporating the latest hair color trends is an easy way to give your
current style a lift.
One can imagine of dying hair beyond the natural spectrum of human hair
pigments. Whether you want to go hot pink, fire engine red, or sky blue,
you'll find it's easier than you might expect. In just a few simple, easy-to-
follow steps, you can turn that boring blonde or black into a fantastically
bright yellow or fuchsia in a matter of hours!
The various colors used by the consumers range in a big scale. They are
Strawberry Blonde
Beige Blonde
Light Auburn
Light golden blonde
Coppery
Deep golden brown
Honey brown
Whitish or Pale blonde
Silvery blonde
Light brown
Coffee
Chocolate brown
Pink
Blue etc……………..

6. Why People Dye Their Hair
Many people of different ages ask of teens the question, "Why do you dye
your hair?" It's a valid question. It seems like the fad these days is to have a
different color of hair every week. Red, purple, blue, green, orange, it
doesn't matter, as long as it's new. The crazier the better, the brighter the
cooler.
Most hair dyers probably aren't entirely sure of their ulterior motives behind
the florescent colors, but I decided to figure it out.
When someone dyes their hair a noticeably bright color, they get noticed. It's
impossible not to see the green haired girl walking down the hall, or the blue
haired boy in your gym class. It's immediately the way you're first described
by your peers. This attracts attention to you, and makes you more known
around your school. Everyone's talking about your new hair color, about
how "crazy" and "cool" it is; or maybe how "gross" it is, depending on how
it turned out. You could look like a way cool punk rocker, really trendy, or
like your hair grew some major mold. It can depend on the dye or the way
you dye it, or sometimes on pure luck.
Sometimes people dye their hair because they need a change. They're sick of
the brown-haired, boring old person they see in the mirror every day, and
want to add a little spice to their look. It's really hard to be boring looking
when your hair can be seen from a block away. It's a valid reason to make a
change, and seems like a good idea to me.
A more common reason that people dye their hair, but most wouldn't admit
to, is to try to be "cool". If making friends or getting respect is your reason
for bringing out the dye, I would seriously recommend reconsideration, and
would look down on you if that was your only reason. Maybe for some
people it would be a perk, but it shouldn't be your primary motive for going
hair-crazy. If it is, and you dye your hair with hopes of being cool, and it
doesn't happen, you'll be stuck with a hair color that you didn't really want,
which would definitely not be a good situation. It's pretty easy, and
sometimes even a little amusing, when your parents or grandparents gasp at
the sight of your bizarre locks, but if you don't have your friends behind you

7. on it, the cons will much outweigh the pros.
Some people simply think they would look much better with a different
color of hair. This usually applies with more natural colors, such as blond,
brown, red, or auburn. Most of the time these changes are for the better,
especially if they aren't too drastic. Going from blond to black could be quite
a change, and sometimes fair skin doesn't go too well with ebony hair.
Interesting if you're going for the gosh look, but not if you're trying to make
yourself subtly better looking.
Also, a very effective way of rebelling against your family is by dying your
hair. Once they see the stain-covered bathroom and your incredible head of
crazy colors, yes, they could scream. Beware of emotional mom's, I've heard
they faint. And if you've got the extremely aggressive parents, watch out for
those scissors, they just might try to cut your hair. But, no matter what they
do, you will have made the firm statement that you are your own person and
you won't listen to reasoning or discipline. Hopefully after a few weeks of
grounding your parents will figure out that your hair color WILL wash out
eventually, and that their social circle will get over their initial shock and
thoughts of what irresponsible parents they are to let their child get away
with such a thing.
This is my perception on the reasons for young people dying their hair.
There are probably many more reasons on why people our age dye their hair
that I haven't even considered. Whatever the reasons are, it's an intriguing
fad that doesn't seem to have been around for too long of a time, but is
getting more popular. I'll be interested to see if this trend gets defeated by
some newer, "cooler" trend, and I hope that the dying of hair won't be
completely stamped out, because I think it's an interesting and colorful way
to make a statement.

9. COLOURS USED IN HAIR DYES
Golden Platinum Misty Mocha
Light Ash Blonde Wheat
Pale Golden Blonde Golden Lights
Light Ash Blonde Honey
Honey Blonde Pale Blonde
Brownish Blonde Dark Blonde/ Ash Blonde Frosted
Platinum Ash With Beige
Highlights
Butterscotch
Butterscotch Ash Brown/ Golden Blonde Tips
Dark Blonde Buttered Toast
Honey Blonde Golden Strawberry Blonde
Light Beige Blonde Strawberry Blonde
Light Ash Blonde Light Beige Blonde
Light Golden Blonde Brownish Blonde/Light Ash Blonde Frosted
Pale Golden Blonde Dark Blonde Light Ash Blonde Frosted
Platinum Ash with Beige
Highlights
Strawberry Blonde/Pale Blonde Tips
Strawberry Blonde Medium Ash Blonde

10. Ginger/Butterscotch Honey Blonde, Pale Golden Blonde Highlights
Ash Brown/Honey Blonde Light Honey Brown, Light Auburn Highlights
Light Ash Brown Ash Brown
Light Golden Brown Darkest Brown
Medium Golden Brown Light Ash Brown/Light Blonde Frosted
Dark Brown Light Ash Brown/Platinum Ash Blonde Frosted
Almost Black Medium Ash Brown/Platinum Ash Beigh Frosted
Medium Ash Brown Light Ash Brown, Light Blonde Frosted
Dark Chocolate Brown Light Ash Brown, Light Golden Blonde Tips
Almost Black Dark Brown, Dark Auburn
Darkest Brown Light Beige Blonde, Light Golden Brown
Dark Brown Medium Brown, Golden Brown Highlights
Dark Reddish Brown Chocolate/Caramel
Medium Ash Brown Medium Golden Brown
Medium Golden Brown Light & Medium Brown Roots
Light Ash Brown Lt. Ash Brown/Lt. Ash Blonde Frosted
Mahogany Midnight/Honey Blonde
Walnut Pecan/Chardonnay
Medium Brown
RootsLight Golden
Brown Ends
Lt. Brown, Lt. Ash Blonde Highlights

11. Chestnut
Dark Auburn
Light Auburn
Dark Auburn
Medium Auburn
Flame Red
Coppery Red
Golden Toasted Auburn
Copper Red
Irish Red
Medium Irish Red
Light Auburn, Light Golden Blonde Frosted
Flame Red/Dark Auburn
Light Auburn, Light Reddish Blonde Highlights
Burgundy/Auburn
Medium & Dark Auburn Roots/Light Auburn
Ends
Dark Auburn, Medium Auburn Highlights
Chestnut/Copper

12. Dark Brown with 10% Gray
White
90% Gray, 10% Brown/Black
75% Gray, 25% Brown/ Black
Salt & Pepper, 50% Gray, 50% Brown/Black
Light Ash Brown with 25% Gray
Light Ash Brown with 15% Gray
75% Almost Black, 25% Gray
Medium Ash Brown with 25% Gray
Salt & Pepper, 50% Gray, 50% Brown/Black
Medium Gray with 5% Black, 5% Beige
Gray with 25% Brown/Black
Gray with 10% Brown/Black
Beige White
Silver Gray With Light Ash Brown
Silvery Moon
56 Front with 38D in Back

13. Different companies producing hair colorants
• 100% Pure Natural Colors {Chemical Free}
KEO (Kirpal Export Overseas) is pioneer for making 100% Pure
Herbal Colors for hair Coloring.

14. SURVEY
SAMPLE SIZE: 30
PLACE COVERED: KHARGHAR, NAVI MUMBAI
NO. OF QUESTIONS ASKED:
METHODOLOGY: APPLIED RESEARCH
PRODUCT: HAIR DYE

15. QUESTIONNAIRE
1) What is your age?
10 – 20
21– 30
31 – 40
41 - Above
2) Rank the following attributes for a person’s appearance in a scale of 10.
Hair
Feet
Body
Nails
3) How important do you think the look of hair is to a person’s appearance?
Very much
To some extent
Not at all
4) How important do you think the color of hair is for a person’s
appearance?
Strongly disagree Strongly agree
Somewhat disagree Somewhat disagree

16. 5) How do hair care activities in general make you feel?
Relaxing Beautiful
Energetic Confident
6) What benefits do hair care activities provide you?
Functional
Social
Emotional
Any other, specify
7) Which hair color do you prefer the most?
Burgundy
Light golden
Coppery
Silvery blonde
Coffee color
Pink
Blue
Any other, specify
8) Why do you use the particular color?
For Passion Need a change To rebel against family
To be Cool To get noticed For style

17. 9) What things do you look in hair colorants?
Price
Quality
No side-effects
Animal tested proof
Permanent / semi-permanent color
10) Are you seeking a very specific “look”?
Always
Rare
Often
Never
11) Describe an idealized hair colorant product.
A product with reasonable quality and price
A product with no side-effects, rich in quality
A product with only a very high brand image
A product with reasonable price, various colors available,
and no side-effects
12) How often do you use hair colorants?
Always
Rare
Often
Sometimes
Never

18. 13) For what reason do you use it?
Style
Passion
For change
Need
14) Tell me about your experience of using hair colorants?
Extremely good
Good
Not so
Bad
Extremely bad
15) How did the process of hair coloring make you feel? How about the
outcome?
16) What things please you or trouble you about your hair colorant
consumption experiences?
17) When you purchase hair colorants, how important is the store itself?

19. 18) Do you prefer going to a salon to try profession service first?
19) What is your experience of consuming hair color?
Much Satisfied
A bit satisfied
A bit not satisfied
Not at all satisfied

20. CONCLUSION
After doing a research on 30 respondents in Navi Mumbai, their buying
behavior for hair dyes, it is concluded that most of the people (85%) desire
to experiment with their hair just for style and passion.
They love to dye with new colors like strawberry blonde, honey brown,
coffee, and chocolate brown.
Consumers range in an age group of 19 to 35 years who widely use the hair
colorants.
The consumers would like it to be a mandatory requirement that
manufacturers state clearly if products have been tested on animals.
Hence, it is important on the part of the company that they produce an eco-
friendly and bio degradable hair colorants which has minimum side effects.
It is becoming today’s trend and will continue for few decades.

21. BIBLIOGRAPHY
BOVINEONE AT www.en.wikipedia DATE-2006-08-07
S. PINNEY “ANNALS OF EPIDEMIOLOGY” VOL.3, ISSUE 8, PG-
572-573
www.dosfordonts.com
www.clearleadinc.com
www.wikipedia.com
www.isixsigma.com