Usage of Shampoo Products & Analysis of Consumer Perception Towards Various Shampoo Brands

INDEX SERIAL NO.

TOPIC

PAGE NUMBER

1

Genesis of Project

2-3

2

Objectives of Study

4

3

Research Methodology

5-7

4

 Nature &Scope of of study

8

5

Limitation of Study

9

6

Literature Review

10

7

Scenario of FMCG & Hair Care

11-16

industries in India 8

SWOT Analysis of shampoo

17

market in India 9

BCG matrix for Shampoo

18-19

Brands in India

1|Page

10

Questionnaire

20-24

11

Findings

25-33

12

Observations

34-35

13

Factor Analysis & its outcome

36-40

14

Recommendations/Conclusion

41

15

Bibliography

42

Genesis of Project

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. It is a descriptive research done with the help of primary as well as secondary data. Due to time constraints I have chosen respondents using convenience sampling method. Majority of sample are youth either from colleges or from my neighborhood. Total number of sample is around 40. The ratio of male to female is 60:40 i.e. out of 40 respondents 24 are male and remaining is female. The data is collected co llected online with the help of Google Goog le drive. 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. To study the  brand awareness a wareness and preferences of o f various shampoo brands among consumers in thane region. We will also find out most recommended brand, most used brands among students, best brand of shampoo among such students, what are the factors other than brand awareness that affects the choice of the brand, whether brand attributes drives final brand purchase, most preferred media where users get information about productand BCG matrix of shampoo industry after going through this project. In my case, for data analysis graphical representation has been used. Graphical representation is  pictorial representation of statistical data. All the primary data collected by me d uring my project is shown ahead with the help of Bar-Graph. Each graph represents responses of every question separately & on the basis of that analysis has been done. done. Factor analysis has also been done to know the interdependency among variables that consumer consider before choosing particular  brand other than brand name and price. Tools used for representation are pie-chart; bar-graph and IBM’s SPSS statistics. The brands considered for this research are leading brands in hair care section. They are:-

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

Pantene



Sunsilk



H&S



Dove



Fiama Di Wills



Garnier Fructies



Clinic all Clear



Clinic Plus



Chik

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Objective of Study Primary Objective:

To find out interdependencies among important factor for purchasing shampoo



To study the brand awareness and preferences of various shampoo brands among consumers in thane region

Secondary Objectives: 

Most recommended brand



Most used brands among students



Best brand of shampoo among such students



What are the factors other than brand awareness that affects the choice of the brand



Most preferred media where users get information about product produc t



SWOT analysis and BCG matrix of shampoo industry

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RESEARCH METHODOLOGY

Sampling Method& Sample Description-:

The sampling method used is convenience sampling. Use

Use when you are unable to access a wider population, for example due to time or cost constraints. Method

Do not worry too much about taking random samples of the population - just use people who are available. Use people in the street, people you know, people who work with you, customers and so on. Do use as many people as possible to ensure results from a single test are not just a coincidence. Example

A group of students in a high school do a study about teacher attitudes. They interview teachers at the school, a couple of teachers in the family and few others who are known to their parents. Discussion

Convenience sampling generally assumes a homogeneous population, and that one person is  pretty much like another. ano ther. Whilst people are known to be different, the difference d ifference is assumed to  be probabilistic probab ilistic - thus if 80% of a sample prefer coffee c offee to tea, you might conclude that 80% of the population at large would choose coffee. In practice, your sample may be mostly middle class Parisians and the same test in London may well give a different result. Many famous  psychological experiments were done with available people. Most typically, experiments did in universities use students, simply because they are cheap, willing and available. This has caused significant debate about the validity of results. Convenience sampling is also known as Opportunity Sampling , Accidental Sampling  or  or Haphazard Sampling . Convenience sampling is a non-probability sampling method. Sample taken are mostly students of university due to time constraints & size of sample was around 50.

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Type of Research-:

Descriptive research is used to conduct this study. Descriptive research is used to describe characteristics of a population or phenomenon being studied. It does not answer questions about how/when/why the characteristics occurred. Rather it addresses the "what" question (What are the characteristics of the population or situation being studied?) The characteristics used to describe the situation or population is usually some kind of categorical scheme also known as descriptive categories. For example, the periodic table categorizes the elements. Scientists use knowledge about the nature of electrons, protons and neutrons to devise this categorical scheme. Descriptive research generally precedes explanatory research. For example, over time the  periodic table’s description of the elements allowed scientists to explain chemical reaction and make sound prediction when elements were combined. Hence, research cannot describe what caused a situation. Thus, Descriptive research cannot be used to as the basis of a causal relationship, where one variable affects another. In other words, descriptive research can be said to have a low requirement for internal validity. The description is used for frequencies, averages and other statistical calculations. Often the best approach, prior to writing descriptive research, is to conduct a survey investigation. Qualitative research often has the aim of description  and researchers may follow-up with examinations of why the observations exist and what the implications of the findings are.

Data Collection Technique:-

The data collected is primary data using online questionnaire and secondary data through internetRaw data (also known as primary data) is a term for data collected from a source. Raw data has not been subjected to processing or any other manipulation, and are also referred to as primary data. Raw data is a relative term. Raw data can be input to a computer program or used in manual procedures such as analyzing statistics from a survey. The term can refer to the binary data on electronic storage devices such as hard disk drives (also referred to as low-level data). Although raw data has the potential to become "information," extraction, organization, and sometimes analysis and formatting for presentation are required for that to occ ur. 6|Page

Secondary Data has been collected through the websites of different search engines like Google,MSN,Yahoo, Wikipedia etc. The data was also collected through different magazines, newspapers,research journals, annual reports of the companies etc.

Data Analysis Technique-:

In my case, for data analysis graphical representation has been used. Graphical representation is  pictorial representation of statistical data. All the data collected by me during my project is shown ahead with the help of Bar-Graph. Each graph represents responses of every question separately & on the basis of that analysis has been done. Some computer applications like SPSS has also used for analysis of primary data.

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Nature & Scope of study

Washing the hair and scalp has become a near universal practice. The method of doing sovaries depending on both geographic and economic factors. Shampoos assumed importanceas a product category with the advent of synthetic detergents. These were developed in the1930s, became widely used in laundry markets by the mid of 1940s and appeared in ashampoo format during the 1950s. Shampoos are probably the most widely used hairproducts today; based on synthetic detergents they are relatively insensitive to waterhardness, thus allowing for efficient rinsing since there are no scum residues. In the earlydays a shampoo could be defined as an effective cleansing agent for hair and scalp, but todaythe shampoo must do much more. It must leave the hair easy to comb, lustrous andcontrollable whilst being convenient c onvenient and easy to use. The scope of study is 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. To study the brand awareness and preferences of various shampoo brands among consumers in thane region. We will also find out most recommended brand, most used brands among students, best brand of shampoo among such students, what are the factors other than  brand awareness a wareness that affects the choice of the brand, whether brand attributes drives final brand  purchase, most preferred media where users get information about product and BCG matrix of shampoo industry after going through this project.

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Limitations of Study



Limited to thane region



Brands taken into consideration were limited



Respondent were urban youth who uses internet



Primary data collected through online survey only



Time Constraints or lack of time



Sample size is around 40 using convenience sampling method



Reliability of collected data



 No probing since it was an online research

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REVIEW OF LITERATURE

R.Saxena (2008)  has explored the facts that Hindustan Unilever (HUL) has increased its share in

the shampoo market even as rivals Procter & Gamble (P&G) and CavinKare have suffered erosion. She also mentioned that according to retail measurement figures released by AC  Nielsen, market leader HUL’s share grew from 46.9% in January to March (2007) to 47.8% in the October to December (2006) quarter and in the same period, P&G’s market share fell from 25% to 23.7% and third placed CavinKare’s from 12.6% to 12%. P. Guru Ragavendranetal (2009)  emphasized in their research that the survey helped them in

understanding the consumer perception on brand awareness and position of product in the market. It was observed that consumer’s expectations were Quality, benefits offered and  packaging of shampoos. Based on the results obtained, integrated marketing communication was suggested; as a result an improvement of 8% to 12.6% was observed in target population. po pulation. A.Ferror et al (2012)   concluded in their study that the European market of perfumery and

cosmetics is the largest in the world. Germany has the largest market in the Europe, followed by France, UK, Italy and Spain. These countries are “the big 5” of the sector, and they are leaders in number of new product launches and in volume of production, exports and imports. Dr. H. Sharma and S. Mehta (2012)  said that Male’s frequency of using the shampoo is very

less as compared to females and the consumers do not concentrate on the natural shampoos, they use it only for the purpose of cleaning, not for to make their hair healthier and stronger. The frequency of shampoo usage in males is very low. They use shampoo on special occasions such as weddings, parties etc. The maximum respondents i.e. 51.39% prefer the TV for the advertisement and the consumers are not satisfied from the quality of the shampoo and also the free gifts distributed with them. Sachet is more preferred as compared to bottles for the purpose of packaging of shampoo.

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Indian FMCG Industry

Products which have a quick turnover, and relatively low cost are known as Fast Moving consumer Goods (FMCG). FMCG products are those that get replaced within a year. Examples of FMCG generally include a wide range of frequently purchased consumer products such as toiletries, soap, cosmetics, tooth cleaning products, shaving products and detergents, as well as other non-durables such as glassware, bulbs, batteries, paper products, and plastic goods. FMCG may also include pharmaceuticals, consumer electronics, packaged food products, soft drinks, tissue paper, and chocolate bars. India’s FMCG sector is the fourth largest sector in the economy and creates employment for more than three million people in downstream activities. Its principal constituents are Household Care, Personal Care and Food and Beverages. The total FMCG market is in excess of Rs. 85,000 Crores. It is currently growing at double digit growth rate and is expected to maintain a high growth rate. FMCG Industry is characterized by a well-established distribution network, low  penetration levels, low operating cost, lower per capitaconsumption and intense competition  between the organized and unorganized segments. The Rs 85,000 crore Indian FMCG industries are expected to register a healthy growth in thethird quarter of 2008-09 despite the economic downturn. The industry is expected to registera 15% growth in third quarter of 2008-09 as compared to the corresponding period last year.Unlike other sectors, the FMCG industry did not slow down since second quarter of 2008.The industry is doing pretty well, bucking the trend. As it is meeting the everyday demandsof consumers, it will continue to grow. In the last two months, input costs have come downand this will reflect in the results of third and fourth quarter. Market share movements indicate that companies such as Marico Ltd and Nestle India Ltd,with domination in their key categories, have improved their market shares andoutperformed peers in the FMCG sector. This has been also aided by the lack of competitionin the respective categories. Single-product leaders such as Colgate Palmolive India Ltd andBritannia Industries Ltd have also witnessed strength in their respective categories, aided byinnovations and strong distribution. Strong players in the economy segment like GodrejConsumer Products Ltd in soaps and Dabur in toothpastes have also posted market shareimprovement, with revived growth in semi-urban and rural markets.Source (Khawaja Mubeenur Rahman, 2013) 11 | P a g e

Category Wise Share of FMCG Sector

Market Share (Percentage) Household Care 10% Lighting 2%

Tobacco 15% Food & Beverages 53%

Personal care 20%

Source(Vora, 2013) From the table it is observed that Food and beverage segment leads the market share with53% followed by Personal care and Tobacco with 20% and 15% respectively. Whereas themarket share of household care segment also contributes a considerable amount i.e. 10% of FMCGsector.

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Hair Care Market Size in terms Of Value (Rupees. In Crores) Hair care category consists of five main products which includes shampoos, conditioners,herbal remedies, hair dyes and hair oil. Their market share in Crores of rupees is presented inthe following table.

Hair care

Apr. 08 -

Apr.09 -

Growth

Apr .10 -

Growth

products

Mar.09

Mar.10

(%)

Mar. 11

(%)

Conditioner  45

66.8

48.44

87

30.24

Hair Dyes

780.7

885.3

13.40

1028.6

16.19

Herbal

87

95

9.20

53.7

-43.47

Shampoo

1983.5

2294

15.65

2632.9

14.77

Hair Oil

3334.6

3942.7

18.24

4615.4

17.06

Total

6230.8

7283.8

remedies

8417.79

Source(Khawaja Mubeenur Rahman, 2013)

The total hair care market size in the year 2008-09 was 6230.8 Crores of rupees. Out ofwhich hair oil segment constitutes the major share with 53.52% followed by shampoosegment with 31.83%. In 2009-10 the total hair care market size was increased up to 7283.8Crores of rupees. Again majority of share belongs to the hair oil segment with 54.13%followed by shampoo segment with 31.49%. In the year 2010-11, again the hair care marketsize was increased up to 8417.79 Crores of rupees in which hair oil segment has a lion’sshare with 54.83% followed by shampoo segment with 31.28%.

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Hair Care Market Size In Terms of Volume

Hair Care

Apr. 08 -

Apr.09 -

Growth

Apr .10 -

Growth

products

Mar.09

Mar.10

(%)

Mar. 11

(%)

1117

47.95

1485

32.95

9522

11102

16.59

12891

16.11

5248

5746

9.49

3085

-46.31 -46.31

85230

95775

12.37

105978

10.65

167574

193159

15.27

207624

7.49

Conditioner 755 (KL) Hair Dyes (Tons) Herbal remedies (Tons) Shampoo (KL) Hair Oil (KL)

Source(Khawaja Mubeenur Rahman, 2013)

Volume wise also the hair care market is dominated by hair oil segment with a share of62.45% followed by shampoo segment with a share of 31.76% in the year 2008-09 whereasin 2009-10 the hair oil segment was having a share of 62.94% followed by shampoo segmentwith a share of 31.21%. In the year 2010-11, again the majority of share goes to hair oilsegment with 62.71% followed by shampoo segment with a share of 32.01%.

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Shampoo Market and Its Growth in India The hair care market in India is valued at $200 million. It contributes 8% in the total FMCGsector and has registered a growth of 3.8% over the previous year. The hair care market canbe segmented into hair oils, shampoos, hair colorants and conditioners, and hair gels.The size of shampoo market is 2700 Crores of rupees with urban areas accounting for 80%of shampoo sold and rural areas accounting for 20% of shampoo sold in country. The marketis expected to increase due to increased marketing by players, lower duties and availabilityof shampoos in affordable sachets. Sachet makes up to 70% and anti-dandruff shampoo up to20%of the total shampoo sale. This is primarily a middle class product because more than50% of the population uses toilet soaps to wash hair. The penetration level is only 30% inmetros. The major players are HUL and Procter and Gamble.Brand loyalties in shampoo are not very strong. Consumers frequently look for a change,particularly in fragrance. Major expectations from the product are improvement in textureand manageability, giving softness and bounce to hair, curing and avoiding damage to thehair. Southern market is predominantly a sachet market, accounting for 70 % of sachetvolumes. In Contrast, shampoo bottles are more popular in the Northern markets. About 50% of the shampoo bottles are sold in the Northern region alone. The shampoo industry haslot of scope to be penetrated with all India penetration level at 51% with urban penetration at62% and rural penetration at 46% till now.

Market Share of Shampoo Companies in India

The top three companies in shampoo market are Hindustan Unilever Ltd., Procter andGamble and Dabur. From the pie chart, it is seen that Hindustan Unilever Ltd. is dominatingthe market with 46% of market share followed by Procter and Gamble and Dabur with 24%and 11% of market share. The other major players in the market are Indian tobacco Company, L’Oreal and CavinKare with 6%, 3% and 2% of market share. 15 | P a g e

Top Shampoo Brands in India The major selling brands are Sunsilk and Clinic Plus which are dominating the market with22% and 20% of market share of shampoo segment followed by Pantene and Head andShoulders with 16% and 13% respectively. Dabur is dominating the herbal shampoos with8% of the total market share of shampoo segment.

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SWOT Analysis of Shampoo Market in India Strengths: The major strengths of shampoo market includes low operational costs, presence of

established distribution networks in both urban and rural areas, presence of well-known brands in FMCG sector, increase in income level of customers.

Weaknesses : Weaknesses of shampoo market includes lower scope of investing in technology

and achieving economies of scale, especially in small sectors, low exports levels, lack of education in rural market and so many products are already available in the market.

Opportunities: Major opportunities of shampoo market includes untapped rural market, rising

income levels of customers, large domestic market all over the country, a population of over one  billion, export potential of companies and high investment of customers on consumer goods.

Threats: Threats of shampoo market includes removal of import restrictions resulting in

replacing of domestic brands, slowdown in rural demand, new entrants of well-known international brands and spurious goods and illegal foreign imports of different shampoo brands.

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BCG Matrix of Shampoo Brands in India

Source(Khawaja Mubeenur Rahman, 2013)

The portfolio of shampoo business in India is shown by the Boston Consulting Group (BCG)matrix in the above diagram on the basis of their relative market share and industry growth rate.The vertical axis denotes the rate of growth of sales from low to high as we move upwards for shampoo industry in India whereas the horizontal axis represents the relative market share from high to low as we move from left to right. The four cells of BCG matrix have been termed as Stars, Cash cows, Dogs and Question marks or Problem children.

Stars:

In shampoo segment of India it includes Sunsilk, Pantene, Head and Shoulders, Clinic Plus and Garnier Fructies which are high growth, high market share businesses. It means all these market  players are in the growth phase of the product life cycle. All of them are following an expansion strategy to establish a strong competitive position with regard to a star business.

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Cash cows:

Clinic all clear, Ayur and Chik are placed in this cell of BCG matrix as these market players are generating large amounts of cash but their rate of growth is slow. All these market players fall in the maturity stage of product life cycle in shampoo segment.

Question marks:

This cell includes Dove, Vivel and Vatika which are of high industry growth but low market share businesses in shampoo segment of India. These market players are in the introduction stage of product life cycle. These market players may become ‘stars’ if enough investment is made or they may become ‘dogs’ if ignored.

Dogs:

The market players like Lux and Lifebuoy are placed in this cell of BCG matrix of shampoo segment in India. Both of these players are in the decline stage of product life cycle and a retrenchment strategy is generally suggested in this stage of p roduct life cycle.

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Questionnaire  Name................................................. ..................................... Gender…………………………………………………………. Q-1 Please indicate your age 10-20 Years

01

21-30 years

02

31-40 years

03

41-50 years

04

51 & above

05

Q-2 Please indicate your education levelEducation Illiterate

01

Primary Education- up to 4t standard

02

Secondary Education- 5t  to 9t standard

03

Up to 12t

04

Some college but not graduate

05

Graduate/ Post Graduate (General)

06

Graduate/ Post Graduate (Professional)

07

Q-3 When we talk about shampoo, which brand of shampoo comes to your mind first? (Single Code) Q-4 which are all the other brands of shampoo that you can remember? (Multiple Code) Q-5 which are the brands of shampoo that you are currently using? (Single Code)

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Q-6 which are the brands of shampoo that you use the most? (Multiple Code) Q-7 which are the brands that you would recommend to other? (Multiple Code) Q-8 According to you which is the best brand in market today? (Single Code) Q-9 which brand would you never considers using? (Multiple Code)

Brands

PANTENE HEAD

Q-3

Q-4

Q-5

Q-6

TOM

SPONT USING AT MOST PRESENT

USED

Q-7

Q-8

RECOMMEND BEST

Q-9  NOT

BRAND

CONSIDER

001

001

001

001

001

001

001

& 002

002

002

002

002

002

002

SHOULDER SUNSILK

003

003

003

003

003

003

003

GARNIER

004

004

004

004

004

004

004

005

005

005

005

005

005

005

006

006

006

006

006

006

006

007

007

007

007

007

007

007

DI 008

008

008

008

008

008

008

DOVE

009

009

009

009

009

009

009

Any Other

999

999

999

999

999

999

999

FRUCTIS CLINIC PLUS CLINIC ALL CLEAR CHIK FIAMA WILLS

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Q-10 Please tell the brands that you can associate with the statement. For each statement you can choose one companies.

Statements

Pantene

H&S

Sunsilk

Garnier

Clinic All Fiama

Frutics

Clear

Di Wills

Dove

None

It is a good cleanser

01

01

01

01

01

01

01

01

It is best for dandruff

02

02

02

02

02

02

02

02

It is best for oily hair

03

03

03

03

03

03

03

03

It is best for dry hair

04

04

04

04

04

04

04

04

It is available everywhere

05

05

05

05

05

05

05

05

It is a value for money 06

06

06

06

06

06

06

06

07

07

07

07

07

07

07

07

It is most recommended by 08

08

08

08

08

08

08

08

09

09

09

09

09

09

09

Brand It has best policies for  product

promotion

e.g.

discounts etc.

others I will prefer to buy this 09  brand even if other brands are as good as this brand

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Q-11 Please read the statement below & tell me how much you agree with the statement to describe most important factor for purchasing shampoo on the scale of 1-5 where 1 is strongly disagree and 5 is strongly agree Statement Set

Strongly Agree Neutral Disagree Strongly Agree

Disagree

It removes Dandruff

5

4

3

2

1

It removes dirt & oil from my hair

5

4

3

2

1

It nourishes my hair & prevents hair

5

4

3

2

1

It makes my hair look shiny

5

4

3

2

1

I use it just for cleaning my hair

5

4

3

2

1

It acts as conditioner

5

4

3

2

1

It makes my hair silky

5

4

3

2

1

It gives softness & bounce to my m y hair

5

4

3

2

1

It cures my hair & avoids further 5

4

3

2

1

fall

damage

Q-12 Which of following factors affects your choice? (Multiple code) Drivers Brand

01

Price

01

Effects

03

Spokesman (Word of mouth)

04

Packaging

05

Flavor or Fragrance

06

Others…………………………

99

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Q-13 How often do you change your Brand? Very often

01

Depends on price of the new brand

02

To experiment with new Brand

03

I stay loyal to my brand

04

Q-14 Which of the following media do you engage yourself in when you have free time? Please name the TV Channel, Radio Channel, Magazine or Newspaper you read

Media

Name of the media channel

Read Newspaper

01

Watch TV

02

Listen to Radio

03

Read Magazines

04

Any Other…………………………… Other……………………………… …

99

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Findings

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Observations:Based on Primary Data:

Brand Recall of Head & Shoulder is comparatively better than its rivals. Basically Brand recallrefers to give a product category to the customer and asking him to recall the brand name for that particular product category. In my case Head & Shoulder is the brand with highest number of top of mind response. As far as Brand recognition is concerned, apart from CHIK & FIAMA DI WILLS every



 brand is well recognized among consumer. Brand recognition means the customer is shown the brand and is asked to recognize provided he is already aware or has a prior exposure to that particular brand. 

Head & Shoulder is the most used brand among customer.



28% of respondent stated that Head & Shoulder is the brand they have used most followed by Sunsilk and Pantene with 15% each.



Head & Shoulder leads Brand Advocacy with 25% out of total respondent. We can say that it is most recommended brand by customer in hair care section with respect to shampoo. According to the consumers it is also the best brand of shampoo in market.



Almost 40% of respondent avoid using CHIK



According to the consumer perception o

H&S is best cleanser followed by PANTENE & DOVE.

o

Best Anti-Dandruff brand is H&S.

o

H&S, PANTENE as well as SUNSILK are equal e qual when it comes to oily hair.

o

While for dry hair PANTENE is best followed by GARNIER GARN IER FRUCTIS& DOVE.

o

H&S and CLINIC PLUS are easily available brand.

o

H&S has better return on investment than others or say value for money.

o

SUNSILK is the brand with best policies for product promotion. p romotion.

o

H&S is highly recommended by others with GARNIER FRUCTIS& DOVE just lagging behind.

o



Talking about loyalty towards brand then H&S has maximum loyal consumers.

Consumer in this region stay loyal to the brand they are using, they won’t change their  brand unless & until there is something new that is worth experimenting experimenting

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

Factors that effects choice of customer or say factors that drives final purchase are brand name & price of the product.



Television can still be the most efficient media for promotion of products since most of  people engage themselves with television in their free time. Other than TV promotional activities can also be done on social media websites and on print media like newspaper.

Based On Secondary Data:

Hindustan Unilever Ltd. is dominatingthe market with 46% of market share followed by Procter and Gamble and Dabur with 24%and 11% of market share. (Khawaja Mubeenur Rahman, 2013)(Vora, 2013)



The major selling brands are Sunsilk and Clinic Plus which are dominating the market with22% and 20% of market share of shampoo segment followed by Pantene and Head andShoulders with 16% and 13% respectively. There is huge gap between my primary research & secondary data collected by me because the reason being penetration being penetration level is only 30% inmetros and my respondents are from metro.



After going through the Boston Consulting Group (BCG) matrix we can say that  HUL as well as P&G has awesome brand equity. Brand equity is a phrase used to those industry having good brand name & in return it gives such industry an edge over other industries

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Factor Analysis

Q-11 Please read the statement below & tell me how much you agree with the statement to describe most important factor for purchasing shampoo on the scale of 1-5 where 1 is strongly disagree and 5 is strongly agree Statement Set

Strongly Agree Neutral Disagree Strongly Agree

Disagree

It removes Dandruff

5

4

3

2

1

It removes dirt & oil from my hair

5

4

3

2

1

It nourishes my hair & prevents hair

5

4

3

2

1

It makes my hair look shiny

5

4

3

2

1

I use it just for cleaning my hair

5

4

3

2

1

It acts as conditioner

5

4

3

2

1

It makes my hair silky

5

4

3

2

1

It gives softness & bounce to my m y hair

5

4

3

2

1

It cures my hair & avoids further 5

4

3

2

1

fall

damage

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Findings:Respond Responde e AntiDand AntiDand RemovediPhairfall RemovediPhairfall Shinyhair Shinyhair Cleanhair Cleanhair Condition Condition Silkyhair Silkyhair Bounc BouncyHa yHa Avoidama Avoidamage ge 1

5

4

3

2

3

1

3

3

2

2

5

4

4

3

3

1

2

3

3

3

5

5

3

3

4

2

4

3

1

4

4

4

2

2

5

4

5

3

3

5

4

4

3

4

3

2

4

3

3

6

4

5

5

4

3

2

1

5

4

7

2

1

4

4

3

5

4

4

5

8

2

3

4

4

2

5

4

3

5

9

5

3

5

4

3

4

3

4

5

10

5

5

4

4

5

4

3

4

2

11

4

5

3

4

5

3

4

3

5

12

4

5

4

5

4

4

3

4

4

13

4

4

5

3

3

2

2

1

3

14

4

5

4

5

4

5

3

3

3

15

5

3

4

5

4

5

3

4

3

16

5

4

2

3

4

3

4

5

2

17

4

5

3

4

5

3

4

3

4

18

2

2

5

3

3

5

3

3

4

19

5

3

3

3

3

3

5

4

3

20

1

5

2

4

1

1

4

3

2

21

2

1

2

3

4

5

3

2

1

22

3

4

3

2

1

5

4

3

2

23

4

5

4

3

4

3

4

3

2

24

1

3

5

4

3

2

3

4

5

25

5

4

5

3

3

4

2

2

4

26

4

5

4

3

4

5

4

3

2

27

5

4

3

2

3

4

3

3

4

28

5

4

5

3

2

3

4

3

4

29

5

3

4

5

4

3

4

4

5

30

4

5

4

5

3

3

3

3

3

31

5

3

4

5

3

4

4

4

2

32

1

4

5

4

3

2

1

2

3

33

5

4

4

4

5

3

3

4

4

34

3

5

3

3

2

4

5

2

2

35

4

4

4

3

1

3

3

3

4

36

5

4

5

5

3

5

2

3

4

37

4

2

3

4

2

3

5

2

2

38

3

3

5

3

3

4

4

4

3

39

5

4

3

5

4

2

4

3

4

40

3

5

2

4

5

1

3

5

5

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Observation:-

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Factor analysis is done for data reduction as well as for finding the interdependence of variables related to certain topic. I have asked a question to respondent to describe important factor that are considered before making a purchase decision with the help of likert scale. On scale we have “5= strongly agree” & “1=strongly disagree”. The data collected is shown over with the help of Microsoft excel and SPSS is used u sed for analysis. According to the report we have

KMO &Bartlett’s measure of Sampling Adequacy = 0.502 which lies between the standard range of 0.5 to 1. Hence clubbing of variables can be done.

Variables that can be clubbed together are as follows:









Group 1 o

Bouncy Hair

o

Damage Control

Group 2 o

Conditioner Should be there

o

Removes Dirt & Oil

Group 3 o

Prevent Hair Fall

o

Makes Hair Silky

Group 4 o

Damage Control

o

Makes my hair Shiny

Group 5

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o

Anti-Dandruff

o

Good Cleanser

Hence after going through Rotated component matrix we are able to extract five groups of two variables each. This in fact shows consumer perception towards purchasing the brand. We can say that there can be five types of people that can be as follows:-



Type 1: Those target group who wants a product that controls their hair damage and makes their hair bouncy



Type 2: Those people who wants conditioner in their shampoo as well as oil and dirt oil remover



Type 3: Those consumer who wants a shampoo that prevents hair fall and make their hair silky



Type 4: A group that wants a shampoo that control hair damage and make their hair shiny



Type 5: It covers those segment that wants an anti-dandruff shampoo with a good cleanser

Any brand can promote themselves on the basis of consumer preferences. It also helps them to  position themselves within the market. For example if a brand position its product as a hair damage controller with silky hair then they can command type 4 customer mentioned above.

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Outcome of Study/Recommendation/Con Study/Recommendation/Conclusion clusion 

Brands other than H&S and Pantene have to do something to increase their brand recall in metro cities, since recall of brands like Sunsilk, S unsilk, clinic plus is good outside metros. On other hand Brands such as H&S and Pantene have to increase their recall in outside metro.



Most people have tried more than one brand but hardly found any difference. Except H&S and PANTENE in which respondents have positively agreed of best shampoo than others.



People use more than one shampoo & they like to use as per their need. For example using Anti-Dandruff during winter season because likelihood of dandruff d andruff is max at such time



Most people are satisfied with their brand since they the y are loyal to their brand.



Richest information source for consumer is television followed by social websites and magazines.



People in this segment are well aware of mentioned brands and most preferred brand of shampoo among them is H&S.



H&S and Pantene has greatest brand advocacy while H&S takes the crown of most used  brand.



User’s choice is dragged by brand value and price which makes positioning and  promotion even more important.

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Bibliography/References



www.ibef .org



http://changingminds.org/explanations/research/sampling/convenience_sampling.htm



http://en.wikipedia.org/wiki/Brand_equity



www.iseindia.com/ResearchPDF/



http://www.mad.state.mn.us/survey-guide



http://www.marketresearch.com/Feedback-Business-Consulting-Services-Pvtv3989/Natural-Human-Hair-India-7990461/view-toc/



http://www.psych.utoronto.ca/courses/c1/chap9/chap9.html



http://www.researchgate.net/post/Difference_between_ordinal_and_scale_in_SPSS



http://www.csse.monash.edu.au/~smarkham/resources/prob1.htm#proof



http://srmo.sagepub.com/view/data-analysis-using-spss-for-window-version-8-to10/n18.xml



http://calcnet.mth.cmich.edu/org/spss/datatype.htm



www.palgrave.com/psychology/brace/about/samplechapter-ch2.pdf?

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