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Report Prepared by

Core Team
Sidharth Mehta
Aishwarya Jain
Pranay Mohata
Shivam Kumar Gupta
K R Lakshmi
Vignesh Sridharan
Kevin Sunny
Dhruv Gandhi

Volunteers
Vivek Shukla
Vedika Murdia
Nehal Modi

40TH Maxi Fair – Final Submission


Team Night Crusaders
Havells Research Project
Executive Summary

Havells is a relatively new entrant in the personal grooming category, and has slowly been making inroads into
the customer consideration set over the last 2 years. They want us to help them understand customer
association with the personal grooming category and general trends in personal grooming via disguised
marketing research methodology as a part of the 40th Maxi Fair. This report lays down the detailed execution
plan for the aforementioned research.
A Dhoom Theme has been proposed for the disguised research where the TG is invited to be the next spy, if
they clear spy training (i.e. our game)
The Game Design in summary is as below

Stage Game Description Research Problems


#1 – Preparing  Picture Association To determine the awareness of TG about male & female
for the mission  Observation electric personal grooming products & brands

#2 – Locating  Word Association Test. To determine the perception of TG about different


the Diamond  Completion Test grooming styles in males & females
To determine grooming preferences of TG
#3 – Super  Projective Mapping To determine the barriers for adoption
Secret think To determine most coveted features in selected grooming
tank products
#4 – Big Fat  Observation (Simulated To determine the major factors affecting the purchase
Wedding market study) behaviour for selected grooming products
Note: The research brief requires us to look at triggers and barriers towards personal grooming products (beyond
price), and the game design has been finalised with the same in mind
Our Recommendations were around the following
1) Target Age group for product & brand awareness campaigns
2) Identification of most influential purchase channels & influencers (online & offline)
3) Brand Loyalty analysis based on customer segment
4) Identification of Grooming Trends (Including analysis of grooming of TG at time of fair)
5) Marketing Communication based on a) dominant barriers to use of products b) preferred features for
the TG c) Product Personality
6) Marketing Strategies for Havells as a market challenger to take on Philips Dominance

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Table of Contents
Executive Summary ........................................................................................................................................................... 1
Personal Grooming Industry .......................................................................................................................................... 4
Exploratory Research ........................................................................................................................................................ 4
Primary Research .......................................................................................................................................................... 4
Social Media Perception .............................................................................................................................................. 8
Game Design Brief Overview .......................................................................................................................................... 10
Game Design: Comprehensive ........................................................................................................................................ 11
Stage 0: Registration Desk .......................................................................................................................................... 11
Stage 1: Preparing for the Mission .............................................................................................................................. 11
Stage 2: Locating the Diamond ................................................................................................................................... 12
Stage 3: Super-Secret Think Tank ............................................................................................................................... 13
Stage 4: Big Fat Wedding ............................................................................................................................................ 13
Phase 1: Research Design – Maxi Fair ............................................................................................................................. 15
Management Decision Problem ................................................................................................................................. 15
Research Objective ..................................................................................................................................................... 15
Research Design .......................................................................................................................................................... 15
Detailed Analysis Plan ................................................................................................................................................. 15
Phase 2: XLRI Students .................................................................................................................................................... 16
Stall Layout ...................................................................................................................................................................... 17
Maxi Fair Summary ......................................................................................................................................................... 18
Limitations................................................................................................................................................................... 18
Removal of Data Points ............................................................................................................................................... 18
Data Collection Details ................................................................................................................................................ 18
Male Insights & Conclusion ............................................................................................................................................. 19
Product Level Awareness & Usage.............................................................................................................................. 19
Association of Product & Grooming Style ................................................................................................................... 21
Grooming Trends based on occasion .......................................................................................................................... 21
Brand Awareness ........................................................................................................................................................ 21
Barriers to use of products ......................................................................................................................................... 22
Product Personality ..................................................................................................................................................... 22
Feature Level Evaluation ............................................................................................................................................. 23
Purchase Behaviour .................................................................................................................................................... 24
Brand Loyalty .............................................................................................................................................................. 24
Female Insights & Conclusion ......................................................................................................................................... 25
Product Level Awareness & Usage.............................................................................................................................. 25
Association of Product & Grooming Style ................................................................................................................... 27
Grooming Trends based on occasion .......................................................................................................................... 28
Brand Awareness ........................................................................................................................................................ 28
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Barriers to use of products ......................................................................................................................................... 28
Product Personality ..................................................................................................................................................... 30
Feature Level Evaluation ............................................................................................................................................. 31
Purchase Behaviour .................................................................................................................................................... 31
Brand Loyalty .............................................................................................................................................................. 32
Final Recommendation – Market Challenger (Havells) .................................................................................................. 33
Summary Recommendation (Males) .......................................................................................................................... 33
Summary Recommendation (Females) ....................................................................................................................... 34
References ...................................................................................................................................................................... 35
Software Used ............................................................................................................................................................. 35
Appendix ......................................................................................................................................................................... 36
Appendix 1: Male Hypothesis ..................................................................................................................................... 36
Appendix 2: Female Hypothesis .................................................................................................................................. 38
Appendix 3: Questionnaire ......................................................................................................................................... 43

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Personal Grooming Industry
Havells Products
Personal Grooming industry for male includes trimmers, razors, blades, deodorants etc. while for female includes
make up, hair styling, nail styling. For the purpose of this report, we are considering only the products in which
Havells is present, and thus we would use the term personal grooming for:
Male – Beard Trimmers, Body Groomer, Nose & Ear trimmer and Electric Shaver
Female – Hair Styling (Straightener & Curler), Hair Dryer, Skin Care and Female Depilation
Baby – Baby Groomers
Market Size & Potential
As of 2018, the personal grooming category in India has a total turnover of ₹ 2700 Cr., out of which ₹ 950 Cr. is
attributed to the men’s grooming category and ₹ 1750 Cr. for female grooming category. Furthermore, ₹ 830 Cr.
and ₹ 120 Cr. are the sizes of the hair trimmer and the nose/ear hair trimmer markets respectively. The hair
styling and hair drying markets are ₹ 550 Cr. and ₹ 1200 Cr. respectively.
India is in nascent stages for many of the products and thus CAGR of the industry is 45% according to market
research carried out by Assocham. According to industry estimates, in year 2017, 2 million units were sold with
1.2 million Hair dryer units, 0.35 million hair straighteners and 0.35 million beard trimmers.

Competitors Review
The major player in the category is Philips with 31% market share, with beard trimmer and hair dryer as their
major product. Other domestic players like Panasonic, Vega and Nova compete with different value propositions.
While some international players are also slowly increasing their presence such as Conair, Braun, Wahl and
Dyson. All the competitors are actively present in offline as well as online channels (Amazon & Flipkart)

Exploratory Research
In order to understand the present trends and consumer perception about grooming products and formulate
relevant hypothesis, we conducted the exploratory research. Both primary and secondary research were
conducted during this phase. The details of the same are given below:

Primary Research
Different primary research methodologies like in-depth interview, focused group discussions, online surveys and
telephonic interviews were conducted. The participants in this research included users, non-users and retailers
of electrical grooming products. The methodology adopted and the findings of these research are given below:

In-depth Interviews with User/Non-User


In-depth interviews were conducted. We started with in-depth interview of 5 females (2 XLRI students and 3
from a metro city) and 6 males (4 XLRI students and 2 from metro cities).
Age group 20-30 years.
Telephonic Interviews 20-25 minutes:

1. Insights from Male respondents


During the in-depth interview, questions pertaining to their grooming preferences, usage of grooming products
like trimmers, brands of the products they use and reason for such preferences were asked. Some key highlights
are listed below:
XLRI Student (Trimmer Users)

 Preference for sporting a beard is the key reason behind using a trimmer.
 Trimming is considered time and money saving activity
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 Campaigns like #NoShaveNovember are increasing preference towards sporting a beard
 Existing fashion and role models impact beard grooming style
 For formal occasions like interviews or corporate presentations, there is a preference to be clean shaven
 Philips products are the most used among the respondents
 Friends and peer groups are key influencers with respect to brand selection of trimmers

Male (Trimmer Non-Users)

 Non-users tend to feel that razor shave is smoother and gives better finish as compared to trimmer or electric
shaver
 Long term habit of shaving is one of the key reasons for not using trimmers
 As shaving was mentored by their parents, therefore, some respondents have strong preference towards
shaving
 Workplace rules mandating clean shave restricts the fashion choices with respect to beard
 Male respondents tend to stick to a trusted product & would not like to change until given a strong reason.

2. Insights from Female respondents


The questions with the female respondents were centred around the use of hair dryers, straighteners and curlers.
Some key highlights from the research are given below:
Female users of hair dryers, straighteners and curlers

 Female users tend to worry about hair and skin safety from the use of these products and therefore choose
these products carefully
 Users tend to prefer known brands for these products
 Friends act as major influencer for purchase of these items
 Price is a limiting factor for high value items
 They are open to new products if recommended by friends
 Doesn’t use epilators or nail clippers and preferred alternatives of the same

Focused Group Discussions


Two focused group discussion were conducted. One was with the male users of trimmers and other was with the
female users of blow dryers. The details are as follows:
Male users of trimmers
The group comprised of five members. The age of the members ranged between 24-26 years. These were the
regular users of trimmers and belonged to different parts of the country. The duration of FGD was nearly twenty
minutes. The major findings from their discussions are as follows:

 Preference for beard is the key reason for using trimmers


 Key reasons for sporting a beard include – willingness to look matured, easy to maintain as compared to clean
shaved, improves physical appearance
 Trimming is considered faster than shaving
 Friends and online review of products tend to have a strong impact on their purchase decision
 Male users tend to prefer branded trimmer

Female users of blow dryer


The female group comprised of five members. The age of the members ranged between 22-25 years. The duration
of the FGD was nearly thirty minutes. Three of these participants owned a blow drier. The major findings from
the FGD are as follows:

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 There is a strong belief that regular use of blow dryers harm hair
 Temperature control is the most important feature that users look a blow dryer
 Other important features of a blow dryer are – fan speed, length of the cord, noise level
 Female users are extremely brand conscious
 There exists a fear among female users that lesser known brands are less reliable
 Blow dryer is used to make hair look fluffy; it is also used to curl the hair
 Female users do not use blow dryer on a regular basis

Online Survey
Conducted online survey of 34 respondents which comprised of 23 XLRI students (9 second year students and
14 first year students) and 11 respondents from metro cities. The survey was done through a Google Form
comprised of 9 questions to gauge the consumer perception on personal grooming and usage behaviour. The
survey questions varied depending on whether the respondent was male or female with the questions
corresponding to the products relevant to each category. The awareness and purchasing behaviour (both channel
preference and feature-wise preference) were explored through the survey. Major highlights of the survey are
listed below:
Awareness

 Only 21% respondents were aware of baby-clippers, with 4 respondents who were parents not aware
 Only 6% males were aware of nose and ear trimmers, 15% aware of electric shavers and 9% males were
aware of body groomers
 94% of males were aware of male trimmers & 100% respondents were aware of hair dryers
 91% of respondents were aware of hair styling products
 94% males preferred to use razors over shavers for clean shave

Channel and Product Preference

 74% of respondents preferred buying their grooming products online.


 The respondents gave descending weightage to functionality, reviews, star rating, real photos, product
images, purchase protection and discount while making online purchases.
 While purchasing hair styling products, females gave importance to temperature (93%), precision (86%),
duration of effect (79%) and volume styleable (57%)
 89% males & 62% females buy based on the word of mouth of peer – friends & family
 65% males said they would prefer to be clean shaved for an important interview/meeting

Distribution Channel in Jamshedpur


In-person Interview for 15-20 minutes
Landmark Store:
The shop mainly sells Vega products, along with headphones, speakers, PlayStation and games in the electronic
sections. The number of grooming products were low here. He added that sales of grooming products were not
that high.
Big Bazaar:
Launched their own brand – Koryo and is extensively focusing on the brand in-store. The salesman said that the
demand for these grooming products was not that great and thus did not stock brands like Havells.
Havells Galaxy Showroom:
The owner of the shop said that trimmers would be stocked in a matter of a month or two. He was mainly focusing
on larger appliances.

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Radio Centre:
This shop had most varieties of Philips trimmers. It looked like an official Philips dealer and had the brand name
on the hoarding. The owner said he did not stock Havells for trimmers as he had enough variety in Philips. He
also had limited variety of Havells in other categories, namely the Hairdryer 3201 and the multi styling set
HC4045. He sold all products at discount and offered to match the daily price of Amazon on consumer request,
or at times his prices were lower than the price offered on the e-commerce channels.

Need Based Market Segments


Based on our primary research, we were able to identify the following need based segments in the possible
buyers of grooming products.
1) Traditionalist/Risk Averse consumers
Age Group: Above 40
Gender: Both
Purchasing Power: High
These customers are reticent in using new electronic products. They trust the techniques they’ve used for
years and prefer to stick to them. They are very conscious of their hair and skin and are typically unwilling
to experiment with heat devices. They need a very compelling reason to even consider changing and are not
driven by “latest trends” in media. They prefer known brands & products

2) Minimalists
Age Group: 25-40
Gender: Majorly Males
Purchasing Power: Medium
These are people who do not have the desire to take out time each day to work on their grooming & looks.
They do the minimum required to look presentable and look at personal grooming beyond this minimum as
an extra effort reserved for very special occasions. They tend to be influenced by friends and peer groups,
however ease of use is a major factor in determining whether they make the plunge & purchase. They are
willing to try new things, but need a convincing reason

3) Fashionistas
Age Group: 25-40
Gender: Majorly Females
Purchasing Power: Medium
These are customers who believe in investing in their looks. Looks for them are an embodiment of confidence
and image of self. They take care of themselves and their appearance. They do not reinvent the wheel too
much and take calculated risks when changing up their look. They are more willing to experiment with
“premium” or “luxury” solutions. They are brand conscious and choose premium brands. Heavily influenced
by peer groups & media role models

4) Trend Followers
Age Group: 15-25
Gender: Both
Purchasing Power: Low
Typically college students and first jobbers. They want the trendiest looks at the cheapest price. They are
willing to experiment with both looks and brand but will do it after extended research and problem solving.
They look for deals and discounts & are willing to experiment for the same. Heavily influenced by friends and
media
Demographics mentioned below are representative of the typical age group of the person as per our research.
However, a person of any age group can belong to any persona.

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E-commerce Channel
All the products are primarily available on Flipkart and Amazon.

Philips has highest ratings as well as reviews, and focuses on larger range of products
Panasonic’s focus is on providing a balance of all the marketing features.
Nova focuses on huge discounts - >50% and low prices as compared average market standards and low ratings
Havells currently has low reviews and ratings comparatively due to it being new in the market.

Beard Trimmers
30000 3000

25000 2500

Price (In Rs.)


20000 2000
Reviews

15000 1500

10000 1000

5000 500

0 0
Philips Nova Panasonic Syska Havells
Brands

Reviews MRP Sell Price

Philips with high ratings has a comparatively low pricing. Havells with the same pricing is yet to adopt the sales on
online channels. This would thus require marketing communications.

Hair Dryer
14000 1400
12000 1200
10000 1000
Price (In Rs.)
Reviews

8000 800
6000 600
4000 400
2000 200
0 0
Philips Panasonic Nova Havells Vega

Brands
Reviews MRP Sell Price

Hair dryers on the other hand Philips and Vega are comparable on Reviews while Nova has considerably very high
reviews with lower price (offering high discount on the product)

Note: Data in above graph is based on analysis of top selling products for brands on Flipkart & Amazon dt. 7/1/19

Social Media Perception


With respect to straighteners and curlers, it was observed on social media sites and message boards that some
of the topics that potential consumers found pertinent was the casing material of the products, the duration of
the effects, the temperature ranges and control available, charging duration etc.

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As far as electric trimmers were concerned, some of the drivers for discussion (and potential purchase) on social
media pages and by influencers on YouTube and Instagram were primarily prices, beard trim setting ranges,
charging duration and battery life, quality of blades, auxiliary package contents such as the brushes, cables and
carrying cases, ergonomics and design, and the ease of cleaning. Typically, customer complaints on the social
media pages of major players such as Phillips, Panasonic etc. tended to be one or more combinations of these
mentioned factors.
The demand for electric shavers was driven by value for money, dual availability of shaving and trimming
options, closeness of shaves, and the possibility of wet/dry shaves.

Social media Channels


Brands Channel Actions / Campaigns Likes/views
#Omnipresent #AptHai #PlayitCool |
Philips Facebook/Youtube averages 100+ likes per post
Traits of AlphaMale series
933 likes, 16k views+
Havells Facebook/Youtube Let It Out Campaign
22shares
100+ likes and shares |
Panasonic Facebook Advertisements
11000+ views aggregate
low fb reach <50 likes + shares
Wahl Facebook #5StarSeries
per post (Wahl India)
Braun Youtube Grooming tips and styling 0.3 Million + Views
Major web influencers are Vlog Channel, YouTube (Beauty Channel, Cara P & Gargi Das), IamTarunSingh,
UrIndianConsumer, MensXP, TarunMolri Vlogs

Advertisement Analysis on YouTube


Brand YouTube Posting
Brand Content Focus (Brand Personality)
Ambassador Most Views Frequency
Arjun Kapoor 0.3 Million Teaser + Brand Personality
4 months each
Varun Dhawan 0.1 Million Cuts/Girlfriend/Product Introduction
year with each
Virat Kohli + user 0.05 million Beard insurance
ambassador
videos
Philips
Targeting Barriers, better use of
Alia Bhatt 5.7 Million 6 months
products
Kareena Kapoor 0.2 Million How to use the product 4 years ago
- 0.15 Million Reviews by Bloggers/ influencers 3 months
- 10000 Product attribute videos 1 year
Panasonic
- 0.1 Million Product demo Videos -
Varun Dhawan TVC How trimmer is helpful
(October Movie) Focused
6 months
- 4000 Common man videos + How to use
Havells
demo videos
Common women videos + How to use
- 4000 -
demo videos
Sushant Singh 10000 Product introduction + Grooming
1 year
Syska Tutorial videos
Media Influencer 5000 Grooming tutorials 1 year
Note: Data in above graph is based on analysis of top selling products for brands on Flipkart & Amazon dt. 9/1/19

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Game Design Brief Overview

Welcome to the world of Dhoom 20! After Dhoom 2, transformed criminals Sunheri (Aishwarya Rai) and Aryan
(Hrithik Roshan) open a spy academy and perform super-secret missions for the government.
You have been awarded an opportunity to be a spy and live a life of adventure! But… You must survive spy
training first!
Rationale for selection for theme:

 It is a setting that creates interest and enthusiasm with all age groups due to the popularity of the Dhoom
series and the “cool” image of spies in pop culture – we can get the TG invested in the concept & outcome.
 The theme allows us a chance to ask the TG to groom themselves in the guise of preparation for missions
& as we can place them in everyday situations such as office or weddings, we can map their natural
responses.

Stage Description Objective Achieved


#1 – Preparing The TG is asked to prepare for the various roles & Map awareness levels for
for the mission looks they will have to take on in their missions by  Products in the grooming
choosing products to take along range
 Havells presence in each
product category
#2 – Locating The TG is sent on their first mission to locate a  Understand TG’s definition of
the Diamond diamond in the Swiss Bank Locker. grooming
Since the diamond has already been taken out, the  Analyse sub-conscious
locker owner’s profile is studied. Due to a mix up of associations with grooming
files, the TG must assort data on the owner of the eg. Personality, time to groom
locker based on his perception
#3 – Super At the Spy Academy, the R&D department seeks the  Understand TG’s barriers to
Secret think TG’s help in mapping barriers for purchase of product. purchase
tank As a reward for helping, they are allowed to build their  Understand TG’s desired
own trimmer, with desired features product features
#4 – Big Fat The TG is told that the diamond is with the wife of a  Understand TG’s preferred
Wedding wealthy merchant and they must steal it back. To do so information search sources
they must infiltrate a wedding as a guest. For this they during purchase process
must first purchase a trimmer  Understand influence of deals
Conclusion : Completion of mission & Spy training & offers on brand preference
Exit Interview The TG will be asked about their real usage patterns,  Gives a validation for the
products which they have used and barriers and answers given at different
triggers. stages.
The game shall have a similar storyline for Men & Women. However, different products, triggers, barriers
etc. shall be tested for them through the games
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Game Design: Comprehensive

Stage 0: Registration Desk


Target Group: Males & Females above 18 years of
age
The idea is to ask the TG demographic details &
allot them a unique code to track their progress
through the game. Details collected shall be (Name,
Age, Occupation, Current Grooming Status and Hair
Length).
Rationale: This data shall help us in segmenting
customers and mapping their responses in the
further analysis

Stage 1: Preparing for the Mission

Game:

 The TG acting as a spy in training is asked to help the academy to identify grooming products that will be
needed to prepare for missions.
 The TG is given 3 looks that the spies must achieve (eg. For men this would be shaved, trimmed and
bearded). They are also provided with a basket of equipment (eg. For men this would be Razors, Shavers,
Beard Trimmers, Nose & Ear Trimmers, Hair Dryers) and is asked to map the equipment they would use
for each look. The TG is given a time limit of 30 seconds
 Next, the TG is provided with a basket of brands and is asked to map the brands he is aware about to the
products chosen
 TG’s choices are probed and he is asked whether he uses all the products that have been chosen by him
Data Collected:
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 Codification of TG into users and non-users
 TG’s awareness for various electrical grooming products
 TG’s awareness for Havells & other brands for the same products
Rationale:
Time limit ensures that TG gives their unaided responses, enabling us to collect the most accurate awareness
data for both the product category & Havells within the same category

Stage 2: Locating the Diamond

Game:
The TG is given their first “spy mission” to locate a diamond stolen from the government treasury. They are told
that the diamond’s last known location is a locker in the Swiss Bank and they must infiltrate the office as an
employee.
The TG is then asked how they regularly groom themselves & prepare for heading out to work
Next, the TG is informed that the diamond has been taken out of the locker. We head back to the office to
research the owner of the locker where the diamond was housed to realise that the academy files have been
mixed up by a few interns. The TG is enlisted to help narrow down on the suspect (Illustration below is from
the male version of the game, female version shall involve association to hair styling products i.e. hair dryer,
straightener and curler)
Clue 1: The TG is told that the suspect was a trimmer user. This is confirmed information
Clue 2: The TG is then asked to complete the personality section of the file. They are given a list of words and
are asked to choose the ones they believe would fit the trimmer using suspect’s personality (eg. Sincere,
Adventurous, Popular etc.)
Clue 3: The TG is asked to fill in an incomplete portion in the daily routine section of the file. The sentence
reads “The suspect takes ___ time (in minutes) to groom their beard”
With this information, the TG is told the academy database has narrowed down the pool to 3 people. He is
asked to pick which one he wants to investigate
TG is awarded a star for good work on the files
Data Collected:

 TG’s grooming preference (Cross validate with current grooming status)


 TG’s association of trimmer’s with personality attributes
 TG’s association of trimmer’s with grooming time
Rationale:
This stage will help us understand how to effectively communicate with TG about trimmers i.e. what
personality does a trimmer embody according to them. It also helps in building the Spy Storyline

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Stage 3: Super-Secret Think Tank

Game:
The TG is told that the data team is investigating the suspect and will get back to us with information asap. Till
then the Academy stylists have enlisted the TG’s help in completing a task
Task: The TG is told that the stylists are trying to develop a new (trimmer/hair dryer) and need the TG’s help in
understanding what can go wrong with such a product. The TG is taken to a
table with the product photo in the centre & 3 concentric circles around it as
shown in the photograph. The TG is given a basket of barriers and is asked to
place the ones the thinks most relevant in the inner circle & the least relevant
in the outer circles and the ones in the middle in the middle circle.
Since the TG helped the stylists with the game, they want to give him/her a
reward. The chance to make their own (trimmer for men & hair dryer for
women). The TG is given 10 coins with which they can purchase their desired
features from the available list. If they bid more coins on a particular feature it will be higher quality (Eg. TG can
bid 3 coins on Feature A, 2 on Feature B and the Remaining 5 on Feature C)

Date Collected:

 Barriers for the TG with ranking


 Most important features in a product for the TG
Rationale:
This stage will help us understand what barriers must be addressed most effectively in communications with the
TG. Also it will help us understand what features in the product must be prominently advertised

Stage 4: Big Fat Wedding

Game:

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The TG is informed that the person they chose to investigate is a big shot merchant from Punjab (Wife of
Merchant in case of females). This person is currently in Mumbai attending Isha Ambani’s wedding. The diamond
is in the possession of the wife of the merchant and is stored in her jewellery box. The TG is tasked to get that
diamond back
TG is asked how would they like to groom their beard for an event such as a wedding
They are told that since they need to impersonate a businessman (wife for women), they have to groom like he
usually does and for this they will need a trimmer (hair dryer for women). Since the R&D lab will take sometime
to build their dream product, we’ll just have to buy from the market like normal people
Step 1: TG is asked whether they would like to research the product before they buy and are taken to a board
with various information sources such as influencer opinions (Friends, family, shopkeeper, parlour), online
information sources (e-commerce reviews, blogs, ratings) and other information such as product trial. They are
allowed to pick the 4 most relevant pieces of information for him in making his decision
Step 2: The TG is then asked whether they would like to make their final purchase online or offline and are
taken to the relevant setup
Step 3: The TG is asked to pick a product from 5 available options (All are the same product, same price &
features but different brands: Philips etc.)
Step 4: The TG is told that there are 3 separate offers on Havells (Price Discount, Additional Warranty and Free
Serum) and they are asked if they will choose one of the offers and change their decision.
Data Collected:

 Most important online & offline influencers for the TG


 Preferred Purchase Channels
 Preference for Havells brand & impact of deals & offers on the same
Rationale:
Understanding the buying behaviour of the customer will enable us to effectively influence them through the
correct information sources and channels and be in a position to offer effective deals & discounts.
Star Methodology to engage children with the TG as well as a tab for us to
access the completeness of each levels inside the game

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Phase 1: Research Design – Maxi Fair
Management Decision Problem
To understand the consumer association with Personal Grooming products.

Research Objective
Consumers’ association with Personal Grooming category
 Users Vs Non-users perceptions;
 Male Vs Female;
 Age group as per the profiling carried out at the Maxi registration.

Note: The research brief requires us to look at the triggers and barriers towards personal grooming products (other
than price), and the game design has been finalised with the same in mind.

Research Design
We have divided the stall into two sections - male and female due to highly differentiated characteristics and
drivers for personal grooming products.
Detailed Male Hypothesis have been given in Appendix 1
Detailed Female Hypothesis have been given in Appendix 2

Detailed Analysis Plan


Our data shall have various segments. Based on our primary research, we realised that there are significant
differences in perception based on gender & age group and in user/non-user behaviour. We shall be testing for
the same across RQ’s as defined in the below points
 Phi & Spearman – Non-Metric tests between users and non-users, age and for gender
 Qualitative comments are taken during the entire game which will enhance our recommendations
Further, Individual Hypothesis within the RQs shall be tested via the following plan which is common to both
male and female using SPSS
RP1: To determine the awareness of TG about male/female electric grooming products

Stage
RQ Scale Tests for Analysis
#
Are the customers aware about personal grooming
Nominal 1
products? Binomial
Are the consumers associating Havells brand with test
Nominal 1
grooming products they are aware of?

RP2: To determine the perception of TG about different grooming styles

Is there any association between certain grooming


Ordinal 1 Chi-square test
products & styles of grooming facial hair?
Friedman’s test to determine
How can the personality of a beard trimmer/hair
Ordinal 2 the ranks and analysis for
straightener/hair dryer be determined?
each parameter
Is there a difference in perception of beard
Correlation Kendalls tau &
trimmer/hair straightener/hair dryer usage between Ordinal 2
Spearman’s rho
users and non-users

RP3: To determine grooming preferences of TG

Is there a relationship between personal grooming


Nominal 2 Chi-square test
habits and occasion?

15
RP4: To determine the barriers for adoption of beard trimmer/hair straightener/hair dryer

What are the factors that influence customer


Freidman’s test with scoring
resistance to beard trimmer/hair straightener/hair Ordinal 3
for each rank of barrier
dryer?

RP5: To determine the major factors affecting the purchase behaviour beard trimmer/hair dryer

What features of beard trimmer/hair


One – Way ANOVA by
straightener/hair dryer are considered important by Interval 3
Freidman’s test
the TG?
Who are the influencers for the TG? 4
Ordinal Individual significance test +
What are the major sources used by TG to gain Freidman’s test
Ordinal 4
information about beard trimmers/hair dryer?
What is the preferred channel for purchasing beard
Ordinal 4 Binomial test
trimmer/hair dryer by the TG?
Chi-Square test for
Would sales promotion lead to increase in sales of significance + Analysis for
Ordinal 4
Havells beard trimmers/hair dryer? the ones who shifted to
Havells

Detailed Questionnaire can be accessed via Appendix 3

Phase 2: XLRI Students


We have planned to conduct a survey of 50 XLRI students post the fair for the same research design considering
other products like electric shavers, body groomers, nose & ear trimmers for males and hair curlers and epilators
for females. We have prepared a questionnaire for the same and intend to provide detailed analysis of all the
products.

16
Stall Layout

Rationale

 The entire stall will be divided between two stages - male and female, to test for both the TG based on
the research brief. The left part will be for males and the right part for females.
 Room sizes have been calculated on sq. ft. required based on the estimated size required for different
activities in the particular room.
Tables

 4x3 sq. ft. = 13


 4x2 sq. ft. = 5
Chairs = 14

Layout Design
The respondents were further divided based on their gender and made to go through different stages of the
research game. The game was divided into 4 stages after the registration process that were utilized to take
different inputs from the audience - awareness, associations, requirements and barriers, purchase decision
making and shopping understanding
Each stage was set up with the disguised element of spy training and users were asked to complete different
activities. Based on the actions in these activities, responses were noted separately in a form. Apart from making
them go through the activities, their actions were understood better through thorough cross questioning as part
of the spy training. Their responses were better understood and these qualitative insights were noted separately
for better understanding and results from each participant. The questionnaire is provided in the appendix for
ready reference. Each stage closed with a discussion about their choices to the questions provided in the
questionnaire under the permit of the research game.

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Maxi Fair Summary
Limitations
Maxi Fair was powered by Havells and thus the brand name had huge flexes everywhere on the ground.

In addition to this, Havells sponsored a parlour with flexes of products to give consumers information about the
personal grooming category. These affected the research in the following manner:
1. Customers chose some of the points, with the thought that if they don’t, they wouldn’t get the incentive.
2. Stall of Havells at the entrance would have created bias in respondents
3. Few male respondents were not having sufficient facial hair growth to be clear target audience for
grooming products. However, they would be future customers
4. Respondents that were acting in a certain way because of religious regulations. This was particularly
linked with the Havells products.

Removal of Data Points


Some data points have been considered irrelevant as shown in following circumstances:

 During the conversation, we felt that the respondent was in a hurry and was not making conscious choices
 Some respondents selected both the options whenever faced with choices – eg offline or online – some
respondents gave both the options and thus we cannot consider them, as a definitive choice.
 Some respondents sent their relatives on the same tickets and there was no option to rightly understand
whose ticket is it – ideally faced the issue for male and female interchange.

Data Collection Details


Profile of Jamshedpur TG
Jamshedpur is the most prominent Tier-II city in Jharkhand and serves as the largest city by population. MAXI
Fair was organized on 12th and 13th January, 2019 for which the ticket selling and distribution was done during
December and early January. The fair has attracted families and youngsters for the last 40 years and has grown
significantly as one of the largest events in the city. This year, the audience of the fair was a healthy spread across
age and socio-economic background.

Respondent Details
The fair and research is organized in a way which allows prior profiling and filtering of the audience that is used
for the research on both the days. Responses of 212 people (110 - males, 102 - females) was captured during the
fair. The respondents were taken through the stages as described above and responses were collected through
offline medium which will be later used for analysis after suitable cleaning. Here are more details about the
respondents-

 Age spread from 16 to 35 (Mean Age - 23)


 Sec-A and Sec-B only based on ownership of Two-wheeler, TV, Refrigerator, AC etc
 Literate with access to internet over desktop/mobile phone
 Awareness of electrical grooming products (Trimmer for male, Hair dryer for female)

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Male Insights & Conclusion
Data collected at Havells registration desk:
TG grooming Style At maxi Fair TG visiting our stall was shabby bearded.
We received
Shaved, 24%
Stubble, 31%
Average Age: 24 years
Groomed
Status: 70% of the TG is single
Beard, 11%
Bearded Education: 56% of the population is
(Shabby), 34%
Graduate.

Product Level Awareness & Usage


Beard Trimmers: Since our qualifying criteria was that the TG should be aware about beard trimmers, the
results for the same are not representative of the general population
For the other categories, the results were as depicted by the graph below
TG was predominantly well aware about hair dryers and
% Not Aware nearly 70% of them were aware about electric shavers.
86% 84% However, there was negligible awareness for Body
Groomers and Nose and Ear Trimmers. Even upon
28%
8% explaining the product usage, most of the TG had not heard
of the same. Further breaking down the insights by age
Nose & Ear Body GroomerElectric Shaver Hair Dryer group, we got the below result of Unaware TG
Trimmer

Age Group Nose & Ear Trimmer Body Groomer Electric Shaver Hair Dryer
17-21 73% 67% 58% 59%
22-26 47% 56% 70% 70%
27-35 80% 78% 72% 70%
Grand Total 86%(95) 84% (92) 28% (31) 8% (9)

For the TG who were aware of the product, the usage & ownership details were as below
Note: We have defined users as people who satisfy the following criteria
1) Use the product AND
2) Own the product AND
3) Frequency of usage is atleast once in a month

Beard Trimmer
Age Group Respondents Usage Ownership
17-21 48 88% 54%
22-26 31 94% 77%
27-35 31 90% 58%
Grand Total 110 90% (99) 62% (68)

Of 110 respondents, over 90% used a trimmer. However, ownership for the same was highest for the 22-26 age
group. We further analysed the frequency of use for the respondents

Usage Daily 1-2 Once in 15 Once a Once 6 >6 Grand


Pattern weekly days month months months Total
Does not own 0% 6% 48% 35% 6% 3% 31
Owns 6% 51% 29% 13% 0% 0% 68

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The frequency of usage for owners of the trimmers is typically once or twice is a week. For non-owners it is
typically once a fortnight or longer.
We further analysed the Users for trimmers to understand usage by age group & found a similar trend across
age groups i.e. majority use a trimmer once to twice a week

Age Group Daily 1-2 weekly Once in 15 days Once a month Grand Total
17-21 4% 50% 27% 19% 26
22-26 8% 46% 29% 17% 24
27-35 6% 61% 33% 0% 18

When testing for awareness, we asked users questions on their usage patterns & got the following insights
a) Non-Users
- “Trimmers need to be of a good quality – but those are too expensive for students like me”

b) Users
- “Shaving makes my beard grow back hard. Trimming is a better alternative”
- “Shaving is time consuming as compared to using a trimmer”
- “Trimmers are less prone to cuts and bruises and are less risky than shaving”

Electric Shavers
Age Group Respondents Usage Ownership
17-21 48 4% 2%
22-26 31 29% 10%
27-35 31 6% 10%
Grand Total 110 12% (13) 6% (7)
Despite high awareness levels, we found that only 12% of the respondent use shavers and 6% own the same.
Highest usage was among the 22-26 age group, however majority of them did not own the same
TG is aware of the product but on questioning further, they were unaware of how the product is exactly used.
We thus conclude that TG is making sense about the product based on the name rather than real insight about
the usage.

Hair Dryers
Age Group Respondents Usage Ownership
17-21 48 42% 25%
22-26 31 65% 32%
27-35 31 27% 27%
Grand Total 110 50% (55) 27% (30)
50% of the respondents used hair dryers, however only 27% of them owned one. Usage & ownership was
highest in the 22-26 age group. We further analysed frequency of use for the respondents

Usage Daily 1-2 Once in 15 Once a Once 6 >6 Grand


Pattern weekly days month months months Total
Does not own 0% 4% 8% 44% 4% 40% 25
Owns 37% 30% 3% 17% 3% 10% 30
We found that while non-owners preferred to use hair dryer either once a month, or on rare occasions (>6
months between uses), owners were diligent in using the product using it each time they washed their hair.
TG typically has one product in their home which is usually bought for female but later on is used by entire
family. Thus, though male being users, are not dominant users of the product. TG typically has long lasting hair
dryers.

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Association of Product & Grooming Style
We analysed which type of look does the TG associate beard trimmers with & got the below mentioned insights:
1) 90% of respondents associated beard trimmers with the well-groomed stubble look.
2) However, the non-users particularly in the 17-21 age group & >27 age group displayed low level of
association as compared to others (75%)
3) Non-Users had a higher association for beard trimmers (67%) with well-groomed full bearded look
as compared to users (55%)
4) ~20% of the 17-21 age group associated beard trimmers with the clean shaved look

Grooming Trends based on occasion


For everyday formal occasions (Office, College Viva’s/presentations) the TG’s grooming preferences were as
stated below. Please note, the response will be different for an important meeting/interview. The results below
are – everyday look based

Age Group Users Non Users


17-21 Well Groomed Stubble (69%) Well Groomed Stubble (53%)
22-26 Well Groomed Stubble (63%) Clean Shaven (79%)
27-35 Well Groomed Stubble (52%) Clean Shaven (58%)
However, for social gatherings and events (Dates, Weddings, Meeting Friends etc.) the TG’s grooming
preferences across user, non-user and age groups were skewed towards Well Groomed Stubble.

Age Group Users Non Users


17-21 Well Groomed Stubble (79%) Well Groomed Stubble (54%)
22-26 Well Groomed Stubble (79%) Well Groomed Stubble (57%)
27-35 Well Groomed Stubble (58%) Clean Shaven (62%)

1. 17-21 age population typically prefer versatile looks from the trimmer, well -groomed stubble look being
their go-to look
2. 22-26 age group are more concerned about being well groomed and non-users typically have a clean
shaven look. They have the buying ability and intent thus represent the easiest target for beard trimmer
purchase & have most marketing communications targeted at them
3. 27-35 is more affluent population and thus adoption would be difficult and thus need to be convinced.

Brand Awareness
We tested the brand awareness at a product level for the men’s personal grooming category.
Note: There was extensive Havells Branding in the Fair and a salon advertising grooming products for Havells at
the entrance. Hence we believe that the awareness results for the brand might not be uninfluenced and
representative.

Age Group Philips Nova Havells Vega Panasonic Braun


17-21 85% 60% 21% 61% 40% 4%
22-26 90% 58% 29% 82% 45% 6%
27-36 77% 39% 19% 49% 23% 6%
Grand Total 85% (93) 54% (59) 23% (25) 63% (70) 36% (40) 5% (6)

Thus as can be seen, Philips enjoy’s a significant brand recall unparalleled by any other brand.

21
Vega is known to the 22-26 year olds, primarily as “The brand used in parlours” and there is significant recall for
the same. Havells despite the advertisement, had a low awareness among the TG for personal grooming products.
Also, the younger age group was open to experimenting and when asked a lot of them owned dryers from
brands that were not Philips like Nova, Vega and even local brands. As long as the product can give them the
features they look for, they are willing to experiment with brand
TG has been aware about Philips and continues to use Philips due to its wide availability in the market. TG was
aware of the Havells brand and trusted it. However, majority were not able to associate the same with grooming
products

Barriers to use of products

The top ranked barriers for using beard trimmers were as below
1: Noisiness when use
2: Difficulty to clean trimmer
3: Perceived expensiveness of trimmer

In-fact, the top 2 barriers were distinctly above the expensiveness barrier,
with almost 1 rank point separating their mean ranks.

We found that these barriers are common across age groups and across
user-non users. The other important barriers are fear of cuts and bruises
and itchiness post use of trimmer

We also found that the TG typically uses the trimmer for body grooming as
well. They don’t like to disturb those in the house via prolonged usage eg.
Father’s with children, hostellers sharing rooms etc. and thus don’t want a noisy product

Product Personality
We studied the personality of the beard trimmer from the users perspective. Based on Jennifer Aaker’s brand
personality study, we tried to find out the prominent traits the TG associates with Beard Trimmers.
The results were as shown below

Brand Personality % Overall Respondents who % for those who % for those who
Variance
Attributes associated with category picked Philips picked Havells
Sincerity 26% 27% 27% 0%
Sophistication 72% 74% 45% 4%
Excitement 38% 38% 18% 2%
Ruggedness 46% 42% 64% 2%
Competence 30% 31% 36% 0%

a) Overall Product Personality


Clearly Sophistication and Ruggedness are the words most associated with beard trimmers. Not
surprisingly, the results were similar regardless of whether the person chose to purchase Philips trimmers
or Havells trimmers in the last stage of the game (uninfluenced by discounts/deals)
Within the Sophistication & Ruggedness attributes, the words that stood out were

Rank 1: Attractive (72% of respondents connected attractive with use of beard trimmers)
Rank 2: Tough (~50% of respondents connected with use of beard trimmers)
Another surprising result was the dummy “Has a girlfriend” was chosen by over 40% of the respondents

22
b) Brand Association
We found a surprising trend in that Philips users tend to associate Excitement attributes such as
“Adventurous” more with Beard Trimmers than Havells users. Further, we noticed that people who chose
Havells trimmers did not associate Sophistication attributes with the product as high as Phillips users did

Based on this, we believe that there is scope for Havells to modify their brand communications, to appeal
more to the personality of the overall respondents and increase appeal.

Feature Level Evaluation

The most prominently important feature for male


respondents was battery life. It was distinctly
ahead of the second most important feature for
males i.e. Charging time. In addition to charging
time, male respondents wanted an indicator to
let them know how much charge is left i.e. how
much more trimming time can the product give
them.
Other important features were Precision and Water Resistance.
We also analysed the data split by age and got the below tabulated results

Mean Mean Mean


Age Group Rank 1 Rank 2 Rank 3
Rank Rank Rank
Overall Battery Life 5.02 Charging Time 4.03 Precision 3.31
17-21 Battery Life 5.18 Charging Time 3.7 Water Resistance 3.41
22-26 Battery Life 4.87 Charging Time 4.66 Precision 3.69
27-35 Battery Life 4.9 Charging Time 3.92 Light Weight 3.47

Following were the important insights from the same:


1) 17-21 year age group placed an exceedingly high focus on one feature alone – battery life
2) 22-26 year age group was prominently interested in Charging time & indicators
3) The younger age group of 17-21 cared about Water Resistance, claiming that they left their trimmers in the
bathroom and had limited plug points in hostels etc.
4) The older age group of more than 27 years, cared about the weight of the trimmer and wanted it to be light
weight
Also, through Correlation (Kendall’s Tau) we found that there is significant correlation between the opinion of
users and non-users. There is a 0.619 correlation coefficient, showing they agree upon the important features in
the product

Features Characteristics
Water Typically, post trimming, TG uses water to clean their face which directly is absorbed on
Resistance the trimmer and thus consumer fears about shock circuit
Battery Life TG mostly uses trimmer only for trimming once and thus this perception needs to be removed
Trimmers are often handy while travelling. TG thus needs USB option to charge trimmer using
USB Option
battery pack if possible but is not a pressing issue.
TG suggest the trimmer is heavy to be carried in pouch and thus needs extra space while on
Light weight
travel. Thus we suggest it to be small shaped.
Charging TG doesn’t typically charge often and thus we suggest Dash charging or even charging in
Time bathroom.
TG uses the same trimmer twice during one usage at one particular face region – First time
Precision
to cut the hair, second time for extra precision.
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Purchase Behaviour
Preferred channel for search (Online vs Offline)
Surprisingly, price not being a factor >60% of respondents preferred to purchase beard trimmers offline. This
was also corroborated with our primary research with distributors, who claimed to make sales to the TG after
matching online prices where possible.

Most prominent online influencers


Our analysis shows that the top source of online
information for shoppers is E-Commerce
Reviews. The TG said they checked the same,
regardless of whether they purchase online or
offline.
The second rank was again for e-commerce website
product ratings. TG claimed that when given a
choice, they prefer a higher rated product on the
websites

Most prominent offline influencers


The top ranked online information sources for men
were
Rank 1: Opinion of friends. It was seen that most men
preferred to ask their friends about the trimmer they
use
Rank 2: Product Trial – Customers preferred to visit a
shop and experience the product before they bought.
Regardless of whether the final purchase was made online or offline.
Very close to rank two was also the opinion of the barber/parlour they regularly visit, and men told us they
like to buy the brand used by the parlour, as they know it works
We also found the following insights when we split the data by age and usage,
a) Users in the 17-21 age group ranked the opinion of their barber as rank 1 and Product trial as rank 2
b) Users in the 22-26 age group ranked Friends opinion overall and Product trial as rank 2
c) Non-Users, especially in the 22 and above age group valued the opinion of shopkeepers, unlike any other
category

Brand Loyalty
Uninfluenced Brand Preference of TG was as given below

Age Group Havells Nova Panasonic Philips


17-21 4% 10% 6% 79%
22-26 2% 3% 4% 91%
27-36 5% 3% 12% 80%

As can be seen, the younger age group (18-22) is more open to experimenting with brands. However, Philips
undoubtedly dominated the market. The older age group of 27-36 also showed an inclination to purchasing
Panasonic Trimmers. Majority chose brands based on “what I’ve used before”
When the TG was given discounts and offered a choice to switch to Havells, the following % switched

24
1) 80% of those who chose Havells as their brand were willing to switch for discounts/deals
2) Only 50% of those who chose other brands were willing to switch to Havells for Deals and Discounts
3) Of those choosing to switch to Havells, the following were the most popular deals/discounts chose

Reasons to Shift to Havells


49%
28% 23%

Price Discount Addition warranty of one Free cleaning kit


year

We also found the following qualitative insights into why customers choose the brand they do via conversation
during the game – these were the ones we saw repeated most often by the TG
a) Philips
- “Philips is an old and preferred brand. My (friend/family member) uses it. I know product will last”
- “I’ve used it for years without an issue. So I’d rather buy the same brand again than experiment”
b) Havells
- “Havells is a known brand and I trust the quality of their other products such as switches, fans etc.. I’m willing
to trust that their beard trimmer will be of a good quality too”
- “I have never seen a Havells product in the Sakchi market/mall”
c) Panasonic
- “Value for money – it lasts and is strong”
d) Switching Brands
- “I don’t see the need to switch. However I’m willing to consider it for offers on another known brand”

Female Insights & Conclusion


TG Grooming Status at our Stall
54% Average age was 26 years
37%
Status: 53% of the TG is Single
10% Education:63% of the TG is Graduated
0%
94% of the TG had comparatively long
Curly Hair Straight Hair Wavy Hair Unkempt
(Groomed) (Groomed) (Groomed) hair

Product Level Awareness & Usage


Hair Dryer: Since our qualifying criteria was that the TG should be aware about hair dryers, the results for the
same are not representative of the general population
For the other categories, the results were as depicted by the graph below
TG was predominantly well aware hair straighteners with
% Not Aware 80% recognising the product and its use. There was also a
71% 69% nearly 60% awareness level for hair curlers.
40% However, there were relatively low awareness levels for
20% Epilators and Electric Combs. Even upon explaining the
product usage, most of the TG had not heard of the same.
Epilator Straightner Curler Electric
Comb It was noted that people recognised the product by function
rather than by brand.

25
Further breaking down the insights by age group, we got the below result

Age Group Epilator Straightener Curler Electric Comb Hair Dryer


16-22 78% 13% 40% 73% 4%
23-32 59% 22% 44% 48% 7%
>33 70% 27% 37% 80% 7%
Grand Total 71% (72) 20% (20) 40% (41) 69% (70) 6% (6)

For the TG who were aware of the product, the usage & ownership details were as below
Note: We have defined users as people who satisfy the following criteria
1) Use the product AND
2) Own the product AND
3) Frequency of usage is atleast once in a month

Hair Dryer
Age Group Respondents Usage Ownership
16-22 45 82% 76%
23-32 27 81% 74%
>33 30 87% 70%
Grand Total 102 83% (85) 74% (75)

Of 110 respondents, over 80% used a hair dryer. Surprisingly there was no significant impact of age observed
on ownership pattern for the product, with >70% of people across age groups who use the product owning it.
We further analysed the frequency of use for the respondents

Usage Pattern Does not own Owns


Daily 7% 3%
2-3 week 0% 4%
Weekly 12% 30%
Fortnightly 0% 3%
Monthly 60% 40%
6 monthly 20% 11%
>6month 1% 9%
15 70

The frequency of usage of hair dryers is typically monthly, however nearly 40% of customers who own the
product use it at a weekly or lower frequency i.e. each time they wash their hair
We further analysed the Users for hair dryers to understand usage by age group & found the following trends
a) People in the age group below 21 years used the product more frequently, with the mean skewed towards
weekly usage
b) People in the age groups above 23 used the product at a monthly frequency
Hair dryer has been in the market for decades now. Most women are introduced to hair dryers & form their
opinions for the same based on their mother’s usage & opinion. These are often gateway products, with a
woman comfortable with regular blow dryer usage, often agreeing to experiment with other heat based grooming
products.

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Hair Straightener
Age Group Respondents Usage Ownership
16-22 45 78% 64%
23-32 27 70% 56%
>33 30 70% 63%
Grand Total 102 74% (75) 62% (63)

We found a high level of awareness and usage for hair straighteners with younger users (18-22) being the
heaviest users (78%). Also ownership of the product was high, with 84% of the users owning the product
The frequency of usage for is also the heaviest in the 18-21 age group, with 75% of the respondents using the
product monthly or more frequently as compared to 50% for the other age groups. Further, the older
respondents (>33) typically used the product less frequently with more than 50% using it at intervals larger than
2 months.

Age Group Respondents Usage Ownership


18-22 45 51% 29%
23-32 27 52% 19%
>33 30 33% 27%
Grand Total 102 47 26
Straighteners have become more popular recently due to exposure to the same in upcoming web series, YouTube
shows and programs targeted at youth. However, most non-users were unwilling to adopt or even experiment
due to “difficult to use” image of the product in their minds

Hair Curlers
Hair curlers were seen to be used more by younger age groups with >50% of those under 32, claiming to have
used the same. However, highest ownership was seen in the under 22 age group with 56% of users owning the
product.
We further analysed frequency of use for the respondents and found that across age groups & irrespective of
ownership, >50% people used the product on a monthly basis
Curlers were not commonly used by the TG. They were aware of the product by reputation i.e. there exists an
appliance to curl hair, but they didn’t a) Know what it looks like and b) were apprehensive about the usage,
believing “this is for models and parlours”. Marketing communication will play a significant role in customer
education and adoption

Association of Product & Grooming Style


We analysed which type of look does the TG associate hair dryers, straighteners and curlers with and got the
below mentioned insights
1) While over 95% of respondents (users & non-users) associated straighteners with straight hair look.
However, surprisingly over 45% of users associated it with a wavy look as well
2) While >90% of the young users (18-32 age group) associated curlers with curly hair look, 50% of the
users in the above 33 age group associated the same with straight hair look unlike any other age group.
When asked, they said that curlers give them a longer lasting straightening than traditional straighteners
3) Also, over 33% of non-users associated curlers with wavy hair look, however users had less than 15%
association for the same

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Grooming Trends based on occasion
For everyday formal occasions (Office, College Viva’s/presentations) the TG’s grooming preferences were as
stated below. It can be seen, that >50% users of straighteners preferred to use straighteners for their everyday
office look, whereas >70% non-users did not use any other product on their hair (Permanent straightening via
parlour has been considered as separate from product based straightening for the purpose of this analysis)

Age Group Users Non Users


18-22 Straight (Product) 69% Natural 100%
23-32 Straight (Product) 54% Natural 83%
33-37 Straight (Product) 67% Natural 73%

However, for social gatherings and events (Dates, Weddings, Meeting Friends etc.) the TG’s grooming
preferences were different. We found that
a) Younger TG (>70%) preferred to experiment with looks. Even non-users (>52%) for special occasions
used straighteners and curlers to match their looks to their clothes.
b) Older (>32 years) Non User TG preferred to get Curled hair from parlour for weddings and other major
events, whereas the users in the same age group preferred straight hair style
Women preferred to try products that gave them a look that was different from their natural hair texture eg.
People with curly hair preferred straighteners and those with straight hair preferred curlers
Most women preferred using products that were “Natural” for their hair and considered grooming products as
unnatural and therefore damaging. Marketing communications can aim to associate these products with
naturalness e.g. “Water based steam dryers”

Brand Awareness
We tested the brand awareness at a product level for the women’s personal grooming category.
Note: There was extensive Havells Branding in the Fair and a salon advertising grooming products for Havells
at the entrance. Hence we believe that the awareness results for the brand might not be uninfluenced and
representative.

Age Group Philips Nova Havells Panasonic Braun Remington Conair


18-22 98% 84% 82% 87% 2% 11% 7%
23-32 100% 67% 70% 78% 11% 7% 4%
33-37 85% 54% 68% 78% 2% 10% 6%
Total 96% (98) 69% (70) 75% (76) 81% (83) 4% (4) 10% (10) 6% (6)

Thus as can be seen, Philips and Panasonic enjoy a significant brand recall. However, in the younger age group
brands such as Nova and Havells are picking up pretty well. This age group is more willing to experiment with
newer brands and when asked what other brands they knew, they mentioned a number of local brands &
unknown online only brands that they had tried before.
Young age audience looks for value for money and thus prefers Nova while higher age with better incomes look
for other options like parlour. The value of products is thus different for different needs, and thus marketing
communication needs to be different.

Barriers to use of products


Marketing communications need to be targeted to these barriers. Most of the TG is aware about YouTube Channels
and thus obtains high knowledge based on these channels. We suggest to use these channels to our advantage.

28
Hair Dryer

Dryness was distinctly the top factor with a 9.2 mean rank for use of hair
dryers among women. The next ranked barrier was Hairfall and then loss
of shine. The table shows that Dryness and Hairfall are much higher
ranked compared to the third option, meaning we definitely need to
target them foremost.

Other top concerns noted were tangled hair after usage and split ends

We did not notice significant differences in barriers for users or non-users


or any significant age group based pattern

Also, through Correlation (Kendall’s Tau) we found that there is significant correlation between the opinion of users
and non-users. There is a 0.697 correlation coefficient, showing they agree upon the important features in the
product at a moderately high level

Straightener
The top ranked barriers to use of straighteners were
1) Heat Damage from use of straighteners
2) Hair-fall from use of straighteners
3) Tie between weak follicles and time consumption in use of straighteners
It was found that people in the age group of 23-32 has time consumption as
their 2nd ranked barrier, due to busier lives during this time period. Non-
Users had a higher mean rank for heat damage than users.

Also, through Correlation (Kendall’s Tau) we found that there is significant correlation between the opinion of
users and non-users. There is a 0.708 correlation coefficient, showing they agree upon the important features in
the product
Some of the common conclusions are:
1. Users also require a grip rather than smooth handle.
One of the peculiar insight is the minimum age at which products are being used has been reducing and will
thus reduce in future – and thus products should be compact.

29
Product Personality
We studied the personality of the beard trimmer from the users perspective. Based on Jennifer Aaker’s brand
personality study, we tried to find out the prominent traits the TG associates with Personal grooming products.
The results were as shown below

Brand Personality % Overall Respondents % for those who % for those who
Variance
Attributes who picked the word picked Philips picked Havells
Sincerity 19% 18% 19% 0%
Sophistication 56% 55% 36% 2%
Excitement 41% 38% 31% 0%
Ruggedness 4% 6% 0% 0%
Competence 22% 21% 31% 1%

a) Overall Product Personality


Clearly Sophistication and Excitement are the words most associated with female grooming products (hair
dryer, straighteners and curlers). Not surprisingly, the results were similar regardless of whether the person
chose to purchase Philips trimmers or Havells trimmers in the last stage of the game (uninfluenced by
discounts/deals)
Within the Sophistication & Excitement attributes, the words that stood out were

Rank 1: Glamorous (76% of respondents connected attractive with use of female grooming products)
Rank 2: Attractive (68% of respondents connected with use of female grooming products)
Rank 3: Outgoing & Independent (51% of respondents connected with use of female grooming products)

b) Brand Association
We found a surprising trend in that Philips users tend to associate Sophistication attributes such as
“Popular” more with the products than Havells users
Based on this, we believe that there is scope for Havells to modify their brand communications, to appeal
more to the personality of the overall respondents and increase appeal.
Marketing communication by Havells lacks usage details –
the advertisements are moreover showcase of products. TG
needs knowledge about the low awareness products and
thus needs association.
Brand Association with celebrities providing edge. We
here suggest not use high paid celebrities but associate
products with web series specific influencers which can
hint towards outgoing and independent
Female are more concerned about product benefits and
thus associate it with different usage patterns.

30
Feature Level Evaluation
The most prominent feature for women was temperature control. They
particularly wanted a lower temperature setting, to make it safe to use on
their children’s hair & also to minimise temperature/heat damage and
dryness
They also look for durability in a product. “I don’t want to change my dryer
every month” to quote a particularly vocal TG.
Other features that were important to the TG were Light Weight and
portability. They want hair dryers that do not hurt their hands to hold on
prolonged use and are small enough to fit their purse for travelling
Another insight was that durability of the hair style i.e. my blow
drying/straightening should last for long itself was also important to the
TG
The results when split by age are tabulated below

Age Mean Mean Mean


Rank 1 Rank 2 Rank 3
Group Rank Rank Rank
Overall Temperature Control 6.51 Durability 5.79 Light Weight 5.51
18-22 Temperature Control 6.61 Durability 6.27 Light Weight 5.47
23-32 Temperature Control 6.09 Light Weight 5.81 Portability 5.43
> 33 Temperature Control 6.75 Durability 6.07 Portability 5.38

a) The older age group of 33+, placed the most importance on temperature control
b) The younger age group of 18-22, preferred to purchase durable products
c) There was a significant & prominent interest in light weight, portable machines with long cable lengths
Also, through Correlation (Kendall’s Tau) we found that there is significant correlation between the opinion of users
and non-users. There is a 0.592 correlation coefficient, showing they agree upon the important features
Features Conclusion
Temperature Control Users have different needs based on seasons and thus need different temperature
& Fan Speed and thus need digital control
Maintenance One of the core issues is the leak of water. Users don’t like to clean the product
Cable Length TG was quite affirmative for this and requires high cable length
Young TG is looking for low weight items for making easier to use. The product with
Weight & Portability low weight is also easier to travel, since at most times the use of Hair dryer is during
special occasions which may be far from their home.
TG typically requires a product which lasts long and loses confidence if a product
Durability
didn’t work for designated time – 2 years for most TG

Purchase Behaviour
Preferred channel for search (Online vs Offline)
Surprisingly, price not being a factor >55% of respondents preferred to purchase beard trimmers offline. This
was also corroborated with our primary research with distributors, who claimed to make sales to the TG after
matching online prices where possible.
Another interesting insight was Females above the age of 25 are not the primary purchaser of the product
in most cases. Mothers were the most common gift givers for unmarried women, whereas for married women it
was their husband. In-fact, 76% of the respondents who owned a hair dryer had not purchased it for themselves,
but had received it as a gift.
However, younger females (<25 years) prefer to purchase the product for themselves, most having bought their
own first hair dryers.

31
Most prominent online influencers
The top ranked sources of information for female
customers when shopping online are
Rank 1: E-Commerce Reviews. The TG said they
checked the same, regardless of whether they
purchase online or offline. The most used channels for
review was Amazon, with Flipkart being the second
preference.
Rank 2: E-commerce website product ratings TG
claimed that when given a choice, they prefer a higher rated product on the
websites.
The TG also referred to Social Media for understanding product trends, reviews and usage videos. However, the
23-32 age group ranked ratings above reviews, preferring to refer to those as their primary source of information
Most prominent offline influencers
Rank 1: Friends and Family were the top
influencers for women. They preferred to consult
their circle about products and brands when
making a purchase decision
Rank 2: The opinion of their parlour or stylist also
weighs as an important influencer for the TG

We also got the following insights when analysing


the data split by age and usage
a) The 18-22 age group preferred product trial over parlour’s opinion as their rank 2 information source
b) This age group also had the heaviest reliance on their friends and peers opinions with a mean rank of 3.7
We received 2 parlour based women, and were highly aware about the product usage of each of the brands and
entire range. We suggest for female products, long term association with parlour to our advantage as they are
typically introducers for curlors and new products.

Brand Loyalty
Uninfluenced Brand Preference of TG was as given below:

Age Group Havells Nova Panasonic Philips Vega


18-22 9% 23% 9% 47% 12%
23-32 6% 5% 7% 78% 4%
33-37 3% 0% 10% 83% 3%
As can be seen, the younger age group (18-22) is more open to experimenting with brands, their top pick often
being brands such as Nova.
When the TG was given discounts and offered a choice to switch to Havells, the following % switched
1. 87% of those who chose Havells as their brand were willing to switch for discounts/deals
2. Only 55% of those who chose other brands were willing to switch to Havells for Deals and Discounts
Of those choosing to switch to Havells, the following were the most popular deals/discounts chose

Reasons for Shift to Havells


52% TG require free trials and demo which is quite
34%
possible for other female FMCG products but for
Personal Grooming products we require demo –
14%
which is highly possible for Parlours.

Price Discount Addition warranty of Free hair serum


one year

32
Final Recommendation – Market Challenger (Havells)
Note: For a Market Challenger in business, we need to be very cautious since it Havells spending on marketing can
also benefit market leader Philips. There are various attacks available to Havells & can be leveraged as below:
1) Front Attack: We do not recommend a frontal attack based on price, since the TG tends to associate
price with quality for the brand. However, a product portfolio that attacks head on based on important
features stated in our analysis & highlighting the same in communications shall be a better strategy
especially given Philips expansive SKU list.
2) Flank Attack: Philips truly dominates the PG space. However, we can engage the younger TG (17-21)
who do not display significant brand loyalty and groom them to be future prime customers for Havells
products.
3) Encirclement Attack: We suggest targeting youth who will be dominant users of tomorrow and trials
for them. The show at Maxi fair is one example where consumer is shown the product.
4) By-Pass Attack: In continuation of the above, Philips is mostly engaging making it “cool” for youngsters
and thus we suggest introducing a new parameter to judge – eg, “Noise Levels of your trimmer”. We
suggest attaching the product with a simple test – can your mom hear it across the room?
Also we can reduce variability of use, by engaging social media to train users in proper care, usage &
cleaning of products.
5) Guerilla Warfare: Philips strength lies in first entry in market and thus the trust developed. Engage
parlours to suggest the product to the users – Make parlours business partners based on weighted
distribution of customers being handled. For males introduce the product at Hostels – recruit engineers
from engineering colleges.

Summary Recommendation (Males)


Parameter Male
Product Awareness Levels Low For Nose- Ear Trimmers & Body Groomers
Level Non-Users perceived trimmers as too expensive whereas users preferred them as they take
Awareness less time & are less prone to cuts and bruises
Recommendation: Sec A, Young (16-22) is the ideal target population based on awareness for the product.
Hostelites, early Office goers should be the prime target
High brand awareness for Philips was seen across age groups, being the market leader it had
Brand
the most brand recall.
Awareness
TG was aware of Havells as a brand, but couldn't associate to Personal Grooming Products
Recommendation: Targeted campaigns to introduce "Personal Grooming" as a Havells category. Campaigns
should ensure that Havells is advertised, as any benefit from product awareness will flow to the market
leader
TG prefer to shop offline. However, they invariably research the products both online & offline.
Purchase
Their most prominent online influencer is E-Commerce Reviews and offline influencer is
Behaviour
Friends Opinion. The 2nd ranked influencer varied significantly by age group
Recommendation: Online responsiveness can be increased on the preferred channels. Recommendation
programs can be created targeted coveted offline influencers based on age group
The younger TG (17-21) experimented with brands, looking for most value for money over
Brand brand. They were also the most willing to switch brands for offers. The other age groups
Loyalty showed significantly higher brand loyalty.
Additional Warranty was the most preferred offer chosen by those who switched brands
Recommendation: As a market challenger, Havells can target the low hanging fruit of younger TG (17-21)
first ensuring that they continue to use the brand as their brand loyalty & affiliation increases. They can use
the preferred offers to rope in the TG.
Grooming While 90% of TG associates beard trimmer with well groomed stubble, only younger TG (17-
Trends 21) associate it with clean shaven look
Recommendation: Trimmers can highlight the ability to be versatile with styles and achieve looks other
than stubble. Communication must vary based on age group targeted
Barriers to The top ranked barriers for using beard trimmers were as below
Use 1: Noisiness when use
33
2: Difficulty to clean trimmer
3: Perceived expensiveness of trimmer
Recommendation: Advertise absence of top barriers in marketing communications
Traits that were most associated with beard trimmers were
Rank 1 : Attractive (Sophistication)
Product
Rank 2 : Tough (Ruggedness)
Personality
Also, it was noted that those who prefer to buy Philips associate Excitement attribute of
"Adventurous" more than others
Recommendation: There is scope for Havells to modify their brand communications, to appeal more to the
personality of the overall respondents and increase appeal based on the same
Feature Prominent Features were 1. Battery Life and 2. Charging Time (Including indicator of time left).
Evaluation However, prominent features varied quite a bit based on age group
Recommendation: Communication should target the features most coveted by the Age Group being targeted

Summary Recommendation (Females)


Parameters Female
Product Level Awareness Levels were low for Epilators and Electric Combs. People recognised product
Awareness by function, rather than brand
Recommendation : Sec A, Young (16-30) is the ideal target population based on awareness for the product
Brand Awareness Philips is most preferred product and trusted one due to high availability. TG was aware
of Havells as a brand, but couldn't associate to Personal Grooming Products
Recommendation: Targeted campaigns to introduce "Personal Grooming" as a Havells category. Campaigns
should ensure that Havells is advertised, as any benefit from product awareness will flow to the market
leader
Purchase TG prefer to shop offline. However, they invariably research the products both online &
Behaviour offline. Their most prominent online influencer is E-Commerce Reviews and offline
influencer is Friends & Parlour Opinion. It was noticed that older TG mostly were not
primary buyers but received the same as gifts from their mothers/husband
Recommendation: Online responsiveness can be increased on the preferred channels. Recommendation
programs can be created targeted to offline influencers & primary buyers i.e. husbands & mothers
Brand Loyalty The younger TG (17-21) experimented with brands, looking for most value for money
over brand. They were also the most willing to switch brands for offers. The other age
groups showed significantly higher brand loyalty.
Additional Warranty was the most preferred offer chosen by those who switched brands
Recommendation: As a market challenger, Havells can target the low hanging fruit of younger TG (17-21)
first ensuring that they continue to use the brand as their brand loyalty & affiliation increases. They can use
the preferred offers to rope in the TG.
Grooming Trends Younger TG prefer to experiment with looks & match hairstyles to look and occasion.
Older TG prefers tried and tested looks
Recommendation :Focus on versatility of product to achieve various looks (based on outfit - TG was shown
to choose based on clothes) to influence younger TG
Barriers to Use Top ranked barriers for hair dryer was 1) Dryness 2) Hair fall
and for straighteners were 1) Heat Damage 2) Hair fall and 3) Time to use
Recommendation: Advertise absence of top barriers in marketing communications
Product Traits that were most associated with beard trimmers were
Personality Rank 1& 2 : Glamorous & Attractive (Sophistication)
Rank 3 : Outgoing & Independent (Excitement)
We found a surprising trend in that Philips users tend to associate Sophistication
attributes such as “Popular” more with the products than Havells users
Recommendation: There is scope for Havells to modify their brand communications, to appeal more to the
personality of the overall respondents and increase appeal based on the same
Feature Prominent Features were 1. Temperature Control and 2. Durability. However, prominent
Evaluation features varied quite a bit based on age group
Recommendation: Communication should target the features most coveted by the Age Group being targeted

34
References
1. Grooming Routines Around the World. (2014, July 26). Retrieved January 6, 2019, from
https://blog.euromonitor.com/grooming-routines-around-the-world/
2. Barriers to Adoption and How to Uncover them, Insights from Research, Walking in your customer shoes, A
column by Demetrius Madrigal and Bryan McClain
3. Hair Product Market in India to 2022 Market Research Report. (n.d.). Retrieved January 6, 2019, from
https://www.grdsreports.com/consumer-goods/hair-products/hair-product-market-in-india-to-2022-p-
143562.html
4. McNeill, L. S., & Douglas, K. (2011). Retailing masculinity: Gender expectations and social image of male
grooming products in New Zealand. Journal of Retailing and Consumer Services, 18(5), 448–454.
https://doi.org/10.1016/j.jretconser.2011.06.009
5. Cheng, F. S., Ooi, C. S., & Ting, D. H. (n.d.). Factors Affecting Consumption Behavior Of Metrosexual Toward
Male Grooming Products, 17.
6. Elsner, P. (2012). Overview and trends in male grooming: Overview and trends in male grooming. British
Journal of Dermatology, 166, 2–5. https://doi.org/10.1111/j.1365-2133.2011.10782.x
7. Sturrock, F., & Pioch, E. (1998). Making himself attractive: the growing consumption of grooming products.
Marketing Intelligence & Planning, 16(5), 337–343. https://doi.org/10.1108/02634509810229955
8. Janif, Z. J., Brooks, R. C., & Dixson, B. J. (2014). Negative frequency-dependent preferences and variation in
male facial hair. Biology Letters, 10(4), 20130958–20130958. https://doi.org/10.1098/rsbl.2013.0958
9. The Changing Face of Beauty. (n.d.). Retrieved January 6, 2019, from
http://www.nielsen.com/in/en/insights/reports/2017/the-changing-face-of-beauty
10. Khan, I., Dongping, H., Abdullah, M., Ahmad, Z., Ahmad Ghauri, T., & Ghazanfar, S. (2017). Men’s attitude and
motivation toward consumption of grooming products: A comparison of Chinese and Pakistani male
consumers. Cogent Business & Management, 4(1). https://doi.org/10.1080/23311975.2017.1309783
11. Kestenbaum, R. (n.d.). The Biggest Trends In The Beauty Industry. Retrieved January 6, 2019, from
https://www.forbes.com/sites/richardkestenbaum/2018/09/09/beauty-industry-biggest-trends-skin-
care-loreal-shiseido-lauder/
12. Euromonitor International “Male Grooming in India, May 2018
13. Nielson Global, 2018 The-future-of-beauty-report
14. Euromonitor International Report “Personal Appearances: Global Consumer Survey Results on Apparel,
Beauty and Grooming”
15. Pub Mint; New Delhi 21 Feb 2017, Havells bets on personal grooming market
16. Pub Global Research & Data Services, Apr-2018, Hair care market in India to 2022
17. https://www.euromonitor.com/personal-care-appliances
18. Social Media: Amazon & Flipkar for comments, reviews & physical structure of product portfolio
19. Google Questionnaire for online survey of consumers
20. WhatsApp to propagate information about the online survey requirement
21. Havells Website to understand about various product category dealt by Havells.
22. XLRI Library for using JSTOR, Euromonitor, Proquest etc databases for secondary research.
23. Malhotra, N. K., and Dash, S. B. (2015) “Marketing Research: An applied orientation”. New Delhi: Pearson
Education Asia, Seventh Edition
24. Cooper, Donald C., Schindler Pamela S. and Sharma J. K. (2013), “Business Research Methods” 6th Edition,
McGraw Hills Education Private Limited
25. Zikmund, (2003), “Business Research Methods” 7e Edition, Cengage Learning
26. https://study.com/academy/lesson/projective-tests-in-qualitative-marketing-research.html
27. https://sdama.org/knowledge/projective-techniques-qualitative-market-research
28. https://www.researchgate.net/publication/283350757_Projective_techniques_in_marketing_research
29. https://www.jstor.org/stable/1246942?seq=1#page_scan_tab_contents
30. http://www.hardwickresearch.com/projective-techniques-in-qualitative-research/

Software Used
SPSS, Excel Analysis, Nvivo sentiment analysis

35
Appendix
Appendix 1: Male Hypothesis
RP1: To determine the awareness of TG about male electric grooming products

Stage
RQ Hypothesis
#
H1: Respondents are aware about use of beard trimmers 1
H2: Respondents are aware about use of nose & ear trimmers 1
Are the customers
H3: Respondents are aware about use of body groomers 1
aware about personal
grooming products? H4: Respondents are aware about use of electric shavers 1
H5: Respondents are aware about use of blow dryers
H6: Awareness for beard trimmer implies awareness for Havells brand
1
product
H7: Awareness for nose & ear trimmers implies awareness for Havells
Are the consumers 1
brand product
associating Havells H8: Awareness for body groomers implies awareness for Havells brand
brand with grooming 1
product
products they are
H9: Awareness for electric shavers implies awareness for Havells brand
aware of? 1
product
H10: Awareness for blow dryers implies awareness for Havells brand
1
product

Rationale: The above are base hypothesis to analyse other data for consumers who are only aware about
trimmers. This data would also indicate the significance of all the products and check the brand awareness of
Havells in the Personal Grooming category.
RP2: To determine the perception of TG about different grooming styles

Is there any H11: Respondents who are aware about beard trimmers associate them
association between 1
more with groomed heavy beard than shaved look
certain grooming
products & styles of H12: Respondents who are aware about beard trimmers associate them
1
grooming facial hair? more with trimmed beard (stubble) than shaved look
H13: Respondents percieve beard trimmers to embody sincerity attributes
2
of personality
H14: Respondents percieve beard trimmers to embody excitement
2
How can the attributes of personality
personality of a beard H15: Respondents percieve beard trimmers to embody competence
2
trimmer be attributes of personality
determined? H16: Respondents percieve beard trimmers to embody sophistication
2
attributes of personality
H17: Respondents percieve beard trimmers to embody ruggedness
2
attributes of personality
Is there a difference in
perception of trimmer H18: Non users perceive that time to groom with beard trimmer is higher
2
usage between users than users
and non users

Rationale: The 8 attributes are chosen based on the online survey with respondents to confirm on their
associations of personal grooming with personalities from 42 attributes based on Jennifer Aakers Brand
Personality model. The personalities will help us identify and tune the marketing communications which can
sync with the ideal TG. We also intend to map these with the advertisements of other competitors to spot the
niche for Havells.
36
RP3: To determine grooming preferences of TG

H19: Respondents prefer shaved beard over groomed (heavy beard) for
2
formal occasions
Is there a relationship H20: Respondents prefer shaved beard over groomed (trimmed beard) for
2
between personal formal occasions
grooming habits and H21: Respondents prefer shaved beard over groomed (heavy beard) for
2
occasion? social gatherings
H22: Respondents prefer shaved beard over groomed (trimmed beard) for
2
social gatherings

Rationale: The above hypothesis are based on the perception from primary interview consumers about
different styles for different gathering and we intend to check preference of one style over the other.

RP4: To determine the barriers for adoption of beard trimmers

H23: Perceived lack of knowledge of product use positively influences


3
consumer resistance to beard trimmers
H24: Perceived danger of cuts & bruises positively influences consumer
3
resistance to beard trimmers
H25: Perceived noisiness positively influences consumer resistance to
3
beard trimmers
H26: Perceived itchiness of beard positively influences consumer resistance
3
to beard trimmers
What are the factors H27: Perceived difficulty to clean positively influences consumer resistance
that influence 3
to beard trimmers
customer resistance to H28: Perceived ineffectiveness positively influences consumer resistance to
beard trimmers? 3
beard trimmers
H29: Perceived expensiveness positively influences consumer resistance to
3
beard trimmers
H30: Perceived difficulty in use positively influences consumer resistance to
3
beard trimmers
H31: Perceived time consumption in use positively influences consumer
3
resistance to beard trimmers
H32: Perceived uselessness i.e. lack of perceived need positively influences
3
consumer resistance to beard trimmers

Rationale: Barriers for adoption have been considered based on Walking in your customer’s shoes model by
Madrigal and McClain by dividing the barriers into

 Perceived Value: product might have a positive impact, if consumer do not perceive and understand that
impact, the product is not likely to achieve significant adoption.
 Confidence: Confidence refers to whether consumers believe a product can successfully deliver the value
that it proposes.
 Accessibility: Accessibility consists of two components: convenience and usability. Ensuring users can
quickly and easily make use of your product ensures that it does not lose its value
 Trust: Trust refers to whether participants and customers feel a product is safe to use.
RP5: To determine the major factors affecting the purchase behaviour beard trimmer

What features of beard H33: Water Resistance is an important parameter for purchase of beard
3
trimmer are trimmer
considered important H34: Battery Life is an important parameter for purchase of beard trimmer 3
by the TG? H35: USB Option is an important parameter for purchase of beard trimmer 3
37
H36: Light Weight is an important parameter for purchase of beard trimmer 3
H37: Precision is an important parameter for purchase of beard trimmer 3
H38: Noise Level is an important parameter for purchase of beard trimmer 3
H39: Time to full charge is an important parameter for purchase of beard
3
trimmer
H40: Opinion of friends/family is an important influencer for brand purchase
4
decision
H41: Opinion of parlour/stylist is an important influencer for brand
4
Who are the purchase decision
influencers for the TG? H42: Opinion of shopkeepers is an important influencer for brand purchase
4
decision
H43: Product Trial (Look & Feel) is an important influencer for brand
4
purchase decision
H44: Online E-commerce reviews are an important & influencing source of
4
information when making a brand purchase decision
What are the major H45: Blog Posts & Videos are an important & influencing source of
4
sources used by TG to information when making a brand purchase decision
gain information about H: Social Media is an important & influencing source of information when
beard trimmers? making a brand purchase decision
H46: E-Commerce Product Ratings is an important & influencing source of
4
information when making a brand purchase decision
What is the preferred
channel for purchasing H47: Respondents typically preferred online channels for purchase of beard
4
beard trimmer by the trimmer
TG?
H48: The discount promotion positively influences consumer purchase
4
Would sales promotion intent towards Havells
lead to increase in H49: The additional warranty promotion positively influences consumer
4
sales of Havells beard purchase intent towards Havells
trimmers? H50: The free cleaning kit promotion positively influences consumer
4
purchase intent towards Havells

Rationale: To determine the purchase behaviour and the marketing communications to make improve the
status of Havells brand based on customer insights. The factors above would help us to conclude on the best
strategies to follow which can be noticed by the end target consumer.
RP6: To determine the real usage behaviour to validate with the data considered at different stages
Exit Interview: Here, we would ask the TG about the products he uses, brand she is aware of and about her real
beliefs about personal grooming – socializing, hygiene, looking younger, peer pressure and confidence
The data collected will be used to validate the data collected in the previous segments.

Appendix 2: Female Hypothesis


RP1: To determine the awareness of TG about female electric personal grooming products

Stage
RQ Hypothesis
#
H1: Respondents are aware about use of epilator 1
Are the customers H2: Respondents are aware about use of blow dryer 1
aware about personal H3: Respondents are aware about use of straightner 1
grooming products ? H4: Respondents are aware about use of curler 1
H5: Respondents are aware about use of electric comb 1
H6: Awareness for epilator implies awareness for Havells brand product 1
38
Are the consumers H7: Awareness for blow dryer implies awareness for Havells brand product 1
associating Havells
H8: Awareness for straightener implies awareness for Havells brand
brand with grooming 1
product
products they are
aware of? H9: Awareness for curler implies awareness for Havells brand product 1

Rationale: The above are base hypothesis to analyse following data for consumers only who are aware about
blow dryers and straighteners. This data would also give the significance of all the products and check the brand
awareness of Havells in Personal Grooming category.
RP2: To determine the perception of TG about different grooming styles in females

H10: Respondents who are aware about straighteners associate them more
Is there any 1
with straight hair styled than curly styled hair
association between
H11: Respondents who are aware about straighteners associate them more
certain grooming 1
with straight hair styled than wavy styled hair
products & hair
H12: Respondents who are aware about curlers associate them more with
style? 1
curly hair styled than straight styled hair
H13: Respondents who are aware about curlers associate them more with
1
How does TG curly hair styled than wavy styled hair
associate curlers H14: Respondents who are aware about blow dryer associate them more
1
with different with wavy hair styled than curly styled hair
grooming styles? H15: Respondents who are aware about blow dryer associate them more
1
with wavy hair styled than straight styled hair
H16: Respondents perceive blow dryers to embody sincerity attributes of
2
personality
H17: Respondents perceive blow dryers to embody excitement attributes of
2
personality
How can the
H18: Respondents perceive blow dryers to embody competence attributes of
personality of a blow 2
personality
dryer be determined?
H19: Respondents perceive blow dryers to embody sophistication attributes
2
of personality
H20: Respondents perceive blow dryers to embody ruggedness attributes of
2
personality
Is there a difference
in perception of
H21: Non users perceive that time to groom with blow dryer is higher than
trimmer usage 2
users
between users and
non-users?

Rationale: The 8 attributes are chosen based on the online survey with respondents to confirm their associations
of personal grooming with personalities developed from 42 attributes, based on Jennifer Aaker’s Brand
Personality model. The personalities will help us identify and tune the marketing communications to sync with
the ideal TG. We also intend to map these with the advertisements of other competitors to spot the niche for
Havells.
RP3: To determine the grooming style preferred by TG

H22: Respondents prefer straight styled hair over curly styled hair for formal
2
Is there a relationship occasions
between personal H23: Respondents prefer straight styled hair over wavy styled hair for formal
2
grooming habits and occasions
occasion? H24: Respondents prefer straight styled hair over curly styled hair for social
2
gatherings

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H25: Respondents prefer straight styled hair over wavy styled hair for social
2
gatherings

Rationale: The above hypotheses are based on the perception from primary interview consumers about
different styles for different occasions and we intend to check the preference of one style over another.
RP4: To determine the barriers for adoption of personal grooming products amongst the TG

H26: Perceived occurrence of breakage/hair fall positively influences


consumer resistance to blow dryers
H27: Perceived dryness of hair positively influences consumer resistance to
blow dryers
H28: Perceived occurrence of tangled hair positively influences consumer
resistance to blow dryers
H29: Perceived occurrence of loss of shine positively influences consumer
resistance to blow dryers
H30: Perceived difficulty in use positively influences consumer resistance to
blow dryers
What are the factors
H31: Perceived lack of knowledge of product use positively influences
that influence
consumer resistance to blow dryers
customer resistance
H32: Perceived ineffectiveness positively influences consumer resistance to
to blow dryers?
blow dryers
H33: Perceived time consumption in use positively influences consumer
resistance to blow dryers
H34: Perceived occurrence of split ends positively influences consumer
resistance to blow dryers
H35: Perceived expensiveness positively influences consumer resistance to
blow dryers
H36: Perceived uselessness i.e. lack of perceived need positively influences
consumer resistance to blow dryers
3
H37: Perceived weakening of follicles positively influences consumer
resistance to straighteners/curlers
H38: Perceived occurrence of breakage/hair fall positively influences
consumer resistance to straighteners/curlers
H39: Perceived dryness of hair positively influences consumer resistance to
straighteners/curlers
H40: Perceived occurrence of heat damage positively influences consumer
resistance to straighteners/curlers
H41: Perceived occurrence of loss of shine positively influences consumer
What are the factors
resistance to straighteners/curlers
that influence
H42: Perceived difficulty in use positively influences consumer resistance to
customer resistance
straighteners/curlers
to
H43: Perceived lack of knowledge of product use positively influences
straighteners/curlers?
consumer resistance to straighteners/curlers
H44: Perceived time consumption in use positively influences consumer
resistance to straighteners/curlers
H45: Perceived occurrence of split ends positively influences consumer
resistance to straighteners/curlers
H46: Perceived expensiveness positively influences consumer resistance to
straighteners/curlers
H47: Perceived uselessness positively influences consumer resistance to
straighteners/curlers

Rationale: Barriers for adoption have been considered based on Walking in Your Customer’s Shoes model by
Madrigal and McClain, by dividing the barriers into
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 Perceived Value: The product might have a positive impact. However, if consumer do not perceive and
understand that impact, the product is not likely to achieve significant adoption.
 Confidence: Confidence refers to whether consumers believe a product can successfully deliver the value
that it proposes.
 Accessibility: Accessibility consists of two components: convenience and usability. Ensuring users can
quickly and easily make use of your product ensures that it does not lose its value.
 Trust: Trust refers to whether participants and customers feel a product is safe to use.
RP5: To determine the major elements of purchase behaviour among TG with respect to the purchase of
blow dryers

H48: Weight is an important parameter for purchase of blow dryer

H49: Weight is an important parameter for purchase of blow dryer

H50: Easy Maintainance is an important parameter for purchase of blow


dryer
What features of the H51: Temperature Control is an important parameter for purchase of blow
blow dryer are dryer 3
considered important H52: Cable Length is an important parameter for purchase of blow dryer
by the TG?
H53: Color and design is an important parameter for purchase of blow dryer

H54: Durability is an important parameter for purchase of blow dryer

H55: Size of nozzle is an important parameter for purchase of blow dryer

H56: Fan Speed Control is an important parameter for purchase of blow dryer
H57: Opinion of friends/family is an important influencer for brand purchase
decision
H58: Opinion of parlour/stylist is an important influencer for brand purchase
Who are the decision
influencers for the
H59: Opinion of shopkeepers is an important influencer for brand purchase
TG?
decision
H60: Product Trial (Look & Feel) is an important influencer for brand
purchase decision
H61: Online E-commerce reviews are an important & influencing source of
information when making a brand purchase decision
What are the major H62: Blog Posts & Videos are an important & influencing source of
sources used by TG to information when making a brand purchase decision
gain information 4
about beard H63: Social Media is an important & influencing source of information when
trimmers? making a brand purchase decision
H64: E-Commerce Product Ratings is an important & influencing source of
information when making a brand purchase decision
What is the preferred
channel for H65: Respondents typically preferred online channels for purchase of blow
purchasing beard dryer
trimmer by the TG?
H66: The discount promotion positively influences consumer purchase intent
Would sales towards Havells
promotion lead to
increase in sales of H67: The additional warranty promotion positively influences consumer
purchase intent towards Havells

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Havells beard H68: The free hair serum promotion positively influences consumer purchase
trimmers? intent towards Havells

Rationale: To determine the purchase behaviour and the marketing needed to improve the status of Havells
brand, based on customer insights. The above factors will help us determine the optimal strategies to ensure that
the end target consumer is aware of the brand.
RP6: To determine the real usage behaviour to validate with the data considered at different stages
Exit Interview: Here, we would ask the TG about the products he/she uses, awareness of the pertinent brands
and beliefs about personal grooming such as socializing, hygiene, looking younger, peer pressure and confidence.

The responses collected in RP6 will be used to validate the data obtained in the previous segments.

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Appendix 3: Questionnaire

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