MARKET RESEARCH FOR SHAMPOO SUBMITTED BY: GROUP 2

Research Objectives:
1.

2. 3. 4. 5.

To study the factors those affect the consumers buying behaviour in purchasing a particular brand of shampoo. To find the most preferred qualities preferred by a consumer in a shampoo. To analyze the relationship between a specific brand and its buying behavior. To assess whether advertising is influencing the buying behavior of the consumers To study the impact of the seals of clinical laboratories on the consumers buying behavior

QUESTIONAIRE FOR MARKET RESEARCH

Introduction Dear Sir, We are the students of Xavier Institute of Management & Research, Mumbai. We are conducting a survey about peoples opinions and experiences regarding how they take care of their hair and their preferences. For this purpose, we would like you to spare a few minutes and share your views with us. Thank you. Screening: Q.1. Do you have a member of the family or a close relative who works for a shampoo company?
1. 2.

Yes (TERMINATE INTERVIEW) No

Q.2. Do you have a member of the family or a close relative who works for an advertising agency?
1. 2.

Yes (TERMINATE INTERVIEW) No

Q.3. Do you use shampoo?

1. 2.

Yes No

(IF ANSWER IS YES, THEN GO TO Q.5. IF IT IS NO, THEN PROCEED TO NEXT QUESTION Q.4a. Have you ever used shampoo in the past?
1. 2.

Yes No (TERMINATE INTERVIEW)

Q.4b.Why did you stop using shampoo?

1. 2. 3. 4.

Cost Problem of availability Problem with quality Other (Please specify) ___________________
(HERE RESPONSE MUST BE NOTED VERBATIM)

Q.5.How often do you use shampoo?

1. 2. 3. 4. 5.

Twice every day Once every day Once every 2-3 days Once every 4-6 days Once a week (or above)

Q.6.Which brand of shampoo do you currently use?

1. 2. 3. 4. 5. 6. 7. 8.

Loreal Sunsilk Clinic Plus Dove Pantene Head & Shoulders Garnier Fructis Others (Please specify) ________________

Q.7.Where did you learn about this brand?

1. 2. 3. 4. 5.

Television Radio Newspaper Friends / Family Stores

Q.8a.What influences you to buy the product? (IF ANSWER GIVEN IS ADVERTISEMENTS, THEN GO TO Q.8b, ELSE PROCEED TO Q.9.)
1. 2. 3. 4. 5. 6.

Advertisements Friends and family Children Price Availability Product features

Q.8b.Does brand personality influences your choice of shampoo? (HERE, THE INTERVIEWER CLEARLY EXPLAINS WHAT BRAND PERSONALITY MEANS. IF ANSWER IS NO, GO TO Q.9.) 1. 2.

Yes No

Q.8c.What kind of brand personality influences you? 1. 2. 3.

Youthful Dignified Any other (Please specify)___________________

(Note: There is a possibility of checking for inconsistency between Q.8c. and Q.6. Should the respondent choose Garnier as his preferred brand, but say that he is influenced by a dignified brand personality, then clearly brand personality does not influence him. Garnier is a more youthful brand while Loreal is rather dignified.)

Q.9.Which type of shampoo do you prefer to buy?

1. 2.

2 in 1 (Shampoo + Conditioner) Separate shampoo and conditioner

Q.10.Which type of shampoo do you now use?

1. 2. 3. 4. 5. 6. 7.

Anti-dandruff Anti-hairfall Anti-Spilt ends For normal hair For dry hair For oily hair Damage control (Combination of 2 or more attributes) Sachet 50ml bottle 100ml bottle 200ml bottle

Q.11.What pack size to you now use?

1. 2. 3. 4.

Q.12.If your favourite brand is not available in the store where you usually make your
1. 2. 3. 4.

Buy whatever brand was available Look at 1 or 2 other stores and buy the available one Look at other stores until I find the brand Postponed buying until next trip

Q.13.Given the following characteristics, I would like you to rate how important is each of them when you choose a shampoo brand. 5 4 3 2 1 Extremely important Quite important Neutral A little important Not that important EI 5 5 5 5 5 5 5 5 5 5 5 5 5 QI 4 4 4 4 4 4 4 4 4 4 4 4 4 N 3 3 3 3 3 3 3 3 3 3 3 3 3 LI 2 2 2 2 2 2 2 2 2 2 2 2 2 NI 1 1 1 1 1 1 1 1 1 1 1 1 1

1. Cleans hair 2. Lathers a lot 3. Leaves hair manageable 4. Leaves hair soft 5. Makes hair fragrant 6. Does not cause hair to have split ends 7. Does not leave hair tangled 8. Does not cause dandruff 9. Gives hair a natural beauty 10. Does not leave hair dry 11. Leaves hair shiny 12. Gives hair volume 13. Clinically Approved

Q. 14.Given the current brand you are using, which of the following criterion does it satisfy? (BRAND MENTIONED IN Q.6) Current Brand 1. Cleans hair 2. Lathers a lot 3. Leaves hair manageable 4. Leaves hair soft 5. Makes hair fragrant 6. Does not cause hair to have split ends 7. Does not leave hair tangled 8. Does not cause dandruff 9. Gives hair a natural beauty 10. Does not leave hair dry 11. Leaves hair shiny 12. Gives hair volume 13. Clinical Approved

Q.15. Are you satisfied with the shampoo you use currently? 1. 2.

Yes No

Q.16. Are you open to trying new brands with distinct features? 1. 2.

Yes No

Q.17.A reputed FMCG company is planning to launch a new brand of shampoo. Which of the following features would you consider the most important to purchase it?
1. 2. 3. 4.

Anti - dandruff Soft, silky hair Anti - hairfall Anti - split ends

.Classification of data: Gender of respondent

1. 2.

Male Female

In which category of annual income do you belong?

1. 2. 3. 4.

Below Rs.2 Lakhs Rs.2 Lakhs Rs.5 Lakhs Rs.5 Lakhs Rs.8 Lakhs Above Rs.8 Lakhs

Your age group

1. 2.

15 25 26 35

3. 4.

36 45 Above 45

Every bit of information that you have provided us in this questionnaire is valuable and we thank you for your time.