pdf for review of literature customer preferences on shampoo
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Hi i am jaishree i would like to get details on pdf for review of literature customer preference on shampoo.
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#2
Consumers or the Customers are valuable assets for any organisation as they are the ultimate destination of any products or services. Since, they are the ultimate end users of any product or services, thus, the success of any organisation depends upon the satisfaction of the consumers, if not they will switch to other brands. Due to this reason, the satisfaction of the consumers becomes priority for any organisations. For satisfying the consumers, one has to know about what consumer buy, why they buy it, when they buy it, how and how often they buy it and what made them to switch to other brands. The present paper is an attempt to study the shampoo buying patterns among the individuals. The study also examines the various factors which influence the consumers to buy a shampoo of particular brand and reasons for their switching to other brands.
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#3

ABSTRACT
The concern for hair has for eternity been measured
as one of the furthermost prettiness troubles. Hair is
harder to maintain hygienically than the visage or
any extra ingredient of the body and covering hair
in the current style takes extra time and adroitness
that nearly all women have akin to cosmetics. When
shampoo is dusted keen on the hair and then brushed
out, they hold the length of surplus hair oil and grime
have engrossed. It leaves a tremendously slim oily
film. The film makes the hair easier to hold. The
theme deals with the reading of customer liking for
shampoo. The consumer fondness fluctuates from
variety to variety based on eminence, procedure,
worth, perfumes and the like. The obstacles
undergone to categorize consumer's feedback are
many. Consequently, being concerned to be
acquainted with the level to which consumer
penchant varies with earnings, age, gender, or other
distinctiveness persuade the medley of this study.
Today the shampoo marketplace is very jam-packed
and ready for action and so numerous companies are
trying to capture the market with their contemporary
expertise. Each invention is diverse by excellence,
cost, perfume, volume, wrapping and the like. Hence,
it becomes extremely necessary to recognize what
factors are influencing the clients much towards a
meticulous brand name. So, that the market could
be reviewed to know the grounds and circumstances
inspiring the consumer for preferring a particular
brand.
INTRODUCTION
The ultimate aim of the marketing is selling.
Marketing is defined as the managerial process
through which products are matched with markets.
The success of the business firms greatly depends
upon how best they serve and satisfy their customers.
Marketing consists of dealing with goods and
services. The goods produced or acquired for
business purpose may be consumers' goods like soap,
shampoo, hair oils and the like. The shampoo market
today is very competitive. This widespread
competition results in continuing changes, because
a large sum of money is spent by companies in
research and development. This accounts for changes
in consumer behaviours. The companies, which
learn to give more preference for the likes and
dislikes of customers alone, will succeed. Therefore,
knowing the consumers' behaviour and what is in
the minds of customers is very essential to capture
the market.
The people are the best budgeters. All the products
for sale are to satisfy some needs of the people.
Likewise, shampoo is also to satisfy some needs of
the people like cleaning their hair and making them
attractive and healthy. The manufacturer and the
marketer also study the needs of the people and try
to produce their products in such a way so that they
can give greater and greater satisfaction to the people.
One of the few common denominators along all of
us no matter whatever education, politics or our
commitments - is that, above all we are consumers.
It is worth to study about the taste and preferences
of consumer. People having their own preferences,
are earlier to get what they like. A similar sort of
behaviour has been seen in the preference of
shampoo.
In the earlier times, marketers could arrive at a fair
understanding of consumers through the daily
experience of selling products to consumers.
However, growth in the size of firms and markets
has removed many marketing decision makers from
direct contact with their consumers. Increasingly
marketing managers have to turn to consumers. They
are spending more than ever before to study
consumers and to understand who buys? How do
they buy? When do they buy? & Why do they buy?
The studies may help to know the reasons behind
consumers' preferences towards the various brands
of shampoo in Tirupur town and to find the various
attributes that influence the people in the purchases
of shampoos. It also helps the manufacturer to know
the profile of the consumers and the pattern of use
and frequency of purchases.
MEANING OF SHAMPOO
The meaning of shampoo in dictionary is the
substance used to wash the hair or act of cleaning
the hair. The care of the hair has always been
considered one of the greatest beauty problems. Hair
is harder to keep clean than the face or any other
part of the body and dressing hair in the prevailing
fashion takes more time and dexterity that most
women like cosmetics. Hair dressing may be divided
into 3 groups (1) The shampoos and tonics that keep
hair and scalp clean and healthy; (2) Lotions that
make dressing the hair easier and (3) Hair cosmetics
that improve or change the appearance of hair.
Hair dressing includes soapless shampoos (soap
leaves a film on the hair) that are actually scented
detergent products intended to give gloss and strength
to the hair, such as resin - based sprays, brilliantines
and pomades (perfumed ointment to the hair), as well
as alcohol - based lotions and hair conditioners that
are designed to treat damaged hair. Ammonium
thyoglycollate is a chemical which is used in
shampoos to release hair from its natural set.
Synthetic detergent shampoos may be liquid, powder,
paste or cream all made with sulfonate salts
(ammonium laureth sulfate and ammonium laury
sulfate) that lather profusely in hard or soft water
without leaving a lime compound deposit.
These preparations are oil soluble and completely
decrease the hair, leaving it dry and brittle. This
disadvantage may be overcome by including a lanolin
derivative in the detergent.
USES OF SHAMPOO
When the shampoo is dusted into the hair and then
brushed out, they carry along excess hair oil and dirt
have. It leaves an extremely thin oily film. The film
makes the hair easier to handle. The shampoo
overcomes the disadvantage of soap. It forms sticky
curds that dull the hair. It makes the hair silky to
touch. Most of them use the shampoo for fragrance,
to overcome hair brittling, to avoid unpleasant odour
and to clean and revitalize dull, oily, limp hair. It
prevents hair breakage, softens rough and dry hair
and helps to avoid dandruff. It is easy to wash the
hair with less quantity of water.
STATEMENT OF THE PROBLEM
The topic deals with the study of consumer
preference for shampoo. The consumer preference
varies from brand to brand based on quality, usage,
price, perfumes and the like. The complications
involved in the identification of consumer's reaction
are many. Therefore, the interest to know the degree
to which consumer preference varies with income,
age, gender, or other characteristics induced the
selection of this study.
OBJECTIVES OF THE STUDY
The present study is conducted with the following
objectives.
1. To understand the concept of consumer
behavior in general and the behaviour of
consumers towards consumables in specific.
2. To identify the extend of brand awareness
among the consumers.
3. To study the factors influencing the preference
of consumers towards shampoo.
4. To analyze the preference of consumers based
on their personal characteristics and
5. To contribute possible suggestions based on
inquiry and analysis.
SIGNIFICANCE AND HYPOTHESES OF THE
STUDY
Today the shampoo market is very congested and
competitive and so many companies are trying to
capture the market with their modern technologies.
Each product is different by quality, price, perfume
size, packaging and the like. Hence, it becomes very
essential to know what factors influencing the
customers much towards a particular brand. So, that
the market could be assessed to know the reasons
and situations motivating the consumer for preferring
a particular brand. This study has been undertaken
with a view to analyze the consumer preference for
"shampoo" and how consumers select the shampoo
and on what basis they are going to select.
In this study, the researcher chooses two null
hypotheses (i.e.) 1. There is no significant difference
in the brand preference and level of satisfaction in
the brand choice of the consumers on the basis of
gender, age, income level and family size grouping.
2. There is no significant difference in the perception
regarding brand and level of satisfaction in the brand
choice based on the gender, age, income level and
family size classification.
RESEARCH METHODOLOGY
The methods of data collections are of two types'
viz., primary data and secondary data. The primary
data are those, which are collected afresh and for
the first time, and thus happen to be original in nature.
The secondary data, on the other hand, are those
which have already been collected by someone else
and which have been passed through the statistical
process. In this study, primary data are used. The
primary data are collected through questionnaire,
from the retail shopper etc. First of all the researcher
has created a good rapport with the respondents to
get the adequate and reliable information. Since the
respondents belong to town area, the researcher
explains the nature of questions very smoothly.
Whenever, they have doubt regarding any question,
the researcher clearly explains the purpose and the
meanings of the questions. The researcher spends
10 minutes per respondent to get the relevant
information. This study covers the months of June
2010 October 2010 to analyze the study on
consumers' preference towards various brands of
shampoo.
Sampling may be defined as the selection of some
part of an aggregate or totality based on which a
judgment or inference about the aggregate or totality
is made. In other words, it is the process of obtaining
information about an entire population by examining
only a part of it. The first stage in sampling is to
select and finalize the area of sampling for the present
study. The town namely, Tirupur is chosen for the
study. The familiarity of the researcher with the
conditions of town is one of the reasons for the
purpose of this selection of the study area. The field
survey technique and questionnaire method were
employed to collect data. A sample size of 300
respondents was taken to obtain an accurate study.
The respondents were selected using stratified
random sampling method from amongst the list of
normal residents of Tirupur town. Personal
interviews were also conducted with dealers and
sales representatives.
The present study is consumers' preference towards
the various brands of shampoo by adopting the
descriptive and analytical research based on
empirical observations and comprehensive survey.
The descriptive research means it includes surveys
and fact - findings enquiries of different kinds. The
major purpose of descriptive research is description
of the state of affairs as it exists at present. In
analytical research, the researcher has to use facts
or information already available and analyze these
to make a critical evaluation of the material. Initially
the researcher develops a set of questions relating to
the consumers' preference towards various brands
of shampoo. Then the questions are developed and
reviewed by the subject experts. Some modifications,
additions and deletions of questions are made
according to the opinion of the experts.
Then the pilot study is conducted on a sample of 30
respondents (10% of the sample size) in different
streets in different areas. Based on the experience of
the pilot study some changes are made by the
researcher. The data collected are edited, codified,
classified, tabulated, analyzed and interpreted. The
collected data are analyzed through Simple
Percentages and Chi-square test.
LIMITATIONS OF THE STUDY
The researcher took all possible care to avoid
shortcomings and errors in the collection of data.
All possible care and skills were exercised to derive
the conclusions and bring out the findings of the
study. In spite of all the efforts taken by the researcher
in this regard, the present study is subject to the under
mentioned limitations.
1. Due to the limitations of budget and time
consideration the study was restricted to 300
consumers spread over Tirupur town for the
purpose of effective and intensive analysis.
2. Many respondents were unwilling or unable
to provide information to investigators with
insight into their conscious or unconscious
attitudes.
3. The study deals with consumer aspects only
and the seller's aspects have been left out due
to the poor response of the respondents in
giving the necessary details and
4. There may be a chance of receiving biased
information from the consumer while getting
the data through questionnaire method
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