Clinic PLUS Project Report 2018 PDF

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CONSUMER ATTITUDE

CHAPTER-1 INTRODUCTION

THE ADONI ARTS & SCIENCE COLLEGE ADONI (2016-2019)

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CONSUMER ATTITUDE INTRODUCTION CUSTOMER ATTITUDE : Consumer is the study of how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas or experiences to satisfy their needs and wants. Consumer behavior focuses on how individuals make decisions to spend their available resources like time, money, effort consumption related items. That includes what they buy it, why they buy it, when they buy it, how often they buy it, how often they use it, after the purchase and the impact of such evaluations on future purchases, and how they dispose of it. What influences consumers to purchase products or services? The consumer buying process is a complex matter as many internal and external factors have an impact on the buying decisions of the consumer when purchasing a product there several processes. CUSTOMER ATTITUDEis a rapidly growing field of research and teaching, in addition to considerable value of marketing managers and others, who are professionally concerned with buying activity. An important reason for studying CUSTOMER ATTITUDEis evaluation of consumer groups with unsatisfied needs and desires. The essence of modern marketing concept is that all elements of business should be geared for the satisfaction of consumers.

Maslow’s Hierarchy of Needs: Abraham Maslow hierarchy of needs theory sets out to explain what motivated individuals in life to achieve. He set out his answer in a form of a hierarchy. He suggests individuals aim to meet basic psychological needs of hunger and thirst. When this has been met they then move up to the next stage of the hierarchy, safety needs, where the priority lay with job security and the knowing that an income will be available to them regularly. Social needs come in the next level of the hierarchy, the need to belong or be loved is a natural human desire and people do strive for this belonging. Esteem need is the need for status and recognition within society, status sometimes drives people, the need to have a good job title and be recognized or the need to wear branded clothes as a symbol of status.

Self-actualization is the realization that an individual has reached their potential in life. The point of self-actualization is down to the individual, when do you know you have reached your point of self-fulfillment, But how does this concept help an organization trying to market a product or service. Well as we have established earlier within this website, marketing is about meeting needs and providing benefits, Maslow’s concept suggests that needs change as we go along our path of striving for self-actualization. Supermarket firms develop value brands to meet THE ADONI ARTS & SCIENCE COLLEGE ADONI (2016-2019)

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CONSUMER ATTITUDE the psychological needs of hunger and thirst. Harrods develops products and services for those who want have met their esteem needs. So Maslow’s concept is useful for marketers as it can help them understand and develop consumer needs and wants.

Types of Customer Attitude : There are four typical types of buying behaviour based on the type of products that intends to be purchased. Complex buying behaviour is where the individual purchases a high value brand and seeks a lot of information before the purchase is made. Habitual buying behaviouris where the individual buys a product out of habit e.g. a daily newspaper, sugar or salt. Variety seeking buying behaviour is where the individual likes to shop around and experiment with different products. Dissonance reducing buying behaviour is when buyer is highly involved with the purchase of the product, because the purchase is expensive or infrequent. MARKETING:HLL is present in home and personal care and Foods & Beverages categories. HLL and group companies have about 40,000 employees, including 1425 managers. For marketing HLL divides the country into four regions, with regional branches in Delhi, Kolkata, Chennai and Mumbai. Headed by a regional manager, they comprise regional sales manager and area sales manager, assisted by dedicated field forces, comprising sales officers and territory sales in charges. In marketing, each category has a marketing manager who heads a team of brand managers dedicated to each or a group of brands. The brand managers, wherever appropriate, focus exclusively on brand strategy or implementation.

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CONSUMER ATTITUDE

INT RODUC TI ON Statement of Problem and need for study: 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 company’s offer products / services so that the target market understands and appreciates what the company stands for in relation to its competitors. The company’s 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 company’s favor is a very essential in this context analysis of customer attitude towards of Hindustan Unilever limited (HUL). Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods Company with a heritage of over 75 years in India and touches the lives of two out of three Indians HUL works to create a better future every day and helps people feel good, look good and get more out of life with brands and services .With over 35 brands spanning 20 distinct categories such as soaps, detergents, shampoos, skin care, toothpastes, deodorants, cosmetics, tea, coffee, packaged foods, ice cream, and water purifiers, the Company is a part of the everyday life of millions of consumers across India. Its portfolio includes leading household brands such as Lux, Lifebuoy, Surf Excel, Rin, Wheel, Fair & Lovely, Pond’s, Vaseline, Lakmé, Dove, Clinic Plus, Sunsilk, Pepsodent, Closeup, Axe, Brooke Bond, Bru, Knorr, Kissan, Kwality Wall’s and Pureit The Company has over 16,000 employees and has an annual turnover of around Rs. 21,736 crores (financial year 2011 - 2012). HUL is a subsidiary of Unilever, one of the world’s leading suppliers of fast moving consumer goods with strong local roots in more than 100 countries across the globe with annual sales of about €46.5 billion in 2011. Unilever has about 52% shareholding in HUL

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CONSUMER ATTITUDE

OBJECTIVES: The study was designed to provide information helpful to “HUL” 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 HUL.



To analyze what factors influence-buying behavior.

 To understand whether the customers are satisfied with the HUL 

To identify the customers what reason they liking the HUL shampoo



To identify which is the best media for giving quick information to the customers

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Research Methodology

The area taken for study is the town of Adoni only. The survey is undertaken throughout the city by door to door survey method. The sample size of this study is fixed at 73 considering the background information of the consumer including family income, sex, age and occupation. Primary data: Personal interviews will be conducted with the main dealer of HUL Adoni town 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. SAMPLING: Analysis means, “resolving into simple elements”, Analysis of data is noting but processing of raw data into a form of useful information to user. After the collection of data it is very important to classify the data into simple term so that one can understand the information in the study. Along with analysis it is also important to interpret the data. Interpretation means explanation of meaning. It involves drawing inference from the analysis of the data. Analysis & interpretation are closely interlinked. Analysis & interpretation helps the researcher to give suggestion for problem in hand & also conclude the work. Total population: The total population in out has exists all about one to two lakhs through questionnaire I have collected the information from the various people.

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CONSUMER ATTITUDE Sample size: The sample size of this study is fixed at 73 considering the background information of the consumer including family income, sex, age and occupation. Sample technique: Sample random sampling method has been adopted for study in random sampling each element of the population has an equal chance for being selected as a sample.

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CONSUMER ATTITUDE LIMITATION 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.  The sample size comprises to only 73  The study is restricted to only Adoni Town and the findings may not be applicable to other geographical locations.  Since the information provided by the customers is assumed to be factual, their validity is not questioned.  Attitudes are not permanent.

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CHAPTER-2 INDUSTRY PROFILE The History of Shampoo The story of what we call shampoo is a story that reaches back less than a century, but the story of washing our hair is thousands of years old, or as long as we’ve had hair to wash. Until modern science put the process under a microscope, hair was maintained with various inventions using readily available ingredients, animal, vegetable, and mineral.

4000 Cosmetic routines emerge from bathhouses to hairstyling, reserved for the upper echelon of society.

B.C.

3000 B.C. The belief becomes widespread that grooming and adornments separated humans from all other animals. Babylonian courts contain multiple bathrooms complete with clean, running water; soap made from animal fats boiled with ashes is stored in clay jars. 1500 B.C. Egyptian cosmeticians harvest plants, such as lotus flowers, for essential oils, and combine animal and vegetable oils with alkaline salts to form a soap-like material for treating skin and for washing. The Middle Ages In Europe, Purity of the soul is emphasized over the cleanliness of the outer. In Japan, daily bathing becomes a common custom. In Iceland, pools warmed with water from hot springs are popular gathering places on Saturday evenings.

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CONSUMER ATTITUDE 800 A.D. In Aleppo, Syria, soap is made by combining olive oil, sweet bay oil, water and lye, then heated, left to cool, cut, and left to age for seven months. 1100 A.D. European Crusaders encounter caravans along the Silk Road filled with Aleppo soap, bring home large quantities, and start discovering ways to create it. 1200 A.D. European soap making spreads with the arrival of Muslim soap makers in Spain and Italy. The Italian city of Castile becomes well-known among Spanish and European royal houses. 1500 A.D. Castile soap traveled all over Europe to England where it is imported in large quantities by sea. English hair stylists boil shaved soap in water and add herbs to give hair shine and fragrance. But besides irritating the eyes, most soaps are difficult to rinse, and leave a dulling film. 1800 A.D. Early colonial traders in India discover hair and body massage, called champo, and introduce “champing” to Europe.

1898 The Berlin chemist Hans Schwarzkopf opens a drugstore dedicated to perfume and focuses his efforts on products for the hair, including a popular, water-soluble, powder shampoo that despite the convenience, still causes dulling, alkaline reactions. 1900 Conditioner, which originated as “brilliantine,” is created by Frenchman Edouard Pinaud and introduced at the World Fair to soften moustaches and beards.

1908 The New York Times outlines “simple rules” on “ How to Shampoo the Hair.” It claims that hair is best shampooed at night, following thorough combing and brushing, and singeing split ends. Castile soap is applied with a stiff brush, rinsed four times. Hair specialists, “Recommend shampooing every month to six weeks if the hair is in fairly good condition.” 1914 Kasey Hebert invents the first commercial shampoo. Ads for Canthrox Shampoo show young women at camp washing their hair in a lake; magazine ads by Rexall feature Harmony Hair Beautifier and Shampoo. 1927 Hans Schwarzkopf introduces one of the world’s premiere liquid shampoos and launches his international empire of hairdressing institutes. 1930 The first shampoo containing synthetic surfactants is introduced as Drene. Dr. John Breck introduces one of the first shampoos to America and develops one of the first pH-balanced shampoos. 1946 The first "built" detergent (containing a surfactant/builder combination) was introduced in the U.S. The surfactant is a detergent product's basic cleaning ingredient, while the builder helps the surfactant to work more efficiently.

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CONSUMER ATTITUDE 1960s Chemists discover ways to suspend polymers in shampoo, to fill in the bumps and ruts where hair is damaged by detergent. 1970s Ads featuring hair icons Farrah Fawcett and Christie Brinkley assert that it is unhealthy not to shampoo several times a week. 1980s Chemists discover ways to suspend silicones in shampoo, resulting in “2-in-1” formulations and a flurry of patents. When rinsed, they are “triggered” by water to bind to hair, which can be hit-or-miss; large amounts of silicone are added to ensure that enough is left behind.

Thus began our collective love affair with shampoo and the sensation of lather on our heads. As with many products marketed to both professionals and consumers, shampoo became increasingly specialized to address a number of desires and conditions – thin, thick, curly, dry, oily, blonde, colored, ethnic, young, old – and to sell as much of it as possible. And for every shampoo, there is a companion: Conditioner. The quest for a better shampoo has been the Holy Grail of hairdressing, but as long as detergent in its many modern forms is an ingredient, and as long as our love of lather continues, shampoo manufacturers will be essentially spinning their wheels. You could probably see this coming from the first sentence in this article, but Hairstory has rewritten the shampoo saga. 2015 While we’ll always support the original spirit of the word and love a good scalp massage as anyone does, New Wash is the most significant evolution of cleaning hair in ages – and may just be the final chapter in the shampoo story

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CONSUMER ATTITUDE Evolution Of Shampoo in IndiaHLL undisputed leader from the early 90’sSunsilk launched in 1964 (General Shampoo platform)Clinic Plus launched in 1971(Family, health shampoo platform)Clinic All Clear launched in 1987(Therapeutic AD Shampoo)Sunsilk re-launched in 1987 - Shampoo + Conditioner (Beauty platform) with Sachet SKUHLL Goes rural with SachetClinic Active launched in 1991(with Pro Vitamin B - health platform)Sunsilk repositioned and re-launched in 1994 (Nutracare) - Pink for dry hair, yellow for normal hair, green for oily hair and black for long hair Market share in Indian shampoo industry Top three BrandsClinic Plus Head & ShouldersChik Various shampoo products Problem faced by shampoo companiesFrequency of shampoo usage is very low mostly used once or twice in a week.Per Capita consumption of Shampoo in India - 13 ml , Indonesia 160 ml, Thailand - 330 ml.Consumers use natural products like henna and shikakai.Very large people use ordinary toilet soap to wash hair.BEHAVIOUR of chemical contents in shampoo. Shampoo market is segmented on benefit platformsCosmetic(shine,health,strength,long hair)Anti-DandruffHerbal . Rural market for shampoo70% of population live in rural India.More than 50% FMCG sales comes from rural markets.90% sales comes in form of sachets of Rs 1-3.Increasing brand awareness and income.Special focus of FMCG companies in rural india. Clinic plusTarget customer- Young girls typically between 8 .Influencer- Mother.Benefits – Strong and long hair. Ads of clinic plus Chulbuli – A animated series on internet. Head and ShouldersTarget segment- Both male and female between 18-44 suffering from dandruff.Celebrity used in ad- Kareenakapoor and Saifali khan.Influencer -Expert (dermatologist) or celebrity.Benefits – Dandruff free healthy hair. Chik Shampoo Target segment – Semi-urban , rural women age between 18-44.Influencer – Mother, friends.Benefits – Soft and beautiful hair for long time. Overview of shampoos/conditioners advertising on TV during 2008 53 per cent rise in TV ad volumes of 'shampoos/conditioners' category during 2008 compared to 2007.'HUL' leads in advertising of 'shampoos/conditioners' brands on TV during 2008.'Superia Maxi Protect Shampoo' was the top new brand of 'shampoos/conditioners' category that advertised the most on TV during 2008.'SushmitaSen' leads in celebrity endorsement of 'shampoos/conditioners' brands on TV during 2008.

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CONSUMER ATTITUDE Shampoos/Conditioners category advertising on TV during 2009TV advertising of Shampoos/Conditioners category has seen rise of 17 per cent during 2009 compared to 2008.Hindustan Unilever Ltd (HUL) leads in advertising of Shampoo/Conditioner brands on TV during 2009.Clinic All Clear Tech Soft and Clinic Plus Strong & Long shampoo brands of HUL occupied the top two positions among the new Shampoo/Conditioner brands advertised on TV during 2009.Katrina Kaif was the top celebrity in endorsing Shampoo/Conditioner brands on TV during 2009. 'Shampoos/Conditioners' category advertising on TV during 2010TV advertising of 'Shampoos/Conditioners' category has seen rise of 49 per cent during Jan-Oct '10 compared to Jan-Oct '09.'HUL' leads in advertising of 'Shampoo/Conditioner' brands on TV during JanOct '10.'Dove Intense Damage Therapy' and 'Head Shoulder Itchy Scalp' shampoo brands occupied the top 2 positions among the new 'Shampoo/Conditioner' brands advertised on TV during Jan-Oct '10.'Katrina Kaif...