REPORT CONTENT

1.0

INTRODUCTION
1.1

Background1.2

Research Problem1.3

Research Objectives1.4

Research Questions1.5

How You Will Benefit From This Report

2.0

LITERATURE REVIEW3.0

METHODOLOGY
3.1 Conceptualizing frame work 3.2 Operationalization of variables
4.0

PRESENTATION OF FINDINGS
4.1 The age ranges of the respondents4.2 No. of times that the respondents use Sunsilk shampoo per week 4.3
What respondents think about the price levels of Sunsilk Shampoo?4.4 Indicated levels of agreement for the
following statements4.5 Do you like the colour of currently using Sunsilk shampoo?4.6 What do you expect
by using a shampoo?4.7 How satisfied are you with Sunsilk to meet your needs?4.8 What influence you to
buy Sunsilk?

5.0

FINDINGS AND DISCUSSION

5.1 What is the average level of preference towards Sunsilk shampoo?5.2 What is the most significant variable
affect for the level of preference?5.3 What is the relationship between the affected reasons and the level
of preference?5.4 What are the potential benefits that customers expect from Sunsilk shampoo?
6.0

CONCLUSIONS AND RECOMMENDATIONS7.0

REFERENCE8.0

APPENDIX
8.1 Questionnaire for Sunsilk Preferred Customers

You are on page 6of 28

5.0

FINDINGS AND DISCUSSION

5.1 What is the average level of preference towards Sunsilk shampoo?5.2 What is the most significant variable
affect for the level of preference?5.3 What is the relationship between the affected reasons and the level
of preference?5.4 What are the potential benefits that customers expect from Sunsilk shampoo?
6.0

CONCLUSIONS AND RECOMMENDATIONS7.0

REFERENCE8.0

APPENDIX
8.1 Questionnaire for Sunsilk Preferred Customers
1.0

INTRODUCTION1.1

Background
This report takes an overview of the research that conducted in order to identifythe preference level of
customers towards Sunsilk shampoo as a brand.When it comes to brands of shampoo in Sri Lanka, Sunsilk
has been considered
as Sri Lanka’s No: 01 shampoo brand for its capabilities to provide longer,
smoother and straight silky hair. This brand is also the strongest brand in Asiaand it is said to be available over
80 countries all over the world.
The brand’s most recent marketing campaign is the co
- creation collaboration inwhich 7 hair experts around the world would answer to every hair issues andcome
up with the best solutions for the problem.The new range of products is as follows:

Sunsilk dream soft and smooth

Sunsilk hair fall solution

Sunsilk damaged hair re construction

Sunsilk Stunning Black ShineSunsilk believes that the secrets to beautiful hair should not be locked behind
thesalon door. So they have worked with seven internationally renowned hair expertsto create salon quality
products for every girl, whoever she is, wherever she lives,whatever her hair type.This research was carried out
to identify the customer preference for Sunsilk as abrand.
Now Sunsilk is being positioned as Sri Lanka’s No: 01 Shampoo brand and
this research report will help to identify he customer preference level and thesignificant reasons for customer
preference as well as the relationship between

those significant factors and the level of preference .The research findings willdefinitely help in designing new
product mix for current and the potentialcustomers which satisfy their needs better than ever.
1.2

Research Problem
To study customer preference level towards sunsilk shampoo.
1.3

Research Objectives

To determine the average level of preference towards Sunsilk shampoo.

To identify the effective reasons for the determined level of preference.

To identify the most significant variable affect for the level of preference.

To identify the relationship between the affected reasons and the level of preference.

To recognize the potential benefits that customers expect from Sunsilk shampoo.
1.4

Research Questions

What is the average level of preference towards Sunsilk shampoo?

What are the effective reasons for the determined level of preference?

What is the most significant variable affect for the level of preference?

What is the relationship between the affected reasons and the level of preference?

What are the potential benefits that customers expect from Sunsilk shampoo?

1.5

How You Will Benefit From This Report

Since this report provides detailed consumer insights into Sunsilk shampoo it isan invaluable resource to
executives, organizations looking to make marketingdecisions.This report is an important tool to companies in
the natural & organic personalcare products market, as well as those looking to enter this emerging market.
Itprovides detailed insights into consumer preference and expectations towardsthese products. The report gives
a thorough understanding of consumerpreference, enabling companies & retailers to develop marketing
programmes,distribution strategies and position products.The report is useful for CEO s and senior managers
to ensure that new or existingproducts are correctly marketed and meet consumer expectations.Marketing
managers & executives to identify consumers needs, wants,preferences and expectations. Such information
can enable successful marketingprogrammes and promotional activities to be developed that meet consumer
hotspots.It is also helpful for business development executives to understand the marketand identify
opportunities for new or existing products.Advertising & marketing agencies working on advertising and
promotionalcampaigns are another party who is going to be benefitted through this researchreport. It can help
reach consumer hot spots by developing targeted and effectivemarketing communications.

It is also beneficial for research & development executives to develop and

formulate new products based on consumers’ needs
and expectations.

Leon Schiffman and Leslie Kanuk.(2009)

expresses in his book consumerbehavior
the application of the Theory of Reasoned Action Model.
The model is designed to provide a better understanding of how consumerpreference is formed and,
correspondingly, to provide the means to accuratelypredict consumer preference behavior.The important
contribution of the reasoned action model is the realization thatconsumers utilize the model in all purchase
experiences to a lesser or greaterextent. Of equal importance is the realization that the components used to
make apreference decision are also the ones employed by a consumer to evaluate theperformance success of
the product or service purchased and the companyresponsible for them. Therefore, as the components
of preference change, theelements influencing satisfaction change accordingly. The relationship isdynamic and
fluid therefore static or predetermined satisfaction analytic packagesoften miss the most important elements of
preference and can create a false senseof security on the part of companies who think that since their
customersatisfaction scores are high they must in turn have relatively loyal customers.
3.0

METHODOLOGY
Type of the research conducted is a descriptive research, in which the majorobjective is to identify and describe
the level of customer preference towardsSunsilk shampoo.The respondents who were taken in to account in
terms of gathering informationwere randomly selected. The respondents were selected using a non
probabilitysampling technique, which is known as convenience sampling technique. The
respondents were selected based on the researcher’s convenience.
The selectedsample size was 50 respondents. Well prepared questionnaire was used in terms

of gathering information. The questionnaire was distributed among the Sunsilk shampoo preferred customers.
3.1 Conceptualizing frame work

3.2 Operationalization of variables

Concept Variables Indicators Measurement
Customer preferencetowards Sunsilk shampooPriceHigh pricevalue for moneyaffordable price
Nominal scale
Attributefragrancepackagecolour
Likert scale
NeedSmoothening of hairTo prevent hair fallTo avoid dandruff To reconstruct damaged hair
Nominal scale
KnowledgeExperienceinformation
Nominal scale
promotion advertising
nominal scale
Independent variables Dependent variable

priceAttributeNeedKnowledgePromotion
Customer preference towardsshampoo

4.0

PRESENTATION OF FINDINGS

4.1 The age ranges of the respondents

4.0

PRESENTATION
OF
FINDINGS4.1 The
age ranges of the re
spondents
According to the pie
chart shown above
Sunsilk is mostly
preferred by the
customers whoare
within the age range of
21-25.Secondly 16-20.It
shows that Sunsilk is
mostlypreferred by
young girls .But Sunsilk
target market spreads
from 16-40.However
there isa considerable
preference level from
the other two age ranges
too.
4.2 No. of times tha
t the respondents
use Sunsilk shamp
oo per week
30%36%22%12%
16-2021-2526-3030-40
1220135
0510152025
once a weekt wice a
wee kThreeti mes a
week more than
threetimes aweek
According to the pie chart shown above Sunsilk is mostly preferred by the customers whoare within the age
range of 21-25.Secondly 16-20.It shows that Sunsilk is mostlypreferred by young girls .But Sunsilk target
market spreads from 16-40.However there isa considerable preference level from the other two age ranges too.
4.2 No. of times that the respondents use Sunsilk shampoo per week

30%36%22%12%
16-2021-2526-3030-40
1220135
0510152025
once a weekt wi ce a weekThreet i m es a week more than threetimes
aweek