732812631002

“A STUDY ON BRAND AWARENESS AND PREFERENCES

TOWARDS SHAMPOO PRODUCTS IN RURAL AREA WITH

SPECIAL REFERENCE TO SIVAGIRI, ERODE CITY”

PROJECT REPORT

Submitted by

J.BOOPATHI

Register No: 732812631002

in partial fulfilment of the requirements of Anna University, Chennai

for the award of the degree

of

MASTER OF BUSINESS ADMINISTRATION

SURYA ENGINEERING COLLEGE

METTUKADAI

ERODE – 638 107

JUNE-2014

SURYA ENGINEERING COLLEGE

METTUKADAI,

ERODE - 638 107

Department of Management studies

PROJECT REPORT

JUNE -2014

This is to certify that the project entitled “A STUDY ON BRAND AWARENESS AND PREFERENCES TOWARDS SHAMPOO

PRODUCTS IN RURAL AREA WITH SPECIAL REFERENCE TO SIVAGIRI, ERODE CITY”

is a bonafide record of project work done by

J.BOOPATHI

Register No: 732812631002

of MBA Degree during the year 2012- 14

-------------------------- ---------------------- Project Guide HOD

Submitted for the Project Viva-Voce examination held on ----------------------

------------------------- ------------------------ Internal Examiner External Examiner

DECLARATION

I affirm that the project work entitled “A STUDY ON BRAND AWARENESS

AND PREFERENCES TOWARDS SHAMPOO PRODUCTS IN RURAL AREA

WITH SPECIAL REFERENCE TO SIVAGIRI, ERODE CITY” being submitted in

partial fulfilment of the requirements of Anna University, Chennai for the award of MBA

degree is the original work carried out by me. It has not formed the part of any other

project work submitted for award of any degree or diploma, either in this or any other

University.

J.BOOPATHI

732812631002

I certify that the declaration made above by the candidate is true

Ms. G.M.AMARAVATHI, MBA., (PhD).,

Assistant Professor (SG)

ACKNOWLEDGEMENT

First I thank and praise the God and parents for the countless blessings that they

showered upon me to complete this project work.

I take this opportunity to express my sincere thanks to Thiru

K.KALAISELVAN, Secretary and Correspondent, Surya Engineering College, Erode,

for providing necessary facilities to complete this project.

I would like to express my sincere thanks to Dr. S.VIJAYAN, Principal, Surya

Engineering College, Erode for his morale support to complete this project.

I extend my heartful thanks to Dr.G.R.VASANTHA KUMAR, M.B.A.,

M.Phil., Ph.D., Professor and Head, Department Of Management Studies, Surya

Engineering College, Erode for his valuable ideas and advice for the successful

completion of this project.

I would like to express my sincere thanks to my beloved guide

Ms.G.M.AMARAVATHI, MBA.,(PhD)., Assistant Professor(SG) in Management

Studies, Surya Engineering College, Erode for their valuable Guidance.

I extend my heartful thanks to the people who are supported and encouraged for

the successful completion of my project.

ABSTRACT

The Research study titled “A STUDY ON BRAND AWARENESS AND

PREFERENCES TOWARDS SHAMPOO PRODUCTS IN RURAL AREA WITH

SPECIAL REFERENCES TO SIVAGIRI, ERODE DISTRICT” was conducted to find

out the brand awareness and preferences about shampoo.

The main objective of the study is to study the brand awareness and

preferences about shampoo.

The Research Methodology used is descriptive research design and Random

Sampling Technique was used with a sample size of 300.

Primary data collections were made through a questionnaire. Secondary data were

collected from the past records and through websites.

After the data collection, tools used for the analysis were Percentage Analysis,

Chi-Square, ANOVA Analysis, Correlation, Henry Garrett Ranking Analysis and

Factor Analysis. SPSS package was used in analysis. Colum charts were drawn.

From the analysis, it was found that the majority of the respondents are having

brand awareness and preferences about the shampoo.

Suggestions were provided for the brand awareness and preferences about to

small reached for the customer. It providing should be clear on the brand awareness for

shampoo products.

TABLE OF CONTENTS

CHAPTER NO

PARTICULAR PAGE NO

ABSTRACT v

LIST OF TABLES vi

LIST OF CHARTS ix

I INTRODUCTION OF THE STUDY 1-8

1.1 Introduction of brand awareness and preferences of the customer

1

1.2 Statement of problems 5

1.2 Objectives of the study 6

1.3 Scope of the study 7

1.4 Limitations of the study 8

II REVIEW OF LITERATURE 9-12

III RESEARCH METHODOLOGY 13-15

IV ANALYSIS AND INTERPRETATION 16-52

4.1 Simple percentage analysis 16

4.2 Correlation 44

4.3 Chi square 45

4.4 Anova 47

4.5 Ranking 48

4.6 Factor analysis 50

V FINDING, SUGGESTIONS AND CONCLUSION 51-56

5.1 Findings 51

5.2 Suggestion 55

5.3 Conclusion 56

APPENDIX 57

BIBLIOGRAPHY 62

LIST OF TABLE

TABLE NO TABLE PAGE NO

1 Gender 16

2 Age 17

3 Marital status 18

4 Educational qualification 19

5 Occupation 20

6 Income 21

7 Size of the family 22

8 Awareness about shampoo product 23

9 If yes, did you aware about the product 24

10 You are aware that are the brands 25

11 Using of shampoo 26

12 Type of shampoo product while using 27

13 How long are you using the shampoo 28

14 Kind of quantity using by customer 29

15 Frequency of hair wash 30

16 Habit of noticing the description in the label 31

17Type of information noticed by a customer

32

18 You would spend for purchase shampoo per month 33

19 Reason for buying 34

20 Availability of preferred shampoo 36

21 Where did you buying usually 37

22 Choosing of particular shop 38

23If preferred brand is not available, would you like to buy another brand

39

24 Second choice of your brand 40

25If second choice of brand is not available, then your third choice of brand

42

LIST OF CHART

TABLE NO TABLE PAGE NO

1 Gender 16

2 Age 17

3 Marital status 18

4 Educational qualification 19

5 Occupation 20

6 Income 21

7 Size of the family 22

8 Awareness about shampoo product 23

9 If yes, did you aware about the product 24

10 You are aware that are the brands 25

11 Using of shampoo 26

12 Type of shampoo product while using 27

13 How long are you using the shampoo 28

14 Kind of quantity using by customer 29

15 Frequency of hair wash 30

16 Habit of noticing the description in the label 31

17Type of information noticed by a customer

32

18 You would spend for purchase shampoo per month 33

19 Reason for buying 34

20 Availability of preferred shampoo 36

21 Where did you buying usually 37

22 Choosing of particular shop 38

23If preferred brand is not available, would you like to buy another brand

39

24 Second choice of your brand 41

25If second choice of brand is not available, then your third choice of brand

43

CHAPTER 1

INTRODUCTION

1.1 INTRODUCTION TO THE STUDY

BRAND AWARENESS MEANING:

Brand awareness is the extent to which a brand is recognized by potential

customers, and is correctly associated with a particular product. Expressed usually as a

percentage of target market, brand awareness is the primary goal of advertising in the

early months or years of a product's introduction.

BRAND AWARENESS

Brand awareness is the degree of familiarity among consumers about the life and

availability of the product. It is measured as ratio of niche marketing that has former

knowledge of brand. Brand awareness includes both brand recognition as well as brand

recall. Brand recognition is the ability of consumer to recognize prior knowledge of

brand when they are asked question about that brand or when they are shown that specific

brand, while brand recall is the potential of consumer to recover a brand from his

memory when the product class/category, needs satisfied by that category or buying

scenario as a signal. In other words, it refers that consumer should correctly recover

brand from the memory when given a clue or he can recall the specific brand when the

product category is mentioned. It is generally easier to recognize a brand rather than

recall it from the memory.

Brand awareness is related to the functions of brand identities in consumers’

memory and can be reflected by how well the consumers can identify the brand under

various conditions. Brand awareness includes brand recognition and brand recall

performance. Brand recognition refers to the ability of the consumers to correctly

differentiate the brand they previously have been exposed to. This does not necessarily

require that the consumers identify the brand name. Instead, it often means that

consumers can response to a certain brand after viewing its visual packaging images.

Brand recall refers to the ability of the consumers to correctly generate and retrieve the

brand in their memory.

"Awareness, attitudes, and usage (AAU) metrics relate closely to what has been

called the Hierarchy of Effects, an assumption that customers progress through sequential

stages from lack of awareness, through initial purchase of a product, to brand loyalty." In

total, these AAU metrics allow companies to track trends in customer knowledge and

attitudes.

Brand awareness plays a major role in a consumer’s buying decision-making

process. During this process, the category need is stimulated first. For example, you need

to do food shopping. You will only write down the food categories, like chocolate,

instead of brand names on your list. You will scan the packages of chocolate on the shelf

and recognize different brands. Such recognition might be based on the knowledge of an

acquaintance or friend having used the product in the past or constant advertisement. In

this situation, brand awareness does not require brand recall because brand awareness

may occur along with brand recognition. However, in other situations, brand recall is

required.

Advertising is the activity or profession of producing information for promoting

the sale of commercial products or services. Advertising is used through various media to

generate brand awareness within consumers. They can be aired as radio ads, television

commercials, internet etc.

Guerrilla marketing creative campaigns allows every small firm to compete with

bigger firms by carving out narrow but profitable niches. Nowadays, big firms also use

guerrilla marketing to catch consumers’ attention at low cost. These tactics include

extreme specialization, aiming every effort at favourably impressing the customers,

providing service that goes beyond the customers' expectations, fast response time, quick

turnaround of jobs, and working hours that match the customer's requirements. The term

'Guerrilla Marketing' is a registered trademark of author Jay Levinson who popularized it

through his several 'Guerrilla' books.

CONSUMER PREFERENCES MEANING:

Consumer’s preferences change accordingly with time. Consumer preferences

should be studied with great efforts, so that marketers can design the product based on the

need of the consumer and their preferences about the personal care products.

CONSUMER PREFERENCES:

Consumer preferences are defined as the subjective (individual) tastes, as

measured by utility, of various bundles of goods. They permit the consumer to rank these

bundles of goods according to the level they give the consumer. Note that preferences are

independent of income and prices. Ability to purchase goods does not determine a

consumer’s likes or dislikes. This is used primarily to mean an option that has the greatest

anticipated value among a number of options. Preference and acceptance can in certain

circumstances means the same thing but it is useful to keep the distinction in mind with

preference tending to indicate choices among neutral or more valued option with

acceptance indicating a willingness to tolerate the status quo or some less.

If the customer need were met then the customer may turn as an asset to the

company because they become opinion leader for others.

Customer preference is mainly based on the following attributes:

The product or service

The price

The place

Promotion

In this new era of business world, Customers are the real owners. So, each and

every expectation of consumer has to be studied.

Advantages:

To introducing the new design of the product

To remove consumer dissatisfaction

To retain the current customer and also gaining by new one through study the

customer expectations.

Consumer behaviour can be defined as the decision-making process and physical

activity involved in acquiring, evaluating, using and disposing of goods and services.

This definition clearly brings out that it is not just the buying of goods/services that

receives acquired or bought. The study of consumer behaviour is the study of how

individual make decisions to spend their available resources (time, effect, money) on

consumption related item. It includes the study of what they buy it, where they buy it,

how often they buy it and how often they use it. It is important to know how

consumer reacts towards different product features, price and advertisement, in order

to ensure strong competitive advantage. All of us are consumer. We consume things

of daily use. We also consume and buy these products according to our needs,

preferences and buying power. In some societies there is a lot of affluence and, these

societies can afford to buy in greater quantities and at shorter interval. In poor

societies, the consumer can barely meet his barest needs.

1.2 STATEMENT OF THE PROBLEM

General awareness of consumer preferences is considerably moderate, and the

level of satisfaction. So with these problems in mind a study is made to know what the

consumer actually has in their mind and to help to help in our brands. Brand awareness

making different developed the advertisement and effectiveness for shampoo among

consumers.

1.3 OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVES:

To study the brand awareness and consumer preference for shampoo products at

sivagiri.

SECONDARY OBJECTIVES:

To study on consumer perception towards shampoo products.

To find out the advertisement effectiveness for shampoo products among

consumers.

To identity the factors influencing to purchase shampoo products.

To study the level of customer satisfaction towards shampoo products.

To study on attributes of brand preferences in shampoo products among

consumer.

1.4 SCOPE OF THE STUDY

Shampoo products are substantially used to enhance and protect the health and

physical appearance and also the dignity of the people among their counterparts.

The spending on shampoo products especially in the rural areas is showing an

increasing tendency in the last 5 years.

This is due to increase in income levels, fascination towards urban culture, good

connectivity to nearby towns & cities, improvement in sanitary conditions,

beauty awareness among teenagers of rural areas emulating their counterparts in

the urban areas led to the increased usage of shampoo products particularly beauty

& health care products in this region.

Shampoo purchase become on the various factors maintain through of rural

marketing. The increase becoming for developed using in the consumer attributed

on a level.

1.5 LIMITATIONS OF THE STUDY

The research study was conducted within limited time duration

The research is conducted in Sivagiri at Erode District only researched

Some respondents are not had awareness about the brand

The few respondents are not able to understand the question. So the missing for

many value

CHAPTER-II

REVIEW OF LITERATURE

Etzel et al. (1997) Those views of coincide with the simple but all embracing

definitions of and regarded brand awareness as a remarkably durable and sustainable

asset.

Dunn et al. (1978) viewed advertising from its functional perspectives; Morden

(1991) is of the opinion that advertising is used to establish a basic awareness of the

product.

Alba and Hutchison (1987) propose that experts are more likely to search for

new information because (a) expertise increases awareness of the existence of potentially

acquirable information and (b) familiarity reduces the cost of information acquisition.

Ka ferer, in (1988) Hoyer and Brown, in 1990, says “top of mind awareness is

critical as it captures the ‘consideration set’ in a given purchase situation.

Laurent, Kapferer and Roussel, (1995) Study on recall of pictorial

advertisements as compared to non-pictorial advertisements indicate how much more

effective they are rural consumers as compared to urban consumers.

Schmidt and Spreng (1996) further postulate that knowledge increases the

perceived ability to search and therefore should decrease the perceived costs of search.

Greater knowledge has been shown to be positively related to increased involvement with

a category.

Kapferer (1997) suggests that consumers may prefer foreign brands because of

associations of higher prestige. In addition, certain consumers prefer to buy foreign

brands as it enhances their self-image as being cosmopolitan, sophisticated, and modern.

Ben-Akiva et al. (1999) define preferences as “comparative judgments between

entities.” Additional reasons (other than promotions) why consumers may purchase other

brands despite a stated brand preference include a desire to try and learn more about

different brands in the category; changing needs or situations; variety seeking; and

changes in the available alternatives due to new products or improvements to existing

products.

Steenkamp, (1999) explain this better perception by consumers’ feeling of

belonging to a superior, more prestigious segment when consuming global brands.

Nevertheless, this added value for consumers is minor when considering the demand side

of the standardization/adaptation issue, where cultural differences are still the main

barrier to global branding. In fact, even in the globalization era, cultural differences are

still important today and widely

Yee and Young (2001), aimed to create awareness of high fat content of pies,

studied consumer and producer awareness about nutrition labelling on packaging.

Chen (2001) expressed a different thought on brand awareness that it was a

necessary asset but not sufficient for building strong brand equity.

Beverland (2001) analyzed the level of brand awareness within the New Zealand

market for zespri kiwi fruit.

Velayudhan, (2002) In some studies, brand preference has been equated with

brand. In other studies, it has been evaluated as a precursor to brand loyalty (e.g., Odin et

al. 2001).

Dr.N. Rajendhiran (2003), Rural Marketing - a Critical Review; Icfai University

Journal of Rural Management: “The success of a brand in the Indian rural market is as

unpredictable as rain. It has always been difficult to gauge the rural market. Many brands,

which should have been successful, have failed miserably. More often than not, people

attribute rural market success to luck".

Steenkamp, Batra and Alden (2003) found that brand globalization positively

impacts perceived quality and brand prestige. Due to gap, the above review motivated to

choose and analysis the influence of international branding on rural consumer.

Johansson and Ronkainen (2005) found that global brands are associated with

greater esteem.

Kumar, (2006) conducted a study on Rural Marketing for FMCGs. The most

preferred brands of toothpaste, shampoo and toilet soap in rural areas were identified on

the basis of gender interpretation. The study revealed that quality is the first factor that

influences rural customers followed by price, colour and taste.

Sakkthivel, (2006) An attempt to design an appropriate promotion mechanism to

woo the rural consumer‟s and influence their buying behaviour was made by). He

concluded that the strategies ought to be designed according to the factors influencing the

rural consumer behaviour such as price, opinion leaders, easy 120 Int. Jour. of Business

& Inf. Tech.

Madhavi (2007) Among brand preference Colgate plays a vital role among

female respondents whereas male respondents mostly use Pepsodent. Almost half of the

respondents do not use shampoo because they are using conservative products only and

among the users 60 percent of them use Clinic Plus. No significant relationship between

gender and the use of shampoo was found. Majority of the respondents using soaps

preferred Hamam as their brand of toilet soap.

Kamalesyathav, (2008) Brand awareness includes both brand recognition as well

as brand recall. Brand recognition is the ability of consumer to recognize prior knowledge

of brand when they are asked question about that brand or when they are shown that

specific brand, while brand recall is the potential.

David bough, (2008) consumer to recover a brand from his memory when the

product class/category, needs satisfied by that category or buying scenario as a signal. In

other words, it refers that consumer should correctly recover brand from the memory

when given a clue or he can recall the specific brand when the product category is

mentioned. It is generally easier to recognize a brand rather than recall it from the

memory.

Batra, (2009) Brand awareness is related to the functions of brand identities in

consumers’ memory and can be reflected by how well the consumers can identify the

brand under various conditions. Brand awareness includes brand recognition and brand

recall performance. Brand recognition refers to the ability of the consumers to correctly

differentiate the brand they previously have been exposed to.

Micheal Hussey, (2010) Brand awareness plays a major role in a consumer’s

buying decision-making process. During this process, the category need is stimulated

first. For example, you need to do food shopping. You will only write down the food

categories, like chocolate, instead of brand names on your list. You will scan the

packages of chocolate on the shelf and recognize different brands.

Visvanath magath, (2012) Customer preference is mainly based on the following

attributes the product or service, price, place, promotion In this new era of business

world, Customers are the real owners. So, each and every expectation of consumer has to

be studied. Consumer preferences are defined as the subjective (individual) tastes, as

measured by utility, of various bundles of goods. They permit the consumer to rank these

bundles of goods according to the level they give the consumer. Note that preferences are

independent of income and prices. Ability to purchase goods does not determine a

consumer’s likes or dislikes. This is used primarily to mean an option that has the greatest

anticipated value among a number of options.

Hasmanoyi, (2013) Consumer behaviour can be defined as the decision-making

process and physical activity involved in acquiring, evaluating, using and disposing of

goods and services. This definition clearly brings out that it is not just the buying of

goods/services that receives acquired or bought.

CHAPTER-III

RESEARCH METHODOLOGY

Methodology is the systematic, theoretical analysis of the applied to a field of

study or the theoretical analysis of the body of methods.

3.1 RESEARCH DESIGN

Research design is arrangement of conditions for collection and analysis of data in

a manner that aims to combine relevance to the research purpose with economy

procedure.

Descriptive Design

Descriptive research design is a type of research method that is used when one

wants to get information on the current status of a person or an object. It is used to

describe what is in existence.

3.2 SAMPLING DESIGN

A sampling design specifies for every possible its probability of being drawn

mathematically a sampling design is denoted by function. P(s) which gives the

probability of drawing a sample S.

Simple Random Sampling

In statistical a simple random sampling is a subject of individual chosen from a

larger set. Each individual entirely by chance, such that each individual has the same

probability.

Sample size

A sample is part of the target population, carefully selected from the universe to

constitute sample.

Sample Size Formula

Z2* (p)* (1-q)

Sample Size =

C2

Where

Z = Z value (e.g. (1.96) for 95% confidence level.

P = Percentage q= not picking a choice expressed as decimal (0.5) used for

sample size needed.

C = Confidence interval, expressed as decimal (e.g.) 0.4 = ± 4).

3.3 METHOUDS OF DATA COLLECTION

There are two types of data collections:

Primary Data

Primary data collections are those which are collected in questionnaire method a

fresh collection.

Secondary Data

Secondary data collections are those which have already been collected by someone

else.

3.4 STATISTICAL TOOLS USED

Percentage analysis

Chi-square test

ANOVA

Correlation

Ranking

Factor analysis

PERCENTAGE ANALYSIS

Percentage analysis is the method to represent raw streams of data as a percentage

( a part in 100-percent) for better understanding of correct data.

Percentage analysis = (No .of. Respondents/Total No. of .Samples)/100

FACTOR ANALYSIS

Factor analysis can be used to explore the data for patterns, confirm our

hypothesis, or reduce the many variables to a more manageable number.

ANOVA TEST

The test of significance based on t-distribution is an adequate procedure for

testing the significance of the difference between two sample means. In a situation when

we have three or more samples to consider at a time, an alternative procedure is needed

for testing the hypothesis that all the samples were drawn from the population with the

same mean. The basic purpose of the analysis of variance is to test the homogeneity.

CHI SQUARE TEST

The chi-square test is one of the simplest and most widely used non parametric

tests in statistical work. This test is used to find whether the two attributes are associated

are not. The quantity x2 describes the magnitude of the discrepancy between theory and

observation.

X2 = ∑ (Observed value-Expected value) 2

Expected value

CHAPTER-IV

DATA ANALYSIS AND INTERPRETATION

4.1 SIMPLE PERCENTAGEE ANALYSIS

TABLE NO: 1

GENDER

SL.NO GENDER FREQUENCY PERCENTAGE

1 Male 157 52

2 Female 143 48

TOTAL 300 100

INTREPRETATION:

From the above table it is inferred that, among the total number of respondents,

52% of the respondents are male and 48% of the respondents are belongs to female

category.

CHART NO: 1

GENDER

Male Female46

47

48

49

50

51

52

53

52

48

Gender

Perc

enta

gs

TABIE NO: 2

AGE

SL.NO AGE FREQUENCY PERCENTAGE

1 Below 20 years 77 26

2 Between 20-30 years 126 42

3 Between 30-40 years 71 23

4 Above 40 years 26 9

TOTAL 300 100

INTREPERTATION:


42% of the respondents are belongs to 21-30 years of age group, 26% of the respondents

are belongs to below 20 years of age group, 23% of the respondents are belongs to 31-40

years of age group, and 9% of them are belongs to above 40 years of age group.

CHART NO: 2

AGE

BELOW 10 BETWEEN 20-30 BETWEEN 30-40 ABOVE 400

5

10

15

20

25

30

35

40

45

26

42

23

9

Age

Perc

enta

ge

TABLE NO: 3

MARTIAL STATUS

SL.NO MARTIAL STATUS FREQUENCY PERCENTAGE

1 Married 139 46

2 Unmarried 161 54

TOTAL 300 100

INTREPERTATION:


54% of the respondents are unmarried and 46% of the respondents are married category.

CHART NO: 3

MARTIAL STATUS

MARRIED UNMARRIED42

44

46

48

50

52

54

56

46

54

Marital status

Perc

enta

ge

TABLE NO: 4

EDUCATIONAL QUALFILICATION

SL.NO PARTICULARS FREQUENCY PERCENTAGE

1 Up to school 136 45

2 Up to graduate 98 33

3 Up to post graduate 44 15

4 Up to Diploma/ ITI 15 5

5 Uneducated 7 2

TOTAL 300 100

INTREPRETATION:


45% of the respondents are completed up to school level, 33% of the respondents are

completed Up to Graduate, 15% of the respondents are completed UpTo Post Graduate,

5% of the respondents are completed Up to Diploma/ITI, and 2% of the respondents are

Uneducated.

CHART NO: 4

EDUCATIONAL QUALFILICATION

UP TO SCHOOL UP TO GRADUATE

UP TO POST GRADUATE

UP TO DIPLOMA/

ITI

UNEDUCATED0

5

10

15

20

25

30

35

40

45

50

1 2 3 4 5

45

33

15

52

Educational qualification

Perc

enta

ge

TABLE NO: 5

OCCUPATION

SL.NO OCCUPATION FREQUENCY PERCENTAGE1 Student 139 462 Agriculture 57 193 Professional 19 64 Government teacher 9 35 Private teacher 12 46 Business 12 47 Self employed 28 108 Casual worker 17 69 Driver 7 2

TOTAL 300 100

INTREPRETATION:


46% of the respondents are Student, 19% of the respondents are Agriculture, 10% of the

respondents are Self Employed, 6% of the respondents are Professional and Casual

Worker, 4% of the respondents are Private Teacher and Business, 3% of the respondents

are Government Teacher, and 2% of the respondents are Driver.

CHART NO: 5

OCCUPATION

STUDENT

AGRICULTURE

PREFE

SSIO

NAL

GOVERNMENT TEACHER

PRIV

ATE TEACHER

BUSINESS

SELF E

MPL

OYED

CASUAL W

ORKER

DRIVER

05

101520253035404550

1 2 3 4 5 6 7 8 9

46

19

63 4 4

106

2

Occupation

Perc

enta

ge

TABLE NO: 6

INCOME

SL.NO INCOME FREQUENCY PERCENTAGE

1 Below Rs.5000 51 17

2 Rs.5001 To Rs.10000 56 19

3 Rs.10001 To Rs.15000 27 9

4 Rs.15001 To Rs.20000 21 7

5 Above rs.20000 11 3

6 Not Applicable 134 45

TOTAL 300 100

INTREPRETATION:


45% of respondents are not applicable as their income, 19% of them are earning Rs.5001

to Rs.10000 as their income, 17% of them earning Below Rs.5000 as their income, 9% of

them are earning Rs.10001 to Rs.15000 as their income, 7% of them are earning

Rs.15001 to Rs.20000 as their income, and 3% of them are earning Above Rs.20000 as

their income.

CHART NO: 6

INCOME

BELOW R

S.500

0

RS.500

1 TO R

S.100

00

RS.100

01 TO R

S.150

00

RS.150

01 TO R

S.200

00

ABOVE RS.2

0000

NOT APP

LICABLE

05

101520253035404550

Income

Perc

enta

ge

TABLE NO: 7

SIZE OF THE FAMILY

SL.NO SIZE OF THE FAMILY FREQUENCY PERCENTAGE

1 Below 3 members 36 12

2 4 members 190 63

3 5 members 62 21

4 6 members 4 1

5 Above 6 members 8 3

TOTAL 300 100

INTREPRETATION:


63% of the respondents are having 4 members in their family, 21% of the respondents are

having 5 members, 12% of the respondents are having Below 3 members, 3% of the

respondents are having Above 6 Members, and 1% of the respondents are having 6

members in their family.

CHART NO: 7

SIZE OF THE FAMILY

BELOW 3 MEMBERS

4 MEMBERS 5 MEMBERS 6 MEMBERS ABOVE 6 MEMBERS

0

10

20

30

40

50

60

70

12

63

21

1 3

Size of the family

Perc

enta

ge

TABLE NO: 8

AWARENESS ABOUT SHAMPOO PRODUCT

SL.NO AWARENESS FREQUENCY PERCENTAGE

1 Yes 296 99

2 No 4 1

TOTAL 300 100

INTREPRETATION:


99% of the respondents are aware about the shampoo product, and 1% of them are

unaware the shampoo product.

CHART NO: 8

AWARENESS ABOUT SHAMPOO PRODUCT

YES NO0

20

40

60

80

100

120

99

1

Awareness about shampoo products

Perc

enta

ge

TABLE NO: 9

IF YES, DID YOU AWARE ABOUT THE PRODUCT

SL.NO IF YES, DID YOU AWARE FREQUENCY PERCENTAGE

1 Word of mouth advertisement 37 12

2 Television 228 76

3 Radio 8 3

4 Social network 14 5

5 Newspapers 9 4

TOTAL 296 100

INTREPRETATION:


76% of the respondents are aware about the television, 12% of them are aware about

word of mouth advertisement, 5% of them are aware about Social network, 4% of them

are aware about newspapers, and 3% of them are aware about radio on the products.

CHART NO: 9

IF YES, DID YOU AWARE ABOUT THE PRODUCT

WORD OF MOUTH AD-

VERTISMENT

TELEVISION RADIO SOCIAL NETWORK

NEWSPAPERS0

10

20

30

40

50

60

70

80

If yes, did you aware

Perc

enta

ge

TABLE NO: 10

YOU ARE AWARE THAT ARE THE BRANDS

SL.NO AWARE THE BRANDS FREQUENCY PERCENTAGE1 Clinic plus 38 132 Chik 17 53 Clinic all clear 48 164 Sun slik 27 95 Head & shoulder 52 176 Pantene 33 117 Dove 17 68 Karthika 46 159 Meera 21 710 Others 1 1

TOTAL 300 100

INTREPRETATION:


17% of the respondents are using Head & shoulder, 16% of them are aware Clinic all

clear, 15% of them are aware Karthika, 13% of them are aware Clinic Plus, 11% of them

are aware antene, 9% of them are aware Sun Silk, 7% of them are aware Meera, 6% of

them are aware aware Dove, 5% of them are aware Chik, and 1% of them are aware

others on categore.

CHART NO: 10

YOU ARE AWARE THAT ARE THE BRANDS

CLINIC

PLUS

CHIK

CLINIC

ALL C

LEAR

SUN SL

IK

HEAD & SH

OULDER

PANTENE

DOVE

KARTHIKA

MEERA

OTHERS

02468

1012141618

You are aware the brands

Perc

enta

ge

TABLE NO: 11

USING OF SHAMPOO

SL.NO USING OF SHAMPOO FREQUENCY PERCENTAGE

1 Yes 300 100

2 No 0 0

TOTAL 300 100

INTREPRETATION:

From the above table it is inferred that, among the total number of respondents, 100% of the respondents are using shampoo product.

CHART NO: 11

USING OF SHAMPOO

YES NO0

20

40

60

80

100

120

100

0

Using of shampoo

Perc

enta

ge

TABLE NO: 12

TYPE OF SHAMPOO PRODUCT WHILE USING

SL.NO TYPE OF SHAMPOO USING FREQUENCY PERCENTAGE

1 Herbal 69 23

2 Non-herbal 203 68

3 Both 28 9

TOTAL 300 100

INTREPRETATION:


68% of the respondents are using non-herbal shampoo products, 23% of them are using

herbal, and 9% of them are using both types.

CHART NO: 12

TYPE OF SHAMPOO PRODUCT WHILE USING

HERBAL NON-HERBAL BOTH0

10

20

30

40

50

60

70

80

23

68

9

Type of shampoo using

Perc

entg

e

TABLE NO: 13

HOW LONG ARE YOU USING THE SHAMPOO

SL.NO HOW LONG ARE YOU USING FREQUENCY PERCENTAGE

1 Below 2 years 25 8

2 2-4 years 126 42

3 4-6 years 115 38

4 6-8 years 14 5

5 Above 8 years 20 7

TOTAL 300 100

INTREPRETATION:


42% of the respondents are using shampoo products from 2-4 years, 38% of them are

using 4-6 years, 8% of them are using Below 2 years, 7% of them are using Above 8

years, and 5% of them are using 6-8 years respectively.

CHART NO: 13

HOW LONG ARE YOU USING THE SHAMPOO

BELOW 2 YEARS

2-4 YEARS 4-6 YEARS 6-8 YEARS ABOVE 8 YEARS

0

5

10

15

20

25

30

35

40

45

8

42

38

57

How long are using

Perc

enta

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TABLE NO: 14

KIND OF QUANTITY USING BY CUSTOMER

SL.NO KIND OF QUANTITY USING FREQUENCY PERCENTAGE

1 Packet (or) sachet 237 79

2 Bottle 63 21

TOTAL 300 100

INTREPRETATION:


79% of the respondents are buying Packet (Or) Sachet for using shampoo, and 21% of

them are buying bottle for using shampoo.

CHART NO: 14

KIND OF QUANTITY USING BY CUSTOMER

PACKET (OR) SACHET BOTTLE0

10

20

30

40

50

60

70

80

90

79

21

Kind of quantity using

Perc

enta

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TABLE NO: 15

FREQUENCY OF HAIR WASH

SL.NO FREQUENCY OF HAIR WASH FREQUENCY PERCENTAGE

1 Daily 104 35

2 Alternative days 61 20

3 Once in a week 134 44

4 15 days only 1 1

TOTAL 300 100

INTREPRETATION:


44% of the respondents are using shampoo once in a week, 35% of them are using Daily,

20% of them are using Alternative Days, and 1% of them are using 15 Days only.

CHART NO: 15

FREQUENCY OF HAIR WASH

DAILY ALTERNATIVE DAYS

ONCE IN A WEEK 15 DAYS ONLY0

5

10

15

20

25

30

35

40

45

50

1 2 3 4

35

20

44

1

Frequency of hair wash

Perc

enta

ge

TABLE NO: 16

HABIT OF NOTICING THE DESCRIPTION IN THE LABEL

SL.NO NOTICING THE LABEL FREQUENCY PERCENTAGE

1 Yes 207 69

2 No 93 31

TOTAL 300 100

INTREPRETATION:


69% of the respondents are noticing the description in the label, and 31% of them are not

noticing the description in the label.

CHART NO: 16

HABIT OF NOTICING THE DESCRIPTION IN THE LABEL

YES NO0

10

20

30

40

50

60

70

80

69

31

Noticing the label

Perc

enta

ge

TABLE NO: 17

TYPE OF INFORMATION NOTICIED BY A CUSTOMER

SL.NO NOTICIED THE INFORMATION FREQUENCY PERCENTAGE

1 MRP 107 36

2 Manufacturing date 83 28

3 Guidelines 12 4

4 Product content 7 2

5 Others 0 0

6 Missing value 91 30

TOTAL 300 100

INTREPRETATION:


36% of the respondents are noticing MRP in the label, 30% of the respondents are Not

noticing Missing value in the label, 28% of them are noticing the Manufacturing date, 4%

of them are noticing the Guidelines, and 2% of them are noticing the Product Content in

the label.

CHART NO: 17

TYPE OF INFORMATION NOTICIED BY A CUSTOMER

MRP

MANUFA

TURING D

ATE

GUIDELIN

ES

PRODUCT C

ONTENT

OTHERS

MISS

ING V

ALUE

05

10152025303540 36

28

42

0

30

Noticied the information

Perc

enta

ge

TABLE NO: 18

YOU WOULD SPEND FOR PURCHASE SHAMPOO PER MONTH

SL.NO SPENDING TO PURCHASE FREQUENCY PERCENTAGE

1 BELOW RS.20 87 29

2 RS.21-RS.40 140 45

3 RS.41-RS.60 25 8

4 RS.61-RS.80 34 11

5 ABOVE RS.80 14 5

TOTAL 300 100

INTREPRETATION:


45% of the respondents are purchase spend for Rs.21-Rs.40, 29% of them are spend

Below Rs.20, 11% of them are spend Rs.61-Rs.80, 8% of them are spend Rs.41-Rs.60,

and 5% of them are spend Above RS.80.

CHART NO: 18

YOU WOULD SPEND FOR PURCHASE SHAMPOO PER MONTH

BELOW RS.20 RS.21-RS.40 RS.41-RS.60 RS.61-RS.80 ABOVE RS.800

5

10

15

20

25

30

35

40

45

50

29

45

811

5

Spending to purchase

Perc

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TABLE NO: 19

REASON FOR BUYING

SL.NO REASON FOR BUYING FREQUENCY PERCENTAGE

1 Avoid Hair Loss 25 8

2 Dandruff 42 14

3 Hair Growth 85 28

4 Naturalness 8 3

5 Less Chemical 11 4

6 Shine Hair 51 17

7 No Rough Hair 5 2

8 To Remove Oil Dirt 34 11

9 Suitable Hair 15 5

10 Vitamins 21 7

11 Conditioners 3 1

TOTAL 300 100

INTREPRETATION:


28% of the respondents are using shampoo for hair growth, 17% of them are using for

shine hair, 14% of them are using for dandruff, 11% of them are using to remove oil dirt,

8% of them are using to avoid hair loss, 7% of them are using for Vitamins, 5% of item

are using Suitable hair, 4% of them are using for the reason of Less Chemical, 3% of

them are using for the reason of Naturalness, 2% of them are using no rough hair, and 1%

of them are using conditioners.

CHART NO: 19

REASON FOR BUYING

AVOID HAIR LOSS

DANDEUFF

HAIR GROWTH

NATURALNESS

LESS CHEMICAL

SHINE HAIR

NO ROUGH HAIR

TO REMOVE OIL DIRT

SUITABLE HAIR

VITAMINS

CONDITIONERS

0

5

10

15

20

25

30

8

14

28

4 3

17

2

11

57

1

Reason for buying

Perc

entag

e

TABLE NO: 20

AVAILABILITY OF PREFERRED SHAMPOO

SL.NO PREFERRED BRAND FREQUENCY PERCENTAGE

1 Yes 300 100

2 No 0 0

TOTAL 300 100

INTREPRETATION:


100% of the respondents are said that, preferred shampoo product is available.

CHART NO: 20

AVAILABILITY OF PREFERRED SHAMPOO

YES NO0

20

40

60

80

100

120

100

0

Available for preferred brand

Perc

enta

ge

TABLE NO: 21

WHERE DID YOU BUYING USUALLY

SL.NO WHERE YOU BUYING FREQUENCY PERCENTAGE

1 Retail shop 106 35

2 Departmental store 130 43

3 Medical shop 18 6

4 Petty shop 14 5

5 Groceries 32 11

TOTAL 300 100

INTREPRETATION:


43% of the respondents are buying shampoo through Departmental Store, 35% of them

are buying from Retail Shop, 11% of them are buying from Groceries, 6% of them are

buying through Medical Shop, and 5% of them are buying from Petty Shop.

CHART NO: 21

WHERE DID YOU BUYING USUALLY

RETAIL SH

OP

DEPARTM

ENTAL STORE

MEDIC

AL SHOP

PETTY SH

OP

GROCERIES

05

101520253035404550

35

43

6 511

Where you buying usually

Perc

enta

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TABLE NO: 22

CHOOSING OF PARTICULAR SHOP

SL.NO CHOOSING SHOP FREQUENCY PERCENTAGE

1 Near to my home 156 52

2 Friendly approach 37 13

3 All product available 72 24

4 Monthly credit allowed 35 11

TOTAL 300 100

INTREPRETATION:


52% of the respondents are choosing the particular shop because it is nearby their home,

24% of them are choosing because of all product are available, 13% of them are choosing

due to friendly approach, and 11% of them are choosing due to credit- availability.

CHART NO: 22

CHOOSING OF PARTICULAR SHOP

NEAR TO MY HOME FRIENDLY APPROACH

ALL PRODUCT AVAILABLE

MONTHLY CREDIT ALLOWED

0

10

20

30

40

50

60

52

13

24

11

Chooing particular shop

Perc

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TABLE NO: 23

IF PREFERRED BRAND IS NOT AVAILABLE, WOULD YOU LIKE TO BUY ANOTHER BRAND

SL.NO BUYING ANOTHER BRAND FREQUENCY PERCENTAGE

1 Yes 182 61

2 No 118 39

TOTAL 300 100

INTREPRETATION:


61% of the respondents are preferred to another brand, and 39% of them are not preferred

any other brand which is available.

CHART NO: 23

IF PREFERRED BRAND IS NOT AVAILABLE, WOULD YOU LIKE TO BUY

ANOTHER BRAND

YES NO0

10

20

30

40

50

60

70 61

39

Like to buying another brand

Perc

enta

ge

TABLE NO: 24

SECOND CHOICE OF YOUR BRAND

SL.NO SECOND CHOICE FREQUENCY PERCENTAGE

1 Clinic plus 40 13

2 Chik 5 2

3 Clinic all clear 56 19

4 Sun slik 22 7

5 Head & shoulder 18 6

6 Pantene 16 5

7 Dove 4 1

8 Karthika 16 5

9 Meera 5 2

10 Others 0 0

11 No response 118 39

TOTAL 300 100

INTREPRETATION:


19% of the respondents are preferring clinic all clear as their second choice, 13% of them

are preferring clinic plus as their second choice, 7% of item are preferring sun slik, 6% of

them are preferring head & shoulder, 5% of them are preferring Pantene and Karthika,

2% of them are preferring chik and meera, and 1% of them are preferring dove as their

second choice.

CHART NO: 24

SECOND CHOICE OF YOUR BRAND

CLINIC

PLUS

CHIK

CLINIC

ALL C

LEAR

SUN SL

IK

HEAD & SH

OULDER

PANTENE

DOVE

KARTHIKA

MEERA

OTHERS

MISS

ING V

ALUE

05

1015202530354045

13

2

19

7 6 51

52

0

39

Second choice brand

Perc

enta

ge

TABLE NO: 25

IF SECOND CHOICE OF BRAND IS NOT AVAILABLE, THEN YOUR THIRD

CHOICE OF BRAND

SL.NO THIRD CHOICE OF BRAND FREQUENCY PERCENTAGE

1 Clinic plus 23 8

2 Chik 11 4

3 Clinic all clear 37 12

4 Sun slik 53 18

5 Head & shoulder 37 12

6 Pantene 5 2

7 Dove 7 2

8 Karthika 4 1

9 Meera 4 1

10 Others 1 1

11 No response 118 39

TOTAL 300 100

INTREPRETATION:


18% of the respondents are preferring sun slik as their third choice, 12% of them are

preferring clinic all clear and head & shoulder as their third choice, 8% of item are

preferring clinic plus, 4% of them are preferring chik, 2% of them are preferring Pantene

and dove, and 1% of them are preferring karthika, meera as their third choice.

CHART NO: 25

IF SECOND CHOICE OF BRAND IS NOT AVAILABLE, THEN YOUR THIRD

CHOICE BRAND

CLINIC

PLUS

CHIK

CLINIC

ALL C

LEAR

SUN SL

IK

HEAD & SH

OULDER

PANTENE

DOVE

KARTHIKA

MEERA

OTHERS

MISS

ING V

ALUE

05

1015202530354045

84

12

18

12

2 2 1 1 1

39

Third choice brand

Perc

enta

ge

TABLE NO: 26

4.2 CORRELATION ANALYSIS

INCOME LEVEL OF THE RESPONDENTS BETWEEN THE MONTHLY

SPEND FOR PURCHASING SHAMPOO

Correlations

Income level of the

respondents

Monthly spend

for purchasing

shampoo

Income level of

the respondents

Pearson

Correlation1 0.032

Sig. (2-tailed) 0.582

N 300 300

Monthly spend

for purchasing

shampoo

Pearson

Correlation0.032 1

Sig. (2-tailed) 0.582

N 300 300

INTREPRETATION:

Pearson Correlation Value R=0.032 the variables stated above are moderately

correlated. Hence there is a relationship between level of Income and monthly spending

Patten for purchasing shampoo products.

TABLE NO: 27

4.3 CHI-SQUARE ANALYSIS

IF YES, HOW DID YOU AWARE ABOUT THE PRODUCT RELATIONSHIP

BETWEEM PROBLEMS

HYPOTHESIS:

Ho= Null Hypothesis (there is no significant relationship between awareness

about shampoo products and problem facing by a consumer while using shampoo

products)

H1= Alternative Hypothesis (there is a significant relationship between awareness

about shampoo products and problem facing by a consumer while using shampoo

products)

LEVEL OF SIGNIFICANCE:

0.05 Or 5% level of significance

PROBLEMS Total

1ST RANK 2ND RANK 3RD RANK

IF YES, HOW DID YOU

AWARE ABOUT THE

PRODUCT

WORD OF MOUTH

ADVERTISEMENT5 20 12 37

TELEVISION 59 84 85 228

RADIO 1 5 2 8

SOCIAL NETWORK 1 6 7 14

NEWSPAPERS 4 4 1 9

Total 70 119 107 296

DEGREE OF FREEDOM: (DF)

(R-1)*(C-1), (5-1)*(3-1) =8

From the degree of freedom with 5% level of significant the table value

TV=0.150

Hence, calculated value is greater than the table value

CV>TV (12.027>0.150)

Null Hypothesis is rejected.

INTERPRETATION:

Therefore, there is a significant relationship between awareness about shampoo

products and problem facing by a consumer while using shampoo products.

Chi-Square Tests

Value Df Asymp. Sig. (2-

sided)

Pearson Chi-Square 12.027a 8 .150

Likelihood Ratio 12.913 8 .115

Linear-by-Linear Association .372 1 .542

N of Valid Cases 296

TABLE NO: 28

ANALYSIS OF VARIANCE BETWEEN BRAND AWARENESS AND SUGGESTION ABOUT THE SHAMPOO PRODUCT

ANOVA

Sum of Squares Df Mean Square F Sig.

Between Groups

(Combined)11.158 2 5.579 0.900 0.408

Within Groups 1841.429 297 6.200

Total 1852.587 299

INTREPRETATION:

From the above table it is noted that (F) equals 0.900 with a corresponding P-

value of 0.408 which is greater than the level of significance 0.05. Hence the null

hypothesis is rejected and alternate hypothesis is accepted, which implies there is a

significant mean difference between awareness about the product and perception of

shampoo.

TABLE NO: 29 (a)

HENRY GARRETT RANKING

THE FOLLOWING TABLE SHOWS THE BENEFITS OF PACKET

INTERPRETATION:

From the above table it is inferred that, among the total respondents are 1st rank

given to low price, 2nd rank given to easy availability, 3rd rank given to avoid wastage, 4th

rank given to flexible usage, 5th rank given to limited usage, 6th rank given to more

individual usage.


PARTICULARS CALCULATING RANKTOTAL SCORES MEAN RANK

Low price 3861 9898 4559 3456 1235 470 23479 97.42 1

Easy availability 7623 3234 6887 2496 1330 1880 23450 97.30 2

Limited usage 3861 2450 1940 2688 3135 9024 23098 95.84 5

To avoid wastage 6138 3724 4947 3168 2755 2632 23364 96.95 3

Flexible usage 1782 3626 2134 6528 3895 5170 23135 96.00 4

More individual usage

594 686 2910 4800 10545 3478 23013 95.49 6

TABLE NO: 29 (b)


THE FOLLOWING TABLE SHOWS THE BENEFITS OF BOTTLE


PARTICULARS CALCULATING RANK

TOTAL SCORES

MEAN

RANK

Usage of large family 4951274

485 4801520

1410

5664 96 4

No need to purchase2376

4901164

672 475 564 5764 97.31 2

Affordable price1980

1666

582 672 475 376 5751 97.47 1

Quantity 6931666

1649

672 665 376 5721 96.97 3

Offers 196 196 7761344

5702538

5622 95.29 6

Comfortable 490 4901067

1824

1900

282 5662 95.97 5

INTERPRETATION:


given to affordable price, 2nd rank given to no need to purchase, 3rd rank given to quantity,

4th rank given to usage of large family, 5th rank given to comfortable, 6th rank given to

offers.

TABLE NO: 30

FACTOR ANALYSIS

It is a multivariate technique used for data reduction. This analysis is made to

study a large number of variables affecting particular situation and combining the related

variables into a smaller number of relevant factors.

KMO and Bartlett’s Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .667

Bartlett's Test of Sphericity

Approx. Chi-Square 270.799

Df 21

Sig. .000

TOTAL VARIANCE EXPLAINED

Component

Initial Eigen values Rotation Sums of Squared

Loadings

Total % of

Variance

Cumulative

%

Total % of

Variance

Cumulative

%

1 2.181 31.157 31.157 2.160 30.859 30.859

2 1.100 15.715 46.871 1.076 15.370 46.230

3 1.008 14.396 61.267 1.053 15.037 61.267

4 0.944 13.486 74..751

5 0.778 11.120 85.870

6 0.633 9.042 94.912

7 0.356 5.088 100.000

TABLE NO: 30

ROTATED COMPONENT MATRIX

Features

Factor

1 2 3

Gifts 0.834 0.078 -0.052

Offers 0.777 0.215 -0.152

Discount -0.714 -0.064 0.089

Sample Product 0.338 -0.073 0.116

Price -0.241 0.627 0.276

Extra Quantity -0.415 0.627 0.276

New Fragrance 0.081 0.011 0.956

INTREPRETATION:

The above table showed the extracted three factors which have higher effect on

the variables. The Gift factor is highest factor compare than others. The gift score is

(.834) in first component in the respondents of shampoo users. The price level and extra

quantity factor is highest factor compare than others. The Price level and Extra Quantity

score is (.627) in first component in the respondents of shampoo users. The New

Fragrance factor is highest factor compare than others. The New Fragrance score is (.956)

in first component in the respondents of shampoo users.

CHAPTER V

FINDINGS, SUGGESTIONS AND CONCLUSION

5.1 FINDINGS

52% of the respondents are in the male gender.

42% of the respondents are in the age group of below 20-30 years.

54% of the respondents are unmarried.

45% of the respondents Education are up to school level.

46% of the respondents are student.

45% of respondents are not applicable as their income.

63% of the respondents are 4 members in the family.

99% of the respondents are awareness about the shampoo product.

76% of the respondents are aware about the television.

17% of the respondents are using Head & shoulder.

100% of the respondents are using shampoo.

68% of the respondents are using non-herbal shampoo.

42% of the respondents are 2-4 years in using shampoo.

79% of the respondents are buying Packet (Or) Sachet for using shampoo.

44% of the respondents are using shampoo once in a week.

69% of the respondents are noticing the description in the label.

36% of the respondents are noticing MRP in the label.

45% of the respondents are purchase spend for Rs.21-Rs.40.

28% of the respondents are using shampoo for hair growth.

100% of the respondents are said that, preferred shampoo product is available.

43% of the respondents are buying shampoo through Departmental Store

52% of the respondents are choosing the particular shop because it is nearby their

home.

61% of the respondents are preferred to another brand.

19% of the respondents are preferring clinic all clear as their second choice

18% of the respondents are preferring sun slik as their third choice

CORRELATION ANALYSIS

There is a relationship between Income level and monthly spend for purchasing

shampoo.

CHI-SQUARE ANALYSIS

There is a significant relationship between awareness about shampoo products

and problem facing by a consumer while using shampoo products

ANOVA ANALYSIS

There is a significant mean relationship between awareness about the product and

perception of shampoo.

HENRY GARRETT RANKING ANALYSIS

Packet or sachet benefits


given to low price, 2nd rank given to easy availability, 3rd rank given to avoid

wastage, 4th rank given to flexible usage, 5th rank given to limited usage, 6th rank

given to more individual usage.

Bottle benefits


given to affordable price, 2nd rank given to no need to purchase, 3rd rank given to

quantity, 4th rank given to usage of large family, 5th rank given to comfortable, 6th rank

given to offers.

FACTOR ANALYSIS

The extracted three factors showed a cumulative variance of 61%, which means a

good factor analysis, has been done.

5.2 SUGGESTIONS

Introduce more gifts or sample packets along with main shampoo products to

increase the sales in future periods.

The advertisement can to be increased by way of local channel for dandruff, anti

hair falls, conditioners shampoo products among rural areas to create awareness to

buy the products.

To induce more sales, shampoo products can be introduce discount pricing to

attract more number of rural customers.

In nearby the customer locality in departmental stores, if more shampoo brands

are available, the customer will go for continuous purpose.

Rural customers have to be educated to know about the product details like

manufacturing date, expiry date, direction to use, and warning.

5.3 CONCLUSION

The project “A Study on Brand Awareness and Preferences towards Shampoo

Products in Rural Area with Special Reference to Sivagiri, Erode District. From this

study, people having little awareness about the shampoo. The study is aimed to

measuring customer preference and satisfaction towards various features the shampoo

products, provides a lot of suggestion. It would be able to attract some more loyal

customer in the shampoo. The customer preferences towards making different ways

continue buying on the shampoo products.

APPENDIX

A Study On Brand Awareness And Preferences Towards Shampoo Products In Rural Area With Special Reference To Sivagiri, Erode District

QUESTIONNAIRE

1. Name :

2. Gendera) Male [ ] b) Female [ ]

3. Agea) Below 20 [ ] b) Between 20-30 [ ] c) Between 30-40 [ ]

b) Above 40 [ ]

4. Marital Status

a) Married [ ] b) Unmarried [ ]

5. Educational Qualification

a) Up to school [ ] b) Up to graduate [ ] c) Up to post graduate [ ]

d) Up to Diploma/ITI [ ] e) others (specify) ___________________

6. Occupation

a) Students [ ] b) Agriculture [ ] c) Professional [ ] d) Government

Teacher [ ] e) Private Teacher [ ] f) Business [ ] g) Self Employed [ ]

h) Casual Worker [ ] i) others (specify) ________________________

7. Income

a) Below Rs.5000 [ ] b) Rs.5001-Rs.10000 [ ] c) Rs.10001-Rs.15000 [ ]

d) Rs.15001-Rs.20000 [ ] e) Above Rs. 20000 [ ] f) Not applicable [ ]

8. Size of the family

a) Below 3 Members [ ] b) 4 Members [ ] c) 5 Members [ ] d) 6 Members [ ]

e) Above 6 Members [ ]

9. Have you aware about the shampoo product?

a) Yes [ ] b) No [ ]

10. If yes, how did you aware about the product?

a) Word Of Mouth Advertisement [ ] b) Television [ ] c) Radio [ ]

d) Social Network [ ] e) Newspapers [ ]

11. What are the brands that you are aware?

a) Clinic Plus [ ] b) Chik [ ] c) Clinic All Clear [ ] d) Sun Slik [ ]

e) Head & Shoulder [ ] f) Pentane [ ] g) Dove [ ] h) Karthika [ ]

i) Meera [ ] j) Others (Specify) _________________

12. Are you using shampoo?

a) Yes [ ] b) No [ ]

13. If yes, which type of shampoo product are you using?

a) Herbal [ ] b) Non- Herbal [ ] c) Both [ ]

14. How long are you using the shampoo?

a) Below 2 years [ ] b) 2-4 years [ ] c) 4-6 years [ ] d) 6-8 years [ ]

e) Above 8 years [ ]

15. What kind of quantity would you usually buy?

a) Packet (Or) Sachet [ ] b) Bottle [ ]

16. What is the frequency of your hair wash?

a) Daily [ ] b) Alternative Days [ ] c) Once in a week [ ]

d) Others (specify) ___________

17. Mention the reasons & Its benefits of Packet & Bottle

PACKET BENFITS RANK BOTTLE BENEFITS RANKLow Prices Usage of Large family

Easy AvailabilityNo need to purchase often

Limited Usage Affordable Price

To Avoid wastage Quantity

Flexible Usage Offers

More individual usage Comfortable

18. Do you have the habit of noticing the description given in the label?

a) Yes [ ] b) No [ ]

19. If yes, which information do you notice usually?

a) MRP [ ] b) Manufacturing Date [ ] c) Guidelines [ ] d) Product Content [ ]

e) Others [ ]

20. How much would you spend for purchasing shampoo per month?

a) Below Rs.20 [ ] b) Rs. 21-Rs.40 [ ] c) Rs. 41-Rs.60 [ ] d) Rs.61-Rs80 [ ]

e) Above Rs.80 [ ]

21. As per your perception, shampoo means?

S.NO SHAMPOO MEANS HIGH MEDIUM LOW

1 Avoid hair loss

2 Dandruff

3 Hair growth

4 Naturalness

5 Less Chemical

6 Shine Hair

7 No rough hair

8 To remove oil dirt

9 Suitable for hair

10 Vitamins

11 Conditioners

22. Mention one reason, for what you buy shampoo?

S.NO SHAMPOO MEANS1 Avoid hair loss2 Dandruff3 Hair growth4 Naturalness5 Less Chemical6 Shine Hair7 No rough hair8 To remove oil dirt9 Suitable for hair10 Vitamins11 Conditioners

23. What are the factors that you observe while buying shampoo?

S.NO PARTICULAR

1 Gift

2 Discount

3 Extra quantity

4 Price

5 Offers

6 Sample Product

7 New Fragrance

24. Is the preferred brand of shampoo is available as and when required?

a) Yes [ ] b) No [ ]

25. If yes, where did you buy usually?

a) Retail Shop [ ] b) Departmental Store [ ] c) Medical Shop [ ]

d) Petty Shop [ ] e) Groceries [ ]

26. Why did you choose that particular shop?

a) Near to my home [ ] b) Friendly approach [ ] c) All product available [ ]

d) Monthly credit allowed [ ]

27. If your preferred brand is not available, would you like to buy another brand?

a) Yes [ ] b) No [ ]

28. If yes, what is your second choice of brand?




29. If your second choice of brand is not available, what is your third choice of brand?




30. What are the problems that you faced in using shampoo?

(VH- VERY HIGH, H- HIGH, M- MEDIUM, L- LOW, VL- VERY LOW)

S.NO HEALTH PROBLEMS VH H M L VL1 Hair Fall2 Irritation3 Hair Hardness4 Chemical reactions5 Often illness

S.NO GENERAL PROBLEMS VH H M L VL1 High wastage2 Frequency of buying3 Difficult to wash4 Expected price for sachet

are not available

31. Please give your suggestion about the shampoo product.

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BIBLIOGRAPHY

BOOKS:

Brand Awareness and Customer Preferences for FMCG Products in Rural

Market : An Empirical Study on the Rural Market of Garhwali Region, Anupam

Jain and Meenakshi Sharma, VSRD-IJBMR, Vol. 2 (8), 2012.

A Study on Brand Awareness of Shampoo Productsfor CavinKare Pvt. Ltd, P.

Guru Ragavendran, G. Devakumar, Santhosh Upadhyay, Volume 8, Issue 2,

September 2009.

Brand awareness and consumer preference with reference to FMCG sector in rural

bihar, Mridanish Jha International Journal of Advanced Research in Management

and Social Sciences, Vol. 2 | No. 11 | November 2013.

A study of buying behaviour of rural consumer, Dr. Hitesh Kumar Pant and Mrs.

Pratibha Pant, Vol. II, Issue IV, Aug 2013.

BUSINESS RESEARCH METHODS, S N MURTHY AND U BHOJANNA, 2ND

EDITION.

BUSINESS RESEARCH METHODS, DONALD R COOPER AND PAMELA S

SCHINDLER, 9TH EDITION.

WEB SITES

www.brand awareness.com

www.consumer preferrences.com

www.brandawareness and preferences.com

www.shampoodetail.com

www.ruralmarketing.comm