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 Journal of
Advances and
JournalScholarly
of Advances and
Researches
Scholarly Researches in in
Allied
Allied Education
Education
Vol.
Vol. Issue
VI, XII, October-
3, Issue 6,
2013, ISSN 2230-7540
April-2012,
ISSN 2230-
7540

REVIEW ARTICLE
STUDY OF CONSUMER'S PREFERENCE
TOWARDS HAIR OIL WITH SPECIAL
Study of Political
REFERENCE TORepresentations:
KARNAL CITY
Diplomatic Missions of Early Indian to
Britain

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 Journal of Advances and Scholarly Researches in Allied Education
Vol. VI, Issue XII, October-2013, ISSN 2230-7540

Study of Consumer's Preference towards Hair

Oil with Special Reference to Karnal City

Suman Rani Pannu

Asst. Prof. Dyal Singh College, Karnal (Haryana) – India -132001

Abstract – A person's likes and dislikes changes from time to time or, says it is very unstable. Anyone
having a need and is willing and able to sacrifice money is called consumer. By ignoring the preferences
of the consumer the business community cannot possibly fulfill its obligations in a responsible manner.

The effect of various external and internal factors on a consumer can be understood by different
psychological theories. External factors include social habitat, correspondence and friend circle etc.
Internal factors comprise in a consumer psyche and others like lifestyle, trends, personality, motivation
etc. have a considerable on the response of the consumer. This research is something about that
explains how a buying process begins and the end result of buying decision. With the help of this study
the relation of consumer behavior with the product, price, promotion etc is revealed. Thus, it is marketing
mix which is indispensable for the promotion of product/services in an organization.

Research Paper – The study on hair oils is also trying to find Consumer Preferences about different
features of hair oils and how Packaging, Quantity, Easy Availability and Variety are affecting the sale of
hair oil's. Continuing scientific discoveries and social changes, over the year been greatly responsible for
the developments that have taken place in the industry since, and brought hair oil, once a luxury, within
the reach of everyone.

Key Words: Consumer preference, Loyalty, Pack size, Brand.

---------------------------♦-----------------------------

INTRODUCTION and glamour as its main component is designed in

such a way as to cater to the needs, wants and
In India, hair oils became a lifestyle product in urban emotional demands of the consumers. The main
homes from the 1960s. Despite steady growth, the target of the huge expenditure on advertising is to
market penetration of hair oils remained very badly earn more and more consumers. In order to know the
low. Factors such as misconceptions among India's main factors that effects the buying
that hair oils are not pure and are refined, bleached behavior/decisions of the consumers the companies
and deodorized which damage hair in the long run, today are spending millions .Today companies have
and high excise duty in the earlier years, contributed to to appoint market researchers to have a bird’s eye
this. AS per CBEC 8% on small packs of coconut hair over the factors that mainly influences the buying
oil is implemented the effective duty levy would be on decisions of the consumers. This analysis of the
the maximum retail price, post abatement and ess. IF consumer’s behavior helps to determine the factors
the company is not able to challenge the circular, it will that are required to be given more importance in
either have to take an average 3.5%--4%likeacross its product development and the features of the
coconut oil portfolio on the excise imposition as will alternative communication methods etc. The analysis
have to raise to 200ml pack size to avoid excise and of the consumer’s behavior treats consumer one of
take price hit on packs smaller 200ml .According to an the variable among several variables in the marketing
edelweiss Report, coconut oil packs up to size 200ml sequence that is uncontrollable and the products and
forms about 22%of Marico’s consolidated turnover. services are interpreted not only in respect of
What revealed by the current literature is that more physical characteristics but the social and
focus has been given to customer retention by the psychological setup of the individual consumer or as
researchers and experts. Understanding of the a group of consumer. It is found out that the main
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behavior of the consumers and to fully satisfy them by element which influence the buying behavior of the
catering their needs and preferences is considered to consumer is their emotional attachment with the
be very important in order to retain the consumers. particular product brand. People would like to buy the
Direct actions of the consumers in order to obtain use products of a particular brand to which satisfy their
and dispose of economic goods and services and their emotional needs. The undertaken research will
decision together constitute consumer behavior. In provide the evidence regarding how the buying
today’s competitive era media is effectively planned behavior of the consumer is influenced in the local
1
Suman Rani Pannu
 Study of Consumer's Preference towards Hair Oil with Special Reference to Karnal City

market .Now a day there is no doubt in saying that the of the undertaken research both the primary and the
target of the aggressive marketing or we can say mass secondary data have been used. Various books,
marketing is to rule over the minds or influence the magazines, journals, websites and the information is
buying behavior of the consumers in the positive also collected from published research papers.
manner. It is only through advertising that the Questionnaire is used as a means of collecting the
consumers can get all the relevant information about primary data. Personally the Copies of the
the particular product or brand. Advertisements have questionnaire were given to respondents in the sample
been designed in such a manner that it has effective selected from the Karnal city. The questionnaire
appealing effect to the individuals of almost all the comprises a total of 15 items. The respondents are
income bracket. The way of appealing, the personality randomly selected and 50 respondents were
and the popularity of the brand ambassador, personally met in order to get their responses. The
advertising the product or service. The fundamental data that was collected was basically primary in
factor that determines the value that is attached by the nature.
consumer to the organization is the ability of the
organization to maintain long term relationship with the RESEARCH OBJECTIVES:
consumers. Consumers switching behavior is
sometimes encountered as a major threat in 1. To study the current market scenario for hair oils.
maintaining good relations with the consumers for a
long time. The relationship development process 2. To analyze the relationship between a specific
should be adopted by the various organizations in brand and its buying behavior.
order to retain and not only to retain but alsi to attract
more and more consumers. Sometimes a different 3. To assess factors influencing the buying behavior
approach that involves the application of the theory of of the consumers.
planned behavior as the application of this theory
helps in predicting the switching behavior of the SCOPE
consumers. Theory of planned behavior is based on
providing a link between the attitude and the behavior
The scope of the study covers almost all categories
of the consumers.
of hair oils. The whole appraisal of hair oils has been
done from the angle of customer satisfaction. Any
In order to supplement the theory of planned behavior, substitutes of hair oil like desi ghee or natural
control of perceived behavior, subjective codes and products have not been considered. Also hair oils
attitude toward the behavior results in "behavioral locally made by the unorganized sector and which
intention" (Ajzen,1991). Bansal (1997) measured how are not branded have not been considered.
one's attitude towards switching behavior, control of
perceived behavior (termed as cost of perceived
switching ) and satisfaction received from the product
LIMITATIONS
or service, with the intensity of the consumer to switch.
Results confirmed all the three variables exercises a The first and foremost limitation was time constraint,
significant influence on switching intentions. It has but still efforts have been made to put the picture as
been confirmed from the existing literature that the clear and candid as possible. The study was limited
needs and preferences of the consumers should be to 50 respondents, so it may not stand for universal
analyzed properly or we can say that understanding opinion. Respondent's biasness.
the behavior of the consumers is of vital importance for
the survival of the organization. Long term RESEARCH METHODOLOGY
sustainability of the organization is very much
dependent on the switching behavior of the consumers Keeping in view the hair oil Market in INDIA which is
i.e. The switching behavior of the consumers is of vital, very crowded and becoming competitive day by day,
critical importance for the long term sustainability of we decided to study the current scenario of the
the organizations. Thus, the present research tries to market.
understand the behavior of Hair oil users and the
various reasons behind their switching to other brands. Data Collection

RESEARCH METHODOLOGY The following techniques were adopted for data

collection:
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The present study research has been carried in the

city Karnal in Haryana The city Karnal is chosen for the 1. Primary Data:
study as in this city the people the from different
religion and cultural background resides here. This Primary data was collected through face to face
study enables us to evaluate the attitude of the interviews while filling up questionnaires. (50
selected sample from the population towards the Respondents)
usage of hair oils. This study also reveals the various
reasons as to why the consumers switch to other 2. Secondary Data
brands. In order to fulfill the predetermined objectives
2
Suman Rani Pannu
 Journal of Advances and Scholarly Researches in Allied Education
Vol. VI, Issue XII, October-2013, ISSN 2230-7540

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.

4. 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.

Universe

The main emphasis of the study was the karnal city.

The city is a home to various kinds of people hailing As revealed from the Table 1, almost half of the
from different backgrounds, upbringings and religions. respondents (50%) have their below 22 years and
The city has its share of individuals belonging to 18% have 28 and above years. All the respondents of
different social economic classes. the given study are females (80%), as the sample
selected basically consists of females.
Sampling It is process of selecting or choosing the
sample or member from the population that well About 32% respondents have their qualification as
represents the whole population and drawing post-graduate, 28% as graduation and others are 9%.
conclusions about the whole population on the basis of It has been seen that 75% respondents are students,
the inferences drawn from the sample. 18% are Research Scholars and 22% are
professionals. Also, it has been found that about 45%
Sample size have their monthly family income above Rs. 35,000,
22% respondents have below Rs, 25,000 and 25%
A sample size of 50 consumers was chosen. This ranging between Rs. 30,000- Rs. 35,000 and only
sample size was based upon time and affordability 14% respondents have their monthly family income
approach.The5 respondents were not able to provide as Rs. 25,000-Rs. 30,000
the relevant information due to their unwillingness to
answer or some find problems with the questions in Table 2: Sex/ Gender group of respondents
the questionnaire.

Sample Area- karnal

Sample Size- 50

Valid Sample Size- 45

Sample method- Simple Random Sample

Data Analysis and Interpretation:

TO STUDY THE CONSUMER PREFERENCES

www.ignited.in

TOWARDS HAIR OILS.

Above table indicates the classification of
Table 1. Demographic Profile respondents as Male respondents was 20% and
Female 80%.

Suman Rani Pannu 3

 Study of Consumer's Preference towards Hair Oil with Special Reference to Karnal City

Table 3: Age group of respondents Table 6: Use of hair oil

From the above table it can be seen that 90% of the

respondent's use shampoo whereas only 10%
respondents don't use hair oil.
The above table shows that majority (50%) of the
Table 7: Which of the following brands of hair oil have
respondents belong to age group 21-25, where as
you purchase?
30% respondents belong to 19-20 age group.

Table 4: Occupation of the respondents

From the above table it can be seen that majority of

the (85%) respondents were students then 10% The above table shows that about 25 % of the
shopkeepers. respondents use Hair&care hair oil and 20%of
respondents use kio karpin whereas 15%
Table 5: Monthly income pattern of the respondents respondents use kesh king.

Table 8: Factors you consider while purchasing a

hair oil.

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The above table shows that in terms of the monthly

income pattern a majority of the respondents 40%
belonged to income level less than 5,000, then in
between 5001-10000 and 10001-15000 (20%)equally. 4
Suman Rani Pannu
 Journal of Advances and Scholarly Researches in Allied Education
Vol. VI, Issue XII, October-2013, ISSN 2230-7540

From the above table it can be seen that (45%) of the Above table shows that 50% of the respondents oils
respondents consider their hair type while purchasing their hair 3-4 times in a week whereas 40% of
hair oil ,40% respondents consider hair problem and respondents oils their hair 1-2 times in a week.
6% consider price whereas 5% consider fragrance
while purchasing the same. Table 12: Size of the pack you purchase most often

Table 9:Who influence you to purchase the brand?

Above table shows that 60% of respondents use 25

ml to 100 ml Bottle whereas 11% respondents use
100 ml to 250 ml Bottles.
Above table indicates thatmajority (64 %) of the
respondents are of the opinion that they themselves Table 13: In which media you have seen (audio also)
make the purchase decision not by any another's the advertisement of these brands
influence and only 20% respondents are influenced by
Advertisement.

Table 10: Do you change your hair oil?

Above table shows that majority 80% of the

respondents have seen the advertisement in T.V
.whereas 15% of the respondents have are favoring
magazines for the purpose.
Above table shows that 47% of the respondents are
neutral about their opinion about change of the hair oil
Table 14: Frequency of buying per month
brand and 32% respondents Never change their
brands whereas 13% of the respondents occasionally
change the brand.

Table 11: No. of times you oils your hair in a week

Table above indicates the frequency of purchasing

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hair oilper month by the users.

The given data revealed that most of the respondents

buying hair oil only once in a month 50%), 40% buy

Suman Rani Pannu 5

 Study of Consumer's Preference towards Hair Oil with Special Reference to Karnal City

twice in a month and 10% respondents buying hair oil bottle first then 100 ml Bottle and then 250 ml Bottles
thrice in a month. respectively.80% of the respondents have seen
advertisement in T.V. and 0% on Radio. So far as
Table 15: Awareness of Brands satisfaction is concerned about the use of hair oil
majority of the respondents are satisfied by the hair oil
then highly satisfied and neutral sign. In case of brand
loyalty it is a matter of great concern and respondents
are very loyal to their hair oil brand and they can
undergo any hardship to get the hair oil of their choice.

CONCLUSION

By analyzing all relevant aspects in deep the

researcher come to the conclusion that, young
generation highly prefer the use of hair oil as they are
highly influenced by the Bollywood celebrities. They
want their hairs to like the hairs of their favorite star.
Table, examined awareness of the people regarding The respondents make a their own decision for
various brands of hair oils like Cosmetic hair oils, purchase, use hair oil frequently, rarely want to
Herbal hair oils, Medicated hair oils and others. Most change their hair oil , preferring pack size are small
of the respondents (60%) aware of Cosmetic hair oils. bottles, media especially T.V. is playing major role in
21% respondents aware of Herbal hair oils, 11% creating great awareness among the respondents,
aware of medicated hair oils and 8% constitute others customer satisfaction contributes the majority. Hair
category. oil users are very loyal towards the particular hair oil
they are using.
Table 16: Usage of hair oil Brands
REFERENCES:

Principles of Marketing-kotler philip

Table identified the different brand used by the

respondents. An examination of the data shows that
most of the respondents (80%) used only one brand,
5% respondents used more than three brands, and
15% respondents used two brands. Findings the facts
that have been revealed from the above research is
that the majority of the respondent's use hair oil, the
proportion that doesn't use hair oil is just negligible.
Majority of the respondents that favorably uses hair oil
belongs to the age group of 21-25 years in comparison
to the other age groups. The hair oils preferred by the
respondents from among the various alternatives
available in to the market are as follows- hair & care,
kio karpin, pat Anjali hair oils (kesh-kanti), kesh king.
While purchasing the hair oils of various brands in the
market respondents gave importance to various
factors such as their hair type, hair problem, price and
fragrance while purchasing the same. Self-decision
has always been preferred by majority of respondents,
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decision to purchase a particular hair oil is least

influenced by others, whereas rarely it might be
influenced by Advertisement. A fairly large number of
the respondents are neutral about their opinion for
change of the brand of hair oil and some respondents
do not want to change their hair oil. Analysis shows
that about 50% of the respondents oil their hair 3-4
times in a week whereas 40% of respondents oil their
hair 1-2 times in a week. Respondents prefer 25 ml
6
Suman Rani Pannu