Market Research of Shampoo and Bodywash By Group 1,Class 1 20 th April 2014

Tankertanker Design CONTENTS IntroductionResearch 1Research 2

Tankertanker Design Introduction As the aim of this market research is knowing the brand awareness and brand loyatly of shampoo or bodywash in campus-wided, our group divided into two teams and made two different researches with various methods. Team 1, 区栩莹 and 麻亮 included, made research 1 by consulting 61 undergraduates (25 males and 36 females) with structured interview. The result reflected that there is gap between brand awareness and brand loyathly which means the most well-know brand doestn't not always attracted old customers, that nearly half of the interviwees without any brand loyathly and that the grils thought highly of shampoo while boys paid more attention to bodywash. Team 2, 梁慧欣 and 赵青 included, made research 2 by survey the brand loyatly of shampoo and steyle of selecting shampoo between 34 undergraduates with self-made questionnaire. The result truns out that most students will combine various information to select the shampoo, and that students from different areas value different charaters of the shampoo brand.

Tankertanker Design Team 1 : Structured Interview 区栩莹 & 麻亮

Tankertanker Design Questions List 1. Can you tell me three brands of shampoo/ bodywash that you know? 2. Are you in a habit of using one brand of shampoo / bodywash? - If yes, which brand will you choose? Why? - If no, why do you change the brand so often? Which factors will influence you to select the next one?

Tankertanker Design Shampoo Brand Awareness Male Ranking List No.1 Head-Shoulders No.2 Rejoice No.3 Dove / Hazeline Female Ranking List No.1 Rejoice No.2 Pantene No.3 Head-Shoulders No.4 Clearad No.5 Bawang No.6 VS / Dove / Hazeline * The unsignificance result is not above.

Tankertanker Design Shampoo Brand Loyatly Male Ranking List Female Ranking List

Tankertanker Design Shampoo Brand Loyatly GenderBrandReason Male Head-Shouldersadvertisement, friends' recommend, prices Rejoiceadvertisement, prices Female Rejoice habit from home, prices, various kinds, fitness to her hair, well effect Pantene well effect (hair become gentle, comfortable and smooth), habit from home, fitness to her hair Head-ShouldersHabit from home, well effect Hazeline Habit from home, comfort, fitness to her hair * The word with overstriking is product differention.

Tankertanker Design Shampoo Brand Loyatly Female: The Reason of Choosing Unconstant Brands * At. means according to A rumor is told that shampoo brand should be changed regularly.

Tankertanker Design Brief of Shampoo Brand Accroding to table above, we can notice that though girls pay closer attention to the advertisements of shampoos than boys do, but they are less influeneced by those marketing strategies. Compared to the grils, boys are more likely to accept the peripheral informations when choosing shampoo which means they are more non-rational and gullible. However as the market of man's shampoo is so small, the young man with a little money many become the new market segmentation of it. The girls can be divided into two groups, some of them think highly of their habit from home and pay littel attention to the effect of shampoo. The other of them may chasing the good feeling of using shampoo like the effect of it, the feeling of freshness or the happniess when geting cheap thing. In my point of view, those consumers are the most reasonable ones and the buyer may hard but sometimes easily to get their money which depens on what feeling they really chase.

Tankertanker Design Bodywash Brand Awareness Male Ranking List No.1 Ausnow No.2 Mentholatum No.3 Safeguard No.4 Opal No.5 Dove / VS Female Ranking List No.1 Dove No.2 Johnson & Johnson No.3 LUX No.4 Safeguard No.5 Olay No.6 Sixgod * The unsignificance result is not above.

Tankertanker Design Bodywash Brand Loyatly Male Ranking List Female Ranking List

Tankertanker Design Bodywash Brand Loyatly GenderBrandReason Male Mentholatumbig brand, effect (clean and skin whitening) Ausnowfragrance, effect( clean) Safeguardfragrance, effect ( skin moistening) Female Johnson & Johnson big brand, prices, effect (clean and without irritation), habit from home LUXfragrance, habit from home Dovefragrance (milk), habit from home Olayhabit from home Safeguardbig brand, fragrance, habit from home * The word with overstriking is product differention.

Tankertanker Design Bodywash Brand Loyatly Female: The Reason of Choosing Unconstant Brands * At. means according to A rumor is told that shampoo brand should be changed regularly.

Tankertanker Design Berif of Bodywash Brand Accroding to table above, we can notice that different fragrance of each bodywash is its fiercest weapon of all. Compared to shampoo, the girls seem think little of bodywash therefore nearly half of them don't have a habit in using a certain bodaywash brand. The fragrance of bodywash and the habit from home or freshness become the important points to choose the bodywash. To my surprise, the boys pay more attention to the bodywash not only for its fragrance but also for its effect. At the same time, a unique brand were selected in the ranking list of male-- Mentholatum, which indecated that the marketing segmentation of Mentholatum had gained remarkable success.

Tankertanker Design Team 2 : Self-Made Questionnaire 梁慧欣 & 赵青

Tankertanker Design Shampoo Brand Awareness As the rest of this this questionair is not absolutely corresponding to the subject of the topic, so the rest are not shown here.

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