DECLARATION I hereby declared that this project is developed entirely on the basis of our personal efforts made under the sincere guidance of our teacher. No portion of the work presented in this project has been submitted in support of any application for any other degree or qualification of this or any other University or institute of learning. Customer Preference Towards Sunsilk Shampoo Page 1
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DECLARATION
I hereby declared that this project is developed entirely on the basis of our personal efforts made under the sincere guidance of our teacher.
No portion of the work presented in this project has been submitted in support of any application for any other degree or qualification of this or any other University or institute of learning.
Customer Preference Towards Sunsilk ShampooPage 1
PREFACE
It is matter of great pleasure for us to complete the task for the preparation of this Project. we want to mention here that despite an assiduous proof reading some misprint and inaccurate wording might have crept in for which we are responsible and we’ll be thankful to readers who point them out. Any suggestions for improvement will also be greatly appreciated.
Customer Preference Towards Sunsilk ShampooPage 2
1.0 INTRODUCTION
1.1 Background
1.2 Research Problem
1.3 Research Objectives
1.4 Research Questions
1.5 How You Will Benefit From This Report
2.0 LITERATURE REVIEW
3.0 METHODOLOGY
3.1 Conceptualizing frame work
3.2 Operationalization of variables
4.0 PRESENTATION OF FINDINGS
4.1 No. of times that the respondents use Sunsilk shampoo per week
4.2 What respondents think about the price levels of Sunsilk Shampoo?
4.3 Indicated levels of agreement for selected statements
4.4 Do you like the color of currently using Sunsilk shampoo?
4.5 What do you expect by using a shampoo?
4.6 How satisfied are you with Sunsilk to meet your needs?
4.7 What influence you to buy Sunsilk?
4.8 Which size customers mostly like in purchase?
4.9 Do you think there should be a separate product line for Men and Women?
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5.0 FINDINGS AND DISCUSSION
5.1 What is the average level of preference towards Sunsilk shampoo?
5.2 What is the relationship between the affected reasons and the level of preference?
5.3 What are the potential benefits that customers expect from Sunsilk shampoo?
6.0 CONCLUSIONS AND RECOMMENDATIONS
7.0 BIBLIOGRAPHY
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1.0 INTRODUCTION
1.1 Background
This report takes an overview of the research that
conducted in order to identify the preference level of customers towards Sunsilk
shampoo as a brand.
When it comes to brands of shampoo in Pakistan, Sunsilk has been considered as
Pakistan’s No.1 shampoo brand for its capabilities to provide longer, smoother and
straight silky hair. This brand is also the strongest brand in Asia and it is said to be
available over 80 countries all over the world.
The brand’s most recent marketing campaign is the co- creation collaboration in
which 7 hair experts around the world would answer to every hair issues and come
up with the best solutions for the problem.
The new range of products is as follows:
Sunsilk dream soft and smooth
Sunsilk hair fall solution
Sunsilk damaged hair re construction
Sunsilk Stunning Black Shine
Sunsilk believes that the secrets to beautiful hair should not be locked behind the
salon door. So they have worked with seven internationally renowned hair experts
to create salon quality products for every one.
1.2 Research Problem
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To study customer preference level towards sunsilk shampoo.
1.3 Research Objectives
To determine the average level of preference towards Sunsilk shampoo.
To identify the effective reasons for the determined level of preference.
To identify the most significant variable affect for the level of preference.
To identify the relationship between the affected reasons and the level of
preference.
To recognize the potential benefits that customers expect from Sunsilk
shampoo.
1.4 Research Questions
What is the average level of preference towards Sunsilk shampoo?
What is the most significant variable affect for the level of preference?
What are the potential benefits that customers expect from Sunsilk
shampoo?
1.5 How You Will Benefit From This Report
Since this report provides detailed consumer insights into Sunsilk shampoo it is an
invaluable resource to executives, organizations looking to make marketing
decisions.
This report is an important tool to companies in the natural & organic personal care
products market. It provides detailed insights into consumer preference and
expectations towards these products. The report gives a thorough understanding of
consumer preference, enabling companies & retailers to develop marketing
programs, distribution strategies and position products.
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Marketing managers & executives to identify consumers needs, wants, preferences
and expectations. Such information can enable successful marketing programs and
promotional activities to be developed that meet consumer hot spots.
2.0 LITERATURE REVIEW
The literature review section reveals that the used
variables are abstracts from the prevailing theories and the previous related
researches. Those abstracts are clearly shown here and it supposes that this
research is not biased.
Theory of Consumer Decision Making Process
This theory says that how the customers decide to purchase products. According to
this theory consumers can be divided in to three categories based on their ways of
decision making. They are Extensive problem solving, Limited problem solving, and
Routinized response behaviour.
At the level of Extensive problem solving, consumers need a great deal of
information to establish a set of criteria to be considered when preferring for a
specific brand. At the level of Limited problem solving, consumers have already
established the basic criteria for evaluating various brands but they search for more
additional brand information to discriminate among various brands of a product
category. Routinized response behaviour talks that consumers have experience with
the product category and a well established set of criteria with which to evaluate the
brands they are considering. They simply review what they already know.
Apart from that, this theory also describes four models of consumers with different
views .First one is economic view .Under this view consumer is considered to be a
rational person in terms of being aware of all available product alternatives and
ranking those alternatives according to the benefits and advantages and identifying
the best alternative.
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Next, cognitive view .it says that a consumer is a problem solver. Consumers search
for goods that fulfill their needs and enrich their lives.
Preference Formation Model (PFM)
Preference is formed when the customer is bonded to your company through the
establishment of a mutual benefit. Successful companies therefore go beyond
delivery of a commodity or service; they pursue the development of a relationship
with their customers. This bonded relationship will be more likely to survive
competitive attacks than the mere purveying of goods or services or an over
reliance on aggressive pricing models.
One of the components of the Preference Formation Process is the development of a
Preference Formation Profile. This profile breaks out the required attributes of each
stage of preference formation.
The profile further differentiates the required attributes of preference into emotive
or functional attributes and defines each as attractor, satisfier or expectant. The
PFM results in a likelihood of preference formation index (PFI) which represents the
strength of preference for a given product/service. We have found that the
preference formation index (a standardized score ranging from one to one hundred)
can range dramatically given the market and population under consideration. When
the index is weak (seventy-five or below) it means that while the elements of
preference are “in play” there is a reasonable amount of indifference toward the
preference target.
R.L. Oliver (1994) observed that customer satisfaction results from a process of
internal evaluation that actively compares expectations before purchase of a
product or service with perceived performance during and at the conclusion of a
purchase experience. The deployment of the theory of reasoned action as a model
for preference formation explains why such evaluation takes place. Satisfaction is a
product of the alignment between prescribed functional and emotive performance
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elements and the ability of the company to meet the performance expectations.
Sustained preference is a product of meeting these requirements over time.
What we have referred to as functional and emotive performance elements Oliver
defines as “evaluative elements” (expectants, satisfiers and attractors) that, in turn,
comprise a single product or service evaluative experience. Sustained preference
can be thought of as a series of experience interactions that are continuously being
modified as the components of preference are modified over time.
Gregory S. Carpenter and Kent Nakamoto (1989) explain in their research that
consumer preference towards a product may differ because of the product
attributes. They say that the learning process of the customers form a preference
towards particular brand. First customers have a trial purchase and if the customers
are satisfied with the product attribute customers repurchase the product and
doing so the preference is formed. As a result, consumer preferences are likely to
evolve through time, updated through heuristic judgment processes.
Leon Schiffman and Leslie Kanuk.(2009) expresses in his book consumer
behavior the application of the Theory of Reasoned Action Model.
The model is designed to provide a better understanding of how consumer
preference is formed and, correspondingly, to provide the means to accurately
predict consumer preference behavior.
The important contribution of the reasoned action model is the realization that
consumers utilize the model in all purchase experiences to a lesser or greater
extent. Of equal importance is the realization that the components used to make a
preference decision are also the ones employed by a consumer to evaluate the
performance success of the product or service purchased and the company
responsible for them. Therefore, as the components of preference change, the
elements influencing satisfaction change accordingly. The relationship is dynamic
and fluid therefore static or predetermined satisfaction analytic packages often miss
the most important elements of preference and can create a false sense of security
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on the part of companies who think that since their customer satisfaction scores are
high they must in turn have relatively loyal customers.
3.0 METHODOLOGY
Type of the research conducted is a descriptive research,
in which the major objective is to identify and describe the level of customer
preference towards Sunsilk shampoo.
The respondents who were taken into account in terms of gathering information
were randomly selected. The respondents were selected using a non probability
sampling technique, which is known as convenience sampling technique. The
respondents were selected based on the researcher’s convenience. The population
which was selected were students from “Institute of Business Management
Sciences” of MBA 2nd semester in University of Agriculture Faisalabad. The
population was about 400 students including Male and Female, The selected sample
size was 40 respondents.
Well prepared questionnaire was used in terms of gathering information. The
questionnaires were distributed among the Sunsilk shampoo preferred customers.
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