Business Research Methodology, an guide to frame the research methodology for the project, Data collection, sampling, recommendation and conclusion

1. RESEARCH METHODOLOGY
Keeping in view the Shampoo Market in INDIA which is very crowded and
becoming competitive day by day, we decided to study the current scenario of
the market.
DATA COLLECTION
The following techniques were adopted for data collection:
1. PRIMARY DATA
Primary data was collected through face to face interviews while filling up
questionnaires. (33 RESPONDENTS)
2. SECONDARY DATA
Relevant information was gathered from magazines, newspapers and project
reports that formed the secondary data.
3. COMMUNICATION APPROACH
Face to face interviews was taken as the communication approach since it is a
better method in cases where slight probing is required.
SCOPE
The scope of the study covers almost all categories of Shampoos. The whole
appraisal of Shampoos has been done from the angle of customer satisfaction.
Any substitutes of Shampoos like washing soaps or natural products have not
been considered. Also Shampoos locally made by the unorganized sector and
which are not branded have not been considered.
UNIVERSE
The main emphasis of the study was the city of Delhi. The Capital of INDIA is
cosmopolitan city and is a home to various kinds of people hailing from
different backgrounds, upbringings and religions. This diversity makes Delhi a
mini INDIA! The percentage of male consumers is 50% and that of female
consumers is also 50%. The city has its share of individuals belonging to
different social economic classes.
SAMPLING
SAMPLE SIZE

2. A sample size of 33 consumers was chosen, but due to incompletely filled
questionnaires and unwillingness and carelessness on the part of the
respondents, we were forced to reduce the sample size to 28. This sample size
was based upon time and affordability approach.
SAMPLING TECHNIQUES
Disproportionate stratified random sampling technique has been used in
sampling due to the following reasons:
1. It provides information about parts of the universe.
2. It provides help in gaining precision through stratification.
QUESTIONNAIRE DESIGN
The questionnaire used was a printed, well structured formalized schedule to
obtain and record specified and relevant information with fair accuracy and
completeness.
The questioning process was face to face interviews and the questionnaire was
designed in such a way that it could be understood and answered easily by the
respondents. The questionnaire contained both close and open ended questions.
The close ended questions were dichotomous and multiple choice in nature.
Since some of the questions were probing in nature and required answers on the
basis of memory of the respondent. In such type of questions there is a risk that
the respondents will answer whatever comes to their minds, thereby reducing
the impact of the study. Keeping these considerations in mind, firstly the period
of time in which respondents were asked to respond was reduced, since it has
been found that the longer the reporting period, the less accurate the reporting.
Secondly, to help respondents to think deeper and clearly more questions in a
way that stimulated association, thereby assisting the recall process about the
event.
KEY FINDINGS
It has been observed that people use not only shampoos but home
remedy is also preferred because of its uniqueness of effectiveness. People
also use more than one shampoo or keep two shampoos

3. Most people have tried one or more shampoos but hardly finds any
differences. Except for clinic all clear and organic in which respondents
have positively agreed of best shampoo than others.
People buy those shampoos giving them maximum benefits. Female
normally look for shampoo matching with their hair type but male look for
combination of benefits i.e. 1st hair problem and then fragrances followed
by price.
An advertisement is the one that influences a lot than any other factors.
Most people change their shampoos occasionally but there are people
who never change their shampoo i.e. they are satisfied with their current
brand.
People normally shampoo twice a week or three to four times a week.
Most people normally buy sachets available followed by above 250-ml
pack.
Most people know of the brands through advertisements. Next come
magazines and then the newspapers.
Satisfaction is maximum drawn with people using clinic and organic.
These are the brands, which attract most because of perceived quality and
brand image.
BRAND IMAGE OF SHAMPOOS AS A PERSON
The survey reveals that the Organics user with his Impressive
personality and Friendly behavior provides Good company. He is Outgoing
and is Similar to most people. He is indifferent to advertisements and
independently makes the major decisions of his life.
The user of Head & Shoulders has an Outgoing personality and can
impress people easily. He is meticulous in nature although he independently
takes decisions. He is similar to most people and due to his friendly nature,
provides Good Company.
The consumer of Sunsilk is totally independent in making major decisions.
He seldom seeks advice from others and is indifferent to advertisements.
Although he is meticulous but lacks innovation. His similarity to most
people, outgoing and friendly nature, provide good company and accord
him an impressive personality.

4. The Pantene consumer is very friendly, gives good company and has an
impressive personality. He is meticulous and similar to most people
although he is outgoing him is not much of an innovator. He independently
takes decisions and never seeks any advice from others.
The user of Clinic all clear is quite innovative while he also does his jobs
meticulously. He seldom seeks advice and is indifferent to advertisements
as he is independent in taking major decisions in his life. His similarity to
most people, his impressive personality and friendly nature always provide
good company.
METHODOLOGY
SURVEY METHOD
I have chosen the exploratory research method for the research. In this method
all the questions are close ended. Except for few questions that needed to be
known as in question 10 of asking the satisfaction and dissatisfaction level and
know their problems with respect to the brand they have used. The options in
the form of yes or no, Ranking & choosing one alternative out of various
alternatives, I could not take the open-ended questions in the Questionnaire
because of time constraint. The time given for this research is very short to
analyze the survey in Depth. The number of question related to consumer
behavior research is 14. Out of which 4 related to personal details.
Sample size: 20
SRSWR
Sex ratio: 1:1
The studies were conducted in localities
Mainly Students were covered and 10 % others considered for the
study.[College/school/Univ./inst./housewives]
Sample coverage 10 male and 10 girls
Other questions were asked about the personalities of the shampoo with the
brand image they perceive. [Cool / trendy / aggressive / different / outgoing
etc.]

5. RECOMMENDATIONS
Target those people who use shampoo and trust the shampoo as their best
solution for hair care.
Develop quality and brand image so that by trial of your brand leaves
with a good image and then followed by usage of bigger pack which then
will be used by them.
Identify the key benefits such as hair strengthening, Missing form
shampoo and makes them the USP of new brands. The USP could be
rebuilding damaged hair, shiny and healthy hair.
Look for different problems for which people use shampoo for hair care,
falling hair and dandruff’s etc. And deliver the same of high quality and at
the same time positioning the brand as solution for your hair problem and
which also rejuvenate your hair, and keep your hair healthy to that target
group.
The ideas, associations and images that people have of a shampoo brand
determine the demand side of the brand equity equation. There are two
ways in which advertising is likely to influence perceived product
performance. First, by guiding the expectations about the shampoo
experience - process called product enhancement and second, by creating a
halo of superiority around the brand via a mechanic termed “Interest –
Status”. There are two key advertising related factors first; the
advertisement needs to be remembered. This is important because its main
influence is at the point of trial. Second, the message should relate in some
way to the experience of ‘using’ the product - for instance, does it create
any expectation of what the shampoo would “ feel like to your hair” i.e.,
how will it take care of your hair and especially to your specifications. But
the advertiser should always bear in mind that the benefits proclaimed are
in line with what the product can actually deliver.
Use country wide sampling activity to acquaint potential customers with
the benefit of shampoo backing up the effort with advertising to convert
intent to purchase.
Offer value for money impetus for the decision to use the product more
intensively

6. Again benchmark the company that has well positioned itself in the minds
of the consumer and they [consumers] rarely change their shampoo. Here
these people are almost satisfied with their current brand because the core
features the consumer looks for is being derived from their brand. And so
delivering the improved one will make them switch to your brand but it
should be well advertised and substantiated
This action of company will have other positive effect of attracting those
switchers, changing frequently and/or occasionally and drawing the crowd
towards your brand.
Go for strategic sizing and pricing. Have those packs available in the
market so that people have a wider option available and presence of your
brand. After a gap of sometime check which are the packs that are bought
most and assure their availability?
Last but not the least there are separate issue that have to deal with being
the male and female factor and then growing demand of herbal shampoo.
Looking at first point the female factors of buying a shampoo are different
than male. A female normally have less problem of falling hair than male
and so they look for those hair shampoo that improve from the current
position of their hair. [Rejuvenate and healthy etc.] But one common
problem [male & female] that they may have is of dandruff’s. And so the
company can develop the brand image and quality and communicate better
to the target group of these core benefits of your brand i.e., solution for hair
problem and thus improving and rejuvenating them. Second point. Can the
company in the same line of chemical shampoos change the perception in
the mind of the consumer of chemical shampoo having no side effects and
at the same time advertise about the possible advantages of using their
shampoo and/or can they come up with a herbal shampoo as the product
extension and there by building a well brand image. Like the Colgate has
done with the already launched product of herbal toothpaste. If yes please
go ahead but probe before you plunge:
The advt. Slogan could be:
Expert care for every type of hair
Extra protection for your hair
Remove dandruff’s in seconds

7. Healthy shiny u ever wanted.
Factors concerning use of a shampoo:
Geographically – it’s the water of particular area, the air pollution that forces
one to use shampoo usage.
And thus creating awareness of possible damage of your hair if you do not use
it [own brand] these are the negatives outcomes that you [customer] may have
[falling hair, dandruff’s].
Stages of decision making process:
In the initial stages of problem --
Need recognition – dandruff’s, hair falling, strengthening of hair, early
precautions from the information gathered or if they see in their friends
group of any hair problem then they starts taking utmost care.
Search for information – in the initial stages of hair problem, people in
their friends advises [reference group], family influences [mother], -- but
more crucial is advertisement Of shampoo and the brands which at that
point of time they actually recall [brands that he/she recall includes the pre
purchase evaluation, but mostly it is more on internal factor i.e. self – the
knowledge he/she has of the brands that he has come across and know to be
better product]--
1. Buy that brand
2. Purchase that brand
3. Use it [usage may be according to own knowledge or as said by others
[mother, friends or prescribed]
4. Post purchase evaluation after more usage.
5. May be satisfied or may not.
If not satisfied
6. Switch till they get the best or some amount of satisfaction and then stick
to that brand
If satisfied
Stick to the satisfied brand but may try others only if they are convinced
from reliable sources and that too from most people and see sufficient
evident in that brand of what they expect.

8. In the above process the stage is initial problem that the consumer faces and
then those stages of decision come across.
Now a look at the stages in decision making process after the problem is
becoming severe and he/she is not satisfied with any brands:
Need recognition – remains the same but is highly desperate to eliminate the
problem that he/she will be facing.
Search for information – now it’s more external to what he/she gathers from
reliable source i.e. family, friends, marketer led – advertisement, magazine or
newspaper. But since the problem is acute more is the chances of being
influenced by the doctor. There is a high chance of visiting a doctor and
looking for ways of to tackle the problem. And in the initial stages of problem
discussed earlier the more is the chances of being influenced by
advertisements.
Rest the stages are same.
Thus it can be rightly said that if the brands have good advertisement, well
positioned in the consumer mind as in the research showed that clinic all clear
is most used then advertisement can play an important role in attracting a good
crowd and if that crowd captured through advertisement [brand image]
substantiate with high quality. Chances of brand loyalty are high towards your
brand. But if the customers are not satisfied and the problem becomes severe
he/she goes for home remedy or consulting a doctor.
CONCLUSION
Conclusion of survey reveals that the consumer behaviors depend on the
following reasons: -
 Product quality,
 Family influence,
 Doctor’s prescription,

9.  Advertisement, Hair problem, Price of the product, and self.
The consumers of shampoo are very sensitive and he is very much aware of the
products. Awareness about the product regarding the ingredients is very high in
the consumers. Influence in the purchase of the shampoos mainly depends on
the hair problem and assurity to solve that problem given by the brand.
Influence of doctor and family is also very high.
Attributes of a particular brand also play an important role in the purchase.
Attributes like reasonable price, fragrance, quality, & medications plays its
significant role. By the analysis we can conclude that consumers in the
shampoo market are not much conscious about the price but its quality plays
important role.
The study reveals that Pantene has been tried by most of the consumer (16 %)
next comes Sunsilk. Organics and Clinic Plus both (11 %), which have been
tried by the consumers.
According to the study Pantene is the most consumed (20 %) brand of
shampoo. Head & Shoulders and Clinic Plus both account to 15 % of the total
shampoo consumption and Sunsilk is less consumed than these (14 %).
Organics forms only 5 % of the total shampoo consumption.