OBJECTIVES OF THE STUDY 1. To study the current Indian market for Shampoos. 2. To analyze the relationship between a specific brand and its buying behavior. 3. To assess whether advertising is influencing the buying behavior of the consumers. 4. To study the impact of the seals of clinical laboratories on the consumers buying behavior. RESEARCH METHODOLOGY Keeping in view the Shampoo Market in INDIA which is very crowded and becoming competitive day by day, we decided to study the current scenario of the market. DATA COLLECTION The following techniques were adopted for data collection : 1. PRIMARY DATA Primary data was collected through face to face interviews while filling up questionnaires. (33 RESPONDENTS) 2. SECONDARY DATA Relevant information was gathered from magazines, newspapers and project reports that formed the secondary data. 3. COMMUNICATION APPROACH
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OBJECTIVES OF THE STUDY1. To study the current Indian market for Shampoos.
2. To analyze the relationship between a specific brand and its buying behavior.
3. To assess whether advertising is influencing the buying behavior of the
consumers.
4. To study the impact of the seals of clinical laboratories on the consumers buying
behavior.
RESEARCH METHODOLOGY
Keeping in view the Shampoo Market in INDIA which is very crowded and becoming
competitive day by day, we decided to study the current scenario of the market.
DATA COLLECTION
The following techniques were adopted for data collection :
1. PRIMARY DATA
Primary data was collected through face to face interviews while filling up
questionnaires. (33 RESPONDENTS)
2. SECONDARY DATA
Relevant information was gathered from magazines, newspapers and project reports
that formed the secondary data.
3. COMMUNICATION APPROACH
Face to face interviews was taken as the communication approach since it is a better
method in cases where slight probing is required.
SCOPE
The scope of the study covers almost all categories of Shampoos. The whole appraisal
of Shampoos has been done from the angle of customer satisfaction. Any substitutes of
Shampoos like washing soaps or natural products have not been considered. Also
Shampoos locally made by the unorganised sector and which are not branded have not
been considered.
LIMITATIONS
The probable limitations of this study are as under :
1. The first and foremost limitations was time constraint which was only one months,
but still efforts have been made to put the picture as clear and candid as possible.
2. Samples were randomly selected as per convenience so error is bound to creep in
the observation.
3. The conservative attitude of the respondents was a limiting factor in gaining
information.
UNIVERSE
The main emphasis of the study was the city of Delhi. The Capital of INDIA is
cosmopolitan city and is a home to various kinds of people hailing from different
backgrounds, upbringings and religions. This diversity makes Delhi a mini INDIA ! The
percentage of male consumers is 50% and that of female consumers is also 50%. The
city has its share of individuals belonging to different social economic classes.
SAMPLING
SAMPLE SIZE
A sample size of 33 consumers was chosen, but due to incompletely filled
questionnaires and unwillingness and carelessness on the part of the respondents, we
were forced to reduce the sample size to 28. This sample size was based upon time
and affordability approach.
SAMPLING TECHNIQUES
Disproportionate stratified random sampling technique has been used in sampling due
to the following reasons :
1. It provides information about parts of the universe.
2. It provides help in gaining precision through stratification.
QUESTIONNAIRE DESIGN
The questionnaire used was a printed, well structured formalized schedule to obtain and
record specified and relevant information with fair accuracy and completeness.
The questioning process was face to face interviews and the questionnaire was
designed in such a way that it could be understood and answered easily by the
respondents. The questionnaire contained both close and open ended questions. The
close ended questions were dichotomous and multiple choice in nature. Since some of
the questions were probing in nature and required answers on the basis of memory of
the respondent. In such type of questions there is a risk that the respondents will
answer whatever comes to their minds, thereby reducing the impact of the study.
Keeping these considerations in mind, firstly the period of time in which respondents
were asked to respond was reduced, since it has been found that the longer the
reporting period, the less accurate the reporting.
Secondly, to help respondents to think deeper and clearly more questions in a way that
stimulated association, thereby assisting the recall process about the event.
KEY FINDINGS
It has been observed that people use not only shampoos but home remedy is also
preferred because of its uniqueness of effectiveness. People also use more than
one shampoo or keep two shampoos
Most people have tried one or more shampoos but hardly finds any differences.
Except for clinic all clear and organic in which respondents have positively agreed of
best shampoo than others.
People buys those shampoos giving them maximum benefits. Female normally look
for shampoo matching with their hair type but male look for combination of benefits
i.e. 1st hair problem and then fragrances followed by price.
An advertisement is the one that influences a lot than any other factors.
Most people change their shampoos occasionally but there are people who never
change their shampoo i.e. they are satisfied with their current brand.
People normally shampoo twice a week or three to four times a week.
Most people normally buy sachets available followed by above 250-ml pack.
Most people know of the brands through advertisements. Next come magazines.
And then the newspapers.
Satisfaction is maximum drawn with people using clinic and organic. These are the
brands, which attract most because of perceived quality and brand image.
BRAND IMAGE OF SHAMPOOS AS A PERSON
The survey reveals that the Organics user with his Impressive personality and
Friendly behavior provides Good company. He is Outgoing and is Similar to most
people. He is indifferent to advertisements and Independently makes the major
decisions of his life.
The user of Head & Shoulders has an Outgoing personality and can impress
people easily. He is meticulous in nature although he independently takes decisions.
He is similar to most people and due to his friendly nature, provides Good company.
The consumer of Sunsilk is totally independent in making major decisions. He
seldom seeks advice from others and is indifferent to advertisements. Although he is
meticulous but lacks innovation. His similarity to most people, outgoing and friendly
nature, provide good company and accord him an impressive personality.
The Pantene consumer is very friendly, gives good company and has an
impressive personality. He is meticulous and similar to most people although he is
outgoing he is not much of an innovator. He independently takes decisions and
never seeks any advice from others.
The user of Clinic all clear is quite innovative while he also does his jobs
meticulously. He seldom seeks advice and is indifferent to advertisements as he is
independent in taking major decisions in his life. His similarity to most people, his
impressive personality and friendly nature always provide good company.
METHODOLOGY
SURVEY METHOD
I have chosen the exploratory research method for the research. In this method all the questions
are close ended. Except for few questions that needed to be known as in question 10 of asking
the satisfaction and dissatisfaction level and know their problems with respect to the brand they
have used. The options in the form of yes or no, Ranking & choosing one alternative out of
various alternatives, I could not take the open-ended questions in the Questionnaire because of
time constraint. The time given for this research is very short to analyze the survey in Depth. The
number of question related to consumer behaviour research is 14. Out of which 4 Related to
personal details.
Sample size: 20
SRSWR
Sex ratio: 1:1
The studies were conducted in localities
Mainly Students were covered and 10 % others considered for the
study.[College/school/Univ./inst./housewives]
Sample coverage 10 male and 10 girls
Other questions were asked about the personalities of the shampoo with the brand image they