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Advertising & Marketing Research

Project by : Name : Vikrant Bagul Class : TYBMM Roll no : 51 Subject : Advertising and marketing research Topic : Research on a product category

HAIR GEL Hair gel market segment is at a primary stage and not many local brands are available in India. Hair gels are mainly used for hair grooming by men and is used as a fashion accessory. The market penetration of hair gels is very low, and is limited to a small section of the urban market.

Research details :

Product category : Hair Gel for males Objective : To find the popularity of hair gel brands and price point at which consumer is ready to pay. Research source : new media (social networking site facebook) Target audience : (age group of 16- 35 years) - Youth - Working males

37 responses

Names : (participants) Sohaib shaikh Akshayowais pathanTysonpriteshsanketKaran Sharmadhirendra bhandariumeshBhaveshAbhishek KedarKARAN MEHTAkunal chitnispravin varmaAmit Singhakshay kumarVipul NaikRahul ThakkarAmit BagulT...
Age group : 19.. 20.. 22.. 25.. 27.. 30 (1) Education: Students.. MBA Graduate.. Graduate (9)

Do you use hair gel ?

Yes 26 81 %

No 6 19%

Which brand do you use?

SetWet 18 49% Brylcreem 6 17% Nova 0 0% Other 9 24%

On which basis you choose brand?


Effectivity 21 57% Cost 2 5% Brand name 12 32%

Are you conscious about your hair?

Yes 34 92% No 3 8%

Where do you generally buy the hair gel?


Chemist 17 46% Super Market 11 30% Any shop nearby 5 14% Departmental Store 2 5%

Do you want a booklet of hair styles with your hair gel?

Yes 17 47% No 18 49%

Which packag do you purchase?

70-90 Rs 17 46% 30-60 Rs 16 43%


10 Rs 1 3%

How often do you use gel?

Daily 10 27% Alternate Days 9 24%

Twice a week 9 24%


Once a week 6 16%

Are you satisfied with your current brand?

Yes 28 76% No 6 16%

Any complaint with your current hair gel brand?

Yes 3 8% No 29 78%

If the price of your most preferred brand increases what would you do?

Still buy the same brand 26 70% Shift to another brand 8 22%

Any noticed side effects because of your hair gel?

Yes 3 8% No 34 92%

Number of daily responses

Final Survey Report

Most popular hair gel brand : Setwet

Price point at which consumer is ready to pay.


70-90 Rs 17 46% 30-60 Rs 16 43% 10 Rs 1 3%

Conclusion :
I hereby conclude that the basic objective of my research is fullfilled, with the survey undertaken of the most popular hair gel on 37 males and with the graphical presentation of the same I conclude that Setwet is the most popular brand and price point at which consumer is ready to pay is 70-90 Rs.

THANK YOU