The research offers a worrying glance of the future. People are much more likely to be evaders if they have satellite or cable connection. But all is not lost. Evaders do not react to distinctive, relevant and original advertising that attracts them at the right time
The real concern is creativity. What type of advertising prevent evaders from staying away from. There's a strong correlation between likeability and consciousness. More likeable ads are more effective at generating understanding. Advertisings should be pleasurable, to help brands build bonds with consumers. Individual advertisers and firms must identify and understand the drive of advertising evaders and tailor their creative and advertising solutions accordingly.
Planners must try to get mental insights into the consumer that goes beyond quantity - crunching. There are qualitative dissimilarities in how people use and relate to media and these have great implications on mass media strategies. There's a hypothesis that the recall of brands would be higher if they were publicized on programmes that enjoyed higher-level of viewers.
SCENARIO ON THE INDIAN SHAMPOO MARKET
"X" shampoo has keratin treatment, "Y" shampoo has total nourishment while "Z" hair shampoo rebuilds your damaged locks and control dandruff. Extreme marketing and marketing blitz has managed to get a frothy year for shampoo marketers. In another of the most exceptional presentations of acceleration, the hair shampoo market, after creeping up at the average rate of 6 % per annum between 1992 and 1994 and, climbing to 9. 55 % in 1995, all of the sudden raced up to 18. 77 % in 1996. In 1997 it gone up to 35 % Making the hair flow, and move and circulation, were the initial strategies for making growth followed by the three main players in the shampoo market. A flurry of new launches which found the release of 32 new brands, five brand extensions, 100 new variations, and 122 new pack - sizes, adding up to an unmatched excitement in that which was till a - one - kind - will fit - all product category. So long as it was a general, generalized - benefits product whose most important value, was that it cleaned out hair, no shampoo brand experienced the devoted following. With a wide swath of charm, brand USPs were not sufficiently differentiated from one another for any of them to desire out a devoted niche.
Also, the limited repertoire of benefits acted as a deterrent to recurrent usage and hence growth. The hair shampoo - marketers fragmented a once homogeneous market furiously, pegging a distinctive differentiated gain to each brand and lines - extension in order to build a clearly defined portion of users for every. While this helped each brand build a franchise, it offered the more important function of giving every user an absolute, focused reason to employ a particular brand.
The consumer offers used to the idea of using only that make of hair shampoo that suits his / her mane the best. this was achieved by launching some new brands, as well as repositioning old ones, to peg each to a unique benefits. So, Levers rolled out Sunsilk Nutracare (the proposition : head of hair root nourishment), Sunsilk Ceramides (the proposition : repair ruined mane), Organics (the proposition : locks root nourishment), Organics dandruff treatment (the proposition : hair main nourishment with anti - dandruff treatment), Medical clinic dynamic (the proposition : existence of pro - supplement B5), Medical clinic All Clear with ZPTO (the proposition : control of dandruff - triggering microbes, scalp moisturizer, and reduced scalp itch ), and Lux Super High (the proposition : addition of mane moisturiser ) to join Center Plus and Sunlight Silk.
P&G joined up with the fray with Pantene Pro - V (the proposition : nourishment of head of hair from root to suggestion), Pantene Pro-V Extra hair shampoo - and Oriflame's fitness hair shampoo. . Through new brand launches companies made constant excitement to keep curiosity about the product alive. Even while segmentation offered new value propositions to shampoo users, the marketers baked up that menu with multiple price details, creating several VFM equations. And because they were targeting growth, they cannily costed every new product at a discount to a comparable one while positioning out a assurance of either matching or greater value. There is also a sizable successive slice in the excise work on shampoos : from 120 % in 1994 to 70% in 1995, 40 % in 1996, and 30 %30 % in 1997. Also in India customers are inordinately sensitive to price. There is always a large variety of potential customers hanging around to buy your product as soon as it becomes affordable.
ORG - MARG ANALYSIS
Although segmentation offered new value propositions to the shampoo users -- differential pricing also created several Affordability (VFM) equations. A offer for greater value or corresponding benefits at price discounts for each and every new product gained momentum.
In INDIA customers are sensitive to price. There is always a large volume of potential buyers to acquire the product when it becomes affordable.
THE MARKET SHARES
BRANDS Reveal (%)
Sunsilk 20
Clinic 25
Organics 5. 5
Pantene 11
Halo 3. 4
Optima 3. 6
Lakme 1
Ultra Doux 1. 2
Flex 0. 7
Others 28. 6
Promoting the shampoo brands poses another task for the marketers, resulting in high adv. spends and mass media spends. P&G spent 8 crores on advertising Pantene on Television in the first four calendar months of its introduction. HLL's estimated advertising expenditure for every single new shampoo start was between Rs. 4 crores and 6 crores in the introductory stage. The ad-to - sales ratio of the companies have shown exceptional jump from 10 % to 20 % set alongside the average of 5 % for some product categories.
One of the biggest barriers to shampoo usage is the consumer perception so it harms the mane. Thus companies are concentrating on defending the product against accusations by promoting the strength, nourishment and beauty of the scalp - 'The 3 - in -1 Capsule 'for ultimate wild hair. Companies are still associating it with modern life-style to find approval in semi - metropolitan and rural non-users to construct and enlarge hair shampoo consumption levels. Thus companies must mould new consumers use patterns to its benefit, to have a competitive benefits and stay out there in the longer run with a respectable market share.
A market segment consists of a large identifiable group within market. A company that practices portion marketing identifies that buyers change in their wishes, purchasing power, physical locations, buying attitudes, and buying habits. Because customers have unique needs and wants, each buyer is potentially a separate market. Ultimately, then, a vendor might design a separate marketing program for every single buyer, though no enterprise is prepared to customise its offer \ communication package to every individual customer. The company instead attempts to isolate some wide-ranging segments that define a market.
Two broad groups of variables are used to section consumer market segments. Some researchers try to form segments by looking at consumer replies to benefits sought, use events or brands. Other researchers make an effort to form sections by looking at consumer characteristics. They commonly use Geographic, Demographic or Psychographic characteristics.
OBJECTIVES WITH THE STUDY
1. To study the existing Indian market for Shampoos.
2. To investigate the relationship between a particular brand and its buying habit.
3. To examine whether advertising is influencing the buying tendencies of the consumers.
4. To review the impact of the seals of scientific laboratories on the consumers buying action.
RESEARCH METHODOLOGY
Keeping in view the Shampoo Market in INDIA which is very congested and becoming competitive day by day, we made a decision to study the existing scenario of the marketplace.
DATA COLLECTION
The pursuing techniques were implemented for data collection :
1. Key DATA
Primary data was accumulated through face to face interviews while filling up questionnaires. (33 RESPONDENTS)
2. Extra DATA
Relevant information was collected from magazines, papers and project records that created the extra data.
3. COMMUNICATION APPROACH
Face to face interviews was considered as the communication strategy since it is a much better method where slight probing is necessary.
SCOPE
The range of the analysis covers almost all categories of Shampoos. The complete appraisal of Shampoos has been done from the angle of client satisfaction. Any substitutes of Shampoos like washing soaps or natural basic products havent been considered. Also Shampoos locally made by the unorganised sector and which are not branded have never been considered.
LIMITATIONS
The probable restrictions of this analysis are as under :
1. The above all constraints was time constraint that was only one month, but still initiatives have been designed to put the picture as clear and candid as possible.
2. Examples were randomly selected as per convenience so error is bound to creep in the observation.
3. The conservative attitude of the respondents was a limiting factor in gaining information.
SAMPLING
SAMPLE SIZE
A test size of 33 consumers was chosen, but credited to incompletely loaded questionnaires and unwillingness and carelessness for the respondents, we were required to reduce the sample size to 28. This sample size was founded after time and affordability approach.
SAMPLING TECHNIQUES
Disproportionate stratified arbitrary sampling strategy has been found in sampling due to the following reasons :
1. It offers information about parts of the world.
2. It provides help in increasing precision through stratification.
Key findings
± It's been observed that folks use not only shampoos but home treatment is also preferred because of its uniqueness of efficiency. People also use more than one shampoo or keep two shampoos
± Most people have tried a number of shampoos but rarely finds any dissimilarities. Except for medical clinic all clear and organic and natural where respondents have favorably decided of best hair shampoo than others.
± People will buy those shampoos giving them maximum benefits. Feminine normally look for hair shampoo matching using their wild hair type but male look for combo of benefits i. e. 1st head of hair problem and then fragrances accompanied by price.
± An advertisements is the one that influences a whole lot than any other factors.
± Most people change their shampoos occasionally but there are people who never change their hair shampoo i. e. they are simply satisfied with their current brand.
± People normally shampoo double weekly or three to four times a week.
± Most people normally buy sachets available accompanied by above 250-ml pack.
± Most people know of the brands through advertisements. Next come periodicals. And the newspapers.
± Satisfaction is maximum drawn with people using clinic and organic. They are the brands, which appeal to most because of recognized quality and brand image.
Brand image of shampoos as a person
± The study uncovers that the Organics user along with his Impressive personality and Friendly behavior provides Good company. He's Outgoing and is Similar to most people. He is indifferent to adverts and Individually makes the major decisions of his life.
± An individual of Head & Shoulders comes with an Outgoing personality and can impress people easily. He's meticulous in mother nature although he independently takes decisions. He is similar to most people and due to his friendly mother nature, provides Good company.
± The consumer of Sunsilk is totally independent to make major decisions. He hardly ever seeks advice from others which is indifferent to advertisements. Although he is meticulous but lacks innovation. His similarity to many people, outgoing and friendly dynamics, provide good company and accord him an extraordinary personality.
± The Pantene consumer is very friendly, gives good company and has an impressive personality. He is meticulous and similar to most people although he's outgoing he's not much of any innovator. He independently takes decisions and never seeks any advice from others.
± The user of Medical clinic all clear is quite impressive while he also does his jobs meticulously. He seldom seeks advice and is indifferent to adverts as he's unbiased in taking major decisions in his life. His similarity to many people, his impressive personality and friendly dynamics always provide good company.
METHODOLOGY
Survey Method
I have chosen the exploratory research way for the research. In this technique all the questions are close finished. Except for few questions that would have to be known as involved 10 of requesting the satisfaction and dissatisfaction level and know their issues regarding the brand they have used. Your options by means of yes or no, Position & choosing one substitute out of varied alternatives, I could not take the open-ended questions in the Questionnaire because of your time constraint. Enough time given because of this research is very brief to investigate the survey comprehensive. The number of question related to consumer behavior research is 14. Out of which 4 Related to personal details.
· Test size: 20
· SRSWR
· Sex percentage: 1:1
· The studies were conducted in localities
· Mainly Students were covered and 10 % others considered for the analysis. [University/school/Univ. /inst. /housewives]
· Sample coverage 10 men and 10 girls
Other questions were asked about the personalities of the shampoo with the brand image they perceive. [Cool/trendy/hostile/different/outgoing etc. ]
RECOMMENDATIONS
± Target those people who use hair shampoo and trust the shampoo as their best solution for mane care.
± Develop quality and brand image so that by trial of your brand leaves with a good image and then accompanied by usage of bigger pack which then will be used by them.
± Identify the main element benefits such as scalp strengthening, Absent form shampoo and makes them the USP of new brands. The USP could be rebuilding broken hair, bright and healthy scalp.
± Search for different problems that people use hair shampoo for hair treatment, falling hair and dandruff's etc. And deliver the same of high quality and at exactly the same time placing the brand as solution for nice hair problem and which also rejuvenate flowing hair, and keep your hair healthy compared to that target group.
± The ideas, organizations and images that people have of the hair shampoo brand determine the demand area of the brand equity equation. A couple of two ways that advertising will probably influence perceived product performance. First, by guiding the prospects about the shampoo experience - process called product development and second, by making a halo of superiority round the brand with a mechanic termed " Interest - Status". There are two key advertising related factors First, the advertising campaign must be remembered. That is important because its main influence is at the point of trial. Second, the communication should relate for some reason to the knowledge of 'using' the merchandise - for instance, can it create any expectation of the particular shampoo would " feel just like to nice hair" i. e. , how will it look after flowing hair and especially to your specifications. However the advertiser should bear in mind that the benefits proclaimed are consistent with what the product can actually deliver.
± Use country wide sampling activity to acquaint prospects with the benefit of shampoo backing up your time and effort with advertising to convert objective to get.
± Offer value for money impetus for the decision to use the merchandise more intensively
± Again benchmark the business that has well situated itself in the imagination of the buyer plus they [consumers] hardly ever change their hair shampoo. Here these people are almost satisfied with their current brand because the main features the consumer looks for is being derived from their brand. And so delivering the much better one can make them change to your brand but it should be well advertised and substantiated
This action of company will have other positive effect of appealing to those switchers, changing frequently and/or sometimes and attracting the crowd female brand.
± Choose proper sizing and pricing. Have those packs available for sale so that folks have a wider option available and occurrence of your brand. After a gap of a while check which will be the packages that are bought most and assure their availableness.
± Last but not the least there are individual issue which have to dealt with being the male and feminine factor and then growing demand of organic shampoo. Looking initially point the female factors of shopping for a shampoo will vary than male. A lady normally have less issue of falling head of hair than male and they also look for those wash that improve from the existing position of these head of hair. [Rejuvenate and healthy etc. ] But one common problem [male & feminine] that they may have is of dandruff's. And so the company can form the brand image and quality and communicate better to the target band of these core great things about your brand i. e. , solution for wild hair problem and thus bettering and rejuvenating them. Second point. Can the company in the same type of chemical shampoos change the understanding in the mind of the consumer of chemical hair shampoo having no area affects and at the same time advertise about the possible benefits of using their hair shampoo and/or can they think of a herbal shampoo as the product expansion and there by building a proper brand image. Like the Colgate has done with the already launched product of organic and natural toothpaste. If yes please just do it but probe before you plunge.
± The advt. Slogan could be :
± Expert treatment for every kind of hair
± Extra coverage for your hair
± Remove dandruff's in sec's
± Healthy sparkly u ever wished.
Factors related to use of any shampoo:
Geographically - it is the drinking water of particular area, the air pollution that forces one to use shampoo usage.
And thus creating awareness of possible destruction of your hair if you don't utilize it [own brand] these are the negatives benefits that you [customer] may have [dropping wild hair, dandruff's].
Stages of decision making process:
In the initial phases of problem --
· Need popularity - dandruff's, wild hair falling, conditioning of hair, early on precautions from the information gathered or if they see in their friends group of any mane problem then they starts taking greatest care.
· Search for information - in the initial stages of head of hair problem, people in their friends advises [guide group], family affects [mom], -- but more crucial is advertising campaign Of hair shampoo and the brands which at that point of your time they actually remember [brands that he/she recall includes the pre purchase evaluation, but largely it is more on interior factor i. e. self - the knowledge he/she has of the brands that he has run into and know to be better product]--
1. buy that brand
2. purchase that brand
3. make use of it [usage may be matching to possess knowledge or as said by others [mother, friends or prescribed]
4. Post purchase analysis after more consumption.
5. Could be satisfied or may not.
If not satisfied
6. Change till they obtain the best or some amount of satisfaction and then stick to that brand
If satisfied
· Adhere to the satisfied brand but may try others only when they are convinced from reliable options and that too from most people and find out sufficient evident for the reason that make of what they expect.
In the aforementioned process the level is preliminary problem that the consumer encounters and then those stages of decision run into.
Now a look at the phases in decision making process after the challenge is becoming severe and he/she is unhappy with any brands:
Need identification - remains the same but is highly desperate to eliminate the problem that he/she will be facing.
Search for information - now its more exterior from what he/she gathers from reliable source i. e. family, friends, marketer led - ad, magazine or paper. But since the problem is acute more is the probability of being influenced by the physician. There is a high potential for visiting a doctor and searching for ways of to tackle the condition. And in the initial phases of problem discussed earlier the more is the chances of being affected by advertisements.
Rest the levels are same.
Thus it could be rightly said that if the brands have good advert, well positioned in the consumer head as in the research showed that clinic all clear is most used then advertising campaign can play an important role in appealing to a good group in case that group captured through advertisements [brand image] substantiate with high quality. Chances of brand devotion are high towards your brand. But if the customers aren't satisfied and the problem becomes severe he/she goes for home cure or consulting with a doctor.
CONCLUSION
Conclusion of review reveals that the consumer behaviors depend on the next reasons: -
Product quality,
Family influence,
Doctor's prescription,
Advertisement, Scalp problem, Price of the merchandise, and self.
The consumers of shampoo are very hypersensitive and he is very much alert to the products. Recognition about the product regarding the substances is very high in the consumers. Affect in the purchase of the shampoos mainly is determined by the hair problem and assurity to solve that problem distributed by the brand. Influence of doctor and family is also high.
Attributes of a particular brand also play an important role in the purchase. Traits like fair price, scent, quality, & medications performs its significant role. By the analysis we can conclude that consumers in the shampoo market aren't much conscious about the purchase price but its quality performs important role.
The study shows that Pantene has been attempted by the majority of the buyer (16 %). Next comes Sunsilk. Organics and Medical center Plus both (11 %), which have been tried out by the consumers.
According to the study Pantene is the most consumed ( 20 % ) brand of shampoo. Head & Shoulder blades and Medical center Plus both bill to 15 % of the total shampoo usage and Sunsilk is less consumed than these ( 14 %). Organics forms only 5 % of the full total shampoo use.
The survey demonstrated a number of known reasons for consumers using more than one brand or kind of shampoos simultaneously. No shampoo, based on the consumer, could fulfill all the locks requirements. Dandruff was the most crucial head of hair problem which led the cosumer to use more than one shampoo at the same time. Some people use two or more shampoos simultaneously, just for change.
Consumers in the age group below 20 and 20 - 29 are usually more innovative when compared with the other age groups. It's been observed from the analysis that females shampoo their hair twice weekly, while males like using hair shampoo on alternate days. From the review it was discovered that the Medium size pack of shampoos with quantity of 100 ml to 250 ml is the most frequently purchased pack. According to our sample 51 % of the people across different age ranges and income organizations prefer this packaging.
From the table no. 6 it can be concluded that many (58%) of the consumers change their shampoo once in a while. These consumers also have a tendency to test the quality of new launches. Non availability is another factor which to a certain extent, has prompted many consumers to utilize several brand simultaneously. A substantial number of 57% of the consumer tend to switch to another brand credited to non - availability of their brands.
From desk no. 10 that amongst the factors which effect the choice of any brand of shampoo(s), Scalp problems is the most important one. People choose shampoo(s) with reference to their locks problems. Hair type also performs an essential role. While choosing the shampoo consumers take the time to select the hair shampoo according to their wild hair type. The role which Adverts play can't be neglected. According to review it is available that even adverts influence the consumers a good deal in selecting a shampoo. Sometimes someone's reference point also helps in choosing the brand. Scalp type or head of hair problems are found to be more significant when compared with the fragrance, product packaging and price of any shampoo.
The consumers of Brain & shoulders will be the most content with all the attributes of the shampoo and the range comes in the period of 2. 5 - 3 on the range of 1-3.
Next on the list are Organics and Medical clinic Plus. But both of these shampoos need to improve upon the anti -dandruff and locks repairing qualities which the consumer sees is lacking to a certain extent.
Sunsilk to a big extent fails to satisfy wild hair nourishment, anti dandurff and mane repair needs of the consumer. The satisfaction level is based on the range from 1-1. 5.
Clinic All Clear provides high satisfaction to the consumer so far as anti dandruff quality of the hair shampoo is concerned. But it lacks all the characteristics such as hair nourishment, head of hair repair, conditioning, removing hair problems etc. The satisfaction is suprisingly low on the range. Ayur must improve upon all its attributes as the satisfaction level for most of them is based on the range of 1 1 - 2.
The relatively new idea of using the seal of an Clinical Laboratory over a shampoo bottle will not much affect the purchase decisions of the consumer. 60 percent60 % of the consumers stay unaffected through the seal.
Advertisements play a significant role in the purchase decision of the consumers. 33% of consumers are influenced by the advertisements of shampoos they use. The concept in the advertisements is paid more attention to, than the role models shown in the advertising.
The survey reveals that the Organics consumer with his Impressive personality and Friendly behavior provides Good company. He's Outgoing and is Similar to most people. He is indifferent to advertising and Independently makes the major decisions of his life.
The individual of Head & Shoulders has an Outgoing personality and can impress people easily. He's meticulous in aspect although he independently can take decisions.
He is similar to most people and anticipated to his friendly mother nature, provides Good company.
The consumer of Sunsilk is completely independent to make major decisions. He rarely looks for advice from others and it is indifferent to advertising. Although he's meticulous but lacks creativity. His similarity to many people, outgoing and friendly character, provide good company and accord him an extraordinary personality.
The Pantene consumer is very friendly, offers good company and has an impressive personality. He is careful and similar to most people although he's outgoing he is not much of your innovator. He individually takes decisions and never looks for any advice from others.
