Research Report of Sunsilk Welcome To A Session On Research Report of Sunsilk

Introduction Sunsilk is a hair care brand, primarily aimed at women, produced by the Unilever group, which is now considered the world's leading company in hair conditioning and the second largest in shampoo. Sunsilk is Unilever’s leading hair care brand, and ranks as one of the Anglo-Dutch conglomerate's “billion dollar brands". Sunsilk shampoos, conditioners and other hair care products are sold in 69 countries worldwide.

Sunsilk is sold under a variety of different names in markets around the world including Elidor, Seda and Sedal. The brand is strongest in Asia, Latin America and the Middle East and is the number one hair care brand in India, Brazil, Argentina, Bolivia, Bangladesh, Sri Lanka and Thailand.

Research Objectives To determine the average level of preference towards Sunsilk shampoo. To identify the effective reasons for the determined level of preference. To identify the most significant variable affect for the level of preference.

To identify the relationship between the affected reasons and the level of preference. To recognize the potential benefits that customers expect from Sunsilk shampoo

Data analysis The age ranges of the respondents

According to the pie chart shown above Sunsilk is mostly preferred by the customers who are within the age range of 20-29.Secondly10-19.It shows that Sunsilk is mostly preferred by young girls. But Sunsilk target market spreads from10-49. However there is a considerable preference level from the other two age ranges too.

How many times do you use Sunsilk shampoo per week? 23% Customers use Sunsilk shampoo at least once a week .Most of the customers that is 40% (12) customers use shampoo twice a week. It shows that customer consumption is at a higher level. 27% (8) customers use shampoo three times a week. There are also a considerable number of customers using Sunsilk three times a week. And regular customers are 10% (3)

What respondents think about the price levels of Sunsilk Shampoo? 3% (1) customers think that the price of Sunslk is high. Most of the customers that are 77% (23) customers think that the price of Sunslk is actually value for money. They think so because Sunsilk satisfy their needs and it is worth for them for the price they pay. Therefore customers never hesitate to buy Sunsilk shampoo again and again.

Indicated levels of agreement for the following statements A large number of customers prefer the fragrance of Sunsilk shampoo. 13% (4) customers strongly agreed. 21 customers that are 70% of customers prefer Sunsilk fragrance while 13% (4) customers do not rely on fragrance.

3% (1) customer strongly agreed and 67% customers (20) agreed with the given statement and it shows that they prefer the current package of Sunsilk shampoo, but some considerable numbers of customers do not care about the package. That is 27% customers (8).

Customers are intelligent and now they put a considerable amount of effort in identifying healthy products. It is shown in the above chart. 20% (6) customers that are strongly care on ingredients while 53% (16) customers also check the ingredients of Shampoo. And 10% (3) customers do not rely on ingredients of Shampoo.

Average preference level of Fragrance, package and ingredients The overall conclusion regarding these three variables Fragrance, package and ingredients shows the customers are affected by these three variables to prefer for Sunsilk shampoo. It shows that 86%, 70%, and74% of the sample customers prefer for those variables and it led for a higher preference level.

What do you expect by using a shampoo? The above figure shows the types of needs the each customer expects from a shampoo. Most of the customers that is 43% (13) customers expect to smoothen their hair and secondly 30% (9) customers to have a black shiny hair. 7% (2) customers expect to prevent hair fall. 17% (5) customers expect to construct damaged hair.

How satisfied are you with Sunsilk to meet your needs? This figure further shows that customers are satisfied with Sunsilk to meet their needs. 13% say that they are very satisfied and majorities 80% say that they are satisfied. This says that as the customers are well satisfied and therefore they prefer to buy Sunsilk very much.

In the same manner there are 3% (1) customers that have still no satisfaction of Sunsilk. There are also another 3% (1) customers who are neither satisfied nor unsatisfied. It might be due to the affecting variable for them to buy. Because some customers showed in the research that they do not pay attention to the need satisfaction

What influence you to buy Sunsilk? This figure shows that 47% (14) customers prefer to buy Sunsilk because of their self experience and because of the recommendations given by the friends and neighbours (30%). Promotion campaigns have a less effect on consumer preference as well as advertising.

Conclusions & Recommendations: The following conclusions along with the recommendations can be drawn through this research. => There is a higher level of customer preference level in terms of Sunsilk shampoo. => The customers prefer Sunsilk shampoo as it satisfies their expected need. Secondly customers care on price. The most significant variable that affect for the level of preference is need satisfaction. There is a considerable negative attitude towards the package .So the management should consider on providing a convenient package.

Customers gather information through their friends and neighbors rather than advertising or promotion campaign. So promotion mix should be changed in to direct marketing According to the research done on consumer preference level consumers are happy with the brand but the company need to increase more community based awareness and also by using blogs. Innovation, implementation, cost reduction to offer best competitive price and execution should be the strategy for continuation to be the market leader. The Company should introduce a new product mix for cleanness and remove dandruff. It is better to find out innovative means of promotions like forming a special association or some distinct group which will help maintain its brand equity and loyalty. Company should maintain its quality with constant improvements as customers expect the high quality.