Analysis of Consumer Behaviour regarding Shampoo

1. Do you use shampoo Yes Response 18 people response were yes & other 2 said they use home remedy + shampoo. female [two each using home made remedy] The study reveals that 90% of the respondents use shampoo.10% of the respondents refused the use of shampoo and gave the reason that shampoos cause hair problems. They either use soaps or the traditional method of washing hair. 2. Which of the following brands of shampoo have you purchase. Pantene Organics others (please specify) Pantene Male Female Response It can been seen that clinic all clear has been tried by most people that account for 16 of 20 sample and next coming to be Pantene with 12. After this brand sunsilk is used more followed by organics. Analysis The survey showed a number of reasons for consumers using more than one brand or type of shampoos simultaneously. No single shampoo, according to the 7 5 Sunsilk 5 3 Organics 4 2 Clinic clear 8 8 allOthers (H&S) 3 3 Sunsilk Clinic plus No

consumer, was able to fulfill all the hair requirements. Dandruff was the most important hair problem which led the consumer to use more than one shampoo at a time. Some people use two or more shampoos simultaneously, just for change. 3. Factors you consider while purchasing a shampoo RANK THEM ACCORDING YOUR PRIORITY: Hair type Packaging Price Response FEMALE: 10 female: -- Hair types -- Hair problem -- Fragrance -- Packaging -- Price -- Availability In the above response few 3 girls responded price followed by packaging. MALE: [Section-1] [Section-2] 6 male: -- Hair prob. 4 male: -- Hair prob. -- Fragrance -- price -- Hair type -- hair type -- Fragrance -- Packaging packaging -- Price -Availability -- availability Fragrance Hair problem Availability

--

It can be concluded that in case of females most have the same levels of priority of buying the brand and so the order remains the same. But 3 of them said price to be one after fragrance and then packaging.

In case of males 6 male had the same levels of priority that starts from hair problem followed by fragrance. And this section 1 of males differs with section 2 with respect to levels of as section 2 priority is of price followed by hair type and then fragrance. 4. Who influence you to purchase the brand? Family Advertisement Other Response Almost all responded that its the role of adv. that actually led to a purchase of a shampoo. Family MALE FEMALE 3 5 Doctor 5 7 Advt 10 10 Self 8 5 Others [reference] 2 4 Doctor Self

ANALYSIS
The role which advertisements play can not be neglected. according to study it is found that advertisements influence the consumers a great deal in selecting a shampoo. next comes the self that is the consumer himself and than comes the role of doctor and family. at times someones reference also helps in selecting a brand. Consumers in the age group 17-25 [target group] are more innovative as compared to the other age groups. It has been observed from the study that females shampoo their hair twice a week, while males prefer using shampoo on alternate days. 5. Do you change your shampoo Frequently Occasionally Occasionally Never Never

Frequently

Male Female ANALSYIS

5 3

9 11

7 6

It can be concluded that a majority of the consumers change their shampoo occasionally. These consumers also tend to test the quality of new launches. Frequently changing consumer account for 8 [male and female] and the non availability is one of the factor which to a certain extent, has prompted many consumers to use more than one brand simultaneously.13 of both sex of the consumer responded that they never change their brand When asked about the reason they responded that changing brand led to hair problems like hair loss etc. 6. Rank different attribute with each brand according to your preferences Strongly Agree (1) Neutral (3) Strongly disagree (5) Brand Sunsilk Clinic Organics Pantene Others [H&S] Agree (2) Disagree (4)

Attribute Low Price Strong Fragrance Quality Highly medicated Analysis of chart no 6.

1. [3 male & 4 female] Pantene : had the moderately high price higher than others, high fragrance equal to Clinic and higher than others, moderately high medical benefits equal to Organics and less than others and high quality higher than others. 2. [2 male & 3 female] Organics : had moderately low price lower than others, high fragrance higher than Sunsilk and lower than Pantene and Clinic, moderately high medical benefits, lower than Clinic and Sunsilk and equal to Pantene and high quality higher than Sunsilk and lower than others.

3.

[2 male & 3 female ] Clinic : had moderately low price lower than Pantene and Sunsilk, high fragrance higher than Organic and Sunsilk and equal to Pantene, moderately high medical benefits lower than Pantene and Organics and nearly equal to Sunsilk and high quality higher than Sunslik and Organics lower than Pantene.

4. [ 1 male & 2 female]Sunsilk had moderately low price higher than others and lower than Pantene, moderately high fragrance lower than others, moderately high medical benefits higher than others and moderately high quality lower than others. 7. No. of times you shampoo your hair in a week 1-2 5-6 Response 1-2 times 4 8 3-4 times 4 4 ANALYSIS When asked about how many times the consumer use to shampoo their hair? They responded, 60 % that 1-2 times in a week and rest 40 % responded more than 1-2 times. A further conclusion can be drawn on people using 1-2 times or 3-4 times 8. Size of the pack you purchase most often 100ml Sachets
Response

3-4 7 and above

Male Female

5-6 times ---

7 and above ---

100 ml to 250 ml above 250 ml

Male Female

100 ml 2 1

100ml to 250 ml 1 2

Sachets 5 4

Above 250 ml 2 3

ANALYSIS It can be concluded that sachets are most used because of its convenience and price. Next comes to be 250ml because of its price again that is higher the pack lower the price. Followed by 100 ml and 250 ml. People who use sachets use it as trial to see the effectiveness and if they are satisfied then they go for 250 ml primarily because of not going to buy the small sachets again and again. The rest pack are used because of other options available in terms of size and price and not necessarily going for bigger pack. 9. In which media you have seen the advertisement of these brands Brand Media TV Magazine Newspaper 6 RESPONSE Reveals that in TV as media for advertisement all the responded have had the same frequency of seeing the ads of all the brands. In case of print media as in Magazine highest number of viewer ship went to Clinic, Sunslik, Pantene, Organics, in decreasing order. In case of Newspaper the maximum no. of viewership went to clinic, Pantene, organic & sunsilk in decreasing order. ANALYSIS It says that T.V. is best media for advertising for all kind of advertising and it has best opportunity for the brand to penetrate in market. All of the brands have equal no. of viewership in TV but in magazine &Newspaper they had different viewership. 10. Level of satisfaction you are getting from your shampoo brand. Male 10 6 8 Sunsilk female 10 Clinic Male 10 8 9 Organics Pantene female 10 7 5

female Male 10 10 9 5 4 7 6

female Male 10 10 4 4 7

 Highly Satisfied Neutral Highly dissatisfied

Satisfied Dissatisfied

ANALYSIS The maximum satisfied consumers were of Clinic users and than comes organic, Pantene, Sunsilk. CLINIC : [8 males & 9 females] The consumers of Clinic were most satisfied with all the attributes of the shampoo. Clinic All Clear provides high satisfaction to the consumer as far as anti dandruff quality of the shampoo is concerned. ORGANIC : [7 males & 9 females] The consumers of organic were satisfied with all the attributes of the shampoo except hair repair to some extent and fragrance. PANTENE : [5 MALES & 8 FEMALES] Next on the list is Pantene. this shampoo is needed to be improved upon the anti -dandruff and hair repairing qualities which the consumer finds is lacking to a certain extent. SUNSILK : [4MALES & 6 FEMALES] Satisfaction level with Sunsilk was the last rated among the customer. Sunsilk to a large extent fails to satisfy hair nourishment, antidandruff and hair repair needs of the consumer. Personal Details Sex Male Female

[1:1 RATIO] Age 17 25

[TARGET GROUP TAKEN] OCCUPATION Student

[ONLY STUDENT AS AN OCCUPATION WAS STUDIED] Monthly Income [FAMILY] Less than 8,000 16001-24000 32001 and above [MOST FALL IN THE INCOME GROUP OF 24001-32000 FOLLOWED BY 1600124000] PRESENTATION ANSWER-3 RANK THEM ACCORDING YOUR PRIORITY: Hair type Packaging Price Response FEMALE: 10 female: -- Hair types -- Hair problem -- Fragrance -- Packaging -- Price -- Availability In the above response few 3 girls responded price followed by packaging. MALE: [Section-1] [Section-2] 6 male: -- Hair prob. 4 male: -- Hair prob. -- Fragrance -- price -- Hair type -- hair type -- Fragrance -- Packaging -- packaging -- Price -- Availability -- availability ANSWER-6 Fragrance Hair problem Availability 8001-16000 24001-32000

Semantic ANSWER - 9 Brand Media TV Magazine Newspaper ANSWER 10

Sunsilk M 10 6 4 F 10 8 6

Clinic M 10 8 9 F 10 9 7

Organics M 10 5 4 6 F 10

Pantene M 10 4 7 F 10 7 5

CLINIC: ORGANIC: PANTENE: SUNSILK:

8 MALES & 9 FEMALES 7 MALES & 9 FEMALES 5 MALES & 8 FEMALES 4MALES & 6 FEMALES