PROJECT REPORT CONSUMER ATTITUDE TOWARDS HAIR CARE PRODUCTS

Procter & Gamble

2004-2006 CONTENTS
Chapter 1 Executive Summary
1.1 Statement of the problem 1.2 Objectives of the study 1.3 Scope of the study 1.4 Research Methodology 1.6 Limitations of the study 1.7 Chapter Scheme

Page no 1-6

Chapter 2 Company Profile

2.1 Introduction to Company 2.2 History of the Company 2.3 Vision 2.4 Values 2.5 Leadership 2.6 Ownership 2.7 Integrity 2.8 Passion for winning 2.9 Trust

07-24

Chapter 3 Product Profile

3.1 Product Lines

25-32

Chapter 4 Theoretical Aspects.

4.1 Consumer attitude 4.1.1Components of Attitude. 4.1.2Attitude Change Strategies 4.2 Types of Customer 4.3 Factors and Determinants of buying behavior 4.4 Believes and Attitudes 4.5 Buying Decision

33- 49

Chapter 5 Analysis and Interpretations

5.1 Analysis and Findings

50-64

Chapter 6 Recommendations and Conclusion

6.1 Recommendations 6.2 Conclusion BIBLIOGRAPHY

65-66

CHAPTER-I
1.1 Introduction:
In the present world personal care products find ready market owing to feelings of the human being to look beautiful, appealing and attractive. Procter and Gamble is a company manufacturing and marketing male and female related personal care products of quality to meet the demands of the younger generation to look better. This project work is an attempt to know the attitude of the consumers towards the products of the Procter and Gamble. Proper hair care is also an important part of your makeup programme Beautiful stylish, glossy, shining hairs are anyone's best friend. Be it a woman or a man or a teenager.

As a number of competitors are increasing in the hair care market, the task of marketing of consumer goods is becoming more & more difficult. Measuring customer attitude and molding it in the companys favor is a very essential in this context analysis of customer attitude and behavior towards Hair care products (Shampoo) of PROCTER & GAMBLE.

1.2 Statement of Problem and Need of the study.

In the recent years marketing has received increasingly greater attention. The focus of modern marketing concept is customer and not the product as it was earlier. Here the primary task of business enterprise is to study needs, desires values of potential

customers and produce and offer the products which will give the desired satisfaction to the consumers. Customer is the King in this market. Also he is becoming more and more of aware of market. The human beings have complex needs. Needs are states felt by deprivation. They are also affected and shaped by cultural and individual personality. So any one who wants to be successful in marketing must target human needs and wants. He should offer products / services which will satisfy the human needs. He should design the product in such a way that the product will satisfy customers. He should know the attitude of customers towards a product, to be successful in marketing. Attitude is the mental set in the minds of customers regarding the products. The Marketer should also position the product in the minds of customers so that it should be viewed favorable one by customers. Positioning is the act of designing the companys offer products / services so that the target market understands and appreciates what the company stands for in relation to its competitors. The companys positioning must be rooted it in an understanding of how the target market defines value and makes choice among the available alternatives. As a number of competitors are increasing in the hair care market, the task of marketing of consumer goods is becoming more & more difficult. Measuring customer attitude and molding it in the companys favor is a very essential in this context analysis of customer attitude and behavior towards Hair care products (Shampoo) of PROCTER & GAMBLE.

1.3 Objective of the Study

The study was designed to provide information helpful to PROCTER & GAMBLE in planning and implementing marketing strategies.

More specifically this analysis attempts to provide information to the following. To measure the over all attitude of the customer towards the Hair care products of PROCTER & GAMBLE. To analyze what factors influence-buying behavior. PROCTER & GAMBLE. To understand whether the customers are satisfied with the Hair care products of

1.4 Scope of the study

The study is conducted in the Shimoga City. It is intended to provide information about customers attitude towards Hair care products of PROCTER & GAMBLE.

Shimoga is a major commercial city in our state it is a district head quarter. It is located at about 250 KM from capital city Bangalore the population of city is around seven to eight lakhs it is industrially will developed city and is the famous for cotton and The city projects a balanced development. People of all income levels and from all sorts of cultural background are found in the city. So study is conducted in and around the Shimoga city.

1.5 Research Methodology

Primary data:
Personal interview is conducted with the main dealer of Procter & Gamble in Shimoga city, followed by a specific questionnaire administration designed to obtain data from respondents or customers to understand attitude towards the products.

Secondary data:
The secondary information needed for the project was obtained from books and Internet.

Data collection Method

A questionnaire is prepared considering the objective of the research. The questionnaire is self-administered and consists of multiple choices, open ended and dichotomous questions. Directly contacting the respondents and explaining them about the research purpose and also clarifying the respondents and explaining if any in the questionnaire collect information. After clarification the respondents were asked to answer all the questions, which are relevant to him/her.

Sample Design:
Sampling unit:
The customers intend to be administered with the questionnaire were prospects and existing customers who use P & G hair care products in Shimoga.

Sampling method: Non-probability (Convenience) Sampling size: 100 Respondents. Sampling area: Shimoga city. Sampling criteria: Selecting any respondent whose age is more than 18 years.

1.6 Limitations of the Study

This study is carried out on consumers who are human beings. Human beings have tendency to artificially answer when they know that they are being observed. So there is a possibility customers or respondents may behave artificially when they know that their attitudes, opinions, beliefs are being studied. 1. The sample size comprises to only 100. 2. The study is restricted to only Shimoga City and the findings may not be applicable to other geographical locations. 3. Since the information provided by the customers is assumed to be factual, their validity is not questioned. 4. Attitudes are not permanent. Chapter scheme: Chapter One: These chapters presents the design of the study the statement of the problem viz., consumer attitude and behaviour towards Procter and gamble hair care products in Shimoga city with special reference to shampoo and the objective of the study are stated. It also explain the methodology adopted and the tools used for data collation, the operational definition and the limitation of the study are also stated here. Chapter Two: Deals with the origin, growth and profile of proctor and gamble it also deals with financial information Chapter Three: contains the product profile of the Procter and gamble Chapter Four: This chapter deals with financial information about the company from the past three years.

Chapter Five: gives the theoretical aspects about consumer attitude and behaviour. Chapter Six: Compress of the analysis of the data collected from the survey of the shampoo consumers with the reference to their need around information. Research evaluates behaviour, purchase decisions and the purchase feelings. Chapter Seven: Gives out the suggestion for further based on the suggestions given by the consumer it also gives to the conclusion to the report.

CHAPTER-II COMPANY PROFILE

2.1 INTRODUTION:
For 166 years, P&G has been providing trusted, high-quality brands that make every day better for the worlds consumers. The Company markets nearly 300 products (Global Key Brands are listed below) in more than 160 countries around the world. P&Gs worldwide headquarters is located in Cincinnati, Ohio, U.S.A. The Company has on-the-ground operations in almost 80 countries worldwide and employs nearly 110,000 people. P&G is a publicly owned company. Its stock is listed and traded on the following exchanges: New York, Amsterdam, Paris, Basle, Geneva, Lausanne, Zurich, Frankfurt, and Brussels. As of July 30, 2005, there were approximately 1,426,000 common stock shareholders, including shareholders of record, participants in the Shareholder Investment Program, and participants in P&G stock People all over the world see hair as important. In the west, for instance, almost all brides are prepared for their approach to the altar by the hands of an expert stylist. On that supreme day, their hair style may be the most elaborate they will ever have in their lives. At the opposite extreme, when a young girl of one of the aboriginal tribes of the Amazon jungle reaches puberty the women of the village ceremonially remove all the hairs from her head, one by one. The ritual significance and mystique of hair on these occasions are undeniable. We use our hair to express our personalities - to conform, to make a statement, to help us feel good, to attract other people. Sometimes our hair even seems startles to reflect our our mood, and especially produces when we are sad or our depressed. family. Our hair is perhaps our most distinctive feature. Any sudden change in its color or style friends comments from

Hair is an amazing material. In the hands of an expert and with the use of modern hair products, it is soft and shining and seems full of life. Strangely, however, hair is dead.

2.2 History of P&G: 1837

Neither William Procter nor James Gamble ever intended to settle in Cincinnati. Although the city was a busy center of commerce and industry in the early nineteenth century, William, emigrating from England, and James, arriving from Ireland, were headed farther west

Despite their intentions, however, both men ended their travels when they arrived at the Queen City of the WestWilliam took care of his ailing wife, Martha, who soon died, and James sought medical attention for himself. William Procter quickly established himself as a candlemaker. James Gamble apprenticed himself to a soapmaker. The two might never have met had they not married sisters, Olivia and Elizabeth Norris, whose father convinced his new sons-in-law to become business partners. In 1837, as a result of Alexander Norris' suggestion, a bold new enterprise was born: Procter & Gamble On April 12, 1837, William Procter and James Gamble start making and selling their soap and candles. On August 22, they formalize their business relationship by pledging $3,596.47 apiece. The formal partnership agreement is signed on October 31, 1837.

1850
The Moon and Stars began to appear in the 1850s as the unofficial trademark of Procter & Gamble. Wharf hands used the symbol to distinguish boxes of Star Candles. By the 1860s, the Moon and Stars appeared on all Company products and correspondence. Once a staple of the Company's product line, candles declined in popularity with the invention of the electric light bulb. The Company discontinued candle manufacturing in the 1920s

1859 Twenty-two years after the partnership was formed, P&G sales reached $1 million. The Company now employed 80 people. 1862 During the Civil War, Procter & Gamble was awarded several contracts to supply soap and candles to the Union armies. These orders kept the factory busy day and night, building the Company's reputation as soldiers returned home with their P&G products. 1879 James Norris Gamble, son of the founder and a trained chemist, developed an inexpensive white soap equal to high-quality, imported Castiles. Inspiration for the soap's nameIvorycame to Harley Procter, the founder's son, as he read the words "out of ivory palaces" in the Bible one Sunday in church. The name seemed a perfect match for the white soap's purity, mildness, and long-lasting qualities 1882 Harley Procter convinced the partners to allocate $11,000 to advertise Ivory nationally for the first time. Ivory's purity and floating capability were first advertised across the country in the Independent, a weekly newspaper. 1886 Production began in the Ivory dale factory. Ivory dale replaced the Central Avenue plant, which was heavily damaged by fire in 1884. Designed by noted industrial architect Solon Beman, the plant incorporated the latest technological advances with a pleasant work environment for employeesa progressive approach at that time

1887 To address the storm of local and national labor unrest, P&G instituted a pioneering profit-sharing program for factory workers. This voluntary program, conceived by William Cooper Procter, grandson of the founder, gave employees a stake in the Company. William Cooper Procter wanted this program to help workers realize their vital roles in the Company's success 1890 William Alexander Procter assumes leadership of the Company.

1890 By 1890, P&G was selling more than 30 different types of soap, including Ivory. After running the Company as a partnership for 53 years, the partners incorporated to raise additional capital for expansion. William Alexander Procter, son of the founder, was named first President. P&G set up an analytical lab at Ivory dale to study and improve the soap-making process. It was one of the earliest product research labs in American industry. 1896 P&G's first color print advertisementan ad for Ivoryappeared in Cosmopolitan magazine picturing this "Ivory Lady." 1904 In order to meet the demands of growing national markets, P&G began building outside of Cincinnati for the first time. This increased capacity and improved distribution of products to customers 1907

William Cooper Procter became the head of the Company following the death of his father, William Alexander Procter

1911 P&G introduced Crisco, the first all-vegetable shortening. Crisco provided a healthier alternative to cooking with animal fats and was more economical than butter 1915 The Company built its first manufacturing facility outside the United States, in Canada. Employing 75 people, the plant produced Ivory soap and Crisco 1917-1918 The Chemicals Division was established to formalize research procedures and develop new products. The Company began to actively recruit researchers 1917-1918 The Chemicals Division was established to formalize research procedures and develop new products. The Company began to actively recruit researchers 1919 William Cooper Procter continued his efforts to institutionalize the relationship between the Company and its employees. The articles of incorporation were revised to include the directive that the "interests of the Company and its employees are inseparable." 1919-1920 Seasonal purchases of P&G products by wholesalers led to uneven production needs and layoffs at Ivory dale. In response, P&G announced a plan to sell directly to retailers and hired 450 salesmen. This change stabilized production, reduced employee layoffs, and, in the process, changed the way the grocery trade operated.

1923 Crisco sponsored cooking shows on network radio, placing P&G among the medium's advertising innovators. 1924 A market research department was created to study consumer preferences and buying habitsone of the first such organizations in history. 1926 In response to the growing popularity of perfumed beauty soaps, P&G introduced Camay 1930 P&G established the first overseas subsidiary with the purchase of Thomas Hedley & Son Co., Ltd., in England. Fairy Soap was one of Hedley's main products. William Cooper Procter turned the reins of the Company over to Richard R. Deupree. 1931 P&G's Brand management system began to take shape in the late 1920s. In 1931, Neil McElroy, the Company's Promotion Department Manager, created a marketing organization based on competing brands managed by dedicated groups of people. Gamble's brand management system was born. 1933 "Ma Perkins," a radio serial program sponsored by P&G's Oxydol soap powder, aired nationally. Its popularity led P&G brands to sponsor numerous new "soap operas." Faithful listeners became faithful buyers of P&G brands at the groceryDreft, the first synthetic detergent developed for household use, was introduced. The discovery of detergent technology laid the groundwork for a revolution in cleaning technology The system provided more specialized marketing strategies for each brand and Procter &

1934 William Cooper Procter died. He was the last member of the two founding families to run the Company. The Company entered the hair care business with Drene, the first detergent-based shampoo 1935 The Company expanded its international presence with the acquisition of the Philippine Manufacturing Companythe Company's first operations in the Far East. 1937 P&G celebrated its 100th anniversary. Sales reached $230 million. Just five months after the introduction of television in the U.S., P&G aired its first TV commercial (for Ivory soap) during the first televised major league baseball game 1943 The Company created its first divisionthe Drug Products Divisionto sell its growing line of toilet goods 1946 Tide, "the washing miracle," was introduced. Tide incorporated a new formula that cleaned better than anything currently on the market. Its superior performance at a reasonable price made Tide the country's leading laundry product by 1950. P&G's health and personal care business grew with the introduction of Prell shampoo in 1946. 1948 Neil H. McElroy assumed leadership of P&G. P&G began operating in Mexicoits first subsidiary in Latin America. P&G established an Overseas Division to manage the Company's growing international business

1952 A new research facility, Miami Valley Laboratories (MVL), opened in Cincinnati. MVL was the Company's first facility dedicated solely to upstream research. 1954 The Company began operations in continental Europe by leasing a small plant in Marseilles, France, from the Fournier-Ferrier Company, a detergent manufacturer. 1955 Crest, the first toothpaste with fluoride clinically proven to fight cavities, was introduced. P&G announced plans to form individual operating divisions to better manage its growing lines of products. This divisionalization also created separate line and staff organizations. 1956 The new General Offices building opens, signifying P&G's continuing commitment to downtown Cincinnati 1957 P&G entered the consumer paper products business with the acquisition of Charmin Paper Mills, a regional manufacturer of toilet tissue, towels and napkins. HoSward J. Morgens took over Company leadership when Neil McElroy left to serve as the U.S. Secretary of Defense 1960 Crest sales skyrocketed when The American Dental Association recognized it as "The decay-preventive dentifrice." P&G GmbH opened its first office in Frankfurt, Germany, with 15 employees. Three years later, Germany's first plant in Worms began production of Fairy cleaning powder and Dash laundry detergent. The Company introduced liquid Downy, the Company's first fabric softener.

1961 The Company's Middle East business was established in Saudi Arabia. Pampers entered a test market in Peoria, Illinois. Though the first test was unsuccessful, it led to an improved Pampers product at a lower cost that eventually replaced cloth diapers as the preferred way to diaper babies 1963 P&G entered the coffee business with the acquisition of Folgers Coffee. The European Technical Center opened in Brussels to serve Common Market subsidiaries 1972 Company researchers discovered how to combine softening agents with a nonwoven sheet to soften clothes in the dryer. The result was Bounce, which quickly became the second largest selling fabric softener after Downy 1973 The Company began manufacturing and selling P&G products in Japan through the acquisition of the Nippon Sun home Company. The new company was called Procter & Gamble Sun home Co. Ltd 1974 Ed Harness was elected to head the Company. 1978 Didronel is introduced. A treatment for Paget's disease, it was one of the Company's first pharmaceutical products 1980 Sales reached $10 billion.

1981 John G. Smale became head of Procter & Gamble 1982 P&G increased its prescription and over-the-counter health care business with the acquisition of Norwich Eaton Pharmaceuticals 1983 The Company introduced a superior feminine protection product, Always/Whisper that became the leading world brand in its category by 1985. 1984 Liquid Tide introduced. This represented the results of global development with surfactants developed in Japan, fragrance in Europe, and packaging from the United States. 1985 The Company significantly expanded its over-the-counter and personal health care business worldwide with the acquisition of Richardson-Vicks, owners of Vicks respiratory care and Oil of Olay product lines. P&G opened the General Offices Tower building, the expansion of Procter & Gamble's world he 1986 The Company developed a new technology that enabled consumers to wash and condition their hair using only one product. Pert Plus/Rejoice shampoo quickly became one of the leading worldwide shampoo brands. Ultra Pampers and Luvs Super Baby Pants are introducedwith effective, new technology that makes diapers thin nerd quarters in Cincinnati, Ohio. 1987 P&G celebrated its 150th anniversary. The Company ranked as the second oldest

company among the 50 largest Fortune 500 companies. The Company increased its presence in the European personal care category with the acquisition of the Blend ax line of products, including Blend-a-Med and Blend ax toothpastes. It was the largest international acquisition in Company history. P&G announced several major organizational changes with restructuring to category management and a product supply system that integrated purchasing, manufacturing, engineering, and distribution. 1988 The Company announced a joint venture to manufacture products in China. This was the Company's first operation in the largest consumer market in the world. Refill packs for liquid products were introduced in Germany for liquid products like Lenor fabric softener. They were recognized as a significant advance in solid waste prevention, reducing packaging by up to 85 percent. Germany's retail grocers named Lenor's refill pouch the invention of the year. 1989 The Company entered the cosmetics and fragrances category with the acquisition of Noxell and its CoverGirl, Noxzema, and Clarion products. 1990 The Company expanded its presence in the male personal care market with the acquisition of Shulton's Old Spice product line. Spic And Span Pine was packaged in recycled plastic. It was the Company's first packaging from 100 percent recycled plastic and won a first place designation in the international DuPont Packaging Awards. Most of the laundry detergent brands were reformulated to incorporate P&G's compact technology. Introduced in Japan with the Cheer and Ariel brands, the technology was expanded to 36 brands in 20 different countries during the year. Edwin L. Artzt was named to lead the Company. 1991 The Company introduced a new logo and word mark to provide a more

contemporary and consistent global look. P&G opened its first operation in Eastern Europe with the acquisition of Rakona in Czechoslovakia. New businesses in Eastern European countriesHungary, Poland, and Russiafollow throughout the year. The acquisitions of Max Factor and Betrix increased the Company's worldwide presence in the cosmetics and fragrances category.

1992 P&G received the World Environment Center Gold Medal for International Corporate Environmental Achievement. Pantene Pro-V was introduced. Originally a small part of the 1985 Richardson-Vicks acquisition, Pantene became the fastest growing shampoo in the world 1993 Company sales exceeded $30 billion. For the first time in Company history, more than 50 percent of sales came from outside the U.S. The Company launched a major program to improve organizational effectiveness and ensure the Company remained cost competitive in a global marketplace. It was the largest such undertaking in Company history. As a result, P&G was able to get its best ideas to market faster and more cost efficiently than ever before, providing consumers with better value. The Japan Headquarters and Technical Center opened on Rokko Island in Kobe City, Japan. The complex consolidated headquarters and product development operations. 1994 P&G entered the European tissue and towel market with the acquisition of the Germany-based company, VP Schickedanz. P&G added Giorgio Beverly Hills to its fine fragrance business. The Company re-entered the South African market following the lifting of U.S. sanctions against investment in South Africa. P&G South Africa doubled its overall business during its first year. The United States Department of Labor presented P&G the Opportunity 2000 Award, which is given annually to one company committed

to instituting equal employment opportunities and creating a diverse work force. P&G was recognized for its multifaceted, comprehensive affirmative action and executive development programs 1995 John E. Pepper was elected to lead the Company as P&G's ninth Chairman and Chief Executive, and Durk I. Jager became the first Chief Operating Officer. P&G moved from managing the business under two geographic entities, U.S. and International, to managing it through four regionsNorth America, Latin America, Asia, and Europe /Middle East/Africa. All regions reported to a single officer, the Chief Operating Officer. The new structure fostered greater strategic coordination, helping P&G compete more effectively as a global company. P&G also opened a Health Care Research Center in Cincinnati to serve as the worldwide hub for the Company's health care business. Following the lifting of U.S. sanctions against Vietnam, P&G established a joint venture with the Phuong Dong Company to build a manufacturing plant in the Song Be Province, just outside of Ho Chi Minh City. P&G was awarded the National Medal of Technologythe highest award the United States bestows for achievement in technologyfor creating, developing, and applying advanced technologies to consumer products that have helped improve the quality of life for billions of consumers worldwide. 1996 The U.S. Food and Drug Administration granted approval of Olestra for use in salty snacks and crackers. Olestra, marketed under the brand name Olean, is a calorie-free fat replacer that provides the full taste of fat without the added fat or calories. The Company continued to expand its global reach with acquisitions of the U.S. baby wipes brand Baby Freshcomplementing the Company's global diaper business and its strong European Pampers Baby Wipes businessand Latin American brands Lavan San household cleaner and Magia Blanca bleachproviding a solid foundation for P&G growth in this important laundry category. P&G celebrated Tide's 50th birthday with a "Dirtiest Kid in America" contest

1997 P&G expanded its feminine protection expertise into a new global market with the acquisition of Tambrands. Tampax, its tampon brand, is the market leader worldwide. Also, P&G gained a solid entry in the Mexican tissue business with the purchase of Loreto y Pena. This marked P&G's first tissue entry into Latin America. P&G formed a global pharmaceutical alliance with Hoechst Marion Roussel to market Actonel, P&G's new prescription bone health drug 1998 P&G announces Organization 2005, a global organization designed to drive innovative ideas to world markets fasterConsumers throughout the United States now have the choice of buying snacks fried with Olean, P&G's new fat-free, calorie-free cooking oil. These snacks include fat-free versions of Americans' favorite snack brands, including P&G's Pringles chips. The Company's new Olean plant, which can produce a national supply of the new cooking oil, is up and running. P&G provides a foundation for future growth by investing in new breakthrough products. Febreze, Dryel, and Swiffer are introduced and expanded around the world in less than 18 months 1999 Durk I. Jager, former Chief Operating Officer, became the Chairman, President, Chief Executive, and Director of Procter & Gamble. The Company entered the global pet health and nutrition business by acquiring the Iams Company, a leader in premium pet foods. The acquisition of Recovery Engineering Inc. allowed P&G to utilize its understanding of water treatment by developing home water filtration systems under the brand. 2000 A.G. Lafley becomes President and Chief Executive. Reflect.com, our initial Internet brand, is launched publicly. It is the first to offer truly customized beauty care products online. The U.S. FDA (Food and Drug Administration) approves Actonel

(risedronate sodium tablets) for the treatment and prevention of postmenopausal osteoporosis (PMO) and glucocorticoid-induced osteoporosis (GIO). Marketing capacity was increased by partnering with Aventis.

2001 P&G acquires the Clairol business from Bristol-Myers Squibb Co. Clairol is a world leader in hair color and hair care products. P&G and Viacom Plus announce a major multimedia marketing partnership. Crest Spin Brush is brought to market in record time following the acquisition of Dr. John's Spin Brush toothbrushes. Crest White strips is now available for retail sale in the U.S 2002 P&G celebrates its 165th anniversary. A.G. Lafley is elected Chairman of the Board. Bruce Byrnes and R. Kerry Clark are elected Vice-Chairmen of the Board. P&G has 12 billion dollar brands in its portfolio. These brands represent more than half of the Company's sales and earnings and include Pampers, Tide, Ariel, Always, Pantene, Charmin, Bounty, Iams, Crest, Folgers, Pringles, and Downy. They also account for the majority of P&G's consumer interactionsthe millions of "moments of truth" we face and win every day Therma Care air-activated Heat Wraps are introduced 2003 Approval is received by the FDA to switch Prilosec, a treatment for frequent heartburn, from a prescription to an over-the-counter (OTC) product .P&G acquires a controlling interest in Well AG, a leading hair care company, giving P&G a major presence in the fast growing professional hair care segment

2.3Vision
Creating Corporate Social Opportunity We have just completed a year of tremendous progress toward our vision that P&G can link business opportunity with corporate responsibility to create a concept we call corporate social opportunity. We believe that we can build our businesses while contributing our part to help address some of the toughest global health and social issues. In last years Sustainability Report, I identified three key challenges that P&G faces as we work toward this vision: 1. To create new businesses with sufficient scale to fund research and development and market-development costs. 2. To develop new business models appropriate to lower-income, developing-country markets. 3. To lower costs to make products affordable in undeveloped markets that lack largescale supply chain and distribution efficiencies those are normal in richer, developed markets.

2.4Values
P&G is its people and the values by which they live. The company attracts and recruits the finest people in the world. The company builds the organization from within, promoting and rewarding people without regard to any difference unrelated to performance. They act on the conviction that the men and women of Procter & Gamble will always be their most important asset.

2.5Leadership
Leaders in their area of responsibility, with a deep commitment to deliver leadership results. Have a clear vision of where we are going. Focus our resources to achieve leadership objectives and strategies. Develop the capability to deliver the strategies and eliminate organizational barriers.

2.6Ownership
They accept personal accountability to meet the business needs, improve their systems and help others improve their effectiveness. They act like owners, treating the Companys assets as their own and behaving with the Companys long-term success in mind.

2.7Integrity
We always try to do the right thing. We are honest and straightforward with each other. We operate within the letter and spirit of the law. We uphold the values and principles of P&G in every action and decision. We are data-based and intellectually honest in advocating proposals, including recognizing risks.

2.8Passion for Winning

We are determined to be the best at doing what matters most. We have a healthy dissatisfaction with the status quo. We have a compelling desire to improve and to win in the marketplace.

2.9Trust
We respect our P&G colleagues, customers and consumers, and treat them as we want to be treated. We have confidence in each others capabilities and intentions. We believe that people work best when there is a foundation of trust. P&G Brands and P&G People are the foundation of P&Gs Success. P&G People brings the values to life as we focus on improving the lives of the worlds consumers.

CHAPTER-III PRODUCT PROFILE

INTRODUCTION Oxford English Dictionary defines the act of shampooing as being "to subject (the scalp) to washing and rubbing with some cleansing agent, as soap and water, shampoo powder, etc." The origin of "shampoo" has nothing directly to do with hair (and does not, puns aside, involve our modern word "sham," meaning "phony"). Which entered English around 1762, was originally a full-body massage? By about 1860, however, "shampoo" had attained its exclusive modern meaning of "washing the hair." Shortly thereafter, "shampoo" began to be used as a noun meaning either an act of shampooing or the special soap used on the hair. The word "shampoo" comes from the Hindu word champo which means "to massage" or "to knead". The first successful retail shampoo was developed by John Breck in the 1930s. He was the first manufacturer to present the public with a shampoo line for dry and oily hair. His advertisements featuring the "Breck Girl" became very popular, and many famous Hollywood starlets posed for his ads. It wasn't until the 1970s that much gentler PH-balanced shampoos entered the market. Today, the consumer has literally hundreds of shampoos, mousses, gels and conditioners from which to choose.

3.1 Product Lines Fabric and Home Care Feminine Care Hair Care Baby Care Health Care Fabric and Home Care: Ariel Ariel Front-Mat Tide Feminine Care: Whisper Baby Care: Pampers Fresh & Dry Health Care: Vicks Vaporub Vicks Cough Drops Vicks Action 500+ Vicks Formula 44 Vicks Inhaler

Hair Care:
PANTENE: Pantene Pro-v Core Target Audience Female, 18 34 years old Core Equity Beauty Via superior hair health transformation Key Features & Benefits

Amino Pro V complex that makes hair 10x stronger. Gentle enough for daily use, even on permed or color-treated hair.

Variants:

Smooth & Silky for Straighter hair. High conditioner level for healthy, straight looking hair with a vibrant shine.

Volume & Fullness for Thicker hair. High conditioner level for a healthier, fuller and bouncier feel to the hair.

Live Clean for Livelier hair. Low conditioner level that convert weighted down and oily hair to clean, fresh and healthy hair that remain free-flowing throughout the day.

Long Black for the long & Black hair look. High conditioner level. Darkens each strand of hair uniformly from root to tip and enables woman to keep their hair long. Hair Fall Control for reducing hair fall by 50% in just 2 months. High conditioner level.

Head & Shoulders: Core Target Audience Male / Female, 18 34 years Core Equity Superior Antidandruff efficacy and superbly attractive hair. Key Features & Benefits: Anti-dandruff shampoo with ZPT & conditioner. Removes Flakes, Itchiness, Irritation, Dry Scalp & Oiliness the 5 signs of dandruff Variants:
Smooth & Silky for Straighter hair: High conditioner level. Relieves hair dryness to make the hair silky smooth. Silky Black: High conditioner level. Has black sesame and walnut extracts that nourish hair and scalp to make black hair look silky. Clean & Balanced: Medium conditioner level. Has cleansing system that gives your hair a wonderfully clean look and feel. Refreshing Menthol: Medium conditioner level. Natural Menthol cools the scalp and refreshes it. Naturally Clean: Low conditioner level. Has natural lemongrass, grapefruit, and green tea extracts that control excess oileness.

REJOICE:

Core Target Audience Female, Urban and Rural, 18 30 years Core Equity Smooth, tangle free, easy to comb hair Key Features & Benefits:

Smooth conditioning formula gives twice as smooth, and easier to comb hair than both ordinary shampoos and a combination of home remedies such as henna and amla. Unique high- tech suspension system holds the surfactant and conditioner together, ensuring superiority in both wet dry conditioning.

Variants :
Rejoice Rich for Extra- Smooth, easy to comb hair.

Rejoice Silky Clean for oily hair. Rejoice Complete providing dandruff protection, fragrance, and extra- smoothe hair all
in one shampoo.

Rejoice Naturals that provides soft, smooth hair at Re. 1/- only.

Key Brands
Tide, Ariel, Downy, Lenor, Dawn, Fairy, Joy, Gain, Ace Laundry and Bleach, Swiffer, Dash, Bold, Cascade, Mr. Clean/Proper, Febreze, Bounce, Cheer, Era, Bonux, Dreft, Daz, Flash, Vizir, Salvo, Viakal, Maestro Limpio, Rindex, Myth, Alomatik Pantene, Olay, Head & Shoulders, Clairols Herbal Essences, Nice n Easy, Natural Instincts and Hydrience, Cover Girl, SK-II, Max Factor, Hugo Boss, Safeguard, Rejoice, Secret, Old Spice, Zest, Vidal Sassoon, Pert, Ivory, Lacoste, Aussie, Infusium 23, Camay, Noxzema, Infasil, Joy Parfum, Valentino, Sure, Wash&Go, Wella, Koleston, Wellaflex, Shockwaves, Rochas, Escada, Gucci Always, Whisper, Tampax, Lines Feminine Care,

Naturella, Evax, Ausonia, Orkid Pampers, Luvs, Kandoo, Dodot Charmin, Bounty, Puffs, empo Crest, Iams, Eukanuba, Actonel, Vicks, Asacol, Prilosec OTC, Metamucil, Fixodent, PUR, Scope, Macrobid, Pepto-Bismol, Didronel, ThermaCare, Blend-a-med Pringles, Folgers, Millstone

P&Gs Billion-Dollar Brands

Wella (Koleston) The newest member of the P&G Beauty Care family, with hair care products used in salons and at home. Charmin Americas favorite bathroom tissue. Always/Whisper Women around the world count on Always or Whisper feminine protection. Downy/Lenor Laundry feels soft and smells fresh because of Downy and Lenor. In order of appearance in photo above, left to right. Iams Nutrition for every life stage and lifestyle of your pet. Head & Shoulders Smooth, beautiful, flake-free hair. It's not what youd expect in a dandruff shampoo. Head & Shoulders has 12 customized formulas one just for you. Actonel A prescription medication to treat and prevent postmenopausal osteoporosis.

Bounty Spills happen. With the Quilted Quicker Picker-Upper paper towel, cleanup is easy. Pantene Hair around the world shines because of Pantene hair care products. Pampers Millions of babies experience the comfort and dryness of Pampers diapers. Folgers Millions of Americans wake up with Folgers coffee every day. Pringles Potato chips: Once You Pop the Fun Doesnt Stop! Crest Oral care products, creating beautiful, healthy smiles everyday. Tide Tough cleaning power that gets out laundry stains. Ariel Fabric cleaning and care at its best. Olay Designed for women of all ages to love the skin theyre in.

THE FIVE GLOBAL UNITS OPERATES IN SEVEN MARKETING DEVELOPMENT ORGANISTIONS

CHAPTER-IV THEORETICAL ASPECTS

4.1 Consumer Attitude

An attitude is an enduring organization of motivational, emotional, perception and cognitive processes with respect to some aspect of environment. It is a learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object. Thus, an attitude is the way we think, feel and act toward some aspect of our environment such as retail store, television program or product. Attitudes are formed as a result of all influences that have been on the Individual by various means. They represent an important influence on and reflection of individual lifestyle. Because of their importance, attitudes are focal point for a substantial amount of marketing strategy. 4.1.1 COMPONENTS OF ATTITUDE Attitude basically has three components in it. These components collectively make up for attitude of a person towards some stimuli. The Components are 1. Cognitive Component 2. Affective Component 3. Behavioral Component 1. Cognitive Component: The cognitive Component Consists of consumers believes about an object. For most attitude objects (products) will have a number of beliefs. It is important to keep in mind that beliefs need not to be correct or true: they only need to exist. Many beliefs about attributes are evaluative in nature. The more positive beliefs are associated with a brand and the more positive each belief is, the more favorable the overall cognitive complaint is presumed to be.

Thus cognitive component consists of individuals beliefs or knowledge about the object. INITIATOR COMPONENT COMPONENT ATTITUDE MANIFESTATION

Stimuli: Products Situations, Retail outlets, Sales personnel, Advertisements, ` And other Attitude objects

Affective

Emotions or feelings about specific attributes or overall objects Beliefs about specific attributes or overall objects. Behavioral intentions with respect to specific attributes or

Cognitive

Overall Intention Towards Object

Behavioral

2. Affective Component. Affective component of an attitude consists of feeling or emotional reactions to an object. For example if a person says I like Coke, he is expressing the results of an emotional or affective evaluation of the product. This overall evaluation may be simply a vague, general feeling developed without cognitive information or beliefs about the product or it may be the result of several evaluation of the products performance on each of several attributes. The emotion or feeling attached to given product depends on the individual and the situation. Since products, like other objects we react to be evaluated in the context of a specific situation, a consumers affective reaction to a product (as well as believes about product) may change as a situation changes. Due to unique motivations and personalities, past experiences, reference groups and physical conditions, individuals may evaluate the same beliefs differently. Despite individuals variations. Most individuals within a given culture to react in similar manner to beliefs that is closely associated with cultural values.

While fillings are often the results of evaluating specific attributes of product they can precede and influence cognitions. Indeed our initial reaction to a product may be one of like or dislike product without any cognitive basis for the feeling. This initial effect can then influence how we react to the product itself. 3. Behavioral compliment : The behavioral component of an attitude is ones tendency to respond in a certain manner toward an object or activity. Behavioral component of attitude provides response Tendencies or behavioral Intentions. This behavioral component of attitude is formed by the combined effect of cognitive and affective component of attitude. Behavior also includes future intention to buy certain product. All three components tend to be consistent. This means that a change in one attitude component tends to produce related changes in other components. This is illustrated in the figure. Affective Component (Feelings)

Cognitive Component. ` (Beliefs)

Overall Attitude

Behavioral Component (Response tendencies}

4.1.2 ATTITUDE CHANGE STRATAGIES As a part of marketing strategy an organization needs to change attitude of products in consumer minds. This can be done by changing marketing mix elements. We know that changing any one attitude component is likely to produce related changes in other component. Therefore, managers may focus on any one or more of the components as they attempt to develop favorable attitudes towards their brands. 1. CHANGING THE AFFECTIVE COMPONENTS A firm can directly influence consumers liking of their brand without influencing either beliefs or behavior. Some of methods are: A. CLASSICAL CONDITIONING: it is one of the ways of directly influencing affective component. In this approach, a stimulus the audience likes, such as music, is consistently presented with the brand name. Over the time some positive affect associated with the music are transferred to the brand. Other liked stimuli, such as pictures, are frequently used for this purpose. B. AFFECT TOWARDS THE ADVERTISEMENT: We know that liking the advertisement increases the tendency to like product. Thus increasing liking of the advertisement is one of the methods. C. MERE EXPOSURE: Simply presenting a brand to an individual on a large number of occasions might take the individuals attitude toward the brand more positive. Thus, the continued repetition of advertisements for low involvements products may well increase liking and subsequent purchase of the brand. This method is controversial but there are evidences to support this claim.

Marketing Stimuli (Advtz. Package)

Increased Affective Response (Liking toward Product)

Increased positive Beliefs. Behavior (Purchase)

Behavior (Purchase) Increased positive Beliefs.

Overall Attitude Change

ATTITUDE CHANGE STRATEGY FOCUSING ON AFFECT 2. CHANGE THE BEHAVIORAL COMPONENT Behavior may precede the development of cognition and effect or, it may occur in contrast to the cognitive and affective components. Figure illustrates this approach .Behavior can lead directly to affect, to cognitions, or to both simultaneously. Consumers frequently try new brands o types of low cost items in the absence of prior knowledge or affect. Changing behavior prior to changing affect or cognition is based primarily on operant conditioning. Thus, the key marketing task is to induce people to purchase or consume the product while ensuring that the purchase /consumption will indeed be rewarding. Coupons, free samples, point- of- purchase displays, tie-in purchase and price reductions are common techniques for inducing trail behavior. Since behavior often leads to strong positive attitude towards the consumed brand, a sound distribution system is important to prevent current customers from trying other brands.

Marketing Stimuli (Free Samples Etc.) Situational Stimuli

Behavior (Purchase, Consumption)

Increased Affect (Liking)

Increased Positive beliefs

Overall Attitude Change

Increased Positive beliefs

Increased Affect (Liking)

ATTITUDE CHANGE STRATEGY FOCUSING ON BEHAVIOR 3. CHANGE THE COGNITIVE COMPONENTS A common and effective approach to changing attitudes is to focus on the cognitive component. The methods used for this are: A.CHANGE BELIEFS: This strategy involves shifting beliefs about the performance of the brand on one or more attributes. B. SHIFT IMPORTANCE: Consumers consider some product attributes to be more important than others. Marketers often try to convince consumers that those attributes on which they are relatively strong are the most important. C. ADD BELIEFS: Another approach to changing the cognitive component of attitude is to add new beliefs to the consumers beliefs structure. D. CHANGE IDEAL: Another strategy for changing the cognitive component is to change perceptions of the ideal brand.

Marketing Stimuli (Advtz, Package)

Cognitions (Beliefs)

Increased Affect (Liking) Increased Affect (Liking)

Behavior (Purchase)

Overall Attitude Change

Increased Affect (Liking)

ATTITUDE CHANGE STRATEGY FOCUSING ON COGNITIONS Thus we see that attitude is a very important element in management, which cannot be neglected. It is very important for long time survival that attitude of consumers are regularly known and favorable changes are made.

4.2 TYPES OF CUSTOMERS:

1. Impulsive customers 2. Timid or nervous customer 3. Snobbish customer 4. Deliberate customer 5. Argumentative customers 6. Price minded customer 7. Talkative customer 8. Silent customer 9. Suspicious customer 10. Women customer

4.3 THE MAJOR FACTORS AND DETERMINANTS OF BUYER BEHAVIOR: CULTURAL Cultural Subculture Social; class SOCIAL Reference Group Opinion Leader Family Roles and Statuses ECONOMIC Personal Income Family Income Income Expectation Liquid Assets Consumer Credit Standard of Living st PERSONAL Age and Life Cycle Stage Occupation Economic Circumstances Life Style Personality and Self Concept ENVIRONMENTAL Political Legal Technological Ethical PSYCHOLOGICAL Motivation Perception Learning Believes and Attitudes Personality

I. CULTURAL FACTOR: Cultural factors exert the broadest and deepest influences on consumer behavior. The roles played by the buyers culture, subculture and social classes are particularly important. 1. Culture Culture is the most fundamental determinant of a persons wants and behavior. Culture refers to all those symbols, artifacts and behavioral patterns that are passed on socially from one generation to the next, culture are specific to the areas in which they evolve. 2. Subculture Each subculture consists of smaller subculture that provides more specific information and socialization for its members. Subculture includes nationalities, religion, racial group and geographical region. Many subculture make up important market segment and marketers often design products and marketing program tailored to their needs. 3. Social class Social class is relatively homogenous and enduring division in a society. Which are hierarchically ordered and whose members share similar values interest and behaviors. Social class do not reflect income along but also other indicators such as

occupation education and area of residence, social class differ in their dress, speech pattern, recreational preferences and many other characteristics.

II.

SOCIAL FACTORS

In addition cultural factors consumers behavior is influenced by such social factors like reference group, opinion leader, family and roles and status. 1. Reference group

Reference groups are those groups, which an individual identified with to the extent that those groups became a standard or normal, which influenced his behavior. Reference group is a social and professional group that influences the individual opinion, beliefs and aspiration. It is one that provides an individual with a sense of Identity, accomplishment and stability. Group influences is seem in brand reference and choices. 2. Opinion leader: The individual to whom such reference is made by a person or person is the opinion leader. The beliefs, preferences attitudes, action and behavior of the leader se a trend and a pattern for other to follow in given situation. In every in timate reference group, there is a reference person, an informal group leader. He is the innovator in the group who first tries new ideas and products and them propagates them to his followers. Marketers very often try to catch hold of the opinion leaders through ads and other means of communication. If they succeed in selling their ideas and products to the opinion leader then they have sold it to the entire group of followers behind them.`

3. Family Family is the most important consumers buying organization in society and it has been researched extensively. Family members of orientation consists of ones parents and siblings. From parents live with their grown children their influences can be substantial. Marketers are interested in the roles and relatively influences of the husband wife and children in the purchase of a large variety of products and services. 4. Roles and statuses. A person participates in many group throughout life-family, clubs organization. The persons position in each group can be defined in terms of roles and status. A role consists of the activities that a person is expected to perform. Each role carries a status. A Supreme Court justice has more status than a sales manager has more status than an office clerk; people choose products that communicate their role and status in the society. III. ECONOMIC The purpose of demand creation activities require not only intensifying the desire of a person to go in for brand but also to give him buying power which translates desire in to actual purchase. The buying power depends on following factors. A. PERSONAL INCOME Income means purchasing power. Gross income of a person is composed of disposal income and discretionary income. The disposal personal income is the balance after subtracting taxes and compulsory deduction from gross income. Any change in disposal income will have change in consumer buying decision. Decline in disposal income reduces the consumer spending: however, whom disposal income raises, consumer spending not only rises but makes them to go in for more and more of luxuries.

Discretionary income is the income, which is available after meeting basic needs of living. It is residual disposal income left after meeting all expenses essential to provide a minimum subsistence needs to a family. B. FAMILY INCOME Since an individual is a part of his family, it is the aggregate income of all members of the family, which determines the buying power of an individual. The surplus income in the entire family, after deducting expenditure on basic needs of the family is made available for buying durable. The size and life style of the family also have impact on a family buying behavior. C. INCOME EXPECTATION The behavior also depends on the expectation of the future income. If a person expects future rise in his income, he purchases durable such as car, refrigerator, sofa-set, etc. if his future income is likely to decline, he will restrict current expenditure to bare necessities. D. LIQUID ASSET Liquid asset of consumer are the assets held in the money on near money forms of investments, for ex hard cash, and bank balance, share and bonds and saving certificates. These liquid assets are building up to buy some consumer durable on to meet unexpected future needs or contingencies. D. CONSUMER CREDIT Paucity of consumer credit has its impact on consumer buying behavior, consumer credit takes number of shapes like deferred payment, installment, hire purchase arrangements and the like. Easy availability of consumer credit makes the consumer to go in for that consumer durable.

E. STANDARD OF LIVING The consumer behavior has the impact on the established standard of living to which he is accustomed. Even if the consumer income goes down. The consumer spending will not come down proportionately. Because, it is very difficult to come from an established standard of living. IV. PERSONAL A buyers decisions are also influenced by personal characteristics. These include the buyers age and stage in the life cycle, occupation, economic circumstances, lifestyle and personality and self-concept. 1. AGE AND STATE IN THE LIFE CYCLE: People buy different goods and services over their lifetime. The consumption is also shaped by the family life cycle. The stages of the family life cycle depend upon the financial situation and typical product interests of each group marketers often choose life cycle groups as their target market. 2. OCCUPATION. A persons occupation also influences his or her consumption pattern. Marketers try to identify the occupational groups that have above average interest in their products and services. 3. ECONOMIC CIRCUMSTANCES: Product choice is greatly affected by ones economic circumstances. Peoples economic circumstances consist of their spend able income, savings and assets, debts, borrowings power and attitude towards spending versus saving. Marketer of the income sensitive goods pay constant attention to trends in personal income savings and interest rates. If economic indicator point to a recession, marketers can take steps to redesign reposition and re-price their products so they continue to offer value to target customer.

4. LIFE STYLE People coming from the same subculture, social class and occupation may lead quite different life styles. A persons life style is the persons pattern of living in the world as expressed in the persons activity interest and opinions. Marketers search for relationships between their products and life style groups and the marketers then the brand more clearly at the achiever life style.

5. PERSONALITY AND SELF - CONCEPT Each person has a distinct personality that influences his or her buying behavior. Personality means a persons distinguished psychological characteristics that lead to relatively consistent and enduring responses to his or her environment. Personality is usually described in terms of such traits as self confidence, dominance, autonomy, deference, sociability, defensiveness and adaptability; personality can be useful variable in analyzing consumer behavior provided that personality types can be classified accurately and that strong co-relation exist between certain personality types and product or brand choices.

V.

SYCHOLOGICAL FACTORS : A persons buying choices are influences by five major psychological factors.

1. MOTIVATION A person as many needs at any given time. Some needs are biogenic tension such as hunger, thrust, discomfort other needs is psychogenic, then arise from psychological states of tension such as the need for recognition esteem or belonging. Most psychogenic needs are not intensive enough to motivate the person to act on them immediately. A need becomes a motive when it is aroused to a different level of intensity. A motive is need that is sufficiently pressing to drive the person to act. 2. PERCEPTION Perception gives the direction to be taken by the behavior. It is the meaning that consumers give on the basis of its past experience consumers sense perceives the color shape sound smell taste etc of its stimuli. The consumer has his own, selective exposure, Selective distortion, selective retention and selective action. i.e., the consumer as his own, decision whenever messages broadcast by the marketers through their promotional tools. 3. LEARNING When people act they learn. Learning involves changes in an individual behavior arising from experience. Most human behavior learnt. Learning theories believe that learning is produced through the interplay of drives, stimuli, cues responses and reinforcement. Drive refers to an internal state of tension, which warrants action. A cue is an environmental stimulus. Responses represent the persons reaction to cues within his environment. Reinforcement is the response reward.

4.4 BELIEVES AND ATTITUDES Through doing and learning people acquire believes and attitudes. These in turn influence their buying behavior. A belief is the description throughout that a person holds about something. Manufactures are very interested in the believes that people carry in their heads about their products and services. These beliefs make up product and images and act on their images. An attitude is a person enduring favorable or unfavorable evaluations emotional feelings and action tendencies toward some object or idea. People have attitudes toward almost everything: religion, politics, clothes, music, food and so on. Attitudes put them in to a frame of mind of liking or disliking an object, moving toward or way from it. Attitudes lead people to behave in a fairly consistent way towards similar objects.

4. PERSONALITY Personality refers to the essentials difference between one individual and another. There fore, personality consists of mannerisms , habits, action that make a person an individual and there by serve to make him distinct from every one else. Personality interplay of three component namely, the id, the ego, and super ego.

The id, the source of all mental energy which drives as to action. The ego, the conscious directs of id impulses for finding satisfaction in social accepted manner. It represents our basic impulses and total satisfaction.

The super ego, the internal representation of what is socially approved our conscience i e, it reflects our idealized behavior patter.

4.5 BUYING DECISION

We can distinguish five roles people might play a buying decision, 1. INITIATOR: a person who first suggest the idea of buying the product or service. 2. INFLUENCER: a person who view or advice influences the decision. 3. DECIDER: A person who decides on any component of a buying decisions: whether to buy, what to buy, how to buy, where to buy. 4. BUYER: The person who makes the actual purchase. 5. USER: the person who consumes or uses the products or service.

CHAPTER-V ANALYSIS OF RESPONDENTS DATA

5.1 Analysis of Respondents Data. This chapter presents the analysis of data collected from the survey of consumer attitude towards P & G hair care. The data has been analysed with reference to the stages involved in consumer decisions making process namely need arousal, information, evaluation behavior, purchase decision and post purchase feelings of consumers. This analysis aims at ascertaining the co relation of the various variables factor with the buying behavior and brand preference of consumers shampoo specially P & G shampoo.

1. Mention the gender of yours. TABLE: 5.1: Showing the Sex of the respondents

Sex
Male Female Total

No. of Respondents
42 58 100

Percentage (%)
42 58

100

(Source: field survey) Graph 5.1: Showing the Sex of the respondents

No. of Respondents

Male, 42, 42% Fem ale, 58, 58%

Male
(Source: Table 5.1)

Fem ale

Table no 5.1 shows the sex of the respondents, it can be seen that out of total 100 respondents 58 are female and 42 are male respondents. 2. Mention your Age. TABLE 5.2

Age groups
20-30 yrs 30-40 yrs 40 + yrs Total

No. of Respondents
53 27 20 100

Percentage(%)
53 27 20 100

(Source: field survey) Graph 5.2: Showing Age of respondents.

Number of respondents 40 + yrs, 20, 20% 20-30 yrs, 53, 53%

30-40 yrs, 27, 27% 20-30 yrs 30-40 yrs

40 + yrs

AGE OF THE RESPONDENTS Table 2 shows the age of respondents, it can be seen that out of 100 respondents 53 are in 20 30 years age group. 27 are in 20 40 age group and remaining 20 are in 40 + age group. This shows that majority of the shampoo users are young people. 3. Tick the shampoo which you use. Table5.3 BRAND PREFERENCES

Shampoo

No of respondents

Percentage (%)

Head & Shoulders

46

46

Pantene Rejoice Others (Source: field survey)

22 12 20

22 12 20

Graph No. 5.3: Showing No. of Respondents

No of respondents Others, 20, 20% Rejoice, 12, 12% Pantene, 22, 22% Head & Shoulders
(Source Table 5.3)

Head & Shoulders, 46, 46%

Pantene

Rejoice

Others

Table 3 shows the various brands of shampoo used by different respondents according to their preference. According to the table out of 100 people 46 of them use Head & Shoulder shampoo, 22 of them use Pantene shampoo and 12 of them use Rejoice shampoo. The remaining 20 use other brands like Clinic Plus, Clinic all clear, Sun silk, Nyle, Chik and Vatika shampoo. P & G shampoo come in various flavors, out of 46 people who use H & S shampoo, 18 use Silky black, 6 use refres,.hing menthol, 6 use Naturally black, 6 use Smooth & silky and remaining 10 use Clean & balance.

Out of 22 people who use Pantene shampoo, 4 use Hair fall control, 4 use Lively clean, 8 use Smooth & silky, 4 use Volume & fullness and 4 use Long black. Then coming to rejoice, out of 12, 5 use Rich, 5 uses Silky clean and 2 use Complete.

4 Reasons for using the above Shampoo TABLE 5.4 Reasons for Using the Shampoo

Reasons
Price Packaging Quality

No of respondents
6 3 76

Percentage (%)
6 3 76

Advertisement Others Total

10 5 100

10 5 100

(Source: field survey) Graph 5.4: Showing Reasons for using the shampoo

3%

2% 38%

49% 5%

3%

P ric e P a c k a g in g Q ua lity A d ve rtis e m e nt th e rs O T o ta l

REASONS FOR USING A SHAMPOO Table 4 shows the reason for using the particular shampoo. Out of the 100 respondents who use various shampoo 76 percent of them say quality is the prime reason why they use the shampoo, 10 percent of the say its because of advertisement they use the shampoo, 6 of them say they use because of price of the shampoo, 3 say because of packaging and others 5 say its because of family influence, availability etc 5. Purpose of using the shampoo TABLE 5.5 Purpose of using the Shampoo

Purpose
Dandruff Soft hairs For removing oil Others Total (Source: field survey)

No. of Respondents
46 38 10 6 100

Percentage (%)
46 38 10 6 100

Graph no.5.5: Showing purpose of using the shampoo

10%

6% 46%

38%

Dandruff (Source Table 5.5)

Soft hairs

For removing oil

Others

PURPOSE OF USING THE SHAMPOO

6. How often do you use the shampoo TABLE 5.6

Using Pattern
Daily Twice in a week

No. of Respondents
12 45

Percentage (%)
12 45

Once in a week Once in a month Others Total (Source: 5.6 field survey)

25 8 10 100

25 8 10 100

Graph 5.6 Showing Frequency using the shampoo

8%

10%

12%

25%

45%

Daily Once in a Month

Twice a week Others

Once in a week

FREQUENCY OF USING THE SHAMPOO Table 6 shows the frequency in which the respondents use the shampoo. Out of 100 respondents, 45 percent of them use it twice a week, 25 percent of the use once a week and 12 percent of them use it daily, 8 of them use it once in a month and remaining 10 uses it either once in three days or twice in fifteen days. 7. Source of information TABLE 5.7 Source of information about Shampoo Source of Information Friends Sales person Shop Keeper No. of Respondents 30 4 8 Percentage (%) 30 4 8

Personal Experience Others Total (Source: 5.7 field survey)

52 6 100

52 6 100

Graph No.5.7: Showing Source of information about shampoo

6% 30%

52%

4% 8%

Friends Shopkeeper Others

Salesman Personal experience

SOURCE OF INFORMATION ABOUT SHAMPOO Table 7 shows the source of information about the shampoo to the respondents. Out of 100 respondents 30 percent of them received the information from their friends and the majority of them said that its their personal experience, and 8 of them got information from shopkeeper and 4 said its from salesman and about 6 said other reasons. TABLE 5.8 Previously used Brands of Respondents.

Shampoo Brands
Chick Pantene Clinic plus Clinic All Clear Sunsilk Vatika Nyle Total (Source: field survey)

No. of Respondents
6 6 34 17 27 5 5 100

Percentage (%)
6 6 34 17 27 5 5 100

Graph No.5.8 Showing frequently used Brands of Respondents

Vatika 5%

Nyle 5%

Chik 8% Pantene 8%

Sun Silk 27% Clinic AC 18% Chik Sun Silk Pantene Vatika

Clinic plus 29%

Clinic plus Clinic AC Nyle

PREVIOUSLY USED BRANDS OF RESPONDENTS

The Table 8 shows the previously used brands of the respondents. Out of 80 respondents who answered to the questions about 24 of them previously used Clinic s before turning into P&G shampoo, 14 use to use Sunsilk, 14 Clinic all clear, 6 Pantene , 6 Chik, 4 of them use to use Nyle & Vatika. 9. If you change the brand the reasons for change. TABLE 5.9 - Reasons for Change

Reasons
1`Price rise Quality Decline Friends / Family Others Total (Source: field survey)

No. of Respondents
10 40 25 25 100

Percentage (%)
10 40 25 25 100

Graph No.5.9: Showing Reasons for change 30 25 20 15 10 5 0 Price rise Quality Decline Friends / Family Others

REASON FOR CHANGE Table 9 shows the reasons why the respondents changed their shampoo. Out of 80 respondents 30 said they changed the shampoo because of quality decline, 20 said they changed because of friends and family, 10 said its because of price rise and 20 said just to change.

TABLE 5.10 Advertisement media which made to know about Shampoo

Medias
Television Newspaper Magazines Others Total (Source: field survey)

No. of Respondents
72 10 16 2 100

Percentage (%)
72 10 16 2 100

Graph No. 5.10 Showing advertisement media which to know about shampoo

Magazines 16% Newspaper 10%

Others 2%

Television 72%

Television

Newspaper

Magazines

Others

ADVERTISEMENT MEDIA WHICH MADE TO KNOW ABOUT SHAMPOO Table 10 shows the advertisement media which made the respondent to know about the shampoo. Out of the 100 respondents 72 of them were influenced by the television advertisement, 16 by magazines and a0 by news paper.

TABLE 5.11

Degree of satisfaction with the Shampoo Respondents are using

Degree of Satisfaction
Satisfied Dissatisfied Cant say Total

No. of Respondents
68 12 20 100

Percentage (%)
68 12 20 100

(Source: field survey) Graph no. 6 5.11 Showing degree of satisfaction with the shampoo respondents are using

Cant say 20% Dissatisfied 12%

Satisfied 68%

Satisfied

Dissatisfied

Cant say

DEGREE OF SATISFACTION WITH THE SHAMPOO RESPONDENTS ARE USING Table 11 shows the degree of satisfaction with the shampoo respondents are using. Out of 100 respondents 68 said they are satisfied with the shampoo they are using and 12 percent said they are dissatisfied and 20 percent were in the state of confusion and said cant say. 12. What would be your opinion for P&Gs introduction of new shampoo TABLE.5.12. Opinion on P & Gs introduction of new Shampoo

Opinion
Welcome Fair No opinion Total (Source: field survey)

No. of Respondents
48 22 30 100

Percentage (%)
48 2282 30 100

Graph 5.12 Showing Opinion on P & Gs introduction of new Shampoo

No opinion 30%

Welcome 48%

Fair 22%

Welcome (Source table 5.12)

Fair

No opinion

OPINION ON P & GS INTRODUCTION OF NEW SHAMPOO Table 11 shows the respondents opinion about P&Gs introduction of new shampoo. Out of 100 respondents 48 said they would welcome it, 22 said its fair and 30 percent said they are not interested in it. After receiving the responses received from the shampoo users of different brand with care and thoroughness, the following suggestions and Conclusions have been drawn. Implementation of some may lead to greater satisfaction of the needs and wants of consumers as well as large market share and more profitable results to the manufacturers.

CHAPTER-VI

RECOMMENDATIONS & CONCLUSIONS

6.1 RECOMMENDATIONS. 1. P & G shampoo contain harsh chemicals specially H & S. So reduce the harsh chemicals content without declining the quality. 2. It would be better if there is a decline in price of shampoo. As usage is frequent. 3. P & G should manufacture Shampoo with herbal ingredients. 4. As the USP of the P & G Shampoo is its quality, quality should be maintained. 5. P & G to provide free samples in magazines for publicity.

6. Shampoo is positioned as anti dandruff shampoo instead, it should be positioned as normal shampoo. 7. While devising the advertising campaign the tendencies of the audience towards selective perception, distortion and recall should be kept in mind as they affect the persuasive effectiveness of message relayed and longstanding advertisements should be replaced. The recent trend should be kept in mind while introducing new shampoo.

6.2 CONCLUSIONS: Head & Shoulders P & G product is the most popular shampoo. The other brands of the company Pantene is also one of most popular brand in the market but the third brand of the company Rejoice is not as popular as the above mentioned brands. Clinic plus, clinic all clear and Sunsilk, Hindustan Lever limited products are some of the other popular brands with the consumers of shampoo.

Consumers want shampoo with herbal quality, with low price. Personal experience, advertisement and friends are the chief methods of receiving the information about shampoo. It can be concluded that there is a close relationship between these three major sources of information. The main reasons for discontinuing a shampoo is availability of better alternatives, interpersonal influences, price rise and decline in quality. The quality of P & G shampoo is better then HLL shampoo. Consumers have a very good image about the P & G Company. In case of advertisement P & G advertisements are effective than other companies.