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ABSTRACT
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CONSUMER BEHAVIOR TOWARDS SUNSILK SHAMPOO.
CHAPTER1
Each of these has implications for purchase and repurchase and they are
amenable in differing degrees to marketer influence. Consumer behavior can be
define as “those acts of individuals directly involved in obtaining, using, and
disposing of economic goods and services, including the decision processes that
precede and determine these acts”. Simple observation provides limited insight
into the complex nature of consumer choice and researchers have increasingly
sought the more sophisticated concepts and methods of investigation provided
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CONSUMER BEHAVIOR TOWARDS SUNSILK SHAMPOO.
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CONSUMER BEHAVIOR TOWARDS SUNSILK SHAMPOO.
CHAPTER 2
COMPANY OVERVIEW
HUL Introduction
HUL Mission
HUL Vision
» Study the hair care market in India and examine how Unilever launched
Sunsilk in the country.
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CONSUMER BEHAVIOR TOWARDS SUNSILK SHAMPOO.
In the India, Unilever’s goal was to position Sunsilk as a brand that understood
the problems faced by women and their needs and preferences.
Priyanka Chopra
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CONSUMER BEHAVIOR TOWARDS SUNSILK SHAMPOO.
CHAPTER 3
RESEARCH PROBLEM
Research Objectives
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CONSUMER BEHAVIOR TOWARDS SUNSILK SHAMPOO.
Research Questions
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CONSUMER BEHAVIOR TOWARDS SUNSILK SHAMPOO.
SCOPE OF STUDY
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CONSUMER BEHAVIOR TOWARDS SUNSILK SHAMPOO.
REVIEW OF LITERATURE
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CONSUMER BEHAVIOR TOWARDS SUNSILK SHAMPOO.
CHAPTER 4
4PS
PRODUCT
Dull hair needs a rich black shine. New Sunsilk with Melanin
extracted from plants serves this purpose very effectively. It helps
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CONSUMER BEHAVIOR TOWARDS SUNSILK SHAMPOO.
Thin and limp hair needs extra body and volume. New sunsilk with
Fruitamins has natural extracts from fruit that contains Vitamins.
These vitamins help in giving extra body, shine and amazing
manageability to the thinning and lifeless hair.
Dry hair needs wholesome conditioning, extra shine and style. New
Sunsilk with yoghurt proteins makes the dry hair full of life. Its
especial ingredients moisturize each hair right to its tips leaving it
shiny and beautiful.
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CONSUMER BEHAVIOR TOWARDS SUNSILK SHAMPOO.
PRICING
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CONSUMER BEHAVIOR TOWARDS SUNSILK SHAMPOO.
PROMOTION
Besides having these general objectives, the advertising objectives are set
avoiding to the advertising strategy for each product, e.g. Sunsilk advertising
objectives since it was being re-launched were:
Promotional strategy
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CONSUMER BEHAVIOR TOWARDS SUNSILK SHAMPOO.
Music videos
Free sample distribution
Demo campaigning
Promotion of the products in the sunsilk range through movies such as
“Fashion”
Sunsilk has come up with a new promotional campaign GOOD HAIR
DAYS in six major cities in collaboration with famous hair stylists of the
country.
Hoardings
Sponsorships
Enhancement of product mix
New product formulations according to changing consumer preferences
Advertising
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CONSUMER BEHAVIOR TOWARDS SUNSILK SHAMPOO.
“As far as brand is concerned plus side for sunsilk here is ability to use
power of technology to position brand successful and create following
among niche users whom must have generated enough feedback for the
brand to understand demographic served. Other brands need to take a
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CONSUMER BEHAVIOR TOWARDS SUNSILK SHAMPOO.
cue from here and understand how web can be used as an effective brand
delivery/promotion tool.”
-HUL EXECUTIVE
PLACE
DISTRIBUTION OBJECTIVE:
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CONSUMER BEHAVIOR TOWARDS SUNSILK SHAMPOO.
CHAPTER 5
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CONSUMER BEHAVIOR TOWARDS SUNSILK SHAMPOO.
services, including the decision processes that precede and determine these
acts”. Simple observation provides limited insight into the complex nature of
consumer choice and researchers have increasingly sought the more
sophisticated concepts and methods of investigation provided by behavioral
sciences in order to understand, predict, and possibly control consumer behavior
more effectively. Psychology, social psychology, and sociology are the
disciplines most widely employed in this endeavor which has become a
substantial academic industry in its own right.
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CONSUMER BEHAVIOR TOWARDS SUNSILK SHAMPOO.
CHAPTER 6
QUALITY : It is our aim to provide the best product for the consumer and we
believe that if the products have quality the consumer will pay the price, says
Amal Pramanic, regional business director. Oral-B
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CONSUMER BEHAVIOR TOWARDS SUNSILK SHAMPOO.
CHAPTER 7
RESEARCH METHODOLOGY
Research Problem
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CONSUMER BEHAVIOR TOWARDS SUNSILK SHAMPOO.
Sampling plan
Sample method - Random Sample method
Sample Size – 75
Primary Data – Questionnaire
The data, which are collected for the first time, directly from the respondents to
the base of knowledge & belief of the research, are called primary data.
Survey Approach :
I had collected primary data through sample survey of the people
who came to buy Sunsilk shampoo.. So for this purpose I have used the most
popular tool of primary data collection through direct communication with
respondents. The tools I used are questionnaires. After fulfilling the
questionnaires I asked some verbal question also. According to their response I
am able to recollect some more information regarding this study and survey.
Exploratory method :
Exploratory research is a type of research conducted for a
problem that has not been clearly defined. Exploratory research helps determine
the best research design, data collection method and selection of subjects. It
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CONSUMER BEHAVIOR TOWARDS SUNSILK SHAMPOO.
should draw definitive conclusions only with extreme caution. Given its
fundamental nature, exploratory research often concludes that a perceived
problem does not actually exist.
Questionnaire :
Under the Questionnaire I have 20 Question and each Question
related to different-different factors of Sunsilk shampoo.
Sample collection :
For collecting the sample I had visited my relatives and friends
located in Mulund. What we had done there is simply approach the people who
came to buy Sunsilk shampoo.
Sample Method-
Random Sample method-
A random sample is one chosen by a method involving an
unpredictable component. Random sampling can also refer to taking a number
of independent observations from the same probability distribution, without
involving any real population. The sample usually is not are presentative of the
population from which it was drawn this random variation in the results is
known as sampling error.
Simple random sample is selected so that all samples of the same size have an
equal chance of being selected from the population.
(Here I have chosen simple random sample method for collecting the data)
Sample Size - I have collected 75 samples from the population of different-
different area of Mulund and from my relatives and friend.
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CONSUMER BEHAVIOR TOWARDS SUNSILK SHAMPOO.
CHAPTER 8
QUESTIONNAIRES
Name :
Gender : M F
Age :
Marital status:
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Yes No
Yes No
3. Do you like Sunsilk Shampoo? If yes then which Shampoo do you like?
Golden Yellow
Golden yellow
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CONSUMER BEHAVIOR TOWARDS SUNSILK SHAMPOO.
6.How many times do you use Sunsilk shampoo per week? Put a tick [].
Once a week
Twice a week
Three times a week
More than three times a week
7.What reasons affect you to prefer for Sunsilk shampoo? Rank 1-8 according to your
priority.
Price
fragrance
Package
need satisfaction
Colour
ingredients
past experience
Promotions
Yes No
Yes No
10.What do you think about the price levels of Sunsilk shampoo? Put a tick [].
high price
value for money
affordable price
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CONSUMER BEHAVIOR TOWARDS SUNSILK SHAMPOO.
12. Indicate your level of agreement for the following statements. Put a tick [].
Statement neither
strongly agree strongly
agree Disagree
agree nor disagree
disagree
13. What do you expect by using a shampoo to wash your hair? Put a tick [].
Smoothening of hair
Black shiny hair
To prevent hair fall
To avoid dandruff
To construct damaged hair
14. How satisfied are you with Sunsilk to meet your needs that you mentioned in the Q: (07)?
Put a tick [].
very satisfied
Satisfied
Unsatisfied
very unsatisfied
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CONSUMER BEHAVIOR TOWARDS SUNSILK SHAMPOO.
Yes No
Dove Loreal
Yes No
19. If your preferred Sunsilk shampoo is not available for repeat purchase then what will you
do?
Postpone Purchase
Switch over to other brand
Go to the other shop to search for your preferred brand
Please suggest some other benefits you prefer to have from Sunsilk in the future.
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