APROJECT REPORT

ONCONSUMER BUYING BEHAVIOUR

ONHAIR DYES

SUBMITTED TO:

PROF. POOJA GUPTA

SUBMITTED BY:

MONICA SINHABBA IIIrd YEAR

ROLL NO. 18

INDEX

CONTENTS PAGE NO.

ACKNOWLEDGEMENT EXECUTIVE SUMMARY QUICK FACTS EARLY LIFE

- CHILDHOOD DAYS

- CAREER

- OFF TO ADEN

- EARLY YEARS IN BOMBAY

- YARN YEARS

- THE BUSINESS

ACHIEVEMENTS CHARACTER TRAITS PERSONAL LIFE QUOTES LIFE AS AN ENTREPRENEUR DEATH LESSONS LEARNT

MY VIEWS BIBLIOGRAPHY

ACKNOWLEDGEMENT

It is said that life is a mixture of achievement, failure, experience, exposure, dreams and efforts to make those dreams come true. There are people around who enable realize those dreams. The word of acknowledgement is an expression of heart felt thanks, fullness for his inspiration.

The project of this nature is a difficult task stretching over a period of time. Although this project report brought in my name, it bears an imprint of guidance and cooperation of many individuals.

At the very outset, I would like to express my gratitude to my father for giving me the guidance.

I took this opportunity to express my profound gratitude and deep regards to my subject teacher Prof. Pooja Gupta for her exemplary guidance, direction and constant encouragement. In those moments when things seem dark, their presence had a soothing effect.

The learning during the study was immense & invaluable. My work basically included the study of consumer buying behavior for “hair dyes”.

Last but not the least I’m grateful to all my friends for their cooperation and help during the course of the project.

MONICA SINHA

EXECUTIVE SUMMARY

Abstract:

Purpose – Research is to how color can stimulate interest and subsequently increase the appeal power of products. There has been very little or no research in the color-impact domain in India. Gender has also been presented as an important factor of color penchant and proclivity. It seeks to understand the influence of color on consumer choice of hair dyes as well as the effect of gender differences.

Design/methodology/approach – A field survey of Indian consumers was conducted to understand these influences. A total of 35 consumers randomly selected from a mall intercept exercise responded to the questionnaire.

Findings – Shows that attitude towards color, color attractiveness, normative color, and color preferences are significantly associated with product choice. The results also show that gender moderates the impact of color significance, attitude towards color, color attractiveness, and color preferences on choice.

Research limitations/implications – Limited by the fact that the study was undertaken in one city i.e. Navi Mumbai.

Practical implications – To help marketers exploit gender differences through use of color.

Originality/value – There has been little research on color in marketing in the past. This fills a gap.

Hair coloring is dye used to color human hair. It is used for a variety of purposes; most commonly to return gray hair to its previous color, to change hair color to a shade regard as more desirable, or to return hair to its original color after chemicals (e.g. hair dye) have discolored it.

Are you tired of the same old drab look and need to add some spice to your life? Hair coloring is always a great option for those who love to jazz up their tresses and do not mind surprised stares! Yes, coloring your hair would also mean you need to be ready to face the world with confidence and sport your new look with great élan. Sometimes, hair coloring also needs lady luck on your side, fantastic results may even be the culmination of an ‘accident’ at times! Incorporating the latest hair color trends is an easy way to give your current style a lift.

One can imagine of dying hair beyond the natural spectrum of human hair pigments. Whether you want to go hot pink, fire engine red, or sky blue, you'll find it's easier than you might expect. In just a few simple, easy-to-follow steps, you can turn that boring blonde or black into a fantastically bright yellow or fuchsia in a matter of hours!

The various colors used by the consumers range in a big scale. They are

Strawberry BlondeBeige BlondeLight AuburnLight golden blondeCopperyDeep golden brownHoney brownWhitish or Pale blondeSilvery blondeLight brownCoffeeChocolate brownPinkBlue etc……………..

Why People Dye Their Hair

Many people of different ages ask of teens the question, "Why do you dye your hair?" It's a valid question. It seems like the fad these days is to have a different color of hair every week. Red, purple, blue, green, orange, it doesn't matter, as long as it's new. The crazier the better, the brighter the cooler.

Most hair dyers probably aren't entirely sure of their ulterior motives behind the florescent colors, but I decided to figure it out.

When someone dyes their hair a noticeably bright color, they get noticed. It's impossible not to see the green haired girl walking down the hall, or the blue haired boy in your gym class. It's immediately the way you're first described by your peers. This attracts attention to you, and makes you more known around your school. Everyone's talking about your new hair color, about how "crazy" and "cool" it is; or maybe how "gross" it is, depending on how it turned out. You could look like a way cool punk rocker, really trendy, or like your hair grew some major mold. It can depend on the dye or the way you dye it, or sometimes on pure luck.

Sometimes people dye their hair because they need a change. They're sick of the brown-haired, boring old person they see in the mirror every day, and want to add a little spice to their look. It's really hard to be boring looking when your hair can be seen from a block away. It's a valid reason to make a change, and seems like a good idea to me.

A more common reason that people dye their hair, but most wouldn't admit to, is to try to be "cool". If making friends or getting respect is your reason for bringing out the dye, I would seriously recommend reconsideration, and would look down on you if that was your only reason. Maybe for some people it would be a perk, but it shouldn't be your primary motive for going hair-crazy. If it is, and you dye your hair with hopes of being cool, and it doesn't happen, you'll be stuck with a hair color that you didn't really want, which would definitely not be a good situation. It's pretty easy, and sometimes even a little amusing, when your parents or grandparents gasp at

the sight of your bizarre locks, but if you don't have your friends behind you on it, the cons will much outweigh the pros.

Some people simply think they would look much better with a different color of hair. This usually applies with more natural colors, such as blond, brown, red, or auburn. Most of the time these changes are for the better, especially if they aren't too drastic. Going from blond to black could be quite a change, and sometimes fair skin doesn't go too well with ebony hair. Interesting if you're going for the gosh look, but not if you're trying to make yourself subtly better looking.

Also, a very effective way of rebelling against your family is by dying your hair. Once they see the stain-covered bathroom and your incredible head of crazy colors, yes, they could scream. Beware of emotional mom's, I've heard they faint. And if you've got the extremely aggressive parents, watch out for those scissors, they just might try to cut your hair. But, no matter what they do, you will have made the firm statement that you are your own person and you won't listen to reasoning or discipline. Hopefully after a few weeks of grounding your parents will figure out that your hair color WILL wash out eventually, and that their social circle will get over their initial shock and thoughts of what irresponsible parents they are to let their child get away with such a thing.

This is my perception on the reasons for young people dying their hair. There are probably many more reasons on why people our age dye their hair that I haven't even considered. Whatever the reasons are, it's an intriguing fad that doesn't seem to have been around for too long of a time, but is getting more popular. I'll be interested to see if this trend gets defeated by some newer, "cooler" trend, and I hope that the dying of hair won't be completely stamped out, because I think it's an interesting and colorful way to make a statement.

COLOURS USED IN HAIR DYES

Golden Platinum Misty Mocha

Light Ash Blonde Wheat

Pale Golden Blonde Golden Lights

Light Ash Blonde Honey

Honey Blonde Pale Blonde

Brownish Blonde Dark Blonde/ Ash Blonde Frosted

Platinum Ash With Beige Highlights

Butterscotch

Butterscotch Ash Brown/ Golden Blonde Tips

Dark Blonde Buttered Toast

Honey Blonde Golden Strawberry Blonde

Light Beige Blonde Strawberry Blonde

Light Ash Blonde Light Beige Blonde

Light Golden Blonde Brownish Blonde/Light Ash Blonde Frosted

Pale Golden Blonde Dark Blonde Light Ash Blonde Frosted 

Platinum Ash with Beige Highlights 

Strawberry Blonde/Pale Blonde Tips

Strawberry Blonde  Medium Ash Blonde

Ginger/Butterscotch Honey Blonde, Pale Golden Blonde Highlights

Ash Brown/Honey Blonde Light Honey Brown, Light Auburn Highlights 

Light Ash Brown Ash Brown

Light Golden Brown Darkest Brown

Medium Golden Brown Light Ash Brown/Light Blonde Frosted

Dark Brown Light Ash Brown/Platinum Ash Blonde Frosted

Almost Black Medium Ash Brown/Platinum Ash Beigh Frosted

Medium Ash Brown Light Ash Brown, Light Blonde Frosted 

Dark Chocolate Brown Light Ash Brown, Light Golden Blonde Tips 

Almost Black  Dark Brown, Dark Auburn

Darkest Brown  Light Beige Blonde, Light Golden Brown

Dark Brown  Medium Brown, Golden Brown Highlights 

Dark Reddish Brown  Chocolate/Caramel

Medium Ash Brown  Medium Golden Brown

Medium Golden Brown  Light & Medium Brown Roots

Light Ash Brown  Lt. Ash Brown/Lt. Ash Blonde Frosted

Mahogany Midnight/Honey Blonde

Walnut Pecan/Chardonnay

Medium Brown Roots\Light Golden Brown Ends

Lt. Brown, Lt. Ash Blonde Highlights

Chestnut

Dark Auburn

Light Auburn 

Dark Auburn 

Medium Auburn 

Flame Red

Coppery Red 

Golden Toasted Auburn 

Copper Red

Irish Red

Medium Irish Red

Light Auburn, Light Golden Blonde Frosted 

Flame Red/Dark Auburn

Light Auburn, Light Reddish Blonde Highlights 

Burgundy/Auburn

Medium & Dark Auburn Roots/Light Auburn Ends

Dark Auburn, Medium Auburn Highlights 

Chestnut/Copper

Dark Brown with 10% Gray

White

90% Gray, 10% Brown/Black

75% Gray, 25% Brown/ Black

Salt & Pepper, 50% Gray, 50% Brown/Black

Light Ash Brown with 25% Gray

Light Ash Brown with 15% Gray

75% Almost Black, 25% Gray

Medium Ash Brown with 25% Gray

Salt & Pepper, 50% Gray, 50% Brown/Black

Medium Gray with 5% Black, 5% Beige

Gray with 25% Brown/Black

Gray with 10% Brown/Black

Beige White

Silver Gray With Light Ash Brown

Silvery Moon

56 Front with 38D in Back

Different companies producing hair colorants

100% Pure Natural Colors {Chemical Free} KEO (Kirpal Export Overseas) is pioneer for making 100% Pure Herbal Colors for hair Coloring.

SURVEY

SAMPLE SIZE: 30

PLACE COVERED: KHARGHAR, NAVI MUMBAI

NO. OF QUESTIONS ASKED:

METHODOLOGY: APPLIED RESEARCH

PRODUCT: HAIR DYE

QUESTIONNAIRE

1) What is your age?10 – 20

21– 30

31 – 40

41 - Above

2) Rank the following attributes for a person’s appearance in a scale of 10.

Hair

Feet

Body

Nails

3) How important do you think the look of hair is to a person’s appearance?

Very much

To some extent

Not at all

4) How important do you think the color of hair is for a person’s appearance?

Strongly disagree Strongly agree

Somewhat disagree Somewhat disagree

5) How do hair care activities in general make you feel?

Relaxing Beautiful

Energetic Confident

6) What benefits do hair care activities provide you?

Functional

Social

Emotional

Any other, specify

7) Which hair color do you prefer the most?

BurgundyLight goldenCopperySilvery blondeCoffee colorPinkBlueAny other, specify

8) Why do you use the particular color?

For Passion Need a change To rebel against family

To be Cool To get noticed For style

9) What things do you look in hair colorants?

PriceQualityNo side-effectsAnimal tested proofPermanent / semi-permanent color

10) Are you seeking a very specific “look”?

Always

Rare

Often

Never

11) Describe an idealized hair colorant product.

A product with reasonable quality and priceA product with no side-effects, rich in qualityA product with only a very high brand imageA product with reasonable price, various colors available, and no side-effects

12) How often do you use hair colorants?

Always

Rare

Often

Sometimes

Never

13) For what reason do you use it?

Style

Passion

For change

Need

14) Tell me about your experience of using hair colorants?

Extremely good

Good

Not so

Bad

Extremely bad

15) How did the process of hair coloring make you feel? How about the outcome?

16) What things please you or trouble you about your hair colorant consumption experiences?

17) When you purchase hair colorants, how important is the store itself?

18) Do you prefer going to a salon to try profession service first?

19) What is your experience of consuming hair color?

Much SatisfiedA bit satisfiedA bit not satisfiedNot at all satisfied

CONCLUSION

After doing a research on 30 respondents in Navi Mumbai, their buying behavior for hair dyes, it is concluded that most of the people (85%) desire to experiment with their hair just for style and passion.

They love to dye with new colors like strawberry blonde, honey brown, coffee, and chocolate brown.

Consumers range in an age group of 19 to 35 years who widely use the hair colorants.

The consumers would like it to be a mandatory requirement that manufacturers state clearly if products have been tested on animals.

Hence, it is important on the part of the company that they produce an eco-friendly and bio degradable hair colorants which has minimum side effects.

It is becoming today’s trend and will continue for few decades.

BIBLIOGRAPHY

BOVINEONE AT www.en.wikipedia DATE-2006-08-07

S. PINNEY “ANNALS OF EPIDEMIOLOGY” VOL.3, ISSUE 8, PG-572-573

www.dosfordonts.com

www.clearleadinc.com

www.wikipedia.com

www.isixsigma.com