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RESEARCH METHODOLOGY
Aitbar A. Khan 201010
Rahul Deotale 201031
Devdeep Guha 201032
Mayur Kulkarni 201041
Aashruti Jain 201048
Akruti Jain 201049
Karishma Kajekar 201052
RESEARCH ON FMCG PRODUCT - SHAMPOO
Sample Size : 100
Research Problem : New product launch
Research method : Primary Research
(questionnaire)
Ayur3%
Sunsilk17%
Dove27%
Garnier5%
Clinic plus9%
Pantene7%
Head and shoulder
14%
Loreal9%
Jhonson &
Jhonson2%
Nyle4%
Himalaya1%
Vatika1%
Dancure1%
Currently using
1. Dove
2. Sunsilk
3. Head and shoulders
4. L'Oreal/clinic plus
5. Pantene
Q1 Q2
Name users Poor Average Good Excellent
Ayur 3 1 2
Sunsilk 18 16 2
Dove 28 2 19 7
Garnier 5 1 4
Clinic plus 10 3 5 2
Pantene 7 1 4 2
Head and shoulder 15 1 1 13
Loreal 9 1 3 5
Jhonson & Jhonson 2 1 1
Nyle 4 3 1
Himalaya 1 1
Vatika 1 1
Dancure 1 1
Ratings On The Basis Of Company
Preference
Depends on price of
the new brand
10%
I stay loyal to my brand
38%
To experiment with new
brand39%
Very often13%
Frequency of change•39% Of The
Consumers Are
Ready To
Experiment With
New Brand
•But At The Same
time 38% Of The
Consumers Want
To Stay Loyal To
There Brand
1-6
months
26%
6
months
or more
64%
A month
10%
Usage of brand
•Consumers
stick to
there brand
for at least 6
month
Advertisment
45%
Children3%
Friends and family
46%
Price5%
Salesmen1%
Influence To Buy The Product
Consumers get
influence to buy
the product
through
advertisements
and word-of-
mouth publicity.
Daily10%
Thrice a week29%Twice a
week44%
Weekly17%
Usage of the product
•Maximum users
use the product
only twice a week.
100ml12%
200ml38%
300ml33%
Sachets17%
Most preferred SKU
•Maximum
Consumers
Are
Comfortable
Buying 300ml
And 200ml
Bottle Of
Shampoo
Anti dandruff25%
Conditioning 16%Smoothening
of hair38%
To prevent hair fall
21%
Benefits
•38% of the consumers
look for smoothening
of the hair
•25% for anti dandruff
Malls25%
Medical Store36%
Retail39%
Purchase
•36% of
consumers prefer
to buy shampoo
from medical
stores
•39% of
consumers prefer
to buy from retail
outlets
Brand32%
Features58%
Packaging3%
price7%
Chart Title
Look for before buying
the shampoo
•58% of consumers look for features in the shampoo
•32% look for brand of the product
No preference
67%
Rectangles13%
Round13%
Square7%
Packaging
•67% Of
Consumers Do
Not Give Much
Importance To
The Bottle
Shape
100ml Rs 70-120
37%
200ml Rs 150-200
42%
300ml Rs 250 above
21%
Price
•Maximum
Consumers Prefer
Buying Big Bottle
At The Range Of
Rs.150-200