Consumer Behavior on Hair Conditioners

Submitted by:Meghna ShrivastavaShaswatVijayMukesh AgarwalSwetleena SahuAnirudh SakhlaVikash Tiwari

Hair Conditioner Market

• Estimated Market - Rs 400 crore and is,

• Growth at about 40 to 50 per cent a year.

• In India, the share of hair conditioners is merely one-tenth of the shampoo market.

Brand PortfolioBrands positioning offer

Himalaya Hair Conditioner Herbal/Natural 165

L'Oreal Paris Fall Repair Anti Hair Fall 150 10% OFF

Sunsilk hair conditioner Smoothening 279 pack of two

Tresemme smoothening 169

Revlon FLEX building 180 33% free

Pantene Vitamins & hair

fall Control 125

Dove Intense Repair 135

Garnier Fructis Long & Strong

Hair, Fruit extracts 120

Purchase Composition

Loreal; 4

Garnier Fructis; 2

Tresemme; 5

Dove; 6

Pantene; 1

Consumers choiceSubject Gender Age Group Brand Product Placement

1 M 30-40 SUNSILK EYE LEVEL2 F 25-30 Pantene BELOW EYE LEVEL3 F 20-25 dove EYE LEVEL4 F 25-30 Garnier fructis EYE LEVEL & BELOW EYE LEVEL5 F 25-30 dove EYE LEVEL6 F 30-35 loreal TOP SHELF7 M 20-25 loreal TOP SHELF8 F 20-25 dove EYE LEVEL9 F 35-45 Tresemme TOP & EYE LEVEL

10 M 25-35 Garnier fructis EYE LEVEL & BELOW EYE LEVEL11 F 20-25 Tresemme TOP & EYE LEVEL12 F 20-25 dove EYE LEVEL13 F 35-40 Tresemme TOP & EYE LEVEL14 F 20-25 Tresemme TOP & EYE LEVEL15 F 25-35 dove EYE LEVEL16 F 25-35 Tresemme TOP & EYE LEVEL17 F 25-35 loreal TOP SHELF18 F 20-25 dove EYE LEVEL

Observations & Behavior during PurchasePeople Accompanying Place No of Brands Browsed Remarks

0 Big Bazar 5 price sensitive & Variety seeking

1 big Bazar 3 cheap, and more information procesing

1 big Bazar 1 just picked the product and went away

0 big Bazar 4 more information seeking

1 big Bazar 1 more information seeking

0 big Bazar 1 confused, couldn’t find the product

0 big Bazar 1 Probably influenced by opinion leader

0 big Bazar 1 just picked the product and went away

0 big Bazar 1 less information seeking

1 big Bazar 3 Probably influenced by opinion leader

0 big Bazar 1 just picked the product and went away

0 big Bazar 4 more information seeking

1 big Bazar 3 more information seeking

1 big Bazar 2 Probably influenced by opinion leader

1 big Bazar 1 just picked the product and went away

0 big Bazar 2 Probably influenced by opinion leader

1 big Bazar 2 just picked the product and went away

0 big Bazar 3 more information seeking

According to Maslow’s Hierarchy of Needs Theory

Problem Recognition (Need Recognition)

Information Search

Evaluation of Alternatives

Purchase Decision

Post-purchase Behavior

Consumer Buying Decision Model

PERCIEVED DIFFERENTATION

HIGH LOW

LEVEL OF INVOLVEMENT

HIGH COMPLEX BUYING BEHAVIOUR DISSONANCE REDUCING BEHAVIOR

LOW VARIETY SEEKING BEHAVIOUR HABITUAL BUYING BEHAVIOUR

Elaborative Likelihood Model

Thank You