CONSUMER BEHAVIOR TOWARDS

SUNSILK SHAMPOO.

ABSTRACT

In Present Marketing Scenario, the Study of Consumer

Behavior has become essential. Consumers are the kings of markets. Without
consumers no business organization can run. All the activities of the business
concerns end with consumers and consumer satisfaction. Customer behavior
study is based on consumer buying behavior, with the customer playing the
three distinct roles of user, payer and buyer. Consumer buying behavior has
become an integral part of strategic market planning. In order to develop a
framework for the study consumer behavior it is helpful to begin by considering
the evolution of the field of consumer research and the different paradigms of
thought that have influenced the discipline. As described in this article, a set of
dimensions can be identified in the literature, which can be used to characterize
and differentiate the various perspectives on consumer research.

CONSUMER BEHAVIOR TOWARDS

SUNSILK SHAMPOO.

CHAPTER1
INTRODUCTION TO CONSUMER BEHAVIOUR
Consumer behavior has been always of great interest to marketers.
The knowledge of consumer behavior helps the marketer to understand how
consumers think, feel and select from alternatives like products, brands and the
like and how the consumers are influenced by their environment, the reference
groups, family, and salespersons and so on. A consumers buying behavior is
influenced by cultural, social, personal and psychological factors. Most of these
factors are uncontrollable and beyond the hands of marketers but they have to
be considered while trying to understand the complex behavior of the
consumers. Consumer is the study of the processes involved when individuals
or groups select, purchase, use, or dispose of products, services, ideas, or
experiences to satisfy needs and desires. In the marketing context, the term
consumer refers not only to the act of purchase itself, but also to patterns of
aggregate buying which include pre-purchase and post-purchase activities. Prepurchase activity might consist of the growing awareness of a need or want, and
a search for and evaluation of information about the products and brands that
might satisfy it. Post-purchase activities include the evaluation of the purchased
item in use and the reduction of any anxiety which accompanies the purchase of
expensive and infrequently-bought items.
Each of these has implications for purchase and repurchase and they are
amenable in differing degrees to marketer influence. Consumer behavior can be
define as those acts of individuals directly involved in obtaining, using, and
disposing of economic goods and services, including the decision processes that
precede and determine these acts. Simple observation provides limited insight
into the complex nature of consumer choice and researchers have increasingly
sought the more sophisticated concepts and methods of investigation provided
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CONSUMER BEHAVIOR TOWARDS

SUNSILK SHAMPOO.

by behavioral sciences in order to understand, predict, and possibly control

consumer behavior more effectively. Psychology, social psychology, and
sociology are the disciplines most widely employed in this endeavor which has
become a substantial academic industry in its own right.

CONSUMER BEHAVIOR TOWARDS

SUNSILK SHAMPOO.

CHAPTER 2
COMPANY OVERVIEW
HUL Introduction
Unilever, an Anglo-Dutch company, was formed in 1930 as a result of a
merger between British soap maker Lever Brothers and Dutch margarine
producer Margarine Union. The merger was beneficial to both companies
as palm oil was a major raw material for both margarine and soap and
could be imported more efficiently in larger quantities.
Largest fast moving consumer goods company with leadership in home
and personal care products, foods and beverages and specialty chemicals.
First foreign subsidiary to offer 10% of its equity to Indian public.

HUL Mission
Unilever's mission is to add vitality to life. We meet everyday needs for
nutrition, hygiene, and personal care with brands that help people feel
good, look good and get more out of life.

HUL Vision

CONSUMER BEHAVIOR TOWARDS

SUNSILK SHAMPOO.

To earn the love and respect of India, by making a real difference to every
Indian.
Launching Sunsilk in INDIA
Understand the issues and challenges in launching a brand in the market.
Study the hair care market in India and examine how Unilever launched
Sunsilk in the country.
Analyze the promotional strategies adopted by Unilever to promote the
Sunsilk brand in India, particularly the Hairapy and the global Life
Cant Wait campaign.
Analyze the future prospects of Sunsilk brand in India and explore
strategies that the company can adopt.
Largest beauty shampoo brand in the country.
Positioned as the 'Hair Expert'

CONSUMER BEHAVIOR TOWARDS

SUNSILK SHAMPOO.

Sunsilk was a leading brand of Unilever, marketed in more than 50

countries in Asia, Latin America, the Middle East and North Africa. It
was launched in India in 1964. In the initial years in India, Sunsilk was a
cosmetic beauty shampoo. Within ten years of its launch in India Sunsilk
launched a tonic shampoo for dandruff, which was the first antidandruff shampoo in India.

In the India, Unilevers goal was to position Sunsilk as a brand that understood
the problems faced by women and their needs and preferences.
Sunsilk had a range re-launch in 2006 followed by launch of new variants in
2007 when conditioners, Livon and hair masks were introduced transforming
Sunsilk into a complete hair care brand
Hindustan Unilever launched the Gang of Girls website in June 06.
Indias first online girl community concept.

CONSUMER BEHAVIOR TOWARDS

SUNSILK SHAMPOO.

On the international level the likes of Madonna and Shakira is used in

television community. In India it has roped in actress-

Priyanka Chopra

CHAPTER 3
RESEARCH PROBLEM
To study customer preference level towards sunsilk shampoo.

Research Objectives
To determine the average level of preference towards Sunsilk
shampoo.
To identify the effective reasons for the determined level of
preference.

CONSUMER BEHAVIOR TOWARDS

SUNSILK SHAMPOO.

To identify the most significant variable affect for the level of

preference.
To identify the relationship between the affected reasons and the
level of preference.
To recognize the potential benefits that customers expect from
Sunsilk shampoo.

Research Questions
What is the average level of preference towards Sunsilk shampoo?
What is the most significant variable affect for the level of
preference?
What are the potential benefits that customers expect from Sunsilk
shampoo?

CONSUMER BEHAVIOR TOWARDS

SUNSILK SHAMPOO.

SCOPE OF STUDY

Since this report provides detailed consumer insights into Sunsilk

shampoo it is an invaluable resource to executives, organizations looking
to make marketing decisions.
This report is an important tool to companies in the natural & organic
personal care products market. It provides detailed insights into consumer
preference and expectations towards these products. The report gives a
thorough understanding of consumer preference, enabling companies &
retailers to develop marketing programs, distribution strategies and
position products.

CONSUMER BEHAVIOR TOWARDS

SUNSILK SHAMPOO.

REVIEW OF LITERATURE
This article presents a review of the literature in the field of
consumer buying behavior. The first section, describes, the importance of
various factors including lifestyle and its impact on the consumer buying
behavior. The second section describes the dominant. The main purpose of this
article is to identify different streams of thought that could help and guide for
future consumer researcher.
This report takes an overview of the research that conducted in order to
identify the preference level of customers towards Sunsilk shampoo as a
brand.
When it comes to brands of shampoo in Pakistan, Sunsilk has been
considered as Pakistans No.1 shampoo brand for its capabilities to
provide longer, smoother and straight silky hair. This brand is also the
strongest brand in Asia and it is said to be available over 80 countries all
over the world.

The brands most recent marketing campaign is the co- creation

collaboration in which 7 hair experts around the world would answer to
every hair issues and come up with the best solutions for the problem.

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CONSUMER BEHAVIOR TOWARDS

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CHAPTER 4
4PS
PRODUCT
Currently, the range consists of:

Yellow Sunsilk with Bio Proteins from Vegetable Extracts:

Normal hair needs wholesome nourishment. New Sunsilk

with Bio Protein extracted from Vegetable milk has nutrients that
deeply penetrate each hair strand, to nourish it leaving hair strong
and beautiful.

Black Sunsilk with Melanin from Plant Extracts:

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CONSUMER BEHAVIOR TOWARDS

SUNSILK SHAMPOO.

...

Dull hair needs a rich black shine. New Sunsilk with

Melanin extracted from plants serves this purpose very effectively.
It helps in the growth and retention of the black color of hair,
giving it a rich black shine.
.
Green Sunsilk with Fruitamins Vitamins from fruit Extracts:

Thin and limp hair needs extra body and volume. New
sunsilk with Fruitamins has natural extracts from fruit that contains
Vitamins. These vitamins help in giving extra body, shine and
amazing manageability to the thinning and lifeless hair.
Pink Sunsilk with yoghurt proteins :

Dry hair needs wholesome conditioning, extra shine and

style. New Sunsilk with yoghurt proteins makes the dry hair full of
life. Its especial ingredients moisturize each hair right to its tips
leaving it shiny and beautiful.
Orange Sunsilk with active nutrients from Citrus Extracts:

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CONSUMER BEHAVIOR TOWARDS

SUNSILK SHAMPOO.

The advanced formula of orange Sunsilk is the result of the

latest research. This shampoo is especially designed for oily hair
type that looks flat and greasy due to the excess of moisture. New
sunsilk with active ingredients from citrus extracts cleans the
excess oil off hair while its nutrients deeply penetrate each hair
strand to nourish it.

PRICING

HINDUSTAN UNILEVER claims to practice value-based pricing in

which the customers perception of the products price provides a starting point
for developing the marketing mix of the product. The research department
determines this price usually by using focus groups. The price of Re 1 and 2 for
Sunsilk shampoo sachets shows how the price also reflects a concern to make
the purchase more convenient, since the rupee is denoted in this value.
Sunsilk is also available in Rs 45 and Rs 169 price bottles to cater to the
demands keeping in mind the wants of this particular customer segment.
The primary importance of this value-based pricing is that the product demand
will be much higher if its price is in line with the customers perception of its
value. One crucial concern for value-based pricing is strict management of cost
in order to be able to make a profit at the value-based price. After the initial
price is determined, HINDUSTAN UNILEVER then uses target costing in order
to achieve the required profits.

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CONSUMER BEHAVIOR TOWARDS

SUNSILK SHAMPOO.

PROMOTION
Build top of the line consumers awareness.
Creating a personality of the brand.
Besides having these general objectives, the advertising objectives are set
avoiding to the advertising strategy for each product, e.g. Sunsilk advertising
objectives since it was being re-launched were:
To increase the usage.
Conditioning benefits.
Makes the hair appear clean and shiny.
Imparts a feeling of freshness-due to fragrance.
Easy to manage, silky, soft hair.
Unique shampoo for every hair type.
Effectively communicate brand promise.
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CONSUMER BEHAVIOR TOWARDS

SUNSILK SHAMPOO.

Promotional strategy
Innovative campaigns such as Hairapy and Life Cant Wait were
launched to attract women to the brand
Sponsored short films that were broadcast during popular television
shows.
Media platforms used
Print media
internet rural campaign
environment concern ads
Music videos
Free sample distribution
Demo campaigning
Promotion of the products in the sunsilk range through movies such as
Fashion
Sunsilk has come up with a new promotional campaign GOOD HAIR
DAYS in six major cities in collaboration with famous hair stylists of the
country.
Hoardings
Sponsorships
Enhancement of product mix
New product formulations according to changing consumer preferences
Advertising
HINDUSTAN UNILEVER believes that messages about product
delivered by credible sources can be very persuasive. Hence Jawed Habib who
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CONSUMER BEHAVIOR TOWARDS

SUNSILK SHAMPOO.

is an hair care expert endorses Sunsilk and more value is added to the brand.
Consumers relate to products itself, they can relate to a human being who
consumers believe is an expert so Jawed Habib is an expert so is Sunsilk. Jawed
Habib a recognized and highly qualified hair stylist is used by Sunsilk in its ads
because they want to bring out an experts image.
METHODS ADOPTED TO PROMOTE THE BRAND NAME OF
SUNSILK
Actresses as spokespersons
Co-marketing
Some of these films were made exclusively for retailers like Wal-Mart
and were telecast in-store
Sponsor for fashion shows

INNOVATIVE AND UNIQUE STARERGIES IMPLEMENTED BY

SUNSILK IN INDIA
Hindustan Unilever launched the Gang of Girls website in June 06.
Indias first online girl community concept.
Gang of Girls site pushed online and via TV and print.
Lots of media mentions as it as a successful branded space.
Direct contact with target audience.
o Gang of Girls events at 60 college festivals, malls and multiplexes
across India.
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CONSUMER BEHAVIOR TOWARDS

SUNSILK SHAMPOO.

Sunsilkgangofgirls.com benefited from redirect from

Sunsilknaturals.com.
o This site has 100,000 registered users and very similar features.
Hindustan Lever claims 2,500,000 registrations to Gang of Girls site - 25,000 girl gangs
200 million hits
12-13 million page views every month
Company taking benefits of new web 2.0 technologies ranging from
blogs to power of social networking.

As far as brand is concerned plus side for sunsilk here is ability to use
power of technology to position brand successful and create following
among niche users whom must have generated enough feedback for the
brand to understand demographic served. Other brands need to take a
cue from here and understand how web can be used as an effective brand
delivery/promotion tool.
-HUL EXECUTIVE

PLACE
DISTRIBUTION OBJECTIVE:

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CONSUMER BEHAVIOR TOWARDS

SUNSILK SHAMPOO.

To reach as many towns and villages as we can

HINDUSTAN UNILEVER has 150 distributors whose function is to sell

to wholesalers directly. There are different distributors for different areas. They
are carefully selected and their performance is constantly evaluated.
OUTLETS,
RETAILERS

CHAPTER 5
BUYING BEHAVIOR OF CONSUMERS
Consumer behavior has been always of great interest to
marketers. The knowledge of consumer behavior helps the marketer to
understand how consumers think, feel and select from alternatives like products,
brands and the like and how the consumers are influenced by their environment,
the reference groups, family, and salespersons and so on. A consumers buying
behavior is influenced by cultural, social, personal and psychological factors.
18

CONSUMER BEHAVIOR TOWARDS

SUNSILK SHAMPOO.

Most of these factors are uncontrollable and beyond the hands of marketers but
they have to be considered while trying to understand the complex behavior of
the consumers.
Consumer is the study of the processes involved when
individuals or groups select, purchase, use, or dispose of products, services,
ideas, or experiences to satisfy needs and desires. In the marketing context, the
term consumer refers not only to the act of purchase itself, but also to patterns
of aggregate buying which include pre-purchase and post-purchase activities.
Pre-purchase activity might consist of the growing awareness of a need or want,
and a search for and evaluation of information about the products and brands
that might satisfy it. Post-purchase activities include the evaluation of the
purchased item in use and the reduction of any anxiety which accompanies the
purchase of expensive and infrequently-bought items. Each of these has
implications for purchase and repurchase and they are amenable in differing
degrees to marketer influence.
Consumer behavior can be define as those acts of individuals
directly involved in obtaining, using, and disposing of economic goods and
services, including the decision processes that precede and determine these
acts. Simple observation provides limited insight into the complex nature of
consumer choice and researchers have increasingly sought the more
sophisticated concepts and methods of investigation provided by behavioral
sciences in order to understand, predict, and possibly control consumer behavior
more effectively. Psychology, social psychology, and sociology are the
disciplines most widely employed in this endeavor which has become a
substantial academic industry in its own right.

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CONSUMER BEHAVIOR TOWARDS

SUNSILK SHAMPOO.

CHAPTER 6
CONSUMER PERCEPTION FACTORS
Perception is a mental process, whereby an individual selects data or
information from the environment, organizes it and then draws significance or
meaning from it.
PERCEIVED FIT : Perceived fit is an attitudinal measure of how appropriate a
certain channel of distribution is for a specific product. Consumers perception
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CONSUMER BEHAVIOR TOWARDS

SUNSILK SHAMPOO.

of the fit between a service/product and a channel is very influential in

determining whether they will consider using that channel for a specific service.
In fact, perceived fit was found to be more important than consumers
preferences for the distribution method or service.
QUALITY : It is our aim to provide the best product for the consumer and we
believe that if the products have quality the consumer will pay the price, says
Amal Pramanic, regional business director. Oral-B
PACKAGING : Packaging establishes a direct link with the consumers at the
point of purchase as it can very well change the perceptions they have for a
particular brand. A product has to draw the attention of the consumers through
an outstanding packaging design. Earlier packaging was considered only a
container to put a product in, but today, research in to the right packaging is
beginning at the product development stage itself.

CHAPTER 7
RESEARCH METHODOLOGY
This report takes an overview of the research that conducted in
order to identify the preference level of customers towards Sunsilk
shampoo as a brand.
When it comes to brands of shampoo in Pakistan, Sunsilk has been
considered as Pakistans No.1 shampoo brand for its capabilities to
provide longer, smoother and straight silky hair. This brand is also the
21

CONSUMER BEHAVIOR TOWARDS

SUNSILK SHAMPOO.

strongest brand in Asia and it is said to be available over 80 countries all

over the world.
The brands most recent marketing campaign is the co- creation
collaboration in which 7 hair experts around the world would answer to
every hair issues and come up with the best solutions for the problem.
Sunsilk believes that the secrets to beautiful hair should not be
locked behind the salon door. So they have worked with seven
internationally renowned hair experts to create salon quality products for
everyone.

Research Problem
To study customer preference level towards sunsilk shampoo.

Data source - Primary data

Research Approach - Survey Approach
Research Methodology - Exploratory method
Research Instruments Questionnaire

Sampling plan
Sample method - Random Sample method
Sample Size 75
Primary Data Questionnaire

Primary Data collection

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CONSUMER BEHAVIOR TOWARDS

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The data, which are collected for the first time, directly from the respondents to
the base of knowledge & belief of the research, are called primary data.
The normal procedure is to interview some people individually or in a group to
get a sense of how people feel about the topic.
So far as this research is concerned, primary data is the main source of
information provided by the respondents.
Survey Approach :
I had collected primary data through sample survey of the people
who came to buy Sunsilk shampoo.. So for this purpose I have used the most
popular tool of primary data collection through direct communication with
respondents. The tools I used are questionnaires. After fulfilling the
questionnaires I asked some verbal question also. According to their response I
am able to recollect some more information regarding this study and survey.
Exploratory method :
Exploratory research is a type of research conducted for a
problem that has not been clearly defined. Exploratory research helps determine
the best research design, data collection method and selection of subjects. It
should draw definitive conclusions only with extreme caution. Given its
fundamental nature, exploratory research often concludes that a perceived
problem does not actually exist.
Questionnaire :
Under the Questionnaire I have 20 Question and each Question
related to different-different factors of Sunsilk shampoo.

Sample collection :

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CONSUMER BEHAVIOR TOWARDS

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For collecting the sample I had visited my relatives and friends

located in Mulund. What we had done there is simply approach the people who
came to buy Sunsilk shampoo.
Sample MethodRandom Sample methodA random sample is one chosen by a method involving an
unpredictable component. Random sampling can also refer to taking a number
of independent observations from the same probability distribution, without
involving any real population. The sample usually is not are presentative of the
population from which it was drawn this random variation in the results is
known as sampling error.
Simple random sample is selected so that all samples of the same size have an
equal chance of being selected from the population.
(Here I have chosen simple random sample method for collecting the data)
Sample Size - I have collected 75 samples from the population of differentdifferent area of Mulund and from my relatives and friend.

CHAPTER 8
QUESTIONNAIRES
Name :
Gender : M

Age :
Marital status:
Occupation : Student

Service

Business

Other

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CONSUMER BEHAVIOR TOWARDS

SUNSILK SHAMPOO.

1. Have you heard about Sunsilk Shampoo?

Yes

No

2. Do you use Sunsilk Shampoo?

Yes

No

3. Do you like Sunsilk Shampoo? If yes then which Shampoo do you like?
Black Shine

Orange

Natural Recharge

Pink

Golden

Yellow

4. What Sunsilk Shampoo you are aware of ?

Black shine

orange

Natural recharge

pink

Golden

yellow

5.What is your age range? Put a tick [].

16-20

21-25

26-30

30-40

6.How many times do you use Sunsilk shampoo per week? Put a tick [].
Once a week
Twice a week
Three times a week
More than three times a week

7.What reasons affect you to prefer for Sunsilk shampoo? Rank 1-8 according to your
priority.
Price
fragrance
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CONSUMER BEHAVIOR TOWARDS

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Package
need satisfaction
Colour
ingredients
past experience
Promotions
8. Are you brand loyal to the Sunsilk Shampoo?
Yes

No

9. Would you continue to by Sunsilk Shampoo if its Price Rise Up to 10% ?

Yes

No

10.What do you think about the price levels of Sunsilk shampoo? Put a tick [].
high price
value for money
affordable price
11. What is the colour of your currently using Sunsilk shampoo?

Do you like that colour?

Yes

No

If not, what colour do you prefer to in your shampoo?

12. Indicate your level of agreement for the following statements. Put a tick [].
Statement
strongly
agree

agree

neither
agree
nor
disagree

Disagree

strongly
disagree

I like the fragrance of

Sunsilk very much
The bottle of Sunsilk
shampoo is very convenient
to use.
I check the ingredients of
Sunsilk when buying
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CONSUMER BEHAVIOR TOWARDS

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13. What do you expect by using a shampoo to wash your hair? Put a tick [].
Smoothening of hair
Black shiny hair
To prevent hair fall
To avoid dandruff
To construct damaged hair

14. How satisfied are you with Sunsilk to meet your needs that you mentioned in the Q: (07)?
Put a tick [].
very satisfied
Satisfied
neither satisfied nor unsatisfied
Unsatisfied
very unsatisfied

16. Would you recommend others in buying Sunsilk?

Yes

No

17. If not Sunsilk shampoo which other product do you purchase?

Clinic Plus

Pantine

Dove

Loreal

Tresame

All Clear

18. Are Sunsilk shampoo available in the market ?

Yes

No

19. If your preferred Sunsilk shampoo is not available for repeat purchase then what will you
do?
Postpone Purchase
Switch over to other brand
Go to the other shop to search for your preferred brand
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20. Which media of advertisement influence your purchase?

Television
Hoarding

Newspapers
Display

Brochures

Please suggest some other benefits you prefer to have from Sunsilk in the future.

Thank you for your favourable response

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