Executive Summary
Hair care industry is an ever-growing industry in the region and Worldwide, the requirements from the manufacturer differs as per the needs and requirement of the population in different demographics sectors across the world.
Understanding the requirements of the general population residing in this region, we can see a shift in the consumer behavior and also notice a psychological change in the perception of using shampoo from a luxury to a necessity due to many reasons. Understanding these reason are one of objectives, which we have achieved through our research, by understanding this change in the perception and also helps us forecast the evolving requirements of the customer. Through our research we are trying to understand …show more content…
The electronic questionnaire made and sent out to 40 respondents of which 30 have replied back, providing an acceptable sample size.
We will further analyze the data quantitatively and try to offer our findings based on the same.
Sample Information
The respondents were selected randomly, for e.g people we regularly meet, co-workers and others based in the UAE. A mix of both genders had responded to the survey, and the answers to the survey by people aged above 60 years were rejected. The focus of the survey was on people in the Income group who buy and contribute to the product sale.
For obvious reasons, the users had to be regular users of shampoo and should have used a variety of shampoo brands in the past.
A through field work for conducting the survey resulted in a sizeable number of respondents and objective data collected.
Data Analysis
Survey results were coded on to xls file. Post the coding, any correction required with erroneous data was corrected, by direct interaction with the respondents.
Upon coding the available survey results, the same are analyzed …show more content…
This shows a lot of scope for positive improvement in the marketing strategies for the product.
A striking take-away from this survey was that the brand “Dettol” is not associated with any beauty product at all, and probably its strong image as a dis-infectent will definitely be a hurdle in promoting the brand in the beauty care space. We believe the company should look into creating a sub-brand around this shampoo, downplay the “Dettol” part and look to create a new image.
Buying patterns clearly indicate that the people of U.A.E prefer to buy shampoo from supermarkets. For obvious reasons like proximity to living quarters, availability of options, availability of various products under one roof give supermarkets an edge over the other places to buy these products. “Dettol” should seriously consider using spaces available with these supermarkets to put up stalls, promote the brand and provide free samples (sachets useable for one wash) to push the product into more
Hair care industry is an ever-growing industry in the region and Worldwide, the requirements from the manufacturer differs as per the needs and requirement of the population in different demographics sectors across the world.
Understanding the requirements of the general population residing in this region, we can see a shift in the consumer behavior and also notice a psychological change in the perception of using shampoo from a luxury to a necessity due to many reasons. Understanding these reason are one of objectives, which we have achieved through our research, by understanding this change in the perception and also helps us forecast the evolving requirements of the customer. Through our research we are trying to understand …show more content…
The electronic questionnaire made and sent out to 40 respondents of which 30 have replied back, providing an acceptable sample size.
We will further analyze the data quantitatively and try to offer our findings based on the same.
Sample Information
The respondents were selected randomly, for e.g people we regularly meet, co-workers and others based in the UAE. A mix of both genders had responded to the survey, and the answers to the survey by people aged above 60 years were rejected. The focus of the survey was on people in the Income group who buy and contribute to the product sale.
For obvious reasons, the users had to be regular users of shampoo and should have used a variety of shampoo brands in the past.
A through field work for conducting the survey resulted in a sizeable number of respondents and objective data collected.
Data Analysis
Survey results were coded on to xls file. Post the coding, any correction required with erroneous data was corrected, by direct interaction with the respondents.
Upon coding the available survey results, the same are analyzed …show more content…
This shows a lot of scope for positive improvement in the marketing strategies for the product.
A striking take-away from this survey was that the brand “Dettol” is not associated with any beauty product at all, and probably its strong image as a dis-infectent will definitely be a hurdle in promoting the brand in the beauty care space. We believe the company should look into creating a sub-brand around this shampoo, downplay the “Dettol” part and look to create a new image.
Buying patterns clearly indicate that the people of U.A.E prefer to buy shampoo from supermarkets. For obvious reasons like proximity to living quarters, availability of options, availability of various products under one roof give supermarkets an edge over the other places to buy these products. “Dettol” should seriously consider using spaces available with these supermarkets to put up stalls, promote the brand and provide free samples (sachets useable for one wash) to push the product into more