- The document summarizes research on factors influencing female brand preferences for shampoo in India. It discusses the major players in the Indian shampoo industry, brand loyalty levels, and preferred attributes.
- Brand loyalty is found to be quite low, ranging from 11-24% across major brands. The most preferred brand is Dove, chosen by 21% of respondents.
- When evaluating brands, respondents rated attributes like suiting their hair, making hair shine, good fragrance, and availability as most important factors on a scale of 1-5.
2. Flow of Presentation
• 1. Introduction of the Shampoo Industry
• 2. Introduction about the Major Players of the Industry
• 3. Industry Analysis
• 4. Key Issue in Indian Shampoo Industry
• 5. Primary Research
• 6. Data Analysis And Interpretation
• Reference
2
3. 3
What is shampoo?
Shampoo is a hair care product primarily used to
remove the oils, dirt, skin particles and grime (dirt)
that gradually build-up in the hair.
• Size of shampoo market in India - 2000 Cr
• Growth rate of Shampoo Industry -14.7%
• Sachet Sales - 70 %
• About 50% of Indian use ordinary soap to wash their hair
5. Types of Shampoo
5
AYUSH
DABUR
VATIKA NYLE
L’OREAL
SUNSILK
CLINIC
PLUS
DOVE
FIAMA-DI-
WILLS LUX
SUPERIA
CLINIC ALL
CLEAR
PANTENE
HEAD &
SHOULDER
DR. CARE
ANTI-LICE,
KZ, SCALP,
GANOZI,
OTHER
Source: www.alibaba/images/shampoo/types.com
6. 6
Major Players of the Industry
• Hindustan Uniliver Limited
• Cavinkare
• Indian Tobacco Company
• Dabur India Pvt. Limited
• Procter & Gamble
7. Market share of Major Players in Indian
Shampoo Industry
7
Company 2008 2009 Change
HUL 52.5 50 -4.76
Proctor & Gamble 22.9 23.8 +3.93
Dabur 2.3 7 +204.34
CavinKare 7.5 11.8 +57.33
ITC NA 1.5 1.5
Others 14.8 10 -32.43
Source: http://timesofindia.indiatimes.com/articlelist
8. 5 Forces Analysis
Five Forces Threat Attractiveness
1. Threat from New entrant High High
2.Threat of from Substitute Low High
3. Bargaining power of
Supplier.
Low High
4. Bargaining power of
Customers
High low
5. Rivalry among existing
players.
High low
8
10. Key issues
• Weak Brand Loyalty ( HUL case)
• Competition between Organic and Inorganic Shampoo
• Domestic firms giving tough competition to
multinational companies.
• Price war in the Shampoo Market
• Shampoo is a biggest growth segment in the rural
India.
• TV advertising Up by 65% in Shampoo Market 10
11. Research Design
11
Research design Descriptive research
Data collection Survey method
Research instrument Questionnaire
Sample size 150
Sampling method Convenience sampling
Area of survey Baroda city
Data Analysis SPSS software
12. Demographic Details
12
Age-group Frequency Percent
15-18 12 8.0
19-25 80 53.3
26-35 24 16.0
Above 36 34 22.7
Total 150 100.0
Age
Education Frequency Percent
Schooling 22 14.7
Graduation 80 53.3
Post-Graduation 44 29.3
Other 4 2.7
Total 150 100.0
Education
Occupation Frequency Percent
Student 92 61.3
Housewife 25 16.7
Service 30 20.0
Other 3 2.0
Total 150 100.0
Occupation
13. Shampoo Usage
Respondent Frequency Percent
Uses shampoo 147 98%
Do not use shampoo 3 2%
Total 150 100 %
13
Data Analysis & Interpretation
14. 14
Brand Name
Past Present
Frequency % Frequency %
Sunsilk 59 39.3% 23 15.3%
Pantene 51 34% 15 10%
Dove 46 30.7% 28 18.7%
Head & shoulder 35 23.3% 28 18.7%
Garnier 37 24.7% 22 14.75
Other brands 37 24.7% 48 32%
Shampoo Usage in Past & Present
15. Cross tabulation of Past & Present Shampoo Usage
15
SUNSILK PRESENT Total
NO YES
SUNSILK
PAST
NO
76 15 91
YES
51 8 59
Total 127 23 150
In Sunsilk out of 59 Sunsilk users only 8 are loyal so 13.55% are
loyal to Sunsilk and 51 has switch to other brands so 86.45% are
not loyal to Sunsilk brand.
Sunsilk
16. PANTENE PRESENT Total
NO YES 0
PANTENE
PAST
NO
90 9 99
YES
45 6 51
Total
135 15 150
In Pantene brand 6 respondents out of 51 Pantene users are loyal
so 11.76% are loyal to Pantene and 45 has switch over to other
brands so 88.23% are not loyal to Pantene brand.
16
Pantene
17. DOVE PRESENT Total
NO YES
DOVE PAST NO
87 17 104
YES
35 11 46
Total
122 28 150
In Dove brand 11 respondents out of 46 Dove users are loyal so
23.91% are loyal to Dove and 35 has switch to other brands so
76.08% are not loyal to Dove brand.
17
Dove
18. HEAD & SHOULDER
PRESENT Total
NO YES
H & S
PAST
NO
91 24 115
YES
31 4 35
Total
122 28 150
In Head & Shoulder brand 4 respondents out of 35 Head &
Shoulder users are loyal so 11.42% are loyal to Head &
Shoulder and 31 has switch to other brands so 88.57% are not
loyal to Head & Shoulder.
18
Head & Shoulder
19. GARNIER PRESENT Total
NO YES 0
GARNIER
PAST
NO
100 13 113
YES
28 9 37
Total 128 22 150
In Garnier brand 9 respondents out of 37 Garnier users are
loyal 24.32% are loyal to Garnier and 28 has switch to other
brands so 75.67% are not loyal to Garnier.
19
Garnier
20. Rank Mean & Standard Deviation
20
Brand Name Mean Standard Deviation
Sunsilk 2.61 1.390
Pantene 2.50 1.284
Dove 3.12 1.501
Head & Shoulder 2.61 1.492
Garnier 2.51 1.527
22. Mean & Standard Deviation of Variables
22
Mean above 3 SD Mean below 3 SD
Reduces hair falling 3.77 1.41 Low price 2.71 1.57
Enhance hair growth 3.45 1.41 Advertisement 2.61 1.53
Makes hair long 3.33 1.44 Celebrity endorsed 2.03 1.45
Makes hair bouncy 3.17 1.47
Makes hair shine 4.03 1.18
Conditioner 3.55 1.53
Suit to my hair 4.24 1.41
No side effect 3.85 1.31
Removes dandruff 3.55 1.33
Good fragrance 3.97 1.27
Different packs 3.25 1.65
Easily available 3.95 1.40
Stops split ends 3.28 1.39
23. Cont…
Usage
• From 150 respondents 98% respondents uses shampoo.
• In the Past highest 39.3% respondents were using Sunsilk,
34% Pantene, 30.7% Dove, 23.3% H&S, 24.7% Garnier.
• At Present highest 18.7% respondents are using H&S and
Dove Shampoo, 15.3% Sunsilk, 10% Pantene, 14.75%
Garnier.
23
Weak Brand Loyalty
Brand loyalty is very low for head & shoulder, it is only
11.42%, highest brand loyalty is found Garnier with
24.32%, Sunsilk users are only 13.55% loyal to Sunsilk,
11.76% loyalty found in Pantene, 23.92% loyalty found in
Dove.
24. Brand Preference Rank
Brand preference rank is highest in Dove with mean of 3.12,
2.61 in H&S and Sunsilk, 2.50 in Pantene and 2.51% in
Garnier. Standard deviation is lowest in 1.50 for Pantene so
it found that there is difference of opinion in Pantene
Shampoo.
24
Cont…
The Most Preferred Brand
Dove is the most preferred brand by 21% respondents while
Sunsilk by 13%, H&S 14%, Garnier with 17%, Pantene is the
least preferred brand by 11%.
25. 25
Factors influencing Female Brand Preference
Out of 16 factors influencing brand preference for shampoo
respondents have given the highest mean to the factor Suit to
my hair with the mean of 4.24 while standard deviation is
1.142 which shows difference of opinion, mean to makes hair
Shine and silky with 4.03, mean to Good fragrance with
3.97 and mean to Easily available with 3.95.
26. Website
• www.google.co.in
• www.baapho.com
• www.slideshare.com
• www.businessstandard.com
• http://www.businesswireindia.com
• http://www.cavinkare.com
• www.pdfsearchengine.com
• http://www.dabur.com
• http://timesofindia.indiatimes.com/
• www.itcportal.com
Books
• Marketing management by Phillip Kotler 12th
Edition
• Competitive advantage by Michael porter
• Marketing innovation concepts and cases by Chaturvedi
26
REFERENCE
