APPENDIX - I - Information and Library Network...
Transcript of APPENDIX - I - Information and Library Network...
APPENDIX - I
QUESTIONNAIRE
APPENDIX – I
A STUDY ON BRAND LOYALTY OF WOMEN
CUSTOMERS TOWARDS COSMETIC PRODUCTS IN
CHENNAI
QUESTIONNAIRE
I. Socio-Economic Factors
1. Name :
2. Age :
a) 15 – 25 years b) 25 – 35 years
c) 35 – 45 years d) 45 – 55 years
e) Above 55 years
3. Educational Qualification :
a) Upto Primary b) Secondary
c) Higher Secondary d) Graduation
e) Post Graduation
4. Occupation :
a) Private Sector b) Public Sector
c) Self-Employed d) Professionals
e) Students f) Housewife
g) Businessmen
5. Marital Status :
a) Unmarried b) Married
6. Type of Family :
a) Nuclear Family b) Joint Family
7. Family Size :
a) 1 - 3 Members b) 4 – 6 Members
c) Above 6 Members
8. Total Experience in Employment :
a) 1 - 5 years b) 5 – 10 years
c) 10 – 15 years d) Above 15 years
9. Monthly Income :
a) Rs.10,000 – Rs.15,000 b) Rs.15,000 – Rs.20,000
c) Rs.20,000 – Rs.25,000 d) Above Rs.25,000
10. Monthly Income of the Family :
a) Rs.10,000 – Rs.15,000 b) Rs.15,000 – Rs.20000
c) Rs.20,000 – Rs.25,000 d) Rs.25,000 – Rs.30,000
e) Above Rs.30,000
11. Residential Area :
a) Urban b) Semi-Urban
c) Sub-Urban
12. Buying Influencer :
a) Self b) Spouse
c) Children d) Elders
e) Friends e) Relatives
f) Colleagues
13. Nature of Product Purchased :
a) Chemical Cosmetics b) Herbal Cosmetics
14. Reasons for Purchase :
a) Health Conscious b) No Side Effect
c) Beauty Conscious d) Personality Conscious
e) Freshness f) Easy Availability
g) Affordable Price
II. Brand Preference and Brand Loyalty of Shampoo Brands 15. Please indicate your brand preference of shampoo brands.
Brands Preference
Sun Silk
All Clear
Clinic Plus
Pantene
Head & Shoulders
16. Please indicate your level of agreement for factors affecting the purchasing of a particular
shampoo brand.
SA = Strongly Agree A = Agree MA = Moderately Agree
DA = Disagree SDA = Strongly Disagree
Sl. No. Factors SA A MA DA SDA
1. Brand Name
2. Value for Money
3. Avoid Hair Loss
4. Prevent Dandruff
Sl. No. Factors SA A MA DA SDA
5. Suitable for Hair
6. Softens Hair
7. Hair Growth
8. Fragrance
9. Naturalness
10. No Rough Hair
11. Content
12. Price
13. Quantity
14. Conditioners
15. Removing Oil Dirt
16. Easy Availability
17. Easy to Rinse
18. Attractive Package
19. Advertisement
20. Recommendation by Doctors
17. Frequency of purchase of a shampoo brand.
a) Daily b) Weekly
c) Fortnightly d) Monthly
18. Please indicate period for using a particular shampoo brand.
a) 1 - 3 years b) 3 - 5 years
c) More than 5 years
19. Please indicate amount spent for a shampoo brand.
Brands Amount Spent Per Month (in Rs.)
Sun Silk
All Clear
Clinic Plus
Pantene
Head & Shoulders
20. Please indicate your overall satisfaction about a particular shampoo brand.
a) Highly Satisfied b) Satisfied
c) Slightly Satisfied d) Dissatisfied
e) Highly Dissatisfied
21. Please indicate your level of agreement for the loyalty of a particular shampoo brand.
SA = Strongly Agree A = Agree MA = Moderately Agree
DA = Disagree SDA = Strongly Disagree
Sl. No. Statements SA A MA DA SDA
1.
I intend to buy this brand in the near
future
Sl. No. Statements SA A MA DA SDA
2.
I consider this brand as my first choice
in this category
3.
The next time I need that product, I
will buy the same brand
4.
I will continue to be loyal customer
for this brand
5.
I am willing to pay a price premium
over competing products to be able to
purchase this brand again
6.
I would only consider purchasing this
brand again, if it would be
substantially cheaper
7.
I say positive things about this brand
to other people
8. I recommend this brand to someone
who seeks my advice
9.
I intend to recommend this brand to
other people
10.
I consider this brand my first choice in
the next few years
III. Brand Preference and Brand Loyalty of Hair Oil Brands
22. Please indicate your brand preference of hair oil brands.
Brands Preference
Marico
Dabour Vatica
Dabur Amla
VVD
Parachute
Bajaj Alamond Oil
23. Please indicate your level of agreement for factors affecting the purchasing of a particular
hair oil brand.
SA = Strongly Agree A = Agree MA = Moderately Agree
DA = Disagree SDA = Strongly Disagree
Sl. No. Factors SA A MA DA SDA
1. Brand Name
2. Value for Money
3. Relieve Dryness
4. Better Shine
5. Suitable for Hair
6. Softens Hair
7. Hair Growth
Sl. No. Factors SA A MA DA SDA
8. Fragrance
9. Price
10. Quantity
11. Contents
12. Easy Availability
13. Easy to Rinse
14. Attractive Package
15. Advertisement
16. Recommendation by Doctors
24. Frequency of purchase of a hair oil brand.
a) Weekly b) Fortnightly
c) Monthly d) Quarterly
25. Please indicate period for using a particular hair oil brand.
a) 1 - 3 years b) 3 - 5 years
c) More than 5 years
26. Please indicate amount spent for a hair oil brand.
Brands Amount Spent Per Month (in Rs.)
Marico
Dabour Vatica
Dabur Amla
VVD
Parachute
Bajaj Alamond Oil
27. Please indicate your overall satisfaction about a particular hair oil brand.
a) Highly Satisfied b) Satisfied
c) Moderately Satisfied d) Dissatisfied
e) Highly Dissatisfied
28. Please indicate your level of agreement for the loyalty of a particular hair oil brand.
SA = Strongly Agree A = Agree MA = Moderately Agree
DA = Disagree SDA = Strongly Disagree
Sl. No. Statements SA A MA DA SDA
1.
I intend to buy this brand in the near
future
2.
I consider this brand as my first choice
in this category
Sl. No. Statements SA A MA DA SDA
3.
The next time I need that product, I will
buy the same brand
4.
I will continue to be loyal customer for
this brand
5.
I am willing to pay a price premium
over competing products to be able to
purchase this brand again
6.
I would only consider purchasing this
brand again, if it would be substantially
cheaper
7.
I say positive things about this brand to
other people
8.
I recommend this brand to someone
who seeks my advice
9.
I intend to recommend this brand to
other people
10.
I consider this brand my first choice in
the next few years
IV. Brand Preference and Brand Loyalty of Face Powder Brands
29. Please indicate your brand preference of face powder brands.
Brands Preference
Ponds
Cuticura
Gokul Santol
Yardley
Spinz
30. Please indicate your level of agreement for factors affecting the purchasing of a particular
face powder brand.
SA = Strongly Agree A = Agree MA = Moderately Agree
DA = Disagree SDA = Strongly Disagree
Sl. No. Factors SA A MA DA SDA
1. Brand Name
2. Value for Money
3. Skin Suitability
4. Freshness
5. Ingredients
6. Fragrance
7. Price
Sl. No. Factors SA A MA DA SDA
8. Quantity
9. Skin Smoothness
10. Absorption of Oil in Skin
11. Easy Availability
12. Attractive Package
13. Advertisement
14. Recommendation by Doctors
31. Frequency of purchase of a face powder brand.
a) Fortnightly b) Monthly c) Quarterly
32. Please indicate period of using a particular face powder brand.
a) 1 - 3 years b) 3 - 5 years
c) More than 5 years
33. Please indicate amount spent for a face powder brand.
Brands Amount Spent Per Month (in Rs.)
Ponds
Cuticura
Gokul Santol
Yardley
Spinz
34. Please indicate your overall satisfaction about a particular face powder brand.
a) Highly Satisfied b) Satisfied
c) Moderately Satisfied d) Dissatisfied
d) Highly Dissatisfied
35. Please indicate your level of agreement for the loyalty of a particular face powder brand.
SA = Strongly Agree A = Agree MA = Moderately Agree
DA = Disagree SDA = Strongly Disagree
Sl. No. Statements SA A MA DA SDA
1.
I intend to buy this brand in the near
future
2.
I consider this brand as my first choice
in this category
3.
The next time I need that product, I
will buy the same brand
4.
I will continue to be loyal customer
for this brand
5.
I am willing to pay a price premium
over competing products to be able to
purchase this brand again
6.
I would only consider purchasing this
brand again, if it would be
substantially cheaper
Sl. No. Statements SA A MA DA SDA
7.
I say positive things about this brand
to other people
8.
I recommend this brand to someone
who seeks my advice
9.
I intend to recommend this brand to
other people
10.
I consider this brand my first choice in
the next few years
V. Brand Preference and Brand Loyalty of Body Soap Brands
36. Please indicate your brand preference of body soap brands.
Brands Preference
Lux
Hamam
Rexona
Liril
Dove
Pears
37. Please indicate your level of agreement for factors affecting the purchasing of a particular
body soap brand.
SA = Strongly Agree A = Agree MA = Moderately Agree
DA = Disagree SDA = Strongly Disagree
Sl. No. Factors SA A MA DA SDA
1. Brand Name
2. Value for Money
3. Moisturizing
4. Foaming
5. Softness
6. Freshness
7. Ingredients
8. Fragrance
9. Price
10. Quantity
11. Skin Protection
12. Germ Protection
13. Easy Availability
14. Attractive Package
15. Advertisement
16. Recommendation by Doctors
38. Frequency of purchase of a body soap brand.
a) Fortnightly b) Monthly c) Quarterly
39. Please indicate period for using a particular body soap brand.
a) 1 - 3 years b) 3 - 5 years c) More than 5 years
40. Please indicate amount spent for a body soap brand.
Brands Amount Spent Per Month (in Rs.)
Lux
Hamam
Rexona
Liril
Dove
Pears
41. Please indicate your overall satisfaction about a particular body soap brand.
a) Highly Satisfied b) Satisfied
c) Slightly Satisfied d) Dissatisfied
e) Highly Dissatisfied
42. Please indicate your level of agreement for the loyalty of a particular body soap brand.
SA = Strongly Agree A = Agree MA = Moderately Agree
DA = Disagree SDA = Strongly Disagree
Sl. No. Statements SA A MA DA SDA
1.
I intend to buy this brand in the near
future
2.
I consider this brand as my first choice in
this category
3.
The next time I need that product, I will
buy the same brand
4.
I will continue to be loyal customer for
this brand
5.
I am willing to pay a price premium over
competing products to be able to purchase
this brand again
6.
I would only consider purchasing this
brand again, if it would be substantially
cheaper
7.
I say positive things about this brand to
other people
8.
I recommend this brand to someone who
seeks my advice
Sl. No. Statements SA A MA DA SDA
9.
I intend to recommend this brand to other
People
10.
I consider this brand my first choice in the
next few years
Place :
Date : Signature of the Surveyor
APPENDIX – II
LEVEL OF LOYALTY SCALE FOR
COSMETIC PRODUCTS
APPENDIX - II
WOMEN CUSTOMERS’ LEVEL OF LOYALTY
SCALE FOR CLINIC PLUS SHAMPOO
Scorings Scheme for Customers’ Loyalty:
10 Items (See Questionnaire)
Scores
Strongly Agree - 5
Agree - 4
Moderately Agree - 3
Disagree - 2
Strongly Disagree - 1
Total (10 x 5) = 50
Scales
0 30 32 34
Low Medium High
WOMEN CUSTOMERS’ LEVEL OF LOYALTY
SCALE FOR ALL CLEAR SHAMPOO
Scorings Scheme for Customers’ Loyalty:
10 Items (See Questionnaire)
Scores
Strongly Agree - 5
Agree - 4
Moderately Agree - 3
Disagree - 2
Strongly Disagree - 1
Total (10 x 5) = 50
Scales
0 29 32 34
Low Medium High
WOMEN CUSTOMERS’ LEVEL OF LOYALTY
SCALE FOR SUN SILK SHAMPOO
Scorings Scheme for Customers’ Loyalty:
10 Items (See Questionnaire)
Scores
Strongly Agree - 5
Agree - 4
Moderately Agree - 3
Disagree - 2
Strongly Disagree - 1
Total (10 x 5) = 50
Scales
0 30 32 33
Low Medium High
WOMEN CUSTOMERS’ LEVEL OF LOYALTY
SCALE FOR PANTENE SHAMPOO
Scorings Scheme for Customers’ Loyalty:
10 Items (See Questionnaire)
Scores
Strongly Agree - 5
Agree - 4
Moderately Agree - 3
Disagree - 2
Strongly Disagree - 1
Total (10 x 5) = 50
Scales
0 28 30 31
Low Medium High
WOMEN CUSTOMERS’ LEVEL OF LOYALTY
SCALE FOR HEAD & SHOULDER SHAMPOO
Scorings Scheme for Customers’ Loyalty:
10 Items (See Questionnaire)
Scores
Strongly Agree - 5
Agree - 4
Moderately Agree - 3
Disagree - 2
Strongly Disagree - 1
Total (10 x 5) = 50
Scales
0 28 30 31
Low Medium High
WOMEN CUSTOMERS’ LEVEL OF LOYALTY
SCALE FOR MARICO HAIL OIL
Scorings Scheme for Customers’ Loyalty:
10 Items (See Questionnaire)
Scores
Strongly Agree - 5
Agree - 4
Moderately Agree - 3
Disagree - 2
Strongly Disagree - 1
Total (10 x 5) = 50
Scales
0 29 30 32
Low Medium High
WOMEN CUSTOMERS’ LEVEL OF LOYALTY
SCALE FOR DABUR VATICA HAIR OIL
Scorings Scheme for Customers’ Loyalty:
10 Items (See Questionnaire)
Scores
Strongly Agree - 5
Agree - 4
Moderately Agree - 3
Disagree - 2
Strongly Disagree - 1
Total (10 x 5) = 50
Scales
0 28 31 34
Low Medium High
WOMEN CUSTOMERS’ LEVEL OF LOYALTY
SCALE FOR DABUR AMLA HAIR OIL
Scorings Scheme for Customers’ Loyalty:
10 Items (See Questionnaire)
Scores
Strongly Agree - 5
Agree - 4
Moderately Agree - 3
Disagree - 2
Strongly Disagree - 1
Total (10 x 5) = 50
Scales
0 25 34 36
Low Medium High
WOMEN CUSTOMERS’ LEVEL OF LOYALTY
SCALE FOR VVD HAIR OIL
Scorings Scheme for Customers’ Loyalty:
10 Items (See Questionnaire)
Scores
Strongly Agree - 5
Agree - 4
Moderately Agree - 3
Disagree - 2
Strongly Disagree - 1
Total (10 x 5) = 50
Scales
0 29 32 36
Low Medium High
WOMEN CUSTOMERS’ LEVEL OF LOYALTY
SCALE FOR PARACHUTE HAIR OIL
Scorings Scheme for Customers’ Loyalty:
10 Items (See Questionnaire)
Scores
Strongly Agree - 5
Agree - 4
Moderately Agree - 3
Disagree - 2
Strongly Disagree - 1
Total (10 x 5) = 50
Scales
0 28 31 34
Low Medium High
WOMEN CUSTOMERS’ LEVEL OF LOYALTY
SCALE FOR BAJAJ ALAMOND HAIR OIL
Scorings Scheme for Customers’ Loyalty:
10 Items (See Questionnaire)
Scores
Strongly Agree - 5
Agree - 4
Moderately Agree - 3
Disagree - 2
Strongly Disagree - 1
Total (10 x 5) = 50
Scales
0 29 32 35
Low Medium High
WOMEN CUSTOMERS’ LEVEL OF LOYALTY
SCALE FOR PONDS FACE POWDER
Scorings Scheme for Customers’ Loyalty:
10 Items (See Questionnaire)
Scores
Strongly Agree - 5
Agree - 4
Moderately Agree - 3
Disagree - 2
Strongly Disagree - 1
Total (10 x 5) = 50
Scales
0 27 31 34
Low Medium High
WOMEN CUSTOMERS’ LEVEL OF LOYALTY
SCALE FOR CUTICURA FACE POWDER
Scorings Scheme for Customers’ Loyalty:
10 Items (See Questionnaire)
Scores
Strongly Agree - 5
Agree - 4
Moderately Agree - 3
Disagree - 2
Strongly Disagree - 1
Total (10 x 5) = 50
Scales
0 29 31 33
Low Medium High
WOMEN CUSTOMERS’ LEVEL OF LOYALTY
SCALE FOR GOKUL SANTOL FACE POWDER
Scorings Scheme for Customers’ Loyalty:
10 Items (See Questionnaire)
Scores
Strongly Agree - 5
Agree - 4
Moderately Agree - 3
Disagree - 2
Strongly Disagree - 1
Total (10 x 5) = 50
Scales
0 28 31 34
Low Medium High
WOMEN CUSTOMERS’ LEVEL OF LOYALTY
SCALE FOR YARDLEY FACE POWDER
Scorings Scheme for Customers’ Loyalty:
10 Items (See Questionnaire)
Scores
Strongly Agree - 5
Agree - 4
Moderately Agree - 3
Disagree - 2
Strongly Disagree - 1
Total (10 x 5) = 50
Scales
0 28 31 35
Low Medium High
WOMEN CUSTOMERS’ LEVEL OF LOYALTY
SCALE FOR SPINZ FACE POWDER
Scorings Scheme for Customers’ Loyalty:
10 Items (See Questionnaire)
Scores
Strongly Agree - 5
Agree - 4
Moderately Agree - 3
Disagree - 2
Strongly Disagree - 1
Total (10 x 5) = 50
Scales
0 28 31 35
Low Medium High
WOMEN CUSTOMERS’ LEVEL OF LOYALTY
SCALE FOR LUX BODY SOAP
Scorings Scheme for Customers’ Loyalty:
10 Items (See Questionnaire)
Scores
Strongly Agree - 5
Agree - 4
Moderately Agree - 3
Disagree - 2
Strongly Disagree - 1
Total (10 x 5) = 50
Scales
0 27 31 32
Low Medium High
WOMEN CUSTOMERS’ LEVEL OF LOYALTY
SCALE FOR HAMAM BODY SOAP
Scorings Scheme for Customers’ Loyalty:
10 Items (See Questionnaire)
Scores
Strongly Agree - 5
Agree - 4
Moderately Agree - 3
Disagree - 2
Strongly Disagree - 1
Total (10 x 5) = 50
Scales
0 26 32 36
Low Medium High
WOMEN CUSTOMERS’ LEVEL OF LOYALTY
SCALE FOR REXONA BODY SOAP
Scorings Scheme for Customers’ Loyalty:
10 Items (See Questionnaire)
Scores
Strongly Agree - 5
Agree - 4
Moderately Agree - 3
Disagree - 2
Strongly Disagree - 1
Total (10 x 5) = 50
Scales
0 27 31 34
Low Medium High
WOMEN CUSTOMERS’ LEVEL OF LOYALTY
SCALE FOR LIRIL BODY SOAP
Scorings Scheme for Customers’ Loyalty:
10 Items (See Questionnaire)
Scores
Strongly Agree - 5
Agree - 4
Moderately Agree - 3
Disagree - 2
Strongly Disagree - 1
Total (10 x 5) = 50
Scales
0 28 31 33
Low Medium High
WOMEN CUSTOMERS’ LEVEL OF LOYALTY
SCALE FOR DOVE BODY SOAP
Scorings Scheme for Customers’ Loyalty:
10 Items (See Questionnaire)
Scores
Strongly Agree - 5
Agree - 4
Moderately Agree - 3
Disagree - 2
Strongly Disagree - 1
Total (10 x 5) = 50
Scales
0 26 32 34
Low Medium High
WOMEN CUSTOMERS’ LEVEL OF LOYALTY
SCALE FOR PEARS BODY SOAP
Scorings Scheme for Customers’ Loyalty:
10 Items (See Questionnaire)
Scores
Strongly Agree - 5
Agree - 4
Moderately Agree - 3
Disagree - 2
Strongly Disagree - 1
Total (10 x 5) = 50
Scales
0 28 32 36
Low Medium High
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APPENDIX – III
RESEARCH ARTICLES PUBLISHED
BY THE SCHOLAR
RESEARCH ARTICLE – I
FACTORS AFFECTING THE PURCHASING OF
SHAMPOO BRANDS AND THEIR INFLUENCE ON
SATISFACTION OF WOMEN CUSTOMERS
ABSTRACT
Cosmetics have been traditionally used by women to groom their physical appearance
and, presumably, their physical attractiveness. From a self-presentational perspective, argued
that cosmetics are used specifically for grooming behaviors and in general function to
manage and control not only social impressions but also self-image. Self Image in turn
provides self confidence .The majority of the women customers prefer a particular brand of
shampoo and the factor analysis indicates that the healthiness, value, safety, easiness and
familiarity are the factors affecting the purchasing of shampoo brands by the women
customers. The regression analysis shows that healthiness, value, safety, easiness and
familiarity are positively and significantly influencing the level of satisfaction of shampoo
brands.
Key words: Cosmetics - Socio Economic Factors – Healthiness - Familiarity
FACTORS AFFECTING THE PURCHASING OF SHAMPOO
BRANDS AND THEIR INFLUENCE ON SATISFACTION OF
WOMEN CUSTOMERS
INTRODUCTION
The global cosmetic industry or Multi nationals have been captivated by India in a
fascinating manner - the world’s second most populous country - over 1 billion people - even
one percent of captured market at estimated rates is a huge sum for some companies. India
has seen a growth in the cosmetics industry especially in the recent years. The beauty
business in India is growing phenomenally with the cosmetics market growing at 15-20 per
cent annually, twice as fast as that of the United States and European markets. The retail
beauty and cosmetics market in India currently estimated at USD 950 million is pegged at
USD 2.68 billion by the year 2020.
The desire to improve one’s physical attractiveness seems to be an inherent
characteristic of most individuals. Cosmetics have been traditionally used by women to
control their physical appearance and, presumably, their physical attractiveness. From a self-
presentational perspective, argued that cosmetics are used specifically for grooming
behaviors and in general function to manage and control not only social impressions but also
self-image (for example, body image, self-perceptions, and mood states).
Since grooming products are considered as a pervasive element of women’s culture.
As a general result, the exposure to pictures of good-looking and even slightly above-
average-looking females lowered the self-image of exposed women and increased
dissatisfaction with their own appearance. The body image is an important component of the
self-concept and has stimulated the demand of certain products and services, such as dietary,
slimming, exercise and cosmetic items. In western cultures, one of the commonly recognized
reasons women use cosmetics is to improve their physical attractiveness. With this
background, the present study is attempted to examine the factors affecting the purchasing of
shampoo brands and their influence on satisfaction of women customers.
METHODOLOGY
Among the different cities in Tamil Nadu, the Chennai city has been purposively
selected for the present study. The 600 women customers of cosmetic products have been
selected for the present study by adopting random sampling technique and the data and
information pertain to the year 2012-2013. In order to understand the socio-economic
features of women customers, the frequency and percentage analysis are carried out. In order
to identify the factors affecting the purchasing of shampoo brands by the women customers,
the exploratory factor analysis has been applied. In order to study the influence of factors
affecting the purchase of shampoo brands on satisfaction of women customers, the multiple
linear regression has been employed
RESULTS AND DISCUSSION
SOCIO - ECONOMIC FEATURES OF THE WOMEN CUSTOMERS
The socio-economic features of the women customers of cosmetic products were
analyzed and the results are presented in Table 1.
TABLE 1
SOCIO-ECONOMIC FEATURES OF THE WOMEN CUSTOMERS
Particulars Customers (N = 600)
Particulars Customers (N = 600)
Frequency Percent Frequency Percent
Age (Years) Educational Qualification
15 – 25 72 12.00 Primary 18 3.00
25 – 35 179 29.83 Secondary 43 7.17
35 – 45 253 42.17 Higher Secondary 35 5.83
45 – 55 67 11.17 Graduation 138 23.00
Above 55 29 4.83 Post Graduation 366 61.00
Occupation Monthly Income (Rs.)
Private Sector 152 25.33 10000 - 15000 23 3.83
Public Sector 145 24.16 15000 - 20000 37 6.17
Self- Employed 48 8.00 20000 - 25000 408 68.00
Professionals 114 19.00 Above 25000 132 22.00
Students 19 3.17 Marital Status
Housewife 79 13.17 Unmarried 252 42.00
Business 43 7.17 Married 348 58.00
The results show that about 42.17 per cent of women customers of cosmetic products
belong to the age group of 35 – 45 years followed by 25 – 35 years (29.83 per cent), 15 – 25
years (12.00 per cent), 45 – 55 years (11.17 per cent) and above 55 years (4.83 per cent).
The results indicate that about 61.00 per cent of women customers of cosmetic
products are educated up to post graduation followed by graduation (23.00 per cent),
secondary education (7.17 per cent), higher secondary education (5.83 per cent) and primary
education (3.00 per cent).
It is observed that about 25.33 per cent of women customers of cosmetic products are
employed in private sector followed by public sector (24.16 per cent), professionals (19.00
per cent), housewife (13.17 per cent), self-employed(8.00 per cent), business (7.17 per cent)
and students (3.17 per cent).
It is apparent that about 68.00 per cent of women customers of cosmetic products
belong to the monthly income group of Rs.20000 – Rs.25000 followed by above Rs.25000
(22.00 per cent), Rs.15000 – Rs.20000 (6.17 per cent) and Rs.10000 – Rs.15000 (3.83 per
cent).
It is clear that about 58.00 per cent of women customers of cosmetic products are
married and the rest of 42.00 per cent of women customers of cosmetic products are
unmarried.
BRAND PREFERENCE OF SHAMPOO
The brand preference of shampoo by women customers was analyzed and the results
are presented in Table 2.
TABLE 2
BRAND PREFERENCE OF SHAMPOO BY THE WOMEN CUSTOMERS
Sl. No. Shampoo Brands Number of Women Customers Percentage
1. Sun Silk 132 22.00
2. All Clear 168 28.00
3. Clinic Plus 216 36.00
4. Pantene 12 2.00
5. Head & Shoulder 72 12.00
Total 600 100.00
The results show that about 36.00 per cent of women customers prefer Clinic Plus
brand of shampoo followed by All Clear (28.00 per cent), Sun Silk (22.00 per cent), Head &
Shoulder (12.00 per cent) and Pantene (2.00 per cent). It is inferred that the majority of the
women customers prefer Clinic Plus brand of shampoo.
FACTORS AFFECTING THE PURCHASING OF SHAMPOO BRANDS
In order to identify the factors affecting the purchasing of shampoo brands by the
women customers, the exploratory factor analysis has been employed. The principal
component method of factor analysis was carried out with Eigen values greater than one
through Varimax rotation and the results obtained through rotated component matrix are
presented in Table 3.
TABLE 3
FACTORS AFFECTING THE PURCHASING OF SHAMPOO BRANDS
Sl. No. Attributes
Rotated Factors Loadings on
Factor -
I
Factor -
II
Factor -
III
Factor -
IV
Factor -
V
1. Brand Name .62
2. Value for Money .59
3. Avoid Hair Loss .61
4. Prevent Dandruff .55
5. Suitable for Hair .54
6. Softens Hair .58
7. Hair Growth .63
8. Fragrance .65
9. Naturalness .58
10. No Rough Hair .59
11. Vitamin Content .52
12. Price .59
13. Quantity .62
14. Conditioners .55
15. Removing Oil Dirt .61
16. Easy Availability .62
17. Easy to Rinse .56
18. Attractive Package .58
19. Advertisement ,52
20. Recommendation by
Doctors .54
Eigen Value 2.81 1.99 1.66 1.30 1.04
% of Variance 21.55 19.04 17.12 13.16 9.06
Cumulative % of
Variance 21.55 40.59 57.71 70.87 79.93
Cronbach’s Alpha 0.87
Source: Primary & Computed Data
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
Rotation converged in 8 iterations.
There are five independent groups which are extracted accounting for a total of 79.93
per cent of variations on 20 attributes. The each of the five factors contributes to 21.55 per
cent, 19.04 per cent, 17.12 per cent, 13.16 per cent and 9.06 per cent respectively.
Factor - I: From the table, it is inferred that out of 20 attributes, six attributes have their high,
relatively tightly grouped factor loadings on factor - I.
This factor consists of:
• Prevent Dandruff (0.55)
• Suitable for Hair (0.54)
• Soften Hair (0.58)
• Hair Growth (0.63)
• No Rough Hair (0.59)
• Removing Oil Dirt (0.61)
This factor is named as “HEALTHINESS”.
Factor - II: is formed with:
• Brand Name (0.74)
• Value for Money (0.59)
• Fragrance (0.65)
• Price (0.59)
• Quantity (0.62)
This factor is named as “VALUE”
Factor - III: This factor includes:
• Avoid Hair Loss (0.61)
• Naturalness (0.58)
• Vitamin Content (0.52)
• Conditioners (0.55)
This factor is named as “SAFETY”
Factor - IV: This factor is formed with:
• Easy Availability (0.62)
• Easy to Rinse (0.56)
• Attractive Package (0.58)
This factor is named as “EASINESS”
Factor - V: This factor includes:
• Advertisement (0.52)
• Recommendation by Doctors (0.54)
This factor is named as “FAMILIARITY”
The Cronbach’s Alpha of the scale was 0.87 indicating
that each measure demonstrated acceptable internal consistency. It is inferred that
healthiness, value, safety, easiness and familiarity are the factors affecting the purchasing of
shampoo brands by the women customers.
INFLUENCE OF FACTORS AFFECTING THE PURCHASING OF
SHAMPOO BRANDS ON SATISFACTION OF WOMEN CUSTOMERS
In order to study the influence of factors affecting the purchase of shampoo brands on
satisfaction of women customers, the multiple linear regression has been employed and the
results are presented in Table 4. The level of satisfaction is considered as dependent variable
and the factors derived from explanatory factor analysis are considered as independent
variables.
TABLE 4
INFLUENCE OF FACTORS AFFECTING THE PURCHASING OF
SHAMPOO BRANDS ON SATISFACTION LEVEL OF WOMEN
CUSTOMERS
Sl. No. Particulars
Regression
Co-efficient
t - Value Sig.
1. Intercept 2.146**
6.148 .001
2. Healthiness (X1) .723**
4.148 .000
3. Value (X2) .652**
4.206 .001
4. Safety (X3) .569**
4.503 .001
5. Easiness (X4) .570* 2.207 .014
6. Familiarity (X5) .486* 2.479 .032
R2 0.69
Adjusted R2 0.65
F 3.184 0.02
N 600
Note: **
Significance at one per cent level
* Significance at five per cent level
The results indicate that the coefficient of multiple determination (R2) is 0.69 and
adjusted R2
is 0.65 indicating the regression model is moderately fit. It shows that about
65.00 per cent of variation in dependent variable (Level of Satisfaction) is explained by the
independent variables (Factors Affecting Purchase of Shampoo Brands). The F-value of
3.184 is significant at five per cent level indicating that the regression model is good fit.
The results show that healthiness, value and safety are positively influencing the level
of satisfaction of shampoo brands of women customers at one per cent level, while, easiness
and familiarity are positively influencing the level of satisfaction of shampoo brands of
women customers at five per cent level. Hence, there is a significant influence of factors
affecting the purchase of shampoo brands on satisfaction level of women customers.
CONCLUSION
The foregoing analysis shows that the majority of women customers of cosmetic
products belong to the age group of 35 – 45 years and the most of the women customers of
cosmetic products are post graduates. The majority of the women customers of cosmetic
products are employed in private sector and the most of the women customers of cosmetic
products belong to the monthly income group of Rs. 20000 – Rs.25000 and the most of them
are married.
The majority of the women customers prefer Clinic Plus brand of shampoo and the
factor analysis indicates that the healthiness, value, safety, easiness and familiarity are the
factors affecting the purchasing of shampoo brands by the women customers. The regression
analysis shows that healthiness, value, safety, easiness and familiarity are positively and
significantly influencing the level of satisfaction of shampoo brands.
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The Journal of Product and Brand Management, 10 (1): pp. 38 - 55.
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without Altering Brand Evaluations”, Journal of Consumer Research, 17(2): pp. 263 - 276.
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Dynamic Oligopoly Markets”, Management Science, 54 (1): pp. 129 - 138.
Raghubir, Priya and Corfman, Kim (1999), “When Do Price Promotion Affect Pretrial Brand
Evaluations ?”, Journal of Consumer Research, 36 (2): pp. 211 - 222.
Subhani, M. I., and Osman, A., (2006), “A Study on the Association between Brand
Awareness and Consumer/Brand Loyalty for the Packaged Milk Industry in Pakistan”, Iqra
University Research Centre (IURC), Iqra.
Wang Pheik Ing, Grace Tay Tsu Phing, New Chye Peng, Jessica Sze Yin Ho and Derek Ong
Lai Teik (2012), “Global Versus Local Brand: Perceived Quality and Status-Seeking
Motivation in the Automobile Industry”, World Review of Business Research, 2(4): pp. 1
- 12.
RESEARCH ARTICLE – II
BRAND PREFERENCE AND LOYALTY OF WOMEN
CUSTOMERS TOWARDS HAIR OIL BRANDS
ABSTRACT
The desire to improve one’s physical attractiveness seems to be an inherent
characteristic of most individuals. Cosmetics have been traditionally used by women to
control their physical appearance and, presumably, their physical attractiveness. The most of
the women customers prefer Dabur Amla brand of hair oil and the factor analysis shows that
value, easiness, suitability, quality and familiarity are the factors affecting the purchasing of
hair oil brands by the women customers. The most of the women customers are satisfied with
the hair oil brands and there is a significant association between hair oil brands and the level
of satisfaction of women customers. The regression analysis indicates that value, easiness and
quality are positively influencing the level of satisfaction of hair oil brands of women
customers at one per cent level, while, suitability and familiarity are positively influencing
the level of satisfaction of hair oil brands of women customers at five per cent level and the
results also show that there is a significant difference in the level of brand loyalty towards
hair oil brands among the women customers.
Key Words: Cosmetics, Hair Oil, Satisfaction Level, Familiarity, Brand Loyalty
BRAND PREFERENCE AND LOYALTY OF WOMEN
CUSTOMERS TOWARDS HAIR OIL BRANDS
INTRODUCTION
The global cosmetic industry or Multi nationals have been captivated by India in a
fascinating manner - the world’s second most populous country - over 1 billion people - even
one percent of captured market at estimated rates is a huge sum for some companies. India
has seen a growth in the cosmetics industry especially in the recent years. The beauty
business in India is growing phenomenally with the cosmetics market growing at 15-20 per
cent annually, twice as fast as that of the United States and European markets. The retail
beauty and cosmetics market in India currently estimated at USD 950 million is pegged at
USD 2.68 billion by the year 2020.
The demand for cosmetic products, particularly in urban population is steadily rising
owing to various reasons, for example, mall culture, better purchasing power, concern for
looking better, by both men and women, nature of the job, development in advertisement
technology and in general, availability of a wide range of cosmetic products.
The desire to improve one’s physical attractiveness seems to be an inherent
characteristic of most individuals. Cosmetics have been traditionally used by women to
control their physical appearance and, presumably, their physical attractiveness. From a self-
presentational perspective, argued that cosmetics are used specifically for grooming
behaviors and in general function to manage and control not only social impressions but also
self-image (for example, body image, self-perceptions, and mood states).
Since grooming products are considered as a pervasive element of women’s culture.
As a general result, the exposure to pictures of good-looking and even slightly above-
average-looking females lowered the self-image of exposed women and increased
dissatisfaction with their own appearance. The body image is an important component of the
self-concept and has stimulated the demand of certain products and services, such as dietary,
slimming, exercise and cosmetic items. In western cultures, one of the commonly recognized
reasons women use cosmetics is to improve their physical attractiveness. With this
background, the present study is attempted to study the brand preference and loyalty of
women customers towards hair oil brands in Chennai.
METHODOLOGY
Among the different cities in Tamil Nadu, the Chennai city has been purposively
selected for the present study. The 600 women customers of cosmetic products have been
selected for the present study by adopting random sampling technique and the data and
information pertain to the year 2012-2013. In order to understand the socio-economic
features of women customers and brand preference and satisfaction level of women
customers, the frequency and percentage analysis have been carried out. In order to identify
the factors affecting the purchasing of hair oil brands by the women customers, the
exploratory factor analysis has been applied. In order to study the influence of factors
affecting the purchase of hair oil brands on satisfaction of women customers, the multiple
linear regression has been employed. Besides, the ANOVA test has been employed to
examine the brand loyalty of hair oil brands among the women customers.
RESULTS AND DISCUSSION
SOCIO - ECONOMIC FEATURES OF THE WOMEN CUSTOMERS
The socio-economic features of the women customers of cosmetic products were
analyzed and the results are presented in Table 1.
TABLE 1
SOCIO-ECONOMIC FEATURES OF THE WOMEN CUSTOMERS
Particulars Customers (N = 600)
Particulars Customers (N = 600)
Frequency Percent Frequency Percent
Age (Years) Educational Qualification
15 – 25 72 12.00 Primary 18 3.00
25 – 35 179 29.83 Secondary 43 7.17
35 – 45 253 42.17 Higher Secondary 35 5.83
45 – 55 67 11.17 Graduation 138 23.00
Above 55 29 4.83 Post Graduation 366 61.00
Occupation Monthly Income (Rs.)
Private Sector 152 25.33 10000 - 15000 23 3.83
Public Sector 145 24.16 15000 - 20000 37 6.17
Self-Employed 48 8.00 20000 - 25000 408 68.00
Professionals 114 19.00 Above 25000 132 22.00
Students 19 3.17 Marital Status
Housewife 79 13.17 Unmarried 252 42.00
Business 43 7.17 Married 348 58.00
Source: Primary Data
The results show that about 42.17 per cent of women customers of cosmetic products
belong to the age group of 35 – 45 years followed by 25 – 35 years (29.83 per cent), 15 – 25
years (12.00 per cent), 45 – 55 years (11.17 per cent) and above 55 years (4.83 per cent).
The results indicate that about 61.00 per cent of women customers of cosmetic
products are educated up to post graduation followed by graduation (23.00 per cent),
secondary education (7.17 per cent), higher secondary education (5.83 per cent) and primary
education (3.00 per cent).
It is observed that about 25.33 per cent of women customers of cosmetic products are
employed in private sector followed by public sector (24.16 per cent), professionals (19.00
per cent), housewife (13.17 per cent), self-employed (8.00 per cent), business (7.17 per cent)
and students (3.17 per cent).
It is apparent that about 68.00 per cent of women customers of cosmetic products
belong to the monthly income group of Rs.20000 - 25000 followed by above Rs.25000
(22.00 per cent), Rs.15000 – 20000 (6.17 per cent) and Rs.10000 – 15000 (3.83 per cent).
It is clear that about 58.00 per cent of women customers of cosmetic products are
married and the rest of 42.00 per cent of women customers of cosmetic products are
unmarried.
BRAND PREFERENCE OF HAIR OIL
The brand preference of hair oil by women customers was analyzed and the results are
presented in Table 2.
TABLE 2
BRAND PREFERENCE OF HAIR OIL BY THE WOMEN CUSTOMERS
Sl. No. Hair Oil Brands Number of Women Customers Percentage
1. Marico 49 8.17
2. Dabur Vatica 143 23.83
3. Dabur Amla 192 32.00
4. VVD 84 14.00
5. Parachute 72 12.00
6. Bajaj Alamond 60 10.00
Total 600 100.00
Source: Primary Data
The results indicate that about 32.00 per cent of women customers prefer Dabur Amla
brand of hair oil followed by Dabur Vatica (23.83 per cent), VVD (14.00 per cent), Parachute
(12.00 per cent), Bajaj Alamond (10.00 per cent) and Marico (8.17 per cent). It reveals that
the most of the women customers prefer Dabur Amla brand of hair oil.
FACTORS AFFECTING THE PURCHASING OF HAIR OIL BRANDS
In order to identify the factors affecting the purchasing of hair oil brands by the
women customers, the exploratory factor analysis has been applied. The principal component
method of factor analysis was carried out with Eigen values greater than one through
Varimax rotation and the results obtained through rotated component matrix are presented in
Table 3.
TABLE 3
FACTORS AFFECTING THE PURCHASING OF HAIR OIL BRANDS
Sl. No. Attributes
Rotated Factors Loadings on
Factor -
I
Factor -
II
Factor -
III
Factor –
IV
Factor -
V
1. Brand Name .79
2. Value for Money .68
3. Relieve Dryness .62
4. Better Shine .80
5. Suitable for Hair .81
6. Softness Hair .53
7. Hair Growth .74
8. Fragrance .72
9. Price .75 .
10. Quantity .76
11. Contents .76
12. Easy Availability .61
13. Easy to Rinse .72
14. Attractive Package .64
15. Advertisement .71
16. Recommendation by
Doctors .79
Eigen Value 1.52 1.46 1.41 1.35 1.02
% of Variance 19.81 18.54 15.96 13.78 11.65
Cumulative % of
Variance 19.81 38.35 54.31 68.09 79.74
Cronbach’s Alpha 0.83
Source: Primary & Computed Data
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
Rotation converged in 10 iterations.
There are five independent groups which are extracted accounting for a total of 79.74
per cent of variations on 16 attributes. The each of the five factors contributes to 19.81 per
cent, 18.54 per cent, 15.96 per cent, 13.78 per cent and 11.65 per cent respectively.
Factor - I: From the table, it is inferred that out of 16 attributes, four attributes have their
high, relatively tightly grouped factor loadings on factor - I.
This factor consists of:
• Brand Name (0.79)
• Value for Money (0.68)
• Better Shine (0.80)
• Price (0.75)
This factor is named as “VALUE”.
Factor - II: is formed with:
• Quantity (0.76)
• Easy Availability (0.61)
• Easy Rinse (0.72)
This factor is named as “EASINESS”
Factor - III: This factor includes:
• Suitable for Hair (0.81)
• Fragrance (0.72)
• Contents (0.76)
This factor is named as “SUITABILITY”
Factor - IV: This factor is formed with:
• Relieve Dryness (0.62)
• Softness Hair (0.53)
• Hair Growth (0.74)
This factor is named as “QUALITY”
Factor - V: This factor includes:
• Attractive Package (0.64)
• Advertisement (0.71)
• Recommendation by Doctors (0.79)
This factor is named as “FAMILIARITY”
The Cronbach’s Alpha of the scale was 0.83 indicating
that each measure demonstrated acceptable internal consistency. It is inferred that value,
easiness, suitability, quality and familiarity are the factors affecting the purchasing of hair oil
brands by the women customers.
SATISFACTION LEVEL OF HAIR OIL BRANDS
The satisfaction level of the women customers about hair oil brands was analyzed and
the results are presented in Table 4.
TABLE 4
SATISFACTION LEVEL OF THE WOMEN CUSTOMERS ABOUT HAIR
OIL BRANDS
Sl. No. Satisfaction Number of Women
Customers Percentage
1. Highly Satisfied 204 34.00
2. Satisfied 372 62.00
3. Slightly Satisfied 24 4.00
Total 600 100.00
Source: Primary Data
It is apparent that about 62.00 per cent of women customers of cosmetic products are
satisfied with the hair oil brands followed by highly satisfied (34.00 per cent) and slightly
satisfied (4.00 per cent). It reveals that the most of the women customers are satisfied with
the hair oil brands.
RELATIIONSHIP BETWEEN HAIR OIL BRANDS AND
SATISFACTION LEVEL OF WOMEN CUSTOMERS
The relationship between hair oil brands and satisfaction level of the women
customers was analyzed and the results are presented in Table 5.
TABLE 5
RELATIONSHIP BETWEEN HAIR OIL BRANDS AND SATISFACTION OF
WOMEN CUSTOMERS
Sl. No. Hair Oil Brands
Level of Satisfaction
Total Highly
Satisfied Satisfied
Slightly
Satisfied
1. Marico 12
(24.49)
37
(75.51)
0
(0.00)
49
(8.17)
2. Dabur Vatica 36
(25.17)
107
(74.83)
0
(0.00)
143
(23.83)
3. Dabur Amla 60
(31.25)
120
(62.50)
12
(6.25)
192
(32.00)
4. VVD 48
(57.14)
36
(42.86)
0
(0.00)
84
(14.00)
5. Parachute 36
(50.00)
36
(50.00)
0
(0.00)
72
(12.00)
6. Bajaj Alamond 12
(20.00)
36
(60.00)
12
(20.00)
60
(10.00)
Total 204 372 24 600
Source: Primary Data
The results show that out of 49 women customers of Marico hair oil, about 75.51 per
cent of women customers are satisfied with Marico brand of hair oil while the rest of 24.49
per cent of women customers are highly satisfied with Marico brand of hair oil. The results
indicate that out of 143 women customers of Dabur Vatica hair oil, about 74.83 per cent of
women customers are satisfied with Dabur Vatica brand of hair oil, while the rest of 25.17
per cent of women customers are highly satisfied with Dabur Vatica brand of hair oil.
It is clear that out of 192 women customers of Dabur Amla hair oil, about 62.50 per
cent of women customers are satisfied with Dabur Amla brand of hair oil followed by highly
satisfied (31.25 per cent) and slightly satisfied (6.25 per cent). It is observed that out of 84
women customers of VVD hair oil, about 57.14 per cent of women customers are highly
satisfied with VVD brand of hair oil, while the rest of 42.86 per cent of women customers are
satisfied with VVD brand of hair oil.
It is apparent that out of 72 women customers of Parachute hair oil, about 50.00 per
cent of women customers are highly satisfied with Parachute brand of hair oil, while the rest
of 50.00 per cent of women customers are satisfied with Parachute brand of hair oil. The
results reveal clear that out of 60 women customers of Bajaj Alamond hair oil, about 60.00
per cent of women customers are satisfied with Bajaj Alamond brand of hair oil followed by
highly satisfied and slightly satisfied (20.00 per cent).
In order to examine the association between hair oil brands and the level of
satisfaction of women customers, the Chi-Square test has been applied and the results are
presented in Table 6.
TABLE 6
ASSOCIATION BETWEEN HAIR OIL BRANDS AND LEVEL OF
CUSTOMERS OF WOMEN CUSTOMERS
Value Degrees of Sig.
Freedom
Pearson Chi-square 93.788 10 0.00
The Chi-square value of 93.788 is significant at one per cent level of significance
indicating that there is a significant association between hair oil brands and the level of
satisfaction of women customers. Therefore, the null hypothesis of there is no significant
association between hair oil brands and the level of satisfaction of women customers.
INFLUENCE OF FACTORS AFFECTING THE PURCHASING OF
HAIR OIL BRANDS ON SATISFACTION OF WOMEN CUSTOMERS
In order to examine the influence of factors affecting the purchase of hair oil brands
on satisfaction of women customers, the multiple linear regression has been employed and
the results are presented in Table 7. The level of satisfaction is considered as dependent
variable and the factors derived from explanatory factor analysis are considered as
independent variables.
TABLE 7
INFLUENCE OF FACTORS AFFECTING THE PURCHASING OF HAIR
OIL BRANDS ON SATISFACTION LEVEL OF WOMEN CUSTOMERS
Sl. No. Particulars Regression
Co-efficient t - Value Sig.
1. Intercept 1.952**
4.872 .000
2. Value (X1) .641**
3.594 .001
3. Easiness (X2) .536**
3.812 .000
4. Suitability (X3) .402* 2.012 .021
5. Quality (X4) .439**
4.106 .001
6. Familiarity (X5) .366* 2.198 .026
R2 0.67
Adjusted R2 0.64
F 3.792 0.03
N 600
Note: **
Significance at one per cent level *
Significance at five per cent level
The results indicate that the coefficient of multiple determination (R2) is 0.67 and adjusted R
2
is 0.64 indicating the regression model is moderately fit. It shows that about 64.00 per cent of
variation in dependent variable (Level of Satisfaction) is explained by the independent
variables (Factors Affecting Purchase of Hair Oil Brands). The F-value of 3.792 is significant
at five per cent level indicating that the regression model is good fit.
The results show that value, easiness and quality are positively influencing the level
of satisfaction of hair oil brands of women customers at one per cent level, while, suitability
and familiarity are positively influencing the level of satisfaction of hair oil brands of women
customers at five per cent level. Hence, there is a significant influence of factors affecting the
purchase of hair oil brands on satisfaction level of women customers. Therefore, the null
hypothesis of there is no significant influence of factors affecting the purchase of hair oil
brands on satisfaction level of women customers is rejected.
BRAND LOYALTY OF HAIR OIL BRANDS AMONG THE WOMEN
CUSTOMERS
The brand loyalty of hair oil brands among the women customers was analyzed and
the results are presented in Table 8. The responses of women customers about brand loyalty
towards hair oil brands has been classified into low level, medium level and high level based
on “Mean ± Standard Deviation (SD)” criterion.
TABLE 8
BRAND LOYALTY OF HAIR OIL BRANDS OF AMONG THE WOMEN
CUSTOMERS
Sl. No. Hail Oil Brands Level of Brand Loyalty Total
Low Medium High
1. Marico 12
(24.49)
13
(26.53)
24
(48.98) 49
2. Dabur Vatica 37
(25.87)
70
(48.95)
36
(25.18) 143
3. Dabur Amla 26
(13.54)
150
(78.13)
16
(8.33) 192
4. VVD 28
(33.33)
44
(52.38)
12
(14.29) 84
5. Parachute 24
(33.33)
38
(52.78)
10
(13.89) 72
6. Bajaj Alamond 10
(16.67)
36
(60.00)
14
(23.33) 60
Total 137 351 112 600
The results show that out of 49 women customers of Marico hair oil, about 48.98 per
cent of women customers have high level of brand loyalty towards Marico hair oil followed
by medium level (26.53 per cent) and low level (24.49 per cent). The results indicate that out
of 143 women customers of Dabur Vatica hair oil, about 48.95 per cent of women customers
have medium level of brand loyalty towards Dabur Vatica hair oil followed by low level
(25.87 per cent) and high level (25.18 per cent).
It is clear that out of 192 women customers of Dabur Amla hair oil, about 78.13 per
cent of women customers have medium level of brand loyalty towards Dabur Amla hair oil
followed by low level (13.54 per cent) and high level (8.33 per cent). It is observed that out
of 84 women customers of VVD hair oil, about 52.38 per cent of women customers have
medium level of brand loyalty towards VVD hair oil followed by low level (33.33 per cent)
and high level (14.29 per cent).
It is apparent that out72 women customers of Parachute hair oil, about 52.78 per cent
of women customers have medium level of brand loyalty towards Parachute hair oil followed
by low level (33.33 per cent) and high level (13.89 per cent). The results reveal that out 60
women customers of Bajaj Alamond hair oil, about 60.00 per cent of women customers have
medium level of brand loyalty towards Bajaj Alamond hair oil followed by high level (23.33
per cent) and low level (16.67 per cent).
In order to study the difference in the level of brand loyalty towards hair oil brands
among the women customers, the ANOVA test has been applied and the results are presented
in Table 9.
TABLE 9
BRAND LOYALTY OF HAIR OIL BRANDS AMONG THE WOMEN
CUSTOMERS
Source
Degrees of
Freedom
SS MS F Sig.
Between Groups 5 1196.471 239.294
8.419 .000 Within Groups
594 16884.169 28.425
Total 599 18080.640
-
The F-Value of 8.419 is significant at one per cent level indicating that there is a
significant difference in the level of brand loyalty towards hair oil brands among the women
customers. Hence, the null hypothesis of there is no significant difference in the level of
brand loyalty towards hair oil brands among the women customers is rejected.
CONCLUSION
The foregoing analysis shows that the majority of women customers of cosmetic
products belong to the age group of 35 – 45 years and the most of the women customers of
cosmetic products are post graduates. The majority of the women customers of cosmetic
products are employed in private sector and the most of the women customers of cosmetic
products belong to the monthly income group of Rs.20000 - 25000 and the most of them are
married.
The most of the women customers prefer Dabur Amla brand of hair oil and the factor
analysis shows that value, easiness, suitability, quality and familiarity are the factors affecting
the purchasing of hair oil brands by the women customers. The most of the women customers
are satisfied with the hair oil brands and there is a significant association between hair oil
brands and the level of satisfaction of women customers.
The regression analysis indicates that value, easiness and quality are positively
influencing the level of satisfaction of hair oil brands of women customers at one per cent
level, while, suitability and familiarity are positively influencing the level of satisfaction of
hair oil brands of women customers at five per cent level and the results also show that there
is a significant difference in the level of brand loyalty towards hair oil brands among the
women customers.
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