Consumer Behavior on Hair Conditioners

Submitted by: Meghna Shrivastava Shaswat Vijay Mukesh Agarwal Swetleena Sahu Anirudh Sakhla Vikash Tiwari

Hair Conditioner Market

Estimated Market - Rs 400 crore and is, Growth at about 40 to 50 per cent a year. In India, the share of hair conditioners is merely one-tenth of the shampoo market.

Brand Portfolio
Brands
Himalaya Hair Conditioner L'Oreal Paris Fall Repair Sunsilk hair conditioner Tresemme Revlon FLEX Pantene Dove Garnier Fructis

positioning
Herbal/Natural Anti Hair Fall Smoothening smoothening building Vitamins & hair fall Control Intense Repair Long & Strong Hair, Fruit extracts

offer
165 150 10% OFF 279 pack of two 169 180 33% free 125 135 120

Purchase Composition
Himalaya, 0 Pantene, 1

Loreal, 4
Dove, 6 Garnier Fructis, 2

Tresemme, 5

Consumers choice
Subject Gender Age Group
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 M F F F F F M F F M F F F F F F F F 30-40 25-30 20-25 25-30 25-30 30-35 20-25 20-25 35-45 25-35 20-25 20-25 35-40 20-25 25-35 25-35 25-35 20-25

Brand
SUNSILK Pantene dove Garnier fructis dove loreal loreal dove Tresemme Garnier fructis Tresemme dove Tresemme Tresemme dove Tresemme loreal dove

Product Placement
EYE LEVEL BELOW EYE LEVEL EYE LEVEL EYE LEVEL & BELOW EYE LEVEL EYE LEVEL TOP SHELF TOP SHELF EYE LEVEL TOP & EYE LEVEL EYE LEVEL & BELOW EYE LEVEL TOP & EYE LEVEL EYE LEVEL TOP & EYE LEVEL TOP & EYE LEVEL EYE LEVEL TOP & EYE LEVEL TOP SHELF EYE LEVEL

Observations & Behavior during Purchase

People Accompanying
0 1 1 0 1 0 0 0 0 1 0 0 1 1 1 0

Place
Big Bazar big Bazar big Bazar big Bazar big Bazar big Bazar big Bazar big Bazar big Bazar big Bazar big Bazar big Bazar big Bazar big Bazar big Bazar big Bazar

No of Brands Browsed
5 3 1 4 1 1 1 1 1 3 1 4 3 2 1 2

Remarks
price sensitive & Variety seeking cheap, and more information procesing just picked the product and went away more information seeking more information seeking confused, couldnt find the product Probably influenced by opinion leader just picked the product and went away less information seeking Probably influenced by opinion leader just picked the product and went away more information seeking more information seeking Probably influenced by opinion leader just picked the product and went away Probably influenced by opinion leader

1
0

big Bazar
big Bazar

2
3

just picked the product and went away

more information seeking

According to Maslows Hierarchy of Needs Theory

Consumer Buying Decision Model

Problem Recognition (Need Recognition) Information Search

Evaluation of Alternatives

Purchase Decision

Post-purchase Behavior

Elaborative Likelihood Model

PERCIEVED DIFFERENTATION

HIGH
LEVEL OF I N V O L V E M E N T HIGH COMPLEX BUYING BEHAVIOUR

LOW
DISSONANCE REDUCING BEHAVIOR

LOW

VARIETY SEEKING BEHAVIOUR

HABITUAL BUYING BEHAVIOUR