STUDY ON THE BUYING BEHAVIOR OF CONSUMERS REGARDING BRANDED SHAMPOOS IN COIMBATORE CITY
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
shampoo being used Satisfaction level of consumers towards their preferred shampoo brand
dirt. 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.Chapter I Introduction 1. environmental pollutants and other contaminant particles that gradually build up in hair.2 Evolution
. The goal is to remove the unwanted build-up without stripping out so much as to make hair unmanageable.1 Shampoo Shampoo is a common hair care product used for the removal of oils.
English hair stylists boiled shaved soap in water and added herbs to give the hair shine and fragrance. in turn from Hindi champoo. massage".
. It itself comes from Sanskrit/Hindi word "champā" . English hair stylists boiled shaved soap in water and added herbs to give the hair shine and fragrance. knead the muscles.The word shampoo in english usage dates back to 1762. The word was a loan from Anglo-Indian shampoo. During the early stages of shampoo. Kasey Hebert was the first known maker of shampoo. The term and service was introduced by a Sake Dean Mahomed. ie "to smear. 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. and the origin is currently attributed to him. His baths were like Turkish baths where clients received an Indian treatment of champi (shampooing) or therapeutic massage. with the meaning "to massage". Kasey Hebert was the first known maker of shampoo. who opened a shampooing bath known as Mahomed's Indian Vapour Baths in Brighton in 1759. During the early stages of shampoo.
Most consumers use shampoo only once or twice in a week. 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. The AD segment is the fastest growing segment. 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. growing at 10% to 12 % every year Usage: The frequency of shampoo usage is very low in India. The overall shampoo
. In many cases.1. these products are used on special occasions such as weddings. HLL has higher stakes in the rural market with an 80% share. Also 70% of the total shampoo sales are through sachet sales. About 15% of consumers use toilet soaps as well as shampoo for cleaning their hair. health. About 50% of consumers use ordinary toilet soaps to wash their hair.3 Segmentation:
Shampoo market is segmented on benefit platforms •Cosmetic (shine.
which sees annual volume sales of approximately 63. while urban demand grew half that at 21%. From a penetration level of 13% in 2000.
. While the north and west zones have tripled in penetration. People still perceive shampoo as high end product in the rural areas. Middle class housewives and upper rural class. 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.40 % Rural . saw rural off take grow by 40% last year. However the main segment is Teenagers. 1.000 tonnes.10 % Targeted customers: Shampoos are mainly target at Upper middle class. the south and east zones have doubled Urban .4 Opportunity Penetration of shampoo is very low in India.market. This provides a huge opportunity to the players. The huge size of the untapped market leads to a great potential for the existing players. now almost a third of the country's rural population uses shampoo with penetration levels zooming to 32% in 2005.
This provides huge market for the shampoo players. 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. from 16% the previous year. Also. the rapid expansion of the shampoo market was interrupted in 1999. products like anti dandruff started getting attention and became the fastest growing category.India is and will remain for some time one of the youngest countries in the world. Also. Lack of innovation was the major reason for slowdown. Approximately half of the 1 bn plus population is under the age of 20.7% in 1999. Players like Dabur and Ayush came up with herbal shampoos. the usage of shampoos has increased. with the increasing income levels of the middle class population. Currently there is a population of 163 m teen in India.
. Overall growth rates in the market slowed to 1. Despite its undisputed potential. high price and the view that the shampoo is more of a glamour product rather than a hygiene product led to lower sales. which is one of the largest consumers of hair care products.
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
shampoo is one of the fastest growing categories within FMCG sector and is expected to grow at 25% per annum in the coming years. HLL is today a multi-product.200 stockists and 600. Lever's have a sprawling distribution coverage which in the case of HLL extends to 3. 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. HLL is the undisputed leader from the early 1990s with brands like Sunsilk. Clinic All Clear and Clinic Plus.The group has been operating in India for over 60 years. multi-unit organization addressing various public health challenges facing humanity. Major Players of Indian shampoo industry
HLL By all accounts. Being first it has being given the market leadership position in many product categories.000 shops directly serviced by the company. the UNILEVER group is India's foremost multinational .
commenced doing business as Proctor and
. 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. manufactured and effectively marketed a stream of consumer products. On 1st April 1988. communicate the idea of capturing the “emotional drama” in a girl’s life. which have contributed significantly to American consumers Currently P & G employs l lakh people globally and has subsidiaries in over 60 countries including India. 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. is a renowned company. Currently. Latin America. It was launched in 1954 in the United Kingdom and by 1959 it was available in 18 different countries world-wide. 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. The Middle East and North Africa. the Bombay based Richardson Hindustan Ltd. and to provide a source of expert beauty care for women. P & G has conceptualized.
manufacturing strategies and operations are its major strengths. with the world’s largest selling brand – Pantene. Head & Shoulders had relatively few variations until the late 1990s and early 2000s. 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. market in November 1961. 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 has since then grown into a billion dollar brand. The people responsible for this were Robert Jongstra
. which is the leading AD shampoo
Head & Shoulders is a famous brand of anti-dandruff shampoo produced by Procter & Gamble. Unlike other shampoos. It is an excellent marketing and product research company while its R & D.S.Gamble India Ltd. It also launched Head &Shoulders. P & G entered India in Nov 1995. Yet to categories P & G as merely an excellent marketing company is to do it an injustice. Head & Shoulders was first introduced to the U.
According to company sources. with a modest capital investment of Rs 15.. In 1998. and its product was Chik shampoo. 'Chinni Krishnan.'.. Ltd. the company adopted its present name... 'Cavin' is a literary word in Tamil meaning Beauty and Grace.The brand's best-known product is the conditioning shampoo Pantene Pro V.(Procter & Gamble General Manager) and Olga Barr (Saatchi & Saatchi Global Creative Director). skin and personal care. to signify its change from a single-product company to a broader FMCG company. CavinKare Pvt. while 'Care' was modified to start with the letter 'K' instead of 'C' as a tribute to Rang Nathan’s father. Pantene is a brand of hair care products owned by Procter & Gamble.
. The company was called Chik India Pvt. 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. encompassing various market segments such as hair.. CavinKare CavinKare was founded by Ranganathan in 1983.000 and with a single product.
but the founder's daughter Liliane Bettencourt who is one of the richest people in the world. 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. including the Fructis line. skin care products under the name. L’Oréal is also the top nanotechnology patent-holder in the United States. concentrating on hair color. is the world's largest cosmetics and beauty company.L’Oréal Group L’Oréal Group headquartered in the Paris suburb of Clichy. Nutritioniste. and most recently. L'Oréal is a listed company. France. perfumes and hair care. sun protection. skin care. make-up. L’Oréal is active in the dermatological and pharmaceutical fields. THe CEO of L'Oreal SA in France is Jean-Paul Agon. L’Oreal markets its range of specialized hair care products exclusively through salons and beauty parlors. L’Oréal has developed activities in the field of cosmetics. and the Swiss food company Nestléeach control over a quarter of the shares and voting rights. It is the only company in the market that has a hair colour range tailored exclusively for parlors.
Buying behavior is an attempt to understand and predict human actions in the buying role. vitamin B3 and B6.that are sold around the world. 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?
. fructose and glucose
1. acquiring. It is a brand of L'Oréal.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 combination of fruit acids. One of their key ingredients is a fruit concentrate used in all their products. 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.
It is the act of the individuals directly involved in obtaining and using economic goods and services. The adoption of marketing concept by the marketers provides the impetus for the study of consumer behavior. better information of the consumer behavior is required. The study of consumer behavior is an essential component of marketing. To increase the chances of success of new products. there is a risk of product failure. 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.
1. tastes and preferences are to be taken care of. • To study the source of information regarding awareness of brands • To study the factors influencing choice of consumers towards branded shampoos. Their desires.
. So from all these aspects the study of consumer behavior is important.8 Objectives of the study • To study the consumer awareness regarding branded shampoos.
how the study was carried out and what were the various techniques used. It includes the scope of the study. research design. CHAPTER 2 RESEARCH METHODOLOGY Research Methodology deals with the method of study i.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. analysis of data and limitations of the study.• To study the reasons for consistency /change in regard to brands of shampoos. It consists of defining and redefining problems. The scope is restricted to study consumer’s awareness regarding branded shampoos and the factors influencing choice of consumers towards
. 2.e. formulating hypothesis or suggested solution. It is careful investigation or enquiry in a systematic manner in order to find a solution to problem in research. collection of data. making deduction and reaching calculation etc and at last care fully testing the conclusions to determine whether they fit the formulated hypothesis or not.
2. measurement and analysis of data.3 Data 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. The questionnaire comprises of close ended as well as open-ended
. For the purpose of collection of primary data.branded shampoos in Coimbatore City. 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.3.1 Primary Data Primary data is that data which is collected for the first time. It constitutes the blueprint for the collection. The research problem in clear-cut terms helps the researches to prepare a research design. a well-structured questionnaire was given to the respondents and they were personally interviewed to fulfill the objectives of the study. It is the strategy for a study and the plan by which the strategy is to be carried out. The research carried down is descriptive in nature because it describes the consumer buying behavior regarding branded shampoos. 2.
journals and internet to gather relevant information about the shampoo industry and the leading brands of shampoos. In close ended questions dichotomous. ranking.1Universe Universe is the infinite number of elements that the researcher is targeting in his study. newspapers.2 Secondary Data Secondary data is the data which is already collected by someone. likert’s scale. checklist questions and multiple choice questions are used.4. 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.questions. 2.
.3. They are secondary in nature and are in shape of finished product. 2.4 Sampling Design Sampling refers to selecting some of the elements in a population by which one can draw conclusions about the entire population.
2.4.2. A) Element. C) Extent. People throughout Coimbatore City who use branded shampoos constitute the population of my research.4.Six months 2.e people using branded shampoos 2.3 Sampling Technique In my research I have used non-probability technique for drawing a sample from the population. The selection of the respondents was done on the basis of
.2 D) Time of Study.
2.Consumers i.4.4.4. B) Sampling Unit-A single consumer using Branded shampoo 2.4. 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.2.2 Population Population is finite number of elements that the researcher is going to target in particular area.Coimbatore City city 2.2.
Convenience sampling was basically used due to money. 2. Business Service Professional Student Housewife Total 18 24 5 40 13 100
. 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 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.4.
however the report is subject to following limitations:
1. In the case of questions on Likert’s point scale.2. the mean scores and percentages were calculated. Wider coverage would have made the study more reliable and representative. 2. the general suggestions were summarized. The study was limited to Coimbatore City city only. raw data was summarized in a master table and from this table the results have been carried out. The questions to which there were specific answers the ranges were clubbed and percentages were calculated. The questions having alternative choices were analyzed by taking percentages.6 Limitations of the study Sincere efforts have been made to collect authentic and reliable information from respondents.5 Data Analysis and Interpretation For the purpose of analyzing. In case of ranking questions the total score has been added and final ranking is given.
. In case of explanatory questions.
Sample may not be the true representative of the universe
. Sample was drawn by convenience sampling. Due to time and cost constraints. 3.2. Responses of respondents were biased based on their personal preferences. so possibility of sampling error cannot be ruled out. 4. study could not be carried out on a large scale 5.
Results of the study:
Table 3. of respondents 88 12 100
Percentage(%) 88 12 100
.1 Number of respondents using branded shampoos
Response Yes No Total Figure 3. A total of 100 consumers were personally interviewed with help of structured questionnaires.1
No. 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.
So branded shampoos are very commonly used in Coimbatore City. of respondants using branded shampoos
100 No. of Respondents 48 33 19 100 Percentage (%) 48 33 19 100
. we can conclude that out of 100.2 Frequency of using Shampoo in a week Frequency 1-3 times 3-5 times Daily Total No. of respondants 80 60 40 20 0 Yes Response No
Interpretation: From the above table.
Table 3.No. 88% respondents use branded shampoos and 12% don’t use branded shampoos.
. of Re sponde nts
60 40 20 0
3-5 times Frequency
Interpretation: From the above table. 33% respondents use shampoos 3-5 times in a week and rest of the respondents use shampoos daily.2
Frequency of using Shampoo in a week
No. it is clear that 48% respondents use shampoos 1-3 times in a week.
19 0.2 0.14 0.17 0.17
Figure 3.3 Awareness level of respondents regarding various brands of shampoos
Brands Garnier L’Oreal Sunsilk Pantene Clinic Head & Shoulders
No.15 0.05 0 Head & Shoulders Sunsilk Pantene Garnier L’Oreal Clinic
.1 0. of responses 80 73 92 83 77 84
Average Scores 0.Table 3.16 0.16 0.3
Awareness level of respondents regarding various brands of shampoos
Avg Scores 0.
Garnier. of re sponse s
Source of information regarding Branded shampoos
100 80 60 40 20 0 Newspaper
.4 Source of information regarding Branded shampoos
Sources Newspaper Television Magazine Salesman Friends/Relative Internet Figure 3.08
No. 92% are aware of Sunsilk.4
No. followed by Head & Shoulders. Clinic and least are aware of L’Oreal.21 0.02 0.22 0.
Table 3.18 0. of responses 51 81 49 4 27 18
Average Scores 0. Pantene.From the above table and graph it is clear that out of 100 respondents.35 0.
Clinic and least preferred is L’Oreal. Internet and least important source of information is from salesman.
3.Interpretation: From above table it is clear that television is the most important source of information followed by Newspaper. However some respondents also prefer chik shampoo because of its price and some other medicated shampoos or herbal shampoos. information from friends/relative.
. Pantene. Magazine.5 Most preferred shampoo brand among consumers is Sunsilk followed by Head and Shoulders. Garnier.
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 0.05 0.15 0.6 Most important factor of consumer preference Factors Price Brand Quality Schemes(discount offers) Packaging Quantity/Package Advertisement No.03 0.43 0.06 0. of responses
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 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
Table 3. And the least important factor while buying the shampoo is Quantity/Package after Packaging.
Most preferred shampoo brand among consumers is Sunsilk followed by Pantene.Preference of brand shampoos
Total Scores 400 300 200 100 0 L’Oreal Pantene Sunsilk Clinic Head & Shoulders Garnier
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. Clinic.8 Importance level of factors considered by respondents while purchasing Shampoos Factors Strongly Disagre
Neutral Agree Strongly Mean
. Garnier and least preferred is L’Oreal .
Disagree Price Brand Quality Schemes Packaging Quantity/Packag e Advertisements Figure 3.5 -1 Advertisem ents
Interpretation: In above table. 2 is the weightage given to Strongly Agree. 0.54
Importance level of factors considered by respondents while purchasing Shampoos
1. the mean (0. -1 to Disagree and -2 to Strongly Disagree.67 -0.96) of quality being calculated lies between 0 to 1 so it is very near
. 1 to Agree. 0 to Neutral.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 -0.96 -0.5 Mean Score 1 0.28 0.5 0 Quantity/Pa ckage Price Brand Quality Schemes Packaging -0.73 0.63 0.
Brand Switch if particular brand not available
No of re sponde nts 100 50 0 Yes Response No
No. 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.9 Brand Switch if particular brand is not available Response Yes No Total Figure 3. of respondents 62 26 88
Percentage (%) 70 30 100
Table 3.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.
The most preferred alternate brand is Clinic.
Table 3.11 Brand Loyalty among consumers Response Yes No Total Figure 3.09 100
Brand Loyalty among consumers
No. Pantene and the least preferred brand as an alternate is Garnier. Of respondents 58 30 88 Percentage (%) 65.91 34. of re sponde nts 80 60 40 20 0 Yes Response No
. followed by Head &
3. Clinic.From above table. it is clear that 70% of the respondents buy another brand if a particular brand is not available.
23 0.91% 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 0.23 0.08
.12 Reasons that made respondents stick to one particular brand of shampoo Factors Price Brand Quality Schemes(discount offers) Packaging Quantity/Package Advertisement Figure 3.12 No.Interpretation: It is clear from the table that 65.04 0.05 0.33 0.05 0.
Table 3.13(b) Response in regard to intention to stick to the current brand of shampoo being used
Schemes(discoun t offers)
30 25 20 15 10 5 0
Reasons that made respondents stick to one particular brand of shampoo
.13(a) The most common reason that made respondents switch over to another brand of shampoo is that they like changing brands.
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. Other important reasons are quality and schemes that made respondents switch over to another brand of shampoo. Price and brand are having equal mean scores and are the second most important factors.
Table No. 3.Response Less than one month 1-3 months 3-5 months More than 5 months Total
No.14 Satisfaction level of consumers towards their preferred shampoo brand
. Of respondents 19 23 13 12 67
Percentage (%) 28.40 17. 13 for 3-5 months and 12 for more than 5 months.35 34. 19 have intention of sticking to current brand for 1 to 3 months.93 100
Response in regard to intention to stick to the current brand of shampoo being used
No.32 19. 19 for lass tan 1 month. 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.
Satisfaction level of consumers towards their preferred shampoo brand
M e an Score
Interpretation: In above table.4 0. 1 to Good. 0 to average and -1 to Bad and –2 to Very Bad.8 0. .85
1 0.6 0. Demographic profile of respondents
.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. the mean (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. 2 is the weightage given to very good.
of respondents 18 24 5 40 13 100 Percentage (%) 18 24 5 40 13 100 No. 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
• 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. Magazine (49%). internet (18%) and least important source of information is from salesman (4%).
• As far as frequency of using shampoos in a week is concerned.
. 48% respondents use shampoos 1-3 times in a week.Chapter IV
Findings from the study:
From the research it was found that 88% respondents use branded shampoos.
majority of them quoted the reason “I like changing Brands” for shifting to other brands.
• As far as the intentions of 67 respondents for sticking to current brand used by them is concerned.96. Clinic.
• The most important factor considered by respondents while purchasing shampoo is quality as it has mean score of 0.54)
• Out of 100 respondents. Head and Shoulders. 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. very less have intention of switching over the brand and are satisfied with the current brand they are using.• Most preferred shampoo brand among consumers is Sunsilk followed by Pantene.63) and advertisement (0.
. Garnier and least preferred is L’Oreal . followed by brand (0.
• 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. No suggestion has been recommended by consumers of Sunsilk
• Mostly all the respondents are satisfied with their currently using brand. Consumers of Pantene want to have more hair specific like Sunsilk. 19 have intention of sticking to current brand for 1 to 3 months.
• The suggestions which are given for their currently used brand are: Consumers of L’oreal want its price to be lesser.
Chapter 5 Conclusion and Summary
The results reflected the perception of users in Coimbatore City of branded shampoos. 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. 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 quality offered by these products compensates for their dissatisfaction. It
. The results of the study indicate that though the price of shampoos is perceived to be on the higher side of users. There is a huge potential market in India and better scope. 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.
Hence it provides basis of a scope for further research.therefore calls for a continuous research in this field as consumer preferences keep changing with time and so does their buying behavior.
1-3 times b.Appendix
1. Which of the following brands are you aware of? a. How many times do you use shampoo in a week? a. Do you use branded shampoo? Yes No
2. Newspaper _____________
. Pantene e. Garnier b. What is your source of information for this? a. 3-5 times c. Clinic f.L’Oreal c. _____________ _____________ _____________ _____________ _____________
Head & Shoulders_____________
4. Daily _____________ _____________ _____________
3. Sunsilk d.
Television c.b. Salesman e. L’Oreal _____________
Head & Shoulders _____________
. Friends/Relative f. Why do you use this particular brand? □ Price □ Brand □ Quality □ Schemes (discount offers) □ Packaging □ Quantity/Package □Advertisements
If any other please tell 7. Which brand are you currently using? _____________ 6. Magazine
_____________ _____________ _____________ _____________ _____________
d. Please rank the following brands of shampoos on the basis of your preference (a-most preferable and f-least preferable) a. b. Internet
d. do you purchase another brand? Yes No
. If your preferred brand is not available. rate the following factors that affect your decision. While making a purchase decision. Factors Price Brand Quality Schemes (Discount offers) Packaging Quantity/Packa ge Advertisements Strongly Disagre Disagree e Neutra Agre l e Strongly Agree
Pantene Clinic Sunsilk
_____________ _____________ _____________ _____________
Why do you stick to a particular brand? a.if no go to Q No 12 12. Quality _____________ d. Do you switch over a particular brand? Yes No
If yes go to Q No 13.if no go to Q No 11
10. Schemes (discount offers) _____________ e. Quantity/Package _____________ g. Which brand you are ready to purchase if your preferred brand is not available? _____________
11.If yes go to Q No 10. Brand _____________ _____________
c. a) Why did you switch over the brand? b) For how long you intend to stick to current brand?
. Advertisements _____________
13. Packaging _____________
f. Price b.
a. Less than 1 month _____________ b. What do you think about the current brand you are using? Very Bad Bad Average Good Very Good
Personal Details: Name: Age: Gender: Occupation: Address: _______________________ _______________________ _______________________ _______________________
. More than 5 months_____________ 14. 1-3 months c. 3-5 months _____________ _____________
April 2003.Page 16-25
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