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Research Project Report
Submitted to Punjab Technical University, Jalandhar in partial fulfillment of the requirement of the degree of
Masters in Business Administration
By Shweta Setia Student (MBA) Roll No: 1110406
Department of Business Management Punjab College of Technical Education, Ludhiana 2006-2008
This is to certify that the research project report entitled, “Study the buying behavior of consumers regarding branded shampoos in Ludhiana” submitted in partial fulfillment of the requirement for the degree of Master in Business Administration at PCTE Ludhiana, (MBA I, Examination to be held in May 2007) of the Punjab Technical University, Jallandhar is a bonafide research work carried out by Shweta (MBA-1B, Roll no. 1110406) under my supervision and that no part of this research project has been submitted for any other degree. The assistance and help received during the course of this investigation has been fully acknowledged.
Dated: 23rd May, 2007
Mr. Gautam Bansal Senior Lecturer Department of Business Management Punjab College of Technical Education Ludhiana
In the successful completion of this project inspiration and guidance of many people was involved. A mere form of acknowledgement would be demeaning the status of this whole effort, which has had the blessings, and supervision of the eminent person around me. First of all I would like to thank whole-heartedly Mr. Gautam Bansal who was there to guide me at every step during the course of this project. He gave me tips for the improvement in project whenever required. Special thanks to Mr. K.N.S Kang for providing eminent direction. Apart from this I feel indebted to all faculty members of PCTE, especially who have helped, developed the right kind of attitude and scholastic excellence in me. Last but not the least; I am very thankful to my parents, friends and all those persons who made this research project possible, for their consistent guidance and constructive criticism.
Shweta Setia MBA I(B) Roll No: 1110406 Punjab College of Technical Education Ludhiana
Title of the project: Name of the student: University Roll No: Name and designation of major advisor : Degree to be awarded: Name of the University: Total pages of the report: Mr. Gautam Bansal Senior Lecturer, PCTE MBA Punjab Technical University, Jalandhar 34 Study the buying behavior of consumers regarding branded shampoos in Ludhiana Shweta Setia 627222023
The research has been conducted to know the buying behavior of consumers regarding branded shampoos in Ludhiana. The study was conducted to know the factors that influence the purchase of these brands in Ludhiana city, also what sources of information influence the purchase of these products. The reasons for consistency /change in regard to brands of shampoos were also inquired into and thereby their overall satisfaction level with the currently used brand was studied. The sample of 100 respondents was taken and questionnaires were filled in by them.
8-16 17-20 21-33 34.Table of Contents Chapter No.35 36 37-40 41 5 . 1 2 3 4 5 6 7 Introduction Research Methodology Data Analysis and Interpretation Results and Findings Conclusion and Summary Appendix Bibliography Particulars Page no.
List of tables S.No. 1 2 3 4 5 6 7 8 9 10 11 12 13 Particulars Number of respondents using branded shampoos 21 Frequency of using Shampoo in a week 22 Awareness level of respondents regarding 23 various brands of shampoos Source of information regarding Branded 24 shampoos Most important factor of consumer preference 25 Preference of brands of shampoos 26 Importance level of factors considered by 27 respondents while purchasing Shampoos Brand Switch if particular brand is not available 28 Brand Loyalty among consumers 29 Reasons that made respondents stick to one 29 particular brand of shampoo Response in regard to intention to stick to the 30 current brand of shampoo being used Satisfaction level of consumers towards their 31 preferred shampoo brand Demographic profile of respondents 33 Page No. List of Figures 6 .
dirt.No. skin particles. 1 2 3 4 5 6 7 8 9 10 11 12 Particulars Number of respondents using branded shampoos Frequency of using Shampoo in a week Awareness level of respondents regarding various brands of shampoos Source of information regarding Branded shampoos Most important factor of consumer preference Preference of brands of shampoos Importance level of factors considered by respondents while purchasing Shampoos Brand Switch if particular brand is not available Brand Loyalty among consumers Reasons that made respondents stick to one particular brand of shampoo Response in regard to intention to stick to the current brand of shampoo being used Satisfaction level of consumers towards their preferred shampoo brand 21 22 23 24 25 26 27 28 29 30 31 31 Page No.1 Shampoo Shampoo is a common hair care product used for the removal of oils.S. 7 . environmental pollutants and other contaminant particles that gradually build up in hair. Chapter I Introduction 1.
knead the muscles. During the early stages of shampoo. massage". Kasey Hebert was the first known maker of shampoo. who opened a shampooing bath known as Mahomed's Indian Vapour Baths in Brighton in 1759. ie "to smear. The word was a loan from Anglo-Indian shampoo. in turn from Hindi champoo.The goal is to remove the unwanted build-up without stripping out so much as to make hair unmanageable. Kasey Hebert was the first known maker of shampoo. During the early stages of shampoo. Shampoo formulations seek to maximize the following qualities: • • • • • • • • Easy rinsing Good finish after washing hair Minimal skin/eye irritation No damage to hair Feels thick and/or creamy Pleasant fragrance Low toxicity Good biodegradability 1. It itself comes from Sanskrit/Hindi word "champā" . and the origin is currently attributed to him. His baths were like Turkish baths where clients received an Indian treatment of champi (shampooing) or therapeutic massage.2 Evolution The word shampoo in english usage dates back to 1762. and the origin is currently attributed to him. English hair stylists boiled shaved soap in water and added herbs to give the hair shine and fragrance. the flowers of the plant Michelia champaca which have traditionally been used to make fragrant hair-oil. English hair stylists boiled shaved soap in water and added herbs to give the hair shine and fragrance. The term and service was introduced by a Sake Dean Mahomed. with the meaning "to massage". 8 .
About 15% of consumers use toilet soaps as well as shampoo for cleaning their hair. health.10 % Targeted customers: Shampoos are mainly target at Upper middle class. Middle class housewives and upper rural class. HLL has higher stakes in the rural market with an 80% share. parties etc.000 tonnes. The AD segment is the fastest growing segment. The overall shampoo market. Also 70% of the total shampoo sales are through sachet sales. shampoo sector saw strong growth in the next two years due to the introduction of sachets and a surge in rural demand. Most consumers use shampoo only once or twice in a week. while urban demand grew half that at 21%. 1. While the north and west zones have tripled in penetration. In many cases. The bottle sales are popular in the northern region where 50% of the shampoo bottles are sold After a sober growth in 2004 due to the downturn of the FMCG sector. However the main segment is Teenagers. now almost a third of the country's rural population uses shampoo with penetration levels zooming to 32% in 2005.4 Opportunity 9 . saw rural off take grow by 40% last year. About 50% of consumers use ordinary toilet soaps to wash their hair. strength) •Anti – Dandruff (AD) •Herbal 20% of the total shampoo market is accounted by the AD shampoos. which sees annual volume sales of approximately 63. From a penetration level of 13% in 2000. the south and east zones have doubled Urban 40 % Rural .1.3 Segmentation: Shampoo market is segmented on benefit platforms •Cosmetic (shine. growing at 10% to 12 % every year Usage: The frequency of shampoo usage is very low in India. these products are used on special occasions such as weddings.
Currently there is a population of 163 m teen in India. which were a success. Players like Dabur and Ayush came up with herbal shampoos. India is and will remain for some time one of the youngest countries in the world. This provides huge market for the shampoo players. the rapid expansion of the shampoo market was interrupted in 1999. The perception that shampoos contain harsh chemicals that could damage hair.7% in 1999. high price and the view that the shampoo is more of a glamour product rather than a hygiene product led to lower sales. Approximately half of the 1 bn plus population is under the age of 20. This provides a huge opportunity to the players. The average per-capita consumption of shampoo in India is very low at approximately 13 ml and many people in rural India still use toilet soaps. Despite its undisputed potential. products like anti dandruff started getting attention and became the fastest growing category. from 16% the previous year. 1.5 The top Shampoo brands Normal Shampoos •Clinic Plus •Sunsilk •Chik Anti Dandruff Shampoos •Clinic All Clear •Head and Shoulders 10 . with the increasing income levels of the middle class population. The players came out with the idea of smaller packs. the usage of shampoos has increased. Also. Also. which is one of the largest consumers of hair care products. The huge size of the untapped market leads to a great potential for the existing players. Overall growth rates in the market slowed to 1.Penetration of shampoo is very low in India. People still perceive shampoo as high end product in the rural areas. Lack of innovation was the major reason for slowdown.
The group has been operating in India for over 60 years. Major Players of Indian shampoo industry HLL By all accounts. shampoo is one of the fastest growing categories within FMCG sector and is expected to grow at 25% per annum in the coming years. multi-unit organization addressing various public health challenges facing humanity.6 Market Scenario of shampoo industry The India shampoo industry is estimated at Rs 14 bn and is growing at an average rate of 20% per annum. HLL is the undisputed leader from the early 1990s with brands like Sunsilk. Being first it has being given the market leadership position in many product categories. HLL is today a multi-product. the UNILEVER group is India's foremost multinational .000 shops directly serviced by the company. According to AC Nielsen. 11 .•Dabur Vatika AD Premium Products •Shehnaz Hussain •Revlon Flex •L'Oreal 1.200 stockists and 600. Clinic All Clear and Clinic Plus. Lever's have a sprawling distribution coverage which in the case of HLL extends to 3.
Over the past 157 years (1837-1994) since William Proctor and James GambIe entered into partnership to manufacture candles and soap in Cincinnati. the Bombay based Richardson Hindustan Ltd. which have contributed significantly to American consumers Currently P & G employs l lakh people globally and has subsidiaries in over 60 countries including India. is a renowned company. P&G In US-the world’s largest market place in terms of effective demand-the Cincinnati (Ohio)based household and personal care products colossus P & G Co. It is an excellent marketing and product research company while its R & D. It was launched in 1954 in the United Kingdom and by 1959 it was available in 18 different countries world-wide. manufactured and effectively marketed a stream of consumer products. The strategies and methodologies that the company has innovated to facilitate its inexorable growth have won it a place of honor in virtually every country. P & G entered India in Nov 1995. Sunsilk products are being marketed in over 50 countries throughout Asia. manufacturing strategies and operations are its major strengths. which is the leading AD shampoo 12 . The Sunsilk brand is intended to demonstrate a perceptive and sympathetic understanding of women. Latin America. and to provide a source of expert beauty care for women. with the world’s largest selling brand – Pantene. Yet to categories P & G as merely an excellent marketing company is to do it an injustice. Currently.Sunsilk is the name of a brand of hair care products for women produced by the Unilever group. P & G has conceptualized. It also launched Head &Shoulders. The Middle East and North Africa. communicate the idea of capturing the “emotional drama” in a girl’s life. On 1st April 1988. commenced doing business as Proctor and Gamble India Ltd.
. CavinKare Pvt.The brand's bestknown product is the conditioning shampoo Pantene Pro V. 'Cavin' is a literary word in Tamil meaning Beauty and Grace.. In 1998.S.. market in November 1961.'. make-up. to signify its change from a single-product company to a broader FMCG company. L’Oréal is also 13 . Ltd. and there are now in excess of ten different kinds of shampoo for different hair types under the Head & Shoulders banner. is the world's largest cosmetics and beauty company. as a bluegreen shampoo formula. skin and personal care. It has since then grown into a billion dollar brand. L’Oréal is active in the dermatological and pharmaceutical fields. perfumes and hair care. with a modest capital investment of Rs 15. The people responsible for this were Robert Jongstra (Procter & Gamble General Manager) and Olga Barr (Saatchi & Saatchi Global Creative Director). concentrating on hair color. while 'Care' was modified to start with the letter 'K' instead of 'C' as a tribute to Rang Nathan’s father. sun protection. CavinKare CavinKare was founded by Ranganathan in 1983. Unlike other shampoos.000 and with a single product. skin care. The company was called Chik India Pvt. According to company sources. Head & Shoulders was first introduced to the U. L’Oréal Group L’Oréal Group headquartered in the Paris suburb of Clichy. L’Oréal has developed activities in the field of cosmetics. encompassing various market segments such as hair. Ltd. The company targeted the local market and within a few years emerged as a leading regional player in the shampoo market in South India. and its product was Chik shampoo. the company adopted its present name..Head & Shoulders is a famous brand of anti-dandruff shampoo produced by Procter & Gamble. France.. 'Chinni Krishnan. Head & Shoulders had relatively few variations until the late 1990s and early 2000s. Pantene is a brand of hair care products owned by Procter & Gamble.
fructose and glucose 1. acquiring. The issues that dealt within the discipline of consumers’ buying behavior are: What products and services do the consumers buy? 14 . Nutritioniste. It is the only company in the market that has a hair colour range tailored exclusively for parlors. including the Fructis line. and most recently. that are sold around the world.7 Consumer Behavior The term consumer behavior may be defined as the decision process and physical activities in which individuals engage them while evaluating. The study of consumer behavior is the study of how individuals make decisions to spend their available resources on consumption of related items. One of their key ingredients is a fruit concentrate used in all their products. The company was also the first to introduce modern shampoobased hair dyes for the Indian market Garnier is a company producing hair care products. skin care products under the name. L’Oreal markets its range of specialized hair care products exclusively through salons and beauty parlors. THe CEO of L'Oreal SA in France is Jean-Paul Agon. L'Oréal is a listed company. It is a combination of fruit acids. but the founder's daughter Liliane Bettencourt who is one of the richest people in the world. and the Swiss food company Nestléeach control over a quarter of the shares and voting rights. vitamin B3 and B6. using or disposing off goods and services. It is a brand of L'Oréal. Buying behavior is an attempt to understand and predict human actions in the buying role.the top nanotechnology patent-holder in the United States.
1. 15 . How do they buy? Why do they buy? From where do they buy? When do they buy? Consumer behavior provides a sound basis for identifying and understanding consumer needs.8 Objectives of the study • • To study the consumer awareness regarding branded shampoos. So from all these aspects the study of consumer behavior is important. To increase the chances of success of new products. To study the source of information regarding awareness of brands • To study the factors influencing choice of consumers towards branded shampoos. there is a risk of product failure. The study of consumer behavior is an essential component of marketing. tastes and preferences are to be taken care of. • To study the reasons for consistency /change in regard to brands of shampoos. Their desires. The adoption of marketing concept by the marketers provides the impetus for the study of consumer behavior. In case of New Product Introduction in the market. better information of the consumer behavior is required. It is the act of the individuals directly involved in obtaining and using economic goods and services.
It is careful investigation or enquiry in a systematic manner in order to find a solution to problem in research. 16 . research design. It consists of defining and redefining problems.CHAPTER 2 RESEARCH METHODOLOGY Research Methodology deals with the method of study i. how the study was carried out and what were the various techniques used. It includes the scope of the study. analysis of data and limitations of the study. collection of data. making deduction and reaching calculation etc and at last care fully testing the conclusions to determine whether they fit the formulated hypothesis or not. formulating hypothesis or suggested solution. collecting and evaluating data.e.
The research problem in clear-cut terms helps the researches to prepare a research design. a wellstructured questionnaire was given to the respondents and they were personally interviewed to fulfill the objectives of the study.3 Data Collection 2. It is original in nature in the shape of raw material. 17 .1 Primary Data Primary data is that data which is collected for the first time.1 Scope of the study The scope of the study is to get the knowledge about the buying behavior of consumers towards the branded shampoos in Ludhiana.2. It constitutes the blueprint for the collection.2 Research Design The research design is an arrangement of condition for collection and analysis of data in manner that aims to combine relevance to the research purpose with economy in procedure. The research carried down is descriptive in nature because it describes the consumer buying behavior regarding branded shampoos. The scope is restricted to study consumer’s awareness regarding branded shampoos and the factors influencing choice of consumers towards branded shampoos in ludhiana. measurement and analysis of data.3. In close ended questions dichotomous. The questionnaire comprises of close ended as well as open-ended questions. For the purpose of collection of primary data. It is the strategy for a study and the plan by which the strategy is to be carried out. 2. ranking. checklist questions and multiple choice questions are used. This is done to avoid perceptual bias and for providing objectivity to the study. 2. likert’s scale.
2.2 D) Time of Study. A) Element. 2.4. C) Extent. People throughout Ludhiana who use branded shampoos constitute the population of my research.4. 2.2.4 Sampling Design Sampling refers to selecting some of the elements in a population by which one can draw conclusions about the entire population.Six months 2.2.e people using branded shampoos 2.2 Population Population is finite number of elements that the researcher is going to target in particular area.2 Secondary Data Secondary data is the data which is already collected by someone.4. 2.4. They are secondary in nature and are in shape of finished product.4.4.4. journals and internet to gather relevant information about the shampoo industry and the leading brands of shampoos. Here the universe for the study consists of all the people who use branded shampoos.Consumers i. Secondary data was collected so as to have accurate results and the required data was collected from various magazines. newspapers.3. B) Sampling Unit-A single consumer using Branded shampoo 2. 2.3 Sampling Technique 18 .1Universe Universe is the infinite number of elements that the researcher is targeting in his study.2.Ludhiana city 2.
time as well as distance constraints.4. In case of ranking questions the total score has been added and final ranking is given. the mean scores and percentages were calculated. In non-probability technique I have preferred ‘Convenience sampling’ method because population of my research is huge and due to the time constraint I will be catering to 100 people according to my convenience.In my research I have used non-probability technique for drawing a sample from the population.4 Sample size Sample size is the size of sample drawn from the population which is the true representative of the research. In the case of questions on Likert’s point scale. Business Service Professional Student Housewife Total 18 24 5 40 13 100 2. 2. The questions having alternative choices were analyzed by taking percentages. The number of respondents included in the study was 100 for convenience in evaluating and analyzing the data and because of time constraint. raw data was summarized in a master table and from this table the results have been carried out.5 Data Analysis and Interpretation For the purpose of analyzing. Convenience sampling was basically used due to money. The questions to which there were specific answers the ranges were clubbed and 19 . The selection of the respondents was done on the basis of convenience based on the non-probability method of sampling.
Responses of respondents were biased based on their personal preferences. 2. however the report is subject to following limitations: 1.percentages were calculated. In case of explanatory questions. Factors considered by them while purchasing branded shampoos and to check their brand loyalty. study could not be carried out on a large scale 5. Wider coverage would have made the study more reliable and representative.6 Limitations of the study Sincere efforts have been made to collect authentic and reliable information from respondents. Due to time and cost constraints. 20 . 4. The study was limited to Ludhiana city only. Sample was drawn by convenience sampling. so possibility of sampling error cannot be ruled out. 2. Sample may not be the true representative of the universe CHAPTER 3 ANALYSIS AND INTERPRETATION The present chapter deals with analysis of data collected from the consumers regarding their awareness level regarding branded shampoos. A total of 100 consumers were personally interviewed with help of structured questionnaires. 3. the general suggestions were summarized.
of respondents 88 12 100 Percentage(%) No.2 Frequency of using Shampoo in a week Frequency 1-3 times 3-5 times Daily Total No. of Respondents 48 33 19 100 Percentage (%) 48 33 19 100 21 .1 Number of respondents using branded shampoos Response Yes No Total Figure 3. Table 3.1 88 12 100 No. of respondants using branded shampoos 100 No. we can conclude that out of 100. 88% respondents use branded shampoos and 12% don’t use branded shampoos. So branded shampoos are very commonly used in Ludhiana. of respondants 80 60 40 20 0 Yes Response No Interpretation: From the above table.Results of the study: Table 3.
33% respondents use shampoos 3-5 times in a week and rest of the respondents use shampoos daily. of Respondents 60 40 20 0 1-3 times 3-5 times Frequency Daily Interpretation: From the above table.17 0.16 0.14 0. it is clear that 48% respondents use shampoos 1-3 times in a week.17 22 .16 0.19 0. of responses 80 73 92 83 77 84 Average Scores 0.3 Awareness level of respondents regarding various brands of shampoos Brands Garnier L’Oreal Sunsilk Pantene Clinic Head & Shoulders No. Table 3.Figure 3.2 Frequency of using Shampoo in a week No.
Table 3. of responses 100 80 60 40 20 0 Head & Shoulders No. of response 51 81 49 4 27 18 Figure 3.3 Awareness level of respondents regarding various brands of shampoos Avg Scores 0.2 0.1 0. 92% are aware of Sunsilk.4 Newspaper Television Friends/Rel ative Magazine Salesman 23 Sources Internet . Pantene. Garnier.15 0.4 Source of information regarding Branded shampoos Sources Newspaper Television Magazine Salesman Friends/Relative Internet Source of information regarding Branded shampoos No.Figure 3.05 0 L’Oreal Sunsilk Pantene Garnier Clinic Brands Interpretation: From the above table and graph it is clear that out of 100 respondents. followed by Head & Shoulders. Clinic and least are aware of L’Oreal.
Interpretation: From above table it is clear that television is the most important source of information followed by Newspaper.43 0.5 Most preferred shampoo brand among consumers is Sunsilk followed by Head and Shoulders. Clinic and least preferred is L’Oreal.15 0. of responses 27 35 76 9 10 6 15 Avg scores 0.03 0. Pantene. However some respondents also prefer chik shampoo because of its price and some other medicated shampoos or herbal shampoos. Internet and least important source of information is from salesman.06 0. information from friends/relative. Magazine. 3.05 0.6 Most important factor of consumer preference Factors Price Brand Quality Schemes(discount offers) Packaging Quantity/Package Advertisement No.08 24 . Garnier. Table 3.20 0.
Table 3. of responses 25 . it can be concluded that quality is the most important factor while considering the preference of shampoos followed by brand and price factor.6 Most important factor of consumer preference 80 60 40 20 0 Packaging Advertise ment Quality Factors Price Interpretation: From the above table.Figure 3.7 No. And the least important factor while buying the shampoo is Quantity/Package after Packaging.7 Preference of brands of shampoos Brands L’Oreal Head & Shoulders Pantene Clinic Sunsilk Garnier Total Score 379 332 324 378 312 377 Rank 6 3 2 5 1 4 Figure 3.
0. Most preferred shampoo brand among consumers is Sunsilk followed by Pantene. Clinic.8 Importance level of factors considered by respondents while purchasing Shampoos Factors Strongly Disagree (-2) Price Brand Quality Schemes Packaging Quantity/Package Advertisements 7 3 2 36 12 31 12 Disagree Neutral (-1) 26 19 10 17 26 28 4 (0) 23 21 19 22 31 18 34 Agree (1) 23 33 39 16 24 19 20 Strongly Agree (2) 21 24 30 7 6 3 30 Mean Score .63 0. Table 3.67 -0.96 -0.28 0. Garnier and least preferred is L’Oreal .54 26 .15 -0. Head and Shoulders.73 0.Preference of brand shampoos Total Scores 400 300 200 100 0 L’Oreal Pantene Sunsilk Clinic Head & Shoulders Garnier Shampoos Interpretation: In the above table 1 is given to the most preferred and 5 to the least preferred to rank the shampoo brands.
advertisement and price factor.5 -1 Quantity/Pa ckage Advertisem ents Percentage (%) 70 30 100 Quality Schemes Factors 27 Packaging Brand Price Interpretation: In above table.8 Importance level of factors considered by respondents while purchasing Shampoos 1.5 Mean Score 1 0.5 0 -0. the mean (0. And the least important factor while buying the shampoo is Quantity/Package after Schemes available as their mean scores are coming in negative.9 Brand Switch if particular brand is not available Response Yes No Total 62 26 88 No.96) of quality being calculated lies between 0 to 1 so it is very near to strongly agree therefore from the above table we can conclude that respondents feel that quality is the most important factor while considering the preference of shampoos followed by brand. 2 is the weightage given to Strongly Agree. Table 3. 0 to Neutral. of respondents . -1 to Disagree and -2 to Strongly Disagree.Figure 3. 1 to Agree.
it is clear that 70% of the respondents buy another brand if a particular brand is not available.09 100 Percentage (%) 28 .11 Brand Loyalty among consumers Response Yes No Total Figure 3.9 Brand Switch if particular brand not available No of respondents 100 50 0 Yes Response No Interpretation: From above table. Table 3. L’Oeal. Pantene and the least preferred brand as an alternate is Garnier.91 34.Figure 3. 3. followed by Head & Shoulder.11 58 30 88 No. Of respondents 65.10 The most preferred alternate brand is Clinic. Clinic.
08 29 .23 0.05 0. of respondents 60 40 20 0 Yes Response No Interpretation: It is clear from the table that 65.33 0.23 0.05 0.12 Reasons that made respondents stick to one particular brand of shampoo Factors Price Brand Quality Schemes(discount offers) Packaging Quantity/Package Advertisement Figure 3.04 0.91% of the respondents are not brand loyal and does switch over the brand Table 3.Brand Loyalty among consumers 80 No. of respondents 18 18 26 4 3 4 6 Avg Scores 0.12 No.
13(a) The most common reason that made respondents switch over to another brand of shampoo is that they like changing brands.13(b) Schemes(discoun t offers) 30 Quantity/Package Advertisement Packaging Brand Quality Price .93 100 Figure 3. Table 3. Other important reasons are quality and schemes that made respondents switch over to another brand of shampoo.32 19.13(b) Response in regard to intention to stick to the current brand of shampoo being used Response Less than one month 1-3 months 3-5 months More than 5 months Total No. Price and brand are having equal mean scores and are the second most important factors.No.35 34. 3.40 17. Of respondents 19 23 13 12 67 Percentage (%) 28.of respondents 30 25 20 15 10 5 0 Reasons that made respondents stick to one particular brand of shampoo Reasons Interpretation: It is clear from above that quality is the main reason that made respondents stick to one particular brand as it is having the highest mean score.
14 Satisfaction level of consumers towards their preferred shampoo brand Bad (-1) -4(4) Average (0) 0(10) Good (1) 29(29) Very good (2) 70(35) Mean Score 0.Response in regard to intention to stick to the current brand of shampoo being used No. 19 for lass tan 1 month. 19 have intention of sticking to current brand for 1 to 3 months.85 1 0.4 0. 3. Table No.8 0. of Respondents 25 20 15 10 5 0 Less than 1-3 months 3-5 months More than 5 one month months Responses Interpretation: From above figure it is clear that out of 67 respondents who did not stick to one particular brand.14 Satisfaction level of consumers towards their preferred shampoo brand Very Bad (-2) -20(10) Figure 3.6 0. 13 for 3-5 months and 12 for more than 5 months.2 0 Mean Score Satisfaction Interpretation: 31 .
the mean (0. . 0 to average and -1 to Bad and –2 to Very Bad. Demographic profile of respondents 32 . 2 is the weightage given to very good.85) being calculated lies between 0 to 1 so it is more near to Very Good therefore from the above table we can conclude that respondents are satisfied with their currently using brand. 1 to Good.In above table.
33 . of respondents 35 28 14 23 100 Percentage (%) 35 28 14 23 100 No. of respondents 41 59 100 Percentage (%) 41 59 100 Chapter IV Results and Findings Findings from the study: • From the research it was found that 88% respondents use branded shampoos.Sex Wise Sex Male Female Total Age Wise Age 16-25 26-35 36-45 More than 46 Total Occupation Wise Occupation Business Service Professional Student Housewife Total No. of respondents 18 24 5 40 13 100 Percentage (%) 18 24 5 40 13 100 No.
followed by brand (0. only 37% respondents stick to one particular brand and out of respondents who stick to one particular brand consider quality being the most important factor for it • Out of 67% respondents who switch to other brand.63) and advertisement (0. 33% respondents use shampoos 3-5 times in a week and rest of the respondents use shampoos daily. internet (18%) and least important source of information is from salesman (4%). • Most preferred shampoo brand among consumers is Sunsilk followed by Pantene. Head and Shoulders. • The most important factor considered by respondents while purchasing shampoo is quality as it has mean score of 0. information from friends/relative (27%). • Television (81%) is the most important source of information followed by Newspaper (51%).• As far as frequency of using shampoos in a week is concerned. majority of them quoted the reason “I like changing Brands” for shifting to other brands.54) • Out of 100 respondents. 19 for lass tan 1 month. Clinic. 19 have intention of sticking to current brand for 1 to 3 months. 34 . • As far as the intentions of 67 respondents for sticking to current brand used by them is concerned. Magazine (49%). very less have intention of switching over the brand and are satisfied with the current brand they are using. 48% respondents use shampoos 1-3 times in a week. Garnier and least preferred is L’Oreal . • Out of 67 respondents who did not stick to one particular brand.96. 13 for 3-5 months and 12 for more than 5 months.
• The suggestions which are given for their currently used brand are: Consumers of L’oreal want its price to be lesser. No suggestion has been recommended by consumers of Sunsilk Chapter 5 Conclusion and Summary The results reflected the perception of users in Ludhiana of branded shampoos.• Mostly all the respondents are satisfied with their currently using brand. The results of the study indicate that though the price of shampoos is perceived to be on the 35 . Consumers of Pantene want to have more hair specific like Sunsilk.
Hence it provides basis of a scope for further research. The Ludhiana users accept that high quality comes at a price. the quality offered by these products compensates for their dissatisfaction. all the companies will have to undertake bold efforts towards their products in such a way so as to meet the requirements and expectations of the consumers.higher side of users. To survive in such an environment. Since the study was restricted to the Ludhiana city so there is need to study more in other cities to get the clear view of the findings. Do you use branded shampoo? Yes No 36 . It therefore calls for a continuous research in this field as consumer preferences keep changing with time and so does their buying behavior. Scope for further study Many companies are coming up with the shampoos with enough variety as it’s the fastest growing FMCG product now days. Appendix Questionnaire 1. There is a huge potential market in India and better scope.
Which brand are you currently using? _____________ 6.2. Friends/Relative f. Internet _____________ _____________ _____________ _____________ _____________ _____________ 5. Sunsilk d. What is your source of information for this? a. Which of the following brands are you aware of? a. Salesman e. Magazine d. Clinic f. Newspaper b. Garnier b. Pantene e. 1-3 times b. How many times do you use shampoo in a week? a. Why do you use this particular brand? □ Price □ Brand □ Quality □ Schemes (discount offers) □ Packaging □ Quantity/Package □Advertisements If any other please tell 37 . Television c. 3-5 times c.L’Oreal c. Daily _____________ _____________ _____________ _____________ _____________ _____________ _____________ _____________ 3. Head & Shoulders_____________ 4.
Garnier your decision. Head & Shoulders _____________ 8. If your preferred brand is not available. Pantene d. Please rank the following brands of shampoos on the basis of your preference (a-most preferable and f-least preferable) a. Clinic e. rate the following factors that affect Factors Price Brand Quality Schemes (Discount offers) Packaging Quantity/Package Advertisements Strongly Disagree Disagree Neutral Agree Strongly Agree 9. _____________ _____________ _____________ _____________ _____________ b.if no go to Q No 11 10. do you purchase another brand? Yes No If yes go to Q No 10. L’Oreal c. Do you switch over a particular brand? Yes No 38 . While making a purchase decision. Sunsilk f. Which brand you are ready to purchase if your preferred brand is not available? _____________ 11.7.
Advertisements _____________ 13. What do you think about the current brand you are using? Very Bad Bad Average Good Very Good ----------I--------------I--------------I--------------I--------------I-------------- Any suggestions Personal Details: Name: Age: Gender: Occupation: Address: _______________________ _______________________ _______________________ _______________________ 39 .If yes go to Q No 13.if no go to Q No 12 12. Why do you stick to a particular brand? a. Less than 1 month _____________ b. 1-3 months c. Quality _____________ d. a) Why did you switch over the brand? b) For how long you intend to stick to current brand? a. Schemes (discount offers) _____________ e. Packaging _____________ f. More than 5 months_____________ 14. Quantity/Package _____________ g. 3-5 months _____________ _____________ d. Brand _____________ _____________ c. Price b.
Contact No: _______________________ Bibliography Prasad .Page 16-25 Kotler Philip. Number 4. Page 3-5 Moorthi YLR. Brand Management(The Indian Context). “Use of advertising and their impact on the consumer behavior”. April 2003. Volume XXXIII. New Delhi.Prentice Hall.Edition V. Principles of Mrketing. 2004. Pg 204-209 40 . Indian Journal of Management.2003.
com/tamadex/y2k4/june/tam63. “Reference group influence on Product and Brand Purchase Decisions”.wikipedia.rediff. Journal of Consumer Research.com/companies/companies_p/procter_gamble_india/20040129_wars.htm http://www.Pg 183-194.indiantelevision. September 1982.org/wiki/Pantene http://en.com/research-it/sector-info/consprds/consprds-products. Websites: http://en.diplomatist. and Michael J.equitymaster.org/wiki/Shampoo http://www.com/money/2003/jul/19spec.Bearden.html http://www.domainb.htm http://www.htm http://inhome.htm 41 .wikipedia.com/dipo1st06/story_12. Etzel. William O.
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