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Marketing Research - An Examination of Female Consumer Preferences for

Shampoo Brands in the United Arab Emirates

Research · December 2016

DOI: 10.2323/01.2323

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 Canadian University of Dubai
An Examination of Female Consumer Preferences for
Shampoo Brands in the United Arab Emirates

MKT430-1: MARKETING RESEARCH

PROFESSOR: DR. CHRIS I. ENYINDA

Fatima Kamal F1314000530

Beyza Hasan F1314000521

ABSTRACT
In this project, we are going to carry out a research on shampoo’s and the consumer behavior
towards it. Various brands of shampoos so that we can know that most preferred by different
people and why they prefer that brand. Shampoo is one of the most important cosmetics that is
mostly used by women in the UAE. UAE is one of the top most leading countries that deal with
the sale of cosmetics and other personal care products. Most people living in the UAE are living
in high standard and therefore the number of sales is always increasing rapidly in the recent
years. Consumer behavior often changes due to lifestyle, education level. As the behavior is also
changing the market is also changing because companies also make their products according to
the changes that take place and the preferences of the consumers. Companies use certain
advertisement and promotion strategies to get the attention of customers. When companies do
not adapt to the changes in the consumer behavior, they are likely to lose a lot of their
customers. Shampoo has a very competitive market because different brands have different
qualities, which make it unique and have other brands with the same things.

INTRODUCTION

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Cosmetics and personal care products are one of the sectors in Middle East and Gulf States
where the most powerful manufacturers are found. UAE is one of the most leading countries
among others in sales of cosmetics and personal care products. UAE cosmetics and personal
care products market is growing rapidly in recent years. The high living standards of the UAE
lead to increased consumption and importing cosmetics and personal care products. The high
altitude of personal care products consumption helps the suppliers to offer new and innovative
products to the UAE market and consumers (Singh, 2016).

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

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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.

This paper presents the application of Analytic Hierarchy Process (AHP) introduced by Thomas
Saaty (1980), which is an effective tool for dealing with complex decision making, and may aid
the decision maker to set priorities and make the best decision. By reducing complex decisions
to a series of pairwise comparisons, and then synthesizing the results, the AHP helps to capture
both subjective and objective aspects of a decision (Mocenni, 2011).

The AHP considers a set of evaluation criteria, and a set of alternative options among which the
best decision is to be made. It is important to note that, since some of the criteria could be
contrasting, it is not true in general that the best option is the one which optimizes each single
criterion, rather the one which achieves the most suitable trade-off among the different criteria
(Mocenni, 2011).

The AHP is a very flexible and powerful tool because the scores, and therefore the final ranking,
are obtained on the basis of the pairwise relative evaluations of both the criteria and the options
provided by the user. The computations made by the AHP are always guided by the decision
maker’s experience, and the AHP can thus be considered as a tool that is able to translate the
evaluations (both qualitative and quantitative) made by the decision maker into a multicriteria
ranking. In addition, the AHP is simple because there is no need of building a complex expert
system with the decision maker’s knowledge embedded in it (Mocenni, 2011).

This paper aims to analyse and evaluate the customer preferences towards lady’s shampoo by
university student-consumers. The remainder of the paper is structured as the following;
background, literature review, methodology, analytic hierarchy process algorithm, application of

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AHP to female shampoo brands and consumer preference steps and sampling and data
collection.

RESEARCH OBJECTIVE
Our main objective of this research paper is to study the factors and attributes influencing the
consumers when purchasing female shampoo by ranking the most important attributes based on
the AHP algorithm format. Specific objectives are:

(1) Ranking the factors influencing the preference of consumers towards female shampoo.

(2) Ranking the alternatives of female shampoo brands based on consumer preferences.

RESEARCH MOTIVATION
The purpose of this research paper is to determine the most preferred female shampoo brand
among female university students and to find out the major attributes for females that influences
them to purchase a specific brand. The reason why we chose this topic is because there were no
any recent researches done about female shampoo preferences, so this motivated us to make a
research about it.

BACKGROUND
Shampoo is a liquid soap product that was made for hair care that is used to remove dirt, oils,
dandruff and some other things that tend to build up inside the hair and makes it unhealthy. The
main reason for using a shampoo on the head is to keep it healthy and remove unwanted
particles from your hair. The original meaning of shampoo was head massage in some parts of
north India. The word shampoo was gotten from the Hindi word ‘champo’ which meant head
massage which was usually done with oil (Anglo E, 1992).

The word and the use of shampoo was introduced to the Britain by a Bengali Entrepreneur
known as Sake Dean Mahomet in the year 1814. When him and his Irish wife decided to open a
bath for shampooing known as ‘Mahomet’s Indian vapor baths’ in Brighton England. in his bath

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shop, the baths looked like Turkish baths but the clients were provided with Indian treatment of
champ which is shampooing or rather head massage. His services became very popular and he
was being appointed as ‘shampooing Surgeon’ to both George IV and William IV (Sake. D,
1814).

In the 1900’s, the words meaning changed from the act of giving the head a massage to applying
soap to the hair.at first normal soap was used on the hair but it made it so dull, uncomfortable
and unhealthy .so when shampoo was used to wash the hair some English stylists decided to boil
shaved soap in water and add herbs to give the hair fragrance and make it shine. The first man
who was the maker of shampoo was Kasey Hebert and the origin of shampoo is still attributed to
him.

Indian vapor baths’ in Brighton England. in his bath shop, the baths looked like Turkish baths
but the clients were provided with Indian treatment of champ which is shampooing or rather
head massage. His services became very popular and he was being appointed as ‘shampooing
Surgeon’ to both George IV and William IV (Sake. D, 1814).

At first, shampoo and soap were very similar products because they were used for the same
purpose and, they both contained surfactants which was a type of detergent that was used in both
things. The shampoo that is used today was first introduced in the 1930’s together with Drene,
the first synthetic shampoo that is non-soap.in Indian the head massage is still being done with
different oils and also herbs that is good for keeping the hair clean and healthy (Adrianna. S,
2009).

Hans Schwarzkopf was a chemist in berlin that owned a drugstore in 1898.His business was
successful and started noticing that he made most of his sales from the perfume section and he
still wanted to improve them. Hans decided to develop his first shampoo powder that was water
soluble. The product became popular within the first year and he started supplying to a drugstore
in berlin. Nevertheless, the ingredients of the shampoo were still dull to the luster of the hair
(Schwarzkopf. H, 1898).

In the year 1927 Hans had introduced one of the world’s first liquid shampoos but he has also
5
launched his international empire of hair dressing places. The institutes he opened still exists
under the name ‘Schwarzkopf and Henkel. he continued to innovate the world hair care products
and styling techniques. The Henkel brand is still popular and used in the united states and is
responsible for the major brands such as right guard and Dial (Denorex, 2015).

LITERATURE REVIEW
Various studies and researches have been carried on consumer preferences towards female
shampoo in international market. Following relevant literature has been referred for conducted
this case study:

Ganapathi (2010) explored that the majority of the consumers prefer Sun Silk, Clinic Plus and
Head & Shoulder because they are more used for low price, fragrance, avoidance of
unpleasant odor, revitalization of dull hair and their quality.

Singh (2016) in each study revealed that usage rate of shampoo among males and females has
been high, most of the males (64%) prefer Head & Shoulders brand whereas most of the females
(26%) are preferring Clinic Plus in Sagar city. Also, it has been seen that T.V advertisement has
played a significant role in purchasing shampoo. Most of the respondents are eager towards
price, quality and sales promotion schemes.

Reddy (2014) in a given study revealed that majority of respondents use shampoo only once a
week and it can be concluded that shampoo marketers must try to educate consumers for
increasing frequency of their usage.

Raj (2016) studied different factors that influence the customers were found to be “brand name,
availability, price, quality, types of package”. Customer considered the brand clinic plus
shampoo are the best as compared with other brands. As well as quality is an important part of
the buying decisions. Price is also a main factor of the purchase. It is very capable that female
respondents are more concentrated on quality.

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Singh (2012) conducted a study to find out the awareness, attitude, and behavior of consumers
towards the major brands of shampoo which are Sun Silk, L’Oréal, Pantene. The study
concluded that although Pantene has a significantly higher awareness among consumers in
comparison to Sun Silk and L’Oréal, however there is not much difference in the attitude and
behavior of customers for the three major brands of shampoo selected for the study. It is an
indicator that point of difference (POD) propositions communicated by these brands through
marketing communications has still not been able to create a significant difference in the attitude
and behavior of customers.

Parmar (2014) conducted a study of Shampoo Consumption in Rural Areas- An Empirical Study
of Selected Villages of Anand District that revealed, Shampoo consumption by sex category
stated that the share of female segment accounted for about 61 percent as against notable 39 per
cent for male. Still, shampoo consumption in rural areas was dominated by the female class.
Frequency of shampoo consumption in village masses revealed that 37 percent of survey
respondents were using this product once in a week as against 21 percent using it twice in a
week. The size of the regular user class was about 18 percent. Dove brand of shampoo was
preferred by 24 percent of the survey respondents as against 23 per cent preferring Sun Silk.
Another shampoo brand well positioned in rural areas was Pantene having preferred by
21 percent of the target population. Taken together, these three shampoo brands were preferred
by about 68 percent of the respondents in rural areas. Herbal based and anti-dandruff shampoo
brands did not enjoy much patronage of rural masses. While Clinic Plus was chosen by 11 per
cent, only 9 per cent of the rural people under survey selected Clinic All Clear.

Sharma (2012) conducted a research about different shampoo brands and different attitudes
of consumers when choosing from the make and the female brands of shampoos because
they weren’t much difference between them.

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Wolfinbarger (1990) his research shows that consumers look at the attributes of the brand
that contributes to why they want to have that brand. It usually consists of its price,
uniqueness and also presentation of the product.

Table 1. Consumer Preferences Attributes

NO. Attributes Author / Year

1. Ingredients, Brand of Ragavendran , Devakumar,

shampoo Upadhyay (2009)
2. Performance, Quality Rigon, Souza, Souza, Bighetti, Chorilli
(2013)
3. Shampoo brands Birjandi, Hamidizadeh, Birjandi
(2013)
4. Cleansing action, pH Kumar, Mali (2010)

5. Packaging Sorkin, Shapiro (1965)

6. Ingredients Preethi, Padmini, Srikanth, Swetha,

Rao (2013)
7. Ingredients Krunali, Dhara, Meshram, Mitesh
(2013)
8. Ingredients Trüeb (2016)

9. Scent, Fragrance Moeglin (2015)

10. Packaging Chen, McKay, Pennington, Chau

(2002)
11. Fragrance, Price Lonial, Zaim (2010)

12. Price Carme Hidalgo, Kougoulis (2012)

13. Price Erdem, Swait, Louviere (2002)

14. Color, Ingredients Zhou, Foltis, Moore, Rigoletto (2009)

15. Ingredients Bryce, Smart (1965)

16. Price Omer (2015)

17. Price Viana (2015)

8
18. Fragrance Kayahara H.( 2000)

19. Price Arieh G (1976)

20. Brand Image Bird M (1970)

21. Ingredients Faber R. (1987)

22. Price Vinith kumar(2004)

23. Ingredients Park C (1997)

24. Brand Image Chiranjeeb (1997)

25. Shampoo Brands Banyte J.j (2007)

26. Ingredients Ramdhani (2012)

27. Packaging Thapa (2012)

28. Shampoo Brands Metha (2012)

29. Price Maxwell (2012)

30. Brand Image Lin (2009)

31. Shampoo Brands Lamb (2000

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METHODOLOGY:

ANALYTIC HIERARCHY PROCESS ALGORITHM

The selection and the attributes include decision-making processes of female shampoo brands
that involve several factors which can be both quantitative and qualitative. The AHP model can
be applied to evaluate multi-attribute factors that are involved in the decision making of
consumer’s preference of female shampoo brands and the attributes. The AHP model is
contemplated in this research because of its usefulness in determining consumer preferences
while purchasing female shampoo brands and their attributes.

APPLICATION OF AHP TO FEMALE SHAMPOO BRANDS AND CONSUMER

PREFERENCE
The phases of the AHP format:
(1) Constructing the hierarchy that will identify and describe the problem. Where the main goal
of the research paper will be at the top of the hierarchy and the attributes will be stated at the
lower level. Then there will be a subdivision of the parent attributes in the lower level.

(2) Obtaining the weights for the lowest level factors. This phase can be done by using the pair
wise comparison, whereby each factor on each level is compared with each attribute in relation
to their significance to the main goal. However, to obtain the weights of the lowest level, matrix
arithmetic is to be done.

(3) The alternatives that are there for the decision maker are then scored with regards to the
lowest level attributes.

(4) Fixing the alternatives’ scores to evaluate the weights given to the attributes, in order to
adjust the score and find a final score for each optimum. The hierarchy structure consists of
consumer preference attributes, which include price (PRC), packaging (PCK), quality (QLT),

10
Fragrance (FRC), brand name (BN) and cleansing action (CNCA). The alternatives are Pantene
(PNN), L’Oréal (LRL), Dove (DV), Sunsilk (SNLK), and TRESemmé (TRSM).

Figure 1

AHP Steps

1) An unstructured problem has to be defined and an overall be determined. The methodology of

decision-making is set to identify the problem, evaluate the alternatives, designing the model
and finding the consumers preference, which will be directly linked to the goal at the top.
2) This stage involves building the hierarchy accordingly to accommodate the levels involved in
ascending order.
3) In this stage the pair wise metrics has to be done in order to do the comparison between each
of the lower levels.

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SAMPLING AND DATA COLLECTION
Data collection held during September-November 2016 within Canadian University of Dubai,
UAE. The sample size of the survey was 300 female student-customers for female shampoo
brands. A non-probability and judgemental sampling technique with an AHP 1-9 scaling
technique were used in the research.

EMPERICAL RESULTS AND DISCUSSIONS

The overall priority is determined using equation the P(ai) = ΣkwkPk(ai). Wk is the local
priority of the element k and Pk(ai) is the priority of alternative ai with respect to element k of
the upper level. Specifically, multiply each female shampoo alternative in rows by the
corresponding selection attribute priority. The output of each row is summed together to
determine the bank alternative preference overall score. Table 2 sows the pair-wise comparison
for the six attributes. Table 3 was computed to find the ranking of the attributes that were chosen
by the customers as the most important determinant in choosing a female shampoo brand. Based
on Table 3, we can determine that cleansing action is ranked the highest, followed by price,
fragrance, packaging, brand name, and ingredient as illustrated in Figure 1. The following tables
in the paper are done by using AHP based spreadsheet:
1. Synthesizing the pair-wise comparison matrix
2. Calculating the priority vector for a criterion such as advertising
3. Calculating the consistency ratio;
4. Calculating λ max;
5. Calculating the consistency index, CI;
6. Selecting appropriate value of the random consistency ratio, CR; and
7. Checking the consistency of the pair-wise comparison matrix to check whether the decision-
makers comparisons were consistent or not.
Table 2: Pair-Wise Comparison Matrix For The Six Attributes

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 Table 3: Female Shampoo Selection Attribute Priority

Figure 2

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 Figure 2: Female Shampoo Selection Attribute Priority

Ingredient 0.15

Brand Name 0.17

Packaging 0.17

Fragrance 0.17

Price 0.17

Cleansing Action 0.18

0 0.02 0.04 0.06 0.08 0.1 0.12 0.14 0.16 0.18 0.2

Table 4: Attribute Priorities (Price) Used in Female Shampoo

Synthesized matrix for Price

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λmax= 4.68671876+ 7.773394047+ 4.023890174+ 4.984580485+ 5.73747159/5= 5.441211011

CI= λmax-n/n-1= (5.441211011-5)/95-1) = 0.11030275

RI= 1.12

CR= CR/RI= 0.11030275/1.12= 0.0984846; less than 0.1; acceptable

Table 5: Attribute Priorities (Price) Used in Female Shampoo

Table 6: Attribute Priorities (Packaging) Used in Female Shampoo

Synthesized matrix for Packaging

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λmax= 4.942435072+ 4.695145732+ 5.295772816+ 5.179831219+
4.949486242/5= 5.012534

CI= λmax-n/n-1= (5.012534-5)/ (5-1)= 0.003134

RI= 1.12

CR= CR/RI= 0.003134/1.12= 0.002798; less than 0.1; acceptable

Table 7: Attribute Priorities (Packaging) Used in Female Shampoo

Table 8: Attribute Priorities (Ingredient) Used in Female Shampoo

Synthesized matrix for Ingredient

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λmax= 5.1819868+ 5.1738967+ 4.9867126+ 4.6786582+ 5.27558/5=
5.059367

CI= λmax-n/n-1= (5.059367-5)/ (5-1)= 0.014842

RI= 1.12

CR= CR/RI= 0.014842/1.12= 0.013252; less than 0.1; acceptable

Table 9: Attribute Priorities (Ingredient) Used in Female Shampoo

Table 10: Attribute Priorities (Fragrance) Used in Female Shampoo

Synthesized matrix for Fragrance

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λmax= 5.04066144+ 5.26381631+ 4.75925255+ 4.92223915+
5.1613228/5= 5.029458

CI= λmax-n/n-1= (5.029458-5)/ (5-1)= 0.007365

RI= 1.12

CR= CR/RI= 0.007365/1.12=0.006576; less than 0.1; acceptable

Table 11: Attribute Priorities (Fragrance) Used in Female Shampoo

Table 12: Attribute Priorities (Brand Name) Used in Female Shampoo

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Synthesized matrix for Fragrance

λmax= 4.662739825+ 5.019741415+ 5.034258338+ 5.036815162+

5.35863759/5= 5.022438

CI= λmax-n/n-1= (5.022438-5)/ (5-1)= 0.00561

RI= 1.12

CR= CR/RI= 0.00561/1.12= 0.005009; less than 0.1; acceptable

Table 13: Attribute Priorities (Brand Name) Used in Female Shampoo

Table 14: Attribute Priorities (Cleansing Action) Used in Female Shampoo

Synthesized matrix for Fragrance

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λmax= 5.16842622+ 4.98526199+ 4.8359429+ 5.27765757+
4.82654434/5= 5.018767

CI= λmax-n/n-1= (5.018767-5)/ (5-1)= 0.004692

RI= 1.12

CR= CR/RI= 0.004692/1.12=0.004189; less than 0.1; acceptable

Table 15: Attribute Priorities (Cleansing Action) Used in Female Shampoo

Table 16 was computed to find the most preferred female shampoo brands using the pairwise
comparison data for the aggregate sample and for the bank selection attribute. The results show
that Pantene has the highest mean weight of 0.205382 followed by L’Oréal, Dove, TRSemme,
and Sun Silk. Hence, we can conclude that Pantene is the overall preferred female shampoo
brand among the student-consumer in Canadian University of Dubai.

Table 16: Composite Overall Of The Attribute Priorities

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Figure 3

Figure 3: Ranking Of Most Prefered Female Shampoo Brands

TRESemme 0.19

Sun Silk 0.19

Dove 0.2

L'oreal 0.2

Pantene 0.21

0.19 0.19 0.2 0.2 0.21 0.21

CONCLUSION AND MANAGERIAL IMPLICATIONS

The research paper was executed to concentrate to examine the most important criteria in
selecting the most preferred female shampoo brand among the student-consumers in Canadian
University of Dubai, UAE. All female shampoos brands are based on different criteria’s and
chosen for their power to attract the targeted consumer groups. Since shampoos are being used
by females almost every day, female shampoo brands should be able to analyse and understand
the most relevant attributes that matter most to the university students. It is important to develop

21
and apply the creative and adjustable marketing strategies to get the attention of targeted
consumer groups.

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The purpose of using AHP is to indorse female shampoo brands to point out the attributes
that affects university-student consumers to purchase a shampoo. The research conducted
empirically derived female brand selection attributes to be considered based on daily
consumption decisions. This paper exhibits how the AHP system can be used to support
the decision in female shampoo brand selection and preferences and widen the collection
of current body literature on the application of AHP algorithm in the female shampoo
industry.

LIMITATIONS OF THE STUDY

The centralization of this research paper was limited to Canadian University of Dubai
students which consists of students from different academic and cultural background.
Hence, it should be considered that the result of this research is only focused on the
student customer segment without taking account of other customer segments.

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