AMR - 2 Group 2

PROJECT REPORT
Effectiveness of Anti Dandruff Shampoos

SUBMITTED TO – Prof Nirmalya Bandyopadhyay
SUBMITTED BY:
Group 2(AMR2)
Karan 271025
Prateek Gupta 271038
Priyanka Bansal 271039
Raghav Mittal 271040
Moinul Khan 271088
Rahul Gupta 271097
Table of Contents
1. Literature Review
2. Introduction
3. Research Objective
4. Methodology
5. Research Analysis
6. Conclusion
7. Limitations
8. References
9. Annexure
LITERATURE REVIEW:
The consumers get attracted by the brands possessing special characteristics in product
categories. They use the brands of their choices and refer to others for use (Aaker, David A.,
Rajeev Batra, and John G. Myers (1992). In general consumers perceive the different brand in the
way they have become benefitted by the products and accordingly position them on perceptual
map. The term Positioning refers to the place occupied by the product in the market (Ramanuj
Majumdar, 2008). The concept of positioning evolved first in the field of marketing (Ries &
Trout, 1986). Ries and Trout (1986) termed positioning as the act occupying a distinctive image
in the target market’s mind.” Brand positioning is a relative concept; it is conceptualized with
comparative assessment of a brand with others. The key idea in positioning the brand categories
lies in identifying the uniqueness in the product. The association of the consumers with the brand
is in general refereed as brand positioning (Aaker, David A., Rajeev Batra, and John G. Myers
(1992). The positioning of the brands is made by placing the competitive brands of the product
category on comparative rating scale. Multi dimensional scaling is a powerful statistical tool used
to condense the data by map by market researchers to depict consumer’s reactions to product
features for brand positioning. It is successfully used in positioning a product brand against its
competitive brand (Marcus J. Schmidt, Seven Hollensen, 2006). The paper undertakes the use of
multi dimensional scaling technique in positioning the shampoo brand in Indian scenario.
Successful positioning of brands requires the knowledge of attributes important to users (Kotler’s
2007). The combination of such attributes forms the dimensions in multi dimensional solution.
MDS is used fo rmeasuring the similarities of a set of data on certain identified attributes. It
attempts to plot these data in a map; indicating the similarities and dissimilarities as the distances
between points (Inger Borg, Patrick J.F Groenen, 2005). The important aspect of MDS is the
identification of the dimensions of positioning a brand in perceptual map (Naresh K. Malhotra
and Satyabhushan Das, 2011).
INTRODUCTION:
In the past few years, Indian beauty has occupied a significant place in the fashion world. Both
men and women have started giving importance to personal beauty grooming. As such Indian
cosmetic industry, especially the hair care market has risen to productive market. The market
share of hair care segment in India is continuously increasing day by day. The shampoo market is
dominated by HUL and P&G.
The top shampoo brands are Sunsilk, Clinic Plus, Pantene and H&S which are placed in the
‘Stars’ cell of BCG matrix of shampoo brands of India.In this paper i tried to focus on the hair
care products especially top shampoo companies, major brands, SWOT analysis of shampoo
market.
To find out interdependencies among important factor considered by end user during purchasing
shampoo with the help of SPSS.
The Present study on SHAMPOOS is also trying to find consumer perceptions about different
features of it and how price, packaging, quantity and variety are affecting the sale of shampoos.
Different varieties of shampoos are:-
1. Normal Shampoo’s:- Dove, clinic plus, Sunsilk, Chic
2. Premium Shampoo’s:- Revlon, L’Oreal, Lakme, Matrix, Amway

3. Herbal Shampoo’s:- Nyle, Himalaya, Herbal essence, Shehnaz Hussain
4. Anti-dandruff Shampoo’s:- Clinic all clear, Head and shoulders, Dabur Vatika, Pantene
OBJECTIVE:
To understand the various factors affecting the buying decision of the consumers who buy the
shampoo of the Brand Head & Shoulders
RESEARCH METHODOLOGY:
Universe of Study: All the people who have used or intend to use the shampoo of the Brand
Head & Shoulders
Locale of Study: Considering the scarcity of time, the people from Mostly Delhi NCR form the
locale of Study
Sample size: Sample size decided to facilitate the study was set to be 150 with a variation of 20
being inclusive.
Data Collection: For the primary source of data, questionnaire was used as an instrument of data
collection.
For the secondary source of data, various online sources were used such as articles, reports etc.
Research Design:
The data collected towards the completion of this research was collected through a direct online
questionnaire utilizing a snowball sampling technique. It was ensured that the respondents belong
to a relevant segment of the population by choosing the initial point of snowball carefully.
We have used Descriptive Research Design to understand the various factors of buying behaviour
related to anti Dandruff Shampoo.
Data Analysis:
The Study was analyzed using SPSS Program. Descriptive Statistics have been employed to
check the variables relevance. Levene’s was employed to test the variance. Correlation Test was
used to test the relation between various variables. Factor Analysis was done to see the strength
of various questions employed in the study. Also, Cluster analysis has been done to see whether
the respondents can be clubbed together.

Research Analysis:
Descriptive
Statistic Std. Error
Annual Income Mean 2.566 .0727
Median 2.000
Skewness .208 .188
Kurtosis -.940 .375
How often do Mean 2.373 .0681
you wash your Median 2.000

hair? Skewness .994 .188
Kurtosis -.147 .375
How much Mean 2.61 .087
would you like Median 2.00

to spend for a Skewness .002 .188
medium sized Kurtosis
-.420 .375
shampoo?
Rate the Mean 3.28 .072
following Median 3.00

factors which Skewness -.116 .188
you consider Kurtosis
while
purchasing -.924 .375

shampoo
[Price]

factors which Skewness .364 .188
while

shampoo
[Fragnance]

while
purchasing
.704 .375
shampoo
[Celebrity
Endorsement]

while
purchasing
shampoo -.801 .375

[Promotional
discounts on
Packaging]

while
purchasing -1.104 .375

shampoo [Size

while
purchasing
-1.228 .375
shampoo
[Word of
Mouth]

while
purchasing
-.625 .375
shampoo
[Emotional
Attachment]

while
shampoo
[Color ]

while
purchasing .148 .375

shampoo
[Density]

while

shampoo
[Brand]

while
purchasing .063 .375

shampoo [Gift
Pack]


while

shampoo
[Extra quantity]

you consider
Kurtosis
while
shampoo
[Price off]
The Skewness and kurtosis value of Annual Income, Frequency of hair wash, Spending of
Shampoo, Price, Fragrance, Celebrity Endorsement, Promotional Discounts, Size, Emotional
Attachment, Color, Density, Brand, Gift Pack, Extra Quantity and Price off are within
permissible limit of -1 to 1.
Although word of mouth and Size are having minimum kurtosis value of -1.202, we have
assumed this limit to be permissible limit considering the importance of these parameters.
Test of Homogeneity of Variances
Levene Statistic df1 df2 Sig.
Annual Income 3.860 2 170 .023
How often do you wash your hair? 5.188 2 170 .007
The size(volume) of shampoo you prefer to purchase 7.714 2 170 .001
Rate the following factors which you consider while purchasing shampoo [Price] 9.464 2 170 .000
Rate the following factors which you consider while purchasing shampoo
.829 2 168 .438
[Fragnance]
Rate the following factors which you consider while purchasing shampoo [Celebrity
44.033 2 166 .000
Endorsement]
24.152 2 170 .000
[Promotional discounts on Packaging]
Rate the following factors which you consider while purchasing shampoo [Size ] 4.103 2 169 .018
Rate the following factors which you consider while purchasing shampoo [Word of
.855 2 169 .427
Mouth]
14.097 2 170 .000
[Emotional Attachment]
Rate the following factors which you consider while purchasing shampoo [Color ] 13.857 2 170 .000
Rate the following factors which you consider while purchasing shampoo [Density] 3.574 2 170 .030
Rate the following factors which you consider while purchasing shampoo [Brand] 8.287 2 170 .000
Rate the following factors which you consider while purchasing shampoo [Gift Pack] 12.005 2 170 .000
Rate the following factors which you consider while purchasing shampoo [Extra
5.602 2 170 .004
quantity]
Rate the following factors which you consider while purchasing shampoo [Price off] .976 2 170 .379
Null Hypothesis for Levene’s test is as follows:

Ho: Variance in different groups is equal
Ha: Variance in different groups is not equal
As we can see that only parameters like fragrance, word of mouth and price off is having
insignificant values and hence null hypothesis for these parameters are accepted. Therefore, we
can say that variances of these parameters are in lines with conditions for parametric test.
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of
.688
Sampling Adequacy.
Bartlett's Test of Approx. Chi-
1582.772
Sphericity Square
Df 78
Sig. .000
KMO value is greater than 0.5, therefore the sample is adequate for data analysis. Since,
Bartlett’s test of Sphericity tests the hypothesis that correlation matrix is an identity matrix,
which would indicate that your variables are unrelated and therefore unsuitable for structure
detection. The significance value for the same is coming out to be less than 0.05
The diagonal values in the Anti Image Correlation table which represents Measures of Sample
Adequacy values are greater than 0.5. Hence, we can proceed with factor analysis.
The Scree plot can be used to find out factors having Eigen values greater than 1 and can be
considered for making factor

Rotated Component Matrixa
Component
1 2 3 4
Rate the following
factors which you
consider while .805
purchasing shampoo
[Price]
Rate the following
factors which you
consider while .775
purchasing shampoo
[Size ]
Rate the following
factors which you
consider while .748
purchasing shampoo
[Fragnance]
Rate the following
factors which you
consider while .699
purchasing shampoo
[Word of Mouth]
Rate the following
factors which you
consider while
.404 .783
purchasing shampoo
[Promotional discounts
on Packaging]
Rate the following
factors which you
consider while .421 .769
purchasing shampoo
[Extra quantity]
Rate the following
factors which you
purchasing shampoo
[Price off]
Rate the following
factors which you
consider while
.613 .401 -.515
purchasing shampoo
[Celebrity
Endorsement]
Rate the following
factors which you
consider while .899
purchasing shampoo
[Density]
Rate the following
factors which you

consider while .850
purchasing shampoo
[Color ]
Rate the following
factors which you
consider while .694
purchasing shampoo
[Brand]
Rate the following
factors which you
consider while .911
purchasing shampoo
[Emotional Attachment]
Rate the following
factors which you
purchasing shampoo
[Gift Pack]
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization. a
a. Rotation converged in 7 iterations.
The following 13 variables have been extracted and have been divided into 4 factors:
Factor 1 consists of Price, Size, fragrance and Word of mouth which accounts to Product
Attributes
Factor 2 consists of Extra Discount, Price off, Promotional pricing, Celebrity Endorsement which
accounts to Complimentary Offerings
Factor 3 consists of density, colour and Brand which accounts to Product Specifications
Factor 4 consists of Emotional Attachment and gift pack which accounts for Sentimental Offering
Cluster
1. Regression Analysis
Regression analysis is a powerful statistical method that allows you to examine the relationship
between two or more variables of interest. While there are many types of regression analysis,
at their core they all examine the influence of one or more independent variables on a
dependent variable.
In our dataset, we have taken “Satisfaction with shampoo” as the dependent variable and
factors extracted through factor analysis have been taken as independent variables which is
analysed through Linear Regression.
• Model Summary
From above table, we can say that the value of R-square as well as Adjusted R-square i.e. 0.431
is coming out to be sufficient as it captures necessary variance in dependent variable.
Also, value of Durbin Watson suggests that the condition of Auto-collinearity is satisfied
• ANOVA Table
ANOVA table suggest that the regression model which we have made is significant and can be
considered to carry out necessary computations of regression analysis.
Histogram
• Coefficients Table
Above table shows that the Factor 2 and Factor 4 taken for regression analysis are significant as
p-value is less than 0.05. However, Factor 1, Factor3 and Factor 5 doesn’t satisfy significant
condition as p-value is greater than 0.05. Therefore, only Factor 2 and Factor 4 variables impact
the dependent variable in a meaningful manner.
From the coefficient table, regression equation can be written as:
Satisfaction = 1.042 + 0.301 (Factor_2) + 0.155*(Factor_4)

Cluster Analysis
Agglomeration Schedule
From this table we can say that there is sudden change in co-efficient values when we are moving
from 162 rows to 161 rows out of 165 rows. Therefore, we can say optimum numbers of clusters
are three:
Number of Cases in
each Cluster
Cluster 1 15.000
2 96.000
3 55.000
Valid 166.000
Missing 7.000
Conclusion:
Conclusion of the survey reveals that consumer behaviour depend upon the following reasons :
• Product Quality
• Family Influence
• Doctor’s Prescription
• Advertisement
• Hair Problem
• Price of the Product
Consumer segment who consider using the product for ‘hair care’ solution should be targeted.
Identify the key benefits of the product and incorporate them as an USP of their product. Offer
value for money. Develop and maintain brand image so as to ensure brand loyalty.
• Also, it was found out that out of the customers who are using Head & Shoulders shampoo
74.8% were satisfied with the use of shampoo
• Amongst the customer base of Head & Shoulders it was found out that 72% exists as a loyal
customer base who are very likely to recommend the usage of the product to their friends and
relatives. This tells us that most of the people who are satisfied with the product are likely to
be loyal towards the brand when in public forum to recommend
Limitations
• Sample Size: Since the customer base of the product is large, the findings cannot be generalized
to the larger population. Basing our study using a larger sample size could have generated more
accurate results
• Cultural Limitations: The sample selected has various demographic limitations as access to
other types of population was restricted
• Measure used to collect the data: The primary measure used to collect data is Questionnaires
and Surveys. No other methods like focused group interviews, observations, case studies,
documents/records etc. were used to obtain data to conduct the research
References:
1. Dawber RPR, Dide, Berker, Fennella Wojnarowska. Disorders of Hair. Champion RH, Burton JL,
DA Burns DA and Breatnach SM (Editors), Rook/Wilkinson/Eblinng Textbook of
Dermatology, 6th Edition, Volume 4, 1998: pp. 2941-2942.
2. Burton JL, Holden CA. Eczema, Lichenification and Prurigo. Champion RH, Burton JL, DA Burns
DA and Breatnach SM (Editors), Rook/Wilkinson/Eblinng Textbook of Dermatology, 6th
Edition, Volume 1, 1998; pp. 638-642.
3. Shuster S. The aetiology of dandruff and the mode of action of therapeutic agents. Br. J.
Dermatol. 1984; 111: 235-242.
4. McGrath J, Murphy GM. The control of seborrhoeic dermatitis and dandruff by
antipityrosporal drugs. Drugs 1991; 41: 178-184
Annexure
Head & Shoulders

This survey is conducted for Head & Shoulders Brand to know and understand the factors
affecting the buying decision of the customers
P.S: This is for academic purpose only and no information will be shared.
* Required
Email address *
Age? *
Mark only one oval.
▪ Below 18
▪ 18-35
▪ 35-50
▪ 50+
Gender? *
Mark only one oval.
▪ Female
▪ Male
▪ Prefer not to say
Educational Qualification *
Mark only one oval.
▪ 12th Pass
▪ Graduation
▪ Post Graduation
▪ M.Phil/Doctorate
▪ Other:
Occupation *
Mark only one oval.
▪ Student
▪ Working
▪ Professional
▪ Homemaker
Number of member In family *
Mark only one oval.
▪ Upto 2
▪ 2-4
▪ 4-6
▪ Above 6
Annual Income *
Mark only one oval.
▪ Below 3 lakhs
▪ 3-6 lakhs
▪ 6-12 lakhs
▪ Above 12 lakhs
How often do you wash your hair? *
Mark only one oval.
▪ Once a day
▪ Every Other day
▪ Once every two/three days
▪ Once a week
The size(volume) of shampoo you prefer to purchase *
Mark only one oval.
• Large
• Medium
• Small
• Sachet
• Other:
How much would you like to spend for a medium sized shampoo? *
Mark only one oval.
o 50-100
o 100-150
o 150-200
o 200-300
o 300+
From where do you prefer to purchase shampoos? *
Mark only one oval.
▪ Ecommerce Platform
▪ Kirana Stores
▪ Departmental stores
▪ Mall
From where do you come to know about various shampoo brands? *
Mark only one oval.
▪ Television Advertisement
▪ Digital Media
▪ Banners or Posters
▪ Other:
What type of shampoo do you prefer ? *
Check all that apply.
▪ Anti-dandruff
▪ Silky
▪ Nourishing
▪ Herbal
▪ Oil Control
▪ Damage Control
▪ Other:
Do you prefer 2 in 1 product or individual product? *
Mark only one oval.
▪ 2 in 1
▪ Individual
▪ Doesn't matter
Which shampoo brand do you prefer *
Mark only one oval.
▪ Head & shoulder shampoo
▪ Pantene
▪ Dove
▪ Loreal
▪ Amway
▪ Johnson & Johnson
▪ Other:
How satisfied are you with your current shampoo brand *
Mark only one oval.
▪ Highly Satisfied
▪ Satisfied
▪ Not Satisfied
why you prefer these Brand *
▪ Hair Fall Control
▪ Nutritive Solution
▪ Scalp
▪ Anti Dandruff
▪ Intense repair
▪ Natural Fragrance
▪ Silky Shine Effect
To what extent you are familiar with head & shoulder shampoo *
Mark only one oval.
1 2 3 4 5
Very low Very High

From how many years you are using this brand? *
Mark only one oval.
o 0-1 years
o 1-2 years
o 2-3 years
o More than 3 years
Rate the following factors which you consider while purchasing shampoo *
Mark only one oval per row.
Strongly Strongly
Disagree Neutral Agree
Disagree Agree
Price
Fragnance
Celebrity Endorsement
Promotional discounts on
Packaging
Size
Word of Mouth
Emotional Attachment
Color
Density
Brand
Gift Pack
Extra quantity
Price off
Reference groups influencing purchase of brands *
▪ Family
▪ Friends
▪ Doctors
▪ Celebrities
▪ Self
▪ Other:
Reasons for Switching to Other Brand *
▪ Impact of Packaging
▪ Price Rise of current brand
▪ Scheme of brands
▪ Advertisement Impact
▪ Brand Not Available
▪ To try new option
▪ Influence by others
Do you use Head & Shoulders ? *
Mark only one oval.
▪ Yes Skip to question 23.
▪ No Stop filling out this form.
Head & Shoulders
Are you satisfied with the Head & Shoulders shampoo *
Mark only one oval.
1 2 3 4 5
Surely Not Absolutely

Would you like to recommend Head & Shoulders shampoo to your friends and
relatives *
Mark only one oval.
1 2 3 4 5
Surely Not Absolutely

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PROJECT REPORT

Effectiveness of Anti Dandruff Shampoos

and Satyabhushan Das, 2011).

dominated by HUL and P&G.

shampoo with the help of SPSS.

Different varieties of shampoos are:-

1. Normal Shampoo’s:- Dove, clinic plus, Sunsilk, Chic

2. Premium Shampoo’s:- Revlon, L’Oreal, Lakme, Matrix, Amway

shampoo of the Brand Head & Shoulders

Head & Shoulders

related to anti Dandruff Shampoo.

the respondents can be clubbed together.

Statistic Std. Error

Annual Income Mean 2.566 .0727

Skewness .208 .188

Kurtosis -.940 .375

How often do Mean 2.373 .0681

you wash your Median 2.000

Kurtosis -.147 .375

How much Mean 2.61 .087

would you like Median 2.00

Rate the Mean 3.28 .072

following Median 3.00

purchasing -.924 .375

Rate the Mean 3.36 .073

following Median 3.00

purchasing -.730 .375

Rate the Mean 2.23 .080

following Median 2.00

Rate the Mean 3.05 .089

following Median 3.00

shampoo -.801 .375

Rate the Mean 3.62 .079

following Median 4.00

purchasing -1.104 .375

Rate the Mean 3.49 .083

following Median 3.50

Rate the Mean 2.72 .093

following Median 3.00

Rate the Mean 2.28 .064

following Median 2.00

Rate the Mean 2.61 .066

following Median 3.00

purchasing .148 .375

Rate the Mean 3.33 .099

following Median 3.00

purchasing -.958 .375

Rate the Mean 2.71 .085

following Median 3.00

purchasing .063 .375

Rate the Mean 3.21 .088

following Median 3.00

you consider Kurtosis

purchasing -.824 .375

Rate the Mean 3.13 .078

following Median 3.00

Levene Statistic df1 df2 Sig.

Annual Income 3.860 2 170 .023

How often do you wash your hair? 5.188 2 170 .007

The size(volume) of shampoo you prefer to purchase 7.714 2 170 .001

Null Hypothesis for Levene’s test is as follows:

considered for making factor