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
