Dissertation

on
Analyzing the consumer buying behavior towards shampoo in
Delhi with a focus on Sunsilk and Garnier.

By

Chetanya Rajput
A0101911181

MBA Class of 2013

Under the Supervision of

Ms. Supriti Agrawal
Assistant Professor
Department of Marketing

In Partial Fulfillment of the Requirements for the Degree of
Master of Business Administration
at

AMITY BUSINESS SCHOOL
AMITY UNIVERSITY UTTAR PRADESH
SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA
2012






ii

DECLARATION

Title of Dissertation: Analyzing the consumer buying behavior towards shampoo
in Delhi with a focus on Sunsilk and Garnier.

I declare

(a) That the work presented for assessment in this Dissertation Report is my
own, that it has not been previously been presented for another assessment and that
my debts (for words, data, arguments and ideas) have been appropriately
acknowledged.

(b) That the work conforms to the guidelines for presentation and style set out
in the relevant documentation.


Date : Chetanya Rajput
A0101911181
MBA Class of 2013





iii

CERTI FI CATE

Thi s i s t o hereby certify that Chetanya Rajput student of Masters of
Business Administration at Amity Business School; Amity University Uttar Pradesh
has completed the Project Report on Analyzing the consumer buying behavior
towards shampoo in Delhi with a focus on Sunsilk and Garnier. under my
guidance.


Ms. Supriti Agrawal
Assistant Professor
Department of Marketing



iv

ACKNOWLEDGEMENT

First and foremost, I would like to thank my faculty guide, Ms Supriti Agrawal, for
allowing me to undergo a dissertation project under her guidance and supervision. It
gave me an opportunity to participate and learn a deal about the various aspects of the
marketing FMCG product.

Her willingness to motivate me contributed tremendously to the project. I would also
like to thank her for guiding me with some examples that related to the topic of the
project, for suggesting alternative solutions & sharing her valuable experience &
knowledge with me, and also for facilitating me in gaining practical knowledge.

Finally, an honorable mention goes to my family and friends for their understandings
and supports on me in completing this project. Without helps of the particular that
mentioned above, we would face many difficulties while doing this project.



















v

TABLE OF CONTENTS

DECLARATION...............ii
CERTIFICATE.............iii
ACKNOWLEDGEMENT................iv
LIST OF TABLES...............vii
LIST OF FIGURES...................ix
ABSTRACT.......x

1. INTRODUCTION......................................................................................................1
1.1 Purpose of the Study.....1
1.2 Significance of the Study.............1
1.3 Theoretical Framework................3
1.3.1 Indian FMCG industry..........................................4
1.3.2 Introduction to Indian Shampoo Industry.....................................4
1.3.3 Introduction to Hindustan Unilever Limited and Sunsilk.........5
1.3.4 Introduction to LOreal India and Garnier............5
1.3.1.4 Introduction to consumer buying process.................................6
1.4 Main Objectives.....................................................................................7
1.5 Research Hypothesis................................................................................8

2. REVIEW OF THE LITERATURE............................................................................9

3. RESEARCH METHODS AND PROCEDURES....................................................17
3.1 Purpose of the Study...........17
3.2 Research Design.....18
3.3 Research Questions........18
3.4 Research Hypothesis..18
3.5 Participants.........18
3.6 Data Collection technique and procedure..19
3.7 Instruments Used............19
3.8 Tools Used..........19
3.9 Limitations..20


vi


4. DATA ANALYSIS AND FINDINGS ................................21
4.1 Findings .........21
4.2 Summary of Findings.............37

5. CONCLUSIONS AND RECOMMENDATIONS.......39
5.1 Recommendations .............39
5.2 Limitations......40
5.3 Implications for Practice............40
5.4 Implications for Future Research.......41

REFERENCES.....42
Web Resources.............44
APPENDIX..45




















vii

Li s t of Tabl es

Tabl e No. Ti t l e Page No.
Tabl e 1. 1 Pr oduct - Br and Mat r i x of L Or eal 16
Tabl e 4. 1 Fr equenc y of gender 21
Tabl e 4. 2 Fr equenc y of Age of r es pondent s 21
Tabl e 4. 3 Fr equenc y of Annual Fami l y I ncome of
r es pondent s
22
Tabl e 4. 4 Fr equenc y of occupat i on of r es pondent s 22
Tabl e 4. 5 Fr equenc y of us age of s hampoo 23
Tabl e 4. 6 Cr os s - t abul at i ons of gender and mont hl y
us age of s hampoo
24
Tabl e 4. 7 Fr equenc y of mont hl y s pendi ng on
s hampoo
24
Tabl e 4. 8 Fr equenc y of br and of s hampoo us ed 25
Tabl e 4. 9 Cr os s - t abul at i ons of Gender and br and of
s hampoo us ed
26
Tabl e 4. 10 Fr equenc y of s hampoo changed i n a year 27
Tabl e 4. 11. 1 Fr equenc y of condi t i oner us ed al ong
wi t h s hampoo
28
Tabl e 4. 11. 2 Fr equenc y of oi l us ed al ong wi t h
s hampoo
28


viii

Tabl e 4. 11. 2 Fr equenc y of af t er s hower cr eam us ed
al ong wi t h s hampoo
29
Tabl e 4. 11. 2 Fr equenc y of Hai r Gel / s pr ay us ed al ong
wi t h s hampoo
29
Tabl e 4. 12 Anal ys i s of mos t pr ef er r ed at t r i but e of
s hampoo ( cons t ant s um s cal e)
30
Tabl e 4. 13 Fr equenc y of i mpact of adver t i s ement on
buyi ng behavi or
30
Tabl e 4. 14 Fr equenc y of i mpact of cel ebr i t y
endor s ement on buyi ng behavi or
31
Tabl e 4. 15 Fr equenc y of cons umer pr ef er ence of
adver t i s ement s
31
Tabl e 4. 16 Fr equenc y of i mpact of packagi ng on
cons umer buyi ng behavi or
32
Tabl e 4. 17 Cr os s - t abul at i ons of gender and i mpact
of packagi ng
33
Tabl e 4. 18 Fr equenc y of pr ef er ence of s hampoo
packages
33
Tabl e 4. 19 I ndependent T- t es t 35
Tabl e 4. 20 Chi - s quar e t es t bet ween Annual Fami l y
i ncome and number of br ands s wi t ched
i n a year
36






ix

Li s t of Fi gures

Fi gure No. Fi gure Name Page
No.
Fi gure 2. 1 Concept ual Fr amewor k 13
Fi gure 4. 1 Fr equenc y of us age of s hampoo 23
Fi gure 4. 2 Fr equenc y of mont hl y s pendi ng on s hampoo 25
Fi gure 4. 3 Fr equenc y of br and of s hampoo us ed 26
Fi gure 4. 4 Fr equenc y of s hampoo changed i n a year 27
Fi gure 4. 5 Fr equenc y of i mpact of packagi ng on
cons umer buyi ng behavi or
32
Fi gure 4. 6 Fr equenc y of pr ef er ence of s hampoo
packages
34










x

Chet anya Raj put
ANALYZI NG THE CONSUMER BUYI NG BEHAVI OR
TOWARDS SHAMPOO I N DELHI WI Th A FOCUS ON
SUNSI LK AND GARNI ER.
Abs t ract
This project studies and analyzes various factors, which affect consumer-buying
behavior towards shampoo in Delhi with a focus on Sunsilk and Garnier. The Indian
FMCG (Fast Moving Consumer Goods) sector is the fourth largest sector in the
economy with an estimated size of Rs.1300 billion.
The FMCG industry can be typically classified into three types of industries: Home
care, Personal Care and Food & Beverages.
The project focuses on shampoo, which falls under Personal care. Shampoo has the
highest penetration level of 80% in India among all hair care products. However,
shampoo been a low involvement product presents various challenges to marketing
manager like branding and maintaining market share through customer loyalty
towards the brand.
This project provides an insight into changing consumers preferences towards
shampoo. It shows consumer preference of hair care products and the popularity of
shampoo. It depicts the frequency of usage of shampoo and strives to find out the
popularity and ease of availability of different brands. It studies attributes, which
affects consumer buying behavior and effect of celebrity endorsement as well as
advertisement and packaging of a shampoo brand on various respondents. It
delineates the effectiveness of advertisement and promotional strategies used by
Garnier and Sunsilk, where former focus on strength as key attribute and latter on
shine.


1

CHAPTER 1: INTRODUCTION


1.1 Purpose of the Study

The purpose of the study is to analyze consumer-buying behavior towards
shampoo in Delhi with a focus on Hindustan Unilever Ltd.s Sunsilk and LOreals
Garnier.
The Indian shampoo market, estimated to be around Rs. 2,700 Cr. It has the
penetration level of only 13 per cent in India. Sachets originally introduced to encourage
trails, makes up to 40 per cent of the total shampoo sales and were recently, adopted in
developed countries as well.
The study also tries to investigate the perceived usefulness, ease of use, availability
and usage of various shampoos.
The study also aims at analyzing the effect of demographic variables like age,
gender, occupation etc. on consumption of shampoo and preference of brands. It also aims
to find out the frequency of usage of shampoo. The project also strives to find out the
popularity and ease of availability of different brands. It studies attributes, which affects
consumer buying behavior and effect of celebrity endorsement as well as advertisement
and packaging.

1.2 Significance of the Study

Shampoo is one of main hair care products used by consumers apart from Hair
Oil, styling products, herbal remedies, Hair dyes. Surprisingly, the word Shampoo was
derived from the Hindi word Champi meaning hair massage. It has low penetration
level even in metros. They possess following characteristics:


2

i. It is of small value and hence, it is low involvement product.
ii. Shampoo plays a significant part of the consumers budget and consumption
pattern.
iii. Consumers keep limited inventory & prefers to purchase them frequently.
iv. It is perishable.
v. Brand loyalties or recommendations of reliable retailer/dealer drive a purchase
decision
vi. The opportunity cost of switching disposing or switching the product is low.
vii. The trial of a new product i.e. brand switching is often induced by heavy
advertisement, the recommendations of the retailer or neighbors / friends.
viii. Cater to necessities, comforts as well as luxuries
There are different type of shampoos and are segmented on the basis of their benefits :-
i. Cosmetic Shine, Moisturizer and Silkiness
ii. Health Related Anti Dandruff and Anti Hair fall
iii. Base Chemical and Herbal based
There are various challenges which effects Indian shampoo market i.e.
i. Branding and Marketing Challenges It includes launching as well
positioning of the product. The expenditure required to capture market
share is huge, as it requires investment in distribution, advertisement,
celebrity, segmenting and positioning in order to persuade consumers to
buy the shampoo.
ii. Economic Factors Target consumers ability to buy should be equal to
willingness to buy or else it may fail because of overpricing.
iii. Customer Loyalty Costumer loyalty is difficult to retain due to the huge
variety at same price backed by aggressive promotions to gain attention of
consumers. Word of mouth and peer recommendations play a vital role in
buying behavior.


3

iv. Cost Challenges Despite of offering quality products by reputed
company, there should be a tab on price as India is a price sensitive
market.
v. Rural Market - The rural and semi urban population is growing but the
problem faced by the FMCG manufacturers are several like logistics,
acute dependence on the vagaries of the monsoon, seasonal consumption
linked to harvests, festivals and special occasions, poor roads and power
problem. Also, been a fragmented industry, more preference is given to
low cost local brands.
vi. Increased Bargaining Power of Retailers There has been increase in the
bargaining power of retailers since they are the key point of contact with
customers. As a result, manufacturers might have to pay slotting fees and
give desired margins.


1.3 Theoretical Framework

1.3.1 Background of the Study
1.3.1.1 Indian FMCG Industry
Indian Fast Moving Consumer Goods (FMCG) sector is the fourth largest sector
in the Indian economy with an estimated size of Rs.1300 billion (ISE FMCG Sector,
2011). It is characterized by the strong presence of various multinational corporations
(MNC), with well-established distribution network and intense competition between the
organized and unorganized players and low operational cost. This industry has witnessed
strong growth in the past decade due to liberalization, urbanization, increase in the
disposable incomes and altered lifestyle. Due to reduction in excise duties, de-reservation
from the small-scale sector and the concerted efforts of personal care companies to attract
the burgeoning affluent segment in the middle-class through product and packaging


4

innovations, it is considered as booming industry. Easy availability of important raw
materials, cheaper labor costs and presence across the entire value chain gives India a
competitive advantage.
Penetration level and per capita consumption in many product categories is very
low as compared to the world average standards representing the unexploited market
potential. Mushrooming Indian population, particularly the middle class and the rural
segments, presents the huge untapped opportunity for FMCG players. A distinct feature
of the FMCG industry is the presence of international players through their subsidiaries
(HUL, P&G, Nestle), which ensures innovative product launches in the market from their
parents portfolio. The major segments of the FMCG Industry are categorized into three
categories:-
a) Household Care: Consists of detergents, disinfectants etc.
b) Personal Care: It includes personal wash products, hair care products, oral care
products, cosmetics etc.
c) Food and Beverages: - This segment is comprised of the food processing industry,
health beverage industry, bread and biscuits, chocolates & confectionery, Mineral
Water and ice creams.

1.3.1.2 Introduction to Indian Shampoo Industry
The Indian shampoo market is estimated to be around Rs. 2,700 Cr (Indian
shampoo brand positioning: Multi-dimensional scaling approach, 2012). It has the
penetration level of only 13 per cent in India (Indian shampoo brand positioning: Multi-
dimensional scaling approach, 2012). Sachet makes up to 40 per cent of the total
shampoo sales (Shampoo Brands A Study of consumer behavior in Bangalore city,
2010). It has low penetration level even in metros. Again, the market is dominated by
HUL with around 47 per cent market share; P&G occupies second position with a market
share of around 23 per cent (Shampoo Brands A Study of consumer behavior in
Bangalore city, 2010). The market is further expected to increase due to increased
marketing by players and the availability of shampoos in affordable sachets.


5

One of the complimentary products is Hair oil in which the coconut oil market
accounts for 72 per cent share in the hair oil market (Vora, Mr Bimal, 2011). The hair
care market can be segmented into hair oils, shampoos, hair colorants & conditioners, and
hair gels. In the branded coconut hair-oil market, Marico (with Parachute) and Dabur are
the leading players. Again, the market is dominated by HUL with around 47 per cent
market share; P&G occupies second position with a market share of around 23 per cent
(ISE FMCG Sector, 2011).

1.3.1.3 Introduction to Hindustan Unilever Limited and Sunsilk
HUL was formed in 1933 as Lever Brothers India Limited and came into being in
1956 as Hindustan Lever Limited through a merger of Lever Brothers, Hindustan
Vanaspati Mfg. Co. Ltd. and United Traders Ltd. It has over 35 brands spanning 20
distinct categories such as soaps, detergents, shampoos, skin care, toothpastes,
deodorants, cosmetics, tea, coffee, packaged foods, ice cream, and water purifiers, the
company caters to various needs of consumers efficiently (HUL Annual Report FY2011).
Its portfolio includes leading household brands such as Lux, Lifebuoy, Surf Excel, Rin,
Wheel, Fair & Lovely, Ponds, Vaseline, Lakm, Dove, Clinic Plus, Sunsilk, Pepsodent,
Closeup, Axe, Brooke Bond, Bru, Knorr, Kissan, Kwality Walls and Pureit.
In its shampoo category, one of the famous brands is Sunsilk launched in the UK
in 1954, primarily aimed at women, which is now considered the world's leading
company in hair conditioning and the second largest in shampoo. Sunsilk shampoos,
conditioners and other hair care products are sold in 69 countries worldwide.

1.3.1.4 Introduction to LOreal India and Garnier Fructis
The company, with global turnover of 19.5 billion Euros in 2010, has been
present in India for close to 20 years and in 2009 celebrated its global centenary. LOral
India is one of LOrals fastest growing subsidiaries and employs over 1000 people
across six sites including four regional offices, a factory in Chakan, Pune and its
headquarters in Mumbai.


6

In India, L'Oral brands are present in the following four main categories as explained in
Table 1.1.
Table 1.1 Product-Brand Matrix of LOreal
CONSUMER
PRODUCTS
LUXURY
PRODUCTS
PROFESSIONAL
PRODUCTS
ACTIVE
COSMETICS
LOral Paris Lancme LOral Professional Vichy
Garnier

Kiehls Matrix La Roche Posay
Maybelline New
York
Ralph Lauren Krastase
Giorgio Armani Kraskin Esthetics
Diesel

Garnier is a mass-market cosmetics brand of L'Oral that produces hair care and
skin care products. The company started as Laboratoires Garnier in 1904, and was
acquired by L'Oral in the 1970. Current product lines include Fructis shampoos and
conditioners, and Nutrisse hair color.

1.3.1.4 Introduction to consumer buying process
The purchase decision process is the stages a buyer passes through in making choices
about which products and services to buy. The five stages of the consumer buying
process are-
i. Problem recognition It involves motivation, perception and arousal of needs,
which consumers identify to fulfill.
ii. Pre Purchase search It consists of information seeking behavior of consumers.
The search is of two types internal and external. In internal search, the consumer
recalls previous experience with brands. It is suitable to for low involvement
products. External search is suitable for high involvement products where


7

consumers tend to seek more information from varied sources like advertisement,
internet etc. They key external form of search in FMCG is advertisement. The
American Marketing Association has defined Advertising as any paid form of
non-personal presentations and promotion of goods, services or ideas by an
identified sponsor. Though ubiquitous in modern life, it is generally criticized for
the eroding credibility, manipulation and promotion of materialism and has been
the subject of long debate since its inception. Apart from impact of attitude, even
more important question is what affects individuals attitude towards
advertisement. It can be answered by the fact that why do individuals read/watch
advertisements and how do they use it. Studies suggest that individuals use
advertisement for three basis purposes- Information Seeking, Entertainment,
Social Expression Individuals use advertisements to seek necessary, valuable
information to support their purchase related decision making and to remain
updated.
iii. Evaluation of alternatives The consumers evaluate various offerings, which a
marketer has to offer to solve consumer problem. The branding plays a vital role
in evaluation as a brand is a "Name, term, design, symbol, or any other feature
that identifies one seller's good or service as distinct from those of other sellers. A
set of human characteristics or traits that are associated with a brand name.
Personality is how a brand behaves. A brand personality is something to which
the consumer can relate to. Customers are more likely to purchase a brand if its
personality is similar to their own. This is the added-value that a brand gains,
aside from its functional benefits.
iv. Purchase decision It consists of three possibilities to buy or not. In the first
case, it deals with from where and when to buy.
v. Post-purchase behavior The consumer evaluates the purchase by comparing
perceived expectations with realized performance and experiences satisfaction or
dissatisfaction. It includes consumer value perceptions, consumer
communications and repeat-purchase behavior.


8

1.4 Main Objectives
The main objectives and the purpose of the research paper are as follows:-
i. To identify factors that motivate consumers to switch between different brands.
ii. To study the impact of advertisements on consumer buying behavior towards a
shampoo brand.
iii. To study the influence of celebrity endorsements on buying behavior of
consumers.
iv. To study the preference of attributes which influence the consumer choice of
shampoo.
v. To study the impact of packaging of shampoo on consumer buying behavior.

1.5 Research Hypothesis

H
0
- There is no significant relationship between consumer buying behavior and brand
(Sunsilk and Garnier) loyalty for shampoo category
H
1
- There is a significant relationship between consumer buying behavior and brand
(Sunsilk and Garnier) loyalty for shampoo category
The project aims to analyze consumer buying behavior towards shampoo and the
preference towards attributes desired by consumers.






9

CHAPTER 2 REVIEW OF THE LITERATURE


Shampoo is one of most common hair care product apart from hair oil,
conditioner etc. The consumer attitude preferences towards shampoo have changed from
cleansing to various other benefits like anti-dandruff, moisturizer etc. In order to
investigate the ways consumer perceive shampoo, advertisements and various brands
popularity & other attributes, the following literatures were studied.

Trends in Indian Shampoo Market
Jadhav G., (2012) studied Indian FMCG sector, in which he found that Indian
FMCG sector is the fourth largest sector in the economy with a total market size in excess
of US $13.1 billion. It has a strong MNC presence and is characterized by a well-
established distribution network, intense competition between the organized and
unorganized segments and low operational cost. Availability of key raw materials,
cheaper labor costs and presence across the entire value chain gives India a competitive
advantage. The FMCG market is set to treble from US $11.6 billion in 2003 to US $33.4
billion in 2015. Penetration level as well as per capita consumption in most product
categories like jams, toothpaste, skin care, hair wash etc in India is low indicating the
untapped market Potential. Burgeoning Indian population, particularly the middle class
and the rural segments, present an opportunity for makers of branded products to convert
consumers to branded products. Growth is also likely to come from consumer 'upgrading'
in the matured product categories. Further, Sharma, Dr Himani and Mehta, Shallu (2012)
depicted the changes in society where men have started to accept beauty products in
personal grooming techniques, which was usually stereotyped by women who used to
take special care of themselves. The main objective of the paper is to study the buying
behavior regarding the various brands of Shampoos and also to study the various factors
affecting the purchase of shampoo. The paper also suggests the ways to shampoo


10

producers to attract the consumers. It concluded in the paper that the males frequency of
using the shampoo is very less as compared to females. The paper also explores that the
consumers are not satisfied with the quality of the shampoo and the gifts distributed to
them. Lastly, Mohanty, Sangeeta (2012), suggested the perception of Indian consumers
towards different shampoo brands. Multi-Dimensional scaling technique along with
spatial map has been used to elicit the dimensions more clearly. Consumers ways of
judging the product under normal conditions varies widely, since consumer; themselves
differ based on age, income, educational level, mobility pattern and taste. The purpose of
the study is to transform consumer judgments of shampoo usage similarity into distances
in multidimensional space.

Consumer Behavior towards Attributes of Shampoo in India
Kaplan and Zarrilli (2009) explored the role of fragrance in defining a brands
personality at the point of purchase relative to its packaging. Louis Cheskins concept of
Sensation Transference provides the basis for this exploratory research. Results contained
herein are based on a consumer study of shampoo products designed to provide insight
into recognizing fragrances contributions to the marketing mix of consumer product
goods, measuring the impact of fragrance on brand identity, and understanding how
fragrance, along with packaging, influences consumers purchase decisions and overall
appeal. Both fragrances and packs alone are capable of defining a brands personality, but
the impact of a compelling personality delivered through fragrance and package is
priceless in building brand equity and augmenting consumer acceptance. The external
factors like demographic, social, cultural, price, quality, product attributes etc. for buying
Shampoo were studied by Bakhare, Dr Ruhi (2012). The market share of any product is
highly determined by the purchasing behavior of the consumers. Following study is
conducted by the researcher to find out the behavior of the consumers, to analyze the
preference of consumers, & consumer awareness. Switching from one product to another
companys product is mainly based on advertisement, brand name, packaging,
availability, and price rise, etc. The main factor that came out was the importance of
packaging and fragrance.


11

Lonial, Dr Subhash and Zaim, Dr Selim determined attributes are important for
choosing a household personal shampoo. Using the result, they develop two impact
measures of customer satisfaction. In the first approach, the relationship between
positive- or negative-attribute product performance and overall satisfaction is assumed to
be linear and symmetric. In this case, positive or negative product attributes should affect
overall satisfaction in a direct manner. In the second approach, the relationship between
attribute-level performance and overall satisfaction is assumed nonlinear and asymmetric.
According to the second hypotheses, dissatisfaction impact makes more influence on the
overall satisfaction than satisfaction impact does. Therefore, attribute with large
dissatisfaction impact should be eliminated. In this case, Naturalness has the largest
dissatisfaction impact on overall satisfaction. If only symmetric effects were considered,
naturalness would not seem important. But the asymmetric impact shows that it is the
most important attribute for improvement. After that Provides brightness, Provides
volume, and Fragrance of shampoo have the high dissatisfaction impact value. The
main factor that came out was various attributes of shampoo that customer looks for in a
shampoo and its impact in satisfaction. Ragavendran, Devakumar and Upadhyay(2010)
revealed the major consumer expectations were quality, benefits offered and packaging of
shampoo product. The main factor that came out was various attribute of shampoo, which
affects the satisfaction level i.e fragrance, strength, shiny hair, volume, silky, and
suitability.
Lastly, Jain, Anupam and Sharma, Meenakshi (2012) examined the brand
awareness in rural areas and studied the interest of consumers in branded products of Fast
Moving Consumer Goods (FMCG). The brand awareness is showing an increasing
tendency everywhere and Garhwal Region of Uttarakhand State is not an exception to it.
It showed that the brand awareness in rural areas particularly in respect of beauty care
and health care products is showing an increasing tendency. The main factor that came
out was impact of brand name on the purchase decision of shampoo.




12

Consumer Buying Behavior towards Shampoo
Gregory S. Carpenter and Kent Nakamoto (1989) explained that consumer
preference towards a product might differ because of the product attributes. The learning
process of the customers forms a preference towards a particular brand. First customers
have a trial purchase and if the customers are satisfied with the product attribute
customers repurchase the product and doing so the preference is formed. As a result,
consumer preferences are likely to evolve through time, updated through heuristic
judgment processes. Krishnan and Ulrich (2001) reviewed the research in product
development, which they dene as the transformation of a market opportunity into a
product available for sale. The focus was on product development projects within a single
rm. They also devoted their attention to the development of physical goods, although
much of the work they described applies to products of all kinds. They looked inside the
black box of product development at the fundamental decisions that are made by
intention or default. In doing so, they adopted the perspective of product development as
a deliberate business process involving hundreds of decisions, many of which can be
usefully supported by knowledge and tools. This approach was contrasted to prior
reviews of the literature, which tend to examine the importance of environmental and
contextual variables, such as market growth rate, the competitive environment, or the
level of top-management support. The main factor that came out was the need based
product development and innovation
Thapa, Anju (2010) suggested shampoo-buying patterns among the individuals by
examining the various factors, which influence the consumers to buy a shampoo of
particular brands and reasons for their switching to other brands. It concluded that the
usage rate of shampoo among the select individuals has been high and their buying
behavior is very frequent. It has been observed that most of the people are aware of
cosmetic shampoos rather than herbal and medicated ones. Price, availability and
packaging of the product also plays an important role in buying the shampoo products. It
has been found that most of the consumers preferred gifts, extra quantity, discount, price
off while making decision for buying the shampoos. Also, it has been seen that various
factors influence the switching behavior of the consumers like impact of packaging, a


13

price rise of current brand, scheme of brands, impact of advertisement, no availability of
brand, to try new options and influence by others etc. It shows a positive impact of
consumers preferred advertisement, celebrity, banners. The majority of the respondents
34.37% preferred advertisements, 31.25% of the respondents preferred celebrity
endorsements, 28.12% preferred other mode of promotion and 6.25% preferred banners.
Advertisement creates attention and stimulates the consumer to buy a particular brand. It
also shows that 43.75% respondents changed to other brand due to advertisement impact.
To further evaluate, Hanssens, Pauwels, Srinivasan, and Vanhuele (2010), proposed four
criteria i.e. potential, responsiveness, stickiness and sales conversion that connect
marketing actions, attitudinal metrics, and sales outcomes. It showed its conceptual
framework to help of a diagram (Figure 2.1) that contrasts marketing effects that occur
through changes in attitudinal metrics with those that occur without such changes. It
denotes the former as the mindset effect and the latter as the transaction effect. It
derives a positive relation in advertisements and buying behavior due to awareness and
interest. The main factor that came out here is role of advertisements in awareness of
consumer

Figure 2.1 Conceptual Framework
Alabdali (2010) suggested a critical role of demographic variables like
age, gender, occupation etc. on attitude towards advertisements. Dan (2008) suggests
that men, elderly and those with higher levels of education of the whole sample hold
less favorable attitudes toward advertising thus confirms the impact of demographic
variables viz. sex, age and education. Akihiro et al. (2007) suggested that informativeness


14

and credibility of advertising message have the greatest impact on consumers'
attitude towards advertising and marketers should work hard on these aspects to bring
positive ad attitude. Volkov et al. (2002) found that the chances of careful processing of
the advertisements are lowered by the high number of advertisements competing for
individual attention on a daily basis. Limited time and mental resources make it difficult
for the audience to dedicate sufficient attention to most advertisements. The main factor
that came out here is the demographic profile to analyze and attitude towards
advertisements.
George S. Low and Jakki J. Mohr (2008) studied about the advertising and
sales promotion budgeting process. According to the paper, most managers marketing
budgets were spent on sales promotions than advertising. Often times, significantly
greater sums are allocated to sales promotion than to advertising to the detriment of
the long-term competitive position of the brand's image. This study examined the
decision-making process brand managers use to set and allocate advertising and sales
promotion expenditures for individual brands, with the objective of improving the
process. Bauer et al. (2008) found that active information seekers tend to have a
positive attitude towards the advertisements in general, As advertising stimuli are
among those external stimuli, consumers with a high optimum simulation level (OSL)
can be expected to be fond of taking in advertising stimuli and having a positive
attitude towards advertising in general. Cheung et al. (2007) observed that an individuals
propensity to search and use information is an important construct in the analysis and
explanation of consumer behavior. Thus, active information seekers generally have a
more positive attitude towards advertisements. The main factor that came out here is
role of promotions in capturing the interest of consumers by analyzing their information
seeking and evaluation behavior of individuals with special focus on advertisements.
Tendai and Crispen, (2009) investigated the influence of in-store shopping
environment for impulsive buying among consumers. The impulsive decision making
theory and the consumer decision-making model were used to substantiate the study. A
total of 320 shoppers conveniently sampled at a selected shopping mall served as the
sample. A 5% test of significance showed that in-store factors of an economic nature


15

such as price and coupons were more likely to influence impulsive buying than those
with an atmospheric engagement effect like background music and scent. Shelf space is
often retailer's critical resource. A growing number of products has posed a challenge to
the retailers for efficient allocation of available shelf space to them. Hai , Jack and Yuxin
(2004) studied the effects of Out-of-Stock (OOS) on consumers Stock Key Unit (SKU)
preference and price sensitivity using a unique data set from multiple consumer packaged
goods categories with information on recurring OOS incidents. Several key findings were
obtained : (1) consumers price sensitivity tends to be underestimated when product
unavailability due to OOS is not accounted for in discrete choice model; (2) in categories
with a high level of SKU share concentration, consumer preference for a SKU is
reinforced when facing OOS of other similar-in-attribute, familiar SKUs; and (3) in
categories characterized by short inter-purchase time, consumer preference for a SKU is
attenuated when it is frequently stocked out. We also illustrate that our findings can help
retailers to evaluate the effect of OOS on category revenue and predict time-varying
market shares of SKUs in periods following OOS incidents. Victor and Guillaume (2007)
studied competition for shelf space in a multi-supplier retail point. A retailer is
considered that seeks to allocate his shelf space to maximize his profit. The competitive
dynamics arising from the scarcity of space were analyzed, and existence and uniqueness
of equilibrium is showed. Then it demonstrated that the inefficiencies from decentralizing
decision-making are limited to 6% with wholesale-price contracts, and that full
coordination can be achieved with pay-to-stay fee contracts. Handa and Grover (2012)
presented growth of retail sector in India, strategies, SWOT of retail stores, retail format
in India & recent trends. It examined the growing awareness and brand consciousness
among people across different socioeconomic classes in India and how retail markets are
witnessing significant growth. It provided an insight on consumer preference towards
organized retail. The main factor that came out here is role of packaging and distribution
in favoriabilty of purchase decisions.
Thakur, Satendra and Singh, Dr. A.P (2012), suggested the relationship between
brand image, customer satisfaction and loyalty intention in the context of cosmetic
product of the selected company brand among the peoples of central India, five benefits
of brand image have been discussed namely social, functional, symbolic, experiential and


16

appearance enhances. It recommends focusing on the brand image to win the customer
satisfaction in order to make the customer loyal about their product and service. Finally,
it establishes a positive relationship between customer satisfaction and loyalty intention.
The main factor that came out here is adoption and brand loyalty, which affects post
purchase evaluation.



















17

CHAPTER 3: RESEARCH METHODS AND PROCEDURES


3.1 Purpose of the Study

The main objectives and the purpose of the research paper are as follows:-
i. To identify factors that motivate consumers to switch between different brands.
ii. To study the impact of advertisements on consumer buying behavior towards a
shampoo brand.
iii. To study the influence of celebrity endorsements on buying behavior of
consumers.
iv. To study the preference of attributes which influence the consumer choice of
shampoo.
v. To study the impact of packaging of shampoo on consumer buying behavior.

3.2 Research Design

The research is a descriptive research. An intensive secondary research was
conducted to gain insights in the shampoo market. The sampling technique used was
convenience sampling.





18

3. 3 Res earch Ques t i ons

The questions used in the research consisted of:
a. Dichotomous questions.
b. Questions using Likert Scale.
c. Question with constant sum scale

3.4 Research Hypothesis

H
0
- There is no significant relationship between consumer buying behavior and brand
(Sunsilk and Garnier) loyalty for shampoo category
H
1
- There is a significant relationship between consumer buying behavior and brand
(Sunsilk and Garnier) loyalty for shampoo category

3.5 Participants

A total of 100 respondents (Consumers of shampoo) were interviewed to gain
insight of their usage and preference of shampoo.







19

3.6 Data collection technique and procedure

A. Primary Data
The primary data have been collected initially with the help of an unstructured
questionnaire to develop a base for the study and then a structured questionnaire was
formed based on secondary data and pilot study to record the responses of consumers. In
addition, to know perceive popularity of brands, observation of shampoo brands share of
self in retail outlets was conducted.

B. Secondary data
Already existing data are called secondary data. They were collected by following
methods:
i. Research papers from the Internet
ii. Books on marketing research and branding
iii. Published reports and documents by various authors.
iv. Official websites of shampoo manufacturers

3.7 Instruments Used

A self-administered questionnaire was used as research instruments to conduct research.

3.8 Tools Used

i. Frequency Analysis: Various respondents undertook a frequency analysis for each
question to obtain the distribution of responses.


20

ii. Cross-tabulation: Cross-tabulation refers to the display of two or more variables
together in a tabular format. Cross-tabulation was done to find out the distribution of
various responses under the heads of various demographic variables like age, gender,
income etc.
iii. T-Test It checks the existence of statistical difference between means of two groups
from each other. It compares the means of two groups, and especially appropriate as
the analysis for the posttest-only two-group randomized experimental design.
iv. Constant Sum It evaluates the preference of attributes given by consumers.
v. Chi-Square Test It checks the proportions of observations falling into different
categories differ significantly from the proportions that would be expected by chance
Following software has been used during analysis and compiling of data.
SPSS
Microsoft Excel
Microsoft Word

3.9 Limitations

1. The time span of research was less so observational research was not possible.

2. The extent of research was only restricted to Delhi and NCR.

3. Due to paucity of time, sample size could not be taken more.

4. Lack of availability of ample prior research works on the topic.

5. Due to paucity of time, some of the candidates had to respond online and on the
phone which may be open to some biases in the answers.



21

CHAPTER 4: DATA ANALYSIS AND FINDINGS


4.1 Findings

The primary data collected through structured questionnaires from 100
respondents, was analyzed by means of Descriptive analysis (Frequencies and Cross
Tabulations), Measure of Central Tendencies, Parametric Tests and advanced statistical
hypothesis tests and interpretations are made from the statistics.

1. Frequency Analysis on consumer buying behaviour towards shampoo in Delhi & NCR

Table 4.1 Frequency of gender
Gender

Frequency Percent Valid Percent
Cumulative
Percent
Valid Male 45 45.0 45.0 45.0
Female 55 55.0 55.0 100.0
Total 100 100.0 100.0



Table 4.2 Frequency of Age of respondents
Age

Frequency Percent Valid Percent
Cumulative
Percent
Valid Below 20yrs 25 25.0 25.0 25.0
21-30yrs 69 69.0 69.0 94.0
31-40yrs 3 3.0 3.0 97.0
41-50yrs 1 1.0 1.0 98.0
Above 51yrs 2 2.0 2.0 100.0
Total 100 100.0 100.0




22

Table 4.3 Frequency of Annual Family Income of respondents
Annual Family Income

Frequency Percent Valid Percent
Cumulative
Percent
Valid Below 3 Lakhs 6 6.0 6.0 6.0
3 Lakhs-6 Lakhs 48 48.0 48.0 54.0
Above 6 Lakhs 46 46.0 46.0 100.0
Total 100 100.0 100.0



Table 4.4 Frequency of occupation of respondents
Occupation

Frequency Percent Valid Percent
Cumulative
Percent
Valid Student 61 61.0 61.0 61.0
Service 31 31.0 31.0 92.0
Homemaker 1 1.0 1.0 93.0
Business 7 7.0 7.0 100.0
Total 100 100.0 100.0



Interpretation Mostly the respondents lies in age group of 21-30. The second major age
group is below 20yrs. The majority of respondents is either in 3-6 lakhs or above 6 lakhs
and were students followed by people in service. The gender is in proportion with female
and male ratio of 11:9








23

2. Usage pattern of shampoo by respondents in Delhi & NCR
Table 4.5 Frequency of usage of shampoo
How often do you wash your hair with shampoo?

Frequency Percent Valid Percent Cumulative Percent
V Once a day 25 25.0 25.0 25.0
Alternate days 39 39.0 39.0 64.0
Twice a week 32 32.0 32.0 96.0
Once a week 4 4.0 4.0 100.0
Total 10
0
100.0 100.0



Figure 4.1 - Frequency of usage of shampoo
Interpretation The majority of respondents wash their hair on alternative basis followed
by twice a week and then on daily basis.


24

Table 4.6 Cross-tabulations of gender and monthly usage of shampoo
How often do you wash your hair with shampoo? * Gender Cross-tabulation

Gender
Total Male Female
How often do you wash
your hairwith shampoo?
Once a day 16 9 25
Alternate days 15 24 39
Twice a week 11 21 32
Once a week 3 1 4
Total 45 55 100
Interpretation Mostly male wash their hair daily or on alternative basis, however female
do not prefer to wash their hair daily.

3. The average monthly spending on shampoo by an individual
Table 4.7 Frequency of monthly spending on shampoo
How much do you spend (in Rs) on shampoo in a month?

Frequency Percent Valid Percent
Cumulative
Percent
V Below100 22 22.0 22.0 22.0
100-250 51 51.0 51.0 73.0
250-500 20 20.0 20.0 93.0
Above 500 7 7.0 7.0 100.0
Total 100 100.0 100.0



25


Figure 4.2 - Frequency of monthly spending on shampoo
Interpretation The majority of respondents spends between Rs 100-250.

4. Preference of brand of shampoo used by respondents
Table 4.8 Frequency of brand of shampoo used
Which Brand of shampoo do you use?

Frequency Percent Valid Percent Cumulative Percent
V Garnier 15 15.0 15.0 15.0
Head n Shoulder 16 16.0 16.0 31.0
Clinic Plus 4 4.0 4.0 35.0
Sunsilk 38 38.0 38.0 73.0
Others 27 27.0 27.0 100.0
Total 100 100.0 100.0



26


Figure 4.3 - Frequency of brand of shampoo used
Interpretation The most preferred shampoo is Sunsilk and the least preferred is Clinic
Plus. In others category, the responses were Dove and Keshkanti.
Table 4.9 Cross-tabulations of Gender and brand of shampoo used
Which Brand of shampoo do you use? * Gender Cross-tabulation
Male Female
Which Brand of shampoo do
you use?
Garnier 14 1 15
Head n Shoulder 11 5 16
Clinic Plus 2 2 4
Sunsilk 9 29 38
Others 9 18 27
Total 45 55 100
Interpretation: - Majority of male respondents prefers Garnier whereas majority female
respondents prefer Sunsilk.


27

5. The number of shampoo brands switch by an individual in a year
Table 4.10 Frequency of shampoo changed in a year
How many shampoos have you changed since last year?
Frequency Percent Valid Percent Cumulative Percent
Never 25 25.0 25.0 25.0
Once 36 36.0 36.0 61.0
Thrice 30 30.0 30.0 91.0
More than 5times 9 9.0 9.0 100.0
Total
100
100.0 100.0



Figure 4.4 - Frequency of shampoo changed in a year
Interpretation Mostly respondents have changed their shampoo either once or thrice in
one year.


28

6. Preference of complimentary product used along with shampoo
Table 4.11.1 Frequency of conditioner used along with shampoo
Along with Shampoo Conditioner

Frequency Percent Valid Percent Cumulative Percent
V Y
Yes
61 61.0 61.0 61.0
N
No
39 39.0 39.0 100.0
T
Total
100 100.0 100.0



Table 4.11.2 Frequency of oil used along with shampoo
Along with Shampoo Oil

Frequency Percent Valid Percent Cumulative Percent
V Y
Yes
36 36.0 36.0 36.0
N
No
64 64.0 64.0 100.0
T
Total
100 100.0 100.0







29

Table 4.11.3 Frequency of after shower cream used along with shampoo
Along with Shampoo - After Shower

Frequency Percent Valid Percent Cumulative Percent
V Y
Yes
16 16.0 16.0 16.0
N
No
84 84.0 84.0 100.0
T
Total
10
0
1
00.0
100.0



Table 4.11.4 Frequency of Hair Gel/spray used along with shampoo
Along with Shampoo - Hair Gel/Spray

Frequency Percent Valid Percent Cumulative Percent
Y

Y
Yes
20 20.0 20.0 20.0
N
No
80 80.0 80.0 100.0
T
Total
100 100.0 100.0


Interpretation Conditioner is the most popular complimentary product followed by hair
oil.




30

7. Preference of attribute based on constant sum scale
Table 4.12 Analysis of most preferred attribute of shampoo (constant sum scale)

N Minimum Maximum Sum Mean Variance
Total of 100 Points
Strength
100 0 5 274 2.74 1.528
Total of 100 Points Shine 100 0 5 252 2.52 1.363
Total of 100 Points
Moisturizing
100 0 5 251 2.51 1.444
Total of 100 Points
Fragrance
100 0 5 151 1.51 1.061
Total of 100 Points Color 100 0 4 72 .72 .789
Valid N (listwise) 100


Interpretation Strength is the most desired attribute of shampoo followed by shine. The
third most desired attribute is moisturizing followed by fragrance at fourth. The color of
shampoo is least preferred shampoo.

8. Impact of advertisement on consumer buying behavior
Table 4.13 Frequency of impact of advertisement on buying behavior
Do good Advertisement plays major role in selling Shampoo

Frequency Percent Valid Percent Cumulative Percent
V Y
Yes
77 77.0 77.0 77.0
N
No
23 23.0 23.0 100.0
T
Total
100 100.0 100.0

Interpretation The advertisement does plays a major role in selling shampoo since 77
respondents agrees.


31

9. Impact of celebrity endorsement on consumer buying behavior
Table 4.14 Frequency of impact of celebrity endorsement on buying behavior
Celebrity Endorsement Role

Frequency Percent Valid Percent Cumulative Percent
V Y
Yes
36 36.0 36.0 36.0
N
No
64 64.0 64.0 100.0
T
Total
100 100.0 100.0

Interpretation 64% of respondents do not agree that celebrity endorsement plays a
major role in buying behavior.

10. Impact of attribute focused advertisements in comparison to celebrity advertisements
Table 4.15 Frequency of consumer preference of advertisements
Celebrity advt (Sunsilk) vs Attribute focused advt (Garnier)

Frequency Percent Valid Percent Cumulative Percent
V Sunsilk 24 24.0 24.0 24.0
Garnier 58 58.0 58.0 82.0
Both 1 1.0 1.0 83.0
None 17 17.0 17.0 100.0
Total 100 100.0 100.0

Interpretation The majority of respondents are more influenced by attribute-focused
advertisement, which is used by Garnier. 17% disliked both types.


32

11. Impact of packaging on consumer buying behavior
Table 4.16 Frequency of impact of packaging on consumer buying behavior
Can Packaging change your decision

Frequency Percent Valid Percent Cumulative Percent
V Y
Yes
37 37.0 37.0 37.0
N
No
63 63.0 63.0 100.0
T
Total
100 100.0 100.0



Figure 4.5 - Frequency of impact of packaging on consumer buying behavior
Interpretation Majority of respondents decision to purchase shampoo arent affected by
packaging.


33

Table 4.17 Cross-tabulations of gender and impact of packaging
Can Packaging change your decision * Gender Cross-tabulation

Gender
Total Male Female
Can Packaging change your
decision
Yes 21 16 37
No 24 39 63
Total 45 55
100

Interpretation The male respondents were equally divided over changing their decision
of purchasing shampoo based on packaging, however, female did not agree clearly.

12. Preference of stock key unit of Shampoo
Table 4.18 Frequency of preference of shampoo packages
Which Shampoo Package you prefer

Frequency Percent Valid Percent Cumulative Percent
V Sachet 9 9.0 9.0 9.0
Regular Bottle 74 74.0 74.0 83.0
Family Bottle 17 17.0 17.0 100.0
Total 100 100.0 100.0




34


Figure 4.6 - Frequency of preference of shampoo packages

Interpretation Majority of respondents prefers Regular bottles which is also agreement
to monthly respondents spending on shampoo

14. Independent t-Test

The independent t-test was conducted to check the existence of statistical difference
between means of gender and statements, which reflects the feelings of the respondents.

The hypothesis used was
H0 - Preference towards attributes and advertisements does not differ between genders.
H1 - Preference towards attributes and advertisements does differ between genders.






35

Table 4.19 Independent t-Test

t-test for Equality of Means
t df Sig. (2-tailed)
I like to use shampoo which
has long lasting fragrance
Equal variances assumed -.776 98 .440
Equal variances
not assumed
-.758 83.036 .450
I use shampoo to strengthen
my hair
Equal variances assumed -.137 98 .892
Equal variances
not assumed
-.139 97.840 .890
I will prefer strong hair over
shiny hair
Equal variances assumed -.046 98 .964
Equal variances
not assumed
-.047 97.356 .963
I feel that shampoo
moisturizes my hair
effectively
Equal variances assumed -2.254 98 .026
Equal variances
not assumed
-2.337 95.436 .022
I prefer shampoo which
gives me shiny hair.
Equal variances assumed -.474 98 .637
Equal variances
not assumed
-.485 97.960 .629
I get influenced by
advertisements of shampoo
and hence purchase that
brand
Equal variances assumed 2.166 98 .033
Equal variances
not assumed
2.169 9
4.581
.033
I dont mind paying extra for
right shampoo that suits my
needs
Equal variances assumed .969 98 .335
Equal variances
not assumed
.965 92.532 .337




36

Interpretation: - There has been significant difference noted in attitude of male and
female respondents advertisements and moisturizing attribute.
The hypothesis were not accepted in shampoo with attributes like shine, fragrance and
strength. Both female and male did not show significant difference in paying extra for
suitable shampoo and showing preference towards strength over shine.

15. Chi Square Test between Annual Family income and number of brands switched in a
year

The hypothesis used in Chi Square Test is
H
0
Brand loyalty and income are not dependent


H
1
Brand loyalty and income are dependent
= .05

Table 4.20 - Chi-square test Test between Annual Family income and number of brands
switched in a year
Chi-Square Tests

Value df
Asymp. Sig. (2-
sided)
Exact Sig. (2-
sided)
Exact Sig. (1-
sided)
Pearson Chi-Square 3.280
a
1 .070

Continuity Correction
b
2.569 1 .109

Likelihood Ratio 3.282 1 .070

Fisher's Exact Test

.096 .054
Linear-by-Linear Association 3.247 1 .072

N of Valid Cases 100


Interpretation:- Since, 0.070 > 0.05. Since the difference is significant, therefore, reject
H1.

Respondents, regardless to their income, are not loyal to their choice of shampoo
brand


37

4.2 Summary of Findings

To identify factors that motivate consumers to switch between different
brands.
The costumers do not exhibit strong loyalty towards a particular brand. Through
Chi-squared test, it was found respondents, regardless of their income, arent loyal to
their choice of shampoo brand. Most of the respondents have switched at least once
followed by three times, the number of shampoos changed in a year
To study the impact of advertisements on consumer buying behavior towards
a shampoo brand.
Advertisement plays a vital role in influencing buying behavior. The
advertisement focused on the attributes and benefits of a shampoo is preferred more and
plays a vital role in influencing consumer-buying behavior. There is a significant
difference in attitudes towards advertisements between male and female.
To study the influence of celebrity endorsements on buying behavior of
consumers.
Celebrity endorsement is not the preferred form of advertisement and its
influencing power on consumer buying behavior is lesser as compared to an
advertisement, which focuses on the attributes.
To study the preference of attributes which influence the consumer choice of
shampoo.
Attributes plays a key role in influencing consumer buying process as it starts
with need recognition, which keeps varying with age and gender for hair. The consumers
prefer advertisement, which focus on attributes. It was observed that strength was most
preferred attribute followed by shine. There is a significant difference in attitudes towards
moisturizing (third most preferred attributes) between male and female.



38

To study the impact of packaging of shampoo on consumer buying behavior.
The packaging does not play a vital role in influencing consumer buying behavior. The
most preferred package is regular bottle and average monthly spending is Rs 100-250.
The color of the shampoo was least preferred attribute. It has been observed that people
use not only shampoos but also other hair styling products like hair conditioner; hair oil,
etc. is also preferred because of its uniqueness of effectiveness. The male respondents
were equally divided upon changing their decision of purchasing shampoo based on
packaging, however, the female did not agree clearly.
























39

CHAPTER-5: CONCLUSIONS AND RECOMMENDATIONS


5.1 Recommendations
1) The preferred attribute, which shampoo manufacturers can cash on is strength
followed by shine.
2) Advertise key attributes such as strength and volume. The USP could be
rebuilding damaged hair, silky and healthy hair.
3) The most commonly used product was conditioner. It can be either used a sales
promotion technique as a gift with a shampoo bottle. Garnier has already
harnessed this potential with 2 in 1 shampoo range.
4) Focus on attributes than celebrities as celebrities do give positive stimulus to
buyers mind but they should not be the prime focus while advertisement for
shampoo.
5) Offer value for money impetus for the decision maker to use the product more
intensively.
6) Develop quality and brand image so that by trial of brand is left with a good
image and then followed by the usage of bigger pack, which then will be used by
them.
7) In order to create brand loyalty, benchmark the company that has well positioned
itself in the minds of the consumer and consumers rarely change their shampoo
with the help of testimonial advertisements which focus on the satisfaction
derived from core features of their brand. So, delivering the improved one will
make them switch to brand but it should be well advertised and substantiated.
This action of company will have other positive effect of attracting those
switchers, changing frequently and/or occasionally and drawing the crowd
towards the brand.
8) Go for strategic sizing and pricing with packs available in the market so that
people have a wider option availability and presence of your brand. After a gap of
some time check which are the packs that are bought most and assure their


40

availability. Sachet can be made available near rural and college hostel areas
whereas family and regular bottles should be available in residential areas.
9) In order to increase effectiveness of a promotional campaign of shampoo, a brand
should be positioned as a foreign brand with the help of foreign actors focusing on
attributes as studied in consumer perception of Garnier.

5.2 Limitations

1) The time span of research was less so observational research was not possible.
2) The extent of research was only restricted to Delhi and NCR.
3) Due to paucity of time, sample size could not be taken more.
4) Lack of availability of ample prior research works on the topic.
5) Due to paucity of time, some of the candidates had to respond online and on
the phone which may be open to some biases in the answers.

5.3 Implications for Practice

This research report would be of interest of shampoo manufacturers, suppliers and
marketers who are interested in understanding the consumer-buying behavior towards
shampoo. The report gives an exclusive insight on attitude of the consumer towards
advertisements and packaging. It also gives insight preference towards the attributes of
shampoo. It also delineates effectiveness of strategies used by Garnier and Sunsilk in
marketing their products, in which Garnier came out as the clear winner with it. The
respondents preferred Garniers focused attribute i.e. Strength and their advertisements
strategy.




41

5.4 Implications for Future Research
This research report paves way for further detailed research covering bigger geographical
location with higher time and resources. Based on this research, preference and attitudes
towards herbal shampoo over chemical based shampoo can be studied. Further research
can study the influence of testimonial advertisements towards consumer buying behavior
and preference of a particular celebrity, which will be most influential.
























42

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Web Resources
1. http://www.hul.co.in/
2. http://www.sunsilk.com/
3. http://www.garnier.com/index2.aspx
4. http://www.loreal.co.in/_hi/_in/index.aspx



























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APPENDIX
Questionnaire
Dear Respondents,
The following questionnaire aims to understand consumer buying behavior towards
shampoo in Delhi with focus on Sunsilk and Garnier. The collected data will be kep
confidential and is meant for academic purpose. Thankyou for your cooperation.
Q1. How often do you wash your hair with shampoo?
1) Once a day 2) Alternate days
3) Twice a Week 4) Once a Week
Q2. How much do you spend (in Rs) on shampoo in a month?
1) Below 100 2) 100 - 250
3) 250 - 500 4) Above 500
Q3. Which Brand of shampoo do you use?
1) Garnier 2) Head and Shoulder
3) Clinic Plus 4) Sunsilk
5) Others __________________
Q4. How many shampoos have you changed since last year?
1) Never 2) Once
3) Thrice 4) More than 5 times
Q5. Which one of the following hair care product do you use along with shampoo?
1) Conditioner 2) Oil
3) After Shower 4) Hair Gel/Spray


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Q5. Assume you have 100 points. Divide the points among the following reasons to
indicate the relative importance of each reason. The more points, the more
important it is. The total should equal 100 points.
Fragrance
Shine
Cleansing
Moisturizing
Colour
TOTAL 100

Q6. Do you feel that a good advertisement plays a major role in selling shampoo?
1) Yes 2) No
Q7. Does celebrity endorsement have a vital role in selling of a shampoo?
1) Yes 2) No
Q8. Sunsilk advertisement focus on shiny hair with help of a Bollywood celebrity,
whereas Garnier advertisement focus on strong hair with help of foreigners. Which
advertisement do you think impacted your decision to purchase?
1) Sunsilk 2) Garnier
3) Both 4) None
Q9. Can packaging change your decision to purchase a particular shampoo?
1) Yes 2) No



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Q10. Which shampoo package, do you prefer?
1) Sachet (10ml) 2) Regular Bottle (200ml)
3) Family Bottle (750ml) 4) Others_______________
Q11. The following statements refer to your experience and results of using
shampoo brands. Please indicate your level of agreement or disagreement with each
of the following statements:
Statements Strongly
Agree
Agree Neutral Disagree Strongly
Disagree
I like to use shampoo which
has long lasting fragrance

I use shampoo to strengthen my
hair

I prefer shampoo which gives
me shiny hair.

I feel that shampoo moisturizes
my hair effectively

I will prefer strong hair over
shiny hair

I get influenced by
advertisements of shampoo and
hence purchase that brand

I dont mind paying extra for
right shampoo that suits my
needs




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Personal Information:-
Name:
Gender: M or F
Age:
Below 20 years 21-30 years 31-40 years 41-50 Above 51 years

Annual Family Income:
Below Rs 3,00,000 Rs 3,00,000 - 6,00,000 Above Rs 6,00,000

Occupation
Student Service Homemaker Business Others