INDEX

SERIAL NO.

TOPIC

PAGE NUMBER

Genesis of Project

2-3

Objectives of Study

Research Methodology

5-7

Nature &Scope of study

Limitation of Study

Literature Review

10

Scenario of FMCG & Hair Care

11-16

industries in India
8

SWOT Analysis of shampoo

17

market in India
9

BCG matrix for Shampoo

18-19

Brands in India

1|Page

10

Questionnaire

20-24

11

Findings

25-33

12

Observations

34-35

13

Factor Analysis & its outcome

36-40

14

Recommendations/Conclusion

41

15

Bibliography

42

Genesis of Project

In the past few years, Indian beauty has occupied a significant place in the fashion world. Both
men and women have started giving importance to personal beauty grooming. As such Indian
cosmetic industry, especially the hair care market has risen to productive market. The market
share of hair care segment in India is continuously increasing day by day. The shampoo market
is dominated by HUL and P&G. The top shampoo brands are Sunsilk, Clinic Plus, Pantene and
H&S which are placed in the Stars cell of BCG matrix of shampoo brands of India.
It is a descriptive research done with the help of primary as well as secondary data.
Due to time constraints I have chosen respondents using convenience sampling method. Majority
of sample are youth either from colleges or from my neighborhood. Total number of sample is
around 40. The ratio of male to female is 60:40 i.e. out of 40 respondents 24 are male and
remaining is female. The data is collected online with the help of Google drive.
In this paper i tried to focus on the hair care products especially top shampoo companies, major
brands, SWOT analysis of shampoo market. To find out interdependencies among important
factor considered by end user during purchasing shampoo with the help of SPSS. To study the
brand awareness and preferences of various shampoo brands among consumers in thane region.
We will also find out most recommended brand, most used brands among students, best brand of
shampoo among such students, what are the factors other than brand awareness that affects the
choice of the brand, whether brand attributes drives final brand purchase, most preferred media
where users get information about productand BCG matrix of shampoo industry after going
through this project.
In my case, for data analysis graphical representation has been used. Graphical representation is
pictorial representation of statistical data. All the primary data collected by me during my project
is shown ahead with the help of Bar-Graph. Each graph represents responses of every question
separately & on the basis of that analysis has been done. Factor analysis has also been done to
know the interdependency among variables that consumer consider before choosing particular
brand other than brand name and price. Tools used for representation are pie-chart; bar-graph
and IBMs SPSS statistics. The brands considered for this research are leading brands in hair
care section. They are:-

2|Page

Pantene

Sunsilk

H&S

Dove

Fiama Di Wills

Garnier Fructies

Clinic all Clear

Clinic Plus

Chik

3|Page

Objective of Study
Primary Objective:

To find out interdependencies among important factor for purchasing shampoo

To study the brand awareness and preferences of various shampoo brands among
consumers in thane region

Secondary Objectives:

Most recommended brand

Most used brands among students

Best brand of shampoo among such students

What are the factors other than brand awareness that affects the choice of the brand

Most preferred media where users get information about product

SWOT analysis and BCG matrix of shampoo industry

4|Page

RESEARCH METHODOLOGY

Sampling Method& Sample Description-:

The sampling method used is convenience sampling.
Use
Use when you are unable to access a wider population, for example due to time or cost
constraints.
Method
Do not worry too much about taking random samples of the population - just use people who are
available. Use people in the street, people you know, people who work with you, customers and
so on. Do use as many people as possible to ensure results from a single test are not just a
coincidence.
Example
A group of students in a high school do a study about teacher attitudes. They interview teachers
at the school, a couple of teachers in the family and few others who are known to their parents.
Discussion
Convenience sampling generally assumes a homogeneous population, and that one person is
pretty much like another. Whilst people are known to be different, the difference is assumed to
be probabilistic - thus if 80% of a sample prefer coffee to tea, you might conclude that 80% of
the population at large would choose coffee. In practice, your sample may be mostly middle
class Parisians and the same test in London may well give a different result. Many famous
psychological experiments were done with available people. Most typically, experiments did in
universities use students, simply because they are cheap, willing and available. This has caused
significant debate about the validity of results. Convenience sampling is also known
as Opportunity Sampling, Accidental Sampling or Haphazard Sampling. Convenience sampling
is a non-probability sampling method.
Sample taken are mostly students of university due to time constraints & size of sample was
around 50.

5|Page

Type of Research-:
Descriptive research is used to conduct this study. Descriptive research is used to describe
characteristics of a population or phenomenon being studied. It does not answer questions about
how/when/why the characteristics occurred. Rather it addresses the "what" question (What are
the characteristics of the population or situation being studied?) The characteristics used to
describe the situation or population is usually some kind of categorical scheme also known as
descriptive categories. For example, the periodic table categorizes the elements. Scientists use
knowledge about the nature of electrons, protons and neutrons to devise this categorical scheme.
Descriptive research generally precedes explanatory research. For example, over time the
periodic tables description of the elements allowed scientists to explain chemical reaction and
make sound prediction when elements were combined.
Hence, research cannot describe what caused a situation. Thus, Descriptive research cannot be
used to as the basis of a causal relationship, where one variable affects another. In other words,
descriptive research can be said to have a low requirement for internal validity.
The description is used for frequencies, averages and other statistical calculations. Often the best
approach, prior to writing descriptive research, is to conduct a survey investigation. Qualitative
research often has the aim of description and researchers may follow-up with examinations of
why the observations exist and what the implications of the findings are.

Data Collection Technique:The data collected is primary data using online questionnaire and secondary data through
internetRaw data (also known as primary data) is a term for data collected from a source. Raw data has
not been subjected to processing or any other manipulation, and are also referred to as primary
data. Raw data is a relative term. Raw data can be input to a computer program or used in
manual procedures such as analyzing statistics from a survey. The term can refer to the binary
data on electronic storage devices such as hard disk drives (also referred to as low-level data).
Although raw data has the potential to become "information," extraction, organization, and
sometimes analysis and formatting for presentation are required for that to occur.
6|Page

Secondary Data has been collected through the websites of different search engines like
Google,MSN,Yahoo, Wikipedia etc. The data was also collected through different magazines,
newspapers,research journals, annual reports of the companies etc.

Data Analysis Technique-:

In my case, for data analysis graphical representation has been used. Graphical representation is
pictorial representation of statistical data. All the data collected by me during my project is
shown ahead with the help of Bar-Graph. Each graph represents responses of every question
separately & on the basis of that analysis has been done. Some computer applications like SPSS
has also used for analysis of primary data.

7|Page

Nature & Scope of study

Washing the hair and scalp has become a near universal practice. The method of doing sovaries
depending on both geographic and economic factors. Shampoos assumed importanceas a product
category with the advent of synthetic detergents. These were developed in the1930s, became
widely used in laundry markets by the mid of 1940s and appeared in ashampoo format during the
1950s. Shampoos are probably the most widely used hairproducts today; based on synthetic
detergents they are relatively insensitive to waterhardness, thus allowing for efficient rinsing
since there are no scum residues. In the earlydays a shampoo could be defined as an effective
cleansing agent for hair and scalp, but todaythe shampoo must do much more. It must leave the
hair easy to comb, lustrous andcontrollable whilst being convenient and easy to use.
The scope of study is to focus on the hair care products especially top shampoo
companies, major brands, SWOT analysis of shampoo market. To find out interdependencies
among important factor considered by end user during purchasing shampoo with the help of
SPSS. To study the brand awareness and preferences of various shampoo brands among
consumers in thane region. We will also find out most recommended brand, most used brands
among students, best brand of shampoo among such students, what are the factors other than
brand awareness that affects the choice of the brand, whether brand attributes drives final brand
purchase, most preferred media where users get information about product and BCG matrix of
shampoo industry after going through this project.

8|Page

Limitations of Study
Limited to thane region
Brands taken into consideration were limited
Respondent were urban youth who uses internet
Primary data collected through online survey only
Time Constraints or lack of time
Sample size is around 40 using convenience sampling method
Reliability of collected data
No probing since it was an online research

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REVIEW OF LITERATURE

R.Saxena (2008) has explored the facts that Hindustan Unilever (HUL) has increased its share in
the shampoo market even as rivals Procter & Gamble (P&G) and CavinKare have suffered
erosion. She also mentioned that according to retail measurement figures released by AC
Nielsen, market leader HULs share grew from 46.9% in January to March (2007) to 47.8% in
the October to December (2006) quarter and in the same period, P&Gs market share fell from
25% to 23.7% and third placed CavinKares from 12.6% to 12%.
P. Guru Ragavendranetal (2009) emphasized in their research that the survey helped them in
understanding the consumer perception on brand awareness and position of product in the
market. It was observed that consumers expectations were Quality, benefits offered and
packaging of shampoos. Based on the results obtained, integrated marketing communication was
suggested; as a result an improvement of 8% to 12.6% was observed in target population.
A.Ferror et al (2012) concluded in their study that the European market of perfumery and
cosmetics is the largest in the world. Germany has the largest market in the Europe, followed by
France, UK, Italy and Spain. These countries are the big 5 of the sector, and they are leaders in
number of new product launches and in volume of production, exports and imports.
Dr. H. Sharma and S. Mehta (2012) said that Males frequency of using the shampoo is very
less as compared to females and the consumers do not concentrate on the natural shampoos, they
use it only for the purpose of cleaning, not for to make their hair healthier and stronger. The
frequency of shampoo usage in males is very low. They use shampoo on special occasions such
as weddings, parties etc. The maximum respondents i.e. 51.39% prefer the TV for the
advertisement and the consumers are not satisfied from the quality of the shampoo and also the
free gifts distributed with them. Sachet is more preferred as compared to bottles for the purpose
of packaging of shampoo.

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Indian FMCG Industry

Products which have a quick turnover, and relatively low cost are known as Fast Moving
consumer Goods (FMCG). FMCG products are those that get replaced within a year. Examples
of FMCG generally include a wide range of frequently purchased consumer products such as
toiletries, soap, cosmetics, tooth cleaning products, shaving products and detergents, as well as
other non-durables such as glassware, bulbs, batteries, paper products, and plastic goods. FMCG
may also include pharmaceuticals, consumer electronics, packaged food products, soft drinks,
tissue paper, and chocolate bars.
Indias FMCG sector is the fourth largest sector in the economy and creates employment for
more than three million people in downstream activities. Its principal constituents are Household
Care, Personal Care and Food and Beverages. The total FMCG market is in excess of Rs. 85,000
Crores. It is currently growing at double digit growth rate and is expected to maintain a high
growth rate. FMCG Industry is characterized by a well-established distribution network, low
penetration levels, low operating cost, lower per capitaconsumption and intense competition
between the organized and unorganized segments.
The Rs 85,000 crore Indian FMCG industries are expected to register a healthy growth in
thethird quarter of 2008-09 despite the economic downturn. The industry is expected to registera
15% growth in third quarter of 2008-09 as compared to the corresponding period last year.Unlike
other sectors, the FMCG industry did not slow down since second quarter of 2008.The industry
is doing pretty well, bucking the trend. As it is meeting the everyday demandsof consumers, it
will continue to grow. In the last two months, input costs have come downand this will reflect in
the results of third and fourth quarter.
Market share movements indicate that companies such as Marico Ltd and Nestle India Ltd,with
domination in their key categories, have improved their market shares andoutperformed peers in
the FMCG sector. This has been also aided by the lack of competitionin the respective
categories. Single-product leaders such as Colgate Palmolive India Ltd andBritannia Industries
Ltd have also witnessed strength in their respective categories, aided byinnovations and strong
distribution. Strong players in the economy segment like GodrejConsumer Products Ltd in soaps
and Dabur in toothpastes have also posted market shareimprovement, with revived growth in
semi-urban and rural markets.Source (Khawaja Mubeenur Rahman, 2013)
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Category Wise Share of FMCG Sector

Market Share (Percentage)

Household Care
10%
Lighting
2%

Tobacco
15%
Food & Beverages
53%

Personal care
20%

Source(Vora, 2013)
From the table it is observed that Food and beverage segment leads the market share with53%
followed by Personal care and Tobacco with 20% and 15% respectively. Whereas themarket
share of household care segment also contributes a considerable amount i.e. 10% of
FMCGsector.

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Hair Care Market Size in terms Of Value (Rupees. In Crores)

Hair care category consists of five main products which includes shampoos, conditioners,herbal
remedies, hair dyes and hair oil. Their market share in Crores of rupees is presented inthe
following table.

Hair care

Apr. 08 -

Apr.09 -

Growth

Apr .10 -

Growth

products

Mar.09

Mar.10

(%)

Mar. 11

(%)

Conditioner 45

66.8

48.44

87

30.24

Hair Dyes

780.7

885.3

13.40

1028.6

16.19

Herbal

87

95

9.20

53.7

-43.47

Shampoo

1983.5

2294

15.65

2632.9

14.77

Hair Oil

3334.6

3942.7

18.24

4615.4

17.06

Total

6230.8

7283.8

remedies

8417.79

Source(Khawaja Mubeenur Rahman, 2013)

The total hair care market size in the year 2008-09 was 6230.8 Crores of rupees. Out ofwhich
hair oil segment constitutes the major share with 53.52% followed by shampoosegment with
31.83%. In 2009-10 the total hair care market size was increased up to 7283.8Crores of rupees.
Again majority of share belongs to the hair oil segment with 54.13%followed by shampoo
segment with 31.49%. In the year 2010-11, again the hair care marketsize was increased up to
8417.79 Crores of rupees in which hair oil segment has a lionsshare with 54.83% followed by
shampoo segment with 31.28%.

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Hair Care Market Size In Terms of Volume

Hair Care

Apr. 08 -

Apr.09 -

Growth

Apr .10 -

Growth

products

Mar.09

Mar.10

(%)

Mar. 11

(%)

1117

47.95

1485

32.95

9522

11102

16.59

12891

16.11

5248

5746

9.49

3085

-46.31

85230

95775

12.37

105978

10.65

167574

193159

15.27

207624

7.49

Conditioner 755
(KL)
Hair Dyes
(Tons)
Herbal
remedies
(Tons)
Shampoo
(KL)
Hair Oil
(KL)

Source(Khawaja Mubeenur Rahman, 2013)

Volume wise also the hair care market is dominated by hair oil segment with a share of62.45%
followed by shampoo segment with a share of 31.76% in the year 2008-09 whereasin 2009-10
the hair oil segment was having a share of 62.94% followed by shampoo segmentwith a share of
31.21%. In the year 2010-11, again the majority of share goes to hair oilsegment with 62.71%
followed by shampoo segment with a share of 32.01%.

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Shampoo Market and Its Growth in India

The hair care market in India is valued at $200 million. It contributes 8% in the total
FMCGsector and has registered a growth of 3.8% over the previous year. The hair care market
canbe segmented into hair oils, shampoos, hair colorants and conditioners, and hair gels.The size
of shampoo market is 2700 Crores of rupees with urban areas accounting for 80%of shampoo
sold and rural areas accounting for 20% of shampoo sold in country. The marketis expected to
increase due to increased marketing by players, lower duties and availabilityof shampoos in
affordable sachets. Sachet makes up to 70% and anti-dandruff shampoo up to20%of the total
shampoo sale. This is primarily a middle class product because more than50% of the population
uses toilet soaps to wash hair. The penetration level is only 30% inmetros. The major players are
HUL and Procter and Gamble.Brand loyalties in shampoo are not very strong. Consumers
frequently look for a change,particularly in fragrance. Major expectations from the product are
improvement in textureand manageability, giving softness and bounce to hair, curing and
avoiding damage to thehair. Southern market is predominantly a sachet market, accounting for
70 % of sachetvolumes. In Contrast, shampoo bottles are more popular in the Northern markets.
About 50% of the shampoo bottles are sold in the Northern region alone. The shampoo industry
haslot of scope to be penetrated with all India penetration level at 51% with urban penetration
at62% and rural penetration at 46% till now.

Market Share of Shampoo Companies in India

The top three companies in shampoo market are Hindustan Unilever Ltd., Procter andGamble
and Dabur. From the pie chart, it is seen that Hindustan Unilever Ltd. is dominatingthe market
with 46% of market share followed by Procter and Gamble and Dabur with 24%and 11% of
market share. The other major players in the market are Indian tobacco Company, LOreal and
CavinKare with 6%, 3% and 2% of market share.
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Top Shampoo Brands in India

The major selling brands are Sunsilk and Clinic Plus which are dominating the market with22%
and 20% of market share of shampoo segment followed by Pantene and Head andShoulders with
16% and 13% respectively. Dabur is dominating the herbal shampoos with8% of the total market
share of shampoo segment.

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SWOT Analysis of Shampoo Market in India

Strengths: The major strengths of shampoo market includes low operational costs, presence of
established distribution networks in both urban and rural areas, presence of well-known brands in
FMCG sector, increase in income level of customers.

Weaknesses: Weaknesses of shampoo market includes lower scope of investing in technology

and achieving economies of scale, especially in small sectors, low exports levels, lack of
education in rural market and so many products are already available in the market.

Opportunities: Major opportunities of shampoo market includes untapped rural market, rising
income levels of customers, large domestic market all over the country, a population of over one
billion, export potential of companies and high investment of customers on consumer goods.

Threats: Threats of shampoo market includes removal of import restrictions resulting in

replacing of domestic brands, slowdown in rural demand, new entrants of well-known
international brands and spurious goods and illegal foreign imports of different shampoo brands.

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BCG Matrix of Shampoo Brands in India

Source(Khawaja Mubeenur Rahman, 2013)

The portfolio of shampoo business in India is shown by the Boston Consulting Group
(BCG)matrix in the above diagram on the basis of their relative market share and industry
growth rate.The vertical axis denotes the rate of growth of sales from low to high as we move
upwards for shampoo industry in India whereas the horizontal axis represents the relative market
share from high to low as we move from left to right. The four cells of BCG matrix have been
termed as Stars, Cash cows, Dogs and Question marks or Problem children.

Stars:
In shampoo segment of India it includes Sunsilk, Pantene, Head and Shoulders, Clinic Plus and
Garnier Fructies which are high growth, high market share businesses. It means all these market
players are in the growth phase of the product life cycle. All of them are following an expansion
strategy to establish a strong competitive position with regard to a star business.

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Cash cows:
Clinic all clear, Ayur and Chik are placed in this cell of BCG matrix as these market players are
generating large amounts of cash but their rate of growth is slow. All these market players fall in
the maturity stage of product life cycle in shampoo segment.

Question marks:
This cell includes Dove, Vivel and Vatika which are of high industry growth but low market
share businesses in shampoo segment of India. These market players are in the introduction stage
of product life cycle. These market players may become stars if enough investment is made or
they may become dogs if ignored.

Dogs:
The market players like Lux and Lifebuoy are placed in this cell of BCG matrix of shampoo
segment in India. Both of these players are in the decline stage of product life cycle and a
retrenchment strategy is generally suggested in this stage of product life cycle.

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Questionnaire
Name......................................................................................
Gender.
Q-1 Please indicate your age
10-20 Years

01

21-30 years

02

31-40 years

03

41-50 years

04

51 & above

05

Q-2 Please indicate your education levelEducation

Illiterate

01

Primary Education- up to 4th standard

02

Secondary Education- 5th to 9th standard

03

Up to 12th

04

Some college but not graduate

05

Graduate/ Post Graduate (General)

06

Graduate/ Post Graduate (Professional)

07

Q-3 When we talk about shampoo, which brand of shampoo comes to your mind first? (Single
Code)
Q-4 which are all the other brands of shampoo that you can remember? (Multiple Code)
Q-5 which are the brands of shampoo that you are currently using? (Single Code)

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Q-6 which are the brands of shampoo that you use the most? (Multiple Code)
Q-7 which are the brands that you would recommend to other? (Multiple Code)
Q-8 According to you which is the best brand in market today? (Single Code)
Q-9 which brand would you never considers using? (Multiple Code)

Brands

PANTENE
HEAD

Q-3

Q-4

Q-5

Q-6

TOM

SPONT USING AT MOST

PRESENT

USED

Q-7

Q-8

RECOMMEND BEST

Q-9
NOT

BRAND

CONSIDER

001

001

001

001

001

001

001

& 002

002

002

002

002

002

002

SHOULDER
SUNSILK

003

003

003

003

003

003

003

GARNIER

004

004

004

004

004

004

004

005

005

005

005

005

005

005

006

006

006

006

006

006

006

007

007

007

007

007

007

007

DI 008

008

008

008

008

008

008

DOVE

009

009

009

009

009

009

009

Any Other

999

999

999

999

999

999

999

FRUCTIS
CLINIC
PLUS
CLINIC
ALL
CLEAR
CHIK
FIAMA
WILLS

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Q-10 Please tell the brands that you can associate with the statement. For each statement you can
choose one companies.

Statements

Pantene H & S

Sunsilk

Garnier

Clinic All Fiama

Frutics

Clear

Di Wills

Dove

None

It is a good cleanser

01

01

01

01

01

01

01

01

It is best for dandruff

02

02

02

02

02

02

02

02

It is best for oily hair

03

03

03

03

03

03

03

03

It is best for dry hair

04

04

04

04

04

04

04

04

It is available everywhere

05

05

05

05

05

05

05

05

It is a value for money 06

06

06

06

06

06

06

06

07

07

07

07

07

07

07

08

08

08

08

08

08

08

09

09

09

09

09

09

09

Brand
It has best policies for 07
product

promotion

e.g.

discounts etc.
It is most recommended by 08
others
I will prefer to buy this 09
brand even if other brands
are as good as this brand

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Q-11 Please read the statement below & tell me how much you agree with the statement to
describe most important factor for purchasing shampoo on the scale of 1-5 where 1 is strongly
disagree and 5 is strongly agree
Statement Set

Strongly Agree Neutral Disagree Strongly

Agree

Disagree

It removes Dandruff

It removes dirt & oil from my hair

It nourishes my hair & prevents hair 5

fall
It makes my hair look shiny

I use it just for cleaning my hair

It acts as conditioner

It makes my hair silky

It gives softness & bounce to my hair

It cures my hair & avoids further 5

damage

Q-12 Which of following factors affects your choice? (Multiple code)

Drivers
Brand

01

Price

01

Effects

03

Spokesman (Word of mouth)

04

Packaging

05

Flavor or Fragrance

06

Others

99

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Q-13 How often do you change your Brand?

Very often

01

Depends on price of the new brand

02

To experiment with new Brand

03

I stay loyal to my brand

04

Q-14 Which of the following media do you engage yourself in when you have free time? Please
name the TV Channel, Radio Channel, Magazine or Newspaper you read

Media

Name of the media channel

Read Newspaper

01

Watch TV

02

Listen to Radio

03

Read Magazines

04

Any Other

99

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Findings

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Observations:Based on Primary Data: Brand Recall of Head & Shoulder is comparatively better than its rivals. Basically Brand
recallrefers to give a product category to the customer and asking him to recall the brand
name for that particular product category. In my case Head & Shoulder is the brand with
highest number of top of mind response.
As far as Brand recognition is concerned, apart from CHIK & FIAMA DI WILLS every
brand is well recognized among consumer. Brand recognition means the customer is
shown the brand and is asked to recognize provided he is already aware or has a prior
exposure to that particular brand.
Head & Shoulder is the most used brand among customer.
28% of respondent stated that Head & Shoulder is the brand they have used most
followed by Sunsilk and Pantene with 15% each.
Head & Shoulder leads Brand Advocacy with 25% out of total respondent. We can say
that it is most recommended brand by customer in hair care section with respect to
shampoo. According to the consumers it is also the best brand of shampoo in market.
Almost 40% of respondent avoid using CHIK
According to the consumer perception
o H&S is best cleanser followed by PANTENE & DOVE.
o Best Anti-Dandruff brand is H&S.
o H&S, PANTENE as well as SUNSILK are equal when it comes to oily hair.
o While for dry hair PANTENE is best followed by GARNIER FRUCTIS& DOVE.
o H&S and CLINIC PLUS are easily available brand.
o H&S has better return on investment than others or say value for money.
o SUNSILK is the brand with best policies for product promotion.
o H&S is highly recommended by others with GARNIER FRUCTIS& DOVE just
lagging behind.
o Talking about loyalty towards brand then H&S has maximum loyal consumers.
Consumer in this region stay loyal to the brand they are using, they wont change their
brand unless & until there is something new that is worth experimenting

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 Factors that effects choice of customer or say factors that drives final purchase are brand
name & price of the product.
Television can still be the most efficient media for promotion of products since most of
people engage themselves with television in their free time. Other than TV promotional
activities can also be done on social media websites and on print media like newspaper.

Based On Secondary Data: Hindustan Unilever Ltd. is dominatingthe market with 46% of market share followed by
Procter and Gamble and Dabur with 24%and 11% of market share. (Khawaja Mubeenur
Rahman, 2013)(Vora, 2013)
The major selling brands are Sunsilk and Clinic Plus which are dominating the market
with22% and 20% of market share of shampoo segment followed by Pantene and Head
andShoulders with 16% and 13% respectively. There is huge gap between my primary
research & secondary data collected by me because the reason being penetration level is
only 30% inmetros and my respondents are from metro.
After going through the Boston Consulting Group (BCG) matrix we can say that HUL as well
as P&G has awesome brand equity. Brand equity is a phrase used to those industry
having good brand name & in return it gives such industry an edge over other industries

35 | P a g e

Factor Analysis

Q-11 Please read the statement below & tell me how much you agree with the statement to
describe most important factor for purchasing shampoo on the scale of 1-5 where 1 is strongly
disagree and 5 is strongly agree
Statement Set

Strongly Agree Neutral Disagree Strongly

Agree

Disagree

It removes Dandruff

It removes dirt & oil from my hair

It nourishes my hair & prevents hair 5

fall
It makes my hair look shiny

I use it just for cleaning my hair

It acts as conditioner

It makes my hair silky

It gives softness & bounce to my hair

It cures my hair & avoids further 5

damage

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Findings:Respondent
AntiDandruff
Removedirtoil
Phairfall Shinyhair Cleanhair Conditioner
Silkyhair BouncyHairAvoidamage
1
5
4
3
2
3
1
3
3
2
2
5
4
4
3
3
1
2
3
3
3
5
5
3
3
4
2
4
3
1
4
4
4
2
2
5
4
5
3
3
5
4
4
3
4
3
2
4
3
3
6
4
5
5
4
3
2
1
5
4
7
2
1
4
4
3
5
4
4
5
8
2
3
4
4
2
5
4
3
5
9
5
3
5
4
3
4
3
4
5
10
5
5
4
4
5
4
3
4
2
11
4
5
3
4
5
3
4
3
5
12
4
5
4
5
4
4
3
4
4
13
4
4
5
3
3
2
2
1
3
14
4
5
4
5
4
5
3
3
3
15
5
3
4
5
4
5
3
4
3
16
5
4
2
3
4
3
4
5
2
17
4
5
3
4
5
3
4
3
4
18
2
2
5
3
3
5
3
3
4
19
5
3
3
3
3
3
5
4
3
20
1
5
2
4
1
1
4
3
2
21
2
1
2
3
4
5
3
2
1
22
3
4
3
2
1
5
4
3
2
23
4
5
4
3
4
3
4
3
2
24
1
3
5
4
3
2
3
4
5
25
5
4
5
3
3
4
2
2
4
26
4
5
4
3
4
5
4
3
2
27
5
4
3
2
3
4
3
3
4
28
5
4
5
3
2
3
4
3
4
29
5
3
4
5
4
3
4
4
5
30
4
5
4
5
3
3
3
3
3
31
5
3
4
5
3
4
4
4
2
32
1
4
5
4
3
2
1
2
3
33
5
4
4
4
5
3
3
4
4
34
3
5
3
3
2
4
5
2
2
35
4
4
4
3
1
3
3
3
4
36
5
4
5
5
3
5
2
3
4
37
4
2
3
4
2
3
5
2
2
38
3
3
5
3
3
4
4
4
3
39
5
4
3
5
4
2
4
3
4
40
3
5
2
4
5
1
3
5
5

37 | P a g e

Observation:-

38 | P a g e

Factor analysis is done for data reduction as well as for finding the interdependence of variables
related to certain topic. I have asked a question to respondent to describe important factor that
are considered before making a purchase decision with the help of likert scale. On scale we have
5= strongly agree & 1=strongly disagree. The data collected is shown over with the help of
Microsoft excel and SPSS is used for analysis. According to the report we have

KMO &Bartletts measure of Sampling Adequacy = 0.502 which lies between the standard range
of 0.5 to 1. Hence clubbing of variables can be done.

Variables that can be clubbed together are as follows: Group 1

o Bouncy Hair
o Damage Control
Group 2
o Conditioner Should be there
o Removes Dirt & Oil
Group 3
o Prevent Hair Fall
o Makes Hair Silky
Group 4
o Damage Control
o Makes my hair Shiny
Group 5
o Anti-Dandruff
o Good Cleanser

39 | P a g e

Hence after going through Rotated component matrix we are able to extract five groups of two
variables each. This in fact shows consumer perception towards purchasing the brand. We can
say that there can be five types of people that can be as follows: Type 1: Those target group who wants a product that controls their hair damage and
makes their hair bouncy
Type 2: Those people who wants conditioner in their shampoo as well as oil and dirt oil
remover
Type 3: Those consumer who wants a shampoo that prevents hair fall and make their hair
silky
Type 4: A group that wants a shampoo that control hair damage and make their hair shiny
Type 5: It covers those segment that wants an anti-dandruff shampoo with a good
cleanser

Any brand can promote themselves on the basis of consumer preferences. It also helps them to
position themselves within the market. For example if a brand position its product as a hair
damage controller with silky hair then they can command type 4 customer mentioned above.

40 | P a g e

Outcome of Study/Recommendation/Conclusion
Brands other than H&S and Pantene have to do something to increase their brand recall
in metro cities, since recall of brands like Sunsilk, clinic plus is good outside metros. On
other hand Brands such as H&S and Pantene have to increase their recall in outside
metro.
Most people have tried more than one brand but hardly found any difference. Except
H&S and PANTENE in which respondents have positively agreed of best shampoo than
others.
People use more than one shampoo & they like to use as per their need. For example
using Anti-Dandruff during winter season because likelihood of dandruff is max at such
time
Most people are satisfied with their brand since they are loyal to their brand.
Richest information source for consumer is television followed by social websites and
magazines.
People in this segment are well aware of mentioned brands and most preferred brand of
shampoo among them is H&S.
H&S and Pantene has greatest brand advocacy while H&S takes the crown of most used
brand.
Users choice is dragged by brand value and price which makes positioning and
promotion even more important.

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Bibliography/References
www.ibef .org
http://changingminds.org/explanations/research/sampling/convenience_sampling.htm
http://en.wikipedia.org/wiki/Brand_equity
www.iseindia.com/ResearchPDF/
http://www.mad.state.mn.us/survey-guide
http://www.marketresearch.com/Feedback-Business-Consulting-Services-Pvtv3989/Natural-Human-Hair-India-7990461/view-toc/
http://www.psych.utoronto.ca/courses/c1/chap9/chap9.html
http://www.researchgate.net/post/Difference_between_ordinal_and_scale_in_SPSS
http://www.csse.monash.edu.au/~smarkham/resources/prob1.htm#proof
http://srmo.sagepub.com/view/data-analysis-using-spss-for-window-version-8-to10/n18.xml
http://calcnet.mth.cmich.edu/org/spss/datatype.htm
www.palgrave.com/psychology/brace/about/samplechapter-ch2.pdf?

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