A RESEARCH REPORT ON " CONSUMER PREFERENCE & SATISFACTION REGARDING NON MEDICATING ANTI DANDRUFF SHAMPOO

SUBMITTED TO: KURUKSHETRA UNIVERSITY, KURUKSHETRA IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF MASTER OF BUSINESS ADMINISTRATION (2010-2012)

UNDER THE GUIDANCE OF:

SUBMITTED BY:

Ms. Vasundra Faculty MBA

Sheema Kumari Bhat MBA (Final year) IV Semester Univ. Roll No. _____

SWAMI DEVI DYAL INSTITUTE OF MANAGEMENT STUDIES BARWALA, DISTT. PANCHKULA

CERTIFICATE

This is to certify that the research work entitled CONSUMER

PREFERENCE

&

SATISFACTION REGARDING NON MEDICATING ANTI DANDRUFF SHAMPOO Submitted in partial fulfillment of the requirement for the degree of master in business

administration from SWAMI DEVI DYAL INSTITUTE OF MANAGEMENT STUDIES, KURUKSHETRA UNIVERSITY, KURUKSHETRA is an exclusive record of bonafied research work carried out by SHEEMA KUMARI BHAT under my supervision and guidance. It is also certified that while carrying out this research work SHEEMA KUMARI BHAT constantly directions. This work done by her has been found satisfactory and commendable. I wish her great success in her career. in touch with faculty of dept. for necessary guidance and was

essential

PRINCIPAL Dr. P.K Mehta

ACKNOWLEDGEMENT

Research work demands special care and efforts and when a research is being undertaken, it requires commitment and exhausting hard work. But I enjoyed the whole task due to my special interest in the area of marketing. I would like to express my heartful gratitude to Ms. Vasundra (Faculty, SDDIMS) for helping me in field work without which it would no have been possible. I am greatful to my Principal, my class mates and family members who helped us to collect information for the report.

SHEEMA KUMARI BHAT

PREFACE
This research will study the preference and satisfaction of consumer regarding the anti dandruff shampoos available in the market. It is intended that the study of different shampoo will provide better insights of availability of product in the market and how much they are satisfying the consumers needs by taking different factors into consideration in price, solving hair problem, packaging and will be helpful to find out the consumer taste and preference and consumer preference through lifestyle, personality and attitude. The research report presented here is the part of the syllabus of the M.B.A degree provided by Kurukshetra University, Kurukshetra. The main objective of such a report is to test various skills of the students. The report presented here as been prepared by my keeping all the main aspects into considerations. Efforts are made to make the text simple, so that the reader can easily understand the concepts. The main focus in this report has been on CONSUMER PREFERENCE & SATISFACTION REGARDING NON MEDICATING ANTI DANDRUFF SHAMPOO. I have tried to concentrate on what all event/activities are being covered. In this topic every care has been taken in the preparation of the report however this is a maiden on my part and short comings, if any may be overlooked. I hope that this report will be valuable for both the reader and the organization.

DECLARATION

I SHEEMA KUMARI BHAT here by declared that the research entitled CONSUMER PREFERENCE & SATISFACTION REGARDING NON MEDICATING ANTI DANDRUFF SHAMPOO Is my original work done by me, in partial fulfillment of degree of MBA (4TH SEM) OF Swami Devi Dyal Institute of Management Studies, Barwala (PKL),further ,this research has not been previously submitted for award of any diploma of degree of institute or university.

SHEEMA KUMARI BHAT

INDEX Contents
a) Certificate b) Acknowledgement c) Preface d) Declaration

Page No
2 3 4 5

Chapter 1 Introduction
A. Statement of problem/Objective B. Industry Profile C. Introduction to the products 8-9 10-11 12-14 16-23

Chapter 2 Review Of Literature Chapter 3 Research Methodology

a. Scope of study b. Significance of the study c. Research Design d. Data collection techniques e. Statistical tools used for Interpretation and analysis f. Limitations of the study

25 25 26 27 28-30 31 33-46

Chapter 4 Data Analysis And Interpretation Chapter 5 Findings & Suggestions

a. Findings b. Suggestions and recommendations

48-50 51-53 55-58 59 60-62

Chapter 6 Conclusion Bibliography Questionnaire

CHAPTER -1 INTRODUCTION

STATEMENT OF PROBLEM
The present study on SHAMPOO is also trying to find Consumer Perception About different features of Shampoos and how Price, Environment, Packaging, Quantity, Easy Availability and Variety are affecting the sale of Shampoos A persons behavior changes from place to place and situation to situation or, Say it is very inconsistent. The person when has a need, is willing and able to Satisfy the need is called a CONSUMER. The consumer would go different ways to satisfy its needs depending on his social, cultural, family, economic and educational background. The efficiency with which a free market system of enterprise operates, depends upon the extent of consumer understanding possessed by the business community. A Business community that is ignorant of consumer preferences cannot possibly Fulfill its obligations in a meaningful and responsive manner. So here comes the need to study CONSUMER BEHAVIOUR. Consumer Behaviour is broadly defined as the behaviour the consumer displays in searching, for purchasing, using and evaluating products, services, and ideas which they expect will satisfy their needs. Consumer Behaviour is not only the study of what people consume, but is also the study of who the

consumers are, why they consume, how often they consume, and under what conditions they Consume. CONSUMER BEHAVIOUR refers to the buying behaviour of ultimate consumers, those persons who purchase products for personal or household use, not for Business purpose.

OBJECTIVE OF STUDY
1. To study the current Indian market for Shampoos.

2. To analyze the relationship between a specific brand and its buying behaviour.

3. To assess whether advertising is influencing the buying behavior of the Consumers.

4. To study the impact of the seals of clinical laboratories on the consumers buying behaviour.

INDUSTRY PROFILE

X shampoo has keratin treatment, Y shampoo has total nourishment while Z shampoo rebuilds your damaged hair and control dandruff. Aggressive Marketing and media has made it a frothy year for shampoo marketers. In one of the most remarkable demonstrations of acceleration, the shampoo Market, after creeping up at an average rate of 6% per annum between 1992 and 1994 and, climbing to 9.55 % in 1995, suddenly raced up to 18.77% in 1996. In 1997 it went up to 35% Making the hair flow, and flow and flow, were the unique strategies for generating growth adopted by the three principal players in the shampoo market. A flurry of new launches which saw the introduction of 32 new brands, five brand extensions, 100 new variants, and 122 New pack- sizes, adding up to an unparalleled excitement in what was till then a One kind fit all product categories. So long as it was a generic, generalized Benefits product whose primary value, was that it cleaned hair, no shampoo Brand had the loyal following. With a broad swath of appeal, brand USPs were not sufficiently one another for any of them to carve out a Committed niche. Also, the limited repertoire of benefits acted as a deterrent to frequent usage and hence growth. The shampoo - marketers fragmented a once homogeneous market furiously, pegging a unique differentiated benefit to each brand and line- Extension so as to build a clearly defined segment of users for each . differentiated from

While this helped each brand build a franchise, it served the more important function of Giving every user a definite, focused reason to use a particular brand.

The consumer has got used to the idea of using only that brand of shampoo that suits his or her hair the best. This was achieved by launching a series of New brands, as well as repositioning old ones, to peg each to a distinctive benefits. So, Levers rolled out Sunsilk Nutracare (the proposition: hair root Nourishment), Sunsilk Ceram ides (the proposition : repair damaged hair ), Organics (The proposition: hair root nourishment), Organics dandruff treatment (the

Proposition : hair root nourishment with anti - dandruff treatment ) , Clinic active ( the Proposition : presence of pro - vitamin B5 ) , Clinic All Clear with ZPTO ( the
10

proposition : Control of dandruff - causing microbes , scalp moisturizer , and reduced scalp itch ) , And Lux Super Rich ( the proposition : inclusion of hair moisturizer ) to join Clinic Plus And Sun Silk . P&G joined the fray with Pantene Pro - V ( the proposition : nourishment of hair from Root to tip ) , Pantene Pro - V Extra shampoo and Oriflamme conditioning shampoo .

Through new brand launches companies generated constant excitement to keep Interest in the product alive. Even as segmentation offered new value Propositions to shampoo

users , the marketers baked up that menu with multiple Price points , creating several VFM equations . And because they were targeting Growth , they cannily priced every new product at a discount to a comparable One while holding out a promise of either matching or greater value.

There was Also a large successive cut in the excise duty on shampoos: from 120 % in 1994 to 70 % in 1995 , 40 % in 1996 , and 30 % in 1997. Also in India Customers are inordinately sensitive to price. There is always a large number of Potential

customers waiting to buy your product as soon as it becomes Affordable.

11

INTRODUCTION TO PRODUCT
Although segmentation offered new value propositions to the shampoo users --

Differential pricing also created several Values for Money (VFM) equations. A Promise for greater value or matching benefits at price discounts for every new Product

gained momentum.

In

INDIA

customers are

sensitive

to

price. There is always a large number of

Potential buyers to purchase the product as soon as it becomes affordable .

THE MARKET SHARES

BRANDS

SHARE (%)

Sun silk

20

Clinic

25

Organics

5.5

Pantene

11

Halo

3.4

Optima

3.6

Lakme

Ultra Doux

1.2
12

Flex

0.7

Others

28.6

Promoting the shampoo brands poses another challenge for the marketers resulting in high advertisement spends and media spends . P&G spent 8 crores on advertising Pantene on TV in the first four months of its launch . HLLs estimated advertising expenditure for each new shampoo launch was between Rs . 4 crores and 6 crores in the introductory phase . The ad-to - sales ratio of the Companies have shown remarkable jump from 10 % to 20 % compared to the Average of 5 % for most product categories.

One of the biggest barriers to shampoo usage is the consumer perception that it harms the hair. Thus companies are focusing on defending the product against accusations by promoting the strength , nourishment and beauty of the Hair - The 3 in - 1 Capsule for ultimate hair .Companies are still associating it with modern life styles to find acceptance in semi - urban and rural non - users to Build and enlarge shampoo usage levels .Thus companies will have to mould new consumer s usage patterns to its own benefit , to have a competitive advantage and stay out there in the longer run with a respectable market share.

A market segment consists of a large identifiable group within a market. A Company that practices segment marketing recognizes that buyers differ in their Wants , buying Habits .

purchasing power , geographical Because buyers have unique needs

locations , buying attitudes , and

and wants , each buyer is potentially a separate separate marketing Program for each

market . Ideally , then , a seller might design a

buyer , though no company is willing to customize its offer \ Communication bundle to each individual customer . The company instead tries to Isolate some broad segments that make up a market.

13

Two broad groups of variables are used to

Segment Consumer

Markets. Some

Researchers try to form segments by looking at Consumer responses to Benefits sought , use occasions or brands . Other researchers try to form segments by looking at

consumer characteristics . They commonly use Geographic, Demographic or Psychographic characteristics.

14

CHAPTER-2

REVIEW OF LITERATURE

15

Publish on 12 SEP 2010 Shampoos

Shampoos are cleansers designed to clean your hair and your scalp . Most

shampoos clean your hair very well . Where they differ is how your hair feels after ward , depending partly on the strength of the surfactants . Stronger clarifying shampoos should not be used more than once or twice a week. Those designed for daily use contain mild surfactants and are less likely to irritate the scalp.

Ingredients Of Shampoo

All shampoos are 80 - 90 % water about 1% fragrance and

with 2-8% detergents and foaming agents and Shampoos often contain antistatic and

preservatives.

detangling agents as well as thickeners, humectants, sequestering agents, color and conditioners. Effective detergents include sodium laurel sulfate, laureth sulfate,they give the hair a squeaky clean feel. Clarifying shampoos contain heavy - duty surfactants. Body building shampoos contain proteins bond to hair and increase its volume.

Moisturizing shampoos are the best choice for dry, flyaway hair. They can cut down on static, make split ends look better (by gluing them together with proteins), and pull moisture onto hair to keep it from getting too dry. Revitalizing damaged designed or replenishing and retain contain color or shampoos gentler to are made for color - treated, per med, may include but and

hair to

surfactants . help to repair

They

ingredients there's little

split ends,

evidence that they are effective. 2-in-1 shampoos with conditioner save time but may leave your hair feeling too dry or sticky. Baby shampoos contain amphoterics and have less detergent and are not designed for cleaning adult hair, especially when a lot of styling products have been used.
16

They

may

be

appropriate

for

someone

that has

damaged

hair

and

who

finds

standard shampoos too harsh.

The

number

and

type

of

bacteria

and

yeasts

on

the

skin

surface may

change, resulting in dandruff or seborrhea dermatitis.

The surface oil film (sebum) is removed, allowing greater water loss through the epidermis to the skin surface, from where it evaporates.

The de-fatted skin may become excessively dry. The surface horny cells may be loosened, disturbing barrier function and

allowing more water loss. The skin becomes more permeable to chemicals such as hair dye and perming solution.

Dry skin is more impetigo.

prone to infection with Staphylococcus aureus, resulting in

Irritant provoked

contact by

dermatitis (red, dry, chafed skin) the dry laurel skin itself, is or by a

may

develop.

This may in

be the

particular surfactant than sodium

shampoo.

Sodium

sulphate

more irritating

laureth

sulphate for example.

Stinging, especially if dermatitis is already present. Contact urticaria (immediate redness, itching and swelling) may arise due to a fragrance or preservative.

Allergic contact dermatitis (a delayed but persistent reaction) may develop to a component of the shampoo. Because they are rinsed off, true contact allergy to shampoo is rare. However it may

result

from:

Botanicals

such as chamomile, lavender and rose oil

Preservatives, such as Kathon CG or quaternium-15 Fragrances contact dermatitis, a rare mixture of contact urticaria and allergic

Protein

dermatitis, due to a protein component such as peanut or oatmeal.

17

Published on 09 JULY 2009

An increasing number of people these days, suffer from various forms of scalp disorders such as dandruff and a flaky scalp, to the more serious conditions such as scalp dermatitis and eczema. Those individuals may reach for the popular eczema shampoo or other types of medicated shampoo to treat the problem; however, this is not always the answer. Eczema shampoo does not necessarily have to be in the form of a medicated shampoo and if you are using this without any success, this

article may shed some light.

There are many reasons why you may develop eczema on your scalp such as nutrient deficiencies and weather changes, but one of the more increasing causes for scalp eczema is in your existing shampoo.

Of course, if your doctor has prescribed you with a medicated shampoo then that are a different matter, however, if you are self prescribing or just continuing to use your every-day shampoo, you may find that these can aggravate rather than help your situation.

All non-organic shampoos both medicated and non-medicated contain harsh chemicals, most notably sodium-laureth has shown that sulphate, these which is can used cause to facilitate scalp, eye the and lathering. follicle

Research

chemicals

irritation which can worsen an existing problem or cause new problems. Most of us have used these shampoos our entire life and some may have always had

scalp problems where others have more recently developed them.

Sensitive skin can develop problems at any time, so in this instance, it is a good Idea to obtain an organic shampoo which contains no unnatural ingredients. If your scalp begins to clear up, then you can be sure that the cause of your scalp condition was down to your shampoo, if not, real cause of your scalp problems. then you can begin to find out the

18

As stated, this could be due to an imbalanced diet with nutrition deficiencies such as the B vitamins which among other uses, are involved in scalp health. Other causes may include allergies to hair products or other environmental issues such as weather extremes. Using medicated shampoo, may indeed, temporarily stop the scalp condition, but unless the root cause is determined, then it may return before too long.

There are many effective and natural methods to clear and prevent scalp eczema. Finding the best eczema shampoo can be very difficult and the results may not always be the desired outcome. For a full guide to scalp health and maintenance, continue to Itchy Scalp Treatment.

25 march 2011
Every saloon needs shampoo sinks. In fact, it is one of the investments of the owner that is most often used. Think about it, you always have your hair washed before having it trimmed. Naturally, it is needed if a client wants her hair colored or treated. Whatever it is that a client wants done with her hair, it normally involves the need to have it washed before or after. That is the reason why owners really have to invest on a shampoo sink. One thing that you must realize as a saloon owner is that shampoo sinks may serve the same purpose but they never have the same quality. Even the style differs. Some require the client to be in a sitting position while others require them to lie down like they are in bed. As you can imagine, the way the sink is made greatly affects the comfort of the client while having her hair washed. The contour of the area where the neck is placed must be smooth, otherwise, it would strain the neck of the client and believe it or not, those little things affect customer satisfaction. So if you are looking into upgrading the shampoo sinks in your salon or you are new in the business and you are about to invest on one, think of getting the most comfortable shampoo sink one that will not strain the neck of your
19

client.

If you can adjust the height of the

sink to match that of your clients

that is even better. Remember, going

to a salon must be a relaxing experience.

The last thing that you want is a client complaining about a strained neck. When it comes to the service industries, the little things count.

Posted: 10-24-2005 by Kate Kelley

A shampoo is just a shampoo, Or is it?All shampoos work the same way; they all clean your hair. Or do they ?What is the difference between professional salon products and generic brands sold at your grocery store and Wal-Mart ? Is there one? Some will say No,but yes, Professional Have you vs ever there Store gone to a is Bought salon a Hair difference. Products

and purchased a bottle of shampoo and typically the

conditioner, taken it home and tried the shampoo? The shampoo will lather up very quickly and will

require a lot less. This is because

ingredients used

in the professional products are typically of higher quality and

have gentler surfactants (type of soap used in shampoo). Professional products want to give you an experience! The creators of the products want you to use their shampoo and feel luxurious, to notice the smell, and to see a difference in your final outcome. They want you to use their product and in this process, hair the quality The of ingredients used that is notice a difference. And than for those sold in Paul

higher

general

care.

same companies

make

products

Redken,

Mitchell, BedHead, etc, also make products for Pantene, Aussie, LOreal and other products in your grocery store.

It use to be that professional products were the only ones that catered to curly hair, straight hair, damaged hair and I need more volume hair. But now there are numerous generic brands that have been expanding their lines to cater to the

different types of hair. You can even find shampoo for Blondes, Brunettes and even Professional Products Sold Red In Places Other Than heads. Salons

20

You

may

have

been

shopping

in

your

grocery

store

or

Target

and noticed

professional products that are being sold on

their shelves. These products have

landed on the shelves due to what is called diversion. Diversion is when the product is sold through another source outside its intended channel for

distribution. You may have read on the back of a bottle of professional shampoo, Only guaranteed if sold in a salon. If bought elsewhere, you as a consumers may be getting a product that has been tampered with. Also, a lot of these products are old. Ive seen discontinued products that were sold in stores 3 years after the product had been discontinued. Hair products have a shelf life of about 1 year. Buying from these stores may save you a couple cents, but you have no idea what else you are putting on your hair. So buyer beware; its safer to buy professional Its salon Really products Up in To a salon. You

Deciding to use professional products over the generic

product is clearly up to

you and your checkbook. One way to see if you notice the difference is to buy a bottle of shampoo and conditional from a salon and use it for 3-4 weeks. Notice

the way your hair feels and looks. Then go back to your generic brand and see if you notice the difference. If its worth it to you, then go for it!

24.03.2011 Nizoral Balding Shampoo

Nizoral Hair loss Shampoo Medication Strategy is utilized by countless in order to deal with dandruff as well as restore rejuvenating regrowth. Designed employing ketoconazole from both A SINGLE and 2% capacity, Nizoral shampoo successfully

controls dried head, the leading root of dandruff. Dry out crown is known to trigger body inflammation Nizoral In addition Balding to itching. Cure, Ketoconazole, has been the dynamic useful

compound

inside

Shampoo

established

inside managing dihydro testosterone degrees. It really

is dihydro testosterone, also

21

referred to as DHT, that is a leading cause of hair loss places and parts about women and womans physiques when

also thinning

men. DHT is actually created in both guy along with increased volumes involving and rogenic DHT is hormone or

testosterone mix using 5-alpha reductase. In the event away from the particular crown, it can produce

not really stripped

specific hair follicles develop into Hair

they are inactive or perhaps choose permanently dormant. While using Nizoral thinning Shampoo two times daily is actually a healthy way to

be able to strike frizzy plus

the foundation source of hair loss. The product hair controllable the the oils

was designed to keep your dandruff, waterless crown

although while doing so reducing

itchiness of which crown, it and also

characterizes it. As soon as appropriately massaged in to bodys

energizes that blood circulation, and also flushes out there captured the hormones, mind exclusively DHT on the of hair follicles. hair, the

Enhance

circulation

into

the

provides

each strand

curly

foundation in addition to follicle with the essential nutritional value regard to most effective new hair growth. After while using

needed with the Nizoral

Shampoo

product or service for merely COUPLE OF to

be able to Month it is within the skin condition

best to set out to observe a new extraordinary betterment of ones scalp.

The following show you the item is definitely operating reduce

everyone associated with dry crown in addition to itching. If youre caressing this shampoo into your current crown, additionally it is cleanse out and about every single follicle with stuck infection, bacterias, grime, environmental toxic compounds, oils as well as DHT. Even though that they make absolutely no states revealing Nizoral Shampoo Thinning hair merchandise assure rejuvenating curly hair growth, through removing DHT cornered in the follicle theyll effortlessly start off main excitement. Your exciting outcome of a washed away follicle naturally does trigger new hair growth. Ketoconazole possesses simply no recognized unwanted side effects other than appearing gently inflamed Just its for the body regarding a number of people.

before making use of Nizoral Shampoo Hair thinning Treatments for a crown, always choose just one minor region on your own remaining hair to test. In

case immediately after daily and also thus is or perhaps sense absolutely no precise

immediately after using Nizoral the truth agitation, you must start to develop
22

merchandise as directed. If youre being increased of hair loss quantities thinning of DHT on

affected by thinning hair

on

account

of root

your body, essentially the most locations, look rate at

widespread

areas

as well as loss

employing Nizoral Hair days, locks well

Shampoo. Since wild hair develops at a start on to observe bald your

regarding ? inch per 30 influences respective regarding brain inside

you should development

rejuvenating of your

the going

attractions

under with three months

27 oct 2003
DANDRUFF IS a common problem. All of us have suffered from the problem at one time or the other. In its mild form, dandruff consists of loose white flakes that fall off. At times, the flakes may be yellow in colour. Even mild dandruff causes itching. There are two kinds of dandruff - oily and dry. Dry dandruff appears as loose

white flakes and the scalp itches a great deal. The oily dandruff is sticky and yellow in colour and is smelly. The oily form is found mostly amongst adolescents and

adults with an excessive oily skin.

23

CHAPTER-3 RESEARCH METHODOLOGY

24

SCOPE OF STUDY
The scope of the study has covers been almost all categories of Shampoos. The whole from the angle of natural the customer satisfaction. not and

appraisal of Shampoos Any been substitutes of considered.

done

Shampoos

like

washing soaps or locally made by

products have sector

Also

Shampoos

unorganized

which are not

branded

have not been

considered.

SIGNIFICANCE OF STUDY

Why the study

This study is confined to the brand preference of customers. This study is an attempt to analyze the awareness of SHAMPOO among customers; problems faced by customers and examine factors, which influence the brand choice. This study will be of significance to the manufacturers of Shampoos in the following ways:-

1. TO improve the quality of SHAMPOOS. To charge reasonable prices that is reduce the prices up to a certain limit so that the customers can purchase it in the best possible way. 2. Improve the market image of brands.

3. Bring in additional means of creating awareness among customers.

25

RESEARCH METHODOLOGY

Keeping in view the Shampoo Market in INDIA which is very crowded and becoming Competitive day by day, we decided to study the current scenario of the market.

RESEARCH DESIGN
Research design is a common comprises defining solutions, word refers to search formulated data, the of knowledge. Research

and redefining problems, and

hypothesis making

or suggested deduction and

collecting, organizing, and the at last

evaluating testing

reaching conclusion, whether they fit

/carefully

conclusions to determine

formulating hypothesis.

SAMPLE DESIGN

A sample design is a definite plan for obtaining a sample from a given population. There are many sample designs from which a researcher can choose. Researchers must prepare/select a sample design which should be reliable & appropriate for his research only.

Sampling Technique
The sampling technique used is Questionnaire.

Sample Size
Sample size is 150

26

DATA COLLECTION
The following techniques were adopted for data collection:

1. PRIMARY DATA

Primary data was collected through face to face interviews while filling up Questionnaires.

2. SECONDARY DATA

Relevant information was gathered from magazines, newspapers and research reports that formed the secondary data.

3. COMMUNICATION APPROACH

Face to face interviews was taken as the communication approach since method in cases where slight probing is required.

it is a better

27

STATISTICAL TOOLS

The structured questionnaire was prepared and administered to the respondents for collecting primary data. The nature of questions was both close ended as well as open ended. These are the basic measures, which help in defining the relation between different 5items, present, past and future trends. A wide variety of statistical tools are available. Like Correlation Analysis-Correlation is a statistical relation between two or more variables such that systematic changes in the value of one variable are accompanied by systematic changes in the other kinds of variable. Time series Analysis.-Values taken by a variable over time (such as daily sales revenue, weekly orders, monthly overheads, yearly income) and tabulated or plotted as chronologically ordered numbers or data points. To yield valid statistical inferences, these values must be repeatedly measured, often over a four to five year period. Regression Analysis- Regression analysis is the study of the nature of relationship between the variables so that one may be able to predict the unknown value of one variable for a known variable of another. Hypothesis- In attempting to arrive at decisions about the population on the basis of sample information, it is necessary to make assumptions about the population parameters involved. Such an assumption is called statistical hypothesis which may or may not be true. There are two type of hypothesis Null Hypothesis Alternative Hypothesis

Null Hypothesis-In test of hypothesis we always begin with an assumption or hypothesis.

This is called null hypothesis. Null hypothesis is generally denoted by the symbol H0.

Alternate Hypothesis- Any hypothesis different from the null hypothesis is called an
alternative hypothesis and is denoted by the symbol H1.
28

Chi- Square Test

The chi-square test (2- test) is an important test amongst several tests of significance developed by the statisticians is. Chi-square, symbolically written as 2 is a statistical measure used in the context of sampling analysis for testing the fit as a test of attributes. Thus, the Chi-Square test is applicable to a very large number of problems in practice which can be summed up under the following heads: 1) 2 test as a test for population variance 2) 2- test as a non- parametric test. 1) 2- test as a test for population variance: 2- test is often used to test the significance of population variance i.e. we can use this test to judge if a random sample has been draw from a normal population with mean () variance(20) and with a specified

Procedure
1) Set up the null hypothesis H0: 2 = 20 and H1: 2> 02 2) We compute 2 by using any one of the following formula: 2= (x-x-)2 / 2 or ns2 / 2 where, s2= (x-x-)2 / n ns2= (x-x-)2 3) Number of degree of freedom are worked out by using the following formula: Degree of freedom =V=n-1 4) Obtain the table value of 2 with reference is the degree of freedom for the given problem and the desired level of significance. 5) If the calculated value of 2 > tabled value of 2 , we reject the null hypothesis

29

H0. Otherwise we accept H0

30

LIMITATIONS:
The probable limitations of this study are as under :

1.

The

first and still

foremost efforts

limitations have been

was

time

constraint put the

which

was clear

only and

one Month, but

made to

picture as

candid as Possible.

2.

Samples

were

randomly

selected

as

per

convenience

so

error

is bound

to

Creep

in the observation.

3. The conservative attitude of Information.

the respondents was a

limiting

factor in

gaining

31

CHAPTER-4

ANALYSIS AND INTERPRETATION

32

1. Do you use shampoo?

Yes No

Shampoo Liking
Yes No

Respondents
150 10

Response
150 people response were yes & other 10 said they use home remedy + shampoo. reveals that refused 90% of the the use of use

Female [two each using homemade remedy] the study Respondents use shampoo. Less than 10% of

the respondents

shampoo and gave the reason that shampoos soaps or the Traditional method of washing

cause hair problems. They either hair.

33

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

Pantene Organics Sun silk Clinic plus

Others (please specify) PANTENE SUNSILK ORGANICS CLEAN OTHERS &CLEAR MALE FEMALE 7 5 5 3 4 2 8 8 3 3

6 4 2 0 PANTENE SUNSILK ORGANICS Series 3 Series 2 Series 1 CLEAN &CLEAR Series 1 Series 2 Series 3

Response
It can account this been seen that clinic all clear has been next tried by most people that 12. After

for 16 of 20 sample and sunsilk

coming to be Pantene with

brand

is used more followed by organics.

Analysis
The brand survey or showed a Type of number of reasons for consumers using more than one No single shampoo, according to

shampoos Able to

simultaneously. fulfill all

the consumer, most important

was hair

the hair

requirements. Dandruff was the to use more than one

problem which led the consumer

34

shampoo at a time. Some people use two or more shampoos for change.

simultaneously,

just

35

3. Factors you consider while purchasing a shampoo?

RANK THEM ACCORDING Hair type Packaging Price YOUR PRIORITY:

Fragrance Hair problem Availability

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

MALE: [Section-1]
6 male: -- Hair prob. -- Fragrance -- Hair type -- Availability -- Price --Packaging It can be concluded priority said of that

[Section-2]
4 male: -- Hair prob. -- price -- hair type -- Packaging --Availability --Fragrance in case of females most have the same levels of 3 of them

buying the brand and so

the order remains the same. But then packaging.

price to

be one after fragrance and

In hair

case

of

males 6 male followed

had the

same And

levels this

of

priority

that starts

from

problem

by fragrance.

section 1 of males differs with

36

section by hair

2 with

respect to

levels

of

as section 2

priority

is

of

price

followed

type and then

fragrance.

37

4. Who influence you to purchase the brand?

Family Advertisement Other MALE FEMALE FAMILY 3 5 Doctor Self DOCTOR 5 7 ADVERTISEMENT SELF 10 8 10 5 OTHERS 2 4

100% 80% 60% 40% 20% 0% Family Doctor Advertisement Self Series 3 Series 2 Series 1

Response
Almost all responded that purchase of a Shampoo. its the role of adv. That actually led to a

ANALYSIS
The is role which advertisements play cannot influence be neglected. According to study it

found that

advertisements comes the doctor and

the consumers a great deal himself someones

in selecting a comes in

Shampoo. Next the role of

self that is the consumer family. At times

and then

reference also

helps

selecting a brand.

Consumers to the

in the age group 17-25 [target group] are more innovative as compared age groups. It has been observed from the study that females

other

38

shampoo their hair twice a week, while males prefer using shampoo on alternate days.

39

5. Do you change your shampoo?

Frequently Occasionally Never FREQUENTLY 5 3 OCCASIONALY 9 11 NEVER 7 6

MALE FEMALE

10 Series 3 5 Series 2 Series 1 0 Frequently Occasionally Never

ANALSYIS
It can be concluded that consumers consumer a majority also tend of the consumers to for 8 test the change their shampoo of new and launches. the non many

occasionally. These Frequently changing

quality

account

[male

and female]

availability is one of the factor which to a certain extent, has consumers to use more that than one brand simultaneously. 13 their brand led to hair of

prompted both

sex of the about the hair loss

consumer responded reason etc.

they never change changing brand

When asked problems like

they responded that

40

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

Strongly Agree (1) Neutral (3) Strongly disagree (5) BRAND ATTRIBUTE SUNSILK CLINIC ORGANIC PANTENE OTHERS Agree (2) Disagree (4)

1. [3 male & 4 female] Pantene : had others, high Fragrance equal to Clinic

the and

moderately higher than

high

price

higher than high

others, moderately

medical benefits equal to Organics and less than others and high quality higher than others.

2. [2 male & 3 female] Organics:

had

moderately

low

price

lower

than others,

high Fragrance higher than Sun silk and lower than Pantene and Clinic, moderately high medical Benefits, lower than Clinic and Sun silk and equal to Pantene and high quality higher than Sun silk and lower than others.

3. [2 male & 3 female] Clinic: had moderately low price lower than Pantene and Sun silk, High fragrance higher than Organic and Sun silk and equal to Pantene, moderately high Medical benefits lower than Pantene and Organics and nearly equal to Sun silk Pantene. and high Quality higher than Sun silk and Organics lower than

41

4. [1 male & 2 female] Sun silk had moderately low price higher than others and
lower than Pantene, moderately high fragrance lower than others, medical others. benefits Higher than others and moderately high moderately high quality lower than

42

7. How many times you shampoo your hair in a week ? 1-2 5-6 1-2 4 8 34 7 and above 3-4 4 4 5-6 Above 7 -

Male Female

6 5 4 3 2 1 0 2-Jan 34 6-May 7 and above Series 1 Series 2 Series 3

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

than 1-2 times. A further or 3-4 times.

43

8. What is the Size of the pack you purchase most often?

100ml Sachets 100 ml to 250 ml above 250 ml

Male Female

100ml 2 1

100ml-250ml 1 2

sachets 5 4

Above 250ml 2 3

15 10 5 0 100ml 100 ml to 250 Sachets ml Category 4 Series 3 Series 2 Series 1

ANALYSIS
It can be concluded that sachets are most used because of its convenience and that is higher the

price. Next Comes to be 250ml because of its price again pack lower the price. Followed by 100 ml and 250 ml.

People

who

use sachets use it as trial to see go for 250 ml primarily

the effectiveness

and if they to buy of going

are the other for

satisfied then they small options sachets

because of not are used not

going

again and in

again. The

rest packs and

because

available

terms of size

price and

necessarily

bigger pack.

44

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

BRAND SUNSILK CLINIC ORGANICS PANTENE

MEDIA TELEVISION

Male Female 10 10 6 4 8

Male female 10 10 9 8 7 9

Male Female 10 10 6 5 4 4

Male 10 7 4

Female 10 5 7

NEWSPAPPER 6 MAGAZINE

RESPONSE
Reveals same that in TV as media the for ads advertisement all the of all responded have had the In case of print

frequency

of seeing

the brands.

media as in Magazine highest number of viewer ship went to Clinic, Sun silk, Pantene, Organics, in decreasing order. In case of Newspaper the maximum no. of viewership went to clinic, Pantene, organic & sun silk in decreasing order.

ANALYSIS
It says that T.V. is best media for advertising for all kind of advertising and it has best Opportunity for the brand to penetrate in market. All of the brands have equal no. of viewership In TV but in magazine & Newspaper they had different viewership.

45

10. Level of satisfaction you are getting from your shampoo brand?
Highly Satisfied Neutral Highly dissatisfied Satisfied Dissatisfied

ANALYSIS
The maximum satisfied consumers were of Clinic users and then comes organic, Pantene, Sun silk.

CLINIC: [8 males & 9 females] the consumers of Clinic were most satisfied
with all the Attributes of the shampoo. Clinic All Clear provides high satisfaction to the consumer as far as anti dandruff quality of the shampoo is concerned.

ORGANIC: [7 males & 9 females] the consumers of organic were satisfied with
all the Attributes of the shampoo except hair repair to some extent and fragrance.

PANTENE: [5 MALES & 8 FEMALES] Next

on the list is Pantene. This shampoo is needed to be improved upon the anti - dandruff and hair repairing qualities which the consumer finds is lacking to a certain extent.

SUNSILK: [4MALES & 6 FEMALES] Satisfaction level with Sun silk was the
last rated among The customer. Sun silk to a large extent fails to satisfy hair nourishment, antidandruff and Hair repair needs of the consumer.

46

CHAPTER-5

FINDINGS AND SUGGESTIONS

47

FINDINGS OF THE STUDY

It has been observed that people use not only shampoos but home remedy

is also preferred because of its uniqueness of effectiveness. People also use more than one shampoo or keep two shampoos

Most

people

have

tried

one

or

more

shampoos

but

hardly

find any

differences. Except for clinic all clear and organic in which respondents have positively agreed of best shampoo than others.

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

combination of by price.

benefits

followed

An

advertisement is the one that influences a lot than any other

factors.

Most

people

change

their

shampoos

occasionally they are

but

there

are people current

who never change brand.

their shampoo i.e.

satisfied with

their

People normally shampoo

twice a week

or three to

four times a week.

Most pack.

people

normally buy

sachets

available

followed

by

above

250-ml

Most

people

know

of

the

brands

through

advertisements.

Next come

magazines. And

then the newspapers.

48

Satisfaction is These and are the

maximum

drawn

with attract

people most

using

clinic

and organic. quality

brands, which

because of perceived

brand image.

BRAND IMAGE OF SHAMPOOS AS A PERSON

The survey reveals that the Organics user with his Impressive personality and is Similar

and Friendly behavior provides Good Company. He is Outgoing to most people. He is indifferent to advertisements

and independently makes

the major decisions

of his life.

The

user

of Head

&

Shoulders has an Outgoing personality and can is meticulous in nature although and independently

impress People

easily. He

taken decisions. He is similar to most nature, provides Good Company.

people

due to his friendly

The

consumer He

of seldom

Sun seeks

silk

is

totally from

independent others and

in

making major to

decisions.

advice

is indifferent

advertisements. Although he is meticulous but lacks innovation. His to most people, outgoing and friendly nature,

similarity

provide good company and

accord him an

impressive personality.

The Pantene consumer is very friendly,

gives good company and has an

impressive personality. He is meticulous and similar to most people although he is outgoing he is not much of an innovator. He independently takes

decisions and never seeks any advice from others.

The user of Clinic all clear is quite innovative while he also does his jobs meticulously. He seldom seeks advice and is indifferent to

advertisements

as he is independent in taking major decisions in his life.

49

His similarity to most people, his impressive personality and friendly nature always provide good company.

50

RECOMMENDATIONS & SUGGESTIONS

Target

those people who use shampoo and trust the shampoo as their best

solution for hair Care.

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

used by them.

Identify the key benefits such as hair strengthening, missing form shampoo and makes them the USP of new brands. The USP could be rebuilding damaged hair, shiny and healthy Hair.

Look falling

for different problems for which people use shampoo for hair care, hair and Dandruffs etc. And deliver the same of high quality and

at the same time

positioning the Brand as solution for your hair problem healthy to that

and which also rejuvenate your hair, and keep your Hair target group.

The ideas, associations and images that people have of a shampoo brand Determine the demand ways in which side of the brand equity equation. There are two is likely to influence perceived product

advertising

performance. First, by guiding the expectations about the shampoo experienceprocess called a product enhancement.

Second, by creating a halo of superiority around the brand via a mechanic termed Interest Status. There are two key advertising related factors First, the advertisement needs to be remembered. some way to the experience of using the This is important because its

main influence is at the point of trial. Second the

message should relate in

product- for instance, does it

51

create any expectation of what the shampoo would feel like to your hair i.e., how will it take care of your hair and especially to your

specifications. But the advertiser should always bear in mind that the benefits proclaimed are in line with what the product can actually deliver.

Use country wide sampling activity benefit of shampoo backing up the to purchase.

to acquaint potential customers with the effort with advertising to convert intent

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

Again benchmark the company

that has well positioned itself in the minds

of the consumer and they [consumers] rarely changes their shampoo. Here these people are almost satisfied with their current brand because the core

features the consumer looks for is being derived from delivering the improved should

their brand. And so it

one will make them switch to your brand but

be well advertised and substantiated this action of company will have effect of attracting those switchers, changing frequently and/or drawing the crowd towards your brand.

other positive occasionally and

Go for strategic sizing

and pricing. Have those

packs available in the

market so that people have a wider option available and presence of your brand. After a gap of sometime check which are the packs that are bought most and assure their availability?

Last but not the being the male

least

there are separate issue that have to deal with and then growing demand of herbal

and female factor

shampoo. Looking at

52

First male.

point

the

Female normally

factors have

of

buying

shampoo

are

different than

A female

less problem of falling hair than male and

so they look for those hair of their hair. [Rejuvenate

shampoo that improve from the current position and healthy etc. ] But one common problem dandruffs. And so the company communicate better to the

[male & female] that they may have is of can develop the brand image and

quality and

target group of these core benefits

of your brand i.e., solution for hair

problem and thus improving and rejuvenating them.

Second point. Can the company in the same line of chemical shampoos change the

perception in the mind of the consumer of effects and at the same time advertise about their shampoo and/or extension and

chemical shampoo

having no side of using

the possible advantages

can they come up with a herbal shampoo as the product Brand image. Like the Colgate has done

there by building a well

with the already launched product of herbal toothpaste. If yes please go ahead but probe before you plunge.

The advt. Slogan could be :

Expert care for every type of hair

Extra protection for your hair Remove dandruffs in seconds

53

CHAPTER-6

CONCLUSION

54

CONCLUSION
Conclusion of survey reveals that the consumer behaviours depend on the

following reasons: - Product

quality,

Family influence, Doctors prescription,

Advertisement, Hair problem, Price of the product, and self.

The consumers of shampoo are

very sensitive

and he is very much aware of is very high in

the products. Awareness about the product regarding the ingredients the

consumers. Influence in the purchase of the shampoos mainly depends on the brand. Influence of

hair problem and assurity to solve that problem given by the doctor and family is also very high.

Attributes Attributes

of like

a particular reasonable

brand also play an price, fragrance,

important role in the purchase. & medications plays its

quality,

significant role. By the analysis we can conclude that consumers in the shampoo market are not much conscious about the price but its quality plays important role.

The study reveals that Pantene has been tried by most of the consumer (16 %). Next comes Sun silk. Organics and Clinic Plus both (11 %), which have been tried by the consumers. According to the study Pantene is the most consumed (20 %) brand of shampoo. Head & Shoulders and Clinic Plus both account to 15 % of the total shampoo consumption and Sun silk is less consumed than these (14 %). Organics forms only 5 % of the total shampoos consumption.

The

survey

showed

number

of

reasons

for

consumers

using

more than

one

brand or

type of

shampoos simultaneously. No single shampoo, according to the

55

consumer, was important at a hair

able

to fulfill all the hair requirements. Dandruff was the consumer to use more than one or more shampoos simultaneously,

the most shampoo just for

problem which led use two

time.

Some people

change.

Consumers in the age

group below 20

and 20 - 29 are more innovative as from the study that shampoo on size pack of

compared to the other age groups. It has been observed

females shampoo their hair twice a week, while males prefer using alternate days. From the survey it was found that the Medium

shampoos with quantity of 100 ml to 250 ml is the most frequently purchased pack. According to our sample 51 % of the people across different age groups

and income groups prefer this packaging.

A significant figure of 57% of the consumer to non - availability of People plays a select shampoo(s) very important

tend to shift to another brand due

their brands. Hair problems are the most important one. with role. reference While to their a hair problems. Hair type also

selecting

shampoo

consumer

take

care to

select the shampoo according to their hair type. The role which Advertisements play cannot be neglected. According to study it is found that even advertisements influence the consumers a great deal in selecting a shampoo. At times someones reference also helps in selecting a brand. Hair type or hair problems are found to be more significant as compared to the fragrance, packaging and price of a

shampoo. The consumers of Head & shoulders of on are the most satisfied with all the attributes

the and the range falls in the interval of 2.5 - 3 on the scale of 1-3.Next the list are Organics and Clinic Plus. But these two upon the anti dandruff and hair repairing qualities shampoos need to the consumer

improve

which

finds is lacking to a certain extent.

Sun silk to a large extent fails to satisfy hair nourishment, anti dandruff and hair repair needs of the consumer. The satisfaction level lies in the range from 1-1.5.
56

Clinic All Clear provides high satisfaction to the consumer as far as anti dandruff quality of the shampoo is concerned. hair nourishment, hair repair, But it lacks all other attributes such as removing hair problems etc. The

conditioning,

satisfaction is very low on the scale. Ayur needs to improve upon all its attributes as the satisfaction level for all of them lies in the range of 1 - 2. The relatively new a Clinical Laboratory decisions of the on a shampoo bottle does not concept of using the seal of much influence the purchase use

consumer. 60 % of the

consumers remain unaffected by the

of the seal.

Advertisements play a significant role in the purchase decision of the consumers. 33% of consumers are influenced by the advertisements of shampoos they use. The message in the advertisements is paid shown in the advertisements. more attention to, than the role models

The

survey

reveals

that

the

Organics

user

with

his

Impressive personality

and

Friendly behavior provides Good Company. He is Outgoing and is Similar to most people. He is indifferent to advertisements and independently makes the major

decisions of his life.

The

user

of

Head & Shoulders

has

an

Outgoing

personality

and

can impress

people easily. He is meticulous in nature although he independently takes decisions. He is similar to most people and due to his friendly nature, provides Good Company.

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

57

The

Pantene

consumer

is

very

friendly,

gives

good

company

and

has an

impressive personality. He is meticulous and similar to most people although he is outgoing he is not much of an innovator. He independently takes decisions and never seeks any advice from others.

The

user

of

Clinic

Plus

is

quite

innovative

while

he

also

does

his

jobs

meticulously. He seldom seeks

advice and is indifferent to advertisements as he is

independent in taking major decisions in his life. His similarity to most people, his impressive personality and friendly nature always provide good company.

58

BIBLOGRAPHY
Phillip Kotler , marketing management. Business world www.scribd.com www.articlebase.com

59

QUESTIONNAIRE
Name Age Place : : :

1. Do you use shampoo?

Yes No

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

Pantene Organics Sun silk Clinic plus

Others (please specify)

3. Factors you consider while purchasing a shampoo?

RANK THEM ACCORDING Hair type Packaging Price Fragrance Hair problem Availability YOUR PRIORITY:

4. Who influence you to purchase the brand?

Family Advertisement Other Doctor Self

60

5. Do you change your shampoo?

Frequently Occasionally Never

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

Strongly Agree Neutral Strongly disagree

Agree Disagree

7. How many times you shampoo your hair in a week ? 1-2 5-6 34 7 and above

8. What is the Size of the pack

you purchase most often?

100ml Sachets

100 ml to 250 ml above 250 ml

9. In which media you have seen the advertisement of these brands? SUNSILK CLINIC ORGANICS PANTENE
61

10. Level of satisfaction you are getting from your shampoo brand?
Highly Satisfied Neutral Highly dissatisfied Satisfied Dissatisfied

62