CONSUMERS SATISFACTION

ABOUT

PANTENE PRO V
ANTI-ANDRUFF
SHAMPOO

Background

Procter and Gamble Limited is a world known

company producing various consumers products.
Pantene Pro-V is one of them. The company has
manufactured this shampoo as an anti-dandruff
shampoo.

Introduction to the Problem

Do

the consumers really think that

Pantene Pro-V is an effective antidandruff shampoo?

EXECUTIVE SUMMARY

Sample of 35 respondents located in Tariq Road

Karachi, was constructed using the non-probability
sampling technique. Data was collected through a
structured questionnaire.

57% are female and 43% are male respondents.

Average age is 24 years. Most of them are
graduates. Average income of the respondents is
about Rs.12,000 to Rs.24,000.

EXECUTIVE SUMMARY (Contd)

100%

respondents are the users of the shampoo. 66%

are currently using Pantene Pro-V shampoo while
14% are using Head & Shoulders shampoo.

70%

users are using their chosen shampoo due to.

quality, widespread advertisement, medical
effectiveness and inner stimulation.

55%

of Pantene Pro-V shampoo users think its price

is reasonable while the 45% think otherwise. 100%
of the respondents are aware with the name of
Pantene Pro-V.

LITERATURE REVIEW

Pantene Pro V is the worlds leading Anti Dandruff

shampoo. It has been awarded the best Anti Dandruff
shampoo by many medical associations including US
dermatologists.

In Pakistan, Pantene Pro V has a 65% market share of

Anti Dandruff shampoo segment.

The new, best ever formula for Pantene Pro V

contains extra moisturizers which clear away
dandruff and also leave hair looking beautiful.

RESEARCH PROCESS

Inventory of Variables

Dependent Variable:
Consumers antidandruff satisfaction

Independent Variables:
Quality
Price
Promotion
Packaging

Moderating Variables:
Side effect

Direction of Relation
Quality positively influence

the Consumers Antidandruff Satisfaction

Price negatively influence

the Consumers Antidandruff Satisfaction

Promotion positively influence

the Consumers Antidandruff Satisfaction

Packaging positively influence

the Consumers Antidandruff Satisfaction

RESEARCH DESIGN
The purpose of the study would be
descriptive because substantial information
is known about situation at hand.

Data collection technique

The

data was collected in a survey by filling up a

Questionnaire from 35 selected respondents.

Both

quantitative (survey) and qualitative (field

research) were used in my research.

Population

The population of this study is the consumers of

all types of shampoos.

And the targeted population is the individuals

at Tariq Road, Karachi who are shampoo users
especially of Pantene Pro-V.

Sample

The sample of 35 respondents is drawn

out from targeted population by using
simple random sampling technique.

Tool of data collection

Following tools are used for data collection;

Survey (by filling up questionnaire)

Field research

Data Analysis and Interpretation

I

had mainly used Questionnaire method. And used

Microsoft Excel for data analysis.

Few

graphs are drawn to show only that, what was

the ratio of respondents with respect to certain
aspect.

CONCLUSION
The

most important hurdle involved in the

consumer satisfaction is the price and the non
habitualness of the shampoo.

found from this research that only 69% of

shampoo-users respondents are exclusively satisfied
with their current shampoos.

RECOMMENDATIONS
It

should be made more economical.

Availability

of the shampoo should be ensured.

packs should be distributed in those areas

where people are not using Pantene Pro V shampoo in
order to capture more market share.

Sachet

and fragrance of the shampoo should be

improved.

Color

RECOMMENDATIONS (Contd)
Advertising

campaign should be more appealing and

attractive.

We

must NOT waste time with the completely

satisfied consumers using shampoos other than
Pantene Pro V.

The

medical aspects of the shampoo should be put in

streamline.

Quality

loyalty.

should be further improved to increase brand

Annexure

SURVEY QUESTIONNAIRE
Pantene Pro V as an effective anti-dandruff shampoo

Age
Gender

 Q#

1: What is your qualification?

Matric or below
Intermediate
Graduation
Post Graduation
Other

Q#

2: How much is your family monthly income in

Rs.?

Under 10,000
10,000 25,000
25,000 50,000
Above 50,000

 Q#

3: Decision of purchasing any shampoo brand

is purely your own or joint decision?

Own
Joint

Q#

4: Which of the following shampoos are you

using currently?

Pantene
Head & Shoulder
Samsol
Sunsilk
Other

 Q#

5: Why are you using your current shampoo?

Quality
Availability
Packaging
Price
Fragrance
Other

Q#

6: Which of the following factor motivated you

to buy your current shampoo?

Inner stimulation
Habitual
Medically effective
Extensive advertisement

 Q#

7: Do you use it because of its anti dandruff

formula?

Fully agree
Somewhat agree
Neither agree nor disagree
Somewhat disagree
Fully disagree

Q#

8: Are you satisfied with your current shampoo?

Extremely satisfied
Satisfied
Neither satisfied nor unsatisfied
Unsatisfied
Extremely unsatisfied

 Q#

9: Do you agree that anti dandruff shampoo is

more useful than an ordinary one?

Fully agree
Somewhat agree
Neither agree nor disagree
Somewhat disagree
Fully disagree

Q#

10: Have you ever used Pantene Pro V

shampoo?

Yes (if Yes please continue)

No *(if No then jump to Q# 16)

 Q#

11: What do you think about Pantene Pro V?

Price?
High 1 2 3 4 5 Low
Quality?
High 1 2 3 4 5 Low
Color?
Good 1 2 3 4 5 Bad
Fragrance?
Good 1 2 3 4 5 Bad

Q#

12: Do you agree Pantene Pro V is generally

accepted as anti dandruff shampoo?

Fully agree
Somewhat agree
Neither agree nor disagree
Somewhat disagree
Fully disagree

 Q#

13: Please mention any other shampoo brand

that you may consider while purchasing shampoo?

Q#

14: Please mention any suggestion to make it

more effective?

 Q#

15: Please rate Pantene Pro V (Make total to

100%)

Quality
Quantity
Packing
Fragrance
Color
Total

*Q#

16: Have you heard about Pantene Pro V

shampoo?

Yes
No

 Q#

17: What is the core reason for not using the

shampoo?

Non availability
Non habitual
Expensive
Side effects
Low quality
Other

Q#

18: How you come to know about Pantene Pro

V shampoo?

Electronic Media
Newspaper
Friends or Relatives

 Q#19:

Do you have any suggestion that could

motivate you to use shampoo instead of soap?

Q#

20: How you feel about this questionnaire?

Bundles of thanks for the cooperation!

Gender
Gender

male

female
female

56% are female, 46% are male

male

Age
Age
20
21
22
23
24
25
26-30

Mostly are 24 & 25 of years, the Young

Generation

Family Monthly Income

25,000 50,000

Above
50,000

Under
10,000

Under 10,000
10,000 - 25,000
25,000 - 50,000
Above 50,000

10,000 25,000

Mostly Monthly Income is between Rs. 10,000 to 25,000

How got familiar with Pantene Pro V shampoo

Electronic Media
Newspaper
Friends or
Relatives
Others

94% people come to know through Electronic Media

Current Shampoo
Other
Sunsilk
Samsol
Head &
Shoulder

Pantene

66% are currently using Pantene Pro V,

14% are using Head & Shoulder

Motivation Sources

Other

Inner
stimulation

Extensive
advertising
Medically
effective

Habitual

31% are using their current shampoo because of

Extensive Advertising, 26% have Inner Stimulation

Reason for using current shampoo

Other
Fragrance

Quality

Price
Availability
Pack aging

Most of them are using their current shampoo mainly

because of Price and Quality

Satisfaction with current shampoo

Extremely
satisfied
Satisfied
Neither satisfied
nor unsatisfied
Unsatisfied
Extremely
unsatisfied

69% are satisfied with their Current Shampoo

Thinking about anti dandruff while buying

shampoo
Fully agree
Somewhat agree
Neither agree nor
disagree
Somewhat
disagree
Fully disagree

72% think about an Anti Dandruff Shampoo while

purchasing

Pantene Pro V is generally accepted as anti

dandruff shampoo
Fully agree
Somewhat agree
Neither agree nor
disagree
Somewhat
disagree
Fully disagree

69% accept Pantene Pro V as an Anti Dandruff

Shampoo