I.

Background
When it comes to anything in this life, the basic things are always the best way
to go. When in doubt, go back to our basic concepts and everything will start to
make sense. After all, before we learned how to read books, we first learned the
alphabet. Our first words were not “give me food”. They were simple words like
“mama” or “dada”. However, sometimes, we tend to forget these things and end up
feeling lost and confused.
The same thing can be said about hair care. With the number of hair care
treatments that we have at salons today, people tend to get overwhelmed and when
they find out about their supposed benefit, they immediately grab the opportunity
and completely forget about the most basic, yet the most effective hair care
treatment available; shampooing.
According to Robbins (2012), the human hair has a complex internal structure
consisting of many layers including, from outside in, the cuticle, the cortex and the
medulla, all bound by the cell membrane complex.
Shampoo is a basic hair care product representing the largest segment of hair
care cosmetics. Shampoo is typically in the form of a viscous liquid with some
exception of waterless solid form such as a bar. Shampoo was developed to replace
soap for cleansing scalp and hair by removing unwanted sebum, dandruff,
environmental dust, and residues of hair care products. Most of the dirt including
sebum are water insoluble and cannot be effectively removed by water alone.
Therefore, a shampoo containing a combination of surfactants is necessary. The
content of surfactants in a shampoo is typically between 10% and 20%.
Shampoos work by removing the dirt and excess oil in our hair and scalp. This
results to clean hair. However, most shampoos tend to take with it the moisture in
the hair, leading to dry and brittle hair. Some commercial shampoos have additional
components to control dandruff and condition hair. Due to the multitude of
purposes of hair care products, they contain a long list of ingredients with various
effects on the hair. Shampoos typically contain a primary and a secondary
surfactant for thorough cleaning, a viscosity builder, a solvent, conditioning agents,
pH adjuster and other non-essential components such as fragrance and color for
commercial appeal. (Robbins, 2012; Preedy, 2012).
Nowadays consumer behavior is changing very rapidly. Changing
lifestyles, income and education level are some of the factors that affects
the behavior of the consumers. As the behaviors of the consumers are changing
market is also rapidly changing. Companies change their products and marketing
strategy by observing and analyzing the buying pattern of the consumers. They
use attractive advertisements and promotions to get the attention of the
consumers. When companies fail to adapt the rapidly changing consumer
behavior, they lose their customers (Singh, 2016).
The shampoo market today is very competitive. This widespread
competition results in continuing changes, because a large sum of money
is spent by companies in research and development. This accounts for changes
in consumer behaviors. The companies, which learn to give more preference for
the likes and dislikes of customers alone, will succeed. Therefore, knowing
the consumers' behavior and what is in the minds of customers is very essential
to capture the market (Sannasi, 2010).
Back in the history, shampoos were only used as a cleansing product for hair
and scalp, but today shampoo is used for many purposes, such as; giving volume,
shine and nourish to the hair. There are various shampoo brands are out there, such
as; Pantene, L’Oréal, Dove, Sunsilk and TRESemme.
The people are the best budgeters. All the products for sale are to satisfy
some needs of the people. Likewise, shampoo is also to satisfy some needs of the
people like cleaning their hair and making them attractive and healthy. The
manufacturer and the marketer also study the needs of the people and try to produce
their products in such a way so that they can give greater and greater satisfaction
to the people. It is worth to study about the taste and preferences of
consumer. People having their own preferences, are earlier to get what they like. A
similar sort of behavior has been seen in the preference of shampoo (Gopalsamy,
2010). There are five factors that influence consumers when purchasing a
 shampoo, such as; price, packaging, fragrance, brand name and cleansing
performance.

II. Objectives

This study aims to examine the important criteria in understanding the

factors that affect the purchasing decisions among the student-consumers of Senior
High School (SHS) and has these following objectives;

1. To find out the difference between the preferences of males and females in
choosing shampoo.
2. To understand what are the factors that influence them in choosing shampoo.
3. To know the most effective medium of advertisements that greatly foster their
interest and motivate them to purchase a particular shampoo brand.

III. Materials

The materials used in conducting this study are the survey forms, ballpen,
and laptop.

IV. Procedure

Survey forms were distributed to 120 Senior High School students of NCBA.
The survey contains questions about the preferences of males and females and the
factors that affect their decisions in purchasing shampoo.
V. Presentations
QUESTION 1

FEMALE MALE
NO NO
0% 9%

YES YES
100% 91%

In question 1, all of the female respondents (63) answered yes to the question.
Out of the 57 male respondents, 52 answered yes while the remaining 7 answered
no.

QUESTION 2

Anti-hair loss Anti-hair

Shampoo
FEMALE MALE loss
6% Shampoo
7%
Anti- Nourishing Anti-
Nourishing dandruff
dandruff Shampoo
Shampoo Shampoo
Shampoo 33%
58% 60%
36%

In question 2, 22 female students chose anti-dandruff shampoo, 36 female

students chose nourishing shampoo, and 5 female students chose anti-hair loss
shampoo as their preferred type of shampoo. For male respondents, 34 male
students chose anti-dandruff shampoo, 19 male students chose nourishing
shampoo, and 4 male students chose anti-hair loss shampoo as their preferred type
of shampoo.
QUESTION 3

Head & Head &

Shoulder
FEMALE Shoulder
MALE Sunsilk
Sunsilk 25%
13% 17%
38%
Clear Clear
8% 16%
Pantene Dove
Pantene Dove 9% 33%
8% 33%

In question 3, 24 female students use Sunsilk, 21 female students use Dove, 5

female students use Pantene, 5 female students use Clear, while the remaining 8
students use Head & Shoulders. For male respondents, 14 female students use
Sunsilk, 19 female students use Dove, 5 female students use Pantene, 9 female
students use Clear, while the remaining 10 students use Head & Shoulders.

QUESTION 4

Choice FEMALE Choice Choice D MALE

D A 25%
22% 21%
Choice A
Choice 47%
Choice
B Choice C Choice B
C
24% 19% 9%
33%

In question 4, 3 female students prefer a particular brand because of its anti-

dandruff properties, 15 students prefer a brand of shampoo because of its ability to
repair hair damage, 21 female students prefer a brand of shampoo because of its
silky effect while the remaining 14 students prefer a brand of shampoo because it
nourishes the hair. For male respondents, 25 female students prefer a particular
brand because of its anti-dandruff properties, 5 students prefer a brand of shampoo
because of its ability to repair hair damage, 11 female students prefer a brand of
shampoo because of its silky effect while the remaining 14 students prefer a brand
of shampoo because it nourishes the hair.
QUESTION 5

FEMALE NO MALE
NO 5%
2%

YES
YES 95%
98%

In question 5, out of 63 female respondents, only one (1) respondent did not
agree to question 5.
54 of the male respondents agreed to question 5 while the remaining 3 did not.

QUESTION 6

Bloggers
8%
FEMALE Magazines Bloggers
MALE
2% Magazines
0% 3%
Internet
9%
Internet
Televisi Televisions
30%
ons 67%
81%

In question 6, magazines, television, internet and bloggers were chosen by 1,

51, 6, and 5 female students, respectively, as their medium in getting information
about shampoo. Magazines, television, internet and bloggers were chosen by 2, 38,
17, and 0 male students, respectively, as their medium in getting information about
shampoo.
QUESTION 7

FEMALE Internet MALE Internet

8% 9%
Recommendation Recommendation
38% 30%
TV ads
52%
TV ads Print ads
Print ads
52% 9%
2%

In question 7, TV advertisements were chosen by 33 female students which

mainly affect their choice of brand, printed advertisements were chosen by 1 female
student, recommendations were chosen by 24 female students while internet was
chosen by 5 female students. For male respondents, TV advertisements were chosen
by 30 male students which mainly affect their choice of brand, printed
advertisements were chosen by 5 male student, recommendations were chosen by
17 male students while internet was chosen by 5 male students.

QUESTION 8

Sari-sari
Sari-sari FEMALE Online Store
MALE Online
Store 10%
8% 16%
19%
Pharmacy Pharmacy
3% 21%
Grocery/Super Grocery/Super
market market
70% 53%

In question 8, 5 female students buy shampoo from online shops, 2 students buy
from pharmacy, 44 students buy from grocery/supermarket, and the remaining 12
students buy from sari-sari stores. As for the other chart, 6 male students buy
shampoo from online shops, 12 male students buy from pharmacy, 30 male students
buy from grocery/supermarket, and the remaining 9 male students buy from sari-
sari stores
QUESTION 9

Often FEMALE Never Often

16%
MALE Never
13% 3% 7%

Always
Sometimes Always
55%
29% Sometimes 54%
23%

In question 9, 35 students always buy shampoo, 18 students sometimes buy

shampoo, 8 students often buy shampoo while the remaining 2 students never buy
shampoo. As for the other chart, 31 male students always buy shampoo, 13 male
students sometimes buy shampoo, 9 male students often buy shampoo while the
remaining 4 male students never buy shampoo.

QUESTION 10

Word of
Price
FEMALE Word of Price
7%
MALE Mouth
Mouth
7% 9% 9%
Expert Quality
Quality 26% Expert
Opinion
26% Opinion
25%
25%
Advertisement Advertisement
33% 33%

In question 10, for female respondents, word of mouth, expert opinions,

advertisements, quality, and price influence the decision in purchasing shampoo of
8, 9, 15, 29, and 2 female students, respectively. For male students, word of mouth,
expert opinions, advertisements, quality, and price influence the decision in
purchasing shampoo of 5, 14 19, 15, and 4 male students, respectively.
VI. Conclusion

This study was conducted to examine the important criteria in

understanding the factors that affect the purchasing decisions among the student-
consumers of Senior High School (SHS) in National College of Business and Arts-
Fairview. Since shampoos are being used by everyone almost every day, we, the
students, should be able to understand the most relevant attributes that matter most
to the SHS students.
 NATIONAL COLLEGE OF BUSINESS AND ARTS

Fairview, Quezon City

Senior High School

A.Y. 2019-2020

Survey About Using Shampoo of Senior High School Students in

National College of Business and Arts - Fairview

MEMBERS:

Domingo, Lourice

Landoy, Bhea Veronica

Moneva, Asley Jean

Osorio, James

Pascua, Salvie Lyn

Pineda, Seff

Quiocho, Tiffany

Radam, Evianne