INDEX SERIAL NO.
TOPIC
PAGE NUMBER
1
Genesis of Project
2-3
2
Objectives of Study
4
3
Research Methodology
5-7
4
Nature &Scope of of study
8
5
Limitation of Study
9
6
Literature Review
10
7
Scenario of FMCG & Hair Care
11-16
industries in India 8
SWOT Analysis of shampoo
17
market in India 9
BCG matrix for Shampoo
18-19
Brands in India
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10
Questionnaire
20-24
11
Findings
25-33
12
Observations
34-35
13
Factor Analysis & its outcome
36-40
14
Recommendations/Conclusion
41
15
Bibliography
42
Genesis of Project
In the past few years, Indian beauty has occupied a significant place in the fashion world. Both men and women have started giving importance to personal beauty grooming. As such Indian cosmetic industry, especially the hair care market has risen to productive market. The market share of hair care segment in India is continuously increasing day by day. The shampoo market is dominated by HUL and P&G. The top shampoo brands are Sunsilk, Clinic Plus, Pantene and H&S which are placed in the ‘Stars’ cell of BCG matrix of shampoo brands of India. It is a descriptive research done with the help of primary as well as secondary data. Due to time constraints I have chosen respondents using convenience sampling method. Majority of sample are youth either from colleges or from my neighborhood. Total number of sample is around 40. The ratio of male to female is 60:40 i.e. out of 40 respondents 24 are male and remaining is female. The data is collected co llected online with the help of Google Goog le drive. In this paper i tried to focus on the hair care products especially top shampoo companies, major brands, SWOT analysis of shampoo market. To find out interdependencies among important factor considered by end user during purchasing shampoo with the help of SPSS. To study the brand awareness a wareness and preferences of o f various shampoo brands among consumers in thane region. We will also find out most recommended brand, most used brands among students, best brand of shampoo among such students, what are the factors other than brand awareness that affects the choice of the brand, whether brand attributes drives final brand purchase, most preferred media where users get information about productand BCG matrix of shampoo industry after going through this project. In my case, for data analysis graphical representation has been used. Graphical representation is pictorial representation of statistical data. All the primary data collected by me d uring my project is shown ahead with the help of Bar-Graph. Each graph represents responses of every question separately & on the basis of that analysis has been done. done. Factor analysis has also been done to know the interdependency among variables that consumer consider before choosing particular brand other than brand name and price. Tools used for representation are pie-chart; bar-graph and IBM’s SPSS statistics. The brands considered for this research are leading brands in hair care section. They are:-
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Pantene
Sunsilk
H&S
Dove
Fiama Di Wills
Garnier Fructies
Clinic all Clear
Clinic Plus
Chik
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Objective of Study Primary Objective:
To find out interdependencies among important factor for purchasing shampoo
To study the brand awareness and preferences of various shampoo brands among consumers in thane region
Secondary Objectives:
Most recommended brand
Most used brands among students
Best brand of shampoo among such students
What are the factors other than brand awareness that affects the choice of the brand
Most preferred media where users get information about product produc t
SWOT analysis and BCG matrix of shampoo industry
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RESEARCH METHODOLOGY
Sampling Method& Sample Description-:
The sampling method used is convenience sampling. Use
Use when you are unable to access a wider population, for example due to time or cost constraints. Method
Do not worry too much about taking random samples of the population - just use people who are available. Use people in the street, people you know, people who work with you, customers and so on. Do use as many people as possible to ensure results from a single test are not just a coincidence. Example
A group of students in a high school do a study about teacher attitudes. They interview teachers at the school, a couple of teachers in the family and few others who are known to their parents. Discussion
Convenience sampling generally assumes a homogeneous population, and that one person is pretty much like another. ano ther. Whilst people are known to be different, the difference d ifference is assumed to be probabilistic probab ilistic - thus if 80% of a sample prefer coffee c offee to tea, you might conclude that 80% of the population at large would choose coffee. In practice, your sample may be mostly middle class Parisians and the same test in London may well give a different result. Many famous psychological experiments were done with available people. Most typically, experiments did in universities use students, simply because they are cheap, willing and available. This has caused significant debate about the validity of results. Convenience sampling is also known as Opportunity Sampling , Accidental Sampling or or Haphazard Sampling . Convenience sampling is a non-probability sampling method. Sample taken are mostly students of university due to time constraints & size of sample was around 50.
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Type of Research-:
Descriptive research is used to conduct this study. Descriptive research is used to describe characteristics of a population or phenomenon being studied. It does not answer questions about how/when/why the characteristics occurred. Rather it addresses the "what" question (What are the characteristics of the population or situation being studied?) The characteristics used to describe the situation or population is usually some kind of categorical scheme also known as descriptive categories. For example, the periodic table categorizes the elements. Scientists use knowledge about the nature of electrons, protons and neutrons to devise this categorical scheme. Descriptive research generally precedes explanatory research. For example, over time the periodic table’s description of the elements allowed scientists to explain chemical reaction and make sound prediction when elements were combined. Hence, research cannot describe what caused a situation. Thus, Descriptive research cannot be used to as the basis of a causal relationship, where one variable affects another. In other words, descriptive research can be said to have a low requirement for internal validity. The description is used for frequencies, averages and other statistical calculations. Often the best approach, prior to writing descriptive research, is to conduct a survey investigation. Qualitative research often has the aim of description and researchers may follow-up with examinations of why the observations exist and what the implications of the findings are.
Data Collection Technique:-
The data collected is primary data using online questionnaire and secondary data through internetRaw data (also known as primary data) is a term for data collected from a source. Raw data has not been subjected to processing or any other manipulation, and are also referred to as primary data. Raw data is a relative term. Raw data can be input to a computer program or used in manual procedures such as analyzing statistics from a survey. The term can refer to the binary data on electronic storage devices such as hard disk drives (also referred to as low-level data). Although raw data has the potential to become "information," extraction, organization, and sometimes analysis and formatting for presentation are required for that to occ ur. 6|Page
Secondary Data has been collected through the websites of different search engines like Google,MSN,Yahoo, Wikipedia etc. The data was also collected through different magazines, newspapers,research journals, annual reports of the companies etc.
Data Analysis Technique-:
In my case, for data analysis graphical representation has been used. Graphical representation is pictorial representation of statistical data. All the data collected by me during my project is shown ahead with the help of Bar-Graph. Each graph represents responses of every question separately & on the basis of that analysis has been done. Some computer applications like SPSS has also used for analysis of primary data.
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Nature & Scope of study
Washing the hair and scalp has become a near universal practice. The method of doing sovaries depending on both geographic and economic factors. Shampoos assumed importanceas a product category with the advent of synthetic detergents. These were developed in the1930s, became widely used in laundry markets by the mid of 1940s and appeared in ashampoo format during the 1950s. Shampoos are probably the most widely used hairproducts today; based on synthetic detergents they are relatively insensitive to waterhardness, thus allowing for efficient rinsing since there are no scum residues. In the earlydays a shampoo could be defined as an effective cleansing agent for hair and scalp, but todaythe shampoo must do much more. It must leave the hair easy to comb, lustrous andcontrollable whilst being convenient c onvenient and easy to use. The scope of study is to focus on the hair care products especially top shampoo companies, major brands, SWOT analysis of shampoo market. To find out interdependencies among important factor considered by end user during purchasing shampoo with the help of SPSS. To study the brand awareness and preferences of various shampoo brands among consumers in thane region. We will also find out most recommended brand, most used brands among students, best brand of shampoo among such students, what are the factors other than brand awareness a wareness that affects the choice of the brand, whether brand attributes drives final brand purchase, most preferred media where users get information about product and BCG matrix of shampoo industry after going through this project.
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Limitations of Study
Limited to thane region
Brands taken into consideration were limited
Respondent were urban youth who uses internet
Primary data collected through online survey only
Time Constraints or lack of time
Sample size is around 40 using convenience sampling method
Reliability of collected data
No probing since it was an online research
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REVIEW OF LITERATURE
R.Saxena (2008) has explored the facts that Hindustan Unilever (HUL) has increased its share in
the shampoo market even as rivals Procter & Gamble (P&G) and CavinKare have suffered erosion. She also mentioned that according to retail measurement figures released by AC Nielsen, market leader HUL’s share grew from 46.9% in January to March (2007) to 47.8% in the October to December (2006) quarter and in the same period, P&G’s market share fell from 25% to 23.7% and third placed CavinKare’s from 12.6% to 12%. P. Guru Ragavendranetal (2009) emphasized in their research that the survey helped them in
understanding the consumer perception on brand awareness and position of product in the market. It was observed that consumer’s expectations were Quality, benefits offered and packaging of shampoos. Based on the results obtained, integrated marketing communication was suggested; as a result an improvement of 8% to 12.6% was observed in target population. po pulation. A.Ferror et al (2012) concluded in their study that the European market of perfumery and
cosmetics is the largest in the world. Germany has the largest market in the Europe, followed by France, UK, Italy and Spain. These countries are “the big 5” of the sector, and they are leaders in number of new product launches and in volume of production, exports and imports. Dr. H. Sharma and S. Mehta (2012) said that Male’s frequency of using the shampoo is very
less as compared to females and the consumers do not concentrate on the natural shampoos, they use it only for the purpose of cleaning, not for to make their hair healthier and stronger. The frequency of shampoo usage in males is very low. They use shampoo on special occasions such as weddings, parties etc. The maximum respondents i.e. 51.39% prefer the TV for the advertisement and the consumers are not satisfied from the quality of the shampoo and also the free gifts distributed with them. Sachet is more preferred as compared to bottles for the purpose of packaging of shampoo.
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Indian FMCG Industry
Products which have a quick turnover, and relatively low cost are known as Fast Moving consumer Goods (FMCG). FMCG products are those that get replaced within a year. Examples of FMCG generally include a wide range of frequently purchased consumer products such as toiletries, soap, cosmetics, tooth cleaning products, shaving products and detergents, as well as other non-durables such as glassware, bulbs, batteries, paper products, and plastic goods. FMCG may also include pharmaceuticals, consumer electronics, packaged food products, soft drinks, tissue paper, and chocolate bars. India’s FMCG sector is the fourth largest sector in the economy and creates employment for more than three million people in downstream activities. Its principal constituents are Household Care, Personal Care and Food and Beverages. The total FMCG market is in excess of Rs. 85,000 Crores. It is currently growing at double digit growth rate and is expected to maintain a high growth rate. FMCG Industry is characterized by a well-established distribution network, low penetration levels, low operating cost, lower per capitaconsumption and intense competition between the organized and unorganized segments. The Rs 85,000 crore Indian FMCG industries are expected to register a healthy growth in thethird quarter of 2008-09 despite the economic downturn. The industry is expected to registera 15% growth in third quarter of 2008-09 as compared to the corresponding period last year.Unlike other sectors, the FMCG industry did not slow down since second quarter of 2008.The industry is doing pretty well, bucking the trend. As it is meeting the everyday demandsof consumers, it will continue to grow. In the last two months, input costs have come downand this will reflect in the results of third and fourth quarter. Market share movements indicate that companies such as Marico Ltd and Nestle India Ltd,with domination in their key categories, have improved their market shares andoutperformed peers in the FMCG sector. This has been also aided by the lack of competitionin the respective categories. Single-product leaders such as Colgate Palmolive India Ltd andBritannia Industries Ltd have also witnessed strength in their respective categories, aided byinnovations and strong distribution. Strong players in the economy segment like GodrejConsumer Products Ltd in soaps and Dabur in toothpastes have also posted market shareimprovement, with revived growth in semi-urban and rural markets.Source (Khawaja Mubeenur Rahman, 2013) 11 | P a g e
Category Wise Share of FMCG Sector
Market Share (Percentage) Household Care 10% Lighting 2%
Tobacco 15% Food & Beverages 53%
Personal care 20%
Source(Vora, 2013) From the table it is observed that Food and beverage segment leads the market share with53% followed by Personal care and Tobacco with 20% and 15% respectively. Whereas themarket share of household care segment also contributes a considerable amount i.e. 10% of FMCGsector.
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Hair Care Market Size in terms Of Value (Rupees. In Crores) Hair care category consists of five main products which includes shampoos, conditioners,herbal remedies, hair dyes and hair oil. Their market share in Crores of rupees is presented inthe following table.
Hair care
Apr. 08 -
Apr.09 -
Growth
Apr .10 -
Growth
products
Mar.09
Mar.10
(%)
Mar. 11
(%)
Conditioner 45
66.8
48.44
87
30.24
Hair Dyes
780.7
885.3
13.40
1028.6
16.19
Herbal
87
95
9.20
53.7
-43.47
Shampoo
1983.5
2294
15.65
2632.9
14.77
Hair Oil
3334.6
3942.7
18.24
4615.4
17.06
Total
6230.8
7283.8
remedies
8417.79
Source(Khawaja Mubeenur Rahman, 2013)
The total hair care market size in the year 2008-09 was 6230.8 Crores of rupees. Out ofwhich hair oil segment constitutes the major share with 53.52% followed by shampoosegment with 31.83%. In 2009-10 the total hair care market size was increased up to 7283.8Crores of rupees. Again majority of share belongs to the hair oil segment with 54.13%followed by shampoo segment with 31.49%. In the year 2010-11, again the hair care marketsize was increased up to 8417.79 Crores of rupees in which hair oil segment has a lion’sshare with 54.83% followed by shampoo segment with 31.28%.
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Hair Care Market Size In Terms of Volume
Hair Care
Apr. 08 -
Apr.09 -
Growth
Apr .10 -
Growth
products
Mar.09
Mar.10
(%)
Mar. 11
(%)
1117
47.95
1485
32.95
9522
11102
16.59
12891
16.11
5248
5746
9.49
3085
-46.31 -46.31
85230
95775
12.37
105978
10.65
167574
193159
15.27
207624
7.49
Conditioner 755 (KL) Hair Dyes (Tons) Herbal remedies (Tons) Shampoo (KL) Hair Oil (KL)
Source(Khawaja Mubeenur Rahman, 2013)
Volume wise also the hair care market is dominated by hair oil segment with a share of62.45% followed by shampoo segment with a share of 31.76% in the year 2008-09 whereasin 2009-10 the hair oil segment was having a share of 62.94% followed by shampoo segmentwith a share of 31.21%. In the year 2010-11, again the majority of share goes to hair oilsegment with 62.71% followed by shampoo segment with a share of 32.01%.
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Shampoo Market and Its Growth in India The hair care market in India is valued at $200 million. It contributes 8% in the total FMCGsector and has registered a growth of 3.8% over the previous year. The hair care market canbe segmented into hair oils, shampoos, hair colorants and conditioners, and hair gels.The size of shampoo market is 2700 Crores of rupees with urban areas accounting for 80%of shampoo sold and rural areas accounting for 20% of shampoo sold in country. The marketis expected to increase due to increased marketing by players, lower duties and availabilityof shampoos in affordable sachets. Sachet makes up to 70% and anti-dandruff shampoo up to20%of the total shampoo sale. This is primarily a middle class product because more than50% of the population uses toilet soaps to wash hair. The penetration level is only 30% inmetros. The major players are HUL and Procter and Gamble.Brand loyalties in shampoo are not very strong. Consumers frequently look for a change,particularly in fragrance. Major expectations from the product are improvement in textureand manageability, giving softness and bounce to hair, curing and avoiding damage to thehair. Southern market is predominantly a sachet market, accounting for 70 % of sachetvolumes. In Contrast, shampoo bottles are more popular in the Northern markets. About 50% of the shampoo bottles are sold in the Northern region alone. The shampoo industry haslot of scope to be penetrated with all India penetration level at 51% with urban penetration at62% and rural penetration at 46% till now.
Market Share of Shampoo Companies in India
The top three companies in shampoo market are Hindustan Unilever Ltd., Procter andGamble and Dabur. From the pie chart, it is seen that Hindustan Unilever Ltd. is dominatingthe market with 46% of market share followed by Procter and Gamble and Dabur with 24%and 11% of market share. The other major players in the market are Indian tobacco Company, L’Oreal and CavinKare with 6%, 3% and 2% of market share. 15 | P a g e
Top Shampoo Brands in India The major selling brands are Sunsilk and Clinic Plus which are dominating the market with22% and 20% of market share of shampoo segment followed by Pantene and Head andShoulders with 16% and 13% respectively. Dabur is dominating the herbal shampoos with8% of the total market share of shampoo segment.
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SWOT Analysis of Shampoo Market in India Strengths: The major strengths of shampoo market includes low operational costs, presence of
established distribution networks in both urban and rural areas, presence of well-known brands in FMCG sector, increase in income level of customers.
Weaknesses : Weaknesses of shampoo market includes lower scope of investing in technology
and achieving economies of scale, especially in small sectors, low exports levels, lack of education in rural market and so many products are already available in the market.
Opportunities: Major opportunities of shampoo market includes untapped rural market, rising
income levels of customers, large domestic market all over the country, a population of over one billion, export potential of companies and high investment of customers on consumer goods.
Threats: Threats of shampoo market includes removal of import restrictions resulting in
replacing of domestic brands, slowdown in rural demand, new entrants of well-known international brands and spurious goods and illegal foreign imports of different shampoo brands.
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BCG Matrix of Shampoo Brands in India
Source(Khawaja Mubeenur Rahman, 2013)
The portfolio of shampoo business in India is shown by the Boston Consulting Group (BCG)matrix in the above diagram on the basis of their relative market share and industry growth rate.The vertical axis denotes the rate of growth of sales from low to high as we move upwards for shampoo industry in India whereas the horizontal axis represents the relative market share from high to low as we move from left to right. The four cells of BCG matrix have been termed as Stars, Cash cows, Dogs and Question marks or Problem children.
Stars:
In shampoo segment of India it includes Sunsilk, Pantene, Head and Shoulders, Clinic Plus and Garnier Fructies which are high growth, high market share businesses. It means all these market players are in the growth phase of the product life cycle. All of them are following an expansion strategy to establish a strong competitive position with regard to a star business.
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Cash cows:
Clinic all clear, Ayur and Chik are placed in this cell of BCG matrix as these market players are generating large amounts of cash but their rate of growth is slow. All these market players fall in the maturity stage of product life cycle in shampoo segment.
Question marks:
This cell includes Dove, Vivel and Vatika which are of high industry growth but low market share businesses in shampoo segment of India. These market players are in the introduction stage of product life cycle. These market players may become ‘stars’ if enough investment is made or they may become ‘dogs’ if ignored.
Dogs:
The market players like Lux and Lifebuoy are placed in this cell of BCG matrix of shampoo segment in India. Both of these players are in the decline stage of product life cycle and a retrenchment strategy is generally suggested in this stage of p roduct life cycle.
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Questionnaire Name................................................. ..................................... Gender…………………………………………………………. Q-1 Please indicate your age 10-20 Years
01
21-30 years
02
31-40 years
03
41-50 years
04
51 & above
05
Q-2 Please indicate your education levelEducation Illiterate
01
Primary Education- up to 4t standard
02
Secondary Education- 5t to 9t standard
03
Up to 12t
04
Some college but not graduate
05
Graduate/ Post Graduate (General)
06
Graduate/ Post Graduate (Professional)
07
Q-3 When we talk about shampoo, which brand of shampoo comes to your mind first? (Single Code) Q-4 which are all the other brands of shampoo that you can remember? (Multiple Code) Q-5 which are the brands of shampoo that you are currently using? (Single Code)
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Q-6 which are the brands of shampoo that you use the most? (Multiple Code) Q-7 which are the brands that you would recommend to other? (Multiple Code) Q-8 According to you which is the best brand in market today? (Single Code) Q-9 which brand would you never considers using? (Multiple Code)
Brands
PANTENE HEAD
Q-3
Q-4
Q-5
Q-6
TOM
SPONT USING AT MOST PRESENT
USED
Q-7
Q-8
RECOMMEND BEST
Q-9 NOT
BRAND
CONSIDER
001
001
001
001
001
001
001
& 002
002
002
002
002
002
002
SHOULDER SUNSILK
003
003
003
003
003
003
003
GARNIER
004
004
004
004
004
004
004
005
005
005
005
005
005
005
006
006
006
006
006
006
006
007
007
007
007
007
007
007
DI 008
008
008
008
008
008
008
DOVE
009
009
009
009
009
009
009
Any Other
999
999
999
999
999
999
999
FRUCTIS CLINIC PLUS CLINIC ALL CLEAR CHIK FIAMA WILLS
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Q-10 Please tell the brands that you can associate with the statement. For each statement you can choose one companies.
Statements
Pantene
H&S
Sunsilk
Garnier
Clinic All Fiama
Frutics
Clear
Di Wills
Dove
None
It is a good cleanser
01
01
01
01
01
01
01
01
It is best for dandruff
02
02
02
02
02
02
02
02
It is best for oily hair
03
03
03
03
03
03
03
03
It is best for dry hair
04
04
04
04
04
04
04
04
It is available everywhere
05
05
05
05
05
05
05
05
It is a value for money 06
06
06
06
06
06
06
06
07
07
07
07
07
07
07
07
It is most recommended by 08
08
08
08
08
08
08
08
09
09
09
09
09
09
09
Brand It has best policies for product
promotion
e.g.
discounts etc.
others I will prefer to buy this 09 brand even if other brands are as good as this brand
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Q-11 Please read the statement below & tell me how much you agree with the statement to describe most important factor for purchasing shampoo on the scale of 1-5 where 1 is strongly disagree and 5 is strongly agree Statement Set
Strongly Agree Neutral Disagree Strongly Agree
Disagree
It removes Dandruff
5
4
3
2
1
It removes dirt & oil from my hair
5
4
3
2
1
It nourishes my hair & prevents hair
5
4
3
2
1
It makes my hair look shiny
5
4
3
2
1
I use it just for cleaning my hair
5
4
3
2
1
It acts as conditioner
5
4
3
2
1
It makes my hair silky
5
4
3
2
1
It gives softness & bounce to my m y hair
5
4
3
2
1
It cures my hair & avoids further 5
4
3
2
1
fall
damage
Q-12 Which of following factors affects your choice? (Multiple code) Drivers Brand
01
Price
01
Effects
03
Spokesman (Word of mouth)
04
Packaging
05
Flavor or Fragrance
06
Others…………………………
99
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Q-13 How often do you change your Brand? Very often
01
Depends on price of the new brand
02
To experiment with new Brand
03
I stay loyal to my brand
04
Q-14 Which of the following media do you engage yourself in when you have free time? Please name the TV Channel, Radio Channel, Magazine or Newspaper you read
Media
Name of the media channel
Read Newspaper
01
Watch TV
02
Listen to Radio
03
Read Magazines
04
Any Other…………………………… Other……………………………… …
99
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Findings
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Observations:Based on Primary Data:
Brand Recall of Head & Shoulder is comparatively better than its rivals. Basically Brand recallrefers to give a product category to the customer and asking him to recall the brand name for that particular product category. In my case Head & Shoulder is the brand with highest number of top of mind response. As far as Brand recognition is concerned, apart from CHIK & FIAMA DI WILLS every
brand is well recognized among consumer. Brand recognition means the customer is shown the brand and is asked to recognize provided he is already aware or has a prior exposure to that particular brand.
Head & Shoulder is the most used brand among customer.
28% of respondent stated that Head & Shoulder is the brand they have used most followed by Sunsilk and Pantene with 15% each.
Head & Shoulder leads Brand Advocacy with 25% out of total respondent. We can say that it is most recommended brand by customer in hair care section with respect to shampoo. According to the consumers it is also the best brand of shampoo in market.
Almost 40% of respondent avoid using CHIK
According to the consumer perception o
H&S is best cleanser followed by PANTENE & DOVE.
o
Best Anti-Dandruff brand is H&S.
o
H&S, PANTENE as well as SUNSILK are equal e qual when it comes to oily hair.
o
While for dry hair PANTENE is best followed by GARNIER GARN IER FRUCTIS& DOVE.
o
H&S and CLINIC PLUS are easily available brand.
o
H&S has better return on investment than others or say value for money.
o
SUNSILK is the brand with best policies for product promotion. p romotion.
o
H&S is highly recommended by others with GARNIER FRUCTIS& DOVE just lagging behind.
o
Talking about loyalty towards brand then H&S has maximum loyal consumers.
Consumer in this region stay loyal to the brand they are using, they won’t change their brand unless & until there is something new that is worth experimenting experimenting
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Factors that effects choice of customer or say factors that drives final purchase are brand name & price of the product.
Television can still be the most efficient media for promotion of products since most of people engage themselves with television in their free time. Other than TV promotional activities can also be done on social media websites and on print media like newspaper.
Based On Secondary Data:
Hindustan Unilever Ltd. is dominatingthe market with 46% of market share followed by Procter and Gamble and Dabur with 24%and 11% of market share. (Khawaja Mubeenur Rahman, 2013)(Vora, 2013)
The major selling brands are Sunsilk and Clinic Plus which are dominating the market with22% and 20% of market share of shampoo segment followed by Pantene and Head andShoulders with 16% and 13% respectively. There is huge gap between my primary research & secondary data collected by me because the reason being penetration being penetration level is only 30% inmetros and my respondents are from metro.
After going through the Boston Consulting Group (BCG) matrix we can say that HUL as well as P&G has awesome brand equity. Brand equity is a phrase used to those industry having good brand name & in return it gives such industry an edge over other industries
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Factor Analysis
Q-11 Please read the statement below & tell me how much you agree with the statement to describe most important factor for purchasing shampoo on the scale of 1-5 where 1 is strongly disagree and 5 is strongly agree Statement Set
Strongly Agree Neutral Disagree Strongly Agree
Disagree
It removes Dandruff
5
4
3
2
1
It removes dirt & oil from my hair
5
4
3
2
1
It nourishes my hair & prevents hair
5
4
3
2
1
It makes my hair look shiny
5
4
3
2
1
I use it just for cleaning my hair
5
4
3
2
1
It acts as conditioner
5
4
3
2
1
It makes my hair silky
5
4
3
2
1
It gives softness & bounce to my m y hair
5
4
3
2
1
It cures my hair & avoids further 5
4
3
2
1
fall
damage
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Findings:Respond Responde e AntiDand AntiDand RemovediPhairfall RemovediPhairfall Shinyhair Shinyhair Cleanhair Cleanhair Condition Condition Silkyhair Silkyhair Bounc BouncyHa yHa Avoidama Avoidamage ge 1
5
4
3
2
3
1
3
3
2
2
5
4
4
3
3
1
2
3
3
3
5
5
3
3
4
2
4
3
1
4
4
4
2
2
5
4
5
3
3
5
4
4
3
4
3
2
4
3
3
6
4
5
5
4
3
2
1
5
4
7
2
1
4
4
3
5
4
4
5
8
2
3
4
4
2
5
4
3
5
9
5
3
5
4
3
4
3
4
5
10
5
5
4
4
5
4
3
4
2
11
4
5
3
4
5
3
4
3
5
12
4
5
4
5
4
4
3
4
4
13
4
4
5
3
3
2
2
1
3
14
4
5
4
5
4
5
3
3
3
15
5
3
4
5
4
5
3
4
3
16
5
4
2
3
4
3
4
5
2
17
4
5
3
4
5
3
4
3
4
18
2
2
5
3
3
5
3
3
4
19
5
3
3
3
3
3
5
4
3
20
1
5
2
4
1
1
4
3
2
21
2
1
2
3
4
5
3
2
1
22
3
4
3
2
1
5
4
3
2
23
4
5
4
3
4
3
4
3
2
24
1
3
5
4
3
2
3
4
5
25
5
4
5
3
3
4
2
2
4
26
4
5
4
3
4
5
4
3
2
27
5
4
3
2
3
4
3
3
4
28
5
4
5
3
2
3
4
3
4
29
5
3
4
5
4
3
4
4
5
30
4
5
4
5
3
3
3
3
3
31
5
3
4
5
3
4
4
4
2
32
1
4
5
4
3
2
1
2
3
33
5
4
4
4
5
3
3
4
4
34
3
5
3
3
2
4
5
2
2
35
4
4
4
3
1
3
3
3
4
36
5
4
5
5
3
5
2
3
4
37
4
2
3
4
2
3
5
2
2
38
3
3
5
3
3
4
4
4
3
39
5
4
3
5
4
2
4
3
4
40
3
5
2
4
5
1
3
5
5
37 | P a g e
Observation:-
38 | P a g e
Factor analysis is done for data reduction as well as for finding the interdependence of variables related to certain topic. I have asked a question to respondent to describe important factor that are considered before making a purchase decision with the help of likert scale. On scale we have “5= strongly agree” & “1=strongly disagree”. The data collected is shown over with the help of Microsoft excel and SPSS is used u sed for analysis. According to the report we have
KMO &Bartlett’s measure of Sampling Adequacy = 0.502 which lies between the standard range of 0.5 to 1. Hence clubbing of variables can be done.
Variables that can be clubbed together are as follows:
Group 1 o
Bouncy Hair
o
Damage Control
Group 2 o
Conditioner Should be there
o
Removes Dirt & Oil
Group 3 o
Prevent Hair Fall
o
Makes Hair Silky
Group 4 o
Damage Control
o
Makes my hair Shiny
Group 5
39 | P a g e
o
Anti-Dandruff
o
Good Cleanser
Hence after going through Rotated component matrix we are able to extract five groups of two variables each. This in fact shows consumer perception towards purchasing the brand. We can say that there can be five types of people that can be as follows:-
Type 1: Those target group who wants a product that controls their hair damage and makes their hair bouncy
Type 2: Those people who wants conditioner in their shampoo as well as oil and dirt oil remover
Type 3: Those consumer who wants a shampoo that prevents hair fall and make their hair silky
Type 4: A group that wants a shampoo that control hair damage and make their hair shiny
Type 5: It covers those segment that wants an anti-dandruff shampoo with a good cleanser
Any brand can promote themselves on the basis of consumer preferences. It also helps them to position themselves within the market. For example if a brand position its product as a hair damage controller with silky hair then they can command type 4 customer mentioned above.
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Outcome of Study/Recommendation/Con Study/Recommendation/Conclusion clusion
Brands other than H&S and Pantene have to do something to increase their brand recall in metro cities, since recall of brands like Sunsilk, S unsilk, clinic plus is good outside metros. On other hand Brands such as H&S and Pantene have to increase their recall in outside metro.
Most people have tried more than one brand but hardly found any difference. Except H&S and PANTENE in which respondents have positively agreed of best shampoo than others.
People use more than one shampoo & they like to use as per their need. For example using Anti-Dandruff during winter season because likelihood of dandruff d andruff is max at such time
Most people are satisfied with their brand since they the y are loyal to their brand.
Richest information source for consumer is television followed by social websites and magazines.
People in this segment are well aware of mentioned brands and most preferred brand of shampoo among them is H&S.
H&S and Pantene has greatest brand advocacy while H&S takes the crown of most used brand.
User’s choice is dragged by brand value and price which makes positioning and promotion even more important.
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Bibliography/References
www.ibef .org
http://changingminds.org/explanations/research/sampling/convenience_sampling.htm
http://en.wikipedia.org/wiki/Brand_equity
www.iseindia.com/ResearchPDF/
http://www.mad.state.mn.us/survey-guide
http://www.marketresearch.com/Feedback-Business-Consulting-Services-Pvtv3989/Natural-Human-Hair-India-7990461/view-toc/
http://www.psych.utoronto.ca/courses/c1/chap9/chap9.html
http://www.researchgate.net/post/Difference_between_ordinal_and_scale_in_SPSS
http://www.csse.monash.edu.au/~smarkham/resources/prob1.htm#proof
http://srmo.sagepub.com/view/data-analysis-using-spss-for-window-version-8-to10/n18.xml
http://calcnet.mth.cmich.edu/org/spss/datatype.htm
www.palgrave.com/psychology/brace/about/samplechapter-ch2.pdf?
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