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    Sunsilk

    Uploaded by

    Shruti Srivastava
    This document analyzes customer preferences for Sunsilk shampoo in Dwarka, India. It conducted a survey of 50 customers to understand brand awareness, expectations, reasons for preference, price perceptions, and availability of Sunsilk. The majority of respondents had used Sunsilk and were aware of it through friends. Customers expected hair smoothening and prevention of hair fall. Their top reasons for preferring Sunsilk were its need satisfaction, fragrance, and price. Most felt Sunsilk's price was affordable. It concluded need satisfaction was the biggest driver of preference and recommended addressing the package and introducing new product lines.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Sunsilk

    Uploaded by

    Shruti Srivastava
    602 views16 pages
    This document analyzes customer preferences for Sunsilk shampoo in Dwarka, India. It conducted a survey of 50 customers to understand brand awareness, expectations, reasons for preference, price perceptions, and availability of Sunsilk. The majority of respondents had used Sunsilk and were aware of it through friends. Customers expected hair smoothening and prevention of hair fall. Their top reasons for preferring Sunsilk were its need satisfaction, fragrance, and price. Most felt Sunsilk's price was affordable. It concluded need satisfaction was the biggest driver of preference and recommended addressing the package and introducing new product lines.

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    This document analyzes customer preferences for Sunsilk shampoo in Dwarka, India. It conducted a survey of 50 customers to understand brand awareness, expectations, reasons for preference, price perceptions, and availability of Sunsilk. The majority of respondents had used Sunsilk and were aware of it through friends. Customers expected hair smoothening and prevention of hair fall. Their top reasons for preferring Sunsilk were its need satisfaction, fragrance, and price. Most felt Sunsilk's price was affordable. It concluded need satisfaction was the biggest driver of preference and recommended addressing the package and introducing new product lines.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    602 views16 pages

    Sunsilk

    Uploaded by

    Shruti Srivastava
    This document analyzes customer preferences for Sunsilk shampoo in Dwarka, India. It conducted a survey of 50 customers to understand brand awareness, expectations, reasons for preference, price perceptions, and availability of Sunsilk. The majority of respondents had used Sunsilk and were aware of it through friends. Customers expected hair smoothening and prevention of hair fall. Their top reasons for preferring Sunsilk were its need satisfaction, fragrance, and price. Most felt Sunsilk's price was affordable. It concluded need satisfaction was the biggest driver of preference and recommended addressing the package and introducing new product lines.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 16

    By :

    Objectives
    To determine the average level of Customer

    preference towards Sunsilk Shampoo To identify the most significant variable affect for the level of preference. To recognize the potential benefits that customers expect from Sunsilk Shampoo.

    Scope
    It covers almost all categories of Sunsilk shampoo. The whole appraisal of Sunsilk shampoo has been done from the angle of customer preference.
    Any substitute of shampoos like washing soaps or natural products has not been considered. The geographical area selected is Dwarka locality. Data is collected through a questionnaire. The Sample size is 50.

    Research Methodology
    Primary data :

    The data that is collected for the first time is known as primary data. The main tool used was the questionnaire. Secondary Data: Secondary data refers to the data that has been already collected and need not to be collected from outside sources. Books, Magazines, Newspaper Web sites are all secondary sources.

    Hindustan Unilever Limited (HUL)


    HUL is India's largest Fast Moving Consumer Goods

    Company HUL was formed in 1933 as Lever Brothers India Limited and came into being in 1956 as Hindustan Lever Limited through a merger of Lever Brothers With over 35 brands spanning 20 distinct categories such as soaps, detergents, shampoos, skin care, toothpastes, deodorants, cosmetics, tea, coffee,ice cream, and water purifiers, the Company is a part of the everyday life of millions of consumers across India.

    Sunsilk
    Launched in 1964
    Sunsilk is the largest beauty shampoo brand in

    the country. Positioned as the Hair Expert. The Benefits are more compelling and relevant. The accent is on It knows you, and hence knows exactly what your hair needs

    HAVE YOU TRIED SUNSILK?


    83% of the

    17% Tried 83% Not tried

    respondents have used the Sunsilk Shampoo. Whereas 17% of the respondents have not used the Sunsilk Shampoo.

    How you come to know about Sunsilk


    22% Advertisement
    54% 8% Friends Promotion Campaign Self Experience

    16%

    Expectation by Sunsilk Shampoo


    26.50% 37.50% Smoothening of hair To prevent hair fall 17.10%

    Black shiny hair


    18.70% To construct damaged hair

    Reasons that influences you to prefer for Sunsilk


    48% 74% 86% 88% 70% 92% 24% 88% Price Fragrance Package Need satisfaction

    Colour
    Ingredients Past experience Promotion

    Price level of Sunsilk


    6% 44% High Price

    50%

    Value for money Affordable price

    Is Sunsilk Shampoo easily available in retail outlets?


    4%

    Yes

    No

    96%

    Conclusion
    There is a higher level of customer preference in terms of

    Sunsilk Shampoo Customers gather information through their friends and neighbors rather than advertising or promotion campaign. So promotion mix should be changed in to direct marketing. The customers prefer Sunsilk shampoo as it satisfies their expected need Secondly customers care on price. The company should introduce a new product mix for cleanness and remove dandruff.

    Conclusion
    The most significant variable that affect for the level of preference is need satisfaction.
    There is a considerable negative attitude towards the package .So the management should consider on providing a convenient package.

    Innovation, implementation, cost reduction to offer best competitive price and execution should be the strategy for continuation to be the market leader.

    SUGGESTIONS
    Introduce shampoo for men Introduce HERBAL

    SHAMPOO Sale with offers15%extra,one on one free.

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