full project on sunsilk
TRANSCRIPT
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ABSTRACT
In Present Marketing Scenario, the Study of Consumer
Behavior has become essential. Consumers are the kings of markets. Without
consumers no business organization can run. ll the activities of the business
concerns end !ith consumers and consumer satisfaction. Customer behavior
study is based on consumer buying behavior, !ith the customer "laying the
three distinct roles of user, "ayer and buyer. Consumer buying behavior has
become an integral "art of strategic market "lanning. In order to develo" a
frame!ork for the study consumer behavior it is hel"ful to begin by considering
the evolution of the field of consumer research and the different "aradigms of
thought that have influenced the disci"line. s described in this article, a set of
dimensions can be identified in the literature, !hich can be used to characterize
and differentiate the various "ers"ectives on consumer research.
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CHAPTER1
INTRODUCTION TO CONSUMER BEHAIOUR
Consumer behavior has been al!ays of great interest to marketers.
#he kno!ledge of consumer behavior hel"s the marketer to understand ho!
consumers think, feel and select from alternatives like "roducts, brands and the
like and ho! the consumers are influenced by their environment, the reference
grou"s, family, and sales"ersons and so on. consumer$s buying behavior is
influenced by cultural, social, "ersonal and "sychological factors. Most of these
factors are uncontrollable and beyond the hands of marketers but they have to
be considered !hile trying to understand the com"le% behavior of the
consumers. Consumer is the study &of the "rocesses involved !hen individuals
or grou"s select, "urchase, use, or dis"ose of "roducts, services, ideas, or
e%"eriences to satisfy needs and desires'. In the marketing conte%t, the term
&consumer refers not only to the act of "urchase itself, but also to "atterns of
aggregate buying !hich include "re("urchase and "ost("urchase activities. Pre(
"urchase activity might consist of the gro!ing a!areness of a need or !ant, and
a search for and evaluation of information about the "roducts and brands that
might satisfy it. Post("urchase activities include the evaluation of the "urchased
item in use and the reduction of any an%iety !hich accom"anies the "urchase of
e%"ensive and infre)uently(bought items.
*ach of these has im"lications for "urchase and re"urchase and they are
amenable in differing degrees to marketer influence. Consumer behavior can be
define as &those acts of individuals directly involved in obtaining, using, and
dis"osing of economic goods and services, including the decision "rocesses that
"recede and determine these acts'. Sim"le observation "rovides limited insight
into the com"le% nature of consumer choice and researchers have increasingly
sought the more so"histicated conce"ts and methods of investigation "rovided
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by behavioral sciences in order to understand, "redict, and "ossibly control
consumer behavior more effectively. Psychology, social "sychology, and
sociology are the disci"lines most !idely em"loyed in this endeavor !hich has
become a substantial academic industry in its o!n right.
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CHAPTER !
COMPAN" OERIE#
HU$ Intro%u&tion
+nilever, an nglo(utch com"any, !as formed in -/0 as a result of a
merger bet!een British soa" maker 1ever Brothers and utch margarine
"roducer Margarine +nion. #he merger !as beneficial to both com"anies
as "alm oil !as a ma2or ra! material for both margarine and soa" and
could be im"orted more efficiently in larger )uantities.
1argest fast moving consumer goods com"any !ith leadershi" in home
and "ersonal care "roducts, foods and beverages and s"ecialty chemicals.
3irst foreign subsidiary to offer -04 of its e)uity to Indian "ublic.
HU$ Mission
+nilever5s mission is to add vitality to life. We meet everyday needs for
nutrition, hygiene, and "ersonal care !ith brands that hel" "eo"le feel
good, look good and get more out of life.
HU$ ision
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#o earn the love and res"ect of India, by making a real difference to every
Indian.
$aun&hing Sunsi'k in INDIA
+nderstand the issues and challenges in launching a brand in the market.
6 Study the hair care market in India and e%amine ho! +nilever launched
Sunsilk in the country.
6 nalyze the "romotional strategies ado"ted by +nilever to "romote the
Sunsilk brand in India, "articularly the (Haira)*+and the global ($ife
Can+t #ait+ cam"aign.
6 nalyze the future "ros"ects of Sunsilk brand in India and e%"lore
strategies that the com"any can ado"t.
1argest beauty sham"oo brand in the country.
Positioned as the ,Hair E-)ert,
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Sunsilk !as a leading brand of +nilever, marketed in more than 70
countries in sia, 1atin merica, the Middle *ast and 8orth frica. It
!as launched in India in -9:. In the initial years in India, Sunsilk !as a
cosmetic beauty sham"oo. Within ten years of its launch in India Sunsilk
launched a tonic sham"oo for dandruff, !hich !as the first anti.
%an%ruff sham)oo in In%ia/
In the India, +nilever$s goal !as to "osition Sunsilk as a brand that understood
the "roblems faced by !omen and their needs and "references.
Sunsilk had a range re(launch in ;009 follo!ed by launch of ne! variants in
;00< !hen conditioners, 1ivon and hair masks !ere introduced = transforming
Sunsilk into a com"lete hair care brand
>industan +nilever launched the 0ang of 0ir's e2site in 3une +45.
&India$s first online girl community conce"t.'
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?n the international level the likes of Madonna and Shakira is used in
television community. In India it has ro"ed in actress(
Pri*anka Cho)ra
CHAPTER 6
RESEARCH PROB$EM
#o study customer "reference level to!ards sunsilk sham"oo.
Resear&h O27e&ti8es
#o determine the average level of "reference to!ards Sunsilk
sham"oo.
#o identify the effective reasons for the determined level of
"reference.
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#o identify the most significant variable affect for the level of
"reference.
#o identify the relationshi" bet!een the affected reasons and the
level of "reference. #o recognize the "otential benefits that customers e%"ect from
Sunsilk sham"oo.
Resear&h 9uestions
What is the average level of "reference to!ards Sunsilk sham"oo@
What is the most significant variable affect for the level of
"reference@
What are the "otential benefits that customers e%"ect from Sunsilk
sham"oo@
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SCOPE O: STUD"
Since this re"ort "rovides detailed consumer insights into Sunsilk
sham"oo it is an invaluable resource to e%ecutives, organizations looking
to make marketing decisions.
#his re"ort is an im"ortant tool to com"anies in the natural A organic
"ersonal care "roducts market. It "rovides detailed insights into consumer
"reference and e%"ectations to!ards these "roducts. #he re"ort gives a
thorough understanding of consumer "reference, enabling com"anies A
retailers to develo" marketing "rograms, distribution strategies and
"osition "roducts.
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REIE# O: $ITERATURE
#his article "resents a revie! of the literature in the field of
consumer buying behavior. #he first section, describes, the im"ortance of
various factors including lifestyle and its im"act on the consumer buying
behavior. #he second section describes the dominant. #he main "ur"ose of this
article is to identify different streams of thought that could hel" and guide for
future consumer researcher.
#his re"ort takes an overvie! of the research that conducted in order to
identify the "reference level of customers to!ards Sunsilk sham"oo as a
brand.
When it comes to brands of sham"oo in Pakistan, Sunsilk has been
considered as Pakistan$s 8o.- sham"oo brand for its ca"abilities to
"rovide longer, smoother and straight silky hair. #his brand is also the
strongest brand in sia and it is said to be available over 0 countries all
over the !orld.
#he brand$s most recent marketing cam"aign is the co( creation
collaboration in !hich < hair e%"erts around the !orld !ould ans!er to
every hair issues and come u" !ith the best solutions for the "roblem.
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CHAPTER ;
;PS
PRODUCT
Current'*< the range &onsists of=
"e''o Sunsi'k ith Bio Proteins from egeta2'e E-tra&ts=
8ormal hair needs !holesome nourishment. 8e! Sunsilk
!ith Bio Protein e%tracted from egetable milk has nutrients that
dee"ly "enetrate each hair strand, to nourish it leaving hair strong
and beautiful.
B'a&k Sunsi'k ith Me'anin from P'ant E-tra&ts=
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...
ull hair needs a rich black shine. 8e! Sunsilk !ithMelanin e%tracted from "lants serves this "ur"ose very effectively.
It hel"s in the gro!th and retention of the black color of hair,
giving it a rich black shine.
.
0reen Sunsi'k ith :ruitamins itamins from fruit E-tra&ts=
#hin and lim" hair needs e%tra body and volume. 8e!
sunsilk !ith 3ruitamins has natural e%tracts from fruit that contains
itamins. #hese vitamins hel" in giving e%tra body, shine and
amazing manageability to the thinning and lifeless hair.
Pink Sunsi'k ith *oghurt )roteins =
ry hair needs !holesome conditioning, e%tra shine andstyle. 8e! Sunsilk !ith yoghurt "roteins makes the dry hair full of
life. Its es"ecial ingredients moisturize each hair right to its ti"s
leaving it shiny and beautiful.
Orange Sunsi'k ith a&ti8e nutrients from Citrus E-tra&ts=
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#he advanced formula of orange Sunsilk is the result of the
latest research. #his sham"oo is es"ecially designed for oily hair
ty"e that looks flat and greasy due to the e%cess of moisture. 8e!
sunsilk !ith active ingredients from citrus e%tracts cleans the
e%cess oil off hair !hile its nutrients dee"ly "enetrate each hair
strand to nourish it.
PRICIN0
>I8+S#8 +8I1**D claims to "ractice value(based "ricing in
!hich the customers$ "erce"tion of the "roduct$s "rice "rovides a starting "oint
for develo"ing the marketing mi% of the "roduct. #he research de"artment
determines this "rice usually by using focus grou"s. #he "rice of De - and ; for
Sunsilk sham"oo sachets sho!s ho! the "rice also reflects a concern to make
the "urchase more convenient, since the ru"ee is denoted in this value.
Sunsilk is also available in Ds :7 and Ds -9 "rice bottles to cater to the
demands kee"ing in mind the !ants of this "articular customer segment.
#he "rimary im"ortance of this value(based "ricing is that the "roduct demand
!ill be much higher if its "rice is in line !ith the customer$s "erce"tion of its
value. ?ne crucial concern for value(based "ricing is strict management of cost
in order to be able to make a "rofit at the value(based "rice. fter the initial
"rice is determined, >I8+S#8 +8I1**D then uses target costing in order
to achieve the re)uired "rofits.
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PROMOTION
Build to" of the line consumers$ a!areness.
Creating a "ersonality of the brand.
Besides having these general ob2ectives, the advertising ob2ectives are set
avoiding to the advertising strategy for each "roduct, e.g. Sunsilk advertising
ob2ectives since it !as being re(launched !ereE
#o increase the usage.
Conditioning benefits.
Makes the hair a""ear clean and shiny.
Im"arts a feeling of freshness(due to fragrance.
*asy to manage, silky, soft hair.
+ni)ue sham"oo for every hair ty"e.
*ffectively communicate brand "romise.
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Promotiona' strateg*
Innovative cam"aigns such as F>aira"y$ and F1ife Can$t Wait$ !ere
launched to attract !omen to the brand
S"onsored short films that !ere broadcast during "o"ular television
sho!s.
Media "latforms used
Print media
internet rural cam"aign
environment concern ads
Music videos
3ree sam"le distribution
emo cam"aigning
Promotion of the "roducts in the sunsilk range through movies such as
&3ashion'
Sunsilk has come u" !ith a ne! "romotional cam"aign G?? >ID
HS in si% ma2or cities in collaboration !ith famous hair stylists of the
country.
>oardings
S"onsorshi"s
*nhancement of "roduct mi%
8e! "roduct formulations according to changing consumer "references
dvertising
>I8+S#8 +8I1**D believes that messages about "roduct
delivered by credible sources can be very "ersuasive. >ence a!ed >abib !ho
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is an hair care e%"ert endorses Sunsilk and more value is added to the brand.
Consumers relate to "roducts itself, they can relate to a human being !ho
consumers believe is an e%"ert so a!ed >abib is an e%"ert so is Sunsilk. a!ed
>abib a recognized and highly )ualified hair stylist is used by Sunsilk in its ads
because they !ant to bring out an e%"ert$s image.
METHODS ADOPTED TO PROMOTE THE BRAND NAME O:
SUNSI$>
ctresses as s"okes"ersons
Co(marketing
Some of these films !ere made e%clusively for retailers like Wal(Mart
and !ere telecast in(store
S"onsor for fashion sho!s
INNOATIE AND UNI9UE STARER0IES IMP$EMENTED B"
SUNSI$> IN INDIA
>industan +nilever launched the 0ang of 0ir's e2site in 3une +45.
&India$s first online girl community conce"t.'
Gang of Girls site "ushed online and via # and "rint.
1ots of media mentions as it as a &successful branded s"ace.'
irect contact !ith target audience.
o Gang of Girls events at 90 college festivals, malls and multi"le%es
across India.
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Sunsilkgangofgirls.com benefited from redirect from
Sunsilknaturals.com.
o #his site has -00,000 registered users and very similar features.
>industan 1ever claims ;,700,000 registrations to Gang of Girls site ((
;7,000 girl gangs
;00 million hits
-;(-/ million "age vie!s every month
Company taking benefits of new web 2.0 technologies ranging from
blogs to power of social networking.
As far as brand is concerned plus side for sunsilk here is ability to use
power of technology to position brand successful and create followingamong niche users whom must have generated enough feedback for the
brand to understand demographic served. Other brands need to take a
cue from here and understand how web can be used as an effective brand
delivery/promotion tool.
!"#$ %&%C#'()%
P$ACE
IS#DIB+#I?8 ?B*C#I*E
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To reach as many towns and villages as we can
>I8+S#8 +8I1**D has -70 distributors !hose function is to sell
to !holesalers directly. #here are different distributors for different areas. #hey
are carefully selected and their "erformance is constantly evaluated.
?+#1*#S,
D*#I1*DS
CHAPTER ?
BU"IN0 BEHAIOR O: CONSUMERS
Consumer behavior has been al!ays of great interest to
marketers. #he kno!ledge of consumer behavior hel"s the marketer to
understand ho! consumers think, feel and select from alternatives like "roducts,
brands and the like and ho! the consumers are influenced by their environment,
the reference grou"s, family, and sales"ersons and so on. consumer$s buying
behavior is influenced by cultural, social, "ersonal and "sychological factors.
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Most of these factors are uncontrollable and beyond the hands of marketers but
they have to be considered !hile trying to understand the com"le% behavior of
the consumers.
Consumer is the study &of the "rocesses involved !hen
individuals or grou"s select, "urchase, use, or dis"ose of "roducts, services,
ideas, or e%"eriences to satisfy needs and desires'. In the marketing conte%t, the
term &consumer' refers not only to the act of "urchase itself, but also to "atterns
of aggregate buying !hich include "re("urchase and "ost("urchase activities.
Pre("urchase activity might consist of the gro!ing a!areness of a need or !ant,and a search for and evaluation of information about the "roducts and brands
that might satisfy it. Post("urchase activities include the evaluation of the
"urchased item in use and the reduction of any an%iety !hich accom"anies the
"urchase of e%"ensive and infre)uently(bought items. *ach of these has
im"lications for "urchase and re"urchase and they are amenable in differing
degrees to marketer influence.
Consumer behavior can be define as &those acts of individuals
directly involved in obtaining, using, and dis"osing of economic goods and
services, including the decision "rocesses that "recede and determine these
acts'. Sim"le observation "rovides limited insight into the com"le% nature of
consumer choice and researchers have increasingly sought the more
so"histicated conce"ts and methods of investigation "rovided by behavioral
sciences in order to understand, "redict, and "ossibly control consumer behavior
more effectively. Psychology, social "sychology, and sociology are the
disci"lines most !idely em"loyed in this endeavor !hich has become a
substantial academic industry in its o!n right.
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CHAPTER 5
CONSUMER PERCEPTION :ACTORS
Perce"tion is a mental "rocess, !hereby an individual selects data or
information from the environment, organizes it and then dra!s significance or
meaning from it.
PERCEIED :ITE Perceived fit is an attitudinal measure of ho! a""ro"riate a
certain channel of distribution is for a s"ecific "roduct. Consumer$s "erce"tion
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of the fit bet!een a serviceJ"roduct and a channel is very influential in
determining !hether they !ill consider using that channel for a s"ecific service.
In fact, "erceived fit !as found to be more im"ortant than consumer$s
"references for the distribution method or service.
9UA$IT"E It is our aim to "rovide the best "roduct for the consumer and !e
believe that if the "roducts have )uality the consumer !ill "ay the "rice, says
mal Pramanic, regional business director. ?ral(B
PAC>A0IN0E Packaging establishes a direct link !ith the consumers at the
"oint of "urchase as it can very !ell change the "erce"tions they have for a
"articular brand. "roduct has to dra! the attention of the consumers through
an outstanding "ackaging design. *arlier "ackaging !as considered only a
container to "ut a "roduct in, but today, research in to the right "ackaging is
beginning at the "roduct develo"ment stage itself.
CHAPTER @
RESEARCH METHODO$O0"
#his re"ort takes an overvie! of the research that conducted in
order to identify the "reference level of customers to!ards Sunsilk
sham"oo as a brand.
When it comes to brands of sham"oo in Pakistan, Sunsilk has been
considered as Pakistan$s 8o.- sham"oo brand for its ca"abilities to
"rovide longer, smoother and straight silky hair. #his brand is also the
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strongest brand in sia and it is said to be available over 0 countries all
over the !orld.
#he brand$s most recent marketing cam"aign is the co( creationcollaboration in !hich < hair e%"erts around the !orld !ould ans!er to
every hair issues and come u" !ith the best solutions for the "roblem.
Sunsilk believes that the secrets to beautiful hair should not be
locked behind the salon door. So they have !orked !ith seven
internationally reno!ned hair e%"erts to create salon )uality "roducts for
everyone.
Resear&h Pro2'em
#o study customer "reference level to!ards sunsilk sham"oo.
Data sour&e . Primary data
Resear&h A))roa&h . Survey ""roach
Resear&h Metho%o'og* . *%"loratory method
Resear&h Instruments Kuestionnaire
Sam)'ing )'an
Sam)'e metho% . Dandom Sam"le method
Sam)'e Sie
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#he data, !hich are collected for the first time, directly from the res"ondents to
the base of kno!ledge A belief of the research, are called "rimary data.
#he normal "rocedure is to intervie! some "eo"le individually or in a grou" to
get a sense of ho! "eo"le feel about the to"ic.
So far as this research is concerned, "rimary data is the main source of
information "rovided by the res"ondents.
Sur8e* A))roa&h =
I had collected "rimary data through sam"le survey of the "eo"le
!ho came to buy Sunsilk sham"oo.. So for this "ur"ose I have used the most
"o"ular tool of "rimary data collection through direct communication !ith
res"ondents. #he tools I used are )uestionnaires. fter fulfilling the
)uestionnaires I asked some verbal )uestion also. ccording to their res"onse I
am able to recollect some more information regarding this study and survey.
E-)'orator* metho% =
*%"loratory research is a ty"e of research conducted for a
"roblem that has not been clearly defined. *%"loratory research hel"s determine
the best research design, data collection method and selection of sub2ects. It
should dra! definitive conclusions only !ith e%treme caution. Given its
fundamental nature, e%"loratory research often concludes that a "erceived
"roblem does not actually e%ist.
9uestionnaire =
+nder the Kuestionnaire I have ;0 Kuestion and each Kuestion
related to different(different factors of Sunsilk sham"oo.
Sam)'e &o''e&tion =
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3or collecting the sam"le I had visited my relatives and friends
located in Mulund. What !e had done there is sim"ly a""roach the "eo"le !ho
came to buy Sunsilk sham"oo.
Sam)'e Metho%.
Ran%om Sam)'e metho%.
random sam"le is one chosen by a method involving an
un"redictable com"onent. Dandom sam"ling can also refer to taking a number
of inde"endent observations from the same "robability distribution, !ithout
involving any real "o"ulation. #he sam"le usually is not are "resentative of the
"o"ulation from !hich it !as dra!n this random variation in the results is
kno!n as sam"ling error.
Sim)'e ran%om sam)'eis selected so that all sam"les of the same size have an
e)ual chance of being selected from the "o"ulation.
Here I ha8e &hosen sim)'e ran%om sam)'e metho% for &o''e&ting the %ata
Sam)'e Sie ( I have collected
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-. >ave you heard about Sunsilk Sham"oo@
Hes 8o
;. o you use Sunsilk Sham"oo@
Hes 8o
/. o you like Sunsilk Sham"oo@ If yes then !hich Sham"oo do you like@
Black Shine ?range
8atural Decharge Pink
Golden Hello!
:. What Sunsilk Sham"oo you are a!are of @
Black shine orange
8atural recharge "ink
Golden yello!
7.What is your age range@ Put a tick L.
9.>o! many times do you use Sunsilk sham"oo "er !eek@ Put a tick L.
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Package
need satisfaction
Colour
ingredients
"ast e%"eriencePromotions
. re you brand loyal to the Sunsilk Sham"oo@
Hes 8o
. Would you continue to by Sunsilk Sham"oo if its Price Dise +" to -04 @
Hes 8o
-0.What do you think about the )ri&e 'e8e'sof Sunsilk sham"oo@ Put a tick L.
high "rice
value for money
affordable "rice
--. What is the &o'ourof your currently using Sunsilk sham"oo@
o you like that colour@ Hes 8o
If not, !hat colour do you "refer to in your sham"oo@
-;. Indicate your level of agreement for the follo!ing statements. Put a tick L.
Statement
strongly
agreeagree
neither
agree
nor
disagree
isagreestrongly
disagree
I like thefragranceof
Sunsilk very much
The bottle of Sunsilk
sham"oo is very convenient
to use.
I check the ingredientsof
Sunsilk !hen buying
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-/. What do you e%"ect by using a sham)ooto !ash your hair@ Put a tick L.
Smoothening of hair
Black shiny hair
#o "revent hair fall
#o avoid dandruff
#o construct damaged hair
-:. >o! satisfied are you !ith Sunsilk to meet your needs that you mentioned in the KE N0
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7/26/2019 Full Project on sunsilk
28/28
CONSUMER BEHAVIOR TOWARDS
SUNSILK SHAMPOO.
;0. Which media of advertisement influence your "urchase@
#elevision 8e!s"a"ers Brochures>oarding is"lay
Please suggest some other benefits you "refer to have from Sunsilk in the future.
Thank *ou for *our fa8oura2'e res)onse