Marketing research on Shampoo

1. Marketing Research
On
Shampoo

2. OBJECTIVES OF THE STUDY
1. To study the current Indian market for Shampoos.
2. To analyze the relationship between a specific brand and its buying
behavior.
3. To assess whether advertising is influencing the buying behavior of the
consumers.
4. To study the impact of the seals of clinical laboratories on the consumers
buying behavior.
RESEARCH METHODOLOGY
Keeping in view the Shampoo Market in INDIA which is very crowded and
becoming competitive day by day, we decided to study the current scenario of
the market.
DATA COLLECTION
The following techniques were adopted for data collection :
1. PRIMARY DATA
Primary data was collected through face to face interviews while filling up
questionnaires. (33 RESPONDENTS)
2. SECONDARY DATA
Relevant information was gathered from magazines, newspapers and project
reports that formed the secondary data.
3. COMMUNICATION APPROACH
Face to face interviews was taken as the communication approach since it is a
better method in cases where slight probing is required.

3. SCOPE
The scope of the study covers almost all categories of Shampoos. The whole
appraisal of Shampoos has been done from the angle of customer satisfaction.
Any substitutes of Shampoos like washing soaps or natural products have not
been considered. Also Shampoos locally made by the unorganized sector and
which are not branded have not been considered.
LIMITATIONS
The probable limitations of this study are as under :
1. The first and foremost limitations was time constraint which was only one
months, but still efforts have been made to put the picture as clear and candid
as possible.
2. Samples were randomly selected as per convenience so error is bound to
creep in the observation.
3. The conservative attitude of the respondents was a limiting factor in gaining
information.
UNIVERSE
The main emphasis of the study was the city of Delhi. The Capital of INDIA is
cosmopolitan city and is a home to various kinds of people hailing from
different backgrounds, upbringings and religions. This diversity makes Delhi a mini
INDIA ! The percentage of male consumers is 50% and that of female
consumers is also 50%. The city has its share of individuals belonging to
different social economic classes.

4. SAMPLING
SAMPLE SIZE
A sample size of 33 consumers was chosen, but due to incompletely filled
questionnaires and unwillingness and carelessness on the part of the
respondents, we were forced to reduce the sample size to 28. This sample size
was based upon time and affordability approach.
SAMPLING TECHNIQUES
Disproportionate stratified random sampling technique has been used in sampling
due to the following reasons :
1. It provides information about parts of the universe.
2. It provides help in gaining precision through stratification.
QUESTIONNAIRE DESIGN
The questionnaire used was a printed, well structured formalized schedule to
obtain and record specified and relevant information with fair accuracy and
completeness.
The questioning process was face to face interviews and the questionnaire was
designed in such a way that it could be understood and answered easily by
the respondents. The questionnaire contained both close and open ended
questions. The close ended questions were dichotomous and multiple choice in
nature. Since some of the questions were probing in nature and required
answers on the basis of memory of the respondent. In such type of questions
there is a risk that the respondents will answer whatever comes to their minds,
thereby reducing the impact of the study. Keeping these considerations in mind,
firstly the period of time in which respondents were asked to respond was
reduced, since it has been found that the longer the reporting period, the less
accurate the reporting.

5. Secondly, to help respondents to think deeper and clearly more questions in a
way that stimulated association, thereby assisting the recall process about the
event.
KEY FINDINGS
 It has been observed that people use not only shampoos but home remedy is also
preferred because of its uniqueness of effectiveness. People also use more than
one shampoo or keep two shampoos
 Most people have tried one or more shampoos but hardly finds any differences.
Except for clinic all clear and organic in which respondents have positively agreed of
best shampoo than others.
 People buys those shampoos giving them maximum benefits. Female normally look
for shampoo matching with their hair type but male look for combination of benefits
i.e. 1st hair problem and then fragrances followed by price.
 An advertisement is the one that influences a lot than any other factors.
 Most people change their shampoos occasionally but there are people who never
change their shampoo i.e. they are satisfied with their current brand.
 People normally shampoo twice a week or three to four times a week.
 Most people normally buy sachets available followed by above 250-ml pack.
 Most people know of the brands through advertisements. Next come magazines.
And then the newspapers.
 Satisfaction is maximum drawn with people using clinic and organic. These are the
brands, which attract most because of perceived quality and brand image.
BRAND IMAGE OF SHAMPOOS AS A PERSON
 The survey reveals that the Organics user with his Impressive personality
and Friendly behavior provides Good company. He is Outgoing and is

6. Similar to most people. He is indifferent to advertisements and Independently
makes the major decisions of his life.
 The user of Head & Shoulders has an Outgoing personality and can impress
people easily. He is meticulous in nature although he independently takes
decisions. He is similar to most people and due to his friendly nature,
provides Good company.
 The consumer of Sunsilk is totally independent in making major decisions.
He seldom seeks advice from others and is indifferent to advertisements.
Although he is meticulous but lacks innovation. His similarity to most people,
outgoing and friendly nature, provide good company and accord him an
impressive personality.
 The Pantene consumer is very friendly, gives good company and has an
impressive personality. He is meticulous and similar to most people although
he is outgoing he is not much of an innovator. He independently takes
decisions and never seeks any advice from others.
 The user of Clinic all clear is quite innovative while he also does his jobs
meticulously. He seldom seeks advice and is indifferent to advertisements as
he is independent in taking major decisions in his life. His similarity to most
people, his impressive personality and friendly nature always provide good
company.
METHODOLOGY
SURVEY METHOD

7. I have chosen the exploratory research method for the research. In this method all the questions
are close ended. Except for few questions that needed to be known as in question 10 of asking
the satisfaction and dissatisfaction level and know their problems with respect to the brand they
have used. The options in the form of yes or no, Ranking & choosing one alternative out of
various alternatives, I could not take the open-ended questions in the Questionnaire because of
time constraint. The time given for this research is very short to analyze the survey in Depth. The
number of question related to consumer behaviour research is 14. Out of which 4 Related to
personal details.
Sample size: 20
SRSWR
Sex ratio: 1:1
The studies were conducted in localities
Mainly Students were covered and 10 % others considered for the
study.[College/school/Univ./inst./housewives]
Sample coverage 10 male and 10 girls
Other questions were asked about the personalities of the shampoo with the brand image they
perceive. [Cool/trendy/aggressive/different/outgoing etc.]
RECOMMENDATIONS

8.  Target those people who use shampoo and trust the shampoo as their best solution
for hair care.
 Develop quality and brand image so that by trial of your brand leaves with a good
image and then followed by usage of bigger pack which then will be used by them.
 Identify the key benefits such as hair strengthening, Missing form shampoo and
makes them the USP of new brands. The USP could be rebuilding damaged hair,
shiny and healthy hair.
 Look for different problems for which people use shampoo for hair care, falling hair
and dandruff‟s etc. And deliver the same of high quality and at the same time
positioning the brand as solution for your hair problem and which also rejuvenate
your hair, and keep your hair healthy to that target group.
 The ideas, associations and images that people have of a shampoo brand
determine the demand side of the brand equity equation. There are two ways
in which advertising is likely to influence perceived product performance. First,
by guiding the expectations about the shampoo experience - process called
product enhancement and second, by creating a halo of superiority around
the brand via a mechanic termed “ Interest – Status”. There are two key
advertising related factors First, the advertisement needs to be remembered.
This is important because its main influence is at the point of trial. Second,
the message should relate in some way to the experience of „using‟ the
product - for instance, does it create any expectation of what the shampoo
would “ feel like to your hair” i.e., how will it take care of your hair and
especially to your specifications. But the advertiser should always bear in
mind that the benefits proclaimed are in line with what the product can
actually deliver.
 Use country wide sampling activity to acquaint potential customers with the benefit
of shampoo backing up the effort with advertising to convert intent to purchase.
 Offer value for money impetus for the decision to use the product more intensively

9.  Again benchmark the company that has well positioned itself in the minds of the
consumer and they [consumers] rarely change their shampoo. Here these people
are almost satisfied with their current brand because the core features the consumer
looks for is being derived from their brand. And so delivering the improved one will
make them switch to your 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 your
brand.
 Go for strategic sizing and pricing. Have those packs available in the market so that
people have a wider option available and presence of your brand. After a gap of
some time check which are the packs that are bought most and assure their
availability.
 Last but not the least there are separate issue that have to dealt with being the male
and female factor and then growing demand of herbal shampoo. Looking at first
point the female factors of buying a shampoo are different than male. A female
normally have less problem of falling hair than male and so they look for those hair
shampoo that improve from the current position of their hair. [Rejuvenate and
healthy etc.] But one common problem [male & female] that they may have is of
dandruff‟s. And so the company can develop the brand image and quality and
communicate better to the target group of these core benefits of your brand i.e.,
solution for hair problem and thus improving and rejuvenating them. Second point.
Can the company in the same line of chemical shampoos change the perception in
the mind of the consumer of chemical shampoo having no side affects and at the
same time advertise about the possible advantages of using their shampoo and/or
can they come up with a herbal shampoo as the product extension and there by
building a well brand image. Like the Colgate has done with the already launched
product of herbal toothpaste. If yes please go ahead but probe before you plunge.
 The advt. Slogan could be :
 Expert care for every type of hair

10.  Extra protection for your hair
 Remove dandruff‟s in sec‟s
 Healthy shiny u ever wanted.
Factors concerning use of a shampoo:
Geographically – it‟s the water of particular area, the air pollution that forces one to use
shampoo usage.
And thus creating awareness of possible damage of your hair if you do not use it [own
brand] these are the negatives outcomes that you [customer] may have [falling hair,
dandruff‟s].
Stages of decision making process:
In the initial stages of problem --
Need recognition – dandruff‟s, hair falling, strengthening of hair, early precautions
from the information gathered or if they see in their friends group of any hair problem
then they starts taking utmost care.
Search for information – in the initial stages of hair problem, people in their friends
advises [reference group], family influences [mother], -- but more crucial is
advertisement Of shampoo and the brands which at that point of time they actually
recall [brands that he/she recall includes the pre purchase evaluation, but mostly it is
more on internal factor i.e. self – the knowledge he/she has of the brands that he
has come across and know to be better product]--
1. buy that brand
2. purchase that brand
3. use it [usage may be according to own knowledge or as said by others [mother,
friends or prescribed]
4. Post purchase evaluation after more usage.
5. May be satisfied or may not.
If not satisfied

11. 6. Switch till they get the best or some amount of satisfaction and then stick to that
brand
If satisfied
Stick to the satisfied brand but may try others only if they are convinced from reliable
sources and that too from most people and see sufficient evident in that brand of
what they expect.
In the above process the stage is initial problem that the consumer faces and then those
stages of decision come across.
Now a look at the stages in decision making process after the problem is becoming
severe and he/she is not satisfied with any brands:
Need recognition – remains the same but is highly desperate to eliminate the problem
that he/she will be facing.
Search for information – now its more external to what he/she gathers from reliable
source i.e. family, friends, marketer led – advertisement, magazine or newspaper. But
since the problem is acute more is the chances of being influenced by the doctor. There
is a high chance of visiting a doctor and looking for ways of to tackle the problem. And
in the initial stages of problem discussed earlier the more is the chances of being
influenced by advertisements.
Rest the stages are same.
Thus it can be rightly said that if the brands have good advertisement, well positioned
in the consumer mind as in the research showed that clinic all clear is most used then
advertisement can play an important role in attracting a good crowd and if that crowd
captured through advertisement [brand image] substantiate with high quality. Chances
of brand loyalty are high towards your brand. But if the customers are not satisfied and
the problem becomes severe he/she goes for home remedy or consulting a doctor.

12. CONCLUSION
Conclusion of survey revels that the consumer behaviors depend on the following
reasons: -
Product quality,
Family influence,
Doctor‟s prescription,
Advertisement, Hair problem, Price of the product, and self.
The consumers of shampoo are very sensitive and he is very much aware of the
products. Awareness about the product regarding the ingredients is very high in the
consumers. Influence in the purchase of the shampoos mainly depends on the hair
problem and assurity to solve that problem given by the brand. Influence of doctor and
family is also very high.
Attributes of a particular brand also play an important role in the purchase. Attributes
like reasonable price, fragrance, quality, & medications plays its significant role. By the
analysis we can conclude that consumers in the shampoo market are not much
conscious about the price but its quality plays important role.
The study reveals that Pantene has been tried by most of the consumer (16
%). Next comes Sunsilk. Organics and Clinic Plus both (11 %), which have
been tried by the consumers.
According to the study Pantene is the most consumed ( 20 % ) brand of
shampoo. Head & Shoulders and Clinic Plus both account to 15 % of the total
shampoo consumption and Sunsilk is less consumed than these ( 14 %).
Organics forms only 5 % of the total shampoo consumption.
The survey showed a number of reasons for consumers using more than one
brand or type of shampoos simultaneously. No single shampoo, according to the
consumer, was able to fulfill all the hair requirements. Dandruff was the most
important hair problem which led the cosumer to use more than one shampoo

13. at a time. Some people use two or more shampoos simultaneously, just for
change.
Consumers in the age group below 20 and 20 - 29 are more innovative as
compared to the other age groups. It has been observed from the study that
females shampoo their hair twice a week, while males prefer using shampoo on
alternate days. From the survey it was found that the Medium size pack of
shampoos with quantity of 100 ml to 250 ml is the most frequently purchased
pack. According to our sample 51 % of the people across different age groups
and income groups prefer this packaging.
From the table no. 6 it can be concluded that a majority (58%) of the
consumers change their shampoo occasionally. These consumers also tend to
test the quality of new launches. Non availability is another factor which to a
certain extent, has prompted many consumers to use more than one brand
simultaneously. A significant figure of 57% of the consumer tend to shift to
another brand due to non - availability of their brands.
From table no. 10 that amongst the factors which influence the choice of a
brand of shampoo(s), Hair problems is the most important one. People select
shampoo(s) with reference to their hair problems. Hair type also plays a very
important role. While selecting a shampoo consumers take care to select the
shampoo according to their hair type. The role which Advertisements play can
not be neglected. According to study it is found that even advertisements
influence the consumers a great deal in selecting a shampoo. At times
someone‟s reference also helps in selecting a brand. Hair type or hair problems
are found to be more significant as compared to the fragrance, packaging and
price of a shampoo.
The consumers of Head & shoulders are the most satisfied with all the attributes
of the shampoo and the range falls in the interval of 2.5 - 3 on the scale of 1-
3.

14. Next on the list are Organics and Clinic Plus. But these two shampoos need to
improve upon the anti -dandruff and hair repairing qualities which the consumer
finds is lacking to a certain extent.
Sunsilk to a large extent fails to satisfy hair nourishment, anti dandurff and hair
repair needs of the consumer. The satisfaction level lies in the range from 1-1.5.
Clinic All Clear provides high satisfaction to the consumer as far as anti
dandruff quality of the shampoo is concerned. But it lacks all other attributes
such as hair nourishment, hair repair, conditioning, removing hair problems etc.
The satisfaction is very low on the scale. Ayur needs to improve upon all its
attributes as the satisfaction level for all of them lies in the range of 1 - 2.
The relatively new concept of using the seal of a Clinical Laboratory on a
shampoo bottle does not much influence the purchase decisions of the
consumer. 60 % of the consumers remain unaffected by the use of the seal.
Advertisements play a significant role in the purchase decision of the
consumers. 33% of consumers are influenced by the advertisements of
shampoos they use. The message in the advertisements is paid more attention
to, than the role models shown in the advertisements.
The survey reveals that the Organics user with his Impressive personality and
Friendly behavior provides Good company. He is Outgoing and is Similar to
most people. He is indifferent to advertisements and Independently makes the
major decisions of his life.
The user of Head & Shoulders has an Outgoing personality and can impress
people easily. He is meticulous in nature although he independently takes
decisions.
He is similar to most people and due to his friendly nature, provides Good
company.
The consumer of Sunsilk is totally independent in making major decisions. He
seldom seeks advice from others and is indifferent to advertisements. Although

15. he is meticulous but lacks innovation. His similarity to most people, outgoing and
friendly nature, provide good company and accord him an impressive personality.
The Pantene consumer is very friendly, gives good company and has an
impressive personality. He is meticulous and similar to most people although he
is outgoing he is not much of an innovator. He independently takes decisions
and never seeks any advice from others.
The user of Clinic Plus is quite innovative while he also does his jobs
meticulously. He seldom seeks advice and is indifferent to advertisements as he
is independent in taking major decisions in his life. His similarity to most people,
his impressive personality and friendly nature always provide good company.