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 .

2 Evolution 7 .Chapter I Introduction 1.1 Shampoo Shampoo is a common hair care product used for the removal of oils. environmental pollutants and other contaminant particles that gradually build up in hair. dirt. skin particles. 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. The goal is to remove the unwanted build-up without stripping out so much as to make hair unmanageable.

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

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

This provides a huge opportunity to the players.40 % Rural . while urban demand grew half that at 21%.market. 10 .000 tonnes. the south and east zones have doubled Urban . People still perceive shampoo as high end product in the rural areas. However the main segment is Teenagers. While the north and west zones have tripled in penetration. From a penetration level of 13% in 2000. now almost a third of the country's rural population uses shampoo with penetration levels zooming to 32% in 2005. Middle class housewives and upper rural class. The huge size of the untapped market leads to a great potential for the existing players. which sees annual volume sales of approximately 63. saw rural off take grow by 40% last year.10 % Targeted customers: Shampoos are mainly target at Upper middle class.4 Opportunity Penetration of shampoo is very low in India. 1. 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.

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

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 1.6 Market Scenario of shampoo industry 12 .1.

the UNILEVER group is India's foremost multinational .The India shampoo industry is estimated at Rs 14 bn and is growing at an average rate of 20% per annum.The group has been operating in India for over 60 years. Being first it has being given the market leadership position in many product categories. multi-unit organization addressing various public health challenges facing humanity. shampoo is one of the fastest growing categories within FMCG sector and is expected to grow at 25% per annum in the coming years. According to AC Nielsen. HLL is today a multi-product.000 shops directly serviced by the company. HLL is the undisputed leader from the early 1990s with brands like Sunsilk. 13 . Major Players of Indian shampoo industry HLL By all accounts. Clinic All Clear and Clinic Plus. Lever's have a sprawling distribution coverage which in the case of HLL extends to 3.200 stockists and 600.

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

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

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

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

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

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

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

3 Data Collection 2. It is the strategy for a study and the plan by which the strategy is to be carried out. 2. This is done to avoid perceptual bias and for providing objectivity to the study. measurement and analysis of data.3.branded shampoos in Coimbatore City. The research problem in clear-cut terms helps the researches to prepare a research design. It constitutes the blueprint for the collection. 2.2 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.1 Primary Data Primary data is that data which is collected for the first time. It is original in nature in the shape of raw material. The questionnaire comprises of close ended as well as open-ended 21 . The research carried down is descriptive in nature because it describes the consumer buying behavior regarding branded shampoos. a well-structured questionnaire was given to the respondents and they were personally interviewed to fulfill the objectives of the study. For the purpose of collection of primary data.

newspapers.3. checklist questions and multiple choice questions are used. Secondary data was collected so as to have accurate results and the required data was collected from various magazines. Here the universe for the study consists of all the people who use branded shampoos. 2.1Universe Universe is the infinite number of elements that the researcher is targeting in his study. 2.4. likert’s scale. 22 .4 Sampling Design Sampling refers to selecting some of the elements in a population by which one can draw conclusions about the entire population. journals and internet to gather relevant information about the shampoo industry and the leading brands of shampoos. 2. In close ended questions dichotomous. ranking. They are secondary in nature and are in shape of finished product.questions.2 Secondary Data Secondary data is the data which is already collected by someone.

4.2. A) Element.Consumers i.4.4.4.2.4. 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.Coimbatore City city 2. 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. C) Extent. The selection of the respondents was done on the basis of 23 .2 D) Time of Study.4.2.2 Population Population is finite number of elements that the researcher is going to target in particular area.2.Six months 2. B) Sampling Unit-A single consumer using Branded shampoo 2.e people using branded shampoos 2.

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. Business Service Professional Student Housewife Total 18 24 5 40 13 100 24 . time as well as distance constraints. 2. Convenience sampling was basically used due to money.4. The number of respondents included in the study was 100 for convenience in evaluating and analyzing the data and because of time constraint.

raw data was summarized in a master table and from this table the results have been carried out.2. In case of ranking questions the total score has been added and final ranking is given. the mean scores and percentages were calculated. In case of explanatory questions. however the report is subject to following limitations: 1. The questions to which there were specific answers the ranges were clubbed and percentages were calculated. 25 .6 Limitations of the study Sincere efforts have been made to collect authentic and reliable information from respondents. 2. the general suggestions were summarized. The study was limited to Coimbatore City city only.5 Data Analysis and Interpretation For the purpose of analyzing. In the case of questions on Likert’s point scale. The questions having alternative choices were analyzed by taking percentages. Wider coverage would have made the study more reliable and representative.

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

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 .1 Number of respondents using branded shampoos Response Yes No Total Figure 3. Results of the study: Table 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.

of Respondents 48 33 19 100 Percentage (%) 48 33 19 100 28 . Table 3.2 Frequency of using Shampoo in a week Frequency 1-3 times 3-5 times Daily Total No. 88% respondents use branded shampoos and 12% don’t use branded shampoos. So branded shampoos are very commonly used in Coimbatore City. of respondants using branded shampoos 100 No. we can conclude that out of 100. of respondants 80 60 40 20 0 Yes Response No Interpretation: From the above table.No.

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

16 0.1 0.17 Figure 3. of responses 80 73 92 83 77 84 Average Scores 0.Table 3.3 Awareness level of respondents regarding various brands of shampoos Brands Garnier L’Oreal Sunsilk Pantene Clinic Head & Shoulders No.05 0 Head & Shoulders Sunsilk Pantene Garnier L’Oreal Clinic Brands Interpretation: 30 .16 0.17 0.14 0.3 Awareness level of respondents regarding various brands of shampoos Avg Scores 0.19 0.15 0.2 0.

followed by Head & Shoulders. Clinic and least are aware of L’Oreal. Garnier. Table 3.18 0. 92% are aware of Sunsilk. Pantene.4 Source of information regarding Branded shampoos Sources Newspaper Television Magazine Salesman Friends/Relative Internet Figure 3.35 0. of responses 51 81 49 4 27 18 Average Scores 0.From the above table and graph it is clear that out of 100 respondents.22 0.4 No.21 0.02 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 .08 No.

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

of responses Packaging Factors Interpretation: 33 Advertise ment .03 0.05 0.43 0.06 0.Table 3. of responses 27 35 76 9 10 6 15 Avg scores 0.15 0.20 0.6 Most important factor of consumer preference 80 60 40 20 0 Price Quality No.6 Most important factor of consumer preference Factors Price Brand Quality Schemes(discount offers) Packaging Quantity/Package Advertisement No.08 Figure 3.

And the least important factor while buying the shampoo is Quantity/Package after Packaging.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 3.7 34 .From the above table. it can be concluded that quality is the most important factor while considering the preference of shampoos followed by brand and price factor. Table 3.

Clinic. Table 3. Most preferred shampoo brand among consumers is Sunsilk followed by Pantene.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 .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. Head and Shoulders.

63 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 .15 -0.5 0 Quantity/Pa ckage Price Brand Quality Schemes Packaging -0.54 Importance level of factors considered by respondents while purchasing Shampoos 1.67 -0. 1 to Agree. 0 to Neutral.5 -1 Advertisem ents Factors Interpretation: In above table. 0.5 Mean Score 1 0. the mean (0.96) of quality being calculated lies between 0 to 1 so it is very near 36 .28 0.Disagree Price Brand Quality Schemes Packaging Quantity/Packag e Advertisements Figure 3.96 -0. 2 is the weightage given to Strongly Agree.73 0. -1 to Disagree and -2 to Strongly Disagree.

And the least important factor while buying the shampoo is Quantity/Package after Schemes available as their mean scores are coming in negative.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. 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. advertisement and price factor.9 Brand Switch if particular brand not available No of re sponde nts 100 50 0 Yes Response No No.

it is clear that 70% of the respondents buy another brand if a particular brand is not available. L’Oeal. Pantene and the least preferred brand as an alternate is Garnier. Clinic.From above table.11 Brand Loyalty among consumers Response Yes No Total Figure 3. Of respondents 58 30 88 Percentage (%) 65. of re sponde nts 80 60 40 20 0 Yes Response No 38 . 3. followed by Head & Shoulder.10 The most preferred alternate brand is Clinic. Table 3.91 34.09 100 Brand Loyalty among consumers No.11 No.

05 0.05 0.04 0.33 0.12 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. of respondents 18 18 26 4 3 4 6 Avg Scores 0.Interpretation: It is clear from the table that 65.08 39 .23 0.23 0.12 No.

Price and brand are having equal mean scores and are the second most important factors. Table 3. Other important reasons are quality and schemes that made respondents switch over to another brand of shampoo.No.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. 3.13(a) The most common reason that made respondents switch over to another brand of shampoo is that they like changing brands.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 .

14 Satisfaction level of consumers towards their preferred shampoo brand 41 . Of respondents 19 23 13 12 67 Percentage (%) 28.35 34. 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.40 17.13(b) Response in regard to intention to stick to the current brand of shampoo being used No. 3. 19 for lass tan 1 month.93 100 Figure 3. Table No. 19 have intention of sticking to current brand for 1 to 3 months.32 19. 13 for 3-5 months and 12 for more than 5 months.Response Less than one month 1-3 months 3-5 months More than 5 months Total No.

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. 0 to average and -1 to Bad and –2 to Very Bad.8 0.14 (-1) -4(4) Average (0) 0(10) Good (1) 29(29) Very good (2) 70(35) Mean Score 0. 2 is the weightage given to very good.2 0 Satisfaction level of consumers towards their preferred shampoo brand M e an Score Satisfaction Interpretation: In above table. .85 1 0. 1 to Good.4 0.Very Bad Bad (-2) -20(10) Figure 3. Demographic profile of respondents 42 . the mean (0.

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.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 35 28 14 23 100 Percentage (%) 35 28 14 23 100 No.

44 .

• As far as frequency of using shampoos in a week is concerned. Magazine (49%).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%). 45 . 48% respondents use shampoos 1-3 times in a week. • Television (81%) is the most important source of information followed by Newspaper (51%). information from friends/relative (27%). 33% respondents use shampoos 3-5 times in a week and rest of the respondents use shampoos daily.

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

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

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. 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.Chapter 5 Conclusion and Summary The results reflected the perception of users in Coimbatore City of branded shampoos. It 48 . The results of the study indicate that though the price of shampoos is perceived to be on the higher side of users. 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.

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.

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

Which brand are you currently using? _____________ 6. Internet 5. b. Friends/Relative f.b. L’Oreal _____________ Head & Shoulders _____________ 51 . Salesman e. Magazine _____________ _____________ _____________ _____________ _____________ d. Please rank the following brands of shampoos on the basis of your preference (a-most preferable and f-least preferable) a. 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.

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

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

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 . More than 5 months_____________ 14.a. Less than 1 month _____________ b. 3-5 months _____________ _____________ d. 1-3 months c.

Contact No: _______________________ Bibliography 55 .

Number 4.htm http://www. Pg 204-209 Bearden.htm 56 .Prasad .com/tamadex/y2k4/june/tam63.diplomatist. Websites: http://en.htm http://inhome.com/dipo1st06/story_12. William O. Brand Management(The Indian Context).Edition V.Pg 183-194. Principles of Mrketing. “Use of advertising and their impact on the consumer behavior”. “Reference group influence on Product and Brand Purchase Decisions”. Indian Journal of Management.2003.org/wiki/Shampoo http://www.wikipedia. Volume XXXIII. Page 3-5 Moorthi YLR.Page 16-25 Kotler Philip. September 1982.rediff.indiantelevision. 2004. New Delhi.com/money/2003/jul/19spec.org/wiki/Pantene http://en. April 2003.Prentice Hall.wikipedia. Etzel. and Michael J. Journal of Consumer Research.

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

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