Presentation Transcript

MARKET RESEARCH ANALYSIS ON CONSUMER BUYING BEHAVIOUR OF HAIR COLOR MARKET:

MARKET RESEARCH ANALYSIS ON CONSUMER BUYING BEHAVIOUR OF HAIR COLOR MARKET

AIM OF STUDYING CONSUMER BUYING BEHAVIOUUR :

AIM OF STUDYING CONSUMER BUYING BEHAVIOUUR Study of how individuals , groups & organizations select, buy, use & dispose of goods, services, ideas or experience to satisfy their needs & wants. Provides clues for improving or introducing new products or services ,setting prices ,devising channels ,crafting messages & developing other marketing activities

BASIC QUESTIONS WHICH EFFECT MARKETERS:

BASIC QUESTIONS WHICH EFFECT MARKETERS How do consumer characteristics influence buying behaviour? Which factors influence consumer responses? How do consumers make purchasing decision? How do marketers analyse the consumer response?

HAIR COLOR MARKET IN INDIA:

HAIR COLOR MARKET IN INDIA

HAIR COLOUR INDUSTRY:

HAIR COLOUR INDUSTRY After LOreal, Godrej and Garnier , the new player to enter the Indian retail market is German major Henkel-Schwarzkopf . Today, the total hair colour industry in India is around Rs 650 crore. This is further divided into two segments i.e. Retail category & Salon category . The Rs 450 crore retail segment, which is growing at a 20 per cent clip annually . The two big brands in the salon category are multinationals LOreal and Schwarzkopf . Industry sources peg Schwarzkopfs share at 24 per cent with LOreal dominating at 76 per cent.

MARKET SHARE:
MARKET SHARE

REASONS FOR GROWTH :

REASONS FOR GROWTH Increase in demand A decade ago used to cover grey hairs,but today it has become a fashion statement Women empowerment Traditionally aimed at 15-45 age female segment.But a growing population of 15-45 age males patronize the category in a big way. This is because of the corporate culture that places an emphasis on young male employees looking smart and trendy.

QUESTIONNAIRE:
QUESTIONNAIRE Do you use hair color? Why do you use hair color? Which brand do you prefer? Why do you prefer this brand? Are you satisfied with this brand? If yes , what is the reason? Have you used any brand before? If yes, what was that brand? What is the reason for switching off the brand?

FACTORS INFLUENCING CONSUMER BEHAVIOUR:

FACTORS INFLUENCING CONSUMER BEHAVIOUR Cultural Factors:- social class, geographical area & individual perception. Social Factors:- reference groups & family. Personal Factors:-buyers age & stage in the life cycle, occupation & personality of buyer and lifestyle.

SURVEY RESULT:
SURVEY RESULT Family income is one of the main things which decided the kind of product bought. Peer effect influence of celebrities like movie stars & cricket players influence of advertisements. Covering grey hair. Fashion consciousness i.e. need to look smart & trendy. Should not cause any damage hair fall, hard hairs & skin problems. Easy to apply and have a long lasting effect.

BUYING DECISION PROCESS:

BUYING DECISION PROCESS Problem recognition:-Fading of natural hair colour, whitening of hairs due to age problems, fashion statement & growing influence of corporate culture. Information search:-The sources can be personal, commercial & public. Evaluation of alternatives:-It should satisfy my need, should come in my budget , number of value-adds & should not affect my health. Purchase Decision:-consumer will buy the product, which provides maximum value-adds at the most reasonable price. Post purchase behavior :- desired result induce customer loyality .

RESPONSE FROM MARKETERS:

RESPONSE FROM MARKETERS Godrej developed additional colours in its Colour Soft range. Godrej also has plan to launch an advertising campaign reassuring the public about concerns about the safety of hair colour. The newly launched Henkel is now testing the waters. Henkel is also strengthening its Schwarzkopf salon brand. It plans to launch Indola at 30 per cent lower than its premium brand Igora Royale. Even LOreal , which is constantly revamping its retail colour palette, is now concentrating on the high value salon business & has launched Matrix(Rs.119) to tap mass based middle segment. Garnier entered the lower end segment of the market by launching Garnier colour natural costing Rs.100.

EFFECT ON CONSUMERS:
EFFECT ON CONSUMERS The home-use colorant market, as per the AC Nielson report, is growing steadily, with the popular segment witnessing a 70 per cent value growth. K. Radhakrishnan, Vice-President (Marketing), FoodWorld Supermarkets says it is the Rs. 85-145 range of colorant brands which is witnessing rapid growth. The overall hair colorant market is on a high with more and more consumers graduating to hair colorants.

MARKET LEADER STRATEGY:

MARKET LEADER STRATEGY Godrej Consumer Products Ltd (GCPL) relaunched its existing basic hair colour range called Godrej Colour Soft with value additions. The company has launched a host of new fashion shades to woo consumers across the country. Totally revamped the 40 ml packaging of existing range of basic hair colours priced at Rs 110 to a new bigger size pack with value-addition for only Rs 125. Godrej Colour Soft now offers a complete hair colouring kit that includes a colourant, developer lotion, shampoo, conditioner, a pair of gloves, a protective cape along with an applicator brush and measuring cup. GCPL then roped in bollywood celebrity Katrina Kaif as the brand ambassador for Renew. GCPLs focus on powder hair dyes also resulted in the relaunch of its largest selling powder hair dye Godrej Expert.

RECOMMENDATIONS:
RECOMMENDATIONS Local celebrities should be used to endorsed Introduce one time use packets. Promotion via local saloons. College sponsorship to promote the among youth.