ASTUDYON

CONSUMER’
SPREFERENCETOWARDSVARI
OUSBRANDSOF
SHAMPOO

SUBMI
TTEDTOBBA(MARKETING)DEPARTMENTI
NTHEPARTI
AL
FULFILLMENT
OFTHEREQUI
REMENTSFORTHEDEGREEOF
BACHELORSOF“
BUSI
NESSADMI
NISTRATI
ON”

(
2017-
2020)

VENKATESHWAR
VI
DYAPEETH
Super
visedby
:Submi
tt
edby
:Mr
.Lal
i
tKumar

1|
Page
VENKATESHWARVI
DYAPEETH
Vi
ll
:Di
ll
on,
Sul
tanpurRoad,
P.O.Kumar
hat
ti
,Di
stt
:Sol
an(
H.P.
)173229
 CERTI
FICATE-
I

Thi
sist
ocer
ti
fyt
hatt
hisont
hej
obt
rai
ningr
epor
tti
tl
ed“
CONSUMER’
SPREFERENCE

TOWARDS VARI
OUS BRANDS OFSHAMPOO”i
ssubmi
tt
edi
npar
ti
alf
ulf
il
mentoft
he

r
equi
rementf
ort
hedegr
eeofBachel
orsofBusi
nessAdmi
nist
rat
ionofHi
machalPr
adesh

Uni
ver
sit
y, Shi
mla-
5,byLal
itKumar
,has been execut
ed undermysuper
visi
on and

gui
dance.

Tot
hebestofmyknowl
edgedat
arepor
tedi
sor
igi
nal
.Theassi
stanceandhel
precei
ved

dur
ingt
hecour
seoft
hispr
ojecthasbeendul
yacknowl
edged.

I
nter
nal
ment
or
VENKATESHWARVI
DYAPEETH
Vi
ll
:Di
ll
on,
Sul
tanpurRoad,
P.O.Kumar
hat
ti
,Di
stt
:Sol
an(
H.P.
)173229

CERTI
FICATE-
II

Thi
sist
ocer
ti
fyt
hatt
hispr
ojectr
epor
tent
it
led“
CONSUMER’
SPREFERENCETOWARDS

VARI
OUS BRANDS OF SHAMPOO”has been submi
tt
ed i
n par
ti
alf
ulf
il
mentoft
he

r
equi
rementf
ort
hedegr
eeofBachel
orsofBusi
nessAdmi
nist
rat
ionofHi
machalPr
adesh

Uni
ver
sit
y,Shi
mla-
5,byLal
itKumarThi
spr
ojecthasbeenappr
ovedbyt
heexami
nat
ion

commi
tt
eeaf
terconduct
inganor
alexami
nat
ioni
ncol
l
abor
ati
onwi
thext
ernal
exami
ner
.
…………………….…………………….………………….Pr
ojectAdv
isorPr
inci
pal
Ext
ernal
Exami
ner

DECLARATI
ON

I
,Lal i
tKumarher ebydeclarethatthi
s Resear ch t
it
led,“CONSUMER’s PREFERENCE
TOWARDSVARI OUSBRANDSOFSHAMPOO”i srecor
dofor i
ginalandi
ndependentstudy
carr
ied outbymeundert he gui
dance of( t
eacher)
,VenkateshwarVidyapeeth,Solan
submittedi
nthe par
tialf
ulf
il
mentoftherequirementoftheHimachalPradeshUniver
sity
,
fort
heawar dofdegr
eeofBachelorsofBusinessAdministr
ati
on.

If
urtherdecl
aret
hatthi
sreportprepar
edist
heori
ginalst
udyconduct
edbymeandhasnot
been submitt
edearl
i
erfortheawar dofanyot
herDegree/Dipl
omabyHi machalPr
adesh
Univ
ersit
yoranyotherUniver
sit
y.

Dat
e:Lal
i
tKumarPl
ace:
Rol
lNo:

ACKNOWLEDGEMENT
Theacknowl edgementofasi
nglepossi
bil
i
tycanchangeever
ythi
ng.Iconsidermysel
fasa
veryluckyindiv
idual
tohavebeenprovi
dedwit
hanopportuni
tytobeapar tofthi
s
organizat
ion.

Ihav et
akenef f
ort
sinthi
sproj
ect.However
,itwoul
dnothav ebeenpossiblewit
houtthe
kindsupportandhelpofmanyindivi
dual
sandtheorgani
zati
onit
sel
f.Fir
st,Iwouldli
keto
thankmypar entsas t
hei
rbl
essi
ngsgav emeastrongersui
tandcouragetocompl et
emy
aforement
ionedrepor
t.

I
tismyradiantsent
imenttopl
aceonrecor
dmybestregar
ds,
deepestsenseofgr
ati
tude
t
hatIr
eit
eratemyi ndebt
ednesstomyproj
ectgui
de.

Forthei
rexper
t,valuableandt i
rel
essguidanceandfortaki
ngusefuldeci
sionandgi
ving
necessar
y advices,alsothei
rconst antencour
agementoft hest
affwhohav ewill
i
ngly
hel
pedmeoutwi t
htheirabil
it
ieswhichInowhav ehar
nessed.

Iwoul
dli
ket
oexpressmyut mostgr
ati
tudetothank……………….
,Di
rect
orwho’svit
al,
val
uabl
eandindi
spensabl
esuggest
ionsateveryst
epofmyBBAdegreecourse.

Iwoul
dli
ketoext
endmysi
ncer
ethankstomyf r
iendsVee,Ri
shi,
Pul
ki
t,Met
tsPaul
,Om,
andal
lother
swhohel
pedmeintheprepar
ati
onoft hi
srepor
t.

Ipercei
vethisoppor
tuni
tyasabigmilest
onei
nmycar eerdevel
opment
.Iwil
lst
ri
vet
ouse
thegained ski
ll
sandknowledgeinthebestpossibl
eway ,andIwil
lcont
inuet
oworkon
thei
rimprovement,i
nordertoat
tai
ndesir
edcareerobj
ectiv
es.
LI
STOFCONTENT
Chapt
erTi
tt
lePagenumber

1I
NTRODUCTI
ON

1.
1Indust
ry:
FMCG

1.
2Mar
ketsi
ze

1.
3Inv
est
ment
s/Dev
elopment
s

1.
4Gov
ernmentI
nit
iat
ives

1.
5Achi
evement
s

1.
6RoadAhead

1.
7Meani
nganduseofshampoos

1.
8Shampoosmar
ketandi
t’
sgr
owt
h

1.
9Mar
ketshar
eofshampoosi
nIndi
a

1.
10Topshampoosbr
andi
nIndi
a

1.
11Consumerbehav
ior

1.12Consumerper
sonal
i
tyfact
ors
2REVIEW OFLI
TERATURE2.1Resear
ch

met
hodol
ogy

2.
2Needoft
her
esear
ch

2.
3Obj
ect
ivesoft
her
esear
ch
 2.
4Scope

2.
5Resear
chDesi
gn

2.
6Dat
acol
l
ect
ion

2.
7Li
mit
ati
on

3DATAI
NTERPRETATI
ONANDANALYSI
S

4CONCLUSI
ONOFTHESTORY4.
1Fi
ndi
ng

4.
2Concl
usi
on

4.
3Suggest
ion

ANNEXURE

Bi
bli
ogr
aphy

Quest
ionnai
re
LI
STOFTHEFI
GURES

FI
GURENO. TI
TLEPAGENO.

3.
1Toknowt
hegenderofconsumer
susi
ng

shampoos3.
2Toknowt
heageofconsumer
susi
ng

shampoos3.
3Toknowt
heusageofShampoos

3.
4Toknowt
heOccupat
ionofpeopl
eusi
ngShampoos

3.
5Toknowt
heusageofShampoosi
naweek3.
6To

knowt
heBr
andPr
efer
encebyt
heconsumer
s3.
7To

knowt
heBr
andPr
efer
encebyt
heconsumer
s3.
8To
 knowhowof
tenconsumer
s,changebr
ands3.
9Toknow

t
heVol
umeofbot
tl
eofshampoopr
efer
red3.
10Toknow

whati
nfl
uencescust
omer
stobuyshampoos

3.
11Toknowt
hequal
i
tyt
hatconsumer
sseeki
nshampoos

3.
12Toknowf
rom wher
edoconsumer
sbuyshampoos

3.
13Toknowhowl
i
kel
yconsumer
srecommendt
hei
r

pr
oduct3.
14Toknowconsumer
ssat
isf
act
ionwi
tht
he

pr
oduct3.
15Toknowwhatconsumer
slookwhi
l
ebuy
inga

shampoo3.
16Toknowt
hei
nter
estofconsumer
sfor

or
gani
cshampoo

CHAPTER-I
I
NTRODUCTI
ON

Marketingisthestudyandmanagementofexchangerelationships.Marketingisthe
busi
ness
processofcr eat ingr el
at i
onshipswi thandsat isfy i
ngcust omer s.Wi thi tsf ocusont he
cust omer ,mar ket i
ngi soneoft hepr emiercomponent sofbusi nessmanagement .The
ult
imat eaim oft he mar keti
ngi ssel l
ing.Mar ketingi sdefinedast hemanager ialpr ocess
throughwhi chpr oduct sar emat chedwi thmar ket s.Thesuccessoft hebusi nessf i
rms
great l
ydependsuponhowbestt heyser veandsat isfytheircustomer s.Mar ket ingconsi sts
ofdeal i
ngwi thgoodsandser v i
ces.Thegoodspr oducedoracqui redf orbusi nesspur pose
maybeconsumer s'goodsl ikesoap, shampoo, hai roi l
sandt helike.Theshampoomar ket
todayi sv erycompet i
tive.Thi swi despreadcompet iti
onr esultsin cont inui ngchanges,
becauseal argesum ofmoneyi sspentbycompani esi nresearchand dev el opment .Thi s
account sforchangesi nconsumerbehav iour s.Thecompani es,whi chl earnt ogi v e mor e
prefer encef ort hel ikesanddi sli
kesofcust omer sal one,wi l
lsucceed.Ther efor e,knowi ng
the consumer s'behav iourandwhati si nt hemi ndsofcust omer sisv er yessent i
alt o
capt uret hemar ket.Thepeopl ear ethebestbudget ers.Allthepr oduct sf orsal ear et o
satisfysomeneedsoft hepeopl e.Likewi se, shampooi salsot osat isfysomeneedsoft he
peopl el i
kecl eani ngt heirhai randmaki ng t hem at tracti
veandheal thy.Themanuf acturer
andt hemar ket eralsost udyt heneedsoft hepeopl e andt r
yt opr oducet hei rpr oductsi n
suchawaysot hatt heycangi vegr eaterandgr eat ersat i
sfacti
on t ot hepeopl e.Int he
earli
ert i
mes,mar keterscoul dar riveataf airunder standingofconsumer st hr ough t he
dailyexper ienceofsel l
ingpr oductst oconsumer s.Howev er,growt hinthesi zeoff i
rmsand
mar ket shasr emov edmanymar keti
ngdeci si
onmaker sf rom di rectcont actwi t
ht heir
consumer s. Increasingl
ymar keti
ng manager shavet oturnt o consumers.Theyare
spendingmor ethanev erbeforet ostudyconsumer sandtounder st
andwhobuy s?Howdo
theybuy ?Whendot heybuy ?&Whydo t heybuy?Thest udi
esmayhel pt oknow t
he
reasonsbehindconsumer s'preferencest owardsthe var
iousbrandsofshampooandt o
fi
ndt hevari
ousat tr
ibutesthatinfl
uencet hepeopleinthepurchases ofshampoos.Ital
so
helpsthemanuf acturertoknowt hepr of
ileoftheconsumer sandthepat t
ernofuseand
frequencyofpurchases.

1.
1INDUSTRYFMCG
Fast-movi
ng consumergoods ( FMCG)sect orist he 4t hlargestsect orint he I
ndian
economywi th Househol dandPer sonalCareaccount ingfor50percentofFMCGsal esin
Indi
a.Growingawar eness,easieraccessandchangi nglif
est y
leshav ebeenthekeygr owth
driv
ersforthesect or.Theurban segment( accountsf orarev enueshar eofaround55per
cent)isthel argestcontri
butortot heov er
allr evenuegener atedbyt heFMCGsect orin
Indi
aHowev er,inthelastfewy ears,t
heFMCGmar kethasgr ownataf ast
erpaceinr ural
Indi
acompar edwi thurbanIndia.Semi -
urbanandr uralsegment s aregrowingatar api
d
paceandFMCGpr oductsaccountfor50percentoft otalruralspending.
Fast-
MovingConsumerGoods( FMCG)orConsumerPackagedGoods( CPG)areproduct
s
thatar
esoldquickl
yandatar el
ati
vel
ylowcost.Exampl
esincludenon-
durabl
egoodssuch
aspackagedfoods,bev
erages,t
oil
etr
ies,
over
-t
he-count
erdrugs,andot
herconsumables.
Manyfast-movingconsumergoodshaveashortshel
fli
fe,
eit
herasar
esultofhi
gh
consumerdemandorast heresul
toff
astdet
erior
ati
on.SomeFMCGs,suchasmeats,
fr
uit
s,vegetabl
es,dai
rypr
oducts,
-1-|Page
andbakedgoodsar ehighlyper
ishabl
e.Othergoods,suchaspr e-packagedfoods,sof
t
dri
nks,candi
es,andt oi
l
etri
eshavehightur
noverrat
es.Salesaresometimesinfl
uencedby
hol
idayand/orseasonalperi
odsandalsobythediscount
sof f
ered.
Packagi ng is crit
icalforFMCGs.To become successf ulint he hi
ghlydynamic and
i
nnov ati
v eFMCG segment ,acompanynotonl yhastobeacquai nt
edwi t
htheconsumer ,
brands,andl ogisti
cs,butalso,ithastohav easoundunder st
andi
ngofpackagingand
productpr omot i
on.Thepackagi nghast o be bot hhy gieni
candcust omer-at
tracti
ng.
Logisti
csanddi stri
buti
onsy st
emsof t
enr equiresecondar yand t er
ti
arypackagingt o
maximi zeef fi
ciency.Unitorpri
marypackagingpr ot
ectspr oductsandextends shelfl
ife
whileprov i
dingpr oducti
nformati
ontoconsumer s.
Aft
ertoi
letsoaps,whi
chsawasl ewofnewlaunchesin2006,shampoosar
ethenext
cat
egorythatfastmovingconsumergoodscompaniesarebetti
ngbi
gon.
Withcompaniesint
roduci
ngmoreandmor especi
ali
sedproducts,theshampoosegmenti s
expect
ed togrowov er20percent
.Godr
ejConsumer( GCPL),whichisthesecond-
biggest
soapmar ket
erinthecountr
y,wil
lbeext
endingit
sNo1soapbr andint
oshampoosbyt he
month-end.
AnchorHealthandBeaut yCare,whichhasasi zeabl
epr esenceint oot
hpastestoo,is
fi
rmingupits pl
anst oenterthesegment.Ear
li
erthismont h,Hi
ndustanUnilever(HUL),
whichalr
eadyhas shampoobr andsuchasSunsilkexpandedskincarebrandDov eto
l
aunch hai
rcareproducts.While Godreji
splanni
ng totap the v
alue segmentwi t
hi t
s
shampoos,HUL,t
hemar ketl
eaderwit
habout46percentshare,i
sgunningfort
het opendof
t
heRs1,
800cr
oreshampoosegment
.

Thepr ofi
tmarginonFMCGpr oductscanber elat
ivel
ysmal l
,buttheyaregenerall
ysoldin
l
arge quant i
ties;thus,the cumul at
ive pr
ofiton such products can be substant
ial
.
AccordingtoBASES,84% ofpr ofessi
onalsworkingforfast-
movingconsumergoodsar e
undermor epr
essur etoqui
cklybri
ngnewpr oductstothemarketthantheyweref i
veorten
year
sago.Wi t
ht hisinmind,47%oft hosesurveyedconfessedthatproductt
estingsuff
ers
mostwhendeadl inesareacceler
ated.
The growt h ofthei nt
ernetovert he pastquar tercenturyand t he r
iseoft hebr and
communi t
yphenomenonhav econtri
but edgreatl
yt othedemandf orFMCGs.Forex ampl e,
according toGermanr esearchgroupAGOF' sinternetfact
s,73%ofGer many'
spopul ati
on
i
sonl ine. Addi t
ional
ly
,83.7% ofi nt ernetuserscl aim to use theweb t o sear
ch for
[4]
i
nformat i
onand68. 3%to shoponline. Howev er,mostFMCGsar enotorder
edonl i
neas
mostconsumer soptfortheconveni enceofnear bybr i
ckandmor tarstor
esforproductsin
thi
scat egory
.

-2-
|
Page
1.
2MARKETSI
ZE
TheRet ailmarketinIndiaisest i
matedt or eachUS$1. 1t r
ill
i
onby2020f r
om US$840
bil
lionin2017, withmoder ntradeexpectedtogr owat20percent-25percentperannum,
whi chisl i
kel
yto boostrevenuesofFMCGcompani es.RevenuesofFMCGsect orreached
Rs3. 4l akhcrore(US$ 52.75bi l
li
on)i
nFY18andar eestimat edtoreachUS$103. 7bil
li
on
i
n2020.Thesect orwitnessed gr owthof16. 5percenti nv al
uet ermsbet weenJul y-
Sept ember2018;suppor tedbymoder at
ei nflat
ion,i
ncreasei npr i
vat econsumpt i
onand
ruralincome.
Theshampoosegmenti sgrowingataroundI NR4000cr oreasofJanuar y.Thi
ssegmenti s
growi ng byov er18% annual l
y.Thereisahugecompet iti
onf orashar eofpi einthe
shampoosegment .Itenjoysoneoft hehighestpenet r
ationsi nIndia,thatis,around80-
85%acr ossproductcategori
esi nIndi
a.Thisr equir
esthebr andstokeepi nnovat
ingtostay
aheadoft hegrowingcompet i
tion.

1.
3INVESTMENTS/DEVELOPMENTS
The governmenthas al
lowed 100 percentForei
gn Dir
ectInv
estment(FDI
)infood
processi
ngand si
ngl
e-br
andret
ailand51percentinmult
i-
brandr
etai
l
.Thi
swouldbol
ster
empl oymentand suppl y chai ns,andal so pr ov i
dehi ghv i
sibi
li
tyf orFMCG br andsi n
organisedr etailmar kets,bol ster i
ng consumerspendi ngandencour agingmor epr oduct
l
aunches.Thesect orwi tnessedheal t
hyFDIi nflowsofUS$14. 42bill
i
on, duri
ngApr il2000
toDecember2018.Someoft her ecentdev elopment sint heFMCGsect orareasf ol
lows:
∙InFY2019, I
TCmademor et han60l aunchesi ntheFastMov i
ngConsumerGoods
(FMCG)segmenti nIndia.
∙InFebr uar y2019I ndia’sleadi ngFMCGCont ractManuf act ur
erHindust anFoods
Li mitedr eceiv edi nvestmentofUS$22mi l
li
onf r
om Conv ergentFinanceLLP.
∙Pa tanjaliwill spendUS$743. 72mi l
lioninv ariousfoodpar ksinMahar ashtra,Madhy a
Pr adesh, Assam, Andhr aPr adeshandUt t
arPr adesh.
∙Da buri splanni ngt oinvestRs250- 300cr ore( US$38. 79-46.55mi l
li
on)i nFY19for
capaci tyexpansi onandi sal sopl anningtomakeacqui si
tionsinthedomest i
cmar ket
.∙
InMay2018, RP-Sanj ivGoenkaGr oupcr eatedaRs1bi l
li
on( US$14. 92mi l
li
on)vent ur
e
capit alfundt oi nv estinFMCGst art
-ups.
∙InAugust2018, Font err
aannouncedaj ointv entur
ewi thFut ureConsumerLt dwhi ch
wi llproducear angeofconsumerandf oodser vi
cedai ryproducts.

1.
4GOVERNMENTI
NITI
ATI
VES
Someofthemaj ori
nit
iati
vestakenbythegover
nmentt opr
omot et
heFMCGsect ori
nIndi
a
ar
easf ol
lows:
∙Themi ni
mum capital
isati
onforf
orei
gnFMCGcompani est oi
nvesti
nIndi
aisUS$100
mil
l
ion.
∙TheGov er
nmentofI ndiahasapprov
ed100percentFor ei
gnDir
ectInv
estment(
FDI)i
n
t
he cashandcar r
ysegmentandi nsi
ngle-
brandret
ailal
ongwith51percentFDIi
n
multi
-br
andretail
.

-3-|
Page
∙TheGov
ernmentofI
ndi
ahasdr
aft
edanew ConsumerPr
otect
ionBi
l
lwi
thspeci
al
emphasi s on set ti
ng up an ext ensive mechani sm to ensure si
mple,speedy,
accessible,af
fordableandt i
mel ydel i
veryofjusti
cet oconsumers.
∙TheGoodsandSer vi
cesTax( GST)isbenef i
cialfort
heFMCGi ndustr
yasmanyoft he
FMCG pr oductssuchasSoap, Toothpast eandHai roilnowcomeunder18percent
taxbracketagai nsttheprevious23- 24percentr at
e.
∙TheGSTi sexpect edtotransf or
ml ogi st
icsint heFMCGsect orint
oamoder nand
eff
ici
entmodel asallmajorcorporat i
onsarer emodelli
ngthei
roperati
onsint
olarger
l
ogisti
csandwar ehousi
ng.
1.
5ACHI
EVEMENTS
Fol
l
owingar et
heachi
evementsofthegovernmenti nthepastf
ouryear
s:
∙Nu mberofmegafoodparksreadyi
ncreasedf r
om 2between2008-14to13between
2014-18.
∙Preser
vati
onandprocessi
ngcapaci
tyincreasedfrom 308,
000duri
ng2008-
14t o1.
41
mill
i
onduring2014-18.
∙Thenumberoffoodlabsincr
easedfr
om 31dur i
ng2008-14to42duri
ng2014-18.

1.
6ROADAHEAD
Rur
alconsumpt
ionhasi
ncr
eased,l
edbyacombi
nat
ionofi
ncr
easi
ngi
ncomesandhi
gher
aspi r
ation l ev els;therei sani ncreaseddemandf orbr andedpr oduct si nrur alIndia.The
ruralFMCGmar keti nI ndi ai sexpect edt ogr owt oUS$220bi l
lionby2025f r
om US$23. 6
bil
lioni nFY18.I nFY18,FMCG’ srur alsegmentcont r
ibutedanest imat ed10percentoft he
totalincomeandi ti sfor ecast ed t ocont ribut e15- 16percenti nFY19.FMCGsect oris
forecast edt ogr owat12- 13percentbet weenSept ember –December2018.
Ont heot herhand,wi t
ht heshar eofunor gani sedmar keti nt heFMCGsect orf all
ing,the
organi sed sect orgr owt hi sexpect edt orisewi t
hi ncreasedl ev elofbr andconsci ousness,
alsoaugment edbyt hegr owt hi nmoder nret ail.
Anot hermaj orf actorpr opel l
ingt hedemandf orfoodser vi
cesi nI ndiai st hegr owingy outh
popul ation,primar i
l
yi nt hecount ry’sur banr egions.I ndiahasal ar gebaseofy oung
consumer swhof ormt hemaj ori
tyoft hewor kforceand, duet ot imeconst raints,bar elyget
ti
mef orcooki ng.Onl inepor talsar eex pect edt opl ayakeyr olef orcompani est ryi
ngt o
entert hehi nter l
ands.TheI nt ernethascont r i
but edi nabi gway ,facil
itatingacheaperand
mor econv enientmeanst oi ncr easeacompany ’
sr each.I tisest imat edt hat40percentof
allFMCGconsumpt ioni nIndi awi llbeonl ineby2020.Theonl ineFMCGmar keti s
forecast edt or eachUS$45bi lli
oni n2020f rom US$20bi l
li
oni n2017.
Itisest imat edt hatI ndiawi llgainUS$15bi l
l
ionay earbyi mpl ement i
ngt heGoodsand
Serv i
cesTax.GSTanddemonet isat i
onar eexpect edt odr i
vedemand, bothi nt her uraland
urbanar eas,and economi cgr owt hi nast ructuredmanneri nt hel ongt erm andi mpr ove
performanceofcompani eswi thinthesect or

1.
7MEANI
NGANDUSEOFSHAMPOO
Themeani ngofshampooi ndi ct
ionaryi
st hesubst anceusedt owasht hehai roractof
cleani
ngt he hair.Shampooi sahai rcarepr oduct,typical
lyinthef or
m ofav iscousl i
quid,
thatisusedf orcl eaninghair
.Lesscommonl y
, shampooi sav ail
ableinbarf orm, l
ikeabar
ofsoap.Shampooi sused byappl yi
ngittowethai r
,massagi ngt hepr oductintot hehair,
andt henr insi
ngi tout.Someuser s mayf oll
ow ashampooi ngwi t
ht heuseofhai r
conditi
oner.Thecar eofthehairhasalwaysbeen
-4-| Page
consideredoneoft hegreatestbeautyprobl
ems.Hai rishar dertokeepcl eant hant heface
oranyot herpar toft hebodyanddr essi
nghai rinthepr evail
i
ngf ashiont akesmor eti
me
anddext eri
tythatmostwomenl i
kecosmetics.Hai rdressingmaybedi videdinto3gr oups
(
1)Theshampoosandt
oni
cst
hatkeephai
randscal
pcl
eanandheal
thy
;
(
2)Lot
ionst
hatmakedr
essi
ngt
hehai
reasi
erand
(
3)Hai
rcosmet
icst
hati
mpr
oveorchanget
heappear
anceofhai
r.
Hai
rdr essi
ngi ncl
udessoapl essshampoos( soapleavesaf i
lm ont hehair)thatare
act
uall
yscent ed detergentproductsint
endedtogi veglossandstr
engtht othehair
,such
asresi
n-basedspr ays,bril
l
ianti
ne’
sandpomades( perf
umedointmenttot hehai
r)
,aswell
asalcohol-basedl otionsandhai rcondit
ioner
st hatar
edesignedtotreatdamagedhai r
.
Ammoni um thiogly
colateisachemi calwhi
ch isusedinshampoost oreleasehai
rfrom i
ts
nat
uralset.
Whent heshampooi sdust edi ntothehai randt henbrushedout ,theycarryalongexcess
hairoilanddirthave.Itl
eav esanext r
emel yt hi
noilyfi
l
m.Thef i
lm makest hehai reasiert
o
handle.Theshampoo ov ercomest hedi sadvantageofsoap.I tformsstickycur dsthatdull
thehai r
.Itmakesthehai rsilkytotouch.Mostoft hem usetheshampoof orfragrance,t
o
overcomehai rbrattl
i
ng,t oav oidunpleasant odourandt ocl eanandr evital
izedul l
,oil
y,
l
imphai r
.Itpr
eventshairbreakage,softensr oughanddr yhairandhel pstoav oiddandr uf
f.
I
tiseasyt owasht hehairwi thlessquant i
tyofwat er
1.
8SHAMPOOMARKETANDI
TSGROWTHI
NINDI
A
Thehai rcaremarketinI ndiai
sv aluedat$200mi l
lion.Itcontri
butes8%i nt hetotalFMCG
sectorandhasr egisteredagr owt hof3. 8%ov erthepr eviousy ear
.Thehai rcaremar ket
canbesegment ed intohai roi
ls,shampoos, haircolorantsandcondi ti
oner s,andhairgel s.
Thesi zeofsoldandr ural areasaccount i
ngf or20% ofshampoosol di ncountry.The
mar ketisshampoomar ketis2700Cr or
es ofr upeeswi thurbanar easaccount ingf or
80%ofshampooexpect edt oincreaseduet oi ncreased mar ket
ingbypl ayers,l
owerdut ies
andav ail
abi
li
tyofshampoosi naf fordabl
esachet s.Sachetmakes upt o70% andant i-
dandr uffshampooupt o20%oft het otalshampoosal e.Thi si
spr imaril
yami ddleclass
productbecausemor ethan50%oft hepopul ati
onusest oil
etsoapst owashhai r.
Thepenet rationlevelisonly30% i nmet r
os.Themaj orplayersar eHULandPr octerand
Gamble.Br andl oyal
ti
esinshampooar enotv erystrong.Consumer sfrequentl
ylookf ora
change,particularl
yinf r
agrance.Majorexpect ationsfrom thepr oductareimprov ementin
text
ureandmanageabi l
it
y,gi vi
ngsoftnessandbouncet ohair
,cur i
ngandav oidi
ngdamage
tothehair.Sout hernmar ketis predomi nantlyasachetmar ket,accountingfor70% of
sachetvolumes.I nContrast,shampoobot tl
es ar emor epopul arintheNor thernmar kets.
About50%oft heshampoobot tl
esar esoldint heNor t
hernr egionalone.Theshampoo
i
ndustryhasl otofscopet obepenet r
atedwi t
hal lIndi
apenet r
ationlevelat51%wi thurban
penetr
ati
onat62%andr uralpenetr
ati
onat46%t i
llnow.
Consumerbehav i
orisatcr ossroadst odayasi thasi tsrootsinbot hmar keti
ngand
behav i
oralsciences.Asitisbor nfrom mar keti
ngitwi l
lbehar dtodevi
atefr
om t heneeds
ofmar keti
ng.Butgi ven allthe concept sand met hodsl ear
ned f
rom thebehav i
oral
sciencesi twillbeimpossibl
et oignoret hem.The sci enceofconsumerbehav i
orwi l
lbe
carri
edf orwardwithtr
adit
ional j
ournal
sandot herconferences.However,newjournals,
li
ke
theJour nalofConsumerMar keti
ngandot herassoci
ationswillpr
ovi
deast eppi
ngst oneto
conduct i
ngr esear
chinthef i
eldofmar keti
ng.

Thetar
getmar ketforshampoosi smainl
yt heupperclass,uppermiddlecl
ass,middl
e
cl
assand part
icular
ly,housewivesandcol
legegoers.However,ofl
ate,t
hebottom oft
he
pyr
amidisprov
ingt o beprofi
tableowi
ngtot hepr
omot i
onofone-ti
meusesachets.Cavi
n
Kar
e,anfastmov i
ngconsumer
-5-|Page
goodsmaj orcreatedar evoluti
oni nt hepastdecadewi t
hi tsexperiment ati
onof‘ Re.
1/-
Chik Shampoos’i nruralareas.Ironicall
y,urbanI ndi
aiswi tnessi
ngachangei nshampoo
consumpt i
on,si ncef ami l
i
esar emov ingfrom ‘oneshampooaf amily’to‘ oneshampooa
familymember ’.Thi s met amor phosi sisast r
ongdr iverf orgrowt h.Mor eandmor e
compani esareent eri
ngt heshampoomar keteveryday.Theexi st
ingmar keti
ngleadersar
e
forcedtomai nt
aint heirdomi nancethr ough aggressivepromot i
on,re-brandingeffort
sand
reducti
oni npri
ces.Compani esareal soexper imenti
ng wi thsachetpr omot i
ontoexpand
presenceint her uralmar kets.Thiscompet it
ioni sexpectedt ofurther intensif
yinnear
futureandthedet erminingfactorsisconsumerconnect .

1.
9MARKETSHAREOFSHAPOOSI
NINDI
A
Thetopt hreecompani esinshampoomar ketareHindust
anUni leverLtd.
,Proct
erand
GambleandDabur .Fr
om thepiechart
,iti
sseenthatHi
ndustanUnileverLt
d.isdominati
ng
themarketwith46% ofmar ketsharefoll
owedbyProct
erandGambl eandDaburwith24%
and11% ofmar ketshare.The othermaj orpl
ayersinthemar ketar eIndi
anTobacco
Company ,L’
OréalandCav i
nKarewi t
h6%,3%and2%ofmar ketshare.ShampooinI ndi
a
wasder iv
edf rom t heHi ndiwor dchampimeani ng hairmassage.Thei ntroductionof
shampooi nIndiadat esbackt otheBrit
ishrei
gninthecount ry.
Recentpenet rati
onl evelsofshampooi nIndiahasbeencommendabl e.
Theshampoomar keti nIndiaisest i
matedt obeRs.2, 500-3,000crore.Theshampoo
mar ketisIndiai scat egori
zedaccordingtothebenef it
stheypr ovi
de.Most l
yconsi sti
ngof
threekindsofshampoos cosmet ic,
herbalandant i
-dandr
uf f
,theshampoomar ketinIndi
a
hasmanagedt ot apuser soft he vari
oussegment saccor dingt othei
rrequirement sand
preferences.
Duet ot hecontinuousef fort
soft hetopshampoobr andsi nIndiapenetr
ationofshampoos
inur ban areasi sal most100%.Asf araspenet r
at i
onofshampooi nther uralareasis
concer nedithasr i
senbyal most18%i nthecurrentscenario.

1.
10TOPSHAMPOOBRANDSI
NINDI
A
Thet opshampoobr andsi nI ndiaincludeSunsi l
k,Dov eandTRESemmeandPant ene.The
company t hatleadst heshampoomar ketinI ndi
ai sHi ndustanUni l
ev erLimited.Thet op
mostsought -af
terbr andsSunsi lkandDov ear eproducedbyHUL.Thecompanyhol dsa
44% mar ketshar ei ntheI ndian shampooi ndust r
y .Shampoosr ankamongt het opmost
haircarepr oduct swor l
dwi de.Themaj or selli
ngbr andsar eSunsi lkandDov ewhi char e
domi nat
ingt hemar ketwith27and22%ofmar ketshar eofshampoosegmentf oll
owedby
TRESemmeandPant enewi t
h19%and12%r espectively
.L’Oréalisav eryexclusiverange
ofshampoosav ail
able.InI ndiai tholdsav er ymaj orsliceoft he shampooswi th15%
respecti
vely.Thiswasbecauseshampooswer epr i
ceyandconsi der edasa l uxury
,t he
rangeavailablewer ealsov erylimited.Howev erIndiansoci et
yisnowi ncreasinglyawar eof
theimpor t
anceofhai rcare.I ndiancompani esmanuf actur
ingher balshampoosar ef ast
gaini
nggr oundov ercompet it
orswhoof f
erchemi cal basedpr oducts.
ItissaidthatHULear nsalmost8% ofi t
srevenuefrom thesaleoft hesepr oduct
s.The
otherrecentbr andt hathast akentheI ndi
anpersonalcareindust
rybyst ormisPantene.
Sinceitsveryincepti
ont hebrandwasabestsel ler
.Apr oductofFMCGgi antsProct
orand
Gamble,Pant enehassl owlyand st eadil
ymanagedt ocapturequit
eal argeamountoft he
Indi
anmar ket.ProctorandGambl et hesecond topshampoobr andinI ndiaholdamar ket
shareofar ound25%i nt heIndianshampooi ndustr
y.The revenueearnedf r
om thesal
eof
shampoosf r
om Pr octorandgambl ei sal
most17%.

-6-|Page
Togethertheset womajorplayer
sconst i
tuteamaj orpartoftheI ndi
anshampooi ndustr
y.
Boththesepl ayerswit
htheirnumerousbrandsdomi nati
ngt heIndianshampoomar ketare
conti
nuouslytry
ingt ooutdooneanotherbyi nt
roducingdif
ferentmar ket
ingschemes.Bei t
i
nt heform ofpricecut
s,discountsorincreasi
ngthesizeoft heshampoosachet swithout
anyextracoststhesetwoshampoospr oducingcompani esareatacont inuouspri
cewar .

1.
11CONSUMERBEHAVI
OUR
Consumerbehav i
ourhasbeenal way sofgr eati
nter
estmarket
ers.Theknowledgeof
consumer behavi
ourhelpsthemar ketertounder
standhow consumerst
hink,f
eeland
sel
ectfr
om alter
nati
ves li
keproducts,brandsandtheli
keandhow theconsumersare
i
nf l
uencedbyt heirenv i
ronment, ther ef
erencegr oups,fami l
y ,andsalespersonsandsoon.
consumer 'sbuyingbehav iourisi nfl
uencedby cul tural
,soci al,personalandpsychological
factors.Mostoft hesef actorsar euncont roll
ableand bey ondt hehandsofmar ket
ersbut
theyhav et obeconsi deredwhi let ryi
ngt ounder standt hecompl ex behav i
ouroft he
consumer s.Inthisstudyr esearcheremphasi zest heimpor tanceofl if
estyl
eandi tsimpact
on t he buyerbehav i
our.Consumerbehav i
ouri st he studyofi ndivi
duals,groups,or
organizati
onsandal ltheact i
viti
esassoci atedwi ththepur chase,useanddi sposalof
goods and ser v i
ces,including t he consumer 's emot i
onal ,ment aland behav i
oural
responsest hatpr ecedeor f ollow t heseact iv
iti
es.Consumerbehav iouremergedi nthe
1940sand50sasadi sti
nctsub- disci
pl i
neint hemar ketingar ea.
Thest udyofconsumerbehav iourisconcernedwi thall
aspectsofpur chasingbehav i
our–
fr
om pr epur chaseact i
vi
ti
est hrought opost-purchaseconsumpt ion, evaluati
onand
di
sposal activit
ies.I
tisalsoconcer nedwithallper sonsinvol
ved,eitherdi r
ectl
yor
i
ndirectly
, i
npur chasingdeci sionsandconsumpt ionactivi
ti
esincludingbr and-infl
uencers
andopi nionleaders.Resear chhasshownt hatconsumerbehav i
ouri sdiffi
culttopr edict
,
evenforexper tsinthef i
eld.Howev er,newr esearchmet hodssuchaset hnogr aphyand
consumerneur osciencear esheddi ngnewl ightonhow consumer smakedeci sions.
Customerr elati
onshipmanagement( CRM)dat abaseshav ebecomeanassetf orthe
analysi
sofcust omerbehav i
our.Thev oluminousdat aproducedbyt hesedat abases
enablesdet ailedexami nati
onofbehav iouralfactorsthatcont r
ibutet ocustomerr e-
purchasei ntentions,consumerr etent
ion,l
oy alt
yandot herbehav i
our ali
ntentionssuchas
thewi l
l
ingnesst oprovidepositi
ver ef
erral
s,becomebr andadv ocatesorengagei n
customerci t
izenshipactiv
iti
es.Databasesalsoassi sti nmar ketsegment at
ion, especi
all
y
behav i
oural segment ati
onsuchasdev el
opingl oyalt
ysegment s,whi chcanbeusedt o
developtight l
ytargeted,customizedmar keti
ngst rategi
esonaone- t o-onebasi s.

1.
12CONSUMERPERSONALI
TYFACTORS
Therear etwof actorsmainlyinfl
uenci
ngt heconsumer sfordeci
sionmaki ng:Riskav ersi
on
and i nnovati
veness.Ri skav ersi
onisameasur eofhow muchconsumer sneedt obe
certai
nandsur eof whatt heyar epurchasing.Thesecondv ari
able,innovat
iv eness,i sa
globalmeasur ewhi chcapturest hedegreetowhi chconsumersarewi ll
ingtotakechances
andexper imentwi t
hnew way sofdoing t hings.Theshoppingmot i
vati
onliteraturei sa
boundwi t
hv ar
iousmeasur esofi ndi
vi
dualchar act
eri
sti
cs(e.
g.,innovati
ve,vent uresome,
cosmopol it
an,v ar
ietyseeki
ng).

-7-|
Page
PERCEPTI
ON:-Per
cept
ioni
sament
alpr
ocess,
wher
ebyani
ndi
vi
dual
sel
ect
sdat
aor
i
nfor
mationf
rom t
heenv
ironment
,or
gani
zesi
tandt
hendr
awssi
gni
fi
canceormeani
ng
f
rom i
t.

QUALI
TY:-I
tisourai
mtopr
ovi
det
hebestpr
oductf
ort
heconsumerandwebel
i
evet
hat
i
fthepr
oduct
shav
equal
i
tyt
heconsumerwi
l
lpayt
hepr
ice.

PACKAGI
NG:-Packagi
ngest
abl
i
shesadi
rectl
i
nkwi
tht
heconsumer
satt
hepoi
ntof
purchase asi
tcanverywellchanget
hepercept
ionst
heyhaveforapart
icul
arbrand.A
producthastodr
aw the at
tenti
onoftheconsumerst
hroughanoutst
andingpackagi
ng
design.Ear
li
erpackagi
ngwas consi
der
edonlyacont
ainertoputaproducti
n,butt
oday
,
researchi
ntotheri
ghtpackagi
ngi
sbeginni
ngatt
heproductdev
elopmentst
ageit
sel
f.

PROMOTI
ON:-The gr
eat
estchal
l
enge f
aced bycompani
es t
odayi
s hol
ding and
i
ncr
easi
ngt hei
rmarketshareandv al
ue.Thi
sisalway
sast renuousexerci
seandoneof
t
hetool
sf orthesamei s market
ingThereisnospecif
icgamer uleavail
abl
eforusi
ng
t
hesemarketi
ngtool
s.Thereasoni
s:eachpromoti
onalt
oolhasitsowncharact
eri
sti
cs.

BRAND AWARENESS:-Br
and awar
eness pr
ecedes al
lot
herst
eps i
nthe buy
ing
process.A brandatt
it
udecannotbeperfor
med,unl
essaconsumeri
sawareoft
hebrand.
I
nmemor ytheory,br
andawarenessi
spositi
onedasavi
talf
ir
stst
epinbui
l
dingt
hebundle
ofassociat
ionswhichareatt
achedtothebrandi
nmemory.

FAMI
LYI
NFLUENCES:-Af
ami
l
yexer
tsacompl
exi
nfl
uenceont
hebehav
iour
sofi
ts
members.Pr i
orfamil
yi nf
luenceresearchhasf ocusedoni nt
ergener
ati
onalrat
herthan
i
nter
generat
ionalinf
luence in consumerr enati
onal
izat
ion.As has been compell
i
ngly
demonstr
ated,parentsinfl
uencechildr
en.Yet,consumptiondomainsclear
lyexi
stwhere
si
bli
ngeff
ortsmayalsobeexer t
ed.

-8-|
Page
CHAPTER2
REVI
EW OFLI
TERATURE

2.
1RESEARCHMETHODOLOGY
Ar esear chmet hodi sasy st
emat i
cplanf orconduct i
ngresearch.Sociologi
stsdraw ona
varietyof bot hqual it
ativeandquant i
tati
ver esearchmet hods,includingexperi
ments,
surv eyresearch,par t
ici
pantobser vati
on,andsecondar ydata.Quanti
t at
ivemethodsaimto
classifyfeatures,countt hem, andcreatestati
sti
calmodelst otesthypothesesandexplai
n
obser vations. Quali
tati
ve met hods ai m f or a compl ete,det ail
ed descri
pti
on of
obser vations,
incl
udingt hecont extofeventsandci rcumstances.
Thepr ocessusedt ocoll
ecti nformationanddat af ort hepur poseofmaki ngbusiness
decisions.The met hodologymayi ncludepubl i
cationr esear ch,inter
views,surveysand
otherr esearch techniques and coul di ncl
ude bot h presentand hi stori
caldata.The
researchmet hodologyenabl est heteam t o organisethei reffor t
sintoonecohesi veand
concept ualpr oductideagener ati
ont askf orus.Oneneeds t ohaveagoodr esearch
met hodologyi npl acewhent r
yingtof i
gureoutnew i deasf ort hecount r
y.A research
met hodologyi nvol
v esspecifictechni
quest hatar
eadopt edi nr esear
chpr ocesstocol l
ect
,
assembl eand ev aluatedat a.Itdef i
nest hoset oolst hatar eused t o gatherrel
evant
i
nf ormationina speci fi
cr esearchstudy .Surveys,quest ionnairesandi nterv
iewsaret he
commont ool
sofr esearch.

2.
2NEEDOFTHESTUDY
Thet opicdeal swi tht hest udyofconsumerpr ef er
encef orshampoo.Theconsumer
preferencev ar i
es from br andt obr andbasedonqual ity,usage,pr i
ce,per fumesandt he
l
ike.Thecompl i
cationsi nvol
v edi nt heidentifi
cat i
onofconsumer '
sr eact ionar emany .
Ther efore,t hei nter
estt oknow t hedegr eet owhi chconsumerpr eferencev ari
eswi th
i
ncome, age, gender, orot herchar acter i
sti
csinducedt hesel ecti
onoft hisst udy.Todayt he
shampoomar ketisv erycongest edandcompet it
iveandsomanycompani esar etryingt o
capt uret hemar ketwi tht heirmoder nt echnol ogi
es.Eachpr oducti sdi f
ferentbyqual ity,
price,per fume,packagi ngandt hel ike.Hence,i tbecomesv eryessent i
alt oknow what
factorsi nfluencingt hecust omer smucht owar dsapar ticularbr and.So,t hatt hemar ket
couldbe assessedt oknow t her easonsandsi t
uationsmot i
v at i
ngt heconsumerf or
preferringapar t
icul
arbr and.Thi sst udyhasbeenunder takenwi thav i
ewt oanal yset he
consumerpr eferencef or" shampoo"andhowconsumer ssel ecttheshampooandonwhat
basist heyar egoi ngt osel ect.Int hisst udy,the resear cherchoosest wonul lhypotheses
(i
.e.)1.Ther ei snosi gnificantdi fferencei nt hebr and pr eferenceandl evelofsat isfacti
on
i
nt hebr andchoi ceoft heconsumer sont hebasi sofgender ,age,i ncomel ev elandf ami l
y
sizegr oupi ng.2.Ther eisnosi gnificantdi ff
erencei nt heper ception r egar dingbr andand
l
ev elofsat i
sfactionint hebr andchoi cebasedont hegender ,age, incomel ev elandf ami l
y
sizeclassi fi
cat i
on

2.
3OBJECTI
VEOFTHERESEARCH
Pr
imar
yObj
ect
ive:
∙Tofindouti
nterdependenciesamongimportantf
act
orforpurchasi
ngshampoo.∙
Tostudythebrandawar enessandpref
erencesofvar
iousshampoobr andsamong
consumers.
-9-|
Page
Secondar
yObj
ect
ive:
∙Mostr
ecommendedBr
and
∙Mostusesbr
andsamongst
udent
s
∙Toi
dent
if
ytheext
endofbr
andawar
enessamongt
heconsumer
s.
∙Tost
udyt
hef
act
orsi
nfl
uenci
ngt
hepr
efer
enceofconsumer
stowar
ds
shampoo.∙To anal
yse t
he pr
efer
ence ofconsumer
s based on t
hei
r
per
sonalchar
act
eri
sti
cs.∙Tocont
ri
but
epossi
blesuggest
ionsbasedon
 i
nqui
ryandanal
ysi
s.

2.
4SCOPEOFTHERESEARCH
Washi ngt hehai randscal phasbecomeanearuni versalpractice.Themet hodofdoi ngso
varies dependi ng on bot h geogr aphi c and economi cf actors.Shampoos assumed
i
mpor tanceasapr oduct cat egorywi tht headv entofsy ntheti
cdet ergent s.Thesewer e
dev elopedi nthe1930s,becamewi del y usedi nlaundr ymar ketsbyt hemi dof1940sand
appear edinashampoof ormatdur ingt he1950s.Shampoosar eprobablyt hemostwi del y
usedhai rpr oduct stoday ;basedonsy nthet icdetergentst hey ar erelat
ivelyinsensitivet o
wat erhar dness, t
husal l
owi ngforeff i
ci entr insi
ngsi ncether ear enoscum r esidues.Int he
earlyday sashampoocoul dbedef inedasanef fectivecleansi ngagentf orhai rand scal p,
butt odayt heshampoomustdomuchmor e.Itmustl eavet hehai reasyt ocomb,l ust r
ous
and cont rollablewhilstbei ngconv eni entandeasyt ouse.Thescopeofst udyi stof ocus
ont hehai rcar e pr oductsespeci al lyt op shampoo compani es,maj orbr ands,SWOT
anal ysisofshampoomar ket.To f indouti nterdependenci esamongi mpor t
antf actor
consi deredbyenduserdur ingpurchasi ng shampoowi th.Tost udyt hebr andawar eness
andpr eferencesofv ari
ousshampoobr andsamong consumer sinthaner egion.Wewi l
l
alsof indoutmostr ecommendedbr and, mostusedbr andsamongst udents, bestbrandof
shampooamongsuchst udents,whatar et hefactorsot hert hanbr andawar eness t hat
affect sthechoi ceoft hebr and,whet herbr andat tr
ibutesdr ivefinalbrandpur chase,most
prefer redmedi awher euser sgetinfor mat ionaboutpr oduct s.

2.
5RESEARCHDESI
GN
]
Ar esearchdesignisthesetofmet hodsandpr oceduresusedi ncollecti
ngandanalysing
measur esoft hevari
ablesspecifi
edi nthepr oblem research.Thedesi gnofastudy
definesthestudytype( descr
ipti
ve, corr
elation, semi-experi
mental,experiment
al,r
evi
ew,
met a-anal
yti
c)andsub-type(e.g.,descriptiv
e- l
ongitudinalcasestudy )
,resear
chproblem,
hypotheses,independentanddependentv ariables,experimentaldesign,and,i
fappli
cable,
datacol l
ect
ionmet hodsandast atisti
calanal ysisplan.Ar esear
chdesi gnisaframework
thathasbeencr eatedtofindanswer stor esear chquest i
ons.
Sampl
ingMet
hodandSampl
eDescr
ipt
ion
Samplingmaybedef i
nedast heselecti
onofsomepar tofanaggr egateort ot
alit
y
basedonwhi ch aj udgmentori nfer
enceaboutt heaggregateortotali
tyismade.I n
otherwords,itist heprocess ofobt aini
nginformati
onaboutanent irepopulati
onby
examiningonlyapar tofit.Thef i
rststageinsampl i
ngistoselectandfinal
izethearea
ofsampl i
ngforthepr esentstudy.
Thesampl ingmet hodusedi sconv eni
encesampl i
ng.
USE: -Usewhenyouar eunablet oaccessawi derpopulat
ion,
forexampl eduetotime
orcostconst rai
nts.

-10-|
Page
METHOD:-Donotwor
ryt
oomuchaboutt
aki
ngr
andom sampl
esoft
hepopul
ati
on
j
ustuse peopl
ewhoareavai
labl
e.Usepeopl
einthestr
eet
,peopl
eyouknow,people
whoworkwithyouandsoon.
Discussi
on:-Conveni
encesampli
nggener
all
yassumesahomogeneouspopul
ati
on,
 andthat onepersoni spr et
tymuchli
keanother.Whi lstpeopl
ear eknownt obe
di
ff
erent
,thedi
ffer
encei sassumedtobepr
obabil
isti
c-t husif80%ofasampl epr
efer
cof
feetotea,y
oumi ghtconcl
ude t
hat80%ofthepopul at
ionatlargewoul
dchoose
cof
fee.I
npract
ice,yoursamplemaybemost l
y mi ddl
e-classPari
siansandthesame
testi n London may wel lgi v
e a di ff
erentr esul.Many f
t amous psychological
experimentswer edonewi thav ail
ablepeopl e.Mostt y picall
y,experi
ments di din
universi
ti
esusest udents,simplybecauset heyar echeap,wi l
l
ingandav ai
l
able.This
has causedsi gni
fi
cantdebat eaboutt hev ali
dit
yofr esults.Conv eni
encesamplingis
alsoknownas Oppor t
unitySampl ing,AccidentalSampl ingorHaphazar dSampl i
ng.
Conv eni
encesampl i
ngisanon- probabil
i
tysampl ingmet hod.Sampl etakenaremost ly
studentsofuniver
sit
yduet ot i
meconst r
aints&si zeofsampl ewasaround41.

2.
6DATACOLLECTI
ON
Ty
peofResear
ch
Descriptiv
er esear chi susedt oconductt hi
sst udy .Descripti
ver esearchi susedt odescr ibe
characteristi
csofapopul at i
onorphenomenonbei ngst udied.Itdoesnotanswerquest i
ons
about how/ when/ why t he char acteri
sti
cs occur red.Rat heri taddr esses t he "what "
question( Whatar et he char acter
isticsoft hepopul ati
onorsi tuationbei ngst udied? )The
characteristi
csusedt o descr i
bet he si tuati
onorpopul at
ioni susual lysomeki ndof
categoricalschemeal soknownasdescr i
ptiv
e cat egori
es.Descr ipti
v eresearchgener al l
y
precedesexpl anatoryr esear ch.Hence, r
esearchcannotdescr i
bewhatcausedasi t
uation.
Thus,Descr i
ptiver esearchcannotbeusedt oast hebasi sofacausalr elat
ionshi p,wher e
onev ariableaf fectsanot her.Inot herwor ds,descr ipt
iveresear chcanbesai dt o hav ea
l
owr equi rementf orinternalv alidi
ty.Thedescr i
ptioni susedf orf r
equenci es,av eragesand
otherstatisticalcalculati
ons.Of tent hebestappr oach, pr
iortowr i
ti
ngdescr i
pti
v er esearch,
i
st o conductasur veyinv estigati
on.Qual it
ativer esearchof t
enhast heaim ofdescr ipti
on
andr esear chers mayf ollow- upwi thexami nationsofwhyt heobser v
ationsexi standwhat
theimplicat i
onsoft hef indingsar e.
∙Data Col lection Techni que:-The dat a collected is primar y data usi ng onl i
ne
questionnai r
eand secondar ydatat hroughinternet-Rawdat a( alsoknownaspr i
mar y
data)i sat ermf ordat a coll
ectedfrom asour ce.Rawdat ahasnotbeensubj ectedt o
processi ngoranyot hermani pulati
on,andar ealsor eferr
edt oaspr i
mar ydata.Raw
datai sar el
at i
vet erm.Raw dat acan bei nputt oacomput erprogram orusedi n
manualpr ocedur essuchasanal ysingstati
sti
csf rom asur v
ey .Thet erm canr eferto
thebi narydat aonel ectronicstoragedev i
cessuchashar ddisk dr iv
es( alsoreferred
toasl ow- leveldat a)
.Al t
houghr aw datahast hepot enti
altobecome " infor
mat ion,"
extraction,or ganization,andsomet i
mesanal ysisandf ormattingf orpresentati
on ar e
requiredf ort hatt ooccur.Secondar yDatahasbeencol l
ectedt hroughthewebsi t
esof
dif
ferentsear chengi neslikeGoogl e,MSN,Yahoo,Wi ki
pediaet c.Thedat awasal so
coll
ect ed t hroughdi ffer
entmagazi nes,newspaper s,
researchj ournal
s, annualreports
ofthecompani eset c.
∙Dat aAnal
ysisTechnique:-I
nmycase,f
ordataanalysi
sgraphi
calr
epr
esentat
ionhas
beenused.Gr aphi
calrepr
esent
ati
oni
spict
ori
alrepresent
ati
onofst
ati
sti
caldat
a.All
thedatacoll
ected

-11-| Page
bymedur
ingmypr
ojecti
sshownaheadwi
tht
hehel
pofBar
-Gr
aphandPi
e-chart
.
 Eachgraphrepr
esent
sresponsesofev
eryquest
ionsepar
atel
yandont
hebasi
sof
thatanal
ysi
shasbeendone.

2.
7LI
MITATI
ONSOFSTUDY
Ther esearchertookallpossibl
ecaretoavoi
dshortcomingsander ror
si nthecoll
ecti
onof
data.Allpossi blecareandski l
lswereexer
cisedtoderiv
et heconclusionsandbr i
ngout
thefindingsoft he study.Inspi
teofallt
heeffor
tstakenbyt heresearcherinthi
sregar
d,
thepresentstudyi ssubjecttotheundermenti
onedli
mitati
ons.
∙Manyr
espondent
swer
eunwi
l
li
ngorunabl
etopr
ovi
dei
nfor
mat
iont
oinv
est
igat
ors
wi
thi
nsi
ghti
ntot
hei
rconsci
ousorunconsci
ousat
ti
tudes.
∙Thest
udydeal
swi
thconsumeraspect
sonl
yandt
hesel
l
er'
saspect
shav
ebeenl
eftout
duet
othepoorr
esponseoft
her
espondent
singi
vi
ngt
henecessar
ydet
ail
s
∙Ther
emaybeachanceofr
ecei
vi
ngbi
asedi
nfor
mat
ionf
rom t
heconsumerwhi
l
e
gett
ingthedatat
hroughquest
ionnai
remet
hod.
∙Br
andstakeni
ntoconsi
derat
ionwereli
mit
ed.
∙Respondentwer
eur
bany
out
hwhousesi
nter
net
.
∙Pr
imar
ydat
acol
l
ect
edt
hroughonl
i
nesur
veyonl
y.
∙Ti
meConst
rai
ntsorl
ackoft
ime.
∙Sampl
esi
zei
sar
ound40usi
ngconv
eni
encesampl
i
ngmet
hod.
∙Rel
i
abi
l
ityofcol
l
ect
eddat
a,nopr
obi
ngsi
ncei
twasanonl
i
ner
esear
ch
 -12-|
Page
CHAPTER3
DATAANALYSI
SANDI
NTERPRETATI
ON
Thedat aaftercollectioni st obepr ocessedandanal ysedinaccor dancewi ththeoutline
anddownf ort hepur poseatt hetimeofdev elopi ngresearchpl an.Techni call
yspeaking,
processingimpliesedi ti
ng,codi ng,classifi
cati
onandt abulat
ionofcol l
ecteddat asot hat
theyareamanabl et oanal ysis.Thet erm anal y sisreferstot hecomput ati
onofcer tain
measur esalongwi thsear chingf orpat ter
ngr oups.Thus, i nt hepr ocessofanal ysis,
rel
ati
onship ordi fferenceshoul d besubj ect
ed t o stati
sti
calt est sof si gnif
icancet o
determinewithwhatv al
idi
tydat acanbesai dtoi ndicateanyconcl usi
ons.Theanal y
sis of
datainagener alwayi nvolvesanumberofcl oselyr elatedoperations, whi
char eper f
ormed
withthepur poseofsummar i
zingthecol l
ecteddat aandor ganizingt hem insuchamanner
thattheyanswer t her esear chquest ions.Int hisst udyt her esear cherf ol
lowedabov e
processcareful
lyandi tispr esentedi nthischapter .
 -13-|
Page
TABLE3.
1
NGSHAMPOOSS.
TOKNOW THEGENDEROFCONSUMERSUSI
No.GenderNo.ofRespondent
sPer
cent
age

1.Mal
e1332%2.Femal
e2768% Sour
ce:
Dat
a

gat
her
edt
hroughquest
ionnai
re

FI
G3.
1
TOKNOW THEGENDEROFCONSUMERSUSI
NGSHAMPOOS

GENDER

32%

68%

Mal
eFemal
e

I
nfer
ence:
Theabov
etabl
eshowst
hat68%oft
hepeopl
eusi
ngshampoosar
efemal
es
 -14-|
Page
TABLE3.
2

TOKNOW THEAGEOFCONSUMERSUSI
NGSHAMPOOS

S.No.AgeNo.ofRespondent
sPer
cent
age1.Bel
ow20
y
ear
s37%2.21-
30y
ear
s2459%3.31-
40y
ear
s1127%4Abov
e40
y
ear
s37% Sour
ce:
Dat
acol
l
ect
edt
hroughquest
ionnai
re

FI
G3.
2

TOKNOW THEAGEOFCONSUMERSUSI
NGSHAMPOOS

AGE

7%

27%
7%

59%

Bel
ow20y
ear
s21-
30y
ear
s31-
40y
ear
sAbov
e40

y sI
ear nf
erence:
Theabovetabl
eshowst
hat59%oft
heconsumer
susi
ngshampoosf
all
int
o21-
30y
ear
s
agegroup.

-15-|
Page
TABLE3.
3

TOKNOW THEUSAGEOFSHAMPOOS

S.No.Educat
ionNo.ofRespondent
sPer
cent
age1.Under
Gr
aduat
e1127%2.Gr
aduat
e1434%3.PostGr
aduat
e1127%4
Ph.
D.512% Sour
ce:
Dat
agat
her
edt
hroughquest
ionnai
re

FI
G3.
3

TOKNOW THEUSAGEOFSHAMPOOS

EDUCATI
ON

12%

27%
34%
27%
 UnderGr
aduat
eGr
aduat
ePostGr
aduat
ePh.
D

I
nfer
ence:
Theabov
etabl
eshowst
hat34%oft
hegr
aduat
esusesshampoos.

-16-|
Page
TABLE3.
4

TOKNOW THEOCCUPATI NGSHAMPOOSS.

ONOFPEOPLEUSI
No.Occupat
ionNo.ofRespondent
sPer
cent
age1.Busi
nessmen512%
2.Empl
oyees1844%3.St
udent1434%4Ot
her
s410% Sour
ce:
Dat
a
gat
her
edt
hroughquest
ionnai
re

FI
G3.
4

TOKNOW THEOCCUPATI
ONOFPEOPLEUSI
NGSHAMPOOS

OCCUPATI
ON

10%
 44%

34%
12%

Busi
nessmenEmpl
oyeesSt
udentOt
her
s

I
nfer
ence:
Theabov
etabl
eshowst
hat44%oft
heempl
oyeesusesshampoosf
oll
owedbyst
udent
s
wit
h34%.

-17-|
Page
TABLE3.
5

NAWEEKS.No.
TOKNOW THEUSAGEOFSHAMPOOSI
UsageNo.ofRespondent
sPer
cent
age1.Once712%2.Twi
ce16
44%3.Thr
ice1334%4Regul
arl
y510% Sour
ce:
Dat
agat
her
edt
hrough
quest
ionnai
re
 FI
G3.
5

TOKNOW THEUSAGEOFSHAMPOOSI
NAWEEK

USAGE

12%

32% 39%
17%

OnceTwi
ceThr
iceRegul
arl
y

I
nfer
ence:
Theabov
etabl
eshowst
hat39%ofconsumer
susesshampoosTwi
ceaweekandt
he
per
cent
ageofconsumer
susi
ngshampooThr
iceaweeki
s32%.

-18-|
Page
TABLE3.
6
 TOKNOW THEBRANDPREFERENCEBYTHECONSUMERSS.
No.Br
andsNo.ofRespondent
sPer
cent
age1.Sunsi
l
k1127%2.
Pant
ene512%3.Dov
e922%4TRESemmé819%5.L’
Oréal615%6.
Hi
mal
aya25% Sour
ce:
Dat
agat
her
edt
hroughquest
ionnai
re

FI
G3.
6

TOKNOW THEBRANDPREFERENCEBYTHECONSUMERS

BRANDS

22%

27%

19%
12%
15%5%

Sunsi
l
kPant
eneDov
eTRESemméL’
Oréal
Himal
ayaI
nfer
ence:
Theabov
etabl
eshowsthat27%oft
heconsumersusesSunsi
l
k,22%ofconsumer s
usesDov
efoll
owedbyTRESemmeandPant enewi
th19%and12%r espect
ivel
y.

-19-|
Page
TABLE3.
7

TOKNOW HOW OFTENCONSUMERSCHANGEBRANDSS.No.

Changei
nbr
andsNo.ofRespondent
sPer
cent
age1.Ver
yof
ten717%2.
Dependsont
hepr
ice1434%3.Forexper
iment922%4Ist
ayl
oyalt
omy
br
and1127%Sour
ce:
Dat
agat
her
edt
hroughquest
ionnai
re

FI
G3.
7

TOKNOW HOW OFTENCONSUMERSCHANGEBRANDS

CHANGEI
NBRANDS
17%

27%22%

34%
 Ver
yof
tenDependsont
hepr
iceForexper
imentIst
ayl
oyal
tomybr
and

I
nfer
ence:
Theabovet
ableshowst
hat34%oftheconsumerschangethei
rbr
andasi
tdepends
uponthepr
iceand22%peopl
echangeitf
orexperi
ments.

-20-|
Page
TABLE3.
8

TOKNOW THEVOLUMEOFBOTTLEOFSHAMPOOPREFERREDS.

Vol
No. ume

Pr
efer
redNo.ofRespondent
sPer
cent
age
1.50ml717%2.100ml1332%3.200ml922%4500ml
1229% Sour
ce:
Dat
agat
her
edt
hroughquest
ionnai
re

FI
G3.
8

TOKNOW THEVOLUMEOFBOTTLEOFSHAMPOOPREFERRED

VOLUMEPREFERRED

29%

22%
17%
 32%

50ml
100ml
200ml
500ml

I
nfer
ence:
Theabov
etabl
eshowst
hat32%oft
heconsumer
spr
efer100ml
bot
tl
eofshampoos.
.

-21-|
Page
TABLE3.
9

NFLUENCESCUSTOMERSTOBUYSHAMPOOS S.
TOKNOW WHATI
No.I
nfl
uenceNo.ofRespondent
sPer
cent
age1.Adv
ert
isement11
27%
2.Qual
i
ty1332%
3.Pr
ice1229%
4Ot
her
s512%
Sour
ce:
Dat
agat
her
edt
hroughquest
ionnai
re
 FI
G3.
9

TOKNOW WHATI
NFLUENCESCUSTOMERSTOBUYSHAMPOOS

I
NFLUENCES

27%

29%
32%
12%

Adv
ert
isementQual
i
tyPr
iceOt
her
s

I
nfer
ence:
Theabov
etabl
eshowsthat32%oft
heconsumer
sbuysshampoosf orthequal
i
ty
and29%ofconsumer
sbuyshampoosbecauset
hepr
iceinf
luencesthem.

-22-|
Page
TABLE3.
10
 TOKNOW THEQUALI NSHAMPOOSS.
TYTHATCONSUMERSSEEKI
No.Qual
it
yNo.ofRespondent
sPer
cent
age1.Hai
rsof
tness1432%2.
Hai
rfal
lpr
otect
ion1330%3.Longandsmoot
h1227%4Ot
her
s211%
Sour
ce:
Dat
agat
her
edt
hroughquest
ionnai
re

FI
G3.
10

TOKNOW THEQUALI
TYTHATCONSUMERSSEEKI
NSHAMPOOS

QUALI
TY

11%
32%
27%

30%

Hai
rsof
tnessHai
rfal
lpr
otect
ionLongandsmoot
hOt
her
s

I
nfer
ence:
Theabovet
abl
eshowsthat32%oftheconsumersseekhai
rsoftnessi
nthequal
i
tyof
shampoosand30%ofconsumersseekforhai
rfal
lpr
otect
ion.
 -23-|
Page
TABLE3.
11

TOKNOW FROM WHEREDOCONSUMERSBUYSHAMPOOS S.

No.Pur
chasi
ngNo.ofRespondent
sPer
cent
age1.Gr
ocer
ySt
ore22
52%2.Sal
on717%3.Beaut
ysuppl
yst
ore614%4Di
scountsuperst
ore
717% Sour
ce:
Dat
agat
her
edt
hroughquest
ionnai
re

FI
G3.
11

TOKNOW FROM WHEREDOCONSUMERSBUYSHAMPOOS

PURCHASI
NG

17%

14% 17%
52%

Gr
ocer
ySt
oreSal
onBeaut
ysuppl
yst
oreDi
scountsuper

st
oreI
nfer
ence:

Theabov
etabl
eshowsthat52%ofconsumer sbuyshampoosf
rom gr
ocer
yst
ores
fol
l
owedby17% f
rom sal
onandDiscountsuperst
ores.
 -24-|
Page
TABLE3.
12

TOKNOW HOW LI RPRODUCT S.No.

KELYCONSUMERSRECOMMENDTHEI
Recommendat
ionNo.ofRespondent
sPer
cent
age1.Ver
yli
kel
y1639%2.
Possi
blywoul
d922%3.Possi
blywoul
dnot1127%4Def
ini
tel
ynot512%
Sour
ce:
Dat
agat
her
edt
hroughquest
ionnai
re

FI
G3.
12

TOKNOW HOW LI
KELYCONSUMERSRECOMMENDTHEI
RPRODUCT

RECOMMENDATI
ON

12%
39%
27%

22%

Ver
yli
kel
yPossi
blywoul
dPossi
blywoul
dnotDef
ini
tel
ynot

I
nfer
ence:
Theabovet
abl
eshowst
hat39%oftheconsumer
srecommendt
hei
rpr
oductv
eryl
i
kel
y
toot
hersand27%woul
dpossi
blynotr
ecommend.
 -25-|
Page
TABLE3.
13

TOKNOW CONSUMERSSATI
SFACTI THTHEPRODUCT S.
ONWI
No.Consumer
ssat
isf
act
ionNo.ofRespondent
sPer
cent
age1.Hi
ghl
y
sat
isf
ied1126%2.Sat
isf
ied1843%3.SomewhatDi
ssat
isf
ied921%4
Ver
ydi
ssat
isf
ied410% Sour
ce:
Dat
agat
her
edt
hroughquest
ionnai
re

FI
G3.
13

TOKNOW CONSUMERSSATI
SFACTI
ONWI
THTHEPRODUCT

CONSUMERS

SATI
SFACTI
ON

10%
21%
26%

43%
 Hi
ghl
ysat
isf
iedSat
isf
iedSomewhatDi
ssat
isf
iedVer
y

di
ssat
isf
iedI
nfer
ence:

Theabov
etabl
eshowsthat43%oftheconsumer
saresat
isf
iedwi
tht
hei
rpr
oduct
and26%ofconsumer
sarehighl
ysati
sfi
edwitht
hei
rpr
oduct.

-26-|
Page
TABLE3.
14

TOKNOW WHATCONSUMERSLOOKWHI NGASHAMPOOS.No.

LEBUYI
Pr
efer
encesNo.ofRespondent
sPer
cent
age1.Packagi
ng819%
2.Feat
ures1537%
3.Cost1229%
4Br
and615%
Sour
ce:
Dat
agat
her
edt
hroughquest
ionnai
re

FI
G3.
14

TOKNOW WHATCONSUMERSLOOKWHI
LEBUYI
NGASHAMPOO

PREFERENCES

15%
 37%

29%
19%

Packagi
ngFeat
uresCostBr
and

I
nfer
ence:
Theabovet
abl
eshowsthat37%oft
heconsumersl
ookf
orf
eat
ureswhi
l
ebuy
inga
shampooand29%ofconsumersl
ookf
orcost.

-27-|
Page
TABLE3.
15

TOKNOW THEI CSHAMPOOS.

NTERESTOFCONSUMERSFORORGANI
No.Or
gani
cShampoosNo.ofRespondent
sPer
cent
age1.Yes2766%
2.No1434%
Sour
ce:
Dat
agat
her
edt
hroughquest
ionnai
re

FI
G3.
15
 TOKNOW THEI
NTERESTOFCONSUMERSFORORGANI
CSHAMPOO

ORGANI
CSHAMPOOS

34%

66%

YesNo

I
nfer
ence:
Theabovet
abl
eshowsthat66%oftheconsumer
shav
eint
eresti
nbuy
inganor
gani
c
shampooand34%ofconsumersdon’
t.
 -28-|
Page
ANNEXURE
 -29-|
Page
FI
NDI
NGS
Thischapt
erdealswithabr i
efsummaryoff
indi
ngs,suggest
ions,andconcl
usi
onofthe
studyon buy
erbehaviourofFast-
Movi
ngConsumerGoods.Thef indi
ngsweredrawnon
thebasi
sofobjecti
vesinthestudy
.

∙Maj
ori
tyoff
emal
esusesshampoosi
.e.68%andr
emai
ningar
emenwi
th
32%∙59%oft
heconsumer
susi
ngshampoosf
all
int
o21-
30y
ear
sage
gr
oup.
∙34%oft
hegr
aduat
esusesshampoos.
∙Maj
ori
tyofconsumer
susesshampoosTwi
ceaweekandt
heper
cent
ageof
consumer
susi
ngshampooThr
iceaweeki
s32%.
∙Mostoft
heconsumer
susesSunsi
l
k,22%ofconsumer
susesDov
efol
l
owedby
TRESemmeandPant
enewi
th19%and12%r
espect
ivel
y.
∙Theaboveobser
vat
ionshowst
hat34%oft
heconsumer
schanget
hei
rbr
andasi
t
dependsupont
hepr
iceand22%peopl
echangei
tforexper
iment
s.
∙Maxi
mum consumerspr
efer100mlbot
tl
eofshampoos.
∙Maj
ori
tyoft
heconsumersbuysshampoosfort
hequal
it
yand29%of
consumer
sbuyshampoosbecauset
hepr
icei
nfl
uencest
hem.
∙Theabover
esear
chshowst
hat32%oft
heconsumer
sseekhai
rsof
tnessi
nthe
qual
i
tyofshampoosand30%ofconsumer
sseekf
orhai
rfal
lpr
otect
ion.
∙Manyconsumer
sbuyshampoosf
rom gr
ocer
yst
oresf
oll
owedby17%f
rom
sal
onandDi
scountsuperst
ores.
∙Maj
ori
tyoft
heconsumer
srecommendt
hei
rpr
oductv
eryl
i
kel
ytoot
her
sand27%
woul
dpossi
blynotr
ecommend.
∙About43%consumer
sar
esat
isf
iedwi
tht
hei
rpr
oductand26%ofconsumer
sar
e
highl
ysati
sfiedwi
ththeirpr
oduct.
∙37%oft heconsumerslookforfeat
ureswhi
l
ebuy
ingashampooand29%of
consumerslookforcost.
∙66%oft heconsumershav
eint
eresti
nbuy
inganor
gani
cshampooand34%of
consumersdon’t
.
 -30-|
Page
CONCLUSI
ON
Consumerbehav i
ouri snotexact l
ypr edictedone; somewhati tispr edictedwi tht hehelpof
resear chact i
vity.St arti
ngandendi ngoft hesur v eyendswi thonl yonest atement
'
consumeri sking' .So, thecompani esconcent r at einanal y singt her equirementofpeopl e
thoroughl yt osat i
sf yandr etainingt heconsumer .Thi sst udyr ev ealedt hatconsumer
awar enessofShampoo.Theconcer nf orhai rhasf oret erni tybeenmeasur edasoneof
thefur thermostpr etti
nesstroubl es.Hai rishar dert omai ntai nhy gienicallythant hev i
sage
oranyext raingr edi entofthebodyandcov er i
nghai rint hecur rentst yl
et akesext r
at i
me
andadr oitnesst hatnear l
yall womenhav eaki nt ocosmet ics.Whenshampooi sdust ed
keenont hehai randt henbr ushedout ,theyhol dt hel engt hofsur plushai roil andgr i
me
haveengr ossed.I tleav esatremendousl ysl i
m oi lyf ilm.Thef i
l
m makest hehai reasi ert o
hold.Thet hemedeal swi t
ht her eadi ngofcust omerl ikingf orshampoo.Theconsumer
fondnessf luctuat esf r
om var i
etyt ov ar i
etybasedonemi nence, pr ocedur e, wor th,
perfumesandt hel ike.Theobst aclesunder gonet ocat egor izeconsumer 'sfeedbackar e
many .Consequent ly,beingconcer nedt obeacquai ntedwi t hthel ev eltowhi chconsumer
penchantv ari
eswi thear ni
ngs, age, gender ,orot herdi st i
nct ivenessper suadet hemedl ey
ofthisst udy .Todayt heshampoomar ketpl acei sv eryj am packedandr eadyf oract i
onand
sonumer ouscompani esaret ryingt ocapt uret hemar ketwi ththei rcont empor ary
exper ti
se.Eachi nv ent i
onisdi versebyexcel l
ence, cost ,per fume, volume, wrappi ngand
thelike.Hence, itbecomesext r
emel ynecessar yt or ecogni zewhatf actorsar ei nfluencing
thecl ientsmucht owar dsamet iculousbr andname.So, thatt hemar ketcoul dber evi
ewed
toknowt hegr oundsandci rcumst ancesi nspi ri
ngt heconsumerf orprefer r
ingapar ti
cular
brand.Hai rcaremar ketoff
er shugepot ent ialaspenet rationandpercapi taconsumpt i
on
ofhai rcar eproducti sv erylowi nIndi a.

Therear esomei mpor tantf actorsconsideredbyt heconsumerf ordecisi

onmaki ng.Brand
i
mage,adv erti
sing,andof f erplayanimpor tantrolei
npur chasingShampoo, somet imes
basedont heof fert heconsumercompar eswi t
hcompet itorproductandsel ectthebest
one.Pr oductat t
ributealsoanal y
sedbyt heconsumerf ordeci dingabr and.Swi t
chingof
onepr oductt oot hercompanypr oductismai nl
ybasedonadv ertisement,br andname,
packagi ngav ai
labili
ty,andpr icerise,
etc.Maj ori
tyoftheconsumer spreferSunsi lk,
Dov e
andTRESemmebecauset heyar emor eusedf orlowprice,f r
agr ance,avoidanceof
unpleasantodour ,revi
tali
zat i
onofdul lhairandt hei
rquali
ty .I
nt hisstudy,t her esearcher
hasf oundt hatthemaj ori
tyoft hemal eandf emaleconsumer spr eferSunsilk,Dov e,
TRESemmeandr espectively.

Theabov est udyal soleadsust ot heconcl usiont hatinfl

uencesofmedi ai nthepur chase
ofFMCG pr oduct ssincet hesi milarf orbot hther uralaswel lastheur banhousehol din
diff
erentincomecl assesandf ami lyty pes.I ti
sf oundt hatmedi ahaveaconsi derabl e
i
nfluenceupont her uralfolksl i
ket hei rurbancount erpar
ts.Thepr esenceofmedi a,which
i
sgener all
yregar dedt obeanur bandomai n,hasbeenabl et omakei tspr esencef el
tin
therurall
andaswel l
.Ingener al,
howev er,medi ahav eatremendousi mpacti nsust ai
ning
orweakeni ngthesoci alfabricofsoci al l
ife.Thef act orswhi chhavebeensel ectedf orthe
presentstudyanal y sedthateachandev er yfactorhasbeeni nf
luencingt hebuy er sto
knowt heFMCGsandi t
smanuf act urerpr omot i
ngt heirmar keti
ngst rategiesand
development alactiv i
ti
esint hemar ket .Thepr esentst udyconcludest hatt hei nfluencing
factorshavenotopi nedi nthesameper cept i
onoft her espondents
 -31-|
Page
SUGGESTI
ON
Thefol
lowi
ngrecommendat
ionsar
egi
vent
othemanuf
act
urer
sofshampoowhomar
ket
them i
nthest
udyarea.

∙Si
ncetheconsumersi
nthestudyar
eahavestr
ongbrandloy
alt
ytothebrandsusedby
them,manufact
urer
sofshampooofvari
ousbrandsmaytakeuseofthi
sopport
uni
ty
tomaint
ainthedemandbysupply
ingt
heshampooi nt
hesamequalit
y.
∙Theconsumer shavev i
ewedquali
tyandpri
ceoftheshampooandsomanufactur
ers
maypass onconcessi ont
ot heconsumersbywayofoffer
ingext
raqual
i
ty,pr
ice
discountandothersal
espromotional
methods.
∙Themanuf act
urersofSunsil
k,Dove,TRESemméandL’ Or
éalfacesti
ffcompet
it
ion
fr
om one anot herandotherbr
andsofshampoomar ket
ed.So,theyshal
lhav
et o
maint
aintheirsharebyadapti
ngpromotionalst
rat
egieswhichincl
udeextr
aquali
ty,
pri
cediscountandothersal
espromoti
onal t
echni
ques.
∙Theanal ysi
scl ear l
yshowst hatt hetr
adeschemeshav ehadhi ghinfl
uenceont he
respondent s dur i
ng the pur chase t
ime ofFMCGs i nt he market.Itisf ur
ther
suggestedt hatnoneoft he FMCGsshowedbesol dwithoutanyoffer
sprovidedby
themanuf acturersormar ketersofthe product
s.Allt
heFMCGsgoodscoul dat t
ract
the peopl et hrough providing attr
acti
ve offer
st o compet e with othersi n
manuf acturingormar keti
ngi nt hecompetit
ivemarket
ingscenari
o.
∙Thef i
ndingsoft hest udyr ev ealthattheopti
onalproductsarerout
edev er
ywhere
inst
eadof or igi
nalpr oducts.Hence,t hemarketi
ngoftheselectFMCGsi sahuge
probl
em i nt
ri
nsicwi t
h unbr andedgoodsav ail
abil
it
yandi t
scompetit
ion.Toavoid
thesecircumstances,t hemar keti nt
ermedi
ari
esshouldincr
easetheavail
abi
li
tyof
theorigi
nalproductsint hemar ket
s.
∙TheruralFMCGmar kethasitsownsetofchallenges.Theruralconsumersvarynot
onlythei
rbehav i
ourandpr acti
cesbutalsoi
nconv i
cti
onandbel i
ef.I
tishopedthat
thepresentst
udywi llbefoundusefulf
ortheFMCGmar ket
erswaiti
ngsincelongto
taptheunexpl
oredr uralmarket
s.
∙Thepr esentstudyconcludesthattheinfl
uencingfact
orshavenotopinedinsame
perception ofther
espondents.Theresearchercomestoknowthedif
fer
enceabout
thepr oduct
sar etradi
ti
onalandnewcol oursandsmel l
sareequal
l
yappliedonthe
productsdependinguponitscharact
erist
ics.
 -32-|
Page
QUESTI
ONNAI
RE

Name

Age

Gender(
A)Mal
e(B)
Femal
e

Educat
ionalQual
if
icati
on
(a)
Undergr
aduate(b)Gr
aduat
e(c)
PostGr
aduat
e(d)
Ph.D.

Occupation
(a)
Businessman(
b)Empl
oyees(
c)St
udent(
d)Ot
her
s

Ques1–Howoftendoyoushampooyourhai
rina
week?(
a)Once(
b)Twi
ce(c)Thr
ice(
d)Regul
arl
y

Ques2–Whatbr andofshampoodoyoupref
er?
(
a)Sunsi
lk(
b)Pantene(c)
Dove(d)
TRESemmé
(
e)L’
Oréal(
f)Hi
malaya

Ques3–Howof tendoyouchangeyourshampoobr and?

(a)Veryof
ten(
b)Dependsonthepr
ice(c)Forexper
iment(d)I
stayloyal
tomybr and(
e)Ver
yPoor

Ques4–Volumeofbott
let
haty oupr
efer
(a)
50ml(
b)100ml(
c)200ml(d)500ml

Ques5–Whatinfl
uencesyoutobuyshampoos?
(a)
Adver
ti
sement(
b)Quali
ty(c)
Pri
ce(d)Ot
her
s

Ques6–Whatqualit
ydoy ouseekinyourshampoo?(a)
HairSoft
ness(
b)Hai
rfal
lprot
ecti
on(c)Longandsmooth(d)
Others

Ques7–Wher edoy oubuyyourshampoo?

(a)
Groceryst
ore(b)Salon
(c)
Beautysupplychain(d)Di
scountsuperst
ore
-33-|
Page
Ques8–Howl ikel
ydoyourecommendy ourproductt
o
others?(
a)Veryli
kel
y(b)
Possi
blywoul
d(c)Possibl
ywould
not(d)Defi
nit
elynot

Ques9–Howsat
isf
iedar
eyouwi
tht
hequal
it
yofy
our
pr
oduct?(a)Hi
ghlysat
isf
ied(b)Sat
isf
ied(
c)Somewhat
Di
ssat
isfi
ed(d)VeryDi
ssati
sfi
ed

Ques10–Whatdoy oulookforwhil
ebuy i
nga
shampoo?(
a)Packagi
ng(b)Feat
ures(c)
Cost(
d)Br
and

Ques11—Areyoui
nterest
edt
obuyor
gani
c
shampoos?(
a)Yes(b)No

-34-|
Page