Dissertation - Shampoo - Chetanya

Dissertation

on

“Analyzing the consumer buying behavior towards shampoo in Delhi with a focus on Sunsilk and Garnier.”

By

Chetanya RajputA0101911181

MBA Class of 2013

Under the Supervision of

Ms. Supriti AgrawalAssistant Professor

Department of Marketing

In Partial Fulfillment of the Requirements for the Degree of Master of Business Administration

at

AMITY BUSINESS SCHOOLAMITY UNIVERSITY UTTAR PRADESH

SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA2012

DECLARATION

Title of Dissertation: “Analyzing the consumer buying behavior towards shampoo

in Delhi with a focus on Sunsilk and Garnier.”

I declare

(a) That the work presented for assessment in this Dissertation Report is my

own, that it has not been previously been presented for another assessment and that

my debts (for words, data, arguments and ideas) have been appropriately

acknowledged.

(b) That the work conforms to the guidelines for presentation and style set out

in the relevant documentation.

Date : …………… Chetanya Rajput

A0101911181

MBA Class of 2013

ii

CERTIFICATE

Thi s i s t o hereby certify that Chetanya Rajput student of Masters of

Business Administration at Amity Business School; Amity University Uttar Pradesh

has completed the Project Report on “Analyzing the consumer buying behavior

towards shampoo in Delhi with a focus on Sunsilk and Garnier.”” under my

guidance.

Ms. Supriti Agrawal

Assistant Professor

Department of Marketing

iii

ACKNOWLEDGEMENT

First and foremost, I would like to thank my faculty guide, Ms Supriti Agrawal, for

allowing me to undergo a dissertation project under her guidance and supervision. It

gave me an opportunity to participate and learn a deal about the various aspects of the

marketing FMCG product.

Her willingness to motivate me contributed tremendously to the project. I would also

like to thank her for guiding me with some examples that related to the topic of the

project, for suggesting alternative solutions & sharing her valuable experience &

knowledge with me, and also for facilitating me in gaining practical knowledge.

Finally, an honorable mention goes to my family and friends for their understandings

and supports on me in completing this project. Without helps of the particular that

mentioned above, we would face many difficulties while doing this project.

iv

TABLE OF CONTENTS

DECLARATION……….….………….……………………………….........….……..ii

CERTIFICATE……….…….………….……………………………………..........…iii

ACKNOWLEDGEMENT……………………….…………………………...............iv

LIST OF TABLES……...………………………..…………………….……….........vii

LIST OF FIGURES….......…………………………………………….………...........ix

ABSTRACT…………....……………………………………………………..……….x

1. INTRODUCTION......................................................................................................1

1.1 Purpose of the Study…………………………………………………....

….1

1.2 Significance of the Study………………………………………….............1

1.3 Theoretical Framework…………....………………………………............3

1.3.1 Indian FMCG industry………………..........................................4

1.3.2 Introduction to Indian Shampoo Industry.....................................4

1.3.3 Introduction to Hindustan Unilever Limited and Sunsilk….........5

1.3.4 Introduction to L’Oreal India and Garnier...……………….........5

1.3.1.4 Introduction to consumer buying process.................................6

1.4 Main Objectives.....................................................................................7

1.5 Research Hypothesis................................................................................8

2. REVIEW OF THE LITERATURE............................................................................9

3. RESEARCH METHODS AND PROCEDURES....................................................17

3.1 Purpose of the Study……………………………………………...

…........17

3.2 Research Design……………………………………………………….....18

3.3 Research Questions……...…………………….…………………..……..18

3.4 Research Hypothesis……………………………………………………..18

3.5 Participants………………………………………………………….........18

3.6 Data Collection technique and procedure………………………………..19

3.7 Instruments Used………………………...…….……………………........19v

3.8 Tools Used……………………………...…….………………………......19

3.9 Limitations………………………………………………………..………

20

4. DATA ANALYSIS AND FINDINGS …………………….…...............................21

4.1 Findings ………………………………………..……………....……..….21

4.2 Summary of Findings…………………………………………….............37

5. CONCLUSIONS AND RECOMMENDATIONS…………………………..….....39

5.1 Recommendations ……………………………………………...…..........39

5.2 Limitations……...…………………………………………..

…………….40

5.3 Implications for Practice…………………………………..………..........40

5.4 Implications for Future Research……….………………...…………...…41

REFERENCES……………………………………………………………...………..42

Web Resources…..…………………………..………………………...…......44

APPENDIX…………………………………………………………………………..45

vi

Lis t o f Tab le s

Tab le No . T i t l e Page No .

Tab le 1 .1 Produc t -Brand Ma t r i x o f L ’Orea l 16

Table 4 .1 Frequency o f gende r 21

Table 4 .2 Frequency o f Age o f r e sponden t s 21

Table 4 .3 Frequency o f Annua l Fami ly Income o f

r e sponden t s

22

Table 4 .4 Frequency o f occupa t i on o f r e sponden t s 22

Table 4 .5 Frequency o f u sage o f shampoo 23

Table 4 .6 Cross - t abu l a t i ons o f gende r and mon th ly

u sage o f shampoo

24

Table 4 .7 Frequency o f mon th ly spend ing on

shampoo

24

Table 4 .8 Frequency o f b r and o f shampoo used 25

Table 4 .9 Cross - t abu l a t i ons o f Gende r and b r and o f

shampoo used

26

Table 4 .10 Frequency o f shampoo changed i n a yea r 27

Table 4 .11 .1 Frequency o f cond i t i one r u sed a long w i th

shampoo

28

vii

Table 4 .11 .2 Frequency o f o i l u sed a long w i th

shampoo

28

Table 4 .11 .2 Frequency o f a f t e r shower c r eam used

a long w i th shampoo

29

Table 4 .11 .2 Frequency o f Ha i r Ge l / sp r ay u sed a long

w i th shampoo

29

Table 4 .12 Ana lys i s o f mos t p r e f e r r ed a t t r i bu t e o f

shampoo ( cons t an t sum sca l e )

30

Table 4 .13 Frequency o f impac t o f adve r t i s emen t on

buy ing behav io r

30

Table 4 .14 Frequency o f impac t o f c e l eb r i t y

endo r semen t on buy ing behav io r

31

Table 4 .15 Frequency o f consumer p r e f e r ence o f

adve r t i s emen t s

31

Table 4 .16 Frequency o f impac t o f packag ing on

consumer buy ing behav io r

32

Table 4 .17 Cross - t abu l a t i ons o f gende r and impac t

o f packag ing

33

Table 4 .18 Frequency o f p r e f e r ence o f shampoo

packages

33

Table 4 .19 Independen t T - t e s t 35

Table 4 .20 Chi - squa re t e s t be tween Annua l Fami ly

i ncome and number o f b r ands sw i t ched i n

a yea r

36

viii

Lis t o f F igures

F igure No . F igure Name Page No .

F igure 2 .1 Concep tua l F r amework 13

Figure 4 .1 Frequency o f u sage o f shampoo 23

Figure 4 .2 Frequency o f mon th ly spend ing on shampoo 25

Figure 4 .3 Frequency o f b r and o f shampoo used 26

Figure 4 .4 Frequency o f shampoo changed i n a yea r 27

Figure 4 .5 Frequency o f impac t o f packag ing on

consumer buy ing behav io r

32

Figure 4 .6 Frequency o f p r e f e r ence o f shampoo

packages

34

ix

Chetanya Rajput

ANALYZING THE CONSUMER BUYING BEHAVIOR

TOWARDS SHAMPOO IN DELHI WITh A FOCUS ON

SUNSILK AND GARNIER.”

Abs trac t

This project studies and analyzes various factors, which affect consumer-buying

behavior towards shampoo in Delhi with a focus on Sunsilk and Garnier. The Indian

FMCG (Fast Moving Consumer Goods) sector is the fourth largest sector in the

economy with an estimated size of Rs.1300 billion.

The FMCG industry can be typically classified into three types of industries: Home

care, Personal Care and Food & Beverages.

The project focuses on shampoo, which falls under Personal care. Shampoo has the

highest penetration level of 80% in India among all hair care products. However,

shampoo been a low involvement product presents various challenges to marketing

manager like branding and maintaining market share through customer loyalty

towards the brand.

This project provides an insight into changing consumers’ preferences towards

shampoo. It shows consumer preference of hair care products and the popularity of

shampoo. It depicts the frequency of usage of shampoo and strives to find out the

popularity and ease of availability of different brands. It studies attributes, which

affects consumer buying behavior and effect of celebrity endorsement as well as

advertisement and packaging of a shampoo brand on various respondents. It

delineates the effectiveness of advertisement and promotional strategies used by

Garnier and Sunsilk, where former focus on strength as key attribute and latter on

shine.

x

CHAPTER 1: INTRODUCTION

1.1 Purpose of the Study

The purpose of the study is to analyze consumer-buying behavior towards

shampoo in Delhi with a focus on Hindustan Unilever Ltd.’s Sunsilk and L’Oreal’s

Garnier.

The Indian shampoo market, estimated to be around Rs. 2,700 Cr. It has the

penetration level of only 13 per cent in India. Sachets originally introduced to encourage

trails, makes up to 40 per cent of the total shampoo sales and were recently, adopted in

developed countries as well.

The study also tries to investigate the perceived usefulness, ease of use, availability

and usage of various shampoos.

The study also aims at analyzing the effect of demographic variables like age,

gender, occupation etc. on consumption of shampoo and preference of brands. It also aims

to find out the frequency of usage of shampoo. The project also strives to find out the

popularity and ease of availability of different brands. It studies attributes, which affects

consumer buying behavior and effect of celebrity endorsement as well as advertisement

and packaging.

1.2 Significance of the Study

Shampoo is one of main hair care products used by consumers apart from Hair

Oil, styling products, herbal remedies, Hair dyes. Surprisingly, the word “Shampoo” was

derived from the Hindi word “Champi” meaning hair massage. It has low penetration

level even in metros. They possess following characteristics:

1

i. It is of small value and hence, it is low involvement product.

ii. Shampoo plays a significant part of the consumer’s budget and consumption

pattern.

iii. Consumers keep limited inventory & prefers to purchase them frequently.

iv. It is perishable.

v. Brand loyalties or recommendations of reliable retailer/dealer drive a purchase

decision

vi. The opportunity cost of switching disposing or switching the product is low.

vii. The trial of a new product i.e. brand switching is often induced by heavy

advertisement, the recommendations of the retailer or neighbors / friends.

viii. Cater to necessities, comforts as well as luxuries

There are different type of shampoos and are segmented on the basis of their benefits :-

i. Cosmetic – Shine, Moisturizer and Silkiness

ii. Health Related – Anti Dandruff and Anti Hair fall

iii. Base – Chemical and Herbal based

There are various challenges which effects Indian shampoo market i.e.

i. Branding and Marketing Challenges – It includes launching as well

positioning of the product. The expenditure required to capture market

share is huge, as it requires investment in distribution, advertisement,

celebrity, segmenting and positioning in order to persuade consumers to

buy the shampoo.

ii. Economic Factors – Target consumer’s ability to buy should be equal to

willingness to buy or else it may fail because of overpricing.

iii. Customer Loyalty – Costumer loyalty is difficult to retain due to the huge

variety at same price backed by aggressive promotions to gain attention of

consumers. Word of mouth and peer recommendations play a vital role in

buying behavior.

2

iv. Cost Challenges – Despite of offering quality products by reputed

company, there should be a tab on price as India is a price sensitive

market.

v. Rural Market - The rural and semi urban population is growing but the

problem faced by the FMCG manufacturers are several like logistics,

acute dependence on the vagaries of the monsoon, seasonal consumption

linked to harvests, festivals and special occasions, poor roads and power

problem. Also, been a fragmented industry, more preference is given to

low cost local brands.

vi. Increased Bargaining Power of Retailers – There has been increase in the

bargaining power of retailers since they are the key point of contact with

customers. As a result, manufacturers might have to pay slotting fees and

give desired margins.

1.3 Theoretical Framework

1.3.1 Background of the Study

1.3.1.1 Indian FMCG Industry

Indian Fast Moving Consumer Goods (FMCG) sector is the fourth largest sector

in the Indian economy with an estimated size of Rs.1300 billion (ISE FMCG Sector,

2011). It is characterized by the strong presence of various multinational corporations

(MNC), with well-established distribution network and intense competition between the

organized and unorganized players and low operational cost. This industry has witnessed

strong growth in the past decade due to liberalization, urbanization, increase in the

disposable incomes and altered lifestyle. Due to reduction in excise duties, de-reservation

from the small-scale sector and the concerted efforts of personal care companies to attract

the burgeoning affluent segment in the middle-class through product and packaging

3

innovations, it is considered as booming industry. Easy availability of important raw

materials, cheaper labor costs and presence across the entire value chain gives India a

competitive advantage.

Penetration level and per capita consumption in many product categories is very

low as compared to the world average standards representing the unexploited market

potential. Mushrooming Indian population, particularly the middle class and the rural

segments, presents the huge untapped opportunity for FMCG players. A distinct feature

of the FMCG industry is the presence of international players through their subsidiaries

(HUL, P&G, Nestle), which ensures innovative product launches in the market from their

parent’s portfolio. The major segments of the FMCG Industry are categorized into three

categories:-

a) Household Care: – Consists of detergents, disinfectants etc.

b) Personal Care: – It includes personal wash products, hair care products, oral care

products, cosmetics etc.

c) Food and Beverages: - This segment is comprised of the food processing industry,

health beverage industry, bread and biscuits, chocolates & confectionery, Mineral

Water and ice creams.

1.3.1.2 Introduction to Indian Shampoo Industry

The Indian shampoo market is estimated to be around Rs. 2,700 Cr (Indian

shampoo brand positioning: Multi-dimensional scaling approach, 2012). It has the

penetration level of only 13 per cent in India (Indian shampoo brand positioning: Multi-

dimensional scaling approach, 2012). Sachet makes up to 40 per cent of the total

shampoo sales (Shampoo Brands –A Study of consumer behavior in Bangalore city,

2010). It has low penetration level even in metros. Again, the market is dominated by

HUL with around 47 per cent market share; P&G occupies second position with a market

share of around 23 per cent (Shampoo Brands –A Study of consumer behavior in

Bangalore city, 2010). The market is further expected to increase due to increased

marketing by players and the availability of shampoos in affordable sachets.

4

One of the complimentary products is Hair oil in which the coconut oil market

accounts for 72 per cent share in the hair oil market (Vora, Mr Bimal, 2011). The hair

care market can be segmented into hair oils, shampoos, hair colorants & conditioners, and

hair gels. In the branded coconut hair-oil market, Marico (with Parachute) and Dabur are

the leading players. Again, the market is dominated by HUL with around 47 per cent

market share; P&G occupies second position with a market share of around 23 per cent

(ISE FMCG Sector, 2011).

1.3.1.3 Introduction to Hindustan Unilever Limited and Sunsilk

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, Hindustan

Vanaspati Mfg. Co. Ltd. and United Traders Ltd. It has over 35 brands spanning 20

distinct categories such as soaps, detergents, shampoos, skin care, toothpastes,

deodorants, cosmetics, tea, coffee, packaged foods, ice cream, and water purifiers, the

company caters to various needs of consumers efficiently (HUL Annual Report FY2011).

Its portfolio includes leading household brands such as Lux, Lifebuoy, Surf Excel, Rin,

Wheel, Fair & Lovely, Pond’s, Vaseline, Lakmé, Dove, Clinic Plus, Sunsilk, Pepsodent,

Closeup, Axe, Brooke Bond, Bru, Knorr, Kissan, Kwality Wall’s and Pureit.

In its shampoo category, one of the famous brands is Sunsilk launched in the UK

in 1954, primarily aimed at women, which is now considered the world's leading

company in hair conditioning and the second largest in shampoo. Sunsilk shampoos,

conditioners and other hair care products are sold in 69 countries worldwide.

1.3.1.4 Introduction to L’Oreal India and Garnier Fructis

The company, with global turnover of 19.5 billion Euros in 2010, has been

present in India for close to 20 years and in 2009 celebrated its global centenary. L’Oréal

India is one of L’Oréal’s fastest growing subsidiaries and employs over 1000 people

across six sites including four regional offices, a factory in Chakan, Pune and its

headquarters in Mumbai.

5

In India, L'Oréal brands are present in the following four main categories as explained in

Table 1.1.

Table 1.1 – Product-Brand Matrix of L’Oreal

CONSUMER

PRODUCTS

LUXURY

PRODUCTS

PROFESSIONAL

PRODUCTS

ACTIVE

COSMETICS

L’Oréal Paris Lancôme L’Oréal Professional Vichy

Garnier Kiehl’s Matrix La Roche Posay

Maybelline New

York

Ralph Lauren Kérastase

Giorgio Armani Kéraskin Esthetics

Diesel

Garnier is a mass-market cosmetics brand of L'Oréal that produces hair care and

skin care products. The company started as “Laboratoires Garnier” in 1904, and was

acquired by L'Oréal in the 1970. Current product lines include Fructis shampoos and

conditioners, and Nutrisse hair color.

1.3.1.4 Introduction to consumer buying process

The purchase decision process is the stages a buyer passes through in making choices

about which products and services to buy. The five stages of the consumer buying

process are-

i. Problem recognition – It involves motivation, perception and arousal of needs,

which consumers identify to fulfill.

ii. Pre Purchase search – It consists of information seeking behavior of consumers.

The search is of two types – internal and external. In internal search, the consumer

recalls previous experience with brands. It is suitable to for low involvement

products. External search is suitable for high involvement products where

6

consumers tend to seek more information from varied sources like advertisement,

internet etc. They key external form of search in FMCG is advertisement. The

American Marketing Association has defined Advertising as “any paid form of

non-personal presentations and promotion of goods, services or ideas by an

identified sponsor”. Though ubiquitous in modern life, it is generally criticized for

the eroding credibility, manipulation and promotion of materialism and has been

the subject of long debate since its inception. Apart from impact of attitude, even

more important question is what affects individuals’ attitude towards

advertisement. It can be answered by the fact that why do individuals read/watch

advertisements and how do they use it. Studies suggest that individuals use

advertisement for three basis purposes- Information Seeking, Entertainment,

Social Expression Individuals use advertisements to seek necessary, valuable

information to support their purchase related decision making and to remain

updated.

iii. Evaluation of alternatives – The consumers evaluate various offerings, which a

marketer has to offer to solve consumer problem. The branding plays a vital role

in evaluation as a brand is a "Name, term, design, symbol, or any other feature

that identifies one seller's good or service as distinct from those of other sellers. A

set of human characteristics or traits that are associated with a brand name.

Personality is how a brand behaves. A brand personality is something to which

the consumer can relate to. Customers are more likely to purchase a brand if its

personality is similar to their own. This is the added-value that a brand gains,

aside from its functional benefits.

iv. Purchase decision – It consists of three possibilities – to buy or not. In the first

case, it deals with from where and when to buy.

v. Post-purchase behavior – The consumer evaluates the purchase by comparing

perceived expectations with realized performance and experiences satisfaction or

dissatisfaction. It includes consumer value perceptions, consumer

communications and repeat-purchase behavior.

7

1.4 Main Objectives

The main objectives and the purpose of the research paper are as follows:-

i. To identify factors that motivate consumers to switch between different brands.

ii. To study the impact of advertisements on consumer buying behavior towards a

shampoo brand.

iii. To study the influence of celebrity endorsements on buying behavior of

consumers.

iv. To study the preference of attributes which influence the consumer choice of

shampoo.

v. To study the impact of packaging of shampoo on consumer buying behavior.

1.5 Research Hypothesis

H0 - There is no significant relationship between consumer buying behavior and brand

(Sunsilk and Garnier) loyalty for shampoo category

H1 - There is a significant relationship between consumer buying behavior and brand


The project aims to analyze consumer buying behavior towards shampoo and the

preference towards attributes desired by consumers.

8

CHAPTER 2 – REVIEW OF THE LITERATURE

Shampoo is one of most common hair care product apart from hair oil,

conditioner etc. The consumer attitude preferences towards shampoo have changed from

cleansing to various other benefits like anti-dandruff, moisturizer etc. In order to

investigate the ways consumer perceive shampoo, advertisements and various brand’s

popularity & other attributes, the following literatures were studied.

Trends in Indian Shampoo Market

Jadhav G., (2012) studied Indian FMCG sector, in which he found that Indian

FMCG sector is the fourth largest sector in the economy with a total market size in excess

of US $13.1 billion. It has a strong MNC presence and is characterized by a well-

established distribution network, intense competition between the organized and

unorganized segments and low operational cost. Availability of key raw materials,

cheaper labor costs and presence across the entire value chain gives India a competitive

advantage. The FMCG market is set to treble from US $11.6 billion in 2003 to US $33.4

billion in 2015. Penetration level as well as per capita consumption in most product

categories like jams, toothpaste, skin care, hair wash etc in India is low indicating the

untapped market Potential. Burgeoning Indian population, particularly the middle class

and the rural segments, present an opportunity for makers of branded products to convert

consumers to branded products. Growth is also likely to come from consumer 'upgrading'

in the matured product categories. Further, Sharma, Dr Himani and Mehta, Shallu (2012)

depicted the changes in society where men have started to accept beauty products in

personal grooming techniques, which was usually stereotyped by women who used to

take special care of themselves. The main objective of the paper is to study the buying

behavior regarding the various brands of Shampoos and also to study the various factors

affecting the purchase of shampoo. The paper also suggests the ways to shampoo

9

producers to attract the consumers. It concluded in the paper that the male’s frequency of

using the shampoo is very less as compared to females. The paper also explores that the

consumers are not satisfied with the quality of the shampoo and the gifts distributed to

them. Lastly, Mohanty, Sangeeta (2012), suggested the perception of Indian consumers

towards different shampoo brands. Multi-Dimensional scaling technique along with

spatial map has been used to elicit the dimensions more clearly. Consumers’ ways of

judging the product under normal conditions varies widely, since consumer; themselves

differ based on age, income, educational level, mobility pattern and taste. The purpose of

the study is to transform consumer judgments of shampoo usage similarity into distances

in multidimensional space.

Consumer Behavior towards Attributes of Shampoo in India

Kaplan and Zarrilli (2009) explored the role of fragrance in defining a brand’s

personality at the point of purchase relative to its packaging. Louis Cheskin’s concept of

Sensation Transference provides the basis for this exploratory research. Results contained

herein are based on a consumer study of shampoo products designed to provide insight

into recognizing fragrance’s contributions to the marketing mix of consumer product

goods, measuring the impact of fragrance on brand identity, and understanding how

fragrance, along with packaging, influences consumers’ purchase decisions and overall

appeal. Both fragrances and packs alone are capable of defining a brand’s personality, but

the impact of a compelling personality delivered through fragrance and package is

priceless in building brand equity and augmenting consumer acceptance. The external

factors like demographic, social, cultural, price, quality, product attributes etc. for buying

Shampoo were studied by Bakhare, Dr Ruhi (2012). The market share of any product is

highly determined by the purchasing behavior of the consumers. Following study is

conducted by the researcher to find out the behavior of the consumers, to analyze the

preference of consumers, & consumer awareness. Switching from one product to another

company’s product is mainly based on advertisement, brand name, packaging,

availability, and price rise, etc. The main factor that came out was the importance of

packaging and fragrance.

10

Lonial, Dr Subhash and Zaim, Dr Selim determined attributes are important for

choosing a household personal shampoo. Using the result, they develop two impact

measures of customer satisfaction. In the first approach, the relationship between

positive- or negative-attribute product performance and overall satisfaction is assumed to

be linear and symmetric. In this case, positive or negative product attributes should affect

overall satisfaction in a direct manner. In the second approach, the relationship between

attribute-level performance and overall satisfaction is assumed nonlinear and asymmetric.

According to the second hypotheses, dissatisfaction impact makes more influence on the

overall satisfaction than satisfaction impact does. Therefore, attribute with large

dissatisfaction impact should be eliminated. In this case, “Naturalness” has the largest

dissatisfaction impact on overall satisfaction. If only symmetric effects were considered,

naturalness would not seem important. But the asymmetric impact shows that it is the

most important attribute for improvement. After that “Provides brightness”, “Provides

volume”, and “Fragrance of shampoo” have the high dissatisfaction impact value. The

main factor that came out was various attributes of shampoo that customer looks for in a

shampoo and its impact in satisfaction. Ragavendran, Devakumar and Upadhyay(2010)

revealed the major consumer expectations were quality, benefits offered and packaging of

shampoo product. The main factor that came out was various attribute of shampoo, which

affects the satisfaction level i.e fragrance, strength, shiny hair, volume, silky, and

suitability.

Lastly, Jain, Anupam and Sharma, Meenakshi (2012) examined the brand

awareness in rural areas and studied the interest of consumers in branded products of Fast

Moving Consumer Goods (FMCG). The brand awareness is showing an increasing

tendency everywhere and Garhwal Region of Uttarakhand State is not an exception to it.

It showed that the brand awareness in rural areas particularly in respect of beauty care

and health care products is showing an increasing tendency. The main factor that came

out was impact of brand name on the purchase decision of shampoo.

11

Consumer Buying Behavior towards Shampoo

Gregory S. Carpenter and Kent Nakamoto (1989) explained that consumer

preference towards a product might differ because of the product attributes. The learning

process of the customers forms a preference towards a particular brand. First customers

have a trial purchase and if the customers are satisfied with the product attribute

customers repurchase the product and doing so the preference is formed. As a result,

consumer preferences are likely to evolve through time, updated through heuristic

judgment processes. Krishnan and Ulrich (2001) reviewed the research in product

development, which they define as the transformation of a market opportunity into a

product available for sale. The focus was on product development projects within a single

firm. They also devoted their attention to the development of physical goods, although

much of the work they described applies to products of all kinds. They looked inside the

“black box” of product development at the fundamental decisions that are made by

intention or default. In doing so, they adopted the perspective of product development as

a deliberate business process involving hundreds of decisions, many of which can be

usefully supported by knowledge and tools. This approach was contrasted to prior

reviews of the literature, which tend to examine the importance of environmental and

contextual variables, such as market growth rate, the competitive environment, or the

level of top-management support. The main factor that came out was the need based

product development and innovation

Thapa, Anju (2010) suggested shampoo-buying patterns among the individuals by

examining the various factors, which influence the consumers to buy a shampoo of

particular brands and reasons for their switching to other brands. It concluded that the

usage rate of shampoo among the select individuals has been high and their buying

behavior is very frequent. It has been observed that most of the people are aware of

cosmetic shampoos rather than herbal and medicated ones. Price, availability and

packaging of the product also plays an important role in buying the shampoo products. It

has been found that most of the consumers preferred gifts, extra quantity, discount, price

off while making decision for buying the shampoos. Also, it has been seen that various

factors influence the switching behavior of the consumers like impact of packaging, a

12

price rise of current brand, scheme of brands, impact of advertisement, no availability of

brand, to try new options and influence by others etc. It shows a positive impact of

consumers preferred advertisement, celebrity, banners. The majority of the respondents

34.37% preferred advertisements, 31.25% of the respondents preferred celebrity

endorsements, 28.12% preferred other mode of promotion and 6.25% preferred banners.

Advertisement creates attention and stimulates the consumer to buy a particular brand. It

also shows that 43.75% respondents changed to other brand due to advertisement impact.

To further evaluate, Hanssens, Pauwels, Srinivasan, and Vanhuele (2010), proposed four

criteria i.e. potential, responsiveness, stickiness and sales conversion – that connect

marketing actions, attitudinal metrics, and sales outcomes. It showed its conceptual

framework to help of a diagram (Figure 2.1) that contrasts marketing effects that occur

through changes in attitudinal metrics with those that occur without such changes. It

denotes the former as the ‘mindset effect’ and the latter as the ‘transaction effect’. It

derives a positive relation in advertisements and buying behavior due to awareness and

interest. The main factor that came out here is role of advertisements in awareness of

consumer

Figure 2.1 – Conceptual Framework

Alabdali (2010) suggested a critical role of demographic variables like

age, gender, occupation etc. on attitude towards advertisements. Dan (2008) suggests

that men, elderly and those with higher levels of education of the whole sample hold

less favorable attitudes toward advertising thus confirms the impact of demographic

variables viz. sex, age and education. Akihiro et al. (2007) suggested that informativeness

13

and credibility of advertising message have the greatest impact on consumers'

attitude towards advertising and marketers should work hard on these aspects to bring

positive ad attitude. Volkov et al. (2002) found that the chances of careful processing of

the advertisements are lowered by the high number of advertisements competing for

individual attention on a daily basis. Limited time and mental resources make it difficult

for the audience to dedicate sufficient attention to most advertisements. The main factor

that came out here is the demographic profile to analyze and attitude towards

advertisements.

George S. Low and Jakki J. Mohr (2008) studied about the advertising and

sales promotion budgeting process. According to the paper, most managers marketing

budgets were spent on sales promotions than advertising. Often times, significantly

greater sums are allocated to sales promotion than to advertising — to the detriment of

the long-term competitive position of the brand's image. This study examined the

decision-making process brand managers use to set and allocate advertising and sales

promotion expenditures for individual brands, with the objective of improving the

process. Bauer et al. (2008) found that active information seekers tend to have a

positive attitude towards the advertisements in general, As advertising stimuli are

among those external stimuli, consumers with a high optimum simulation level (OSL)

can be expected to be fond of taking in advertising stimuli and having a positive

attitude towards advertising in general. Cheung et al. (2007) observed that an individual’s

propensity to search and use information is an important construct in the analysis and

explanation of consumer behavior. Thus, active information seekers generally have a

more positive attitude towards advertisements. The main factor that came out here is

role of promotions in capturing the interest of consumers by analyzing their information

seeking and evaluation behavior of individuals with special focus on advertisements.

Tendai and Crispen, (2009) investigated the influence of in-store shopping

environment for impulsive buying among consumers. The impulsive decision making

theory and the consumer decision-making model were used to substantiate the study. A

total of 320 shoppers conveniently sampled at a selected shopping mall served as the

sample. A 5% test of significance showed that in-store factors of an economic nature

14

such as price and coupons were more likely to influence impulsive buying than those

with an atmospheric engagement effect like background music and scent. Shelf space is

often retailer's critical resource. A growing number of products has posed a challenge to

the retailers for efficient allocation of available shelf space to them. Hai , Jack and Yuxin

(2004) studied the effects of Out-of-Stock (OOS) on consumers’ Stock Key Unit (SKU)

preference and price sensitivity using a unique data set from multiple consumer packaged

goods categories with information on recurring OOS incidents. Several key findings were

obtained : (1) consumers’ price sensitivity tends to be underestimated when product

unavailability due to OOS is not accounted for in discrete choice model; (2) in categories

with a high level of SKU share concentration, consumer preference for a SKU is

reinforced when facing OOS of other similar-in-attribute, familiar SKUs; and (3) in

categories characterized by short inter-purchase time, consumer preference for a SKU is

attenuated when it is frequently stocked out. We also illustrate that our findings can help

retailers to evaluate the effect of OOS on category revenue and predict time-varying

market shares of SKUs in periods following OOS incidents. Victor and Guillaume (2007)

studied competition for shelf space in a multi-supplier retail point. A retailer is

considered that seeks to allocate his shelf space to maximize his profit. The competitive

dynamics arising from the scarcity of space were analyzed, and existence and uniqueness

of equilibrium is showed. Then it demonstrated that the inefficiencies from decentralizing

decision-making are limited to 6% with wholesale-price contracts, and that full

coordination can be achieved with pay-to-stay fee contracts. Handa and Grover (2012)

presented growth of retail sector in India, strategies, SWOT of retail stores, retail format

in India & recent trends. It examined the growing awareness and brand consciousness

among people across different socioeconomic classes in India and how retail markets are

witnessing significant growth. It provided an insight on consumer preference towards

organized retail. The main factor that came out here is role of packaging and distribution

in favoriabilty of purchase decisions.

Thakur, Satendra and Singh, Dr. A.P (2012), suggested the relationship between

brand image, customer satisfaction and loyalty intention in the context of cosmetic

product of the selected company brand among the peoples of central India, five benefits

of brand image have been discussed namely social, functional, symbolic, experiential and

15

appearance enhances. It recommends focusing on the brand image to win the customer

satisfaction in order to make the customer loyal about their product and service. Finally,

it establishes a positive relationship between customer satisfaction and loyalty intention.

The main factor that came out here is adoption and brand loyalty, which affects post

purchase evaluation.

16

CHAPTER 3: RESEARCH METHODS AND PROCEDURES

3.1 Purpose of the Study

The main objectives and the purpose of the research paper are as follows:-

i. To identify factors that motivate consumers to switch between different brands.

ii. To study the impact of advertisements on consumer buying behavior towards a

shampoo brand.

iii. To study the influence of celebrity endorsements on buying behavior of

consumers.

iv. To study the preference of attributes which influence the consumer choice of

shampoo.

v. To study the impact of packaging of shampoo on consumer buying behavior.

3.2 Research Design

The research is a descriptive research. An intensive secondary research was

conducted to gain insights in the shampoo market. The sampling technique used was

convenience sampling.

17

3 .3 Research Ques t ions

The questions used in the research consisted of:

a. Dichotomous questions.

b. Questions using Likert Scale.

c. Question with constant sum scale

3.4 Research Hypothesis

H0 - There is no significant relationship between consumer buying behavior and brand


H1 - There is a significant relationship between consumer buying behavior and brand


3.5 Participants

A total of 100 respondents (Consumers of shampoo) were interviewed to gain

insight of their usage and preference of shampoo.

18

3.6 Data collection technique and procedure

A. Primary Data

The primary data have been collected initially with the help of an unstructured

questionnaire to develop a base for the study and then a structured questionnaire was

formed based on secondary data and pilot study to record the responses of consumers. In

addition, to know perceive popularity of brands, observation of shampoo brand’s share of

self in retail outlets was conducted.

B. Secondary data

Already existing data are called secondary data. They were collected by following

methods:

i. Research papers from the Internet

ii. Books on marketing research and branding

iii. Published reports and documents by various authors.

iv. Official websites of shampoo manufacturers

3.7 Instruments Used

A self-administered questionnaire was used as research instruments to conduct research.

3.8 Tools Used

i. Frequency Analysis: Various respondents undertook a frequency analysis for each

question to obtain the distribution of responses.

19

ii. Cross-tabulation: Cross-tabulation refers to the display of two or more variables

together in a tabular format. Cross-tabulation was done to find out the distribution of

various responses under the heads of various demographic variables like age, gender,

income etc.

iii. T-Test – It checks the existence of statistical difference between means of two groups

from each other. It compares the means of two groups, and especially appropriate as

the analysis for the posttest-only two-group randomized experimental design.

iv. Constant Sum – It evaluates the preference of attributes given by consumers.

v. Chi-Square Test – It checks the proportions of observations falling into different

categories differ significantly from the proportions that would be expected by chance

Following software has been used during analysis and compiling of data.

SPSS

Microsoft Excel

Microsoft Word

3.9 Limitations

1. The time span of research was less so observational research was not possible.

2. The extent of research was only restricted to Delhi and NCR.

3. Due to paucity of time, sample size could not be taken more.

4. Lack of availability of ample prior research works on the topic.

5. Due to paucity of time, some of the candidates had to respond online and on the phone which may be open to some biases in the answers.

20

CHAPTER 4: DATA ANALYSIS AND FINDINGS

4.1 Findings

The primary data collected through structured questionnaires from 100

respondents, was analyzed by means of Descriptive analysis (Frequencies and Cross

Tabulations), Measure of Central Tendencies, Parametric Tests and advanced statistical

hypothesis tests and interpretations are made from the statistics.

1. Frequency Analysis on consumer buying behaviour towards shampoo in Delhi & NCR

Table 4.1 – Frequency of gender

Gender

Frequency Percent Valid Percent

Cumulative

Percent

Valid Male 45 45.0 45.0 45.0

Female 55 55.0 55.0 100.0

Total 100 100.0 100.0

Table 4.2 – Frequency of Age of respondents

Age


Cumulative

Percent

Valid Below 20yrs 25 25.0 25.0 25.0

21-30yrs 69 69.0 69.0 94.0

31-40yrs 3 3.0 3.0 97.0

41-50yrs 1 1.0 1.0 98.0

Above 51yrs 2 2.0 2.0 100.0

Total 100 100.0 100.0

21

Table 4.3 – Frequency of Annual Family Income of respondents

Annual Family Income


Cumulative

Percent

Valid Below 3 Lakhs 6 6.0 6.0 6.0

3 Lakhs-6 Lakhs 48 48.0 48.0 54.0

Above 6 Lakhs 46 46.0 46.0 100.0

Total 100 100.0 100.0

Table 4.4 – Frequency of occupation of respondents

Occupation


Cumulative

Percent

Valid Student 61 61.0 61.0 61.0

Service 31 31.0 31.0 92.0

Homemaker 1 1.0 1.0 93.0

Business 7 7.0 7.0 100.0

Total 100 100.0 100.0

Interpretation – Mostly the respondents lies in age group of 21-30. The second major age

group is below 20yrs. The majority of respondents is either in 3-6 lakhs or above 6 lakhs

and were students followed by people in service. The gender is in proportion with female

and male ratio of 11:9

22

2. Usage pattern of shampoo by respondents in Delhi & NCR

Table 4.5 – Frequency of usage of shampoo

How often do you wash your hair with shampoo?

Frequency Percent Valid Percent Cumulative Percent

VOnce a day 25 25.0 25.0 25.0

Alternate days 39 39.0 39.0 64.0

Twice a week 32 32.0 32.0 96.0

Once a week 4 4.0 4.0 100.0

Total 100 100.0 100.0

Figure 4.1 - Frequency of usage of shampoo

Interpretation – The majority of respondents wash their hair on alternative basis followed

by twice a week and then on daily basis.

Table 4.6 – Cross-tabulations of gender and monthly usage of shampoo

23

How often do you wash your hair with shampoo? * Gender Cross-tabulation

Gender

TotalMale Female

How often do you wash

your hairwith shampoo?

Once a day 16 9 25

Alternate days 15 24 39

Twice a week 11 21 32

Once a week 3 1 4

Total 45 55 100

Interpretation – Mostly male wash their hair daily or on alternative basis, however female

do not prefer to wash their hair daily.

3. The average monthly spending on shampoo by an individual

Table 4.7 – Frequency of monthly spending on shampoo

How much do you spend (in Rs) on shampoo in a month?


Cumulative

Percent

VBelow100 22 22.0 22.0 22.0

100-250 51 51.0 51.0 73.0

250-500 20 20.0 20.0 93.0

Above 500 7 7.0 7.0 100.0

Total 100 100.0 100.0

24

Figure 4.2 - Frequency of monthly spending on shampoo

Interpretation – The majority of respondents spends between Rs 100-250.

4. Preference of brand of shampoo used by respondents

Table 4.8 – Frequency of brand of shampoo used

Which Brand of shampoo do you use?


VGarnier 15 15.0 15.0 15.0

Head n Shoulder 16 16.0 16.0 31.0

Clinic Plus 4 4.0 4.0 35.0

Sunsilk 38 38.0 38.0 73.0

Others 27 27.0 27.0 100.0

Total 100 100.0 100.0

25

Figure 4.3 - Frequency of brand of shampoo used

Interpretation – The most preferred shampoo is Sunsilk and the least preferred is Clinic

Plus. In others category, the responses were Dove and Keshkanti.

Table 4.9 – Cross-tabulations of Gender and brand of shampoo used

Which Brand of shampoo do you use? * Gender Cross-tabulation

Male Female

Which Brand of shampoo do

you use?

Garnier 14 1 15

Head n Shoulder 11 5 16

Clinic Plus 2 2 4

Sunsilk 9 29 38

Others 9 18 27

Total 45 55 100

Interpretation: - Majority of male respondents prefers Garnier whereas majority female

respondents prefer Sunsilk.

26

5. The number of shampoo brands switch by an individual in a year

Table 4.10 – Frequency of shampoo changed in a year

How many shampoos have you changed since last year?


Never 25 25.0 25.0 25.0

Once 36 36.0 36.0 61.0

Thrice 30 30.0 30.0 91.0

More than 5times 9 9.0 9.0 100.0

Total 10

0

100.0 100.0

Figure 4.4 - Frequency of shampoo changed in a year

Interpretation – Mostly respondents have changed their shampoo either once or thrice in

one year.

27

6. Preference of complimentary product used along with shampoo

Table 4.11.1 – Frequency of conditioner used along with shampoo

Along with Shampoo – Conditioner


V Y

Yes

61 61.0 61.0 61.0

N

No

39 39.0 39.0 100.0

T

Total

100 100.0 100.0

Table 4.11.2 – Frequency of oil used along with shampoo

Along with Shampoo – Oil


V Y

Yes

36 36.0 36.0 36.0

N

No

64 64.0 64.0 100.0

T

Total

100 100.0 100.0

28

Table 4.11.3 – Frequency of after shower cream used along with shampoo

Along with Shampoo - After Shower


V Y

Yes

16 16.0 16.0 16.0

N

No

84 84.0 84.0 100.0

T

Total

100 1

00.0

100.0

Table 4.11.4 – Frequency of Hair Gel/spray used along with shampoo

Along with Shampoo - Hair Gel/Spray


Y Y

Yes

20 20.0 20.0 20.0

N

No

80 80.0 80.0 100.0

T

Total

100 100.0 100.0

Interpretation – Conditioner is the most popular complimentary product followed by hair

oil.

29

7. Preference of attribute based on constant sum scale

Table 4.12 – Analysis of most preferred attribute of shampoo (constant sum scale)

N Minimum Maximum Sum Mean Variance

Total of 100 Points –

Strength

100 0 5 274 2.74 1.528

Total of 100 Points – Shine 100 0 5 252 2.52 1.363


Moisturizing

100 0 5 251 2.51 1.444


Fragrance

100 0 5 151 1.51 1.061

Total of 100 Points – Color 100 0 4 72 .72 .789

Valid N (listwise) 100

Interpretation – Strength is the most desired attribute of shampoo followed by shine. The

third most desired attribute is moisturizing followed by fragrance at fourth. The color of

shampoo is least preferred shampoo.

8. Impact of advertisement on consumer buying behavior

Table 4.13 – Frequency of impact of advertisement on buying behavior

Do good Advertisement plays major role in selling Shampoo


V Y

Yes

77 77.0 77.0 77.0

N

No

23 23.0 23.0 100.0

T

Total

100 100.0 100.0

Interpretation – The advertisement does plays a major role in selling shampoo since 77

respondents agrees.

30

9. Impact of celebrity endorsement on consumer buying behavior

Table 4.14 – Frequency of impact of celebrity endorsement on buying behavior

Celebrity Endorsement Role


V Y

Yes

36 36.0 36.0 36.0

N

No

64 64.0 64.0 100.0

T

Total

100 100.0 100.0

Interpretation – 64% of respondents do not agree that celebrity endorsement plays a

major role in buying behavior.

10. Impact of attribute focused advertisements in comparison to celebrity advertisements

Table 4.15 – Frequency of consumer preference of advertisements

Celebrity advt (Sunsilk) vs Attribute focused advt (Garnier)


VSunsilk 24 24.0 24.0 24.0

Garnier 58 58.0 58.0 82.0

Both 1 1.0 1.0 83.0

None 17 17.0 17.0 100.0

Total 100 100.0 100.0

Interpretation – The majority of respondents are more influenced by attribute-focused

advertisement, which is used by Garnier. 17% disliked both types.

31

11. Impact of packaging on consumer buying behavior

Table 4.16 – Frequency of impact of packaging on consumer buying behavior

Can Packaging change your decision


V Y

Yes

37 37.0 37.0 37.0

N

No

63 63.0 63.0 100.0

T

Total

100 100.0 100.0

Figure 4.5 - Frequency of impact of packaging on consumer buying behavior

Interpretation – Majority of respondent’s decision to purchase shampoo aren’t affected by

packaging.

32

Table 4.17 – Cross-tabulations of gender and impact of packaging

Can Packaging change your decision * Gender Cross-tabulation

Gender

TotalMale Female

Can Packaging change your

decision

Yes 21 16 37

No 24 39 63

Total 45 55 10

0

Interpretation – The male respondents were equally divided over changing their decision

of purchasing shampoo based on packaging, however, female did not agree clearly.

12. Preference of stock key unit of Shampoo

Table 4.18 – Frequency of preference of shampoo packages

Which Shampoo Package you prefer


V Sachet 9 9.0 9.0 9.0

Regular Bottle 74 74.0 74.0 83.0

Family Bottle 17 17.0 17.0 100.0

Total 100 100.0 100.0

33

Figure 4.6 - Frequency of preference of shampoo packages

Interpretation – Majority of respondents prefers Regular bottles which is also agreement

to monthly respondents spending on shampoo

14. Independent t-Test

The independent t-test was conducted to check the existence of statistical difference

between means of gender and statements, which reflects the feelings of the respondents.

The hypothesis used was

H0 - Preference towards attributes and advertisements does not differ between genders.

H1 - Preference towards attributes and advertisements does differ between genders.

34

Table 4.19 – Independent t-Test

t-test for Equality of Means

t df Sig. (2-tailed)

I like to use shampoo which

has long lasting fragrance

Equal variances assumed -.776 98 .440

Equal variances not

assumed

-.758 83.036 .450

I use shampoo to strengthen

my hair


Equal variances not

assumed

-.139 97.840 .890

I will prefer strong hair over

shiny hair


Equal variances not

assumed

-.047 97.356 .963

I feel that shampoo

moisturizes my hair

effectively

Equal variances assumed -2.254 98 .026

Equal variances not

assumed

-2.337 95.436 .022

I prefer shampoo which

gives me shiny hair.


Equal variances not

assumed

-.485 97.960 .629

I get influenced by

advertisements of shampoo

and hence purchase that

brand

Equal variances assumed 2.166 98 .033

Equal variances not

assumed

2.169 9

4.581

.033

I don’t mind paying extra for

right shampoo that suits my

needs

Equal variances assumed .969 98 .335

Equal variances not

assumed

.965 92.532 .337

35

Interpretation: - There has been significant difference noted in attitude of male and

female respondents’ advertisements and moisturizing attribute.

The hypothesis were not accepted in shampoo with attributes like shine, fragrance and

strength. Both female and male did not show significant difference in paying extra for

suitable shampoo and showing preference towards strength over shine.

15. Chi Square Test between Annual Family income and number of brands switched in a

year

The hypothesis used in Chi Square Test is

H0 – Brand loyalty and income are not dependent

H1 – Brand loyalty and income are dependent

α = .05

Table 4.20 - Chi-square test Test between Annual Family income and number of brands

switched in a year

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)

Exact Sig. (2-

sided)

Exact Sig. (1-

sided)

Pearson Chi-Square 3.280a 1 .070

Continuity Correctionb 2.569 1 .109

Likelihood Ratio 3.282 1 .070

Fisher's Exact Test .096 .054

Linear-by-Linear Association 3.247 1 .072

N of Valid Cases 100

Interpretation:- Since, 0.070 > 0.05. Since the difference is significant, therefore, reject

H1. Respondents, regardless to their income, are not loyal to their choice of shampoo

brand

36

4.2 Summary of Findings

To identify factors that motivate consumers to switch between different

brands.

The costumers do not exhibit strong loyalty towards a particular brand. Through

Chi-squared test, it was found respondents, regardless of their income, aren’t loyal to

their choice of shampoo brand. Most of the respondents have switched at least once

followed by three times, the number of shampoos changed in a year

To study the impact of advertisements on consumer buying behavior towards

a shampoo brand.

Advertisement plays a vital role in influencing buying behavior. The

advertisement focused on the attributes and benefits of a shampoo is preferred more and

plays a vital role in influencing consumer-buying behavior. There is a significant

difference in attitudes towards advertisements between male and female.

To study the influence of celebrity endorsements on buying behavior of

consumers.

Celebrity endorsement is not the preferred form of advertisement and its

influencing power on consumer buying behavior is lesser as compared to an

advertisement, which focuses on the attributes.

To study the preference of attributes which influence the consumer choice of

shampoo.

Attributes plays a key role in influencing consumer buying process as it starts

with need recognition, which keeps varying with age and gender for hair. The consumers

prefer advertisement, which focus on attributes. It was observed that strength was most

preferred attribute followed by shine. There is a significant difference in attitudes towards

moisturizing (third most preferred attributes) between male and female.

37

To study the impact of packaging of shampoo on consumer buying behavior.

The packaging does not play a vital role in influencing consumer buying behavior. The

most preferred package is regular bottle and average monthly spending is Rs 100-250.

The color of the shampoo was least preferred attribute. It has been observed that people

use not only shampoos but also other hair styling products like hair conditioner; hair oil,

etc. is also preferred because of its uniqueness of effectiveness. The male respondents

were equally divided upon changing their decision of purchasing shampoo based on

packaging, however, the female did not agree clearly.

38

CHAPTER-5: CONCLUSIONS AND RECOMMENDATIONS

5.1 Recommendations

1) The preferred attribute, which shampoo manufacturers can cash on is strength

followed by shine.

2) Advertise key attributes such as strength and volume. The USP could be

rebuilding damaged hair, silky and healthy hair.

3) The most commonly used product was conditioner. It can be either used a sales

promotion technique as a gift with a shampoo bottle. Garnier has already

harnessed this potential with 2 in 1 shampoo range.

4) Focus on attributes than celebrities as celebrities do give positive stimulus to

buyer’s mind but they should not be the prime focus while advertisement for

shampoo.

5) Offer value for money impetus for the decision maker to use the product more

intensively.

6) Develop quality and brand image so that by trial of brand is left with a good

image and then followed by the usage of bigger pack, which then will be used by

them.

7) In order to create brand loyalty, benchmark the company that has well positioned

itself in the minds of the consumer and consumers rarely change their shampoo

with the help of testimonial advertisements which focus on the satisfaction

derived from core features of their brand. So, delivering the improved one will

make them switch to 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 the brand.

8) Go for strategic sizing and pricing with packs available in the market so that

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

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

39

availability. Sachet can be made available near rural and college hostel areas

whereas family and regular bottles should be available in residential areas.

9) In order to increase effectiveness of a promotional campaign of shampoo, a brand

should be positioned as a foreign brand with the help of foreign actors focusing on

attributes as studied in consumer perception of Garnier.

5.2 Limitations

1) The time span of research was less so observational research was not possible.2) The extent of research was only restricted to Delhi and NCR.3) Due to paucity of time, sample size could not be taken more.4) Lack of availability of ample prior research works on the topic. 5) Due to paucity of time, some of the candidates had to respond online and on

the phone which may be open to some biases in the answers.

5.3 Implications for Practice

This research report would be of interest of shampoo manufacturers, suppliers and

marketers who are interested in understanding the consumer-buying behavior towards

shampoo. The report gives an exclusive insight on attitude of the consumer towards

advertisements and packaging. It also gives insight preference towards the attributes of

shampoo. It also delineates effectiveness of strategies used by Garnier and Sunsilk in

marketing their products, in which Garnier came out as the clear winner with it. The

respondents preferred Garnier’s focused attribute i.e. Strength and their advertisements

strategy.

40

5.4 Implications for Future Research

This research report paves way for further detailed research covering bigger geographical

location with higher time and resources. Based on this research, preference and attitudes

towards herbal shampoo over chemical based shampoo can be studied. Further research

can study the influence of testimonial advertisements towards consumer buying behavior

and preference of a particular celebrity, which will be most influential.

41

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on consumer buying behavior”. European Journal of Business and

Management.

43

Web Resources

1. http://www.hul.co.in/

2. http://www.sunsilk.com/

3. http://www.garnier.com/index2.aspx

4. http://www.loreal.co.in/_hi/_in/index.aspx

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http://www.loreal.co.in/_hi/_in/index.aspx

http://www.garnier.com/index2.aspx

http://www.sunsilk.com/

http://www.hul.co.in/

APPENDIX

Questionnaire

Dear Respondents,

The following questionnaire aims to understand consumer buying behavior towards

shampoo in Delhi with focus on Sunsilk and Garnier. The collected data will be kep

confidential and is meant for academic purpose. Thankyou for your cooperation.

Q1. How often do you wash your hair with shampoo?

1) Once a day 2) Alternate days

3) Twice a Week 4) Once a Week

Q2. How much do you spend (in Rs) on shampoo in a month?

1) Below 100 2) 100 - 250

3) 250 - 500 4) Above 500

Q3. Which Brand of shampoo do you use?

1) Garnier 2) Head and Shoulder

3) Clinic Plus 4) Sunsilk

5) Others __________________

Q4. How many shampoos have you changed since last year?

1) Never 2) Once

3) Thrice 4) More than 5 times

Q5. Which one of the following hair care product do you use along with shampoo?

1) Conditioner 2) Oil

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3) After Shower 4) Hair Gel/Spray

Q5. Assume you have 100 points. Divide the points among the following reasons to

indicate the relative importance of each reason. The more points, the more

important it is. The total should equal 100 points.

Fragrance

Shine

Cleansing

Moisturizing

Colour

TOTAL 100

Q6. Do you feel that a good advertisement plays a major role in selling shampoo?

1) Yes 2) No

Q7. Does celebrity endorsement have a vital role in selling of a shampoo?

1) Yes 2) No

Q8. Sunsilk advertisement focus on shiny hair with help of a Bollywood celebrity,

whereas Garnier advertisement focus on strong hair with help of foreigners. Which

advertisement do you think impacted your decision to purchase?

1) Sunsilk 2) Garnier

3) Both 4) None

Q9. Can packaging change your decision to purchase a particular shampoo?

1) Yes 2) No

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Q10. Which shampoo package, do you prefer?

1) Sachet (10ml) 2) Regular Bottle (200ml)

3) Family Bottle (750ml) 4) Others_______________

Q11. The following statements refer to your experience and results of using

shampoo brands. Please indicate your level of agreement or disagreement with each

of the following statements:

Statements Strongly

Agree

Agree Neutral Disagre

e

Strongly

Disagree

I like to use shampoo which

has long lasting fragrance

I use shampoo to strengthen my

hair

I prefer shampoo which gives

me shiny hair.

I feel that shampoo moisturizes

my hair effectively

I will prefer strong hair over

shiny hair

I get influenced by

advertisements of shampoo and

hence purchase that brand

I don’t mind paying extra for

right shampoo that suits my

needs

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Personal Information:-

Name:

Gender: M or F

Age:

Below 20 years 21-30 years 31-40 years 41-50 Above 51 years

Annual Family Income:

Below Rs 3,00,000 Rs 3,00,000 - 6,00,000 Above Rs 6,00,000

Occupation

Student Service Homemaker Business Others

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Dissertation - Shampoo - Chetanya

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