PROJECT REPORT

ON
“A PREFERENCE STUDY ON SHAMPOO BRANDS
BETWEEN PANTENE, DOVE AND SUNSILK”

SUBMITTED TO

I K GUJRAL PUNJAB TECHNICAL UNIVERSITY,

JALANDHAR

In partial fulfillment of the requirements for the award of degree of

MASTERS OF BUSINESS ADMINISTRATION (MBA)

SUPERVISED BY SUBMITTED BY

Mr. Tarun Talwar Nidhi

(Head of Department) Univ. Roll No. : 2007051
R.I.E.T., Phagwara College Roll No. : 09/MBA/20
MBA-IV Sem.

Ramgarhia Institute of Engineering & Technology,

Phagwara
(Batch 2020-2022)
 RAMGARHIA INSTITUTE OF ENGINEERING & TECHNOLOGY,
PHAGWARA

STUDENT‘S DECLARATION

TO WHOM IT MAY CONCERN:

This is certified that the final project report titled ―A PREFERENCE

STUDY ON SHAMPOO BRANDS BETWEEN PANTENE, DOVE AND SUNSILK” is
a bonafide project work, conducted and submitted by me, NIDHI d/o RAKESH KUMAR,
College Roll No. 09/MBA/20 with University Roll No- 2007051 of IK GUJRAL PUNJAB
TECHNICAL UNIVERSITY, JALANDHAR. No part of this work has been submitted for any
other degree of the university. The data source has been duly acknowledged. It may be
considered for evaluation in partial fulfillment of the requirement for the award of degree of
Master of Business Administration.

Submitted By

NIDHI
Univ. Roll No-2007051
Master of Business Administration
RAMGARHIA INSTITUTE OF ENGINEERING & TECHNOLOGY,
PHAGWARA

CERTIFICATE OF ORIGINALITY

TO WHOM IT MAY CONCERN:

This is certified that the final project report titled “A PREFERENCE

STUDY ON SHAMPOO BRANDS BETWEEN PANTENE, DOVE

AND SUNSILK” is a bonafide project work, conducted and submitted by NIDHI
d/o RAKESH KUMAR , College Roll No. 09/MBA/20 with University Roll No-

2007051 under my supervision and guidance/co-guidance and submitted to I K

GUJRAL PUNJAB TECHNICAL UNIVERSITY, JALANDHAR. No part of this work
has been submitted for any other degree of any other university. Thedata source has
been duly acknowledged as certified by the student. It may be considered for evaluation
in partial fulfillment of the requirement for the award of degree of Master of Business
Administration.

Project Guide Project co-guide

Mr. Tarun Talwar Mr. Gurkanwal Singh

(Head of Department-MBA) (Assist. Professor-MBA)

3
 ACKNOWLEDGEMENT

This research project has been possible through and with the direct and
indirect co-operation of various persons to whom I wish to express my appreciation
and gratitude.

No one can ever make any achievement all of his alone. It is always difficult
to acknowledge so precious a debt as that of learning. It is the debt that could only
be paid through gratitude.

I bow with gratitude to all the TEACHERS who guided me. My special
thanks goes to our Head of Department Mr. Tarun Talwar whose versatility of
creativeness, interest and enthusiasm gave a new dimension to my work with a
motto “to seek, to strive and to yield greater”. His unfailing guidance and
encouragement made me understand the various appropriations and help to solve
my problems. In addition to this, I would like to thank all my respondents, who had
spent their valuable time with me and helped me in getting the requisite information
for this research project.

NIDHI
Univ. Roll No-2007051
Master of Business Administration
RAMGARHIA INSTITUTE OF ENGINEERING & TECHNOLOGY,
PHAGWARA

4
 EXECUTIVE SUMMERY

As MBA course requires equal attention towards practical as well as theoretical

aspects of business, various problems are to be dealt within that course. That‘s why
research programs are their to give deep as well as thorough knowledge of subjects and
problems which are practical whenever one entered in the profession.

The final projector report title ―A PREFERENCE STUDY ON SHAMPOO BRANDS

BETWEEN PANTENE,DOVE AND SUNSILK ”.. Pantene is the world's best-selling
haircare brand, encompassing a huge variety of shampoo, conditioner and styling products,
sold in around 100 countries. Sunsilk is a hair care brand, primarily aimed at women,
produced by the Unilever group. Sunsilk is Unilever‘s leading hair care brand, and ranks as
one of the Anglo-Dutch conglomerate's ―billion dollar brands"1909. Dove is Unilever‘s
brand of hair and beauty care products that includes shampoo, soap both liquid and bars,
deodorant, etc.), and it was introduced to public in 1955

Nidhi
Univ. Roll No-2007051
Master of Business Administration
RAMGARHIA INSTITUTE OF ENGINEERING & TECHNOLOGY,
PHAGWARA

5
 CONTENT

SERIAL NO. PARTICULARS PAGE NO.

Title

Student Declaration

Certificate of originality

Acknowledgement

Executive Summary

Content

Chapter 1 Introduction

Chapter 2 Literature Review

Chapter 3 Objective of Study

Chapter 4 Research Methodology

Chapter 5 Data Analysis and Interpretation

Chapter 6 Findings

Chapter 7 Suggestions

Chapter 8 Conclusion

Chapter 9 Bibliography

Chapter 10 Annexure

6
 List of figures

Figure no Figure tittle PAGE NO.

1. Do you Use shampoo 40

2. Which of the following brand of shampoo have you 41

purchase
3. Factor Consider while Purchasing a shampoo 42-43

4. Who influence you to purchase the brand 44

5. Do you change your shampoo 45

Rank different attribute with each brand according to your
6. 46
preferences

7. No of times you use the shampoo for your hair in week 47

8 Size of the pack you purchase often 48

In which media you have seen the advertisement of these 49

9.
brands

10. What you look first when you buy a shampoo 50

11. Level of satisfaction you are getting from your shampoo 51

brands

12. Which brand has more loyal customer base 52

53
13. What features do you look for in shampoo

7
 CHAPTER 1:
INTRODUCTION

8
 CHAPTER 1: INTRODUCTION-PANTENE

Pantene is the world's best-selling hair care brand, encompassing a huge variety of shampoo,
conditioner and styling products, sold in around 100 countries. One of Procter & Gamble's
portfolios of billion dollar brands, its worldwide sales were estimated at around $3.8bn for
2013. It is the biggest brand by sales in P&G's beauty portfolio. However following ten years
of rapid growth from the mid-1990s, sales began to slow significantly in 2007, especially in
the key US market. Fierce competition is largely to blame, but there was also evidence that
customers were confused by Pantene's bewildering range of different products. As a result,
the brand has undergone several restructurings of its product portfolio as well as a full
revamp of logo and packaging. So far, though, these changes have had only a limited effect
on its weakening US performance.

BRAND & ACTIVITIES

Euro monitor & Sanford Bernstein estimated global sales of $3.8bn for Pantene in 2013. The
range continues to change from year to year. In the US, its biggest market, it comprises well
over 100 different shampoos, conditioners, styling and treatment products. These are in turn
grouped into more than 20 different "collections", either by hair type (colour-treated, fine,
medium-thick or curly) or style (Classic Care, Nature Fusion, Relaxed & Natural for ethnic
hair and Restore Beautiful Lengths). Among the newer additions to the portfolio is higher-
priced Pantene Expert Collection, launched in 2012, which includes a line of age-defying
products which contains Olay ingredients; and Pantene Gold Series, launched in 2017, which
is designed specifically for African- American hair. The brand portfolio has been restructured
several times in recent years, especially in the US, in an attempt to boost growth. Other
countries have been less badly affected, with the result that the Pantene range now varies
quite widely from market to market. Another quirk, prompted by the brand's French-style
name is that it is pronounced in the US as "Pan-teen", whereas most other world markets
know it as"Pan-ten". In 2006, Pantene had around 19% market share by value in the US,
more than the next three brands combined. However after strong growth in the past, the
brand has suffered.

9
In 2010, P&G restructured the product portfolio once again, cutting back the number of
individual declines since 2007, exacerbated by the global economic climate as shoppers
switched to cheaper products or those perceived as more stylish. According to IRI data for
December 2008, Pantene sales were 12% lower than a year earlier, well below the market
trend and falling under the $1bn level locally for the first time in several years. According to
Euro monitor data for 2009 that decline continued as Pantene's US sales slipped by a further
9%, against an overall 3% decline in hair care sector, to around $812m.

Pantene had traditionally marketed itself as the leading shampoo for healthy hair, but in 2000
P&G took a big risk in abandoning the sector's traditional habit of defining products by hair
types, for example, normal, dry and oily. Instead Pantene rebranded its range according to its
effect on hair. Spotting the success of rival Kao's John Frieda brand, which differentiated
between hair colours as well as types, P&G also unveiled a new range of colour-enhancing
shampoos and conditioners in 2005 under the name Pantene Expressions. The company also
introduced a hair profiling service into selected US sales outlets; allowing customers to have
their hair tested using a handheld electronic device which measures strength and health. In
2006 the brand launched Pantene Beautiful Lengths, a charitable campaign in the US to
persuade people to cut and donate their hair to make wigs for women who have become bald
because of cancer treatments. Several celebrities joined the campaign, notably actress Hilary
Swank, and more than 24,000 ponytails had been donated by the end of 2007. The campaign
was still running in 2012.

Following an additional restructuring in 2007, the range was expanded to cover more than 14
categories, each with its own collection of sub-benefits. That approach was designed to cover
all bases, but in fact it was largely unsuccessful. The profusion of different products was
regarded by many customers as confusing, and came just as economic factors persuaded
many customers to seek out cheaper rivals. At the same time, other shoppers were attracted
by rival products which were presented as being more fashionable. A key threat was
Tresemme, then owned by Alberto-Culver, which claimed to offer affordable salon-type
results. As a result, Pantene's sales flattened alarmingly. To tackle the threat from Tresemme
and similar brands, a new marketing campaign was launched in 2009, "Salon Challenge",
comparing Pantene to more expensive salon products and highlighting the fact that it delivers
the same results for a lower cost.

10
product items from 165 to 125, and refining the 14 different categories to just eight. These
were also repositioned to suggest the concept of highly personalized "custom solutions". In
another important move, packaging was redesigned to be more colorful, and prices were cut.
At the same time, the marketing was adapted to touch on the emotional importance of having
attractive hair, and promoting Pantene as a cure for "bad hair days". The brand also launched
a promotional tie-in with Disney's tangled movie towards the end of the year. Yet according
to Symphony RI research, sales continued to decline, falling by a further 4% over the course
of 2010. That slow erosion has continued, and P&G acknowledged a year-on-year decline in
global market share in its annual results for the year to 2013. Pantene remains the market
leader in the US, and also in the UK, though by a narrower margin. According to Mintel
research for 2010, quoted by Marketing, Pantene had around 13% share of the UK shampoo,
conditioner & treatment market, three points clear of L'Oreal's Elvive. P&G's full portfolio
gives it a dominant 38% UK share, more than three times that of L'Oreal.
In 2011, P&G upped the stakes in its marketing, recruiting actresses Eva Mendes and Naomi
Watts to appear in campaigns for different collections within the portfolio. (Three years later,
Watts swapped sides to sign up with L'Oreal Paris instead.) For 2012, and the run-up to the
London Olympics, it launched a new global campaign featuring 11 female international
athletes including US swimmer Nathalie Coughlin, UK cyclist Victoria Pendleton and
Russian gymnast Evgenia Kanaeva. Actress Zooey Deschanel joined the US ambassador
group in 2012, along with former Friends star Courteney Cox. There are numerous other
ambassador relationships with local personalities around the globe. The current line-up in
2017 includes singer Ellie Goulding, Indian actress Priyanka Chopra and US singer Selena
Gomez.

BACKGROUND

Pantene was first conceived by Swiss pharmaceutical company Hoffman-La Roche, who
launched the shampoo in Europe in 1947. The name was derived from key ingredient
Panthenol, or pro-vitamin B-5, which had been found to penetrate the hair cuticle,
strengthening it and making hair more elastic. It was marketed for many years as a luxury
product. By the 1980s, Pantene was the umbrella for a broad range of prestige and
professional haircare products, sold through US department stores and salons. In 1983, the
brand was acquired by OTC manufacturer Richardson Vicks, who began slimming down the
range. Two years later, Richardson Vicks was acquired in turn by Procter & Gamble. P&G

11
relaunched Pantene in the US in 1986 as a mainstream consumer brand, but it remained
expensive, priced at over $6 for a bottle. Despite a high profile ad campaign, which featured
actress and supermodel Kelly Le Brock imploring "Don't hate me because I'm beautiful",
market share remained low, at less than 1%. In 1990, while fighting a battle for market share
in Asia, P&G's local team in Taiwan devised a less expensive formulation for Pantene in
order to create a stronger third product alongside their existing brands Pert Plus and Head &
Shoulders. Pantene was relaunched in Taiwan in 1990 as Pantene Pro-V, with new
positioning emphasizing shine and health. (The V in Pro-V stands for vitamin). Using a tag
line of "Don't envy my healthy, shiny hair", the advertising demonstrated Pantene's effects
with stunning photographs of models with long, straight and shiny hair, as opposed to the
permed hair which had previously featured in all the product's marketing. The results were
astonishing; Pantene more than doubled its anticipated annual sales target in less than six
months. The same team was given responsibility for rolling out the relaunch across Asia,
with similar success.Pantene Pro-V relaunched in the US in 1992 at under $4 a bottle. After a
slow start while packaging and marketing was adjusted to the local market, the company
began an aggressive global rollout at the end of that year. Sales rocketed. During 1993 alone,
Pantene volumes jumped 167% in the US, overtaking stablemate Pert Plus and Unilever's
Suave to become the #1 shampoo. By year-end global sales had grown to $550m in almost
40 countries. It became the world's best-selling haircare brand in 1995, as sales topped the
$1bn level.

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THE 9 MOST POPULAR PANTENE SHAMPOOS PREFERRED BY
INDIAN WOMEN
1. PANTENE LIVELY CLEAN SHAMPOO
Who is not fond of thick and strong hair? Especially, if you wish to keep it really long.
The Pantene Lively Clean Shampoo revives the lifeless appearance of your hair, by using
a deep cleansing technique to remove the dirt and residue. Your hair looks fresh and
rejuvenated in just 14 days after using this Pantene shampoo for women!
2. PANTENE LONG BLACK SHAMPOO
Next comes the Pantene Long Black shampoo that successfully repairs any sign of hair
damage. What's more, this Pantene shampoo hydrates each and every strand and
gradually darkens it with a uniform black tint. Your hair reflects a rich black color that
looks stunning!

3. PANTENE DAILY MOISTURE RENEWAL SHAMPOO

Like the name suggests, this Pantene product ensures that your mane receive sample
moisture and thus, it becomes much easier to tame. The reason as to why this shampoo is
one of the best Pantene shampoos for women is because it actively protects your hair
from further damage. Worry not, split ends are also prevented. Sounds amazing, right?
4. PANTENE PRO-V SMOOTH AND SILKY SHAMPOO
The Pro-V Smooth and Silky variant is a wonderful Pantene shampoo that runs a detox
system on your mane. Interesting, right? Just like our body needs a detox from time to
time, our hair too needs to flush out the toxins. Rest assured, this weekly rehab routine
will rebuild your mane's vitality and strengthen its immunity to resist breakage.
5. PANTENE ANTI-DANDRUFF SHAMPOO PANTENE
There's a specific Pantene shampoo for women that is the perfect solution for your
dandruff problem. The Anti-Dandruff variant gently cleanses your scalp, without causing
excessive dryness. Your mane definitely looks fresh and healthier as the dandruff issue
does not reoccur, once you start using it religiously
6. PANTENE HAIR FALL CONTROL SHAMPOO
Aren't you simply fed up with the amount of hair you have to clean from your comb?
Hair fall can be a pretty serious problem that needs to be dealt with. The Pantene Hair
Fall Control shampoo strictly does its job of controlling hair fall. Your tresses regain their
strength from root to tip, which automatically reduces breakage.

13
7. PANTENE TOTAL DAMAGE CARE SHAMPOO
Our hair goes through a high level of aggression on a daily basis. Pollution, sunrays and
the wind, these are the main culprits. In order to undo the damage caused, the Pantene
Total Damage Care shampoo is your best bet! This Pantene shampoo for women repairs
the 10 visible signs of hair damage and gifts you with soft, silky tresses in just 14 days

8. PANTENE PRO-V GOLD SERIES MOISTURE BOOST SHAMPOO

Designed to coat your mane with tons of moisture, this luxurious Pantene shampoo is the
Holy Grail for women suffering from dry and damaged hair. The paraben-free formula
softens the strands with the goodness of argan oil. The creamy lather is also great at
removing the product build-up, which otherwise destroys our hair quality.
9. PANTENE PRO-V AQUA LIGHT CLEAN RINSE SHAMPOO
Last but not the least, the Pantene Pro-V Aqua Light Clean Rinse shampoo works like
magic to transform dull hair into shiny, bouncy hair. It pampers your hair with 100%
more nourishment and is also well-suited for colour-treated hair. As an added bonus, this
Pantene shampoo is free of parabens, silicones, and dyes.

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15
 INTRODUCTION- SUNSILK

Sunsilk is a hair care brand, primarily aimed at women, produced by the Unilever group.
Sunsilk is Unilever‘s leading hair care brand, and ranks as one of the Anglo-Dutch
conglomerate's ―billion dollar brands". Sunsilk shampoos, conditioners and other hair care
products are sold in 69 countries worldwide.Sunsilk is sold under a variety of different names
in markets around the world including Elidor, Seda and Sedal. The brand is strongest in Asia,
Latin America and the Middle East and is the number one hair care brand in India, Brazil,
Argentina, Bolivia, Sri Lanka and Thailand.

HISTORY

Sunsilk was launched in the UK in 1954, and by 1959 it was available in 18 different
countries worldwide. At the time, Sunsilk had an advantage over other shampoos in the
market as it only needed one application, and so meant washing less natural oils from the
hair. Sunsilk cream shampoo for dry hair was launched in 1956. In 1958, a new transparent
polythene tube for the liquid shampoo was introduced as an alternative large size pack to the
bottle. Sunsilk was also available in such tubes. In 1960, Sunsilk Tonic shampoo was
launched, containing skin healing ingredient Allantoin – designed to help keep the scalp free
from infection. In 1961, Sunsilk Liquid shampoo was re-launched to Sunsilk Beauty, because
‗Liquid‘ in the name, originally used to distinguish the product from powdered shampoos had
become meaningless as the majority of shampoos were now in liquid form. In 1962, Sunsilk
was marketed as a range of shampoos for different hair types. Sunsilk significantly improved
product formula and launched new variants in 1966

16
The first major shampoo to contain olive oil, which acted as conditioner to make hair soft
and manageable; shampoo for dull hair, which restored hair‘s natural shine; lemon shampoo for
greasy hair with deep cleansing ingredients.

Sunsilk hair spray was first launched in 1964 to enter an expanding hair-spray market, but in
1966 a new product formula was developed which gave hold, even in damp weather whilst
still caring for hair. The hair spray contained a French perfume and could easily be removed
by brushing or shampooing it out.

In 1969, all Sunsilk shampoo was re-packaged in new PVC bottles, which were larger than
traditional glass bottles for the same price.

Sunsilk conditioner was launched in 1971 with three variants for dry, normal and greasy hair.
In 1973, Sunsilk launched an aerosol dispensed setting lotion. An economy size shampoo
bottle was introduced for Sunsilk in 1974.

In 1975, Sunsilk became the biggest name in hair care with 1,000,000 packs being sold every
week.

In 1980, the whole Sunsilk range was re-launched, with improved formulations and
packaging design to bring the brand into the 1980s.

In 1985, Sunsilk styling mousse was launched and 2 years later a conditioning mousse
followed.

In 2001, Sunsilk moved into the hair colourant market for Asian-type dark hair, offering a
range of seven permanent colours from natural black to copper with purple, red and gold
tints.

In 2003, Sunsilk launched a new range of shampoos and conditioners, which were developed
to meet women‘s hair needs and reflect the way women think about their hair. The fake
institute (a trademark by Sedal) "Elida Hair Institute" developed theproducts in response to
market research. Each product contained a unique formulation of ingredients, combining the
best from natural and scientific worlds to help combat common hair problem

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MILESTONES
1954 – Sunsilk first launched in the UK.

1955 – First advertisement of Sunsilk appeared on TV.

1964 – Launch of Sunsilk hair spray.

1968 – Sunsilk shampoo re-packaged in PVC bottles.

1971 – Launch of Sunsilk conditioner.

1975 – Sunsilk became the biggest name in hair care.

2003 – Sunsilk glossy magazine launched in Argentina.

2008 – Social networking site Gang of Girls was introduced in India.

FIRST ADVERTISING
Sunsilk began advertising in 1955 with a campaign that focused on specific hair "issues". In
the UK, the campaign focused on shiny hair. During the 1960s, a television commercial of
Sunsilk featured a tune composed by John Barry, “The girl with the sun in her hair”,
which proved so popular that it was subsequently released as a pop single. Sunsilk radio
commercials were aired in 1969 featuring Derek Nimmo to support the new Sunsilk Herb
shampoo for problem hair called ―Hairy Tales‖. In the early 1970s, Sunsilk was advertised
with the slogan ―All you need is Sunsilk‖.

CELEBRITY ASSOCIATIONS

Madonna Madonna (entertainer), Shakira, Marilyn

Monroe and Marian Rivera all featured in Sunsilk's 2008
advertising campaign ―Life Can‘t Wait‖[2] which
launched with a Super Bowl XLII spot. The philosophy
behind the campaign was about girls taking positive steps
to gain better control of their lives ―Hair On = Life
On‖.Actress and former Miss World Priyanka Chopra is
the brand ambassador for Sunsilk in India. In 2009,
singer Delta Goodrem was announced as the "face
of Sunsilk" in Australia. The singer and her music have
since featured in several Sunsilk adverts

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MAGAZINE

In 2003, Sunsilk (Seda) launched the first hair only glossy magazine in Argentina aiming to
communicate to the professional hair industry. More than 800,000 copies are published each
month. The magazine focuses on hair, fashion and beauty issues as well as showcasing
hairdressers‘ work. It is sold locally on news stands and distributed to hair salon

SUNSILK SHAMPOO

1. SUNSILK SHAMPOOS SUNSILK PINK LUSCIOUSLY THICK &

LONG SHAMPOO

Sunsilk Pink Shampoo is one of the oldest products in the Sunsilk product range.
Enriched with keratin yoghurt, it helps in cleansing and nourishing the hair from the roots
so it looks thicker and adds the desired bounce. It is of great help if you want to add
volume and make your hair look thick and strong.

2. SUNSILK BLACK SHAMPOO

Sunsilk Black Shine Shampoo contains Amla-Pearl complex, which protects hair from
sun damage, and prevents dullness of hair. It also provides a healthy glow. Amla is an
excellent product to keep your hair black and shiny. Sunsilk Black Shine Shampoo has
been said to be one of the best products from the Sunsilk shampoos range.

3. SUNSILK GREEN LONG & HEALTHY GRPWTH SHAMPOO

Sunsilk Green long and healthy growth shampoo is enriched with Biotin. Biotin is an
important hair growth ingredient that nourishes the hair from roots. It makes hair grow
longer and stronger. Sunsilk Green Shampoo reduces hair fall while giving dull hair
amazing shine and helping hair reach its natural growth potential

4. SUNSILK YELLOW SOFT AND SMOOTH SHAMPOO

Sunsilk Yellow Soft and Smooth Shampoo is a unique blend of five natural oils and
exclusive formula nourishes hair deeply without making it greasy. It contains Argan oil,
Babasu oil, Almond oil, Camellia oil & Coconut Oil that are well-known remedies for
hair growth. Sunsilk Yellow Shampoo retains the beautiful softness of hair and keeps the
hair texture smooth and silk.

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5. SUNSILK PERFECT STRAIGHT SHAMPOO
Sunsilk Perfect Straight shampoo locks in the shape of your wet hair through the day to
keep it Straight & aligned. Its straight lock technology along with Silk Protein helps
keeps hair aligned even after hair dries. For hair that is vibrant, silky and full of
movement. It makes the tresses silky straight while adding a healthy glow to it.
6. SUNSILK GREEN TEA AND WHITE LILY SHAMPOO
Sunsilk, Sunsilk Keratinology Detoxifying Shampoo is a part of the Keratinology
shampoo range meant to protect salon-treated keratin hair. It works really well to repair
the damages of the chemical usage on the hair. It works to remove build up and residue
from hair while making it healthy and strong.
7. SUNSILK GOLDEN HAIRFALL SOLUTION SHAMPOO
Sunsilk Golden Hair fall Solution Shampoo contains soya protein and vitamins, it makes
hair stronger and less prone to breakage. The soya consists of good protein that deeply
moisturizes and fortifies your hair to make it stronger and less prone to breakage.

8. SUNSILK COCUNT WATER AND ALOE VERA SHAMPOO

Sunsilk Coconut Water and Aloe Vera Shampoo is a part of Sunsilk‘s Co-Creations range that
nourishes hair and gives a healthy scalp. Enriched with Egg for smooth hair that is free from
dandruff. Sunsilk blue shampoo prevents dullness and restores a healthy lustrous look of the scalp
so you can style your hair the way you want with confidence. It also contains Zinc Pyrithione
which is a well-known anti-dandruff agent.

9. SUNSILK ALMOND AND HONEY SHAMPOO

With constant blow drying, dyeing, curling, or straightening your hair, your hair tends to weaken
and break. Sunsilk Almond and Honey Shampoo helps in repairing hair by filling cracks layer by
layer. Enriched with Keratin Complex, the shampoo gives you twice more protection from both
natural and chemical damage and revitalizes your hair leaving it smooth, healthy and shiny.

20
21
22
 DOVE
Dove is Unilever‘s brand of hair and beauty care products that includes shampoo, soap liquid
and bars, deodorant, etc.), and it was introduced to public in 1955. Since the beginning until
now, Dove has expanded its market territory to more than 80 countries worldwide. Dove‘s
brand logo is remarkably known as the silhouette of the same bird as its name. In Indonesia,
Dove‘s types of product ranged from hair care, bar/body wash, lotions, deodorant, and face
wash. The hair care alone cover 9 hair problems, with 4 type of hair care product, which are
shampoo, conditioner, treatment, and oil. In Indonesia, Dove has its own class, and its
campaign for real beauty really make a breakthrough in Indonesia market. Its ambassador
took a place in high market, as well as its competitor in female shampoo industry, Pantene.

BRIEF HISTORY OF DOVE

Dove‘s history starts out with the creation of soap. In fact, no other personal care brand today
produces soap as much as Dove does, and the company name has been tied in with soap-
making from the very beginning. When it was founded in 1957, Dove started out as a soap
company that was unlike all the other of its time. Surely, there were toiletry brands that were
much older and much more established than Dove, but the younger company managed to
stand out from the rest with one simple characteristic: moisture. Dove quickly stood out from
its competitors by producing soap that didn‘t dry out skin but rather moisturized it. It was clear
from the beginning that Dove was dedicated to creating high quality products for its
consumers. Soon enough, Dove became known as a company that can be trusted when it
came to personal care. Dove expanded gradually, building its catalog a little at a time to add
more products to its personal care line. Today, Dove sells hair care products in addition to
skin care, bathing, and antiperspirant/deodorant product. In 2004, Dove launched their Real
Beauty Campaign, which supported the brand‘s ideal of embracing the natural body. They were
one of the first global companies that embraced the idea of body positivity, and promoted
self-care and self-love ideals above what was accepted as social norms. Dove seemed to have
been always ahead of the curve, and even the brand‘s marketing has continued to prove this
time and again. Over the years, Dove‘s packaging began to reflect its logo images—evoking
simplicity, elegance, and gentleness. Over time, the Dove brand became easier to recognize,
and it is now undoubtedly difficult to miss in the supermarket aisle full of other personal care
products

23
DOVE LOGO
According to this article and as mentioned earlier, Dove‘s visual identity has always been
that of tenderness and elegance. This can easily be seen from the brand‘s logotype, which has
a calligraphic style and a slight italic All of these nuances add to the gentle feel and appeal of
the logo. They also somehow convey the message that the company cares for its products and
for its consumers. Since its founding in the 50s, the brand has changed 4 times and additional
logo interpretations have been created specifically for the brand‘s extended personal care
lines (e.g. the Men‘s line).
1955-1969
The very first logo appeared only on Dove’s singular product: their soaps. The logo was
simple. It featured a calming background of blue and a white cursive lettering that spelled out
the company name. This lettering is very much representative of writing styles from that
time. The main logotype also had a tagline: Bath and Toilet Bar. The upper right corner of
the entire logo is colored in gold, and this gold portion contained Dove’s iconic emblem—
its namesake bird. The original Dove logo bird is white; it faces the left and has a large
stylized wing. This logo would be the main logo for the company for roughly 15 years.
1969-2004
The company saw its first logo change in 1969. The blue background disappeared; instead a
simple white or essentially a transparent PNG background replaced it. The word mark was
also updated into a more modern font—bolder and spaced closer to each other. The logotype
became blue, and the gold background disappeared. Instead, the white dove became a gold
dove. This time, the dove is featured with a simpler design. Still fluid and sophisticated, the
dove is now facing the right, a suggestion of forward movement. This represents Dove‘s
dedication to quality and innovation.
2004-2012
It took 35 years before the company changed their logo again. In truth, it took that long
mostly because Dove really didn‘t need much of a change. Even though that‘s a huge gap in
years, the 1969 model has proven to be a timeless logo—proof yet again of Dove being
ahead of its time. The 2004 logo featured most of the same characteristics with just slight
changes. The typeface changed to a slender and much simpler font. It also used a darker blue
color compared to the 1969 logo. The dove emblem featured the most change. The color is
now a more rose gold tone, and the shape of the dove became even more elegant. It no longer
featured an eye, but it did feature a new sheen that was never there before. The dove is also
now located underneath the logotype instead of above.

24
2012- PRESENT
The latest 2012 Dove logo is a mere updated version of the 2004 logo. It has pretty much the
same features. The positioning of the logotype and the bird emblem remains the same. The
Dove word mark is even more modern and simple, and the color is just slightly lighter. The
dove emblem is now completely gold with a milder sheen on its middle part. The dove bird
also seems to be just a little more elongated, signifying even more elegance. The 2012 logo
continues to be Dove’s logo to this day

DOVE SHAMPOO AVAILABLE IN INDIA

1. DOVE HAIR FALL RESCUE SHAMPOO

We all need a rescue ranger to pull us out of the bottomless hair fall pit. If you have been
on the lookout too, you probably need to give this one a shot. It has silicon and diazole
actives that work to nourish your hair from the root to the tip, which is the kind of
treatment your hair needs if you are suffering from excess hair fall. You will see a visible
difference in the volume because it reduces breakage to a large extent.

2. DOVE DAILY SHINE SHAMPOO

Whether you shampoo daily or every other day, you need something that can protect your
hair from wear and tear and retain the natural oils and fiber layers. The micro moisture
serum does just that – it cleanses your hair from deep within and sweeps out the dust and
pollution that settle down on the scalp and the surface. The shampoo adds sheen to your
hair and leaves it fully shining.

3. DOVE INTENSE REPAIR SHAMPOO

The intense repair shampoo helps restore your hair strength and rebuilds the roots. The
shampoo also contains keratin that seeps into your hair scalp and nourishes it at a cellular
level, making your hair healthier from the inside out. It prevents hair breakage and also
works on the surface damage. For best results, combine it with a conditioner.

25
4. DOVE ADVANCED HAIR SERIES ULTRA NOURISHING
SHAMPOO, QUENCH, ABSOLUTE
Managing curly hair is a little more laborious than managing straight or wavy hair, but
it‘s great and worth all the extra effort. If you find the right shampoo, everything else is a
breeze. And here‘s a shampoo that is close to that. The Quench Absolute is from its
Advanced Hair Care series – it contains natural Omega-9, Buriti oils, and other rare
nutrients that strengthen your hair, make it soft, combat dryness, and enhance the natural
definition of your curls. You can go out and now confidently say, ―Curly hair ?Don‘t
care!‖
5. DOVE OXYGEN MOISTURE SHAMPOO
Big issues for women with poker straight hair face is their shampoo taking away the hair
volume and making it go flat. You need something that adds volume while keeping it soft
and fluffy. So, if you are looking for something on those lines, Dove Oxygen Moisture
helps you tackle just that. The Oxyfusion Technology moisturizes your hair and
untangles it without weighing it down.
6. DOVE DRYNESS CARE SHAMPOO
There‘s nothing more unpleasant than having a blob of dry and frizzy hair at the end of a
hair wash cycle. A lot of us struggle with frizz and dryness, so you need a bottle of
shampoo that combats fizziness and not make your hair dry while cleansing
7. DOVE REJUVENATED VOLUME SHAMPOO
With age and exposure to pollution of all kinds, your hair starts losing its charm. This is
why it needs the extra care and nourishment. Dove Rejuvenated Volume Shampoo
fortifies your hair with its unique formulation and restores the lost nutrients. It cleanses
your scalp, roots, and your hair and leaves you smelling great. It adds volume and gloss
too.
8. DOVE REGENERATIVE REPAIR SHAMPOO
We take our hair for granted and allow it to go through lot of stress with styling tools,
chemicals, hair sprays, and pollution and hardly let it breathe. You need products that
help restore hair health by offering it the required hydration, nutrients, and moisture it
needs. The Dove Regenerative Repair Shampoo is from the Advanced Repair series, and
it contains red algae cells that are composed of high levels of polysaccharides that help
retain and restore hair moisture.

26
9. DOVE NUTRITIVE WITH MACRO MOISTURE DAILY SHINE
SHAMPOO
Looking for a shampoo that smells nice, works best for daily use, leaves your hair silky,
and does everything else you look for in your everyday essentials? Look no further than
the Dove Nutritive Therapy with Micro Moisture Daily Shine Shampoo that is a step up
from your Daily Shine. Forget bad hair days and all your woes with this one.
10. DOVE ENVIRONMENT DEFENSE SHAMPOO
The biggest challenges for most of us are hair fall and breakage. Environmental and
lifestyle changes are big contributors, and that‘s why you need products that give you
protection from all of those. The Dove Environmental Defence Shampoo is infused with
lotus essence and other essential nutrients your hair needs to repair the damage. It
cleanses your hair from deep within by getting rid of the build-up of oil and grease on
surface of your scalp.
11. DOVE HAIR THERAPY NOURISHING OIL CARE SHAMPOO
Dove Nourishing Oil Care Shampoo contains oils that supplement the natural oils in your
hair while deeply cleansing off the dirt, dust, and grime. The shampoo adds moisture to
your hair and leaves it feeling soft, light, and fluffy. With a combination of essential oils
and fiber actives, it makes your hair look healthy, lustrous, and shining for the longest
time. It suits all hair types and is a one-stop shop for all.

12. DOVE HAIR THERAPY DANDRUFF CARE SHAMPOO

This shampoo, which is not only clinically approved but also something that its
customers swear by, is what you need to go to for treating your dandruff. It is formulated
to clear up dandruff from the very first use, without making your scalp too dry and sore.
The micro moisture serum in the shampoo has a soothing effect and relieves you from the
uncomfortable itching – all of this while deeply cleansing your hair.

27
28
29
 CHAPTER 2:

LITERATURE REVIEW

30
 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, Pantene and Dove 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 Sunsilk 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.
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, Dove, Pantene. The
study concluded that although Pantene has a significantly higher awareness among
consumers in comparison to Sun Silk and Dove, 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

31
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.
Wolfinbarger( 2004) 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.

32
 CHAPTER 3:

OBJECTIVE OF STUDY

33
 OBJECTIVE THE STUDY

1. To analyze the buying behavior of consumer regarding these shampoo brands

2. To assess whether advertising is influencing the buying behavior of the consumers

34
 CHAPTER 4:
RESEARCH METHODOLOGY

35
 RESEARCH METHODOLOGY

Research methodology deals with the method of study i.e. how the study will be carried out
and what techniques will be used. it is the careful investigation and enquiry in a systematic
manner in order to find solution of problems in research. it includes the collecting the data
and evaluating the data and find conclusion.
 Scope of the study:
The scope of the study covers almost all categories of Shampoos. The whole appraisal of
Shampoos has been done from the angle of customer satisfaction. Any substitutes of
Shampoos like washing soaps or natural products have not been considered. Also Shampoos
locally made by the unorganized sector and which are not branded have not been considered.
 Research Design:
Research design states the conceptual structure which research is to be conducted. A research
design is the arrangement of conditions for collections and analysis of data in a manner that
aims of the data in manner that aim to combine relevant the research purpose with economy
in procedure. The different design available is:

 Exploratory research: it generally emphasis on discovery of ideas and insights.

Its more qualitative rather than quantitative.

 Descriptive research: it is concerned with determining the frequency with which

something occurs or extent relationship between two variables. this study will be
having an exploratory research which is based on discovery of ideas and insights.

 Exploratory research is used in this research design

 Sample size

This refers to the number of respondents to be selected from the universe to constitute a
sample. A large sample gives more reliable results than the small samples. so, the sample size
of 50 respondents was taken into consideration in case of research work.

 Sample unit 

Sampling unit consists of Phagwara city.

36
 Survey instrument
Questionnaire
 Sampling technique
Disproportionate stratified random sampling technique has been used in
sampling due to the following reasons
1. It provides information about parts of the universe
2. It provides help in gaining precision through stratification.
 LIMITATIONS
The probable limitations of this study are as under:
1. The first and foremost limitations were time constraint which was months, but
still efforts have been made to put the picture as clear possible.
2. Samples were randomly selected as per convenience.
3. The conservative attitude of the respondents was a limiting factor in gaining
information.
 METHODS OF DATA COLLECTIONS
 DATA SOURCE
The methods used for collecting the required information regarding consumer
behavior toward electric vehicle and petrol-powered vehicles.
 Primary source
These are those sources which myself have collected the data and no other information
collected by someone else is used for this the following method is used.
 Survey
Primary data is collected through the questionnaire which is distributed to the
respondents. Google forms have been used as survey instruments.
 Secondary source
Secondary data are those, which have already been collected by someone. for this
study the sources of secondary data are –
1. Websites
2. Newspapers

37
 METHODS OF DATA ANALYSIS & INTERPRETATION:

Making use of data and understanding its meaning is very important and critical work.
For this purpose, following methods is used.

Pie chart has been used for data presentation

 Statistic tool used:

Percentage method: No Of Respondent *100

Total No. of Respondants

38
CHAPTER 5: DATA
ANALYSIS AND
INTERPRETATION

39
 CHAPTER 5: DATA ANALYSIS AND INTERPRETATION

1. Do you use shampoo?

Factors Respondents Percentage

Yes 40 90%
No 10 10%

10%

Yes
No

90%

Figure no: 1

Response

40 people response were yes & other 10 said they use have remedy + shampoo. Female [two
each using homemade remedy] The study reveals that 90% of the respondents use shampoo.
10% of the respondents refused the use of shampoo and gave the reason that shampoos cause
hair problems. They either use soaps or the traditional method of washing hair.

40
2. Which of the following brands of shampoo have you purchased?

Factors Respondents Percentage

Pantene 10 20%
Dove 20 40%
Sunsilk 15 30%
Organics 5 10%

10%
20%

Pantene
Dove
30%
Sunsilk
Organics
40%

Figure no: 2

Response
It can been seen that dove all clear has been tried by most people that account for 46 of 50
sample and next coming to be Pantene with 1 2. After this brand sunsilk is used more
followed by organics.
Analysis
The survey showed a number of reasons for consumers using more than one brand or type of
shampoos simultaneously. NO single shampoo, according to consumer was able to fulfill all
the hair requirements.
Dandruff was the most important hair problem which led the consumer to use more than one
shampoo at a time. Some people use two or more shampoos simultaneously, just for change.

41
3. Factors you consider while purchasing a shampoo?

Male
50% 50%
Female

Figure no: 3

Response:
FEMALE:
10 female: -- Hair types
--Hair problem
-- Fragrance
-- Packaging
-- Price
-- Availability
In the above response few 3 girls responded price followed by packaging.

MALE:
[Section-1]
6 male: -- Hair problem
-- Fragrance
-- Hair type
--Fragrance
-- Packaging
-- Availability

42
[Section:-2]

4 Male: --Hair problem

-- Price
-- Hair Type
-- Packaging
-- Availability
It canbe concluded that in case of females most have the same levels of priority of buying the brand
and so the order remains the same. But 3 of them said price to be one after fragrance and then
packaging.
In case of males 6 male had the same levels of priority that starts from hair problem followed
by Fragrance. And this section 1 of males differs with section 2 with respect to levels of as
section 2 priority is of price followed by hair type and then fragrance.

43
 4. Who influence you to purchase the brand ?

Factors Respondents Percentage

Family 8 16%
Docter 10 20%
Advertisement 18 36%
Self 14 28%

16%

20% Advertisment
36%
Self
Docter
Family

28%

Figure no: 4

Analysis
The role which advertisement play cannot neglect. According to study it is found that
advertisement influences the consumer a great deal in selecting a shampoo. Next comes the
self that is the consumer himself and then comes the role of doctor and family, at times
someone reference also helps in selecting a brand.
Consumers in the age group 17-25 [target group] are more innovative as compared to the
other age groups. It has been observed from the study that females shampoo their hair twice a
week, while males prefer using shampoo on alternate days.

44
 5. Do you change your shampoo?

Factors Respondents Percentage

Frequently 10 20%
Occasionally 22 44%
Never 18 36%

20%

Occasionally
44% Never

36% Fequently

Figure no: 5

ANALYSIS

It can be concluded that a majority of the consumers change their shampoo occasionally these
consumers also tend to test the quality of new launched when asked about the reason they
responded that changing brand led to hair problems like hair loss etc.

45
 6. Rank different attribute with each brand according to your preferences ?

Factors Respondents Percentage

Pantene 24 48%
Dove 16 32%
Sunsilk 10 20%

20%

Pantene
48%
Dove
Sunsilk
32%

Figure no :6

Interpretation
Among 50 respondents, people first preference is Pantene (48%) then Dove (32%) and then
sunsilk (20%).

46
 7. How many no. of times you use shampoo for your hair in week?

Factors Respondents Percentage

1-2 times in a week 30 60%
More than 1-2 times. 20 40%

40%
1-2 time
more then 1-2 time
60%

Figure no: 7

Analysis
When asked about how many times the consumer use to shampoo their hair? They responded
60 % that 1-2 times in a week and rest 40 % responded more than 1-2 times. A further
conclusion can be drawn on people using 1-2 times or 3-4 times.

47
 8. Size of the pack you purchase most often ?

Factors Respondents Percentage

100 11 22%
250 ml 15 30%
Sachets 24 48%

22%

100 ml
48%
250 ml
sachets
30%

Figure no: 8

ANALYSIS

It can be concluded that sachets are most used because of its convenience and price. Next
comes to be 250 ml because of its price again that is higher the pack lower the price.
Followed by 250 ml. People who use sachets use it as trial to see the effectiveness and if they
are satisfied then they go for 250 ml primarily because of not going to buy the small sachets
again and again. The rest packs are used because of other options available in terms of size
and price and not necessarily going for bigger pack.

48
 9. In which media you have seen the advertisement of these Shampoo brands?

Factors Respondents Percentage

T.V 28 56%
Magazinez 13 26%
Newspapaer 9 18%

18%

T.V
Magazine
56% Newspapaer
26%

Figure no :9

RESPONSE
Reveals that in TV as media for advertisement all the responded have had the same
frequency of seeing the ads of all the brands. In case of print media as in Magazine highest
number of viewer ship went to DOVE, Sunsilk, Pantene. Organics in decreasing order. In
case of Newspaper the maximum no. of viewership went to Dove, Pantene Organic &
sunsilk in decreasing order.

ANALYSIS

It says that T.V. is best media for advertising for all kind of advertising.

49
 10. What do you look first when you buy a Shampoo?

Factors Respondents Percentage

Advertisement 7.5 15%
Price 12.5 25%
Brand 27.5 55%
Packaging 2.5 5%

5%
15%

Advertisement
Price
25% Brand
Packaging
55%

Figure no: 10

Interpretation-
Among 50 respondents, 15% people prefer advertisement, 25% people prefer Price, 55%
people prefer brand and 5% people prefer Packaging.

50
 11. Level of satisfaction you are getting from your shampoo brand ?

Factors Respondents Percentage

Dove 20 40%
Organic 18 36%
Pantene 7 14%
Sunsilk 5 10%

10%

14%
40% Dove
Organic
Pantene
Sunsilk

36%

Figure no :11

ANALYSIS
The maximum satisfied consumers were of Dove users and then comes organic. Pantene.
Sunsilk.
DOVE: The consumers of DOVE were most satisfied with all the attributes of the shampoo.
Dove all Clear provides high satisfaction to the consumer as far as anti-dandruff quality of the
shampoo is concerned.
ORGANIC: The consumers of organic were satisfied with all the attributes of the shampoo
except hair repair to some extent and fragrance.
PANTENE: Next on the list is Pantene. This shampoo is needed to be improved upon the anti -
dandruff and hair repairing qualities which the consumer finds is lacking to a certain extent
SUNSILK: Satisfaction level with Sunsilk was the last rated among the customer. Sunsilk to a
large extent fails to satisfy hair nourishment, antidandruff and hair repair needs of the
consumer.

51
 12. Which Brand Has More Loyal Customer Base?

Factors Respondents Percentage

Dove 28 56%
Sunsilk 9 18%
Pantene 13 26%

26%

Dove
Sunsilk
56% Pantene
18%

Figure no: 12

Interpretation-
Among 50 respondents, 58% people prefer Dove, 28% people prefer Pantene , 18%people
prefer Sunsilk.

52
 13. What features do you look for in a shampoo ?

Factors Respondents Percentage

Smoothening of hair 7 14%
Anti-dandruff 18 36%
Conditioning 5 10%
To prevent Hair fall 20 40%

14%

40% Smoothening of hair

Anti dandruff
Conditioning
To prevent hair fall
36%

10%

Figure no: 13

Interpretation-
Among 50 respondents, 14% people choose shampoo for smoothening of hair , 36%
people choose shampoo for anti-dandruff , 10% people choose shampoo for conditioning ,
40% people choose shampoo for prevent hair fall.

53
CHAPTER 6:
FINDINGS

54
 FINDINGS
1. It has been observed that people use not only shampoos but home remedy is also
preferred because of its uniqueness of effectiveness. People also use more than one
shampoo or keep two shampoos

2. Most people have tried one or more shampoos but hardly find any differences. Except for
dove all clear and organic in which respondents have positively agreed of best shampoo
than others.

3. People buy those shampoos giving them maximum benefits. Female normally look Or
shampoo matching with their hair type but male look for combination of benefits i.e. 1st
hair problem and then fragrances followed by price.

4. An advertisement is the one that influences a lot than any other factors.

5. Most people change their shampoos occasionally but there are people who never change
their shampoo i.e. they are satisfied with their current brand.

6. People normally shampoo twice a week or three to four times a week.

7. Most people normally buy sachets available followed by above 250-ml pack.

8. Most people know of the brands through advertisements. Next come magazines. And then
the newspapers.

9. Satisfaction is maximum drawn with people using dove and organic. These are the brands,
which attract most because of perceived quality and brand image.

55
 CHAPTER 7:
SUGGESTIONS

56
 SUGGESTIONS

1. Target those people who use shampoo and trust the shampoo as their best solution for
hair care

2. Develop quality and brand image so that by trial of your brand leaves with a good image
and then followed by usage of bigger pack which then will be used by them.

3. Identify the key benefits such as hair strengthening, Missing form shampoo and makes
them the USP of new brands.

4. The USP would be rebuilding damaged hair, shiny and healthy hairLook for different
problems for which people use shampoo for hair care, falling hair and dandruff's etc. And
deliver the same of high quality and at the same time positioning the brand as solution for
your hair problem and which also rejuvenate your hair, and keep your hair healthy to that
target group.

5. The ideas associations and images that people have of a shampoo brand determine the
demand side of the brand equity equation. There are two ways in which advertising is
likely to influence perceived product performance. First, by guiding the expectations
about the shampoo experience- process called product enhancement and second, by
creating a halo of superiority around the brand via a mechanic termed ―Interest Status".
There are two key advertising related factors first; the advertisement needs to be
remembered. This is important because its main influence is at the point of trial. Second,
the message should relate in some way to the experience of ‗using‘ the product - for
instance, does it create any expectation of what the shampoo would ― feel like to
your hair" i.e., how will it take care of your hair and especially to your
specifications. But the advertiser should always bear in mind that t h e benefits
proclaimed are in line with what the product can actually deliver.

6. Offer value for money impetus for the decision to use the product more intensively

7. Again benchmark the company that has well positioned itself in the minds of the consumer
and them [consumers] rarely changes their shampoo. Here these people are almost satisfied
with their current brand because the core features the consumer looks for is being derived
from their brand. And so delivering the improved one will make them switch to your
brand but it should be well advertised and substantiated This action of company will have
other positive effect of attracting those switchers changing frequently and/or occasionally

57
 and drawing the crowd towards your bran

8. Go for strategic sizing and pricing. Have those packs available in the market so that people
have a wider option available and presence of your brand. After a gap of sometime check
which are the packs that are bought most and assure their availability?

Last but not the least there are separate issue that have to deal with being the male and
female factor and then growing demand of herbal shampoo. Looking at first point the
female factors of buying a shampoo are different than male. A female normally have less
problem of falling hair than male and so they look for those hair shampoo that improve
from the current position of their hair. [Rejuvenate and healthy etc.] But one common
problem [male & female] that they may have is of dandruffs. And so the company can
develop the brand image and quality and communicate better to the target group of these
benefits of your brand i.e., solution for hair problem and thus improving and rejuvenating
them. Second point. Can the company in the same line of chemical shampoos change the
perception in the mind of the consumer of chemical shampoo having no side effects and at
the same time advertise about the possible advantages of using their shampoo and/or can
they come up with a herbal shampoo as the product extension and there by building a
well brand image.
 Expert care for every type of hair
 Extra protection for your hair
 Remove dandruff's in seconds
 Healthy shiny u ever wanted
Factors concerning use of a shampoo:
Geographically it's the water of particular area, the air pollution that forces one to use
shampoo usage. And thus creating awareness of possible damage of your hair if you do not use
it [own brand] these are the negatives Outcomes that you [customers] may have [falling hair,
dandruff's].

Stages of decision making process:

In the initial stages of problem

Need recognition — dandruff's, hair falling, strengthening of hair, early precautions from the
information gathered or if they see in their friends group of any hair problem then they starts
taking utmost care.
Search for information — in the initial stages of hair problem, people in their friends advises

58
[reference group], family influences [mother], but more crucial is advertisement Of shampoo
and the brands which at that point of time they actually recall [brands that he/she recall
includes the pre purchase evaluation, but mostly it is more on internal factor i.e. self — the
knowledge he/she has of the brands that he has come across and know to be better product]—
buy that brand purchase that brand use it [usage may be according to own knowledge or as
said by Others [mother, friends or prescribed]

 Post purchase evaluation after more usage.

 May be satisfied or may not.

If not satisfied
 Switch till they get the best Or some amount of satisfaction and then stick to that brand If
satisfied

 Stick to the satisfied brand but may try Others only if they are convinced from
reliable sources and that too from most people and see sufficient evident in that brand of
what they expect.
In the above process the stage is initial problem that the consumer faces and then those stages of
decision come across.
Now a look at the stages in decision making process after the problem is becoming severe and
he/she is not satisfied with any brands:
Need recognition remains the same but is highly desperate to eliminate the problem that
he/she will be facing.
Search for information — now it‘s more external to what he/she gathers from reliable source i.e.
family, friends, marketer led — advertisement, magazine or newspaper. But since the problem is
acute more is the chances of being influenced by the doctor. There is a high chance of visiting a
doctor and looking for ways Of to tackle the problem. And in the initial stages of problem
discussed earlier the more is the chances of being influenced by advertisements.
Rest the stages are same.
Thus it can be rightly said that if the brands have good advertisement, well positioned in the
consumer mind as in the research showed that clinic all clear is most used then advertisement
can play an important role in attracting a good crowd and if that crowd captured through
advertisement [brand image] substantiate with high quality. Chances of brand loyalty are
high towards your brand. But if the customers are not satisfied and the problem becomes
severe he/she goes for home remedy or consulting a doctor.

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 CHAPTER 8:
CONCLUSION

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 CONCLUSION

Conclusion of survey reveals that the consumer behaviors depend on the following reasons
Product Quality, Family influence, Doctor‘s prescription, Advertisement, Hair Problem, Price
of the product, Self.
The consumers of shampoo are very sensitive and he is very much aware of the products.
Awareness about the product regarding the ingredients is very high in the consumers. Influence in
the purchase of the shampoos mainly depends on the hair problem and assured to solve that problem
given by the brand. Influence of doctor and family is also very high.
Attributes of a particular brand also play an important role in the purchase. Attributes like
reasonable price, fragrance, quality, & medications plays its significant role. By the analysis
we can conclude that consumers in the shampoo market are not much conscious about the
price but its quality plays important role.
The study reveals that Pantene has been tried by most of the consumer (16 %). Next
comes Sunsilk. Organics and Dove both (11 %), which have been tried by the consumers.
According to the study Pantene is the most consumed (20 %) brand of shampoo. Head &
Shoulders and Dove both account to 15 % of the total shampoo consumption and Sunsilk is
less consumed than these (14 %). Organics forms only 5 % of the total shampoo
consumption.
The survey showed a number of reasons for consumers using more than one brand or type of
shampoos simultaneously. No single shampoo, according to the consumer, was able to fulfill
all the hair requirements. Dandruff was the most important hair problem which led the
consumer to use more than one shampoo at a time. Some people use two or more shampoos
simultaneously, just for change.
Consumers in the age group below 20 and 20 - 29 are more innovative as compared to the
other age groups. It has been observed from the study that females shampoo their hair twice a
week, while males prefer using shampoo o n alternate days.
From the survey it was found that the Medium size pack of shampoos with quantity Of
100 ml to 250 ml is the most frequently purchased pack. According to our sample 51 % of
the people across different age groups and income groups prefer this packaging.
It can be concluded that a majority (58%) of the consumers change their shampoo
occasionally. These consumers also tend to test the quality of new launches. Non availability
is another factor which to a certain extent has prompted many consumers to use more than
one brand simultaneously. A significant figure of 57% of the consumer tend to shift to

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another brand due to non - availability of their brands. Amongst the factors which influence
the choice of a brand of shampoo(s), Hair problems are the most important one. People
select shampoo(s) with reference to their hair problems. Hair type also plays a very important
role. While selecting shampoo consumers take care to select the shampoo according to their
hair type. The role which Advertisements play cannot be neglected. According to study it is
found that even advertisements influence the consumers a great deal in selecting a shampoo.
At times someone's reference also helps in selecting a brand. Hair type or hair problems are
found to be more significant as compared to the fragrance, packaging and price of a
shampoo. Next on the list are Organics and dove. But these two shampoos need
to improve upon the anti -dandruff and hair repairing qualities which the consumer finds is
lacking to a certain extent.
Sunsilk to a large extent fails to satisfy hair nourishment, anti-dandruff and hair repair needs
of the consumer. The satisfaction level lies in the range from 1 -1 dove All Clear provides
high satisfaction to the consumer as far as anti-dandruff quality of the shampoo is concerned.
But it lacks all other attributes such as hair nourishment, hair repair, conditioning, removing
hair problems etc. The satisfaction is very low on the scale. Ayur needs to improve upon all
its attributes as the satisfaction level for all of them lies in the range of 1 – 2 The relatively
new concept of using the seal of a Clinical Laboratory on a shampoo bottle does not much
influence the purchase decisions of the consumer. 60 % of the consumers remain unaffected
by the use of the seal.

Advertisements play a significant role in the purchase decision of the consumers. 33% of
consumers are influenced by the advertisements of shampoos they use. The message in the
advertisements is paid more attention to than the role models shown in the advertisements.
The survey reveals that the Organics user with his Impressive personality and Friendly
behavior provides Good Company. He is Outgoing and is Similar to most people. He is
indifferent to advertisements and independently makes the major decisions of his life

The consumer of Sunsilk is totally independent in making major decisions. He seldom seeks
advice from others and is indifferent to advertisements. Although he is meticulous but lacks
innovation. His similarity to most people, Outgoing and friendly nature, provide good
company and accord him an impressive personality.

The Pantene consumer is very friendly, gives good company and has an impressive
personality. He is meticulous and similar to most people although he is outgoing he is

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not much of an innovator. He independently takes decisions and never seeks any advice
from others.
The user of Dove is quite innovative while he also does his jobs meticulously. He seldom
seeks advice and is indifferent to advertisements as he is independent in taking Major
decision in his life.

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 CHAPTER 9:
BIBLIOGRAPHY

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 BIBLIOGRAPHY

Websites

 http://shristi23sunsilkmarketingblog.blogspot.com/2014/08/introduction-sunsilk-is-hair-
care-brand.html?m=1

 https://blog.mapleholistics.com/blog/dove-company-history-and-review-real-beauty-real-
soap/

 https://www.pantene.com.ph/en-ph/about-us/the-history-of-pantene

 https://www.companieshistory.com/pantene/

 http://allbrandhistory.blogspot.com/p/sunsilk.html?m=1

 https://www.dove.com/us/en/stories/about-dove.html

 https://www.cosmeticsandtoiletries.com/research/literature-
data/article/21836344/literature-review-damage-growth-and-conditioning-in-hair

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CHAPTER 10:
ANNEXURE

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ANNEXURE
Name:
Occupation:
Age:
E-Mail address:

1. DO YOU USE SHAMPOO?

 Yes
 No

2. Which of the following brands of shampoo have you purchase?

 Pantene
 Sunsilk
 Dove
 Organics
3. Factors you consider while purchasing a shampoo?
 Hair type
 Price
 Packaging
 Hair problem
 Fragrance
 Availability
4. Who influence you to purchase the brand?
 Family
 Doctor
 Self
 Advertisement
 Other
5. Do you change your shampoo?

 Frequently
 Occasional
 Never

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6. Rank different attribute with each brand according to your preferences?
 Dove
 Pantene
 Sunsilk

7. How many no. of times you use shampoo for your hair in week?
 1-2
 3-4
 5-6
 7 and above

8. Size of the pack you purchase most often ?

 100 ml
 100 ml to 250 ml
 Sachets
 above 250 ml
9. In which media you have seen the advertisement of these brands ?
 T.V
 Magazine
 NEWSPAPER

10. Level of satisfaction you are getting from your shampoo brand ?
 SUNSILK
 DOVE
 PANTENE
 ORGANIC

11. What do you look first when you buy a product?

 Price
 Advertisement
 Features
 Brand
12. Which Brand Has More Loyal Customer Base ?
 Dove
 SUNSILK
 PANTENE

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13. What Features Do You Look For In Shampoo?
 Smoothening of hair
 Anti-Dandruff
 Conditioning
 To prevent hair fall

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THANK YOU

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