1. A Research Report on the Indian Market
For Hair Oil
BY
Ashok, Isha, Preeti, Rishabh, Satish, Vineet, Yatish

2. 1 | P a g e
Introduction:
Indian hair care market is mainly dominated
by the hair oil segment, which constitutes
over half of the overall market. Coconut oil
comprises the main segments of hair oil
market, while others account for minimal
share in the market. The buying pattern in this
category is rapidly changing as younger
generation look towards having a product
which caters not only to their styling but also
to their specific needs. The demand for
customized offerings has resulted in
emergence of niche segments in the hair oil
category. Of the estimated Rs.1, 611 billion
FMCG market in India, hair care products
make up approximately Rs.91.5 billion, or 8%,
of the total according the Nielsen Retail Audit
Report 2009. The 14% growth rate in the hair
care industry is also slightly higher than the
overall industry average of 13.4%. Usage of
hair oil is a typical Indian traditional habit. It is
perceived to offer benefits of nourishment,
hair strengthening, faster and better growth,
and reduce the problem of falling hair. There
are two types hair oil available in the market;
coconut oil and non-greasy perfumed oil.
Coconut oil comprises 2/3rd
of the total
market and the balance comprises the non-
greasy perfumed oil.
Purchasers of hair Oil have a wide array
of options to select ranging from light,
heavy, cooling types. Hair oil purchase is
a decision which purchasers evaluate
carefully. In country like India where the
hair care market is growing at a rapid
pace, various types of hair oils are being
launched it becomes important for both
store and company to understand
shopper preferences. Shoppers were
explored to find their preferences and
this was followed by factor and cluster
analysis to understand the dimensions
involved. This paper strives to
understand behaviour of shopper in
terms of purchase preferences, frequency
of use, brand loyalty.

3. 2 | P a g e
Market Scan:
Industry Size and Structure:
 Hair Oil Market by Volume and Value:
Source: AC Nielson Retail Audit report.

4. 2 | P a g e
 Market Type:
The market type of Hair oil can be described as perfect competition i.e. market of many
buyers and sellers. Hair Oil products are more into FMCG products. The movement of
products are dominated by organised and unorganised retail segments. In the recent years
Beauty Saloons are also emerging as an important destination for reaching customers.
 Sub-categories of Hair Oil:
 Light Hair Oil:
The light hair oil segment has experienced significant growth in recent years as
consumers opt for lighter, more modern hair oil products. The light hair oil
segment recorded sales of Rs.6,828 million in 2009 according to the Nielsen
Retail Audit Report. Light hair oil is an urban dominated segment primarily due
to its comparatively high cost & is more geographically concentrated, in the
northern states of Punjab, Delhi, Uttar Pradesh and Rajasthan, due to higher
disposable incomes and the propensity of consumers to try new products. The
northern regions accounted for approximately 52% of sales volumes and grew by
10% (volume growth) in FY 2009-10 according to the Nielsen Retail Audit
Report.
 Heavy Hair Oil:
The heavy amla hair oil in the heavy hair oil sub category segment has seen
strong growth in recent years. The heavy amla hair oil market is primarily an
urban driven market and tends to be geographically concentrated in the northern
parts of the country. The heavy amla hair oil segment recorded sales of Rs.7, 370
million in FY 2009-10, representing a growth rate of 4.7% from FY 2008-09,
according to the Nielsen Retail Audit Report.
 Cooling Oil:
Cooling Oils have emerged as an important segment in the Indian hair oil market.
Cooling oils are hair oils meant for cooling the scalp during the harsh summer
months. The ingredients in the cooling oils cause immediate relief by cooling the
scalp. The CAGR of the category has been 20% over the last 5 years. The cooling
oil category is now nearly Rs. 7,000 million in the financial year ended March 31,
2010.

5. 3 | P a g e
 Brand Entrants and Failures in last 5 Yrs:
 New Entrants in respective markets:
 Antidandruff Hair oil under the brand Mediker by Marico.
 Entrants in cooling oil market: - In the past few years this segment has
shown a remarkable growth. There are a number of new products launched
by all the existing market leaders under this category. Some of the
products are parachute Advanced cooling oil, Him Gange from GK
Burman Labs etc. This is the fastest growing category in hair oil market.
 Entrants in Herbal oil market:- ‘VEOLA’ by Bajaj Herbal Pvt. Ltd,
Parachute Ayurvedic Hair oil by Marico.
 Failures:
 Marico Ltd launched Mahathanda, but it never became a national product.
 Also a product launched naming Sampurna under coconut oil category by
Marico which proved to be a failure.
 Keo Karpin failed to sustain its market as an industry leader and market is
captured by Bajaj Almond drops hair oil.
 Meera Herbal Hair Oil by Cavincare failed as a national player but still
has some presence in South India.
 Research Methodology:
It is a field study conducted at O. P. Jindal Global University in Sonepat, NCR
of Delhi. Due to the limited amount of time and information of shopping
behaviour of consumers this report is bases on an exploratory research
model to identify the shopping preferences. Firstly, a focus interview of 11
candidates (male and female) was conducted to analyse the major factors
of the study, further a structured questionnaire was circulated to 110
respondents- pilot survey was done by choosing 20 respondents to pre-test
the questionnaire. The scales used in the study are Likert, Ordinal and
Nominal. This finally led to the analysis of data by SPSS on the basis of the
results generated out of the questionnaire.

6. 4 | P a g e
 Findings & Analysis:
 Reliability:
 Our collected data was found to be reliable based on the
cronbach’s alpha value derived from the reliability test as we can
see in the Tables below the alpha value stands to be .621 which
satisfies the reliability criteria.
Case Processing Summary
N %
Cases Valid 109 99.1
Excluded
a
1 .9
Total 110 100.0
Reliability Statistics
Cronbach's Alpha N of Items
.621 12

7. 5 | P a g e
 Frequency:
 Hair oil users purchase hair oil from various types of stores as indicated
in Table – 1, on an overall basis the main place of purchase is from
Kirana Stores and Super Markets.
Table- 1 PLACE OF PURCHASE
Frequency Percent Valid Percent
Cumulative
Percent
Valid General Store (Kirana) 39 35.5 35.8 35.8
Speciality Store 24 21.8 22.0 57.8
Medical Store 15 13.6 13.8 71.6
Super Market 27 24.5 24.8 96.3
Other 4 3.6 3.7 100.0
Total 109 99.1 100.0
Missing System 1 .9
Total 110 100.0
 Hair oil users purchase hair oil of various types as indicated in Table – 2,
on an overall basis the main types of hair oil purchased are Coconut Oil
and Almond Oil, accounting for almost 60%.
Table- 2 TYPE OF HAIR OIL PURCHASED
Frequency Percent Valid Percent
Cumulative
Percent
Valid Coconut Oil 42 38.2 38.2 38.2
Almond Oil 23 20.9 20.9 59.1
Amla Oil 17 15.5 15.5 74.5
Herbal Oil 15 13.6 13.6 88.2
Cool Oil 2 1.8 1.8 90.0
Other 11 10.0 10.0 100.0
Total 110 100.0 100.0

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 Hair oil users purchase hair oil of various brands as indicated in Table –
3, on an overall basis the main brands of hair oil purchased are
Parachute and Dabur, accounting for almost 50%.
Table – 3 BRAND PURCHASED
Frequency Percent Valid Percent
Cumulative
Percent
Valid Parachute 33 30.0 30.0 30.0
Keo Karpin 5 4.5 4.5 34.5
Dabur 21 19.1 19.1 53.6
Clinic All Clear 8 7.3 7.3 60.9
Himalaya 11 10.0 10.0 70.9
Bajaj 15 13.6 13.6 84.5
Emami 2 1.8 1.8 86.4
Other 15 13.6 13.6 100.0
Total 110 100.0 100.0
 From the given Table - 4 we can find out how loyal the consumers are
towards the brands. Almost 50% of the sample is found to be brand
loyal and the rest the other way.
Table – 4 SWITCHING TO OTHER BRAND
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 57 51.8 52.3 52.3
No 52 47.3 47.7 100.0
Total 109 99.1 100.0
Missing System 1 .9
Total 110 100.0
 Our sample includes almost an equal distribution over genders as we
can see from give Table -5 which depicts that the sample consists of
60% of female.
Table – 5 GENDER
Frequency Percent Valid Percent
Cumulative
Percent
Valid Male 44 40.0 40.4 40.4

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Female 65 59.1 59.6 100.0
Total 109 99.1 100.0
Missing System 1 .9
Total 110 100.0
 The age group is though not well distributed as we can see from the
given Table – 6 however the majority of the sample comes from the
age group of 19-23, which counts for almost 65% of the total sample.
Table – 6 AGE
Frequency Percent Valid Percent
Cumulative
Percent
Valid 14-18 14 12.7 12.8 12.8
19-23 69 62.7 63.3 76.1
24-28 22 20.0 20.2 96.3
29-33 4 3.6 3.7 100.0
Total 109 99.1 100.0
Missing System 1 .9
Total 110 100.0
 From the given Table – 7 we can find out about the satisfaction level of
customers. Almost 85% of the users are found to be satisfied with their
brands.
Table – 7 SATISFIED
Frequency Percent Valid Percent
Cumulative
Percent
Valid Highly Satisfied 38 34.5 34.9 34.9
Satisfied 54 49.1 49.5 84.4
Neutral 14 12.7 12.8 97.2
Dissatisfied 3 2.7 2.8 100.0
Total 109 99.1 100.0
Missing System 1 .9
Total 110 100.0
From the above frequency analysis 60% of the respondents are found to
be purchasing hair oil from Kirana Stores and Super Markets. Which
means the main target for the retailing should be Kirana Stores. Coming

10. 8 | P a g e
to the type of hair oil, it was observed that almost 60% of the
respondents purchase either Coconut oil or Almond oil. So again if we
see from the point of view of retailers the top shelves should be
occupied by few of the major brands in the coconut and almond hair oil
type. While doing the frequency for the brands purchased Parachute
and Dabur emerges out to be the dominant purchased brand among the
respondents. Almost 50% of the respondents are purchasing either
Parachute or Dabur. Among the hair oil consumers half of them have
shown loyalty towards the brand they are using whereas the other half
would not mind shifting to another brand in case of non-availability of
their preferred brand. The study was undertaken for a sample that
consisted of 40% of Males and the rest Females. The dominant age
group among the respondents is ranging from 19 to 23 yrs accounting
for almost 65% of the total sample of 110 respondents. Lastly while
checking the satisfaction level of the consumers almost all (85%) were
found to be satisfied with the brand they use.
 Cross Tabulation:
 The cross tabulation is done for various parameters like frequency of
consumption & gender (Table -8). From the given result of Table – 8
we can see that the majority of the Males i.e. almost 37% of the total
Male respondents were found to be using Hair Oil on a daily basis
and the very next majority is Few times a week which includes almost
a 25% of the total Male respondents. And there are very few males
who use it once a week or less than that. However when we see the
figures in the column of Female most of them are using Hair Oil
either weekly once (Consisting 33% of the total female respondents)
or once in 15 days and few times a week (Consisting 25% each).
 Another cross tabulation was done for the Brand Purchased and the
tenure of usage (Table – 9) of the same brand. From the derived
result we can infer that most of the Parachute users (Consisting 41%
of the Parachute users) are using the brand “Parachute” since more
than 5 Yrs. However as we go to other brands we could hardly find
any other brand except “Bajaj” which is been used by the users since
more than 5 Yrs. For the Bajaj the only hair oil is “Baja Almond Hair

11. 9 | P a g e
Oil” and almost 1/3rd
of the Bajaj users are using this brand since
more than 5 Yrs. Most of the other brand users, who is using brands
such as Dabur, Clinic All Clear and Himalaya are found to be using it
since less than 2 yrs. Almost 75% of the users, using Clinic All Clear,
45% of the Himalaya users and 43% of the hair oil users using Dabur
were observed to be using their respective brands since less than 2
Yrs.
 We have also run a three variable cross tabulation for the following
variables: Type of Hair Oil Purchased, Place of Purchase and Gender
(Table - 10). It was found that the female’s results were not
statistically significant, however the male’s data was significant
enough and was observed that Most of the male users (almost 60%),
purchasing coconut oil prefer to purchase it from a General (Kirana)
Store. And further as we move on to other types of hair oils all were
found to be purchased mostly from the General (Kirana) Stores.
Table – 8 FREQUENCY OF CONSUMPTION * GENDER Crosstabulation
GENDER
TotalMale Female
FREQUENCY OF
CONSUMPTION
Daily Count 16 2 18
% within FREQUENCY OF
CONSUMPTION
88.9% 11.1% 100.0%
% within GENDER 36.4% 3.1% 16.5%
% of Total 14.7% 1.8% 16.5%
Few Times a Week Count 11 16 27
% within FREQUENCY OF
CONSUMPTION
40.7% 59.3% 100.0%
% within GENDER 25.0% 24.6% 24.8%
% of Total 10.1% 14.7% 24.8%
Weekly Once Count 5 21 26
% within FREQUENCY OF
CONSUMPTION
19.2% 80.8% 100.0%
% within GENDER 11.4% 32.3% 23.9%
% of Total 4.6% 19.3% 23.9%
Once in 15 Days Count 3 16 19

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% within FREQUENCY OF
CONSUMPTION
15.8% 84.2% 100.0%
% within GENDER 6.8% 24.6% 17.4%
% of Total 2.8% 14.7% 17.4%
Once a Month Count 4 5 9
% within FREQUENCY OF
CONSUMPTION
44.4% 55.6% 100.0%
% within GENDER 9.1% 7.7% 8.3%
% of Total 3.7% 4.6% 8.3%
Occasionally Count 5 5 10
% within FREQUENCY OF
CONSUMPTION
50.0% 50.0% 100.0%
% within GENDER 11.4% 7.7% 9.2%
% of Total 4.6% 4.6% 9.2%
Total Count 44 65 109
% within FREQUENCY OF
CONSUMPTION
40.4% 59.6% 100.0%
% within GENDER 100.0% 100.0% 100.0%
% of Total 40.4% 59.6% 100.0%
Table -9 BRAND PURCHASED * TENURE OF USAGE OF SAME BRAND Crosstabulation
TENURE OF USAGE OF SAME BRAND
Total
Less than
1 Yr
1 Yr - 2
Yrs
2 Yrs -
3 Yrs
3 Yrs - 4
Yrs
4 Yrs - 5
Yrs
More than
5 Yrs
BRAND
PURCHASED
Parachute Count 2 8 5 3 1 13 32
% within BRAND
PURCHASED
6.3% 25.0% 15.6% 9.4% 3.1% 40.6% 100.0%
% within TENURE OF
USAGE OF SAME BRAND
13.3% 22.9% 29.4% 27.3% 14.3% 56.5% 29.6%
% of Total 1.9% 7.4% 4.6% 2.8% .9% 12.0% 29.6%
Keo Karpin Count 0 0 1 3 0 0 4
% within BRAND
PURCHASED
.0% .0% 25.0% 75.0% .0% .0% 100.0%
% within TENURE OF
USAGE OF SAME BRAND
.0% .0% 5.9% 27.3% .0% .0% 3.7%
% of Total .0% .0% .9% 2.8% .0% .0% 3.7%
Dabur Count 3 9 6 1 1 1 21
% within BRAND
PURCHASED
14.3% 42.9% 28.6% 4.8% 4.8% 4.8% 100.0%
% within TENURE OF
USAGE OF SAME BRAND
20.0% 25.7% 35.3% 9.1% 14.3% 4.3% 19.4%

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% of Total 2.8% 8.3% 5.6% .9% .9% .9% 19.4%
Clinic All
Clear
Count 3 3 1 0 0 1 8
% within BRAND
PURCHASED
37.5% 37.5% 12.5% .0% .0% 12.5% 100.0%
% within TENURE OF
USAGE OF SAME BRAND
20.0% 8.6% 5.9% .0% .0% 4.3% 7.4%
% of Total 2.8% 2.8% .9% .0% .0% .9% 7.4%
Himalaya Count 3 5 1 1 1 0 11
% within BRAND
PURCHASED
27.3% 45.5% 9.1% 9.1% 9.1% .0% 100.0%
% within TENURE OF
USAGE OF SAME BRAND
20.0% 14.3% 5.9% 9.1% 14.3% .0% 10.2%
% of Total 2.8% 4.6% .9% .9% .9% .0% 10.2%
Bajaj Count 1 4 2 2 1 5 15
% within BRAND
PURCHASED
6.7% 26.7% 13.3% 13.3% 6.7% 33.3% 100.0%
% within TENURE OF
USAGE OF SAME BRAND
6.7% 11.4% 11.8% 18.2% 14.3% 21.7% 13.9%
% of Total .9% 3.7% 1.9% 1.9% .9% 4.6% 13.9%
Emami Count 0 1 1 0 0 0 2
% within BRAND
PURCHASED
.0% 50.0% 50.0% .0% .0% .0% 100.0%
% within TENURE OF
USAGE OF SAME BRAND
.0% 2.9% 5.9% .0% .0% .0% 1.9%
% of Total .0% .9% .9% .0% .0% .0% 1.9%
Other Count 3 5 0 1 3 3 15
% within BRAND
PURCHASED
20.0% 33.3% .0% 6.7% 20.0% 20.0% 100.0%
% within TENURE OF
USAGE OF SAME BRAND
20.0% 14.3% .0% 9.1% 42.9% 13.0% 13.9%
% of Total 2.8% 4.6% .0% .9% 2.8% 2.8% 13.9%
Total Count 15 35 17 11 7 23 108
% within BRAND
PURCHASED
13.9% 32.4% 15.7% 10.2% 6.5% 21.3% 100.0%
% within TENURE OF
USAGE OF SAME BRAND
100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
% of Total 13.9% 32.4% 15.7% 10.2% 6.5% 21.3% 100.0%

14. 12 | P a g e
Table – 10 TYPE OF HAIR OIL PURCHASED * PLACE OF PURCHASE * GENDER Crosstabulation
GENDER
PLACE OF PURCHASE
Total
General
Store
(Kirana)
Speciality
Store
Medical
Store
Super
Market Other
Male TYPE OF
HAIR OIL
PURCHASED
Coconut
Oil
Count 10 2 2 3 0 17
% within
TYPE OF
HAIR OIL
PURCHASED
58.8% 11.8% 11.8% 17.6% .0% 100.0%
% within
PLACE OF
PURCHASE
43.5% 28.6% 50.0% 50.0% .0% 39.5%
% of Total 23.3% 4.7% 4.7% 7.0% .0% 39.5%
Almond
Oil
Count 7 3 0 1 0 11
% within
TYPE OF
HAIR OIL
PURCHASED
63.6% 27.3% .0% 9.1% .0% 100.0%
% within
PLACE OF
PURCHASE
30.4% 42.9% .0% 16.7% .0% 25.6%
% of Total 16.3% 7.0% .0% 2.3% .0% 25.6%
Amla
Oil
Count 3 0 0 1 0 4
% within
TYPE OF
HAIR OIL
PURCHASED
75.0% .0% .0% 25.0% .0% 100.0%
% within
PLACE OF
PURCHASE
13.0% .0% .0% 16.7% .0% 9.3%
% of Total 7.0% .0% .0% 2.3% .0% 9.3%
Herbal
Oil
Count 3 2 1 1 0 7
% within
TYPE OF
HAIR OIL
PURCHASED
42.9% 28.6% 14.3% 14.3% .0% 100.0%

15. 13 | P a g e
% within
PLACE OF
PURCHASE
13.0% 28.6% 25.0% 16.7% .0% 16.3%
% of Total 7.0% 4.7% 2.3% 2.3% .0% 16.3%
Other Count 0 0 1 0 3 4
% within
TYPE OF
HAIR OIL
PURCHASED
.0% .0% 25.0% .0% 75.0% 100.0%
% within
PLACE OF
PURCHASE
.0% .0% 25.0% .0% 100.0% 9.3%
% of Total .0% .0% 2.3% .0% 7.0% 9.3%
Total Count 23 7 4 6 3 43
% within
TYPE OF
HAIR OIL
PURCHASED
53.5% 16.3% 9.3% 14.0% 7.0% 100.0%
% within
PLACE OF
PURCHASE
100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
% of Total 53.5% 16.3% 9.3% 14.0% 7.0% 100.0%
Female TYPE OF
HAIR OIL
PURCHASED
Coconut
Oil
Count 8 5 4 7 1 25
% within
TYPE OF
HAIR OIL
PURCHASED
32.0% 20.0% 16.0% 28.0% 4.0% 100.0%
% within
PLACE OF
PURCHASE
50.0% 29.4% 36.4% 35.0% 100.0% 38.5%
% of Total 12.3% 7.7% 6.2% 10.8% 1.5% 38.5%
Almond
Oil
Count 5 5 0 2 0 12
% within
TYPE OF
HAIR OIL
PURCHASED
41.7% 41.7% .0% 16.7% .0% 100.0%
% within
PLACE OF
PURCHASE
31.3% 29.4% .0% 10.0% .0% 18.5%
% of Total 7.7% 7.7% .0% 3.1% .0% 18.5%
Amla
Oil
Count 2 3 3 4 0 12
% within
TYPE OF
HAIR OIL
PURCHASED
16.7% 25.0% 25.0% 33.3% .0% 100.0%
% within
PLACE OF
PURCHASE
12.5% 17.6% 27.3% 20.0% .0% 18.5%
% of Total 3.1% 4.6% 4.6% 6.2% .0% 18.5%
Herbal
Oil
Count 0 3 2 3 0 8
% within
TYPE OF
HAIR OIL
PURCHASED
.0% 37.5% 25.0% 37.5% .0% 100.0%

16. 14 | P a g e
% within
PLACE OF
PURCHASE
.0% 17.6% 18.2% 15.0% .0% 12.3%
% of Total .0% 4.6% 3.1% 4.6% .0% 12.3%
Cool Oil Count 0 0 1 0 0 1
% within
TYPE OF
HAIR OIL
PURCHASED
.0% .0% 100.0% .0% .0% 100.0%
% within
PLACE OF
PURCHASE
.0% .0% 9.1% .0% .0% 1.5%
% of Total .0% .0% 1.5% .0% .0% 1.5%
Other Count 1 1 1 4 0 7
% within
TYPE OF
HAIR OIL
PURCHASED
14.3% 14.3% 14.3% 57.1% .0% 100.0%
% within
PLACE OF
PURCHASE
6.3% 5.9% 9.1% 20.0% .0% 10.8%
% of Total 1.5% 1.5% 1.5% 6.2% .0% 10.8%
Total Count 16 17 11 20 1 65
% within
TYPE OF
HAIR OIL
PURCHASED
24.6% 26.2% 16.9% 30.8% 1.5% 100.0%
% within
PLACE OF
PURCHASE
100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
% of Total 24.6% 26.2% 16.9% 30.8% 1.5% 100.0%
Total TYPE OF
HAIR OIL
PURCHASED
Coconut
Oil
Count 18 7 6 10 1 42
% within
TYPE OF
HAIR OIL
PURCHASED
42.9% 16.7% 14.3% 23.8% 2.4% 100.0%
% within
PLACE OF
PURCHASE
46.2% 29.2% 40.0% 38.5% 25.0% 38.9%
% of Total 16.7% 6.5% 5.6% 9.3% .9% 38.9%
Almond
Oil
Count 12 8 0 3 0 23
% within
TYPE OF
HAIR OIL
PURCHASED
52.2% 34.8% .0% 13.0% .0% 100.0%
% within
PLACE OF
PURCHASE
30.8% 33.3% .0% 11.5% .0% 21.3%
% of Total 11.1% 7.4% .0% 2.8% .0% 21.3%
Amla
Oil
Count 5 3 3 5 0 16
% within
TYPE OF
HAIR OIL
31.3% 18.8% 18.8% 31.3% .0% 100.0%

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PURCHASED
% within
PLACE OF
PURCHASE
12.8% 12.5% 20.0% 19.2% .0% 14.8%
% of Total 4.6% 2.8% 2.8% 4.6% .0% 14.8%
Herbal
Oil
Count 3 5 3 4 0 15
% within
TYPE OF
HAIR OIL
PURCHASED
20.0% 33.3% 20.0% 26.7% .0% 100.0%
% within
PLACE OF
PURCHASE
7.7% 20.8% 20.0% 15.4% .0% 13.9%
% of Total 2.8% 4.6% 2.8% 3.7% .0% 13.9%
Cool Oil Count 0 0 1 0 0 1
% within
TYPE OF
HAIR OIL
PURCHASED
.0% .0% 100.0% .0% .0% 100.0%
% within
PLACE OF
PURCHASE
.0% .0% 6.7% .0% .0% .9%
% of Total .0% .0% .9% .0% .0% .9%
Other Count 1 1 2 4 3 11
% within
TYPE OF
HAIR OIL
PURCHASED
9.1% 9.1% 18.2% 36.4% 27.3% 100.0%
% within
PLACE OF
PURCHASE
2.6% 4.2% 13.3% 15.4% 75.0% 10.2%
% of Total .9% .9% 1.9% 3.7% 2.8% 10.2%
Total Count 39 24 15 26 4 108
% within
TYPE OF
HAIR OIL
PURCHASED
36.1% 22.2% 13.9% 24.1% 3.7% 100.0%
% within
PLACE OF
PURCHASE
100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
% of Total 36.1% 22.2% 13.9% 24.1% 3.7% 100.0%
BRAND PURCHASED * PLACE OF PURCHASE Crosstabulation
Count
PLACE OF PURCHASE
Total
General
Store
(Kirana)
Speciality
Store
Medical
Store
Super
Market Other
BRAND PURCHASED Parachute 14 6 3 8 2 33
Keo Karpin 0 3 1 1 0 5

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Dabur 5 6 4 5 1 21
Clinic All Clear 3 2 2 0 0 7
Himalaya 6 3 2 0 0 11
Bajaj 8 1 2 4 0 15
Emami 0 0 0 2 0 2
Other 3 3 1 7 1 15
Total 39 24 15 27 4 109
 Cross tabulation between brand purchased & place of purchase
indicates the dominance of Parachute at Kirana stores & super
market whereas Bajaj is almost equally distributed between all places
of purchase. People who buy other brands are primarily going to
supermarkets to purchase their brands.
 Factor Analysis:
Table -11 Rotated Component Matrix
a
Component
1 2 3
PURITY .775 -.111
SATISFIED .738 .302 -.195
QUALITY .715 -.242 -.160
COMPROMISE ON QUALITY .592
NEVER CHANGE MY BRAND .585 .435 .269
NATURAL INGREDIENTS .555 -.128 .233
TRUST ON BRAND .428 -.270 .104
FAMILY USES -.112 .767
LIKE THE ADVERTISEMENT .641 .568
REASONABLE (PRICE) .584
PLANNED PURCHASE -.104 .216 .812
GOODWILL OF COMPANY .204 -.208 .764
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 5 iterations.
 From the above result (Table – 11) we can see that we have derived
3 distinct factors from the 12 likert scale attitude based questions.
The first factor can be named as “Satisfaction Level” as we can see
that almost 7 of the variables are clubbed together under this factor
and Purity & Satisfaction being the dominant out of those 7. The next

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factor which comprises of 3 variables can be named as “Social
Impact”. For the 3rd
factor which consists of Planned Purchase and
Goodwill can be named as “Brand Impact”. The scree plot for the
same is given below (Figure - 1).
Figure - 1
 Cluster Analysis:
 After performing a cluster analysis for all the Likert Scale based
question we have obtained 8 distinct cluster and out of which the 3rd
and the 8th
cluster is proved to be the majority, having almost 20% of
the respondents clubbed together under each cluster. From the
given cluster report (Table – 12) we can make a judgment as to how

20. 18 | P a g e
should the category emphasize on the segmentation of the hair oil
market. For e.g.: Most of the respondents are found to be agreeing
to the fact that they use a particular brand because of its product
attribute such as purity, natural ingredients etc. and not because of
the commercial or any other factor. The dendogram of the analysis is
also attached in the following pages (Figure – 2).
Table - 12
Cluster
1
Cluster
2
Cluster
3
Cluster
4
Cluster
5
Cluster
6
Cluster
7
Cluster
8
I use the brand
because my family
members prefer it
SA SD SA SA A SA SA A
I use the brand
because I like the
advertisement
D D SD N A A SA A
I use the brand
because it is
reasonable
A D N A SA SA SA A
I use the brand
because of its natural
ingredients
SA A N A SA N A A
I use the brand
because of its quality SA SA A D A N N A
I use the brand
because of its purity SA SA A D A N A N
I use the brand
because of the goodwill
of the company
D N N A A N N A
I can trust on the brand
I use SA SA D N A A A A
I make a plan before
buying a hair oil SD D SD A A A SA N
I do not compromise
for the quality even if I
SA SA A N A SA A SA

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have to pay a higher
price
I am satisfied with the
brand I use HS HS S S S HS S S
I will never change my
brand
N S N N N HS N S
No. of respondents 13 15 19 14 16 8 6 19
SA – STRONGLY AGREE; A – AGREE; N – NEUTRAL; D – DISAGREE; SD – STRONGLY DISAGREE; HS – HIGHLY SATISFIED; S - SATISFIED
Figure - 2

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23. 21 | P a g e
 Implication:
Consumer preference for hair oil in India is very clear from the above
research and one single brand that came out to be very much dominant in
all the cases is “Parachute”. And the place of purchase is also dominantly
ruled by the General (Kirana) Stores majorly. And the requirement or rather
consumption of hair oil is being done more by male as compared to female
as we can see males use hair oil on a regular basis whereas females use it
very rarely may be once in a week or in 15 days. So hair oil market should
focus more on the market that uses the product the most.
 Future Research:
This research has tried to explain the consumer preference for hair oil
however it would also be interesting to see the impact of various types of
substitutes on the hair oil market and understanding the change in the
market.