732812631002

i
“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

ii
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

iii
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)

iv
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.

v
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.

vi
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

vii
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
17
Type of information noticed by a customer
32
18 You would spend for purchase shampoo per month 33
19 Reason for buying 34

viii
20 Availability of preferred shampoo 36
21 Where did you buying usually 37
22 Choosing of particular shop 38
23
If preferred brand is not available, would you like to buy
another brand
39
24 Second choice of your brand 40
25
If second choice of brand is not available, then your third
choice of brand
42

ix
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
17
Type of information noticed by a customer
32
18 You would spend for purchase shampoo per month 33
19 Reason for buying 34

x
20 Availability of preferred shampoo 36
21 Where did you buying usually 37
22 Choosing of particular shop 38
23
If preferred brand is not available, would you like to buy
another brand
39
24 Second choice of your brand 41
25
If second choice of brand is not available, then your third
choice of brand
43

1
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.

2
"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.

3
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

4
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.

5
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.

6
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.

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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.

8
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

9
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.

10
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.

11
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.

12
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.

13
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.

14
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

15
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

16
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
52
48
46
47
48
49
50
51
52
53
Male Female
Percentags
Gender

17
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
26
42
23
9
0
5
10
15
20
25
30
35
40
45
BELOW 10 BETWEEN 20-30BETWEEN 30-40 ABOVE 40
Percentage
Age

18
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
46
54
42
44
46
48
50
52
54
56
MARRIED UNMARRIED
Percentage
Marital status

19
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
45
33
15
5 2
0
5
10
15
20
25
30
35
40
45
50
Percentage
Educational qualification

20
TABLE NO: 5
OCCUPATION
SL.NO OCCUPATION FREQUENCY PERCENTAGE
1 Student 139 46
2 Agriculture 57 19
3 Professional 19 6
4 Government teacher 9 3
5 Private teacher 12 4
6 Business 12 4
7 Self employed 28 10
8 Casual worker 17 6
9 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
46
19
6
3 4 4
10
6
2
0
5
10
15
20
25
30
35
40
45
50
Percentage
Occupation

21
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
0
5
10
15
20
25
30
35
40
45
50
Percentage
Income

22
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
12
63
21
1 3
0
10
20
30
40
50
60
70
BELOW 3
MEMBERS
4 MEMBERS 5 MEMBERS 6 MEMBERS ABOVE 6
MEMBERS
Percentage
Size of the family

23
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
99
1
0
20
40
60
80
100
120
YES NO
Percentage
Awareness about shampoo products

24
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
0
10
20
30
40
50
60
70
80
Percentage
If yes, did you aware

25
TABLE NO: 10
YOU ARE AWARE THAT ARE THE BRANDS
SL.NO AWARE THE BRANDS FREQUENCY PERCENTAGE
1 Clinic plus 38 13
2 Chik 17 5
3 Clinic all clear 48 16
4 Sun slik 27 9
5 Head & shoulder 52 17
6 Pantene 33 11
7 Dove 17 6
8 Karthika 46 15
9 Meera 21 7
10 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
0
2
4
6
8
10
12
14
16
18
Percentage
You are aware the brands

26
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:
100% of the respondents are using shampoo product.
CHART NO: 11
USING OF SHAMPOO
100
0
0
20
40
60
80
100
120
YES NO
Percentage
Using of shampoo

27
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
23
68
9
0
10
20
30
40
50
60
70
80
HERBAL NON-HERBAL BOTH
Percentge
Type of shampoo using

28
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
8
42
38
5
7
0
5
10
15
20
25
30
35
40
45
BELOW 2
YEARS
2-4 YEARS 4-6 YEARS 6-8 YEARS ABOVE 8
YEARS
Percentage
How long are using

29
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
79
21
0
10
20
30
40
50
60
70
80
90
PACKET (OR) SACHET BOTTLE
Percentage
Kind of quantity using

30
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
35
20
44
1
0
5
10
15
20
25
30
35
40
45
50
DAILY ALTERNATIVE
DAYS
ONCE IN A
WEEK
15 DAYS ONLY
Percentage
Frequency of hair wash

31
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
69
31
0
10
20
30
40
50
60
70
80
YES NO
Percentage
Noticing the label

32
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
36
28
4 2 0
30
0
5
10
15
20
25
30
35
40
Percentage
Noticied the information

33
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
29
45
8
11
5
0
5
10
15
20
25
30
35
40
45
50
BELOW
RS.20
RS.21-RS.40 RS.41-RS.60 RS.61-RS.80 ABOVE
RS.80
Percentage
Spending to purchase

34
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.

35
CHART NO: 19
REASON FOR BUYING
8
14
28
4 3
17
2
11
5
7
1
0
5
10
15
20
25
30
Percentage
Reason for buying

36
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
100
0
0
20
40
60
80
100
120
YES NO
Percentage
Available for preferred brand

37
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
35
43
6 5
11
0
5
10
15
20
25
30
35
40
45
50
Percentage
Where you buying usually

38
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
52
13
24
11
0
10
20
30
40
50
60
NEAR TO MY
HOME
FRIENDLY
APPROACH
ALL PRODUCT
AVAILABLE
MONTHLY
CREDIT
ALLOWED
Percentage
Chooing particular shop

39
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
61
39
0
10
20
30
40
50
60
70
YES NO
Percentage
Like to buying another brand

40
TABLE NO: 24
SECOND CHOICE OF YOUR BRAND
SL.NO SECOND CHOICE FREQUENCY PERCENTAGE
1 Clinic plus 40 13
2 Chik 5 2
4 Sun slik 22 7
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.

41
CHART NO: 24
SECOND CHOICE OF YOUR BRAND
13
2
19
7 6 5
1
5
2 0
39
0
5
10
15
20
25
30
35
40
45
Percentage
Second choice brand

42
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
4 Sun slik 53 18
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.

43
CHART NO: 25
IF SECOND CHOICE OF BRAND IS NOT AVAILABLE, THEN YOUR THIRD
CHOICE BRAND
8
4
12
18
12
2 2 1 1 1
39
0
5
10
15
20
25
30
35
40
45Percentage
Third choice brand

44
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
Correlation
1 0.032
Sig. (2-tailed) 0.582
N 300 300
Monthly spend
for purchasing
shampoo
Pearson
Correlation
0.032 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.

45
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
ADVERTISEMENT
5 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

46
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 12.027
a
8 .150
Likelihood Ratio 12.913 8 .115
Linear-by-Linear
Association
.372 1 .542
N of Valid Cases 296

47
TABLE NO: 28
ANALYSIS OF VARIANCE BETWEEN BRAND AWARENESS AND
SUGGESTION ABOUT THE SHAMPOO PRODUCT
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.
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

48
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 RANK
TOTAL
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

49
TABLE NO: 29 (b)
THE FOLLOWING TABLE SHOWS THE BENEFITS OF BOTTLE
INTERPRETATION:
From the above table it is inferred that, among the total respondents are 1st
rank
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.
PARTICULARS CALCULATING RANK
TOTAL
SCORES MEAN RANK
Usage of large family 495 1274 485 480 1520 1410 5664 96 4
No need to purchase 2376 490 1164 672 475 564 5764 97.31 2
Affordable price 1980 1666 582 672 475 376 5751 97.47 1
Quantity 693 1666 1649 672 665 376 5721 96.97 3
Offers 196 196 776 1344 570 2538 5622 95.29 6
Comfortable 490 490 1067 1824 1900 282 5662 95.97 5

50
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

51
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

52
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.

53
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

54
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
 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.
Bottle benefits
 From the above table it is inferred that, among the total respondents are 1st
rank
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.

55
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.

56
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.

57
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. Gender
a) Male [ ] b) Female [ ]
3. Age
a) 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 [ ]

58
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 RANK
Low Prices Usage of Large family
Easy Availability
No need to purchase
often
Limited Usage Affordable Price
To Avoid wastage Quantity
Flexible Usage Offers
More individual usage Comfortable

59
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 MEANS
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

60
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?

61
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 VL
1 Hair Fall
2 Irritation
3 Hair Hardness
4 Chemical reactions
5 Often illness
S.NO GENERAL PROBLEMS VH H M L VL
1 High wastage
2 Frequency of buying
3 Difficult to wash
4 Expected price for sachet
are not available
31. Please give your suggestion about the shampoo product.
________________________________________________________________________
________________________________________________________________________
______

62
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

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