A STUDY ON CONSUMER PREFERENCE & SATISFACTION

TOWARDS ORGANIC SHAMPOO IN SALEM CITY

INTRODUCTION

"Organic shampoo is the cleansing preparation of the hair and scalp." Though
there are different types of skin cleansers, but the hair cleansing preparations can
be grouped into only one category and are called as organic shampoo. They are
basically water based products containing mainly surfactants .It’s Primary function
is of cleansing the hair of accumulated sebum, scalp, debris and residues of hair
grooming preparations. The organic shampoo although better in performance and
safer than the synthetic ones will be popular with consumers.

Organic shampoos are most probably used as cosmetics. It is a hair care product
that is used for cleaning scalp and hair in our daily life. Organic shampoos are
most likely utilized as beautifying agents and are a viscous solution of detergents
containing suitable additives preservatives and active ingredients. It is usually
applied on wet hair, massaging into the hair, and cleansed by rinsing with water.
The purpose of using shampoo is to remove dirt that is build up on the hair without
stripping out much of the sebum. Many synthetic shampoos are present in the
current market both medicated and no medicated; however, organic shampoo
popularized due to natural origin which is safer, increases consumer demand and
free from side effects.

Our organic hair shampoo range is richly formulated and possesses the power of
nature. Our nutrient rich shampoos balance the pH of the scalp, intensively clean
the hair, make it shiny, and bring it back to life. These sought-after qualities are all
thanks to the natural plant extracts found only in natural shampoo!
By promoting both sustainable production and consumption, many of us are
shifting toward healthier lifestyles, and the future is for each of us. Using organic
products really is the way forward for a new generation of eco-conscious
consumers. Although it may seem like a small step for you alone, together, this
shift can have an immensely positive impact on the environment!
SUGGESTIONS

 As cleanliness and softness of hair is given more importance by the

consumers, so the company is suggested to concentrate on this benefit.
 More than half of the respondents’ family members use same brand of
organic shampoo.
 To increase the market share of Velvet international pharmacy products
limited, it has to introduce organic shampoo in bottles. It is suggested that
the bottle size is can be segmented in the following way:

* Small size (50ml)

*Medium size (100ml)

*Large size (200 ml)

*Very large size (300 ml)

 In this study it is found that almost half of the consumers prefer medium
size bottle (100ml) segment.
 The most of the consumer prefers organic shampoos for nourishment to
hair. So it is suggested that the company has to introduce more varieties
based on nourishment.
 So the company has to concentrate on promotional activities like
advertisements through print media, hoardings, television and radio.