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A STUDY ON CONSUMER PREFERENCE FOR HAIR DYE WITH REFERENCE TO CAVINKARE PRIVATE LIMITED PROJECT REPORT Submitted in partial fulfilment of the Requirement for the award of the degree of MASTER OF BUSINESS ADMINISTRATION of BHARATHIAR UNIVERSITY by S.MAHENDRAN Reg No: O835 F 1313 Under the guidance of Dr. N.PREM ANAND Head of the Department - Department of Management Sciences DEPARTMENT OF MANAGEMENT SCIENCES

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A STUDY ON CONSUMER PREFERENCE FOR HAIR DYE WITH REFERENCE

TO CAVINKARE PRIVATE LIMITED

PROJECT REPORT

Submitted in partial fulfilment of the Requirement for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

of

BHARATHIAR UNIVERSITY

by

S.MAHENDRANReg No: O835 F 1313

Under the guidance of

Dr. N.PREM ANANDHead of the Department - Department of Management Sciences

DEPARTMENT OF MANAGEMENT SCIENCES

D.J ACADEMY FOR MANAGERIAL EXCELLENCE

OTHAKALMANDAPAM

COIMBATORE.

October 2009

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DEPARTMENT OF MANAGEMENT SCIENCES

D.J.ACADEMY FOR MANAGERIAL EXCELLENCE

(Affiliated to Bharathiar University)COIMBATORE – 641 032.

PROJECT REPORT

Submitted in partial fulfilment of the requirement for the award of the degree of

Master of Business Administration of Bharathiar University.

by

S.MAHENDRAN

(Reg No.0835F1313)

____________________ ____________________ ______________________

Dr. N. PREM ANAND Dr. N. PREM ANAND Dr. V. LATHA

Faculty Guide Head of the Department Principal

The Viva – Voce examination held on _____________

________________________ _______________________

Internal Examiner External Examiner

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Thanks to My Beloved Head of the Department,

Faculty MembersAnd My Parents

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CERTIFICATE

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DEPARTMENT OF MANAGEMENT SCIENCES

D.J.ACADEMY FOR MANAGERIAL EXCELLENCE

(Affiliated to Bharathiar University)COIMBATORE – 641 032.

CERTIFICATE

This is to certify that the project report entitled “A STUDY ON

CONSUMER PREFERENCE FOR HAIR DYE WITH REFERENCE TO

CAVINKARE PRIVATE LTD” is a bonafide record of work done by

S.MAHENDRAN (Reg No.0835F1313) and submitted in partial fulfilment of

the requirement for the award of the degree of Master of Business

Administration of Bharathiar University.

____________________ ____________________ _____________________

Dr. N. PREM ANAND Dr. N. PREM ANAND Dr. V. LATHA

Faculty Guide Head of the Department Principal

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DECLARATION

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DECLARATION

I, S.MAHENDRAN hereby declare that the project entitled “A STUDY ON

CONSUMER PREFERENCE FOR HAIR DYE WITH REFERENCE TO

CAVINKARE PRIVATE LTD” submitted to Bharathiar University in partial fulfilment of

the requirements for the award of the degree of Master of Business Administration is a

bonafide record of original work done by me during my period of study in D.J. ACADEMY

FOR MANAGERIAL EXCELLENCE under the guidance of Dr. N. PREM

ANAND HOD, Department of Management Sciences.

Place: COIMBATORE S.MAHENDRAN

Date : Reg No: 0835F1313

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ACKNOWLEDGEMENT

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ACKNOWLEDGEMENT

At the outset, first I would like to thank the Almighty, for having showered his grace

and blessings to complete this project on time.

I wish to place in record my sincere thanks to Dr. V. Latha, Principal D.J.Academy

for Managerial Excellence Coimbatore for giving me an opportunity to undertake this project.

I would like to express sincere gratitude to Dr. Prem Anand, B.E.., MBA., PGDIB.,

Ph.D Head of the Department of Management Sciences and faculty guide for guiding me

throughout my project work by providing all the necessary information , required guidance

and helpful suggestions with his full dedication and encouragement and a key role in

revamping the project report for a very effective presentation.

I am grateful to thank my Mentors Mr. P. Balamuthu kumaran and

Ms. Pooja suresh for being a source of great help and motivation throughout the period of

the study.

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I extend my gratitude to all the Faculty members of the Department of Management

Sciences for their help and support.

I place a heartfelt thanks to my Family Members and Friends for their firm support,

ready help and encouragement.

Finally I thank one and all who were part of this project.

CONTENTS

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CONTENTS

CHAPTER NO TITLE PAGE NO

1 Introduction 1

1.1 Industry Profile 3

1.2 Company Profile 6

1.3 Product Profile 12

1.4 Competitor Profile 14

1.5 Need for the study 16

1.6 Objective of the study 18

1.7 Scope of the study 20

1.8 Limitations of the study 22

2 Review of Literature 24

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3 Research methodology 29

4 Data Analysis & Interpretation 35

5 Findings 69

6 Suggestions 73

7 Conclusion 75

Bibliography 77

Appendix 80

LIST OF TABLES

TABLE NO TITLE PAGE NO

3.1 Table showing Age of employees. 38

3.2 Table showing Gender. 39

3.3 Table showing Martial Status. 40

3.4 Table showing Occupation. 41

3.5 Table showing Family Size 42

3.6 Table showing Knowledge about Indica Hair Colour. 43

3.7 Table showing Indica Hair Dye Awareness. 44

3.8 Table showing Godrej Hair Dye Awareness. 45

3.9 Table showing Black Rose Hair Dye Awareness. 46

3.10 Table showing Garnier Hair Dye Awareness. 47

3.11 Table showing Brand Preference. 48

3.12 Table showing Usage of Hair Dye. 49

3.13 Table showing Usage of Sample. 50

3.14 Table showing Usage of any other Hair Dye 51

3.15 Table showing Repurchase of Indica 52

3.16 Table showing Effectiveness of Indica & Godrej/Black rose 53

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3.17 Table showing Covering Grey Hair – Indica & Godrej/Black rose 55

3.18 Table showing Colour Lasting long – Indica & Godrej/Black rose 57

3.19 Table showing Making Hair Soft – Indica & Godrej/Black rose 59

3.20 Table showing Making Hair Natural - Indica & Godrej/Black rose 61

3.21 Table showing Availability– Indica & Godrej/Black rose 63

3.22 Table showing Advertisement – Indica & Godrej/Black rose 65

3.23 Table showing Future purchase of Indica Hair Dye. 67

3.24 Table showing Age & Gender 68

3.25 Table showing Age & Martial Status 69

LIST OF CHARTS\

CHART NO TITLE PAGE NO

3.1 Chart showing Age of employees. 38

3.2 Chart showing Gender. 39

3.3 Chart showing Martial Status. 40

3.4 Chart showing Occupation. 41

3.5 Chart showing Family Size 42

3.6 Chart showing Knowledge about Indica Hair Colour. 43

3.7 Chart showing Indica Hair Dye Awareness. 44

3.8 Chart showing Godrej Hair Dye Awareness. 45

3.9 Chart showing Black Rose Hair Dye Awareness. 46

3.10 Chart showing Garnier Hair Dye Awareness. 47

3.11 Chart showing Brand Preference. 48

3.12 Chart showing Usage of Hair Dye. 49

3.13 Chart showing Usage of Sample. 50

3.14 Chart showing Usage of any other Hair Dye 51

3.15 Chart showing Repurchase of Indica 52

3.16 Chart showing Effectiveness of Indica & Godrej/Black rose 54

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3.17 Chart showing Covering Grey Hair – Indica & Godrej/Black rose 56

3.18 Chart showing Colour Lasting long – Indica & Godrej/Black rose 58

3.19 Chart showing Making Hair Soft – Indica & Godrej/Black rose 60

3.20 Chart showing Making Hair Natural - Indica & Godrej/Black rose 62

3.21 Chart showing Availability – Indica & Godrej/Black rose 64

3.22 Chart showing Advertisement – Indica & Godrej/Black rose 66

3.23 Chart showing Future purchase of Indica Hair Dye. 67

3.24 Chart showing Age & Gender 68

3.25 Chart showing Age & Martial Status 69

EXECUTIVE SUMMARY

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EXECUTIVE SUMMARY

Today Companies are facing the toughest competition ever. Customer’s preference of

choosing a Product will determine the success of the product in the market. With better

understanding of factors which affects the consumer’s preference, companies can determine

the actions required to meet the customer’s needs. So, today all the companies are looking for

the satisfied customers, by understanding the needs and wants of the customers.

Companies try to retain the customers as they are the valuable assets of the company.

Generally, all the Markets are unpredictable. There is always an uncertainty exists.

Companies cannot expect all the targeted customers to use their brand.

As the Cavin Kare Private Ltd, is facing a tough competition from the Hair Dye

Product sales with the Godrej and Black Rose, to convert the Godrej and Black Rose

customers towards Indica Hair Dye. The Project entitled “A STUDY ON CONSUMER

PREFERENCE FOR HAIR DYE WITH REFERENCE TO CAVINKARE PRIVATE

LIMITED” is carried out.

In this study free Samples of Indica Hair Dye packet worth Rs 10, was issued to the

Godrej and Black Rose users, and asked them to use and have to give feedback on the Indica

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performance. As from the study many Godrej and Black Rose customers are willing to

change their X brands to Indica Hair Dye brand.

In order to increase the consumer turnover, the company has to give more

Advertisement in TV and Radio etc. I recommend the Company to conduct events for Saloon

shops to make them to influence the customers by changing their X brands to Indica Hair Dye

brand.

I am confident that this study will be useful for the company to develop its marketing

strategy to increase the customer turnover in terms of profitability.