Study the buying behavior of consumers regarding branded shampoos in Ludhiana

Research Project Report

Submitted to Punjab Technical University, Jalandhar

in partial fulfillment of the requirement of the degree of

Masters in Business Administration

By

Shweta Setia

Student (MBA)

Roll No: 1110406

Department of Business Management

Punjab College of Technical Education, Ludhiana

2006-2008

1

Certificate

This is to certify that the research project report entitled, “Study the buying behavior of

consumers regarding branded shampoos in Ludhiana” submitted in partial fulfillment of

the requirement for the degree of Master in Business Administration at PCTE Ludhiana,

(MBA I, Examination to be held in May 2007) of the Punjab Technical University,

Jallandhar is a bonafide research work carried out by Shweta (MBA-1B, Roll no.

1110406) under my supervision and that no part of this research project has been

submitted for any other degree.

The assistance and help received during the course of this investigation has been

fully acknowledged.

Dated: 23rd May, 2007 Mr. Gautam Bansal Senior Lecturer

Department of Business Management Punjab College of Technical Education Ludhiana

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Acknowledgement

In the successful completion of this project inspiration and guidance of many

people was involved. A mere form of acknowledgement would be demeaning the status

of this whole effort, which has had the blessings, and supervision of the eminent person

around me.

First of all I would like to thank whole-heartedly Mr. Gautam Bansal who was

there to guide me at every step during the course of this project. He gave me tips for the

improvement in project whenever required. Special thanks to Mr. K.N.S Kang for

providing eminent direction. Apart from this I feel indebted to all faculty members of

PCTE, especially who have helped, developed the right kind of attitude and scholastic

excellence in me. Last but not the least; I am very thankful to my parents, friends and all

those persons who made this research project possible, for their consistent guidance and

constructive criticism.

Shweta Setia MBA I(B) Roll No: 1110406 Punjab College of Technical Education

Ludhiana

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Abstract

Title of the project: - Study the buying behavior of consumers regarding branded shampoos in Ludhiana

Name of the student: - Shweta Setia

University Roll No: - 627222023

Name and designation

of major advisor : - Mr. Gautam Bansal

Senior Lecturer, PCTE

Degree to be awarded: - MBA

Name of the University: - Punjab Technical University, Jalandhar

Total pages of the report: - 34

The research has been conducted to know the buying behavior of consumers regarding

branded shampoos in Ludhiana. The study was conducted to know the factors that

influence the purchase of these brands in Ludhiana city, also what sources of information

influence the purchase of these products. The reasons for consistency /change in regard to

brands of shampoos were also inquired into and thereby their overall satisfaction level

with the currently used brand was studied. The sample of 100 respondents was taken and

questionnaires were filled in by them.

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Table of Contents

Chapter No. Particulars Page no.

1 Introduction 8-16

2 Research Methodology 17-20

3 Data Analysis and Interpretation 21-33

4 Results and Findings 34,35

5 Conclusion and Summary 36

6 Appendix 37-40

7 Bibliography 41

5

List of tables

S.No. Particulars Page No.

1 Number of respondents using branded

shampoos

21

2 Frequency of using Shampoo in a week 22

3 Awareness level of respondents regarding

various brands of shampoos

23

4 Source of information regarding Branded

shampoos

24

5 Most important factor of consumer preference 25

6 Preference of brands of shampoos 26

7 Importance level of factors considered by

respondents while purchasing Shampoos

27

8 Brand Switch if particular brand is not available 28

9 Brand Loyalty among consumers 29

10 Reasons that made respondents stick to one

particular brand of shampoo

29

11 Response in regard to intention to stick to the

current brand of shampoo being used

30

12 Satisfaction level of consumers towards their

preferred shampoo brand

31

13 Demographic profile of respondents 33

6

List of Figures

S.No. Particulars Page No.

1 Number of respondents using branded

shampoos

21

2 Frequency of using Shampoo in a week 22

3 Awareness level of respondents regarding

various brands of shampoos

23

4 Source of information regarding Branded

shampoos

24

5 Most important factor of consumer

preference

25

6 Preference of brands of shampoos 26

7 Importance level of factors considered by

respondents while purchasing Shampoos

27

8 Brand Switch if particular brand is not

available

28

9 Brand Loyalty among consumers 29

10 Reasons that made respondents stick to

one particular brand of shampoo

30

11 Response in regard to intention to stick to

the current brand of shampoo being used

31

12 Satisfaction level of consumers towards

their preferred shampoo brand

31

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Chapter I

Introduction

1.1 Shampoo

Shampoo is a common hair care product used for the removal of oils, dirt, skin particles,

environmental pollutants and other contaminant particles that gradually build up in hair.

The goal is to remove the unwanted build-up without stripping out so much as to make

hair unmanageable.

Shampoo formulations seek to maximize the following qualities:

Easy rinsing

Good finish after washing hair

Minimal skin/eye irritation

No damage to hair

Feels thick and/or creamy

Pleasant fragrance

Low toxicity

Good biodegradability

1.2 Evolution

The word shampoo in english usage dates back to 1762, with the meaning "to massage".

The word was a loan from Anglo-Indian shampoo, in turn from Hindi champoo, ie "to

smear, knead the muscles, massage". It itself comes from Sanskrit/Hindi word "champā" ,

the flowers of the plant Michelia champaca which have traditionally been used to make

fragrant hair-oil.

The term and service was introduced by a Sake Dean Mahomed, who opened a

shampooing bath known as Mahomed's Indian Vapour Baths in Brighton in 1759. His

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baths were like Turkish baths where clients received an Indian treatment of champi

(shampooing) or therapeutic massage.

During the early stages of shampoo, English hair stylists boiled shaved soap in water and

added herbs to give the hair shine and fragrance. Kasey Hebert was the first known

maker of shampoo, and the origin is currently attributed to him.

During the early stages of shampoo, English hair stylists boiled shaved soap in water and

added herbs to give the hair shine and fragrance. Kasey Hebert was the first known

maker of shampoo, and the origin is currently attributed to him.

1.3 Segmentation:

Shampoo market is segmented on benefit platforms

•Cosmetic (shine, health, strength)

•Anti – Dandruff (AD)

•Herbal

20% of the total shampoo market is accounted by the AD shampoos. The AD segment is

the fastest growing segment, growing at 10% to 12 % every year

Usage: The frequency of shampoo usage is very low in India. Most consumers use

shampoo only once or twice in a week. In many cases, these products are used on special

occasions such as weddings, parties etc. About 50% of consumers use ordinary toilet

soaps to wash their hair. About 15% of consumers use toilet soaps as well as shampoo

for cleaning their hair. Also 70% of the total shampoo sales are through sachet sales.

HLL has higher stakes in the rural market with an 80% share. The bottle sales are

popular in the northern region where 50% of the shampoo bottles are sold

After a sober growth in 2004 due to the downturn of the FMCG sector, shampoo sector

saw strong growth in the next two years due to the introduction of sachets and a surge in

rural demand. The overall shampoo market, which sees annual volume sales of

approximately 63,000 tonnes, saw rural off take grow by 40% last year, while urban

demand grew half that at 21%.

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From a penetration level of 13% in 2000, now almost a third of the country's rural

population uses shampoo with penetration levels zooming to 32% in 2005. While the

north and west zones have tripled in penetration, the south and east zones have doubled

Urban - 40 %

Rural - 10 %

Targeted customers: Shampoos are mainly target at Upper middle class, Middle class

housewives and upper rural class. However the main segment is Teenagers.

1.4 Opportunity

Penetration of shampoo is very low in India. The average per-capita consumption of

shampoo in India is very low at approximately 13 ml and many people in rural India still

use toilet soaps. People still perceive shampoo as high end product in the rural areas. This

provides a huge opportunity to the players. The huge size of the untapped market leads to

a great potential for the existing players.

India is and will remain for some time one of the youngest countries in the world.

Currently there is a population of 163 m teen in India. Approximately half of the 1 bn

plus population is under the age of 20, which is one of the largest consumers of hair care

products. This provides huge market for the shampoo players. Also, with the increasing

income levels of the middle class population, the usage of shampoos has increased.

Despite its undisputed potential, the rapid expansion of the shampoo market was

interrupted in 1999. Overall growth rates in the market slowed to 1.7% in 1999, from

16% the previous year. Lack of innovation was the major reason for slowdown. The

perception that shampoos contain harsh chemicals that could damage hair, high price and

the view that the shampoo is more of a glamour product rather than a hygiene product led

to lower sales. The players came out with the idea of smaller packs, which were a

success. Also, products like anti dandruff started getting attention and became the fastest

growing category. Players like Dabur and Ayush came up with herbal shampoos.

1.5 The top Shampoo brands

10

Normal Shampoos

•Clinic Plus

•Sunsilk

•Chik

Anti Dandruff Shampoos

•Clinic All Clear

•Head and Shoulders

•Dabur Vatika AD

Premium Products

•Shehnaz Hussain

•Revlon Flex

•L'Oreal

1.6 Market Scenario of shampoo industry

The India shampoo industry is estimated at Rs 14 bn and is growing at an average rate of

20% per annum. According to AC Nielsen, shampoo is one of the fastest growing

categories within FMCG sector and is expected to grow at 25% per annum in the coming

years.

Major Players of Indian shampoo industry

HLL

By all accounts, the UNILEVER group is India's foremost multinational .The group has

been operating in India for over 60 years. Being first it has being given the market

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leadership position in many product categories. Lever's have a sprawling distribution

coverage which in the case of HLL extends to 3,200 stockists and 600,000 shops directly

serviced by the company. HLL is today a multi-product, multi-unit organization

addressing various public health challenges facing humanity. HLL is the undisputed

leader from the early 1990s with brands like Sunsilk, Clinic All Clear and Clinic Plus.

Sunsilk is the name of a brand of hair care products for women produced by the Unilever

group. It was launched in 1954 in the United Kingdom and by 1959 it was available in 18

different countries world-wide. Currently, Sunsilk products are being marketed in over 50

countries throughout Asia, Latin America, The Middle East and North Africa. The

Sunsilk brand is intended to demonstrate a perceptive and sympathetic understanding of

women, communicate the idea of capturing the “emotional drama” in a girl’s life, and to

provide a source of expert beauty care for women.

P & G

In US-the world’s largest market place in terms of effective demand-the Cincinnati

(Ohio)-based household and personal care products colossus P & G Co. is a renowned

company. Over the past 157 years (1837-1994) since William Proctor and James GambIe

entered into partnership to manufacture candles and soap in Cincinnati, P & G has

conceptualized, manufactured and effectively marketed a stream of consumer products,

which have contributed significantly to American consumers

Currently P & G employs l lakh people globally and has subsidiaries in over 60 countries

including India. On 1st April 1988, the Bombay based Richardson Hindustan Ltd.

commenced doing business as Proctor and Gamble India Ltd. The strategies and

methodologies that the company has innovated to facilitate its inexorable growth have

won it a place of honor in virtually every country. Yet to categories P & G as merely an

excellent marketing company is to do it an injustice. It is an excellent marketing and

12

product research company while its R & D, manufacturing strategies and operations are

its major strengths.

P & G entered India in Nov 1995, with the world’s largest selling brand – Pantene. It also

launched Head &Shoulders, which is the leading AD shampoo

Head & Shoulders is a famous brand of anti-dandruff shampoo produced by Procter &

Gamble.

Head & Shoulders was first introduced to the U.S. market in November 1961, as a blue-

green shampoo formula. Unlike other shampoos, Head & Shoulders had relatively few

variations until the late 1990s and early 2000s, and there are now in excess of ten

different kinds of shampoo for different hair types under the Head & Shoulders banner. It

has since then grown into a billion dollar brand. The people responsible for this were

Robert Jongstra (Procter & Gamble General Manager) and Olga Barr (Saatchi & Saatchi

Global Creative Director).

Pantene is a brand of hair care products owned by Procter & Gamble.The brand's best-

known product is the conditioning shampoo Pantene Pro V.

CavinKare

CavinKare was founded by Ranganathan in 1983, with a modest capital investment of

Rs 15,000 and with a single product. The company was called Chik India Pvt. Ltd., and

its product was Chik shampoo. The company targeted the local market and within a few

years emerged as a leading regional player in the shampoo market in South India. In

1998, the company adopted its present name, CavinKare Pvt. Ltd., to signify its change

from a single-product company to a broader FMCG company, encompassing various

market segments such as hair, skin and personal care. According to company sources,

'Cavin' is a literary word in Tamil meaning Beauty and Grace, while 'Care' was modified

13

to start with the letter 'K' instead of 'C' as a tribute to Rang Nathan’s father, 'Chinni

Krishnan.'....

L’Oréal Group

L’Oréal Group headquartered in the Paris suburb of Clichy, France, is the world's

largest cosmetics and beauty company. L’Oréal has developed activities in the field of

cosmetics, concentrating on hair color, skin care, sun protection, make-up, perfumes and

hair care. L’Oréal is active in the dermatological and pharmaceutical fields. L’Oréal is

also the top nanotechnology patent-holder in the United States. THe CEO of L'Oreal SA

in France is Jean-Paul Agon.

L'Oréal is a listed company, but the founder's daughter Liliane Bettencourt who is one of

the richest people in the world, and the Swiss food company Nestléeach control over a

quarter of the shares and voting rights.

L’Oreal markets its range of specialized hair care products exclusively through salons

and beauty parlors. It is the only company in the market that has a hair colour range

tailored exclusively for parlors. The company was also the first to introduce modern

shampoo-based hair dyes for the Indian market

Garnier is a company producing hair care products, including the Fructis line, and most

recently, skin care products under the name, Nutritioniste, that are sold around the world.

It is a brand of L'Oréal. One of their key ingredients is a fruit concentrate used in all their

products. It is a combination of fruit acids, vitamin B3 and B6, fructose and glucose

1.7 Consumer Behavior

The term consumer behavior may be defined as the decision process and physical

activities in which individuals engage them while evaluating, acquiring, using or

14

disposing off goods and services. The study of consumer behavior is the study of how

individuals make decisions to spend their available resources on consumption of related

items.

Buying behavior is an attempt to understand and predict human actions in the buying

role. The issues that dealt within the discipline of consumers’ buying behavior are:

What products and services do the consumers buy?

How do they buy?

Why do they buy?

From where do they buy?

When do they buy?

Consumer behavior provides a sound basis for identifying and understanding consumer

needs. It is the act of the individuals directly involved in obtaining and using economic

goods and services.

The study of consumer behavior is an essential component of marketing. The adoption of

marketing concept by the marketers provides the impetus for the study of consumer

behavior.

In case of New Product Introduction in the market, there is a risk of product failure. To

increase the chances of success of new products, better information of the consumer

behavior is required. Their desires, tastes and preferences are to be taken care of. So from

all these aspects the study of consumer behavior is important.

1.8 Objectives of the study

To study the consumer awareness regarding branded shampoos.

15

To study the source of information regarding awareness of brands

To study the factors influencing choice of consumers towards branded shampoos.

To study the reasons for consistency /change in regard to brands of shampoos.

CHAPTER 2

RESEARCH METHODOLOGY

16

Research Methodology deals with the method of study i.e. how the study was carried

out and what were the various techniques used. It is careful investigation or enquiry in a

systematic manner in order to find a solution to problem in research. It consists of

defining and redefining problems, formulating hypothesis or suggested solution,

collecting and evaluating data, making deduction and reaching calculation etc and at last

care fully testing the conclusions to determine whether they fit the formulated hypothesis

or not. It includes the scope of the study, research design, collection of data, analysis of

data and limitations of the study.

2.1 Scope of the study

The scope of the study is to get the knowledge about the buying behavior

of consumers towards the branded shampoos in Ludhiana. The scope is restricted to study

consumer’s awareness regarding branded shampoos and the factors influencing choice of

consumers towards branded shampoos in ludhiana. This is done to avoid perceptual bias

and for providing objectivity to the study.

2.2 Research Design

The research design is an arrangement of condition for collection and analysis of

data in manner that aims to combine relevance to the research purpose with economy in

procedure. The research problem in clear-cut terms helps the researches to prepare a

research design. It constitutes the blueprint for the collection, measurement and analysis

of data. It is the strategy for a study and the plan by which the strategy is to be carried

out. The research carried down is descriptive in nature because it describes the consumer

buying behavior regarding branded shampoos.

2.3 Data Collection

17

2.3.1 Primary Data

Primary data is that data which is collected for the first time. It is original in

nature in the shape of raw material. For the purpose of collection of primary data, a well-

structured questionnaire was given to the respondents and they were personally

interviewed to fulfill the objectives of the study. The questionnaire comprises of close

ended as well as open-ended questions. In close ended questions dichotomous, ranking,

likert’s scale, checklist questions and multiple choice questions are used.

2.3.2 Secondary Data

Secondary data is the data which is already collected by someone. They

are secondary in nature and are in shape of finished product. Secondary data was

collected so as to have accurate results and the required data was collected from various

magazines, newspapers, journals and internet to gather relevant information about the

shampoo industry and the leading brands of shampoos.

2.4 Sampling Design

Sampling refers to selecting some of the elements in a population by which one can draw

conclusions about the entire population.

2.4.1Universe

Universe is the infinite number of elements that the researcher is targeting in his study.

Here the universe for the study consists of all the people who use branded shampoos.

2.4.2 Population

Population is finite number of elements that the researcher is going to target in particular

area. People throughout Ludhiana who use branded shampoos constitute the population

of my research.

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2.4.2. A) Element- Consumers i.e people using branded shampoos

2.4.2. B) Sampling Unit-A single consumer using Branded shampoo

2.4.2. C) Extent- Ludhiana city

2.4.2 D) Time of Study- Six months

2.4.3 Sampling Technique

In my research I have used non-probability technique for drawing a sample from

the population. In non-probability technique I have preferred ‘Convenience sampling’

method because population of my research is huge and due to the time constraint I will be

catering to 100 people according to my convenience. The selection of the respondents

was done on the basis of convenience based on the non-probability method of sampling.

Convenience sampling was basically used due to money, time as well as distance

constraints.

2.4.4 Sample size

Sample size is the size of sample drawn from the population which is the true

representative of the research. The number of respondents included in the study was 100

for convenience in evaluating and analyzing the data and because of time constraint.

Business 18

Service 24

Professional 5

Student 40

Housewife 13

Total 100

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2.5 Data Analysis and Interpretation

For the purpose of analyzing, raw data was summarized in a master table and

from this table the results have been carried out. The questions having alternative choices

were analyzed by taking percentages. In the case of questions on Likert’s point scale, the

mean scores and percentages were calculated.

In case of ranking questions the total score has been added and final ranking is

given. The questions to which there were specific answers the ranges were clubbed and

percentages were calculated. In case of explanatory questions, the general suggestions

were summarized.

2.6 Limitations of the study

Sincere efforts have been made to collect authentic and reliable information from

respondents, however the report is subject to following limitations:

1. The study was limited to Ludhiana city only. Wider coverage would have made the

study more reliable and representative.

2. Sample was drawn by convenience sampling, so possibility of sampling error cannot

be ruled out.

3. Responses of respondents were biased based on their personal preferences.

4. Due to time and cost constraints, study could not be carried out on a large scale

5. Sample may not be the true representative of the universe

CHAPTER 3

20

ANALYSIS AND INTERPRETATION

The present chapter deals with analysis of data collected from the consumers regarding

their awareness level regarding branded shampoos, Factors considered by them while

purchasing branded shampoos and to check their brand loyalty. A total of 100 consumers

were personally interviewed with help of structured questionnaires.

Results of the study:

Table 3.1 Number of respondents using branded shampoos

Response No. of respondents Percentage(%)

Yes 88 88

No 12 12

Total 100 100

Figure 3.1

Interpretation:

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From the above table, we can conclude that out of 100, 88% respondents use

branded shampoos and 12% don’t use branded shampoos. So branded shampoos are very

commonly used in Ludhiana.

Table 3.2 Frequency of using Shampoo in a week

Frequency No. of Respondents Percentage (%)

1-3 times 48 48

3-5 times 33 33

Daily 19 19

Total 100 100

Figure 3.2

Interpretation:

From the above table, it is clear that 48% respondents use shampoos 1-3 times in a week,

33% respondents use shampoos 3-5 times in a week and rest of the respondents use

shampoos daily.

Table 3.3 Awareness level of respondents regarding various brands of shampoos

22

Brands No. of responses Average Scores

Garnier 80 0.16

L’Oreal 73 0.14

Sunsilk 92 0.19

Pantene 83 0.17

Clinic 77 0.16

Head & Shoulders 84 0.17

Figure 3.3

Interpretation:

From the above table and graph it is clear that out of 100 respondents, 92% are aware of

Sunsilk, followed by Head & Shoulders, Pantene, Garnier, Clinic and least are aware of

L’Oreal.

Table 3.4 Source of information regarding Branded shampoos

Sources No. of responses Average Scores

23

Newspaper 51 0.22

Television 81 0.35

Magazine 49 0.21

Salesman 4 0.02

Friends/Relative 27 0.18

Internet 18 0.08

Figure 3.4

Interpretation:

From above table it is clear that television is the most important source of information

followed by Newspaper, Magazine, information from friends/relative, Internet and least

important source of information is from salesman.

3.5 Most preferred shampoo brand among consumers is Sunsilk followed by Head and

Shoulders, Pantene, Garnier, Clinic and least preferred is L’Oreal. However some

respondents also prefer chik shampoo because of its price and some other medicated

shampoos or herbal shampoos.

Table 3.6 Most important factor of consumer preference

Factors No. of responses Avg scores

24

Price 270.15

Brand 350.20

Quality 760.43

Schemes(discount offers) 90.05

Packaging 100.06

Quantity/Package 60.03

Advertisement 150.08

Figure 3.6

Interpretation:

From the above table, it can be concluded that quality is the most important factor while

considering the preference of shampoos followed by brand and price factor. And the least

important factor while buying the shampoo is Quantity/Package after Packaging.

Table 3.7 Preference of brands of shampoos

Brands Total Score Rank

25

L’Oreal 379 6

Head & Shoulders 332 3

Pantene 324 2

Clinic 378 5

Sunsilk 312 1

Garnier 377 4

Figure 3.7

Interpretation:

In the above table 1 is given to the most preferred and 5 to the least preferred to rank the

shampoo brands. Most preferred shampoo brand among consumers is Sunsilk followed

by Pantene, Head and Shoulders, Clinic, Garnier and least preferred is L’Oreal .

Table 3.8 Importance level of factors considered by respondents while purchasing

Shampoos

26

Factors Strongly

Disagree (-2)

Disagree

(-1)

Neutral

(0)

Agree

(1)

Strongly

Agree (2)

Mean

Score

.

Price 7 26 23 23 21 0.28

Brand 3 19 21 33 24 0.63

Quality 2 10 19 39 30 0.96

Schemes 36 17 22 16 7 -0.67

Packaging 12 26 31 24 6 -0.15

Quantity/Package 31 28 18 19 3 -0.73

Advertisements 12 4 34 20 30 0.54

Figure 3.8

Interpretation: In above table, 2 is the weightage given to Strongly Agree, 1 to Agree,

0 to Neutral, -1 to Disagree and -2 to Strongly Disagree; the mean (0.96) of quality

being calculated lies between 0 to 1 so it is very near to strongly agree therefore from

the above table we can conclude that respondents feel that quality is the most important

factor while considering the preference of shampoos followed by brand, advertisement

27

and price factor. And the least important factor while buying the shampoo is

Quantity/Package after Schemes available as their mean scores are coming in negative.

Table 3.9 Brand Switch if particular brand is not available

Response No. of respondents Percentage (%)

Yes 62 70

No 26 30

Total 88 100

Figure 3.9

Interpretation:

From above table, it is clear that 70% of the respondents buy another brand if a particular

brand is not available.

3.10 The most preferred alternate brand is Clinic, followed by Head & Shoulder,

Clinic, L’Oeal, Pantene and the least preferred brand as an alternate is Garnier.

Table 3.11 Brand Loyalty among consumers

Response No. Of respondents Percentage (%)

Yes 58 65.91

28

No 30 34.09

Total 88 100

Figure 3.11

Interpretation:

It is clear from the table that 65.91% of the respondents are not brand loyal and does

switch over the brand

Table 3.12 Reasons that made respondents stick to one particular brand of shampoo

Factors No. of respondents Avg Scores

Price 180.23

Brand 180.23

Quality 260.33

Schemes(discount offers) 40.05

Packaging 30.04

Quantity/Package 40.05

Advertisement 60.08

Figure 3.12

29

Interpretation:

It is clear from above that quality is the main reason that made respondents stick to one

particular brand as it is having the highest mean score. Price and brand are having equal

mean scores and are the second most important factors.

3.13(a) The most common reason that made respondents switch over to another brand of

shampoo is that they like changing brands. Other important reasons are quality and

schemes that made respondents switch over to another brand of shampoo.

Table 3.13(b) Response in regard to intention to stick to the current brand of

shampoo being used

Response No. Of respondents Percentage (%)

Less than one month 19 28.35

1-3 months 23 34.32

3-5 months 13 19.40

More than 5 months 12 17.93

Total 67 100

Figure 3.13(b)

30

Interpretation:

From above figure it is clear that out of 67 respondents who did not stick to one particular

brand, 19 have intention of sticking to current brand for 1 to 3 months, 19 for lass tan 1

month, 13 for 3-5 months and 12 for more than 5 months.

Table No. 3.14 Satisfaction level of consumers towards their preferred shampoo

brand

Very Bad

(-2)

Bad

(-1)

Average

(0)

Good

(1)

Very good

(2)

Mean

Score

-20(10) -4(4) 0(10) 29(29) 70(35) 0.85

Figure 3.14

Interpretation:

31

In above table, 2 is the weightage given to very good, 1 to Good, , 0 to average

and -1 to Bad and –2 to Very Bad; the mean (0.85) being calculated lies between 0 to 1

so it is more near to Very Good therefore from the above table we can conclude that

respondents are satisfied with their currently using brand.

Demographic profile of respondents

32

Sex Wise

Sex No. of respondents Percentage (%)

Male 41 41Female 59 59

Total 100 100

Age Wise

Age No. of respondents Percentage (%)

16-25 35 35

26-35 28 28

36-45 14 14

More than 46 23 23

Total 100 100

Occupation Wise

Occupation No. of respondents Percentage (%)

Business 18 18

Service 24 24

Professional 5 5

Student 40 40

Housewife 13 13

Total 100 100

Chapter IV

33

Results and Findings

Findings from the study:

From the research it was found that 88% respondents use branded shampoos.

As far as frequency of using shampoos in a week is concerned, 48% respondents

use shampoos 1-3 times in a week, 33% respondents use shampoos 3-5 times in a

week and rest of the respondents use shampoos daily.

Television (81%) is the most important source of information followed by

Newspaper (51%), Magazine (49%), information from friends/relative (27%),

internet (18%) and least important source of information is from salesman (4%).

Most preferred shampoo brand among consumers is Sunsilk followed by Pantene,

Head and Shoulders, Clinic, Garnier and least preferred is L’Oreal .

The most important factor considered by respondents while purchasing shampoo

is quality as it has mean score of 0.96, followed by brand (0.63) and

advertisement (0.54)

Out of 100 respondents, only 37% respondents stick to one particular brand and

out of respondents who stick to one particular brand consider quality being the

most important factor for it

Out of 67% respondents who switch to other brand, majority of them quoted the

reason “I like changing Brands” for shifting to other brands.

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As far as the intentions of 67 respondents for sticking to current brand used by

them is concerned, very less have intention of switching over the brand and are

satisfied with the current brand they are using.

Out of 67 respondents who did not stick to one particular brand, 19 have intention

of sticking to current brand for 1 to 3 months, 19 for lass tan 1 month, 13 for 3-5

months and 12 for more than 5 months.

Mostly all the respondents are satisfied with their currently using brand.

The suggestions which are given for their currently used brand are:

Consumers of L’oreal want its price to be lesser.

Consumers of Pantene want to have more hair specific like Sunsilk.

No suggestion has been recommended by consumers of Sunsilk

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Chapter 5

Conclusion and Summary

The results reflected the perception of users in Ludhiana of branded shampoos. The

results of the study indicate that though the price of shampoos is perceived to be on the

higher side of users, the quality offered by these products compensates for their

dissatisfaction. The Ludhiana users accept that high quality comes at a price.

Since the study was restricted to the Ludhiana city so there is need to study more

in other cities to get the clear view of the findings.

Scope for further study

Many companies are coming up with the shampoos with enough variety as it’s the fastest

growing FMCG product now days. There is a huge potential market in India and better

scope. To survive in such an environment, all the companies will have to undertake bold

efforts towards their products in such a way so as to meet the requirements and

expectations of the consumers. It therefore calls for a continuous research in this field as

consumer preferences keep changing with time and so does their buying behavior. Hence

it provides basis of a scope for further research.

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Appendix

Questionnaire

1. Do you use branded shampoo?

Yes No

2. How many times do you use shampoo in a week?

a. 1-3 times _____________

b. 3-5 times _____________

c. Daily _____________

3. Which of the following brands are you aware of?

a. Garnier _____________

b.L’Oreal _____________

c. Sunsilk _____________

d. Pantene _____________

e. Clinic _____________

f. Head & Shoulders_____________

4. What is your source of information for this?

a. Newspaper _____________

b. Television _____________

c. Magazine _____________

d. Salesman _____________

e. Friends/Relative _____________

f. Internet _____________

5. Which brand are you currently using? _____________

6. Why do you use this particular brand?

□ Price

□ Brand

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□ Quality

□ Schemes (discount offers)

□ Packaging

□ Quantity/Package

□Advertisements

If any other please tell

7. Please rank the following brands of shampoos on the basis of

your preference (a-most preferable and f-least preferable)

a. L’Oreal _____________

b. Head & Shoulders _____________

c. Pantene _____________

d. Clinic _____________

e. Sunsilk _____________

f. Garnier _____________

8. While making a purchase decision, rate the following factors that affect

your decision.

Factors Strongly

Disagree

Disagree Neutral Agree Strongly

Agree

Price

Brand

Quality

Schemes

(Discount offers)

Packaging

Quantity/

Package

Advertisements

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9. If your preferred brand is not available, do you purchase another brand?

Yes No

If yes go to Q No 10,if no go to Q No 11

10. Which brand you are ready to purchase if your preferred brand is

not available? _____________

11. Do you switch over a particular brand?

Yes No

If yes go to Q No 13,if no go to Q No 12

12. Why do you stick to a particular brand?

a. Price _____________

b. Brand _____________

c. Quality _____________

d. Schemes (discount offers) _____________

e. Packaging _____________

f. Quantity/Package _____________

g. Advertisements _____________

13. a) Why did you switch over the brand?

b) For how long you intend to stick to current brand?

a. Less than 1 month _____________

b. 1-3 months _____________

c. 3-5 months _____________

d. More than 5 months_____________

14. What do you think about the current brand you are using?

Very Bad Bad Average Good Very Good

----------I--------------I--------------I--------------I--------------I--------------

39

Any suggestions

Personal Details:

Name: _______________________

Age: _______________________

Gender: _______________________

Occupation: _______________________

Address:

Contact No: _______________________

40

Bibliography

Prasad , “Use of advertising and their impact on the consumer behavior”, Indian Journal

of Management, Volume XXXIII, Number 4, April 2003, Page 3-5

Moorthi YLR, Brand Management(The Indian Context),2003,Edition V,Page 16-25

Kotler Philip, Principles of Mrketing, 2004,Prentice Hall, New Delhi, Pg 204-209

Bearden, William O. and Michael J. Etzel, “Reference group influence on Product and

Brand Purchase Decisions”, Journal of Consumer Research, September 1982,Pg 183-194.

Websites: -

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

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

http://www.diplomatist.com/dipo1st06/story_12.htm

http://inhome.rediff.com/money/2003/jul/19spec.htm

http://www.indiantelevision.com/tamadex/y2k4/june/tam63.htm

http://www.equitymaster.com/research-it/sector-info/consprds/consprds-products.html

http://www.domain-b.com/companies/companies_p/procter_gamble_india/

20040129_wars.htm

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