Customer Attitude towards Shampoo Market “A Study on Dabur Shampoo”
Background of the Report: The report was supposed to find linkage among real-life advertisements by Dabur Bangladesh and Customer attitude towards shampoo. Statement of the Problem: The report will try to answer the following questions: Is Dabur Bangladesh Ltd applying effective theories to attract its customer for shampoo market? Are the methods effective? Do the Consumers like their marketing activities? What is Dabur Shampoo’s position in the market compared to other competitors?
Will these promotional messages ensure future success for Dabur Bangladesh? What else Dabur Bangladesh can do to ensure future success in shampoo market?
Statement of Purpose: The report will serve the following Purposes: Factors that are more important to increase sales of Dabur shampoo.. Explaining the efficiency of Dabur shampoo’s marketing activities. Presenting a total picture regarding customers attitude towards shampoo market.. Describing Dabur shampoo’s position in the market. Few suggestions for Dabur’s shampoo marketers that will ensure long-term success for their product. Scope of the Report: This report has been prepared within the following parameters: This report is a comprehensive study of the consumer attitude towards Dabur shampoo and other shampoo. The report focuses on consumer’s belief, perception, lifestyle etc. and presents a marketing strategy for Dabur Bangladesh ltd for its shampoo market... The report is primarily based on customer feedback derived from the survey, which might not resemble the actual information due to sampling error. Methodology: The methodology of this study includes research design, data collection method, sample design, sample selections, questionnaire design and data collection and data analysis. The details are as follows: Research Design: Descriptive research design has been followed for this particular research which falls under conclusive research design. I am applying survey method to
get data for the research. I have developed hypotheses from my research questions & from the received data I have analyzed these particular hypotheses & established relationships between these. Data collection method: Most of the data have been collected from primary sources the data was collected by taking the interview of the customers who have the experience of buying. The data have been collected using exclusive one to one interview (personal interviewing technique) with a highly structured questionnaire. This sort of data is called primary data. Some data are collected from Dabur Bangladesh Ltd office. Some data are given here from my internship experience Sample Design: The study will mainly be based on questionnaire survey. The data will be collected by taking interview of those customers located in Dhaka city who have the experience of buying shampoos. Sample customers are selected by using formula suggested by Yamane from the assumed population. The formula is as follows: N n = -------------------1+ N (e)2 100000 n = ----------------------1+ 100000 (0.1)2 n = 99.08 which is approximately 100. Where, n = Sample size N = Population (100000) e = Level of precision
So the sample size is 100 by using the formula. But for time limitations and other constraints, I have conducted my research among 50 people. So my sample size is 50..
History Dabur, today one of the largest FMCG companies in India, was started by the Burman family in 1884 in Kolkata (West Bengal).With a legacy of 120 years built on attributes of quality and trust. Dabur has proven its expertise in the fields of health care, personal care, Homecare and Foods. The business based on the vision of founder Dr S K Burman - "What is life that cannot bring comfort to others", started as a small pharmacy selling healthcare products. Two decades later the company entered the specialized area of Ayurvedic medicines and branded its products. With growing demand, Dabur shifted its operations to Delhi in 1972 and a few years later set up full-fledged research operations in healthcare. In the early 1990s, with the economy opening up, the company identified various investment opportunities to accelerate its growth. The management also realized the importance of scaling up its operations and decided to go public during mid-nineties. It is during this time that the company also decided to professionalize its operations by curtailing the role of the promoter family and inducting professionals from outside to take charge. Subsequently in 1996, Dabur India set up its own foods division - Dabur Foods, as wholly owned subsidiary of Dabur India. The company, headquartered in Ghaziabad, Uttar Pradesh, is today listed on Indian stock exchanges and commands a valuation of over US$ 1.5 billion. Operating through various business divisions supported by manufacturing presence spread in India and overseas, the company has been ranked amongst the "Best under a Billion" list by Forbes. The company has over 12 manufacturing units in India & abroad. The international facilities are located in Nepal, Dubai, Bangladesh, Egypt and Nigeria. Three of the facilities in India are strategically located in excise duty free zones -Rudrapur (Uttaranchal), Baddi (Himachal Pradesh) and Jammu. With the acquisition of Balsara, Dabur now has additional facilities at Baddi & Silvassa (Dadar & Nagar Haveli).The company has a multi-fruit processing plant at Siliguri (West Bengal) for production of pulp and concentrates. This is a step taken by the company towards backward integration by locating this facility in proximity to its juice plant in Nepal. Dabur Foods, the subsidiary of Dabur India has also recently acquired a fruit juice plant in Jaipur (Rajasthan).
History in Bangladesh: Dabur entered in Bangladesh market in 2003. And they started their commercial production in 2004. In Bangladesh Dabur entered through ACI limited. In Bangladesh market ACI have 24% share of Dabur. Some days ago Dadur Bangladesh Ltd used the distribution channel of ACI but in June 2008 they separated their distribution activities from ACI and they also separated their office from ACI. From the beginning Dabur operated their business in Bangladesh by the name” ASIAN CONSUMER” but now they are operating their business by the name “Dabur Bangladesh Limited”.
VISION STATEMENT Dabur's products and brands Dabur Health Care Dabur Chyawanprash, Dabur Chyawanshakti, Glucon D, Dabur Honey Hajmola Tablet, Hajmola Candy, Hajmola Anardana, Pudin Hara, Dabur Hingoli, Dabur Lavan Bhaskar, Dabur Hingwastak, DaburTrifala, Dabur Avipattikar Isabgol, Shilajit, Shilajit Gold, Rheumatil, Stresscom, Broncorid, Maduvani, Revitalisers Trifgol Dabur Dashmularishta, Dabur Ashokarishta, Mensta Nature Care, Nature Care Double Action Honitus syrup, Honitus cough drops Dabur Lal Tail (oil), Dabur baby olive oil, Dabur Janam Ghutti Personal Care Vatika shampoo,Vatika hair oil, Dabur Amla hair oil,Amla Lite,Anmol Sarson Amla,Anmol shampoo, Anmol coconut oil Gulabari rose water,Vatika fairness face pack, Anmol cold cream,Vatika soap Dabur Red toothpaste, Dabur Lal Dant Manjan (toothpowder), Dabur Binaca toothbrush, Meswak toothpaste, Babool toothpaste, Promise toothpaste Foods Real, Real Activ, Coolers Hommade Nature's Best (ketchup and corn flour)
Capsico red pepper sauce Lemoneez Home Care Odonil Odomos Sanifresh Odopic
Future plans Dabur has formulated structured strategies for its foray into the international market and has identified focus countries where it is evaluating the need for having a manufacturing facility or marketing presence. According to Mr. Sunil Duggal,CEO, Dabur India, "We have identified 7 focus markets and 8 potential markets where we will invest managerial and monetary resources and set up local manufacturing facilities if the situation demands. A state-of-the-art production facility is being planned in Dubai in addition to a product development cell that will develop products to cater to local consumer needs". Marketing mix of Dabur shampoo: Product: Dabur shampoo is a dominant product in the personal care market. It is a consumer product. As buying this product does not need any vast information search and it is not a high cost good it is a convenience good. For the same reason it is a low-involvement product. Target market for the shampoo is mainly people who care about hair. And people who want to see their hair becoming more attractive day by day using Dabur shampoo. Main purpose of these shampoos is to take care of the hair of its consumers. As a result of that there are different kinds of Dabur shampoo containing different flavors and ingredients depending on hair basis. For every kind of hair, there is a specific version of Dabur shampoo. This enables the consumers to choose from variety of shampoos, which would suit his/her
own hair. All the Dabur shampoo contains different pure and proven ingredients helpful for the hair of its consumers. Because of all the above factors and its consumers’ proven beliefs Dabur shampoo is a very successful product in the hair care market. Brandname. Dabur Vatika is the brand name of the shampoo. Diffrerent sizes available in the market: 8ml, 50ml, 100ml, 200ml, 500ml Variety. The shampoo is available in 4 different formulation for different hair needs which are given below: • • • •
Dabur Vatika Black Shine Shampoo. Dabur Vatika Anti-Dandruff Shampoo Dabur Root strengthening shampoo Dabur smooth and silky
Price: Price of a product is very important for both the marketers and the consumers as the customers consider the price of a product before buying it. Dabur shampoo is a new product in our country. And it is becoming a popular product in our country. It is not that costly. But, it is a branded international product. Compared with other branded costly shampoos such as “Pantene”, its value is pretty reasonable. Another thing is, its target market is not only upper class. People of all class are its consumers. Because of that the price is very handy. There are various sizes of Dabur shampoo and depending on the size it has different prices. Here is an example:
Products Dabur Amla Black Shine Dabur Smooth and Silky Dabur Vatika Anti Dandruff Dabur Root Strengthening
Pack
Consumer Price
200ml
120.00 Tk.
200ml
120.00 Tk.
200ml
120.00 Tk.
200ml
120.00 Tk.
Here is a comparison of different prices between Dabur Shampoo and its other competitors: Product
Pack
TK
Dabur Sunsilk Pantene
200ml 200ml 200ml
120 135 170
Promotion: These days, promotion is the most important part of the marketing process. It is the process of communicating with the consumers. Dabur industries are thinking that the product (Dabur shampoo) is in growth scale. For promoting Dabur shampoo Dabur Company are using wide varieties of processes. The company to attract consumers and promote Dabur shampoo has used the “Pull Strategy”. They are using the intensive coverage method and making all its shampoo available in almost every shop. It is now using the media to communicate with the customers. We can easily find advertisements of this product on television, and newspapers and know what are the new offers or price of it. They also use Billboard for promoting this product. Dabur give direct sponsorship in many kind of program like “Debate Competition in Women College”. By arranging these kinds of programs, they are not only getting closer to their customers but also they are creating a positive, favorable image in the market.. These kinds of
promotional activities increase attractiveness of the product to the customers and it gives them a satisfied feelings. Recently Dabur is investing a huge amount of money for its promotional activities in Bangladesh. They think very soon they will reach at satisfactory level. These activities are for the consumers, but there are some promotional activities directed to the Marketing Intermediaries as a part of the push strategy as well. Such as supplying free display boards, providing Gift like “DhakaBangkok- Dhaka” Air ticket based on sales etc. These kinds of promotional activities motivate the wholesalers and retailers to work harder to sell more of their product.
Place: The distribution channel for the shampoos is concentrated towards the cities and rural area as the product itself was designed for almost for every segment.. Recently, the coverage has increased deep in the villages as well but still, compared to the urban coverage the distribution channel in villages is still in its early stages. In contrast to the villages, the distribution channel in the urban and metropolitan areas is very strong and efficient. Through 80 authorized distributors, Dabur shampoo has reached virtually most of the retail store of urban areas in Bangladesh. Here, Dabur Bangladesh Ltd. is trying Extensive Coverage for the whole range of Dabur shampoo to make it available to the consumers. In this aspect, Dabur Bangladesh Ltd sending its product (shampoo) through their own vehicle to the distributors and distributors are distributing those products to the retailer in different places of Bangladesh. Distribution channel: Factory → Sub Depo → Distributor point → Retailer → Customer Sub-Depo
4
Distributor Points
80
Vehicles
35
Target Market: The above Marketing Mix has been designed for a specific target market. The prime target market for Dabur Shampoo are ladies and gents also In terms of social class, the focus is on the all classes of the society so different class they have different size of shampoo. In the changed Bangladeshi society, increasing proportion of women are working outside and because of that it is seen that they are very much careful about their hair care it is also seen nowadays gents also very much careful about hair for that reason Dabur came up with different kinds of shampoo for different types of hair. Target Market Parameters: This part of the report puts light onto the members of the target group of Dabur shampoo to provide a total picture describing them in terms of their demographic, psychographic, socio-economic and self-concept characteristics, through which an overall idea about the target market could be derived. All the assumptions and descriptions included in this part are based on the survey we had undertaken among potential target market members. Demographic Factors The study and description of human population in terms of size, density, location, age, gender, race, occupation and statistics in any country is called demography of that country. Dividing the market into groups based on demographic variables such as age, gender, family, size, family life cycle, income, occupation, education, religion, race and nationality is called demographic segmentation which is necessary for any product’s survey. From the survey we found the following demographic data: Gender Now a day, using shampoo has become an everyday part of the life-style for most of people. These people include male, female, young, old and so on. That is why “Dabur Bangladesh� is targeting male, female, old, young and other people through different
kinds of shampoo. The proportion of male and female participants in this survey was like this: male 13.00 / 26.0%
female 37.00 / 74.0%
From the above figure it can be easily found that there are almost 74% women and 26% men involved in the study. This information assures getting the right information from the right people for the report. Age Age as a factor can change marketing strategy for a company. From survey finding, I draw a profile of the respondents. 45-60 6.0% 30-45 24.0%
less than 18 8.0%
18-30 62.0%
From the above drawn figure, Majority of the respondents belong to 18-30 years group. 62% of the respondents belong to this group. 8% of the respondents belong to the group of less than 18 years people. This is 24% in terms of the group of 30-45 years
people and 6% in terms of the group of 45-60 years people. So I can say that my survey was held more or less among all the segments that shampoo companies targeting. Social Factors Social Class: The following diagram shows the scenario regarding the social classes: 30
20
Count
10
0 Less than tk 15000
Tk30000-Tk45000
Tk15000-Tk30000
More than 45000
Household income
The social class of the target market, represented by the members taking part in the survey, was determined according to their family incomes. So it can be assumed from the graph that, most of the members of the survey belong to middle class up to upper higher-class segment. Comparatively few people in our society fall in this segment. From the chart it is evident that the largest segment of the social classes is the higher class. Right now, the pricing strategies Dabur Bangladesh are tilted towards all the classes of the society but question may arise that whether Dabur is being able to satisfy all the segments or not. Leisure Activity Different customers have variety in their leisure time. But they confine themselves with only few activities which they frequently do. From the table below we can easily find that most of the people who participated in our survey watch television programs. some of them watch movies in their leisure periods. Some read books or magazines. Some of
the respondents have the tendency to chat over the mobile phone and rest of them has others.
Others 8.0% Reading Magazines
w atching movies 20.0%
14.0%
Reading books 12.0%
Watching TV 34.0%
Chatting in telephon 12.0%
From the above drawn chart we can see here most of the customer love to watch television in their leisure time which is about 34%. 20% of the respondents watch movies in their leisure time. 14% read books/magazines or newspapers. Few respondents chat over the mobile phone in their leisure time and their percentage is 12%. 8% people do other activities in their leisure time. From the survey it is clear, that in modern times life is constrained with duties, responsibilities & jobs and options for enjoying the leisure are few. As a result, television and electronic media have become the main source of recreation and entertainment for people. This can have major marketing implication. As television has become the prime source of entertainment, marketers of Dabur shampoo can capitalize on this media to reach its target market more successfully. The marketers can use the most popular magazine or newspaper to reach the target market. Marketers can put advertisement in those magazines. The same approach could be used to utilize the most popular newspaper to reach the target customer.. Marketers can put advertisement in those newspapers. Newspaper is a media through which marketers can easily reach to its target market.
Newspapers that people frequently read:
Others 12.0%
Daily Star 14.0%
Prothom Alo 46.0%
Anondolok 14.0%
Jai Jai din 14.0%
Information gathered from the survey shows that, currently the Prothom Alo is the most popular newspaper so Dabur marketers should prefer “Prothom alo� for promoting their product. Personality in Terms of Social Gathering: From the gathered data collected from survey, I can draw the following chart.
tw ice in a w eek Less than once in tw
18.0%
26.0%
Once in a w eek Once in tw o w eek 24.0%
32.0%
So we can see from the above drawn chart, 26% people attend a social gathering less than once in two weeks. 32% people attend a social gathering once in a week. 18% people attend twice in a week and 24% people attend once in two weeks. People of our culture like social gatherings and this combined with their extrovert nature and high believability possesses a good opportunity for the marketer. Dabur Bangladesh can organize different programs in different or places where it’s target market usually gather. EXTERNAL INFLUENCES on CONSUMER BEHAVIOR This part of the report includes the external factors that influence the purchase and consumption behavior of people. Here, the factors that specifically influence the consumer behavior regarding the purchase and consumption of Dabur Shampoo will be covered such as cultural factors, color preferences, gender roles etc. Culture and Its Implication on Consumer Behavior Every country has its own set of cultural factors that plays an important role on the purchase and consumption of people. Generally, consumption and thus success of any product is highly dependent on the product itself, but culture plays a vital role behind the decision making process. Besides being able to meet the needs and wants of the customers, the product has to adapt to the culture of the country where it is being sold. In case of Marketing the appeal of cultural factors is even stronger. The product design, marketing messages and packaging all has to match favorably with the country’s culture. Otherwise the product is destined to fail in the long run. Relevant Cultural Values Competitive/Cooperative: We can see generally Bangladeshi culture is cooperative in nature.
Where culture is competitive in nature, aggressive and comparative
advertisements are encouraged. In cooperative oriented countries, comparative ads have not fared as well. Dabur Bangladesh ltd, as operating its business in Bangladesh,
does not encourage aggressive and comparative ads. For Bangladesh market Dabur using Indian advertisements but just changing the dialogue in Bengali. Performance/Status: A status oriented society is more likely to prefer “quality” or established brand names and high price items to functionally equivalent items with unknown brand names or lower prices. Whereas the society which is performance oriented prefer performance of the brand rather than the brand names. In my survey, I asked people that for what they use or might use Dabur shampoo. The following figure shows the response of those people. Why you use or might use Dabur shampoo?
Others 8.0%
Dandruff free 20.0%
root strenghtening 44.0%
softness 18.0% shining 10.0%
From the above drawn chart, we can see that 44% of the respondents use or willing to use Dabur shampoo for high performance. 20% people will do it to free from dandruff. But we can see that only 18% are willing to use for softness and 10%for shining. So I can say according to my survey that in Bangladesh, most people will use or might use Dabur shampoo for root strengthening. Because in market different types of shampoo can be found but Rot strengthening shampoo is very less so if Dabur want to capture this segment they should improve one of their products which is named “Dabur Root strengthening shampoo” Tradition/Change:
Tradition and change both have enormous impact on consumer
behavior. Western people are willing to accept change where eastern people are more
traditional. But now a day’s peoples in Bangladesh have a tendency to adopt change. Aged people of Bangladesh are more traditional than younger people. Aged people usually fear any change while young people are ready to accept changes Dabur shampoo is very new in Bangladesh market. And following this Dabur Bangladesh ltd is promoting Its shampoo in a manner so that it can grab market. In my survey, I asked people about the shampoo that they are currently using. The following figure shows their response:
18
16
14
12
10
Count
8
6 Dabur Shampoo
Sunsilk
Pntene
Others
Which brand you are currently using
From the above drawn figure, we can see that 16% people are the users of Dabur shampoo, 34% people are the user of Sunsilk, 26% are the users of Pantene and 24% are the users of other companies. I also asked the respondents about the probability that they will buy Dabur shampoo next time they buy a shampoo. Their responses are drawn in the following figure:
Possibility of buying Dabur shampoo Probably not 8.0% Not sure 26.0% Definitly 22.0%
Probably 44.0%
From the figure, it is clearly seen that 22% of the respondents have said that they will definitely buy Dabur shampoo next time. 44% have said that probably they will buy. 26% people are not sure yet. So we can see that most of the people are willing to go for Dabur shampoo. And for that, what the marketers of Dabur shampoo need to do this to understand the mind of the prospect and discover and develop marketing opportunities. Non-verbal Communication Nonverbal communication plays an important part in the promotional activities of Dabur shampoo. This is described below: ďƒ˜ Color as a nonverbal communication: It was found through the survey that many people criticized the bottle of Dabur shampoo. Because the Color and shape, Dabur shampoo is using are not that much attractive. Group Influence: Spice is considered as a commodity. It is also taken as a consumer product. As a result the decision making process is supposed to be straight forward, but in reality it is not that simple.. Since there are varieties of brand of shampoo in Bangladesh, all the companies come up to the people with variety of offers based on the market segments.
From these offers, people choose the one that satisfies their needs and demands. People choose particularly the offer that makes them delighted. Type of Groups: Groups can be of various types and the differentiation can be based on several factors. Here, the Type of Contact will be primarily chosen to determine the type of Group. Depending on this factor the groups could be of two types: Primary Group: Family is an ideal example of Primary Groups and in case of purchase and consumption of Shampoo, it is a dominant force another. Before buying a product or service usually we go for the opinion of family members. And if any of them is experienced with the service, definitely his or her opinion has some great impact on purchasing decision. As a result, the group influence is quite significant in this case because; through the discussion the attitude of one member concerning about Dabur shampoo is transferred to another. Secondary Group: In case of Dabur shampoo, the impact of Secondary Groups is also significant. Almost every people regularly engage in chats with friends beyond their own families, and in those chats as well they talk about their welfare, fashion, movies and also sometime about their hair care product like what the shampoo now one is using how is its performance etc. In this way, a person may be influenced by friend, who might be a customer of Dabur shampoo. PERCEPTION: Perception is the process by which people come into contact of the stimuli (Exposure), deliberately notice that (Attention) and assign some specific meaning to each stimuli (Interpretation). So, apparently it can be said that perception is a combination of exposure, attention. Just like any other companies, Dabur Bangladesh Ltd is also promoting its messages in different media and the whole process of Perception is being applied effectively by the people on a regular basis.
Exposure: In short, exposure is the method by which a company wants to reach its target market through various courses. The courses are various media used by the company. Dabur for its shampoo has utilized various Medias to gain the exposure to the customers. Such as: Television Advertisements: Television is the most popular media. Television advertising can capture a lot of people. Initially, Dabur Shampoo was introduced itself through an Indian advertisements on television but in Bengali dialogue. That strategy worked quite well as it gained extensive attention by the consumers because of creativity in the ideas of the advertisements. Magazine Advertisements: Print media is relatively newly used by dabur Bangladesh Ltd. for Dabur’s range of shampoos. Previously, only television was extensively used for getting the exposure, but by the course of time, now they are giving advertisements in some Bangladeshi magazines. Billboards and Point of Purchase Signs: Several large and bright billboards have been placed in urban areas. Besides point of purchase signs have been distributed to retailers on limited basis. Attention: Attention is the phase where audience exposed to a stimuli, deliberately appoint one or more of his/her sensory organs to process the information of the stimuli. It is the time when audience of stimuli uses his/her brain to explain what is described or intended to describe through the stimuli. In modern days, consumers are virtually bombarded with thousands of marketing stimuli each day. As a result of this, gaining attention of them to a specific stimuli has become quite tough and because of this marketers use newer and newer technique to grab their attention. Dabur Bangladeshis also using quite a few tricks to capture attention of their target market. Stimulus Factors: - These are the physical or external features of the stimuli itself that attract the consumers. In case of Dabur Shampoo, the stimulus factors are: ďƒ˜ Size and Position: Compared to other advertisements of shampoos aired on television, the duration of advertisements of Dabur shampoo also quite shorter.
As a result of this, these advertisements run a lower chance to obtain attention from the viewers. Besides, In case of printed material, Dabur shampoo’s advertisements should be posted on the last page or on the third page at the bottom half of the page, which is a prime spot for getting attention. Moreover, the large billboards have also been successful in getting the attention from the target market because of their huge size and positioning, where it is difficult to miss the billboard.nbh Frequency: On printed media, the appearance of Dabur shampoos
advertisement is quite irregular and also on television advertisements are not quite frequent. Specially, during prime time television program.
PRODUCT POSITIONING: Product Positioning is the planned placement of a specific a product by the marketer in the minds of the prospect using various Marketing (especially promotional) activities. It is the actual result of all the promotional activities. It expresses clearly how the consumers perceive the product in real life compared to other competing brands. Consumers consciously do this ranking of brands in their minds based on various attributes of the product that bears importance to them. Perceptual Map is the tool that efficiently measures this positioning based on the data derived from the survey I have conducted, the Perceptual Map for Dabur shampoo looks like this: Perceptual map for Dabur Shampoo Costly
Low Perfor mance
High ○sunsilk
○Dabur shampoo
Economical
Performance
Dabur promises great value N
Valid
50
Missing
0
Mean
3.4600
Median
4.0000
Std. Deviation
.86213
Dabur promises great value Frequency Valid
Percent
Valid Percent
Cumulative Percent
Disagree
8
16.0
16.0
16.0
Neutral
15
30.0
30.0
46.0
Agree
23
46.0
46.0
92.0
4
8.0
8.0
100.0
50
100.0
100.0
Strongly Agree Total
Strongly A gree 8.0%
Disagree 16.0%
A gree
Neutral
46.0%
30.0%
Decision: The mean value of the statement “Dabur promises great value� is 3.46 which are close to the 4. That means most of the respondents are agree that Dabur promises great value From the above pie chart 46% respondents are agree and 8% respondents are strongly agreed with this statement. Statistics Dabur shampoo maintains a good performance in terms of hair
N
Valid
50
Missing
0
Mean
3.7000
Median
4.0000
Std. Deviation
.81441
Dabur shampoo maintains a good performance in terms of hair
Frequency Valid
Percent
Cumulative Percent
Valid Percent
Disagree
4
8.0
8.0
8.0
Neutral
14
28.0
28.0
36.0
Agree
25
50.0
50.0
86.0
7
14.0
14.0
100.0
50
100.0
100.0
Strongly Agree Total
Strongly Agree 14.0%
Disagree 8.0%
Neutral 28.0%
Agree 50.0%
Decision: The mean value of the statement ‘Dabur shampoo maintains a good performance in terms of hair care’ is 3.7000 which is greater than 3 but less than 4. That means most of the respondents are agreeing that ‘Dabur shampoo maintains a good performance in terms of hair. From the above table 21 respondents are agree, 4 respondents are disagree and 14 respondents are neutral with this statement. So we can conclude that Dabur shampoo maintains a good performance in terms of hair care.
Statistics Different types of shampoo for different types of hair N Valid
50
Missing
0
Mean
4.4000
Median
5.0000
Std. Deviation
.80812
Different types of shampoo for different types of hair Frequency Valid
Percent
Valid Percent
Cumulative Percent
Disagree
2
4.0
4.0
4.0
Neutral
4
8.0
8.0
12.0
Agree
16
32.0
32.0
44.0
Strongly Agree
28
56.0
56.0
100.0
Total
50
100.0
100.0
Dis agree 4.0% Neutral 8.0%
A gree Strongly A gree
32.0%
56.0%
Decision: The mean value of the statement ‘people need Different types of shampoo for different types of hair is 4.4000. That means most of the respondents are agree that different types of shampoo is needed for different types of hair.. From the above pie chart 56% respondents are strongly agree, so we can say different types of shampoo is needed for different types of hair.
Statistics
Dabur shampoo is over priced N
Valid
50
Missing
0
Mean
2.4800
Median
2.0000
Std. Deviation
.83885
Dabur shampoo is over priced Frequency Valid
Percent
Valid Percent
Cumulative Percent
Strongly Disagree Disagree
5
10.0
10.0
10.0
22
44.0
44.0
54.0
Neutral
17
34.0
34.0
88.0
Agree
6
12.0
12.0
100.0
Total
50
100.0
100.0
A gree
Strongly Disagreee
12.0%
10.0%
Neutral 34.0%
Disagree 44.0%
Decision: The mean value of the statement ‘people need Different types of shampoo for different types of hair is 2.4000. That means most of the respondents are not agree that Dabur shampoo is overpriced. From the above pie chart 44% respondents are disagree so we can say Dabur shampoo is not overpriced.
Statistics All shampoos are same N
Valid
50
Missing
0
Mean
1.9000
Median
2.0000
Std. Deviation
.93131
All shampoos are same Frequency Valid
Strongly Disagree Disagree
Percent
Valid Percent
Cumulative Percent
19
38.0
38.0
38.0
21
42.0
42.0
80.0
Neutral
7
14.0
14.0
94.0
Agree
2
4.0
4.0
98.0
Strongly Agree
1
2.0
2.0
100.0
50
100.0
100.0
Total
Strongly Agree 2.0% A gree 4.0% Neutral 14.0%
Strongly Disagreee 38.0%
Disagree 42.0%
Decision: The mean value of the statement ‘Shampoos are no different from one another is 1.9000. That means most of the respondents are not agree that all shampoos are same. From the above pie chart 80% respondents are disagree, so we can all shampoos are not same.
Statistics
I like Dabur shampoo N
Valid
50
Missing
0
Mean
3.4000
Median
3.0000
Std. Deviation
.67006
I like Dabur shampoo Frequency Valid
Percent
Valid Percent
Cumulative Percent
Disagree
3
6.0
6.0
6.0
Neutral
26
52.0
52.0
58.0
Agree
19
38.0
38.0
96.0
2
4.0
4.0
100.0
50
100.0
100.0
Strongly Agree Total
Strongly Agree 4.0% Agree 38.0%
Disagree 6.0%
Neutral 52.0%
Decision: The mean value of the statement “I like Dabur shampoo” is 3.4000. That means most of the respondents are neutral in this question but we can say if Dabur try they can make people happy because only 6% people said that they don’t like Dabur.
Statistics Advertises are scientifically approved
N
Valid
50
Missing
0
Mean
2.9400
Median
3.0000
Std. Deviation
1.05772
Advertises are scientifically approved Frequency Valid
Percent
Valid Percent
Cumulative Percent
Strongly Disagree Disagree
6
12.0
12.0
12.0
10
20.0
20.0
32.0
Neutral
16
32.0
32.0
64.0
Agree
17
34.0
34.0
98.0
1
2.0
2.0
100.0
50
100.0
100.0
Strongly Agree Total
Strongly Agree 2.0% Agree 34.0% Strongly Disagreee 12.0%
Dis agree 20.0%
Neutral 32.0%
Decision: The mean value of the statement “Advertises are scientifically approved� is 2.9400. Which is almost 3 , so we can say most of the people gave neutral in this question and the reason behind it is that they are not sure whether advertises is scientifically true or not.
Statistics Shampoos damage hair
N
Valid
50
Missing
0
Mean
2.1800
Median
2.0000
Std. Deviation
.96235
Shampoos damage hair Frequency Valid
Strongly Disagree Disagree
Percent
Valid Percent
Cumulative Percent
12
24.0
24.0
24.0
24
48.0
48.0
72.0
Neutral
7
14.0
14.0
86.0
Agree
7
14.0
14.0
100.0
Total
50
100.0
100.0
A gree 14.0% Neutral 14.0% Strongly Disagreee 24.0%
Disagree 48.0%
Decision: The mean value of the statement “Shampoos damage hair more is 2.1800. That means most of the respondents are not agree with the statement. From the above pie chart we can say almost72% respondents are not agree, so we can say Shampoos doesn’t damage hair more.
One Sample T-Test Dabur promises great value:
N Dabur promises great value
Mean 50
Std. Error Mean
Std. Deviation
3.4600
.86213
.12192
One-Sample Test
Test Value = 3
t Dabur promises great value
3.773
Sig. (2tailed)
df 49
.000
Mean Differenc e .4600
95% Confidence Interval of the Difference Lower Upper .2150
.7050
Through this analysis I have tried to find out weather Dabur promises great value or not to its customer in Shampoo market. H0: Dabur doesn’t promises great value H1: Dabur promises great value ι = 0.05 Probability: .000 Statistical Decision: Since the probability is (.000) and the significance value is (.05), we can conclude that the H1 is accepted. Marketing Decision: As the null hypothesis is rejected, we can say that Dabur promises value to its customer in shampoo market.
A person needs different types of shampoo for different types of hair. One-Sample Statistics
N Different types of shampoo for different types of hair
Mean 50
Std. Deviation
4.4000
Std. Error Mean
.80812
.11429
One-Sample Test Test Value = 3
t Different types of shampoo for different types of hair
12.250
Sig. (2tailed)
df 49
.000
Mean Differen ce 1.4000
95% Confidence Interval of the Difference Lower
Upper
1.1703
1.6297
Through this analysis I have tried to find out People need different types of shampoo for different of hair or not H0: A person don’t need different types of shampoo for different types of hair H1: A person needs different types of shampoo for different types of hair ι = 0.05 Probability: .000 Statistical Decision: Since the probability is (.000) and the significance value is (.05), we can conclude that the H1 is accepted. Marketing Decision: As the null hypothesis is rejected, we can say that a person needs different types of shampoo for different types of hair.
Dabur shampoo is overpriced.
One-Sample Statistics N Dabur shampoo is over priced
Mean 50
Std. Deviation
2.4800
Std. Error Mean
.83885
.11863
One-Sample Test Test Value = 3
t Dabur shampoo is over priced
df
-4.383
Mean Differenc e
Sig. (2tailed) 49
.000
95% Confidence Interval of the Difference Lower
-.5200
-.7584
Upper -.2816
H0: People believe that Dabur shampoo is not overpriced H1: People believe that Dabur shampoo is overpriced Îą = 0.05 Probability: .000 Statistical Decision: Since the probability is (.000) and the significance value is (.05), we can conclude that the H1 is accepted. Marketing Decision: As the null hypothesis is rejected, I can say that people believe that Dabur shampoo is a bit overpriced. Dabur shampoo maintains a good performance in terms of hair care. One-Sample Statistics N Dabur shampoo maintains a good performance in terms of hair
Mean 50
Std. Deviation
3.7000
.81441
One-Sample Test Test Value = 3
Std. Error Mean .11518
t Dabur shampoo maintains a good performance in terms of hair
Sig. (2tailed)
df
6.078
Mean Differenc e
49
.000
.7000
95% Confidence Interval of the Difference Lower Upper
.4685
.9315
Through this analysis I have tried to find out Dabur shampoo maintains a good performance in terms of hair care or not. H0: Dabur shampoo doesn’t maintains a good performance in terms of hair care H1: Dabur shampoo maintains a good performance in terms of hair care ι = 0.05 Probability: .000 Statistical Decision: Since the probability is (.000) and the significance value is (.05), we can conclude that the H1 is accepted. Marketing Decision: As the null hypothesis is rejected, I can say Dabur shampoo maintains a good performance in terms of hair care Shampoos are no different from one another. One-Sample Statistics
N All shampoos are same
Mean 50
1.9000
Std. Deviation
Std. Error Mean
.93131
.13171
One-Sample Test Test Value = 3
t All shampoos are same
Sig. (2tailed)
df
-8.352
49
.000
Mean Differenc e -1.1000
95% Confidence Interval of the Difference Lower -1.3647
Upper -.8353
Through this analysis I have tried to find out all shampoos are same or not. H0: All shampoos are no different from one another H1: All shampoos are different from one another Îą = 0.05 Probability: .000 Statistical Decision: Since the probability is (.000) and the significance value is (.05), we can conclude that the H1 is accepted. Marketing Decision: As the null hypothesis is rejected, I can say all shampoos are different from one another. So marketers for Dabur shampoo should differentiate their product. Advertises for shampoo are scientifically true. One-Sample Statistics N Advertises are scientifically approved
Mean 50
Std. Deviation
Std. Error Mean
1.05772
.14958
2.9400
One-Sample Test Test Value = 3
t Advertises are scientifically approved
-.401
Sig. (2tailed)
df 49
.690
Mean Differenc e -.0600
95% Confidence Interval of the Difference Lower -.3606
Upper .2406
Through this analysis I have tried to find out Advertises for shampoo are scientifically true or not.
H0: Advertises for shampoos are not scientifically true. H1: Advertises for shampoos are scientifically true. α = 0.05 Probability: .690 Statistical Decision: Since the probability is (.690) and the significance value is (.05), we can conclude that the H1 is rejected. Marketing Decision: As the null hypothesis is accepted, I can say advertises for shampoos are not scientifically true. So advertisements should be more scientific. Shampoos Damage your hair more. One-Sample Statistics
N Shampoos damage hair
Mean 50
Std. Deviation
2.1800
.96235
Std. Error Mean .13610
One-Sample Test Test Value = 3
t Shampoos damage hair
-6.025
Sig. (2tailed)
df 49
.000
Mean Differenc e -.8200
95% Confidence Interval of the Difference Lower -1.0935
Upper -.5465
Through this analysis I have tried to find out shampoos damage hair or not. H0: People think shampoo damages hair more. H1: People think shampoo doesn’t damage hair more. α = 0.05 Probability: .000 Statistical Decision: Since the probability is (.000) and the significance value is (.05), we can conclude that the H1 is accepted. Marketing Decision: As the null hypothesis is rejected, I can say shampoo doesn’t damage hair more.
Regression Analysis After conducting regression of all the variables with the dependent variable, I have found the following model:
Determining R 2 for all variables Model Summary Mode l 1
R R Square .814(a) .662
Std. Error of Adjusted the R Square Estimate .449 .65384
Predictors: (Constant), Which brand you are currently using, Choosing Shampoo, Household income, Different types of shampoo for different types of hair, Advertises are scientificaly approved, Age, Like to do in leisure, Why u use or might use dabur, News paper frequently read, Shampoos damage hair, Dabur shampoo maintains a good performance in terms of hair, Sex, Dabur shampoo is over priced, Attend social gathering, Eat out, Favourite Channel, All shampoos are same, I like Dabur shampoo, Dabur promises great value Interpretation: The coefficient of multiple determinations, written as R Square, is the percent of the variation explained by the regression. It is the sum of squares due to the regression, divided by the sum of squares total. Here the value of R2 is .662. So here we can say that all independent variables can explain 66.2% variation in dependent variable.
Coefficients Model
Unstandardized Coefficients
Standardize d Coefficients
t
Sig.
1
B 4.880
Std. Error .980
Beta
(Constant) Why u use or might use .147 .070 .238 Dabur Dabur promises -.251 .154 -.246 great value Dabur shampoo maintains a good -.219 .165 -.202 performanc e in terms of hair Dabur shampoo is .156 .130 .148 over priced I like Dabur -.256 .207 -.195 shampoo Different types of shampoo -.172 .126 -.158 for different types of hair Advertises are -.031 .096 -.038 scientifically approved Which brand you are -.007 .118 -.008 currently using A Dependent Variable: Possibility of using Dabur shampoo in future
We know, Multiple regression models, Y’ = a + β1 X 1 + β 2 X 2 + β3 X 3 + β 4 X 4 + β5 X 5 + β 6 X 6 + β7 X 7 + β8 X 8 Let,
4.979
.000
2.089
.043
-1.636
.109
-1.330
.191
1.194
.239
-1.237
.223
-1.363
.180
-.326
.746
-.061
.952
X 1 = Why you use or might use Dabur shampoo X 2 = Dabur promises great value X 3 = Dabur maintains a good performance in terms of hair care X 4 = Dabur shampoo is overpriced X 5 = Likeness of Dabur shampoo X 6 = Different types of shampoo for different types of hair
X 7 = Advertises are scientifically approved X 8 = The brand you currently using
So, Y’ =
4.880 + 0.147 X 1 − 0.251X 2 - 0.219 X 3 + 0.156 X 4 - 0.256 X 5 − 0.172 X 6 − 0.031X 7 − 0.007 X 8
Interpretation: The intercept value is 4.880. This is the point where the regression equation crosses the Y-axis. In thus model we can see “the reason behind using Dabur shampoo” and “Dabur shampoo is overpriced” show a direct positive relationship. The other variables show that there are inverse relationships between the above independent variables and Possibility of using Dabur shampoo in future. For example, - 0.007 X 8 = If X 8 increase by 1 unit then possibility of buying decrease by 0.007
unit.
Determining R 2 for 8 important variables Model Summary Mode l 1
Adjusted R R Square R Square .732(a) .535 .445
Std. Error of the Estimate .65632
Predictors: (Constant), Which brand you are currently using, Advertises are scientificaly approved, Different types of shampoo for different types of hair, Why u use or might use dabur, Dabur shampoo maintains a good performance in terms of hair, Dabur shampoo is over priced, Dabur promises great value, I like Dabur shampoo Interpretation:
The coefficient of multiple determinations, written as R Square, is the percent of the variation explained by the regression. It is the sum of squares due to the regression, divided by the sum of squares total. Here the value of R2 is .535. So here we can say that only these eight variables can explain 53.5% variation in dependent variable.
PROPOSALS FOR PROMOTIONS There is always a scope for improvement. This part of the report covers the little modifications in the promotional activities; which, if applied properly, might fortify the current market position of Dabur shampoo in the future. Weaknesses in Current Marketing Activities and Remedies for those: From my real life experience I have found that the following are the little weaknesses that exist in Dabur shampoos overall promotional activities: 1) Billboards: Currently, the number of billboards used is relatively low. The number of billboards Dabur has positioned for its shampoo all over the country is relatively very low in order to grab a large portion of the market. Steps to be taken to enhance the effectiveness of the Billboards The number of billboards will have to be increased. The concept of Billboards is relatively new in the rural areas. So, some billboards could be placed in rural areas to inform and grab interest of rural people. Advertisements should feature stars and media personalities, who have positive reputation. 2) Print media & Website: The appearance of printed advertisements, if not that much then, is a little bit irregular. The number of advertisements found Indian magazine but in Bangladeshi magazines there is no advertisement of Dabur shampoo.
Still there is no Bangladesh based website.. The following modifications should be undertaken: Advertisements on newspapers should appear more frequently Magazines should also be used frequently as a media of advertisement. The current website should include information about Bangladesh market. 3) Television Advertisements: Advertisements are very low in Bangladeshi channel. No Bangladeshi media personalities have been used in the TV advertisements. Remedies for television advertisements of Dabur Shampoo: Television advertisements should be more frequent and should focus on its attributes and performance. Advertisement should be developed for Bangladesh market Media personalities should be used who have positive image to people.
Conclusion: From the socio-economic perspective of Bangladesh, still Sunsilk is the dominant compared to other shampoo. While conducting this research, I have found that most of the customers buy shampoo based on hair type or by brand issue. From my survey I have found peoples in Bangladesh Still are not that much familiar with Dabur shampoo. People think different types of shampoo are needed for different types of hair. They also think Advertises shown in television are not scientifically true so they think advertises should be more scientific and realistic. It has been found out that customers think shampoos do not damage hair more. And Bangladeshi people are very much traditional so they are afraid of using new product. Among all these factors, it has been come out through this research that if Dabur can improve its brand name and can give more value to the customer there is possibility to capture the shampoo market. And another most important thing is Dabur promotional activities is very much low in Bangladesh market.
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