Hair Care Study Report

HairCareStudy
FindingsfromaNationalStudy
Submitted to
by
July 23, 2010
HairCareStudy
Table of Contents
Background to Pakistani Consumer Market

Section 1: Different Types of Products used for Hair Care?
Section 2: Brand Recall
2.1: Soap
2.2: Shampoo
2.3: Hair Coloring Products
Section 3: Ad Recall
3.1: Soap
3.2: Shampoo
Section 4: Usage of different Brands

4.1: Soap
4.2: Shampoo
Methodology
Appendix 1 : Tips on Media Habits of Pakistanis
-2-
HairCareStudy
Background to
Pakistani Consumer Market
-3-
HairCareStudy
BackgroundtoPakistaniConsumerMarket
ConsumptionHabitsinPakistan
ThissectionexplainsthemannerinwhichPakistaniconsumersgenerallyspend
theirIncome.OfspecialimportanceistheheadofPersonalCare.
This section suggests that the total market for Personal Care related item
includingLaundaryisaround4%ofallHouseholdExpenditureinthecountry
Thisconstitutesaround101BillionRsofAnnualPersonalCaremarket.
HouseholdExpenditure
According to the Household Integrated Economic Survey (HIES), Household

Expenditure refers to all money expenditure by the household and individual
membersongoodsintendedforconsumptionandexpensesonservices.
Rupees
AllPakistan
Rural
Urban
1994
1997
2002
2005
2006
3,829
3,232
5,315
5,177
4,504
6,757
6,174
5,766
8,997
9,121
7,712
12,079
10,583
8,945
13,997
Source:HouseholdIntegratedEconomicSurvey2006
-4-
HairCareStudy
BreakdownofExpenditureGroups
FOOD
PERSONALCARE
43%oftotalhouseholdexpenditureis
spentonfood(furtherdistributionis
shownlater)
4%oftotalhouseholdexpenditureis
spentonLaundryandpersonalcare
(furtherdistributionisshownlater)
CLOTHINGANDFOOTWEAR
6%ofhouseholdexpenditureis
spentonclothingandfootwear,
(furtherdistributionisshownlater)
HOUSING
15% oftotalhouseholdExpenditureis
spentonHousing(furtherdistributionis
shownlater)
COMMUNICATIONS
OTHER
27%ofhouseholdexpenditureisspent
onutilities,education,entertainment
andothermiscellaneousitems
6%oftotalhouseholdExpenditureis
SpentonCommunicationdistributionis
shownlater)
-5-
HairCareStudy
Breakdownof
HouseholdExpenditureinPakistan
The total consumption expenditure or the size of Consumer Wallet in the

countryisestimatedtobearound2,830billionRupeesayear.
ConsumptionExpenditures
TotalConsumptionExpenditure
2,830BillionRs.ayear
Urban
Rural
Source:PakistanSocialandLivingstandardsMeasurementSurvey2006
Thedistributionofthis(thesocalledShareofWallet)isasbelow:
Share of Wallet is the percentage of a customer's expenses that is spent on

particularcategoryofproductsorservices.
ShareofWallet(AllPakistan)
BreakdownofExpenditure
Percentof
expenditure*
Food,beverageandtobacco
Apparel,textileandfootware
Transportandcommunication
Cleaning,laundryandpersonal
appearance
RecreationandEntertainment
Education
Rent
FuelandLighting
Miscellaneous
Total
Value*
(Rupees)
43%
6%
6%
1,218,000,000,000
162,000,000,000
175,000,000,000
4%
101,000,000,000
1%
4%
15%
8%
14%
101%
18,000,000,000
104,000,000,000
430,000,000,000
225,000,000,000
397,000,000,000
2,830,000,000,000
Source:HouseholdIntegratedEconomicSurvey2006
* Figuresaddupto101becauseofroundingoff
** Valueshavebeencalculatedfromactual(notrounded)percentagesandthenhavebeenroundedoff.Thisisonlyto
makeitmorereaderfriendlywithoutcausingmajordeviations.
-6-
HairCareStudy
Section1:
DifferentTypesofProductsused
forHairCare?
-7-
HairCareStudy
Section1:DifferentTypesofProductsusedforHairCare
Section1:
DifferentTypesofProductsusedforHairCare?
Question:WhatdoyouusetotakecareofyourHair?
Products(ModernandTraditional)
Yes
Oil
Soap
Shampoo
Henna
Egg
Gel
Yogurt
HairColouringProduct(otherthanHina)
Herbs
86%
72%
71%
40%
20%
3%
16%
7%
15%
Source:GallupPakistanHairCareStudy2009
*SeeMethodologyformoredetail
-8-
No
15%
26%
29%
57%
78%
96%
80%
92%
83%
No
Response
2%
2%
3%
2%
1%
3%
1%
3%
HairCareStudy
Section2:
BrandRecall
-9-
HairCareStudy
Section2:BrandRecall
Section2.1:
BrandRecall(Soap)
Question:WhenyoulistentothenameSoapwhichbrandcomestoyour
mindfirst?[Askedfromthosewhousesoapforcareofhair]
Lux
42%
LifeBuoy
29%
Safeguard
11%
Tibet
3%
Capri
3%
Dettol
1%
ImperialLeather
1%
Sufi
1%
SnowWhite
2%
Sandal
2%
Source:GallupPakistanNationalStudy2010
Safeguard
12%
Life buoy
32%
Tibet
3%
Dettol
1%
Sufi
1%
Snow White
2%
Lux
47%
Sandal
2%
- 10 -
HairCareStudy
Section2.2:
BrandRecall(Shampoo)
Question:WhenyoulistentothenameShapoowhichbrandcomestoyour
mindfirst?
Sunsilk
35%
Lifebuoy
11%
Pantene
15%
HeadandShoulder
14%
Bioamla
8%
Dove
1%
Medicam
4%
Clear
2%
NoResponse/Others
10%
Pantene
15%
Head & Shoulder

14%
Lifebuoy
11%
Bioamla
8%
Dove
1%
Medicam
4%
Sunsilk
35%
NR/Other
10%
Clear
2%
- 11 -
HairCareStudy
Section2.3:
BrandRecall(HairColouringProducts)
Question:WhenyoulistentothenameHairColouringwhichbrandcomesto
yourmindFirst?
Polycolor
26%
Kalakola
16%
Samsol
19%
Olivia
2%
Keune
9%
Begen
4%
Prisma
2%
NoResponse/Others
22%
Olivia
2%
Samsol
19%
Kenue
9%
Begen
4%
Prisma
2%
Kalakola
16%
NR/Other
22%
Polycolor
26%
- 12 -
HairCareStudy
Section3:
AdRecall
- 13 -
HairCareStudy
Section3:AdRecall
Section3.1:
AdRecall(Soap)
Question:DuringlastweekcanyourecalloneSoapadvertisementonTVor
NewspaperorBillsboardthatyourememberthemost?
Lifebuoy
11%
Safeguard
10%
Lux
34%
Tibet
1%
Capri
1%
Dettole
2%
Sufi
1%
KoheNoor
1%
None
20%
Othrs
2%
DontKnow/NoResponse
15%
Capri
1%
Dettole
2%
Tibet
1%
Sufi
1%
Koh-e-Noor
1%
Lux
36%
None
20%
Others
2%
DK/NR
15%
Safeguard
10%
Lifebuoy
11%
- 14 -
HairCareStudy
Section3:AdRecall
Section3.2:
AdRecall(Shampoo)
Question:DuringlastweekcanyourecalloneShampooadvertisementon
TVorNewspaperorBillsboardthatyourememberthemost?
Sunsilk
36%
Lifebuoy
8%
Pantene
11%
Head&Shoulder
1%
Bioamla
3%
Dove
1%
Medican
1%
Clear
7%
None
8%
Others
1
DontKnow/NoResponse
13%
Lifebuoy
9%
H&S Bioamal
3%
1%
Pantene
12%
Dove
1%
Medicam
1%
Clear
8%
None
9%
Others
1%
DK/NR
14%
Sunsilk
41%
- 15 -
HairCareStudy
Section3:AdRecall
Section3.3:
AdRecall(HairColouringProducts)
Question:DuringlastweekcanyourecalloneHairColouringProducts
advertisementonTVorNewspaperorBillsboardthatyourememberthe
most?
Polycolour
13%
Kalakola
11%
Samsol
4%
Keune
12%
Garnier
3%
Others
6%
None
29%
DontKnow/NoResponse
22%
Others
6%
None
29%
Garnier
3%
Keune
12%
Samsol
4%
DK/NR
22%
Kalakola
11%
Polycolour
13%
- 16 -
HairCareStudy
Section4:
UsageofdifferentBrands
- 17 -
HairCareStudy
Section4:UsageofDifferentBrands
Section4.1:
UsageofDifferentBrands(Soap)
Question:WhichSoapbranddoyouusethemost?
Lifebuoy
31%
Safeguard
9%
Lux
35%
Tibet
4%
Capri
4%
Dettol
1%
Imperial
2%
Sufi
1%
SnowWhite
2%
KoheNoor
1%
Others
2%
None
1%
DontKnow/NoResponse
7%
Safeguard
9%
Lux
35%
Lifebuoy
31%
NR
7%
None
1%
Others
2%
Koh-e-Noor
1%
Sufi
1%
Snow White
2%
- 18 -
Dettole
1%
Tibet
4%
Capri
4%
Imperial
2%
HairCareStudy
Section4.2:
UsageofDifferentBrands(Shampoo)
Question:WhichShampoobranddoyouusethemost?
Sunsilk
37%
Lifebuoy
12%
Pantene
13%
Bioamla
8%
Dove
2%
Medican
3%
Clear
3%
Others
2%
DontKnow/NoResponse
7%
Pantene
15%
Lifebuoy
14%
Bioamal
9%
Dove
2%
Medicam
3%
Sunsilk
44%
DK/NR
8%
Clear
3%
Others
2%
- 19 -
HairCareStudy
Section4.3:
UsageofDifferentBrands(HairColouringProducts)
Question:WhichHairColouringProductsbranddoyouusethemost?
Polycolour
19%
Kalakola
13%
Samsol
19%
Olivia
2%
Keune
13%
Begen
4%
Prisma
3%
Others
7%
DontKnow/NoResponse
20%
Samsol
19%
Olivia
0%
Keune
13%
Begen
4%
Prisma
3%
Others
7%
Kalakola
13%
DK/NR
21%
Polycolour
20%
- 20 -
HairCareStudy
Methodology
- 21 -
HairCareStudy
Methodology
Methodology
SampleProfile:
TotalSample:
ExceptforSection1wherethedataisfrom2750menandwomen
GeographicalCoverage:
Methodology:
QualityStandards:
Thissurveywasbasedonresponsesfrom2250menandwomen.
The survey covered all four provinces of Pakistan. The sample was
spreadinbothRuralandUrbanareas.WithinUrbanareasMetros,Large
andMediumTownswerealsocovered.
Facetofaceinhomemethodologywasused
GallupPakistancomplieswithESOMAR(EuropeanSocietyforMarketing
andOpinionResearch)standardsforresearch.
NoteonAnalysis:
Thisanalysisispreliminaryandexplanationspresentedherearepossible
reasons/consequences.Thedataisstatisticallyvalidbutanalysisisbased
onsubjectiveviewsofthewriter.
FieldWorkDates:
20092010
- 22 -
HairCareStudy
Appendix1:
TipsonMediaHabits
ofPakistanis
- 23 -
HairCareStudy
Appendix1
Appendix1:
TipsonPakistaniMedia
Source: Gallup Pakistan Report 2009
ChangingMediaMarket:
The media market in Pakistan has changed quite significantly during the last
fifteen years. The new media scene is characterized by the emergence of
Satellite TV, FM Radio, Internet and the low priced regional and local
newspapers.
Thefollowingwriteupanalyzesthepenetrationlevelsofthesenewmediaand
theemergingmediahorizoninthecountry.Insummarythecurrentsituationis
thefollowing:
Satellite TV: Satellite TV is available to nearly half of all TV viewers in the

country. It is accessed mainly through cable operators. The availability is
considerably higher in urban areas as compared to the rural. In urban areas
nearly80%ofTVviewershaveaccesstoitwhereasthecomparableruralfigure
is around 25%. Access to satellite TV has broadened the media choices.
Consequently the multichannel audience now watches private national
channelsaswellasseveralregionalandlocalchannelsfornews,currentaffairs
andentertainmentprograms.
TheViewership of publicand semipublicTV(PTV,PTV WorldandATV)faces

severe competition from private channels in areas where Satellite TV is
available.MostsignificantlytheViewershipofPTVnews(Khabarnama)drops
tonearlyhalfwhensatelliteTVmovesintoahome,fromnearly30%toaround
15%.
FM Radio: FM Radio began with one channel (FM100) in only three cities
(Karachi, Lahore, Rawalpindi /Islamabad). But it has now vastly expanded in
numberandisextendingisgeographicalrangeacrossthecountry.Morethana
hundredFMradiochannelshaveobtainedlicensesandasignificantnumberof
themarecurrentlybroadcasting.
Presently nearly all (97%) radio listeners listen to FM channels as well. The
mostpopularisMastFM103.Theotherchannelshaveaspecificregionaland
localtransmission.
- 24 -
HairCareStudy
Appendix1
Theavailabilityofprivateradiochannelswithlocalandregionalfacesislikely
tomakesignificantimpactinthefuture.Whatwouldthatimpactbe?Itisstill
inthemaking.
Internet*: According to the latest Gallup Pakistan Report nearly 2% of

Pakistanis over the age of 18 now claim to be using internet regularly or
casually.Sofaritisalowfigureatagrosslevelbutitisalreadyquiteinsome
sectionsofthepopulation.Forexampleitisaround12%inKarachiand9%in
NorethernPunjab(mostlyIslamabad/Rawalpindi).Furtherdiffusionofinternet
islikelytomakeastrongimpactonmediasceneinthecountry.
It appears that internet usage did not rise in 2008 partly because of massive
shortages and failures of electricity supply, commonly referred to as load
shedding.Thus,whilecomputerviewershiphasrisento11%,internetaccess
hasnotgrownatthesamepace.
RegionallowPriceNewspapers:Thelowpricenewspapers,availableeitherin
the morning or midday / afternoon have considerably influenced the
newspapersreadershipinthecountry.
Their impact is particularly pronounced in regional markets such as Interior

SindhandNWFP.ForexamplefourSindhilanguagenewspapersdominatethe
newspaper readership in Interior Sindh: Kawish Koshish and Khabroon.
Their combined readership is far ahead of Urdu and English readership. In
NWFP Daily Express is at the top of the readership ladder. In Karachi low
price evening Awam and Qaumi Akhbar and a medium priced paper
Ummathavevery significantshare in newspaperreadership. In Balochistan
the local Mashriq capture a large portion of total readership. Interesting
however is the fact that except for Interior Sindh, all the local papers,
irrespectiveofthelanguageofthatprovincearepublishedinUrdu.
In summary the media scene in Pakistan has far more choices than was the
casefifteenyearsago.TheemergenceofSatelliteTV,FMRadio,Internetand
regionalnewspapershasintroducedanelementofgreatervarietyintermsof
ownership and control of media which is now not restricted to the public
sectoraswellasgreaterpossibilityoffocusingonregionalandlocalconcerns.
Thesedevelopmentsbearinthembothpositiveandnegativepotentialities.It
isyettobeseenastohowthesepotentialitiesareharnessed.
- 25 -
HairCareStudy
Appendix1
SettingsinWhichPeopleWatchTelevision
Roughly80%ofPakistanistodaywatchtelevisionintheurbanandruralareas
ofthecountry.Almosthalfofthemhaveaccesstocabletelevision.
WhereisTelevisionLocated?
LivingRoomsfollowedbyBedRoomsarethemostcommonlocationstoplace
the family television. This description comes with the caution that in a
situation of crowded housing and tiny houses for ordinary Pakistanis, the
distinctionbetweenvarioustypesofroomsisonlymildlyrelevant.
Usuallyinwhichroomdoyousitandwatchtelevision;meaninginwhichroom
ofyourhouseisthetelevisionplaced?
LivingRoom
59%
BedRoom
21%
DrawingRoom
15%
Other
5%
Source:GilaniPollconductedbyGallupPakistan
thePakistaniaffiliateofGallupInternationalAssociation(www.gallupinternational.com;www.gallup.com.pk)
TheCompanyYouKeepWhenWatchingTelevision
Despite a trend towards availability of greater choice among types of television channels
(genre) targeted at different members of the household (men, women, and children) of
varyingages,televisionviewingcontinuestobeagroupviewingactivity.Oratleastthatis
howmostoftheviewingisdone.MostviewersclaimtheyviewTVinthecompanyofthe
family.Thisispartlyaresultofcrowdedhousinginwhichnearlytwothirdsofallhouseholds
liveinahomeoftwoorfewerrooms.
Doyouusuallywatchtelevisionwithyourfamilyorsomewhereelse?(askedofTVviewers)
WithFamily
84%
SomewhereElse
16%
ViewsonQualityofProgramsonTelevision
Notwithstandingmanyskeptics,whomayevenbecorrect,theaverageviewerbelievesthat
thequalityofprogramsontelevisionisimproving.
- 26 -
HairCareStudy
Appendix1
Inyourview,duringthelastfewyearshasthestandardoftelevisionprogramsimproved,
deteriorated,orremainedthesame?
Improved
42%
RemainedSame
29%
Deteriorated
27%
NoResponse
2%
- 27 -
HairCareStudy
Appendix1
SummaryofMediaHabits
TheseareAllPakistanfindings(Age10+).
ForRuralandUrbanbreakdownsseeGallupMediaReports2009
TelevisionViewership:(BaseAge10+)
TotalViewership
AmongAge10+
Regular
50%
Occasional
16%
Casual
2%
SatelliteViewership
AmongAge10+
OR45%ofTVViewers
RadioListenership:(Base:Age10+)
78%
Total
AmongAge10+
Regular
13%
Occasional
10%
Casual
4%
35%
27%
NewMediaAccessLevel:(Base:Age10+)
PersonalMobilePhone
30%
Computer
11%
Internet
2%
- 28 -
HairCareStudy
Appendix2:
TabularData
- 29 -
HairCareStudy
Appendix2
Section1:
DifferentTypesofProductsused
forHairCare?
- 30 -
HairCareStudy
Appendix2
Table 1a
Q1 What do you use to take care of your hair?
Shampoo
Yes
Row%
Total
GENDER
Total
Age of the Respondent
Total
Education
Total
Location
No
Response
No
Row%
Row%
Rural
71
67
75
71
74
68
67
40
71
63
74
84
59
71
64
29
33
25
29
25
32
33
60
29
37
25
16
41
29
35
0
0
0
0
1
0
0
0
0
1
0
1
0
0
0
Urban
84
16
Male
Female
Under 30
30 50
51+
No Response
No education/ only basic education
Secondary school
High level education (e.g university)
No response
Weighted
SOURCE : Gallup Pakistan March 15-16 , 2009
Table 1b
Soap
Yes
Row%
Total
GENDER
Total
Total
Education
Total
Location
No
Response
No
Row%
Row%
Rural
72
78
65
72
70
73
78
64
72
80
69
56
49
72
84
26
20
32
26
27
26
17
36
26
17
28
44
51
26
13
2
2
3
2
3
2
5
0
2
2
3
1
0
2
3
Urban
48
51
Male
Female
Under 30
30 50
51+
No Response
Secondary school
No response
Weighted
- 31 -
HairCareStudy
Appendix2
Table 1c
Oil
Yes
Row%
Total
GENDER
Total
Total
Education
Total
Location
No
Response
No
Row%
Row%
Rural
83
80
86
83
84
82
80
91
83
87
82
74
82
83
84
15
19
11
15
14
16
15
9
15
11
16
25
18
15
13
2
2
3
2
3
2
4
0
2
3
2
1
0
2
3
Urban
81
18
Male
Female
Under 30
30 50
51+
No Response
Secondary school
No response
Weighted
Table 1d
Mehandi
Yes
Row%
Total
GENDER
Total
Total
Education
Total
Location
No
Response
No
Row%
Row%
Rural
40
33
47
40
37
42
44
20
40
44
36
37
30
40
39
57
64
50
57
60
55
51
80
57
52
61
61
70
57
57
3
3
3
3
3
3
4
0
3
3
3
2
0
3
4
Urban
41
58
Male
Female
Under 30
30 50
51+
No Response
Secondary school
No response
Weighted
SOURCE :Tvs 2910 Gallup Pakistan March 15-16 , 2009
- 32 -
HairCareStudy
Appendix2
Table 1e
Herbs
Yes
Row%
Total
GENDER
Total
Total
Education
Total
Location
No
Response
No
Row%
Row%
Rural
15
12
18
15
17
12
14
14
15
15
15
14
20
15
15
83
85
80
83
81
85
78
86
83
83
82
84
80
83
81
3
3
3
3
3
2
8
0
3
2
3
3
0
3
4
Urban
13
86
Male
Female
Under 30
30 50
51+
No Response
Secondary school
No response
Weighted
Table 1f
Yogurt
Yes
Row%
Total
GENDER
Total
Total
Education
Total
Location
No
Response
No
Row%
Row%
Rural
16
11
22
16
18
15
14
20
16
16
16
18
25
16
16
80
85
75
80
79
82
78
80
80
81
80
79
75
80
80
3
4
3
3
3
3
8
0
3
3
4
3
0
3
4
Urban
18
80
Male
Female
Under 30
30 50
51+
No Response
Secondary school
No response
Weighted
- 33 -
HairCareStudy
Appendix2
Table 1g
Egg
Yes
Row%
Total
GENDER
Total
Total
Education
Total
Location
No
Response
No
Row%
Row%
Rural
20
15
24
20
21
19
18
18
20
20
20
19
27
20
20
78
83
73
78
76
80
78
82
78
78
78
78
73
78
78
2
2
3
2
3
2
4
0
2
2
2
3
0
2
3
Urban
20
79
Male
Female
Under 30
30 50
51+
No Response
Secondary school
No response
Weighted
- 34 -
HairCareStudy
Appendix2
Section2:
BrandRecall
- 35 -
HairCareStudy
Appendix2
Male
Female
Under 30
30 50
51+
No Response
Illiterate
Literate but no formal
Education
Upto Primary
Middle
Matric
Intermediate
Graduate
Post Graduate
Professional/Doctor
No Response
Rural
Urban
When you listen to the name 'saop' what brand comes to your mind first?
Skin
Lux
Tibet
Capri
Dettol
Imperial
Sofi
white
Sandal
Lifebuoy
Safe
guard
Row%
29
28
31
29
24
32
30
35
29
38
Row%
11
12
10
11
13
11
4
23
11
9
Row%
42
41
43
42
43
40
49
27
42
42
Row%
3
4
1
3
3
3
4
0
3
2
Row%
3
5
2
3
4
4
1
0
3
1
Row%
1
1
0
1
1
0
1
0
1
0
51
22
22
32
21
21
24
36
80
31
29
33
9
10
13
17
16
20
6
13
11
10
51
42
44
44
44
29
14
0
42
43
8
3
4
2
1
2
0
0
3
2
19
17
38
Row%
Row%
Row%
Row%
Others
NR
Row%
Row%
1
1
1
1
0
1
0
0
1
0
1
0
1
1
0
1
1
0
1
3
2
3
1
2
2
3
0
0
2
0
2
0
3
2
2
1
0
0
2
4
3
2
5
3
6
2
1
15
3
0
2
3
1
2
1
2
9
0
2
0
1
5
5
2
3
3
0
0
3
3
0
0
1
1
1
3
0
0
1
0
3
2
0
0
0
1
0
0
1
1
0
0
0
0
0
0
0
0
1
1
0
2
5
0
7
1
0
0
2
3
4
2
0
0
0
0
0
0
2
2
3
1
5
6
2
3
0
6
3
2
0
1
3
8
1
2
0
50
2
1
- 36 -
HairCareStudy
Appendix2
When you listen to the name 'Shampoo' what brand comes to your mind first?
Male
Female
Under 30
30 50
51+
No Response
Illiterate
Literate but no formal Education
Upto Primary
Middle
Matric
Intermediate
Graduate
Post Graduate
Professional/Doctor
No Response
Rural
Urban
Sunsilk
Row%
35
30
40
35
38
32
44
38
35
53
28
34
36
37
30
31
32
7
24
35
36
Life bouy
Row%
11
11
11
11
14
10
3
27
11
9
16
22
7
11
13
10
2
0
6
11
12
Pantene
Row%
15
17
13
15
15
15
12
13
15
15
10
10
14
14
16
21
17
12
0
15
12
Head &
Shoulder
Row%
14
15
12
14
13
14
15
21
14
6
15
9
12
14
16
11
35
76
8
14
12
Bioamla
Row%
8
6
10
8
8
9
1
0
8
15
10
19
12
3
4
7
4
0
0
8
10
Dove
Row%
1
0
2
1
1
1
2
0
1
0
0
0
1
1
2
2
2
0
0
1
0
34
10
19
15
- 37 -
Medicam
Row%
4
4
5
4
2
6
0
0
4
0
9
4
8
5
0
4
0
0
0
4
7
0
Clear
Row%
Others
Row%
2
3
2
2
2
2
0
0
2
0
2
0
2
2
4
2
2
5
6
2
0
2
1
2
2
1
2
2
0
2
0
1
0
2
2
3
2
4
0
6
2
0
NR
Row%
8
13
4
8
5
9
20
0
8
3
9
1
6
12
11
9
2
0
50
8
11
HairCareStudy
Appendix2
Male
Female
Under 30
30 50
51+
No Response
Illiterate
Upto Primary
Middle
Matric
Intermediate
Graduate
Post Graduate
No Response
Rural
Urban
When you listen to the name 'Hair Colouring Product' what brand comes to your mind first?
Polycolor
Kalakolo
Samsol
Olivia
Keune
Bigen
Prisma
Others
NR
Row%
Row%
Row%
Row%
Row%
Row%
Row%
Row%
Row%
26
16
19
2
9
4
2
5
17
20
17
13
2
6
3
1
8
30
31
15
23
2
11
6
2
4
7
26
16
19
2
9
4
2
5
17
38
16
1
0
3
0
2
9
29
24
16
24
2
11
6
2
4
11
9
15
13
4
0
4
0
8
48
0
0
0
0
0
0
0
0
100
26
16
19
2
9
4
2
5
17
0
0
35
0
62
3
0
0
0
82
4
5
5
0
0
0
5
0
7
80
7
0
0
0
7
0
0
25
29
14
0
3
0
6
17
7
22
14
21
3
5
9
1
6
18
29
20
11
2
2
0
0
11
25
21
15
14
2
7
5
3
1
31
43
0
41
0
3
3
0
4
7
0
0
0
0
0
0
0
0
100
26
16
19
2
9
4
2
5
17
25
9
21
0
10
5
0
0
30
27
22
17
- 38 -
10
HairCareStudy
Appendix2
Section3:
AdRecall
- 39 -
HairCareStudy
Appendix2
Male
Female
Under 30
30 50
51+
No Response
Illiterate
Education
Upto Primary
Middle
Matric
Intermediate
Graduate
Post Graduate
Professional/Doctor
No Response
Rural
Urban
During last week can you recall one 'Soap' advertisement on Tv or Newspaper or Billboard that you remember the most?
Safe
KohLifebuoy
guard
Lux
Tibet
Capri
Dettol
Sofi
eNoor
Others
None
DK
Row%
Row%
Row%
Row%
Row%
Row%
Row%
Row%
Row%
Row%
Row%
11
10
34
1
1
2
1
1
2
20
6
10
12
34
1
2
3
1
0
2
19
7
13
6
35
1
1
2
1
3
3
23
5
11
10
34
1
1
2
1
1
2
20
6
12
12
32
1
2
2
2
2
3
17
5
11
9
34
1
1
2
0
1
2
23
7
12
8
43
0
2
1
0
0
0
11
6
12
0
30
0
0
0
0
0
0
35
12
11
10
34
1
1
2
1
1
2
20
6
7
1
45
1
0
0
0
1
0
31
9
NR
Row%
9
10
7
9
9
7
16
12
9
3
14
28
29
12
14
8
11
17
11
0
6
11
12
11
13
10
9
17
25
6
0
10
8
24
31
38
26
32
39
92
6
34
33
0
0
3
1
2
1
0
0
1
1
1
2
1
0
1
5
0
13
1
1
0
3
5
1
3
2
0
0
2
2
2
2
0
0
0
0
0
0
1
1
0
3
0
0
0
0
0
0
1
2
4
0
3
2
4
3
0
6
2
1
27
17
15
20
8
10
0
13
20
23
13
6
4
13
1
1
2
19
6
7
4
7
12
16
15
3
0
38
9
8
10
16
36
13
11
- 40 -
HairCareStudy
Appendix2
During last week can you recall one 'Shampoo' advertisement on Tv or Newspaper or Billboard that you remember the most?
Male
Female
Under 30
30 50
51+
No Response
Illiterate
Education
Upto Primary
Middle
Matric
Intermediate
Graduate
Post Graduate
Professional/Doctor
No Response
Rural
Urban
Sunsilk
Row%
36
34
38
36
38
34
48
38
36
51
Life bouy
Row%
8
8
8
8
10
8
5
0
8
1
Pantene
Row%
11
12
10
11
9
13
7
13
11
8
Head &
Shoulder
Row%
11
11
11
11
9
12
10
8
11
3
Bioamla
Row%
3
3
3
3
3
4
1
0
3
0
Dove
Row%
1
1
1
1
1
1
3
0
1
0
28
11
30
31
40
22
43
36
10
18
36
42
15
6
9
11
8
5
82
0
8
7
11
6
14
18
8
12
0
6
11
7
16
9
8
12
13
30
6
2
11
9
6
8
3
4
2
3
0
0
3
3
29
10
16
13
- 41 -
Medicam
Row%
1
2
0
1
0
1
0
0
1
0
Clear
Row%
Others
Row%
None
Row%
DK
Row%
7
7
6
7
11
4
1
0
7
14
1
1
1
1
1
1
1
0
1
0
8
5
10
8
8
8
1
40
8
11
3
3
4
3
3
4
2
0
3
4
NR
Row%
10
12
8
10
7
11
21
0
10
8
20
24
0
0
0
3
2
3
0
0
1
0
4
0
2
0
0
0
0
0
1
1
4
9
3
5
4
1
0
19
7
8
1
2
1
2
3
1
0
0
1
0
6
14
4
7
3
2
0
6
8
9
5
6
2
4
3
3
0
6
3
2
2
9
15
12
12
4
2
43
10
11
HairCareStudy
Appendix2
Male
Female
Under 30
30 50
51+
No Response
Illiterate
Upto Primary
Middle
Matric
Intermediate
Graduate
Post Graduate
No Response
Rural
Urban
During last week can you recall one 'Hair Colouring Product' advertisement on Tv or Newspaper or Billboard
that you remember the most?
Polycolor
Kalakolo
Samsol
Keune
Garnier
Others
None
DK
NR
Row%
Row%
Row%
Row%
Row%
Row%
Row%
Row%
Row%
13
11
4
12
3
6
8
21
22
11
14
2
12
4
5
9
9
34
15
8
6
12
3
6
7
30
12
13
11
4
12
3
6
8
21
22
11
11
1
25
6
5
6
1
34
15
10
5
9
3
6
9
28
16
0
15
9
0
4
4
9
8
52
0
0
0
0
0
0
0
0
100
13
11
4
12
3
6
8
21
22
4
0
0
62
0
0
0
34
0
0
4
5
82
0
0
5
0
5
60
12
0
0
0
16
7
0
6
19
22
12
0
5
8
11
12
10
13
10
3
3
3
5
3
37
24
8
25
8
4
9
8
9
4
27
14
7
2
6
3
8
18
2
40
10
0
6
0
0
0
7
67
10
0
0
0
0
0
0
0
0
100
13
11
4
12
3
6
8
21
22
9
4
0
21
0
0
0
37
30
17
16
- 42 -
10
15
15
HairCareStudy
Appendix2
Section4:
UsageofdifferentBrands
- 43 -
HairCareStudy
Appendix2
Which 'soap' brand do you use the most?
Male
Female
Under 30
30 50
51+
No Response
Illiterate
Literate but no
formal Education
Upto Primary
Middle
Matric
Intermediate
Graduate
Post Graduate
Professional/Doctor
No Response
Rural
Urban
Lifebuoy
Row%
31
29
33
31
31
30
37
23
31
41
Safe
guard
Row%
9
12
6
9
9
10
5
35
9
10
Lux
Row%
35
33
39
35
32
37
34
30
35
39
Tibet
Row%
4
5
2
4
5
4
1
0
4
4
Capri
Row%
4
5
2
4
4
4
2
0
4
0
Dettol
Row%
1
1
1
1
2
1
1
0
1
0
38
24
12
29
37
24
29
25
17
0
13
31
34
8
12
7
14
8
21
86
19
9
8
43
33
33
35
35
42
14
0
35
35
6
3
5
4
3
1
0
0
4
4
1
4
6
2
3
7
0
0
4
3
20
14
34
Skin
white
Row%
Sofi
Row%
KoheNoor
Row%
1
1
1
1
2
1
1
0
1
0
2
2
1
2
2
2
0
0
2
0
1
0
2
1
2
1
0
0
1
1
Others
Row%
3
2
4
3
3
2
6
0
3
2
1
0
2
1
1
4
0
0
1
0
3
2
2
0
6
1
0
0
2
2
2
0
1
1
0
0
0
0
1
1
0
2
3
0
5
0
0
0
2
2
- 44 -
Imperial
Row%
2
2
1
2
3
2
1
0
2
0
None
Row%
NR
Row%
1
1
1
1
0
1
1
12
1
0
7
7
6
7
7
6
13
0
7
3
2
2
0
0
0
0
0
0
1
1
4
1
3
7
2
3
0
0
3
1
0
0
2
1
0
2
0
13
1
0
2
4
11
6
12
2
0
56
7
6
HairCareStudy
Appendix2
Which 'Shampoo' brand do you use the most?
Male
Female
Under 30
30 50
51+
No Response
Illiterate
Upto Primary
Middle
Matric
Intermediate
Graduate
Post Graduate
Professional/Doctor
No Response
Rural
Urban
Sunsilk
Row%
37
33
40
37
39
35
43
38
37
57
40
32
44
36
25
33
30
7
24
37
42
Life bouy
Row%
12
14
9
12
13
11
12
27
12
6
8
19
13
8
13
17
4
82
12
12
13
Pantene
Row%
13
13
13
13
14
12
11
27
13
8
15
11
12
14
17
12
15
6
6
13
9
Head &
Shoulder
Row%
13
17
10
13
12
14
13
8
13
6
15
5
11
15
13
16
34
0
2
13
14
Bioamla
Row%
8
4
12
8
8
10
2
0
8
18
9
30
10
3
4
4
1
0
0
8
10
Dove
Row%
2
1
3
2
1
2
2
0
2
0
1
0
0
2
4
4
3
0
0
2
0
30
10
18
13
- 45 -
Medicam
Row%
3
4
2
3
2
4
0
0
3
0
9
0
3
4
1
4
1
0
0
3
5
1
Clear
Row%
Others
Row%
3
4
1
3
3
3
0
0
3
0
2
1
2
2
7
3
2
5
0
3
0
2
2
2
2
2
3
2
0
2
0
0
1
2
3
3
3
5
0
0
2
1
NR
Row%
7
8
6
7
7
7
15
0
7
5
1
1
3
13
13
4
5
0
56
7
7
HairCareStudy
Appendix2
Male
Female
Under 30
30 50
51+
No Response
Illiterate
Upto Primary
Middle
Matric
Intermediate
Graduate
Post Graduate
No Response
Rural
Urban
Polycolor
Row%
19
10
27
19
9
24
4
0
19
0
0
60
15
17
25
18
43
0
19
19
20
Which 'Hair Colouring Product' brand do you use the most?

Kalakolo
Samsol
Olivia
Keune
Bigen
Prisma
Row%
Row%
Row%
Row%
Row%
Row%
13
19
2
13
4
3
18
11
3
12
2
2
9
25
2
14
5
3
13
19
2
13
4
3
18
3
0
25
0
2
12
24
3
11
5
3
15
9
4
0
4
4
0
0
0
0
0
0
13
19
2
13
4
3
0
35
0
62
0
0
4
5
0
82
0
0
12
9
0
0
0
12
23
27
0
3
0
8
14
22
4
4
9
3
25
4
4
6
0
0
13
13
2
7
3
3
0
41
0
0
0
0
0
0
0
0
0
0
13
19
2
13
4
3
4
21
0
21
5
0
21
17
- 46 -
Others
Row%
7
10
4
7
10
5
12
0
7
3
5
0
17
6
11
5
4
0
7
0
NR
Row%
20
33
10
20
33
14
48
100
20
0
5
7
7
21
25
36
13
100
20
30
12
12
Contact Details:
Islamabad: +92 51 2655630
Lahore:
+92 42 35842419
Karachi:
+92 21 4537569
Email: info@gallup.com.pk
Web : www.gallup.com.pk
www.gallup-international.com
Disclaimer:GallupPakistanisnotrelatedtoGallupInc.headquarteredinWashingtonD.C.USA.
WerequirethatoursurveysbecreditedfullyasGallupPakistan(notGalluporGallupPoll).We
disclaimanyresponsibilityforsurveyspertainingtoPakistanipublicopinionexceptthosecarried
outbyGallupPakistan,thePakistaniaffiliateofGallupInternationalAssociation.Fordetailson
GallupInternationalAssociationseewebsite:www.gallupinternational.com

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July 23, 2010

Background to Pakistani Consumer Market

Section 4: Usage of different Brands

According to the Household Integrated Economic Survey (HIES), Household

The total consumption expenditure or the size of Consumer Wallet in the

Share of Wallet is the percentage of a customer's expenses that is spent on

Head & Shoulder

Satellite TV: Satellite TV is available to nearly half of all TV viewers in the

TheViewership of publicand semipublicTV(PTV,PTV WorldandATV)faces

Internet*: According to the latest Gallup Pakistan Report nearly 2% of

Their impact is particularly pronounced in regional markets such as Interior

Which 'soap' brand do you use the most?

Which 'Shampoo' brand do you use the most?

Which 'Hair Colouring Product' brand do you use the most?

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