SHAMPOOS FOR MEN

FMCG refers to consumer non-durable goods required for daily or frequent use. Typically, a consumer buys these goods at least once a month.

SOME EXAMPLES ARE:- Shampoos Creams Detergents Toilet soaps Toothpaste

WHAT IS FMCG ?

MAJOR CATEGORIES OF SHAMPOOS

Medicated shampoosHerbal shampoosNormal shampoos

TYPES OF SHAMPOOS COMMONLY USED

SHAMPOOS FOR NORMAL HAIRSHAMPOOS FOR OILY HAIR SHAMPOOS FOR DRY HAIR THICKENING SHAMPOOS DANDRUFF SHAMPOOS CLARIFYING SHAMPOOS

THE TOP SHAMPOO BRANDS

Normal Shampoos

Clinic Plus Sunsilk Chik

Herbal Shampoos Ayush Dabur Vatika Nyle Heena

Medicated Shampoos

Clinic All Clear Head and Shoulders Dabur Vatika

Premium Products

Shehnaz Hussain Revlon Flex L'Oreal Garnier

EVOLUTION OF SHAMPOO IN INDIA

HLL undisputed leader from the early 90’s Sunsilk launched in 1964 ( General Shampoo platform ) Clinic Plus launched in 1971 ( Family, health shampoo platform ) Clinic All Clear launched in 1987 ( Therapeutic AD Shampoo ) Sunsilk re-launched in 1987 - Shampoo + Conditioner ( Beauty

platform ) with Sachet SKU HLL Goes rural with Sachet Clinic Active launched in 1991 ( with Pro Vitamin B - health

platform ) Sunsilk re-positioned and re-launched in 1994 ( Nutracare) - Pink

for dry hair, yellow for normal hair, green for oily hair and black for long hair

Brand loyalties in shampoo are not very strong. Consumers frequently look for a change, particularly in fragrance

Consumers attribute lathering to the act of cleaning Major expectations from the product are improvement

in texture and manageability, giving softness and bounce to hair, curing and avoiding damage to the hair

An Indian needs more shampoo for a proper wash ( average 6 ml ) compared to 4 ml needed in Western countries as most Indian women have long hair

Regular users would need smaller quantity of shampoo per bath. Hair tend to collect more dust due to dusty environment and oiling habits

BUYER CHARACTERISTICS

BUYING DECISION PROCESS

Need Recognition

Information search

Evaluation of alternatives

Purchase decision

Post purchase behavior

MARKET RESEARCH PROCESS

How to conduct market research?

Step 1. Identify the Problem / Opportunity and Define Research Objectives.

Step 2. Develop Research Design (or plan)

Step 3. Collect the Data (or information)

Step 4. Process and Analyze the Data

Step 5. Present Research Findings or Report

RESEARCH METHODS FOR PRIMARY DATA COLLECTION

Observational

Exploratory

Survey

Experimental

Exploratory & Survey

Exploratory – when the problem is not clearly defined or

little information is available about the problem, exploratory research methods such as focus groups and indepth-interviews are used to gain insight into the problem

Survey – descriptive study (ie describing the way the

things are) or Survey Method is used by interviewing or asking questions to people who are believed to possess desired information. It measures magnitude of people’s knowledge, attitudes and buying behaviour

PRIMARY DATA COLLECTION

The primary data collection method is through Survey Research - Awareness, Attitudes and Buying Behaviour of Customers.In Survey Method Four Different Possibilities of Data Collection takes place

Structured and Direct InterviewUnstructured and Direct Interviews Structured and Indirect form of InterviewsUnstructured and Indirect form of

Interviews

STRUCTURED AND DIRECT INTERVIEW

Structured Survey

Preferred when Sample Size is Large & When Market is Geographically Disbursed Less Skilled Interviewer - Low Cost per InterviewStandardized Information - Easy to Edit, Tabulate and Analyze DataDifficult to get Unbaised and Complete Answers to Questions regarding Personal & Motivational Factors.

Unstructured & Direct Interviews

Depth Interview

Used for Exploratory Research, Conducted in Informal and Casual Manner, More Probing Questions, Builds Rapport and Obtains Information on Hidden Motives

Sampling Schemes

Probability based Sampling Scheme (Probability or Random Sampling)

Non - probability based Sampling Scheme (Non-probability Sampling)

Non-Probability Sampling

Convenience SamplingSample is selected based on convenience of location or cooperation of study objects

Judgement SamplingBased on past studies (or experience), the researcher uses judgement in selecting a sample

METHODS OF CONTACT

Personal Interviews –

Most widely used when the sample size is relatively small. This is most expensive, time consuming, needs more planning and supervision and is also is subject to interviewer’s biases.

DATA COLLECTION METHOD

Questionnaire :

This includes number of questions, printed or typed in proper sequence, for presenting to respondents for their answers. Each question should contribute to research objectives. Questions should be simple, easy to understand, direct and unbiased. Questions can be closed end to open end – yes/no, multiple choice. Normally first pre-tested (pilot survey)using convenience sampling method

Questionnaire

OCCUPATION

Service-------- -------- 11.11%Professional--------- 5.55%Business------------- 11.11%Self Employed------- 5.55%Student-------------- 66.66%

Questionnaire

Family Income

Less Than 1 Lakh------- 0%1 Lakh To 3 Lakhs------- 27%3 Lakhs To 5 Lakhs-------- 50%More Than 5 lakhs--------- 22.22%

Questionnaire

What is Your Hair Type?

Normal Hair--- 55.55%Dry Hair-------- 11.11%Oily Hair------- 0%Silky Hair------ 16.66%Thin Hair------- 11.11%Thick Hair------- 0%

Questionnaire

What Type Of Shampoo You Use?

Medicated Shampoos---- 11.11%Herbal Shampoos-------- 55.55%Normal Shampoos-------- 33.33%

Questionnaire

Which Brand Do You Use?

Sunsilk---------------------- 0%Clinic All Clear--------------- 11.11%Head And Shoulders---------- 33.33%Garnier Fruitics---------------- 11.11%Garnier Ultra Doux-------------- 11.11%Neem Herbal Shampoo-----------11.11%Pantene--------------- 5.55%Others----------------- 16.66%

Questionnaire

Whick Kind Of Package You Use To Buy?

Sachets----------- 11.11%100ml------------- 38.88%200ml-------------- 50%

Questionnaire

How often You Use Shampoo?

Once in a week-------------- 11.11%Twice in a week--------------- 27.77%Alternative Days------------- 50%Daily------------ 11.11%

Questionnaire

How Do You Choose The Brand?

Based On Hair Type------------------ 55.55%Based On AD Commercials---------- 5.55%Based On Cost----------------- 11.11%Based On Medical Prescription--------- 27.77%

Questionnaire

Are You Satisfied With The Existing Brand You Are Using?

Yes ---- 83.33%No----- 16.66%

Questionnaire

Are You Satisfied With The Price Of The Shampoo?

Yes ----88.88%No ------- 27.77%

Questionnaire

Are You Hair Conscious?

Yes------- 94.44%No-----5.55%

THANK YOU