A MINOR PROJECT REPORT

ON
Study of Consumer Behaviour of Shampoos
SUBMITTED IN THE PARTIAL FULFILLMENT FOR THE AWARD OF
THE DEGREE OF BACHELOR IN BUSINESS ADMINISTRATION

UNDER THE GUIDANCE OF:

Ms.Prof. Reema Das Gour
Assistant Professor, RDIAS
SUBMITTED BY:
Muntaha Khan
Enrollment No. 01515901711
BBA, Semester 3rd
Batch 2011- 2014

RUKMINI DEVI INSTITUTE OF ADVANCED STUDIES

An ISO 9001:2008 Certified Institute
(Approved by AICTE, HRD Ministry, Govt. of India)
Affiliated to Guru Gobind Singh Indraprastha University, Delhi
2A & 2B, Madhuban Chowk, Outer Ring Road, Phase-1, Delhi-110085

Chapter I

Page no.

Plan of the Study

1.1
1.2
1.3

Introduction to topic .........6

Objective of the study8
Literature review And/or Theoretical Background...9

Chapter II
Company Profile / Industry profile or details14
Chapter III
Research Methodology
3.1 Research Objectives of the study35
3.2 Research Methodology of the study35
3. 2.1 Research Design .35
3.2.2 Data Collection Techniques .37
3.2.3 Sample design..
3.2.3.1 Sample size........38
3.3.4 Method of data collection
3.3.4.1 Instrument for data collection.38
3.3.4.2 Drafting of a questionnaire.39
3.3.5 Limitations.40

Chapter IV......................................................................................41
Data Analysis and Interpretation
(This chapter will cover the analysis on the basis of questionnaire or whatever is applicable. The
analysis will be done and shown in a tabulated form and graphical representation with pie-charts,
2

bar-diagrams, graphs, etc will also be done. Below the graphs, diagrams and charts, inferences
have to be made. )
Chapter V
Findings & Conclusions...............................................................50-52
Chapter VI
Suggestion/ Recommendation.....................................................53-56

BIBLIOGRAPHY..........................................................57
Bibliography will cover all the references, texts, text books, reference books,
articles, news, literature, journals, magazies, reports, websites, URLs which
are refferred and taken into consideration for the pupose of conducting the
study.

STUDENT s DECLARATION
This is to certify that I have completed the Project titled -Study of Consumer Behaviour for
Shampoos under the guidance of Ms. Reema Das Gour in the partial fulfillment of the
requirement for the award of the degree of Bachelor in Business Administration from
Rukmini Devi Institute of Advanced Studies, New Delhi.

This is an original work and I have not submitted it earlier elsewhere.

Muntaha Khan
01515901711
BBA-A

CERTIFICATE OF GUIDE

This is to certify that the project titled --------------- is an academic work

done by ------------- submitted in the partial fulfillment of the requirement
for the award of the degree of Bachelors in Business Administration from
Rukmini Devi Institute of Advanced Studies, New Delhi. under my
guidance and direction.

To the best of my knowledge and belief the data and information

presented by him / her in the project has not been submitted earlier
elsewhere.

Ms. Reema Das Gour

Assistant Professor
RDIAS

ACKNOWLEDGEMENT

I offer my sincere thanks and humble regards to Rukmini Devi Institute Of

Advanced Studies, GGSIP University, New Delhi for imparting us very
valuable professional training in BBA.

I pay my gratitude and sincere regards to Ms. Reema Das Gour, my

project Guide for giving me the cream of her knowledge. I am thankful to
him as she has been a constant source of advice, motivation and
inspiration. I am also thankful to her for giving her suggestions and
encouragement throughout the project work.

I am also thankful to my family and friends for constantly motivating me

to complete the project and providing me an environment which enhanced
my knowledge.

Muntaha Khan
01515901711
BBA-A

CHAPTER 1

PLAN OF THE STUDY

Introduction to the topic

Consumer Behaviour is the study of how people buy, what they buy, when they buy and
why they buy. It attempts to understand the buyer decision making process, both
individually and in groups. It studies the characteristics of individual consumer such as
demographics, psychographics, and behavioural variables in an attempt to understand
peoples wants.
There are psychological theories that help us to understand and predict the effect of all
external and internal factors on a consumer. External factors include culture, society,
reference group, family, etc. internal factors comprise in a consumers mind and how
consumers learning, memory, attitude, personality, lifestyle and motivation levels effect
consumer behaviour. What would initiate a buying process and how a buying decision
end is all covered under study of consumer behaviour. This all further help relate
product / service, price and promotion, etc. with consumer behaviour. Thus organisation
can place marketing mix so as to propagate their product / services.
The present study on Shampoo is also trying to find the consumer perception about
different features of shampoos and how price, environment, packaging, quantity, easy
availability and variety are affecting the sale of shampoos.
PSYCHOGRAPHIC
In psychographic segmentation buyers are divided in different groups on the basis of
lifestyle and / or personality. People within the same demographic group can exhibit very
different psychographic profiles. These psychographic basis are often difficult to
measure, but they offer potential rewards in terms of providing management with a more
relevant basis for differentiating between segments of a market.
Lifestyle
People exhibit many more lifestyles that are suggested by the seven social classes.
Peoples product interests are influenced by their lifestyles. Infact the goods they
consume express their lifestyles. Companies making cosmetics, alcoholic beverages and
furniture are always seeking opportunities in lifestyle segmentation.
Personality
Personality affects the consumption of many goods, particularly those consumed
publicly. An aggressive personality for example, may be reflected in the choice of
ostentatious clothing, furniture and automobiles. Preferences are frequently so different
that it is impossible to serve all personality types with the same product or brand. A
recognition of important personality types can help management position its towards a
profitable segment or segments.
Marketers have used personality variables to segment markets. They endow their
products with brand personalities that correspond to consumer personalities.

Stages in the Consumer Buying Process

8

1. Problem Recognition
Difference between the desired state and actual condition.
Example :1. By seeing a commercial for a shampoo, stimulates your recognition that
new shampoo.
2. Hunger stimulates your need to eat.
2. Information Search
Internal search- Memory.
External Search- Friends / Relatives.
A successful information search leaves a buyer with possible alternatives,
set.
Eg :- hungry, want to go out and eat, evoked set is :
Chinese food.
Indian food.
Burger king.

you need a

the evoked

3. Evaluation of Alternatives
Need to establish criteria for evaluation, features the buyer wants or does not want.
Rank/ weight alternatives.
Eg :- if you want to eat something spicy, then Indian food gets the highest rank, etc.
4. Purchase Decision
Choose buying alternative, includes product, package, store, method of purchase, etc.
5. Purchase
May differ from decision time lapse between purchase decision and the actual purchase,
product availability.
6. Post-purchase evaluation
It is the outcome satisfaction or dissatisfaction. This can be reduced by warranties, after
sales communication, etc.
Eg :- After eating an Indian Meal, you may think that really you wanted a Chinese meal.

Types of Consumer Buying Behaviour

There are four types of consumer buying behaviour, they are :
1. Routine Response / Programmed Behaviour
Buy low involvement, frequently purchased, low cost items.
Eg :- soft drinks, snack food, milk, etc.

2. Limited Decision Making

Buying product occasionally.
That is when you need to obtain information about unfamiliar brand in a familiar product
category.
Eg :- clothes- know product class but not the brand.
3. Extensive Decision Making
9

Compex high involvement, unfamiliar, expansive and infrequently bought products.

Spend a lot of time seeking information and deciding. High degree of risk.
Eg :- cars, homes, computers, education.
4.
Impulse buying
No conscious planning.
The purchase of the same product does not always elicit the same Buying Behaviour.
Product can shift from one category to the next.
Eg :- Going out for dinner for one person may be extensive decision making (for
someone who does not go out often at all), but limited decision making for someone else.
The reason for the dinner, whether it is an anniversary celebration, or a meal with a
couple of friends will also determine the extent of the decision making.

Objectives of the Study

1. To study the current Indian Market for shampoos.
2. To analyze the relationship between a specific brand and its buying behaviour.
3. To assess whether advertising is influencing the buying behaviour of the consumers.

Literature Review
(Proctor and Gamble)
Nineteen years ago Proctor and Gamble started the journey in Pakistan to provide the
world famous quality brands to Pakistani consumers. Proctor and Gamble Corporations
have been well known in the eyes of customers for serving the needs in the fast moving
consumer goods. Procter and Gamble has a mission to improve the lives of consumers
wherever it operates.
10

P&G operates in all major cities of Pakistan and their expansion plan is to cater the rural
areas as well.
Internationally they are in the markets of 190 countries.

Functions and Applications

People have become more conscious about their hair problems and they want solution
and better results. Different consumers have different problems related to their hair like
dandruff, splitted hair, frizzy hair, hair fall, etc. Now Proctor and Gamble is providing
different products with solution for almost every hair problem. The demand for haircare
shampoos keep on increasing. As it have different ranges, Head and Shoulders have
seven varieties and Pantene is available in 5 varieties.
Head and Shoulder is anti-dandruff and Pantene is beauty hair care.
Anti-dandruff Shampoos.
Shampoo for smooth and strong hair.
Shampoo for deep black hair
Anti-hair fall shampoo.
Shampoo for dry / damaged hair.
Shampoo cum conditioner.
Hair care shampoo for milky extra treatment.
Customers and Users
The users of Proctor and Gamble shampoos are 15 to 35 years old people and they are
using more shampoo and are more conscious about their hairs. Students are having more
demand of shampoos. Demand for shampoo in housewives and old age people is
relatively less than others. Proctor and Gamble consider the different factors while
choosing its primary users. The primary users of Proctor and Gamble are mentioned
below :
1. Young adults.
2. Middle-aged adults.
3. Families belonging to SEC (socio-economic class) A to C.
4. Beauty salons.
5. Cosmetic shops.
6. Hotels.

Value Addititon
Recently P&G introduced new Pantene with the power of oil ; it will help in addressing
toughest hair issues of Pakistani consumers within just 14 days. The shampoo contains the
natural herbs that provide the oil benefits which not only helps to nourish the hair but it
also helps to tangle free and makes your hair healthy and strong.
Considerations
Currently the company has following variants in shampoo, each catering to a different
segment which is mentioned below.

11

Hair-fall defence
Refreshing
Smooth and Sleek
Sheer Volume
Daily Moisture Renewal
Colour Revival
Classic Care
Full and Thick

Guaranteed 100% dandruff gone and solution for hair fall.

Clean your hair and refreshes your scalp.
It contains the amino Pro-V complex which makes your
hair glowing and sleek.
Specially designed for shining and body.
It helps to protect your hair from pollution.
Specially designed for maintaining the true colour of your
hair.
Help in balancing the hair and to give shiny and healthy
look to your hair.
Made for the thin hair to make your hair full of body.

Intended Business
They want to penetrate in existing market and also planning for distribution extension.
But these all are segmented according to the general needs of the customer. The company
doesnt have the specific segmentation of shampoo for men.
Today the shopping trends of customer are change and they are very specific in selecting
their personal care products. So in order to expand its business in future, the company
needs to come up with different varieties which will fulfil the needs of customers. Men
usually prefer to shampoos which address their problems like dandruff, hair fall, frizzy
hair.
Competitors and their Business
There are many local and multinational direct competitors operating which are mentioned
below :
Sunsilk (Unilever).
Clinic all clear (Unilever).
Lifebuoy (Unilever).
Garneir.
Samsol by samsol International Private Limited.
Medicam by Marriana International.
Bio amla.

(Consumer Behaviour)
To get in depth understanding of consumer behaviour concepts will gives us an idea on how it
plays significant role in our life and in the whole trend of business profit to various films
which will allow the researcher to get the analysis and determine product positioning, develop
the message and targeting strategy in order to reach to the market. Consumer Behaviour
involves lot aspects, such as :

Complex Buying Behaviour

These kind of buying behaviours significantly involved the consumers when making a
purchase decision. This kind of buying behaviours demand consumer to highly involve within
the process. In case of high involvement, consumers distinguish salient differences among the
competing brands.
12

Dissonance Reducing Buying Behaviour

This type of buying behaviour also has high consumer involvement. In terms of expensive and
infrequent purchase, consumer also undergoes reducing dissonancy behaviour. It is extremely
difficult for consumers to differentiate among brands in this type of buying behaviours.

Habitual Buying Behaviour

Contrary wise, in this type of buying behaviour consumers have lesser levels of involvements.
It implies that consumers do not have to bother to retrieve information about the available
products and brands in the market.

Variety Seeking Buying Behaviour

This type of consumer level of involvement is low. However consumer may become critical in
terms of brand differences.
Decision Making
The concept of decision making by buying behaviour as a problem. The stages include; need
recognition, striving for information, evaluates the alternative, purchase decision and postpurchase evaluations.
Consumer decision making can sometimes be confusing and relate to many ideas and beliefs.
There are numerous perspectives of consumer decision making that include the cue
utilisation theory, value perspective, emotional perspective and processing perspective.

Value perspective
This emphasises a trade-off circumstances. The common value terms often involve in
the trade-off between quality and price, which also may defined the value for money
perspective.
On the other hand, the value emerges partly from what consumers.

Utilization theory

This phenomenon allowed consumer to judge the quality and multiplicity of different
products when deciding what to purchase and how many. Hansen (2005) opinioned that
perhaps it might be extremely hard for consumers to evaluate the essence of different in
quality aspects in relation to each other and in relation to requirement or intension to
consumer the products.
This has led consumers to encounter instabilities in making judgements about product quality,
but may not have sufficient of time or the motivation to the considered products comparative.
Attempting to overcome their uncertainty and the shortage of information, following the cue
utilization theory, consumers may select one or more indicators to help their judgement of
13

the product quality. A number of cues are studied in many researches. In judging the product
quality, these cues can be product composition, brand name, store name and price. As
mentioned in the cue utilization theory, consumers try decrease risk by applying cues as a way
of determining the service or the quality of product. Thus, the reliance on one or more cues is
a risk reduction strategy (Hansen, 2005).
Dawar and Parker (1994) depicted that cues assist consumers to determining the quality of the
product when there is a need to reduce the perceived risk of purchase and when consumer
involvement is low. Low-involvement consumers use simple decision ways or indicators in
their assessments to the quality or the overall performance of a product. In contrast, the
behaviour of high-involved consumers are analysed and described on the basis of the
information processing perspective.

Information Processing Perspective

The information processing perspective indicated that consumer act as problem solving
cognitive individual researching for a reasoned decision.
Dubois (2000) describes that consumers are expected to apply their cognitive resources in
creating beliefs about the attribute of the product, which may result of the progression of
overall feeling in the sense of liking/disliking product. Consumers with positive attitude to a
product are expected to be more willing to consider purchasing in than consumers with less
positive attitude to the same product.

Emotional perspective

Emotion is not the response of the evaluation process in buying a product, but it is an
effective reaction to consumers perceptions of stimuli in the environment. It represents an
effective view of consumer behaviours and it is caused by consumers appearance to
particular stimuli in the environment. Zajonc and Markus (1982) discussed that the
traditional cognitive view should be complemented by determining consumers effective
response like the emotional responses to the perception and assessment of products and
experiences. Consumer involvement also influences to emotion perspective and product
evaluations.
Peter et al (1999) debated that if product involvement is high, people may experience stronger
effective reaction such as emotions and stronger feelings.
Additional Factors on Decision Making
There are many other causes that have tremendous effect on consumer decision making
process, such as perceptions and attitudes.
Perceptions
Perceptions take consumers to the process of selecting, organising and interpreting stimuli to
a meaningful and coherent picture of the world. Schiffman and Kanuk (2007).

14

Because there are so many marketing stimuli, consumers need to limit the information of
product that will have an effect on the decision making. Bolfing (1988) also proposed that
there are plenty of customers that have perceptual vigilance which is the stage of being
screening information that is relevant. On perception process, customers express their own
final perception using their consumer behaviour.
Attitudes
In the purchase stage, there is attitude in the consumers mind. Without attitude, an alternate
brand may be purchased. Good attitude towards the product might move to purchase decision.
Attitude is connected to behavioural intention and buying forecast. Attitude is what we can
feel about a concept that could be a person, a brand, a category, an ideology or other things we
can think about and applying feeling into. Many writers agree that attitude is an evaluation.
Attitudes are individuals broad evaluations of a concept or subjective assessments of an idea
(Kotler and Armstrong, 2001). Attitude can be the most important factor in consumer decision
process because they theoretically conclude that a consumer evaluation of an object represent
positive or negative feelings and behaviour towards the object. Attitude influences each stage
of buying decision, as the simple assumption that attitudes cause behaviour to ignore the other
determinants such as personality traits, self-image, motives, behaviour and the social and
physical setting in which the action occurs.
Consumer Buying Behaviour
Consumer purchasing behaviour trends to determine what is exactly is that drives consumers
when making buying decisions. Many studies have been performed including the above
mentioned with regard to consumer behaviourism. Three theories those understand the
consumers buying decision are radical, teleological and picoeconomics behaviourism. Even
though, all three theories take their own consumers choice, they still play complementary
role with consumer behaviour.

15

CHAPTER 2

COMPANY PROFILE /
INDUSTRY PROFILE

FAST MOVING CONSUMER GOODS

The FMCG industry manages consumer packaged goods-production, distribution to
marketing.
The Fast Moving Consumer Goods (FMCG) industry primarily deals with the production,
distribution and marketing of consumer packaged goods, i.e; those categories of products that
are consumed at regular intervals. Examples include food beverages, personal care,
pharmaceuticals, plastic goods, paper and stationery and household products, etc. the industry
id vast and offers a wide range of job opportunities in functions such as sales, supply chain,
finance, marketing, operations, purchasing, human resources, product development and
general management. Global leaders in the FMCG segment are Sara Lee, Nestle, Reckitt
Bensckiser, Unilever, Proctor and Gamble, Coca-Cola, Carlsberg, Kleenex, General Mills,
Pepsi and Mars, etc.

16

INDUSTRY IN INDIA
The Indian FMCG sector is the fourth largest in the economy and has a market size of
US$13.1 billion. Well-established distribution networks, as well as intense competition
between the organised and unorganised segments are the characteristics of this sector. FMCG
in India has a strong and competitive MNC presence across the entire value chain. It has been
predicted that the FMCG market will reach to US$ 33.4 billion in 2015 from US $ billion 11.6
in 2003. The middle class and the rural segments of the Indian population are the most
promising market for FMCG, and give brand makers the opportunity to convert them to
branded products. Most of the product categories like jams, toothpaste, skin care, shampoos,
etc, in India, have low per capita consumption as well as low penetration level, but the
potential for growth is huge.
The Indian Economy is surging ahead by leaps and bounds, keeping pace with rapid
urbanization, increased literacy levels, and rising per capita income.
The big firms are growing bigger and small-time companies are catching up as well.
According to the study conducted by AC Nielsen, 62 of the top 100 brands are owned by
MNCs, and the balance by Indian companies. Fifteen companies own these 62 brands, and 27
of these are owned by Hindustan Lever. Pepsi is at number three followed by Thums Up.
Britannia takes the fifth place, followed by Colgate (6), Nirma (7), Coca-Cola (8) and Parle
(9). These are figures the soft drink and cigarette companies have always shied away from
revealing. Personal care, cigarettes, and soft drinks are the three biggest categories in FMCG.
Between them, they account for 35 of the top 100 brands.

THE TOP 10 COMPANIES IN FMCG SECTOR

S.
NO.

Companies

1.

Hindustan Unilever Ltd.

2.

ITC (Indian Tobacco Company)

3.

Nestl India

4.

GCMMF (AMUL)

5.

Dabur India

6.

Asian Paints (India)

7.

Cadbury India
17

8.

Britannia Industries

9.

Procter & Gamble Hygiene and Health Care

10.
Marico Industries
The companies mentioned above, are the leaders in their respective sectors. The personal care
category has the largest number of brands, i.e., 21, inclusive of Lux, Lifebuoy, Fair and
Lovely, Vicks, and Ponds. There are 11 HLL brands in the 21, aggregating Rs. 3,799 crore or
54% of the personal care category. Cigarettes account for 17% of the top 100 FMCG sales,
and just below the personal care category. ITC alone accounts for 60% volume market share
and 70% by value of all filter cigarettes in India.
The foods category in FMCG is gaining popularity with a swing of launches by HLL, ITC,
Godrej, and others. This category has 18 major brands, aggregating Rs. 4,637 crore. Nestle
and Amul slug it out in the powders segment. The food category has also seen innovations
like softies in ice creams, chapattis by HLL, ready to eat rice by HLL and pizzas by both
GCMMF and Godrej Pillsbury. This category seems to have faster development than the
stagnating personal care category. Amul, India's largest foods company, has a good presence
in the food category with its ice-creams, curd, milk, butter, cheese, and so on. Britannia also
ranks in the top 100 FMCG brands, dominates the biscuits category and has launched a series
of products at various prices.
In the household care category (like mosquito repellents), Godrej and Reckitt are two players.
Good Knight from Godrej, is worth above Rs 217 crore, followed by Reckitt's Mortein at Rs
149 crore. In the shampoo category, HLL's Clinic and Sunsilk make it to the top 100, although
P&G's Head and Shoulders and Pantene are also trying hard to be positioned on top. Clinic is
nearly double the size of Sunsilk.
Dabur is among the top five FMCG companies in India and is a herbal specialist. With a
turnover of Rs. 19 billion (approx. US$ 420 million) in 2005-2006, Dabur has brands like
Dabur Amla, Dabur Chyawanprash, Vatika, Hajmola and Real. Asian Paints is enjoying a
formidable presence in the Indian sub-continent, Southeast Asia, Far East, Middle East, South
Pacific, Caribbean, Africa and Europe. Asian Paints is India's largest paint company, with a
turnover of Rs.22.6 billion (around USD 513 million). Forbes Global magazine, USA, ranked
Asian Paints among the 200 Best Small Companies in the World
Cadbury India is the market leader in the chocolate confectionery market with a 70% market
share and is ranked number two in the total food drinks market. Its popular brands include
Cadbury's Dairy Milk, 5 Star, Eclairs, and Gems. The Rs.15.6 billion (USD 380 Million)
Marico is a leading Indian group in consumer products and services in the Global Beauty and
Wellness space.
Outlook
There is a huge growth potential for all the FMCG companies as the per capita consumption
of almost all products in the country is amongst the lowest in the world. Again the demand or
prospect could be increased further if these companies can change the consumer's mindset and
offer new generation products. Earlier, Indian consumers were using non-branded apparel, but
today, clothes of different brands are available and the same consumers are willing to pay
more for branded quality clothes. It's the quality, promotion and innovation of products, which
can drive many sectors.
18

SHAMPOO INDUSTRY IN INDIA

Shampoo Market in India

Size of Shampoo market- Rs 9000 Million.
Anti-dandruff Shampoo- approx 20%.
Sachet sales- approx 70%.
Major players.
HUL- 63%.
Beauty cosmetics- 13%.
P&G- 12%.
Ayur Ltd- 8%.
Shampoo awareness in India
Per-capita consumption of Shampoo in India- 32 ml.
Number of users of Shampoo- 1123 Million.
53% Urban.
47% Rural.

Shampoo Boom in India

In mid 1997, per capita consumption of shampoo increased.
Of the Rs 350 crore, shampoo market, the AD segment accounted for a 20% share.
P&G launched its Internationally acclaimed A&D Shampoo, H&S in 1997 with Zinc
Phyrithine (ZPT)- a unique anti-microbial agent. There were two variants- regular and
menthol.
Sachets sale became 70% of all shampoo consumption in the country.
19

The Top Shampoo Brands

Normal Shampoos
Clinic Plus.
Chick.
Sunsilk.

Herbal Shampoos
Ayur.
Dabur Vatika.
Nyle.
Anti-Dandruff Shampoos
Clinic All Clear.
Head and Shoulders.
Pantene Pro-V Anti-Dandruff.
Premium Products
Loreal.
Revlon Flex.
Shehnaz Hussain.

20

NORMAL SHAMPOOS
SUNSILK

Sunsilk is a hair care brand, primarily aimed at women, produced by the Unilever group,
which is now considered the world's leading company in hair conditioning and the second
largest in shampoo. Sunsilk is Unilevers leading hair care brand, and ranks as one of the
Anglo-Dutch conglomerate's billion dollar brands". Sunsilk shampoos, conditioners and
other hair care products are sold in 69 countries worldwide.
Sunsilk is sold under a variety of different names in markets around the world including
Elidor, Seda and Sedal. The brand is strongest in Asia, Latin America and the Middle East and
is the number one hair care brand in India, Brazil, Argentina, Bolivia, Bangladesh, Sri
Lanka and Thailand.
Sunsilk was launched in the UK in 1954, and by 1959 it was available in 18 different
countries worldwide. At the time, Sunsilk had an advantage over other shampoos in the
market as it only needed one application, and so meant washing less natural oils from the hair.
Sunsilk cream shampoo for dry hair was launched in 1956.
In 1960, Sunsilk Tonic shampoo was launched, containing skin healing ingredient Allantoin
designed to help keep the scalp free from infection.
In 1961, Sunsilk Liquid shampoo was re-launched to Sunsilk Beauty, because Liquid in the
name, originally used to distinguish the product from powdered shampoos had become
meaningless as the majority of shampoos were now in liquid form.
In 1962, Sunsilk was marketed as a range of shampoos for different hair types.
Sunsilk significantly improved product formula and launched new variants in 1966: the first
major shampoo to contain olive oil, which acted as conditioner to make hair soft and
manageable; shampoo for dull hair, which restored hairs natural shine; lemon shampoo for
greasy hair with deep cleansing ingredients.
Sunsilk hair spray was first launched in 1964 to enter an expanding hair-spray market, but in
1966 a new product formula was developed which gave hold, even in damp weather whilst
21

still caring for hair. The hair spray contained a French perfume and could easily be removed
by brushing or shampooing it out.
In 1969, all Sunsilk shampoo was re-packaged in new PVC bottles, which were larger than
traditional glass bottles for the same price.
Sunsilk conditioner was launched in 1971 with three variants for dry, normal and greasy hair.
In 1973, Sunsilk launched an aerosol dispensed setting lotion. An economy size shampoo
bottle was introduced for Sunsilk in 1974.
In 1975, Sunsilk became the biggest name in hair care with 1,000,000 packs being sold every
week.
In 1980, the whole Sunsilk range was re-launched, with improved formulations and packaging
design to bring the brand into the 1980s.
In 1985, Sunsilk styling mousse was launched and 2 years later a conditioning mousse
followed.
In 2001, Sunsilk moved into the hair colourant market for Asian-type dark hair, offering a
range of seven permanent colours from natural black to copper with purple, red and gold tints.
In 2003, Sunsilk launched a new range of shampoos and conditioners, which were developed
to meet womens hair needs and reflect the way women think about their hair. The fake
institute (a trademark by Sedal) "Elida Hair Institute" developed the products in response to
market research. Each product contained a unique formulation of ingredients, combining the
best from natural and scientific worlds to help combat common hair problems.
First Advertising
Sunsilk began advertising in 1955 with a campaign that focused on specific hair "issues". In
the UK, the campaign focused on shiny hair. During the 1960s, a television commercial of
Sunsilk featured a tune composed by John Barry, The girl with the sun in her hair, which
proved so popular that it was subsequently released as a pop single.
Sunsilk radio commercials were aired in 1969 featuring Derek Nimmo to support the new
Sunsilk Herb shampoo for problem hair called Hairy Tales. In the early 1970s, Sunsilk was
advertised with the slogan All you need is Sunsilk.
Co-Creation Collaboration
From 2009 Sunsilk started working with a number of professional hair "experts" to develop
new and improved products. Each hair issue" variant links to an "expert with the relevant
specialist hair knowledge. For example, Dr Francesca Fusco, a New York dermatologist, cocreated a hairfall variant for the brand. The line up also includes: Jamal Hammadi for Black
Shine, Rita Hazan for Vibrant Colour, Teddy Charles for Plumped Up Volume, Thomas Taw
for Damage Reconstruction, Ouidad for Defined Curls and Yuko Yamashita - inventor of
Japanese hair straightening process 'YUKO' - for Perfect Straight.

22

CLINIC PLUS

For most Indians, the first interactions with shampoos has been Clinic Plus. Over time , it has
evolved to keep in step with the changing needs of consumers by constantly renovating its
offering to make sure it is best solution for the eternal desire of having long hair for both mom
and daughters.
Clinic Plus has 'do-good' ingredients which provide constant care like a mother does in every
wash. It nourishes the hair from inside and makes it strong from within which helps it become
progressively longer and more beautiful from outside.
It is available in three variants :
Clinic Plus Strong and Long Health Shampoo: It contains milk protein lock which builds
hair strength from inside and hair becomes visibly longer with regular usage.
Clinic Plus Strong and Long Anti-Dandruff Shampoo: Germ guard formula effectively
removes dandruff by attacking dandruff causing germs.
Clinic Plus Strong and Long Natural Shampoo: This shampoo has ayurvedic ingredients.
Neem extracts naturally clean your hair and Tulsi oil helps maintain your hair's natural colour.

Key facts :
The largest selling Shampoo brand in India.
The most widely distributed Shampoo brand in India.

23

CHICK

Chick Shampoo is one of the Indias oldest and most loved brands.
Even today, the brand touches lives over 20 crore homes every year. The second largest
volume brand in the shampoo category, Chick Shampoo is one of the numbered home grown
brands that have survived he onslaught of multi nationals.
The New Chick Promise
For years Chick has promised and delivered on its promise of goods conditioning and post
wash softness.
Chick Hair Fall Control
The brand broke new ground with an all new Hair Fall Control variant that promises to
reduce har fall upto 99%. The shampoo is powered with nutrient rich Amla that makes hair
stronger within; and Henna which conditions hair making it soft, tangle free and easily
combable, reducing hair breakage.
Chick Long and Strong
The second variant in the portfolio is Long and Strong. The shampoo had nutrient rich Amla
and protein rich Almonds that help hair grow longer and stonger.

24

Both the variant portfolio includes an affordable sachet at Re 1/- and a range of bottles that
offers high value- Rs 10/-for 45ml, Rs 60/- for 200ml, Rs 110/- for 400ml and is available at
your nearest store.
In 2011, Chick Shampoo was ranked as the 32 nd most trusted brand (personal care) in India by
the brand equity survey of Economic Times.

HERBAL SHAMPOOS
NYLE

Nyle Herbal Shampoo, launched in 1993, Nyle is an established shampoo brand known for its
good properties and for providing value-added benefits through the Herbal platform. Enriched
with the goodness of both natural and exotic herbal ingredients, Nyle range of Shampoos
cleanse, moisturize, nourish and strengthen your hair making it supple and soft from root to
tip. Its rich lather and natural fragnances give you a holistic bathing experience.
Available in 4 exciting variants, the Nyle herbal range caters to diverse haircare needs. Nyle
moisturising Shampoo enriched with the extracts of Amla, Tulsi, Aleovera and Green Tea
moisturize your hair making it extremely soft and shiny. Nyly Nourishing shampoo enriched
with the extracts of Shikakai, Amla and Apricots nourish your hair making it smooth and
glossy.Nyle strengthening shampoo enriched with the extracts of Reetha, Amla, Chamomile
and Lemon grass cleanses your hair giving it luster and sheen, Nyle strengthening shampoo,
the newest addition to the Nyle family comes with the power of intensive natural protein that
repairs your hair with the goodness of Almond and soya, thereby protecting it from daily
damage and strengthening it from root to tip.

25

With its electric mix of exotic and traditional ingredients, Nyle Herbal Shampoo enjoys a panIndia appeal with women from different age brackets and stands out as the only branded
transparent herbal shampoo in the Indian sub-continent.

AYUR

AMLA
WITH REETHA SHAMPOO
(6ml, 100ml, 200ml, 500ml, 1000ml)

SHIKAKAI

It is an excellent mixture of nourishing, cleansing and foaming agents.

It stimulates the scalp, strengthens the hair, roots and prevents
thinning of hair, leaving it with full spectrum of natural oil.

SOYA PROTEIN SHAMPOO

(100ml, 200ml, 500ml, 1000ml)
Soya provides all the essential proteins required by thin and delicate
hair. It enriches the scalp to get thick and dense hair & brings luster,
bounce and provides a protective layer.

26

LEMON SHAMPOO
(100ml & 500ml)
Lemon being a rich source of vitamin C, has the property to draw
excess oil from the hair. Besides this, it is an excellent cleanser. It
stimulates the scalp, strengthens the hair roots and prevents
appearance of dandruff.

ROSEMARY SHAMPOO
(100ml, 200ml, 500ml, 1000ml)
Dandruff is scaling of dead cells on the scalp. Rosemary being a
natural antibacterial and anti-dandruff agent reduces the rate of
keratinization, hence prevents appearance of Dandruff and relieves
scalp irritation.

HENNA TULSI SHAMPOO

(100ml, 200ml, 500ml, 1000ml)
This unique combination of premium herbs brings life to dull and
damaged hair. These herbs are rich in vitamins and proteins. Henna,
with its extraordinary conditioning property and Tulsi, with its strong
tonic properties, prevents falling & greying of hair & adds bounce and
sheen to it.

27

DABUR VATIKA

Smooth and Silky Shampoo

Vatika Smooth and Silky Shampoo is a natural shampoo that conditions from deep within,
while gently cleansing and nourishing your hair. Its offers the gentle and caring touch of
nature that
leave
your
hair
soft,
silky and
radiant.
It has the perfect balance of natural ingredients like Henna, Green Almonds and Shikakai
that turn your dull & lifeless hair into smooth & silky without damaging them. Because it is
only when you are cheerful and worry-free, that you stay beautiful forever.
Black Shine Shampoo
Now experience shiny black hair like never before. Vatika Black Shine shampoo is packed
with the goodness of Black Olives and Amla that help maintain the black colour of your
hair and
give
it
incredible
shine.
Unlike normal shampoos, Vatika Black Shine Shampoo does not have any harmful
chemicals. Its active natural ingredients help maintain the black colour of your hair without
damaging them.
Root Strengthening Shampoo
Discover the power of Almonds & Coconut Milk withVatika Root Strengthening
Shampoo that nourishes the hair from root to tip and helps strengthen hair, reducing
hair fall. Its deep conditioning formula restores dry, damaged hair and makes it sogt and
silky.
28

Ingredients
Almonds give softness to hair and help in strengthening them from root to tip.
Milk helps in moisturising & nourishing the scalp.

ANTI-DANDRUFF SHAMPOOS
CLINIC ALL CLEAR

Clinic All Clear anti-dandruff Shampoo

The Clinic All Clear brand was launched in 1980 in India. It was known as Clinic Special then
and its name was later changed to Clinic All Clear in 1996. The brand is also present as Clear
in 14 other countries worldwide. To align itself to the international quality standards this year
Clinic All Clear has been relaunched this year as Clear.
The new range of Clear is powered with the dual benefit of Clear tech and essential oils. The
dual action of its advanced formula guarantees Zero dandruff and leaves your feeling
fabulous.

Clear Active Care - Provides extra nourishment for a healthy scalp and beautiful
hair. Powered by Cleartech also helps remove dryness which is the root cause of
dandruff.
Clear Ice Cool - Specially formulated with the cleartech advantage it refreshes and
cools the scalp and also reduces dandruff.
Clear Hairfall Defence - Also powered by Cleartech. It removes dandruff which
helps in reducing hairfall.
Clear Soft Gloss - Powered with the twin advantage of Cleartech soft and essential
oils. It not only removes dandruff but also leaves your hair4 X softer.
Clear Radiant Black - Nourishes the scalp and gives a black shine to your dandruff
free hair.

29

HEAD AND SHOULDERS

Head and Shoulders Smooth and Silky Shampoo

Soften and smoothes frizzy hair as it makes it dandruff free. Added moisturizers help
replenish moisture balance from the inside out. Head and Shoulders Smooth and Silky
shampoo, act as moisture-rich pick-me-ups. The rich, indulgent shampoo leaves hair silky
smooth, and up to 100% free from dandruff. Meanwhile, the conditioner helps to lock-in
moisture while decreasing frizz and split ends.
Head and Shoulders Dry Scalp Care Shampoo
Relieves dry scalp and itch. Formula with moisturizers leaves your scalp soothed and your
hair moisturized. Head and Shoulders Soothing shampoo with moisturizers will ease an itchy
scalp, keep flakes out, and leave hair with 50% less frizz. Youll be 100% dandruff free with
hair
thats
deeply
cleansed
and
beautifully
soft.
Head and Shoulders Cool Menthol Shampoo
Fights dandruff for a healthy scalp : Fights 5 signs (flakes, itchiness, dryness, oiliness,
irritation) of dandruff to help maintain a healthy scalp. Contains a moisturizing formula with
VitaZinc.
Cool & Refreshes - This formula with natural menthol cools and cleanses scalp & hair, for a
cool
refreshing
wash.
Gentle for every day use pH balanced formula. An intensely refreshing, invigorating clean
and dandruff free hair. Contains natural menthol for a cooling sensation. A fresh and lively
shampoo and 2-in-1 in our range. They act like an invigorating wake-up thanks to the addition
of natural menthol. It will stimulate your senses.
30

Head and Shoulders Silky Black Shampoo

Head and Shoulders silky black is designed for people who want to get rid of dandruff and
have beautiful silky black hair at the same time. It provides benefits similar to mustard oil and
will give you shiny black hair that is as soft as silk and 100% dandruff free.

PANTENE PRO-V ANTI-DANDRUFF SHAMPOO

Pantene Pro-V Classic Anti-Dandruff Shampoo is designed to prevent flaking, irritation and
itching associated with dandruff. Formulated for all hair types, it is best to use at least twice a
week for best results.
Leaves your hair healthy looking and shiny.
Leaves your hair incredibly clean.
Gives healthy looking hair in 10 days.
31

Leaves your hair incredibly clean.

Visible flakes with regular use.
Pantene Pro V Advanced Formula:
Our essential care shampoo with Zinc Pyrithione fights dandruff and provides exactly what
your hair needs: it cleanses and leaves it beautifully healthy looking.

PREMIUM PRODUCTS
LOREAL

Loreal Professionel Vitamino Color Shampoo

Loreal Vitamino Color Shampoo enriches the hair fibre and provide shine and softness for
colored hair.
Loreal Professionel Expert Serie Absolute Repair Shampoo
Loreal Expert Serie Repair Shampoo is designed to restructure and protect the hair fibre. Hair
regains strength , shine and vitality with daily use of Absolute Repair Shampoo.
Loreal Professionel Expert Serie Volume Expand Shampoo
Loreal Professionel Expert Serie Volume Expand Shampoo lifts the roots and conditions the
ends. This shampoo boosts the volume, softness and shine of fine hair.

32

Loreal Professionel Liss Ultime Shampoo

Loreal Professionel Liss Ultime Shampoo restores softness and manageability to frizzy,
difficult hair.
Loreal Intense Repair Shampoo
Loreal Intense Repair Shampoo is designed for extremely dry hair that has been overprocessed, due to chemicals and over-styling of hair. It repairs the dry hair with the intense
moisturizing capabilities.
Loreal Professionel Expert Serie Shine Curl Shampoo
Loreal Shine Curl milk nourishes and gently detangles the hair to create beautifully defined,
shiny curls.

Loreal Professionel Expert Serie Age Densiforce Shampoo

Loreal Age Densiforce Shampoo gently cleanses the hair with density enhancing shampoo.
Loreal Professionel Serie Expert Age Shampoo has Omega 6 enriched formula that leaves the
hair feeling renewed with more body and radiance.

REVLON FLEX

33

Revlon Flex Body Building Protein Shampoo

This exclusive flex formula is balanced for gentle cleansing. So it gives normal to dry hair
more bounce, great body, beautiful shine.
With flex you get highly effective cleansing without stripping. Rinses away clean. Leaves hair
feeling more supple, more manageable and looking radiantly healthy. Hair smells extra flex
fresh gentle enough to use everyday.

SHEHNAZ HUSSAIN

Saffron Shampoo
A powerful hair cleanser, with a gentle action, it has been specially formulated for all hair
types. Contains sunscreen to provide day long sun protection to exposed hair. Help in
premature graying.

34

Method of Use: wet hair, apply on scalp, work into a rich lather and leave for 2 minutes.
Rinse off with water.
Active Ingredients: sodium lauryl ether sulphate, saffron extract, tulsi extract, neem extract,
benzophenone-4, perfume, menthol.
Shampoo Dry / Damaged Hair
Specially formulated for cleansing of dry and damaged hair, it helps to restore the oil and
moisture balance of the scalp, bringing back health to the hair. Containing extracts of aloe
vera and rosemary oil, it nourishes and strengthens the hair, adding body and shine.
Shampoo Normal Hair
Specially formulated for normal hair, this gentle shampoo removes impurities, without
disturbing the normal balance. Containing pure herbal extracts like amla and brahmi, it
nourishes the hair and protects it from dandruff and related conditions. Amla is known to
control greying, while brahmi soothes and tones the scalp, promoting healthy hair growth. It
leaves the hair soft, smooth and lustrous.
Scalp Cleanser Shampoo
An effective scalp cleanser, it is a useful preparation for scalp disorders, helping to restore the
normal balances. Tones the scalp and controls dandruff, hair loss and premature graying.
Nourishes the follicles and promotes healthy hair growth, adding body and lustre.
A unique blend of Henna and other herbal extracts to cleanse the scalp. Controls the excessive
secretion of scalp oils and imparts sheen to dull hair making it tangle-free. A hair treatment in
itself.

35

36

CHAPTER 3

RESEARCH
METHODOLOGY

37

Research Methodology is defined as a highly intellectual human activity used in the

investigation and nature of matter and deals specifically with the manner in which data is
collected, analysed and interpreted.

Objectives of Research
1.
2.
3.
4.

To study the current Indian Market for Shampoos.

To analyse the relationship between a specific brand and its buying behaviour.
To assess whether advertising is influencing the buying behaviour of the consumers.
To study the impact of the seals of clinical laboratories on the consumers buying
behaviour.

The purpose of research is to discover answers to questions through the application of

scientific procedures. The main aim of research is to find out the truth which is hidden and
which has not been research objectives as falling into a number of following broad groupings:

Research Methodology of the Study

Research methodology is considered as the nerve of the project. Without a proper wellorganized research plan, it is impossible to complete the project and reach to any conclusion.
The project was based on the survey plan. The main objective of survey was to collect
appropriate data, which work as a base for drawing conclusion and getting result.
Therefore, research methodology is the way to systematically solve the research problem.
Research methodology not only talks of the methods but also logic behind the methods used
in the context of a research study and it explains why a particular method has been used in the
preference of the other methods.
Keeping in view the Shampoo Market in India which is very crowded and becoming
competitive day by day, we decided to study the current scenario of the market.

Research Design
Research design is important primarily because of the increased complexity in the market as
well as marketing approaches available to the researchers. In fact, it is the key to the evolution
of successful marketing strategies and programmers. It is an important tool to study buyers
behaviour, consumption pattern, brand loyalty, and focus market changes. A research design
specifies the methods and procedures for conducting a particular study. According to
Kerlinger, Research Design is a plan, conceptual structure, and strategy of investigation
conceived as to obtain answers to research questions and to control variance.
38

Types of Research
Descriptive Vs Analytical: Descriptive research includes surveys and fact findings enquiries
of different kinds. The major purpose of descriptive research is description of the state of
affairs as it exists at present. In social science and business research we quite often use the
term Ex post facto research for descriptive research studies. The main characteristic of this
method is that the researcher has no control over the variables; he can only report what has
happened or what is happening.
Applied Vs Fundamental: Research can either be applied (or action) research or
fundamental (to basic or pure) research. Applied research aims at finding a solution or an
immediate problem facing a society or an industrial/business organisation, whereas
fundamental research is mainly concerned with generalisations and with the formulation of a
theory. Gathering knowledge for knowledges sake is termed as pure or basic research.
Research concerning some natural phenomenon or relating to pure mathematics are examples
of fundamental research.
Quantitative Vs Qualitative: Quantitative Research is based on the measurement of quantity
or amount. It is applicable to phenomena that can be expressed in terms of quantity.
Qualitative Research, on the other hand, is concerned with qualitative phenomenon i.e.,
phenomena relating to or involving quality or kind. for instance, when we are interested in
investigating the reasons for human behaviour, we quite often talk of Motivation Research,
an important type of qualitative research. This type of research aims at discovering the
underlying motives and desires, using in depth interviews for the purpose.
Conceptusl Vs Empirical: Conceptual Research is that related to some abstract idea(s) or
theory. It is generally used by philosophers and thinkers to develop new concepts or to
reinterpret existing ones. On the other hand, Empirical Research relies on experience or
observation alone, often without due regard for system and theory. It is data-based research,
coming up with conclusions which are capable of being verified by observation or
experiment.

Data Collection Techniques

Primary sources
39

In order to gather information about the various products, I personally visited a

number of retail markets and collected data pertaining to the prices of the products
offered. The market visits were useful in knowing the comparative prices and
quality of the offered brands vis--vis the competitive brands. Detail regarding the
packaging of the products were collected and I also inquired about the various sales
promotion schemes followed by the companies.
By interviewing these retailers valuable information was collected. I inquired from
them about their marketing advertising and distribution strategies.
Secondary sources
Information was collected from secondary sources such as public libraries,
newspapers, business magazines.
Beside these the use of Internet was also made in collecting relevant information.
The data collected from the above mentioned sources has been adequately
structured and used at appropriate places in the report. This particular way of data
collection was used because of its low cost (except data collected through surfing
the internet) and less time consumption.
The information gathered included:

Their annual reports (Procter & Gamble and Hindustan Unilever Limited).

Pamphlets.

Posters.

Press clippings.

News releases.

Newsletters.

Pictures.

Sample Design
40

Sample Size
A sample design of 33 consumers were chosen, but due to incompletely filled
questionnaires and unwillingness and carelessness on the part of the respondents,
we were forced to reduce the sample size to 28. The sample size was based upon
time and affordability approach.

Sampling Techniques
Disproportionate stratified random sampling technique has been used in sampling
due to the following reasons :
1. It provides information about parts of the universe.
2. It provides help in gaining precision through stratification.

Method of Data Collection

Instrument for Data Collection
After the research problem, we have to identify and select which type of data is to research. At
this stage; we have to organize a field survey to collect the data. One of the important tools for
conducting market research is the availability of necessary and useful data.
Primary data: For primary data collection, we have to plan the following four important
aspects.
Sampling
Research Instrument
Secondary Data - The Companys profile, journals and various literature studies are
important sources of secondary data.
Data analysis and interpretation
1. Questionnaires
2. Pie chart and Bar chart

Questionnaires:
41

This is the most popular tool for the data collection. A questionnaire contains question that the
researcher wishes to ask his respondents which is always guided by the objective of the
survey.
Pie chart:
This is very useful diagram to represent data, which are divided into a number of categories.
This diagram consists of a circle of divided into a number of sectors, which are proportional
to the values they represent. The total value is represented by the full create. The diagram bar
chart can make comparison among the various components or between a part and a whole of
data.
Bar chart:
This is another way of representing data graphically. As the name implies, it consist of a
number of whispered bar, which originate from a common base line and are equal widths. The
lengths of the bards are proportional to the value they represent.
Drafting of a Questionnaire
The questionnaire used was a printed, well structured formalised schedule to obtain and
record specified and relevant information with fair accuracy and completeness.
The questioning process was face to face interviews and the questionnaire was designed in
such a way that it could be understood and answered easily by the respondents. The
questionnaire contained both close and open ended questions. The close ended questions were
probing in nature and required answers on the basis of memory of the respondent. In such
type of questions there is a risk that the respondents will answer whatever comes to their
minds, thereby reducing the impact of the study. Keeping these considerations in mind, firstly
the period of time in which respondents were asked to respond was reduced, since it has been
found that the longer the reporting period, the less accurate the reporting.
Secondly, to help respondents to think deeper and more clearly more questions in a way that
stimulated association thereby assisting the recall process about the event.

Limitations
42

1.

The first and foremost limitation was time constraint which was only
one month, still efforts have been made to put the picture as clear and candid as
possible.

2.

Samples were randomly selected as per convenience so error is bound

to creep in the observation.

3.

The conservative attitude of the respondents was a limiting factor in

gaining information.
4.The research was conducted in a very small area.

5. The sample size is also very small

which represent my research on consumer

behaviour.
6. I had only found the upper-middle class families to fill up the questionnaire, but
generally, an average middle class family was required for the study.
7. Questionnaire method involves some uncertainty of response. Co-operation on the
part of informants, in some cases, was difficult to presume.
8. It is possible that the information supplied by the informants may be incorrect. So
the study may lack accuracy.

43

CHAPTER 4

DATA ANALYSIS AND

INTERPRETATION

44

FMCG Swot Analysis

Strengths

Well established distribution network extending to rural areas.

Strong brands in the FMCG sector.

Low cost of operations.

Weaknesses

Low export levels.

Small scale sector reservations limit ability to invest in technology and

achieve economies of scale.

Several me-too products.

Opportunities

Large domestic market.

Export potential.

Increasing home levels will result in faster revenue growth.

Threats

Imports.

Tax and regulatory structure.

45

Ques 1. Do you use shampoo ?

100
90
80
70
60
50
40
30
20
10
0
YES

NO

90% people responded in yes, they use shampoo, while the other 10% said they use
home remedy + shampoo. The either use soap or traditional method of washing hair.

Ques 2.Which of the following brands of shampoo have you purchased ?

46

8
7
6
5
4
3

male

female

1
0

female
male

It can be seen that clinic all clear has been tried by most of the consumers and
next coming to be pantene. After this brand sunsilk is used more followed by
organics.
Ques 3.How frequently you purchase shampoo ?

once a week
once a fortnight
once a month
once in 2-3 months

Most of the consumers purchase shampoo once a fortnight and less than that purchase
once a week, then comes once a month and last in 2-3 months.

Ques 4.While purchasing shampoo which feature influence you ?

47

price
lather
fragrance
specefic needs
availability
brand image
0

10

15

20

25

30

35

40

The feature which influence the consumers highest is the specific needs of the consumer, then
availability, followed by price, lather and brand image and the last one is fragrance.

Ques 5.What are the consequences of not getting the desired brand ?

70
60
50
40
30
20
10
0
female
male

It has been analysed that, when the consumer does not get their desired brand, most of the
males used to substitute their shampoo with another one, while most of the females postpone
their purchase, followed by they go to another outlet.

Ques 6.Who influence you to purchase the brand?

48

12
10
8
male

female
4
2
0
family

doctor advertisement reference

others()

The role which advertisements play cannot be neglected. According to the study it is founded
that advertisements influence the consumers a great deal in selecting a shampoo. Next comes
the self that is the consumer himself and then comes the role of doctor and family at times
someones reference also helps in selecting a brand.

Ques 7.Do you change your shampoo?

12
10
8
male

female
4
2
0
frequently

occasionally

never

It can be concluded that a majority of consumers change their shampoo occasionally. The
consumers tend to test the quality of new launches. Frequently changing consumer and the
non-availability is one of the factor which to a certain extent, has prompted many consumers
to use more than one brand simultaneously. 13 of both sex consumers responded that they
never changed their brand when asked about the reason they responded changing brand led to
hair problem like hair loss, etc.

49

Ques 8.No. of times you shampoo your hair in a week?

7 and above
5-6 times
male
3-4 times

female

1-2 times
0

When asked about how many times the consume use to shampoo their hair, 60% of them
responded that 1-2 times in a week and rest 40% responded more than 1-2 times. A further
conclusion can be drawn on people using 1-2 times or 3-4 times.

Ques 9.Size of the pack you purchase most often?

5
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0

male
female

It can be concluded that sachets are the most used because of its convenience and price. Next
comes to be above 250ml because of its price again that is higher the pack lower the price.
Followed by 10ml and 250ml.

50

Ques 10.In which media have you seen the advertisement of these brands ?
brand
media
TV
Magazines

sunsilk
male
female
10 10
5
3

clinic
male
female
10 10
8 9

organics
male
female
10 10
5 4

Newspapers

pantene
male female
10
10
4
7
7
5

Reveals that in TV as media for advertisement all the respondents have had the same
frequency of seeing the ads of all the brands. In case of print media as in magazine higher
number of viewership went to clinic, sunsilk, pantene, organics in decreasing order. In case of
newspaper the maximum no of viewership went to clinic, pantene, organic and sunsilk in
decreasing order.

Ques 11.Level of satisfaction you are getting from your shampoo brand ?
o
o
o
o
o

Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied

The maximum satisfied consumers were of clinic then comes organics, pantene and sunsilk.
CLINIC: [8 males & 9 females] the consumers of Clinic were highly satisfied with all the
attributes of the shampoo. Clinic all clear provides high satisfaction to the consumers as far as
anti-dandruff quality of the shampoo is concerned.
ORGANICS: [7 males & 9 females] the consumers of organic were satisfied with all the
attributes of the shampoo except hair repair to some extent of fragrance.
PANTENE: [5 males & 8 females] next on the list is pantene. This shampoo is needed to be
improved upon the anti-dandruff and hair repairing qualities which the consumer finds is
lacking to a certain extent.
SUNSILK: [4 males & 6 females] satisfaction with sunsilk was the last rated among the
consumers. Sunsilk to a large extent fails to satisfy hair nourishment, anti-dandruff and hair
repair needs of the consumer.
51

CHAPTER 5

FINDINGS AND
CONCLUSIONS
52

Key Findings

It has been observed that people use not only shampoos but home remedies are also
preferred because of its uniqueness of effectiveness. People also use more than one
shampoo or keep two shampoos.
Most people have tried one or more shampoos but hardly finds any difference.
People buy those shampoo giving them maximum benefits. Female normally look for
shampoo matching with their hair type but male look for a combination of benefits i.e.,
hair problems and then fragrances followed by price.
An advertisement is the one that influences a lot than any other factor.
Most people change their shampoo occasionally but there are people who never
change their shampoo i.e., they are satisfied with their current brand.
People normally shampoo twice a week or three to four times a week.
Most people normally buy sachets available followed by above 250ml pack.
Most people know of the brands through advertisements. Next comes magazines and
then newspapers.
Satisfaction is maximum drawn with people using clinic and organic. These are the
brands, which attract most because of perceived quality and brand image.

Conclusion
Conclusion of survey reveals that the consumer behaviours depend on the following reasons :
53

Product quality.
Family influence.
Doctors prescription.
Advertisement.
Hair problems.
Price of the product, and
Self.

The consumers of shampoo are very sensitive and they are very much aware of the products.
Awareness about the product regarding the ingredients is very high in the consumers.
Influence in the purchase of the shampoos mainly depends o their hair problem and assurity to
solve that problem given by the brand. Influence of doctor and family is also very high.
Attributes of a particular brand also play an important role in the purchase. Attributes like
reasonable price, fragrance, quality and medications plays significant role. By the analysis we
can conclude that consumers in the shampoo market are not too much conscious about the
price but its quality plays an important role.
The study reveals that Pantene has been tried by most of the consumers (16%). Next comes
Sunsilk. Organics and clinic plus both (11%), which have been tried by the consumers.
According to the study Pantene is the most consumed (20%) brand of shampoo. Head and
Shoulders and Cinic Plus both account to 15% of the total shampoo consumption and Sunsilk
is less consumed than these (14%). Organics forms only 5% of the total shampoo
consumption.
The survey showed a number of reasons for consumers using more than one brand or type of
shampoos simultaneously. No single shampoo, according to the consumer was able to fulfil all
their hair requirements. Dandruff was the most important hair problem which led the
consumer to use more than one shampoo at a time. Some people use two or more shampoo
simultaneously just for change.
Consumers in the age group below 20 and 20-29 are more innovative as compared to the other
age groups. It has been observed from the study that females shampoo their hair twice a week,
while males prefer using shampoo on alternate days. From the survey it was found that the
medium size pack of shampoos with quantity of 100ml to 250ml is the most frequently
purchased pack. According to our sample 51% of the people across different age groups and
income groups prefer this packaging.
It can be concluded that the majority of the consumers change their shampoo occasionally.
These consumers also tend to test the quality of new launches. Non-availabilty is another
factor which to a certain extent, has prompted many consumers to use more than one brand
54

simultaneously. Consumer tend to shift to another brand due to non-availability of their

desired brands.
Amongst the factors which influences the choice of a brand of shampoo(s) with reference to
their hair problems. Hair type also plays a very important role. While selecting a shampoo
consumer take care to select the shampoo according to their hair type. The roles which
advertisements play cannot be neglected. According to the study it is found that even
advertisements influence the consumers a great deal in selecting a shampoo. At times
someones reference also helps in selecting a brand. Hair type or hair problems are founded to
be more significant as compared to the fragrance, packaging and price of a shampoo.
The consumers of Head and Shoulders are the most satisfied with all the attributes of the
shampoo and the range of 2.5-3 on the scale of 1-3.
Next on the list are Organics and Clinic Plus. But these two shampoos need to improve upon
the anti-dandruff and hair repairing qualities which the consumer finds is lacking to a certain
extent.
Sunsilk to a large extent fails to satisfy hair nourishment, anti-dandruff and hair repair needs
of a consumer. The satisfaction level lies in the range from 1-1.5.
Clinic all Clear provides high satisfaction to the consumers as far as anti-dandruff quality of
the shampoo is concerned. But it lacks all other attributed such as hair nourishment, hair
repair, conditioning and removing hair problems, etc. the satisfaction is very low on the scale.
Ayur needs to improve upon all its attributes as the satisfaction level for all of them lies in the
range of 1-2.
The relatively new concept of using the seal of clinical laboratory on shampoo bottles does
not much influence the purchase decisions of the consumers. 60% of the consumers remain
unaffected by the use of the seal.
Advertisements play a significant role in purchase decision of the consumers. 33% of the
consumers are influenced by the advertisement of shampoos they use. The message in the
advertisements is paid more attention to, than the role models shown in the advertisements.

55

CHAPTER 6

SUGGESTIONS /
RECOMMENDATIONS
56

Target those people who use shampoo and trust the shampoo as their best solution for
hair care.
Develop quality and brand image so that by trial of your brand leaves with a good
image and then followed by usage of bigger pack which then will be used by them.
Identify the key benefits such as hair strengthening, missing form shampoo and makes
them the USP of new brands. The USP could be rebuilding damaged hair, shiny hair
and healthy hair.
Look for different problems for which people use shampoo for their care, falling hair,
dandruff, etc. and deliver the same of high quality and at the same time positioning the
brand as solution for your hair problem and which also rejuvenate tour hair and keep
your hair healthy to that target group.
The ideas, association and images that people have of a shampoo brand determine the
demand size of the brand equity equation. There are two ways in which advertising is
likely to influence perceived product performance. First, by guiding the expectations
about the shampoo experience- process called product enhancement and second, by
creating a halo of superiority around the brand via a mechanic termed InterestStatus. There are two key advertising related factors. First, the advertisement needs to
be remembered. This is important because its main influence is at the point of trial.
Second, the message should relate in some way to the experience of using the
product- for instance does it create any expectation of what the shampoo would feel
like to your hair i.e., how will you take care of your hair and especially to your
specifications but the advertiser should always bear in that the benefits proclaimed are
in line with what the product can actually deliver.
57

Use country wise sampling activity to acquaint potential customers with the benefit of
shampoo backing up the effort with advertising to convert intent to purchase.
Offer value for money impetus for the decision to use the product more intensively.
Again benchmark the company that has well positioned itself in the minds of the
consumers and they rarely change their shampoo. Here these people are almost
satisfied with their current brand because the core features the consumers look for is
being derived from their brand. And so delivering the improved one will make them
switch to your brand but it should be well advertised and substantiated.
This action of company will have other positive effect of attracting those switchers,
changing frequently and / or occasionally and drawing the crowd towards your brand.

Go for strategic sizing and pricing. Have those packs available in the market so that
people have a wider option available and presence of your brand. After a gap of some
time check which are the packs that are bought most and assure their availability.
Last but not the least there are separate issue that have to dealt with being the male and
female factor and then growing demand of herbal shampoo. Looking at the first point
the female factors of buying a shampoo are different than male and so they look for
those shampoo that improve from the current position of their hair. But one common
problem that they may have is of dandruffs. and so the company can develop the
brand image and the quality and communicate better to the target group of these core
benefits of your brand i.e., solution for hair problem and thus improving and
rejuvenating them. Secondly, can the company in the same line of chemical shampoos
change the perception in the mind of the consumer of chemical shampoo having no
side-effects and at the same time advertise about the possible advantages of using their
shampoos and / or can they come up with a herbal shampoo as the product extension
and there by building a well brand image. Like the colgate has done with the already
launched product of herbal toothpaste. If yes please go ahead but probe before you
plunge :
The advertisement. Slogan could be:
Expert care for every type of hair.
Extra protection for your hair.
Remove dandruff in seconds.
Healthy shiny you ever wanted.

Factors concerning use of a shampoo:

Geographically- Its the water of particular area, the air pollution that forces one to use
shampoo usage.
Thus, creating awareness of possible damage of your hair if customer do not use it, these are
the negative outcomes that the customer may have.

Stages in Decision Making Process

The initial stages of problem58

Need Recognition- Dandruff, hairfall, strengthening of hair, early precautions from the
information gathered or if they see in their friends group of any hair problem then they start
talking utmost care.
Search for Information- In the initial stages of hair problems, people in their friends
advises, family influences- but more crucial is advertisement of shampoo and the brands
which at the point of time they actually recall
1.
2.
3.
4.
5.

Buy that brand.

Purchase that brand.
Use it.
Post purchase evaluation after more usage.
May be satisfied or may not.

If not satisfied :
Switch till they get best or some amount of satisfaction and then stick to that brand.
If satisfied :
Stick to the satisfied brand but may try others only if they are convinced from reliable sources
and that too from most people and see sufficient evident in that brand of what they expect.
In the above process the stage is initial problem that the consumer faces and then those stages
of decision came across.
Now a look at the stages in the decision making process after the problem is becoming severe
and the consumer is not satisfied with any brand:
Need recognition- remains the same but is highly desperate to eliminate the problem that
they will be facing.
Search for information- now its more external to what they gather from reliable source. But
since the problem is acute more is the chances of being influenced by the doctor. There is a
high chance of visiting a doctor and looking for ways of to tackle the problem. And in the
initial stages of the problem discussed earlier the more is the chances of being influenced by
advertisements.
Rest the stages are same
Thus, it can be rightly said that if the brands have good advertisement, well positioned in the
consumer mind as in the research showed that the clinic all clear is most used then
advertisements can play an important role in attracting a good crowd and if that crowd
captured through advertisement substantiate with high quality. Chances of brand loyalty are
high towards your brand. But if the customers are not satisfied and the problem becomes
severe he / she goes for home remedy or consulting a doctor.

59

BIBLIOGRAPHY

www.google.co.in
www.shampooads.com
Http://ezinearticles.com

BOOKS
C.R. Kothari, Research Methodolgy.

Table of Contents
Student declaration

Certificate of the guide

ii

Acknowledgment

iii

Executive summary

iv

List of table of content

v -vi

List of graphs

vii
60

CHAPTER
CHAPTER 1 PLAN OF THE STUDY
Introduction to the topic
Stages in the consumer buying process
Types of consumer buying behaviour
Objectives of the study
Literature Review
CHAPTER 2 COMPANY/ INDUSTRY PROFILE
FMCG and Industry in India
The top 10 companies in FMCG sector
Shampoo Industry in India
The top shampoo brands
CHAPTER 3 RESEARCH METHODOLOGY
Objectives of research
Research methodology of the study
Research design
Research types
Data collection techniques
Sample design
Limitations
CHAPTER 4 DATA ANALYSIS AND INTERPRETATION
FMCG-Swot Analysis
CHAPTER 5 FINDINGS AND CONCLUSION
CHAPTER 6 SUGEGESTIONS AND RECOMMENDATIONS
BIBLIOGRAPHY

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