OBJECTIVES OF THE STUDY1.        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.

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 unorganised 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.

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.

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 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

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

       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

       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

       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

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.

 

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 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. 

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 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.

ANALYSIS 1.      Do you  use shampoo

Yes                                     No

Response

18 people response were yes & other 2 said they use home remedy + shampoo. female

[two each using home made remedy] The  study  reveals  that  90% of the respondents

use shampoo.10% of the respondents refused the use of shampoo and gave the reason

that shampoos cause hair problems. They either use soaps or the traditional method of

washing hair. 

2.      Which of the following brands of shampoo have you purchase.

Pantene                             Sunsilk                  

Organics                            Clinic plus

     others (please specify)

  Pantene Sunsilk Organics Clinic all clear

Others (H&S)

Male 7 5 4 8 3Female 5 3 2 8 3

Response

It can been seen that clinic all clear has been tried by most people that account for 16 of

20 sample and next coming to be Pantene with 12. After this brand sunsilk is used more

followed by organics.  

Analysis

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  consumer  to  use  more  than  one  shampoo 

at  a  time. Some  people  use  two  or  more  shampoos  simultaneously,  just  for 

change.

3.      Factors you consider while purchasing a shampoo

RANK THEM ACCORDING YOUR PRIORITY:

Hair type                            Fragrance

Packaging                         Hair problem

Price                                  Availability

Response

 FEMALE:                                                                              10 female: -- Hair types                                           

-- Hair problem                                       -- Fragrance                                                                   -- Packaging                                                     

-- Price                                                                 -- Availability                                           

 In the above response few 3 girls responded price followed by packaging.

            MALE:            [Section-1]                                                    [Section-2]            6 male: -- Hair prob.                                      4 male: -- Hair prob.

               -- Fragrance                                    -- price                    -- Hair type                                      -- hair type     -- Fragrance                                       -- Packaging                         -- packaging                                -- Price                                  -- Availability                                      -- availability                          

 

It can be concluded that in case of females most have the same levels of priority of

buying the brand and so the order remains the same. But 3 of them said price to be one

after fragrance and then packaging.

In case of males 6 male had the same levels of priority that starts from hair problem

followed by fragrance. And this section 1 of males differs with section 2 with respect to

levels of as section 2 priority is of price followed by hair type and then fragrance.

4.            Who influence you to purchase the brand?

Family                                Doctor

Advertisement                   Self

Other

Response

      Almost all responded that it’s the role of adv. that actually led to a purchase of a shampoo.

  Family Doctor Advt Self Others [reference]

MALE 3 5 10 8 2

FEMALE 5 7 10 5 4

 ANALYSIS  

The  role  which  advertisements  play  can  not  be  neglected.  according

to  study  it  is  found  that  advertisements  influence  the  consumers  a 

great  deal  in  selecting  a  shampoo. next comes the self that is the

consumer himself and than comes the role of doctor and family. at  times 

someone’s  reference  also  helps  in  selecting  a  brand. 

Consumers  in  the  age  group  17-25  [target group] 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.

5.      Do you change your shampoo

  Frequently             Occasionally                      Never

  Frequently Occasionally Never

Male 5 9 7

Female 3 11 6

ANALSYIS

It can  be  concluded  that  a  majority  of  the  consumers  change  their  shampoo 

occasionally. These consumers also tend to test the quality  of  new  launches.

Frequently changing consumer account for 8 [male and female] and the non availability

is one of the factor which to a certain extent, has prompted many consumers to use

more than one brand simultaneously.13 of both sex of the consumer responded that

they never change their brand When asked about the reason they responded that

changing brand led to hair problems like hair loss etc.

6.      Rank different attribute with each brand according to your preferences

Strongly Agree (1)                 Agree (2)

Neutral (3)                              Disagree (4)

Strongly disagree (5)

Brand

Attribute

        Sunsilk Clinic Organics Pantene Others[H&S]

Low Price          Strong Fragrance          Quality          Highly medicated          Analysis of chart no  6.

1.      [3 male & 4 female] Pantene : had the moderately high price higher than others,

high fragrance equal to Clinic and higher than others, moderately high medical

benefits equal to Organics and less than others and high quality higher than others.

2.      [2 male & 3 female] Organics : had moderately low price lower than others, high

fragrance higher than Sunsilk and lower than  Pantene and  Clinic, moderately high

medical benefits, lower than Clinic and Sunsilk and equal to Pantene and high

quality higher than Sunsilk and lower than others.

3.      [2 male & 3 female ] Clinic : had moderately low price lower than Pantene and

Sunsilk, high fragrance higher than Organic and Sunsilk and equal to Pantene,

moderately high medical benefits lower than Pantene and Organics and  nearly

equal to Sunsilk and high quality higher than Sunslik and Organics  lower than

Pantene.

4.      [ 1 male & 2 female]Sunsilk had moderately low price higher than others and lower

than Pantene, moderately high fragrance lower than others, moderately high medical

benefits higher than others and moderately high quality  lower than others.

7.      No. of times you shampoo your hair in a week

1 - 2                                    3 - 4           

5 - 6                                    7  and above

Response

  1-2 times 3-4 times 5-6 times 7 and aboveMale 4 4 -- --Female 8 4 -- -- 

ANALYSIS

When asked about how many times the consumer use to shampoo their hair? They

responded, 60 % that 1-2 times in a week and rest 40 % responded more than 1-2

times. A   further  conclusion can be drawn on people using 1-2 times or 3-4 times

8.      Size of the pack you purchase  most often

100ml                                 100 ml  to 250 ml

Sachets                             above 250 ml

Response

  100 ml 100ml to 250 ml Sachets Above 250 ml

Male 2 1 5 2

Female 1 2 4 3

ANALYSIS

It can be concluded that sachets are most used because of its convenience and price.

Next comes to be 250ml because of its price again that is higher the pack lower the

price. Followed by 100 ml and 250 ml.

People who use sachets use it as trial to see the effectiveness and if they are satisfied

then they go for 250 ml primarily because of not going to buy the small sachets again

and again. The rest pack are used because of other options available in terms of size

and price and not necessarily going for bigger pack.

9.      In which media you have seen the advertisement of these brands

Brand

Media

         SunsilkMale       female

      ClinicMale    female   

OrganicsMale    female

PanteneMale     female

TV 10                10   10           10   10            10 10            10Magazine 6                  

8                8              9       

5                4              

4               7

Newspaper   4                 6                           

  9              7    6                4 7                5

 

RESPONSE

Reveals that in TV as media for advertisement all the responded have had the same frequency of seeing the ads of all the

brands. In case of print media as in Magazine highest number of viewer ship went to Clinic, Sunslik, Pantene, Organics, in

decreasing order. In case of  Newspaper  the maximum no. of viewership went to clinic, Pantene, organic & sunsilk in

decreasing order.

ANALYSIS

It says that T.V. is best media for advertising for all kind of advertising and it has best

opportunity for the brand to penetrate in market. All of the brands have equal no. of

viewership in TV but in magazine &Newspaper they had different viewership.

10. Level of satisfaction you are getting from your shampoo brand.

Highly Satisfied                                Satisfied

Neutral                                              Dissatisfied

Highly dissatisfied

ANALYSIS

The maximum satisfied consumers were of Clinic users and than comes organic,

Pantene, Sunsilk.

CLINIC : [8 males & 9 females] The  consumers  of  Clinic were most  satisfied  with 

all  the  attributes  of  the  shampoo. Clinic  All  Clear  provides  high  satisfaction  to 

the  consumer  as  far  as  anti dandruff  quality  of  the  shampoo  is  concerned. 

ORGANIC : [7 males & 9 females] The  consumers  of  organic  were satisfied  with 

all  the  attributes  of  the  shampoo except hair repair to some extent and fragrance.

PANTENE : [5 MALES & 8 FEMALES] Next  on  the  list  is Pantene. this shampoo is 

needed  to be  improved  upon  the  anti -dandruff  and  hair  repairing  qualities  which 

the  consumer  finds  is  lacking  to  a  certain  extent. 

SUNSILK : [4MALES & 6 FEMALES] Satisfaction level with Sunsilk was the last rated

among the customer. Sunsilk  to  a  large  extent  fails  to  satisfy  hair  nourishment, 

antidandruff  and  hair  repair  needs  of  the  consumer. 

Personal Details

Sex     Male                                   Female

[1:1 RATIO]

Age    17 – 25

[TARGET GROUP TAKEN]

OCCUPATION

Student

[ONLY STUDENT AS AN OCCUPATION WAS STUDIED]                           

Monthly Income [FAMILY]

Less than 8,000                  8001-16000

16001-24000                    24001-32000

32001 and above

[MOST FALL IN THE INCOME GROUP OF 24001-32000 FOLLOWED BY 16001-24000]        

PRESENTATION

ANSWER-3

RANK THEM ACCORDING YOUR PRIORITY:

Hair type                            Fragrance

Packaging                         Hair problem

Price                                  Availability

Response

FEMALE:                                                                              10 female: -- Hair types                                           

-- Hair problem                                       -- Fragrance                                                                   -- Packaging                                                     

-- Price                                                                 -- Availability                                           

In the above response few 3 girls responded price followed by packaging.MALE:            [Section-1]                                                                [Section-2]            6 male: -- Hair prob.                                      4 male: -- Hair prob.

               -- Fragrance                                    -- price                 -- Hair type                                      -- hair type        -- Fragrance                                    -- Packaging                                -- packaging                                     -- Price                                      -- Availability                                     -- availability          

ANSWER-6

Semantic

ANSWER - 9

Brand

Media

   SunsilkM           F

   ClinicM         F   

OrganicsM      F

PanteneM       F

TV 10         10   10       10   10    10 10     10Magazine 6            8                8        

9        5       4              

4        7

Newspaper 4          6                           

 9         7    6       4 7        5

ANSWER – 10

       CLINIC:                           8 MALES & 9 FEMALES

       ORGANIC:                      7 MALES & 9 FEMALES

       PANTENE:                     5 MALES & 8 FEMALES

       SUNSILK:                       4MALES & 6 FEMALES