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Post Purchase Behaviour Of Consumers Of Products Of Value Below Rs. 5

3744 words - 15 pages

Marketing Management – I

Post Purchase behaviour of consumers of products of value below Rs. 5 Sunsilk Shampoo sachet

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Contents
Contents .................................................................................................................................................. 2 Objectives of the Study............................................................................................................................ 3 Introduction ............................................................................................................................................ 4 Skin and Body care in Indian FMCG Industry ...view middle of the document...

.. 16 Appendix I – Interview responses ......................................................................................................... 17

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Objectives of the Study
1. The primary objective of the study was to understand the post purchase behaviour of users of Sunsilk shampoo sachets (Product of value less than Rs. 5). 2. Another important objective of the study was to understand the features of Sunsilk that made the users continue using Sunsilk and features that can cause dissonance. 3. The study was also aimed to understand the decision process that governed the purchase of this product in terms that could be further utilised for marketing.

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Introduction
Skin and Body care in Indian FMCG Industry
Skin and body care is among the fastest growing FMCG segments in India driven by several factors such as rising disposable incomes, heightened exposure to media and increased awareness of personal grooming. The robust growth in per capita income has resulted in improved life styles and willingness to pay for the extra edge on personality. Women are the main consumers of the skin and body care products. The age group of consumers who regularly use skin and body care products has widened considerably in the recent years. Modern retailing formats and heightened media exposure has improved visibility for the products and opened up markets in the semi-urban and rural areas. Companies are positioning products at various price points to cater to a large section of the population. Several players have introduced affordable unit size packaging especially in rural areas to counter the large presence of local brands. These unit size packaging across the entire range of products is a key driver for growth and penetration in the skin and body care segments.

Sunsilk Shampoo
Till a few decades ago, till the 1060’s, shampoo was considered a lifestyle product in urban India. The Shampoo industry has grown and evolved since then. Till the earlier part of the 2000’s, the market was dominated by flagship companies such as Hindustan Unilever Ltd. and Procter and Gamble. Since then, the competition has increased to include many more multi-national companies like L’Oreal and domestic companies such as Dabur and ITC. There is high capacity of growth in the bottom end of pyramid of the industry. The industry is reported to be growing at an annual rate of 14% p.a., and the competition is increasing every day. Shampoos are divided into three predominant categories: 1. Cosmetic (Volume, shine, strength) 2. Herbal 3. And Anti-Dandruff Sunsilk is a cosmetic/popular category shampoo, primarily aimed at women, and produced by the Hindustan Unilever group, which is India’s leading company and brand in hair conditioning and the second largest in shampoo. The major competitor of Sunsilk is Clinic Plus, marketed by the same parent company, HUL.

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The main target market of Sunsilk predominantly includes women between the age group of 16-40 yrs.,...

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