Market Research of Shampoo and Bodywash

By Group 1,Class 1

20th April 2014

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CONTENTS

Introduction

Research 1

Research 2

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Introduction

As the aim of this market research is knowing the brand awareness and brand loyatly of shampoo or bodywash in campus-wided, our group divided into two teams and made two different researches with various methods.

Team 1, 区栩莹 and 麻亮 included, made research 1 by consulting 61 undergraduates (25 males and 36 females) with structured interview. The result reflected that there is gap between brand awareness and brand loyathly which means the most well-know brand doestn't not always attracted old customers, that nearly half of the interviwees without any brand loyathly and that the grils thought highly of shampoo while boys paid more attention to bodywash.

Team 2, 梁慧欣 and 赵青 included, made research 2 by survey the brand loyatly of shampoo and steyle of selecting shampoo between 34 undergraduates with self-made questionnaire. The result truns out that most students will combine various information to select the shampoo, and that students from different areas value different charaters of the shampoo brand.

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Team 1 : Structured Interview

区栩莹 & 麻亮

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Questions List

1. Can you tell me three brands of shampoo/ bodywash that you know?2. Are you in a habit of using one brand of shampoo / bodywash? - If yes, which brand will you choose? Why?- If no, why do you change the brand so often? Which factors will influence you to select the next one?

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Shampoo Brand Awareness

Male Ranking ListNo.1 Head-ShouldersNo.2 RejoiceNo.3 Dove / Hazeline

Female Ranking List No.1 Rejoice No.2 PanteneNo.3 Head-ShouldersNo.4 ClearadNo.5 BawangNo.6 VS / Dove / Hazeline

* The unsignificance result is not above.

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Shampoo Brand Loyatly

Head-Shoulders76%

Rej oi ce24%

Rej oi ce 24%

Pantene16%

Head-Shoulders 8%

Hazel i ne 8%

Others11%

Unconstant33%

Male Ranking List Female Ranking List

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Shampoo Brand Loyatly

Gender Brand Reason

MaleHead-Shoulders advertisement, friends' recommend, prices

Rejoice advertisement, prices

Female

Rejoice habit from home, prices, various kinds, fitness to her hair, well effect

Pantenewell effect (hair become gentle, comfortable and smooth), habit from home, fitness to her hair

Head-Shoulders Habit from home, well effect

Hazeline Habit from home, comfort, fitness to her hair

* The word with overstriking is product differention.

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Shampoo Brand LoyatlyFemale: The Reason of Choosing Unconstant Brands

* At. means according to A rumor is told that shampoo brand should be changed regularly.

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Brief of Shampoo Brand

Accroding to table above, we can notice that though girls pay closer attention to the advertisements of shampoos than boys do, but they are less influeneced by those marketing strategies.

Compared to the grils, boys are more likely to accept the peripheral informations when choosing shampoo which means they are more non-rational and gullible. However as the market of man's shampoo is so small, the young man with a little money many become the new market segmentation of it.

The girls can be divided into two groups, some of them think highly of their habit from home and pay littel attention to the effect of shampoo. The other of them may chasing the good feeling of using shampoo like the effect of it, the feeling of freshness or the happniess when geting cheap thing. In my point of view, those consumers are the most reasonable ones and the buyer may hard but sometimes easily to get their money which depens on what feeling they really chase .

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Bodywash Brand Awareness

Male Ranking ListNo.1 AusnowNo.2 MentholatumNo.3 Safeguard No.4 OpalNo.5 Dove / VS

Female Ranking List No.1 Dove No.2 Johnson & JohnsonNo.3 LUXNo.4 Safeguard No.5 OlayNo.6 Sixgod

* The unsignificance result is not above.

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Bodywash Brand Loyatly

Menthol atum53%

Ausnow41%

Safeguard 6%

J ohnson & J ohnson13%

LUX10%

Dove6%

Ol ay6%

Safeguard6%

Others10%

Unconstant49%

Male Ranking List

Female Ranking List

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Bodywash Brand Loyatly

Gender Brand Reason

Male

Mentholatum big brand, effect (clean and skin whitening)

Ausnow fragrance, effect( clean)

Safeguard fragrance, effect ( skin moistening)

Female

Johnson & Johnson big brand, prices, effect (clean and without irritation), habit from home

LUX fragrance, habit from home

Dove fragrance (milk), habit from home

Olay habit from home

Safeguard big brand, fragrance, habit from home

* The word with overstriking is product differention.

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Bodywash Brand LoyatlyFemale: The Reason of Choosing Unconstant Brands

Fragrance, 17%

Freshness, 17%

At. Season, 14%Pri ces, 14%

Eff ect , 14%

Fri ends' / Rel at i ves' Recommand, 7%

At Wi l l , 7%

Bi g Brand, 3%Advert i sement, 3%At. Rumor, 4%

* At. means according to A rumor is told that shampoo brand should be changed regularly.

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Berif of Bodywash Brand

Accroding to table above, we can notice that different fragrance of each bodywash is its fiercest weapon of all.

Compared to shampoo, the girls seem think little of bodywash therefore nearly half of them don't have a habit in using a certain bodaywash brand. The fragrance of bodywash and the habit from home or freshness become the important points to choose the bodywash.

To my surprise, the boys pay more attention to the bodywash not only for its fragrance but also for its effect. At the same time, a unique brand were selected in the ranking list of male-- Mentholatum, which indecated that the marketing segmentation of Mentholatum had gained remarkable success.

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Team 2 : Self-Made Questionnaire

梁慧欣 & 赵青

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Shampoo Brand Awareness

As the rest of this this questionair is not absolutely corresponding to the subject of the topic, so the rest are not shown here.

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