‌

CHAPTER-‌‌1‌

INTRODUCTION‌

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1.1 INTRODUCTION‌‌TO‌‌THE‌‌TOPIC‌

Fast-Moving‌ ‌Consumer‌ ‌Goods‌ ‌(FMCG)‌ ‌or‌ ‌Consumer‌ ‌Packaged‌ ‌Goods‌ ‌(CPG)‌ ‌are‌
products‌‌that‌‌are‌‌sold‌‌quickly‌‌and‌‌at‌‌relatively‌‌low‌‌cost.‌‌Though‌‌the‌‌profit‌‌margin‌‌made‌
on‌ ‌FMCG‌ ‌products‌ ‌is‌ ‌relatively‌ ‌small‌ ‌(more‌ ‌so‌ ‌for‌ ‌retailers‌ ‌than‌ ‌the‌
producers/suppliers),‌ ‌they‌ ‌are‌ ‌generally‌ ‌sold‌ ‌in‌ ‌large‌ ‌quantities;‌ ‌thus,‌ ‌the‌ ‌cumulative‌
profit‌ ‌on‌‌such‌‌products‌‌can‌‌be‌‌substantial.‌‌FMCG‌‌is‌‌probably‌‌the‌‌most‌‌classic‌‌case‌‌of‌
low‌‌margin‌‌and‌‌high‌‌volume‌‌business.‌

Introduction‌‌to‌‌Fast‌‌Moving‌‌Consumer‌‌Products‌‌(FMCG)‌‌The‌‌Indian‌‌FMCG‌‌sector‌‌is‌
the‌‌fourth‌‌largest‌‌sector‌‌in‌‌the‌‌economy‌‌with‌‌an‌‌estimated‌‌size‌‌of‌‌Rs.1,300‌‌billion.‌‌The‌
sector‌ ‌has‌ ‌seen‌ ‌tremendous‌ ‌average‌ ‌annual‌ ‌growth‌ ‌of‌‌about‌‌11%‌‌per‌‌annum‌‌over‌‌the‌
last‌‌decade.‌

In‌ ‌India,‌ ‌the‌ ‌scenario‌ ‌is‌ ‌quite‌ ‌different‌ ‌in‌ ‌comparison‌ ‌to‌‌developed‌‌nations‌‌where‌‌the‌
market‌ ‌is‌ ‌dominated‌ ‌by‌ ‌few‌ ‌large‌ ‌players,‌ ‌whereas‌ ‌FMCG‌ ‌market‌ ‌in‌ ‌India‌ ‌is‌ ‌highly‌
competitive‌ ‌and‌ ‌a‌ ‌significant‌ ‌part‌ ‌of‌ ‌the‌ ‌market‌ ‌includes‌ ‌unorganized‌ ‌players‌ ‌selling‌
unbranded‌ ‌and‌ ‌unpackaged‌ ‌products.‌ ‌Approximately‌ ‌12-13‌ ‌million‌ ‌retail‌ ‌stores‌ ‌exist‌
across‌‌India,‌‌the‌‌large‌‌percentage‌‌of‌‌which‌‌around‌‌9‌‌million‌‌are‌‌kirana‌‌stores.‌

‌India‌ ‌FMCG‌ ‌sectors’‌ ‌comprises‌ ‌of‌‌few‌‌significant‌‌characteristics‌‌like‌‌well-connected‌

distribution‌‌network,‌‌high‌‌level‌‌of‌‌competition‌‌between‌‌the‌‌organized‌‌and‌‌unorganized‌
FMCG‌‌players,‌‌and‌‌low‌‌operational‌‌cost.‌

‌In‌‌India,‌‌FMCG‌‌companies‌‌have‌‌privilege‌‌of‌‌having‌‌easy‌‌availability‌‌of‌‌raw‌‌materials,‌
cheaper‌ ‌labour‌ ‌costs‌ ‌and‌ ‌presence‌ ‌across‌ ‌the‌ ‌entire‌ ‌value‌ ‌chain‌ ‌gives‌ ‌India‌ ‌a‌
competitive‌ ‌advantage.‌ ‌118‌ ‌Products‌ ‌which‌ ‌have‌ ‌a‌ ‌swift‌ ‌turnover‌ ‌and‌ ‌relatively‌ ‌low‌
cost‌ ‌are‌ ‌known‌ ‌as‌ ‌Fast‌ ‌Moving‌ ‌Consumer‌ ‌Goods‌ ‌(FMCG).‌ ‌FMCG‌ ‌items‌ ‌are‌ ‌those‌
which‌‌generally‌‌get‌‌replaced‌‌within‌‌a‌‌year.‌‌Examples‌‌of‌‌FMCG‌‌commonly‌‌include‌‌the‌
range‌ ‌of‌ ‌daily‌‌consumed‌‌items‌‌such‌‌as‌‌toiletries,‌‌soap,‌‌detergents,‌‌cosmetics,‌‌oral‌‌care‌
products,‌ ‌shaving‌ ‌products,‌ ‌packaged‌ ‌food‌ ‌products‌ ‌and‌ ‌digestives‌ ‌as‌ ‌well‌ ‌as‌ ‌other‌
non-durables‌ ‌such‌ ‌as‌ ‌bulbs,‌ ‌batteries,‌ ‌paper‌ ‌products,‌ ‌glassware‌ ‌and‌ ‌plastic‌ ‌goods.‌
FMCG‌‌may‌‌also‌‌include‌‌pharmaceuticals,‌‌consumer‌‌electronics,‌‌etc.‌‌Indian‌‌population‌
is‌ ‌spreading‌ ‌and‌ ‌becoming‌ ‌wealthy‌ ‌day‌ ‌by‌ ‌day,‌ ‌particularly‌ ‌the‌ ‌middle‌ ‌class‌ ‌and‌‌the‌

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rural‌ ‌segments,‌ ‌offers‌ ‌immense‌ ‌opportunity‌ ‌which‌ ‌is‌ ‌left‌ ‌untapped‌‌to‌‌FMCG‌‌players.‌

Growth‌ ‌effect‌ ‌will‌ ‌be‌ ‌seen‌ ‌from‌ ‌product‌ ‌customization‌ ‌in‌ ‌the‌ ‌matured‌ ‌product‌
categories‌‌like‌‌skin‌‌care,‌‌processed‌‌and‌‌packaged‌‌food,‌‌mouth‌‌wash‌‌etc.‌

In‌ ‌India,‌ ‌many‌ ‌MNCs‌ ‌have‌ ‌made‌ ‌their‌ ‌presence‌ ‌through‌ ‌their‌ ‌subsidiaries‌ ‌(HUL,‌
Reckitt‌ ‌Benckiser,‌ ‌P&G)‌ ‌and‌ ‌the‌ ‌companies‌ ‌launches‌ ‌innovative‌ ‌products‌ ‌from‌ ‌their‌
parent’s‌‌portfolio‌‌in‌‌the‌‌market‌‌regularly‌‌to‌‌ensure‌‌the‌‌steady‌‌growth.‌

India‌ ‌is‌ ‌a‌ ‌agriculture‌ ‌based‌ ‌economy‌ ‌and‌ ‌has‌ ‌a‌ ‌varied‌ ‌agro-climatic‌ ‌condition‌ ‌which‌
offers‌ ‌extended‌ ‌raw‌ ‌material‌ ‌base‌ ‌suitable‌ ‌for‌ ‌many‌ ‌FMCG‌ ‌sub‌ ‌sections‌ ‌like‌ ‌food‌
processing‌‌industries‌‌etc.‌

India‌‌is‌‌one‌‌among‌‌those‌‌countries‌‌which‌‌has‌‌the‌‌highest‌‌production‌‌of‌‌livestock,‌‌milk,‌
spices,‌ ‌sugarcane,‌ ‌cashew,‌ ‌and‌ ‌coconut‌ ‌and‌ ‌has‌ ‌the‌ ‌second‌ ‌highest‌ ‌production‌ ‌of‌
wheat,‌ ‌rice,‌ ‌vegetables‌ ‌and‌ ‌fruits.‌ ‌Similarly,‌ ‌India‌ ‌has‌ ‌an‌ ‌abundant‌ ‌supply‌ ‌of‌ ‌caustic‌
soda‌ ‌and‌ ‌soda‌ ‌ash,‌ ‌the‌ ‌major‌ ‌raw‌ ‌materials‌ ‌required‌ ‌to‌ ‌manufacture‌ ‌soaps‌ ‌and‌
detergents,‌ ‌which‌ ‌helps‌ ‌companies‌ ‌manufacturing‌ ‌soaps‌ ‌and‌ ‌detergents‌ ‌to‌ ‌grow‌ ‌and‌
prosper.‌ ‌The‌ ‌easy‌ ‌accessibility‌ ‌and‌ ‌availability‌ ‌of‌ ‌these‌ ‌raw‌ ‌materials‌ ‌gives‌ ‌India‌ ‌an‌
additional‌‌edge‌‌over‌‌other‌‌countries.‌

Growing‌ ‌awareness,‌ ‌easier‌ ‌access,‌ ‌and‌ ‌changing‌ ‌lifestyles‌ ‌are‌‌the‌‌key‌‌growth‌‌drivers‌

for‌ ‌the‌ ‌consumer‌ ‌market.‌ ‌The‌ ‌focus‌ ‌on‌ ‌agriculture,‌ ‌MSMEs,‌ ‌education,‌ ‌healthcare,‌
infrastructure‌‌and‌‌employment‌‌under‌‌the‌‌Union‌‌Budget‌‌2018-19‌‌is‌‌expected‌‌to‌‌directly‌
impact‌ ‌the‌ ‌FMCG‌ ‌sector.‌ ‌These‌ ‌initiatives‌ ‌are‌ ‌expected‌ ‌to‌ ‌increase‌ ‌the‌ ‌disposable‌
income‌ ‌in‌‌the‌‌hands‌‌of‌‌the‌‌common‌‌people,‌‌especially‌‌in‌‌the‌‌rural‌‌area,‌‌which‌‌will‌‌be‌
beneficial‌‌for‌‌the‌‌sector.‌

Introduction‌‌to‌‌S hampoo:‌

Shampoo ‌the‌‌substance‌‌used‌‌to‌‌wash‌‌the‌‌hair‌‌or‌‌act‌‌of‌‌cleaning‌‌the‌‌hair.‌‌The‌‌care‌‌of‌‌the‌
hair‌‌has‌‌always‌‌been‌‌considered‌‌one‌‌of‌‌the‌‌greatest‌‌beauty‌‌problems.‌‌Hair‌‌is‌‌harder‌‌to‌
keep‌‌clean‌‌than‌‌the‌‌face‌‌or‌‌any‌‌other‌‌part‌‌of‌‌the‌‌body‌‌and‌‌dressing‌‌hair‌‌in‌‌the‌‌prevailing‌
fashion‌ ‌takes‌ ‌more‌ ‌time‌ ‌and‌ ‌dexterity‌ ‌that‌ ‌most‌ ‌women‌ ‌like‌ ‌cosmetics.‌‌Hair‌‌dressing‌
may‌ ‌be‌ ‌divided‌ ‌into‌ ‌3‌ ‌groups‌ ‌(1)‌ ‌The‌ ‌shampoos‌ ‌and‌ ‌tonics‌ ‌that‌ ‌keep‌ ‌hair‌ ‌and‌ ‌scalp‌

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clean‌‌and‌‌healthy;‌‌(2)‌‌Lotions‌‌that‌‌make‌‌dressing‌‌the‌‌hair‌‌easier‌‌and‌‌(3)‌‌Hair‌‌cosmetics‌
that‌ ‌improve‌ ‌or‌ ‌change‌ ‌the‌ ‌appearance‌ ‌of‌ ‌hair.‌ ‌Hair‌ ‌dressing‌ ‌includes‌ ‌soap‌ ‌less‌
shampoos‌ ‌(soap‌ ‌leaves‌ ‌a‌ ‌film‌ ‌on‌ ‌the‌‌hair)‌‌that‌‌are‌‌actually‌‌scented‌‌detergent‌‌products‌
intended‌‌to‌‌give‌‌gloss‌‌and‌‌strength‌‌to‌‌the‌‌hair,‌‌such‌‌as‌‌resin‌‌-‌‌based‌‌sprays,‌‌brilliantine’s‌
and‌ ‌pomades‌ ‌(perfumed‌ ‌ointment‌ ‌to‌ ‌the‌ ‌hair),‌ ‌as‌ ‌well‌ ‌as‌ ‌alcohol‌ ‌–‌ ‌based‌‌lotions‌‌and‌
hair‌‌conditioners‌‌that‌‌are‌‌designed‌‌to‌‌treat‌‌damaged‌‌hair.‌‌Ammonium‌‌thyoglycollate‌‌is‌‌a‌
chemical‌ ‌which‌ ‌is‌ ‌used‌ ‌in‌ ‌shampoos‌ ‌to‌ ‌release‌ ‌hair‌ ‌from‌ ‌its‌ ‌natural‌ ‌set‌ ‌Synthetic‌
detergent‌‌shampoos‌‌may‌‌be‌‌liquid,‌‌powder,‌‌paste‌‌or‌‌cream‌‌all‌‌made‌‌with‌‌sulfonate‌‌salts‌
(ammonium‌ ‌laurethsulfate‌‌and‌‌ammonium‌‌laurysulfate)‌‌that‌‌lather‌‌profusely‌‌in‌‌hard‌‌or‌
soft‌‌water‌‌without‌‌leaving‌‌a‌‌lime‌‌compound‌‌deposit.‌‌These‌‌preparations‌‌are‌‌oil‌‌soluble‌
and‌ ‌completely‌ ‌decrease‌ ‌the‌ ‌hair,‌ ‌leaving‌ ‌it‌‌dry‌‌and‌‌brittle.‌‌This‌‌disadvantage‌‌may‌‌be‌
overcome‌‌by‌‌including‌‌a‌‌lanolin‌‌derivative‌‌in‌‌the‌‌detergent.‌

1.2‌‌Objectives‌‌o f‌‌the‌‌S tudy:‌

1) To‌‌find‌‌out‌‌the‌‌most‌‌used‌‌shampoo‌‌band‌‌in‌‌Surat‌‌city.‌
2) To‌‌study‌‌the‌‌most‌‌used‌‌packages‌‌for‌‌shampoo‌‌in‌‌Surat‌‌city.‌
3) To‌‌study‌‌the‌‌gender‌‌preference‌‌with‌‌regards‌‌to‌‌shampoo‌‌in‌‌Surat‌‌city.‌
4) To‌‌study‌‌the‌‌usage‌‌pattern‌‌of‌‌shampoos‌‌in‌‌Surat‌‌city.‌

1.3‌‌P roblem‌‌S tatement:‌

The‌ ‌diverse‌ ‌demographic‌ ‌and‌ ‌economic‌ ‌composition‌ ‌of‌ ‌India’s‌ ‌population‌ ‌makes‌ ‌it‌
imperative‌ ‌that‌ ‌consumers‌ ‌have‌ ‌access‌ ‌to‌ ‌a‌ ‌large‌ ‌range‌ ‌of‌ ‌affordable‌ ‌products.‌
However,‌‌going‌‌against‌‌the‌‌norm,‌‌many‌‌Fast-moving‌‌consumer‌‌goods‌‌(FMCG)‌‌players‌
have‌‌increased‌‌the‌‌prices‌‌of‌‌their‌‌products‌‌in‌‌recent‌‌years‌‌—‌‌a‌‌brave‌‌step‌‌that‌‌has‌‌paid‌
off‌‌for‌‌many‌‌of‌‌them.‌

Players‌ ‌have‌ ‌penetrated‌ ‌deeper‌ ‌and‌ ‌entered‌ ‌tier-2‌ ‌markets‌ ‌with‌ ‌products‌ ‌focused‌ ‌on‌
local‌‌consumers.‌

The‌ ‌E-commerce‌ ‌wave‌ ‌continues‌ ‌to‌ ‌hit‌ ‌consumer‌ ‌electronics‌ ‌and‌ ‌durables,‌ ‌with‌ ‌the‌
tech‌ ‌savvy‌ ‌modern‌ ‌consumer‌ ‌now‌ ‌opting‌ ‌for‌ ‌“touch‌ ‌of‌ ‌the‌ ‌button”‌ ‌shopping‌ ‌and‌ ‌a‌

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digital‌‌interactive‌‌experience.‌‌Companies‌‌have‌‌also‌‌taken‌‌to‌‌social‌‌media‌‌in‌‌a‌‌big‌‌way‌
to‌‌get‌‌close‌‌to‌‌their‌‌consumers.‌

Dependence‌‌on‌‌networks‌‌of‌‌outsourced‌‌third-party‌‌vendors‌‌has‌‌increased‌‌for‌‌both‌‌core‌
and‌‌non-core‌‌functions.‌

The‌‌sector‌‌is‌‌witnessing‌‌increasing‌‌instances‌‌of‌‌bribery‌‌and‌‌corruption‌‌in‌‌recent‌‌years.‌
Most‌‌such‌‌cases‌‌relate‌‌to‌‌administrative‌‌approvals‌‌for‌‌projects,‌‌which‌‌need‌‌to‌‌be‌‌given‌
by‌‌various‌‌Government‌‌authorities.‌

Instances‌ ‌of‌ ‌fraud‌ ‌and‌ ‌corruption‌ ‌have‌ ‌become‌ ‌bigger‌ ‌and‌ ‌better‌ ‌staged‌ ‌than‌ ‌ever‌
before.‌

In‌‌recent‌‌years,‌‌there‌‌has‌‌been‌‌a‌‌change‌‌in‌‌motives‌‌for‌‌committing‌‌fraud‌‌—‌‌from‌‌need‌
to‌ ‌greed.‌ ‌Most‌ ‌cases‌ ‌of‌ ‌recent‌ ‌fraud‌ ‌were‌ ‌committed‌ ‌by‌ ‌individuals‌ ‌who‌ ‌wanted‌ ‌to‌
make‌‌“quick‌‌money”‌‌to‌‌support‌‌their‌‌opulent‌‌lifestyles.‌

Building‌ ‌networks‌ ‌of‌ ‌outsourced‌ ‌third-party‌ ‌vendors‌ ‌for‌ ‌both‌ ‌core‌ ‌and‌ ‌non-core‌
functions,‌‌though‌‌cost‌‌effective,‌‌companies‌‌often‌‌fail‌‌to‌‌upgrade‌‌control‌‌and‌‌monitoring‌
measures‌ ‌to‌ ‌counter‌ ‌the‌ ‌increased‌ ‌risk‌ ‌of‌ ‌fraud.‌ ‌This‌ ‌has‌ ‌been‌ ‌a‌ ‌major‌ ‌deterrent‌ ‌in‌
preventing‌‌fraud‌‌incidences.‌

Reluctance‌‌to‌‌change‌‌from‌‌a‌‌traditional‌‌approach‌‌toward‌‌business.‌‌A‌‌robust‌‌process‌‌is‌
not‌ ‌popular,‌ ‌since‌ ‌it‌ ‌can‌ ‌be‌ ‌tedious.‌ ‌Furthermore,‌ ‌there‌ ‌are‌ ‌an‌ ‌increasing‌ ‌number‌ ‌of‌
fraudulent‌ ‌instances‌ ‌due‌‌to‌‌inadequate‌‌segregation‌‌of‌‌duties‌‌and‌‌a‌‌high‌‌degree‌‌of‌‌trust‌
being‌ ‌placed‌ ‌on‌ ‌a‌ ‌single‌ ‌employee‌ ‌rather‌ ‌than‌ ‌organizations‌ ‌being‌ ‌reliant‌ ‌on‌ ‌robust‌
processes.‌

In‌ ‌this‌ ‌age‌ ‌of‌ ‌environmental‌ ‌pollution,‌ ‌it‌ ‌is‌ ‌very‌ ‌difficult‌ ‌to‌ ‌maintain‌ ‌our‌ ‌hair‌ ‌in‌ ‌a‌
healthy‌‌manner.‌‌There‌‌are‌‌always‌‌chances‌‌of‌‌dirt‌‌and‌‌grime‌‌sticking‌‌to‌‌the‌‌hair‌‌thereby‌
making‌ ‌it‌ ‌look‌ ‌dirty‌ ‌as‌‌well‌‌as‌‌unhealthy.‌‌This‌‌can‌‌give‌‌rise‌‌to‌‌a‌‌large‌‌number‌‌of‌‌hair‌
problems‌ ‌that‌ ‌can‌ ‌result‌ ‌in‌ ‌premature‌ ‌hair‌ ‌loss.‌ ‌The‌ ‌best‌ ‌way‌ ‌to‌ ‌take‌ ‌care‌ ‌of‌ ‌these‌
problems‌‌is‌‌to‌‌clean‌‌the‌‌hair‌‌regularly‌‌with‌‌a‌‌high-quality‌‌shampoo.‌

You‌ ‌can‌ ‌find‌ ‌hundreds‌ ‌of‌ ‌brands‌ ‌of‌ ‌shampoos‌ ‌in‌ ‌the‌ ‌Indian‌ ‌market.‌ ‌Each‌ ‌of‌ ‌these‌
shampoos‌ ‌extols‌ ‌its‌ ‌individual‌ ‌virtues.‌ ‌Some‌ ‌companies‌ ‌claim‌ ‌that‌ ‌they‌ ‌do‌ ‌not‌ ‌use‌
harmful‌‌chemicals‌‌whereas‌‌some‌‌swear‌‌in‌‌the‌‌name‌‌of‌‌tradition‌‌and‌‌Ayurveda.‌
‌

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We‌ ‌produce‌ ‌here‌ ‌under‌ ‌the‌ ‌list‌ ‌of‌ ‌the‌ ‌top‌ ‌10‌ ‌shampoo‌ ‌brands‌ ‌in‌‌India.‌‌They‌‌contain‌
some‌ ‌renowned‌ ‌foreign‌‌brands‌‌as‌‌well.‌‌However,‌‌these‌‌brands‌‌have‌‌a‌‌great‌‌market‌‌in‌
India.‌ ‌Let‌ ‌us‌‌look‌‌at‌‌the‌‌best‌‌shampoo‌‌brands‌‌in‌‌India‌‌in‌‌2018.‌‌We‌‌have‌‌used‌‌various‌
parameters‌‌to‌‌rank‌‌the‌‌list.‌‌These‌‌parameters‌‌include‌‌ingredients‌‌used,‌‌quality,‌‌safety‌‌to‌
humans,‌‌price,‌‌and‌‌popularity.‌

1.4‌ ‌Research‌‌Designs:‌
There‌‌are‌‌basically‌‌3‌‌types‌‌of‌‌Marketing‌‌Research‌‌Designs‌‌and‌‌they‌‌are:‌

1) Exploratory,‌
2) Descriptive,‌
3) Casual‌

1) Exploratory‌‌Research:‌

Exploratory‌ ‌research‌ ‌is‌ ‌used‌ ‌in‌ ‌obtaining‌ ‌preliminary‌ ‌information‌ ‌that‌ ‌will‌ ‌help‌
identify‌‌the‌‌problem‌‌and‌‌hypothesis.‌‌It‌‌is‌‌done‌‌to‌‌understand‌‌what‌‌is‌‌happening‌‌and‌
why‌ ‌something‌ ‌is‌ ‌happening.‌ ‌Some‌ ‌of‌ ‌the‌ ‌most‌ ‌common‌ ‌methods‌ ‌of‌‌exploratory‌
research‌ ‌are‌ ‌focus‌ ‌groups,‌‌interviews,‌‌literature‌‌research‌‌and‌‌case‌‌analyses.‌‌Group‌
interaction‌‌interview‌‌is‌‌the‌‌difference‌‌between‌‌a‌‌1-person‌‌interview.‌‌Individuals‌‌in‌‌a‌
focus‌‌group‌‌should‌‌match‌‌the‌‌target‌‌market‌‌or‌‌audience‌‌that‌‌the‌‌client‌‌desires‌‌to‌‌get‌
insight‌‌from.‌

2) Descriptive‌‌Research:‌

Descriptive‌ ‌research‌ ‌is‌ ‌used‌ ‌to‌‌identify‌‌the‌‌marketing‌‌problem‌‌and/or‌‌the‌‌potential‌

for‌ ‌a‌‌market.‌‌Descriptive‌‌resesearch‌‌will‌‌allow‌‌us‌‌to‌‌make‌‌specific‌‌predictions‌‌and‌
notice‌ ‌a‌ ‌correlation‌‌among‌‌variables.‌‌There‌‌are‌‌2‌‌types‌‌of‌‌descriptive‌‌studies,‌‌and‌
they‌ ‌are:‌ 1)‌ ‌cross-sectional‌ ‌study‌ ‌and‌ 2)‌ ‌a‌ ‌longitudinal‌ ‌study‌.‌ ‌A‌ ‌cross-sectional‌
study‌ ‌involves‌ ‌a‌ ‌sample‌ ‌of‌ ‌the‌ ‌market‌ ‌population‌ ‌at‌ ‌a‌ ‌certain‌ ‌point‌ ‌in‌ ‌time.‌ ‌A‌
longitudinal‌ ‌study‌‌involves‌‌a‌‌panel‌‌or‌‌fixed‌‌sample‌‌of‌‌element‌‌at‌‌a‌‌certain‌‌point‌‌in‌
time.‌‌An‌‌example‌‌of‌‌a‌‌longitudinalstudy‌‌would‌‌involve‌‌the‌‌manufacturer,‌‌distributor‌
and‌ ‌consumers.‌ ‌Any‌ ‌one‌ ‌of‌ ‌these‌ ‌elements‌‌can‌‌be‌‌replaced‌‌with‌‌another.‌‌In‌‌other‌
words,‌ ‌the‌ ‌distributor‌ ‌can‌ ‌be‌ ‌of‌ ‌new‌ ‌management‌ ‌or‌ ‌the‌ ‌department‌ ‌stores‌ ‌can‌ ‌a‌
competitor.‌
‌

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‌3)‌ ‌Casual‌‌Research:‌

Casual‌‌research‌‌is‌‌marketing‌‌research‌‌done‌‌to‌‌test‌‌a‌‌hypothesis;‌‌the‌‌cuase‌‌and‌‌effect‌
of‌ ‌a‌ ‌hypothesis.‌‌For‌‌example,‌‌causal‌‌research‌‌may‌‌be‌‌used‌‌in‌‌a‌‌business‌‌setting‌‌to‌
quantify‌‌the‌‌effect‌‌that‌‌a‌‌change‌‌will‌‌have‌‌on‌‌its‌‌current‌‌operations,‌‌and‌‌what‌‌it‌‌will‌
have‌‌on‌‌future‌‌production‌‌levels‌‌to‌‌assist‌‌in‌‌the‌‌business‌‌planning‌‌process.‌

Note:‌‌Here‌‌Cross-Sectional‌‌Study‌‌has‌‌been‌‌used‌

1.5‌‌Research‌‌methodology:‌

Research‌ ‌in‌ ‌common‌ ‌parlance‌ ‌refers‌ ‌to‌ ‌a‌ ‌search‌ ‌for‌ ‌knowledge.‌ ‌Once‌‌can‌‌also‌
define‌‌research‌‌as‌‌a‌‌scientific‌‌and‌‌systematic‌‌search‌‌for‌‌pertinent‌‌information‌‌on‌‌a‌
specific‌‌topic.‌‌In‌‌fact,‌‌research‌‌is‌‌an‌‌art‌‌of‌‌scientific‌‌investigation.‌‌The‌‌Advanced‌
Learner’s‌‌Dictionary‌‌of‌‌Current‌‌English‌‌lays‌‌down‌‌the‌‌meaning‌‌of‌‌research‌‌as‌‌“a‌
careful‌ ‌investigation‌ ‌or‌ ‌inquiry‌ ‌especially‌ ‌through‌ ‌search‌ ‌for‌ ‌new‌ ‌facts‌ ‌in‌ ‌any‌
branch‌ ‌of‌ ‌knowledge.”‌ ‌Redman‌ ‌and‌ ‌Mory‌ ‌define‌ ‌research‌ ‌as‌ ‌a‌ “systematized‌
effort‌‌to‌‌gain‌‌new‌‌knowledge.‌‌“Some‌‌people‌‌consider‌‌research‌‌as‌‌a‌‌movement,‌‌a‌
movement‌‌from‌‌the‌‌known‌‌to‌‌the‌‌unknown.‌‌It‌‌is‌‌actually‌‌a‌‌voyage‌‌of‌‌discovery.‌
We‌ ‌all‌ ‌possess‌ ‌the‌ ‌vital‌ ‌instinct‌ ‌of‌ ‌inquisitiveness‌ ‌for,‌ ‌when‌ ‌the‌ ‌unknown‌
confronts‌ ‌us,‌ ‌we‌ ‌wonder‌ ‌and‌ ‌our‌ ‌inquisitiveness‌ ‌makes‌‌us‌‌probe‌‌and‌‌attain‌‌full‌
and‌‌fuller‌‌understanding‌‌of‌‌the‌‌unknown.‌‌This‌‌inquisitiveness‌‌is‌‌the‌‌mother‌‌of‌‌all‌
knowledge‌‌and‌‌the‌‌method,‌‌which‌‌man‌‌employs‌‌for‌‌obtaining‌‌the‌‌knowledge‌‌of‌
whatever‌ ‌the‌ ‌unknown,‌ ‌can‌ ‌be‌ ‌termed‌ ‌as‌ ‌research.‌ ‌Research‌ ‌is‌ ‌an‌ ‌academic‌
activity‌ ‌and‌ ‌as‌ ‌such‌ ‌the‌ ‌term‌ ‌should‌ ‌be‌ ‌used‌ ‌in‌‌a‌‌technical‌‌sense.‌‌According‌‌to‌
Clifford‌ ‌Woody‌ ‌research‌ ‌comprises‌ ‌defining‌ ‌and‌ ‌redefining‌ ‌problems,‌
formulating‌ ‌hypothesis‌ ‌or‌ ‌suggested‌ ‌solutions;‌ ‌collecting,‌ ‌organizing‌ ‌and‌
evaluating‌‌data;‌‌making‌‌deductions‌‌and‌‌reaching‌‌conclusions;‌‌and‌‌at‌‌last‌‌carefully‌
testing‌ ‌the‌ ‌conclusions‌ ‌to‌‌determine‌‌whether‌‌they‌‌fit‌‌the‌‌formulating‌‌hypothesis.‌
D.‌ ‌Slesinger‌ ‌and‌‌M.‌‌Stephenson‌‌in‌‌the‌‌Encyclopaedia‌‌of‌‌Social‌‌Sciences‌‌define‌
research‌ ‌as‌ “the‌ ‌manipulation‌ ‌of‌ ‌things,‌ concepts‌ ‌or‌‌symbols‌‌for‌‌the‌‌purpose‌‌of‌
generalizing‌‌to‌‌extend,‌‌correct‌‌or‌‌verify‌‌knowledge,‌‌whether‌‌that‌‌knowledge‌‌aids‌
‌

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in‌‌construction‌‌of‌‌theory‌‌or‌‌in‌‌the‌‌practice‌‌of‌‌an‌‌art.”‌‌Research‌‌is,‌‌thus,‌‌an‌‌original‌
contribution‌‌to‌‌the‌‌existing‌‌stock‌‌of‌‌knowledge‌‌making‌‌for‌‌its‌‌advancement.‌‌It‌‌is‌
the‌ ‌pursuit‌ ‌of‌ ‌truth‌ ‌with‌ ‌the‌ ‌help‌ ‌of‌ ‌study,‌ ‌observation,‌ ‌comparison‌ ‌and‌
experiment.‌‌As‌‌such‌‌the‌‌term‌‌‘research’‌‌refers‌‌to‌‌the‌‌systematic‌‌method.‌

1.6‌‌Data‌‌Collection:‌

Data‌ ‌collection‌is‌ ‌the‌ ‌process‌ ‌of‌ ‌gathering‌ ‌and‌ ‌measuring‌ ‌information‌ ‌on‌
variables‌ ‌of‌ ‌interest,‌ ‌in‌ ‌an‌ ‌established‌ ‌systematic‌ ‌manner‌ ‌that‌ ‌enables‌ ‌one‌ ‌to‌
answer‌ ‌stated‌ ‌research‌ ‌questions,‌ ‌test‌ ‌hypotheses,‌ ‌and‌ ‌evaluate‌ ‌outcomes.‌ ‌The‌
data‌ ‌collection‌‌component‌‌of‌‌research‌‌is‌‌common‌‌to‌‌all‌‌fields‌‌of‌‌study‌‌including‌
physical‌ ‌and‌ ‌social‌ ‌sciences,‌ ‌humanities,‌ ‌business,‌ ‌etc.‌ ‌While‌ ‌methods‌ ‌vary‌ ‌by‌
discipline,‌ ‌the‌ ‌emphasis‌ ‌on‌ ‌ensuring‌ ‌accurate‌ ‌and‌ ‌honest‌ ‌collection‌ ‌remains‌‌the‌
same.‌

There‌‌are‌‌two‌‌ways‌‌of‌‌collecting‌‌data:‌

● Primary‌‌data‌‌collection‌
● Secondary‌‌data‌‌collection‌

Primary‌‌data‌‌refers‌‌to‌‌data‌‌collected‌‌by‌‌the‌‌researcher.‌‌The‌‌collection‌‌of‌‌primary‌
data‌ ‌is‌ ‌expensive,‌ ‌time‌ ‌consuming‌ ‌and‌ ‌difficult.‌ ‌But,‌ ‌it‌ ‌is‌ ‌more‌ ‌reliable‌ ‌source‌
since‌‌the‌‌researcher‌‌collects‌‌only‌‌that‌‌much‌‌information‌‌which‌‌is‌‌relevant‌‌to‌‌him.‌
Here,‌ ‌for‌ ‌the‌ ‌purpose‌ ‌to‌ ‌study‌ ‌the‌ ‌youth‌ ‌attitude‌ ‌for‌ ‌preference‌ ‌of‌ ‌shampoo‌ ‌in‌
Surat‌‌city,‌‌primary‌‌data‌‌collection‌‌is‌‌used.‌

1.6.1‌‌Data‌‌Collection‌‌Method:‌

Sampling‌‌refers‌‌to‌‌the‌‌selection‌‌of‌‌a‌‌subset‌‌of‌‌individuals‌‌from‌‌a‌‌population‌‌to‌‌form‌‌the‌
sample‌‌for‌‌your‌‌survey.‌‌There‌‌are‌‌two‌‌types‌‌of‌‌sampling‌‌methods:‌‌Probability‌‌Sampling‌
and‌ ‌Non-Probability‌ ‌Sampling.‌ Probability‌methods‌ ‌require‌ ‌a‌ ‌sample‌ ‌frame‌ ‌(a‌
comprehensive‌ ‌list‌ ‌of‌ ‌the‌ ‌population‌ ‌of‌ ‌interest).‌ ‌Probability‌ ‌methods‌ ‌rely‌‌on‌‌random‌
selection‌‌in‌‌a‌‌variety‌‌of‌‌ways‌‌from‌‌the‌‌sample‌‌frame‌‌of‌‌the‌‌population.‌‌They‌‌permit‌‌the‌
‌

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use‌‌of‌‌higher‌‌level‌‌statistical‌‌techniques‌‌which‌‌require‌‌random‌‌selection,‌‌and‌‌allow‌‌you‌
to‌ ‌calculate‌ ‌the‌ ‌difference‌ ‌between‌ ‌your‌ ‌sample‌ ‌results‌ ‌and‌ ‌the‌‌population‌‌equivalent‌
values‌ ‌so‌ ‌that‌ ‌you‌ ‌can‌ ‌confidently‌ ‌state‌ ‌that‌ ‌you‌ ‌know‌ ‌the‌ ‌population‌ ‌values.‌
Non-probability‌ ‌methods‌ ‌do‌ ‌not.‌ ‌However ‌non-probability‌samples‌ ‌cannot‌ ‌be‌
dismissed‌ ‌by‌ ‌this‌ ‌apparent‌ ‌lack‌ ‌of‌ ‌rigour.‌ ‌They‌‌are‌‌available‌‌even‌‌when‌‌you‌‌have‌‌no‌
sample‌ ‌frame.‌ ‌They‌ ‌are‌ ‌generally‌ ‌less‌ ‌complicated‌ ‌to‌ ‌undertake.‌ ‌They‌‌may‌‌minimize‌
the‌‌preparation‌‌costs‌‌of‌‌a‌‌survey,‌‌and‌‌be‌‌employed‌‌when‌‌you‌‌are‌‌actually‌‌unsure‌‌of‌‌the‌
population‌ ‌of‌ ‌interest.‌ ‌A ‌ ‌S tudy‌ ‌o n‌ ‌customer‌ ‌attitude‌ ‌towards‌ ‌shampoo,‌ ‌in‌

Surat‌‌city‌;‌non-probability‌‌method‌‌which‌‌comprises‌‌of‌Convenience‌‌sampling‌‌method‌
is‌‌used.‌

1.6.2‌‌Data‌‌Collection‌‌Instrument:‌

The‌ ‌Primary‌ ‌Data‌ ‌source‌ ‌used‌ ‌in‌ ‌the‌ ‌research‌ ‌is‌ ‌the‌ ‌Survey‌ ‌Method‌ ‌to‌ ‌obtain‌
information.‌ ‌Questionnaire‌ ‌method‌ ‌has‌ ‌been‌ ‌used‌ ‌to‌ ‌conduct‌ ‌the‌ ‌research‌ ‌study.‌
Open-ended‌‌questions,‌‌multiple‌‌choice‌‌questions,‌‌are‌‌used‌‌to‌‌collect‌‌the‌‌data.‌

1.7 Data‌‌Analysis‌‌‌:‌ ‌(Tools‌‌a nd‌‌Techniques)‌

In‌ ‌this‌ ‌report,‌ ‌the‌ ‌data‌ ‌collected‌ ‌through‌ ‌questionnaires‌ ‌will‌ ‌be‌ ‌analysed‌ ‌by‌ ‌following‌
techniques:‌
1)‌‌Hand‌‌and‌‌cross‌‌tabulation‌
2)‌‌Charts‌
3)‌‌Tables‌
4)‌‌Percentages‌
5)‌‌Measures‌‌of‌‌central‌‌tendency‌

1.7.1‌‌Tools‌‌for‌‌Data‌‌Collection:‌

The‌ ‌next‌ ‌steps‌ ‌in‌ ‌the‌ ‌process‌ ‌of‌ ‌research,‌ ‌after‌ ‌the‌ ‌collection‌ ‌of‌ ‌data,‌ ‌are‌ ‌the‌
organization,‌ ‌analysis‌ ‌and‌ ‌interpretation‌ ‌of‌ ‌data‌ ‌and‌ ‌formulation‌ ‌of‌ ‌conclusions‌
and‌ ‌generalizations‌ ‌to‌ ‌get‌ ‌the‌ ‌meaningful‌ ‌picture‌ ‌out‌ ‌of‌ ‌the‌ ‌raw‌ ‌information‌

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collected.‌‌The‌‌analysis‌‌and‌‌interpretation‌‌of‌‌data‌‌involve‌‌the‌‌objective‌‌material‌‌in‌
the‌ ‌possession‌ ‌of‌ ‌the‌ ‌researcher‌ ‌and‌ ‌his‌ ‌subjective‌ ‌reactions‌ ‌and‌ ‌desires‌ ‌to‌ ‌be‌
derived‌‌from‌‌the‌‌data.‌

Data‌‌gathered‌‌has‌‌to‌‌be‌‌analysed‌‌using‌‌descriptive‌‌statistics‌‌which‌‌will‌‌help‌‌us‌‌to‌
understand‌ ‌and‌ ‌summarized‌ ‌the‌ ‌data.‌ ‌The‌ ‌summary‌ ‌statistics‌ ‌is‌ ‌represented‌ ‌by‌
tabular‌ ‌form‌ ‌and‌ ‌graphically.‌ ‌Pie‌ ‌charts‌ ‌have‌ ‌been‌ ‌used‌ ‌to‌ ‌graphically‌ ‌display‌
percentages‌‌of‌‌cases‌‌in‌‌each‌‌category‌‌of‌‌a‌‌variable‌‌and‌‌Bar‌‌charts‌‌have‌‌been‌‌used‌
to‌ ‌graphically‌ ‌display‌ ‌the‌ ‌data‌ ‌that‌ ‌represent‌ ‌the‌ ‌frequency‌ ‌of‌ ‌each‌ ‌level‌ ‌of‌ ‌a‌
variable.‌‌Primary‌‌analysis‌‌has‌‌been‌‌done‌‌using‌‌MS-‌‌Excel.‌‌Report‌‌is‌‌prepared‌‌in‌
MS-‌‌Word‌‌format.‌

1.7.2 Technique‌‌for‌‌Data‌‌Collection:‌
a) Sampling‌‌size:‌
Total‌‌number‌‌of‌‌elements‌‌studied‌‌is‌‌known‌‌as‌‌sample‌‌size.‌
In‌‌this‌‌project,‌‌sample‌‌size‌‌i.e.‌‌number‌‌of‌‌student‌‌surveyed‌‌will‌‌be‌‌100.‌

b)‌‌S ampling‌‌method‌:‌
There‌ ‌are‌ ‌two‌ ‌types‌ ‌of‌ ‌sampling‌ ‌methods,‌ ‌profitability‌ ‌and‌ ‌non-profitability‌ ‌sampling.‌
Herein‌‌convenient‌‌sampling,‌‌a‌‌type‌‌of‌‌non-‌‌profitability‌‌sample‌‌method‌‌will‌‌be‌‌adopted.‌

c‌)‌‌Sampling‌‌frame‌:‌

It‌ ‌is‌ ‌the‌ ‌list‌ ‌of‌ ‌the‌ ‌items‌ ‌or‌ ‌people‌ ‌forming‌ ‌a‌ ‌population‌ ‌from‌‌which‌‌a‌‌sample‌‌is‌‌taken.‌
Here,‌‌in‌‌this‌‌project‌‌Surat‌‌city‌‌will‌‌be‌‌sample‌‌frame.‌

d)‌‌S ampling‌‌element:‌

The‌‌element‌‌which‌‌is‌‌available‌‌for‌‌selection‌‌in‌‌a‌‌sample‌‌such‌‌as‌‌organisation,‌‌product‌‌or‌
person‌‌can‌‌be‌‌known‌‌as‌‌sampling‌‌element.‌‌Here‌‌in‌‌this‌‌project‌‌sample‌‌element‌‌will‌‌be‌‌the‌
person‌‌living‌‌in‌‌Surat‌‌city.‌

e)‌‌Survey‌‌method:‌
There‌ ‌are‌ ‌various‌ ‌methods‌ ‌through‌ ‌which‌ ‌survey‌ ‌can‌ ‌be‌ ‌conducted‌ ‌like‌ ‌online,‌
telephonic,‌‌mails,‌‌face‌‌to‌‌face,‌‌computerized,‌‌etc.‌‌this‌‌research‌‌will‌‌be‌
In‌‌this‌‌project,‌‌structured‌‌questionnaires‌‌will‌‌be‌‌used.‌
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1.8 Beneficiary:‌
It‌‌will‌‌be‌‌beneficiary‌‌to‌‌the‌‌future‌‌survey‌‌takers.‌
It‌‌will‌‌be‌‌beneficiary‌‌to‌‌the‌‌competitors.‌
It‌‌will‌‌b e‌‌b eneficiary‌‌to‌‌the‌‌‌secondary‌‌data‌‌collectors.‌
It‌‌will‌‌be‌‌beneficiary‌‌to‌‌the‌‌brands‌‌on‌‌which‌‌survey‌‌is‌‌undertaken.‌

1.9‌‌Limitation‌‌o f‌‌the‌‌S tudy‌:‌

Although‌ ‌the‌ ‌project‌ ‌is‌ ‌done‌ ‌taking‌‌utmost‌‌care,‌‌certain‌‌limitations‌‌may‌‌be‌‌bound‌‌to‌‌be‌
there.‌
1)‌‌As‌‌population‌‌as‌‌a‌‌whole‌‌will‌‌not‌‌be‌‌studied,‌‌convenient‌‌samples‌‌are‌‌selected‌‌this‌‌is‌‌its‌
main‌‌location.‌
2)‌‌The‌‌time‌‌limit‌‌for‌‌completing‌‌the‌‌project‌‌will‌‌be‌‌limited‌
3)‌‌The‌‌responses‌‌may‌‌be‌‌biased.‌

1.10.‌‌S cope‌‌o f‌‌the‌‌S tudy:‌

The‌ ‌scope‌ ‌of‌ ‌study‌ ‌is‌ ‌to‌ ‌focus‌ ‌on‌ ‌the‌ ‌hair‌ ‌care‌ ‌products‌ ‌especially‌ ‌top‌ ‌shampoo‌
companies,‌ ‌major‌ ‌brands‌ ‌of‌ ‌shampoo‌ ‌market.‌ ‌To‌ ‌study‌ ‌the‌ ‌brand‌ ‌awareness‌ ‌and‌
preferences‌‌of‌‌various‌‌shampoo‌‌brands‌‌among‌‌consumers‌‌in‌‌their‌‌region.‌‌We‌‌will‌‌also‌
find‌ ‌out‌ ‌most‌ ‌recommended‌ ‌brand,‌ ‌most‌‌used‌‌brands‌‌among‌‌students‌‌and‌‌elders,‌‌best‌
brand‌ ‌of‌ ‌shampoo‌‌among‌‌such‌‌students,‌‌what‌‌are‌‌the‌‌factors‌‌that‌‌affects‌‌the‌‌choice‌‌of‌
the‌ ‌brand,‌ ‌whether‌ ‌brand‌ ‌attributes‌ ‌drive‌ ‌final‌ ‌brand‌ ‌purchase,‌ ‌most‌ ‌preferred‌ ‌media‌
where‌‌users‌‌get‌‌information‌‌about‌‌products.‌‌This‌‌project‌‌only‌‌deals‌‌with‌‌different‌‌types‌
of‌ ‌shampoo.‌ ‌It‌ ‌did‌ ‌not‌ ‌include‌ ‌any‌ ‌gel,‌ ‌oil,‌ ‌soap‌ ‌etc.‌ ‌It‌ ‌will‌ ‌be‌ ‌only‌ ‌limited‌ ‌to‌ ‌the‌
geographical‌‌boundaries‌‌of‌‌Surat‌‌city.‌

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CHAPTER-‌‌2‌

LITERATURE‌
REVIEW‌

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A‌ ‌literature‌‌review‌‌is‌‌an‌‌evaluative‌‌report‌‌of‌‌information‌‌found‌‌in‌‌the‌‌literature‌‌related‌
to‌ ‌your‌ ‌selected‌ ‌area‌ ‌of‌ ‌study. ‌ ‌The‌ ‌review‌ ‌should‌ ‌describe,‌‌summarize,‌‌evaluate‌‌and‌
clarify‌‌this‌‌literature. ‌‌It‌‌should‌‌give‌‌a‌‌theoretical‌‌base‌‌for‌‌the‌‌research‌‌and‌‌help‌‌you‌‌(the‌
author)‌ ‌determine‌ ‌the‌ ‌nature‌ ‌of‌ ‌your‌ ‌research.‌ ‌Works‌ ‌which‌ ‌are‌ ‌irrelevant‌ ‌should‌ ‌be‌
discarded‌‌and‌‌those‌‌which‌‌are‌‌peripheral‌‌should‌‌be‌‌looked‌‌at‌‌critically.‌

A‌ ‌literature‌ ‌review‌ ‌is‌ ‌more‌ ‌than‌ ‌the‌ ‌search‌ ‌for‌ ‌information,‌‌and‌‌goes‌‌beyond‌‌being‌‌a‌

descriptive annotated‌ ‌bibliography. All‌ ‌works‌ ‌included‌ ‌in‌ ‌the‌ ‌review‌ ‌must‌ ‌be‌ ‌read,‌
evaluated‌ ‌and‌ ‌analysed‌ ‌(which‌ ‌you‌ ‌would‌ ‌do‌ ‌for‌ ‌an‌ ‌annotated‌ ‌bibliography),‌ ‌but‌
relationships‌‌between‌‌the‌‌literature‌‌must‌‌also‌‌be‌‌identified‌‌and‌‌articulated,‌‌in‌‌relation‌‌to‌
your‌‌field‌‌of‌‌research.‌

"In‌‌writing‌‌the‌‌literature‌‌review,‌‌the‌‌purpose‌‌is‌‌to‌‌convey‌‌to‌‌the‌‌reader‌‌what‌‌knowledge‌
and‌ ‌ideas‌ ‌have‌ ‌been‌ ‌established‌ ‌on‌ ‌a‌ ‌topic,‌ ‌and‌ ‌what‌ ‌their‌ ‌strengths‌‌and‌‌weaknesses‌
are.‌ ‌The‌ ‌literature‌ ‌review‌ ‌must‌ ‌be‌ ‌defined‌ ‌by‌ ‌a‌ ‌guiding‌ ‌concept‌ ‌(e.g.‌ ‌your‌ ‌research‌
objective,‌ ‌the‌ ‌problem‌ ‌or‌ ‌issue‌ ‌you‌ ‌are‌ ‌discussing‌ ‌or‌ ‌your‌ ‌argumentative‌‌thesis).‌‌It‌‌is‌
not‌‌just‌‌a‌‌descriptive‌‌list‌‌of‌‌the‌‌material‌‌available,‌‌or‌‌a‌‌set‌‌of‌‌summaries.‌

ANIRUDDHAAKARTE‌‌and‌‌DR.‌‌AMISHIARORA,‌‌(2012)‌‌explained‌‌that‌‌in‌‌their‌
topic‌ ‌“A‌ ‌study‌ ‌of‌ ‌consumer‌ ‌behaviour‌ ‌with‌ ‌respect‌ ‌to‌ ‌various‌ ‌shampoo‌ ‌brands‌ ‌in‌
Nagpur‌‌city”‌‌‘Consumer‌‌is‌‌king’‌‌–the‌‌statement‌‌carries‌‌profound‌‌truth‌‌in‌‌it.‌‌Today‌‌the‌
success‌ ‌of‌ ‌any‌ ‌firm‌ ‌depends‌ ‌upon‌ ‌the‌ ‌satisfaction‌ ‌of‌ ‌consumers.‌ ‌For‌ ‌satisfying‌ ‌the‌
consumers‌ ‌the‌ ‌firm‌ ‌should‌ ‌know‌ ‌about‌ ‌the‌ ‌behavior‌ ‌of‌ ‌the‌ ‌consumers.‌ ‌In‌ ‌these‌
circumstances‌ ‌understanding‌‌consumer‌‌is‌‌a‌‌very‌‌difficult‌‌task‌‌because‌‌of‌‌the‌‌changing‌
technology,‌‌innovation,‌‌and‌‌changes‌‌in‌‌life‌‌style.‌‌Researchers‌‌conducted‌‌many‌‌research‌
in‌‌this‌‌area,‌‌and‌‌they‌‌give‌‌only‌‌few‌‌suggestion,‌‌but‌‌there‌‌is‌‌no‌‌final‌‌conclusion.‌‌As‌‌per‌
the‌‌ideas‌‌given‌‌by‌‌the‌‌researchers,‌‌there‌‌are‌‌two‌‌factors‌‌influencing‌‌the‌‌consumers‌‌such‌
as‌ ‌intrinsic‌ ‌and‌ ‌extrinsic‌ ‌factors.‌ ‌It‌ ‌is‌ ‌difficult‌ ‌to‌ ‌classify‌ ‌consumers‌ ‌by‌ ‌conventional‌
demographic‌ ‌factors‌ ‌and‌ ‌unless‌ ‌their‌ ‌thought‌ ‌process‌ ‌and‌ ‌buying‌ ‌behaviour‌ ‌are‌ ‌fully‌
understood,‌ ‌decisions‌ ‌on‌ ‌product‌ ‌designs‌ ‌and‌ ‌packaging,‌ ‌branding‌ ‌and‌ ‌distribution‌
channels‌ ‌are‌ ‌likely‌ ‌to‌‌be‌‌misplaced.‌‌With‌‌the‌‌inevitability‌‌of‌‌change‌‌intimidating‌‌large‌
over‌‌the‌‌horizon,‌‌Indian‌‌companies‌‌must‌‌learn‌‌from‌‌their‌‌western‌‌counterparts;‌‌not‌‌only‌
to‌ ‌identify‌ ‌the‌ ‌sources,‌ ‌timing‌ ‌and‌ ‌direction‌ ‌of‌ ‌the‌ ‌changes‌ ‌likely‌ ‌to‌ ‌affect‌ ‌India,‌ ‌but‌
also‌ ‌the‌ ‌new‌ ‌competencies‌ ‌and‌ ‌perspective‌ ‌that‌ ‌will‌ ‌enable‌ ‌them‌ ‌to‌ ‌respond‌ ‌to‌ ‌these‌

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changes,‌ ‌comprehensively‌ ‌and‌ ‌effectively.‌ ‌This‌ ‌study‌ ‌mainly‌ ‌focus‌ ‌on‌ ‌understanding‌
the‌ ‌external‌ ‌factors‌ ‌like‌ ‌demographic,‌ ‌social,‌‌cultural‌‌,price,‌‌quality‌‌,product‌‌attributes‌
etc.‌‌for‌‌buying‌‌Shampoo.‌‌The‌‌market‌‌share‌‌of‌‌any‌‌product‌‌is‌‌highly‌‌determined‌‌by‌‌the‌
purchasing‌‌behaviour‌‌of‌‌the‌‌consumers.‌‌Following‌‌study‌‌is‌‌conducted‌‌by‌‌the‌‌researcher‌
to‌ ‌find‌‌out‌‌the‌‌behaviour‌‌of‌‌the‌‌consumers,‌‌to‌‌analyse‌‌the‌‌preference‌‌of‌‌consumers,‌‌&‌
consumer‌‌awareness.‌‌Descriptive‌‌research‌‌design‌‌was‌‌adopted‌‌and‌‌the‌‌data‌‌is‌‌collected‌
through‌‌primary‌‌and‌‌secondary‌‌sources.‌‌The‌‌method‌‌adopted‌‌for‌‌conducting‌‌survey‌‌is‌
questionnaire‌ ‌and‌ ‌convenient‌ ‌sampling‌ ‌technique‌ ‌was‌ ‌adopted‌ ‌for‌ ‌selecting‌ ‌the‌
consumers.‌

Reddy‌ ‌PraneethKarnam,‌ ‌Dr.‌ ‌I.‌‌Lokananda‌‌Reddy‌‌and‌‌Dr.‌‌N.‌‌AppaRao‌,‌(2014)‌

stated‌‌that,‌‌Shampoo‌‌is‌‌one‌‌of‌‌most‌‌important‌‌products‌‌in‌‌FMCG‌‌category;‌‌women‌‌use‌
more‌ ‌amount‌ ‌of‌ ‌shampoo‌ ‌than‌ ‌men.‌ ‌Hence‌ ‌a‌ ‌study‌ ‌is‌ ‌undertaken‌ ‌in‌ ‌order‌ ‌to‌‌see‌‌the‌
factors‌ ‌influencing‌ ‌urban‌ ‌women‌ ‌in‌ ‌the‌ ‌purchase‌ ‌of‌ ‌shampoo,‌ ‌their‌ ‌socio‌ ‌economic‌
profiles,‌‌satisfaction‌‌towards‌‌current‌‌shampoo‌‌brand‌‌are‌‌also‌‌studied.‌

Faruk‌ ‌Anıl‌ ‌KONUK‌ ‌and‌ ‌Oylum‌ ‌KORKUT‌ ‌ALTUNA,‌ ‌(2011)‌ ‌explained‌ ‌in‌ ‌their‌
topic‌ ‌“brand‌ ‌positioning‌ ‌through‌ ‌multidimensional‌ ‌scaling:‌ ‌A‌ ‌study‌ ‌in‌ ‌the‌ ‌Turkish‌
shampoo‌ ‌market”‌ ‌the‌ ‌aim‌ ‌of‌ ‌this‌ ‌study‌ ‌is‌ ‌to‌ ‌reveal‌ ‌the‌ ‌position‌ ‌of‌ ‌seven‌ ‌shampoo‌
brands‌ ‌that‌‌exist‌‌in‌‌the‌‌Turkish‌‌market.‌‌In‌‌this‌‌research,‌‌perceptual‌‌mapping‌‌technique‌
was‌ ‌used‌ ‌based‌ ‌on‌ ‌the‌ ‌attribute‌ ‌data‌ ‌and‌ ‌attribute‌ ‌ratings.‌ ‌The‌ ‌results‌ ‌of‌ ‌this‌ ‌study‌
indicate‌‌that‌‌two‌‌most‌‌important‌‌dimensions‌‌that‌‌are‌‌effective‌‌on‌‌consumer‌‌evaluations‌
of‌‌shampoo‌‌brands‌‌are‌‌found‌‌to‌‌be‌‌brand‌‌affect‌‌and‌‌brand‌‌Trust‌‌&‌‌Customer‌‌Services.‌

DR.‌ ‌ROSHAN‌ ‌KAZI‌ ‌and‌ ‌KHAWAJA‌ ‌MUBEENUR‌ ‌RAHMAN,‌ ‌(2013)‌

explained‌ ‌in‌ ‌their‌ ‌topic‌ ‌“Analysis‌ ‌of‌ ‌hair‌ ‌care‌ ‌products‌ ‌with‌ ‌reference‌ ‌to‌ ‌shampoo‌
market‌ ‌in‌ ‌India”‌ ‌the‌ ‌expectations‌ ‌of‌ ‌today’s‌ ‌customer‌ ‌are‌ ‌very‌ ‌high‌ ‌both‌ ‌from‌ ‌the‌
product‌ ‌as‌ ‌well‌ ‌as‌ ‌from‌ ‌the‌‌manufacturing‌‌organization.‌‌That’s‌‌why‌‌the‌‌organizations‌
are‌ ‌also‌ ‌continuously‌ ‌taking‌ ‌the‌ ‌feedback‌ ‌of‌ ‌the‌ ‌customers‌ ‌for‌ ‌improvement‌ ‌of‌ ‌their‌
products.‌ ‌In‌ ‌this‌ ‌paper‌ ‌also‌ ‌the‌ ‌researchers‌ ‌have‌ ‌tried‌ ‌to‌ ‌find‌ ‌the‌ ‌reasons‌ ‌and‌
expectations‌ ‌of‌ ‌customers‌ ‌while‌ ‌purchasing‌ ‌a‌ ‌shampoo‌ ‌brand.‌ ‌For‌ ‌this‌ ‌ten‌ ‌different‌
reasons‌ ‌and‌ ‌expectations‌ ‌of‌ ‌the‌ ‌customers‌ ‌regarding‌ ‌shampoo‌‌brands‌‌were‌‌taken‌‌into‌
consideration‌ ‌by‌ ‌the‌ ‌researchers.‌ ‌Feedback‌ ‌was‌ ‌taken‌ ‌on‌ ‌a‌ ‌10‌ ‌point‌ ‌scale‌ ‌of‌ ‌least‌
preferred‌ ‌feature‌ ‌to‌ ‌the‌ ‌most‌ ‌features‌ ‌from‌ ‌500‌ ‌shampoo‌ ‌users‌ ‌of‌ ‌Kolkata‌ ‌city.‌ ‌After‌

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analysis‌ ‌it‌ ‌was‌ ‌found‌ ‌that‌ ‌Hair‌ ‌fall‌ ‌has‌ ‌come‌ ‌out‌‌as‌‌the‌‌top‌‌most‌‌preferred‌‌reason‌‌for‌
using‌ ‌a‌ ‌shampoo‌ ‌brand‌ ‌whereas‌ ‌Hair‌ ‌cleaning‌ ‌appears‌ ‌to‌ ‌be‌ ‌the‌ ‌most‌ ‌preferred‌
expectation‌ ‌of‌ ‌customers.‌ ‌Similarly,‌ ‌Fragrance‌ ‌was‌ ‌considered‌ ‌as‌ ‌the‌ ‌least‌ ‌preferred‌
reason‌ ‌whereas‌ ‌Moisture‌ ‌was‌ ‌considered‌ ‌as‌ ‌the‌ ‌least‌ ‌preferred‌ ‌expectation‌ ‌of‌ ‌the‌
customers.‌

SHOREFUZZAMAN‌ ‌MOLLAH,‌ ‌MIN-HO‌ ‌KIM‌ ‌AND‌ ‌MUSFIQ‌ ‌MANNAN‌

CHOUDHURY,‌ ‌(2015)‌ ‌explained‌ ‌that,‌ ‌the‌ ‌purpose‌ ‌of‌ ‌this‌ ‌study‌ ‌is‌ ‌to‌ ‌find‌ ‌the‌
consumer‌‌attitudes‌‌induced‌‌by‌‌the‌‌different‌‌Brands‌‌of‌‌Shampoo‌‌in‌‌Bangladesh‌‌market.‌
The‌ ‌results‌ ‌were‌ ‌summarized‌ ‌by‌‌evaluating‌‌the‌‌consumer’s‌‌feedback‌‌using‌‌Fishbein’s‌
“multi-attribute‌ ‌attitude‌ ‌models”.‌ ‌Using‌ ‌a‌ ‌survey‌ ‌questionnaire,‌ ‌the‌‌attitude‌‌relating‌‌to‌
eight‌ ‌common‌ ‌shampoo‌ ‌brands‌ ‌from‌ ‌respondents‌ ‌was‌‌derived.‌‌The‌‌results‌‌show‌‌that,‌
the‌ ‌Head‌ ‌&‌ ‌Shoulder‌ ‌have‌ ‌the‌ ‌highest‌ ‌acceptance‌ ‌level‌ ‌compared‌ ‌with‌ ‌other‌ ‌five‌
brands.‌‌Pantene‌‌holds‌‌the‌‌second‌‌position‌‌in‌‌consumer’s‌‌acceptance‌‌level‌‌followed‌‌by‌
Sunsilk,‌ ‌Clear,‌ ‌Vatika‌ ‌and‌ ‌Meril.‌ ‌From‌ ‌the‌ ‌theoretical‌ ‌point‌ ‌of‌ ‌view,‌ ‌this‌ ‌research‌
provides‌ ‌the‌ ‌basis‌ ‌of‌ ‌expanding‌ ‌the‌ ‌multi‌ ‌attribute‌ ‌model‌ ‌in‌ ‌the‌ ‌context‌ ‌of‌ ‌shampoo‌
brands.‌ ‌The‌ ‌practical‌‌contribution‌‌of‌‌this‌‌study‌‌provides‌‌marketers‌‌with‌‌understanding‌
to‌‌focus‌‌on‌‌specific‌‌attributes‌‌of‌‌shampoo‌‌brands‌‌which‌‌will‌‌enable‌‌to‌‌attract‌‌customers‌
and‌‌retain‌‌them‌‌in‌‌the‌‌long‌‌run.‌

YE‌ AUTHOR‌ COUNT‌ OBJECTI‌ CONTRIBUT‌ DATA‌ METHODOL‌ CONCULSI‌

AR‌ RY‌ VE‌ ION‌ OGY‌ ON/‌
RESULT‌
201‌ ANIRUDDH‌ Nagpur,‌ This‌ The‌ The‌ ‌method‌ .‌‌The‌‌m arket‌

2‌ A‌‌AKARTE‌ INDIA‌ study‌ data‌‌is‌ adopted‌ ‌for‌ share‌‌o f‌‌a ny‌

and‌‌DR.‌ mainly‌ collect‌ conducting‌ product‌‌is‌

survey‌ ‌is‌
AMISHI‌ focus‌‌o n‌ ed‌ highly‌
questionnaire‌
ARORA‌ understan‌ throug‌ determined‌
and‌ ‌convenient‌
ding‌‌the‌ h‌ by‌‌the‌
sampling‌
external‌ primar‌ purchasing‌
technique‌ ‌was‌
factors‌ y‌‌a nd‌ adopted‌ ‌for‌ behavior‌‌o f‌
like‌ second‌ selecting‌ ‌the‌ the‌
demograp‌ ary‌ consumers.‌ consumers‌
hic,‌ source‌
social,‌ s.‌

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cultural‌
,price,‌
quality‌
,product‌
attributes‌
etc‌‌for‌
buying‌
Shampoo.‌
201‌ Reddy‌ Hydraba‌ A‌‌study‌‌is‌ Women‌‌a re‌ Primar‌ A‌‌sample‌ It‌‌c an‌‌b e‌
4‌ PraneethKarn‌ d,‌ undertake‌ known‌‌to‌‌u se‌ y‌‌d ata:‌ consisting‌‌o f‌ concluded‌
am,‌‌Dr.‌‌I.‌ INDIA‌ n‌‌in‌‌o rder‌ more‌‌a mount‌ A‌ 100‌‌female‌ that‌
Lokananda‌ to‌‌see‌‌the‌ of‌‌shampoo‌ questio‌ shampoo‌ shampoo‌
Reddy‌‌a nd‌ factors‌ than‌‌m en,‌ nnaire‌ consumers‌‌is‌ marketers‌
Dr.‌‌N.‌ influencin‌ thus‌‌they‌‌c an‌ is‌ drawn‌‌through‌ must‌‌try‌‌to‌
AppaRao‌ g‌‌u rban‌ also‌‌b e‌ admini‌ simple‌‌random‌ educate‌
women‌‌in‌ dynamic‌ stered‌ sampling‌‌in‌ consumers‌
the‌ while‌ to‌‌the‌ chittoor‌‌town‌ for‌
purchase‌ purchase‌ 100‌ of‌‌Andhra‌ increasing‌
of‌ habits‌‌o f‌ respon‌ Pradesh.‌ frequency‌‌o f‌
shampoo‌ shampoo‌ dents.‌ their‌‌u sage.‌
brand‌‌is‌ Secon‌
concerned,‌‌so‌ dary‌
there‌‌is‌‌a ‌‌g ap‌ data‌‌is‌

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to‌‌b e‌‌filled‌‌in‌ collect‌

this‌‌regard.‌ ed‌
throug‌
h‌
articles‌
,‌
websit‌
es.‌
201‌ Faruk‌‌Anıl‌ ISTANB‌ This‌ This‌‌study‌‌is‌ As‌‌this‌ ‌Perceptual‌ The‌ ‌results‌ ‌of‌

1‌ KONUK‌‌a nd‌ UL‌ study‌‌is‌‌to‌ to‌‌e xplore‌‌the‌ study‌ mapping‌ this‌ ‌study‌

Oylum‌ reveal‌‌the‌ positions‌‌o f‌ is‌ technique‌‌was‌ indicate‌ ‌that‌

two‌ ‌most‌
KORKUT‌ position‌ seven‌ based‌ used‌‌b ased‌‌o n‌
important‌
ALTUNA‌ of‌‌seven‌ shampoo‌ on‌ the‌‌a ttribute‌
dimensions‌
shampoo‌ brands‌ attribut‌ data‌‌a nd‌
that‌ ‌are‌
brands‌ (Elidor,‌ e‌‌d ata‌ attribute‌
effective‌ ‌on‌
that‌‌e xist‌ Pantene,‌ and‌ ratings.‌ consumer‌
in‌‌the‌ Elseve,‌ attribut‌ evaluations‌ ‌of‌
Turkish‌ Rejoice,‌ e‌ shampoo‌
market.‌ Blendax,‌ rating,‌ brands‌ ‌are‌

Ipek,‌‌Dove)‌ multidi‌ found‌ ‌to‌ ‌be‌

that‌‌e xist‌‌in‌ mensio‌ brand‌ ‌affect‌

and‌ ‌brand‌
the‌‌Turkish‌ nal‌
Trust‌ ‌&‌
market.‌ scaling‌
Customer‌
techni‌
Services.‌
que‌‌is‌
applie‌
d‌‌to‌
produc‌
e‌‌the‌
percep‌
tual‌
map.‌
201‌ DR.‌ Delhi,‌ Analysis‌ In‌‌this‌‌p aper‌ ‌For‌ The‌ After‌
3‌ ROSHAN‌ India‌ of‌‌h air‌ also‌‌the‌ this‌‌ten‌ organizations‌ analysis‌‌it‌
KAZI‌‌a nd‌ care‌ researchers‌ differe‌ are‌‌a lso‌ was‌‌found‌

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KHAWAJA‌ products‌ have‌‌tried‌‌to‌ nt‌ continuously‌ that‌‌Hair‌‌fall‌

MUBEENUR‌ with‌ find‌‌the‌ reason‌ taking‌‌the‌ has‌‌c ome‌
RAHMAN‌ reference‌ reasons‌‌a nd‌ s‌‌a nd‌ feedback‌‌o f‌ out‌‌a s‌‌the‌
to‌ expectations‌ expect‌ the‌‌c ustomers‌ top‌‌m ost‌
shampoo‌ of‌‌c ustomers‌ ations‌ for‌ preferred‌
market‌‌in‌ while‌ of‌‌the‌ improvement‌ reason‌‌for‌
India‌ purchasing‌‌a ‌ custom‌ of‌‌their‌ using‌‌a ‌
shampoo‌ ers‌ products.‌ shampoo‌
brand.‌ regardi‌ brand‌
ng‌ whereas‌‌Hair‌
shamp‌ cleaning‌
oo‌ appears‌‌to‌
brands‌ be‌‌the‌‌m ost‌
were‌ preferred‌
taken‌ expectation‌
into‌ of‌
consid‌ customers.‌
eration‌
by‌‌the‌
researc‌
hers.‌
201‌ SHOREFUZZ‌ Banglad‌ The‌ Study‌ A‌ We‌‌u sed‌‌focus‌ In‌ ‌this‌ ‌paper,‌
5‌ AMAN‌ esh‌ purpose‌ provides‌ survey‌ group‌ we‌ ‌derived‌‌the‌

MOLLAH,‌ of‌‌this‌ marketers‌ questio‌ discussion‌ various‌

attributes‌ ‌that‌
MIN-HO‌‌KIM‌ study‌‌is‌‌to‌ with‌ nnaire‌ consisting‌‌o f‌
are‌ ‌considered‌
AND‌ find‌‌the‌ understanding‌ techni‌ two‌‌g roups‌‌o f‌
by‌ ‌consumers‌
MUSFIQ‌ consumer‌ to‌‌focus‌‌o n‌ que‌ people‌
when‌‌choosing‌
MANNAN‌ attitudes‌ specific‌ was‌ consisting‌‌o f‌
and‌
CHOUDHUR‌ induced‌ attributes‌‌o f‌ adopte‌ six‌‌(6)‌ purchasing‌ ‌a‌
Y‌ by‌‌the‌ shampoo‌ d‌‌to‌ participants‌‌in‌ specific‌ ‌brand‌
different‌ brands‌‌which‌ evaluat‌ each‌‌g roup.‌ of‌‌Shampoo.‌
Brands‌‌o f‌ will‌‌e nable‌‌to‌ e‌‌the‌
Shampoo‌ attract‌ attitud‌
in‌ customers‌‌a nd‌ es‌‌o f‌
Banglade‌

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sh‌ retain‌‌them‌‌in‌ people‌

market.‌ the‌‌long‌‌run.‌ .‌

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‌CHAPTER-‌‌3‌

Conceptual‌
Framework‌

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Industry‌‌profile‌

Swot‌‌Analysis‌‌o f‌‌Dove‌‌shampoo:‌

Strength‌ Weakness‌
The‌ ‌m ajor‌ ‌strengths‌ ‌o f‌ ‌shampoo‌ ‌m arket‌ Weaknesses‌ ‌o f‌ ‌shampoo‌‌m arket‌‌includes‌
includes‌ ‌low‌ ‌o perational‌ ‌c osts,‌ ‌p resence‌ ‌o f‌ lower‌ ‌scope‌ ‌o f‌ ‌investing‌ ‌in‌ ‌technology‌
established‌ ‌d istribution‌ ‌n etworks‌ ‌in‌ ‌b oth‌ and‌ ‌a chieving‌ ‌e conomies‌ ‌o f‌ ‌scale,‌
urban‌ ‌a nd‌ ‌rural‌ ‌a reas,‌ ‌p resence‌ ‌o f‌ ‌well‌ especially‌ ‌in‌ ‌small‌ ‌sectors,‌ ‌low‌ ‌e xports‌
known‌ ‌b rands‌ ‌in‌ ‌FMCG‌ ‌sector,‌ ‌increase‌ ‌in‌ levels,‌ ‌lack‌ ‌o f‌ ‌e ducation‌ ‌in‌ ‌rural‌ ‌m arket‌
income‌‌level‌‌o f‌‌c ustomers.‌ and‌ ‌so‌ ‌m any‌ ‌p roducts‌ ‌a re‌ ‌a lready‌
available‌‌in‌‌the‌‌m arket.‌
Opportunities‌ Threats‌
Major‌ ‌o pportunities‌ ‌o f‌ ‌shampoo‌ ‌m arket‌ Threats‌ ‌o f‌ ‌shampoo‌ ‌m arket‌ ‌includes‌
includes‌ ‌u ntapped‌ ‌rural‌ ‌m arket,‌ ‌rising‌ removal‌‌o f‌‌import‌‌restrictions‌‌resulting‌‌in‌
income‌ ‌levels‌ ‌o f‌ ‌c ustomers,‌ ‌large‌‌d omestic‌ replacing‌ ‌o f‌ ‌d omestic‌ ‌b rands,‌ ‌slowdown‌
market‌‌a ll‌‌o ver‌‌the‌‌c ountry,‌‌a ‌‌p opulation‌‌o f‌ in‌ ‌rural‌ ‌d emand,‌ ‌n ew‌ ‌e ntrants‌ ‌o f‌ ‌well‌
over‌ ‌o ne‌ ‌b illion,‌ ‌e xport‌ ‌p otential‌ ‌o f‌ known‌ ‌international‌ ‌b rands‌ ‌a nd‌‌spurious‌
companies‌ ‌a nd‌ ‌h igh‌ ‌investment‌ ‌o f‌ goods‌ ‌a nd‌ ‌illegal‌ ‌foreign‌ ‌imports‌ ‌o f‌
customers‌‌o n‌‌c onsumer‌‌g oods.‌ different‌‌shampoo‌‌b rands.‌

Company‌‌Market‌‌S hare‌

Brand‌‌Name‌ Market‌‌S hare‌

L’Oreal‌ 8.5%‌
Pantene‌ 9.5%‌
Head‌‌and‌‌S houlders‌ 30.2%‌
Dove‌ 18.6%‌
TREsemme‌ 9%‌

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Company‌‌Profile‌

LEADING‌‌S HAMPOO‌‌BRANDS‌‌IN‌‌INDIA‌

L’Oreal‌ ‌is‌ ‌the‌ ‌most‌ ‌popular‌ ‌shampoo‌ ‌brand‌ ‌in‌ ‌India.‌ ‌L’Oreal‌ ‌is‌ ‌a‌ ‌French‌ ‌cosmetics‌
company‌ ‌established‌ ‌in‌ ‌the‌ ‌year‌ ‌1909‌ ‌by‌ ‌Eugene‌ ‌Schueller.‌ ‌Headquartered‌ ‌in‌ ‌Paris,‌
L’Oreal‌ ‌is‌ ‌one‌ ‌of‌ ‌the‌ ‌largest‌ ‌cosmetics‌‌companies‌‌in‌‌the‌‌world.‌‌Apart‌‌from‌‌shampoo,‌
L’Oreal‌‌produces‌‌hair‌‌colour,‌‌skin‌‌care‌‌products‌‌and‌‌make‌‌up‌‌products.‌

Variants‌‌of‌‌L’Oreal‌‌shampoo‌‌are:‌

⮚ Total‌‌Repair‌

⮚ Fall‌‌Repair‌

⮚ Oil‌‌Nourish‌

⮚ Colour‌‌Protect‌

⮚ Nutri‌‌Gloss‌

Pantene‌‌is‌‌ranked‌‌6th‌‌in‌‌the‌‌list‌‌of‌‌top‌‌10‌‌best‌‌shampoo‌‌brands‌‌in‌‌India‌‌on‌‌the‌‌basis‌‌of‌
popularity.‌ ‌Pantene‌ ‌is‌ ‌a‌ ‌shampoo‌ ‌brand‌ ‌owned‌ ‌by‌ ‌Procter‌ ‌&‌ ‌Gamble,‌ ‌an‌ ‌American‌
multinational‌ ‌consumer‌ ‌goods‌ ‌company‌ ‌which‌ ‌was‌ ‌founded‌ ‌in‌ ‌the‌ ‌year‌ ‌1837‌ ‌by‌
William‌ ‌Procter‌ ‌and‌ ‌James‌ ‌Gamble.‌ ‌Pantene‌ ‌was‌ ‌first‌‌introduced‌‌in‌‌the‌‌year‌‌1947‌‌by‌
Hoffmann-La‌‌Roche,‌‌a‌‌Switzerland‌‌multinational‌‌company,‌‌but‌‌later‌‌in‌‌the‌‌year‌‌1985,‌
it‌‌was‌‌purchased‌‌by‌‌Procter‌‌&‌‌Gamble.‌

Some‌‌of‌‌the‌‌variants‌‌of‌‌Pantene‌‌Shampoo‌‌are‌

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⮚ Daily‌‌Moisture‌‌Repair‌

⮚ Total‌‌Damage‌‌Care‌

⮚ Hair‌‌Fall‌‌Control‌

⮚ Anti-Dandruff‌

Head‌ ‌&‌ ‌Shoulders (H&S)‌ ‌is‌ ‌an‌ ‌American ‌brand‌of‌ ‌anti-‌dandruff‌and‌

non-dandruff ‌shampoo‌produced‌ ‌by‌ ‌parent‌ ‌company ‌Procter‌ ‌&‌ ‌Gamble‌that‌ ‌was‌
introduced‌ ‌in‌ ‌1961.‌ ‌By‌ ‌1982,‌ ‌it‌‌was‌‌the‌‌"number‌‌one‌‌brand"‌‌of‌‌shampoo,‌‌and‌‌it‌‌was‌
noted‌‌that‌‌"one‌‌hair‌‌care‌‌brand‌‌gets‌‌so‌‌many‌‌ad‌‌dollars‌‌as‌‌Head‌‌&‌‌Shoulders,‌‌a‌‌twenty‌
year‌ ‌old‌ ‌brand,‌ ‌and‌ ‌no‌ ‌other‌ ‌brand‌ ‌matches‌ ‌its‌ ‌sales",‌ ‌despite‌ ‌it‌‌being‌‌a‌‌"medicated"‌
shampoo.‌ ‌In‌ ‌the‌ ‌2000s,‌ ‌however,‌ ‌sales‌ ‌of‌ ‌the‌ ‌product‌ ‌dropped‌ ‌off,‌ ‌a‌ ‌phenomenon‌
blamed‌‌on‌‌overextension‌‌of‌‌the‌‌brand‌‌into‌‌too‌‌many‌‌varieties,‌‌with‌‌over‌‌thirty‌‌kinds‌‌of‌
Head‌ ‌&‌ ‌Shoulders‌ ‌being‌ ‌sold. A‌ ‌large‌ ‌number‌ ‌of‌ ‌celebrities‌ ‌have‌ ‌appeared‌ ‌in‌
advertising‌ ‌campaigns‌ ‌for‌ ‌the‌ ‌brand,‌ ‌including‌ ‌Mexican‌ ‌celebrity Thalía,British‌
Formula‌ ‌One‌ ‌driver Jenson‌ ‌Button,‌ ‌Argentine‌ ‌footballer Lionel‌ ‌Messi and‌ ‌Indian‌
actor Ranveer‌‌Singh.‌

Some‌‌of‌‌the‌‌variants‌‌of‌‌Pantene‌‌Shampoo‌‌are‌

⮚ Smooth‌‌and‌‌Silky‌

⮚ Anti-Hair‌‌Fall‌

⮚ Cool‌‌Menthol‌

⮚ Anti-Dandruff‌

⮚ Silky‌‌Black‌

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Dove‌ ‌is‌ ‌a‌ ‌personal‌ ‌care‌ ‌brand‌ ‌of‌ ‌Unilever,‌ ‌a‌ ‌multinational‌‌consumer‌‌goods‌‌company‌
which‌ ‌was‌ ‌established‌ ‌in‌ ‌the‌ ‌year‌ ‌1929‌ ‌after‌ ‌the‌ ‌merger‌ ‌of‌ ‌two‌ ‌companies,‌ ‌Lever‌
Brothers‌ ‌and‌ ‌Margarine‌ ‌Unie.‌ ‌Dove‌ ‌produces‌ ‌various‌ ‌products‌ ‌like‌ ‌shampoo,‌ ‌hair‌
conditioner,‌‌deodorant,‌‌body‌‌wash,‌‌face‌‌wash‌‌and‌‌lotions.‌

Variants‌‌of‌‌Dove‌‌Shampoo‌‌are:‌

⮚ Daily‌‌Shine‌‌Shampoo‌

⮚ Dandruff‌‌Care‌‌Shampoo‌

⮚ Dryness‌‌Care‌‌Shampoo‌

Tresemme‌ ‌is‌ ‌a‌ ‌brand‌ ‌of‌ ‌hair‌ ‌care‌ ‌products‌ ‌which‌ ‌was‌ ‌launched‌ ‌in‌ ‌the‌ ‌year‌ ‌1947‌ ‌by‌
Godfrey‌‌Manufacturing‌‌Company‌‌and‌‌in‌‌the‌‌year‌‌1968,‌‌Alberto‌‌purchased‌‌this‌‌brand.‌
Finally,‌‌in‌‌the‌‌year‌‌2010,‌‌Unilever‌‌took‌‌over‌‌Alberto‌‌and‌‌presently‌‌Unilever‌‌owns‌‌this‌
brand.‌ ‌Tresemme‌ ‌provides‌ ‌a‌ ‌complete‌ ‌range‌ ‌of‌ ‌hair‌ ‌care‌ ‌products‌ ‌that‌ ‌include‌
shampoos,‌‌hair‌‌conditioners,‌‌gels,‌‌hairsprays‌‌and‌‌other‌‌products.‌

TREsemme‌‌provides‌‌following‌‌collections‌‌for‌‌hair‌‌care:‌

⮚ Hair‌‌Fall‌‌Defence‌

⮚ Split‌‌Remedy‌

⮚ Hair‌‌Spa‌‌Rejuvenation‌

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CHAPTER-‌‌4‌

DATA‌
PRESENTATION‌
&‌‌ANALYSIS‌

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4.1‌‌P resentation‌‌o f‌‌P rimary‌‌a nd‌‌S econdary‌‌Data:‌

i-‌Gender‌

Male‌ 44‌ 44%‌

Female‌ 56‌ 56%‌
Table‌‌i‌

Interpretation:‌

From‌‌the‌‌above‌‌figure‌‌it‌‌is‌‌show‌‌that‌‌there‌‌were‌‌highest‌‌of‌‌male‌‌respondents‌‌i.e.,‌‌56%‌
wherein‌‌female‌‌respondents‌‌are‌‌44%.‌

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ii-‌Age‌‌Group‌

15-18‌ 18‌ 18%‌

19-22‌ 58‌ 58%‌
22-25‌ 24‌ 24%‌
Table‌‌ii‌

Interpretation:‌

From‌‌the‌‌above‌‌figure‌‌we‌‌can‌‌see‌‌that‌‌58%‌‌of‌‌the‌‌respondents‌‌lies‌‌under‌‌the‌‌age‌‌group‌
of‌‌19-22‌‌thus‌‌acquiring‌‌the‌‌majority‌‌population‌‌of‌‌the‌‌survey‌‌followed‌‌by‌‌the‌‌age‌‌group‌
of‌‌23-25.‌

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Q1-‌‌What‌‌Hair‌‌type‌‌do‌‌you‌‌consist?‌

Obj:‌‌To‌‌know‌‌the‌‌Hair‌‌type‌‌of‌‌Respondents‌

Straight‌‌Hair‌ 40‌ 40%‌

Wavy‌‌Hair‌ 36‌ 36%‌
Curly‌‌Hair‌ 28‌ 28%‌
Other‌ 1‌ 1%‌

Table‌‌4.1‌‌Hair‌‌Types‌

Interpretation:‌

From‌ ‌the‌ ‌data‌ ‌collected‌ ‌via‌ ‌survey‌‌we‌‌conclude‌‌that‌‌40%‌‌of‌‌population‌‌have‌‌Straight‌

Hairs‌‌followed‌‌by‌‌36%‌‌of‌‌population‌‌have‌‌Wavy‌‌Hairs,‌‌28%‌‌of‌‌population‌‌have‌‌Curly‌
Hairs‌‌and‌‌followed‌‌by‌‌others.‌

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Q2-‌‌Which‌‌of‌‌the‌‌following‌‌Shampoo‌‌you‌‌use‌‌more?‌

Obj:‌‌To‌‌know‌‌which‌‌is‌‌the‌‌most‌‌liked‌‌Shampoo‌‌peoples‌‌prefer‌‌to‌‌spend‌‌on.‌

L’Oreal‌ 20‌ 20%‌

Pantene‌ 18‌ 18%‌
Head‌‌&‌‌Shoulders‌ 22‌ 22%‌
Dove‌ 20‌ 20%‌
TREsemme‌ 14‌ 14%‌
other‌ 6‌ 6%‌

Table‌‌4.2‌‌Preferred‌‌Brands‌

Interpretation:‌

From‌‌the‌‌survey‌‌conducted‌‌it‌‌has‌‌been‌‌seen‌‌that‌‌22%‌‌of‌‌the‌‌population‌‌prefers‌‌Head‌‌&‌
Shoulders‌‌but‌‌due‌‌to‌‌high‌‌cost‌‌and‌‌unavailability‌‌of‌‌the‌‌product‌‌not‌‌much‌‌been‌‌used.‌

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Q3‌‌–‌‌Which‌‌of‌‌the‌‌following‌‌brand‌‌people‌‌preferred‌‌most?‌

Obj:‌‌To‌‌know‌‌which‌‌shampoo‌‌brand‌‌is‌‌consumed‌‌by‌‌the‌‌population‌‌from‌‌peoples.‌

L’Oreal‌ 20‌ 20%‌

Pantene‌ 11‌ 11%‌
Head‌‌&‌‌Shoulders‌ 28‌ 28%‌
Dove‌ 25‌ 25%‌
TREsemme‌ 14‌ 14%‌
other‌ 2‌ 2%‌

Table‌‌4.3‌‌Bands‌‌mostly‌‌used‌

Interpretation:‌

From‌ ‌the‌ ‌above‌ ‌information‌ ‌it‌ ‌can‌ ‌be‌‌seen‌‌that‌‌Head‌‌&‌‌Shoulders‌‌is‌‌the‌‌highest‌‌used‌

brand‌‌i.e.,‌‌28%‌‌of‌‌the‌‌respondent‌‌have‌‌selected‌‌it‌‌followed‌‌by‌‌Dove‌‌at‌‌25%,‌‌L’Oreal‌‌at‌
20%,‌‌and‌‌other‌‌brands‌‌as‌‌followed.‌
‌

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Q4‌‌–‌‌Which‌‌of‌‌the‌‌following‌‌Shampoo‌‌you‌‌used‌‌as‌‌alternative?‌

Obj:‌ To‌ ‌know‌ ‌if‌ ‌the‌ ‌current‌ ‌shampoo‌ ‌brand‌ ‌is‌ ‌not‌ ‌available‌ ‌what‌ ‌as‌ ‌an‌ ‌alternative‌
shampoo‌‌brand‌‌people‌‌would‌‌preferred.‌

L’Oreal‌ 18‌ 18%‌

Pantene‌ 16‌ 16%‌
Head‌‌&‌‌Shoulders‌ 20‌ 20%‌
Dove‌ 30‌ 30%‌
TREsemme‌ 15‌ 15%‌
other‌ 1%‌ 1%‌

Table‌‌4.4‌‌Alternative‌‌Brand‌

Interpretation:‌

From‌‌the‌‌above‌‌information‌‌we‌‌can‌‌conclude‌‌Dove‌‌with‌‌30%‌‌of‌‌the‌‌population‌‌used‌‌as‌
an‌ ‌alternative‌ ‌if‌ ‌their‌ ‌current‌ ‌shampoo‌ ‌brand‌ ‌is‌ ‌not‌ ‌available‌ ‌followed‌ ‌by‌ ‌Head‌ ‌&‌
Shoulders‌‌at‌‌20%,‌‌L’Oreal‌‌at‌‌18%‌‌and‌‌other‌‌brand‌‌as‌‌followed.‌

Shree‌U
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 A‌S‌ tudy‌o
‌ n‌C
‌ ustomers‌P
‌ references‌t‌ owards‌S‌ hampoo‌i‌n‌S‌ urat‌C
‌ ity.‌ ‌

Q5‌‌–‌‌Since‌‌how‌‌long‌‌are‌‌you‌‌using‌‌your‌‌current‌‌Shampoo?‌

Obj:‌ To‌ ‌k now‌ ‌since‌ ‌h ow‌ ‌m uch‌ ‌time‌ ‌a‌ ‌p erson‌ ‌is‌ ‌u sing‌ ‌their‌ ‌current‌

shampoo‌‌b rand.‌

>1‌‌month‌ 4‌ 4%‌
1‌‌– ‌‌3 ‌‌months‌ 15‌ 15%‌
3‌‌– ‌‌6 ‌‌months‌ 43‌ 43%‌
6‌‌– ‌‌9 ‌‌months‌ 20‌ 20%‌
<9‌‌months‌ 18‌ 18%‌

Table‌‌4.5‌‌Usage‌‌Time‌

Interpretation:‌

From‌ ‌the‌ ‌information‌ ‌collected‌‌we‌‌can‌‌conclude‌‌that‌‌most‌‌of‌‌the‌‌population‌‌are‌‌using‌

their‌‌shampoo‌‌since‌‌3-6‌‌months.‌

Shree‌U
‌ ttar‌G
‌ ujarat‌B
‌ BA‌C
‌ ollege‌ ‌‌
 A‌S‌ tudy‌o
‌ n‌C
‌ ustomers‌P
‌ references‌t‌ owards‌S‌ hampoo‌i‌n‌S‌ urat‌C
‌ ity.‌ ‌

Q6‌‌–‌‌How‌‌often‌‌do‌‌you‌‌use‌‌your‌‌Shampoo?‌

Obj:‌‌To‌‌know‌‌how‌‌often‌‌person‌‌use‌‌their‌‌Shampoo.‌

Daily‌ 20‌ 20%‌

Every‌‌alternative‌‌day‌ 30‌ 30%‌
Once‌‌in‌‌3‌‌days‌ 43‌ 43%‌
Once‌‌in‌‌week‌ 7‌ 7%‌

Table‌‌4.6‌‌Daily‌‌Usages‌

Interpretation:‌

From‌‌the‌‌above‌‌data‌‌conducted‌‌43%‌‌of‌‌population‌‌use‌‌shampoo‌‌in‌‌3‌‌days‌‌followed‌‌by‌
30%‌‌uses‌‌every‌‌alternative‌‌day,‌‌20%‌‌uses‌‌it‌‌daily‌‌and‌‌other‌‌followed.‌

Shree‌U
‌ ttar‌G
‌ ujarat‌B
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‌ ollege‌ ‌‌
 A‌S‌ tudy‌o
‌ n‌C
‌ ustomers‌P
‌ references‌t‌ owards‌S‌ hampoo‌i‌n‌S‌ urat‌C
‌ ity.‌ ‌

Q7‌‌-‌ Rate‌‌the‌‌satisfaction‌‌level‌‌with‌‌your‌‌current‌‌Shampoo‌‌Brand.‌

Obj:‌‌To‌‌know‌‌how‌‌much‌‌people‌‌are‌‌satisfied‌‌with‌‌their‌‌current‌‌shampoo.‌

Highly‌‌Satisfied‌ 21‌ 21%‌

Satisfied‌ 46‌ 46%‌
Neutral‌ 26‌ 26%‌
Unsatisfied‌ 5‌ 5%‌
Highly‌‌Unsatisfied‌ 2‌ 2%‌

Table‌‌4.7‌‌Satisfaction‌‌Level‌

Interpretation:‌

From‌‌the‌‌above‌‌data‌‌we‌‌can‌‌conclude‌‌that‌‌approx.‌‌45%‌‌of‌‌population‌‌are‌‌satisfied‌‌with‌
their‌‌current‌‌Shampoo‌‌brand‌‌26%‌‌population‌‌are‌‌on‌‌Neutral‌‌stage,‌‌21%‌‌are‌‌population‌
are‌ ‌Highly‌ ‌Satisfied.‌ ‌On‌ ‌the‌ ‌other‌ ‌hand‌ ‌5%‌ ‌and‌ ‌2%‌ ‌are‌ ‌Unsatisfied‌ ‌and‌ ‌Highly‌
Unsatisfied‌‌respectively.‌

Shree‌U
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 A‌S‌ tudy‌o
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‌ references‌t‌ owards‌S‌ hampoo‌i‌n‌S‌ urat‌C
‌ ity.‌ ‌

Q8-‌‌How‌‌likely‌‌are‌‌you‌‌willing‌‌to‌‌change‌‌your‌‌current‌‌shampoo?‌

Obj:‌ To‌ ‌know‌ ‌according‌ ‌to‌ ‌their‌ ‌satisfaction‌ ‌level‌ ‌many‌ ‌people‌ ‌change‌ ‌their‌ ‌current‌
shampoo.‌

Very‌‌likely‌ 7‌ 7%‌
Likely‌ 31‌ 31%‌
Unlikely‌ 46‌ 46%‌
Extremely‌‌unlikely‌ 16‌ 16%‌

Table‌‌4.8‌‌Changing‌‌Shampoo‌‌Brand‌

Interpretation:‌

From‌‌the‌‌above‌‌data‌‌we‌‌can‌‌conclude‌‌that‌‌highest‌‌46%‌‌of‌‌population‌‌are‌‌not‌‌likely‌‌to‌
change‌ ‌their‌ ‌current‌ ‌brand‌ ‌and‌ ‌about‌ ‌30%‌ ‌of‌ ‌population‌ ‌are‌ ‌likely‌ ‌to‌ ‌change‌ ‌their‌
current‌ ‌brand‌ ‌because‌ ‌the‌ ‌respondents‌ ‌thinks‌ ‌that‌ ‌there‌ ‌brand‌ ‌need‌ ‌to‌ ‌improve‌ ‌its‌
quality,‌‌rates,‌‌price,‌‌and‌‌making‌‌their‌‌products‌‌available‌‌in‌‌area.‌

Shree‌U
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 A‌S‌ tudy‌o
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‌ references‌t‌ owards‌S‌ hampoo‌i‌n‌S‌ urat‌C
‌ ity.‌ ‌

Q9-‌‌In‌‌what‌‌Packages‌‌do‌‌you‌‌buy‌‌your‌‌Shampoo?‌

Obj:‌‌To‌‌get‌‌glance‌‌of‌‌buying‌‌behaviour‌‌about‌‌Shampoo‌‌Packages.‌

Sachets‌ 10‌ 10%‌

Small‌‌Bottle‌ 21‌ 21%‌
Medium‌‌Bottle‌ 44‌ 44%‌
Family‌‌Pack‌ 25‌ 25%‌

Table‌‌4.9‌‌Packages‌

Interpretation:‌

Above‌ ‌40%‌ ‌of‌ ‌respondents‌ ‌prefer‌ ‌to‌ ‌buy‌ ‌Medium‌ ‌Bottle‌ ‌as‌ ‌they‌ ‌find‌ ‌it‌ ‌more‌
convenient‌‌and‌‌much‌‌effective‌‌also‌‌reduce‌‌lots‌‌of‌‌wastes,‌‌wherein‌‌25%‌‌of‌‌respondents‌
prefers‌ ‌to‌ ‌buy‌ ‌Family‌ ‌Pack,‌‌21%‌‌of‌‌respondents‌‌prefer‌‌Small‌‌Bottle‌‌and‌‌only‌‌10%‌‌of‌
respondents‌‌prefer‌‌Sachets.‌

Shree‌U
‌ ttar‌G
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‌ ollege‌ ‌‌
 A‌S‌ tudy‌o
‌ n‌C
‌ ustomers‌P
‌ references‌t‌ owards‌S‌ hampoo‌i‌n‌S‌ urat‌C
‌ ity.‌ ‌

Q10‌‌–‌‌What‌‌features‌‌do‌‌you‌‌look‌‌while‌‌buying‌‌Shampoo?‌

Obj:‌‌To‌‌know‌‌the‌‌results‌‌of‌‌respondents‌‌after‌‌using‌‌Shampoo.‌

Shinning‌ 40‌ 58%‌

Anti-Dandruff‌ 44‌ 63.8%‌
Hair‌‌Smoothing‌ 60‌ 87%‌
Anti-Hair‌‌Fall‌ 40‌ 58%‌
Other‌ 1‌ 1.45%‌

Table‌‌4.10‌‌Results‌

Interpretation:‌

From‌ ‌the‌ ‌survey‌ ‌conducted‌‌its‌‌been‌‌seen‌‌that‌‌87%‌‌i.e.,‌‌highest‌‌of‌‌the‌‌respondents‌‌use‌

for‌‌Hair‌‌Smoothing,‌‌where‌‌thought‌‌further‌‌research‌‌it‌‌came‌‌to‌‌know‌‌that‌‌most‌‌of‌‌them‌
were‌‌female,‌‌followed‌‌by‌‌approx.‌‌64%‌‌selects‌‌for‌‌Anti-Dandruff,‌‌58%‌‌selects‌‌for‌‌both‌
Hair‌‌Shinning‌‌and‌‌Anti-Hair‌‌Fall‌‌and‌‌1%‌‌for‌‌other‌‌variants.‌

Shree‌U
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 A‌S‌ tudy‌o
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‌ ity.‌ ‌

Q11-‌‌Do‌‌you‌‌use‌‌conditioner‌‌for‌‌your‌‌Hair?‌

Obj:‌‌To‌‌know‌‌whether‌‌the‌‌target‌‌respondents‌‌are‌‌familiar‌‌with‌‌conditioner‌‌or‌‌not.‌

Yes‌ 60‌ 60%‌

No‌ 40‌ 40%‌

Table‌‌4.11‌‌Conditioner‌

Interpretation:‌

From‌‌the‌‌above‌‌data‌‌we‌‌can‌‌conclude‌‌that‌‌the‌‌survey‌‌results‌‌60%‌‌of‌‌respondent’s‌‌uses‌
conditioner‌‌for‌‌their‌‌hairs‌‌while‌‌40%‌‌are‌‌not‌‌familiar‌‌with‌‌conditioner.‌

Shree‌U
‌ ttar‌G
‌ ujarat‌B
‌ BA‌C
‌ ollege‌ ‌‌
 A‌S‌ tudy‌o
‌ n‌C
‌ ustomers‌P
‌ references‌t‌ owards‌S‌ hampoo‌i‌n‌S‌ urat‌C
‌ ity.‌ ‌

Q12-‌‌What‌‌influence‌‌you‌‌to‌‌buy‌‌Shampoo?‌

Obj:‌‌To‌‌know‌‌what‌‌influences‌‌the‌‌respondents‌‌to‌‌buy‌‌the‌‌particular‌‌Shampoo‌‌products.‌

Television‌‌Ad‌ 52‌ 70.2%‌

Mouth‌‌Publicity‌ 55‌ 74.25%‌
Price‌ 23‌ 31.05%‌
Other‌ 5‌ 6.75%‌

Table‌‌4.12‌‌Buying‌‌Shampoo‌

Interpretation:‌

From‌ ‌the‌ ‌above‌ ‌figure‌ ‌we‌ ‌can‌ ‌see‌ ‌that‌ ‌74%‌ ‌respondents‌ ‌are‌ ‌influenced‌ ‌by‌ ‌Mouth‌
publicity‌ ‌of‌ ‌those‌ ‌who‌ ‌get‌ ‌influenced‌ ‌by‌ ‌family,‌ ‌by‌ ‌friends,‌ ‌by‌ ‌their‌ ‌colleagues‌
followed‌ ‌by‌ ‌70%‌ ‌of‌ ‌the‌ ‌respondents‌ ‌are‌ ‌influenced‌ ‌by‌ ‌Television‌ ‌Ad‌ ‌during‌ ‌their‌
purchase‌‌followed‌‌by‌‌30%‌‌of‌ ‌the‌‌respondents‌‌are‌‌influenced‌‌by‌‌Price‌‌factor‌‌as‌‌also‌‌has‌
great‌‌factor‌‌followed‌‌by‌‌5%‌‌of‌‌the‌‌respondents‌‌are‌‌influenced‌‌by‌‌Other‌‌factor.‌

Shree‌U
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 A‌S‌ tudy‌o
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‌ references‌t‌ owards‌S‌ hampoo‌i‌n‌S‌ urat‌C
‌ ity.‌ ‌

Q13-‌‌What‌‌prefers‌‌you‌‌to‌‌buy?‌

Obj:‌‌To‌‌know‌‌what‌‌exactly‌‌respondents‌‌prefers‌‌to‌‌buy.‌

Two‌‌in‌‌one‌ 55‌ 57.75%‌

(Shampoo‌‌+‌‌Conditioner)‌
Only‌‌Shampoo‌ 45‌ 47.25%‌
Only‌‌Conditioner‌ 5‌ 5.25%‌

Table‌‌4.13‌‌Combo‌‌Packs‌

Interpretation:‌

57%‌ ‌of‌ ‌the‌ ‌respondents‌ ‌agree‌ ‌to‌‌buy‌‌combo‌‌pack‌‌i.e.,‌‌shampoo‌‌+‌‌conditioner‌ ‌which‌

does‌ ‌influence‌ ‌the‌ ‌purchasing‌ ‌decision‌ ‌of‌ ‌a‌ ‌consumer,‌ ‌where‌ ‌47%‌ ‌of‌ ‌respondents‌
prefers‌ ‌to‌ ‌purchase‌ ‌only‌ ‌shampoo‌ ‌as‌ ‌they‌ ‌may‌ ‌be‌ ‌not‌ ‌familiar‌ ‌with‌ ‌conditioner,‌
followed‌‌by‌‌only‌‌5%‌ ‌of‌‌respondents‌‌purchase‌‌conditioner.‌

Shree‌U
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 A‌S‌ tudy‌o
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‌ references‌t‌ owards‌S‌ hampoo‌i‌n‌S‌ urat‌C
‌ ity.‌ ‌

Q14-‌‌How‌‌many‌‌member‌‌from‌‌your‌‌family‌‌use‌‌Shampoo?‌

Obj:‌‌To‌‌know‌‌how‌‌many‌‌member‌‌of‌‌respondents‌‌family‌‌uses‌‌shampoo.‌

below‌‌2‌ 7‌ 7%‌
2‌‌to‌‌4‌ 30‌ 30%‌
4‌‌to‌‌6‌ 20‌ 20%‌
6‌‌to‌‌8‌ 38‌ 38%‌
more‌‌the‌‌8‌ 5‌ 5%‌

Table‌‌4.14‌‌Family‌‌Usage‌

Interpretation:‌

From‌ ‌the‌ ‌above‌ ‌figure‌ ‌we‌ ‌can‌ ‌see‌ ‌that‌ ‌around‌ ‌40%‌ ‌of‌ ‌respondents‌ ‌have‌ ‌family‌
members‌ ‌between‌ ‌6‌ ‌to‌ ‌8‌ ‌uses‌ ‌shampoo‌ ‌followed‌‌by‌‌30%‌‌of‌‌respondents‌‌have‌‌family‌
members‌ ‌between‌ ‌2‌ ‌to‌‌4‌‌uses‌‌shampoo,‌‌followed‌‌by‌‌20%‌‌of‌‌respondents‌‌have‌‌family‌
members‌ ‌between‌ ‌4‌‌to‌‌6‌‌uses‌‌shampoo,‌‌followed‌‌by‌‌7%‌‌and‌‌5%‌‌of‌‌respondents‌‌have‌
family‌‌member‌‌below‌‌2‌‌and‌‌more‌‌than‌‌8‌‌uses‌‌shampoo.‌

Shree‌U
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‌

CHAPTER-‌‌5‌

Findings:‌
‌

‌
 A‌S‌ tudy‌o
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‌ ity.‌ ‌

● From‌‌the‌‌above‌‌bar‌‌graph,‌‌we‌‌can‌‌interpret‌‌that‌‌customer‌‌are‌‌more‌‌aware‌‌of‌
shampoo‌‌brand‌‌such‌‌as‌‌head‌‌&‌‌shoulder,‌‌loreal‌‌and‌‌dove‌‌which‌‌is‌‌77-79%.‌

● From‌ ‌the‌ ‌above‌ ‌bar‌‌graph‌‌,‌‌we‌‌can‌‌interpret‌‌that‌‌most‌‌shampoo‌‌brand‌‌that‌

customer‌‌use‌‌is‌‌TREsemme‌‌which‌‌is‌‌60%‌‌and‌‌Dove‌‌which‌‌is‌‌61%.‌

● From‌‌the‌‌above‌‌chart,‌‌we‌‌can‌‌interpret‌‌that‌‌most‌‌preferred‌‌shampoo‌‌is‌‌Dove‌
which‌‌is‌‌22%.‌

● From‌ ‌above‌ ‌figure‌ ‌we‌ ‌can‌ ‌interpret‌ ‌that‌ ‌most‌ ‌people‌ ‌currently‌ ‌using‌
shampoo‌‌is‌‌Loreal‌‌and‌‌dove‌‌which‌‌is‌‌19%,‌‌while‌‌other‌‌are‌‌less‌‌than‌‌them‌

● From‌‌the‌‌above‌‌chart,‌‌we‌‌can‌‌interpret‌‌that‌‌majority‌‌of‌‌people‌‌use‌‌shampoo‌
once‌‌in‌‌3‌‌days‌‌which‌‌is‌‌40%.‌

● From‌ ‌the‌ ‌above‌‌chart,‌‌we‌‌can‌‌interpret‌‌that‌‌majority‌‌of‌‌people‌‌are‌‌satisfied‌

with‌‌current‌‌shampoo‌‌which‌‌is‌‌50%.‌

● From‌ ‌the‌ ‌above‌ ‌chart,‌ ‌we‌ ‌can‌ ‌interpret‌ ‌that‌ ‌most‌ ‌people‌ ‌are‌ ‌unlikely‌ ‌to‌
change‌‌their‌‌current‌‌shampoo‌‌which‌‌is‌‌46%.‌

● From‌ ‌the‌ ‌above‌ ‌chart,‌ ‌we‌ ‌can‌ ‌interpret‌ ‌that‌ ‌most‌ ‌people‌ ‌buy‌ ‌shampoo‌ ‌in‌
medium‌‌bottle‌‌which‌‌is‌‌45%.‌

● From‌‌the‌‌above‌‌chart,‌‌we‌‌can‌‌interpret‌‌that‌‌most‌‌important‌‌in‌‌a‌‌shampoo‌‌is‌

hair‌‌shinning‌‌which‌‌is‌‌60%.‌

● From‌ ‌the‌ ‌above‌ ‌chart,‌ ‌we‌ ‌can‌ ‌interpret‌ ‌that‌ ‌most‌‌important‌‌is‌‌brand‌‌at‌‌the‌

time‌‌of‌‌buying‌‌shampoo.‌

● From‌ ‌the‌ ‌above‌ ‌figure‌ ‌we‌ ‌can‌ ‌interpret‌ ‌that,‌ ‌out‌ ‌of‌ ‌100‌ ‌respondents‌ ‌60%‌
respondents‌ ‌using‌ ‌conditioner‌ ‌while‌ ‌remaining‌ ‌40%‌ ‌respondents‌ ‌are‌ ‌not‌
using‌ ‌conditioner,‌ ‌Thus,‌ ‌we‌ ‌can‌ ‌see‌ ‌that‌ ‌majority‌ ‌of‌ ‌the‌ ‌respondents‌ ‌are‌
using‌‌conditioner‌

● From‌‌the‌‌above‌‌figure‌‌we‌‌can‌‌interpret‌‌that‌‌dove‌‌shampoo‌‌is‌‌most‌‌preferred‌
if‌‌we‌‌compare‌‌with‌‌all‌‌the‌‌gender‌

● From‌‌the‌‌above‌‌figure‌‌we‌‌can‌‌interpret‌‌that‌ ‌,if‌‌we‌‌compare‌‌with‌‌the‌‌age‌‌we‌
can‌‌say‌‌that‌‌,‌‌age‌‌of‌‌15‌‌to‌‌25‌‌are‌‌using‌‌at‌‌every‌‌alternate‌‌days.‌

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‌

CHAPTER-‌‌6‌

Conclusion‌‌&‌
Suggestions‌

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‌ ity.‌ ‌

From‌ ‌the‌ ‌research‌ ‌conducted,‌ ‌we‌ ‌can‌ ‌interpret‌ ‌that‌ ‌the‌ ‌consumer’s‌ ‌attitude‌ ‌towards‌
different‌ ‌shampoo‌ ‌brands‌ ‌is‌ ‌different.‌ ‌Each‌ ‌and‌ ‌every‌ ‌individual‌ ‌likes‌ ‌or‌ ‌dislikes‌ ‌a‌
shampoo‌ ‌based‌ ‌on‌ ‌their‌ ‌needs‌ ‌and‌ ‌wants‌ ‌and‌ ‌hence‌ ‌their‌ ‌attitude‌ ‌preferences‌ ‌a‌
particular‌‌brand‌‌is‌‌based‌‌on‌‌their‌‌own‌‌perception‌‌towards‌‌the‌‌shampoo.‌

After‌ ‌conducting‌ ‌the‌ ‌research‌ ‌on‌ ‌consumer‌ ‌preferences‌ ‌towards‌ ‌shampoo‌ ‌brands‌ ‌in‌
Surat‌ ‌city,‌ ‌researchers‌ ‌have‌ ‌found‌ ‌that‌ ‌customers‌ ‌are‌ ‌more‌ ‌aware‌ ‌about‌ ‌the‌‌shampoo‌
brands‌ ‌head‌ ‌&‌ ‌shoulder,‌ ‌L’Oreal‌ ‌and‌ ‌dove.‌‌From‌‌the‌‌consumers‌‌researched,‌‌79%‌‌are‌
aware‌ ‌about‌ ‌the‌ ‌brand‌ ‌head‌ ‌and‌ ‌shoulders‌ ‌and‌ ‌78%‌‌are‌‌aware‌‌about‌‌the‌‌brand‌‌loreal‌
and‌‌dove,‌‌both‌‌of‌‌which‌‌are‌‌higher‌‌than‌‌the‌‌awareness‌‌about‌‌rest‌‌of‌‌the‌‌shampoos.‌

After‌ ‌conducting‌ ‌the‌ ‌research‌ ‌on‌ ‌consumer‌ ‌preferences‌ ‌towards‌ ‌shampoo‌ ‌brands‌ ‌in‌
Surat‌‌city,‌‌researchers‌‌have‌‌found‌‌that‌‌the‌‌most‌‌preferred‌‌shampoo‌‌by‌‌the‌‌consumers‌‌is‌
Dove.‌‌Out‌‌of‌‌the‌‌consumers‌‌researched,‌‌22%‌‌of‌‌the‌‌consumers‌‌prefer‌‌dove.‌

After‌ ‌conducting‌ ‌the‌ ‌research‌ ‌on‌ ‌consumer‌ ‌preferences‌ ‌towards‌ ‌shampoo‌ ‌brands‌ ‌in‌
Surat‌ ‌city,‌ ‌researchers‌ ‌have‌ ‌found‌ ‌that‌ ‌majority‌ ‌of‌‌the‌‌customers‌‌use‌‌shampoo‌‌brands‌
TREsemme‌ ‌and‌ ‌dove.‌ ‌Out‌ ‌of‌ ‌the‌ ‌consumers‌ ‌researched,‌ ‌60%‌ ‌of‌ ‌consumers‌ ‌use‌
TREsemme‌‌and‌‌61%‌‌of‌‌consumers‌‌use‌‌dove.‌

The‌ ‌usage‌ ‌pattern‌ ‌of‌ ‌the‌ ‌consumers‌ ‌using‌ ‌shampoo‌ ‌in‌ ‌Surat‌ ‌have‌ ‌been‌ ‌found‌ ‌after‌
conducting‌‌research‌‌that‌‌most‌‌people‌‌in‌‌the‌‌city‌‌currently‌‌use‌‌Loreal‌‌and‌‌Dove.‌‌Out‌‌of‌
the‌‌consumers‌‌researched,‌‌19%‌‌use‌‌L’Oreal‌‌and‌‌Dove.‌

At‌ ‌the‌ ‌time‌ ‌of‌ ‌buying‌ ‌shampoo,‌ ‌the‌ ‌most‌ ‌important‌ ‌feature‌ ‌is‌ ‌the‌ ‌brand,‌ ‌which‌ ‌is‌
known‌ ‌after‌ ‌conducting‌ ‌the‌ ‌research‌ ‌on‌ ‌attitude‌ ‌of‌ ‌consumers‌ ‌towards‌ ‌shampoo‌ ‌in‌
Surat‌‌city.‌

We‌‌can‌‌interpret‌‌after‌‌conducting‌‌the‌‌research‌‌that‌‌females‌‌prefer‌‌L’Oreal‌‌brand‌‌that‌‌is‌
14%‌‌over‌‌all‌‌the‌‌other‌‌shampoo‌‌brands‌‌while‌‌males‌‌prefer‌‌dove‌‌that‌‌is‌‌13%‌‌over‌‌other‌
shampoo‌‌brands.‌

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‌

Bibliography‌

‌
 A‌S‌ tudy‌o
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‌ references‌t‌ owards‌S‌ hampoo‌i‌n‌S‌ urat‌C
‌ ity.‌ ‌

Books‌‌‌:‌

1) Dr.BaxisPatel‌ ‌and‌ ‌Mr‌ ‌Rajesh‌ ‌Desai‌ ‌(2016)‌ ‌“‌ ‌Research‌ ‌Methodology-I‌ ‌“‌
Sangharsh‌‌Publication‌‌.‌

2) Dr.Baxis‌ ‌Patel‌ ‌and‌ ‌Mr‌ ‌Rajesh‌ ‌Desai‌ ‌(2016)‌ ‌“‌‌Research‌‌Methodology-II‌‌“‌

Sangharsh‌‌Publication‌

3) Christopher‌ ‌Lovelock‌ ‌,‌ ‌JochenWirtz‌ ‌,‌ ‌JayantaChatterjee‌ ‌(2011)‌ ‌“Service‌

Marketing‌ ‌,‌‌People‌‌Technology‌‌,‌ ‌Strategy‌ ‌”‌ ‌Seventh‌‌Edition‌‌,‌‌Published‌‌by‌
Dorling‌‌Kindersly‌ ‌(‌‌India‌‌)‌ ‌Pvt.‌‌Ltd.‌

Research‌‌p apers‌‌:‌

Aniruddhaakarte‌‌and‌‌Dr.‌‌Amishiarora,‌‌(2012)‌‌:‌A‌‌study‌‌of‌‌consumer‌‌behavior‌‌with‌
respect‌‌to‌‌various‌‌brands‌‌of‌‌shampoo‌‌in‌‌nagpur‌‌city.‌

Reddy‌‌PraneethKarnam,‌‌Dr.‌‌I.‌‌Lokananda‌‌Reddy‌‌and‌‌Dr.‌‌N.‌‌AppaRao‌,‌(2014)‌‌:‌
Consumer‌‌Behavior‌‌of‌‌Urban‌‌Women‌‌towards‌‌shampoos:‌‌A‌‌Study‌‌on‌‌Chittoor‌‌town‌

Faruk‌‌Anıl‌‌KONUK‌‌and‌‌Oylum‌‌KORKUT‌‌ALTUNA,‌‌(2011)‌‌:‌Brand‌‌positioning‌
through‌‌multidimensional‌‌scaling:‌‌A‌‌study‌‌in‌‌the‌‌Turkish‌‌shampoo‌‌market.‌

DR.‌ ‌ROSHAN‌ ‌KAZI‌ ‌and‌ ‌KHAWAJA‌ ‌MUBEENUR‌ ‌RAHMAN,‌ ‌(2013)‌ ‌:‌

Analysis‌‌of‌‌hair‌‌care‌‌products‌‌with‌‌reference‌‌to‌‌shampoo‌‌market‌‌in‌‌India.‌

SHOREFUZZAMAN‌ ‌MOLLAH,‌ ‌MIN-HO‌ ‌KIM‌ ‌AND‌ ‌MUSFIQ‌ ‌MANNAN‌

CHOUDHURY,‌ ‌(2015)‌ ‌:‌ Consumer‌ ‌Attitude‌ ‌Towards‌ ‌Different‌ ‌Shampoo‌ ‌Brands:‌
Evidence‌‌From‌‌Bangladesh.‌

Shree‌U
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 A‌S‌ tudy‌o
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‌ references‌t‌ owards‌S‌ hampoo‌i‌n‌S‌ urat‌C
‌ ity.‌ ‌

Websites‌‌:‌

https://www.indracompany.com/en/blogneo/strategic-challenges-fmcg-re‌
tail‌

https://gradestack.com/Course-in-Trichology/Hair-Shampoos/Introducti‌
on/16288-3304-10154-study-wtw‌

https://thingsinindia.in/top-10-shampoo-brands-india/‌

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Annexure‌ ‌

‌
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‌ ity.‌ ‌

‌QUESTIONNAIRE‌‌ ‌

I‌‌am‌‌student‌‌of‌‌SHREE‌‌UTTAR‌‌GUJARAT‌‌BBA‌‌COLLEGE‌‌AT‌‌BHATAR.‌‌As‌‌a‌‌part‌‌of‌
my‌ ‌curriculum,‌ ‌I‌ ‌am‌ ‌conducting‌ ‌a‌ ‌study‌ ‌on‌ “TASTE‌ ‌&‌ ‌PREFERENCES‌ ‌OF‌
CONSUMERS‌‌TOWARDS‌‌BUYING‌‌PRODUCTS‌‌OF‌‌SHAMPOO”.‌‌The‌‌data‌‌will‌‌be‌
used‌ ‌exclusively‌ ‌for‌ ‌academic‌ ‌purpose‌ ‌only,‌ ‌without‌ ‌disclosing‌‌your‌‌identity.‌‌I‌‌would‌
be‌‌grateful‌‌to‌‌you‌‌for‌‌your‌‌candid‌‌responses.‌
Please‌‌tick‌‌(√)‌‌in‌‌your‌‌preferred‌‌box.‌
Yashvi‌‌H.‌‌Patoliya‌

Nameof‌‌Respondent:‌‌_________________________‌

Gender:‌‌[‌‌]‌‌Male‌‌[‌‌]‌‌Female‌

Age:‌‌______‌

Occupation:‌‌[‌ ‌]‌‌Business‌‌Man‌‌[‌ ‌]‌‌Student‌‌[‌ ‌]‌‌Job‌‌Seeking‌

1. What‌‌Hair‌‌type‌‌do‌‌you‌‌consist?‌

[‌‌]‌‌Straight‌‌Hair[‌‌]Wavy‌‌Hair[‌‌]‌‌Curly‌‌Hair[‌‌]‌‌Other‌‌__________‌

2. Which‌‌of‌‌the‌‌following‌‌Shampoo‌‌you‌‌used‌‌more?‌

[‌ ‌]‌ ‌Loreal[‌ ‌]‌ ‌Pantene[‌ ‌]‌ ‌Head‌ ‌&‌ ‌Shoulders[‌ ‌]‌ ‌Dove[‌ ‌]‌ ‌TREsemme[‌ ‌]‌ ‌Other‌
_____________‌

3. Which‌‌of‌‌the‌‌following‌‌brand‌‌people‌‌preferred‌‌most?‌

[‌ ‌]‌ ‌Loreal[‌ ‌]‌ ‌Pantene[‌ ‌]‌ ‌Head‌ ‌&‌ ‌Shoulders[‌ ‌]‌ ‌Dove‌ ‌[‌ ‌]‌ ‌TREsemme‌ ‌[‌ ‌]‌ ‌Other‌
_____________‌

Shree‌U
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‌ ujarat‌B
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4. Which‌‌of‌‌the‌‌following‌‌Shampoo‌‌you‌‌used‌‌as‌‌an‌‌alternative‌

[‌ ‌]‌ ‌Loreal[‌ ‌]‌ ‌Pantene[‌ ‌]‌ ‌Head‌ ‌&‌ ‌Shoulders[‌ ‌]‌ ‌Dove‌ ‌[‌ ‌]‌ ‌TREsemme[‌ ‌]‌ ‌Other‌
_____________‌

5. Since‌‌how‌‌long‌‌are‌‌you‌‌using‌‌your‌‌current‌‌Shampoo?‌

[‌ ‌]‌‌less‌‌than‌‌a‌‌month‌‌[‌ ‌]‌‌1‌‌to‌‌3‌‌months‌‌[‌ ‌]‌‌3‌‌to‌‌6‌‌months‌‌[‌ ‌]‌‌6‌‌to‌‌9‌‌months‌‌[‌ ‌]‌‌more‌

than‌‌9‌‌months‌

6. How‌‌often‌‌do‌‌you‌‌use‌‌your‌‌Shampoo?‌

[‌ ‌]‌‌Daily‌‌[‌ ‌]‌‌Every‌‌alternative‌‌day‌‌[‌ ‌]‌‌Once‌‌in‌‌3‌‌days‌‌[‌ ‌]‌‌Once‌‌in‌‌week‌

7. Rate‌‌the‌‌satisfaction‌‌level‌‌with‌‌your‌‌current‌‌brand‌‌Shampoo‌

[‌ ‌]‌‌Highly‌‌satisfied‌‌[‌ ‌]‌‌Satisfied‌‌[‌ ‌]‌‌Neutral‌‌[‌ ‌]‌‌Unsatisfied‌‌[‌ ‌]‌‌Highly‌‌unsatisfied‌

8. How‌‌likely‌‌are‌‌you‌‌willing‌‌to‌‌change‌‌your‌‌current‌‌shampoo?‌

[‌ ‌]‌‌Very‌‌likely‌‌[‌ ‌]‌‌Likely‌‌[‌ ‌]‌‌Unlikely‌‌[‌ ‌]‌‌Extremely‌‌unlikely‌

9. In‌‌what‌‌Packages‌‌do‌‌you‌‌buy‌‌your‌‌Shampoo?‌

[‌ ‌]‌‌Sachets‌‌[‌ ‌]‌‌Small‌‌Bottle‌‌[‌ ‌]‌‌Medium‌‌Bottle‌‌[‌ ‌]‌‌Family‌‌Pack‌

Shree‌U
‌ ttar‌G
‌ ujarat‌B
‌ BA‌C
‌ ollege‌ ‌‌
 A‌S‌ tudy‌o
‌ n‌C
‌ ustomers‌P
‌ references‌t‌ owards‌S‌ hampoo‌i‌n‌S‌ urat‌C
‌ ity.‌ ‌

10. What‌‌features‌‌do‌‌you‌‌look‌‌while‌‌buying‌‌Shampoo?‌

[‌ ‌]‌ ‌Shinning‌ ‌[‌ ‌]‌ ‌Anti-Dandruff‌ ‌[‌ ‌]‌ ‌Hair‌ ‌Smoothing‌ ‌[‌ ‌]‌ ‌Anti-Hair‌ ‌fall‌ ‌[‌ ‌]‌ ‌Other‌
_____________‌

11. Do‌‌you‌‌use‌‌conditioner‌‌for‌‌your‌‌Hair?‌

[‌ ‌]‌‌Yes‌ ‌[‌ ‌]‌‌No‌

12. What‌‌influence‌‌you‌‌to‌‌buy‌‌Shampoo?‌

[‌ ‌]‌‌Television‌‌Ad‌‌[‌ ‌]‌‌Mouth‌‌Publicity‌‌[‌ ‌]‌‌Price‌‌[‌ ‌]‌‌Other‌‌_________________‌

13. What‌‌do‌‌you‌‌prefer‌‌to‌‌buy?‌

[‌ ‌]‌‌Two‌‌in‌‌one‌‌(Shampoo‌‌+‌‌Conditioner)‌‌[‌ ‌]‌‌Only‌‌Shampoo‌‌[‌ ‌]‌‌Only‌‌Conditioner‌

14. How‌‌many‌‌member‌‌from‌‌your‌‌family‌‌use‌‌Shampoo?‌

[‌ ‌]‌‌below‌‌2‌ ‌[‌ ‌]‌‌2‌‌to‌‌4‌ ‌[‌ ‌]‌‌4‌‌to‌‌6‌ ‌[‌ ‌]‌‌6‌‌to‌‌8‌ ‌[‌ ‌]‌‌more‌‌than‌‌8‌

Shree‌U
‌ ttar‌G
‌ ujarat‌B
‌ BA‌C
‌ ollege‌ ‌‌