STATEMENT OF THE PROBLEM
In the past few years, Indian beauty has occupied a significant place in the fashion world.
Both men and women have started giving importance to personal beauty grooming. As such
Indian cosmetic industry, especially the hair care market has risen to productive market. The
market share of hair care segment in India is continuously increasing day by day. The
shampoo market is dominated by HUL and P&G. The top shampoo brands are Sunsilk, Clinic
Plus, Pantene and H&S which are placed in the ‘Stars’ cell of BCG matrix of shampoo brands
of India.
It is a descriptive research done with the help of primary as well as secondary data.
Due to time constraints the study has chosen respondents using convenience sampling method.
Majority of sample are either from colleges or from my neighborhood. Total number of sample
is around 100.
In present study, for data analysis graphical representation has been used. Graphical
representation is pictorial representation of statistical data. All the primary data collected by me
during my project is shown ahead with the help of Bar-Graph. Each graph represents responses
of every question separately & on the basis of that analysis has been done. Factor analysis has
also been done to know the interdependency among variables that consumer consider before
choosing particular brand other than brand name and price.
OBJECTIVE OF THE STUDY
To find out interdependencies among important factor for purchasing shampoo
To study the brand awareness and preferences of various shampoo brands
among consumers in Dharmapuri town.
What are the factors other than brand awareness that affects the choice of the brand
Most preferred media where users get information about product.
Overall satisfaction towards the brand using by the respondents in Dharmapuri town.
HYPOTHESIS
H0 - There is no significant relationship between consumer buying behavior and brands loyalty
for shampoo category
H1 - There is a significant relationship between consumer buying behavior and brands loyalty
for shampoo category
SAMPLE AREA
The study was conducted in Dharmapuri town
DATA COLLECTION
PRIMARY DATA
A questionnaire is administered to the 100 respondents and primary data is extracted by
this method
SECONDARY DATA
Secondary data is collected through articles, websites etc
TOOLS USED
A complete set of questionnaire is used to collect data regarding the customer satisfaction
towards purchase decision of shampoo.
STATISTICAL ANALYSIS
PERCENTAGE ANALYSIS
The percentage analysis is mainly used to specify the number of respondents. Further, it is also
used as a standard for comparison purpose.
CHI-SQUARE TEST
Chi-square test is a non-parametric test. It can be used to determine if categorical data
show dependency or the classification are independent. It can also to make comparisons between
theoretical populations
SCOPE OF THE STUDY
The scope of study is to focus on the hair care products especially top shampoo companies,
major brands and analysis of shampoo market. To study the brand awareness and preferences of
various shampoo brands among consumers in Dharmapuri town. The study will also find out
most recommended brand, most used brands among students, best brand of shampoo among
such students, what are the factors other than brand awareness that affects the choice of the
brand, whether brand attributes drives final brand purchase, most preferred media where users
get information about shampoo industry after going through this work.
LIMITATIONS OF THE STUDY
The sample has been taken from 100 respondents
The study is being conducted by only for selected brands.
This study is not considered the specific professional people.
The opinion elicited from the study conditions cannot be taken as the opinion of entire
population.
CHAPTERIZATION
CHAPTER I
Chapter I deal with introduction to the various brands of shampoo, customer satisfaction and
attribution of the products and companies.
CHAPTER II
Chapter ii deal with review of literature, in this early research and report on customer
satisfaction was discussed.
CHAPTER III
Chapter iii deal with research methodology like sample collection, data collection, tools used,
limitations, hypothesis and scope of the study.
CHAPTER IV
Chapter iv deal with data analysis and interpretations were the data obtained was analyzed and
discussed
CHAPTER V
Chapter v is deal with findings and suggestions
CHAPTER VI
Chapter v gives the conclusion from the study conducted.