“STUDY ON The on Consumer Perception about Shampoo”

BY
Manisha Jain (5017)
Rakesh Paswan ()
VISHWA VISHWANI INSTITUTE OF SYSTEMS AND MANAGEMENT
Under the Guidance of
(Asso.Prof. Sunitha)
Professor

1
 Introduction

As we know that world are so wide and its getting their success from its own foot to head, means

business are on the way of success, behind it consumer are playing vital role. Business is the key

factor of success and developing of individual and group of living things or elements. As in this

case we are able to recognize the consumer perception about their desirable goods or

commodity’s demand and feedback about product. We did survey on consumer perception about

one of the product that is shampoo, by the survey we found that many of the customers

psychologically attached with desirable or daily use product or shampoo and they demanded.

They are very keen to purchase their mind set product.

The main need of this study is to know about the awareness of customer satisfaction, through the

survey, customer are mind set from their own brand like:- chic, clinic plus, Head & shoulders,

Pantene, rejoice, dove, Vatika, Ayur, L’Oreal, fiama di wills, Lux and other. And to find out

how perception plays a crucial role in their buying decisions.

2
 FMCG INDUSTY

FMCG refers to consumer non-durable goods required for daily or frequent use. Typically, a

consumer buys these goods at least once a month. FMCG industry, alternatively called as CPG

(Consumer packaged goods) industry primarily deals with the production, distribution and

marketing of consumer packaged goods. The Fast Moving Consumer Goods (FMCG) is those

consumables which are normally consumed by the consumers at a regular interval. Some of the

prime activities of FMCG industry are selling, marketing, financing, purchasing, etc. The

industry also engaged in operations, supply chain, production and general management.

Typical Characteristics of FMCG products

Individual products are of small value. But, all FMCG products put together account for a

significant part of the consumer’s budget. The consumer keeps limited inventory of these

products and prefers to purchase them frequently, as and when required. Many of these products

are perishable. The consumer spends little time on the purchase decision. Rarely do he / she look

for technical specifications (in contrast to industrial goods). Brand loyalties or recommendations

of reliable retailer / dealer drive purchase decision. Trial of a new product i.e. brand switching is

often induced by heavy advertisement, recommendations of the retailer or neighbors / friends.

‡These products cater to necessities, comforts as well as luxuries. ‡They meet the demands of

the entire cross section of population.Price and income elasticity of demand varies across

products and consumers.

The Indian FMCG sector is the fourth largest sector in the economy with a total market size in

excess of US$ 13.1 billion. FMCG Sector in India is growing 60% in 2010. It has a strong MNC

presence and is characterized by a well-established distribution network, intense competition

3
between the organized and unorganized segments and low operational cost. Availability of key

raw materials, cheaper labor costs and presence across the entire value chain gives India a

competitive advantage. The FMCG market is set to treble from US$ 11.6 billion in 2003 to US$

33.4 billion in 2015. Penetration level as well as per capita consumption in most product

categories like jams, toothpaste, skin care, hair wash etc in India is low indicating the untapped

market potential. Burgeoning Indian population, particularly the middle class and the rural

segments, presents an opportunity to makers of branded products to convert consumers to

branded products. Growth is also likely to come from consumer 'upgrading' in the matured

product categories. That will translate into an annual growth of 10% over a 5-year period. It has

been estimated that FMCG sector will rise from around Rs 56,500 crores in 2005 to Rs 92,100

crores in 2010. Hair care, household care, male grooming, female hygiene, and the chocolates

and confectionery categories are estimated to be the fastest growing segments, says an HSBC

report. Though the sector witnessed a slower growth in 2002-2004, it has been able to make a

fine recovery since then.

Common FMCG products

Some common FMCG product categories include food and dairy products, glassware, paper

products, pharmaceuticals, consumer electronics, packaged food products, plastic goods, printing

and stationery, household products, photography, drinks etc. and some of the examples of FMCG

products are coffee, tea, dry cells, greeting cards, gifts, detergents, tobacco and cigarettes,

watches, soaps etc

4
Shampoo Industry

5
 Objectives

 To understand that how perceptions influence the pre & post buying behavior of

consumer on a particular product.

 To know the consumer psychology about the product when they stand to purchase.

 To know that how consumer changes their perception on a certain period.

 To know influencing psychological factor in buying process.

Need of the Study

As we know that consumer behavior is most important for the marketer or Organization because

when any organization wants to produce their product first they make strategy that Can product

will give full satisfaction to the customer or not? Product acquaint is crucial for customer. Now

in this process consumer applied their frame work that is internal and external influence, in

which Perception, life style, demographics, family, group etc. comes. These all frame works

makes effective decision to the customer.

Perception is a self-making decision process. As we know that consumers are never far from the

advertisements, product packages, radio and television communications and advertising

hoardings that clamor for their attention, then consumers takes perception.

6
 Scope

1. The study has been done for the hair care-shampoo market by studying the consumer

perception about the shampoos. It helps in understanding the consumer preference

towards the shampoo market.

2. Perception has wider scope in term of marketing and every aspect of business because

it covers the entire product from Base.

3. Product is required for consumer and consumer is required for organization for

maximum benefit, psychology of consumer is crucial for the organization.

4. Consumers are more enthusiastic for innovative product, they make their decision or

perception on behalf of information that consumer can attain their satisfaction.

Limitation

 The study is based on the perception, ideas and preferences of the respondent (retailers),

which are complex in nature and depend upon subjectivity of the individual.

 The research was carried out in Metro cities, therefore findings and suggestions are

restricted to urban perception.

 Survey conducted on small no of sample size for that we may didn’t proper result

 Time span of such study was insufficient.

 Since the study had been conducted only in a selected region, so the applicability of the

study in different region and consumer products are restricted.

 Study is being done with the aid of Convenience sampling. Hence the entire customers

had not been considered for their feedback and the inference drawn on the basis of

selected sampling.

7
 RESEARCH METHODOLOGY

³Marketing research is a systematic problem analysis, model

building and fact finding for the purpose of important decision

making and control in the marketing of goods and services.´

-Phillip Kotler

Marketing research plays an important role in the process of marketing starting with market

component of the total marketing tasks. It helps the firm to acquire a better understanding of the

consumers, the competition and the marketing environment.

Research extends knowledge about a particular case through the researcher who builds up a

wealth of knowledge through their research findings.

It is a step-by-step logical process, which involves:

 Defining a problem

 Laying the objectives of the research

 Sources of data

 Methods of data collection

 Tabulation of data

 Data analysis & tabulation

 Conclusions & recommendations

8
Nature of Research

Descriptive research

The research study is conducted through descriptive research. Descriptive research design is a

scientific method which involves observing and describing the behavior of a subject without

influencing it in any way or to identify the cause of something that is happening.

A descriptive study is a fact finding investigation aimed at identifying the various characteristics

of a problem under study but it does not deal with testing of hypothesis. Data are collected by

using observation, interviewing and mail questionnaire.

My project involved descriptive research of study

Data Collection

The descriptive nature of research necessitates collection of primary data from customers

through market survey, personal interview technique was used and interview was conducted

through structured questionnaire the question was asked in prearranged manner. The market

research was conducted over a period of 25 days. Data was tabulated, analyzed and suggestion

and recommendation were given.

Sources of data:

Data refers to a collection of natural phenomena, descriptors, including the results of experience,

observation or a set of premises.

There are two sources of data:

9
‡ Primary Source

‡ Secondary Source

Primary Data:

These data are raw material. They are the measurement observed and recorded as a part of

original study. They are original in character. The investigator or researcher directly collects this

data. The basic form of obtaining this data is by observing and questioning.

The Primary data was a detailed interview schedule with the help of a detailed questionnaire. The

samples were drawn purposively from various areas for the relevance of the study.

Secondary Data:

They are not originally drawn by the researcher as fresh data. These are collected by some other

person for this purpose and published. These types of data can be collected through various

sources. For this study no secondary data used.

Sample size

The number of sample is 60 from Metros city, which fulfills the requirement. Each respondent is

treated as a case of detailed analysis

Sampling design

Convenience sampling is used for this study. Convenience sampling is used in exploratory

research where the researcher is interested in getting an inexpensive approximation of the truth.

As the name implies, the sample is selected because they are convenient. This non probability

method is often used during preliminary research efforts to get a gross estimate of the results,

without incurring the cost or time required to select a random sample.

10
Tools and techniques of analysis – Cross tabulation, Percentage analysis and General statistical

tools were used in the study through SPSS.

Location and Duration of the study: The study was conducted among the consumers of the

metros cities. The duration of the project study was 25 day.

11
 Review of literature

1. Cognitive psychology is very crucial to understand consumer behavior. Human mental

and physical activity can be explained in term of information processing by a computer,

and attempt to investigate how mind works by focusing on how organizations perceive,

remember, think and learn. In a particular situation how a consumer can understand about

the particular object it depends on consumer’s present scenario.

2. As we know that the world economy is becoming increasingly cross-culture. During the

next decades, as marketers enter new international market, an understanding of how

culture influence consumer behavior will be crucial for both managers and consumer

researchers. In this frame work we can know about the foreign consumer and behavior

also.

3. When consumer bent to purchase their commodity they make an alternative choice, and

then make there rationality on products brand and then make choice on situation then

after they purchases according to their desire. Generally consumer confuse about the

same product and generic product now when they applies this rationality they make\/get

desirable.

4. In order to develop successful marketing strategies within this environment consumer

always shows their rationality on product for purchase. Consumers are always involved

with the time and place in which a consumer activity takes place. Situational variable are

factors that may influence communicative behavior. The physical and social surrounding,

timing, reasons for communicating and individual physiological and mood states can

affect language choice in any particular situation.

12
5. Consumer are more choosy about the product, in this situation consumer, how they think,

feel, reason and select between different alternatives, when consumer want to

attain/purchase some product from the market they suffers from many factors like,

culture and subculture, families perception, attitude, perception, life style. Demographics

rational decision making, learning & memory. So and so. Through the psychology we can

understand the consumer behavior from the particular situation.

6. This article is talk about how powerful, personality influence the consumer behavior.

Basically personality is difficult to explain as whole. It is very vast and dynamic I nature

of very one person to others. It has three major components that ID, Ego and Super Ego.

All three name effect on our personality. An individual with ID dominating personality

will go for anything that he/she likes without thinking of its price, quality, brand, whether

its absolute or not etc. Where Ego select one behavior that we portray in front of others

and in social life. While Super Ego will not be concerned about being in a social

gathering. Apart this, there are many other important train which form one personality.

Purchasing behavior is regulated by our natural and personality.

7. Companies are improving their marketing strategies when they have idea of the

psychology of how consumer feels, think and reasons for their buying. In marketing,

perception is all about recognizing now consumer views a company’s product and

service. Perception plays a vital role when two identical product are marketed in

completely in deferent way that create distinct perception of each product. There are

several factors that will influence the perception. Like exposure of stimuli, interpretation

of skill stimuli and ability to identify change in the intensity of stimuli. The relevance of

13
 consumer’s lives will definitely affect how much attention consumer give to a perception

of a certain product or service.

8. Motivation and perception is keys to open the door of consumer mind. Because of that

company spend lot of money to in creating the right message for their product.

Motivation can be anything from being one up on the neighbor, being the first with latest

technology etc. while people want to be perceived as being part of a particular group,

they want to be perceived as having a certain taste or making good choices. Two identical

products can be marketed differently & depending on consumer’s perception &

motivation. They will be received in very deferent way. Deferent consumer group are

motivated by deferent thing but consumer behavior is dedicated by the group people

wants to perceived as belonging to and motivation affect how much you are perceived.

9. People are always going to be worried about that great deal that they might miss out on, it

they don’t get the deal done right away in spite of that the deal will always be out there

but people don’t realize that. Like is in this article author gave us example of car there

was extreme motivation for people to buy a new car, because there had a big cash

incentive to do on consumer are fickle and are always going to be looking for a better

deal that helps them fit in. so motivation and perception can be used to drives sales and

influence consumer behavior, so if you have ability to convenience the consumer that you

have best deal and have something that the consumer just can’t live without, than you

have goods sale in your account

10. This article says about perception how it lives the effect on consumer mind, buying

behavior, personality and all consumer perception are dynamic, first of all, with the

developing relationship between customer and company, his perception of the company

14
and its products and services will changed. The more experience the customer

accumulate the more his perception will shift from fact based engagements to a more

general meanings the hole relationship gain for him. Overtime, he puts a strong focus on

the consequence of the product or service consumption so company’s has done lot of

improve customer satisfaction and customer relationship in the past customer perception

of whole company may base on through research, company can develop strategies and

initiate target activities to manage and improve customers perception.

15
 Data Analysis

1. What product do you use for cleaning your hair? * GENDER

GENDER Total
FEMAL
E MALE
What product do Shampo
you use for o
30 30 60
cleaning your
hair?
Total 30 30 60

Inference: Every respondent prefer shampoo to clean their hair.

2. If you use a shampoo, how often do you use it? * GENDER

GENDER Total
FEMALE MALE
If you use a Alternate Days 12 9 21
shampoo, how Daily 0 6 6
often do you Twice a week 16 12 28
use it? Weekly 2 3 5
Total 30 30 60

FEMALE MALE

12

16
12
0
6 3
2

Alternate Days Daily Twice a week Weekly

Inference: Majority of the respondents (46.66%) use shampoo twice every week, while 35% of
them use in alternate days.

16
 3. Which types of shampoo you are using? * GENDER

GENDER Total
FEMALE MALE
Which Anti-dandruff
10 11 21
types of shampoo
shampoo Cosmetic(shine,
6 12 18
you are health, strength)
using? Herbal 12 5 17
other 2 2 4
Total 30 30 60

FEMALE MALE

2 2
other

12 5
Herbal

6 12
Cosmetic(shine, health, strength)

10 11
Anti-dandruff shampoo

Inference: Majority of the respondents (35%) use anti-dandruff shampoo, while 30% use
cosmetic and 28.33% use herbal shampoo. And men are more think about their hair.

17
 4. Which shampoos brand do you use? * GENDER

GENDER Total
FEMALE MALE

Ayur 3 0 3
Which Clinic Plus 1 1 2
shampoos Dove 1 0 1
brand do Head & Shoulders 6 14 20
you use? kesh kanti 5 5 10
LOreal 1 5 6
meera 4 0 4
Pantene 2 3 5
Sunsilk 5 0 5
other 3 2 5
Total 30 30 60

Chart Title
20
18
16
14
12
10 MALE
8 FEMALE
6
4
2
0
Sh ve

e
nti

ra
us

al

ilk
s
ur

r
he
er

en
re

ee

ns
Pl

Do
Ay

ka
ld

ot
nt
LO

Su
ic

ou

sh

Pa
in

ke
Cl

&
ad
He

Inference: Most the people (31.66%) prefer Head & Shoulder, some prefer Pantene and Sunsilk.

18
 5. Since how long you are using this shampoo? * AGE

AGE Total
16-20 21-25 26-30 31-35 36-40 41-45 45 Over
0-6 mnth 0 8 0 0 0 0 0 8
12-24 mnth 2 6 3 2 2 2 2 19
24-36 mnth 0 3 0 0 0 0 0 3
36-48 mnth 1 9 2 1 2 1 1 17
6-12 mnth 3 7 1 0 0 2 0 13
Total 6 33 6 3 4 5 3 60

16-20 21-25 26-30 31-35 36-41 41-45 45 Over

2
1
2
1
2 2
0
1
2 2
2 0
1
3
0
7
9
6
8
0
3 3
0 2 0 1
0-6 mnth 12-24 mnth 24-36 mnth 36-48 mnth 6-12 mnth

Inference: Most of the respondents (31.33%) are using shampoo since last 12-24 months. Some
of them are using it for last 36-48 months.

19
 6. Why you like this shampoo most? * AGE Cross tabulation

AGE Total
41- 45
16-20 21-25 26-30 31-35 36-40 45 Over
Why you
like this because it work
2 25 5 3 3 5 3 47
shampoo for your hair
most?
because of
3 4 0 0 0 0 0 7
brand
because your
1 1 1 0 0 0 0 3
family like most
because your
0 3 0 0 0 0 0 3
friend like most
Total 6 33 6 3 4 5 3 60

50
45
40
35
30
25
20 45 Over
15 41-45
10 36-41
31-35
5
26-30
0
21-25
ir d t t
ha r an os os 16-20
r m m
ou fb lik
e
lik
e
ry eo ily nd
o us
kf ca am rie
or be r f r f
tw ou ou
ei se
y
se
y
aus au au
c c c
be be be

Inference: Majority of the respondents (78.33%) like their choice of shampoo because it works
for their hair.

20
 7. Are you satisfied with your shampoo? * GENDER

GENDER Total
FEMAL
E MALE
Are you satisfied No 2 1 3
with your shampoo? Yes 28 29 57
Total 30 30 60

60

50

40

30 MALE
FEMALE

20

10

0
no yes

Inference: Majority of the respondents (95%) are satisfied with the shampoo they are using.

9. In what Quantity do you buy shampoo? * OCCUPATION Cross tabulation

21
 OCCUPATION Total
Home
other Business Maker Service Student
In what Bottles\
Quantity do bigger packs
2 3 3 4 22 34
you buy
shampoo?
Family pack 0 0 3 1 3 7
Mini bottle 0 0 0 1 4 5
Sachets 0 0 0 4 10 14
Total 2 3 6 10 39 60

40

35

30

25
Student
Service
20
Home Maker
Business
15 other

10

0
Bottles\ bigger packs Family pack Mini bottle Sachets

Inference: Majority of the respondents (56.66%) prefer buying shampoos in bottles/Bigger packs
and 23.33% buy regular sachets.

10. How many members of your family use shampoo/s? * AGE

22
 AGE Total
16- 21- 26- 31- 36- 41- 45
20 25 30 35 40 45 Over
How many
members of
your family
use
shampoos?
All 4 18 4 2 3 3 3 36
Only
1 11 1 1 1 1 1 17
you
Sibli
1 4 1 0 0 1 0 7
ngs
Total 6 33 6 3 4 5 3 60

40

35

30

25 45 Over
41-45
36-41
20
31-35
26-30
15 21-25
16-20
10

0
All Only you Siblings

Inference: Majority of the respondents (58.33%) said that all of their family members use
shampoo.

23
 11. How many number of brands used by your family? * AGE Cross tabulation

AGE Total
45
16-20 21-25 26-30 31-35 36-40 41-45 Over
How many
number of
brands used 2-3 brands 1 10 1 1 0 1 0 14
by your
family?
3-4 brands 0 1 0 0 0 0 0 1
Everyone
have their 0 9 2 0 1 0 0 12
own
Hardly 1 or
5 13 3 2 3 4 3 33
2
Total 6 33 6 3 4 5 3 60

35

30

25
45 Over
20 41-45
36-41
31-35
15 26-30
21-25
10 16-20

0
2-3 brands 3-4 brands Everyone have their own Hardly 1 or 2

Inference: Most of the respondents or their family use only 1 or 2 brands.

12. What features do you look for in a shampoo? * OCCUPATION Cross tabulation

24
 OCCUPATION Total
Home
other Business Maker Service Student
What features
do you look for Anti-Dandruff 0 1 1 1 11 14
in a shampoo?
Conditioning 0 0 0 1 5 6
Smoothening of
0 0 3 4 14 21
hair
To prevent hair
2 2 2 4 9 19
fall
Total 2 3 6 10 39 60

25

20

15 Student
Service
Home Maker
10 Business
other

0
Anti-Dandruff Conditioning Smoothening of hair To prevent hair fall

Inference: Most of the people (35%) usually consider smoothening of hair while purchasing
shampoo. Some (31.66%) respondents do prefer hair fall prevention.

13. How often you change your shampoo? * OCCUPATION Cross tabulation

25
 OCCUPATION Total
Home
other Business Maker Service Student
How often
you change
0 0 0 1 2 3
your Depend on others
shampoo?
Every month 0 0 0 0 8 8
Every week 0 0 0 1 0 1
Never 2 3 6 7 27 45
Whenever new
shampoo comes in 0 0 0 1 2 3
market.
Total 2 3 6 10 39 60

50
45
40
35
30
25
20
15
10
5 Student
0 Service
rs th k r t.
he on ee eve r ke Home Maker
w
ot ym y N
m
a Business
on er er in
Ev Ev es other
nd
epe co
m
D o
po
am
sh
ew
ern
v
ene
h
W

Inference: Majority of the people (75%) never change the shampoo they use.

26
 14. How much you spent on your usage of shampoo per month? * OCCUPATION Cross
tabulation

OCCUPATION Total
Busines Home
other s Maker Service Student
How much 10-30 Rs 0 0 1 1 7 9
you spent 30-60 Rs 0 0 1 4 6 11
on your 60-90 Rs 2 3 1 3 9 18
usage of 90 -120 Rs 0 0 0 0 1 1
shampoo 90-120 Rs 0 0 1 0 5 6
per month? More
0 0 2 2 11 15
than120 Rs
Total 2 3 6 10 39 60

20

18

16

14

12 Student
Service
10
Home Maker
8 Business
other
6

Inference: Most the respondents (30%) spent `60- `90 per month, around 25% spent `120+ per
month.

27
15. If my income will increase, I will spend more on shampoo. * OCCUPATION Cross
tabulation

OCCUPATION Total
Home
other Business Maker Service Student
If my income 1 0 0 2 1 4 7
will increase, I 2 0 0 0 1 7 8
will spend 3 0 0 1 1 13 15
more on 4 0 1 3 3 6 13
shampoo. 5 2 2 0 4 9 17
Total 2 3 6 10 39 60

100%

90%

80%

70%

60% Student
Service
50%
Home Maker
40% Business
other
30%

20%

10%

0%
strongly agree agree natural disagree strongly disagree

Inference: Majority of the respondents (28.33%) said that they will not spend more on shampoo
even if their income rises.

28
 16. How easily is shampoo available to you?

Availability of shampoo Respondent Percentage (%)

Very convenient 56 93%

Inconvenient 4 7%

Total 60 100%

60

50

40
Percentage (%)
30 Respondent

20

10

0
Very convenient Inconvenient

Analysis: - 93% in sample size 60 that is 56 customers are more convenience about their

shampoo. Shampoo gives a positive feedback about removing hair problem now it is personal

ego for the good product.

29
 17. Are you find any additional utility by using shampoos? * GENDER

GENDER Total
FEMALE MALE
Are you find any I do not find any
additional utility difference between a 1 0 1
by using shampoo and a soap
shampoos? I use it because it is used
0 3 3
in urban areas
I use it because someone
1 1 2
at home uses it
It really helps me
28 26 54
maintain my hair
Total 30 30 60

30
25
20
15
10
5
0

female
male

Inference: Majority of the respondents (90%) said that shampoo helps to maintain their hair.

30
 18. What do you look for while buying a shampoo?

Decision influencer Respondent Percentage (%)

Features 41 68%
Brand 22 37%

Fragrance 13 22%
Design of packaging 3 5%

Price 17 28%
Quantity 14 23%

Other 6 10%
Total 60 100%

45
40
35
30
25
20
15 Percentage (%)
10 Respondent
5
0
ice
e
es

y
d

r
he
nc

tit
in
an
ur

Pr
ag

an

Ot
ra
Br
at

ck
ag

Qu
Fe

pa
Fr

of
n
sig
De

Analysis: - During the survey most of the customer seen feature on own product that is 67%

means 38 customers in sample size 60. Customers are mentally attached with their perception

and the feature of the product. They will choose product when they recognize features and brand

then after they will keep their words on it

19.Which information of the following would you like/ think is necessary to be

displayed on a shampoo bottle?

31
 Displayed on bottle Respondent Percentage (%)
Brand Logo 26 43%
Product Name 22 37%
Net content 21 35%
Ingredients 24 40%
Function/Characteristics of 34 57%

Product
packaging Material 11 18%
Production Date/best before 28 47%

date
Storage/usage Instructions 13 22%
caution/warning 16 27%
Others 1 2%
total 60 100%
40
35
30
25
20
15
10
5
Percentage (%)
0 Respondent
go e nt ts ct ial te on
s ng rs
Lo Nam n te ien o du t er da cti r ni the
d t co ed r a r e u a O
an uc et gr fP gM fo str /w
Br o d N In
cs
o
gin b e In o n
Pr ka es
t e
au
ti
r isti ac / b sag c
cte p te
ge
/u
a ra Da a
h on or
n /C cti St
u
tio ro
d
u nc P
F

57% of the customers want to take information about function and characteristic, 47% customers

want to see product date/ best before and 40% customer wants to see the ingredients, means they

are choosier about the product, cleared in 100% that is 60 sample sizes. Before purchasing

product most of the customers want to take all information that that will not harm them in the

future.

32
 20. What are the means you get to know about the latest shampoo in market? *
OCCUPATION

OCCUPATION Total
Home
other Business Maker Service Student
What are the
means you get Friends \
2 2 3 2 8 17
to know about Relative
the latest Hoardings 0 0 0 0 3 3
shampoo in Magzine 0 0 1 0 2 3
market? other 0 0 0 0 2 1
T.V 0 1 2 8 24 35
Total 2 3 6 10 39 60

33
 40

35

30

25
Student
Service
20
Home Maker
Business
15 other

10

0
Friends \ Relative Hoardings Magzine other T.V

Inference: Majority of the respondents (58.33%) said that they get information about latest
shampoo in the market through television, some of them (28.33%) get information through
friends/relatives.

FINDINGS

There are many rooms available to focus more on the improvement.

1. 100% respondent is using shampoo, which means there is a huge demand in the market.

2. Female use more shampoo, that is on alternate days.

3. Anti-dandruff shampoo are more in demand in the market

4. We can see the brand of ‘head & shoulder ‘is being used by both the genders more.

5. Maximum customers are using their shampoo brands for more than 24 months.

6. Customers feel the shampoos work on their hair , so they like it

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7. Almost majority of customers are satisfied with their brands.

8. Bigger bottles are being used more by the customers that too students

9. All family members used shampoo.

10. In most of the families only 1 or 2 brands are being used

11. Smoothening of hair is the main feature that the customers are looking for in the

shampoo.

12. Customers generally do not switch over to other brand.

13. Students are using more shampoos, and they are spending more than 120 Rs per month.

14. Increase in income doesn’t make a difference, in the usage of shampoo by the customers

15. Customers require details about the products, caution/warning to be mentioned on the

bottle

16. T.V. is the best media to get information regarding the shampoo available in the market.

Recommendation

1. Companies can come up with more varieties in shampoo.

2. Companies can focus on male also, to use on alternate days.

3. Companies can come up with anti-dandruff shampoos more.

4. Companies should come up with more advertisement to attract the customers.

5. Majority of customers using shampoo for more than 24 months shows the brand loyalty

of the customers towards their shampoo.

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6. Bigger bottles are more in demand than family packs. But sachets are also being used by

the customers.

7. In maximum family, all members use shampoos.

8. Customers generally preferred only those brands that are being used by the whole

family.

Customers are looking for smoothening of hair, but they are purchasing more anti-

dandruff shampoos. So, companies can focus on this ground to improve their sales.

9. Companies should come up with strategies to make aware the employed population

about usage of shampoos more.

10. Companies should not bother about the income level of consumer, inspite they can pay

more attention in promotion of their brands.

11. Companies can give these information in details , so that customers feels it easy to

purchase .

12. To make the customers more informative, the other medias should also increase their
advertisement.

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Conclusion

Consumers are God for business; all products are made for the consumer that it can help to attain

organizational Benefit or Goal. Now it is more require for the Organisation that it has to increase

their product and should spread their popularity by the communication with all information. In

this condition customer can give their perception on particular product.

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Reference

 Consumer Behavior by David C. Loudon & Albert J. Dell Bitta

 Consumer Behavior by Leon G. Schiff man, Leslie Lazar Kanuk

 Marketing Management by Philip Kotler

Article

 Cognitive Psychology- Consumer Behavior by James M. Clapper, Ph.D.

 An Integrated Framework for cross-cultural Consumer Behavior by David Lena

 Situational and Brand Attitude Models of Consumer Choice Behavior by William O.

Bearden

 Situational Variable & Consumer Behavior by Russell W. Belk

 The Psychology of Marketing by Lars Perner

 Role of perception in Consumer Behavior by Debbie Donner

 How does Motivation and perception influence Consumer behavior by Sammy Stein

 How does Motivation and perception influence consumer Behavior by Cody Hodge

 Understanding and Managing Customer perception by Daymer Reeklies

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Annexure

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