You are on page 1of 46

Consumer attitude towards chik shampoo Introduction

In the past days the needs and wants of man were limited and they dont have the ideas of using the cosmetics and other chemical items, which have now available in the market, this is because of knowledge. The needs of people have increased man following to change life style over the year. New discoveries, innovations, through scientific research and developments in creating newer products and services to satisfy not only the wants of man, but also to provide comfort living of man. Now the market is fledged with specialized products wants for health, care hair care, skin care, hygienic care, home care and fabric care and so on. Cavinkare company manufacturing and marketing verities of products for convenience and comforts of all the people all over the world, by considering the factors like price, quality, quantity etc.. And by also considering the economic condition of high and low income of the people. But now days their many companies exists and they produce many products which many brand, that is why for competing in market. Cavinkare company is one of the good and for most companies in our country, that produce more number of products and brands of consumer good both in pure herbal and chemical.

Bapuji Academy Of Management And Research,Davanagere Page 1

Consumer attitude towards chik shampoo

The word shampoo in English is derived from Hindi champo and dates to 1762. The Hindi word referred to head massage, usually with some form of hair oil. Similar words also occur in other North Indian languages. The word and the service of head massage were introduced to Britain by a Bengali entrepreneur Sake Dean Mahomed. Dean Mahomed introduced the practice to Basil Cochrane's vapour baths while working there in London in the early 19th century, and later, together with his Irish wife, opened "Mahomed's Steam and Vapour Sea Water Medicated Baths" in Brighton, England. His baths were like Turkish baths where clients received an Indian treatment of champi (shampooing), meaning therapeutic massage. He was appointed Shampooing Surgeon to both George IV and William IV. In the 1860s, the meaning of the word shifted from the sense of massage to that of applying soap to the hair. Earlier, ordinary soap had been used for washing hair. However, the dull film soap left on the hair made it uncomfortable, irritating, and unhealthy looking. During the early stages of shampoo, English hair stylists boiled shaved soap in water and added herbs to give the hair shine and fragrance. Kasey Hebert was the first known maker of shampoo, and the origin is currently attributed to him. Commercially made shampoo was available from the turn of the 20th century. A 1914 ad for Canthrox Shampoo in American Magazine showed young women at camp washing their hair with Canthrox in a lake; magazine ads in 1914 by Rexall featured Harmony Hair Beautifier and Shampoo. Originally, soap and shampoo were very similar products; both containing the same naturally-derived surfactants, a type of detergent. Modern shampoo as it is known today was first introduced in the 1930s with Drene, the first shampoo with synthetic surfactants. In modern society, the practice of good personal hygiene is usually a minimum expectation instilled within children from the earliest possible moment. Most civilized societies demand it, even take it for granted. But the history of shampoo, or the product used specifically for shampooing of the hair, is confined to about a century of very recent development. Before innovations in shampooing, the hair was maintained with a combination of soap, perfumes, and essential oils, none of which provided the quality of cleanliness and luster of a modern shampoo, because it took innovations in modern science to truly understand the composition of hair soil in order to develop cleansing formulas to combat it. The history of human hygiene, however, emerges with the dawn of civilization, when humans perceived themselves as distinctly different from other creatures. In a way, the science of shampoo is one among many milestones of achievement in personal hygiene, a pinnacle of cleanliness.

Bapuji Academy Of Management And Research,Davanagere

Page 2

Consumer attitude towards chik shampoo

In the bursts of human development beginning about 5000 B.C., early civilization began to arrange itself around agricultural and urban centers. By as early as 4000 B.C., Virginia Smith suggests, a cosmetic routine emerged during the Eurasian Bronze Age wherein beauty was managed through a system of pampering, from bathhouses to hairstyling. Smith identifies her history of clean as one of ellu, the ancient Mesopotamian word meaning a type of glittering, strikingly luminescent, or beautiful cleanliness (2007). But while surely most of the pampering rituals were reserved solely for the upper echelon of society (something which remained true throughout much of history), the broad acceptance of personal cleanliness had become an established feature of society by about 3000 B.C., because the emerging sense of human society came to believe that the extra polish or finish given by their grooming and adornments separated them from all other animals (ibid). In the ancient world, Egypt was the center of a thriving cosmetic trade, and early cosmetic scientists learned to exploit virtually every known natural resource for its purpose, from local raw materials to harvested domesticated products, such as lotus flowers for essential oils. Like today, the ancient cosmetic toilette used pumice stone as an exfoliator, and the natural sponges found in warm seas [were] used for sluicing the body (Smith 2007). Beauty was itself a deeply revered attribute. The ancient Greek word kosmos meant to order, to arrange, or to adorn while its derivative, the antecedent to the English cosmetics, was kosmetikos, which meant having the power to beautify and was a quality attributed of the high priestess who maintained the beauty of the temple. The beauty ritual was also prominent in the Babylonian courts in the third millennium B.C., where archaeological evidence of a palace shows multiple bathrooms complete with clean, running water. In addition, evidence of soap said to have been made from animal fats boiled with ashes has been found in clay jars, though it is unclear precisely what the soap was used for (Naiman 2004). Evidence of more widespread personal hygiene can be found later in the classical Greek period. The Greek emphasis on the purity of clean water and personal cleanliness would be further standardized by the Romans, whose bathhouses and aqueducts remain famous examples of technological innovation in the ancient word designed to improve the quality of life, perhaps most importantly for reasons related to ones personal health, hygiene, and cosmetic appearance. Bathers still commonly used abrasive surfaces such as pumice to scrape away soil, and they followed that with perfumed oils and lotions, though recommendations by the
Bapuji Academy Of Management And Research,Davanagere Page 3

Consumer attitude towards chik shampoo

second-century physician Galen in such texts as De Sanitate Tuenda (On the Healthy Life) began pointing to soap products as beneficial to personal hygiene (Smith 2007). But even among royalty, where hair was styled and perfumed, if soap was used in the hair it could not have impressed its users. Besides being irritating to the eyes, most standard soap was ineffective in properly cleansing the hair. Soap was difficult to wash out and left behind a dull film. Good shampoo, let alone the word itself, was still centuries away. From popular culture, it is easy to dismiss the concept of personal cleanliness in the Middle Ages. Indeed, Virginia Smith identifies an ascetic basis for the era following the fall of the Roman Empire that suggests a reason for such a belief: the Judeo-Christian ethic emphasized the purity of the soul and, hence, inner cleanliness took a privileged position over the outer body. But even as waterways such as the Roman aqueducts were either destroyed in war or fell into disrepair, communal bathhouses remained a vestige of many urban centers throughout the Middle Ages, despite the long-standing edict of A.D. 745 by Pope Boniface that forbade unisex bathing facilities. Eventually, however, as bathhouses became houses of ill-repute in growing urban centers and as disease, particularly syphilis, became widespread (largely related to the bawdy undercurrent of the public bathhouse), most closed with approval from religious leaders in the constantly changing political climate. It seems clear, though, that where opportunity for maintaining ones personal cleanliness existed, people took advantage of it. In some circumstances, however, opportunities for accomplishing ones personal cleanliness may have been fewer, and activities such as delousing ones hair may have been one of the few still-available practices. Nevertheless, the countdown to modernity that began in the seventeenth century had begun, and gradually the present-day hallmarks of safe, convenient, and civil methods of personal hygiene began to emerge (Smith 2007).

Bathhouses had made their triumphant return long before Dean Mahomet arrived in London. A native of the Bengal region of India under the rule of the English East India Company, Mahomet entered into the service of the English Companys army at an early age before going on to travel in Ireland and England. Mahomet documented his journey in his
Travels, the first book written in English by an Indian. Published in 1794, Travels was an

epistolary text, or a series of letters supposedly composed to a friend during his time abroad. In one letter, Mahomet acquaints his reader with the technique of Indian therapeutic massage that includes the practice of champing, which is derived from the Chinese. Mahomet quotes
Bapuji Academy Of Management And Research,Davanagere Page 4

Consumer attitude towards chik shampoo

from the ancients, that a female masseuse/shampooer, with her agile art, runs over his body and spreads her skilled hands over all his limbs. In other words, a relative to modern massage therapy, the shampooer rubs [the clients] limbs, and cracks the joints of the wrist and fingers[which] supples the joints, but procures a brisker circulation to the fluids apt to stagnate, or loiter through the veins, from the heat of the climate (Mahomet 1997). Upon arriving in London, Mahomets initial work was with the Honorable Basil Cochrane, who claimed to have drawn upon British inspiration to devise a kind of vapor bath cure (something in practice in Britains Indian colony) for use in improving the general health of lower-class Londoners. After a while, Mahomet accumulated some wealth and opened up his own Indian-style public eating house. When he was forced to sell his interest in the shop, Mahomet returned to the bathhouses and, though in many cultures washer people are among the lowest classes, Mahomet battled against type and the constraints of the alien culture and rose to the challenge of carving out an identify for himself. Mahomet implemented Indian shampooing methods he had practiced under Cochrane and, alongside the traditionally vapor bath, he employed a broad range of new treatments that helped him become the preeminent practitioner of his trade, eventually becoming the shampooing surgeon to royalty (Mahomet 1997). The practice of shampooing (from the Hindi champi) via the Chinese was popular among the colonizing English in India, so it translated well to London, if only because the description portrayed young, skillful women practitioners with long fingers, and a satined skin. Ultimately, however, it was the idea of shampooing for health that made the practice so popular in medical circles, where the concept got taken up and redeployed for other uses within a few decades (Mahomet 1997). But soon the word shampoo was used specifically to describe hair and scalp massaging products, often made from soap boiled in soda water and mixed with herbs for fragrance and health benefits. According to the Online Etymology
Dictionary, the term shampoo was first recorded with respect to the meaning to wash

ones hair in 1860 and as a noun meaning the soap used for shampooing the hair a few years later, in 1866. But hair care was still an uncomfortable burden, particularly for those with heavier, longer hair. Luckily for them, chemists began experimenting with solutions to this problem. Indeed, shampoo would become the realm of science, when the problem could be understood at a chemical level and the proper formulas could be developed to address the problem.

Bapuji Academy Of Management And Research,Davanagere

Page 5

Consumer attitude towards chik shampoo

At the turn of the century, when hair care was still a deeply troublesome practice, the industry was poised for a breakthrough. In 1898, the Berlin chemist Hans Schwarzkopf opened a drugstore with a section dedicated to perfume. When that part of his business proved especially successful, the chemist focused his efforts on developing new products for it--most importantly, products for the hair. According to the current company's Web site, Hans dislike the expensive oils and harsh soaps used to wash hair, and inspired to create a better solution. What Schwarzkopf developed was a water-soluble powder shampoo. Its ease of use made the product so popular that by the next year Schwarzkopf began to supply his powder shampoo to virtually every drugstore in Berlinand with an eye on the international market ( Despite the powdered shampoos convenience, the soap products it still contained caused undesirable alkaline reactions that dulled the hair. An article published in the New York Times in May 1908 outlines a number of simple rules on How to Shampoo the Hair. It is aimed specifically at women, claiming that every woman likes to have her hair not only daintily and becomingly arranged, but soft and glossy in appearance and texture the shampoo is a necessary part of the treatment, whether the feat is to be achieved by oneself or with the help of ones maid or hairdresser. The article explains hair is best shampooed at night, following a thorough combing and brushing of the hair, and then carefully singeing all split ends. After an olive oil-based Castile soap is applied with a stiff brush, the hair is rinsed four times, the latter rinses with cooler water to prevent the head from overheating and limit the potential for catching a cold. If it sounds like a difficult regimen to follow, it should be noted that in 1908, many hair specialists recommend the shampooing of the hair as often as every two weeks, but from a month to six weeks should be a better interval if the hair is in fairly good condition (emphasis added). In other words, the gradual build up of soils both natural and from the environment over the course of two or more weeks clearly necessitates the ritual, if only because less demanding hair care products were only just emerging. Indeed, the same year as the article hit newsstands, Dr. John Breck introduced one of the first shampoos to America before going on to develop one of the worlds first pHbalanced shampoos in 1930. Under Brecks reign, the business and products remained local, known only to his native New England. His son Edward took over management of the company in 1936 and soon partnered with illustrator Charles Sheldon, the artist responsible for creating the first pastel portraits of Breck girls. The campaign would become one of the longest running in American history as Sheldon created 107 total oil and pastel portraits,
Bapuji Academy Of Management And Research,Davanagere Page 6

Consumer attitude towards chik shampoo

including that of seventeen-year old Roma Whitney, whose profile would become the registered trademark of the company in 1951. Additional portraits were created by Sheldons successor, Ralph William Williams, who employed professional models and helped lift the company to the peak of its success in the 1960s (Minnick 1998). Meanwhile, Hans Schwarzkopf continued to innovate in Europe, and in 1927 he not only introduced one of the worlds premiere liquid shampoos but also launched his international empire of hairdressing technique institutes. Descendant lines of the Schwarzkopf Institute for Hair Hygiene remain active around the world today, implementing new products and continually innovating in the industry of hair care, from the first nonalkaline shampoo in 1933 to perms, hair sprays, and mousses. In 1980, the company led the way in a major environmental concern by converting to CFC-free aerosol spray cans ( Today it operates under the name of Schwarzkopft and Henkel and is headquartered in Dsseldorf, Germany. The Henkel brand is well known in the United States, responsible for such major brands as Dial and Right Guard. The worldwide network remains strong, and the company remains a leader in hair care innovation, the science of which continues to develop with our understanding of the science of hair itself. The hair-specific composition of shampoo products is designed for the individuals desire to practice both good personal hygiene as well as the cosmetic ritual that addresses a concern for appearance (Wong 1997). The proper cleansing of hair must address the complexity of soil that builds up from a combination of airborne contaminants, hair care products and, most importantly, oily hair lipid and sebum secreted by glands in the skin. When this natural byproduct combines with external pollutants, they build up on the individual follicles of hair and the hair takes on an oily, slick appearance. The innovations in hair care in the past one hundred years focus on this issue by using materials that target the hair lipids through highly surface-active cleansing agents called surfactants to break down and distribute healthy natural oils while washing away contaminants (Wong 1997). The composition of shampoo has been developed and marketed to specific types of hair since the early nineteenth century, but modern shampoos have achieved a pinnacle of performance and specificity. Though the primary attribute of a good shampoo is effective cleansing of the hair, shampoo manufacturers must address a wide array of needs, from conditioning and anti-dandruff formulas to specially styled and color-treated hair. There are also milder shampoos for babies and shampoos containing natural, often plant-derived ingredients to replace harsher chemicals (Wong 1997). Shampoo may be a late entry in the
Bapuji Academy Of Management And Research,Davanagere Page 7

Consumer attitude towards chik shampoo

arena of personal hygiene, but our knowledge of cleanliness is one that remains under intense scrutiny by scientists as we adapt to battle the ever-changing world of dirt and filtha world that is now understood microscopically.

BACKGROUND & INCEPTION OF THE COMPANY Every journey begins with the first step. The journey called Cavinkare began with a young mind taking the road less taken. In 1983 with a single product offering, Cavinkare started out as a small partnership firm. More steps followed and with the innovative Entrepreneur C.K. Ranganathan at the helm, Cavinkare emerged into a successful business enterprise. In line with the companys progressive outlook,Beauty Cosmetics, the earlier name, was rechristened to CavinKare in November 1998. 'Cavin' a literary word in Tamil, symbolizes beauty and grace. The company logo signifies dynamism, modernity, and a positive attitude towards the future - the spirit of the people behind the phenomenon called CavinKare. Smart marketing and a clear product positioning ensured CavinKares growth from strength to strength, broadening its product portfolio extensively. The company now markets

Bapuji Academy Of Management And Research,Davanagere

Page 8

Consumer attitude towards chik shampoo

ten major brands. The turnover from all the companies in the CavinKare group touched Rs. 400 crores in 2003-2004. Over the years, CavinKare has achieved significant milestones, and a competitive edge with sound understanding of mass marketing dynamics. The company offers quality hair care, skin care, personal care, food products and home essentials, borne out of a keen understanding of consumer needs. Today, CavinKare has established a firm foothold in the national market. Efforts towards self sufficiency with backward integration has allowed CavinKare, along with its Group Companies manage its own advertising & media buying, product packaging and research and development activities.

Corporate practice:
CavinKare's astute professionalism, innovative products, and consistent quality are results of its significant corporate practices. CavinKare is backed by 500 employees who are proficient in their respective fields. The company has a network of 1400 stockiest and a distribution system that reaches out to 7 lakh outlets through out the country. WorkCulture: The work culture at CavinKare features lots of freedom, immense responsibility and due credits in creating an ambitious and admirable Indian Company. CavinKare provides its employees an atmosphere of easy informality, and an absence of restrictive hierarchies or functional boundaries. Communication is encouraged across levels and departments; cross functional teams flourish; the top management to the junior most employees participate in open house sessions; value based management is often a part of the agenda in many meetings; and innovations big and small are applauded. These are the factors that drive the corporate entity called CavinKare. Communication among people is the life force of CavinKare's vibrancy and dynamism. Numerous forums exist. There is dialogue sessions, intranets, attitude surveys, etc. They help encourage interaction among people in many settings and in different contexts. Milestone:
Bapuji Academy Of Management And Research,Davanagere Page 9

Consumer attitude towards chik shampoo

December - 2004 Inauguration of new R&D center - CavinKare Research Center (CRC) Chik Shampoo in top 100 brands in India ET November 2004 - C K Ranganathan honored by Distinguished Services Award

October 2004 - CavinKare moves to new office Cavin Ville October 2004 - C K Ranganathan was awarded Entrepreneur of the year given by Economic times April 2003 - Chik Shampoo won the AAA award given by Advertisement Association of Chennai Nov 2003 - First Major Acquisition gaining leadership in the pickles market through Ruchi March 2002 - CKPL reached 243 crores 15th Dec. 2002 - Limelite Chennai's first upmarket salon opened July 2002 - Trends Invogue started 2000-2001 - Went beyond Rs.200 Crores 2001 Created an In-house media buying outfit, CavinKare Advertising Pvt Ltd 2000 Made its presence online with SAP 4.0B 2000 - Set up a division for exclusively focusing on its export initiatives 2000 Changed corporate logo to reflect true personality of the company 1999 - Enters Talcum Powder segment in the South 1998 Witnessed the launch of Indica Hair Dye with herbal extracts 1998 - BCL renamed as CavinKare Pvt Ltd to revamp its corporate image 1998 - Saw the launch of Fairever, a revolutionary Fairness Cream with saffron 1998 - On popular demand, Deodorants were added to the Spinz Range 1997 - Introduced Spinz perfumes to the masses 1993 - Nyle Herbal Shampoo was launched for consumers beyond the South 1991 - Floated Packaging India Pvt Ltd for supplying packaging laminates 1991 - Saw the launch of Meera, a herbal hair wash powder 1990 Set up Beauty Cosmetics Pvt Ltd with the aim of producing world class products 1983 Set out as Chik India, a firm that marketed Chik Shampoo
Page 10

Bapuji Academy Of Management And Research,Davanagere

Consumer attitude towards chik shampoo

Vision Trends in vogue envisions itself being the largest and most- coveted chain of family beauty salons in India, and to be the first to bring change in the industry through product innovations, customers-centric service delivery mechanisms, and gratifying the everchanging needs of the customers.

Mission: 1. To provide the customers an unparalleled service experience. 2. To provide the customers the largest range of natural products and services. 3. To be the first to introduce sub-formats and values-added services. 4. To be the most preferred family beauty salon chain for customers, employees and alliance partners. 5. To provide consistent profits to all stockholders.

Values and Beliefs: What makes CavinKare the company it is today are the core values and beliefs that are adhered to by one and all in the organization. These are: Integrity: The Company values honesty and truthfulness above everything else in all its interactions. Our thoughts, words, and actions shall be the same. We shall try our utmost to fulfill promises and honors commitments. Fairness: The Company shall be fair in all its dealings with people inside and outside. We will follow rules, norms, and procedures, not only to the letter, but in spirit as well; we will show common decency in all our dealings with people; we will not exploit undue advantages; and we will respect the rights of others. Excellence: The Company values highly all efforts that lead to high standards in everyday work and results. We shall attempt to be the best in class in anything we choose to work on. We shall encourage any individual or collective effort in promoting excellence.
Bapuji Academy Of Management And Research,Davanagere Page 11

Consumer attitude towards chik shampoo

Innovation: The Company values innovative thinking, innovative approaches, and innovative solutions in our regular work life. We will always look for better ways of doing things; we will seek new ideas to solve problems; and we will experiment with new concepts, ideas and solutions. Openness: The Company believes that openness to new ideas, thoughts and opinions makes relationships stronger and more productive, we shall listen to others; we shall openly discuss among colleagues all that are appropriate; and we shall welcome ideas from everywhere. Trust: The company believes that trust is an important ingredient for effective functioning within the organization and with the outside world. While we shall protect our legitimate business interests, we would also approach the people, issues and associations with straightforwardness, optimism, and positive outlook. Stretch: The Company believes that people have infinite potential. We have an extraordinary capability to exert and extent the limits of the possible. We shall aim for stretch goals, ambitious targets, and ever- receding horizons. Ownership: The Company values the individual belief of ownership and accountability. All our employees are an integral part of the company and have a high stake in its well being, as well as in shaping its destiny. Individually and collectively we assume responsibility for all our actions and their consequences. Speed: The Company strongly believes that time is an invaluable resource. We shall favour speedy decisions, actions and programs. Within the limits of all our values, we respect speed as a winning ingredient in this fast moving and fast changing world. We shall use speed to slash red tape and complacence. CustomerDelight: our customers and consumers deserve the best deal from us. We shall aim not to just satisfy them but deliver more than their expectations to delight them.

Bapuji Academy Of Management And Research,Davanagere

Page 12

Consumer attitude towards chik shampoo

Leadership: Our Company believes that sustained progress and growth are achieved through leadership characterized by inexhaustible personal energy and exceptional ability to energies others. We shall promote leaders within the ranks who unleash latent energy within the organization. Adaptability: Our Company believes that flexibility and adaptability are essential conditions to survive and thrive in a chaotic fast moving world. While we hold true to our basic beliefs and values, we shall continuously introspect and reassess the needs for change in the way we do business.


The term product interpreted in a narrow sense as well as in a broad sense. In its narrow sense as well as in the general sense, a product is a set of tangible physical and chemical attributes assembled in an easily identifiable and readily recognizable form, in other word, a product is any object which has an identifiable physical existence in the sense, books, furniture, fruits etc. constituted products. However in modern marketing, the term product is not used in its narrow sense. The term product is used in a broad sense. The term product has been defined by many authorities on marketing. Some of the important definitions of the product are According to Philip kotler: a product is any thing that can be offered to a market for attentions, acquisition, use or consumption that might satisfy a want or need. It includes physical objects, services, persons, places, organizations and ideas.

Products of cavinkare limited: For the last two decades cavinkare ltd has been providing the Indian market with a high range of quality beauty products that are backed by modern research an development a state of art production facility and above all the selection of safest ingredients for its products. The company has wide range of products in hair care, skin care and personal care segments. Cavinkare Company has six major brands- Fairever, Chick, Nyle, Meera, Indica and Spinz. While its shampoo brands (chick & Nyle ) contributes 50% to the companys

Bapuji Academy Of Management And Research,Davanagere

Page 13

Consumer attitude towards chik shampoo

Turnover. The fairever cream contributes 30%. The balance is from spinz (Deodorant, perfume ) indica hairdye and other products. we plan to close this fiscal with a turnover of rupees 240 crore , says Ranganath. Some of the major products of cavinkare company are dealt here:Hair care products: 1. Chik shampoo:

India's second largest selling shampoo, Chik Shampoo revolutionized the shampoo industry with innovative sachet packaging and other insightful market offerings like 50p price points, floral fragrances etc. Chik Shampoo expanded the Indian shampoo market by penetrating deep into rural India.

Chik Shampoo is formulated with Active Double Conditioners that condition the hair and makes hair soft and helps keep it more manageable than ever. Chik Shampoo is economically priced and is available in 2 variants - Black and Jasmine and in pack sizes of 4 gms & 8ml satchets and in 60 ml, 120 ml, 250 ml & 500 ml bottles. 2. Nyle active herbal shampoo:

Nyle active herbal shampoo a quality offering from the company is one among the top 3 shampoo brand in the market. Nyle Active Herbal Shampoo contains time tested herbs like shikakai, reetha, tulsi and henna that gently nourish the hair while it's Aloe Vera extracts penetrate deep into scalp and restores moisture to it. The result : your hair shines with health. Nyle Active Herbal shampoo is available in 3 variants:

Bapuji Academy Of Management And Research,Davanagere

Page 14

Consumer attitude towards chik shampoo

REETHA for Black & Shine: (Reetha, Amla, Henna, Aloe vera) Reetha is a time tested natural cleanser. Henna is a traditional, natural deep conditioner for shiny hair. Amla strengthens hair fibres and reduces hair loss. Along with Aloe vera's deep moisturizing, making the hair black and shiny. SHIKAKAI for Bounce and Shine: (Shikakai, Henna, Amla, Aloe vera) Shikakai reduces hair loss and removes dandruff. Henna is a traditional, natural deep conditioner for shiny hair. Amla strengthens hair fibres and reduces hair loss. Along with Aloe vera's deep moisturizing, they give the hair bounce and shine. TULSI for Strength and Shine: (Tusli, Henna, Amla, Aloe vera) Tulsi is an effective anti-microbial agent that keeps the scalp clean & healthy. Henna is a traditional, natural deep conditioner for shiny hair. Amla strengthens hair fibres and reduces hair loss. Along with Aloe vera's deep moisturizing, they lend hair strength and shine. Nyle Active herbal shampoo is available in the following pack sizes : 8ml satchet and in bottles of 120 ml, 200 ml, 450 ml and 1000 ml. 3. Meera badam shampoo:

Meera Shampoo is formulated with Badam an active source of herbal proteins, to nourish and strengthen you hair from root to tip and shikakai or kunkudukkai to gently cleanse the hair and scalp. It comes in 2 variants shikaki & kunkudukkai (reetha). It is available in 8ml satches and 100 ml bottles. 4. Meera herbal hair wash:

A name synonymous with Healthy Hair for years, Meera Herbal Hairwash powder offers you the perfect protection against damage from exposure to harsh elements in todays changing external environment. With Meera, your hair not only gets long nourishment and protection, but also extra conditioning that helps your hair stay naturally

Bapuji Academy Of Management And Research,Davanagere

Page 15

Consumer attitude towards chik shampoo

healthy and soft for years to come! Improved Meera Herbal Hairwash Powder has Shikakai, Tulsi, Vettiver, Green Gram and Reetha for complete hair nourishment and conditioning. Available in three variants Regular, Rose & Jasmine, Meera hair wash powder is available in Sachet, 50 g refill, 100g refill and 100g containers. 5. Meera herbal hair oil:

Meera Herbal Hair oil is yet another testimony to CavinKares long tradition of innovating and offering outstanding value to the consumers. Consumers wonder at times as to how can they verify the claims of different brands having different ingredients. Now, for the first time, in Meera Herbal Hair oil, they can actually see the ingredients which are mixed in the hair oil. The five herbs (Amla, Henna, Hibiscus, Vettiver and Fenugreek) in the inner perforated tube continuously nourish the pretreated oil and these herbs can actually be seen by the consumers! Meera Herbal Hair Oil offers you a modern form of your mothers traditional recipe that gave you that special care that made your hair strong thick and healthy. It is available in two sizes 100ml and 200ml Skin care products: 1. Fairever fairness cream:

This is a high profile product of the company and today the most successful product of the company. It is one of the leading brands in the market today. The fairever cream contributes 30% to the companys turnover. With a 13% market share in the rupees 718 crore fairness cream market, fairever is next only to the two decade-old brand fair & lovely. The Fairever Fairness Cream now comes with a unique blend of Fruit Vitalizers, an extract from the goodness of fruits, which help provide nourishment to the skin. Vitamins from the fruit vitalizers get absorbed easily, giving skin a natural glow. Apart from this, the cream also contains the goodness of saffron, the ageold traditional
Bapuji Academy Of Management And Research,Davanagere Page 16

Consumer attitude towards chik shampoo

fairness secret, and milk, a powerful natural fairness ingredient, rendering a shimmering glow to the face of the Indian consumer. Fairever is available in stylish 80gm, 50gm, 25gm and 9gm packs. 2. Fairever mantra fairness cream:

Fairever Mantra is a unique fairness cream that combines the best natural, time-tested fairness ingredients from across India to give you natural fairness in just 4weeks. It contains ingredients such as chironji and almonds from North India, honey and lime juice from the East, orange oil and yeshtimadhu from the West, and manjishta and marigold from the South. Fairever Mantra also contains haldi, milk, rose, bhringraj and calendula, making it a perfect combination for fairness. It is the end result of intensive research among experts in traditional systems of medicine like ayurveda, siddha and unani, as well as modern dermatology. Fairever Mantra Fairness Cream is available in 50g, 25g and 9g packs. 3. Beautiful skin winter fairness lotion:

Exposure to winter sun can lead to dry and darker skin. New Beautiful Skin Winter Fairness Lotion from Fairever brings you the double benefits of moisturizing and fairness in a luxurious lotion. Intense moisturizers keep your skin soft, while triple sunscreens protect your complexion from the winter sun. It also contains the goodness of Fairever that works from within, and leaves you fairer and radiant in just 4 weeks Beautiful skin Winter Fairness Lotion is available in 100 ml and 50 ml packs. Personal care products: 1. Chick talk:

Bapuji Academy Of Management And Research,Davanagere

Page 17

Consumer attitude towards chik shampoo

Chik Talc is here to take you over! Enjoy cool new freshness in two fragrances Fresh Floral and Fresh Lavender available in 100 gm and 50 gm packs respectively Come along, indulge to your hearts content. 2. Spinz deodorants:

Discover a great new way to stay bright and lively, all day long. Spinz perfumed deos are available in two exciting variants. Exotic gives you the charms of a floral bouquet, while Enchante wins you over with its lavender-based notes. Designed to suit your style, both variants work like a deo that also promises you the unforgettable fragrance of a perfume. Available in 150 ml, & 75 ml cans, the two fragrances - Exotic and Enchante - are long lasting and truly international. So go ahead, enjoy life non-stop. SWOT analysis: Strengths Some of the strengths of an organization are: a. Availability of necessary infrastructure b. Adequate production capacity c. Skilled manpower d. Good manufacturing practices, quality assurance and quality control. e. Appropriate corporate philosophy on R & D f. Availability of top R & D personnel and budget. g. Facilities for product and process development h. Good location i. Wide distribution network. j. Motivated staff k. Liquidity position
Bapuji Academy Of Management And Research,Davanagere Page 18

Consumer attitude towards chik shampoo

l. Adequate Reserve and Surplus m. Brand image n. Consistency in earning profits o. Good corporate image p. Efficient management q. Philosophy and human resource development r. Flexible/responsive Weakness Some of the weaknesses of an organization are: a) Rising cost of operations b) Growing union pressures c) Non-availability of raw material d) Scarcity of capital e) Weak credit worthiness Opportunities Some of the opportunities of an organization: a) Growing population b) Increase in disposable income c) Good monsoon d) Easy availability of money e) Availability of appropriate technology f) Favorable government policy g) Presence of favorable cultural environment

Threats Some of the threats of an organization are a) Tough competition b) Political instability c) Tight money market d) Difficulty in retaining technical experts e) Changing customer tastes and preferences
Bapuji Academy Of Management And Research,Davanagere Page 19

Consumer attitude towards chik shampoo

Introduction: This is the age of high competition. In the present market situation the large scale producer or large care manufacturer cannot sale his product in the market with out any distribution channels. Due to lot of complexity of production and distribution strategies the manufacturer cannot be able to handle both functions at a time. Hence, there is a lot of need for distribution channels and these distribution channels have grown widely with a various complexities. These channels of distributions will vary from product to product, place to place and time to time. Hence, the distribution of products plays a vital rule in a marketing of products. The smooth flow of product from producer to consumer depends largely on the activity carried on by the distributors and dealers. History: This project report specially refers to the consumer attitude towards chick shampoo with special reference to Patil Agency. It was started in the February 2007 with a initial capital of rupees 8 lacks by Mr. Nirmala C.S, it located in church road near super market Davanagere. It has a sufficient space to store bulk quantity of the product. Objectives of the dealers: Prime objective is to do business and earn more profit.
To promote and sale chik shampoo of the cavinkare company.

To increase the sales volume annually. To maintain good relationship with customers , suppliers and also general public. To satisfy employees work in the firm by providing sufficient remuneration and motivation them to achieve higher performance. Management: It is a sold trading firm Founder of the firm:Mr. Nirmala C.S, who manage overall business transaction by himself.
Bapuji Academy Of Management And Research,Davanagere Page 20

Consumer attitude towards chik shampoo

Organization structure of Patil agencies :-

At present patil agencies having One manager

One accountant

One computer operator

One warehousing in charge

Six sales men

Two delivery boys

The manager and accountant look after office affairs like accounts, day to day sales, credit sales, calculation credits and major activities.

Sales performance of a dealer: Right from the beginning it has gained profit with the increase of sales day by day due to the efficient staff. The keen interest of the owner is the business has maintained the staff to improve the business. Month 2007 Feb. Sales (in lack) rs 9.60 Stock (rs) 1.3

Bapuji Academy Of Management And Research,Davanagere

Page 21

Consumer attitude towards chik shampoo

March 10.00 1.15

Mode of receipts: The booking boys collect cash on behalf of the firm by visiting the retailer everyday. The firm offer the discount to its retailer against the payment made by the retailer as under. Discount 2% 0% Payments of days Within 7 Days Above one week

Patil agencies keep in constant touch with the relations, which have created good relations between them. It helps them to book the orders effectively.

Marketing mix strategy

MARKETING: It is the comprehensive terms and includes all resources and a set of activities necessary to direct and facilities the flow of goods and services from producer to consumer According to businessmen marketing has twin activities. a) Matching the product or service with demand.
b) Transfer of ownership and possessions is of the flow of goods from primary producers

to ultimate consumers.

Bapuji Academy Of Management And Research,Davanagere

Page 22

Consumer attitude towards chik shampoo

According to Prof. Philip kotler "Marketing is the analysis, planning, implementation and control of programmed design to being derived exchanges with target audiences for the purpose of personal and mutual gain". It relies heavily as the adaptation and co-ordination of product, price, promotion and place for achieving response. Prof. Henry. L Hanson in his little Marketing text techniques and cases defines Marketing as the process of discovery and translating consumer needs and wants into product and service specification creating demand for these products and services and then in term expanding the demand. American Marketing Association defines marketing as the performance of business activities that direct the flow of goods and services from producers to consumers or users". The key to understand marketing is to understand the implications of the word strategy. MARKETING STRATEGY A marketing strategy specifies a target and related marketing mix. In a target market a fairly homogenous group of customers to whom a company wishes to appeal are needed. Similarly in a marketing mix, the controlled variables which the company puts together co satisfy this target group is needed. Marketing strategy is the heart of marketing plan. The concept strategy usually comes from two plans. We have a grand strategy or corporate strategy leading with company mission and co-objectives. Marketing strategy is the functional strategy. It is related to marketing as are functional area of business. The corporate strategy plan is the master company plan at provides guidance to all managers about the directions ,in which the firm wants to go and the position it wants to achieve the strategic plans sets the boundaries for all other functional planning objectives are developed from co-objectives. So marketing strategy is a consistent, appropriate feasible (possible) act of principles through which particular company hopes to achieve its long terms customers satisfaction and profitability objectives is a particular competitive environment. MARKETING MIX

Bapuji Academy Of Management And Research,Davanagere

Page 23

Consumer attitude towards chik shampoo

Marketing mix refers to the amounts and Kinds of marketing variables, the firm is using at a particular time under marketing mix we include mainly product mix, distribution mix, communication mix and service mix. Prof. H. Bordan of the Harvard Business School conceived the idea of 'mix' of marketing functions. According to, "the marketing mix refers to the appointment of efforts, the combination. The designing and the integration of the elements of marketing into a programme a mix which as the basis of an appraisal of the market force will best achieve the Objectives of an enterprise at a given time". Thus marketing mix is a plan designed to analyse the marketing problems, these problems are analyzed. a) By utilizing the important forces emanating team the marketing operations of an enterprise. b) By adopting procedure and policies for an efficient marketing programme (distribution policies, promotional policies etc) Marketing mix is popularly divided into 4 tools called four ps of marketing mix product, price, place and promotion. Particular marketing variables are shown below.

Marketing Mix
Product Product Variety Quality Design Features Brand name Packaging Mix I. Product Price List Price Discount Allowances Payment Period Credit Terms Promotion Sales Promotion Advertising Sales force public relation Sales Channels Coverages Assortments Locations Inventors

Bapuji Academy Of Management And Research,Davanagere

Page 24

Consumer attitude towards chik shampoo

Product is the most and important single component of marketing mix of the company. A satisfactory product is the starting part of all marketing activities. Before selling a product, a company should decide the exact nature of the product to be sold. A product strategy of a company comprises the plan for marketing its products the company develops a product design to achive the s objectives, it will have a product program suitable to the product position in the life cycle.
1. Product


Varieties of product studies and offered to customers according to Quantity and Quality. The company offers a variety of products change pattern fashion, Bison super, Luxol Gold, Silk Splendor, Weather coat, walmasta etc. 2. Quality Quality of the product offered to customers is of excellent standard or grade is because the motto adopted is customer satisfaction Product mix strategy of cavinkare company: Having experienced the power of packaging in it own brands and sensing the immense potential of setting up on in-house packaging resources, packaging India Pvt limited (PIPL) was established by cavinkare limited. PIPL was primarily setup to manifacture laminates for its own products. Today it is one of the largest flexible packaging companies in south India with an existing capacity of about 1500 metric turns per annum. The packaging arm of cavinkare, the polymer division, was setup with the existing task of having cater to a wide spectrum of packaging requirements, from the hi-end automobile components to the plastic containers of consumer goods. This clearly indicates the importance given by the company towards achieving quality packaging. Price mix strategy: Price is a major marketing text and help in directing the product to a specific consumer segment. Price is the value of a product expressed in terms of money. Price is a powerful instrument in which both the buyers and sellers are interested. The right place can be determined through the price research and by adopting the test marketing techniques decision concerning price to be follows for a period of time may be
Bapuji Academy Of Management And Research,Davanagere Page 25

Consumer attitude towards chik shampoo

called price policies. A manufacturers not free to adopt his own policies but his pricing must be aimed at offering reasonable price to the consumer ensuring of fair return on investment to the manufacturer the modern manufacturer must not only know the worth of his own product. But he must also know that competition offer. Several Factor Influencing the Decision in Determining Price 1. Target share of the market. 2. Demand for the product. 3. Competitive reaction. 4. Other parts of marketing mix i.e. product, distribution channels and promotions. Price mix strategy of CavinKare limited: The company while fixing the price for a particular product looks in to various factors. Important being market conditions, general economic conditions, price of the compotators etc. CavinKare limited has adopted a pricing policy which is quite competitive. The prices of its products are some what high than compare to its compotators prices for example, fairever cream is higher than HLLs fair & lovely. The market leader in the segments. The company various the prices of its products whenever a sales promotions scheme is in action. Promotion mix strategy: It includes all the activities the company makes to communicate and promote its products to target customers. Its programme consists of advertising, sales promotion, public relation , direct and online marketing. Communication is the soul of marketing process. Transmission of messages from manufacturer to consumer can be described as promotion. Promotion is conducted through of our popular methods. Advertising, Sales promotion and Publicity. 1.Advertising Strategies Identified sponsors define advertising as any paid form of non personal presentation and promotion, goods, services or ideas. Advertising is formative and educative to consumer the effect of advertising is more of indirect nature cream direct. But it is very helpful in creating image. 1. Sales Promotion
Bapuji Academy Of Management And Research,Davanagere Page 26

Consumer attitude towards chik shampoo

Sales promotion is referred to activities, which stimulate consumer purchasing and effectiveness. Sales promotion effects are usually short term and therefore are closed to active short term objectives like branding boosting sales, test marketing, image building etc. 2. Publicity Publicity is also called marketing public creations receiver receives it as a fact rather than promotion by the company. These facts would come from columnists, Journalists, newspaper and reviewers publicity is highly advantageous. It creates good image and public awareness at minimum company expenditure. Promotion mix strategy adopted by CavinKare Ltd :Cavikare Ltd has its own promotional strategies. Its efficient & successful strategies have earned the company a leading edge over its compitations. The company doesnt pursue personal selling as an strategy. Instead, its relies upon advertising and sales promotions strategies. The company enjoys a strong support from leading advertising agencies like Rubecon, Euro RSCG, Fountain head and Ogiluy & Mather to maintain excellent & successful brand building and communication strategies. Cavikare ad spending for 2005 2006 was about 41 crores, which is about 25% of sales. The percentage may be high, but the absolute figure is quite small when comparing to what the industry leader spend. Though it spends small amount, the company has been able to gain considerable market share. The company advertises in the various media important being newspapers, magazine & television. The company folling with modern technology has designed its websites & effectively advertising in the net. The companys websites offers various business opportunities for those who are interested deal with the company. Apart from advertising has also developed effective sales promotions strategies. The company markets its products through opinion leaders-beauticians. Recently, it even organized a barbers-meets in Mumbai, to promote its shampoo sales. The company also quite frequently launches or re-launches the products. This strategy of the company has proud to be quite effectively. The company also offers various premiums, price offs on its products. For example, Indica hair dye was reformulated to have its effects(i.e to keep hair black)for 30 days instead of 31 day as before.
Bapuji Academy Of Management And Research,Davanagere Page 27

Consumer attitude towards chik shampoo

Distribution mix strategy :It means distributing the goods to various place where there is demand their goods this play a very important role in marketing mix. It stands for matching arrangement for the smooth flow of goods and services from the producer to the consumer; it is concerned with creation of place, time and possession utilities. In distribution process middleman or intermediaries plays a very important role. They injure smooth flow of goods and services they are commonly called as distribution channels. Distribution includes channel of dissatisfaction, transportation, warehousing and control.

Distribution mix strategy of cavinkare company:The channel of physical distribution adopted by CavinKare Ltd, is as follows The company has adopted indirect channels of distribution. The channels of distribution adopted by the company are illustrated in the following diagram.

Company C&F agent Stockiest Wholesale Retailer

Bapuji Academy Of Management And Research,Davanagere Page 28

Consumer attitude towards chik shampoo


In this channels the company users the services of an super stockiest for the initial distribution of goods. The agent in turn distributes to wholesaler who in turn sell to retailers the retailer sell to the ultimate consumers. Cavinkare group has a well defined distribution network. It has a network of around 3000 stockiest & reaches out to 6 lakhs outlets.The no of shops in which the companys products are sold in increasing by day to day.


Problems in the marketing of cavinkare companys products: 1. 2. Cavinkare limited is quite a small and new entrant in the sector. The company seriously suffers from lack of identity. The products of the company are quite familiar in the market; but the company is relatively unfamiliar. Not many people know who manufacture the product like chick, fairever, spinz doos etc.. Although these products brands are popular in the market. 3. The number of stockiest and dealers of company are limited when compared to market leaders in FMCG sectors. The company has poor penetration in the rural markets. The distribution channel still needs to be strengthened. 4. 5. 6. The advertisement made by company for its products are quite insufficient. Sales promotions methods are required to be more effectively formulated. The company faces stiff competition from international and foreign brand as well. The quality to certain international brand names in unsatisfactory.

Bapuji Academy Of Management And Research,Davanagere

Page 29

Consumer attitude towards chik shampoo

Objectives of study:
1. To study the needs and importance of chick shampoo . 2. To analyse the influencing factors of buying decision of consumers.

3. To study the consumers attitude towards chick shampoo of cavinkare product.

4. To find out ways and means to overcomes the competition.

5. To know the service provided by Cavinkare company.

Scope of the study: The scope of the study is restricted to davanagere city only. The study is done to ascertain the consumers attitude towards chik shampoo in davanagere city on the factors which influence them to purchase cavinkare products.
a. The project will help in understanding the attitude of consumers towards chik

shampoo b. The project helps to study market potential of Cavinkare Company. c. This study helps to put theoretical aspects of the study. d. This project will enable the company the company to implement recommendation mode. Research design: The research work conducted on the basis of exploratory research. This study will emphasize the ability of the firm to clean about distributors its competitor. The research design is the basic plan, which guides the data collection and analysis through different phases of the projects. It is therefore a frame work, which specified the type of information to be collected, the source of data and collection procedures. Methodology: The important point for the validation of any research study is based on what type of methodology is adopted. Project report is based on following data.

Bapuji Academy Of Management And Research,Davanagere

Page 30

Consumer attitude towards chik shampoo

1. Primary data 2. Secondary data.

1. Primary data: Primary data is the first hand data which is collected from survey anaysis . Here the marketing survey is done by conduction a survey on Random sampling basis. It is conducted through structured questionnaires. The advantage of using primary data for analysis is that developed personally and offers the latest information. Primary data for the study is follows.
Discussions help personally with distributors and agents in Davanagere city. Data collected through questionnaires using survey method. About to user

selected on random sampling technique were interviews personally. For propose of survey 50 respondent consider 2.Secondary data: It is second hand data. Secondary data has been collected from some earlier search work and are applicable in the city were research has presently undertaken. Following is the sources of secondary data. Newspapers and magazines. Company broader and guidelines books. Text books. Company declares or agencies. Websites

Limitations of the study:

a. The study is limited to distributors of Davangere city only.

b. Time consistent. c. Personal bias of respondents.

d. The sample study is restricted 50 respondents.

Bapuji Academy Of Management And Research,Davanagere

Page 31

Consumer attitude towards chik shampoo

Survey Analysis of the study

Table 1 Showing Gender of the Sample Users Sl. No. 1 2 3 Male Female Sex No. of Respondents 20 30 50 Percentage Total 40% 60% 100%

Total Source: Survey Data

The above table shows that 60% of the samples consumers are belonging to the Female Respondents and remaining are from male category.

Bapuji Academy Of Management And Research,Davanagere

Page 32

Consumer attitude towards chik shampoo

Table - 2 Showing the distribution of respondents on the Basis of their Marital Status Sl. No. 1 2 Marital Status Married Unmarried No. of Respondents 8 42 50 Percentage Total 16% 84% 100%

Total Source: Survey Data

The above table shows that 16% of the respondents are married and 84% are unmarried.

Table 3 Showing the Age of the Sample Users Sl. No. 1 2 3 Age 15-20 Years 20-25 Years 25-30 Years No. of Respondents 12 22 10 Percentage Total 24%% 44% 20%

Bapuji Academy Of Management And Research,Davanagere

Page 33

Consumer attitude towards chik shampoo

4 Above 30 Years 6 50 12% 100%

Total Source: Survey Data

From the above table, its clear that chick shampoo is used by almost all age groups. But significantly most of the users are in the age group of 20 25.

Table 4 Showing the distribution of respondents on the Basis of their Qualification Sl. No. 1 2 3 4 Qualification S.S.L.C. Degree Post-graduate Any others No. of Respondents 14 28 4 4 50 Percentage Total 28% 56% 8% 8% 100%

Total Source: Survey Data

This table also shows that most of the users are degree holder (i.e 56%). 28% have completed SSLC 8% are Post-graduate.
Bapuji Academy Of Management And Research,Davanagere Page 34

Consumer attitude towards chik shampoo

Table 5 Showing the Occupation of the Respondents Sl. No. 1 2 3 4 Occupation Students Business/ Profession Employee House wife No. of Respondents 32 8 4 6 50 Percentage Total 64% 16% 8% 12% 100%

Total Source: Survey Data

The above table clearly state that 64% of the respondents are students. 16% are Businessman, 8% are Employees & the remaining 12% are housewife.

Table 6 Table showing the no of sample users who have used chick shampoo


No of respondents

Percentage total

Bapuji Academy Of Management And Research,Davanagere

Page 35

Consumer attitude towards chik shampoo

Yes No Source: Survey Data 46 4 92% 8%

92% of the respondents have used chick shampoo at least once & the remaining 8% have not used chick shampoo even once.

Table 7 factor of influence of sample users of chick shampoo Sl. No. 1 2 3 4 5 Quality Price Packing Advertisement Type No. of Respondents 20 12 8 6 4 Percentage Total 40% 24% 16% 12% 8%

Friends Source: Survey Data

Bapuji Academy Of Management And Research,Davanagere

Page 36

Consumer attitude towards chik shampoo

The table above signifies the factors that influenced the respondent to buy chick shampoo. Most of the users (i.e. 40%) have purchased chick shampoo due to the better quality it offers. The price has influenced 24% of them to buy chick shampoo. Package, advertisements and friends have bageed 16%, 12% & 8% respectively.

Table 8 Satisfaction derived by the sample users regarding quality of chick shampoo.

Quality Yes No Source: Survey Data

No of respondents 42 8

Percentage total 84% 16%

84% of the respondents are satisfied with the quality of chick shampoo and the remaining 16% are not satisfied with the quality.

Table 9

Bapuji Academy Of Management And Research,Davanagere

Page 37

Consumer attitude towards chik shampoo

Opinion of sample users regarding the price of chick shampoo.

Price Cheap Reasonable High Very costly Source: Survey Data

No of respondents 20 24 4 2

Percentage total 40% 48% 8% 4%

Regarding the price of chick shampoo, about 48% of respondents opined that the price is reasonable, only 8% & 40% felt that it is quite cheap.

Table 10 Table showing the opinion of sample users regarding the packing of chick shampoo.

Packing Satisfied Good Excellent Poor Source: Survey Data

No of respondents 10 14 26 -

Percentage total 20% 28% 52% -

Bapuji Academy Of Management And Research,Davanagere

Page 38

Consumer attitude towards chik shampoo

The packing of chick shampoo is excellent according to 52% of the respondents 28% of them feel that packing is good & 20% feel that packing is satisfied.

Table 11 Table showing the kind of changes the sample users prefer in the packing of chick shampoo.

Changes Size Color Design Quality of material Source: Survey Data

No of respondents 10 18 16 6

Percentage total 20% 36% 32% 12%

As it is clear from the table, 36% of respondents prefer a change in the color of the packaged used. 32% prefer a change in design of the packaged. The respondents who prefer a change in size & quality of material used for packing are 20% &12% respectively.

Table 12
Bapuji Academy Of Management And Research,Davanagere Page 39

Consumer attitude towards chik shampoo

Table showing the opinion of sample users regarding the advertisements of chick shampoo.

Advertisements Effectively Ineffectively Source: Survey Data

No of Respondents 40 10

Percentage total 80% 20%

80% of the respondents feel that the advertisements of chick is quite effective other 20% feel that the advertisement needs to improve.

Table 13 Table showing the kind of changes preferred by sample users with regard to the change in advertisement.

Response Yes No Source: Survey Data

No of respondents 24 26

Percentage total 48% 52%

Bapuji Academy Of Management And Research,Davanagere

Page 40

Consumer attitude towards chik shampoo

52% of the respondents feel that advertisement need no change while 48% do feel that ads to be change in certain aspects.

Table 14 Table showing the opinion of sample users regarding the availability of chick shampoo.

Availability Yes No Source: Survey Data

No of respondents 48 2

Percentage total 96% 4%

96% of the respondents opined that its available near their house & the remaining 4% opined that its not available regularly.

Bapuji Academy Of Management And Research,Davanagere

Page 41

Consumer attitude towards chik shampoo

Table 15 Table showing the opinion of sample users regarding the regular availability of chick shampoo.

Regular Yes No Source: Survey Data

No of respondents 44 6

Percentage total 88% 12%

88% of the respondents opined that chick shampoo is available regularly to them & the remaining 12% opined that its not available regularly to them.

Suggestions: Based on the survey, this chapter has been fabricated. The survey results have been widely studied. This chapter is intended to suggest the company about its products & at the same time to derive conclusion & from the study undertaken. The survey has helped to amass a lot of valuable information with regard to the chick shampoo in particular and the company- CavinKare limited in general. The survey and others have also pointed out many short-coming in the products of the company with a view to improve the overall performance of the company, the following few suggestions have been offered.
Bapuji Academy Of Management And Research,Davanagere Page 42

Consumer attitude towards chik shampoo

1. Promotion of corporate identity:Mainly the company suffers from lack of corporate identity. This is an issue of serious concern. Various ads and others have rarely, emphasized the company logo. This has resulted in quite a lot of problem. Therefore, the company should strongly promote its corporate identity. 2. Reduction in the price:The price of the products should be still reduced. A cheaper rate is always recommended. The price if effectively regulated can be a major factor in increasing the sales of the product. 3. Improvement in the quality of chick shampoo:Another worrying aspect for the company is that its inconsistency in the quality offered. In this regards the company should try to improve the quality of the product. Along with improving quality, a consistency in quality will easy better customer loyalty. 4. Change in color & design of packing:The packing of the products is quite effective. A slight improvement in the color & design is suggested. This is because the MNCS in the FMCG sector are making their packs attractive with bright colors & to compete with them an effort in this direction is appreciable.

5. Improvement in advertisements:The Ads of the company should be improved more and more different media for advertisement should be chosen .In the current context, advertising through internet is appreciable. 6. Improvement in distribution network:The company presently has a distribution system which is mainly concentrated in semi-urban & urban area. The company should make a concentrated effort in the direction of increasing the no of stockiest. By this, he company should see the its product are available in very outlet in the city.
Bapuji Academy Of Management And Research,Davanagere Page 43

Consumer attitude towards chik shampoo

7. Improvement in the sales promotion strategy:Sales promotion tool should be still more effective utilized. currently, sales promotion seems to be in the second agenda of the company. The company should, in order to improve sales must offer reasonable offer in the market.

G. Conclusion From the study, we can derive the following conclusion about the products of Cavinkare limited. 1. The company products are familiar in the market. Most of the people who were surveyed, do use chick shampoo-Cavinkare limited highest selling product. 2. The quality of the product has obtained somewhat mixed reaction, quite a many feel that there is a inconsistency in the quality of the product and they need a consistent quality of the product. 3. Many users have used the shampoo for only a couple of times and have been discontinued is, reason being lack of consistent quality.
Bapuji Academy Of Management And Research,Davanagere Page 44

Consumer attitude towards chik shampoo

4. Most of the respondent feel that the price of chick shampoo is quite reasonable. Only a few responds opined that price of is high therefore, it can be safely concluded that the price of company is reasonable. 5. Regarding packing, the respondents are quite happy. They feel that the packing is very excellent. Many has given that packing is good. 6. With regards to advertisements, a mixed opinion is seen. Many see advertisements as reasonable effective. 7. The distribution system in Davangere city of the companys product is quite appreciated in the survey. Almost all the respondents have opined that chick shampoo is available near their house and it is regularly. In all, the conclusion indicate that the company products enjoy a reasonable position in the eyes of the customers. The products of the company especially chick shampoo needs to improve its quality and in other aspects.

Marketing management, Philip Kotler 13th edition. Published by Dorling Kindersley

(India) Pvt. Ltd., licensees of pearson Education in South Asia. Page no.102

WEBSITES: (last accessed on 02-4-2011) (last accessed on 24-4-2011)

Bapuji Academy Of Management And Research,Davanagere

Page 45

Consumer attitude towards chik shampoo

Bapuji Academy Of Management And Research,Davanagere

Page 46