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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 .
2 Evolution 7 . 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. 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.Chapter I Introduction 1. skin particles. dirt. environmental pollutants and other contaminant particles that gradually build up in hair.
Kasey Hebert was the first known maker of shampoo. It itself comes from Sanskrit/Hindi word "champā" . His baths were like Turkish baths where clients received an Indian treatment of champi (shampooing) or therapeutic massage. The term and service was introduced by a Sake Dean Mahomed. in turn from Hindi champoo. 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. Kasey Hebert was the first known maker of shampoo. massage".The word shampoo in english usage dates back to 1762. During the early stages of shampoo. the flowers of the plant Michelia champaca which have traditionally been used to make fragrant hair-oil. knead the muscles. English hair stylists boiled shaved soap in water and added herbs to give the hair shine and fragrance. ie "to smear. 8 . During the early stages of shampoo. who opened a shampooing bath known as Mahomed's Indian Vapour Baths in Brighton in 1759. and the origin is currently attributed to him. and the origin is currently attributed to him. with the meaning "to massage".
HLL has higher stakes in the rural market with an 80% share. About 50% of consumers use ordinary toilet soaps to wash their hair. Also 70% of the total shampoo sales are through sachet sales. The AD segment is the fastest growing segment. The overall shampoo 9 . Most consumers use shampoo only once or twice in a week. these products are used on special occasions such as weddings.3 Segmentation: Shampoo market is segmented on benefit platforms •Cosmetic (shine. growing at 10% to 12 % every year Usage: The frequency of shampoo usage is very low in India. parties etc. strength) •Anti – Dandruff (AD) •Herbal 20% of the total shampoo market is accounted by the AD shampoos. In many cases. health. shampoo sector saw strong growth in the next two years due to the introduction of sachets and a surge in rural demand.1. About 15% of consumers use toilet soaps as well as shampoo for cleaning their hair. 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.
now almost a third of the country's rural population uses shampoo with penetration levels zooming to 32% in 2005. 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. the south and east zones have doubled Urban . However the main segment is Teenagers. People still perceive shampoo as high end product in the rural areas. which sees annual volume sales of approximately 63. From a penetration level of 13% in 2000.40 % Rural .10 % Targeted customers: Shampoos are mainly target at Upper middle class. 10 . While the north and west zones have tripled in penetration. while urban demand grew half that at 21%. This provides a huge opportunity to the players. Middle class housewives and upper rural class.000 tonnes. 1. saw rural off take grow by 40% last year.market.4 Opportunity Penetration of shampoo is very low in India. The huge size of the untapped market leads to a great potential for the existing players.
Players like Dabur and Ayush came up with herbal shampoos. the rapid expansion of the shampoo market was interrupted in 1999. Despite its undisputed potential.7% in 1999. The perception that shampoos contain harsh chemicals that could damage hair. Lack of innovation was the major reason for slowdown. The players came out with the idea of smaller packs. Also. the usage of shampoos has increased. with the increasing income levels of the middle class population. This provides huge market for the shampoo players. Overall growth rates in the market slowed to 1. Approximately half of the 1 bn plus population is under the age of 20. products like anti dandruff started getting attention and became the fastest growing category. which were a success. Currently there is a population of 163 m teen in India. Also. from 16% the previous year. 11 . high price and the view that the shampoo is more of a glamour product rather than a hygiene product led to lower sales.India is and will remain for some time one of the youngest countries in the world. which is one of the largest consumers of hair care products.
1.6 Market Scenario of shampoo industry 12 .5 The top Shampoo brands Normal Shampoos •Clinic Plus •Sunsilk •Chik Anti Dandruff Shampoos •Clinic All Clear •Head and Shoulders •Dabur Vatika AD Premium Products •Shehnaz Hussain •Revlon Flex •L'Oreal 1.
the 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. multi-unit organization addressing various public health challenges facing humanity. Lever's have a sprawling distribution coverage which in the case of HLL extends to 3. Major Players of Indian shampoo industry HLL By all accounts. HLL is the undisputed leader from the early 1990s with brands like Sunsilk.000 shops directly serviced by the company. According to AC Nielsen.The group has been operating in India for over 60 years. Clinic All Clear and Clinic Plus. shampoo is one of the fastest growing categories within FMCG sector and is expected to grow at 25% per annum in the coming years. Being first it has being given the market leadership position in many product categories.200 stockists and 600. HLL is today a multi-product. 13 .
is a renowned company. manufactured and effectively marketed a stream of consumer products. 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. 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. P & G has conceptualized. and to provide a source of expert beauty care for women. Sunsilk products are being marketed in over 50 countries throughout Asia. commenced doing business as Proctor and 14 . the Bombay based Richardson Hindustan Ltd. communicate the idea of capturing the “emotional drama” in a girl’s life. Currently. The Middle East and North Africa. Over the past 157 years (1837-1994) since William Proctor and James GambIe entered into partnership to manufacture candles and soap in Cincinnati. It was launched in 1954 in the United Kingdom and by 1959 it was available in 18 different countries world-wide. Latin America. 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.
which is the leading AD shampoo Head & Shoulders is a famous brand of anti-dandruff shampoo produced by Procter & Gamble. The people responsible for this were Robert Jongstra 15 . It has since then grown into a billion dollar brand.S. 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. manufacturing strategies and operations are its major strengths. Head & Shoulders was first introduced to the U. P & G entered India in Nov 1995. Head & Shoulders had relatively few variations until the late 1990s and early 2000s. with the world’s largest selling brand – Pantene. It is an excellent marketing and product research company while its R & D. market in November 1961. as a blue-green shampoo formula.Gamble India Ltd. Unlike other shampoos. It also launched Head &Shoulders. Yet to categories P & G as merely an excellent marketing company is to do it an injustice. and there are now in excess of ten different kinds of shampoo for different hair types under the Head & Shoulders banner.
CavinKare Pvt. skin and personal care.. while 'Care' was modified to start with the letter 'K' instead of 'C' as a tribute to Rang Nathan’s father. According to company sources. Ltd.. the company adopted its present name. with a modest capital investment of Rs 15. CavinKare CavinKare was founded by Ranganathan in 1983. and its product was Chik shampoo. The company was called Chik India Pvt.. In 1998. Pantene is a brand of hair care products owned by Procter & Gamble..000 and with a single product. 16 . encompassing various market segments such as hair. The company targeted the local market and within a few years emerged as a leading regional player in the shampoo market in South India. to signify its change from a single-product company to a broader FMCG company. 'Chinni Krishnan..The brand's best-known product is the conditioning shampoo Pantene Pro V. 'Cavin' is a literary word in Tamil meaning Beauty and Grace. Ltd.(Procter & Gamble General Manager) and Olga Barr (Saatchi & Saatchi Global Creative Director).'.
concentrating on hair color. It is the only company in the market that has a hair colour range tailored exclusively for parlors. skin care products under the name. but the founder's daughter Liliane Bettencourt who is one of the richest people in the world. L'Oréal is a listed company. L’Oréal has developed activities in the field of cosmetics. is the world's largest cosmetics and beauty company. L’Oréal is active in the dermatological and pharmaceutical fields. and most recently. 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. perfumes and hair care. skin care. France. L’Oréal is also the top nanotechnology patent-holder in the United States. 17 . THe CEO of L'Oreal SA in France is Jean-Paul Agon. including the Fructis line. make-up. Nutritioniste. L’Oreal markets its range of specialized hair care products exclusively through salons and beauty parlors.L’Oréal Group L’Oréal Group headquartered in the Paris suburb of Clichy. sun protection. and the Swiss food company Nestléeach control over a quarter of the shares and voting rights.
One of their key ingredients is a fruit concentrate used in all their products. It is a combination of fruit acids.that are sold around the world.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. acquiring. The issues that dealt within the discipline of consumers’ buying behavior are: What products and services do the consumers buy? How do they buy? Why do they buy? From where do they buy? 18 . using or disposing off goods and services. The study of consumer behavior is the study of how individuals make decisions to spend their available resources on consumption of related items. fructose and glucose 1. vitamin B3 and B6.
To increase the chances of success of new products. • To study the source of information regarding awareness of brands • To study the factors influencing choice of consumers towards branded shampoos. Their desires. When do they buy? Consumer behavior provides a sound basis for identifying and understanding consumer needs. tastes and preferences are to be taken care of. In case of New Product Introduction in the market. 19 . 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. So from all these aspects the study of consumer behavior is important. better information of the consumer behavior is required.8 Objectives of the study • To study the consumer awareness regarding branded shampoos. The study of consumer behavior is an essential component of marketing. there is a risk of product failure. 1.
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. analysis of data and limitations of the study. how the study was carried out and what were the various techniques used.e. It consists of defining and redefining problems. It includes the scope of the study. formulating hypothesis or suggested solution. 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. collecting and evaluating data. The scope is restricted to study consumer’s awareness regarding branded shampoos and the factors influencing choice of consumers towards 20 . 2. research design.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. collection of data.
measurement and analysis of data.1 Primary Data Primary data is that data which is collected for the first time.3. It constitutes the blueprint for the collection. This is done to avoid perceptual bias and for providing objectivity to the study. 2.3 Data Collection 2. For the purpose of collection of primary data. It is original in nature in the shape of raw material. It is the strategy for a study and the plan by which the strategy is to be carried out. a well-structured questionnaire was given to the respondents and they were personally interviewed to fulfill the objectives of the study. The questionnaire comprises of close ended as well as open-ended 21 . The research problem in clear-cut terms helps the researches to prepare a research design. 2. The research carried down is descriptive in nature because it describes the consumer buying behavior regarding branded shampoos.branded shampoos in Coimbatore City.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.
In close ended questions dichotomous.questions.1Universe Universe is the infinite number of elements that the researcher is targeting in his study. 2. ranking. They are secondary in nature and are in shape of finished product. journals and internet to gather relevant information about the shampoo industry and the leading brands of shampoos. newspapers. checklist questions and multiple choice questions are used. 22 .2 Secondary Data Secondary data is the data which is already collected by someone.4. 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. 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. 2. likert’s scale.3.
e people using branded shampoos 2.2.4.Coimbatore City city 2.4.2 D) Time of Study. C) Extent. B) Sampling Unit-A single consumer using Branded shampoo 2. People throughout Coimbatore City who use branded shampoos constitute the population of my research.4. 2. The selection of the respondents was done on the basis of 23 .Consumers i. 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.4.3 Sampling Technique In my research I have used non-probability technique for drawing a sample from the population.2.4.2. A) Element.Six months 2.2.2 Population Population is finite number of elements that the researcher is going to target in particular area.4.
4 Sample size Sample size is the size of sample drawn from the population which is the true representative of the research. Convenience sampling was basically used due to money. The number of respondents included in the study was 100 for convenience in evaluating and analyzing the data and because of time constraint. time as well as distance constraints.4. 2.convenience based on the non-probability method of sampling. Business Service Professional Student Housewife Total 18 24 5 40 13 100 24 .
5 Data Analysis and Interpretation For the purpose of analyzing. raw data was summarized in a master table and from this table the results have been carried out.6 Limitations of the study Sincere efforts have been made to collect authentic and reliable information from respondents. The study was limited to Coimbatore City city only. 25 . 2. In case of ranking questions the total score has been added and final ranking is given. however the report is subject to following limitations: 1. In case of explanatory questions.2. Wider coverage would have made the study more reliable and representative. the general suggestions were summarized. The questions having alternative choices were analyzed by taking percentages. The questions to which there were specific answers the ranges were clubbed and percentages were calculated. In the case of questions on Likert’s point scale. the mean scores and percentages were calculated.
2. study could not be carried out on a large scale 5. Due to time and cost constraints. so possibility of sampling error cannot be ruled out. 4. 3. Responses of respondents were biased based on their personal preferences. Sample was drawn by convenience sampling. Sample may not be the true representative of the universe 26 .
A total of 100 consumers were personally interviewed with help of structured questionnaires. of respondents 88 12 100 Percentage(%) 88 12 100 27 .1 No.CHAPTER 3 ANALYSIS AND INTERPRETATION The present chapter deals with analysis of data collected from the consumers regarding their awareness level regarding branded shampoos.1 Number of respondents using branded shampoos Response Yes No Total Figure 3. Factors considered by them while purchasing branded shampoos and to check their brand loyalty. Results of the study: Table 3.
we can conclude that out of 100. of Respondents 48 33 19 100 Percentage (%) 48 33 19 100 28 .No. 88% respondents use branded shampoos and 12% don’t use branded shampoos. of respondants using branded shampoos 100 No. Table 3.2 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. So branded shampoos are very commonly used in Coimbatore City.
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. of Re sponde nts 60 40 20 0 1-3 times 3-5 times Frequency Daily Interpretation: From the above table. 29 .Figure 3. it is clear that 48% respondents use shampoos 1-3 times in a week.
17 Figure 3.16 0.3 Awareness level of respondents regarding various brands of shampoos Brands Garnier L’Oreal Sunsilk Pantene Clinic Head & Shoulders No.16 0.15 0.19 0. of responses 80 73 92 83 77 84 Average Scores 0.05 0 Head & Shoulders Sunsilk Pantene Garnier L’Oreal Clinic Brands Interpretation: 30 .Table 3.3 Awareness level of respondents regarding various brands of shampoos Avg Scores 0.2 0.1 0.17 0.14 0.
Garnier. 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 . of responses 51 81 49 4 27 18 Average Scores 0. Pantene.08 No. 92% are aware of Sunsilk. Table 3.4 No. Clinic and least are aware of L’Oreal.22 0.21 0. followed by Head & Shoulders.35 0.02 0.4 Source of information regarding Branded shampoos Sources Newspaper Television Magazine Salesman Friends/Relative Internet Figure 3.From the above table and graph it is clear that out of 100 respondents.18 0.
information from friends/relative. Magazine.5 Most preferred shampoo brand among consumers is Sunsilk followed by Head and Shoulders.Interpretation: From above table it is clear that television is the most important source of information followed by Newspaper. 32 . Internet and least important source of information is from salesman. 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. 3. Pantene. Garnier.
Table 3.05 0.6 Most important factor of consumer preference Factors Price Brand Quality Schemes(discount offers) Packaging Quantity/Package Advertisement No.03 0.20 0.08 Figure 3.15 0.06 0.6 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 0.43 0. of responses Packaging Factors Interpretation: 33 Advertise ment .
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 . Table 3.7 Preference of brands of shampoos Brands L’Oreal Head & Shoulders Pantene Clinic Sunsilk Garnier Total Score 379 332 324 378 312 377 Rank 6 3 2 5 1 4 Figure 3. 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. Head and Shoulders. Clinic.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 . 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.
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 .73 0. 1 to Agree. 0. the mean (0.5 -1 Advertisem ents Factors Interpretation: In above table.96) of quality being calculated lies between 0 to 1 so it is very near 36 . 2 is the weightage given to Strongly Agree.28 0.54 Importance level of factors considered by respondents while purchasing Shampoos 1.5 0 Quantity/Pa ckage Price Brand Quality Schemes Packaging -0.96 -0.67 -0.63 0.5 Mean Score 1 0. -1 to Disagree and -2 to Strongly Disagree. 0 to Neutral.Disagree Price Brand Quality Schemes Packaging Quantity/Packag e Advertisements Figure 3.15 -0.
9 Brand Switch if particular brand is not available Response Yes No Total Figure 3.9 Brand Switch if particular brand not available No of re sponde nts 100 50 0 Yes Response No No. Table 3. 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. of respondents 62 26 88 Percentage (%) 70 30 100 Interpretation: 37 . advertisement and price factor.
11 Brand Loyalty among consumers Response Yes No Total Figure 3. Table 3. it is clear that 70% of the respondents buy another brand if a particular brand is not available.11 No. of re sponde nts 80 60 40 20 0 Yes Response No 38 . Of respondents 58 30 88 Percentage (%) 65. Clinic. Pantene and the least preferred brand as an alternate is Garnier. 3. L’Oeal.From above table.09 100 Brand Loyalty among consumers No.10 The most preferred alternate brand is Clinic.91 34. followed by Head & Shoulder.
04 0.12 No.33 0.23 0.91% of the respondents are not brand loyal and does switch over the brand Table 3.12 Reasons that made respondents stick to one particular brand of shampoo Factors Price Brand Quality Schemes(discount offers) Packaging Quantity/Package Advertisement Figure 3.23 0. of respondents 18 18 26 4 3 4 6 Avg Scores 0.05 0.08 39 .Interpretation: It is clear from the table that 65.05 0.
3. Price and brand are having equal mean scores and are the second most important factors. Table 3.13(a) The most common reason that made respondents switch over to another brand of shampoo is that they like changing brands.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.No. Other important reasons are quality and schemes that made respondents switch over to another brand of shampoo.13(b) Response in regard to intention to stick to the current brand of shampoo being used 40 Schemes(discoun t offers) Quantity/Package Advertisement 30 25 20 15 10 5 0 Reasons that made respondents stick to one particular brand of shampoo Price Brand Quality .
14 Satisfaction level of consumers towards their preferred shampoo brand 41 . 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.32 19. 19 have intention of sticking to current brand for 1 to 3 months. 3. Of respondents 19 23 13 12 67 Percentage (%) 28.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.40 17.93 100 Figure 3. Table No. 13 for 3-5 months and 12 for more than 5 months.35 34.
Demographic profile of respondents 42 . 1 to Good.8 0.6 0.Very Bad Bad (-2) -20(10) Figure 3. the mean (0.14 (-1) -4(4) Average (0) 0(10) Good (1) 29(29) Very good (2) 70(35) Mean Score 0.4 0.2 0 Satisfaction level of consumers towards their preferred shampoo brand M e an Score Satisfaction Interpretation: In above table.85 1 0. 0 to average and -1 to Bad and –2 to Very Bad.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 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 18 24 5 40 13 100 Percentage (%) 18 24 5 40 13 100 No. of respondents 41 59 100 Percentage (%) 41 59 100 43 .
45 .Chapter IV Findings Findings from the study: • From the research it was found that 88% respondents use branded shampoos. 48% respondents use shampoos 1-3 times in a week. information from friends/relative (27%). • Television (81%) is the most important source of information followed by Newspaper (51%). Magazine (49%). 33% respondents use shampoos 3-5 times in a week and rest of the respondents use shampoos daily. • As far as frequency of using shampoos in a week is concerned. internet (18%) and least important source of information is from salesman (4%).
Garnier and least preferred is L’Oreal . very less have intention of switching over the brand and are satisfied with the current brand they are using. Clinic. Head and Shoulders.96.• Most preferred shampoo brand among consumers is Sunsilk followed by Pantene.63) and advertisement (0. followed by brand (0. • As far as the intentions of 67 respondents for sticking to current brand used by them is concerned.54) • Out of 100 respondents. • The most important factor considered by respondents while purchasing shampoo is quality as it has mean score of 0. 46 . majority of them quoted the reason “I like changing Brands” for shifting to other brands. only 37% respondents stick to one particular brand and out of respondents who stick to one particular brand consider quality being the most important factor for it • Out of 67% respondents who switch to other brand.
No suggestion has been recommended by consumers of Sunsilk 47 . 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. • Mostly all the respondents are satisfied with their currently using brand. 13 for 3-5 months and 12 for more than 5 months.• Out of 67 respondents who did not stick to one particular brand. Consumers of Pantene want to have more hair specific like Sunsilk. 19 for lass tan 1 month.
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 quality offered by these products compensates for their dissatisfaction. The results of the study indicate that though the price of shampoos is perceived to be on the higher side of users. It 48 .Chapter 5 Conclusion and Summary The results reflected the perception of users in Coimbatore City of branded shampoos. The Coimbatore City users accept that high quality comes at a price. 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. There is a huge potential market in India and better scope. 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. Hence it provides basis of a scope for further research. 49 .
Pantene e. What is your source of information for this? a. Clinic f. Do you use branded shampoo? Yes No 2. Sunsilk d. Which of the following brands are you aware of? a. How many times do you use shampoo in a week? a. 1-3 times b. Garnier b. _____________ _____________ _____________ _____________ _____________ Head & Shoulders_____________ 4.L’Oreal c. 3-5 times c. Daily _____________ _____________ _____________ 3.Appendix Questionnaire 1. Newspaper _____________ 50 .
Friends/Relative f. Please rank the following brands of shampoos on the basis of your preference (a-most preferable and f-least preferable) a. Magazine _____________ _____________ _____________ _____________ _____________ d. Which brand are you currently using? _____________ 6. Television c. L’Oreal _____________ Head & Shoulders _____________ 51 . b. Internet 5. Why do you use this particular brand? □ Price □ Brand □ Quality □ Schemes (discount offers) □ Packaging □ Quantity/Package □Advertisements If any other please tell 7.b. Salesman e.
d. e.c. Factors Price Brand Quality Schemes (Discount offers) Packaging Quantity/Packa ge Advertisements Strongly Disagre Disagree e Neutra Agre l e Strongly Agree 9. While making a purchase decision. do you purchase another brand? Yes No 52 . Pantene Clinic Sunsilk _____________ _____________ _____________ _____________ f. Garnier 8. If your preferred brand is not available. rate the following factors that affect your decision.
Quality _____________ d. Price b. 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 12 12. Schemes (discount offers) _____________ e.If yes go to Q No 10. Packaging _____________ f. Advertisements _____________ 13. Brand _____________ _____________ c. Which brand you are ready to purchase if your preferred brand is not available? _____________ 11. Do you switch over a particular brand? Yes No If yes go to Q No 13. Quantity/Package _____________ g. Why do you stick to a particular brand? a.if no go to Q No 11 10.
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. 1-3 months c. More than 5 months_____________ 14.a. Less than 1 month _____________ b.
Contact No: _______________________ Bibliography 55 .
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