This document provides a project report on measuring brand awareness and perception of Garnier Ultra Blends hair products in India. The report outlines the research methodology used, which included a descriptive study design with a sample size of 50 respondents surveyed using a structured questionnaire. Statistical analysis tools like charts, percentages, and interval estimation were used to analyze the collected primary data. The findings showed that brand awareness positively influences purchasing behavior. Customers believe branded products have better quality and enhance social status. The report concludes that Garnier needs to enhance brand image associations for their target audience to gain long-term strategic benefits.

1. PROJECT REPORT
On
The Measurement of Brand Awareness and Brand Perception
Submitted by
SOUMOJIT NEOGY
(MBA 3rd
year 1st
semester)
Examination Roll No: MBA 173128 and Registration No 129814 of
2014-2015
Institute of Business Management
NCE Bengal, Jadavpur University
Project Co-ordinator: Prasenjit Das Purkayastha

2. Acknowledgement
I Mr. Soumojit Neogy, would like to express my sincere gratitude to Prof.
Prasenjit Das Purkayastha , faculty of Institute of Business Management ,
affiliated to jadavpur university for assisting me to undertake the project as well
as designing the project and also providing me with various insights. I’m
thankful to him for guiding and supporting me in every step of the project.
The project is true in nature and has not been published an any other journal or
related field.
I’m also thankful to IBM for extending great faculties during my assignment ,
they were truly wonderful and were the drivers behind the hard word put in for
completing the project successfully.
SOUMOJIT NEOGY
Class Roll No. – 31/46
3rd Year 1st Semester
JU Registration No: 129814 of 2014-2015

3. ABSTRACT
The project highlights on the topic of “The Measurement of Brand
Awareness and Brand Perception”.
The main purpose of the study is to determine the brand image, perception,
attitudes and behaviour of the target audience with regard to the Garnier Ultra
Blends as well as the products and personality of the Garnier itself. This
Garnier(Ultra Blends) acquired by L'Oréal in the 1970s . This also denotes the
purchasing pattern of customers towards the brand.
The research methodology adopted for this study is descriptive. A
descriptive study is undertaken in order to ascertain and be able to describe the
characteristics of the variable of interest in a situation. As far as data is
concerned structured undisguised questionnaire was used to collect the primary
data. The sampling technique involved in this research is convenience sampling,
and the questionnaires are distributed to a sample size of 50.
Analysis techniques are used to obtain finding and arrange information in a
logical sequence from the raw data collected. The tools that are used for
analysis are Charts, Percentage, Analysis, and Interval estimation.
From this study we can come to conclusion that high level of brand
awareness is an important driver with regard to influencing purchasing
behaviour. Majority of the customers believe that the branded products will
have a good quality, the opinion about the branded products will always be
positive among the customers. This research clearly reveals that branded
products are always status related and enhances the sales of the products.
Garnier(Ultra Blends) has to develop actions to enhance the brand imagery that
this group associates with the Garnier(Ultra Blends) brand positively. These

4. actions should lead to long-term strategic and market-related benefits (e.g.
market share) for Garnier(Ultra Blends) within the target audience of this study.
Background
As early as the 1500s, people in India used the pulp of a fruit called soapberries
combined with some herbs and even hibiscus flowers to keep their hair on point.
When British colonial traders were going back and forth between India and
England, they knew a good thing when they saw it and brought the notion of
shampooing your hair to Europe.
History of Shampoo in India:-
Shampoo in India was derived from the Hindi word champi meaning hair
massage.
The shampoo industry in India has evolved extensively since the 1960’s, which
was then considered a lifestyle productin urban India. Until 2005, the market
was dominated by flagship companies such as Hindustan Lever Ltd. and Procter
and Gamble. But since then the competition has broadened to include many
more multi-national companies and domestic companies such as Garnier and
ITC Ltd. There is high capacity of growth in top and bottom ends of the
industry, which is an advantage for companies since the penetration rates are
comparatively low.
Shampoo is good for many things. It makes you smell good, it can give you an
extra little bounce, and it’s a delightful substitute for bubble bath in a pinch. But
where did this miracle stuff come from?
We owe a ton of gratitude to the people of ancient Egypt, who invented many of
our favourite beauty products way, way back in the day — but shampoo got its
start somewhere else: India
Dermatologists and beauty experts alike advise against daily shampooing,
saying it’s best to only lather up a couple times a week at most — and the
NoPoo anti-shampoo movement has caught on with certain people — but I still
say few things feel better and make me feel more confident than shiny clean
hair.
Hair Care Market in India:--

5. As of September 2015, the Indian hair care market was estimated around Rs.
3,800 Crore. This industry is segmented into smaller categories of shampoos,
hair oils, hair serums, hair conditioners, hair colorants and hair gels. Marico
dominates the hair oil category with its flagship brand Parachute, followed by
Dabur (Vatika).
Shampoo Market in India:--
The word ‘Shampoo’ is originated from the Hindi word ‘Champoo’.The
industry is growing at an annual rate of 14% p.a., and the competition is
intensifying every day. Shampoos are further divided into three predominant
categories:
 Cosmetic (Volume, shine, strength).
 Herbal.
 Anti-Dandruff.

6. Consumer behaviour is at crossroadstodayas it has its roots in both marketing
and behavioral sciences. As it is born from marketing it will be hard to deviate
from the needs of marketing. But given all the concepts and methods learned
from the behavioral sciences it will be impossible to ignore them. The science
of consumer behavior will be carried forward with traditional journals and other
conferences. However, new journals, like the Journal of Consumer Marketing
and other associations will provide a stepping stone to conducting research in
the field of marketing.
The target market for shampoos is mainly the upper class, upper middle class,
middle class and particularly, housewives and college goers. However, of late,
the bottom of the pyramid is proving to be profitable owing to the promotion of
one-time use sachets. Cavin Kare, an fast moving consumer goods major
created a revolution in the pastdecade with its experimentation of ‘Re.1/- Chik
Shampoos’ in rural areas. Ironically, urban India is witnessing a change in
shampoo consumption, since families are moving from ‘one shampoo a family’
to ‘one shampoo a family member’. This metamorphosis is a strong driver for
growth. More and more companies are entering the shampoo market every day.
The existing marketing leaders are forced to maintain their dominance through
aggressive promotion, re-branding efforts and reduction in prices. Companies
are also experimenting with sachet promotion to expand presence in the rural
markets. This competition is expected to further intensify in near future and the
determining factors is consumer connect.
The characteristics of shampoos and its market in India:--
1.The frequency of shampoo consumption in India is low. Most consumers
shampoo once or twice a week, as opposed to everyday in western countries.
2.Some consumers shampoo their hair to attend to hair problems like dandruff,
when the hair needs to be conditioned periodically
3.Consumers have common expectations from shampoo consumption, like
shine, cleanliness and hygiene, moisturizing, etc. and they expect their needs to
be satisfied.
4.Consumers relate formation of lather to the act of cleansing.

7. 5.Even today, many individuals use soap or a combination of soap and shampoo
to wash their hair.
6.Shampoo consumers are not very loyal to their brand. They constantly seek
changes, mainly so in fragrance.
7.The per wash consumption of shampoo of Indians is higher than most western
countries: 6 ml as compared to an average 4 ml per person. This is mainly
attributed to hair length of Indian women.
8.Since Indians also regularly oil their hair, their shampoo consumption
increases proportionally.
9.Southern India is predominantly a sachet market, as opposed to North India
where bottles are more popular.
Major players of the Indian shampoo market:--
Hindustan Unilever Ltd. dominates the shampoo market in the country with
brands like Clinic All Clear, Sunsilk and Clinic Plus. P&G follows closely with
its highly successfulbrand, Pantene, along with Head & Shoulders, the leading
Anti-Dandruff brand in India. Other major players are Dabur, Cavin Kare and
Garnier.

8. Value-added shampoo segment is gaining immense popularity these days, with
many companies launching a myriad of variants to tap market share. Paras was
first to launch the hair potion segment with Livon, pharma companies such as
Dabur have launched medicated anti-dandruff segment with Vatika.
By 2015, an estimated 55% of the shampoo consumers will be the under-20
years of age segment, giving shampoo giants a huge opportunity to experiment
in this sector. With increasing awareness and growing advertising activates,
shampoo penetration is likely to multiply threefold in the coming years.

9. THE HIERARCHY OF USAGE
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.
2nd GENERATION SHAMPOOS : APART FROM CLEANING,
THEY ALSO CONDITION THE HAIR.
LEAD BRANDS : CLINIC, SUNSILK AND HALO.
3rd GENERATION SHAMPOOS : SUPPOSED TO
PENETRATE THE SKIN AND NOURISH THE HAIR ROOTS.
e.g.. PANTENE, ORGANICS, OPTIMA.

10. Different Types of Shampoo in India Market:--

11. Objective:--
PRIMARY OBJECTIVE:-
 To audit the measurement of brand awareness and brand perception.
SECONDARY OBJECTIVE:-
The following are considered to be the secondary objectives of this research
study:
 To measure / determine the brand image, perceptions, attitudes and
behaviour of the target audience with regard to the corporate Garnier
brand as well as the products and personality of the Garnier brand.
 To measure / determine the value drivers for the target audience when
purchasing cosmetic, hair and bodyproducts.
 To interpret the results of the measurements based on statistical analysis.
Scope of Study:--
 This study helps to find the impact of the brand names among customers
with reference to.
 To find how far people are aware and attracted towards the brand name of
particular product.
 The satisfaction level of the customers in different ways towards the
branded products , can be studied through this project.

12.  To find the relationship between the quality of the productand its brand
name.
Limitations of the Study:--
 The survey was limited to Kolkata city due to the limitation of time.
 The study was conducted under of assumption that the information given
by the respondents is authentic.
 The respondents were reluctant to answer due to their busy schedule.
 Many respondents were biased in their responses.

13. Research Methodology:--
INTRODUCTION:-
Research refers to search of knowledge. The pattern in which a research is
carried out to arrive at a conclusion or to final new relationship within a
particular framework is called research methodology. Research methodology
also refers to the various sequences, steps to be adopted by a researcher to study
a problem with certain objectives in view.
RESEARCHDESIGN:-
Research design is the framework or plan for a study that guides the
collection and analysis of the data. It is a map or blue print according to which
research is to be conducted. The research design is given below,
A) NATURE OF RESEARCH:
The research design followed for this study is descriptive research for
analyzing the collected data, an in-depth research analysis was framed and
various statistical tools and techniques were also used for the purpose.
B) DESCRIPTIVE RESEARCH :
Descriptive research includes surveys and fact-findings enquiries of different
kinds. The Major purposeof descriptive research is description of the state of
affairs as it exists at present. The methods of research utilized in descriptive
research are survey methods of all kinds, including comparative and correlation
methods.

14. DATA TYPE:--
The two main types of data for present study have been primary data and
secondarydata.
A) PRIMARY DATA:-
Primary data is collected in the form of questionnaire. Through the
questionnaire which consists of a number of questions printed in a definite order
on a set of forms, the respondents were expected to read and understand the
questions itself. The respondents need to answer the questions on their own and
according to their perception.
B) SECONDARY DATA:-
Secondary data consists of information that already exists. Somewhere, having
been collected for specific purpose in the study. The secondary data for this
study was collected from various books, internet etc.
SAMPLING:--
POPULATION:-
Population or universe can be defined as the complete set of items, which are of
interest in any particular situation. In caseof population data is collected from
each and every unit.
SAMPLE:-

15. Sample denotes only a part of the universe which is studied and conclusions are
drawn on this basis for the entire universe.
SAMPLE SIZE:--
Size of the sample means the number of sampling units selected from the
population for the investigation.
Sample size = (Z2* P * Q) / (E2)
Where, p = no. of. Success
q = no. of failures
z = 95% confidence level
e = 5% error level
STATISTICALTOOLS:--
INTERVAL ESTIMATION:-
An interval estimate is a statement of two values between which it is
estimated that the parameter lies. An interval estimate would always be
specified by two values i.e., the lower one and upper one.
In the statistics research study, estimation is considered with the method by
which population’s character is estimated from sample information. It is called
an estimate. Interval estimation is the range of values used to estimate a
population parameter.
The formula is = npqp /96.1

16. q = 1-p
Where, p = success value
q = failure value
n = sample size
1.96 = table value of 0.05
CHARTS:-
Pie charts are used to get a clear look of the tabulated values.
PERCENTAGE ANALYSIS:-
Percentage analysis refers to a special kind of ratio. Percentages are used in
making comparisons between two or more series of data. Percentage relates the
data figure with the base figure studied.
= 100
n
d
Where, d = number of respondents
n = base or the sample group
SAMPLE METHOD:--
The methodology adopted to collect the primary data was interview
schedule, which includes a structured questionnaire to be given to the
respondents, the respondents would be guided by the interviewer to fill the
questionnaire and direct observation method was also adopted.
QUESTIONNAIRE:--
The study relies to a great extent on primary data and some extent to
secondary data. In order to gather primary data from the respondents a non-
disguised questionnaire was designed, keeping in view the objectives of the
study.

17. The questionnaire consists of the following type of questions:
Itemized Rating Scale:--
Itemized rating scales are ordinal scales used to measure consumer attitudes.
Three types of scales are commonly used in marketing research: Likert,
semantic differential, and Stapel. Likert scales ask consumers to agree or
disagree to declarative statements.
(Strongly Disagree = 1,
Somewhat Disagree = 2,
Neither agree nor disagree = 3,
Somewhat Agree = 4,
Strongly Agree = 5)
OPEN ENDED QUESTION:--
Here the respondents are given full freedom to answer anything. Open ended
questions are the type of question used to get suggestion from the respondentin
order to give feedback to the organization
MULTIPLE CHOICES:--
Here the questions asked have a set of given alternatives from which the
respondents may chooseone or more alternatives.
 Which mobile you like to prefer?
a) Sony b) Samsung c) Micromax d) HTC e) Nokia
CLOSED ENDED QUESTION:--

18. These types of questions do not allow the respondents to give answer freely.
Closed ended question are the type of questions with a clear delineated set of
alternatives that confine the respondents to chooseone of them.
TargetGroup:--
 Male and Female age between 18-50
 Sec A and A+
 Female could be Professional or Housewife.
PRETESTINGQUESTIONNAIRE:--
A pilot study was conducted by taking 5 samples to evaluate the effectiveness
of the questionnaire prepared and to determine the changes if any that have to
be made in the questionnaire to make it a more reliable one, the sample size
taken for this study is 50.
SAMPELING TECHNIQUE (Convenience Sampling):--
Convenience sampling is a non-probability sampling technique where subjects
are selected because of their convenient accessibility and proximity to the
researcher.
(However considering the practicalities, time constrains, we had to limit the
sample size to 50 and convenience sampling use to survey respondentin a target
group.)
PERIOD OF STUDY:--
The period of study has been from November 24th – December 6th 2016.

19. The Main Information Areas Coveredin the Q’re as Follows:--
1. Age
2. Gender
3. Nationality
4. How often do you wash your hair
5. What is the first brand that come to your mind
6. What is the first brand that come to your mind when you think of anti-
hair fall shampoo
7. What is the primary factor that will influence your decision to purchase a
shampoo
8. How do you know about the shampoo brands
9. What extent do you familiar with Garnier Ultra blend
10.Have you purchased the productbefore
11.If you used it before, how do you like it
12.What influence your decision NOT to purchase the product
13.What do you think about Garnier Ultra blend pricing compare other
brands
(Referto Annexure)
(The above questionnaire were askedonline to 50 individuals and their
response recordedaccordingly)

20. Chart Showing Age Proposition of Respondent

21. Table showing Age Proposition of Respondent
PARTICULARS RESPONDENTS PERCENTAGE
18-25
22 45%
26-35 6 12%
36-45 8 15%
46-50 14 28%
TOTAL 50 100
INFERENCE:Found that 45 % respondentare between age 18-25

22. Chart Showing Gender Proposition of Respondent

23. Table Showing Gender
PARTICULARS RESPONDENTS PERCENTAGE
Male
22 44%
Female 28 56%
TOTAL 50 100
INFERENCE:Found that 56% respondentare female.

24. Chart showing how often do you wash your hair

25. Table showing how often do you wash your hair
PARTICULARS RESPONDENTS PERCENTAGE
Once a day
12 24%
Every Other Day 20 40%
Once Every two or three days 15 30%
Once a week
3 6%
TOTAL 50 100
INFERENCE:Found that 40% respondent are wash their hair every other day.

26. Chart showing what is the first brand that come to your
mind?

27. Table showing what is the first brand that come to your
mind?
PARTICULARS RESPONDENTS PERCENTAGE
L'oreal
20 40%
Head and Shoulders 5 10%
Garnier ultra blend 8 16%
Pantene
7 14%
Tresemme 8 16%
Other 2 4%
TOTAL 50 100
INFERENCE:Found that 40% respondent TOM are L’oreal.

28. Chart showing what is the first brand that come to your
mind when you think of anti-hair fall shampoo?

29. Table showing what is the first brand that come to your
mind when you think of anti-hair fall shampoo?
PARTICULARS RESPONDENTS PERCENTAGE
Himalaya
15 30%
Clinic all clear 15 30%
Garnier ultra blend 8 16%
Head and shoulders
9 18%
Tresemme 0 0
Other 3 6%
TOTAL 50 100
INFERENCE:Found that 30% respondentTOM for anti hair fall shampoo is
Himalaya and 30 % are Clinic all clear.

30. Chart showing what is the primary factor that will
influence your decision to purchase a shampoo?

31. Table showing what is the primary factor that will
influence your decision to purchase a shampoo?
PARTICULARS RESPONDENTS PERCENTAGE
Brand
5 10%
Price 15 30%
Heath associated benefits 25 50%
Smell/Lather/Moisturizing
5 10%
TOTAL 50 100
INFERENCE:Found that 50 % respondentresponed for Health associated
benefits.

32. Chart showing how do you know about the shampoo
brands?

33. Table showing how do you know about the shampoo
brands?
PARTICULARS RESPONDENTS PERCENTAGE
TV advertisements
30 60%
Print ad 8 16%
Recommendations 2 4%
Internet(Social Media)
5 10%
Promotions Specialist 5 10%
Other 0 0%
TOTAL 50 100
INFERENCE:Found that 60 % respondentfor TV advertisements.

34. Chart showing what extent do you familiar with Garnier
Ultra blend

35. Table showing what extent do you familiar with Garnier
Ultra blend
PARTICULARS RESPONDENTS PERCENTAGE
1
0 0%
2
15 30%
3 20 40%
4
10 20%
5 5 10%
TOTAL 50 100

36. Chart showing have you purchased the product before
Trail/Ever purchased – Garnier Ultra Blend
 62% too high. Maybe the respondents have responded
keeping in mind, “Garnier” family.

37. Table showing have you purchased the product before
PARTICULARS RESPONDENTS PERCENTAGE
Yes
31 62%
No
14 28%
Maybe 5 10%
TOTAL 50 100

38. Chart showing if you used it before, how do you like it

39. Table showing if you used it before, how do you like it
PARTICULARS RESPONDENTS PERCENTAGE
1
0 0%
2
5 14%
3 11 30%
4 15 42%
5 5 14%
TOTAL 36 100
INFERENCE:Found that 30 % respondents are Neutral.

40. Chart showing what influence your decision NOT to
purchase the product
 Small base (14)

41. Table showing what influence your decision NOT to
purchase the product
PARTICULARS RESPONDENTS PERCENTAGE
Not Cost effective
8 57%
Using other Brand
4 29%
Not Suitable For My Hair 2 14%
TOTAL 14 100
INFERENCE:Found that 57% respondents are for Not CostEffective.

42. Chart showing what do you think about Garnier Ultra
Blend pricing compare other brands

43. Table showing what do you think about Garnier
Ultrablend pricing compare other brands
PARTICULARS RESPONDENTS PERCENTAGE
Cheap
2 4%
Reasonable
30 60%
Expensive 3 6%
Pricing was never a concern 15 30%
Other 0 0%
TOTAL 50 100
INFERENCE:Found that 60 % respondents are for Reasonable.

44. Conclusion of Findings
Conclusionfor shampoo / other brand related findings:
 40% of total respondents are washing their hair every other day.
 40% total respondents their TOM is L’oreal.
 30% total respondents TOM for anti-hair fall shampoo is Himalaya and
30% of total respondents TOM for anti-hair fall shampoo is Clinic all
clear.
 50% of total respondents primary factor that will influence their decision
to purchase a shampoo is Health associated benefits.
 30% of total respondents they know about the shampoo brand through
TV advertisements.
Conclusionfor Garnier related findings:
 40% of total respondents are quite familiars with Garnier Ultra Blend.
 62% of total respondents are purchased productbefore.
 42% of total respondents are somewhat satisfied.
 57% of total respondents not decided purchase Ganier Ultra blend
because they using other brand.
 60% of total respondents respond that Garnier Ultra Blend pricing
compare other brand is Reasonable.
Recommendations
 Health related aspectemerge for shampoo purchase (50%) however
familiarity level itself is low. So communication need to address related
benefit clearly for Garnier Ultra Blend.
 Familiarity only build BTL(Below the Line) kind of advertisements
where information can give more.
 Need to sustain level of advertisements may be non TV format.

45. ANNUXURE :=>
Google Docks has been used for instrument of collecting data online from 50
different individuals.
The Questionnaire design:--
Questionnaire
1. Age
I. 18-25
II. 26-35
III. 36-45
IV. 46-50
2. Gender
I. Male
II. Female
3. Nationality
Your answer
4. How often do you wash your hair?

46. I. Once a day
II. Every Other Day
III. Once Every two or three days
IV. Once a week
5. What is the first brand that come to your mind?
I. L'oreal
II. Head and Shoulders
III. Pantene
IV. Garnier ultra blend
V. Tresemme
VI. Other:
6. What is the first brand that come to your mind when
you think of anti-hairfall shampoo?
I. Himalaya
II. Clinic all clear
III. Garnier ultra blend
IV. Head and shoulders
V. Tresemme
VI. Other:

47. 7. What is the primary factor that will influence your
decision to purchase a shampoo?
I. Price
II. Brand
III. Heath associated benefits
IV. Smell/Lather/Moisturizing
8. How do you know about the shampoo brands?
I. TV advertisements
II. Print ad
III. Recommendations
IV. Internet(Social Media)
V. Promotions Specialist
VI. Other:
9. What extent do you familiar with Garnier Ultra blend?
 1
 2
 3
 4
 5
10. Have you purchased the product before?

48. I. Yes
II. No
III. Maybe
11. (Answer this question only if you selected 'Yes' for
10th Question) If you used it before, how do you like it?
 1
 2
 3
 4
 5
12. (Answer this question only if you selected 'No' for 10th
Question)What influence your decision NOT to purchase the
product?
Your answer
13. What do you think about Garnier Ultra Blend pricing
compare other brands?
I. Cheap
II. Reasonable
III. Expensive
IV. Pricing was never a concern
V. Other:
SUBMIT

49. BIBLIOGRAPHY
Books:
 Aaker, D. A., Managing Brand Equity: Capitalizing on the Value of a
Brand Name.
 Philip Kotlar., Marketing Management.
 Research Methodology – C.R. Kothari
Links:
http://www.garnier.in/hair-care/beauty/ultra-blends
https://www.google.co.in
https://en.wikipedia.org/wiki/Garnier
https://www.ukessays.com/essays/marketing/the-shampoo-industry-in-india-
marketing-essay.php