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Amity Business School

Analyzing the consumer buying behavior


towards shampoo in Delhi with a focus on
Sunsilk and Garnier.




Chetanya Rajput
MBA Class of 2013
Amity Business School

DISSERTATION
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Theoretical Framework
INDIAN FMCG
Fourth largest sector in the Indian economy with an estimated size of
Rs.1300 billion
Strong competition with many international players
Three Types - Household Care, Personal Care, Food and Beverages
The Indian shampoo market is estimated to be around Rs. 2,700 Cr
Indian
Penetration level of only 13 per cent in India
Market - HUL (47%); P&G (23%)
consumer
buying process
Problem recognition ->Pre Purchase search -> Evaluation of
alternatives -> Purchase decision -> Post-purchase behavior
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Challenges
Branding and Marketing
Launching
Positioning
Investment in distribution, advertisement, celebrity, segmenting and positioning
Economic Factors
Price Sensitive Market
Ability to Buy = Willingness to Pay
Overpricing.
Rural Market
Huge opportunities due to market size
Challenges like logistics and pricing
Counterfeiting
Increased Bargaining Power of Retailers
Pay slotting fees
Give desired margins.
Customer Loyalty
Low involvement product
Word of mouth
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Objectives of Study
To identify factors that motivate consumers to switch
between different brands.
To study the impact of advertisements on consumer
buying behavior towards a shampoo brand.
To study the influence of celebrity endorsements on
buying behavior of consumers.
To study the preference of attributes which influence the
consumer choice of shampoo.
To study the impact of packaging of shampoo on
consumer buying behavior.

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Literature Review
George S. Low and Jakki J. Mohr
(2008)

Setting advertising and promotion budgets in multi-
brand companies

Role of promotions in capturing the interest of
consumers by analyzing their information seeking


Bakhare, Dr Ruhi (2012)
A study of consumer behavior with respect to
various brands of shampoo in Nagpur city
External factors like demographic, price, quality,
product attributes etc. for buying Shampoo

Srinivasan, and
Vanhuele(2010)

"Potential, stickiness and lift: How
consumer attitude dynamics drive
marketings sales impact

Role of advertisements

Jadhav G., (2012)

Marketing and distribution strategy
for FMCG, Growing Indian rural
market

Indian FMCG Market


Handa and Grover (2012).

"Retail sector in India: Issues
& challenges

Role of packaging and
distribution


Mohanty, Sangeeta (2012)

"Indian shampoo brand positioning: Multi
dimensional scaling approach"

Perception of Indian consumers towards different
shampoo brands and to differentiate it.

Thapa, Anju (2010)

"Consumer switching behaviour: A study
of shampoo brands"
Packaging and communication
method

Lonial, Dr Subhash and Zaim,
Dr Selim

Investigating of product attributes
and their affect on overall
satisfaction

Importance of attributes
Kaplan, Maryana and Zarrilli,
Kendra (2009)

The role of fragrance in the
brand personality of consumer
products

Role of fragrance
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RESEARCH METHODOLOGY
Data
collection
technique
and
procedure
Primary
Data
Sample Size
100
Collected information
from respondent in
Delhi & NCR based
on descriptive
research
INSTRUMENT
A self-administered
questionnaire
Research Questions
Likert Scale.
Dichotomous
questions.
HOW?
Convenience
sampling
Analysis Tool
Frequency Analysis Cross-tabulation T-Test Constant Sum Chi-Square Test
Secondary
data
Internet
Search Engines
Official websites of
manufacturers
Text Book Published Reports
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Gender
Male 45
Female 55
Total 100
Age
Frequency
Below 20yrs 25
21-30yrs 69
31-40yrs 3
41-50yrs 1
Above 51yrs 2
Total 100
Annual Family Income
Frequency
Below 3
Lakhs
6
3 Lakhs-6
Lakhs
48
Above 6
Lakhs
46
Total 100
Occupation
Frequency
Student 61
Service 31
Homemak
er
1
Business 7
Total 100
Celebrity advt (Sunsilk) vs Attribute focused advt (Garnier)
Frequency Percent Valid Percent Cumulative Percent
V Sunsilk 24 24.0 24.0 24.0
Garnier 58 58.0 58.0 82.0
Both 1 1.0 1.0 83.0
None 17 17.0 17.0 100.0
Total
100
100.0 100.0

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DATA ANALYSIS & FINDINGS

Interpretation of Constant Sum Strength is the most
desired attribute of shampoo followed by shine. The third
most desired attribute is moisturizing followed by
fragrance at fourth. The color of shampoo is least
preferred shampoo.
Interpretation of t-Test - There has been significant
difference noted in attitude of male and female
respondents advertisements and moisturizing attribute.
Interpretation of Chi-Square Test:- Since, 0.070 >
0.05. Since the difference is significant, therefore, reject
H1.

Respondents, regardless to their income, are not
loyal to their choice of shampoo brand

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CONCLUSIONS
Objective 1
The costumers do not exhibit strong loyalty towards a particular
brand.
Through Chi-squared test, it was found respondents, regardless of
their income, arent loyal to their choice of shampoo brand.
Most of the respondents have switched at least once followed by
three times, the number of shampoos changed in a year

Objective 2
Advertisement plays a vital role in influencing buying behavior.
The advertisement focused on the attributes and benefits of a shampoo is
preferred more and plays a vital role in influencing consumer-buying
behavior.
There is a significant difference in attitudes towards advertisements
between male and female




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CONCLUSIONS
Objective 3
Celebrity endorsement is not the preferred form of advertisement and its
influencing power on consumer buying behavior is lesser as compared to an
advertisement, which focuses on the attributes.

Objective 4
Strength was most preferred attribute followed by shine.
Significant difference in attitudes towards moisturizing (third most preferred
attributes) between male and female.

Objective 5
Plays a Vital role
Most preferred package is regular bottle & average monthly spending is Rs
100-250.
The color of the shampoo was least preferred attribute.
The male respondents were equally divided upon changing their decision of
purchasing shampoo based on packaging, however, the female did not
agree clearly.






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RECOMMENDATIONS

The preferred attribute, which shampoo manufacturers can cash on
is strength followed by shine.
Advertise key attributes such as strength and volume. The USP
could be rebuilding damaged hair, silky and healthy hair.
The most commonly used product was conditioner. It can be either
used a sales promotion technique as a gift with a shampoo bottle.
Focus on attributes than celebrities as celebrities do give positive
stimulus to buyers mind but they should not be the prime focus
while advertisement for shampoo.
Offer value for money impetus for the decision maker to use the
product more intensively
Develop quality and brand image so that by trial of brand is left with
a good image and then followed by the usage of bigger pack, which
then will be used by them.
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In order to create brand loyalty, benchmark the company that has well
positioned itself in the minds of the consumer and consumers rarely
change their shampoo with the help of testimonial advertisements which
focus on the satisfaction derived from core features of their brand. So,
delivering the improved one will make them switch to brand but it should be
well advertised and substantiated. This action of company will have other
positive effect of attracting those switchers, changing frequently and/or
occasionally and drawing the crowd towards the brand.
Go for strategic sizing and pricing with packs available in the market so
that people have a wider option availability and presence of your brand.
After a gap of some time check which are the packs that are bought most
and assure their availability. Sachet can be made available near rural and
college hostel areas whereas family and regular bottles should be available
in residential areas.
In order to increase effectiveness of a promotional campaign of shampoo,
a brand should be positioned as a foreign brand with the help of foreign
actors focusing on attributes as studied in consumer perception of Garnier.

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Limitations
The time span of research was less so observational research was
not possible.

The extent of research was only restricted to Delhi and NCR.

Due to paucity of time, sample size could not be taken more.

Lack of availability of ample prior research works on the topic.

Due to paucity of time, some of the candidates had to respond
online and on the phone which may be open to some biases in the
answers.

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THANK YOU