1. Buyer Motivation & Consumer
Behavior
Better Hair
(Shampoo & Conditioner with Vitamins)
Presented By
Samantha Jenkins

2. The Product
Better Hair: Shampoo and Conditioner with Vitamins
 Contains:
o Biotin (coenzyme and a B vitamin)
 Keeps hair and scalp healthy
o Panthenol (B vitamin)
 Adds body and volume to hair
o Jojoba (oil that is extracted from the Jojoba plant’s seeds)
 Helps hair grow and repair split ends
 Shampoo and conditioner will come in 12 fl oz plastic bottles.
 Can be sold in multiple outlets
 Compatible with all types of hair

3. Situation Analysis
(Market Overview)
The global shampoo market is expected to reach an estimated value of $25.73
billion by 2019. In 2013 hair care grew by 2% in the United States making $11.4 billion.
Hair care in the US is predicted to rise by 12% to reach retail sales of $12.8 billion in
2018. Consumers are now more likely to buy higher quality hair care products due to
increasing levels of disposable income.
The drives of the shampoo/conditioner market are innovation, increasing
consumer concern of appearance of hair, growth of male hair care products, and
increasing demand for natural and organic hair shampoos. Innovation is very important in
this market because consumers have many changing hair concerns. This market is always
evolving because manufactures are always producing products to keep up with
consumers needs. The always changing needs of consumers allow this market to be more
open to new products. Consumers are more willing to try new brands to fulfill their hair
care needs.
There are about 50 shampoo/conditioner brands that are sold in America. The
most popular brands are the ones that provide salon like quality with a cheaper price tag.
These brands can be found in places like pharmacies, food stores, and superstores.

4. Secondary Research
(Market Overview)
24.1
24.6
24.9
31.1
32.5
35.2
38.3
50.3
52
74.9
0 10 20 30 40 50 60 70 80
Private Label
Tresemme Moisture Rich
Loreal Advanced Haircare Total Repair 5
Pantene Pro V Medium Thick
Nexxus Humectress
Clairol Herbal Essences Hello Hydration
Suave Naturals
Suave Professionals
Garnier Frutis Sleek and Shine
Organix
US Dollars (in millions)
Brand
Best Selling Conditioner in 2013
33
33.9
34.1
34.3
41.4
42.1
45.7
58.7
61.4
83.1
0 10 20 30 40 50 60 70 80 90
Pantene Pro V Color Reserve
Private Label
Garnier Fructis Sleek and Shine
Pantene Pro V Classic
Pantene Pro V Fine
Pantene Pro V Normal Thick
Clairol Herbal Essences Hello Hydration
Suave Naturals
Organix
Suave Professionals
US Dollars (in millions)
Brand
Best Selling Shampoo in 2013
*Data from Statista.com
*Data from Statista.com

5. These two graphs show the leading brand of shampoo and conditioner in 2013. It
is interesting to note that the same brands appear multiple times on both graphs. This
shows that manufacturing different types of shampoo/conditioner will be beneficial for a
company because they are able to have multiple top selling products. Pantene having
multiple best selling products for different types of hair demonstrates how consumers buy
products based on their specific needs. Notice how the top selling brand of shampoo is
not also the top selling brand of conditioner. This also shows consumers buying based on
needs instead of simply buying the same brand of shampoo and conditioner.
Total shampoo sales in America were 1.4 billion U.S. dollars in 2011/2012. This
graph shows which types of outlets sold the most shampoo. You can see that the most
money spent was at food stores. This shows that food stores are the most popular place
among consumers to buy shampoo and conditioner.
610
455.9
330.4
0
100
200
300
400
500
600
700
Food Stores Pharmacies Other Outlets
(Excluding Walmart)
USDollars(inmillions)
Outlets
Shampoo/Conditioner Sales in Different
Outlets in 2011/2012
*Data from Statista.com

6. This graph shows the statistics found from a survey conducted through January
2013 to March 2014 among approximately 24,000 American adults about the use of
shampoo in their household. A large 92% of American adults use shampoo. The shampoo
market always has the ability to grow because shampoo is a basic need of consumers.
92% of 24,000 Americans will always be purchasing shampoo in their lives.
92%
6.60% 1.10%
US Household Use of Shampoo
Yes
No
Don't Know
*Data from Statista.com

7. Consumer Primary
Research

8. Questionnaire Analysis
Market Observations
 80% of consumers use both shampoo and conditioner
o Majority of consumers spend money on hair care products
o Shampoo/Conditioner is a basic necessity thus there is always a need for it
o 5 out of 10 consumers use shampoo/conditioner every day
 60% of consumers buy shampoo/conditioner every 2 months and 80% consumers
buy a 16-20 fl oz bottle
o An ideal shampoo/conditioner for consumers would be 16-20 fl oz so that
it will last them 2 months
 Only 1 out of 10 consumers buy their shampoo/conditioner at a beauty supply
store
o Beauty supply stores are not as popular among consumers to buy their
shampoo/conditioner
o Food stores, pharmacies, and superstores each have 30% of consumers
business when buying shampoo/conditioner
 Out of the 3 vitamins in this shampoo/conditioner 5 out of 10 of consumers knew
what Biotin was
o It is interesting to note that 0 consumers knew what Panthenol was

9.  60% of consumers care more about quality than price
o Consumers are more attracted to the usefulness of the
shampoo/conditioner than how much it costs
 Tropical scent was the most popular, having 6 out of 10 prefer it to citrus,
vanilla, and floral
o Floral was the least liked scent with 0% of consumers wanting their
shampoo/conditioner to have this scent.
 40% of consumers ranked having healthy hair and a healthy scalp as the most
important need (5 on a scale of 1-5, five being the highest)
o 4 out of 10 consumers ranked this as 4 out of 5
o It is important to note that this was the highest ranked
 5 out of 10 consumers ranked having hair that has body and volume as 4 out of
5
o Notice that 0 consumers ranked this need as 5 out of 5
o It is important to note that this was the least important need for
consumers
o 20% of consumers ranked this need 1 out of 5
 2 out of 10 consumers ranked having split ends repaired as 5 out of 5
o This was the second highest ranked need
 Consumers appear to be more concerned with the health of their hair rather than
the appearance of it

10. Questionnaire Analysis
Product Observations
 Keeping hair and scalp healthy was the most appealing feature of this
shampoo/conditioner
o This was the highest ranked
o It is important to note that no consumers thought that repairing split
ends or helping hair grow was the best feature
o 20% of consumers said having hair with volume and body was the
best feature
 60% of consumers would be willing to switch brands in order to use this
shampoo and conditioner
 8 out of 10 consumers thought that this shampoo and conditioner would be
useful to them
o 2 out of 10 consumers thought this product would be moderately
useful
o100% of consumers believed that this product would be useful to
them
 50% of consumers were satisfied with the bottle being 12 fl oz and the other 50%
wanted the bottle to be larger.
 9 out of 10 consumers would buy this product

11.  Five out of 10 consumers would be willing to pay between $7.00 - $7.99
o The highest price that 1 consumer would be willing to pay was
between $8.00 – $8.99
o The cheapest price that 1 consumer would be willing to pay was
between $5.00 - $5.99
o 3 out of 10 consumers would be willing to pay $6.00 - $6.99
o Half of the 10 consumers viewed this product of having a value
between $7.00 and $7.99
 30% of consumers would purchase this product at a food store. Another 30% of
consumers would buy this product from a superstore
o A beauty supply store and pharmacy both had 20% of consumers
saying they would buy this product in either location
 6 out of 10 consumers would not purchase multiple shampoo/conditioner
products to put in more than one bathroom

12. Questionnaire
Shampoo and Conditioner with Vitamins Questionnaire
PART I
1. Do you use both Shampoo and Conditioner?
a. Yes (8/10) 80% b. No, only shampoo (2/10) 20%
c. No, only conditioner (0/10) 0%
2. How often do you use Shampoo and Conditioner?
a. 1-3 times a week (2/10) 20% b. 4-6 times a week (3/10) 30% c. Everyday
(5/10) 50%
3. How often do you buy Shampoo and Conditioner?
a. Once every two weeks (2/10) 20% b. Once a month (2/10) 20%
c. Once every two months (6/10) 60%
4. Where do you buy Shampoo and Conditioner?
a. Food Store (3/10) 30% b. Beauty Supply Store (1/10) 10% c. Superstore (i.e.
Walmart, Target) (3/10) 30% d. Pharmacy (3/10) 30%
5. Do you usually buy the same brand of Shampoo and Conditioner?
a. Yes (6/10) 60% b. No (4/10) 40%
6. Which size bottle of Shampoo and Conditioner do you usually buy?
a. 10-15 fl oz (2/10) 20% b. 16 to 20 fl oz (8/10) 80%
c. Larger than 20 oz (0/10) 0%
7. Have you heard of any of these vitamins? (circle all that apply)

13. a. Biotin (3/10) 30% b. Panthenol (0/10) 0% c. Jojoba oil (1/10) 10% d. I have
not heard of any of these. (4/10) 40% A+B (1/10) 10% A+B+C (1/10) 10%
8. What is more important to you?
a. Quality of shampoo and conditioner (6/10) 60% b. Price of shampoo and
conditioner (4/10) 40%
9. Which scent would you prefer to have your Shampoo and Conditioner be?
a. Tropical (6/10) 60% b. Citrus (1/10) 10% c. Vanilla (3/10) 30%
d. Floral (0/10) 0%
10. On a scale of 1 to 5 (1 being the lowest 5 being the highest) how important is having
healthy hair and scalp?
1 (0/10) 0% 2 (0/10) 0% 3 (2/10) 20% 4 (4/10) 40% 5 (4/10) 40%
11. On a scale of 1 to 5 (1 being the lowest 5 being the highest) how important is having
hair that has body and volume?
1 (2/10) 20% 2 (1/10) 10% 3 (2/10) 20% 4 (5/10) 50% 5 (0/10) 0%
12. On a scale of 1 to 5 (1 being the lowest 5 being the highest) how important is having
split ends repaired?
1 (2/10) 20% 2 (1/10) 10% 3 (2/10) 20% 4 (3/10) 30% 5 (2/10) 20%

14. PART II
Shampoo and Conditioner with Vitamins
 Contains:
o Biotin (coenzyme and a B vitamin)
 Keeps hair and scalp healthy
o Panthenol (B vitamin)
 Adds body and volume to hair
o Jojoba (oil that is extracted from the Jojoba plant’s seeds)
 Helps hair grow and repair split ends
 Shampoo and conditioner will come in 12 fl oz plastic bottles.
 Sold in beauty supply stores, superstores, food stores, and pharmacies
 Compatible with all types of hair

15. PART III
1. Which feature of this product is the most appealing to you?
a. Keeps hair and scalp healthy (8/10) 80%
b. Gives hair volume and body (2/10) 20% c. Repairs split ends (0/10) 0% d.
Helps hair grow longer (0/10) 0%
2. If you are loyal to only one brand of shampoo and conditioner would you be willing to
switch to this brand?
a. Yes (6/10) 60% b. No (2/10) 20% c. I am not loyal to one brand (0/10) 0%
3. How useful would this shampoo and conditioner be to you?
a. Very useful (8/10) 80% b. Moderately useful (2/10) 20% c. Not useful at all
(0/10) 0%
4. Are you satisfied with the 12 fl oz size bottles of this shampoo and conditioner?
a. Yes (5/10) 50% b. No, I would want a smaller bottle (0/10) 0% c. No, I would
want a larger bottle (5/10) 50%
5. Would you purchase this shampoo and conditioner?
a. Yes (9/10) 90% b. No (1/10) 10%
6. What price would you be willing to pay for this shampoo and conditioner?
a. $5-$5.99 (1/10) 10% b. $6-$6.99 (3/10) 30% c. $7-$7.99 (5/10) 50% d. $8-
$8.99 (1/10) 10% e. $9-$9.99 (0/10) 0%
7. Where would you go to purchase this shampoo and conditioner?
a. Food Store (3/10) 30% b. Beauty Supply Store (2/10) 20% c. Superstore (i.e.
Walmart, Target) (3/10) 30% d. Pharmacy (2/10) 20%

16. 8. Would you buy more than one bottle of this product to put in multiple bathrooms?
a. Yes (4/10) 40% b. No (6/10) 60%

17. Focus Group Analysis
Market Observations
 Everyone in the focus group uses both shampoo and conditioner
 It is interesting to note that they all preferred to use a hair care product that
combined shampoo and conditioner in one bottle
o Convenience is a large factor in the focus group members lives
 They buy their shampoo and conditioner based on whatever store
is the closest to them
 The focus group members pay attention to brand name products.
o If they like one type of product one brand offers they are likely to try other
products from the same brand
 If the members liked a certain type of shampoo and conditioner the size of the
bottle did not matter
 When buying shampoo and conditioner they take the quality and the price into
consideration when choosing what brand to purchase.
o One member always looks at the price first
 The members of the focus group often picked their shampoo and conditioner
based on what type of hair the product was made for (straight, curly, etc…)
 They all thought tropical was the best scent for a shampoo and conditioner to
have
 All four members of the focus group ranked having healthy hair and scalp as
their biggest concern when buying shampoo and conditioner

18.  Having hair that has body and volume was ranked as the 2nd biggest concern
o Females cared more about this than males
 Repairing split ends was the 3rd biggest concern
 There was also concern over damaged hair, dandruff, hair loss, gray hair, color
protectant, and heat protectant
 They believed their hair grows at a normal pace and did not care about a
shampoo and conditioner that increased hair growth speed

19. Focus Group Analysis
Product Observations
 The focus group members were intrigued by the vitamins in the shampoo and
conditioner
o Biotin was the most appealing because they cared the most about keeping
their hair and scalp healthy
 All focus group members said they would be willing to purchase the product
o They did not have much brand loyalty
o They all thought it would be useful for them
o They would like to see a travel size or a free sample so that they can see if
they would like this shampoo and conditioner
 The members agreed that the 12 fl oz bottle is too small and they would want a
bigger size
 They would spend $5 - $6 on a 12 fl oz bottle
o On a 16 fl oz bottle they would spend $9 - $10
o On a 20 fl oz bottle they would spend $12 - $15
 No one would travel to a beauty supply store to buy this product
o They would buy it in whatever outlet is the closest to them

20.  They would be interested in different types of products that also included the
vitamins that are in the shampoo and conditioner
o Heat protectant spray
o Deep conditioner
o Pomade
 It is interesting to note that this product had little to no male appeal

21. Conclusions
 Everyone takes care of their hair
 Shampoo and conditioner are a basic need
o People are always going to be buying shampoo and conditioner
 The hair care market is always evolving and increasing
o Consumers needs and wants regarding hair care is always changing
o The market is open to new products to fit the changing needs of
consumers
 Not many consumers buy their shampoo and conditioners in beauty supply stores
 Most people said having healthy hair and a healthy scalp is the biggest concern
when buying shampoo and conditioner
 Consumers are not that concerned with hair growth
 Quality of shampoo and conditioner is more important than price to most
consumers
 Almost every person said they would be willing to buy this shampoo and
conditioner
 Consumers thought that the most appealing feature of this shampoo and
conditioner is that it keeps hair and scalp healthy
 Consumers would be willing to pay $5 to $6 for a 12 fl oz size bottle
 Most consumers wanted a bigger bottle

22.  Tropical scent was most popular among consumers
 This product was not very appealing to males
 This product is highly likely to succeed in the market
o This product can be very successful among women specifically
o The added vitamins to the product were very appealing to consumers
o The open market allows a new shampoo and conditioner like this to
easily enter the market and be successful
o This product can succeed in all areas in the United States

23. Recommendations
 This shampoo and conditioner should be launched into the hair care market
 The most important feature of this product is that it helps keep hair and scalp
healthy
 This product should have a tropical scent
 The product should cost $7.99
 The shampoo and conditioner should be sold primarily in food stores and then
also sold in super stores and pharmacies
 Do not sell this product in beauty supply stores because very few consumers go
there to buy shampoo and conditioner
 Offer travel sizes or free trial samples so that consumers can try out the shampoo
and conditioner
 Focus on appealing to women when advertising
 Change the bottle size from 12 fl oz to 16 fl oz
 Make alternate products made for specific types of hair
 Manufacture different types of shampoo and conditioner that helps with different
consumer concerns such as: dandruff, hair loss, gray hair, color protectant, heat
protectant
 A 2 in 1 shampoo/conditioner in one bottle can also be successful among
consumers

24. Recommended Launch Campaign
 Since the best feature of this product is that it keeps hair and scalp healthy, it
should be the focus point of the ad
 Most consumers cared the most about having their hair healthy so that is the focus
of this ad
 This is a new product so the ad must state that it contains vitamins and what the
vitamins do

25. Works Cited
Brandes, W. (n.d.). The Best Shampoo Brands. Retrieved December 13, 2014, from
http://www.ranker.com/list/the-best-shampoo-brands/werner-
brandes?format=GRID&action=tab&type=demographics
Hair Care in the US. (2011, November). Retrieved December 11, 2014, from
http://www.euromonitor.com/hair-care-in-the-us/report
Sales Share of the Leading Shampoo Brands in the U.S. 2013 (2014, April).
Retrieved December 13, 2014, from
http://www.statista.com/statistics/195585/share-of-sales-of-us-regular-
shampoo-brands-in-2007-and-2008/
U.S. Shampoo Sales via Different Sales Channels 2011/2012 (2011). Retrieved
December 13, 2014, from http://www.statista.com/statistics/193102/us-
shampoo-sales-via-different-sales-channels-in-2010-and-2011/
U.S.: Usage of Shampoo 2014. (2014, July). Retrieved December 13, 2014, from
http://www.statista.com/statistics/276924/us-households-usage-of-shampoo/