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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.
Table of Contents
Chapter No. 1 2 3 4 5 6 7 Introduction
Research Methodology Data Analysis and Interpretation Findings Conclusion and Summary Appendix Bibliography
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
used Satisfaction level of consumers towards 31
their preferred shampoo brand Demographic profile of respondents
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
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
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.2 Evolution 7 .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. The goal is to remove the unwanted build-up without stripping out so much as to make hair unmanageable.Chapter I Introduction 1. dirt.
massage". with the meaning "to massage". His baths were like Turkish baths where clients received an Indian treatment of champi (shampooing) or therapeutic massage. During the early stages of shampoo. It itself comes from Sanskrit/Hindi word "champā" . 8 . ie "to smear. 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 shampoo in english usage dates back to 1762. The word was a loan from Anglo-Indian shampoo. The term and service was introduced by a Sake Dean Mahomed. knead the muscles. who opened a shampooing bath known as Mahomed's Indian Vapour Baths in Brighton in 1759. and the origin is currently attributed to him. in turn from Hindi champoo. 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. 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.
In many cases. The overall shampoo 9 . Most consumers use shampoo only once or twice in a week. The AD segment is the fastest growing segment. About 15% of consumers use toilet soaps as well as shampoo for cleaning their hair. HLL has higher stakes in the rural market with an 80% share. parties etc. health. Also 70% of the total shampoo sales are through sachet sales. strength) •Anti – Dandruff (AD) •Herbal 20% of the total shampoo market is accounted by the AD shampoos. growing at 10% to 12 % every year Usage: The frequency of shampoo usage is very low in India. About 50% of consumers use ordinary toilet soaps to wash their hair.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. shampoo sector saw strong growth in the next two years due to the introduction of sachets and a surge in rural demand. these products are used on special occasions such as weddings.1.
40 % Rural . now almost a third of the country's rural population uses shampoo with penetration levels zooming to 32% in 2005. The huge size of the untapped market leads to a great potential for the existing players.000 tonnes. the south and east zones have doubled Urban . While the north and west zones have tripled in penetration. This provides a huge opportunity to the players. People still perceive shampoo as high end product in the rural areas. 10 . From a penetration level of 13% in 2000. 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. while urban demand grew half that at 21%. which sees annual volume sales of approximately 63. 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. Middle class housewives and upper rural class. 1.market. However the main segment is Teenagers.
India is and will remain for some time one of the youngest countries in the world. with the increasing income levels of the middle class population. Lack of innovation was the major reason for slowdown. Approximately half of the 1 bn plus population is under the age of 20. Also. The players came out with the idea of smaller packs. Currently there is a population of 163 m teen in India. the rapid expansion of the shampoo market was interrupted in 1999. This provides huge market for the shampoo players. products like anti dandruff started getting attention and became the fastest growing category. Overall growth rates in the market slowed to 1. Despite its undisputed potential. which is one of the largest consumers of hair care products. 11 . Players like Dabur and Ayush came up with herbal shampoos. from 16% the previous year. Also. which were a success. high price and the view that the shampoo is more of a glamour product rather than a hygiene product led to lower sales. The perception that shampoos contain harsh chemicals that could damage hair. the usage of shampoos has increased.7% in 1999.
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 1.6 Market Scenario of shampoo industry 12 .
Lever's have a sprawling distribution coverage which in the case of HLL extends to 3.The group has been operating in India for over 60 years. 13 . Major Players of Indian shampoo industry HLL By all accounts. Clinic All Clear and Clinic Plus. HLL is the undisputed leader from the early 1990s with brands like Sunsilk. the UNILEVER group is India's foremost multinational .200 stockists and 600. Being first it has being given the market leadership position in many product categories. HLL is today a multi-product. 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.The India shampoo industry is estimated at Rs 14 bn and is growing at an average rate of 20% per annum. multi-unit organization addressing various public health challenges facing humanity.000 shops directly serviced by the company.
Latin America. Sunsilk products are being marketed in over 50 countries throughout Asia. Over the past 157 years (1837-1994) since William Proctor and James GambIe entered into partnership to manufacture candles and soap in Cincinnati. is a renowned company. commenced doing business as Proctor and 14 . 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. communicate the idea of capturing the “emotional drama” in a girl’s life. On 1st April 1988. 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 Sunsilk brand is intended to demonstrate a perceptive and sympathetic understanding of women.Sunsilk is the name of a brand of hair care products for women produced by the Unilever group. P & G has conceptualized. 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. The Middle East and North Africa. the Bombay based Richardson Hindustan Ltd. Currently. and to provide a source of expert beauty care for women.
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. with the world’s largest selling brand – Pantene. as a blue-green shampoo formula. and there are now in excess of ten different kinds of shampoo for different hair types under the Head & Shoulders banner. It also launched Head &Shoulders. which is the leading AD shampoo Head & Shoulders is a famous brand of anti-dandruff shampoo produced by Procter & Gamble. It has since then grown into a billion dollar brand. Unlike other shampoos.Gamble India Ltd. Yet to categories P & G as merely an excellent marketing company is to do it an injustice. It is an excellent marketing and product research company while its R & D. Head & Shoulders had relatively few variations until the late 1990s and early 2000s. manufacturing strategies and operations are its major strengths. P & G entered India in Nov 1995. Head & Shoulders was first introduced to the U. The people responsible for this were Robert Jongstra 15 . market in November 1961.S.
16 . CavinKare Pvt. Ltd. In 1998. with a modest capital investment of Rs 15. encompassing various market segments such as hair.The brand's best-known product is the conditioning shampoo Pantene Pro V. According to company sources. the company adopted its present name.(Procter & Gamble General Manager) and Olga Barr (Saatchi & Saatchi Global Creative Director). to signify its change from a single-product company to a broader FMCG company. 'Cavin' is a literary word in Tamil meaning Beauty and Grace.... Ltd. The company targeted the local market and within a few years emerged as a leading regional player in the shampoo market in South India..000 and with a single product. Pantene is a brand of hair care products owned by Procter & Gamble. and its product was Chik shampoo.'.. while 'Care' was modified to start with the letter 'K' instead of 'C' as a tribute to Rang Nathan’s father. skin and personal care. CavinKare CavinKare was founded by Ranganathan in 1983. 'Chinni Krishnan. The company was called Chik India Pvt.
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. 17 . skin care products under the name. but the founder's daughter Liliane Bettencourt who is one of the richest people in the world. France. L’Oréal is active in the dermatological and pharmaceutical fields. and most recently. concentrating on hair color. including the Fructis line. 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. 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. It is the only company in the market that has a hair colour range tailored exclusively for parlors. L’Oréal has developed activities in the field of cosmetics. make-up. sun protection. skin care. THe CEO of L'Oreal SA in France is Jean-Paul Agon. Nutritioniste. L'Oréal is a listed company.L’Oréal Group L’Oréal Group headquartered in the Paris suburb of Clichy. perfumes and hair care.
that are sold around the world. vitamin B3 and B6.7 Consumer Behavior The term consumer behavior may be defined as the decision process and physical activities in which individuals engage them while evaluating. It is a brand of L'Oréal. Buying behavior is an attempt to understand and predict human actions in the buying role. One of their key ingredients is a fruit concentrate used in all their products. It is a combination of fruit acids. 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 . acquiring. fructose and glucose 1. The study of consumer behavior is the study of how individuals make decisions to spend their available resources on consumption of related items. using or disposing off goods and services.
8 Objectives of the study • To study the consumer awareness regarding branded shampoos. When do they buy? Consumer behavior provides a sound basis for identifying and understanding consumer needs. To increase the chances of success of new products. In case of New Product Introduction in the market. better information of the consumer behavior is required. It is the act of the individuals directly involved in obtaining and using economic goods and services. Their desires. The study of consumer behavior is an essential component of marketing. there is a risk of product failure. The adoption of marketing concept by the marketers provides the impetus for the study of consumer behavior. So from all these aspects the study of consumer behavior is important. • To study the source of information regarding awareness of brands • To study the factors influencing choice of consumers towards branded shampoos. 1. tastes and preferences are to be taken care of. 19 .
CHAPTER 2 RESEARCH METHODOLOGY Research Methodology deals with the method of study i. It is careful investigation or enquiry in a systematic manner in order to find a solution to problem in research. collection of data. The scope is restricted to study consumer’s awareness regarding branded shampoos and the factors influencing choice of consumers towards 20 . research design. how the study was carried out and what were the various techniques used.e.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. It includes the scope of the study. It consists of defining and redefining problems. 2. formulating hypothesis or suggested solution. making deduction and reaching calculation etc and at last care fully testing the conclusions to determine whether they fit the formulated hypothesis or not.• To study the reasons for consistency /change in regard to brands of shampoos. collecting and evaluating data. analysis of data and limitations of the study.
The research carried down is descriptive in nature because it describes the consumer buying behavior regarding branded shampoos. The questionnaire comprises of close ended as well as open-ended 21 .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. measurement and analysis of data. 2. 2. It is original in nature in the shape of raw material. The research problem in clear-cut terms helps the researches to prepare a research design. It constitutes the blueprint for the collection.1 Primary Data Primary data is that data which is collected for the first time.branded shampoos in Coimbatore City. It is the strategy for a study and the plan by which the strategy is to be carried out. This is done to avoid perceptual bias and for providing objectivity to the study.3 Data Collection 2. For the purpose of collection of primary data.3. a well-structured questionnaire was given to the respondents and they were personally interviewed to fulfill the objectives of the study.
Here the universe for the study consists of all the people who use branded shampoos. likert’s scale.1Universe Universe is the infinite number of elements that the researcher is targeting in his study.4. 2. ranking.2 Secondary Data Secondary data is the data which is already collected by someone. They are secondary in nature and are in shape of finished product. checklist questions and multiple choice questions are used. journals and internet to gather relevant information about the shampoo industry and the leading brands of shampoos.4 Sampling Design Sampling refers to selecting some of the elements in a population by which one can draw conclusions about the entire population. Secondary data was collected so as to have accurate results and the required data was collected from various magazines. 2.questions. newspapers. 22 . 2. In close ended questions dichotomous.3.
2 Population Population is finite number of elements that the researcher is going to target in particular area. People throughout Coimbatore City who use branded shampoos constitute the population of my research.2. B) Sampling Unit-A single consumer using Branded shampoo 2.Coimbatore City city 18.104.22.168.2 D) Time of Study.2.3 Sampling Technique In my research I have used non-probability technique for drawing a sample from the population.Six months 2.e people using branded shampoos 2.4. C) Extent. 2.Consumers i.22.214.171.124. A) Element. The selection of the respondents was done on the basis of 23 . 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.
4. Convenience sampling was basically used due to money.4 Sample size Sample size is the size of sample drawn from the population which is the true representative of the research. Business Service Professional Student Housewife Total 18 24 5 40 13 100 24 . The number of respondents included in the study was 100 for convenience in evaluating and analyzing the data and because of time constraint.convenience based on the non-probability method of sampling. 2. time as well as distance constraints.
6 Limitations of the study Sincere efforts have been made to collect authentic and reliable information from respondents. In case of explanatory questions. The questions to which there were specific answers the ranges were clubbed and percentages were calculated. Wider coverage would have made the study more reliable and representative. The study was limited to Coimbatore City city only. the general suggestions were summarized. The questions having alternative choices were analyzed by taking percentages. In case of ranking questions the total score has been added and final ranking is given. 25 . the mean scores and percentages were calculated. 2. raw data was summarized in a master table and from this table the results have been carried out. In the case of questions on Likert’s point scale.5 Data Analysis and Interpretation For the purpose of analyzing.2. however the report is subject to following limitations: 1.
Responses of respondents were biased based on their personal preferences. 4.2. so possibility of sampling error cannot be ruled out. Sample was drawn by convenience sampling. study could not be carried out on a large scale 5. Due to time and cost constraints. Sample may not be the true representative of the universe 26 . 3.
1 Number of respondents using branded shampoos Response Yes No Total Figure 3. of respondents 88 12 100 Percentage(%) 88 12 100 27 .1 No. Results of the study: Table 3. A total of 100 consumers were personally interviewed with help of structured questionnaires.CHAPTER 3 ANALYSIS AND INTERPRETATION The present chapter deals with analysis of data collected from the consumers regarding their awareness level regarding branded shampoos. Factors considered by them while purchasing branded shampoos and to check their brand loyalty.
No. Table 3. of respondants 80 60 40 20 0 Yes Response No Interpretation: From the above table. we can conclude that out of 100. 88% respondents use branded shampoos and 12% don’t use branded shampoos.2 Frequency of using Shampoo in a week Frequency 1-3 times 3-5 times Daily Total No. of Respondents 48 33 19 100 Percentage (%) 48 33 19 100 28 . So branded shampoos are very commonly used in Coimbatore City. of respondants using branded shampoos 100 No.
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. 33% respondents use shampoos 3-5 times in a week and rest of the respondents use shampoos daily. it is clear that 48% respondents use shampoos 1-3 times in a week.
05 0 Head & Shoulders Sunsilk Pantene Garnier L’Oreal Clinic Brands Interpretation: 30 .3 Awareness level of respondents regarding various brands of shampoos Brands Garnier L’Oreal Sunsilk Pantene Clinic Head & Shoulders No.19 0.1 0.3 Awareness level of respondents regarding various brands of shampoos Avg Scores 0.16 0.17 0.Table 3.14 0. of responses 80 73 92 83 77 84 Average Scores 0.16 0.17 Figure 3.2 0.15 0.
02 0.4 Source of information regarding Branded shampoos Sources Newspaper Television Magazine Salesman Friends/Relative Internet Figure 3. Garnier.08 No.From the above table and graph it is clear that out of 100 respondents. Pantene.35 0.22 0.4 No.18 0. followed by Head & Shoulders. 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 .21 0. 92% are aware of Sunsilk. of responses 51 81 49 4 27 18 Average Scores 0. Clinic and least are aware of L’Oreal. Table 3.
Garnier. information from friends/relative.5 Most preferred shampoo brand among consumers is Sunsilk followed by Head and Shoulders. Magazine.Interpretation: From above table it is clear that television is the most important source of information followed by Newspaper. 32 . Clinic and least preferred is L’Oreal. Pantene. Internet and least important source of information is from salesman. However some respondents also prefer chik shampoo because of its price and some other medicated shampoos or herbal shampoos. 3.
6 Most important factor of consumer preference 80 60 40 20 0 Price Quality No. of responses 27 35 76 9 10 6 15 Avg scores 0.15 0.6 Most important factor of consumer preference Factors Price Brand Quality Schemes(discount offers) Packaging Quantity/Package Advertisement No.06 0.20 0.43 0.Table 3.03 0.08 Figure 3. of responses Packaging Factors Interpretation: 33 Advertise ment .05 0.
it can be concluded that quality is the most important factor while considering the preference of shampoos followed by brand and price factor.From the above table.7 34 .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. And the least important factor while buying the shampoo is Quantity/Package after Packaging. Table 3.
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. Garnier and least preferred is L’Oreal . 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 . Clinic. Table 3. Head and Shoulders.
15 -0.67 -0. 0 to Neutral.Disagree Price Brand Quality Schemes Packaging Quantity/Packag e Advertisements Figure 3. the mean (0.5 Mean Score 1 0.54 Importance level of factors considered by respondents while purchasing Shampoos 1.63 0. 0.96 -0.5 0 Quantity/Pa ckage Price Brand Quality Schemes Packaging -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.73 0. -1 to Disagree and -2 to Strongly Disagree. 1 to Agree. 2 is the weightage given to Strongly Agree.28 0.96) of quality being calculated lies between 0 to 1 so it is very near 36 .
9 Brand Switch if particular brand not available No of re sponde nts 100 50 0 Yes Response No No. advertisement and price factor.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. 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. And the least important factor while buying the shampoo is Quantity/Package after Schemes available as their mean scores are coming in negative. Table 3.
it is clear that 70% of the respondents buy another brand if a particular brand is not available.11 Brand Loyalty among consumers Response Yes No Total Figure 3. of re sponde nts 80 60 40 20 0 Yes Response No 38 .From above table. Of respondents 58 30 88 Percentage (%) 65. Clinic.11 No. 3.91 34. Pantene and the least preferred brand as an alternate is Garnier.10 The most preferred alternate brand is Clinic. L’Oeal. followed by Head & Shoulder. Table 3.09 100 Brand Loyalty among consumers No.
08 39 .05 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 3.23 0.05 0.Interpretation: It is clear from the table that 65.12 No.23 0. of respondents 18 18 26 4 3 4 6 Avg Scores 0.33 0.91% of the respondents are not brand loyal and does switch over the brand Table 3.04 0.
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. Price and brand are having equal mean scores and are the second most important factors.No. Table 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 . 3. Other important reasons are quality and schemes that made respondents switch over to another brand of shampoo.
13 for 3-5 months and 12 for more than 5 months.93 100 Figure 3.35 34.14 Satisfaction level of consumers towards their preferred shampoo brand 41 . 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. 19 have intention of sticking to current brand for 1 to 3 months. 3.32 19.Response Less than one month 1-3 months 3-5 months More than 5 months Total No.13(b) Response in regard to intention to stick to the current brand of shampoo being used No. 19 for lass tan 1 month. Of respondents 19 23 13 12 67 Percentage (%) 28. Table No.40 17.
Very Bad Bad (-2) -20(10) Figure 3.8 0. .6 0.2 0 Satisfaction level of consumers towards their preferred shampoo brand M e an Score Satisfaction Interpretation: In above table. 2 is the weightage given to very good.14 (-1) -4(4) Average (0) 0(10) Good (1) 29(29) Very good (2) 70(35) Mean Score 0.85) 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. 1 to Good.85 1 0. 0 to average and -1 to Bad and –2 to Very Bad. the mean (0.4 0. Demographic profile of respondents 42 .
of respondents 41 59 100 Percentage (%) 41 59 100 43 .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. of respondents 18 24 5 40 13 100 Percentage (%) 18 24 5 40 13 100 No.
45 . 48% respondents use shampoos 1-3 times in a week.Chapter IV Findings Findings from the study: • From the research it was found that 88% respondents use branded shampoos. 33% respondents use shampoos 3-5 times in a week and rest of the respondents use shampoos daily. • Television (81%) is the most important source of information followed by Newspaper (51%). Magazine (49%). • As far as frequency of using shampoos in a week is concerned. internet (18%) and least important source of information is from salesman (4%). information from friends/relative (27%).
46 . Garnier and least preferred is L’Oreal . • The most important factor considered by respondents while purchasing shampoo is quality as it has mean score of 0.96. very less have intention of switching over the brand and are satisfied with the current brand they are using. 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.54) • Out of 100 respondents. followed by brand (0. majority of them quoted the reason “I like changing Brands” for shifting to other brands. Head and Shoulders.63) and advertisement (0. Clinic.• Most preferred shampoo brand among consumers is Sunsilk followed by Pantene.
No suggestion has been recommended by consumers of Sunsilk 47 . 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. 19 for lass tan 1 month. 13 for 3-5 months and 12 for more than 5 months. • Mostly all the respondents are satisfied with their currently using brand. 19 have intention of sticking to current brand for 1 to 3 months.
It 48 . There is a huge potential market in India and better scope. The results of the study indicate that though the price of shampoos is perceived to be on the higher side of users. the quality offered by these products compensates for their dissatisfaction. To survive in such an environment. 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. The Coimbatore City users accept that high quality comes at a price. 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. 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.Chapter 5 Conclusion and Summary The results reflected the perception of users in Coimbatore City of branded shampoos.
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.
Which of the following brands are you aware of? a. What is your source of information for this? a. How many times do you use shampoo in a week? a.L’Oreal c. _____________ _____________ _____________ _____________ _____________ Head & Shoulders_____________ 4. Garnier b.Appendix Questionnaire 1. Daily _____________ _____________ _____________ 3. Pantene e. Clinic f. Sunsilk d. 1-3 times b. 3-5 times c. Newspaper _____________ 50 . Do you use branded shampoo? Yes No 2.
b. Magazine _____________ _____________ _____________ _____________ _____________ d. Friends/Relative f. Please rank the following brands of shampoos on the basis of your preference (a-most preferable and f-least preferable) a. Television c. Which brand are you currently using? _____________ 6. L’Oreal _____________ Head & Shoulders _____________ 51 . Why do you use this particular brand? □ Price □ Brand □ Quality □ Schemes (discount offers) □ Packaging □ Quantity/Package □Advertisements If any other please tell 7.b. Internet 5. Salesman e.
rate the following factors that affect your decision.c. If your preferred brand is not available. While making a purchase decision. e. Garnier 8. Pantene Clinic Sunsilk _____________ _____________ _____________ _____________ f. 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 .
Schemes (discount offers) _____________ e. Advertisements _____________ 13.if no go to Q No 12 12.if no go to Q No 11 10. Which brand you are ready to purchase if your preferred brand is not available? _____________ 11. Packaging _____________ f. Brand _____________ _____________ c. Price b. a) Why did you switch over the brand? b) For how long you intend to stick to current brand? 53 . Quality _____________ d. Why do you stick to a particular brand? a. Quantity/Package _____________ g.If yes go to Q No 10. Do you switch over a particular brand? Yes No If yes go to Q No 13.
1-3 months c.a. More than 5 months_____________ 14. 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 . 3-5 months _____________ _____________ d. Less than 1 month _____________ b.
Contact No: _______________________ Bibliography 55 .
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