Analysis of Consumer Buying Behaviour | Project Report MBA Consumer Behaviour towards Shampoo Market
1. Do you use shampoo
o Yes o No
18 people response were yes & other 2 said they use home remedy + shampoo. female [two each using home made remedy] The study reveals that 90% of the respondents use shampoo.10% of the respondents refused the use of shampoo and gave the reason that shampoos cause hair problems. They either use soaps or the traditional method of washing hair.
2. Which of the following brands of shampoo have you purchase.
o Pantene o Sunsilk
o Organics o Clinic plus
o others (please specify)
|
|
Pantene |
Sunsilk |
Organics |
Clinic all clear |
Others (H&S) |
|
Male |
7 |
5 |
4 |
8 |
3 |
|
Female |
5 |
3 |
2 |
8 |
3 |
Response
It can been seen that clinic all clear has been tried by most people that account for 16 of 20 sample and next coming to be Pantene with 12. After this brand sunsilk is used more followed by organics.
Analysis
The survey showed a number of reasons for consumers using more than one brand or type of shampoos simultaneously. No single shampoo, according to the consumer, was able to fulfill all the hair requirements. Dandruff was the most important hair problem which led the consumer to use more than one shampoo at a time. Some people use two or more shampoos simultaneously, just for change.
3. Factors you consider while purchasing a shampoo
RANK THEM ACCORDING YOUR PRIORITY:
o Hair type o Fragrance
o Packaging o Hair problem
o Price o Availability
Response
FEMALE:
10 female: -- Hair types
-- Hair problem
-- Fragrance
-- Packaging
-- Price
-- Availability
In the above response few 3 girls responded price followed by packaging.
MALE:
[Section-1] [Section-2]
6 male: -- Hair prob. 4 male: -- Hair prob.
-- Fragrance -- price
-- Hair type -- hair type
-- Fragrance -- Packaging -- packaging -- Price -- Availability -- availability
It can be concluded that in case of females most have the same levels of priority of buying the brand and so the order remains the same. But 3 of them said price to be one after fragrance and then packaging.
In case of males 6 male had the same levels of priority that starts from hair problem followed by fragrance. And this section 1 of males differs with section 2 with respect to levels of as section 2 priority is of price followed by hair type and then fragrance.
4. Who influence you to purchase the brand?
o Family o Doctor
o Advertisement o Self
o Other
|
|
Family |
Doctor |
Advt |
Self |
Others [reference] |
MALE |
3 |
5 |
10 |
8 |
2 |
FEMALE |
5 |
7 |
10 |
5 |
4 |
Consumers in the age group 17-25 [target group] are more innovative as compared to the other age groups. It has been observed from the study that females shampoo their hair twice a week, while males prefer using shampoo on alternate days.
5. Do you change your shampoo
o Frequently o Occasionally o Never
|
|
Frequently |
Occasionally |
Never |
Male |
5 |
9 |
7 |
Female |
3 |
11 |
6 |
It can be concluded that a majority of the consumers change their shampoo occasionally. These consumers also tend to test the quality of new launches. Frequently changing consumer account for 8 [male and female] and the non availability is one of the factor which to a certain extent, has prompted many consumers to use more than one brand simultaneously.13 of both sex of the consumer responded that they never change their brand When asked about the reason they responded that changing brand led to hair problems like hair loss etc.
6. Rank different attribute with each brand according to your preferences
Strongly Agree (1) Agree (2)
Neutral (3) Disagree (4)
Strongly disagree (5)
|
Brand Attribute |
Sunsilk |
Clinic |
Organics |
Pantene |
Others [H&S] |
|
Low Price |
|
|
|
|
|
|
Strong Fragrance |
|
|
|
|
|
|
Quality |
|
|
|
|
|
|
Highly medicated |
|
|
|
|
|
Analysis of chart no 6.
1. [3 male & 4 female] Pantene : had the moderately high price higher than others, high fragrance equal to Clinic and higher than others, moderately high medical benefits equal to Organics and less than others and high quality higher than others.
2. [2 male & 3 female] Organics : had moderately low price lower than others, high fragrance higher than Sunsilk and lower than Pantene and Clinic, moderately high medical benefits, lower than Clinic and Sunsilk and equal to Pantene and high quality higher than Sunsilk and lower than others.
3. [2 male & 3 female ] Clinic : had moderately low price lower than Pantene and Sunsilk, high fragrance higher than Organic and Sunsilk and equal to Pantene, moderately high medical benefits lower than Pantene and Organics and nearly equal to Sunsilk and high quality higher than Sunslik and Organics lower than Pantene.
4. [ 1 male & 2 female]Sunsilk had moderately low price higher than others and lower than Pantene, moderately high fragrance lower than others, moderately high medical benefits higher than others and moderately high quality lower than others.
7. No. of times you shampoo your hair in a week
o 1 - 2 o 3 - 4
o 5 - 6 o 7 and above
|
|
1-2 times |
3-4 times |
5-6 times |
7 and above |
|
Male |
4 |
4 |
-- |
-- |
|
Female |
8 |
4 |
-- |
-- |
ANALYSIS
When asked about how many times the consumer use to shampoo their hair? They responded, 60 % that 1-2 times in a week and rest 40 % responded more than 1-2 times. A further conclusion can be drawn on people using 1-2 times or 3-4 times
8. Size of the pack you purchase most often
o 100ml o 100 ml to 250 ml
o Sachets o above 250 ml
|
|
100 ml |
100ml to 250 ml |
Sachets |
Above 250 ml |
Male |
2 |
1 |
5 |
2 |
|
Female |
1 |
2 |
4 |
3 |
ANALYSIS
It can be concluded that sachets are most used because of its convenience and price. Next comes to be 250ml because of its price again that is higher the pack lower the price. Followed by 100 ml and 250 ml.
People who use sachets use it as trial to see the effectiveness and if they are satisfied then they go for 250 ml primarily because of not going to buy the small sachets again and again. The rest pack are used because of other options available in terms of size and price and not necessarily going for bigger pack.
9. In which media you have seen the advertisement of these brands
|
Brand Media |
Sunsilk Male female |
Clinic Male female |
Organics Male female |
Pantene Male female |
|
TV |
10 10 |
10 10 |
10 10 |
10 10 |
|
Magazine |
6 8 |
8 9 |
5 4 |
4 7 |
|
Newspaper |
4 6 |
9 7 |
6 4 |
7 5 |
RESPONSE
Reveals that in TV as media for advertisement all the responded have had the same frequency of seeing the ads of all the brands. In case of print media as in Magazine highest number of viewer ship went to Clinic, Sunslik, Pantene, Organics, in decreasing order. In case of Newspaper the maximum no. of viewership went to clinic, Pantene, organic & sunsilk in decreasing order.
It says that T.V. is best media for advertising for all kind of advertising and it has best opportunity for the brand to penetrate in market. All of the brands have equal no. of viewership in TV but in magazine &Newspaper they had different viewership.
10. Level of satisfaction you are getting from your shampoo brand.
o Highly Satisfied o Satisfied
o Neutral o Dissatisfied
o Highly dissatisfied
ANALYSIS
The maximum satisfied consumers were of Clinic users and than comes organic, Pantene, Sunsilk.
CLINIC : [8 males & 9 females] The consumers of Clinic were most satisfied with all the attributes of the shampoo. Clinic All Clear provides high satisfaction to the consumer as far as anti dandruff quality of the shampoo is concerned.
ORGANIC : [7 males & 9 females] The consumers of organic were satisfied with all the attributes of the shampoo except hair repair to some extent and fragrance.
PANTENE : [5 MALES & 8 FEMALES] Next on the list is Pantene. this shampoo is needed to be improved upon the anti -dandruff and hair repairing qualities which the consumer finds is lacking to a certain extent.
SUNSILK : [4MALES & 6 FEMALES] Satisfaction level with Sunsilk was the last rated among the customer. Sunsilk to a large extent fails to satisfy hair nourishment, antidandruff and hair repair needs of the consumer.
Personal Details
Sex o Male o Female
[1:1 RATIO]
Age 17 – 25
[TARGET GROUP TAKEN]
OCCUPATION
o Student
[ONLY STUDENT AS AN OCCUPATION WAS STUDIED]
Monthly Income [FAMILY]
o Less than 8,000 o 8001-16000
o 16001-24000 o 24001-32000
o 32001 and above
[MOST FALL IN THE INCOME GROUP OF 24001-32000 FOLLOWED BY 16001-24000]
PRESENTATION
ANSWER-3
RANK THEM ACCORDING YOUR PRIORITY:
o Hair type o Fragrance
o Packaging o Hair problem
o Price o Availability
Response
FEMALE:
10 female: -- Hair types
-- Hair problem
-- Fragrance
-- Packaging
-- Price
-- Availability
In the above response few 3 girls responded price followed by packaging.
MALE:
[Section-1] [Section-2]
6 male: -- Hair prob. 4 male: -- Hair prob.
-- Fragrance -- price
-- Hair type -- hair type
-- Fragrance -- Packaging
-- packaging -- Price
-- Availability -- availability
ANSWER - 9
|
Brand Media |
Sunsilk M F |
Clinic M F |
Organics M F |
Pantene M F |
|
TV |
10 10 |
10 10 |
10 10 |
10 10 |
|
Magazine |
6 8 |
8 9 |
5 4 |
4 7 |
|
Newspaper |
4 6 |
9 7 |
6 4 |
7 5 |
ANSWER – 10
q CLINIC: 8 MALES & 9 FEMALES
q ORGANIC: 7 MALES & 9 FEMALES
q PANTENE: 5 MALES & 8 FEMALES
q SUNSILK: 4MALES & 6 FEMALES
MBA Project Reports (More) ..............