APPENDIX - I - Information and Library Network Centreshodhganga.inflibnet.ac.in/bitstream/10603/97717/13/13_appendix.pdf · Dove . ... SCALE FOR PANTENE SHAMPOO Scorings Scheme for

APPENDIX - I

QUESTIONNAIRE

APPENDIX – I

A STUDY ON BRAND LOYALTY OF WOMEN

CUSTOMERS TOWARDS COSMETIC PRODUCTS IN

CHENNAI

QUESTIONNAIRE

I. Socio-Economic Factors

1. Name :

2. Age :

a) 15 – 25 years b) 25 – 35 years

c) 35 – 45 years d) 45 – 55 years

e) Above 55 years

3. Educational Qualification :

a) Upto Primary b) Secondary

c) Higher Secondary d) Graduation

e) Post Graduation

4. Occupation :

a) Private Sector b) Public Sector

c) Self-Employed d) Professionals

e) Students f) Housewife

g) Businessmen

5. Marital Status :

a) Unmarried b) Married

6. Type of Family :

a) Nuclear Family b) Joint Family

7. Family Size :

a) 1 - 3 Members b) 4 – 6 Members

c) Above 6 Members

8. Total Experience in Employment :

a) 1 - 5 years b) 5 – 10 years

c) 10 – 15 years d) Above 15 years

9. Monthly Income :

a) Rs.10,000 – Rs.15,000 b) Rs.15,000 – Rs.20,000

c) Rs.20,000 – Rs.25,000 d) Above Rs.25,000

10. Monthly Income of the Family :

a) Rs.10,000 – Rs.15,000 b) Rs.15,000 – Rs.20000

c) Rs.20,000 – Rs.25,000 d) Rs.25,000 – Rs.30,000

e) Above Rs.30,000

11. Residential Area :

a) Urban b) Semi-Urban

c) Sub-Urban

12. Buying Influencer :

a) Self b) Spouse

c) Children d) Elders

e) Friends e) Relatives

f) Colleagues

13. Nature of Product Purchased :

a) Chemical Cosmetics b) Herbal Cosmetics

14. Reasons for Purchase :

a) Health Conscious b) No Side Effect

c) Beauty Conscious d) Personality Conscious

e) Freshness f) Easy Availability

g) Affordable Price

II. Brand Preference and Brand Loyalty of Shampoo Brands 15. Please indicate your brand preference of shampoo brands.

Brands Preference

Sun Silk

All Clear

Clinic Plus

Pantene

Head & Shoulders

16. Please indicate your level of agreement for factors affecting the purchasing of a particular

shampoo brand.

SA = Strongly Agree A = Agree MA = Moderately Agree

DA = Disagree SDA = Strongly Disagree

Sl. No. Factors SA A MA DA SDA

1. Brand Name

2. Value for Money

3. Avoid Hair Loss

4. Prevent Dandruff


5. Suitable for Hair

6. Softens Hair

7. Hair Growth

8. Fragrance

9. Naturalness

10. No Rough Hair

11. Content

12. Price

13. Quantity

14. Conditioners

15. Removing Oil Dirt

16. Easy Availability

17. Easy to Rinse

18. Attractive Package

19. Advertisement

20. Recommendation by Doctors

17. Frequency of purchase of a shampoo brand.

a) Daily b) Weekly

c) Fortnightly d) Monthly

18. Please indicate period for using a particular shampoo brand.

a) 1 - 3 years b) 3 - 5 years

c) More than 5 years

19. Please indicate amount spent for a shampoo brand.

Brands Amount Spent Per Month (in Rs.)

Sun Silk

All Clear

Clinic Plus

Pantene

Head & Shoulders

20. Please indicate your overall satisfaction about a particular shampoo brand.

a) Highly Satisfied b) Satisfied

c) Slightly Satisfied d) Dissatisfied

e) Highly Dissatisfied

21. Please indicate your level of agreement for the loyalty of a particular shampoo brand.



Sl. No. Statements SA A MA DA SDA

1.

I intend to buy this brand in the near

future


2.

I consider this brand as my first choice

in this category

3.

The next time I need that product, I

will buy the same brand

4.

I will continue to be loyal customer

for this brand

5.

I am willing to pay a price premium

over competing products to be able to

purchase this brand again

6.

I would only consider purchasing this

brand again, if it would be

substantially cheaper

7.

I say positive things about this brand

to other people

8. I recommend this brand to someone

who seeks my advice

9.

I intend to recommend this brand to

other people

10.

I consider this brand my first choice in

the next few years

III. Brand Preference and Brand Loyalty of Hair Oil Brands

22. Please indicate your brand preference of hair oil brands.

Brands Preference

Marico

Dabour Vatica

Dabur Amla

VVD

Parachute

Bajaj Alamond Oil


hair oil brand.




1. Brand Name

2. Value for Money

3. Relieve Dryness

4. Better Shine

5. Suitable for Hair

6. Softens Hair

7. Hair Growth


8. Fragrance

9. Price

10. Quantity

11. Contents


13. Easy to Rinse


15. Advertisement


24. Frequency of purchase of a hair oil brand.

a) Weekly b) Fortnightly

c) Monthly d) Quarterly

25. Please indicate period for using a particular hair oil brand.



26. Please indicate amount spent for a hair oil brand.


Marico

Dabour Vatica

Dabur Amla

VVD

Parachute

Bajaj Alamond Oil

27. Please indicate your overall satisfaction about a particular hair oil brand.


c) Moderately Satisfied d) Dissatisfied


28. Please indicate your level of agreement for the loyalty of a particular hair oil brand.




1.


future

2.


in this category


3.

The next time I need that product, I will

buy the same brand

4.

I will continue to be loyal customer for

this brand

5.




6.


brand again, if it would be substantially

cheaper

7.

I say positive things about this brand to

other people

8.

I recommend this brand to someone

who seeks my advice

9.


other people

10.


the next few years

IV. Brand Preference and Brand Loyalty of Face Powder Brands

29. Please indicate your brand preference of face powder brands.

Brands Preference

Ponds

Cuticura

Gokul Santol

Yardley

Spinz


face powder brand.




1. Brand Name

2. Value for Money

3. Skin Suitability

4. Freshness

5. Ingredients

6. Fragrance

7. Price


8. Quantity

9. Skin Smoothness

10. Absorption of Oil in Skin



13. Advertisement


31. Frequency of purchase of a face powder brand.

a) Fortnightly b) Monthly c) Quarterly

32. Please indicate period of using a particular face powder brand.



33. Please indicate amount spent for a face powder brand.


Ponds

Cuticura

Gokul Santol

Yardley

Spinz

34. Please indicate your overall satisfaction about a particular face powder brand.


c) Moderately Satisfied d) Dissatisfied

d) Highly Dissatisfied

35. Please indicate your level of agreement for the loyalty of a particular face powder brand.




1.


future

2.


in this category

3.

The next time I need that product, I

will buy the same brand

4.

I will continue to be loyal customer

for this brand

5.




6.


brand again, if it would be

substantially cheaper


7.

I say positive things about this brand

to other people

8.

I recommend this brand to someone

who seeks my advice

9.


other people

10.


the next few years

V. Brand Preference and Brand Loyalty of Body Soap Brands

36. Please indicate your brand preference of body soap brands.

Brands Preference

Lux

Hamam

Rexona

Liril

Dove

Pears


body soap brand.




1. Brand Name

2. Value for Money

3. Moisturizing

4. Foaming

5. Softness

6. Freshness

7. Ingredients

8. Fragrance

9. Price

10. Quantity

11. Skin Protection

12. Germ Protection



15. Advertisement


38. Frequency of purchase of a body soap brand.

a) Fortnightly b) Monthly c) Quarterly

39. Please indicate period for using a particular body soap brand.

a) 1 - 3 years b) 3 - 5 years c) More than 5 years

40. Please indicate amount spent for a body soap brand.


Lux

Hamam

Rexona

Liril

Dove

Pears

41. Please indicate your overall satisfaction about a particular body soap brand.


c) Slightly Satisfied d) Dissatisfied


42. Please indicate your level of agreement for the loyalty of a particular body soap brand.




1.


future

2.

I consider this brand as my first choice in

this category

3.

The next time I need that product, I will

buy the same brand

4.

I will continue to be loyal customer for

this brand

5.

I am willing to pay a price premium over

competing products to be able to purchase

this brand again

6.


brand again, if it would be substantially

cheaper

7.

I say positive things about this brand to

other people

8.

I recommend this brand to someone who

seeks my advice


9.

I intend to recommend this brand to other

People

10.

I consider this brand my first choice in the

next few years

Place :

Date : Signature of the Surveyor

APPENDIX – II

LEVEL OF LOYALTY SCALE FOR

COSMETIC PRODUCTS

APPENDIX - II

WOMEN CUSTOMERS’ LEVEL OF LOYALTY

SCALE FOR CLINIC PLUS SHAMPOO

Scorings Scheme for Customers’ Loyalty:

10 Items (See Questionnaire)

Scores

Strongly Agree - 5

Agree - 4

Moderately Agree - 3

Disagree - 2

Strongly Disagree - 1

Total (10 x 5) = 50

Scales

0 30 32 34

Low Medium High


SCALE FOR ALL CLEAR SHAMPOO



Scores

Strongly Agree - 5

Agree - 4


Disagree - 2


Total (10 x 5) = 50

Scales

0 29 32 34

Low Medium High


SCALE FOR SUN SILK SHAMPOO



Scores

Strongly Agree - 5

Agree - 4


Disagree - 2


Total (10 x 5) = 50

Scales

0 30 32 33

Low Medium High


SCALE FOR PANTENE SHAMPOO



Scores

Strongly Agree - 5

Agree - 4


Disagree - 2


Total (10 x 5) = 50

Scales

0 28 30 31

Low Medium High


SCALE FOR HEAD & SHOULDER SHAMPOO



Scores

Strongly Agree - 5

Agree - 4


Disagree - 2


Total (10 x 5) = 50

Scales

0 28 30 31

Low Medium High


SCALE FOR MARICO HAIL OIL



Scores

Strongly Agree - 5

Agree - 4


Disagree - 2


Total (10 x 5) = 50

Scales

0 29 30 32

Low Medium High


SCALE FOR DABUR VATICA HAIR OIL



Scores

Strongly Agree - 5

Agree - 4


Disagree - 2


Total (10 x 5) = 50

Scales

0 28 31 34

Low Medium High


SCALE FOR DABUR AMLA HAIR OIL



Scores

Strongly Agree - 5

Agree - 4


Disagree - 2


Total (10 x 5) = 50

Scales

0 25 34 36

Low Medium High


SCALE FOR VVD HAIR OIL



Scores

Strongly Agree - 5

Agree - 4


Disagree - 2


Total (10 x 5) = 50

Scales

0 29 32 36

Low Medium High


SCALE FOR PARACHUTE HAIR OIL



Scores

Strongly Agree - 5

Agree - 4


Disagree - 2


Total (10 x 5) = 50

Scales

0 28 31 34

Low Medium High


SCALE FOR BAJAJ ALAMOND HAIR OIL



Scores

Strongly Agree - 5

Agree - 4


Disagree - 2


Total (10 x 5) = 50

Scales

0 29 32 35

Low Medium High


SCALE FOR PONDS FACE POWDER



Scores

Strongly Agree - 5

Agree - 4


Disagree - 2


Total (10 x 5) = 50

Scales

0 27 31 34

Low Medium High


SCALE FOR CUTICURA FACE POWDER



Scores

Strongly Agree - 5

Agree - 4


Disagree - 2


Total (10 x 5) = 50

Scales

0 29 31 33

Low Medium High


SCALE FOR GOKUL SANTOL FACE POWDER



Scores

Strongly Agree - 5

Agree - 4


Disagree - 2


Total (10 x 5) = 50

Scales

0 28 31 34

Low Medium High


SCALE FOR YARDLEY FACE POWDER



Scores

Strongly Agree - 5

Agree - 4


Disagree - 2


Total (10 x 5) = 50

Scales

0 28 31 35

Low Medium High


SCALE FOR SPINZ FACE POWDER



Scores

Strongly Agree - 5

Agree - 4


Disagree - 2


Total (10 x 5) = 50

Scales

0 28 31 35

Low Medium High


SCALE FOR LUX BODY SOAP



Scores

Strongly Agree - 5

Agree - 4


Disagree - 2


Total (10 x 5) = 50

Scales

0 27 31 32

Low Medium High


SCALE FOR HAMAM BODY SOAP



Scores

Strongly Agree - 5

Agree - 4


Disagree - 2


Total (10 x 5) = 50

Scales

0 26 32 36

Low Medium High


SCALE FOR REXONA BODY SOAP



Scores

Strongly Agree - 5

Agree - 4


Disagree - 2


Total (10 x 5) = 50

Scales

0 27 31 34

Low Medium High


SCALE FOR LIRIL BODY SOAP



Scores

Strongly Agree - 5

Agree - 4


Disagree - 2


Total (10 x 5) = 50

Scales

0 28 31 33

Low Medium High


SCALE FOR DOVE BODY SOAP



Scores

Strongly Agree - 5

Agree - 4


Disagree - 2


Total (10 x 5) = 50

Scales

0 26 32 34

Low Medium High


SCALE FOR PEARS BODY SOAP



Scores

Strongly Agree - 5

Agree - 4


Disagree - 2


Total (10 x 5) = 50

Scales

0 28 32 36

Low Medium High

��

APPENDIX – III

RESEARCH ARTICLES PUBLISHED

BY THE SCHOLAR

RESEARCH ARTICLE – I

FACTORS AFFECTING THE PURCHASING OF

SHAMPOO BRANDS AND THEIR INFLUENCE ON

SATISFACTION OF WOMEN CUSTOMERS

ABSTRACT

Cosmetics have been traditionally used by women to groom their physical appearance

and, presumably, their physical attractiveness. From a self-presentational perspective, argued

that cosmetics are used specifically for grooming behaviors and in general function to

manage and control not only social impressions but also self-image. Self Image in turn

provides self confidence .The majority of the women customers prefer a particular brand of

shampoo and the factor analysis indicates that the healthiness, value, safety, easiness and

familiarity are the factors affecting the purchasing of shampoo brands by the women

customers. The regression analysis shows that healthiness, value, safety, easiness and

familiarity are positively and significantly influencing the level of satisfaction of shampoo

brands.

Key words: Cosmetics - Socio Economic Factors – Healthiness - Familiarity

FACTORS AFFECTING THE PURCHASING OF SHAMPOO

BRANDS AND THEIR INFLUENCE ON SATISFACTION OF

WOMEN CUSTOMERS

INTRODUCTION

The global cosmetic industry or Multi nationals have been captivated by India in a

fascinating manner - the world’s second most populous country - over 1 billion people - even

one percent of captured market at estimated rates is a huge sum for some companies. India

has seen a growth in the cosmetics industry especially in the recent years. The beauty

business in India is growing phenomenally with the cosmetics market growing at 15-20 per

cent annually, twice as fast as that of the United States and European markets. The retail

beauty and cosmetics market in India currently estimated at USD 950 million is pegged at

USD 2.68 billion by the year 2020.

The desire to improve one’s physical attractiveness seems to be an inherent

characteristic of most individuals. Cosmetics have been traditionally used by women to

control their physical appearance and, presumably, their physical attractiveness. From a self-

presentational perspective, argued that cosmetics are used specifically for grooming

behaviors and in general function to manage and control not only social impressions but also

self-image (for example, body image, self-perceptions, and mood states).

Since grooming products are considered as a pervasive element of women’s culture.

As a general result, the exposure to pictures of good-looking and even slightly above-

average-looking females lowered the self-image of exposed women and increased

dissatisfaction with their own appearance. The body image is an important component of the

self-concept and has stimulated the demand of certain products and services, such as dietary,

slimming, exercise and cosmetic items. In western cultures, one of the commonly recognized

reasons women use cosmetics is to improve their physical attractiveness. With this

background, the present study is attempted to examine the factors affecting the purchasing of

shampoo brands and their influence on satisfaction of women customers.

METHODOLOGY

Among the different cities in Tamil Nadu, the Chennai city has been purposively

selected for the present study. The 600 women customers of cosmetic products have been

selected for the present study by adopting random sampling technique and the data and

information pertain to the year 2012-2013. In order to understand the socio-economic

features of women customers, the frequency and percentage analysis are carried out. In order

to identify the factors affecting the purchasing of shampoo brands by the women customers,

the exploratory factor analysis has been applied. In order to study the influence of factors

affecting the purchase of shampoo brands on satisfaction of women customers, the multiple

linear regression has been employed

RESULTS AND DISCUSSION

SOCIO - ECONOMIC FEATURES OF THE WOMEN CUSTOMERS

The socio-economic features of the women customers of cosmetic products were

analyzed and the results are presented in Table 1.

TABLE 1

SOCIO-ECONOMIC FEATURES OF THE WOMEN CUSTOMERS

Particulars Customers (N = 600)


Frequency Percent Frequency Percent

Age (Years) Educational Qualification

15 – 25 72 12.00 Primary 18 3.00

25 – 35 179 29.83 Secondary 43 7.17

35 – 45 253 42.17 Higher Secondary 35 5.83

45 – 55 67 11.17 Graduation 138 23.00

Above 55 29 4.83 Post Graduation 366 61.00

Occupation Monthly Income (Rs.)

Private Sector 152 25.33 10000 - 15000 23 3.83

Public Sector 145 24.16 15000 - 20000 37 6.17

Self- Employed 48 8.00 20000 - 25000 408 68.00

Professionals 114 19.00 Above 25000 132 22.00

Students 19 3.17 Marital Status

Housewife 79 13.17 Unmarried 252 42.00

Business 43 7.17 Married 348 58.00

The results show that about 42.17 per cent of women customers of cosmetic products

belong to the age group of 35 – 45 years followed by 25 – 35 years (29.83 per cent), 15 – 25

years (12.00 per cent), 45 – 55 years (11.17 per cent) and above 55 years (4.83 per cent).

The results indicate that about 61.00 per cent of women customers of cosmetic

products are educated up to post graduation followed by graduation (23.00 per cent),

secondary education (7.17 per cent), higher secondary education (5.83 per cent) and primary

education (3.00 per cent).

It is observed that about 25.33 per cent of women customers of cosmetic products are

employed in private sector followed by public sector (24.16 per cent), professionals (19.00

per cent), housewife (13.17 per cent), self-employed(8.00 per cent), business (7.17 per cent)

and students (3.17 per cent).

It is apparent that about 68.00 per cent of women customers of cosmetic products

belong to the monthly income group of Rs.20000 – Rs.25000 followed by above Rs.25000

(22.00 per cent), Rs.15000 – Rs.20000 (6.17 per cent) and Rs.10000 – Rs.15000 (3.83 per

cent).

It is clear that about 58.00 per cent of women customers of cosmetic products are

married and the rest of 42.00 per cent of women customers of cosmetic products are

unmarried.

BRAND PREFERENCE OF SHAMPOO

The brand preference of shampoo by women customers was analyzed and the results

are presented in Table 2.

TABLE 2

BRAND PREFERENCE OF SHAMPOO BY THE WOMEN CUSTOMERS

Sl. No. Shampoo Brands Number of Women Customers Percentage

1. Sun Silk 132 22.00

2. All Clear 168 28.00

3. Clinic Plus 216 36.00

4. Pantene 12 2.00

5. Head & Shoulder 72 12.00

Total 600 100.00

The results show that about 36.00 per cent of women customers prefer Clinic Plus

brand of shampoo followed by All Clear (28.00 per cent), Sun Silk (22.00 per cent), Head &

Shoulder (12.00 per cent) and Pantene (2.00 per cent). It is inferred that the majority of the

women customers prefer Clinic Plus brand of shampoo.

FACTORS AFFECTING THE PURCHASING OF SHAMPOO BRANDS

In order to identify the factors affecting the purchasing of shampoo brands by the

women customers, the exploratory factor analysis has been employed. The principal

component method of factor analysis was carried out with Eigen values greater than one

through Varimax rotation and the results obtained through rotated component matrix are

presented in Table 3.

TABLE 3

FACTORS AFFECTING THE PURCHASING OF SHAMPOO BRANDS

Sl. No. Attributes

Rotated Factors Loadings on

Factor -

I

Factor -

II

Factor -

III

Factor -

IV

Factor -

V

1. Brand Name .62

2. Value for Money .59

3. Avoid Hair Loss .61

4. Prevent Dandruff .55

5. Suitable for Hair .54

6. Softens Hair .58

7. Hair Growth .63

8. Fragrance .65

9. Naturalness .58

10. No Rough Hair .59

11. Vitamin Content .52

12. Price .59

13. Quantity .62

14. Conditioners .55

15. Removing Oil Dirt .61

16. Easy Availability .62

17. Easy to Rinse .56

18. Attractive Package .58

19. Advertisement ,52

20. Recommendation by

Doctors .54

Eigen Value 2.81 1.99 1.66 1.30 1.04

% of Variance 21.55 19.04 17.12 13.16 9.06

Cumulative % of

Variance 21.55 40.59 57.71 70.87 79.93

Cronbach’s Alpha 0.87

Source: Primary & Computed Data

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.

Rotation converged in 8 iterations.

There are five independent groups which are extracted accounting for a total of 79.93

per cent of variations on 20 attributes. The each of the five factors contributes to 21.55 per

cent, 19.04 per cent, 17.12 per cent, 13.16 per cent and 9.06 per cent respectively.

Factor - I: From the table, it is inferred that out of 20 attributes, six attributes have their high,

relatively tightly grouped factor loadings on factor - I.

This factor consists of:

• Prevent Dandruff (0.55)

• Suitable for Hair (0.54)

• Soften Hair (0.58)

• Hair Growth (0.63)

• No Rough Hair (0.59)

• Removing Oil Dirt (0.61)

This factor is named as “HEALTHINESS”.

Factor - II: is formed with:

• Brand Name (0.74)

• Value for Money (0.59)

• Fragrance (0.65)

• Price (0.59)

• Quantity (0.62)

This factor is named as “VALUE”

Factor - III: This factor includes:

• Avoid Hair Loss (0.61)

• Naturalness (0.58)

• Vitamin Content (0.52)

• Conditioners (0.55)

This factor is named as “SAFETY”

Factor - IV: This factor is formed with:

• Easy Availability (0.62)

• Easy to Rinse (0.56)

• Attractive Package (0.58)

This factor is named as “EASINESS”

Factor - V: This factor includes:

• Advertisement (0.52)

• Recommendation by Doctors (0.54)

This factor is named as “FAMILIARITY”

The Cronbach’s Alpha of the scale was 0.87 indicating

that each measure demonstrated acceptable internal consistency. It is inferred that

healthiness, value, safety, easiness and familiarity are the factors affecting the purchasing of

shampoo brands by the women customers.

INFLUENCE OF FACTORS AFFECTING THE PURCHASING OF

SHAMPOO BRANDS ON SATISFACTION OF WOMEN CUSTOMERS

In order to study the influence of factors affecting the purchase of shampoo brands on

satisfaction of women customers, the multiple linear regression has been employed and the

results are presented in Table 4. The level of satisfaction is considered as dependent variable

and the factors derived from explanatory factor analysis are considered as independent

variables.

TABLE 4


SHAMPOO BRANDS ON SATISFACTION LEVEL OF WOMEN

CUSTOMERS

Sl. No. Particulars

Regression

Co-efficient

t - Value Sig.

1. Intercept 2.146**

6.148 .001

2. Healthiness (X1) .723**

4.148 .000

3. Value (X2) .652**

4.206 .001

4. Safety (X3) .569**

4.503 .001

5. Easiness (X4) .570* 2.207 .014

6. Familiarity (X5) .486* 2.479 .032

R2 0.69

Adjusted R2 0.65

F 3.184 0.02

N 600

Note: **

Significance at one per cent level

* Significance at five per cent level

The results indicate that the coefficient of multiple determination (R2) is 0.69 and

adjusted R2

is 0.65 indicating the regression model is moderately fit. It shows that about

65.00 per cent of variation in dependent variable (Level of Satisfaction) is explained by the

independent variables (Factors Affecting Purchase of Shampoo Brands). The F-value of

3.184 is significant at five per cent level indicating that the regression model is good fit.

The results show that healthiness, value and safety are positively influencing the level

of satisfaction of shampoo brands of women customers at one per cent level, while, easiness

and familiarity are positively influencing the level of satisfaction of shampoo brands of

women customers at five per cent level. Hence, there is a significant influence of factors

affecting the purchase of shampoo brands on satisfaction level of women customers.

CONCLUSION

The foregoing analysis shows that the majority of women customers of cosmetic

products belong to the age group of 35 – 45 years and the most of the women customers of

cosmetic products are post graduates. The majority of the women customers of cosmetic

products are employed in private sector and the most of the women customers of cosmetic

products belong to the monthly income group of Rs. 20000 – Rs.25000 and the most of them

are married.

The majority of the women customers prefer Clinic Plus brand of shampoo and the

factor analysis indicates that the healthiness, value, safety, easiness and familiarity are the

factors affecting the purchasing of shampoo brands by the women customers. The regression

analysis shows that healthiness, value, safety, easiness and familiarity are positively and

significantly influencing the level of satisfaction of shampoo brands.

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Evaluations ?”, Journal of Consumer Research, 36 (2): pp. 211 - 222.

Subhani, M. I., and Osman, A., (2006), “A Study on the Association between Brand

Awareness and Consumer/Brand Loyalty for the Packaged Milk Industry in Pakistan”, Iqra

University Research Centre (IURC), Iqra.

Wang Pheik Ing, Grace Tay Tsu Phing, New Chye Peng, Jessica Sze Yin Ho and Derek Ong

Lai Teik (2012), “Global Versus Local Brand: Perceived Quality and Status-Seeking

Motivation in the Automobile Industry”, World Review of Business Research, 2(4): pp. 1

- 12.

RESEARCH ARTICLE – II

BRAND PREFERENCE AND LOYALTY OF WOMEN

CUSTOMERS TOWARDS HAIR OIL BRANDS

ABSTRACT



control their physical appearance and, presumably, their physical attractiveness. The most of

the women customers prefer Dabur Amla brand of hair oil and the factor analysis shows that

value, easiness, suitability, quality and familiarity are the factors affecting the purchasing of

hair oil brands by the women customers. The most of the women customers are satisfied with

the hair oil brands and there is a significant association between hair oil brands and the level

of satisfaction of women customers. The regression analysis indicates that value, easiness and

quality are positively influencing the level of satisfaction of hair oil brands of women

customers at one per cent level, while, suitability and familiarity are positively influencing

the level of satisfaction of hair oil brands of women customers at five per cent level and the

results also show that there is a significant difference in the level of brand loyalty towards

hair oil brands among the women customers.

Key Words: Cosmetics, Hair Oil, Satisfaction Level, Familiarity, Brand Loyalty

BRAND PREFERENCE AND LOYALTY OF WOMEN

CUSTOMERS TOWARDS HAIR OIL BRANDS

INTRODUCTION

The global cosmetic industry or Multi nationals have been captivated by India in a

fascinating manner - the world’s second most populous country - over 1 billion people - even

one percent of captured market at estimated rates is a huge sum for some companies. India

has seen a growth in the cosmetics industry especially in the recent years. The beauty

business in India is growing phenomenally with the cosmetics market growing at 15-20 per

cent annually, twice as fast as that of the United States and European markets. The retail

beauty and cosmetics market in India currently estimated at USD 950 million is pegged at

USD 2.68 billion by the year 2020.

The demand for cosmetic products, particularly in urban population is steadily rising

owing to various reasons, for example, mall culture, better purchasing power, concern for

looking better, by both men and women, nature of the job, development in advertisement

technology and in general, availability of a wide range of cosmetic products.



control their physical appearance and, presumably, their physical attractiveness. From a self-

presentational perspective, argued that cosmetics are used specifically for grooming

behaviors and in general function to manage and control not only social impressions but also

self-image (for example, body image, self-perceptions, and mood states).

Since grooming products are considered as a pervasive element of women’s culture.

As a general result, the exposure to pictures of good-looking and even slightly above-

average-looking females lowered the self-image of exposed women and increased

dissatisfaction with their own appearance. The body image is an important component of the

self-concept and has stimulated the demand of certain products and services, such as dietary,

slimming, exercise and cosmetic items. In western cultures, one of the commonly recognized

reasons women use cosmetics is to improve their physical attractiveness. With this

background, the present study is attempted to study the brand preference and loyalty of

women customers towards hair oil brands in Chennai.

METHODOLOGY

Among the different cities in Tamil Nadu, the Chennai city has been purposively

selected for the present study. The 600 women customers of cosmetic products have been

selected for the present study by adopting random sampling technique and the data and

information pertain to the year 2012-2013. In order to understand the socio-economic

features of women customers and brand preference and satisfaction level of women

customers, the frequency and percentage analysis have been carried out. In order to identify

the factors affecting the purchasing of hair oil brands by the women customers, the

exploratory factor analysis has been applied. In order to study the influence of factors

affecting the purchase of hair oil brands on satisfaction of women customers, the multiple

linear regression has been employed. Besides, the ANOVA test has been employed to

examine the brand loyalty of hair oil brands among the women customers.

RESULTS AND DISCUSSION

SOCIO - ECONOMIC FEATURES OF THE WOMEN CUSTOMERS

The socio-economic features of the women customers of cosmetic products were

analyzed and the results are presented in Table 1.

TABLE 1

SOCIO-ECONOMIC FEATURES OF THE WOMEN CUSTOMERS



Frequency Percent Frequency Percent

Age (Years) Educational Qualification

15 – 25 72 12.00 Primary 18 3.00

25 – 35 179 29.83 Secondary 43 7.17

35 – 45 253 42.17 Higher Secondary 35 5.83

45 – 55 67 11.17 Graduation 138 23.00

Above 55 29 4.83 Post Graduation 366 61.00

Occupation Monthly Income (Rs.)

Private Sector 152 25.33 10000 - 15000 23 3.83

Public Sector 145 24.16 15000 - 20000 37 6.17

Self-Employed 48 8.00 20000 - 25000 408 68.00

Professionals 114 19.00 Above 25000 132 22.00

Students 19 3.17 Marital Status

Housewife 79 13.17 Unmarried 252 42.00

Business 43 7.17 Married 348 58.00

Source: Primary Data

The results show that about 42.17 per cent of women customers of cosmetic products

belong to the age group of 35 – 45 years followed by 25 – 35 years (29.83 per cent), 15 – 25

years (12.00 per cent), 45 – 55 years (11.17 per cent) and above 55 years (4.83 per cent).

The results indicate that about 61.00 per cent of women customers of cosmetic

products are educated up to post graduation followed by graduation (23.00 per cent),

secondary education (7.17 per cent), higher secondary education (5.83 per cent) and primary

education (3.00 per cent).

It is observed that about 25.33 per cent of women customers of cosmetic products are

employed in private sector followed by public sector (24.16 per cent), professionals (19.00

per cent), housewife (13.17 per cent), self-employed (8.00 per cent), business (7.17 per cent)

and students (3.17 per cent).

It is apparent that about 68.00 per cent of women customers of cosmetic products

belong to the monthly income group of Rs.20000 - 25000 followed by above Rs.25000

(22.00 per cent), Rs.15000 – 20000 (6.17 per cent) and Rs.10000 – 15000 (3.83 per cent).

It is clear that about 58.00 per cent of women customers of cosmetic products are

married and the rest of 42.00 per cent of women customers of cosmetic products are

unmarried.

BRAND PREFERENCE OF HAIR OIL

The brand preference of hair oil by women customers was analyzed and the results are


TABLE 2

BRAND PREFERENCE OF HAIR OIL BY THE WOMEN CUSTOMERS

Sl. No. Hair Oil Brands Number of Women Customers Percentage

1. Marico 49 8.17

2. Dabur Vatica 143 23.83

3. Dabur Amla 192 32.00

4. VVD 84 14.00

5. Parachute 72 12.00

6. Bajaj Alamond 60 10.00

Total 600 100.00


The results indicate that about 32.00 per cent of women customers prefer Dabur Amla

brand of hair oil followed by Dabur Vatica (23.83 per cent), VVD (14.00 per cent), Parachute

(12.00 per cent), Bajaj Alamond (10.00 per cent) and Marico (8.17 per cent). It reveals that

the most of the women customers prefer Dabur Amla brand of hair oil.

FACTORS AFFECTING THE PURCHASING OF HAIR OIL BRANDS

In order to identify the factors affecting the purchasing of hair oil brands by the

women customers, the exploratory factor analysis has been applied. The principal component

method of factor analysis was carried out with Eigen values greater than one through

Varimax rotation and the results obtained through rotated component matrix are presented in

Table 3.

TABLE 3

FACTORS AFFECTING THE PURCHASING OF HAIR OIL BRANDS

Sl. No. Attributes

Rotated Factors Loadings on

Factor -

I

Factor -

II

Factor -

III

Factor –

IV

Factor -

V

1. Brand Name .79

2. Value for Money .68

3. Relieve Dryness .62

4. Better Shine .80

5. Suitable for Hair .81

6. Softness Hair .53

7. Hair Growth .74

8. Fragrance .72

9. Price .75 .

10. Quantity .76

11. Contents .76

12. Easy Availability .61

13. Easy to Rinse .72

14. Attractive Package .64

15. Advertisement .71

16. Recommendation by

Doctors .79

Eigen Value 1.52 1.46 1.41 1.35 1.02

% of Variance 19.81 18.54 15.96 13.78 11.65

Cumulative % of

Variance 19.81 38.35 54.31 68.09 79.74

Cronbach’s Alpha 0.83

Source: Primary & Computed Data

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.

Rotation converged in 10 iterations.

There are five independent groups which are extracted accounting for a total of 79.74

per cent of variations on 16 attributes. The each of the five factors contributes to 19.81 per

cent, 18.54 per cent, 15.96 per cent, 13.78 per cent and 11.65 per cent respectively.

Factor - I: From the table, it is inferred that out of 16 attributes, four attributes have their

high, relatively tightly grouped factor loadings on factor - I.

This factor consists of:

• Brand Name (0.79)

• Value for Money (0.68)

• Better Shine (0.80)

• Price (0.75)

This factor is named as “VALUE”.

Factor - II: is formed with:

• Quantity (0.76)

• Easy Availability (0.61)

• Easy Rinse (0.72)

This factor is named as “EASINESS”

Factor - III: This factor includes:

• Suitable for Hair (0.81)

• Fragrance (0.72)

• Contents (0.76)

This factor is named as “SUITABILITY”

Factor - IV: This factor is formed with:

• Relieve Dryness (0.62)

• Softness Hair (0.53)

• Hair Growth (0.74)

This factor is named as “QUALITY”

Factor - V: This factor includes:

• Attractive Package (0.64)

• Advertisement (0.71)

• Recommendation by Doctors (0.79)

This factor is named as “FAMILIARITY”

The Cronbach’s Alpha of the scale was 0.83 indicating

that each measure demonstrated acceptable internal consistency. It is inferred that value,

easiness, suitability, quality and familiarity are the factors affecting the purchasing of hair oil

brands by the women customers.

SATISFACTION LEVEL OF HAIR OIL BRANDS

The satisfaction level of the women customers about hair oil brands was analyzed and

the results are presented in Table 4.

TABLE 4

SATISFACTION LEVEL OF THE WOMEN CUSTOMERS ABOUT HAIR

OIL BRANDS

Sl. No. Satisfaction Number of Women

Customers Percentage

1. Highly Satisfied 204 34.00

2. Satisfied 372 62.00

3. Slightly Satisfied 24 4.00

Total 600 100.00


It is apparent that about 62.00 per cent of women customers of cosmetic products are

satisfied with the hair oil brands followed by highly satisfied (34.00 per cent) and slightly

satisfied (4.00 per cent). It reveals that the most of the women customers are satisfied with

the hair oil brands.

RELATIIONSHIP BETWEEN HAIR OIL BRANDS AND

SATISFACTION LEVEL OF WOMEN CUSTOMERS

The relationship between hair oil brands and satisfaction level of the women

customers was analyzed and the results are presented in Table 5.

TABLE 5

RELATIONSHIP BETWEEN HAIR OIL BRANDS AND SATISFACTION OF

WOMEN CUSTOMERS

Sl. No. Hair Oil Brands

Level of Satisfaction

Total Highly

Satisfied Satisfied

Slightly

Satisfied

1. Marico 12

(24.49)

37

(75.51)

0

(0.00)

49

(8.17)

2. Dabur Vatica 36

(25.17)

107

(74.83)

0

(0.00)

143

(23.83)

3. Dabur Amla 60

(31.25)

120

(62.50)

12

(6.25)

192

(32.00)

4. VVD 48

(57.14)

36

(42.86)

0

(0.00)

84

(14.00)

5. Parachute 36

(50.00)

36

(50.00)

0

(0.00)

72

(12.00)

6. Bajaj Alamond 12

(20.00)

36

(60.00)

12

(20.00)

60

(10.00)

Total 204 372 24 600


The results show that out of 49 women customers of Marico hair oil, about 75.51 per

cent of women customers are satisfied with Marico brand of hair oil while the rest of 24.49

per cent of women customers are highly satisfied with Marico brand of hair oil. The results

indicate that out of 143 women customers of Dabur Vatica hair oil, about 74.83 per cent of

women customers are satisfied with Dabur Vatica brand of hair oil, while the rest of 25.17

per cent of women customers are highly satisfied with Dabur Vatica brand of hair oil.

It is clear that out of 192 women customers of Dabur Amla hair oil, about 62.50 per

cent of women customers are satisfied with Dabur Amla brand of hair oil followed by highly

satisfied (31.25 per cent) and slightly satisfied (6.25 per cent). It is observed that out of 84

women customers of VVD hair oil, about 57.14 per cent of women customers are highly

satisfied with VVD brand of hair oil, while the rest of 42.86 per cent of women customers are

satisfied with VVD brand of hair oil.

It is apparent that out of 72 women customers of Parachute hair oil, about 50.00 per

cent of women customers are highly satisfied with Parachute brand of hair oil, while the rest

of 50.00 per cent of women customers are satisfied with Parachute brand of hair oil. The

results reveal clear that out of 60 women customers of Bajaj Alamond hair oil, about 60.00

per cent of women customers are satisfied with Bajaj Alamond brand of hair oil followed by

highly satisfied and slightly satisfied (20.00 per cent).

In order to examine the association between hair oil brands and the level of

satisfaction of women customers, the Chi-Square test has been applied and the results are


TABLE 6

ASSOCIATION BETWEEN HAIR OIL BRANDS AND LEVEL OF

CUSTOMERS OF WOMEN CUSTOMERS

Value Degrees of Sig.

Freedom

Pearson Chi-square 93.788 10 0.00

The Chi-square value of 93.788 is significant at one per cent level of significance

indicating that there is a significant association between hair oil brands and the level of

satisfaction of women customers. Therefore, the null hypothesis of there is no significant

association between hair oil brands and the level of satisfaction of women customers.


HAIR OIL BRANDS ON SATISFACTION OF WOMEN CUSTOMERS

In order to examine the influence of factors affecting the purchase of hair oil brands

on satisfaction of women customers, the multiple linear regression has been employed and

the results are presented in Table 7. The level of satisfaction is considered as dependent

variable and the factors derived from explanatory factor analysis are considered as

independent variables.

TABLE 7

INFLUENCE OF FACTORS AFFECTING THE PURCHASING OF HAIR

OIL BRANDS ON SATISFACTION LEVEL OF WOMEN CUSTOMERS

Sl. No. Particulars Regression

Co-efficient t - Value Sig.

1. Intercept 1.952**

4.872 .000

2. Value (X1) .641**

3.594 .001

3. Easiness (X2) .536**

3.812 .000

4. Suitability (X3) .402* 2.012 .021

5. Quality (X4) .439**

4.106 .001

6. Familiarity (X5) .366* 2.198 .026

R2 0.67

Adjusted R2 0.64

F 3.792 0.03

N 600

Note: **

Significance at one per cent level *

Significance at five per cent level

The results indicate that the coefficient of multiple determination (R2) is 0.67 and adjusted R

2

is 0.64 indicating the regression model is moderately fit. It shows that about 64.00 per cent of

variation in dependent variable (Level of Satisfaction) is explained by the independent

variables (Factors Affecting Purchase of Hair Oil Brands). The F-value of 3.792 is significant

at five per cent level indicating that the regression model is good fit.

The results show that value, easiness and quality are positively influencing the level

of satisfaction of hair oil brands of women customers at one per cent level, while, suitability

and familiarity are positively influencing the level of satisfaction of hair oil brands of women

customers at five per cent level. Hence, there is a significant influence of factors affecting the

purchase of hair oil brands on satisfaction level of women customers. Therefore, the null

hypothesis of there is no significant influence of factors affecting the purchase of hair oil

brands on satisfaction level of women customers is rejected.

BRAND LOYALTY OF HAIR OIL BRANDS AMONG THE WOMEN

CUSTOMERS

The brand loyalty of hair oil brands among the women customers was analyzed and

the results are presented in Table 8. The responses of women customers about brand loyalty

towards hair oil brands has been classified into low level, medium level and high level based

on “Mean ± Standard Deviation (SD)” criterion.

TABLE 8

BRAND LOYALTY OF HAIR OIL BRANDS OF AMONG THE WOMEN

CUSTOMERS

Sl. No. Hail Oil Brands Level of Brand Loyalty Total

Low Medium High

1. Marico 12

(24.49)

13

(26.53)

24

(48.98) 49

2. Dabur Vatica 37

(25.87)

70

(48.95)

36

(25.18) 143

3. Dabur Amla 26

(13.54)

150

(78.13)

16

(8.33) 192

4. VVD 28

(33.33)

44

(52.38)

12

(14.29) 84

5. Parachute 24

(33.33)

38

(52.78)

10

(13.89) 72

6. Bajaj Alamond 10

(16.67)

36

(60.00)

14

(23.33) 60

Total 137 351 112 600

The results show that out of 49 women customers of Marico hair oil, about 48.98 per

cent of women customers have high level of brand loyalty towards Marico hair oil followed

by medium level (26.53 per cent) and low level (24.49 per cent). The results indicate that out

of 143 women customers of Dabur Vatica hair oil, about 48.95 per cent of women customers

have medium level of brand loyalty towards Dabur Vatica hair oil followed by low level

(25.87 per cent) and high level (25.18 per cent).

It is clear that out of 192 women customers of Dabur Amla hair oil, about 78.13 per

cent of women customers have medium level of brand loyalty towards Dabur Amla hair oil

followed by low level (13.54 per cent) and high level (8.33 per cent). It is observed that out

of 84 women customers of VVD hair oil, about 52.38 per cent of women customers have

medium level of brand loyalty towards VVD hair oil followed by low level (33.33 per cent)

and high level (14.29 per cent).

It is apparent that out72 women customers of Parachute hair oil, about 52.78 per cent

of women customers have medium level of brand loyalty towards Parachute hair oil followed

by low level (33.33 per cent) and high level (13.89 per cent). The results reveal that out 60

women customers of Bajaj Alamond hair oil, about 60.00 per cent of women customers have

medium level of brand loyalty towards Bajaj Alamond hair oil followed by high level (23.33

per cent) and low level (16.67 per cent).

In order to study the difference in the level of brand loyalty towards hair oil brands

among the women customers, the ANOVA test has been applied and the results are presented

in Table 9.

TABLE 9

BRAND LOYALTY OF HAIR OIL BRANDS AMONG THE WOMEN

CUSTOMERS

Source

Degrees of

Freedom

SS MS F Sig.

Between Groups 5 1196.471 239.294

8.419 .000 Within Groups

594 16884.169 28.425

Total 599 18080.640

-

The F-Value of 8.419 is significant at one per cent level indicating that there is a

significant difference in the level of brand loyalty towards hair oil brands among the women

customers. Hence, the null hypothesis of there is no significant difference in the level of

brand loyalty towards hair oil brands among the women customers is rejected.

CONCLUSION

The foregoing analysis shows that the majority of women customers of cosmetic

products belong to the age group of 35 – 45 years and the most of the women customers of

cosmetic products are post graduates. The majority of the women customers of cosmetic

products are employed in private sector and the most of the women customers of cosmetic

products belong to the monthly income group of Rs.20000 - 25000 and the most of them are

married.

The most of the women customers prefer Dabur Amla brand of hair oil and the factor

analysis shows that value, easiness, suitability, quality and familiarity are the factors affecting

the purchasing of hair oil brands by the women customers. The most of the women customers

are satisfied with the hair oil brands and there is a significant association between hair oil

brands and the level of satisfaction of women customers.

The regression analysis indicates that value, easiness and quality are positively

influencing the level of satisfaction of hair oil brands of women customers at one per cent

level, while, suitability and familiarity are positively influencing the level of satisfaction of

hair oil brands of women customers at five per cent level and the results also show that there

is a significant difference in the level of brand loyalty towards hair oil brands among the

women customers.

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Documents

APPENDIX - I - Information and Library Network Centreshodhganga.inflibnet.ac.in/bitstream/10603/97717/13/13_appendix.pdf · Dove . ... SCALE FOR PANTENE SHAMPOO Scorings Scheme for