Post on 10-May-2017
A Study on Customer Preference for Sunsilk Shampoo
By :
ObjectivesTo determine the average level of
Customer preference towards Sunsilk Shampoo
To identify the most significant variable affect for the level of preference.
To recognize the potential benefits that customers expect from Sunsilk Shampoo.
ScopeIt covers almost all categories of Sunsilk shampoo.
The whole appraisal of Sunsilk shampoo has been done from the angle of customer preference.
Any substitute of shampoos like washing soaps or natural products has not been considered.
The geographical area selected is Dwarka locality. Data is collected through a questionnaire. The Sample size is 50.
Research MethodologyPrimary data : The data that is collected for the first time
is known as primary data. The main tool used was the questionnaire.
Secondary Data: Secondary data refers to the data that has
been already collected and need not to be collected from outside sources. Books, Magazines, Newspaper
Web sites are all secondary sources.
Hindustan Unilever Limited (HUL) HUL is India's largest Fast Moving Consumer Goods
Company HUL was formed in 1933 as Lever Brothers India Limited
and came into being in 1956 as Hindustan Lever Limited through a merger of Lever Brothers
With over 35 brands spanning 20 distinct categories such as soaps, detergents, shampoos, skin care, toothpastes, deodorants, cosmetics, tea, coffee,ice cream, and water purifiers, the Company is a part of the everyday life of millions of consumers across India.
Sunsilk Launched in 1964Sunsilk is the largest beauty shampoo brand in
the country. Positioned as the ‘Hair Expert’.The Benefits are more compelling and
relevant.The accent is on “It knows you, and hence
knows exactly what your hair needs”
HAVE YOU TRIED SUNSILK?
83%
17%TriedNot tried
83% of the respondents have used the Sunsilk Shampoo.
Whereas 17% of the respondents have not used the Sunsilk Shampoo.
How you come to know about Sunsilk
54%
8%
16%
22%
Advertisement
Friends
Promotion Campaign
Self Experience
Expectation by Sunsilk Shampoo
37.50%
18.70%17.10%
26.50%
Smoothening of hairTo prevent hair fallBlack shiny hairTo construct damaged hair
Reasons that influences you to prefer for Sunsilk
88%
86%
70%92%88%
74%48%
24%
PriceFragrancePackageNeed satisfactionColourIngredientsPast experiencePromotion
Price level of Sunsilk
6%
50%
44%High PriceValue for money
Is Sunsilk Shampoo easily available in retail outlets?
96%
4%
YesNo
ConclusionThere is a higher level of customer preference in terms of
Sunsilk ShampooCustomers gather information through their friends and
neighbors rather than advertising or promotion campaign. So promotion mix should be changed in to direct marketing.
The customers prefer Sunsilk shampoo as it satisfies their expected need Secondly customers care on price.
The company should introduce a new product mix for cleanness and remove dandruff.
ConclusionThe most significant variable that affect for the level of
preference is need satisfaction.
There is a considerable negative attitude towards the package .So the management should consider on providing a convenient package.
Innovation, implementation, cost reduction to offer best competitive price and execution should be the strategy for continuation to be the market leader.
SUGGESTIONS
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