1. Market Research Plan
1) Identifying the Research Problem and Objective-
Problem: Client is losing market share in expert
referral sale segment due to huge marketing
carried out by the competition.
Objective:
• To gain market share and to be the most
dominant player in hair care division.
• To study the consumer as well as customer
behavior (Salon Owner) for hair care category.
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2. Market Research Plan
2) Sampling type:
• Cluster (Area) Sampling - The population will be
divided into mutually exclusive groups (such as
blocks), and thereafter draws a sample of the
groups for survey.
• Sample Size: 30
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3. Market Research Plan
3) Collection of Data
• Qualitative Data Collection method will be
adopted. In this both Primary and Secondary
research methods will be used.
• Primary Data: Survey (Questionnaire for
Customer/Salon Owners and Consumers)
• Secondary Data: Internet, L’Oreal annual report,
Client report etc.
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4. Market Research Plan
4) Analysis of the data collected
5) Interpret the findings
6) Preparation of Report
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5. Project Execution Plan
KEY MILESTONES DURATION
S.NO
1 Study the Consumer Behavior- in 12 Days
order to get some insight of
them about hair care category
2 Study the Customer Behavior 12 Days
(Salon Owners)
3 Preparation of Report 6 Days
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6. Market Research Questionnaire
• For Consumer
1) Which brand of hair care product you buy?
a) L’Oreal b) Godrej c) Garnier d)Himalaya
e)Matrix
2) Which factor you look into when you buy hair
care product?
a) Price b) Brand c) Features d) Packaging
e)Any other
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7. Market Research Questionnaire
3) Whom do you refer to purchase hair care
products?
a) Shopkeeper, b) TV , c) Friends, d) Google
Review e) Expert ( Barber)
4) Any specific attribute you look into when you buy
hair care product?
a) Vitamins b) Intense Smoothing c) silky
d) dandruff free e) Any other please specify
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8. Market Research Questionnaire
• For Customer ( Salon Owner)
1) Which brand of hair care product do you have in
your salon?
a) L’Oreal b) Godrej c) Garnier d) Matrix
e) Any other…..
2) Why that particular brand?
a) Trade discount b) Consumer want
c) Competition d) Affordable price e) Any other
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9. Market Research Questionnaire
3) What category of product consumer buy the
most?
a) Hair Care b) Skin Care c) Body care
d) fragrance
4) What is the buying preference of consumer for
hair care?
a) Reference of Barber b) Reference of the Salon
owner c) Existing brand d) Excitement within
store e) Any other
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10. Recommendation to gain market share
1) To eliminate middlemen from the distribution
channel to shift that financial benefit to the
salon owners and also give a professional
training to salon owners as well as barbers to
market client’s brand.
2) To make little bit changes in product by adding
extra attributes like vitamins, intense
smoothing, removes sign of hair damage etc
3) To open exclusive salon for increasing visibility of
client’s brand.
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