Marketing Research

On

Shampoo

OBJECTIVES OF THE   STUDY

1.         To study the  current  Indian  market  for  Shampoos.

2.                  To analyze the  relationship  between  a  specific  brand  and  its  buying 

behavior.

3.                  To assess whether advertising  is  influencing  the  buying  behavior  of the

consumers.

4.                  To study  the  impact  of  the  seals  of  clinical  laboratories  on  the  consumers

buying  behavior.

RESEARCH METHODOLOGY

Keeping  in  view  the  Shampoo  Market  in  INDIA  which  is  very  crowded  and 

becoming  competitive  day  by  day, we  decided  to  study  the  current  scenario  of 

the  market.

DATA   COLLECTION

The  following  techniques  were  adopted  for  data  collection :

1.         PRIMARY  DATA

Primary  data  was  collected  through  face  to  face  interviews  while  filling  up 

questionnaires. (33 RESPONDENTS)

2.         SECONDARY  DATA

Relevant  information  was   gathered  from  magazines, newspapers  and  project

reports  that  formed  the  secondary  data.

3.         COMMUNICATION  APPROACH

Face to face  interviews  was  taken  as  the  communication  approach  since  it  is  a 

better  method  in  cases  where  slight  probing  is  required. 

SCOPE

The  scope  of  the  study  covers  almost  all  categories  of  Shampoos. The  whole 

appraisal  of   Shampoos  has  been  done  from  the  angle  of  customer  satisfaction.

Any  substitutes  of  Shampoos  like  washing  soaps  or  natural  products  have  not 

been  considered. Also  Shampoos  locally  made  by  the  unorganized  sector  and 

which are  not  branded  have  not  been  considered.

LIMITATIONS

The  probable  limitations  of   this  study  are  as  under :

1.   The  first  and  foremost  limitations  was  time  constraint  which  was  only  one 

months, but  still  efforts  have  been  made  to  put  the  picture  as  clear  and  candid 

as  possible.

2.   Samples  were  randomly  selected  as  per  convenience  so  error  is bound  to

creep  in  the  observation.

3.   The  conservative  attitude  of  the  respondents  was  a  limiting  factor  in  gaining 

information.

UNIVERSE

The  main  emphasis  of  the  study  was  the  city  of  Delhi. The  Capital  of  INDIA  is

cosmopolitan  city  and  is  a  home  to  various  kinds  of  people  hailing  from 

different  backgrounds, upbringings  and  religions. This  diversity  makes  Delhi  a  mini 

INDIA ! The  percentage  of  male  consumers  is  50%  and  that  of  female 

consumers  is  also  50%. The  city  has  its  share  of  individuals  belonging  to 

different  social  economic  classes.

SAMPLING

SAMPLE   SIZE

A  sample  size  of  33  consumers  was  chosen, but  due  to  incompletely  filled 

questionnaires  and  unwillingness  and  carelessness  on  the  part  of  the 

respondents, we   were  forced  to  reduce  the  sample  size  to  28. This  sample  size 

was  based  upon  time  and  affordability  approach.

SAMPLING   TECHNIQUES

Disproportionate  stratified  random  sampling  technique  has  been  used  in  sampling 

due  to  the  following  reasons :

1.         It  provides  information  about  parts  of  the  universe.

2.         It  provides help  in  gaining  precision  through  stratification.

 

QUESTIONNAIRE   DESIGN

The  questionnaire  used  was  a  printed, well  structured  formalized  schedule  to 

obtain  and  record  specified  and  relevant  information  with  fair  accuracy  and 

completeness.

The  questioning  process  was  face  to  face  interviews  and  the  questionnaire  was 

designed  in  such  a  way  that  it  could  be  understood  and  answered  easily  by 

the  respondents. The  questionnaire  contained  both  close  and  open  ended 

questions. The  close  ended  questions  were  dichotomous  and  multiple  choice  in 

nature. Since  some  of  the  questions  were  probing  in  nature  and  required 

answers  on  the  basis  of  memory  of  the  respondent. In  such  type  of  questions 

there  is  a  risk  that  the  respondents  will  answer  whatever  comes  to  their  minds,

thereby  reducing  the  impact  of  the  study. Keeping  these  considerations  in  mind,

firstly  the  period  of  time  in  which  respondents  were  asked  to  respond  was 

reduced, since  it  has  been  found  that  the  longer  the  reporting  period, the  less 

accurate  the  reporting.

Secondly, to  help  respondents  to  think  deeper  and  clearly  more  questions  in  a 

way  that  stimulated  association, thereby  assisting  the  recall   process  about  the 

event.

KEY FINDINGS

       It has been observed that people use not only shampoos but home remedy is also

preferred because of its uniqueness of effectiveness. People also use more than

one shampoo or keep two shampoos

       Most people have tried one or more shampoos but hardly finds any differences.

Except for clinic all clear and organic in which respondents have positively agreed of

best shampoo than others.

       People buys those shampoos giving them maximum benefits. Female normally look

for shampoo matching with their hair type but male look for combination of benefits

i.e. 1st hair problem and then fragrances followed by price.

       An advertisement is the one that influences a lot than any other factors.

       Most people change their shampoos occasionally but there are people who never

change their shampoo i.e. they are satisfied with their current brand.

       People normally shampoo twice a week or three to four times a week.

       Most people normally buy sachets available followed by above 250-ml pack.

       Most people know of the brands through advertisements. Next come magazines.

And then the newspapers.

       Satisfaction is maximum drawn with people using clinic and organic. These are the

brands, which attract most because of perceived quality and brand image.  

BRAND IMAGE OF SHAMPOOS AS A PERSON

       The  survey  reveals  that  the  Organics  user  with  his  Impressive  personality 

and  Friendly   behavior  provides  Good  company. He  is  Outgoing  and  is 

Similar  to  most  people.  He  is  indifferent  to  advertisements  and  Independently 

makes  the  major  decisions  of  his  life.

       The  user  of  Head & Shoulders  has  an  Outgoing  personality  and  can  impress 

people  easily. He  is  meticulous  in  nature  although  he  independently  takes 

decisions. He  is  similar  to  most  people  and  due  to his  friendly  nature,

provides  Good company. 

       The  consumer  of  Sunsilk  is  totally  independent  in  making  major  decisions.

He  seldom  seeks  advice  from  others  and  is  indifferent  to  advertisements.

Although  he  is  meticulous  but  lacks  innovation. His  similarity  to  most  people,

outgoing and  friendly  nature, provide  good  company  and  accord  him  an 

impressive  personality.

       The  Pantene  consumer  is  very  friendly, gives  good  company  and  has  an

impressive  personality. He  is  meticulous  and  similar  to  most  people  although 

he  is  outgoing  he  is  not  much  of  an  innovator. He  independently  takes 

decisions  and  never  seeks  any  advice  from  others. 

       The  user  of  Clinic all clear  is  quite  innovative  while  he  also  does  his  jobs

meticulously. He  seldom  seeks  advice  and  is indifferent  to  advertisements  as 

he  is  independent  in  taking  major  decisions  in  his  life. His  similarity  to  most 

people, his  impressive  personality  and  friendly  nature  always  provide  good 

company.

METHODOLOGY

SURVEY METHOD

I have chosen the exploratory research method for the research. In this method all the questions

are close ended. Except for few questions that needed to be known as in question 10 of asking

the satisfaction and dissatisfaction level and know their problems with respect to the brand they

have used. The options in the form of yes or no, Ranking & choosing one alternative out of

various alternatives, I could not take the open-ended questions in the Questionnaire because of

time constraint. The time given for this research is very short to analyze the survey in Depth. The

number of question related to consumer behaviour research is 14. Out of which 4 Related to

personal details.

        Sample size: 20

        SRSWR

        Sex ratio: 1:1

        The studies were conducted in localities

        Mainly Students were covered and 10 % others considered for the

study.[College/school/Univ./inst./housewives]

        Sample coverage 10 male and 10 girls

Other questions were asked about the personalities of the shampoo with the brand image they

perceive. [Cool/trendy/aggressive/different/outgoing etc.]

 

RECOMMENDATIONS

       Target those people who use shampoo and trust the shampoo as their best solution

for hair care.

       Develop quality and brand image so that by trial of your brand leaves with a good

image and then followed by usage of bigger pack which then will be used by them.

       Identify the key benefits such as hair strengthening, Missing form shampoo and

makes them the USP of new brands. The USP could be rebuilding damaged hair,

shiny and healthy hair.

       Look for different problems for which people use shampoo for hair care, falling hair

and dandruff’s etc. And deliver the same of high quality and at the same time

positioning the brand as solution for your hair problem and which also rejuvenate

your hair, and keep your hair healthy to that target group.

       The  ideas, associations  and  images  that  people  have  of  a  shampoo  brand 

determine  the  demand  side  of  the  brand  equity  equation. There  are  two  ways 

in  which  advertising  is  likely  to  influence  perceived  product  performance. First,

by  guiding  the  expectations  about  the  shampoo  experience - process  called 

product  enhancement  and  second, by  creating  a  halo  of  superiority  around 

the  brand  via  a  mechanic  termed  “ Interest – Status”. There  are  two  key 

advertising  related  factors First, the  advertisement  needs  to  be  remembered.

This  is  important  because  its  main  influence  is  at  the  point  of  trial. Second,

the message  should  relate  in  some  way  to  the  experience  of  ‘using’  the 

product  - for  instance, does  it  create  any  expectation  of  what  the  shampoo 

would  “ feel  like  to  your  hair”   i.e., how  will  it  take  care  of  your  hair  and 

especially  to  your  specifications. But  the  advertiser  should  always  bear  in 

mind  that  the  benefits  proclaimed  are  in  line  with  what  the  product  can 

actually  deliver.

       Use country wide sampling activity to acquaint potential customers with the benefit of

shampoo backing up the effort with advertising to convert intent to purchase.

       Offer value for money impetus for the decision to use the product more intensively

       Again benchmark the company that has well positioned itself in the minds of the

consumer and they [consumers] rarely change their shampoo. Here these people

are almost satisfied with their current brand because the core features the consumer

looks for is being derived from their brand. And so delivering the improved one will

make them switch to your brand but it should be well advertised and substantiated

This action of company will have other positive effect of attracting those switchers,

changing frequently and/or occasionally and drawing the crowd towards your

brand.   

       Go for strategic sizing and pricing. Have those packs available in the market so that

people have a wider option available and presence of your brand. After a gap of

some time check which are the packs that are bought most and assure their

availability.

       Last but not the least there are separate issue that have to dealt with being the male

and female factor and then growing demand of herbal shampoo. Looking at first

point the female factors of buying a shampoo are different than male. A female

normally have less problem of falling hair than male and so they look for those hair

shampoo that improve from the current position of their hair. [Rejuvenate and

healthy etc.] But one common problem [male & female] that they may have is of

dandruff’s. And so the company can develop the brand image and quality and

communicate better to the target group of these core benefits of your brand i.e.,

solution for hair problem and thus improving and rejuvenating them. Second point.

Can the company in the same line of chemical shampoos change the perception in

the mind of the consumer of chemical shampoo having no side affects and at the

same time advertise about the possible advantages of using their shampoo and/or

can they come up with a herbal shampoo as the product extension and there by

building a well brand image. Like the Colgate has done with the already launched

product of herbal toothpaste. If yes please go ahead but probe before you plunge.  

       The advt. Slogan could be :

       Expert care for every type of hair

       Extra protection for your hair

       Remove dandruff’s in sec’s

       Healthy shiny u ever wanted.

Factors concerning use of a shampoo:

Geographically – it’s the water of particular area, the air pollution that forces one to use

shampoo usage.

And thus creating awareness of possible damage of your hair if you do not use it [own

brand] these are the negatives outcomes that you [customer] may have [falling hair,

dandruff’s].

Stages of decision making process:

In the initial stages of problem --

        Need recognition – dandruff’s, hair falling, strengthening of hair, early precautions

from the information gathered or if they see in their friends group of any hair problem

then they starts taking utmost care.

        Search for information – in the initial stages of hair problem, people in their friends

advises [reference group], family influences [mother], -- but more crucial is

advertisement Of shampoo and the brands which at that point of time they actually

recall [brands that he/she recall includes the pre purchase evaluation, but mostly it is

more on internal factor i.e. self – the knowledge he/she has of the brands that he

has come across and know to be better product]-- 

1.      buy that brand

2.      purchase that brand

3.      use it [usage may be according to own knowledge or as said by others [mother,

friends or prescribed]

4.      Post purchase evaluation after more usage.

5.       May be satisfied or may not.

If not satisfied

6.      Switch till they get the best or some amount of satisfaction and then stick to that

brand

If satisfied

        Stick to the satisfied brand but may try others only if they are convinced from reliable

sources and that too from most people and see sufficient evident in that brand of

what they expect.

In the above process the stage is initial problem that the consumer faces and then those

stages of decision come across.

Now a look at the stages in decision making process after the problem is becoming

severe and he/she is not satisfied with any brands:

Need recognition – remains the same but is highly desperate to eliminate the problem

that he/she will be facing.

Search for information – now its more external to what he/she gathers from reliable

source i.e. family, friends, marketer led – advertisement, magazine or newspaper. But

since the problem is acute more is the chances of being influenced by the doctor. There

is a high chance of visiting a doctor and looking for ways of to tackle the problem. And

in the initial stages of problem discussed earlier the more is the chances of being

influenced by advertisements.

Rest the stages are same.

 Thus it can be rightly said that if the brands have good advertisement, well positioned

in the consumer mind as in the research showed that clinic all clear is most used then

advertisement can play an important role in attracting a good crowd and if that crowd

captured through advertisement [brand image] substantiate with high quality. Chances

of brand loyalty are high towards your brand. But if the customers are not satisfied and

the problem becomes severe he/she goes for home remedy or consulting a doctor.

 

CONCLUSION

Conclusion of survey revels that the consumer behaviors depend on the following

reasons: -

Product quality,

Family influence,

Doctor’s prescription,

Advertisement, Hair problem, Price of the product, and self.

The consumers of shampoo are very sensitive and he is very much aware of the

products. Awareness about the product regarding the ingredients is very high in the

consumers. Influence in the purchase of the shampoos mainly depends on the hair

problem and assurity to solve that problem given by the brand. Influence of doctor and

family is also very high.

Attributes of a particular brand also play an important role in the purchase. Attributes

like reasonable price, fragrance, quality, & medications plays its significant role. By the

analysis we can conclude that consumers in the shampoo market are not much

conscious about the price but its quality plays important role.

The  study  reveals  that  Pantene  has  been  tried   by  most  of  the  consumer  (16

%).  Next  comes  Sunsilk.  Organics  and  Clinic  Plus  both  (11 %),  which  have 

been  tried  by  the  consumers.

According  to  the  study  Pantene  is  the  most  consumed  ( 20 % ) brand  of 

shampoo.  Head & Shoulders  and  Clinic  Plus  both  account  to  15 %  of  the  total 

shampoo  consumption  and  Sunsilk  is  less  consumed  than  these  ( 14 %).

Organics  forms  only  5 % of  the  total  shampoo  consumption.   

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 

consumer,  was  able  to  fulfill  all  the  hair  requirements.  Dandruff  was  the  most 

important  hair  problem  which  led  the  cosumer  to  use  more  than  one  shampoo 

at  a  time. Some  people  use  two  or  more  shampoos  simultaneously,  just  for 

change.

Consumers  in  the  age  group  below 20  and  20 - 29  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. From  the  survey  it  was  found  that  the  Medium  size  pack  of 

shampoos  with  quantity  of  100  ml  to  250  ml  is  the  most  frequently  purchased 

pack.  According  to  our  sample  51 %  of  the  people  across  different  age  groups 

and  income  groups prefer  this  packaging.

From  the  table  no. 6  it  can  be  concluded  that  a  majority  (58%)  of  the 

consumers  change  their  shampoo  occasionally. These  consumers  also  tend  to 

test  the  quality  of  new  launches.  Non availability  is  another factor  which  to  a 

certain  extent,  has  prompted  many  consumers  to  use  more  than  one  brand 

simultaneously. A  significant  figure  of   57%  of  the  consumer  tend  to  shift  to 

another  brand  due  to  non - availability  of  their  brands.

From  table no. 10      that  amongst  the  factors  which  influence the choice of a 

brand  of  shampoo(s),  Hair  problems  is  the  most  important  one. People  select 

shampoo(s)  with  reference  to  their  hair  problems.  Hair  type  also  plays  a  very 

important  role. While  selecting  a  shampoo  consumers  take  care  to  select  the 

shampoo  according  to  their  hair  type. The  role  which  Advertisements  play  can 

not  be  neglected.  According  to  study  it  is  found  that  even  advertisements 

influence  the  consumers  a  great  deal  in  selecting  a  shampoo.  At  times 

someone’s  reference  also  helps  in  selecting  a  brand.  Hair  type  or  hair  problems 

are  found to  be  more  significant  as  compared  to  the  fragrance,  packaging  and 

price  of  a  shampoo.

The  consumers  of  Head & shoulders  are  the  most  satisfied  with  all  the  attributes 

of  the  shampoo  and  the  range  falls  in  the  interval of  2.5 - 3  on  the  scale  of  1-

3. 

Next  on  the  list  are  Organics  and  Clinic Plus.  But  these  two  shampoos  need  to 

improve  upon  the  anti -dandruff  and  hair  repairing  qualities  which  the  consumer 

finds  is  lacking  to  a  certain  extent.

Sunsilk  to  a  large  extent  fails  to  satisfy  hair  nourishment,  anti dandurff  and  hair 

repair  needs  of  the  consumer.  The  satisfaction  level  lies  in  the  range  from  1-1.5.

Clinic  All  Clear  provides  high  satisfaction  to  the  consumer  as  far  as  anti

dandruff  quality  of  the  shampoo  is  concerned.  But  it  lacks  all  other  attributes 

such  as  hair  nourishment,  hair  repair,  conditioning,  removing  hair  problems  etc.

The  satisfaction  is  very  low  on  the  scale. Ayur  needs  to  improve  upon  all  its

attributes  as  the  satisfaction  level  for  all  of  them  lies  in  the  range  of  1 - 2. 

The  relatively  new  concept  of  using  the  seal  of  a  Clinical  Laboratory  on  a

shampoo  bottle  does  not  much  influence  the  purchase  decisions  of  the 

consumer.  60 %  of  the  consumers  remain  unaffected  by  the  use  of  the  seal.

Advertisements  play  a  significant  role  in  the  purchase  decision   of  the 

consumers. 33%  of  consumers  are  influenced  by  the  advertisements  of 

shampoos  they  use. The  message  in  the  advertisements  is  paid  more  attention 

to, than  the  role  models  shown  in   the  advertisements.

The  survey  reveals  that  the  Organics  user  with  his  Impressive  personality  and 

Friendly   behavior  provides  Good  company. He  is  Outgoing  and  is  Similar  to 

most  people.  He  is  indifferent  to  advertisements  and  Independently  makes  the 

major  decisions  of  his  life.

The  user  of  Head & Shoulders  has  an  Outgoing  personality  and  can  impress 

people  easily. He  is  meticulous  in  nature  although  he  independently  takes 

decisions.

He  is  similar  to  most  people  and  due  to his  friendly  nature, provides  Good

company. 

The  consumer  of  Sunsilk  is  totally  independent  in  making  major  decisions. He 

seldom  seeks  advice  from  others  and  is  indifferent  to  advertisements. Although 

he  is  meticulous  but  lacks  innovation. His  similarity  to  most  people, outgoing and 

friendly  nature, provide  good  company  and  accord  him  an  impressive  personality.

The  Pantene  consumer  is  very  friendly, gives  good  company  and  has  an

impressive  personality. He  is  meticulous  and  similar  to  most  people  although  he 

is  outgoing  he  is  not  much  of  an  innovator. He  independently  takes  decisions 

and  never  seeks  any  advice  from  others. 

The  user  of  Clinic Plus  is  quite  innovative  while  he  also  does  his  jobs

meticulously. He  seldom  seeks  advice  and  is indifferent  to  advertisements  as  he 

is  independent  in  taking  major  decisions  in  his  life. His  similarity  to  most  people,

his  impressive  personality  and  friendly  nature  always  provide  good  company.