BUYING BEHAVIOR FOR

SHAMPOOS

BHARATH BHUSHAN(09107)
RAHUL MITTAL (09133)
SANTOSH RAJ (09141)
SHARAT CHANDRA (09243)
SYAMLY SATHYAN (09254)
YASH RAJ (09258)
 INTRODUCTION
 Market became significant in 1960’s
 Many brands- HUL, P&G, Himalaya, Ayur etc.
 Market Segmentation
 Benefit platform- cosmetic, antidandruff, herbal.
 Target market
 upper middle class, middle class, upper class rural
customers and teen agers
 Low price strategy, promotions and sachets
 OBJECTIVES OF THE
STUDY
To study
 The Influence of advertisement on buying behaviour

  the influence of the dermatologist to select a brand

 whether herbal shampoo is used more by male or

female population.
 the relation of customer buying behaviour and

product function.
 the influence of product functions on the purchase

decision.
SCOPE
 The study covers almost all categories of
shampoos.
 Any substitutes of Shampoos like washing 
soaps or  natural  products  have  not  been 
considered.
 Also Shampoos locally made  which are  not 
branded is not considered.
RESEARCH DESIGN
 SAMPLING TECHNIQUES
 SAMPLE SIZE- 60
 SAMPLE METHOD
 QUESTIONNAIRE DESIGN
 DATA COLLECTION
 MEASUREMENT
 ANALYSIS PROCEDURE
RESULTS OF THE STUDY
 RESPONDENTS USING SHAMPOO

non users
25%

shampoo users
75%
 SEX

female
40%

maleMale 36
60%female 24
 CURRENT PRODUCT
10
9
8
7
6
5
Column1
4
3
2
1
0
s h ne ve ra ya lus ier ilk ur rs
d & te do ee ala cp rn ns ay the
e a an m i m i n i ga su o
h p h c l
 PURPOSE OF USAGE
30

25

20

15

10 Column2

0
i r
uff g a ll
ha d r ni
n
i rf
of a n ti o h a
i ng it d n di n t
n n e
h e a co re
v
o ot p
sm
 USAGE FREQUENCY
35

30

25

20 Column2

15

10

0
daily twice weekly monthly
CONSULTED DERMATOLOGIST BEFORE BUYING SHAMPOO

yes
22%

Yes 13
no No 47
78%
 AWARENESS ABOUT THE BRAND
40

35

30

25

Series 3
20

15

10

0
TV ad magazines newspaper friends/family
Preference of herbal shampoo
 25% of the whole respondents preferred
 The reasons why they like are
 The ingredients used are natural
 It will not damage hair
 It is chemical free
 There will be no side effects
The reasons why the rest of
people don’t like are
 They are not scientifically proved
 The ingredients used cannot be trusted
 It is not efficient as commercial one
 RESULTS FROM Z-TEST
HYPOTHESIS
There is no significant difference with respect to
the attributes between male and female groups,
while buying shampoos.
The attributes we tested are
price and brand, natural ingredients and premium
ingredients, product sample and friends
recommendation and nourishment and anti hair
fall.
 KEY FINDINGS
 RECOMMENDATIONS
CONCLUSION