A Study on Customer Preference for Sunsilk Shampoo

By :

ObjectivesTo determine the average level of

Customer preference towards Sunsilk Shampoo

To identify the most significant variable affect for the level of preference.

To recognize the potential benefits that customers expect from Sunsilk Shampoo.

ScopeIt covers almost all categories of Sunsilk shampoo.

The whole appraisal of Sunsilk shampoo has been done from the angle of customer preference.

Any substitute of shampoos like washing soaps or natural products has not been considered.

The geographical area selected is Dwarka locality. Data is collected through a questionnaire. The Sample size is 50.

Research MethodologyPrimary data : The data that is collected for the first time

is known as primary data. The main tool used was the questionnaire.

Secondary Data: Secondary data refers to the data that has

been already collected and need not to be collected from outside sources. Books, Magazines, Newspaper

Web sites are all secondary sources.

Hindustan Unilever Limited (HUL) HUL is India's largest Fast Moving Consumer Goods

Company HUL was formed in 1933 as Lever Brothers India Limited

and came into being in 1956 as Hindustan Lever Limited through a merger of Lever Brothers

 With over 35 brands spanning 20 distinct categories such as soaps, detergents, shampoos, skin care, toothpastes, deodorants, cosmetics, tea, coffee,ice cream, and water purifiers, the Company is a part of the everyday life of millions of consumers across India.

Sunsilk Launched in 1964Sunsilk is the largest beauty shampoo brand in

the country. Positioned as the ‘Hair Expert’.The Benefits are more compelling and

relevant.The accent is on “It knows you, and hence

knows exactly what your hair needs”

HAVE YOU TRIED SUNSILK?

83%

17%TriedNot tried

83% of the respondents have used the Sunsilk Shampoo.

Whereas 17% of the respondents have not used the Sunsilk Shampoo.

How you come to know about Sunsilk

54%

8%

16%

22%

Advertisement

Friends

Promotion Campaign

Self Experience

Expectation by Sunsilk Shampoo

37.50%

18.70%17.10%

26.50%

Smoothening of hairTo prevent hair fallBlack shiny hairTo construct damaged hair

Reasons that influences you to prefer for Sunsilk

88%

86%

70%92%88%

74%48%

24%

PriceFragrancePackageNeed satisfactionColourIngredientsPast experiencePromotion

Price level of Sunsilk

6%

50%

44%High PriceValue for money

Is Sunsilk Shampoo easily available in retail outlets?

96%

4%

YesNo

ConclusionThere is a higher level of customer preference in terms of

Sunsilk ShampooCustomers gather information through their friends and

neighbors rather than advertising or promotion campaign. So promotion mix should be changed in to direct marketing.

The customers prefer Sunsilk shampoo as it satisfies their expected need Secondly customers care on price.

The company should introduce a new product mix for cleanness and remove dandruff.

ConclusionThe most significant variable that affect for the level of

preference is need satisfaction.

There is a considerable negative attitude towards the package .So the management should consider on providing a convenient package.

Innovation, implementation, cost reduction to offer best competitive price and execution should be the strategy for continuation to be the market leader.

SUGGESTIONS

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