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Consumer Purchase Behaviour Analysis of Shampoos

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INTRODUCTION

In the past few years, beauty concerns have risen among both men and women in India, and this has given a significant boost to the country’s cosmetics industry, especially the hair care market. According to our latest research report on the Indian hair care market, segments like hair oil, shampoo, gel, and hair colour have witnessed an unprecedented growth in the sales. The shampoo market in India is estimated to be 2500 – 3000 crore worth. It is estimated that the hair oil market in India will cross the INR 100 Billion-mark in future.

Hair oils / Gels

Shampoo and conditioner Styling Products and Hair Colour

Hair care Industry
This project is intended towards one segment of the hair care industry – Shampoo’s. The major shampoo produces in India are  ITC – Fiama Di Wills  Hindustan Unilever - Sunsilk, Dove, Clinic Plus  Proctor and Gamble – Pantene, Head and Shoulders  L’oreal  Dabur India Ltd  Amway India  CavinKare etc. - L’oreal Paris, Garnier Fructis - Dabur - Amway

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VGSOM, IIT Kharagpur

The most frequently used shampoos in India are the following.

Normal Shampoo
•Dove, Clinic Plus, Sunsilk, Chic, Fiama Di wills

Herbal Shampoo
•Ayur, Nyle, Shehnaz Hussain, Dabur, Himalaya, Herbal Essence

Premium shampoo
•Revelon Flex, Wella, L'oreal, Lakme, Matrix, Amway

Anti-Dandruff shampoo
•Head and Shoulders, Clinic all clear, Pantene

One of the biggest barriers to shampoo usage is the consumer perception that it harms the hair. Thus companies are focusing on defending the product against accusations by promoting the strength, nourishment and beauty of the hair - ‘The 3 - in -1 Capsule ‘for ultimate hair. Companies are still associating it with modern life styles to find acceptance in semi - urban and rural non-users to build and enlarge shampoo usage levels. Thus companies will have to mould new consumers usage patterns to its own benefit, to have a competitive advantage and stay out there in the longer run with a respectable market share.

Objective of Study
 To study the Current Indian Market for Shampoos.  To analyse the factors which customers considers while selecting a shampoo. (Factors can be Mildness, Dandruff control, Strength, Healthy Strong hair, Shine etc)  Select a few brands of shampoos and analyse which all characteristics fit with each shampoo.  Analyse the level of penetration of these brands & the consumer perception of these brands through various market research techniques.  Find the shortcomings of each of these brands and suggest how this can be overcome for each brand.

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LITERATURE REVIEW
1. Marketing Research, An applied Orientation, 6th Edition, Naresh K Malhotra & Satyabhushan Dash This book gives a detailed explanation on the techniques of questionnaire design, the steps involved and the guidelines to be followed while designing questionnaire. It explained how the questions should be designed or framed considering the analysis to be done and the form in which results are to be obtained. This book gives a detailed explanation of the how to run SPSS to perform various market research techniques. It gives a detailed explanation of each of these techniques, say Factor Analysis, Discriminant Analysis, Reliability test, Cluster analysis etc. which was very crucial to this project. Interpretation of the output in SPSS being the most difficult and crucial part was explained in very simple terms in this book.

2. Discriminant Analysis, Statistics for marketing and Consumer reach, John Helms, 2009 The numerous applications of Discriminant Analysis has been explained well in detail. It was explained how discriminant analysis was used for product research (to distinguish between heavy, medium or light users in terms of their consumpotion habits or lifestyles), Perception/Image research ( distinguish between customers who exhibit favourable perception of a store or company and those who do not), Advertising research (identify how market segments differ in media consumption habits), Direct marketing (Identify the characteristics of consumers who will respond to a direct marketing campaign and those who will not.) etc.

3.

Conjoint Analysis, related Modelling and Application, John R. Hauser & Vithala R. Rao, 2002 A detailed explanation of how to perform a conjoint analysis has been given in this paper. Through various examples, it has been shown under what condition conjoint analysis can be performed. The various estimation methods that can be used like Random utility models, Regressions, Hierarchical Bayes estimation etc. has been explained. Clarity has been given as to how to interpret the results. The various pragmatic issues and conceptual issues which can be faced have also been described so as to give a clear idea of disadvantages of the model also.
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METHODOLOGY
Understanding the current market
Find Popular Shampoos Decide on shampoos Secondary Research Focus group discussions Relaibility test Cluster Analysis Recommend ation

Questionnaire design

Analysis 1

Factor Analysis
Dsicrimiant Analysis Interpretation from the analysis

Analysis 2

Results

Shampoos chosen  L’oreal  Head and Shoulders  Clinic plus  Sunsilk  Dove  Pantene  Garnier Fructis

Data Collected The data is collected from the consumers keeping the following factors in mind:
   

Gender Income level Age group of the consumer Understand who is the influencer and the decision maker in the purchase decision process



Buying frequency
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VGSOM, IIT Kharagpur



Factors affecting choice: o o o o o o o o o o o o

Ingredients Fragrance Effect on scalp (eg moisturising effect on hair) Dandruff control capability Quality – Mild / Strong Consistency Packaging Price Brand Name Promotional scheme of the product Easy availability Celebrity Endorsement etc.

In the Analysis section, the various market research market research techniques have been used to come to useful conclusion.

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ANALYSIS
The variables considered are as follows.

Variable Name VAR1 VAR2 VAR3 VAR4 VAR5 VAR6 VAR7 VAR8 VAR9 VAR10 VAR11 VAR12 VAR13 VAR14 VAR15 VAR16 VAR17 VAR18 VAR19 VAR20 VAR21 VAR22 VAR23 VAR24

Description I switch Shampoos very easily I am willing to pay full MRP for Shampoo I do not like to have to search a lot to find a shampoo I buy only one particular brand I buy shampoos upon recommendation from Doctor only I buy a shampoo depending on how colourful and well shaped the bottle is. Advertisement play an important role in my buying decision Higher the price, the higher the chance that I'll buy I buy shampoos which give conditioner free Celebrity endorsement makes me want to buy the shampoo I buy shampoos based on how well they can repair damaged hair I buy shampoos based on reviews from peers or friends I buy thoses shampoos which promise good hair growth I buy those shampoos which do not cause dryness I buy those shampoos which have natural ingredients only I often recommend shampoo to friends I prefer shampoos which have low toxicity levels I buy whichever shampoo gives me a Buy 1 get 1 Free offer I buy those shampoos which promise good hair rejuvenation I buy those shampoos which has good fragrance I buy shampoos which are easily available I buy those shampoos which have dandruff control capability I buy conditioning shampoos so that I can prevent splitends I buy only mild shampoos

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RELIABILITY TEST Cronbach's alpha has been used to measure of internal consistency ("reliability")
Reliability Statistics

Cronbach's Alpha Based on Cronbach's Alpha Standardized Items N of Items

.804

.806

24 Item-Total Statistics

Scale Mean if Item Deleted VAR1 VAR2 VAR3 VAR4 VAR5 VAR6 VAR7 VAR8 VAR9 VAR10 VAR11 VAR12 VAR13 VAR14 VAR15 VAR16 VAR17 VAR18 VAR19 VAR20 VAR21 VAR22 VAR23 VAR24 87.55 86.95 86.64 86.74 87.51 86.65 87.51 87.57 86.77 87.49 86.67 86.73 86.65 86.54 86.14 87.71 85.87 86.82 86.90 86.90 86.61 86.83 85.87 85.87

Scale Variance if Item Deleted 128.826 139.514 142.796 131.845 128.305 142.539 128.305 141.857 141.388 131.151 139.872 134.519 124.241 138.290 138.886 135.951 140.747 140.108 126.628 126.628 143.393 130.449 140.747 140.747

Corrected ItemTotal Correlation .499 .161 .146 .518 .507 .160 .507 .079 .133 .412 .240 .411 .555 .405 .339 .279 .350 .168 .505 .505 .122 .434 .350 .350

Squared Multiple Correlation . . . . . . . . . . . . . . . . . . . . . . . .

Cronbach's Alpha if Item Deleted .784 .803 .801 .785 .783 .800 .783 .801 .803 .789 .798 .790 .779 .792 .794 .797 .795 .802 .783 .783 .801 .788 .795 .795

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VGSOM, IIT Kharagpur

Values of Cronbach’s alpha > 0.7 indicates acceptable internal consistency. The overall Cronbach Alpha is 0.804 from the first table. This indicates that the scale chosen is reliable for these particular variables. From Table 2, the last column gives the values of cronbach alpha if any of the variables are deleted. The Item-Total statistics table indicates that the Cronbach alpha will decrease if any of the above mentioned variable are removed. So, for further analysis, tall these variables have been used as inputs to factor analysis.

FACTOR ANALYSIS Questionnaire was floated and 150 responses were collected. From the focus group discussions, 24 variables were listed. Now factor analysis is used to reduce the no of variables. The results of factor analysis shown below indicates that, the above mentioned 24 variables have been reduced to 5 factors as shown below.

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Total Variance Explained Extraction Sums of Squared Loadings % of Cumulative Variance % 26.711 23.436 14.710 12.346 8.465 26.711 50.146 64.856 77.202 85.667 Rotation Sums of Squared Loadings % of Cumulative Variance % 24.732 21.212 15.583 13.182 10.958 24.732 45.944 61.528 74.710 85.667

Initial Eigenvalues Compon ent Total 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 6.411 5.625 3.530 2.963 2.032 .659 .654 .465 .407 .363 .256 .176 .114 .089 .075 .071 .046 .038 .024 .004 1.917 E-16 % of Cumulative Variance % 26.711 23.436 14.710 12.346 8.465 2.746 2.723 1.936 1.697 1.512 1.065 .731 .474 .371 .311 .297 .192 .158 .101 .019 7.989E16 26.711 50.146 64.856 77.202 85.667 88.413 91.137 93.072 94.769 96.281 97.346 98.078 98.551 98.922 99.233 99.530 99.722 99.880 99.981 100.000 100.000

Total 6.411 5.625 3.530 2.963 2.032

Total 5.936 5.091 3.740 3.164 2.630

22

-1.005E2.413 16 E-17

100.000

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23

-8.802E2.112 16 E-16 -4.033E9.679 15 E-16

100.000

24

100.000

Extraction Method: Principal Component Analysis.

There are 5 Eigen values with values greater than 1. So, the 24 variables which were considered earlier will be reduced to 5 factor

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VGSOM, IIT Kharagpur

Component Matrixa Component 1 VAR1 VAR2 VAR3 VAR4 VAR5 VAR6 VAR7 VAR8 VAR9 VAR10 VAR11 VAR12 VAR13 VAR14 VAR15 VAR16 VAR17 VAR18 VAR19 VAR20 VAR21 VAR22 VAR23 VAR24 -.747 .353 .001 -.762 -.774 -.013 -.774 .258 .270 -.756 .344 -.751 .391 .454 .548 -.695 .533 .184 .396 .396 .133 .442 .533 .533 2 .514 -.079 -.038 .531 .540 -.009 .540 -.270 -.231 .505 .561 .492 .555 .736 .693 .337 .694 -.138 .476 .476 -.056 .432 .694 .694 3 .083 -.035 .658 .076 .074 .673 .074 .083 .084 .015 -.347 -.015 .548 -.293 -.267 .028 -.312 .156 .665 .665 .672 .610 -.312 -.312 4 .214 .826 -.147 .206 .203 -.176 .203 .848 .856 .105 .022 .112 .058 .024 -.019 .084 -.015 .741 -.002 -.002 -.141 -.029 -.015 -.015 5 .030 .027 .695 .037 .029 .634 .029 .134 .126 .020 .086 .018 -.386 .126 .075 .000 .280 .047 -.394 -.394 .530 -.316 .280 .280

Extraction Method: Principal Component Analysis.

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Component Matrixa Component 1 VAR1 VAR2 VAR3 VAR4 VAR5 VAR6 VAR7 VAR8 VAR9 VAR10 VAR11 VAR12 VAR13 VAR14 VAR15 VAR16 VAR17 VAR18 VAR19 VAR20 VAR21 VAR22 VAR23 VAR24 -.747 .353 .001 -.762 -.774 -.013 -.774 .258 .270 -.756 .344 -.751 .391 .454 .548 -.695 .533 .184 .396 .396 .133 .442 .533 .533 2 .514 -.079 -.038 .531 .540 -.009 .540 -.270 -.231 .505 .561 .492 .555 .736 .693 .337 .694 -.138 .476 .476 -.056 .432 .694 .694 3 .083 -.035 .658 .076 .074 .673 .074 .083 .084 .015 -.347 -.015 .548 -.293 -.267 .028 -.312 .156 .665 .665 .672 .610 -.312 -.312 4 .214 .826 -.147 .206 .203 -.176 .203 .848 .856 .105 .022 .112 .058 .024 -.019 .084 -.015 .741 -.002 -.002 -.141 -.029 -.015 -.015 5 .030 .027 .695 .037 .029 .634 .029 .134 .126 .020 .086 .018 -.386 .126 .075 .000 .280 .047 -.394 -.394 .530 -.316 .280 .280

a. 5 components extracted.

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Rotated Component Matrixa Component 1 VAR1 VAR2 VAR3 VAR4 VAR5 VAR6 VAR7 VAR8 VAR9 VAR10 VAR11 VAR12 VAR13 VAR14 VAR15 VAR16 VAR17 VAR18 VAR19 VAR20 VAR21 VAR22 VAR23 VAR24 .964 .964 .893 .975 .975 .850 .759 .964 .786 .039 .899 .886 .893 .924 .905 .730 .968 .928 .930 .954 .968 .931 .935 .875 .965 2 3 4 5

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 6 iterations.

Also, the KMO test which indicates the sampling adequacy is 0.649.

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So, all the variables have been grouped together as the 5 factors as shown below.
VARIABLE I switch Shampoos very easily I buy only one particular brand I buy shampoos upon recommendation from Doctor only Advertisement play an important role in my buying decision Celebrity endorsement makes me want to buy the shampoo I buy shampoos based on reviews from peers or friends I often recommend shampoo to friends I buy shampoos based on how well they can repair damaged hair I buy those shampoos which do not cause dryness I buy those shampoos which have natural ingredients only I prefer shampoos which have low toxicity levels I buy conditioning shampoos so that I can prevent splitends I buy only mild shampoos I buy thoses shampoos which promise good hair growth I buy those shampoos which promise good hair rejuvenation I buy those shampoos which has good fragrance I buy those shampoos which have dandruff control capability I am willing to pay full MRP for Shampoo Higher the price, the higher the chance that I'll buy I buy shampoos which give conditioner free I buy whichever shampoo gives me a Buy 1 get 1 Free offer I do not like to have to search a lot to find a shampoo I buy a shampoo depending on how colourful and well shaped the bottle is. I buy shampoos which are easily available VAR.NO VAR1 VAR4 VAR5 VAR7 VAR10 VAR12 VAR16 VAR11 VAR14 VAR15 VAR17 VAR23 VAR24 VAR13 VAR19 VAR20 VAR22 VAR2 VAR8 VAR9 VAR18 VAR3 VAR6 VAR21 FACTOR 1 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 4 4 4 4 5 5 5 ATTRACTIVENESS PRICE PROMISE OF HEALTHY SHINY HAIR DAMAGE REPAIR BRAND IMAGE FACTOR NAME

DISCRIMINANT ANALYSIS Discriminant analysis is done to classify the respondents into 2 categories :   Regular Users Non-Regular Users

A sample of 100 responses were chosen at random to perform discriminant analysis. The objective is to classify the respondents into the above mentioned 2 groups when factor like Age, Income, Gender, Favourite Shampoo are the independent variables. The results of running two-group discriminant analysis is as shown below.

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Group Statistics Valid N (listwise) Freq Var 1 Age Var Income var Gender Var Fav Var 2 Age Var Income var Gender Var Fav Var Total Age Var Income var Gender Var Fav Var Mean 1.50 2.98 1.17 4.07 2.36 2.57 1.93 3.86 1.62 2.92 1.28 4.04 Std. Deviation .569 1.471 .382 2.200 .497 1.016 .267 .363 .632 1.419 .451 2.045 Unweighted 86 86 86 86 14 14 14 14 100 100 100 100 Weighted 86.000 86.000 86.000 86.000 14.000 14.000 14.000 14.000 100.000 100.000 100.000 100.000

Summary of Canonical Discriminant Functions
Eigenvalues Canonical Function 1 Eigenvalue 1.127a % of Variance 100.0 Cumulative % 100.0 Correlation .728

a. First 1 canonical discriminant functions were used in the analysis.

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Classification Statistics
Classification Function Coefficients Freq Var 1 Age Var Income var Gender Var Fav Var (Constant) 5.997 1.082 10.981 .886 -15.053 2 10.152 .607 18.134 .782 -32.433

Fisher's linear discriminant functions

Classification Resultsa Predicted Group Membership Freq Var Original Count % 1 2 1 2 1 82 1 95.3 7.1 2 4 13 4.7 92.9 Total 86 14 100.0 100.0

a. 95.0% of original grouped cases correctly classified.

Interpretation : It appears that the two groups are more widely distribute on the basis of AGE and GENDER than on the basis of INCOME LEVELS or FAVOURITE SHAMPOO.
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Also, as there are only 2 groups ( Regular and Non-Regular users), there is only one function. The Eigen value associated with this function is 1.127 and it accounts for 100% of the explained variance. The canonical co-orelation associated with this function is 0.728 . The square of this correlation (0.728)2 = -.5299, indicates that 52.99 in the dependent variable “Frequency of Use” is explained or accounted for by this model. From the Standardised canonical discrimainant function, it is observed that ‘Age’ and ‘Gender’ contributed significantly to Frequency of Use. The variable ‘Favourite Shampoo’ contributed less and the variable ‘Income’ appears to contribute the least.

Age - wise frequency of usage pattern
No. of respondents
50 40 30

20
10 0 18 - 25 years 25 - 40 Years > 40 Years

Regular Users Non - Regular Users

Age Gender Wise Frequency of Shampoo usage pattern
No of Respondents
80 60 40 20 0 Female Male

Regular Users
Non - Regular Users

Frequency of Usage of Shampoo

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VGSOM, IIT Kharagpur

The above charts indicate that people of age 18 – 25 years are the regular users of shampoo’s closely followed by the people from 25 – 40 years. Above the age of 40, Infrequent users of shampoos are more than frequent users. People tend to go for herbal remedies like Henna or Egg white or Shikhakai, probably due to greying of hair or excessive hair fall beyond the age of 40 years.. Similarly from the Gender group, it is observed that females are more regular users of Shampoos. As per survey results, males use shampoos less frequently ( mostly once a week or even less ) whereas females use shampoo to wash their hair atleast every 2 or 3 days.

Regular Users
Garnier Fructis 12% Clinic Plus 14% Pantene 8% Sunsilk 22% Head and Shoulders 0% Dove 22%

L'oreal 22%

It was observed that the regular users – people who use shampoos everyday, Alternate days or atleast every 2 or 3 days – prefer using Dove , L’oreal , Sunsilk.

Non - Regular Users
GARNIER FRUCTIS

14%
Non - Regular Users

Shampoos

HEAD AND SHOULDERS

86%

0%

20%

40%

60%

80%

100%

% of Non Frequent users
The above chart indicates that among the non-frequent users of shampoo ( ie. Those who use shampoo once a week or even less frequently), Head & Shoulder is preferred the most. Also

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VGSOM, IIT Kharagpur

Garnier Fructis is also preferred by them, over shampoos like Sunsilk, L’oreal, Dove, Panteen etc. From the above two charts, it can be inferred that L’oreal, Dove and Sunsilk are the most frequently used Shampoo at Kharagpur and Head and shoulder is most preferred by those people who wash their hair with shampoo once a week or with even lesser frequency. CLUSTER ANALYSIS The main objective is to find the different clusters upon considering Brand Image, Price, Attractiveness, Damage repair, promise of healthy shiny hair, favourite shampoo etc. From the Agglomeration schedule, it is observed that there are 5 clusters as shown below.

5 Clusters
Number of Cases in each Cluster Cluster 1 2 3 4 5 Valid Missing 14.000 22.000 8.000 26.000 30.000 100.000 100.000

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Final Cluster Centers Cluster 1 Fav Var Brand Damage repair Promise of Quality Price Attractiveness 7 3 5 4 4 1 2 6 4 3 5 2 2 3 2 4 4 2 3 2 4 2 2 3 5 2 2 5 4 4 2 4 2 3

Distances between Final Cluster Centers

Cluster 1 2 3 4 5

1

2 2.824

3 5.419 5.027

4 5.449 4.196 3.536

5 4.947 2.621 4.057 3.315

2.824 5.419 5.449 4.947 5.027 4.196 2.621

3.536 4.057 3.315 ANOVA

Cluster Mean Square Fav Var Brand Damage repair Promise Price Attractiveness 81.655 18.331 16.171 15.247 14.659 6.466 Df 4 4 4 4 4 4

Error Mean Square .918 .692 .888 .584 .824 .887 df 95 95 95 95 95 95 F 88.938 26.501 18.220 26.120 17.779 7.292 Sig. .000 .000 .000 .000 .000 .000

The F tests should be used only for descriptive purposes because the clusters have been chosen to maximize the differences among cases in different clusters. The observed significance levels are not corrected for this and thus cannot be interpreted as tests of the hypothesis that the cluster means are equal.

All the variables are significant as displayed in the above table. Now, from the final clusters, we get the factors which are predominant in each cluster. For eg. Clusters 1 and 3 gives maximum importance to damage repair.

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cluster 1 2 3 4 5

Clinic Plus

3.33 1.44

Average of Brand Image Garnier Head and Dove Fructis Shoulders L'oreal Pantene 2.00 2.00 3.00 3.33 4.00 4.33 3.00 3.08 2.00 1.00 4.25 4.00 4.50 4.73

Sunsilk 3.00 3.38

The above table indicates that  Cluster 5 gives maximum weightage to Brand Image. L’oreal is the shampoo which users perceive to have the highest brand image. Cluster 5 has the major shampoo players – Dove, L’oreal, Head and Shoulders, and Garnier Fructis competing with each other.   Cluster 3 also gives importance to Brand with Dove being the major player. Cluster 2 closely follows cluster 3 with Pantene holding the highest Brand image perceived.
Average of Damage repair cluster 1 2 3 4 5 Clinic Plus Dove Garnier Fructis Head and Shoulders 4.00 5.00 3.00 3.67 3.75 1.75 4.50 3.67 3.14 2.50 2.13 L'oreal Pantene 4.00 3.00 3.33 2.67 Sunsilk 4.91 3.63

2.09

The above table indicates that    Cluster 3 and cluster 1 are centred around Damage control capability of the shampoo. Clinic Plus is perceived as the shampoo with the maximum damage repair quality, closely followed by Sunsilk and Garnier Fructis. Head and Shoulders also have sufficient Damage control capability

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cluster 1 2 3 4 5

Clinic Plus

2.00 5.00

Average of Promise of Healthy Shiny hair Garnier Head and Dove Fructis Shoulders L'oreal Pantene 3.50 4.00 5.00 4.83 4.50 1.33 3.00 5.00 5.00 5.00 4.50 4.57 4.38 4.18

Sunsilk 3.91 4.63

The above table indicates that   Cluster 4 totally is centred around healthy shiny hair, closely followed by cluster 2 and cluster 3. Indicates that Clinic Plus. Dove, Garnier Fructis and Head and shoulder – All of these shampoos provide healthy shiny hair.
Average of Price Garnier Head and Fructis Shoulders L'oreal Pantene 4.50 5.00 2.50 2.50 2.33 4.50 1.33 2.50 1.71 2.00 1.82

cluster 1 2 3 4 5

Clinic Plus

Dove

Sunsilk 4.09 2.13

3.00 2.78

2.33 2.33 1.75

  

Cluster 1 is mainly revolving around Price. Pantene is the shampoo which most price sensitive people tend to buy, followed by L’oreak and Sunsilk in cluster 1 Cluster 3 also has a little tendency to be price sensitive,
Average of Attractiveness Garnier Head and Dove Fructis Shoulders L'oreal Pantene 1.00 1.00 3.00 1.50 1.67 2.33 1.50 2.50 2.67 1.50 2.75 3.29 2.25 2.82

cluster 1 2 3 4 5

Clinic Plus

Sunsilk 1.18 2.63

2.67 1.44



Cluster 3 shows relatively higher focus on Attractiveness of the bottle. Upon evaluation of the overall responses, compared to the above 4 factors, Attractiveness of the bottle does not play a significant role.
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Combing all the above results, the following table has been designed.
Promise of Damage healthy shiny repair hair
4.64 3.32 4.38 3.38 2.30 3.86 4.68 2.00 5.00 4.37

Cluster
1 2 3 4 5

Brand
2.79 3.50 3.63 2.23 4.43

Price
4.21 2.32 3.13 2.38 1.83

Attractiveness
1.14 2.09 2.25 2.08 2.77

 Cluster 1 focuses on Damage repair and Price.  Cluster 2 focuses on having healthy shiny hair ( Focus on Quality of hair ) and Brand.  Cluster 3 focuses on Damage repair and Brand  Cluster 4 focuses on the quality of hair and even a little bit on the damage repairing ability of the shampoo.  Cluster 5 focuses on Brand, Quality of hair and a little bit on the attractiveness of bottle.

Favourite

Brand Image 1.92 3.53 3.33 3.67 4.00 3.12 3.16

Promise Damage of healthy Repair Shiny hair 3.50 3.32 3.50 2.50 2.68 2.71 4.37 4.25 4.43 4.42 4.58 4.32 4.32 4.21

Price 2.13 2.21 2.08 2.17 2.32 2.71 3.26

Attractiveness of bottle 1.75 2.53 2.83 2.25 2.21 1.57 1.79

Clinic Plus Dove Garnier Fructis Head and Shoulders L'oreal Pantene Sunsilk

 Clinic Plus is mainly for Damage repair and good quality hair.  Dove has high Brand value and promises shiny healthy hair.  Garnier Fructis is bought by people because of its brand value, damage control capability, attractiveness of the bottle shape and design and because it gives good healthy hair.
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 Head and shoulders is the most suitable for healthy strong hair and brand image.  L’oreal is used by people mainly because of its brand image and low price.  Pantene is preferred by people because of its low price.  Sunsilk is ideal for damage repair and also preferable on the basis of cost.

•L'oreal •Head and shoulders •Dove •Garnier Fructis Brand Price

•Sunsilk •Pantene •L'oreal

Quality Promised •Head and Shoulders •Dove •Garnier Fructis

Damage repair •Sunsilk •Garnier Fructis •Clinic Plus

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RESULTS AND RECOMMENDATION
The most important factors which people look for while buying a shampoo are  Brand Image  Price  Promise of healthy, shiny hair and fragrance.  Damage Repair – Dandruff control, Repair Split-Ends etc.  Attractiveness of the bottle The maximum shampoo users fall in the age group of 18 – 25 years, closely followed by 25 – 40 years. Also females tend to be regular users. So a company has to focus on this segment. As per the analysis, the customer perception of shampoos is as follows.  Clinic Plus is mainly for Damage repair and good quality hair.  Dove has high Brand value and promises shiny healthy hair.  Garnier Fructis is bought by people because of its brand value, damage control capability, attractiveness of the bottle shape and design and because it gives good healthy hair.  Head and shoulders is the most suitable for healthy strong hair and brand image.  L’oreal is used by people mainly because of its brand image, for the smooth shiny hair it promises, and low price.  Pantene is preferred by people because of its low price.  Sunsilk is ideal for damage repair and also preferable on the basis of cost. The most sought out shampoo is L’oreal Paris. The main competitors in terms of Brand Price Promise of Shiny Smooth hair Damage repair Attractiveness L’oreal, Dove, Head and Shoulders Sunsilk, Pantene, Loreal Head and shoulders, Dove, Garnier Fructis Sunsilk , Garnier Fructis, Clinic Plus Garnier Fructis.

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REFERENCES
1.

Marketing Research, An applied Orientation, 6th Edition, Naresh K Malhotra & Satyabhushan Dash

2.

Discriminant Analysis, Statistics for marketing and Consumer reach, John Helms, 2009

3.

Conjoint Analysis, related Modelling and Application, John R. Hauser & Vithala R. Rao, 2002

4. 5. 6. 7. 8. 9.

http://www.slideshare.net/rathi_sachin/india-shampoo-industry http://www.slideshare.net/aditya10000/project-on-shampoo http://web.mit.edu/~hauser/www/Papers/GreenTributeConjoint092302.pdf http://alexandriamarketing.com/newsite/Services/Discriminant%20Analysis.htm http://www.scribd.com/doc/30879906/Clinic-Plus-Shampoo http://www.scribd.com/doc/75348067/Loreal-Marketing-management-project

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VGSOM, IIT Kharagpur

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