Project Report

On
A Comparative Study on Consumer Buying Behavior on Hair Care Products of
HUL and P & G

Submitted in Partial Fulfillment for the Award of the

Degree of BBA 2018-2021

Under the Guidance of: Submitted By:

Dr. Anju Batra Sakshi Jain
Assistant Professor 02612301718

Delhi Institute Of Advanced Studies (14, Bold)

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 ACKNOWLEDGEMENT

I express my sincere thanks to my project guide Dr. Anju Batra, for providing me with an opportunity
to work under this guidance and providing tireless support during the course of the project. Her
continued cooperation, never ending encouragement, meticulous guidance and uninhibited support at
various stages helped me in preparation of this research study. I would also like to thank the staff of
Delhi Institute of Advanced Studies, library and administration section for their cooperation and
support. And I have learnt from several articles, research studies and papers. I acknowledge the value I
have received from these bodies of knowledge.

Name of the Student : Sakshi Jain

Enrollment Number : 02612301718
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This is to certify that I have completed the Project Report titled” (title of the project)” under the

guidance of “(name of the guide)” in partial fulfillment of the requirement for the award of Degree

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 Executive Summary

FMCG refers to Fast Moving Consumer Goods, requirement for daily or frequent use.
Typically, a consumer buys these goods at least once a month. The sector covers a wide
gamut of products such as detergents, toilet soaps, toothpastes, shampoos, creams,
powders, food products, confectioneries, beverages, cigarettes.

Hindustan Unilever Limited is India's largest Fast Moving Consumer Goods (FMCG)
Company based in Mumbai, Maharashtra. It is owned by the British-Dutch company
Unilever which controls 52% majority stake in HUL. Its products include foods,
beverages, cleaning agents and personal care products.

P&G is one of the largest and amongst the fastest growing consumer goods companies in
India. Established in 1964, P&G India now serves over 650 million consumers across
India. Its presence pans across the Beauty & Grooming segment, the Household Care
segment as well as the Health & Well Being segment, with trusted brands that are
household names across India. These include Vicks, Ariel, Tide, Whisper, Olay, Gillette,
Ambipur, Pampers, Pantene, Oral-B, Head & Shoulders, Wella and Duracell.

Indian Hair Care Market is forecasted to reach USD 4.89 billion by 2025 growing at a
CAGR of 6.58% during the forecast period (2020 - 2025).The changing consumer
dynamics, coupled with increasing product awareness, has been identified as the major
driver of the market. These changes are majorly due to high millennial population,
migration towards cities, and rising women employment. Focus on the premium sector
has been identified to grow among the urban and youth population with consumers
willing to spend a decent amount on products offering faster results. Products designed
for focused hair types are gaining popularity among users, with companies now focusing
on products rich in active ingredients.

Increasing internet penetration and push of e-commerce companies to attract consumers

is driving the sales from e-commerce, while sales from physical retail channel continue to

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dominate the market. Therefore, this study is focused on three objectives to compare
Indian consumer buying behavior between HUL and P&G such as to study Indian
consumer buying behavior on hair care products of HUL and P&G, to evaluate the
factors influencing hair care consumer buying behavior of HUL and P&G in Indian
market and to assess the marketing strategy on hair care products of HUL and P&G.

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 Table of Contents

Chapter No. Particulars Page No.

Title Page I
Institute’s Certificate II
Executive Summary III
List of Tables IV
List of Figures V
1 Introduction 1-11
Introduction of FMCG
Company’s Profile
Indian Hair Care Market
2 Introduction to Study 12-27
Marketing
Consumer Perception
Consumer Buying Behavior
3 Research Methodology 28-32
4 Data Analysis and Interpretation 33
Analysis of the views of customers 34-60
Factors affecting the consumer buying behavior on hair
care products
5 Findings and Conclusions 61-66
Findings
Conclusion
6 Suggestions and Limitations 67-68
Suggestions
Limitations
Reference and Bibliography 69-71
Research Papers, Academic Books and Websites
Annexure 72-78
Questionnaire
List of Tables

Table No. Particulars Page

No.
Table 4.1 Table showing gender wise distribution of respondents 34

Table 4.2 Table showing age wise distribution of respondents 35

Table 4.3 Table showing qualification wise distribution of respondents 36

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Table 4.4 Table showing income wise distribution of respondents 37

Table 4.5 Table showing distribution products normally used by people 38

Table 4.6 Table showing distribution of brands opted by the respondents 39

Table 4.7 Table showing distribution of the duration of use of product 40

Table 4.8 Table showing distribution of the willingness to spend on product 41

Table 4.9 Table showing distribution of the mode of promotional media 42

Table 4.10 Table showing distribution of the factors affecting the choice of 43
buying of product
Table 4.11 Table showing the distribution of the respondents referring reviews 44
before buying a hair care product
Table 4.12 Table showing distribution of the reasons of changing a product 45

Table 4.13 Table showing distribution of the respondents buying product from 46-47
various sources
Table 4.14 Table showing distribution of respondents recommending the 47-48
product to their known ones
Table 4.15 Table showing the parameters affecting the choice of buying of a 49-50
product

List of Figures

Figure No. Particulars Page

No.
Figure 4.1 Graph showing gender wise distribution of respondents 34

Figure 4.2 Graph showing age wise distribution of respondents 35

Figure 4.3 Graph showing qualification wise distribution of respondents 36

Figure 4.4 Graph showing income wise distribution of respondents 37

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Figure 4.5 Graph showing distribution of products normally used by people 38

Figure 4.6 Graph showing distribution of brands opted by the respondents 39

Figure 4.7 Graph showing distribution of duration of the use of the product 40

Figure 4.8 Graph showing distribution of the willingness to spend on 41

product
Figure 4.9 Graph showing distribution of the modes of promotional media 42

Figure 4.10 Graph showing distribution of factors affecting the choice of 43

buying of product
Figure 4.11 Graph showing the distribution of the respondents referring 44
reviews before buying a hair care product
Figure 4.12 Graph showing distribution of the reasons of changing a product 46

Figure 4.13 Graph showing distribution of the sources of buying the product 47

Figure 4.14 Graph showing distribution of respondents referring the product 48

to their known ones
Figure 4.15 Graph showing the parameters affecting the choice of buying of 50
a product

Chapter 1

5
 Introduction to Company

1.1. Introduction of FMCG

Fast Moving Consumer Goods (FMCG) or Consumer Packaged Goods (CPG) is products
that are sold quickly and at relatively low cost. Examples include non-durable goods such
as soft drinks, toiletries, and grocery items.Though the absolute profit made on FMCG
products is relatively small, they generally sell in large quantities, so the cumulative
profit on such products can be substantial. ITC Limited, Procter & Gamble and Unilever
are the three biggest consumer goods company that operates across the globe.

FMCGs refers to those retail goods that are generally replaced or fully used up over a
short period of days, weeks, or months, and within one year. This contrasts with durable
goods or major appliances such as kitchen appliances, which are generally replaced over
a period of several years.

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FMCG have a short shelf life, either as a result of high consumer demand or because the
product deteriorates rapidly. Some FMCGs such as meat, fruits and vegetables, dairy
products and baked goods are highly perishable. Other goods such as alcohol, toiletries,
pre-packaged foods, soft drinks and cleaning products have high turnover rates.

FMCG refers to Fast Moving Consumer Goods, requirement for daily or frequent use.
Typically, a consumer buys these goods at least once a month. The sector covers a wide
gamut of products such as detergents, toilet soaps, toothpastes, shampoos, creams,
powders, food products, confectioneries, beverages, cigarettes. Typical characteristics of
FMCG products, individual items are of small value but all FMCG products put together
account for a significant part of the consumer’s budget. The consumer keeps limited
inventory of these products and prefers to purchase them frequently, as and when
required. Many of these products are perishable. The consumer spends little time on the
purchase decision. Rarely does he/she look for technical specification (in contrast to
industrial goods). Brand loyalties or recommendations of reliable retailer/dealer drive
purchase decision. Trail of a new product i.e. brand switching is often induced by heavy
advertisement, recommendation of the retailer or neighbors/ friends. These products cater
to necessities, comforts as well as luxuries. They meet the demands of the entire cross
section of population. Price and income elasticity of demand varies across products and
consumers.

1.2 Company Profile

Hindustan Unilever Limited (HUL)

Hindustan Unilever Limited is India's largest Fast Moving Consumer Goods (FMCG).
Company based in Mumbai, Maharashtra. It is owned by the British-Dutch company
Unilever which controls 52% majority stake in HUL. Its products include foods,
beverages, cleaning agents and personal care products.

HUL was formed in 1933 as Lever Brothers India Limited and came into being in 1956
as Hindustan Lever Limited through a merger of Lever Brothers, Hindustan Vanaspati

7
Mfg. Co. Ltd. and United Traders Ltd. It is headquartered in Mumbai, India and has
employee strength of over 16,500 employees and contributes to indirect employment of
over 65,000 people. The company was renamed in June 2007 as “Hindustan Unilever
Limited”.

Lever Brothers started its actual operations in India in the summer of 1888, when
crates full of Sunlight soap bars, embossed with the words "Made in England by
Lever Brothers" were shipped to the Kolkata harbor and it began an era of marketing
branded Fast Moving Consumer Goods (FMCG).

Hindustan Unilever's distribution covers over 2 million retail outlets across India
directly and its products are available in over 6.4 million outlets in the country. As per
Nielsen market research data, two out of three Indians use HUL products.

HUL works to create a better future every day and helps people feel good, look good
and get more out of life with brands and services that are good for them and good for
others.
As of 2019 Hindustan Unilever's portfolio had 35 product brands in 20 categories. The
company has 18,000 employees and clocked sales of ₹34,619 crores in FY2017–18.

In December 2018, HUL announced its acquisition of GlaxoSmithkline's India business

for $3.8 billion in an all equity merger deal with a 1:4.39 ratio.However the integration of
GSK's 3,800 employees remained uncertain as HUL stated there was no clause for
retention of employees in the deal. In April 2020, HUL completed its merger with
GlaxoSmithKline Consumer Healthcare (GSKCH India) after completing all legal
procedures.

With over 35 brands spanning 20 distinct categories such as soaps, detergents, shampoos,
skin care, toothpastes, deodorants, cosmetics, tea, coffee, packaged foods, ice cream, and
water purifiers, the Company is a part of the everyday life of millions of consumers
across India. Its portfolio includes leading household brands such as Lux, Lifebuoy, Surf
Excel, Rin, Wheel, Fair & Lovely, Pond’s, Vaseline, Lakmé, Dove, Clinic Plus, Clear,

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TRESemmé, Sunsilk, Pepsodent, Closeup, Axe, Brooke Bond, Bru, Knorr, Kissan,
Kwality Wall’s and Pureit.

Proctor & Gamble Company (P & G)

P&G is one of the largest and amongst the fastest growing consumer goods companies in
India. Established in 1964, P&G India now serves over 650 million consumers across
India. Its presence pans across the Beauty & Grooming segment, the Household Care
segment as well as the Health & Well Being segment, with trusted brands that are
household names across India. These include Vicks, Ariel, Tide, Whisper, Olay, Gillette,
Ambipur, Pampers, Pantene, Oral-B, Head & Shoulders, Wella and Duracell. Superior
product propositions and technological innovations have enabled P&G to achieve market
leadership in a majority of categories it is present in. P&G India is committed to
sustainable growth in India, and is currently invested in the country via its five plants and
over nine contract manufacturing sites, as well as through the 26,000 jobs it creates
directly and indirectly. Our sustainability efforts focus on Environmental Protection as
well as Social Responsibility to help develop the communities we operate in P&G
operates under three entities in India - two listed entities “Procter & Gamble Hygiene and
Health Care Limited” and ‘Gillette India Limited’, as well as one 100% subsidiary of the
parent company in the U.S. called ‘Procter & Gamble Home Products’.

In 1964, a public limited company, Richardson Hindustan Limited (RHL) is formed,

which obtains an industrial license to undertake manufacturing of Menthol and Vicks
range of products such as Vicks VapoRub, Vicks Cough Drop and Vicks Inhaler. In
1991, P&G liberalized the Indian house wife through the introduction of ‘Ariel Micro
System’. The years before Ariel, washing had been a long arduous process for
housewives, involving back breaking labor. In 1993, P&G USA enters into a Joint
Venture with Godrej Soaps in India & was named Procter & Gamble Godrej (PGG) to
leverage Godrej’s scale & distribution in the Soaps category in India; however the JV for
strategic business reason was dissolved in 1996.In 1995, Procter & Gamble Home
Products enters the Hair care Category with the launch of Pantene Pro-V. The New
Pantene Amino Pro-V Complex range of shampoo.

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In 2014, P&G recorded $83.1 billion in sales. On August 1, 2014, P&G announced it wa
streamlining the company, dropping and selling off around 100 brands from its product
portfolio in order to focus on the remaining 65 brands, which produced 95% of the
company's profits. A.G. Lafley—the company's chairman, and CEO until October 31,
2015—said the future P&G would be "a much simpler, much less complex company of
leading brands that's easier to manage and operate".

1.3. Indian hair care market

India hair care market is anticipated to grow over the upcoming period owing to factors
such as rising urbanization and increase in disposable income. Additionally, consumer
need to appear presentable and professional in daily lives is also adding to the growth of
hair care market in India. The rise in R&D investments for haircare products is also
contributing to the growth of India haircare market.The Indian hair care market, also has
the presence of traditional hair treatment techniques, which tend to impact the adoption of
new categories such as shampoo and hair conditioners. Other categories such as hair
colorants follow the above stated categories in terms of market share. The trend is
expected to continue over the forecast period as well. One of the key challenges in the
hair care market in the Indian context is the prevalence of unorganised market, where
traditional kirana shops tend to dominate the distribution aspect. This on the other hand,
presents a considerable growth opportunity for organised players to market their presence
over the coming years.Driving factors responsible for the growth of India hair care
market includes rise in personal awareness, rising demand for haircare products from
middle class consumers, increasing awareness, and availability of hair care products.
Climate variations in India is another driving factor that tends to hamper the hair
conditions living in a certain geographic condition, thus augmenting the demand for
proper haircare products to adapt in such locations.

Hair cosmetics is an evolving field and the hair industry is continuously investing in
gaining suitable resources to identify new components and hair procedures. India being a
growth market for hair care products, tends to have the focus of multiple active vendors

10
in the hair care market. With a relatively young population, combined with the increasing
inclination towards hair care products, the market presents considerable growth
opportunity for hair care market. Commercial scenario of haircare products in India
includes rolling out innovative hair care cosmetics for men and women.

In terms of distribution channel, the market is segmented as online channel and offline
channel. Offline channel dominates the market in the Indian context followed by the
online channel. The online channel is expected to witness significant growth supported
by the prevailing broadband penetration and smartphone penetration in the market. The
prevailing penetration of broadband and smartphones coupled with increasing awareness
of hair care products and growing adoption among consumers is expected to aid market
growth over the coming years.

In the offline channel, hair care market includes hypermarkets & supermarkets,
department stores, and specialty stores. Hypermarkets & supermarkets tend to command
a considerable share of the market within the offline channel. Among the other store
formats, specialty stores format follows the hypermarkets & supermarkets format and is
expected to gain more strength over the forecast period.

Hair care market in India is highly competitive with active vendors offering multiple
products across the various product categories. Companies such as P&G and Hindustan
Unilever have established presence with considerable product portfolio being offered at
varying price points. Among the various active players in the hair care industry,
Hindustan Unilever continues to be among the leading players.Some of the key players in
India hair care industry include L’Oreal, Himalaya Drug Company, Procter & Gamble,
Hindustan Unilever, and Patanjali Ayurved.The India professional hair care Market is
accounted for $123.42m in 2017 and is estimated to grow at a CAGR of 17.1% during
2018-2023. Professional hair shampoo and conditioning has the largest share of 52.60%
in India’s professional hair care product market revenue of $64.92m in 2017 and is
estimated to reach $176.15m with CAGR of 18.1% during 2018-2023. Rising western
culture, increase in consumer awareness about fashion trends and celebrity style

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following to upsurge the hair care market. A wide range of weather conditions in the
country causing hair fall and hair damage problems are increasing the potential for
external hair treatment. Changing consumer dynamics coupled with increasing product
awareness has been identified as Growing cases of hair loss and hair damage among the
population has also driven the demand for products containing natural ingredients Focus
on the premium sector has been identified to grow among the urban and youth population
with consumers willing to spend premium on products offering faster results. Products
designed for focused hair types are gaining popularity among users, with companies now
focusing on products rich in active ingredients

India hair care and styling products market is a highly fragmented Market due to the
presence of various giant players and local players such as Loreal, Henkel. Procter and
Gamble, Hindustan Unilever Limited, Garnier and others. The product innovation is one
of the most adopted strategies with the infusion of the natural and organic ingredients so
as to meet the growing hair concerns of the consumers such as hair fall, dandruff, color
protection, and others. The companies are expanding their presence in the professional
hair care segment is another active strategy followed by the companies.

Diversity in top consumer hair needs

India China Japan
Hairfall 1 2 4
Damage 2 3 1
Longer/Stronger 3 5 3
Dandruff 4 1 5
Shine 5 4 2

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The Shampoo Market is Segmented by Product (2-in-1 Shampoo, Anti-dandruff
Shampoo, Kids Shampoo, Medicated Shampoo, Standard Shampoo, and Other Products),
Distribution Channel (Supermarkets/Hypermarkets, Specialist Retailers, Convenience
Stores, Drug Stores and Pharmacies, Online Stores, and Other Distribution Channels),
and Geography (North America, Europe, Asia-Pacific, South America, and Middle-East
and Africa).
The top three companies in shampoo market are Hindustan Unilever Ltd., Procter and
Gamble and Dabur. From the pie chart, it is seen that Hindustan Unilever Ltd. Is
dominating the market with 46% of market share followed by Procter and Gamble and
Dabur with 24%and 11% of market share. The other major players in the market are
Indian tobacco Company, L’oreal and CavinKare with 6%, 3% and 2% of market share.

According the report on ‘India Hair Care Market Outlook, 2023′ published by Bonafide
Research, India overall market for hair care products is anticipated to reach more than Rs.

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19,000 crores at the end of forecast period. It has grown with more than 10% CAGR in
value terms during review period starting from 2011-12 to 2016-17. Market is made of
daily hair care products and hair styling products. Among them every products have
enough variety for instance taking one brand such as L’Oreal Paris has more than 10
variant in shampoo segment, more than 2 in serum segment, more than 2 in hair colour
with wide range of colour variant and so on. With population more than 130 crores, India
is seen as wide market for hair care products as emerging trend of urbanisation feels in
the country. Marketers are well aware about the different needs as large population
consider and offer products as per particular need. Variation is to be like; shampoo for
long hair, for anti-dandruff, for smooth and shiny, etc. Products such as hair oil and
shampoo are majorly used by urban and as well as rural people, but especially products
such as hair colour, hair gel, serum and other styling products have still dominance by the
urban area. Furthermore, personal grooming is considered important by men, market of
hair care gain the growth as hair care for men is not in the scenario previously. As seen
above hair is considering as crown, men and women both have extra consideration for
hair care than previous.

The things are changing now, hair care has done only in a traditional way. But, the
today’s people are showing concern about use of cosmetic for hair care especially
millennial that are ready to experiment with their looks. As ratio of youth are more in
India, the young generation shows the interest of products such as branded hair oil,
branded shampoo, hair colour, serum, hair gel and other hair styling products. Among
youngsters, number of college going students has increased than previous, which drive
the use of such products. Also, the entry of herbal products drive the market as consumer
are demanding the products which are made from natural ingredients and have less
harmful effect on health. Another driver is sachet packaging, where products of premium
brands have also presence in sachet form to reach the lower income group.

According to Product Insights: Haircare in India report from Datamonitor, India

witnessed over 200 new product launches, Most new product launches occurred in the
shampoo category, which accounted for nearly 45% of all new offerings, followed by

14
conditioners and styling agents which collectively accounted for over 40% of launches.
Hair colorants accountedfor over 10% of new launches andthis figure is expected to
increase in the future, due to a steadyincrease in India’s young population. The least
number of new product launches took place in the perms and relaxers segment, which
made up just about 2% of all new launches. This is primarily because suchproducts target
a very niche segment of the population and are yet to find favor with the masses.When
compared globally, India, with a share of 3.0%, ranked eighth in terms of new product
launches inthe haircare market. This relatively low rank belies the potential that India
holds for haircare products.However, as disposable income continues to rise and beauty
consciousness continues to grow amongmen and women of all age groups, an influx of
new products is expected in the future. While thepenetration of specialized haircare
offerings is still low in India, as product awareness and industrydevelopment improve,
consumer interest, particularly in rural India, is bound to increase significantly.
Apart from traditional hair oil products, Indian hair care market remains largely under-
penetrated withlarge part of consumption still driven by urban consumers.
However, manufacturers are increasinglyfocusing on driving their sales from rural and semi-
urban areas by using sachet strategy and inducingconsumers to experiment
with new products.Hair colorant market is one developing area which is showcasing enormous
potential for themanufacturers. There is a huge demand for hair colorant products from
consumers through bothprofessional salons as well as retail channels. Currently, local players
Godrej Industries control majorityof the Indian hair colorant market while companies such as
Loreal and P&G are launching their globalproduct portfolio into the Indian market.Increasingly
Indian consumers specifically women are becoming more aware about the global trends andare
more willing to spend on their hair grooming.

15
 Chapter 2
Introduction to Study

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2.1 Marketing

2.1.1 Meaning
Marketing is the process of converting prospective buyers into actual customers by
communicating complete information of the product or services to the customer. The key
elements which are the secret to a successful marketing practice are thorough market
survey and research, framing a competitive strategy, designing a realistic marketing plan
and implementing different tactics to execute the plan.

2.1.2 Nature of Marketing

 Managerial Function: Marketing is all about successfully managing the product,
place, price and promotion of business to generate revenue.
 Human Activity: It satisfies the never-ending needs and desires of human beings.
 Economic Function: The crucial second marketing objective is to earn a profit.
 Both Art and Science: Creating demand for the product among consumers is an
art and understanding human behaviour, and psychology is a science.
 Customer-Centric: Marketing strategies are framed with the motive of customer
acquisition.
 Consumer-Oriented: It practices market research and surveys to know about
consumer’s taste and expectations.
 Goal-Oriented: It aims at accomplishing the seller’s profitability goals and
buyer’s purchasing goals.

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  Interactive Activity: Marketing is all about exchanging ideas and information
among buyers and sellers.

2.1.3 Objectives of Marketing

 Customer Satisfaction: The primary motive of a company is to satisfy the needs
of customers.
 Ensure Profitability: Every business is run for profit, and so goes for marketing.
 Building Organizational Goodwill: It portrays the product and the company’s
positive image in front of the customers.
 Create Demand: It works for generating the demand for products and services
among the customers.
 Increase Sales Volume: It is a rigorous process of increasing the sale of product
or service to generate revenue.
 Enhance Product Quality: Marketing initiates customer feedback and reviews to
implement them for product enhancement.
 Create Time and Place Utility: It makes sure that the product or service is
available to the consumer whenever and wherever they need it.

2.1.4 Advantages of Marketing

 Marketing facilitates the exchange in the Ownership and Possession of Goods and
Services.
 Marketing helps in optimum utilisation of resources.
 Marketing increases national income.
 Marketing raises the standard of living.
 Marketing provides gainful employment of opportunities.
 Marketing stabilises the Economic Conditions.
 Marketing provides maximum satisfaction of human wants.

2.1.5 Disadvantages of Marketing

 Marketing can be expensive and drain profits, especially for smaller businesses.
 It's difficult to accurately assess the cost benefit of a marketing campaign.

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  Not all campaigns are successful because they were not carefully researched and
planned.

2.2 Customer Perception

2.2.1 Meaning
Customer perception is the customer's overall opinion, thought, awareness and feelings
about a company and its product and service offerings. Customer perception is also
referred to as Consumer perception. Customer perception refers to the process by which a
customer selects, organizes, and interprets information/stimuli inputs to create a
meaningful picture of the brand or the product.

2.2.2
Stages
of

Customer Perception

Customer Perception is a three stage process that translates raw stimuli into meaningful
information.
Each individual interprets the meaning of stimulus in a manner consistent with his/her
own unique biases, needs and expectations. Three stages of perception are exposure,
attention and interpretation

In simpler terms, it is how a customer see's a particular brand with whatever he or she has
been able to understand by watching the products, its promotions, feedback etc. It is the
image of that particular brand in the mind of the customer.

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2.2.3 Importance of Customer Perception

Customer Perception is very important for companies or brands as it tells them how their
potential customers think about them. It is very important because if the customer form a
negative perception then no amount of work on brand or product will improve sales. The
companies need to know at all times how customer perceive them so as to tweak the
positioning or offers to make sure that the brand image and identity are in sync.

Also, it is very important as many a times the customer perception stays for a long time in
the minds of the consumers and sometimes it can be permanent as well. Initial Customer
Perceptions needs to be positive as that will lead to the future scope of the brand. The
negative image of the brand affects the overall customer perception affecting the bottom
line. The customer perception can be improved by following the customer perception
cycle as stated below as a fresh start listing to what the customers perceive and expect
from the product/service offered by the organization.

Customer Perception is equally valid in pre-sales as well as after-sales customer journey.

Sometimes poor customer service after the sales can affect the perception and cause
reduced repeat business. Ineffective sales and marketing can cause negative perception
even before sale is made. Managing Customer Perception is one of the most critical tasks
for a company looking to launch and maintain a big brand.

2.2.4 Creating and Improving Perception

Creating customer perception is a careful process which is conducted with customers to

create the desired customer perception-

1. Customer Survey
2. Response Analysis and Customer Journey Mapping
3. Formulation of tactics to create perception
4. Reach to Customers with redefined/tweaked messaging

20
Sensory data emanating from an external environment (e.g., hearing a tune on the radio)
can generate internal sensory experiences.

Another example is holiday in Switzerland. Holiday customers always have high

perception for Switzerland and are ready to pay more price to visit the place.

2.3 Consumer Buying Behaviour

2.3.1 Meaning
Consumer behaviour is the
study of individuals,
groups, or organizations
and all the activities
associated with the
purchase, use and disposal of
goods and services, and
how the consumer's
emotions, attitudes and
preferences affect buying
behaviour.

21
It helps in understanding:
 Why consumers make the purchases that they make?
 What factors influence consumer purchases?
 The changing factors in our society.
 Consumer Buying Behaviour refers to the buying behaviour of the ultimate
consumer.

A retailer needs to analyze buying behavior for:

 Buyer’s reactions to a retailer’s marketing strategy has a great impact on the

retailer’s success.
 The marketing concept stresses that a retailer should create a marketing strategy
that satisfies (gives utility to) customers, therefore need to analyze what, where,
when and how consumers buy.
 Retailers can better predict how consumers will respond to marketing strategies.

2.3.2 Stages of Consumer Buying Process

There are six stages to the Consumer Buying Decision Process (for complex decisions).
Actual purchasing is only one stage of the process. Not all decision processes lead to a
purchase.
All consumer decisions do not always include all six stages, determined by the
degree of complexity:

1. Problem Recognition (awareness of need):

Problem Recognition (awareness of need) difference between the desired state and the
actual condition.Deficit in assortment of products.Hunger—Food. Hunger stimulates
need to eat. It can be stimulated by the retailer through product information- a
commercial for a new pair of shoes stimulates your recognition that you need a new
pair of shoes.

22
2. Information
search:

 I
n
t
e
r
n
a
l search, memory.
 External search if you need more information. Friends and relatives (word
of mouth). Marketer dominated sources; comparison shopping; public
sources, etc.

A successful information search leaves a buyer with possible alternatives, the evoked set.

Hungry, want to go out and eat, evoked set is:

23
  Chinese food
 Indian food
 Mexican Food

3. Evaluation of Alternatives:
Need to establish criteria for evaluation, features the buyer wants or does not want.
Rank/weight alternatives or resume search. May decide that you want to eat something
spicy, Indian gets highest rank etc. If not satisfied with your choice, then return to the
search phase. Can you think of another restaurant? Look in the yellow pages etc.
Information from different sources may be treated differently. Marketers try to influence
by “framing” alternatives.

4. Purchase decision:

Choose buying alternative, includes product, package, store, method of purchase etc.

5. Purchase:

May differ from decision, time lapse between 4 & 5, product availability.

6. Post-Purchase Evaluation – outcome:

 Satisfaction or dissatisfaction. Cognitive Dissonance, have you made the right

decision. This can be reduced by warranties, after sales communication etc.
 After eating an Indian meal, you may think that really you wanted a Chinese meal
instead.

2.3.3 Types of Consumer Buying Behaviour

Consumer buying behaviour is determined by:

24
  Level of involvement in purchase decision. Importance and intensity of interest in
a product in a particular situation.
 Buyers level of involvement determines why he/she is motivated to seek
information about a certain products and brands but virtually ignores others.
 High involvement purchases: High priced goods, products visible to others, and
the higher the risk the higher the involvement.

Types of risk:

 Personal risk
 Social risk
 Economic risk

The four types of consumer buying behaviours are:

 Response/Programmed Behaviour:
Buying low involvement frequently purchased low cost items; need very little
search and decision effort; purchased almost automatically. Examples include soft
drinks, snack foods, milk.

 Limited Decision Making:

Buying product occasionally. When you need to obtain information about
unfamiliar brand in a familiar product category, perhaps. Requires a moderate
amount of time for information gathering. Examples include clothes-know
product class but not the brand.

 Extensive Decision Making/Complex high involvement, unfamiliar, expensive

and/or infrequently bought products. High degree of
economic/performance/psychological risk. Examples include cars, homes,

25
 computers, education. Spend a lot of time seeking information and deciding.
Information from the retailers catalogs; friends and relatives, store personnel, etc.
Go through all six stages of the buying process.

 Impulse buying, no conscious planning.

The purchase of the same product does not always elicit the same buying
behavior. Product can shift from one category to the next. For example: Going out
for dinner for one person may be extensive decision making (for someone that
does not go out often at all), but limited decision making for someone else. The
reason for the dinner, whether it is an anniversary celebration, or a meal with a
couple of friends will also determine the extent of the decision making.

2.3.3 Factors that affect the Consumer Buying Decision Process:

The marketer must be aware of these factors in order to develop an appropriate MM for
its target market.
 Personal:
Unique to a particular person. Demographic Factors. Sex, Race, Age etc. Who in
the family is responsible for the decision-making? Young people purchase things
for different reasons than older people.

 Motives:
A motive is an internal energizing force that orients a person’s activities
towards satisfying a need or achieving a goal. Actions are affected by a set
of motives, not just one. If marketers can identify motives than they can
better develop a marketing mix. MASLOW hierarchy of needs!

 Physiological
 Safety
 Love and belonging

26
  Esteem
 Self-actualization

Need to determine what level of the hierarchy the consumers are at to determine what
motivates their purchases.
 Perception:
Perception is the process of selecting, organizing and interpreting information
inputs to produce meaning.

 Selective Exposure:
Select inputs to be exposed to our awareness. More likely if it is linked to an
event, satisfies current needs, intensity of input changes (sharp price drop).

 Selective Distortion:
Changing/twisting current received information, inconsistent with beliefs.
Advertisers that use comparative advertisements (pitching one product against
another), have to be very careful that consumers do not distort the facts and
perceive that the advertisement was for the competitor.

 Selective Retention:
Remember inputs that support beliefs, forget those that don’t. Average
supermarket shopper is exposed to 17,000 products in a shopping visit lasting 30
minutes – 60% of purchases are unplanned. Exposed to 1,500 advertisements per
day. It can’t be expected to be aware of all these inputs, and certainly will not
retain many. Interpreting information is based on what is already familiar, on
knowledge that is stored in the memory.

 Ability and Knowledge:

Need to understand individuals’ capacity to learn. Learning changes in a person’s
behaviour caused by information and experience. When making buying decisions,
buyers must process information. Knowledge is the familiarity with the product

27
 and expertise. Inexperienced buyers often use prices as an indicator of quality
more than those who have knowledge of a product. Learning is the process
through which a relatively permanent change in behaviour results from the
consequences of past behaviour.

 Attitudes:
Knowledge and positive and negative feelings about an object or activity—may
be tangible or intangible, living or non-living—drive perceptions. Individual
learns attitudes through experience and interaction with other people. Consumer
attitudes toward a firm and its products greatly influence the success or failure of
the firm’s marketing strategy.

 Personality:
All the internal traits and behaviours that make a person unique, uniqueness
arrives from a person’s heredity and personal experience.
Examples include:

 Workaholism
 Compulsiveness
 Self-confidence
 Friendliness
 Adaptability
 Ambitiousness
 Dogmatism
 Authoritarianism
 Introversion
 Extroversion
 Aggressiveness
 Competitiveness

28
 Traits affect the way people behave. Marketers try to match the store image to the
perceived image of their customers. There is a weak association between
personality and buying behaviour; this may be due to unreliable measures. Nike
advertisements. Consumers buy products that are consistent with their self
concept.

 Lifestyles:
Recent US trends in lifestyles are a shift towards personal independence and
individualism and a preference for a healthy, natural lifestyle. Lifestyles are the
consistent patterns people follow in their lives.

 Social Factors:
Consumer wants, learning, motives, etc. are influenced by opinion leaders,
person’s family, reference groups, social class and culture.

 Opinion leaders:
Spokesperson etc. Marketers try to attract opinion leader ,they actually use (pay)
spokespeople to market their products.

 Roles and Family Influences:

Roles includes the things to be done which is expected from the position within a
group. People have many roles. Husband, father, employer/employee. As
individuals’ role is changing, marketers must continue to update information.
Family is the most basic group a person belongs to.

Marketers must understand:

 That many family decisions are made by the family unit.

 Consumer behaviour starts in the family unit.
 Family roles and preferences are the model for children’s future
family (can reject/alter, etc.).

29
  Family buying decisions are a mixture of family interactions and
individual decision-making.
 Family acts as an interpreter of social and cultural values for the
individual.

The family life-cycle families go through stages, each stage creates different consumer
demands:
 Bachelor state
 Newly married, young, no children
 Full nest I, youngest child under 6
 Full nest II, youngest child 6 or over
 Full nest III, older married couples with dependant children
 Empty nest I, older married couples with no children living with
them, head in labour force
 Empty nest II, older married couples, no children living at home,
head retired
 Solitary survivor, in labour force
 Solitary survivor, retired
 Modernized life-cycle includes divorced and no children.

 Reference Groups:

 Individual identifies with the group to the extent that he takes on many of the
values, attitudes or behaviours of the group members, families, friends, sororities,
civic and professional organizations. Any group that has a positive or negative
influence on a persons attitude and behaviour.

 Membership groups (belong to) affinity marketing is focused on the desires of

consumers that belong to reference groups. Marketers get the groups to approve
the product and communicate that approval to its members. Aspiration groups

30
 (want to belong to) Disassociate groups (do not want to belong to) Honda, tries to
disassociate from the “biker” group.

 The degree to which a reference group will affect a purchase decision depends on
an individual’s susceptibility to reference group influence and the strength of
his/her involvement with the group.

 Social Class:

An open group of individuals who have similar social rank. Social class influences many
aspects of our lives. Upper middle class Indian prefer luxury cars such as Mercedes.
 Upper Indian-upper-upper class, 3%, inherited wealth, aristocratic
names.
 Lower-upper class, 1 .2%, newer social elite, from current
professionals and corporate elite.
 Upper-middle class, 12.5%, college graduates, managers and
professionals.
 Middle-middle class, 32%, average pay white collar workers and
blue collar friends.
 Working class, 38%, average pay blue collar workers.
 Lower class, 9%, working, not on welfare.
 Lower-lower class, 7%, on welfare.

Social class determines to some extent, the types, quality, quantity of products that a
person buys or uses. Lower class people tend to stay close to home when shopping and
they do not engage in much pre-purchase information gathering. Stores project definite
class images. Family, reference groups and social classes are all social influences on
consumer behaviour. All operate within a larger culture.

31
  Culture and Sub-culture:

Culture refers to the set of values, ideas, and attitudes that are accepted by a homogenous
group of people and transmitted to the next generation. Culture also determines what is
acceptable with product advertising. Culture determines what people wear, eat, reside and
travel. Cultural values in the Europe are good health, education, individualism and
freedom.

32
 Chapter 3
Research Methodology

33
3.1 Meaning of Research

Research is finding out the unknown. The unknown could be an existing theory or
relationships that could construct a new theory. For this the researcher has to either learn
something or gather evidence. The features of research are as following-

 Empirical: - Research is based on direct experience or observation by the

researcher.
 Logical: - Research is based on valid procedures and principles.
 Cyclical: - Research is a cyclical process because it starts with problem and ends
with a problem.
 Analytical: - Research utilities proven analytical procedures in gathering the data,
whether historical, descriptive, and experimental and case study.
 Critical: - Research exhibits careful and precise judgment.
 Methodical: - Research is conducted in a methodical manner without bias using
systematic methods and procedures.
 Reliability: - The research design and procedures are replicated or repeated to
enable the researcher to arrive at valid and conclusive result.

3.2 Objectives of the Study

 To study Indian consumer buying behavior on hair care products of HUL and
P&G
 To evaluate the factors influencing hair care consumer buying behavior of HUL
and P&G in Indian market
 To assess the marketing strategy on hair care products of HUL and P&G

3.3 Meaning of Research Design

Research design or model indicates a plan of action to be carried out in connection with a
proposed research work. It provides only a guideline for the researcher to enable him to

34
keep track of his actions and to know that he is moving in the right direction in order to
achieve his goal. The design may be specific presentation of the various steps in the
process of research.

3.4 Research Design

The research design was purely and simply the focus of the studying on Indian consumer
buying behavior of hair care consumption in Delhi, the factors influencing buying
behavior and marketing strategy was conclusive in nature that guides to the collection
and analysis of data of HUL and P & G Company. The descriptive research design was
used in this project such as consumer buying behavior, the factors influencing consumer
buying behavior, and Indian consumers’ opinions were necessary for obtaining the data.

3.5 Survey Questionnaire Design

In the survey questionnaire was focused on the factors in which influencing Indian
consumer buying behavior on hair care products of HUL and P&G. Therefore, the survey
questionnaire was related to Consumer background and the important parameters while
buying hair care products. Hence, this study was divided into two parts for respondents to
answer the survey questionnaire.

3.5 Locale of the Study

A group of 100 people have been surveyed through the questionnaire for the research
purpose.

3.6 Sample size

The total population which has been surveyed counts to 100 respondents.

3.7 Sampling Method

The sampling used for this study was probability sampling. Since the study was only
meant for certain specific categories within the total population, a stratified random

35
sample was used. Especially a set people who live, stay, work, study in Delhi viz.
institutions, universities, colleges, and general public.

3.8 Sampling Techniques

3.8.1 Meaning of Sampling Techniques

Sampling helps a lot in research. It is one of the most important factors which determine
the accuracy of your research/survey result. If anything goes wrong with your sample
then it will be directly reflected in the final result. There are lot of techniques which help
us to gather sample depending upon the need and situation.

3.8.2 Types of Sampling Techniques

There are various types of sampling techniques and some of them are as following:-
 Primary Source of Data Collection
 Secondary Source of Data Collection

3.8.3 Sources of Data Collection

Primary data was collected by the questionnaires based marked survey.For doing the
survey research, structured questionnaires with closed-ended questions were used in this
study. Secondary data was obtained from journals, magazines, newspapers, books, and
other websites.

3.9 Analytical Tools

 Questionnaire :- The Questionnaire is aimed to get insightful data of the

consumer's behaviour and perception towards the questionnaire was used as a
means for collection of the data for the analysis.
 Data Presentation Tools :-
 Bar Graph
 Percentages

36
3.10 Scope of the Study

This study was basically an opinion survey of the male and female in category of
general public, students, and public to response the survey questionnaire. The
study and survey was done in Delhi only particularly major institutions, colleges,
universities, etc.

37
 Chapter 4

Data Analysis and Interpretation

38
Data interpretation is the process of reviewing data through some predefined processes
which will help assign some meaning to the data and arrive at a relevant conclusion. It
involves taking the result of data analysis, making inferences on the relations studied, and
using them to conclude.

4.1 Analysis of the data

The analysis of the data is done as per the survey finding. The information gathered
through survey is represented in tabular format in form of percentages and then presented
in form of graphical representation.

I. Consumer Background

 Gender wise distribution of the respondents

Gender Number Percentage

Female 55 55%
Male 45 45%
Total 100 100%
Table 4.1 Table showing the gender-wise distribution

Gender-wise distribution of respondents

60

50
Number of Respondents

40

30

20

10

0
Female Male

Graph 4.1

39
Interpretation

From the above graph and table following can be interpreted:

 From the survey conducted, the percentage of female respondents is 80%

and the percentage of male respondents is 20%.
 As the percentage of female respondents is more than that of the male
respondents, it can be interpreted that the females have more knowledge
regarding the hair-care based product of both the organizations.

 Age-wise distribution of the respondents

Age (In Years) Number Percentage

Below 20 40 40%
20-25 50 50%
Above 25 10 10%
Total 100 100%

Table 4.2 Table showing Age-wise distribution of respondents

Age-wise distribution of respondents

60

50
Number of Respondents

40

30

20

10

0
Below 20 20-25 Above 25

Graph 4.2
Interpretation

40
 From the above table and graph, following can be interpreted:
 From the survey conducted, 40% of the respondents belong to the age
group of below 20, 50% of the respondents belong to the age group of 20-
25 and 10% of the respondents belong to the age group of above 25.
 It can also be interpreted that people belonging to the age group of 20-25
are more informed regarding the hair-care based products of the
organizations.

 Qualification wise distribution of Respondents

Qualification Number Percentage

12th 50 50%
Graduation 40 40%
Post-graduation 20 20%
Total 100 100%

Table 4.3 Table showing Qualification wise distribution of respondents

Qualification wise distribution

30

25

20
No. of Respondents

15

10

0
12th Graduation Post-graduation

Graph 4.3

Interpretation

41
 From the above table and graph, following can be interpreted:
 From the survey conducted, 50% of the respondents have their highest
qualification as Class 12 passed, 40% of the respondents have
completed their graduation and 10% have their post-graduation.
 From this, it can be interpreted that people who have passed Class 12
are more informed regarding the hair-care based products of the
organizations.

 Income per month wise distribution of Respondents

Income Number Percentage

5001-10000 15 15%
Above 10000 5 5%
Not Applicable 80 80%
Total 100 100%

Table 4.4 Table showing Income per month wise distribution of respondents

Income per month wise distribution of the respondents

90

80

70
Number of Respondents

60

50

40

30

20

10

0
5001-10000 Above 10000 Not Applicable

Graph 4.4

Interpretation

42
 From the above table and graph, following can be interpreted:
 From the survey conducted, 15% of the respondents are earning
between 5001-10000 INR, 5% of the respondents are earning above
10000 INR and 80% of the respondents are not earning at present.
 From this, it can be interpreted that people who are not earning at the
present are more informed about the hair-care based products of both
the organizations.

 Normally used products wise distribution of the respondents

Products Number Percentage

Shampoo 55 55%
Conditioner 11 11%
Hair Oil 24 24%
Hair Spray 10 10%
Total 100 100%
Table 4.5 Table showing products normally used by the respondents

Products normally used by people

60

50
Number of respondents

40

30

20

10

0
Shampoo Conditioner Hair Oil Hair Spray

Graph 4.5
Interpretation

43
 From the above table and graph, following can be interpreted :
 From the survey conducted, 55% of the respondents use Shampoo
more, 24% of the respondents use Hair Oil, 11% of the respondents
normally use Conditioner, and 10% of the respondents normally use
Hair Spray.
 From this, it can be interpreted that respondents use Shampoo the most
normally.
 Which brand do you prefer the most?

Options Number Percentage

Head and Shoulders 19 19%
Pantene 12 12%
Sunsilk 8 8%
TRESemme 9 9%
Dove 11 11%
Clinic Plus 29 29%
Clear 5 5%
Others 7 7%
Total 100 100%
Table 4.6 Table showing the brand opted by the respondents

Brands opted by the respondents

35
30
25
Number of respondents

20
15
10
5
0
er
s
e ne ilk m
e v e
lu
s
e ar er
s
ul
d nt ns em Do cP Cl Ot
h
o Pa Su ES in
i
Sh Cl
nd TR
a
a d
He

Graph 4.6

44
Interpretation

From the above graph and table, following can be interpreted:

 From the survey conducted, 29% of the respondents prefer Clinic Plus, 19% of the
respondents prefer Head and Shoulders, 12% of the respondents prefer Pantene,
5% of the respondents prefer Clear, 9% of the respondent prefer TRESemme, 8%
of the respondents prefer Sunsilk ,11% of the respondents prefer Dove, and 7% of
the respondents prefer other products.
 From this, it could be interpreted, that Clinic Plus is preferred more by the
respondents in comparison to the other brands.

 How long have you been using the brand you chose?

Options Number Percentages

Under 1 year 45 45%
3-6 years 28 28%
6-9 years 18 9%
More than 9 years 9 9%
Total 100 100%
Table 4.7 Table showing the distribution of the duration of the chosen brand usage

Duration of the chosen brand usage

50
45
40
Number of Respondents

35
30
25
20
15
10
5
0
Under 1 year 3-6 years 6-9 years More than 9 years

Graph 4.7

Interpretation

45
From the above table and graph, following can be interpreted:
 From the survey conducted, 45% of the respondents have been using the
brand under 1 year, 28% of the respondents have been using brand
between 3-6 years, 18% of the respondents have been using the brand
between 6-9 years, and 9% of the respondents have been using the brand
for more than 9 years.
 Also, it can be interpreted that most of the respondents have been using
the brand under 1 year.

 How much are you willing to spend on the products?

Opinion Number Percentage

Less than 100 INR 63 63%
100-500 INR 27 27%
501-1000 INR 10 10%
Above 1000 INR 0 0%
Total 100 100%

Table 4.8 Table showing the willingness to spend on the products

Willingness to spend on the product

70

60

50
Number of Respondents

40

30

20

10

0
Less than 100 INR 100-500 INR 501-1000 INR Above 1000 INR

Graph 4.8
Interpretation
From the above graph and table, following can be interpreted :

46
  From the survey conducted, it can be interpreted that 63% of the respondents
are willing to spend less than 100 INR on the products, 27% of the respondents
are willing to spend between 100 INR-500 INR, 10% of the respondents are
willing to spend between 500-1000 INR, and 0% of the respondents are willing
to spend above 1000 INR on the product.
 Also, it can be interpreted that people are more comfortable with spending less
than 100 INR.

 What modes of promotional media influence your buying decision for buying
a hair care product?

Options Number Percentage

Television 60 60%
Social Media 30 30%
Magazines 5 5%
Others 5 5%
Total 100 100%
Table 4.9 Table showing the preference of people for the promotional media

Promotional media influencuing the buying decision

70

60
Number of Respondents

50

40

30

20

10

0
Television Social Media Magazines Others

Graph 4.9

Interpretation

From the above table and graph, following can be interpreted :

47
  From the survey conducted, 60% of the respondents prefer Television for the
product advertising, 30% of the respondents prefer Social Media for the product
advertising, and 10% of the respondents prefer magazines for the product
advertising.
 Also, it can be interpreted that most of the people prefer television for the product
advertising of the hair-care products.

 Which factor influence your buying decision?

Options Number Percentage

Friends 9 9%
Family 64 64%
Social Media 18 18%
Famous People 9 9%
Communities 9 9%
Total 100 100%
Table 4.10 Table showing about the factors influencing buying decision

Factors influencing buying decision

70

60
Number of Respondents

50

40

30

20

10

0
Friends Family Social Media Famous People Communities

Graph 4.10

Interpretation

From the above table and graph, following can be interpreted :

48
 From the survey conducted, 64% of the respondents are influenced by their
families, 18% of the respondents are influenced by Social Media, 9% of the
respondents are influenced by friends, 9% of the respondents are influenced by
famous people, and 9% of the respondents are influenced by communities.
 Also, it can be interpreted that most of the people’s buying decisions are
influenced by their families.

 How often do you read the reviews of the hair care products before buying?

Opinion Number Percentage

Very Often 18 18%
Often 18 18%
Sometimes 28 28%
Rarely 18 18%
Never 18 18%
Total 50 100%
Table 4.11 Table showing distribution of people referring reviews before
purchasing

Refer reviews before a purchase

30

25
Number of Respondents

20

15

10

0
Very Often Often Sometimes Rarely Never

Graph 4.11
Interpretation
From the above table and graph, following can be interpreted :

49
  From the survey conducted, 28% of the respondents sometimes refer reviews
before buying hair-care products, 18% of the respondents very often refer
reviews before buying a hair-care product, 18% of the respondents often refer
reviews before buying hair-care product, 18% of the respondents rarely refer
reviews before buying the hair-care product, and 18% of the respondents
never refer reviews before buying a hair-care product.
 Also, it can be interpreted that most of the respondents sometimes refer
reviews before buying a hair-care product.

 What is the reason of changing brands in your opinion?

Opinion Number Percentage

Try new brand 36 36%
Don’t want to buy same brand 0 0%

Price discount or good deals on 9 9%

other brands

Low Price 9 9%
Not satisfied with current brand 36 36%

Total 100 100%

Table 4.12 Table showing the distribution of reasons as to which people change
brands

50
 Reasons for opting out of brand
40
35
30
Number of Respondents 25
20
15
10
5
0
Try new brand Don’t want to Price discount Low Price Not satisfied
buy same brand or good deals with current
on other brands brand

Graph 4.12

Interpretation

From the above table and graph, it can be interpreted that-

 From the survey conducted, 36% of the respondents want to try new brands, 36%
of the respondents are not satisfied with the product they are using, 9% of the
respondents change product because of low price, 9% of the respondents change
product because of price discounts and good deals on other brands, and 0% of the
respondents don’t want to buy same product again.
 Also, it can be interpreted that the main reasons for changing product are trying
new brands and people not satisfied with their current brand.

 Where do you usually buy hair-care product from?

Option Number Percentage

Online 10 10%

Convenience Store 25 25%

Chemist 5 5%

51
 Supermarket 20 20%

Retail Stores 40 40%

Total 100 100%

Table 4.13 Table showing place of buying of hair-care products

Place of Buying products

45
40
35
Number of Respondents

30
25
20
15
10
5
0
Online Convenience Chemist Supermarket Retail Stores
Store

Graph 4.13

Interpretation

From the above table and graph, it can be interpreted that-

 From the survey conducted, 10% of the respondents buy products from online
stores, 25% of the respondents buy products from convenience stores, 5% of the
respondents buy products from Chemists, 20% of the respondents buy products
from supermarkets, and 40% of the respondents buy products from retail stores.
 Also, it can be interpreted that most of the people buy hair-care products from
retail stores mostly.
 Will you recommend the product you use to your known ones?

Opinion Number Percentage

Yes 45 45%

52
 No 15 15%

Maybe 40 40%

Total 100 100%

Table 4.14 Table showing the respondent’s opinion distribution on recommendation

Recommendation of the product to others

50
45
40
Number of Respondents

35
30
25
20
15
10
5
0
Yes No Maybe

Graph 4.14

Interpretation

From the above table and graph, following can be interpreted:

 From the survey conducted, 45% of the respondents would like to recommend
the products they use to their known ones, 40% of the respondents would not
like to recommend the product they use to their known ones, and 15% of the
respondents may recommend the product they use to their known ones.
 Also, it can be interpreted that overall all the people are quite interested in
recommending the product they use to their known ones.

53
 (SECTION 2 OF QUESTIONAIRRE)

II. Rating the importance of following parameters while buying hair care products

Consumer’s Unimportant Somewhat Neutral Somewhat Important Total

Parameters
Unimportant Important

Brand Name 0% 0% 28% 63% 9% 100%

Packaging 10% 0% 28% 52% 10% 100%

Personal 0% 0% 10% 45% 45% 100%

Experience

New Product 0% 10% 28% 34% 28% 100%

Quality 0% 0% 10% 10% 80% 100%

Texture of 0% 0% 18% 27% 55% 100%

Product

Previous usage 0% 0% 18% 27% 55% 100%

experience

Natural/herbal 10% 0% 18% 27% 45% 100%

Product

Tested by 0% 10% 36% 18% 36% 100%

Experts

Colorful 18% 0% 45% 27% 10% 100%

Price 0% 0% 18% 36% 46% 100%

Discounts 0% 0% 54% 10% 36% 100%

Salesperson 18% 10% 45% 10% 17% 100%

Trust 0% 10% 10% 18% 62% 100%

Ambience of the 10% 0% 54% 18% 18% 100%

Store

Brand Loyalty 0% 18% 55% 18% 9% 100%

54
Safety for Head 0% 0% 18% 18% 64% 100%

Advertisement 0% 10% 62% 18% 10% 100%

Table 4.15 Table showing the parameters during buying of hair care products

Chart showing parameters while buying the hair-care products

80
60
Number of Respondents

40
20
0
e e t
m ging enc duc ality duc enc duc
t e t ts l e ts n st e y d t
a p er orfu Pric un rso Tru Stor yalt Hea men
N ka ri ro Qu Pro ri ro x l o e o r se
a nd Pac x pe w P f x p e al P y E Co D isc lesp e
th d L y fo erti
o a f
Br al
E Ne e e rb b S o n t
ra afe Adv
n t ur age /he sted n ce B S
x s l
rso Te us u tura Te bi
e
Pe i o a m
N A
ev
Pr

Graph 4.15

Interpretation of the Table of Parameters

 Respondents believe that brand name is somewhat important.

 Packaging is somewhat important
 Personal Experience is important.
 New Product is Somewhat important
 Quality is important.
 Texture of the product is important
 Presence of natural/herbal component is important.
 Expert’s assurance is important.
 Price is important.
 Safety for head is important.
 Trust in the brand is important.
 Also there are other parameters which are neutral for the respondents-
 Colorful

55
  Discount
 Salesperson
 Ambience of the Store
 Advertisement

 Loyalty

4.2 Marketing Strategy on Hair Care Products of Hindustan Unilever

(HUL) and Proctor & Gamble (P&G)

The marketing strategy on hair care products of HUL and P&G When it comes to
marketing strategies, most company spontaneously think about the 4P (Product, Price,
Place, Promotion) – maybe extended by three more Ps for marketing services (People,
Processes, Physical Evidence). Market segmentation and the identification of target
markets, however, are an important element of each marketing strategy. They are the
basis for determining any particular marketing mix.

The importance of market segmentation results from the fact that the buyers of a product
or a service are no homogenous group. Actually, every buyer has individual needs,
preferences, resources and behaviors. Since it is virtually impossible to cater for every
customer’s individual characteristics, marketers group customers to market segments by
variables they have in common. These common characteristics allow developing a
standardized marketing mix for all customers in this segment.

The purpose for segmenting a market is to allow your marketing/sales program to focus
on the subset of prospects that are "most likely" to purchase market offering. If done
properly, this will help in insuring the highest return for marketing expenditures.
Depending on whether you are selling your offering to individual consumers or a
business, there are definite differences in what you will consider when defining market
segments. One of the main reasons for engaging in market segmentation is to help the
company understand the needs of the customer base. Often the task of segregating

56
consumers by specific criteria will help the company identify other applications for their
products that may or may not have been self-evident before.

Uncovering these other ideas for use of goods and services may help the company target
a larger audience in that same demographic classification and thus increase market share
among a specific sub market base.

SWOT Analysis of Shampoo Market in India

 Strengths: The major strengths of shampoo market includes low operational

costs, presence of established distribution networks in both urban and rural
areas, presence of well-known brands in FMCG sector, increase in income
level of customers.
 Weaknesses: Weaknesses of shampoo market includes lower scope of
investing in technology and achieving economies of scale, especially in small
sectors, low exports levels, lack of education in rural market and so many
products are already available in the market.
 Opportunities: Major opportunities of shampoo market includes untapped
rural market, rising income levels of customers, large domestic market all
over the country, a population of over one billion, export potential of
companies and high investment of customers on consumer goods.
 Threats: Threats of shampoo market includes removal of import restrictions
resulting in replacing of domestic brands, slowdown in rural demand, new
entrants of well- known international brands and spurious goods and illegal
foreign imports of different shampoo brands.

BCG MATRIX OF SHAMPOO BRANDS IN INDIA

57
The portfolio of shampoo business in India is shown by the Boston Consulting Group
(BCG) matrix in the above diagram on the basis of their relative market share and
industry growth rate. The vertical axis denotes the rate of growth of sales from low to
high as we move upwards for shampoo industry in India whereas the horizontal axis
represents the relative market share from high to low as we move from left to right.

The four cells of BCG matrix have been termed as Stars, Cash cows, Dogs and Question
marks or Problem children.

 Stars: In shampoo segment of India it includes Sunsilk, Panteen, Head and

Shoulders, Clinic Plus and Garnier Fructies which are high growth, high market
share businesses. It means all these market players are in the growth phase of the
product life cycle. All of them are following an expansion strategy to establish a
strong competitive position with regard to a star business.
 Cash cows: Clinic all clear, Ayur and Chik are placed in this cell of BCG
matrix as these market players are generating large amounts of cash but their rate
of growth is slow. All these market players fall in the maturity stage of product
life cycle in shampoo segment.
 Question marks: This cell includes Dove, Vivel and Vatika which are of high
industry growth but low market share businesses in shampoo segment of India.
These market players are in the introduction stage of product life cycle. These
market players may become ‘stars’ if enough investment is made or they may
become ‘dogs’ if ignored.
 Dogs: The market players like Lux and Lifebuoy are placed in this cell of BCG
matrix of shampoo segment in India. Both of these players are in the decline

58
 stage of product life cycle and a retrenchment strategy is generally suggested in
this stage of product life cycle.

Marketing Strategy of Hindustan Unilever Limited (HUL)

HUL offers Clinic All Clear and Dove to the Affluent customers, Sunsilk to the aspiring
customers and Clinic Plus to the Striving Customers.

HUL has divided the whole market segment into three types of consumer, they are, firstly
type of customers are those which are having very low income called as striving
customers and they are the largest in number as compared to other types of customers
defined by HUL. Second types of customers are called as aspiring customers, those who
are striving for recognition or advancement.

HUL strategy pyramid for hair care products

59
They have relatively high purchasing power. Third set of customers are called as affluent
customers who are having an abundance of wealth, they are relatively less in numbers as
compared to other group of customers. HUL has designed a different targeting strategy
for every segment of the market to satisfy the needs of customers under those segments
with the aim of attaining organizational objectives.

Place in the Marketing mix of Hindustan Unilever ( HUL )

Hindustan Unilever deals in various brands and has many products under its belt. To
handle all this products and brands successfully it has a vast distribution network that
includes at least two million outlets directly and 7.7 million retail shops in every part of
the country. The company also has a direct selling network called Hindustan Unilever
network (HUNL) and under this network, Ayush Therapy markets health products,
Aviance  markets beauty products, Lever Home markets home products, D.I.Y. markets
male grooming products.  In order to retain its market hold the company has pursued an
innovative mechanism for distributing its products. In its zeal to reach the innumerable
potential consumers in urban regions and in rural areas, where there is little scope for
reaching and establishing a network, the company has simply gone forward with no-holds
barred policy and set up various networks.

The company realizes that it has an advantage over its competitors and so has adopted
various methods to reach the customers through independent wholesale and retail outlets
with a minimum of two thousand and nine hundred stockists. Local warehouses are set up
at convenient places from where the C & F agents dispatch the items to the retailers on
the stockist’s orders.

In order to reach the rural market, Hindustan Unilever has a four-tier system of
distribution in place. The company under the Direct Coverage Scheme has a common
stockist that provides for every outlet under its zone.  Under the Indirect Coverage

60
Scheme, the company targets those retailers in villages that are near urban markets. The
stockist is instructed so that preserves all the villages in its vicinity.

Price in the Marketing mix of Hindustan Unilever ( HUL )

Hindustan Unilever believes in products that are consumer friendly as this generates huge
amount of sales. For this purpose, they have kept a simple pricing policy of low cost
products so that the products could reach a wider market. They have not compromised
with the quality of the product but have simply cut down on costing because of its wide
and far-reaching distribution policy. For some of its products Hindustan Unilever has
maintained a competitive pricing policy.As soon as its competitors increases or decreases
the prices of the products so does Hindustan Unilever.

It is to maintain the balance of the market in the name of various discounts or schemes
like two hundred gm. of a product free with one kg of that product. This automatically
reduces the prices and as the consumers are eager to buy at discounted rates, it does
generate excess sales volume thus resulting in extra revenues.

Hindustan Unilever tries to offer various brands with variety of products at numerous
price ranges. This is so because the consumer will buy any one of the product according
to his/her financial capability. The prices are placed so that they are generally reasonable
and at competitive rates. For its premium quality of products it has kept a premium
pricing policy as it caters to a different section of the society, who are happy to buy
branded and premium products.

Promotions in the Marketing mix of Hindustan Unilever ( HUL )

Hindustan Unilever is a very large company with lots of brands and products so its
promotional policies are varied and extensive. It has taken the help of advertisements to

61
create consciousness about its products. Sharing product knowledge through the print
media like periodicals and various newspapers is also a good promotional strategy.

Sometimes coupons are attached with local newspapers to advertise and promote the
products. Hindustan Unilever has utilized the electronic media for its promotions as the
ads are on television at regular intervals. It has also posted detailed information about its
products along with advertisements on the websites to maintain consumer awareness.
Hindustan Unilever has maintained attractive product appearances with detailed and
complete information about the product on its packaging in at least three languages.

Discounts are provided along with various schemes to attract the customers during off
seasons and during special occasions.  Sales push is also possible through various
contests, free samples, and lowered prices of introductory products and endorsement of
products by celebrities. Sakshi Talwar is associated with Vim, Yami Gautam in Kwality
Walls, Actor Kareena Kapoor is associated with Lakme, Actor Kajol is associated with
Knorr soups, and Varun Dhawan in Ponds men’s range and Anoushka Sharma is
associated with Bru. In order to arouse the interest of the consumers various staffs’ are
hired who provide a live product demonstration through the stalls at particular public
places.

Current Market Strategy of HUL

 Loyalty programs and reward systems: As part of its marketing strategy,

Unilever Ltd removed loyalty programs and encouraged beauty salons. There
are also different magazines and booklets designed with acme promotion and
stuffs.

 HUL is trying to add herbal components in most of its product to cater to a

good share in the market.

 Campaigns- Hindustan Unilever has launched various campaigns like

‘Campaign for real beauty”,”#MeriBetiStrong” campaign focusing on Women

62
 Empowerment and women self-esteem to gain women trust and support in the
brands.

 To reach each & every part of the nation, it works on go-to-market strategies.
Closely working with 2700+ redistribution stockists and shoppers every day
to make the product available has helped the brand in increasing the shelf
visibility & offtake/ Sales.

 This billion dollar consumer brand keeps the product prices affordable and
reasonable to reach out to its target customers i.e. the families. The minimum
priced sachets are launched especially as penetration pricing policy to reach
rural markets. In competitive pricing strategy, the promotional pricing,
discounts and incentives have earner consumer loyalty. 

 HUL is trying to add herbal components in most of its product to cater to a

good share in the market.

Strategies under Product Mix of HUL

 New product lines can be added to the existing one which may be related
or unrelated to the company.

 Within the product line, they can have different brands at different price
points to cater to different segments of customer.

 Growth of can provide better display of products and a beauty adviser can
make it much more attractive in the eyes of the customer.

 Packaging can be improved or changed of products to make it more

attractive to the customer.

Marketing strategy of P&G Product strategy

Product Strategy

63
  Promotional strategy offering special coupons

 Introduction of new products

 Emotional marketing

Target customer strategy

 Children

 Adults

 Sinus patients

Positioning strategy

 Unique shape

 Touch therapy

 Mother’s love platform

Segmentation strategy

 On the basis of Age

 Kids above the age of 6 months

 Youth

Branding strategy

 Umbrella branding

 Brand extension

Packaging strategy

64
  Change of color from green to blue

 Global packaging-range of products world-wide

 Packaging changing and brand name appearing

Labeling strategy

 Instruction on the label to be ethical practice

 Consumer protection

Price factor

 Internal factor

 Goal and objective

 Actual cost

 Organization consideration

External factor

 Market and demand

 Competitor pricing strategy

Promotion

 Advertising

 Public relation

 Sales promotion

65
  Selection of media

Pricing and promotional strategy of hair care products of P&G:

 P&G strategy essentially was a disguised price increase

 P&G lower their wholesale price, but the retailer only enjoyed higher margins and
did not pass the savings on to the customer

 Personal selling is not an aspect of Pantene’s promotional selling and it would be

wise to incorporate it

66
 Chapter 5

Findings and Conclusion

5.1 Findings

 From the survey of 100 respondents, the female respondents are more informed
about the hair-care based products with the share of 55% as compared to males
with the share of 45%. (Ref. Table 4.1)

 From the survey of 100 respondents, the 40% of the respondents belongs to the
age group of below 20 years, 50% of the respondents belong to the age group of

67
 20-25 years and rest 10% of the respondents belongs to the age group of above 25
years. (Ref Table 4.2)

 From the survey of 100 respondents, the majority respondents with 50% have 12th
as their highest qualification, 40% of the respondents have graduation as their
highest qualification and rest 20% have post-graduation as their highest
qualification. (Ref. Table 4.3)

 From the survey of 100 respondents, 15% of the respondents fall in the category
of 5001-10000 INR, 5% of the respondents earn above 10000 INR, and 80% of
the respondents have not started earning yet. (Ref. Table 4.4)

 From the survey of 100 respondents, 55% of the respondents normally use
Shampoo, and 24% of the respondents use hair oil normally, 11% of the
respondents use Conditioner, and 10% of the respondents use Hair Spray
normally. (Ref. Table 4.5)

 From the survey of 100 respondents, 12% of the respondents use Pantene, 19% of
the respondents use Head and Shoulder, 5% of the respondents use Clear, 9% of
the respondents use Sunsilk, 7% of the respondents use Good Vibes, 11% of the
respondents use Dove, 29% of the respondents use Clinic Plus, and 7% of the
respondents like other products. (Ref. Table 4.6)

 From the survey of 100 respondents, , 45% of the respondents have been using the
brand under 1 year, 28% of the respondents have been using brand between 3-6
years, 18% of the respondents have been using the brand between 6-9 years, and
9% of the respondents have been using the brand for more than 9 years (Ref.
Table 4.7)

 From the survey of 100 respondents, 63% of the respondents are willing to spend
less than
100 INR on the products, 27% of the respondents are willing to spend between
100 INR-500 INR, 10% of the respondents are willing to spend between 500-

68
 1000 INR, and 0% of the respondents are willing to spend above 1000 INR on the
product. (Ref. Table 4.8)
 From the survey of 100 respondents, 60% of the respondents prefer Television for
the product advertising, 30% of the respondents prefer Social Media for the
product advertising, and 10% of the respondents prefer magazines for the product
advertising. (Ref. Table 4.9)

 From the survey of 100 respondents, 64% of the respondents are influenced by
their families, 18% of the respondents are influenced by Social Media, 9% of the
respondents are influenced by friends, 9% of the respondents are influenced by
famous people, and 9% of the respondents are influenced by communities. (Ref.
Table 4.10)

 From the survey of 100 respondents, 28% of the respondents sometimes refer
reviews before buying hair-care products, 18% of the respondents very often refer
reviews before buying a hair-care product, 18% of the respondents often refer
reviews before buying hair-care product, 18% of the respondents rarely refer
reviews before buying the hair-care product, and 18% of the respondents never
refer reviews before buying a hair-care product. (Ref. Table 4.11)

 From the survey of 100 respondents, 36% of the respondents want to try new
brands, 36% of the respondents are not satisfied with the product they are using,
9% of the respondents change product because of low price, 9% of the
respondents change product because of price discounts and good deals on other
brands, and 0% of the respondents don’t want to buy same product again (Ref.
Table 4.12)

 From the survey of 100 respondents, 10% of the respondents buy products from
online stores, 25% of the respondents buy products from convenience stores, 5%
of the respondents buy products from Chemists, 20% of the respondents buy
products from supermarkets, and 40% of the respondents buy products from retail
stores.(Ref. Table 4.13)

69
  From the survey of 100 respondents, 45% of the respondents would like to
recommend the products they use to their known ones, 40% of the respondents
would not like to recommend the product they use to their known ones, and 15%
of the respondents may recommend the product they use to their known ones.
(Ref. Table 4.14 )

 From the survey of 100 respondents, Quality, personal experience, texture of the
product, presence of herbal component, expert’s assurance, safety for head, and
trust in the brand is important in respect to any other parameters in the product.
(Ref. Table 4.15)

5.2 Conclusion

5.2.1. Indian Consumer Buying Behavior on hair care products

In conclusion, Indian consumer buying behavior were generally females who used
hair care products of HUL and P&G, and most of them were in the age group of
20-25 years. Moreover, there was a relationship between age, gender and income
to spending for hair care products.
On the other hand, the respondents’ behavior for using was under 1 year only for
hair care products of HUL and P&G, therefore Indian consumers did not have
product loyalty for both companies, and they might change or swift to other
brands anytime due to many factors for example prices for hair care products that
they were willing to spending less than 100 INR. Hence, there was price
sensitivity, age-related, gender-related and income related for Indian consumers
buying behavior for hair care products of both companies.
5.2.2 Factors affecting consumer buying behavior on hair care products

However, Indian consumer buying behavior on hair care products accordingly to the
statistic, out of the total 100 respondents, 55% of the respondents normally were used
shampoo only for hair care products, 24% of the respondents were usually used shampoo
with hair oil, 10% of the respondents were used shampoo with hair spray, and 11% of
the respondents were used shampoo with conditioner .From the statistic on the brands

70
which the respondents were generally using, particularly, out of the total 100
respondents, 11%of the respondents usually were using “Dove” shampoo of HUL and
most of them were female, 19% of the respondents were using “Head and shoulder”
shampoo of P&G and most of them were male, 12% of the respondents were using
“Pantene” shampoo of P &G, 5% of the respondents use “Clear” shampoo of HUL, 9%
of the respondents use “Sunsilk” shampoo of HUL, 29 % of the respondents were using
“Clinic plus” shampoo of HUL. Therefore, there was a relationship between brands and
gender of the respondents. From the figure on sources of media, 60% of the respondents
were preferred to see hair care products from television, 30% of the respondents were
preferred to see from Social Media, 16.35% of the respondents were preferred to see from
magazines and Newspaper.

However, out of the total 100 respondents, 9% of the respondents was the factor from
friends that attract them to buy hair care products, 64% of the respondents were
influenced by their family, 18% of the respondents were influenced from social medias,
9% of the respondents were influenced to buy from communities, and only 9% of the
respondents were influenced to buy from famous people.

Although, hair care products were available everywhere but this factor still influenced
them to buy hair care products because of they are personal and dairy products in which
they had to use at least 2-3 days. Hence, from the statistic above of the retail store were
very important factor influenced them to buy. Therefore, out of the total 100 respondents,
10% of the respondents buy products from online stores, 25% of the respondents buy
products from convenience stores, 5% of the respondents buy products from Chemists,
20% of the respondents buy products from supermarkets, and 40% of the respondents buy
products from retail stores. However, before buying a product, the customers might
review their products and services that they wanted to buy by reviewing to the
information related to the products from other sources to help them making buying
decisions such as from friends, family, internet, etc. Hence, according to the statistic, out
of the total 100 respondents, 28% of the respondents sometimes refer reviews before
buying hair-care products, 18% of the respondents very often refer reviews before buying
a hair-care product, 18% of the respondents often refer reviews before buying hair-care

71
product, 18% of the respondents rarely refer reviews before buying the hair-care product,
and 18% of the respondents never refer reviews before buying a hair-care product.

In conclusion, there were many factors affecting them to buy hair care products of HUL
and P&G, most of them normally used only shampoo, and some of them used shampoo
with hair oil, so that both companies should be considered the ways to attract them to buy
other hair care products such as conditioner, spray, etc. however, according to HUL, there
was only sales promotion like buy shampoo get one conditioner free, on the other hand,
“Dove”, “Clinic Plus” shampoo of HUL were very famous for Indian consumers and
most of them were females. In contrary, “Head and shoulder”, “Pantene” shampoo were
famous for both males and females. And those were the reasons why both companies
wanted to produce brands for females and males. However, sources of Medias factor in
which Indian consumers preferred was from television, and this advertising campaign of
both companies HUL and P&G was successful on broadcast medias.

Moreover, the other factors influenced Indian consumers to buy was from friends and
family. And store location factor influenced Indian consumers to buy hair care products
especially from convenience store and retail store near home. And Indian consumers
sometimes reviewed the information related to hair care products before making decision
to buy.

72
 Chapter 6

Suggestions and Limitations

1.1 Suggestions

 The organizations must use rigorously the promotional techniques to

keep the customers updated about the new components and deals with
the products.
 It is important that the organizations use both traditional and digital
platforms for the promotion as the choice of product is influenced by
both the factors to a great extent.

73
  Customers are quite price sensitive, hence the price of the products
must not be too high and should be competitive as well.
 Customers change the products quite easily, and are less brand loyal.

1.2 Limitations

 The behavior of the respondents while approaching them to fill the

questionnaire was unpredictable.
 There may be error due to bias of respondents.
 The sample was restricted due to 100 people, which may restrict the
scope and completion of the study.
 All this study is limited to study in Delhi only and hence cannot be
generalized for any other region or country.

74
 References and Bibliography

Bibliography

1.1 Paper published

 Assael, Henry. (1995). Customer Behavior and Marketing Action.
P210, 213, 217. 5th ed. The United ofAmerica. International Thomson
Publishing.
 Ajzen; &Fishbein. (1980). Understanding Attitudes and Predicting
Social Behavior. New Jersy: Prentice Hall Imc.

75
  COLLEGE SADHANA – Journal for Bloomers of Research, Vol. 3,
No. 1, AUGUST 2010

1.2 Books
 Armstrong, Gary and Kotler, Philip,” Marketing and Introduction”,
Sixth Edition, (2003), Pearson Education.
 Belch, George E. and Michael A. Belch,”Advertising and Promotion”,
Fifth Edition(2001), McGraw Hill Education
 Cronbach, Lee Joseph, “Essentials of Psychological Testing”, Third
Edition, (1971), New York: Haper& Row.
 Engel, Blackwell & Miniard, “Consumer Behavior”, Eighth Edition,
(1995), International Forth Worth: Dryden Press.
 Etzel, Michael J., Bruce J. Walker; & William J.Stanton, “Marketing”,
Twelfth Edition, (2001), McGraw Hill Education.
 Kotler, Philip, “Marketing Management Analysis, Planning,
Implementation and Control”, Eighth Edition (1994), Englewood
Cliffs: Prentice-Hall.
 Kotler, Philip; & Gary Armstrong. (2001), “Principles of Marketing”,
Ninth Edition, (1994), New Jersey: Prentice Hall, Inc.
 Kotler, P., K.L.Keller, “Marketing Management”, Twelfth Edition,
(2006), NJ: Prentice-Hall.

1.3 Websites
 https://www.hul.co.in
 https://in.pg.com
 http://EzineArticles.com/1478292
 http://www.investopedia.com/terms/b/brandequity.asp#ixzz25k
lw5TVJ

76
77
 Annexure

QUESTIONAIRRE

I. CONSUMER BACKGROUND

NAME:-

GENDER: - [ ] FEMALE

[ ] MALE

[ ] PREFER NOT TO SAY

78
 AGE: - [ ] BELOW 20 YEARS

[ ] 20-25 YEARS

[ ] ABOVE 25 YEARS

QUALIFICATIONS: - [ ] 12th

[ ] GRADUATION

[ ] POST-GRADUATION

Ques – 1:- How much you are willing to spend on the hair-care products?

[ ] 5001-10000 INR

[ ] Above 10000 INR

[ ] Not Applicable

Ques – 2:- Which of the products do you normally use?

[ ] Shampoo

[ ] Hair Oil

[ ] Hair Spray

[ ] Conditioner

Ques – 3:- Which product do you generally use?

[ ] Pantene

[ ] Head and Shoulder

[ ] Clinic Plus

[ ] Sunsilk

79
 [ ] Dove

[ ] TRESemme

[ ] Other

Ques – 4:- How long have you been using the chosen brand?

[ ] Under 1 year

[ ] 3-6 years

[ ] 6-9 years

[ ] More than 9 years

Ques – 5:- How much are you willing to spend on a hair-care product

[ ] Under 100 INR

[ ] 100-500 INR

[ ] 500-1000 INR

[ ] More than 1000 INR

Ques – 6:- Which modes of promotional medium influence your decision of buying a
hair-care product?

[ ] Television

[ ] Social Media

[ ] Magazines

Ques – 7:- Which factor generally influence your decision of buying?

[ ] Friends

[ ] Family

80
 [ ] Social Media

[ ] Communities

[ ] Famous People

Ques – 8:- Do you refer reviews before buying a hair-care product?

[ ] Sometimes

[ ] Very Often

[ ] Often

[ ] Rarely

[ ] Never

Ques – 9:- What are the probable reasons for changing a product of a brand?

[ ] Try new product

[ ] Low Price

[ ] Not satisfied with current product

[ ] Price discount and good product deals on other products

[ ] Don’t want to buy the same product again

Ques – 10:- From where do you usually buy hair-care product from?

[ ] Online Store

[ ] Convenience Store

[ ] Supermarkets

81
 [ ] Retail Stores

Ques 11:- Would you like to recommend the product you are using to your friend?

[ ] Yes

[ ] No

[ ] Maybe

II. Please rate the importance of following parameters while buying hair
care products

Consumer’s Unimportant Somewhat Neutral Somewha Important

Parameters t
Unimportant
Importan
t
Brand Name 1 2 3 4 5
Packaging 1 2 3 4 5
Personal 1 2 3 4 5
Experience
New Product 1 2 3 4 5
Quality 1 2 3 4 5
Texture of 1 2 3 4 5

82
 Product
Previous usage 1 2 3 4 5
experience
Natural/herba 1 2 3 4 5
l Product
Tested by 1 2 3 4 5
Experts
Colorful 1 2 3 4 5
Price 1 2 3 4 5
Discounts 1 2 3 4 5
Salesperson 1 2 3 4 5
Trust 1 2 3 4 5
Ambience of 1 2 3 4 5
the Store
Brand Loyalty 1 2 3 4 5
Safety for 1 2 3 4 5
Head
Advertisement 1 2 3 4 5

83