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

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

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

Abstract
Title of the project: Name of the student: University Roll No: Name and designation of major advisor : Degree to be awarded: Name of the University: Total pages of the report: Mr. Gautam Bansal Senior Lecturer, PCTE MBA Punjab Technical University, Jalandhar 34 Study the buying behavior of consumers regarding branded shampoos in Ludhiana Shweta Setia 627222023

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.

Table of Contents
Chapter No.
1 2 3 4 5 6 7 Introduction Research Methodology Data Analysis and Interpretation Results and Findings Conclusion and Summary Appendix Bibliography

Particulars

Page no.
8-16 17-20 21-33 34,35 36 37-40 41

List of tables
S.No.
1 2 3 4 5 6 7 8 9 10 11 12 13

Particulars
Number of respondents using branded shampoos 21 Frequency of using Shampoo in a week 22 Awareness level of respondents regarding 23 various brands of shampoos Source of information regarding Branded 24 shampoos Most important factor of consumer preference 25 Preference of brands of shampoos 26 Importance level of factors considered by 27 respondents while purchasing Shampoos Brand Switch if particular brand is not available 28 Brand Loyalty among consumers 29 Reasons that made respondents stick to one 29 particular brand of shampoo Response in regard to intention to stick to the 30 current brand of shampoo being used Satisfaction level of consumers towards their 31 preferred shampoo brand Demographic profile of respondents 33

Page No.

List of Figures

S.No.
1 2 3 4 5 6 7 8 9 10 11 12

Particulars
Number of respondents using branded shampoos Frequency of using Shampoo in a week Awareness level of respondents regarding various brands of shampoos Source of information regarding Branded shampoos Most important factor of consumer preference Preference of brands of shampoos Importance level of factors considered by respondents while purchasing Shampoos Brand Switch if particular brand is not available Brand Loyalty among consumers Reasons that made respondents stick to one particular brand of shampoo Response in regard to intention to stick to the current brand of shampoo being used Satisfaction level of consumers towards their preferred shampoo brand 21 22 23 24 25 26 27 28 29 30 31 31

Page No.

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 "champ" , 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 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%. 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
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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

Normal Shampoos Clinic Plus Sunsilk Chik Anti Dandruff Shampoos Clinic All Clear Head and Shoulders 10

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 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.

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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 girls life, and to provide a source of expert beauty care for women.

P&G
In US-the worlds 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 product research company while its R & D, manufacturing strategies and operations are its major strengths. P & G entered India in Nov 1995, with the worlds largest selling brand Pantene. It also launched Head &Shoulders, which is the leading AD shampoo

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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 bluegreen 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 bestknown 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 to start with the letter 'K' instead of 'C' as a tribute to Rang Nathans father, 'Chinni Krishnan.'....

LOral Group
LOral Group headquartered in the Paris suburb of Clichy, France, is the world's largest cosmetics and beauty company. LOral has developed activities in the field of cosmetics, concentrating on hair color, skin care, sun protection, make-up, perfumes and hair care. LOral is active in the dermatological and pharmaceutical fields. LOral is also

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the top nanotechnology patent-holder in the United States. THe CEO of L'Oreal SA in France is Jean-Paul Agon. L'Oral 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 Nestleach control over a quarter of the shares and voting rights. LOreal 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 shampoobased 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'Oral. 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 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?

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 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. 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.

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CHAPTER 2 RESEARCH METHODOLOGY

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.

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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 consumers 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

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 wellstructured 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, likerts scale, checklist questions and multiple choice questions are used.

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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.

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

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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 Service Professional Student Housewife Total 18 24 5 40 13 100

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 Likerts 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

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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 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.

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Results of the study: Table 3.1 Number of respondents using branded shampoos Response Yes No Total Figure 3.1 88 12 100 No. of respondents 88 12 100 Percentage(%)

No. of respondants using branded shampoos

100 No. of respondants 80 60 40 20 0 Yes Response No

Interpretation: From the above table, we can conclude that out of 100, 88% respondents use branded shampoos and 12% dont use branded shampoos. So branded shampoos are very commonly used in Ludhiana. Table 3.2 Frequency of using Shampoo in a week Frequency 1-3 times 3-5 times Daily Total No. of Respondents 48 33 19 100 Percentage (%) 48 33 19 100

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Figure 3.2 Frequency of using Shampoo in a week

No. of Respondents

60 40 20 0

1-3 times

3-5 times Frequency

Daily

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 Brands Garnier LOreal Sunsilk Pantene Clinic Head & Shoulders No. of responses 80 73 92 83 77 84 Average Scores 0.16 0.14 0.19 0.17 0.16 0.17

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Figure 3.3

Awareness level of respondents regarding various brands of shampoos

Avg Scores 0.2 0.15 0.1 0.05 0 LOreal Sunsilk Pantene Garnier Clinic

Brands

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 LOreal.

Table 3.4 Source of information regarding Branded shampoos Sources Newspaper Television Magazine Salesman Friends/Relative Internet Source of information regarding Branded shampoos
No. of responses 100 80 60 40 20 0

Head & Shoulders

No. of response 51 81 49 4 27 18

Figure 3.4

Newspaper

Television

Friends/Rel ative

Magazine

Salesman

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Sources

Internet

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 LOreal. 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 Price Brand Quality Schemes(discount offers) Packaging Quantity/Package Advertisement No. of responses 27 35 76 9 10 6 15 Avg scores
0.15 0.20 0.43 0.05 0.06 0.03 0.08

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Figure 3.6 Most important factor of consumer preference

80 60 40 20 0 Packaging Advertise ment Quality Factors Price

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 LOreal Head & Shoulders Pantene Clinic Sunsilk Garnier Total Score 379 332 324 378 312 377 Rank 6 3 2 5 1 4

Figure 3.7

No. of responses

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Preference of brand shampoos

Total Scores 400 300 200 100 0 LOreal Pantene Sunsilk Clinic Head & Shoulders Garnier

Shampoos

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 LOreal .

Table 3.8 Importance level of factors considered by respondents while purchasing Shampoos Factors Strongly Disagree (-2) Price Brand Quality Schemes Packaging Quantity/Package Advertisements 7 3 2 36 12 31 12 Disagree Neutral (-1) 26 19 10 17 26 28 4 (0) 23 21 19 22 31 18 34 Agree (1) 23 33 39 16 24 19 20 Strongly Agree (2) 21 24 30 7 6 3 30 Mean Score . 0.28 0.63 0.96 -0.67 -0.15 -0.73 0.54

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Figure 3.8

Importance level of factors considered by respondents while purchasing Shampoos

1.5 Mean Score 1 0.5 0 -0.5 -1 Quantity/Pa ckage Advertisem ents Percentage (%) 70 30 100 Quality Schemes Factors 27 Packaging Brand Price

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 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 Yes No Total 62 26 88 No. of respondents

Figure 3.9 Brand Switch if particular brand not available

No of respondents 100 50 0 Yes Response No

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,
LOeal, Pantene and the least preferred brand as an alternate is Garnier.

Table 3.11 Brand Loyalty among consumers Response Yes No Total Figure 3.11 58 30 88 No. Of respondents 65.91 34.09 100 Percentage (%)

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Brand Loyalty among consumers

80 No. of respondents 60 40 20 0 Yes Response No

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 Price Brand Quality Schemes(discount offers) Packaging Quantity/Package Advertisement Figure 3.12 No. of respondents 18 18 26 4 3 4 6 Avg Scores
0.23 0.23 0.33 0.05 0.04 0.05 0.08

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No.of respondents

30 25 20 15 10 5 0

Reasons that made respondents stick to one particular brand of shampoo

Reasons

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 Less than one month 1-3 months 3-5 months More than 5 months Total No. Of respondents 19 23 13 12 67 Percentage (%) 28.35 34.32 19.40 17.93 100

Figure 3.13(b)

Schemes(discoun t offers)

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Quantity/Package

Advertisement

Packaging

Brand

Quality

Price

Response in regard to intention to stick to the current brand of shampoo being used
No. of Respondents 25 20 15 10 5 0 Less than 1-3 months 3-5 months More than 5 one month months Responses

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) -20(10) Figure 3.14 Satisfaction level of consumers towards their preferred shampoo brand Bad (-1) -4(4) Average (0) 0(10) Good (1) 29(29) Very good (2) 70(35) Mean Score 0.85

1 0.8 0.6 0.4 0.2 0

Mean Score

Satisfaction

Interpretation:

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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

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Sex Wise Sex Male Female Total Age Wise Age 16-25 26-35 36-45 More than 46 Total Occupation Wise Occupation Business Service Professional Student Housewife Total No. of respondents 18 24 5 40 13 100 Percentage (%) 18 24 5 40 13 100 No. of respondents 35 28 14 23 100 Percentage (%) 35 28 14 23 100 No. of respondents 41 59 100 Percentage (%) 41 59 100

Chapter IV Results and Findings

Findings from the study: From the research it was found that 88% respondents use branded shampoos.

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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 LOreal .

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.

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.

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

The suggestions which are given for their currently used brand are: Consumers of Loreal 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

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

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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 its 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.

Appendix Questionnaire
1. Do you use branded shampoo? Yes No 36

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.LOreal 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 Quality Schemes (discount offers) Packaging Quantity/Package Advertisements

If any other please tell 37

7. Please rank the following brands of shampoos on the basis of your preference (a-most preferable and f-least preferable) a. LOreal c. Pantene d. Clinic e. Sunsilk f. Garnier your decision. _____________ _____________ _____________ _____________ _____________ b. Head & Shoulders _____________

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

Factors
Price Brand Quality Schemes (Discount offers) Packaging Quantity/Package Advertisements

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

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

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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--------------

Any suggestions

Personal Details: Name: Age: Gender: Occupation: Address: _______________________ _______________________ _______________________ _______________________

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Contact No:

_______________________

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

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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.domainb.com/companies/companies_p/procter_gamble_india/20040129_wars.htm

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