Projectonshampoo 101107134213 Phpapp01 Deepika

8/12/2019 Projectonshampoo 101107134213 Phpapp01 Deepika

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consumer beha!ior$ %hat #oud initiate a bu)ing rocess and ho# a bu)ing decision

#oud end is a co!ered under the stud) of consumer beha!ior$ This a further hes

reate roduct 2 ser!ice' rice and romotion etc$ #ith consumer beha!iour$ Thus

organisation can ace mar"eting mi( so as to roogate their roduct2ser!ices$

The resent stud) on SHAMPOO is aso tr)ing to find Consumer Percetion about

different features of +hamoos and ho# Price' En!ironment' Pac"aging' 3uantit)' Eas)

A!aiabiit) and 0ariet) are affecting the sae of +hamoo*s$

PSYCHOGRAPHIC

1n s)chograhic segmentation bu)ers are di!ided into different grous on the basis of

ifest)e and 4 or ersonait)$ Peoe #ithin the same demograhic grou can e(hibit !er)

different s)chograhic rofies$ These s)chograhic bases are often difficut to measure'

but the) offer otentia re#ards in terms of ro!iding management #ith a more ree!ant

basis for differentiating bet#een segments of a mar"et$

LIFESTYLE

Peoe e(hibit man) more ifest)es than are suggested b) the se!en socia casses$

Peoe*s roduct interests are infuenced b) their ifest)es$ 1n fact the goods the) consume

e(ress their ifest)es$ Mar"eters are increasing) segmenting their mar"ets b) consumer

ifest)es$ Comanies ma"ing cosmetics' acohoic be!erages' and furniture are a#a)s

see"ing oortunities in ifest)e segmentation$

PERSONALITY

Personait) affects the consumtion of man) goods' articuar) those consumed ubic)$ An

aggressi!e ersonait) for e(ame' ma) be refected in the choice of ostentatious

cothing' furniture' and automobies$ Preferences are fre5uent) so different that it is

imossibe to ser!e a ersonait) t)es #ith the same roduct or brand$ A recognition


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of imortant ersonait) t)es can he management ,osition it*s to#ards a rofitabe

segment or segments$

Mar"eters ha!e used ersonait) !ariabes to segment mar"ets$ The) endo# their roducts

#ith brand ersonaities that corresond to consumer ersonaities$

ISSUES IN SHAMPOO ADVERTISING

The ideas' associations and images that eoe ha!e of a shamoo brand determine the

demand side of the brand e5uit) e5uation$ There are t#o #a)s in #hich ad!ertising is

i"e) to infuence ercei!ed roduct erformance$ 6irst' b) guiding the e(ectations about

the shamoo e(erience 7 rocess caed roduct enhancement and second' b) creating a

hao of sueriorit) around the brand !ia a mechanic termed , 1nterest 8 +tatus$ There are

t#o "e) ad!ertising reated factors$ 6irst' the ad!ertisement needs to be remembered$ This

is imortant because its main infuence is at the oint of tria$ +econd' the message

shoud reate in some #a) to the e(erience of 9using* the roduct 7 for instance' does it

create an) e(ectation of #hat the shamoo #oud , fee i"e to )our hair i$e$' ho#

#i it ta"e care of )our hair and esecia) to )our secifications$ But the ad!ertiser

shoud a#a)s bear in mind that the benefits rocaimed are in ine #ith #hat theroduct can actua) dei!er$

Brands can ha!e ercei!ed ad!antages #hich are unreated to the h)sica or sensua

asects of the roduct dei!er) and reate more #ith the emotiona aea of the brand

and the sense of beonging #hich comes from being a bu)er of the brand$ 1n man)

resects this is an e(tension of the brand resence' e(cet that the resence is con!erted

into a ree!ant ad!antage on) if it fits #ith the consumer*s emotiona needs i$e$ ma"ing

a brand #orth) of its rice tag$

1s ad!ertising in +hamoo mar"et ethica 1n a rofession #here the tas" of ad!ertisers

is to susend the consumer*s disbeief' there cannot be a ossib) straight ans#er$ , .se

of +hamoo does not imair or damage hair' , +oas ma"e )our dr)' ifeess and

usteress' are the statements #e hear in shamoo ad!ertisements$ Research has ro!ed

that the consumer is 5uite #iing to susend his disbeief and areciate the h)erboe


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for #hat it is #orth$ The consumer erfect) understands that this is a mere e(aggeration

to ma"e a oint$

/o#e!er' this issue becomes mur"ier #hen there is an ob!ious attemt to misead the

consumer into beie!ing that the roduct dei!ers a benefit that is actua) not$ This' b)an) sensibe definition' is definite) unethica$ But e(aggeration is an asect of

ad!ertising$ %hen does it become miseading 1s +unsi" or Organics #hich use fimstars

or !er) #e "no#n high strata ceebrities #ho robab) ne!er touch an 1ndian +hamoo'

ethica

To m) mind' is there an)thing unethica about these ad!ertisements$ The roe of

ad!ertising is to e(to the rea or ercei!ed !irtues of a roduct$ And ;ust i"e there is a

oetic icense' there is a certain ad!ertising icense that the consumer is #iing to grant

#ithin imits$

There is a distinct segment of ouation #ho acti!e) see" to a!oid ad!ertising$ These

eoe !ie# as fe# as haf the commercias seen b) non 7 e!aders$ The) e(ect ad 7

brea"s to contain boring and irree!ant materia and ha!e thus de!eoed strategies of

a!oidance$

1ncon!enient) for ad!ertisers' e!aders are not contained #ithin an) one demograhic

segment but are i"e) to be the smartest eoe #ithin their grou and crucia)' tend tobe the eoe #ith the o#est rice sensiti!it)' those #ho shoud be most suscetibe to

brand messages$

The research offers a #orr)ing gimse of the future$ Peoe are more i"e) to be

e!aders if the) ha!e sateite or cabe$ But a is not ost$ E!aders do not resond to

distincti!e' ree!ant and origina ad!ertising that catches them at the right time$ Lord

Le!erhume*s statement that on) haf the mone) he sent on ad!ertising #as #asted' is

beginning to oo" bithe) otimistic$

The rea issue is creati!it)$ %hat t)e of ad!ertisements re!ent e!aders from a!oiding$

There is a strong correation bet#een i"eabiit) and a#areness$ More i"eabe ads are

more effecti!e at generating a#areness$ Ads shoud be en;o)abe' to he brands buid


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bonds #ith consumers$ 1ndi!idua ad!ertisers and agencies must identif) and understand

the moti!ation of ad e!aders and taior their creati!e and media soutions according)$

Panners must attemt to get s)choogica insights into the consumer that goes be)ond

number 7 crunching$ There are 5uaitati!e differences in ho# eoe use and reate to

media and these ha!e enormous imications on media strategies$ There is a h)othesis

that the reca of brands #oud be higher if the) #ere ad!ertised on rogrammes that

en;o)ed higher e!e of !ie#ers$


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SCENARIO OF THE INDIAN SHAMPOO MARKET

X shamoo has "eratin treatment' ,


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contro of dandruff 7 causing microbes' sca moisturi>er' and reduced sca itch K' and Lu(

+uer Rich Jthe roosition : incusion of hair moisturiser K to ;oin Cinic Pus and +un +i"$

P&G ;oined the fra) #ith Pantene Pro 7 0 Jthe roosition : nourishment of hair from root to

tiK' Pantene Pro70 E(tra shamoo 7 and Orifame*s conditioning shamoo$$ Through ne#brand aunches comanies generated constant e(citement to "ee interest in the roduct

ai!e$ E!en as segmentation offered ne# !aue roositions to shamoo users' the

mar"eters ba"ed u that menu #ith mutie rice oints' creating se!era 06M

e5uations$ And because the) #ere targeting gro#th' the) canni) riced e!er) ne#

roduct at a discount to a comarabe one #hie hoding out a romise of either

matching or greater !aue$ There #as aso a arge successi!e cut in the e(cise dut) on

shamoos : from I @ in D to I@ in ' DI @ in ?' and HI @ in $

Aso in 1ndia customers are inordinate) sensiti!e to rice$ There is a#a)s a arge

number of otentia customers #aiting to bu) )our roduct as soon as it becomes

affordabe$

THE HIERARCHY OF USAGE

SPECIAL STYLING

SHAMPOOS : NONE SO FAR.

RAN!S E"PECTE! :

#I!AL SASOON FROM P$G.

%r& GENERATION SHAMPOOS : S'PPOSE! TO


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PENETRATE THE S(IN AN! NO'RISH THE HAIR ROOTS.

e.).. PANTENE* ORGANICS* OPTIMA.

+n& GENERATION SHAMPOOS : APART FROM CLEANING*

THEY ALSO CON!ITION THE HAIR.

LEA! RAN!S : CLINIC* S'NSIL( AN! HALO.

,st GENERATION SHAMPOOS : ONLY S'PPOSE! TO CLEAN THE HAIR ST'FF.

INCL'!ES HERAL RAN!S LI(E NYLE AN! AY'R

NAT'RAL PRO!'CTS : SHI(A(AI* AMLA* HENNA* REETHA* et-.

SHI(A(AI SOAPS : SASTI(* GO!RE/* IPRO et-.

ORG - MARG ANALYSIS

Athough segmentation offered ne# !aue roositions to the shamoo users 77 differentia

ricing aso created se!era 0aue for Mone) J06MK e5uations$ A romise for greater

!aue or matching benefits at rice discounts for e!er) ne# roduct gained momentum$


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1n 1-1A customers are sensiti!e to rice$ There is a#a)s a arge number of otentia

bu)ers to urchase the roduct as soon as it becomes affordabe$

THE MARKET SHARES

BRANDS SHARE (%)

+unsi" I

Cinic

Organics $

Pantene

/ao H$D

Otima H$?

La"me

.tra ou( $

6e( I$

Others F$?

Promoting the shamoo brands oses another chaenge for the mar"eters' resuting in

high ad!$ sends and media sends$ P&G sent F crores on ad!ertising Pantene on T0

in the first four months of its aunch$ /LL*s estimated ad!ertising e(enditure for each

ne# shamoo aunch #as bet#een Rs$D crores and ? crores in the introductor) hase$

The ad7to 7 saes ratio of the comanies ha!e sho#n remar"abe ;um from I @ to I @

comared to the a!erage of @ for most roduct categories$

One of the biggest barriers to shamoo usage is the consumer ercetion that it harms

the hair$ Thus comanies are focusing on defending the roduct against accusations b)

romoting the strength' nourishment and beaut) of the hair 7 9The H 7 in 7 Casue 9for


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utimate hair$ Comanies are sti associating it #ith modern ife st)es to find

accetance in semi 7 urban and rura non7users to buid and enarge shamoo usage

e!es$ Thus comanies #i ha!e to moud ne# consumers usage atterns to its o#n

benefit' to ha!e a cometiti!e ad!antage and sta) out there in the onger run #ith a

resectabe mar"et share$

A mar"et segment consists of a arge identifiabe grou #ithin a mar"et$ A coman)

that ractices segment mar"eting recogni>es that bu)ers differ in their #ants' urchasing

o#er' geograhica ocations' bu)ing attitudes' and bu)ing habits$ Because bu)ers ha!e

uni5ue needs and #ants' each bu)er is otentia) a searate mar"et$ 1dea)' then' a seer

might design a searate mar"eting rogram for each bu)er' though no coman) is

#iing to customi>e its offer 4 communication bunde to each indi!idua customer$ The

coman) instead tries to isoate some broad segments that ma"e u a mar"et$

Tw broad grous of !ariabes are used to !"#$"& '!$" $*+"&!$ +ome

researchers tr) to form segments b) oo"ing at '!$" "!,!"! to benefits sought'

use occasions or brands$ Other researchers tr) to form segments b) oo"ing at '!$"

'**'&"!&'!$ The) common) use Geograhic' emograhic or Ps)chograhiccharacteristics$

OB/ECTIVES OF THE STUDY

$ To stud) the current 1ndian mar"et for +hamoos$

$ To ana)>e the reationshi bet#een a secific brand and its bu)ing beha!ior$

H$ To assess #hether ad!ertising is infuencing the bu)ing beha!ior of the consumers$

D$ To stud) the imact of the seas of cinica aboratories on the consumers bu)ing

beha!ior$


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RE+EARC/ MET/OOLOGines' ne#saers and ro;ect reorts that formed

the secondar) data$

H$ COMMUNICATION APPROACH

6ace to face inter!ie#s #as ta"en as the communication aroach since it is a bettermethod in cases #here sight robing is re5uired$

SCOPE

The scoe of the stud) co!ers amost a categories of +hamoos$ The #hoe araisa of

+hamoos has been done from the ange of customer satisfaction$ An) substitutes of +hamoos

i"e #ashing soas or natura roducts ha!e not been considered$ Aso +hamoos oca) made

b) the unorganised sector and #hich are not branded ha!e not been considered$

LIMITATIONS

The robabe imitations of this stud) are as under :


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$ The first and foremost imitations #as time constraint #hich #as on) one months' but

sti efforts ha!e been made to ut the icture as cear and candid as ossibe$

$ +ames #ere random) seected as er con!enience so error is bound to cree in the

obser!ation$

H$ The conser!ati!e attitude of the resondents #as a imiting factor in gaining information$

UNIVERSE

The main emhasis of the stud) #as the cit) of ehi$ The Caita of 1-1A is

cosmooitan cit) and is a home to !arious "inds of eoe haiing from different

bac"grounds' ubringings and reigions$ This di!ersit) ma"es ehi a mini 1-1A N The

ercentage of mae consumers is I@ and that of femae consumers is aso I@$ The

cit) has its share of indi!iduas beonging to different socia economic casses$

SAMPLING

SAMPLE SI0E

A same si>e of HH consumers #as chosen' but due to incomete) fied 5uestionnaires and

un#iingness and careessness on the art of the resondents' #e #ere forced to reduce thesame si>e to F$ This same si>e #as based uon time and affordabiit) aroach$

SAMPLING TECHNI1UES

isroortionate stratified random saming techni5ue has been used in saming due to the

foo#ing reasons :

$ 1t ro!ides information about arts of the uni!erse$

$ 1t ro!ides he in gaining recision through stratification$

1UESTIONNAIRE DESIGN

The 5uestionnaire used #as a rinted' #e structured formai>ed schedue to obtain and record

secified and ree!ant information #ith fair accurac) and cometeness$


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The 5uestioning rocess #as face to face inter!ie#s and the 5uestionnaire #as designed in such

a #a) that it coud be understood and ans#ered easi) b) the resondents$ The 5uestionnaire

contained both cose and oen ended 5uestions$ The cose ended 5uestions #ere dichotomous and

mutie choice in nature$ +ince some of the 5uestions #ere robing in nature and re5uired

ans#ers on the basis of memor) of the resondent$ 1n such t)e of 5uestions there is a ris" that

the resondents #i ans#er #hate!er comes to their minds' thereb) reducing the imact of the

stud)$ eeing these considerations in mind' first) the eriod of time in #hich resondents #ere

as"ed to resond #as reduced' since it has been found that the onger the reorting eriod' the

ess accurate the reorting$

+econd)' to he resondents to thin" deeer and cear) more 5uestions in a #a) that

stimuated association' thereb) assisting the reca rocess about the e!ent$

KEY FINDINGS

1t has been obser!ed that eoe use not on) shamoos but home remed) is aso referred because of

its uni5ueness of effecti!eness$ Peoe aso use more than one shamoo or "ee t#o shamoos

most eoe ha!e tried one or more shamoos but hard) finds an) differences$ E(cet for cinic a

cear and organic in #hich resondents ha!e ositi!e) agreed of best shamoo than others$

Peoe bu) those shamoos gi!ing them ma(imum benefits$ 6emae norma) oo" for shamoo

matching #ith their hair t)e but mae oo" for combination of benefits i$e$ sthair robem and then

fragrances foo#ed b) rice$

an ad!ertisement is the one that infuences a ot than an) other factors$

Most eoe change their shamoos occasiona) but there are eoe #ho ne!er change their

shamoo i$e$ the) are satisfied #ith their current brand$

Peoe norma) shamoo t#ice a #ee" or three to four times a #ee"$

Most eoe norma) bu) sachets a!aiabe foo#ed b) abo!e I7m ac"$

Most eoe "no# of the brands through ad!ertisements$ -e(t come maga>ines$ And then the

ne#saers$

+atisfaction is ma(imum dra#n #ith eoe using cinic and organic$ These are the brands' #hich

attract most because of ercei!ed 5uait) and brand image$


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BRAND IMAGE OF SHAMPOOS AS A PERSON

The sur!e) re!eas that the O#*'! user #ith his 1mressi!e ersonait) and 6riend)

beha!ior ro!ides Good coman)$ /e is Outgoing and is +imiar to most eoe$ /e is

indifferent to ad!ertisements and 1ndeendent) ma"es the ma;or decisions of his ife$

The user of H"*2 3 S42"! has an Outgoing ersonait) and can imress eoe easi)$

/e is meticuous in nature athough he indeendent) ta"es decisions$ /e is simiar to most eoe

and due to his friend) nature' ro!ides Good coman)$

The consumer of S!4+ is tota) indeendent in ma"ing ma;or decisions$ /e sedom see"s

ad!ice from others and is indifferent to ad!ertisements$ Athough he is meticuous but ac"s

inno!ation$ /is simiarit) to most eoe' outgoing and friend) nature' ro!ide good coman)

and accord him an imressi!e ersonait)$

The P*&"" consumer is !er) friend)' gi!es good coman) and has an imressi!e

ersonait)$ /e is meticuous and simiar to most eoe athough he is outgoing he is not

much of an inno!ator$ /e indeendent) ta"es decisions and ne!er see"s an) ad!ice from

others$

The user of C4' *44 '4"* is 5uite inno!ati!e #hie he aso does his ;obs meticuous)$ /e

sedom see"s ad!ice and is indifferent to ad!ertisements as he is indeendent in ta"ing ma;or

decisions in his ife$ /is simiarit) to most eoe' his imressi!e ersonait) and friend)

nature a#a)s ro!ide good coman)$

MET/OOLOGing and ricing$ /a!e those ac"s a!aiabe in the mar"et so that eoe ha!e a

#ider otion a!aiabe and resence of )our brand$ After a ga of some time chec" #hich are the

ac"s that are bought most and assure their a!aiabiit)$

Last but not the east there are searate issue that ha!e to deat #ith being the mae and femae factor

and then gro#ing demand of herba shamoo$ Loo"ing at first pointthe femae factors of bu)ing a

shamoo are different than mae$ A femae norma) ha!e ess robem of faing hair than mae and

so the) oo" for those hair shamoo that imro!e from the current osition of their hair$ Re;u!enate

and heath) etc$Q But one common robem mae & femaeQ that the) ma) ha!e is of dandruff*s$ And

so the coman) can de!eo the brand image and 5uait) and communicate better to the target grou

of these core benefits of )our brand i$e$' soution for hair robem and thus imro!ing and

re;u!enating them$ Second point. Can the coman) in the same ine of chemica shamoos changethe ercetion in the mind of the consumer of chemica shamoo ha!ing no side affects and at the

same time ad!ertise about the ossibe ad!antages of using their shamoo and2or can the) come u

#ith a herba shamoo as the roduct e(tension and there b) buiding a #e brand image$ Li"e the

Cogate has done #ith the aread) aunched roduct of herba toothaste$ 1f )es ease go ahead but

robe before )ou unge$


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The ad!t$ +ogan coud be :

E(ert care for e!er) t)e of hair

E(tra rotection for )our hair

Remo!e dandruff*s in sec*s

/eath) shin) u e!er #anted$

F*'&! ''"# !" 5 * !*$,6

Geograhica) 8 it*s the #ater of articuar area' the air oution that forces one to use shamoo usage$

And thus creating a#areness of ossibe damage of )our hair if )ou do not use it o#n brandQ these are

the negati!es outcomes that )ou customerQ ma) ha!e faing hair' dandruff*sQ$

S&*#"! 5 2"'! $*+# ,'"!!6

1n the initia stages of robem 77

N""2 "'#& 8 dandruff*s' hair faing' strengthening of hair' ear) recautions from the

information gathered or if the) see in their friends grou of an) hair robem then the) starts ta"ing

utmost care$

S"*' 5 5$*& 8 in the initia stages of hair robem' eoe in their friends ad!ises

reference grouQ' fami) infuences motherQ' 77 but more crucia is ad!ertisement Of shamoo and

the brands #hich at that oint of time the) actua) reca brands that he2she reca incudes the re

urchase e!auation' but most) it is more on interna factor i$e$ sef 8 the "no#edge he2she has of the

brands that he has come across and "no# to be better roductQ77

$ bu) that brand

$ urchase that brand

H$ use it usage ma) be according to o#n "no#edge or as said b) others mother' friends or rescribedQ

D$ Post urchase e!auation after more usage$

$ Ma) be satisfied or ma) not$

I5 & !*&!5"2

?$ +#itch ti the) get the best or some amount of satisfaction and then stic" to that brand

I5 !*&!5"2


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+tic" to the satisfied brand but ma) tr) others on) if the) are con!inced from reiabe sources and

that too from most eoe and see sufficient e!ident in that brand of #hat the) e(ect$

1n the abo!e rocess the stage is initia robem that the consumer faces and then those stages of decision

come across$

-o# a oo" at the stages in decision ma"ing rocess after the robem is becoming se!ere and he2she is

not satisfied #ith an) brands:

N""2 "'#& 7 remains the same but is high) deserate to eiminate the robem that he2she #i be

facing$

S"*' 5 5$*&8 no# its more e(terna to #hat he2she gathers from reiabe source i$e$ fami)'

friends' mar"eter ed 8 ad!ertisement' maga>ine or ne#saer$ But since the robem is acute more is the

chances of being infuenced b) the doctor$ There is a high chance of !isiting a doctor and oo"ing for

#a)s of to tac"e the robem$ And in the initia stages of robem discussed earier the more is the

chances of being infuenced b) ad!ertisements$

Rest the stages are same.

Thus it can be right) said that if the brands ha!e good ad!ertisement' #e ositioned in the consumer

mind as in the research sho#ed that cinic a cear is most used then ad!ertisement can a) an imortant

roe in attracting a good cro#d and if that cro#d catured through ad!ertisement brand imageQ

substantiate #ith high 5uait)$ Chances of brand o)at) are high to#ards )our brand$ But if the customers

are not satisfied and the robem becomes se!ere he2she goes for home remed) or consuting a doctor$

CONCLUSION

Concusion of sur!e) re!es that the consumer beha!iors deend on the foo#ing reasons: 7

Product 5uait)'

6ami) infuence'

octor*s rescrition'

Ad!ertisement' /air robem' Price of the roduct' and sef$

The consumers of shamoo are !er) sensiti!e and he is !er) much a#are of the roducts$ A#areness

about the roduct regarding the ingredients is !er) high in the consumers$ 1nfuence in the urchase of the


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shamoos main) deends on the hair robem and assurit) to so!e that robem gi!en b) the brand$

1nfuence of doctor and fami) is aso !er) high$

Attributes of a articuar brand aso a) an imortant roe in the urchase$ Attributes i"e reasonabe

rice' fragrance' 5uait)' & medications a)s its significant roe$ B) the ana)sis #e can concude that

consumers in the shamoo mar"et are not much conscious about the rice but its 5uait) a)s imortant

roe$

The stud) re!eas that Pantene has been tried b) most of the consumer J? @K$ -e(t comes

+unsi"$ Organics and Cinic Pus both J @K' #hich ha!e been tried b) the consumers$

According to the stud) Pantene is the most consumed J I @ K brand of shamoo$ /ead &

+houders and Cinic Pus both account to @ of the tota shamoo consumtion and +unsi"

is ess consumed than these J D @K$ Organics forms on) @ of the tota shamoo

consumtion$

The sur!e) sho#ed a number of reasons for consumers using more than one brand or t)e of

shamoos simutaneous)$ -o singe shamoo' according to the consumer' #as abe to fufi a

the hair re5uirements$ andruff #as the most imortant hair robem #hich ed the cosumer to

use more than one shamoo at a time$ +ome eoe use t#o or more shamoos simutaneous)'

;ust for change$

Consumers in the age grou beo# I and I 7 are more inno!ati!e as comared to the other

age grous$ 1t has been obser!ed from the stud) that femaes shamoo their hair t#ice a #ee"'

#hie maes refer using shamoo on aternate da)s$ 6rom the sur!e) it #as found that the

Medium si>e ac" of shamoos #ith 5uantit) of II m to I m is the most fre5uent)

urchased ac"$ According to our same @ of the eoe across different age grous and

income grous refer this ac"aging$

6rom the tabe no$ ? it can be concuded that a ma;orit) JF@K of the consumers change their

shamoo occasiona)$ These consumers aso tend to test the 5uait) of ne# aunches$ -on

a!aiabiit) is another factor #hich to a certain e(tent' has romted man) consumers to use

more than one brand simutaneous)$ A significant figure of @ of the consumer tend to shiftto another brand due to non 7 a!aiabiit) of their brands$

6rom tabe no$ I that amongst the factors #hich infuence the choice of a brand of shamooJsK'

/air robems is the most imortant one$ Peoe seect shamooJsK #ith reference to their hair

robems$ /air t)e aso a)s a !er) imortant roe$ %hie seecting a shamoo consumers ta"e

care to seect the shamoo according to their hair t)e$ The roe #hich Ad!ertisements a) can


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not be negected$ According to stud) it is found that e!en ad!ertisements infuence the

consumers a great dea in seecting a shamoo$ At times someone*s reference aso hes in

seecting a brand$ /air t)e or hair robems are found to be more significant as comared to

the fragrance' ac"aging and rice of a shamoo$

The consumers of /ead & shouders are the most satisfied #ith a the attributes of the shamoo

and the range fas in the inter!a of $ 7 H on the scae of 7H$

-e(t on the ist are Organics and Cinic Pus$ But these t#o shamoos need to imro!e uon

the anti 7dandruff and hair reairing 5uaities #hich the consumer finds is ac"ing to a certain

e(tent$

+unsi" to a arge e(tent fais to satisf) hair nourishment' anti dandurff and hair reair needs of

the consumer$ The satisfaction e!e ies in the range from 7$$

Cinic A Cear ro!ides high satisfaction to the consumer as far as anti dandruff 5uait) of the

shamoo is concerned$ But it ac"s a other attributes such as hair nourishment' hair reair'

conditioning' remo!ing hair robems etc$ The satisfaction is !er) o# on the scae$ A)ur needs

to imro!e uon a its attributes as the satisfaction e!e for a of them ies in the range of 7

$

The reati!e) ne# concet of using the sea of a Cinica Laborator) on a shamoo botte does

not much infuence the urchase decisions of the consumer$ ?I @ of the consumers remain

unaffected b) the use of the sea$

Ad!ertisements a) a significant roe in the urchase decision of the consumers$ HH@ of

consumers are infuenced b) the ad!ertisements of shamoos the) use$ The message in the

ad!ertisements is aid more attention to' than the roe modes sho#n in the ad!ertisements$

The sur!e) re!eas that the O#*'! user #ith his 1mressi!e ersonait) and 6riend) beha!ior

ro!ides Good coman)$ /e is Outgoing and is +imiar to most eoe$ /e is indifferent to

ad!ertisements and 1ndeendent) ma"es the ma;or decisions of his ife$

The user of H"*2 3 S42"! has an Outgoing ersonait) and can imress eoe easi)$ /e is

meticuous in nature athough he indeendent) ta"es decisions$

/e is simiar to most eoe and due to his friend) nature' ro!ides Good coman)$

The consumer of S!4+ is tota) indeendent in ma"ing ma;or decisions$ /e sedom see"s

ad!ice from others and is indifferent to ad!ertisements$ Athough he is meticuous but ac"s


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inno!ation$ /is simiarit) to most eoe' outgoing and friend) nature' ro!ide good coman) and

accord him an imressi!e ersonait)$

The P*&"" consumer is !er) friend)' gi!es good coman) and has an imressi!e ersonait)$

/e is meticuous and simiar to most eoe athough he is outgoing he is not much of an

inno!ator$ /e indeendent) ta"es decisions and ne!er see"s an) ad!ice from others$

The user of C4' P4! is 5uite inno!ati!e #hie he aso does his ;obs meticuous)$ /e sedom

see"s ad!ice and is indifferent to ad!ertisements as he is indeendent in ta"ing ma;or decisions

in his ife$ /is simiarit) to most eoe' his imressi!e ersonait) and friend) nature a#a)s

ro!ide good coman)$

ANALYSIS

8. D 9 !" !*$,


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1t can been seen that cinic a cear has been tried b) most eoe that account for ? of I same and ne(t coming to be Pantene #ith $ After

this brand sunsi" is used more foo#ed b) organics$

A*49!!

The sur!e) sho#ed a number of reasons for consumers using more than one brand or t)e of

shamoos simutaneous)$ -o singe shamoo' according to the consumer' #as abe to fufi a

the hair re5uirements$ andruff #as the most imortant hair robem #hich ed the consumer to

use more than one shamoo at a time$ +ome eoe use t#o or more shamoos simutaneous)'

;ust for change$

?. F*'&! 9 '!2" w4" ,'*!# * !*$,

RA- T/EM ACCOR1-G


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77 6ragrance 77 rice

77 /air t)e 77 hair t)e

77 6ragrance 77 Pac"aging 77

ac"aging 77 Price 77

A!aiabiit) 77 a!aiabiit)

1t can be concuded that in case of femaes most ha!e the same e!es of riorit) of bu)ing the brand and so the order remains the same$ But H of

them said rice to be one after fragrance and then ac"aging$

1n case of maes ? mae had the same e!es of riorit) that starts from hair robem foo#ed b)

fragrance$ And this section of maes differs #ith section #ith resect to e!es of as section riorit)

is of rice foo#ed b) hair t)e and then fragrance$

. ; 54"'" 9 & ,'*!" &"

6ami) octor

Ad!ertisement +ef

Other

R"!,!"

Amost a resonded that it*s the roe of ad!$ that actua) ed to a urchase of a shamoo$

F*$49 D'& A2=& S"45 O&"! @"5""'"

MALE H I F

6EMALE I D


24/30

ANALYSIS

T0e ro1e 20i-0 a&3ertise4ents p1a5 -an not be ne)1e-te&. a--or&in) to stu&5 it is foun& t0at

a&3ertise4ents inf1uen-e t0e -onsu4ers a )reat &ea1 in se1e-tin) a s0a4poo. ne6t -o4es

t0e se1f t0at is t0e -onsu4er 0i4se1f an& t0an -o4es t0e ro1e of &o-tor an& fa4i15. at ti4esso4eone7s referen-e a1so 0e1ps in se1e-tin) a bran&.

Consumers in the age grou 7 target grouQ are more inno!ati!e as comared to the other

age grous$ 1t has been obser!ed from the stud) that femaes shamoo their hair t#ice a #ee"'

#hie maes refer using shamoo on aternate da)s$

. D 9 '*#" 9 !*$,

6re5uent) Occasiona) -e!er

Frequently Occasionally Never

Male 8 9

Female % ,, ;

ANALSYS

1t can be concuded that a ma;orit) of the consumers change their shamoo occasiona)$ These consumers aso tend to test the 5uait) of

ne# aunches$ 6re5uent) changing consumer account for F mae and femaeQ and the non a!aiabiit) is one of the factor #hich to a certain

e(tent' has romted man) consumers to use more than one brand simutaneous)$H of both se( of the consumer resonded that the) ne!er

change their brand %hen as"ed about the reason the) resonded that changing brand ed to hair robems i"e hair oss etc$

. R*+ 255""& *&&


25/30

A&&


26/30

%hen as"ed about ho# man) times the consumer use to shamoo their hair The) resonded' ?I @ that

7 times in a #ee" and rest DI @ resonded more than 7 times$ A further concusion can be dra#n

on eoe using 7 times or H7D times

. S" 5 &" ,*'+ 9 ,'*!" $!& 5&"

IIm II m to I m

+achets abo!e I m

Response

8 $4 8$4 & : $4 S*'"&! Ae and rice and not necessari) going for bigger

ac"$

. I w' $"2* 9 *=" !"" &" *2="&!"$"& 5 &"!"


27/30

M"2*

M*4" 5"$*4" M*4" 5"$*4" M*4" 5"$*4" M*4" 5"$*4"

T0 I I I I I I I I

Maga>ine ?

F

F

D

D

-e#saer D

?

? D

RESPONSE

Re!eas that in T0 as media for ad!ertisement a the resonded ha!e had the same fre5uenc) of seeing the ads of a the brands$ 1n case of

rint media as in Maga>ine highest number of !ie#er shi #ent to Cinic' +unsi"' Pantene' Organics' in decreasing order$ 1n case of

-e#saer the ma(imum no$ of !ie#ershi #ent to cinic' Pantene' organic & sunsi" in decreasing order$

ANALYSS

1t sa)s that T$0$ is best media for ad!ertising for a "ind of ad!ertising and it has best oortunit) for the

brand to enetrate in mar"et$ A of the brands ha!e e5ua no$ of !ie#ershi in T0 but in maga>ine

&-e#saer the) had different !ie#ershi$

8.L"="4 5 !*&!5*'& 9 *" #"& 5$ 9 !*$,


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SUNSILK 6 @MALES 3 FEMALES +atisfaction e!e #ith +unsi" #as the ast rated among the

customer$ +unsi" to a arge e(tent fais to satisf) hair nourishment' antidandruff and hair reair

needs of the consumer$

!ersonal "etails

+e( Mae 6emae

@868 RATIO

Age 8

@TARGET GROUP TAKEN

OCC.PAT1O-

+tudent

@ONLY STUDENT AS AN OCCUPATION ;AS STUDIED

Month) 1ncome 6AM1L


29/30

Price A!aiabiit)

R"!,!"

FEMALE6

I femae: 77 /air t)es

77 /air robem

77 6ragrance

77 Pac"aging

77 Price

77 A!aiabiit)

1n the abo!e resonse fe# H girs resonded rice foo#ed b) ac"aging$

MALE6

@S"'&-8 @S"'&-:

? mae: 77 /air rob$ D mae: 77 /air rob$

77 6ragrance 77 rice

77 /air t)e 77 hair t)e

77 6ragrance 77 Pac"aging

77 ac"aging 77 Price

77 A!aiabiit) 77 a!aiabiit)

ANS;ER-

S"$*&'

ANSER < 9

B*2

M"2*

S!4+

M F

C4'

M F

O#*'!

M F

P*&""

M F

T0 I I I I I I I IMaga>ine ? F F D D

-e#saer D ? ? D

ANSER = ,>

CLINIC6 MALES 3 FEMALES


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ORGANIC6 MALES 3 FEMALES

PANTENE6 MALES 3 FEMALES

SUNSILK6 MALES 3 FEMALES

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