STUDY ON THE BUYING BEHAVIOR OF CONSUMERS REGARDING BRANDED SHAMPOOS IN COIMBATORE CITY

Abstract
Title of the project: Study On the buying behavior of consumers regarding branded shampoos in Coimbatore City

The research has been conducted to know the buying behavior of consumers regarding branded shampoos in Coimbatore City. The study was conducted to know the factors that influence the purchase of these brands in Coimbatore City city, also what sources of information influence the purchase of these products. The reasons for consistency /change in regard to brands of shampoos were also inquired into and thereby their overall satisfaction level with the currently used brand was studied. The sample of 100 respondents was taken and questionnaires were filled in by them.

1

Table of Contents

Chapter No. 1 2 3 4 5 6 7 Introduction

Particulars

Page no.

Research Methodology Data Analysis and Interpretation Findings Conclusion and Summary Appendix Bibliography

2

List of tables

S.No. 1 2 3 4 5 6 7

Particulars Page No. Number of respondents using branded 21 shampoos Frequency of using Shampoo in a week 22 Awareness level of respondents 23 regarding various brands of shampoos Source of information regarding Branded 24 shampoos Most important factor of consumer 25 preference Preference of brands of shampoos 26 Importance level of factors considered 27 by respondents while purchasing

8 9 10 11

Shampoos Brand Switch if particular brand is not 28 available Brand Loyalty among consumers 29 Reasons that made respondents stick to 29 one particular brand of shampoo Response in regard to intention to stick 30 to the current brand of shampoo being

12

used Satisfaction level of consumers towards 31

3

13

their preferred shampoo brand Demographic profile of respondents

33

4

List of Figures

S.No. 1 2 3

Particulars Number of respondents using branded shampoos Frequency of using Shampoo in a week Awareness level of respondents regarding various brands of

Page No. 21 22 23

4 5 6 7

shampoos Source of information regarding Branded shampoos Most important factor of consumer preference Preference of brands of shampoos Importance level of factors considered by respondents while

24 25 26 27

8 9 10 11

purchasing Shampoos Brand Switch if particular brand is

28

not available Brand Loyalty among consumers 29 Reasons that made respondents stick 30 to one particular brand of shampoo Response in regard to intention to stick to the current brand of 31

5

12 shampoo being used Satisfaction level of consumers towards their preferred shampoo brand 31 6 .

environmental pollutants and other contaminant particles that gradually build up in hair.Chapter I Introduction 1.1 Shampoo Shampoo is a common hair care product used for the removal of oils. Shampoo formulations seek to maximize the following qualities: • • • • • • • • Easy rinsing Good finish after washing hair Minimal skin/eye irritation No damage to hair Feels thick and/or creamy Pleasant fragrance Low toxicity Good biodegradability 1. skin particles.2 Evolution 7 . dirt. The goal is to remove the unwanted build-up without stripping out so much as to make hair unmanageable.

in turn from Hindi champoo. English hair stylists boiled shaved soap in water and added herbs to give the hair shine and fragrance. His baths were like Turkish baths where clients received an Indian treatment of champi (shampooing) or therapeutic massage. 8 . The term and service was introduced by a Sake Dean Mahomed.The word shampoo in english usage dates back to 1762. massage". Kasey Hebert was the first known maker of shampoo. the flowers of the plant Michelia champaca which have traditionally been used to make fragrant hair-oil. During the early stages of shampoo. English hair stylists boiled shaved soap in water and added herbs to give the hair shine and fragrance. and the origin is currently attributed to him. The word was a loan from Anglo-Indian shampoo. During the early stages of shampoo. ie "to smear. who opened a shampooing bath known as Mahomed's Indian Vapour Baths in Brighton in 1759. with the meaning "to massage". It itself comes from Sanskrit/Hindi word "champā" . and the origin is currently attributed to him. knead the muscles. Kasey Hebert was the first known maker of shampoo.

Most consumers use shampoo only once or twice in a week. HLL has higher stakes in the rural market with an 80% share. these products are used on special occasions such as weddings. About 50% of consumers use ordinary toilet soaps to wash their hair. growing at 10% to 12 % every year Usage: The frequency of shampoo usage is very low in India.1. strength) •Anti – Dandruff (AD) •Herbal 20% of the total shampoo market is accounted by the AD shampoos. shampoo sector saw strong growth in the next two years due to the introduction of sachets and a surge in rural demand. health. The AD segment is the fastest growing segment. In many cases.3 Segmentation: Shampoo market is segmented on benefit platforms •Cosmetic (shine. The bottle sales are popular in the northern region where 50% of the shampoo bottles are sold After a sober growth in 2004 due to the downturn of the FMCG sector. parties etc. The overall shampoo 9 . About 15% of consumers use toilet soaps as well as shampoo for cleaning their hair. Also 70% of the total shampoo sales are through sachet sales.

The average per-capita consumption of shampoo in India is very low at approximately 13 ml and many people in rural India still use toilet soaps. while urban demand grew half that at 21%. However the main segment is Teenagers. the south and east zones have doubled Urban .4 Opportunity Penetration of shampoo is very low in India. now almost a third of the country's rural population uses shampoo with penetration levels zooming to 32% in 2005.000 tonnes.market. The huge size of the untapped market leads to a great potential for the existing players. From a penetration level of 13% in 2000.40 % Rural . saw rural off take grow by 40% last year. This provides a huge opportunity to the players.10 % Targeted customers: Shampoos are mainly target at Upper middle class. People still perceive shampoo as high end product in the rural areas. which sees annual volume sales of approximately 63. While the north and west zones have tripled in penetration. 1. Middle class housewives and upper rural class. 10 .

products like anti dandruff started getting attention and became the fastest growing category. from 16% the previous year. Overall growth rates in the market slowed to 1. Players like Dabur and Ayush came up with herbal shampoos. This provides huge market for the shampoo players. Also. high price and the view that the shampoo is more of a glamour product rather than a hygiene product led to lower sales. Despite its undisputed potential. the rapid expansion of the shampoo market was interrupted in 1999. with the increasing income levels of the middle class population. Lack of innovation was the major reason for slowdown.7% in 1999. which is one of the largest consumers of hair care products. 11 . Currently there is a population of 163 m teen in India. Approximately half of the 1 bn plus population is under the age of 20. the usage of shampoos has increased. The perception that shampoos contain harsh chemicals that could damage hair. The players came out with the idea of smaller packs. which were a success. Also.India is and will remain for some time one of the youngest countries in the world.

6 Market Scenario of shampoo industry 12 .1.5 The top Shampoo brands Normal Shampoos •Clinic Plus •Sunsilk •Chik Anti Dandruff Shampoos •Clinic All Clear •Head and Shoulders •Dabur Vatika AD Premium Products •Shehnaz Hussain •Revlon Flex •L'Oreal 1.

The group has been operating in India for over 60 years. HLL is today a multi-product. HLL is the undisputed leader from the early 1990s with brands like Sunsilk. Major Players of Indian shampoo industry HLL By all accounts.The India shampoo industry is estimated at Rs 14 bn and is growing at an average rate of 20% per annum. the UNILEVER group is India's foremost multinational . Clinic All Clear and Clinic Plus. 13 . According to AC Nielsen. shampoo is one of the fastest growing categories within FMCG sector and is expected to grow at 25% per annum in the coming years. Being first it has being given the market leadership position in many product categories.000 shops directly serviced by the company. multi-unit organization addressing various public health challenges facing humanity.200 stockists and 600. Lever's have a sprawling distribution coverage which in the case of HLL extends to 3.

On 1st April 1988. communicate the idea of capturing the “emotional drama” in a girl’s life. It was launched in 1954 in the United Kingdom and by 1959 it was available in 18 different countries world-wide. and to provide a source of expert beauty care for women. commenced doing business as Proctor and 14 . The Sunsilk brand is intended to demonstrate a perceptive and sympathetic understanding of women. Over the past 157 years (1837-1994) since William Proctor and James GambIe entered into partnership to manufacture candles and soap in Cincinnati. Sunsilk products are being marketed in over 50 countries throughout Asia. manufactured and effectively marketed a stream of consumer products. P & G has conceptualized. the Bombay based Richardson Hindustan Ltd.Sunsilk is the name of a brand of hair care products for women produced by the Unilever group. Latin America. Currently. which have contributed significantly to American consumers Currently P & G employs l lakh people globally and has subsidiaries in over 60 countries including India. The Middle East and North Africa. is a renowned company. P&G In US-the world’s largest market place in terms of effective demand-the Cincinnati (Ohio)-based household and personal care products colossus P & G Co.

with the world’s largest selling brand – Pantene. The people responsible for this were Robert Jongstra 15 . Unlike other shampoos. It also launched Head &Shoulders. It has since then grown into a billion dollar brand.S. which is the leading AD shampoo Head & Shoulders is a famous brand of anti-dandruff shampoo produced by Procter & Gamble. P & G entered India in Nov 1995. manufacturing strategies and operations are its major strengths. Yet to categories P & G as merely an excellent marketing company is to do it an injustice. market in November 1961. and there are now in excess of ten different kinds of shampoo for different hair types under the Head & Shoulders banner. Head & Shoulders had relatively few variations until the late 1990s and early 2000s.Gamble India Ltd. as a blue-green shampoo formula. Head & Shoulders was first introduced to the U. It is an excellent marketing and product research company while its R & D. The strategies and methodologies that the company has innovated to facilitate its inexorable growth have won it a place of honor in virtually every country.

. In 1998. CavinKare CavinKare was founded by Ranganathan in 1983. 'Chinni Krishnan. and its product was Chik shampoo. with a modest capital investment of Rs 15. The company was called Chik India Pvt. Ltd.000 and with a single product. to signify its change from a single-product company to a broader FMCG company. skin and personal care. while 'Care' was modified to start with the letter 'K' instead of 'C' as a tribute to Rang Nathan’s father..The brand's best-known product is the conditioning shampoo Pantene Pro V. Ltd.(Procter & Gamble General Manager) and Olga Barr (Saatchi & Saatchi Global Creative Director). encompassing various market segments such as hair. 16 . CavinKare Pvt.. 'Cavin' is a literary word in Tamil meaning Beauty and Grace. the company adopted its present name.. According to company sources. Pantene is a brand of hair care products owned by Procter & Gamble.. The company targeted the local market and within a few years emerged as a leading regional player in the shampoo market in South India.'.

THe CEO of L'Oreal SA in France is Jean-Paul Agon. skin care products under the name. and most recently.L’Oréal Group L’Oréal Group headquartered in the Paris suburb of Clichy. is the world's largest cosmetics and beauty company. L’Oreal markets its range of specialized hair care products exclusively through salons and beauty parlors. skin care. 17 . L'Oréal is a listed company. sun protection. L’Oréal is also the top nanotechnology patent-holder in the United States. and the Swiss food company Nestléeach control over a quarter of the shares and voting rights. make-up. France. The company was also the first to introduce modern shampoo-based hair dyes for the Indian market Garnier is a company producing hair care products. but the founder's daughter Liliane Bettencourt who is one of the richest people in the world. concentrating on hair color. Nutritioniste. It is the only company in the market that has a hair colour range tailored exclusively for parlors. including the Fructis line. perfumes and hair care. L’Oréal has developed activities in the field of cosmetics. L’Oréal is active in the dermatological and pharmaceutical fields.

One of their key ingredients is a fruit concentrate used in all their products. The issues that dealt within the discipline of consumers’ buying behavior are:  What products and services do the consumers buy?  How do they buy?  Why do they buy?  From where do they buy? 18 . using or disposing off goods and services. vitamin B3 and B6. acquiring. Buying behavior is an attempt to understand and predict human actions in the buying role.7 Consumer Behavior The term consumer behavior may be defined as the decision process and physical activities in which individuals engage them while evaluating. The study of consumer behavior is the study of how individuals make decisions to spend their available resources on consumption of related items. fructose and glucose 1.that are sold around the world. It is a brand of L'Oréal. It is a combination of fruit acids.

 When do they buy? Consumer behavior provides a sound basis for identifying and understanding consumer needs. In case of New Product Introduction in the market. So from all these aspects the study of consumer behavior is important. 19 . 1. there is a risk of product failure.8 Objectives of the study • To study the consumer awareness regarding branded shampoos. Their desires. tastes and preferences are to be taken care of. The adoption of marketing concept by the marketers provides the impetus for the study of consumer behavior. • To study the source of information regarding awareness of brands • To study the factors influencing choice of consumers towards branded shampoos. To increase the chances of success of new products. It is the act of the individuals directly involved in obtaining and using economic goods and services. The study of consumer behavior is an essential component of marketing. better information of the consumer behavior is required.

2.1 Scope of the study The scope of the study is to get the knowledge about the buying behavior of consumers towards the branded shampoos in Coimbatore City. making deduction and reaching calculation etc and at last care fully testing the conclusions to determine whether they fit the formulated hypothesis or not. how the study was carried out and what were the various techniques used. It includes the scope of the study.e. It is careful investigation or enquiry in a systematic manner in order to find a solution to problem in research.• To study the reasons for consistency /change in regard to brands of shampoos. The scope is restricted to study consumer’s awareness regarding branded shampoos and the factors influencing choice of consumers towards 20 . analysis of data and limitations of the study. CHAPTER 2 RESEARCH METHODOLOGY Research Methodology deals with the method of study i. collection of data. formulating hypothesis or suggested solution. It consists of defining and redefining problems. research design. collecting and evaluating data.

The research problem in clear-cut terms helps the researches to prepare a research design. It is the strategy for a study and the plan by which the strategy is to be carried out. The questionnaire comprises of close ended as well as open-ended 21 . It constitutes the blueprint for the collection. For the purpose of collection of primary data.3 Data Collection 2. measurement and analysis of data.2 Research Design The research design is an arrangement of condition for collection and analysis of data in manner that aims to combine relevance to the research purpose with economy in procedure. 2.branded shampoos in Coimbatore City. a well-structured questionnaire was given to the respondents and they were personally interviewed to fulfill the objectives of the study.3. 2. It is original in nature in the shape of raw material. This is done to avoid perceptual bias and for providing objectivity to the study. The research carried down is descriptive in nature because it describes the consumer buying behavior regarding branded shampoos.1 Primary Data Primary data is that data which is collected for the first time.

4 Sampling Design Sampling refers to selecting some of the elements in a population by which one can draw conclusions about the entire population. They are secondary in nature and are in shape of finished product. In close ended questions dichotomous. 22 . ranking.1Universe Universe is the infinite number of elements that the researcher is targeting in his study.4.2 Secondary Data Secondary data is the data which is already collected by someone. 2.3. checklist questions and multiple choice questions are used. likert’s scale. newspapers.questions. 2. 2. Here the universe for the study consists of all the people who use branded shampoos. Secondary data was collected so as to have accurate results and the required data was collected from various magazines. journals and internet to gather relevant information about the shampoo industry and the leading brands of shampoos.

In non-probability technique I have preferred ‘Convenience sampling’ method because population of my research is huge and due to the time constraint I will be catering to 100 people according to my convenience. B) Sampling Unit-A single consumer using Branded shampoo 2.4.4. A) Element.4.2.4.2 Population Population is finite number of elements that the researcher is going to target in particular area.Coimbatore City city 2.2 D) Time of Study.4. C) Extent.Consumers i. 2. The selection of the respondents was done on the basis of 23 .2.e people using branded shampoos 2.2. People throughout Coimbatore City who use branded shampoos constitute the population of my research.3 Sampling Technique In my research I have used non-probability technique for drawing a sample from the population.Six months 2.4.2.

Convenience sampling was basically used due to money. Business Service Professional Student Housewife Total 18 24 5 40 13 100 24 . 2. time as well as distance constraints. The number of respondents included in the study was 100 for convenience in evaluating and analyzing the data and because of time constraint.4.4 Sample size Sample size is the size of sample drawn from the population which is the true representative of the research.convenience based on the non-probability method of sampling.

the general suggestions were summarized. The study was limited to Coimbatore City city only. the mean scores and percentages were calculated. In the case of questions on Likert’s point scale. however the report is subject to following limitations: 1.2. In case of ranking questions the total score has been added and final ranking is given. The questions having alternative choices were analyzed by taking percentages.5 Data Analysis and Interpretation For the purpose of analyzing. Wider coverage would have made the study more reliable and representative. In case of explanatory questions. 2. 25 . raw data was summarized in a master table and from this table the results have been carried out.6 Limitations of the study Sincere efforts have been made to collect authentic and reliable information from respondents. The questions to which there were specific answers the ranges were clubbed and percentages were calculated.

3. Sample may not be the true representative of the universe 26 . Responses of respondents were biased based on their personal preferences. 4. study could not be carried out on a large scale 5. Sample was drawn by convenience sampling. so possibility of sampling error cannot be ruled out.2. Due to time and cost constraints.

1 Number of respondents using branded shampoos Response Yes No Total Figure 3. Factors considered by them while purchasing branded shampoos and to check their brand loyalty.CHAPTER 3 ANALYSIS AND INTERPRETATION The present chapter deals with analysis of data collected from the consumers regarding their awareness level regarding branded shampoos. A total of 100 consumers were personally interviewed with help of structured questionnaires.1 No. of respondents 88 12 100 Percentage(%) 88 12 100 27 . Results of the study: Table 3.

of respondants using branded shampoos 100 No. 88% respondents use branded shampoos and 12% don’t use branded shampoos. of respondants 80 60 40 20 0 Yes Response No Interpretation: From the above table. Table 3.No. of Respondents 48 33 19 100 Percentage (%) 48 33 19 100 28 . So branded shampoos are very commonly used in Coimbatore City.2 Frequency of using Shampoo in a week Frequency 1-3 times 3-5 times Daily Total No. we can conclude that out of 100.

of Re sponde nts 60 40 20 0 1-3 times 3-5 times Frequency Daily Interpretation: From the above table. 33% respondents use shampoos 3-5 times in a week and rest of the respondents use shampoos daily.Figure 3. it is clear that 48% respondents use shampoos 1-3 times in a week.2 Frequency of using Shampoo in a week No. 29 .

14 0.19 0.1 0.17 0.05 0 Head & Shoulders Sunsilk Pantene Garnier L’Oreal Clinic Brands Interpretation: 30 .3 Awareness level of respondents regarding various brands of shampoos Avg Scores 0.16 0. of responses 80 73 92 83 77 84 Average Scores 0.3 Awareness level of respondents regarding various brands of shampoos Brands Garnier L’Oreal Sunsilk Pantene Clinic Head & Shoulders No.2 0.15 0.16 0.17 Figure 3.Table 3.

21 0.22 0. Pantene.4 Source of information regarding Branded shampoos Sources Newspaper Television Magazine Salesman Friends/Relative Internet Figure 3.08 No. 92% are aware of Sunsilk.18 0.4 No. Garnier. followed by Head & Shoulders.02 0. of re sponse s Source of information regarding Branded shampoos 100 80 60 40 20 0 Newspaper Television Friends/Rel ative Magazine Sources Salesman 31 Internet .From the above table and graph it is clear that out of 100 respondents.35 0. of responses 51 81 49 4 27 18 Average Scores 0. Clinic and least are aware of L’Oreal. Table 3.

information from friends/relative.Interpretation: From above table it is clear that television is the most important source of information followed by Newspaper. 3. Clinic and least preferred is L’Oreal.5 Most preferred shampoo brand among consumers is Sunsilk followed by Head and Shoulders. Internet and least important source of information is from salesman. Garnier. However some respondents also prefer chik shampoo because of its price and some other medicated shampoos or herbal shampoos. Pantene. 32 . Magazine.

20 0. of responses Packaging Factors Interpretation: 33 Advertise ment .6 Most important factor of consumer preference 80 60 40 20 0 Price Quality No.43 0.05 0.06 0.6 Most important factor of consumer preference Factors Price Brand Quality Schemes(discount offers) Packaging Quantity/Package Advertisement No.08 Figure 3.03 0.15 0.Table 3. of responses 27 35 76 9 10 6 15 Avg scores 0.

And the least important factor while buying the shampoo is Quantity/Package after Packaging.7 34 .From the above table. Table 3.7 Preference of brands of shampoos Brands L’Oreal Head & Shoulders Pantene Clinic Sunsilk Garnier Total Score 379 332 324 378 312 377 Rank 6 3 2 5 1 4 Figure 3. it can be concluded that quality is the most important factor while considering the preference of shampoos followed by brand and price factor.

Head and Shoulders.8 Importance level of factors considered by respondents while purchasing Shampoos Factors Strongly Disagre 35 Neutral Agree Strongly Mean . Garnier and least preferred is L’Oreal . Clinic.Preference of brand shampoos Total Scores 400 300 200 100 0 L’Oreal Pantene Sunsilk Clinic Head & Shoulders Garnier Shampoos Interpretation: In the above table 1 is given to the most preferred and 5 to the least preferred to rank the shampoo brands. Most preferred shampoo brand among consumers is Sunsilk followed by Pantene. Table 3.

28 0.15 -0. 2 is the weightage given to Strongly Agree.5 0 Quantity/Pa ckage Price Brand Quality Schemes Packaging -0. 0 to Neutral.5 Mean Score 1 0.8 (-2) 7 3 2 36 12 31 12 e (-1) 26 19 10 17 26 28 4 (0) 23 21 19 22 31 18 34 (1) 23 33 39 16 24 19 20 Agree (2) 21 24 30 7 6 3 30 Score .5 -1 Advertisem ents Factors Interpretation: In above table. 1 to Agree.73 0. 0.96 -0.54 Importance level of factors considered by respondents while purchasing Shampoos 1. -1 to Disagree and -2 to Strongly Disagree.Disagree Price Brand Quality Schemes Packaging Quantity/Packag e Advertisements Figure 3.96) of quality being calculated lies between 0 to 1 so it is very near 36 .67 -0.63 0. the mean (0.

Table 3. of respondents 62 26 88 Percentage (%) 70 30 100 Interpretation: 37 .9 Brand Switch if particular brand is not available Response Yes No Total Figure 3.9 Brand Switch if particular brand not available No of re sponde nts 100 50 0 Yes Response No No.to strongly agree therefore from the above table we can conclude that respondents feel that quality is the most important factor while considering the preference of shampoos followed by brand. advertisement and price factor. And the least important factor while buying the shampoo is Quantity/Package after Schemes available as their mean scores are coming in negative.

11 No. of re sponde nts 80 60 40 20 0 Yes Response No 38 .11 Brand Loyalty among consumers Response Yes No Total Figure 3.09 100 Brand Loyalty among consumers No.From above table.10 The most preferred alternate brand is Clinic. it is clear that 70% of the respondents buy another brand if a particular brand is not available. Pantene and the least preferred brand as an alternate is Garnier. Clinic. followed by Head & Shoulder. L’Oeal. Table 3.91 34. Of respondents 58 30 88 Percentage (%) 65. 3.

12 Reasons that made respondents stick to one particular brand of shampoo Factors Price Brand Quality Schemes(discount offers) Packaging Quantity/Package Advertisement Figure 3.91% of the respondents are not brand loyal and does switch over the brand Table 3.05 0.05 0.Interpretation: It is clear from the table that 65.04 0.08 39 .33 0.23 0. of respondents 18 18 26 4 3 4 6 Avg Scores 0.23 0.12 No.

Other important reasons are quality and schemes that made respondents switch over to another brand of shampoo.13(b) Response in regard to intention to stick to the current brand of shampoo being used 40 Schemes(discoun t offers) Quantity/Package Advertisement 30 25 20 15 10 5 0 Reasons that made respondents stick to one particular brand of shampoo Price Brand Quality . 3.No.13(a) The most common reason that made respondents switch over to another brand of shampoo is that they like changing brands. Price and brand are having equal mean scores and are the second most important factors. Table 3.of respondents Packaging Reasons Interpretation: It is clear from above that quality is the main reason that made respondents stick to one particular brand as it is having the highest mean score.

19 for lass tan 1 month. 3.35 34.Response Less than one month 1-3 months 3-5 months More than 5 months Total No. 19 have intention of sticking to current brand for 1 to 3 months. 13 for 3-5 months and 12 for more than 5 months.40 17.14 Satisfaction level of consumers towards their preferred shampoo brand 41 . Of respondents 19 23 13 12 67 Percentage (%) 28. Table No.13(b) Response in regard to intention to stick to the current brand of shampoo being used No. of Respondents 25 20 15 10 5 0 Less than 1-3 months 3-5 months More than 5 one month months Responses Interpretation: From above figure it is clear that out of 67 respondents who did not stick to one particular brand.93 100 Figure 3.32 19.

1 to Good. Demographic profile of respondents 42 .8 0.85 1 0.2 0 Satisfaction level of consumers towards their preferred shampoo brand M e an Score Satisfaction Interpretation: In above table.85) being calculated lies between 0 to 1 so it is more near to Very Good therefore from the above table we can conclude that respondents are satisfied with their currently using brand.6 0.Very Bad Bad (-2) -20(10) Figure 3. .14 (-1) -4(4) Average (0) 0(10) Good (1) 29(29) Very good (2) 70(35) Mean Score 0. 0 to average and -1 to Bad and –2 to Very Bad.4 0. 2 is the weightage given to very good. the mean (0.

of respondents 35 28 14 23 100 Percentage (%) 35 28 14 23 100 No.Sex Wise Sex Male Female Total Age Wise Age 16-25 26-35 36-45 More than 46 Total Occupation Wise Occupation Business Service Professional Student Housewife Total No. of respondents 41 59 100 Percentage (%) 41 59 100 43 . of respondents 18 24 5 40 13 100 Percentage (%) 18 24 5 40 13 100 No.

44 .

Chapter IV Findings Findings from the study: • From the research it was found that 88% respondents use branded shampoos. internet (18%) and least important source of information is from salesman (4%). 33% respondents use shampoos 3-5 times in a week and rest of the respondents use shampoos daily. • As far as frequency of using shampoos in a week is concerned. Magazine (49%). • Television (81%) is the most important source of information followed by Newspaper (51%). information from friends/relative (27%). 48% respondents use shampoos 1-3 times in a week. 45 .

• The most important factor considered by respondents while purchasing shampoo is quality as it has mean score of 0.• Most preferred shampoo brand among consumers is Sunsilk followed by Pantene. • As far as the intentions of 67 respondents for sticking to current brand used by them is concerned. Head and Shoulders.63) and advertisement (0. very less have intention of switching over the brand and are satisfied with the current brand they are using. majority of them quoted the reason “I like changing Brands” for shifting to other brands. only 37% respondents stick to one particular brand and out of respondents who stick to one particular brand consider quality being the most important factor for it • Out of 67% respondents who switch to other brand. Garnier and least preferred is L’Oreal . followed by brand (0. Clinic.54) • Out of 100 respondents. 46 .96.

Consumers of Pantene want to have more hair specific like Sunsilk. 19 for lass tan 1 month.• Out of 67 respondents who did not stick to one particular brand. • Mostly all the respondents are satisfied with their currently using brand. • The suggestions which are given for their currently used brand are: Consumers of L’oreal want its price to be lesser. No suggestion has been recommended by consumers of Sunsilk 47 . 19 have intention of sticking to current brand for 1 to 3 months. 13 for 3-5 months and 12 for more than 5 months.

the quality offered by these products compensates for their dissatisfaction. There is a huge potential market in India and better scope. Since the study was restricted to the Coimbatore City city so there is need to study more in other cities to get the clear view of the findings. It 48 .Chapter 5 Conclusion and Summary The results reflected the perception of users in Coimbatore City of branded shampoos. Scope for further study Many companies are coming up with the shampoos with enough variety as it’s the fastest growing FMCG product now days. The results of the study indicate that though the price of shampoos is perceived to be on the higher side of users. The Coimbatore City users accept that high quality comes at a price. all the companies will have to undertake bold efforts towards their products in such a way so as to meet the requirements and expectations of the consumers. To survive in such an environment.

therefore calls for a continuous research in this field as consumer preferences keep changing with time and so does their buying behavior. 49 . Hence it provides basis of a scope for further research.

Garnier b. Sunsilk d.Appendix Questionnaire 1. Clinic f.L’Oreal c. Daily _____________ _____________ _____________ 3. What is your source of information for this? a. _____________ _____________ _____________ _____________ _____________ Head & Shoulders_____________ 4. Pantene e. Which of the following brands are you aware of? a. Newspaper _____________ 50 . 3-5 times c. How many times do you use shampoo in a week? a. 1-3 times b. Do you use branded shampoo? Yes No 2.

Salesman e.b. L’Oreal _____________ Head & Shoulders _____________ 51 . Friends/Relative f. Magazine _____________ _____________ _____________ _____________ _____________ d. Please rank the following brands of shampoos on the basis of your preference (a-most preferable and f-least preferable) a. Which brand are you currently using? _____________ 6. b. Why do you use this particular brand? □ Price □ Brand □ Quality □ Schemes (discount offers) □ Packaging □ Quantity/Package □Advertisements If any other please tell 7. Television c. Internet 5.

If your preferred brand is not available. e. Garnier 8. Pantene Clinic Sunsilk _____________ _____________ _____________ _____________ f.c. Factors Price Brand Quality Schemes (Discount offers) Packaging Quantity/Packa ge Advertisements Strongly Disagre Disagree e Neutra Agre l e Strongly Agree 9. d. do you purchase another brand? Yes No 52 . rate the following factors that affect your decision. While making a purchase decision.

Advertisements _____________ 13.if no go to Q No 11 10. Brand _____________ _____________ c.If yes go to Q No 10. Do you switch over a particular brand? Yes No If yes go to Q No 13.if no go to Q No 12 12. Price b. Quantity/Package _____________ g. Why do you stick to a particular brand? a. Quality _____________ d. a) Why did you switch over the brand? b) For how long you intend to stick to current brand? 53 . Which brand you are ready to purchase if your preferred brand is not available? _____________ 11. Schemes (discount offers) _____________ e. Packaging _____________ f.

More than 5 months_____________ 14. 1-3 months c. 3-5 months _____________ _____________ d.a. What do you think about the current brand you are using? Very Bad Bad Average Good Very Good ----------I--------------I--------------I--------------I-------------I-------------Any suggestions Personal Details: Name: Age: Gender: Occupation: Address: _______________________ _______________________ _______________________ _______________________ 54 . Less than 1 month _____________ b.

Contact No: _______________________ Bibliography 55 .

htm http://www. Journal of Consumer Research. William O. Pg 204-209 Bearden. 2004.diplomatist. Volume XXXIII.indiantelevision.Page 16-25 Kotler Philip.Edition V.org/wiki/Pantene http://en.org/wiki/Shampoo http://www. and Michael J. “Reference group influence on Product and Brand Purchase Decisions”.Pg 183-194.2003. Indian Journal of Management.rediff. Etzel. New Delhi. Principles of Mrketing.wikipedia. September 1982.htm http://inhome.com/money/2003/jul/19spec.htm 56 . “Use of advertising and their impact on the consumer behavior”.Prasad . April 2003. Websites: http://en. Brand Management(The Indian Context). Page 3-5 Moorthi YLR. Number 4.com/dipo1st06/story_12.wikipedia.com/tamadex/y2k4/june/tam63.Prentice Hall.

domainb. 57 .http://www.equitymaster.html http://www.com/research-it/sector-info/consprds/consprdsproducts.html.com/companies/companies_p/procter_gamble_india/20040129_wars.

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