CALVINKARE
A
DISSERTATION
ONConsumer preference and Consumer satisfaction regarding herbal
shampoos (Ayur, Himalyas, Nyle) A case study of Hisar City
Submitted to
Maharishi markandeshwar university, , mullanaIn the partial
fulfillment for the degree of
Master of Business Administration
(Session 2008-2010)
Under the supervision of: Submitted by
Mrs. Vandana khanna,bajrang gupta
Business research 1208706
MBA Executive Summary
To know about the consumer buying behavior and factor which
affect the consumer buying decision process. As the objectives of
my study is to analyze the customer perception and the customer
satisfaction towards specific brands of Herbal shampoos (Himalaya,
Ayur, Nyle) on the basis of Price, Quality, Brand Name and
Packaging.
Consumer buying behavior refers to the buying behavior of final
consumers individuals and households who buys services and goods
for personal consumption. Consumer behavior is influenced strongly
by culture, social, personal and psychological factors. Culture
factors include the set of basic values, perceptions, wants and
behavior learned by a member of society from family and other
important institutions. The social factors include consumers
family, small group, social roles and status. The personal
characteristics such as buyers age, life cycle stage, occupation,
economic situations and life style influenced by four major
psychological factors: Motivation, Perception, Learning, Belief and
Attitudes.
In this era of cut throat competition, no company can even
survive in the market place without knowing its and its products
strengths and weaknesses. It has to fortify itself against threats
from the environment and exploit its strengths or increase profits.
And in order to do so, the company has to conduct regular surveys
to know the customers opinions, needs, and preferences. This helps
the company to manufacture the product like wise for each customers
expectations.Acknowledgement
I take this opportunity to express my profound debts of
gratitude and obligation, to my esteemed guide mrs vandana khanna,
, Dept of Buss. Mgt, maharishi markendeshwar univercity for his
most valuable help and creative suggestions at all stages of my
work. His learned advice and guidance always kindled inspiration in
the face of difficulties encountered in the course of this research
work.
I am highly grateful to my all lecturers and dedicated staff of
Dept of Buss. , maharishi markendeshwar university for their kind
help from time to time.
I am also thankful to the respondents, all my friends and also
to various experts for their kind and valuable guidance, whom I
consulted for my present work.
( BAJRANG GUPTA )Index
Serial No.
1. Certificate
2. Acknowledgement
3. Executive summary
4. Contents
5. Introduction
Profile of the study
Significance of the study
6. Objective of the study
7. Literature Review
8. Research Methodology
a. Sampling & Sample Design
b. Analytical Tools
c. Data Collection
d. Hypothesis Testing
e. Limitations of the study
9. Result & Discussions/Findings
10. Recommendation
11. Bibliography
12. AnnexurePREFACEResearch work is management parlance is
extremely important for a given close view of the relatives of the
real life business issues. For any management student who is
striving to perform outstandingly, it is of paramount importance
that apart from theoretical knowledge the most also gain some
practical knowledge. Survey report deals specially with providing
an opportunity to management students to have some exposure in real
business world. My study topic deals with analyzing the customer
preferences and consumer satisfaction regarding Herbal shampoos.
Management ideas without any action based on them mean nothing.
That is why practical experience is vital for any management
student. Theoretical studies in the classes are not sufficient to
understand the functioning climate and the real problems coming in
the way of management of Men, Material, Machine and Money. Thus
practical experience acts as a supplement to the classroom studies.
It offers an exposure to real practical of management in various
organizations. It exposes invaluable treasures of expenses to a
student.
This dissertation deals with the application of theory to know
the consumer preferences & customer satisfaction, through
market survey & research. It was my fortune to do this
dissertation. I learned a lot of new things which could never been
learned from the theory classes. This dissertation report is a
presentation of my work.
In the forthcoming pages, an attempt has been made to present a
comprehensive report concerning different aspects of my
dissertation, the overall knowledge gained by me will reflect in
the report itself.
The customer is king. Finally ten years after the liberalization
of Indias economy began. The market place has, suddenly become
tightening competitive. Not only have new players stormed into the
country, there are more brands available then ever before in every
segment of every market. The customer today buys only that which
meets his/her every desire. This demands more intimate
understanding of the customer by the Smart Companies.
The main objective of dissertation and project i.e.
familiarization with the necessary theoretical input and to gain
sufficient practical exposure to establish a distant linkage
between the conceptual knowledge acquired at the institute and
practicing these concepts.
The dissertation is concerned with the consumer preferences
& satisfaction regarding Herbal shampoos. (A case study of
Hisar City).
The another objective of the survey is to analyze the brand
awareness and brand preference of customers about Herbal shampoos
in Hisar City.
Prior to making reference to working of the dissertation
prepared the analysis, feasibility and all other aspects were taken
into consideration. The dissertation shows the very aspect
undertaken in context of Herbal shampoos in Hisar City.
INTRODUCTION AT A time when most FMCG (fast moving consumer
goods) categories are inching along, personal products are being
seen as the harbinger of prosperity. And hair care products are the
fastest-growing category within personal products.
Between 1994 and 1998, the market size of products such as
skincare and toothbrushes doubled in value. But the size of the
shampoo market expanded two-and-a-half times over the same period.
Not surprisingly, shampoos is a high priority area for major
players such as Hindustan Lever. The current size of the shampoo
market, according to ORG-MARG, is Rs 850 crore -- equivalent to
30,000 tonnes in volume terms.
Unlike other FMCG categories such as soaps and detergents, which
boast of a penetration level of more than 90 per cent, shampoos
remain a low penetration category. Industry sources estimate that
the urban market penetration of shampoos is a modest 36 per cent.
Shampoo usage in the rural markets is even more infrequent, with a
penetration level of 12 per cent. Thus, even for the largest player
in this industry, there is considerable scope for volume expansion
by converting non-users.
Few players, HLL dominates
For a market with high potential, the shampoo market in India is
dominated by just a few players. From scores of brands five years
ago, the shampoo market has now been whittled down to a handful.
Hindustan Lever (HLL), with a 65 per cent volume share (68 per cent
share by value), dominates the market with brands such as Sunsilk,
Clinic Plus and Clinic. Cavin Kare Limited, an unlisted company
from Chennai, with brands such as Chik and Nyle follows with a 19.8
per cent volume share.
Procter & Gamble (P&G) is the only other large player in
this category with brands such as Pantene Pro-V and Head &
Shoulders. P&G discontinued its shampoo manufacturing
operations in India in 2000. Most of its brands are today directly
imported from other Asian countries such as Thailand, Taiwan and
Vietnam.
New entrants are probably discouraged by the formidable task of
establishing a distribution network from scratch. HLL's long
established ties with retailers and its extensive distribution
reach probably acts as an entry barrier for new entrants.
Cavin Kare Limited, which has managed to garner a significant
share of the shampoo market despite this handicap, has focussed on
scaled-down versions of its brands and herbal shampoos -- two
segments where the market leader did not have a presence. Cavin
Kare's shampoo business has grown faster than the overall market,
at 20 per cent in 1998, 4 per cent in 1999 and 34 per cent over the
past four quarters.
A blip in growth rates
Despite its undisputed potential, the rapid expansion of the
shampoo market was interrupted in 1999. Overall growth rates in the
market slowed to 1.7 per cent in 1999, from 16 per cent the
previous year. Between January and November 2000, however, the
market appears to have recovered some, and the shampoo category has
grown by around 10 per cent.
The reasons for the slowdown? ``Lack of innovation'', says Mr D.
Shivakumar, General Manager Marketing, Personal Products, Hindustan
Lever. The company has identified three major barriers to shampoo
use in India -- the perception that shampoos contain harsh
chemicals that could damage hair, high price and the view that the
shampoo is more of a glamour product rather than a hygiene
product.
``We like to see it this way. Though we have a 69 per cent share
of the shampoo market, we have just 10 per cent of the hair wash
occasions in the country. We will work at getting consumers to
switch over from alternatives, such as natural products and soaps,
to shampoos'', says Mr Shivakumar.
His counterpart in Cavin Kare attributes the slowdown in growth
rates to the contraction of agricultural incomes. ``The rural
markets have slowed down due to the two consecutive disastrous
monsoons'', says Mr Nandakumar, President, Marketing and Sales,
Cavin Care. Clinic Plus, one of the first anti-dandruff brands, is
the largest shampoo brand today, with a market share of 31 per
cent.
Clinic All Clear, an anti-dandruff extension targeted at the
youth has also managed to garner a 13 per cent share. Due to its
low pricing (Rs 71 for a 160 ml bottle against Rs 68 for a 100 ml
bottle of Head & Shoulders anti-dandruff shampoo), the brand
also has a significant rural market share of 44 per cent.
HLL has also experimented with different versions of Sunsilk for
dry, normal and oily hair. Procter & Gamble's Head &
Shoulders Menthol and Pantene Lively Clean also offer functional
benefits to users. Since these add-ons enable brands to command a
price premium over the plain shampoos, this strategy could aid both
volume and margin expansion.
Herbal opportunity One of the key barriers to shampoo usage lies
in the reluctance to use a synthetic product on hair. Worldwide,
therefore, herbal shampoos or botanicals, are a fast growing
category. Ayur from RDM Traders Private Limited and Nyle Herbal, a
herbal shampoo launched by Cavin Kare, have been some of the early
entrants in the Indian herbal shampoos market.
These products claim to use traditional Indian herbs such as
shikakai, soap nuts and amla as ingredients and have been a
success. Nyle Herbal is among the top five shampoo brands in the
country and herbal shampoos today account for 10 per cent of the
market size.
The corresponding ratio for the Indian market is not known.
Accurate data is certainly difficult to come by. The definition of
success often varies depending on who is looking at the market
share of a new brand.Major Players in the Market
CALVINKARE
Profile:Every journey begins with the first step. The journey
called CavinKare began with a young mind taking the road less
taken. In 1983 with a single product offering, CavinKare started
out as a small partnership firm. More steps followed and with the
innovative Entrepreneur C.K. Ranganathan at the helm, CavinKare
emerged into a successful business enterprise.
In line with the companys progressive outlook, Beauty Cosmetics,
the earlier name, was rechristened to CavinKare in November 1998.
'Cavin' a literary wordin Tamil, symbolizes beauty and grace. The
company logo signifies dynamism, modernity, and a positive attitude
towards the future - the spirit of the people behind the phenomenon
called CavinKare.
Smart marketing and a clear product positioning ensured
CavinKares growth from strength to strength, broadening its product
portfolio extensively. The company now markets ten major brands.
The turnover from all the companies in the CavinKare group touched
Rs. 400 crores in 2003-2004.
Over the years, CavinKare has achieved significant milestones,
and a competitive edge with sound understanding of mass marketing
dynamics. The company offers quality hair care, skin care, personal
care, food products and home essentials, borne out of a keen
understanding of consumer needs.
Today, CavinKare has established a firm foothold in the national
market. Efforts towards self sufficiency with backward integration
has allowed CavinKare, along with its Group Companies manage its
own advertising & media buying, product packaging and research
and development activities.
Corporate Vision"We shall achieve growth by continuously
offering unique products and services that would give customers
utmost satisfaction and thereby be a role model."
Nyle Active Herbal Shampoo contains time tested herbs like
shikakai, reetha, tulsi and henna that gently nourish the hair
while it's Aloe Vera extracts penetrate deep into scalp and
restores moisture to it. The result : your hair shines with health.
Nyle Active Herbal shampoo is available in 3 variants:
REETHA for Black & Shine: (Reetha, Amla, Henna, Aloe
vera)Reetha is a time tested natural cleanser. Henna is a
traditional, natural deep conditioner for shiny hair. Amla
strengthens hair fibres and reduces hair loss. Along with Aloe
vera's deep moisturizing, making the hair black and shiny.
SHIKAKAI for Bounce and Shine: (Shikakai, Henna, Amla, Aloe
vera)Shikakai reduces hair loss and removes dandruff. Henna is a
traditional, natural deep conditioner for shiny hair. Amla
strengthens hair fibres and reduces hair loss. Along with Aloe
vera's deep moisturizing, they give the hair bounce and shine.
TULSI for Strength and Shine: (Tusli, Henna, Amla, Aloe
vera)Tulsi is an effective anti-microbial agent that keeps the
scalp clean & healthy. Henna is a traditional, natural deep
conditioner for shiny hair. Amla strengthens hair fibres and
reduces hair loss. Along with Aloe vera's deep moisturizing, they
lend hair strength and shine.
Nyle Active herbal shampoo is available in the following pack
sizes : 8ml satchet and in bottles of 120 ml, 200 ml, 450 ml and
1000 ml.
COMPANY PROFILE:
The Beginnings . . . making of an Indian multinational
The Himalaya Drug Company was founded in 1930 by Mr. M. Manal
with a clear vision to bring Ayurveda to society in a contemporary
form and to unravel the mystery behind the 5,000 year old system of
medicine. This included referring to ancient ayurvedic texts,
selecting indigenous herbs and subjecting the formulations to
modern pharmacological, toxicological and safety tests to create
new drugs and therapies.Seventy six years ago, on a visit to Burma,
Mr. Manal saw restless elephants being fed with a root to pacify
them. The plant from which this was taken is Rauwolfia serpentina.
Fascinated by the plant's effect on elephants, he had it
scientifically evaluated. After extensive research, Serpina, the
world's first anti-hypertensive drug, was launched in 1934.The
legacy of researching nature forms the foundation of Himalaya's
operations. Himalaya has pioneered the use of modern science to
rediscover and validate ayurveda's secrets. Cutting edge technology
is employed to create pharmaceutical-grade ayurvedic products. As a
confirmation that Himalaya is dedicated to providing the highest
quality and consistency in herbal care, the Company was awarded an
ISO 9001:2000 certification in 2003.Since its inception, the
company has focused on developing safe, natural and innovative
remedies that will help people lead richer, healthier lives. Today,
Himalaya products have been endorsed by over 250,000 doctors around
the globe and consumers in over 71 countries rely on Himalaya for
their health and personal care needs.PRODUCTS:
ANTI-DANDRUFF SHAMPOO: A breakthrough anti-dandruff formulation
that controls dandruff nourishes and strengthens hair roots and
ensures a healthy scalp. It is enriched with Tea-tree Oil, the most
effective natural, anti-dandruff agent, Rosemary, an anti-fungal
agent, Sandal, to control itching and cool the scalp and Lemon, a
natural cleanser. Use it regularly for healthy, dandruff-free
hair.PROTEIN SHAMPOO:
A unique formulation of specially selected herbs that removes
excess oiliness nourishes the hair roots and gives bounce and shine
to your hair. It contains Lemon, which cleanses the hair, Rosemary
that controls excess oiliness and Chickpea, which has natural
proteins that nourish the hair roots.
PROTEIN SHAMPOO (NORMAL HAIR)
A special blend of herbs that gently cleans and nourishes your
hair and scalp.It contains Shikakai, a natural cleanser, and
Fenugreek, enriched with lecithin and other proteins, to nourish,
strengthen and prevent hair loss.
PROTEIN SHAMPOO (DRY/DAMAGED HAIR)
A shampoo that gives nourishment and extra conditioning to each
strand of hair to make it healthy and silk-soft, which is easy to
manage and style. Natural proteins from Chickpea are absorbed by
the scalp to nourish the hair roots and prevent damage to hair
shafts. Sesame extracts condition each strand of hair.Customer
Satisfaction
Satisfaction is a persons feelings of pleasure or disappointment
resulting from comparing a products perceived performance in
relation to his or her expectation
As the definition makes it clear, satisfaction is a function of
perceived performance and expectations. If the performance falls
short of the expectations of the customer, the customer is
dissatisfied. If the performance exceeds the expectations, the
customer is highly satisfied or delighted.
Many companies are aiming for high satisfaction because
customers who are just satisfied still find it easy to switch, when
a better offer comes along. Those who are highly satisfied are much
less ready to switch. High satisfaction or delight creates an
emotional affinity with the brain, not just a rational preference.
The result is high customer loyality.
In this highly competitive world customers plays a very
important role. Thus, if a company wants to survive then it should
look forward to the determinants of customer satisfaction. Though
it is a very subjective issue that differs from individual to
individual yet, identifying some basic parameters of customer
satisfaction is important.
Satisfaction is a persons feeling of pleasure and disappointment
resulting from compairing a products perceived performance in
relation to his or her expectations. It is only the customer
delight that marketer aims for.
Customer preference
How do Buyers form their preference? . Their preferences are
influenced by their past buying experience, friends and associates
advice, and the marketers and competitors information and promises
.Though customer preference is a very qualitative term and it is
very difficult to measure. In this study an effort has been made to
measure the customer preference level.
Objectives of the study The clear purpose or objective of the
research enables the researcher to collect necessary relevant
information. The objective of the research is to know the Consumer
preference and Consumer satisfaction regarding herbal shampoos
(Ayur, Himalyas, Nyle) on the basis of Price, quality, packaging
and Brand name. A case study of HISAR City.
To study the satisfaction level of consumer, who uses the Herbal
Shampoos.
To study effect of advertisement on the purchases decision of
the consumers.
To study the main factors those influence the consumer to buy
Herbal Shampoos.
To study the brand preferences of buyers.
To study the influence of various factors such as price,
quality, packaging and Brand name on Consumer Buying behavior.
Study area:
HISARLITERATURE REVIEW
Once the problem is formulated, the researcher has to undertake
an extensive literature survey related to problem. The literature
survey undertaken here includes books and different websites from
the internet.
The research project was to know the Consumer preference and
Consumer satisfaction regarding herbal shampoos (Ayur, Himalyas,
Nyle) on the basis of Price, quality, packaging and Brand
name..
Schiffman. G. Leon and kanuk lazare Leslie 1 - Study of the
customer behaviour is the study of how individuals make decisions
to spend their available resources (Time, Money and Efforts) on
consumption related items. It includes the study what they buy,
whey they buy it, when they buy it, where they buy it, how often
they buy it and how often they use it. The primary purpose for the
study consumer behaviour as apart of marketing curriculum is to
understand how and how customers make their purchase decisions.
There insights enable marketers to design more effective marketing
strategies.
Gupta.C .B and Dr. Nair. N.Rajan 2 - A business is based on
understanding the customer and providing the kind of products that
the customer wants.
Mamoria C.B. and Mamoria Satish 3 - Consumer behaviour is the
process where by individuals decide what, when, where, how and from
whom to purchase goods and services. Buying behaviour may be viewed
as an orderly process here by individual interacts with his
environment for the purpose of making market decision on products
and services.
Nair Suja. R.4 - The success of the firm will be determined by
how effective it has been in meeting the diverse customer needs and
wants by treating each customer as unique and offering products and
services to suit his/her needs.
RESEARCH METHODOLOGY
Research methodology in a way is a written game plan for
conducting research. Research methodology has many dimensions. It
includes not only the research methods but also considers the logic
behind the methods used in the context of the study and complains
why only a particular method of technique has been used. It also
helps to understand the assumption underlying various techniques
and the criteria by which they can decide
that certain technique will be applicable to certain problems
and other will not. Therefore in order to solve a research problem,
it is necessary to design a research methodology for the problem as
the some may differ from problem to problem.
This chapter focuses on the various techniques, methods and
assumptions used in this study. It sheds light on the research
problem, objectives of the study, and also its limitations. The
later part of the chapter explains the manner, in which the data is
collected, classified, tabulated, analyzed and interrupted so as to
each to conclusive results.
The study is of diagnostic nature and thus the overall research
design is going to be rigid. The design should provide enough
provision for protection against bias-ness and must maximize
reliability.
SAMPLING
Sampling may be defined as the selection of some parts of an
agreement or totality for the purpose of study. All the items in
any field of inquiry constitute a universe or population, a
complete enumeration of all the items in the population is known as
Census inquiry. But when the field of inquiry is large this method
becomes difficult to adopt because of the limited no. of resources
involved in the case sample survey method is chosen under which
units are selected in such a way that they represent the entire
universe
is representative of the population and is accurate and
practicable.
SAMPLING PLAN:-
The following factors will be taken into consideration within
the scope of sampling plan:
I Sampling Unit: It defines the target population that will be
sampled i.e. it answers who is to be surveyed. In this study, the
sampling unit is youth of sonepat..
II Sampling Size: - It indicates the numbers of people to be
surveyed. Though large samples give more reliable results than
small samples but due to constraints of time and money, the sample
size was restricted to 200 respondents. Probability sampling can be
of following types:
Simple random sampling
Stratified random sampling
Cluster (area) sample
In this case, stratified random sampling was done since the
respondents will classified into well defined classes or strata
that were distinct from each other. Analytical tool Multi
Dimensional Scaling
Multidimensional scaling (MDS) is a method for analyzing a
(similarity or dissimilarity) proximity matrix based on a set of
observations. The purpose of MDS is to model the proximity of
observations in order to represent them as accurately as possible
in a limited number of dimensions (usually 2). There are different
MDS algorithms: XLSTAT uses the SMACOF (Scaling by Majoring a
Convex Function) algorithm that minimizes the "normalized stress"
function. Furthermore, there are several MDS models (or
representation functions), i.e. several ways to transform the
dissimilarities into disparities. The disparities are the distances
that describe the optimal representation for the observations. The
difference between the disparities and the distances measured on
the representation resulting from the MDS is called the stress: the
lower the stress, the better the representation of the
observations.
When the representation function simply respects the relative
order of the observations, one speaks about ordinal MDS or
non-metric MDS. When the dissimilarities are transformed into
disparities using a specific parametric function, one speaks about
metric MDS. The following models are available in the current
version of XLSTAT:
Metric MDS
Absolute MDS: each dissimilarity dij must exactly match the
distance between points i and j in the representation space.
Ratio MDS: the ratio of all distance pairs in the representation
space must correspond to the ratio of the corresponding
dissimilarities.
Interval MDS: the ratio of all differences between distances in
the representation space must correspond to the ratio of the
differences of the corresponding dissimilarities.
CorrelationOne of the Statistical tool which I am going to apply
in my project is correlation. Correlation is their when change in
the value of one variable influences the change in the value of
other variable.
The statistical tool with the help of which relationship between
two or more than two variables are studied is called
correlation
It refers to the techniques used in measuring the closeness of
the relationship between the variables.
Correlation analysis deals with the association between two or
more variables.
Let us take the hypothesis as:-
H0 = Let there is no correlation between various factors like
Price, Brand name, Quality and Packaging on thePurchase of herbal
shampoo(Himalaya, Ayur and Nyle)H1=Let there is correlation between
various factors like Brand name, Price, Quality and packaging on
the purchase of herbal
shampoo.X
Dx
Y
DyHimalayaNyleAyur
-101ffdyfdy2fdxdy
PRICE-220
(40) 17
(0)27
(-54)64-128256-14
TASTE-133
(33)11
(0)19
(-19)63
-636314
PACKAGING 016
(0)4
(0)9
(0)29
000
BRAND NAME 110
(-10)3
(0)12
(12)`2525252
OTHER 29
(-18)2
(0)8
(16)193876-2
f8837752001284200
fdx-88075-13
fdx288075165
fdxdy450-450
Coefficient of Correlation =
r= N((fdxdy - (fdx(fdy
N(fdx2-((fdx)2 N(fdy2-((fdy)2r=
200x0 (-13)(128)__________
200x420-(128)2 200x165-(-13)2
r= 1600-220_
146.6 x 149.62
r = 1664___
=+0.035
47115.87
Hence it has been proved that there is a correlation between
various factors and buying behavior of consumers. Hypothesis
Testing(By applying Chi-Square)Chi-square test is used when the set
of observed frequencies obtained after experimentation have to be
supported by hypothesis or theory. The test is known as X2- test of
goodness of fit and is used to test if the deviation between
observation (experiment) and theory may be attributed to chance
(fluctuations of sampling).
Here we have the assumption of H0 and H1. If the values come in
accordance to the depicted values then the hypothesis is accepted
else its rejected.
((O-E) 2
x2 =
where,
E
O=observed frequency
E=Expected frequency
Chi-square test
Let us take the hypothesis as:-
H0 = Let there is correlation between change in price level and
purchase of herbal shampoos.H1=Let there is no correlation between
change in price level and purchase of herbal shampoos.
OBSERVED
Price Influence on shampoo purchase
BRANDSHighHigh Avg.AverageAvg. LowLow
Himalaya1018221614
Nyle1016181412
Ayur61214810
Total2646543836
EXPECTED
Price Influence on shampoo purchase
BrandHighHigh Avg.AverageAvg. LowLow
Himalaya10.418.421.615.214.4
Nyle916.118.913.312.6
Ayur6.511.513.59.59
Total2646543836
Observed ValueExpected value(O-E)2(O-E)2/E
1010.4.16.016
1091.1
66.5.25.042
1818.4.16.008
1616.1.1.00625
1211.5.25.0208
2221.6.16.0072
1818.9.81.045
1413.5.25.178
1615.2.64.04
1413.3.49.035
89.52.25.2812
1414.4.16.0114
1212.6.36.03
1091.1
(2 Calculated=0.7607
V=(r-1) (c-1) =(5-1)(3-1)= 8
for V =8 (2 0.05 table value = 15.58
.So, (2 0.05 table value greater than (2 calculated value so
hypothesis is accepted
And there is positive relation between change in price level and
purchasing decision.
DATA COLLECTION:
After the research problem has been defined and the research
design has been chalked out, the task of data collection begins.
The data can be collected mainly through primary sources, but it
was supplement with secondary data.
IPrimary data collection:Primary data is the data which is
collected through observation or direct communication with the
respondent in one form or another. These are several methods for
primary data collection like Observation Method, Interview Method,
through schedules, through questionnaires and so on.
IISecondary data collection methods:Secondary data is collected
through
Magazines
Journals
Portals
DATA COLLECTION INSTRUMENTS
The data collection instruments used in the study is mentioned
below:-
QUESTIONNAIRE
The method of data collection is quite popular. I prepared a
questionnaire after knowing the different objectives of the study
and considering all the things that are required for studying the
dissertation topic. Results and Discussions
Q1 Which brand of shampoo do you use? Brand NameNo. of
consumers
Himalaya88
Ayur75
Nyle37
The above Table shows that 88 of respondents use Himalaya herbal
shampoo, 75 of the respondents use Ayur. 37 of the respondents use
Nyle .this shows that most of the people use himalaya shampoo.
It has been proved through applying Likert Scale where Himalaya
(144 points)has got the highest ranking scale and Ayur (125 points)
and Nyle(90 points).
Q.2Which factor do you consider the most while purchasing the
shampoo?
Consumer's considerationNo. of consumers
Price64
Quality63
Brand name29
Packaging25
Other19
The above Table shows that 29 respondents are influenced to
purchase a particular herbal shampoo from its brand name, 64
respondents are influenced to purchase a shampoo from its price, 63
respondents are influenced by the quality, 25 respondents are
influenced from its packaging, 19 respondents are influenced to
purchase a particular shampoo from any other reason. This shows
that most of the consumers consider price as a major factor while
choosing a brand shampoo.
And it has also been proved through Correlation that these
factors do have any influence on the buying behavior of
consumer.
Q.3Which reference group influence you the most to buy a
particular shampoo?
Reference GroupsNo. of customers
Friends 40
Family72
Retailer30
Celebrity38
Other20
The above Table shows that 40 of respondents are influenced by
there friends while making any purchase decision whereas 72
respondents are influenced by there family members, 30 of the
respondents by the retailer, 38 of the respondents by celebrity and
the rest of 20 are influenced by some other sources. This shows
that most of the consumer are influenced by there family members,
this shows that family has got a good amount of influence on
consumers .
Q.4Are you satisfied with shampoo you use?
Satisfaction LevelPercentage
Fully satisfied32
Satisfied81
Neutral23
Dissatisfied50
Fully dissatisfied14
The above Table shows that 32 of the respondents are fully
satisfied by there shampoo whereas 81 respondents are satisfied, 23
of the respondents are neutral, 50 of the respondents are
dissatisfied and the rest of 14 are fully dissatisfied. This shows
that a major part of consumers are satisfied with the shampoo they
use, but this also shows that about 87 consumers or about half the
consumers are not satisfied or they are not in a position to say
any thing.Q.5 what extent of price tag influences your purchase
decision of herbal shampoo?
Extent of influenceNo. of consumers
High26
High average46
Average54
Low average38
Low 36
The above Table shows that 26 of respondents are influenced by
higher prices while making any purchase decision whereas 46
respondents are influenced by higher average prices, 54 of the
respondents by Average prices, 38 of the respondents by low average
prices and the rest of 36 are influenced by low prices. this shows
that pries has got effect on purchase but not much.Q.6Which of the
following scheme is most preferred by you during purchase herbal
shampoo?
SchemeNo. of consumers
Coupon32
Discount56
Free gift112
Here 32 of the respondents prefers coupon scheme, 56 prefer
discount scheme, whereas 112 of the respondents preferred free gift
scheme. this shows that most of consumers are attracted by free
gifts.
Recommendation
Recommendation refers to the outcome of the research work done
and the suggestions for implementation i.e. findings.
It is suggested that manufacturer should make all efforts to
control cost.
Provide various schemes which attract the customers.
Shampoos packaging should be available in different colours so
as to attract customer.
Thus, focusing on service quality, the company should try to
provide low cost products. Sachets should be provided so that the
customer can use it as a sample.
Also, the companies should come out with new schemes which make
it economical for the average person to use the branded herbal
shampoos. The promotional schemes should be price oriented to
strike the maximum impact in the market The companies should take
care that while promotional schemes are introduced in the market,
it should never compromise on quality to lower its costs. This
might have deadly effects in the long run.BIBLIOGRAPHY
BOOKS
Schiffman Leon G. and Kanuk Leslie Lazar Consumer Behaviour 6th
edition Published by: Prentice-hall of India Private Limited. (
page no. 2&6)
Gupta C.B. and Dr. Nair N. Rajan Marketing Management 5th
edition Published by: Sultan chand & sons (page no. 1.69)
Mamoria C.B. and Mamoria Satish Marketing Management 4th edition
Published by: Kitab Mahal (page no. 161)
Nair Suja R. Consumer Behaviour Indian prospective Ist edition
Published by: Himalaya Publicating Home ( page no. 3)
Bennett Peter D. and Kassarjian Harold Consumer Behaviour 8th
edition Published by: Prentice-hall of India Private Limited.(page
no. 5)
Kothari C.R Research Methodology Methods & Techniques 2nd
edition Published by: Wishwa Publication (page no. 151, 94-95)
MAGAZINES & JOUNALS
Indian journal of marketing- September 2006
Advertising Express-February 2006,
Business India Advertising , April 23,2006Questionnaire
On
Buying behavior of consumer for herbal shampoo
With special reference to 3 companies i.e.
Himalya, Ayur and Nyle
Q1. Do you take loan fron bank ? Yes
No
Q2. Which bank you like the most in loan S.B.O.P
P.N.B
O.B.CQ5. Are you satisfied with the BANKS LOAN ?
Full satisfied
satisfied
Neutral
Dissatisfied
Fully Dissatisfied
Q6. Which factor you consider the most while taking the
loan?
Price
intrset rate
Bank name
inflation
Other
Q7. What extent of price tag influences your taking decision of
loan ?
High
High Average
Average
Low Average
Low
Q8. Which mode of advertisement influence you most to take a
particular loan ? Magazine
_______
Newspaper
_______
Radio
_______
Television
_______
Other
_______
Q9. Which reference group influence you most to take a
particular loan ?
Friends
_______
Family
_______
Retailer
_______
Celebrity
_______
Other
_______
Q10. If you switch over to another bank for loan then what
factor do you consider?
Price
bank name
goodwill
inflation
other
ANNEXURE: 1
Rank 1
Rank 2
Rank 3
Rank 4
Rank 5
Fully Satisfied2662643
Satisfied10310316
Moderate44657
Less satisfied5111259
Poor69474
XLSTAT 7.1 - Multidimensional Scaling (MDS) - 3/15/2006 at
12:34:14 PM
Dissimilarity matrix: workbook = Book1 / sheet = Sheet1 / range
= $B$2:$F$6 / 5 rows and 5 columns
Uniform weighting (default)
No missing values
Metric Multidimensional Scaling
Multidimensional Scaling model: absolute
Stress used for the results: Kruskal's stress-1
Dimension of the representation space: 2
Repetitions: 10
Seed of the pseudo-random numbers generator: 1094498164
Iterations: 50
Convergence: 0.0001
Space with 2 Dimensions:
Model: Dij= Pij
Observation coordinates:
ObservationDim1Dim2
Rank 1-1.464-1.869
Rank 26.4270.467
Rank 32.5112.176
Rank 4-5.461-3.953
ANNEXURE:2
Rank 1Rank 2Rank 3Rank 4Rank 5
T.V.26202265
Newspaper7101146
Internet97854
Magazine116743
Other43433
XLSTAT 7.1 - Multidimensional Scaling (MDS) - 3/16/2007 at
12:24:57 PM
Similarity matrix (converted to a dissimilarity matrix):
workbook = Book1 / sheet = Sheet1 / range = $B$2:$F$6 / 5 rows and
5 columns
Uniform weighting (default)
No missing values
Metric Multidimensional Scaling
Multidimensional Scaling model: absolute
Stress used for the results: Kruskal's stress-1
Dimension of the representation space: 2
Repetitions: 10
Seed of the pseudo-random numbers generator: 4145765104
Iterations: 50
Convergence: 0.0001
Space with 2 Dimensions:
Model: Dij= Pij
Observation coordinates:
ObservationDim1Dim2
Rank1-8.959-4.779
Rank 24.03411.670
Rank 3-9.2357.445
Rank 4-1.191-11.454
Rank 515.352-2.882
Distances measured in the representation space:
Rank1Rank 2Rank 3Rank 4Rank 5
Rank1020.96212.22710.24224.385
Rank 220.962013.92623.70718.435
Rank 312.22713.926020.54026.668
Rank 410.24223.70720.540018.632
Rank 524.38518.43526.66818.6320
Ideal distances calculated using the model (disparities):
Rank1Rank 2Rank 3Rank 4Rank 5
Rank1019.00017.00015.00022.000
Rank 219.000019.00020.00023.000
Rank 317.00019.000019.00022.000
Rank 415.00020.00019.000023.000
Rank 522.00023.00022.00023.0000
In the case of the absolute model, the disparities are equal
than the dissimilarities
Residual distances:
Rank1Rank 2Rank 3Rank 4Rank 5
Rank101.962-4.773-4.7582.385
Rank 21.9620-5.0743.707-4.565
Rank 3-4.773-5.07401.5404.668
Rank 4-4.7583.7071.5400-4.368
Rank 52.385-4.5654.668-4.3680
Comparative table:
PairDissimilarityDisparityDistanceDissimilarity rankDisparity
rankDistance rank
(
(
(
(
Name of the consumer____________________________________
Sex ____________________________________
Location____________________________________
No. of consumerse
No. of consumers
Free gift
Coupon
150
100
50
0
112
56
32