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Project Report SCOPE OF Brand image

of shampoos as a person
OBJECTIVES OF THE STUDY
1. 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 sales 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.